Mr. Clean Eraser Extra Media Plan 2010

MEDIA PLAN Part 1

Nguyen Tra My

May, 2010

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Mr. Clean Eraser Extra Media Plan 2010

Contents

I. Background research and marketing situation analysis.....................................1

1. Product brief history.......................................................................................1

2. Use of integrated marketing communication tools and creative strategies.....2

3. Target audience..............................................................................................4

4. Market place...................................................................................................6

II. Creative Concept..............................................................................................11

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Mr. Clean Eraser Extra Media Plan 2010

Mr. Clean Magic Eraser Extra

In this assignment, I will create a brief about a new product of Protect & Gamble household

care category: Mr. Clean Magic Eraser Extra. The brief is the first step to develop a media

plan to advertise this product in Melbourne, Victoria, Australia.

I. Background research and marketing situation analysis

1. Product brief history

Since 1957, Mr. Clean®has been a

trusted and beloved household

cleaning brand. P&G launches the

first Mr. Clean product: an all-

purpose liquid that can be used to

clean multi-surfaces in 1958. In just

six months Mr. Clean becomes

America’s top selling household

cleaner.

Source: Mr. Clean’s website, 2010.

According to Mr. Clean’s homepage

(2010), Mr. Clean Magic Magic Eraser

Extra was introduced in Canada market

in 2006. This launch built off its original

Mr. Clean Magic Eraser that helped the

company grows unit volume 12 percent

and net sales 1/ percent in its fabric and

home care business for the third quarter.

4 P’s of Mr. Clean Magic Eraser Extra in Australia

- Product information:

Product name: Mr Clean Magic Eraser Extra Pads.

Manufacturer name: Protect and Gamble

Product category: household-cleaning products

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Mr. Clean Eraser Extra Media Plan 2010

Color: Blue/White

Retail sold as: pack of 4 pads.

Technical details:

Cleans dirt and grime like you never thought you could.

Disposable, soft cleaning pad that acts like an eraser.

Easily and thoroughly breaks up tough dirt, lifting it away from surfaces.

It works with water alone, so it's simple and easy to use.

- Price: According to Australian’s Grocery Best Price Directory (2010), a pack of four pads of

Mr. Clean Magic Eraser Extra priced at AU$ 6.00, which means AU$1.5/ each.

- Place: In Australia, Mr. Clean Magic Eraser Extra is sold at local grocery stores (Woolworth,

Coles, Ritchies super market chains), online stores (Bigshop, dStore, Shopsafe, Quicklink,

Amazon, Homeshop, etc..). It sounds weird but Mr. Clean can also be found at hardware

stores in Australia (Timber and Hardware, Bunnings Warehouse, Homeone, Mitre10, Straco,

etc…)

- Promotion: TVC, Internet marketing, sponsorship, public relations, sale promotion. More

details of promotion tools are mentioned below.

2. Use of integrated marketing communication tools and creative strategies

Brand image

According to Mr. Clean’s homepage (2010), when Mr. Clean was first introduced, the

Chicago Art Director, Ernie Allen, draws Mr. Clean as a muscular, tan, bald man who cleans

things very well. According to Protect & Gamble, Mr. Clean has always smiled, and is the

strong, silent type, suggested that Mr. Clean represented something of a "mystery man" for

housewives at home alone cleaning the house. These features also represent a wise use of

the brand image that appears attractive to women’s psyche.

Its theme song, “Jingle”, written and recorded on a tape recorder by Thomas Scott Cadden,

has later become the longest running jingle in television history.

Integrated Marketing Communication tools

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Mr. Clean Eraser Extra Media Plan 2010

In previous years, Mr. Clean’s brand image has been always consistent as household-

friendly. Also according to the fore mentioned source, there is some highlights of Mr.

Clean’s IMC tools used in recent years:

2006

- Mr. Clean kicks-off a national campaign to help communities across America tackle their

toughest cleaning jobs at the unveiling of the New Orleans Saints’ “toughest job” victory;

their first home game in the Superdome since after Hurricane Katrina.

- Mr. Clean gathers an army of “look a-likes” to clean up after the Guinness record-setting

World’s Largest Gingerbread House in the Mall of America.

2007

- Mr. Clean becomes popular on Facebook. The popular icon boasts more than 40 fan-created

pages!

- In March 2007, Mr. Clean launched an online competition with YouTube that gave

consumers the opportunity to create a commercial advertising the Mr. Clean Magic Eraser.

Entrants were asked to use up to 60 seconds of time for their advertisement. A prize of

$10,000 was slated for the announced winner, based on an independent judging

corporation's scoring. The competition ran through June 30, 2007. In September 2007, the

$10,000 prize was awarded to the creator of the winning video "Here's To Stains.”

A noticeable point of Mr. Clean’ s advertising is that in TVC, Mr. Clean mainly appears

beside a happy house wife who is enjoying the cleaning with the product. This helps

construct a positive association of Mr. Clean that he always supports woman, helps saving

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Mr. Clean Eraser Extra Media Plan 2010

time and labor in house works. This image is effective and should be maintained in later

advertising.

Another remarkable characteristic point is that previous advertisements of Mr. Clean wipe

product line are targeted at functional benefit. For instance, the TVC shows how Mr. Clean

wipe clean so easily and quickly in multi-surfaces. The slogan of Mr. Clean wipe product

says: “Fight more grimes in more place”. This copy is simple, reflects the function of Mr.

Clean. And because Mr. Clean is belong to Fast Moving Consumer Good category, so the

later advertising should also target at the functional benefit of Mr. Clean.

3. Target audience

The target audience of Mr. Clean Magic Eraser Extra is full-time employed female who have

little time spending on house work. As a significant social trend in Australia, there are more

women participating in workforce, so they have less time to do the house work. Besides

working hours, doing house works are time-consuming and tired, thus working women

want cleaning tools that help them reduce time and labor in cleaning activities. For cleaning

product category, convenience is key; people want products that work quickly and

efficiently. By using convenient and innovative product, they can have more time spending

on recreational activities and resting.

According to Australian Bureau of Statistics (2009), the amount of time people spend on

household work often shapes or is shaped by their participation in paid work. While

mothers spent less time in paid work than women without children, they also got less sleep

and had less time for recreation and leisure activities.

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Mr. Clean Eraser Extra Media Plan 2010

Time spent on household work by sex and status in employment, 2006

Also according to the above mentioned, women aged 20-49, living in couple family with

children under 15 years old have to spend more time on child care activities, hence they

want to save time for other household activities.

Time spent on household work by sex and selected living arrangements, 2006

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Mr. Clean Eraser Extra Media Plan 2010

Define by sex and age group; female aged 25-44 have to spend the most considerable time

on house works.

According to Australia Bureau of Statistics (2009), households in Melbourne and Sydney,

having middle income ($500-$2000/week) and high income ($2000 or more/week),

respectively are 497,900 and 247,000. The numbers of female worker aged 25-45 who need

time off work is 466, 7000 in Melbourne, and 452, 1000 in Sydney. These are profitable

market for Mr. Clean priced at AU$ 1.5 for one piece (Mr. Clean website, 2010).

As above mentioned data suggested, the most important characteristic of the target

audience is their demand to save time and effort to do house work. The target market is

two largest cities in Australia: Sydney and Melbourne, hence the full-time female workers

have an active, busy and modern lifestyle. They like to try new product with innovative

features, accept not so cheap but reasonable price of Mr. Clean Magic Extra. The target

audience not only does the housework on their own, but also asks their living partners to

help them. The cleaning product thus must be convenient, ready to use, for multi-purpose

and easy to reuse and dispose. Mr. Clean with innovative features in cleaning can be

welcomed with try and brand-recall by the busy women.

In sum, the target audience is full-time employed females, aged 20-45, living in household,

with or without children, having middle to high income in Melbourne and Sydney.

4. Market place

Size and market share

- Market research highlights:

According to Datamonitor (2009), the Australian household products market grew by 1.8%

in 2008 to reach a value of $1.7 billion. The performance of the market is forecast to

decelerate, with an anticipated compound annual growth rate of 1.6% for the five-year

period 2008-2013, which is expected to lead the market to a value of $1.8 billion by the end

of 2013.

Australia accounts for 8.4% of the Asia-Pacific household products market's value.

Reckitt Benckiser Plc accounts for 26.5% of the Australian household products market's

value.

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Mr. Clean Eraser Extra Media Plan 2010

Supermarkets and hypermarkets leads the Australian household products market

distributing 86.5% of the market's overall value.

Australian Household Products Market Value, 2004-2008 (million)

According to Australian Bureau of Statistics (2009), the number of households in New South

Wales is projected to increase by between 33% and 38%, from 2.5 million in 2001 to

between 3.3 and 3.4 million in 2026. Family households, the most common household type

in New South Wales, are projected to experience the largest numerical rise, increasing from

1.8 million households in 2001 to between 2.2 million and 2.3 million in 2026, an increase of

between 24% to 28%. The number of households in Victoria is projected to increase by

between 35% and 41%, from 1.8 million households in 2001 to between 2.4 million and 2.6

million in 2026.

The number of families in Victoria is projected to increase slightly more slowly than families

Australia-wide. From 1.3 million in 2001, the number of families in Victoria is projected to

increase by between 24% and 30% to reach between 1.6 million and 1.7 million in 2026.

As the data suggest, the increasing number of households in the two targeted markets,

Sydney (New South Wales) and Melbourne (Victoria) will be potential profit market for Mr.

Clean.

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Mr. Clean Eraser Extra Media Plan 2010

Australia Household Products Market share, 2008

Competitive landscape:

According to Datamonitor (2009), Reckitt Benckiser, Colgate-Palmolive, and Unilever are the

market leaders in the Australian household products market, with 58.6% of the market

value. Supermarkets and hypermarkets are the main buyers in the Australian market, and

the larger chains may exert strong buyer power. The fact that manufacturers of household

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Mr. Clean Eraser Extra Media Plan 2010

products are able to source some of their raw materials from only a relatively small number

of suppliers boosts supplier power.

The existence of strong brands and the scale economies associated with the high volume

production facilities prevent the threat of new entrants from becoming a significant factor.

High exit barriers and fixed costs tend to increase rivalry between manufacturers.

In the Australian household products market, the main distribution channels of the

household products are supermarkets and hypermarkets with 86.5% share of the overall

sales value. Thus, the size of the average buyer is significant, which enhances their

negotiating position and therefore increases buyer power.

Furthermore, the relative concentration of the retail market leads to even stronger buyer

power. Household products are usually differentiated (in terms of color, brand, strengths,

fragrance, etc.) but their overall function is fairly standardized. Such lack of distinction of

products increases buyer power. A form of backward integration within the market is

possible with buyers developing their own brands of private-label household products.

Switching costs for buyers are not particularly high, although retailers are generally required

to stock products of many different manufacturers to provide for customers' varied

preferences, which may diminish buyer power. Overall, buyer power is strong in the

Australian household products market.

Also according to the fore mentioned source, the main threat of substitutes in household

products market is posed by homemade alternatives. End-users may prefer these on

grounds of price, or because they can control what ingredients are used in their

preparation. However, any substitutes for household products need to be prepared, which

is a relatively time-consuming process requiring specific knowledge, and may not provide

the desired results, reducing the threat of household products substitutes.

SWOT analysis:

Based on key market research findings, I come up with the situational analysis as followed:

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Mr. Clean Eraser Extra Media Plan 2010

Strengths- Large scale of operations: P&G has

significant scale advantages. It is the global leader in all its four core categories - fabric and home care, beauty care, baby and family care, health care. Its products are sold in over 160 countries worldwide with manufacturing capabilities in over 42 countries. The company manufactures and markets close to 300 products (P&G’s homepage, 2010). The company’s huge buying power (from commodities to media) is being progressively leveraged through global procurement and services. A large scale gives P&G significant competitive advantage against the smaller, unorganized players in Australian markets.

- Strong branding: P&G is one of the world's most successful brand creation and brand building companies. P&G's brand leadership, credibility and reputation help it implement brand building of Mr. Clean more likely to be successful.

- Product innovation: Mr. Clean Magic Eraser Extra has its more innovative features as compared to other brand names of its kinds. The features include: convenient, strong formula, time-saving of cleaning, easily workable on multi-surfaces and various kinds of grimes. This will be key benefit to be communicated in advertising plan.

Weaknesses- Overexposure to mature markets with

established brand names: P&G remains largely a mature-market company, with only 26% of sales and 22% of profits generated outside the US and Western Europe (P&G’s homepage, 2010). Moreover the company is primarily exposed to mature categories in these markets, such as laundry detergents and paper. This indicates that the company focuses on leveraging its scale - which often means growing where it already has a sizeable detergent and/or consumer paper business. The downside is that this strategy does not necessarily align its portfolio to tap growth, mainly in developing and emerging markets. The dominance of established brand names (Pampers, Tide, Ariel, Always, Whisper, Pantene, Downy) on mature markets (US and Europe) act as the setback to the Mr. Clean’s brand awareness and recognition in Australian’s targeted market.

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Mr. Clean Eraser Extra Media Plan 2010

Opportunities- Developing markets: The consumer

products business in Australia is expected to be a significant opportunity for FMCG of P&G. This is primarily due to the fact that these markets are witnessing growth across three basic demographic factors: population growth, household formation and household income growth, and the increase in the number of working females. These factors have driven the growth of cleaning product category that will benefit the advertising campaign for Mr. Clean.

- Wipes drive growth: While sprays and liquids are still the greatest share of sales to the household cleaning category, cloth wipes are gaining a wider audience in Australia. According to Australian Association of Soap and Detergent (2009), wipes has increased sales in the category by 25 percent in 2009. The trend in cleaning product that consumers are willing to pay more for convenience is appropriate with the campaign that targeted at benefit need.

Threats- Intense competition: P&G operates in a

very competitive market, with rivals including consumer giants such as Reckitt Benckiser, Colgate-Palmolive, and Unilever. These companies have already established major share of voice and share of market in Australia for cleaning products. This challenges Mr. Clean’s campaign to achieve communication objectives in the target markets.

- Difficulty to gain effective exposure of the target audience: As the target audience is working women who are frequently busy, they will have little time watching TV, reading magazine, newspaper. This lead to the constraint of advertising Mr. Clean on these media. The possibility that the busy women will skip TVC or rarely watch TV is high. This requires choosing the appropriate time and vehicle to advertise Mr. Clean.

II. Creative Concept

As Mr. Clean Magic Eraser Extra is belong to FCMG, and household cleaning category, the

key creative concept will be communicated based on the functional benefits it brings to

customers. The benefits include: simple and easy to clean and dispose, workable on various

types of grimes and surfaces.

In previous campaign, Mr. Clean always appear beside the housewife, supporting her

cleaning tough dirty grimes. The voice of the ad speaks from housewife’s perspective that

she feels happy and comfortable cleaning the house with Mr. Clean.

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Mr. Clean Eraser Extra Media Plan 2010

However, I will look at cleaning the house from a different perspective: the kid wants to

help his mom clean the house when she is away. The functional benefit of Mr. Clean will be

shown through how the kid easily removes the grimes.

Key visual: The visual tells a story of a kid at about six years old staying alone in the kitchen,

opening the fridge but accidentally drops the pasta source all over from the inside fridge to

the floor. He is trying to pour the jam out to the dish but once more time accidentally pokes

off the coffee cup and feeding the table with both jam and coffee. He then brings a box of

pizza in the bedroom but the pizza is slipping out of the box onto the floor. He is afraid of

getting scolded by his mom and remembers that she always use Mr. Clean Magic Eraser to

clean up the house. He finds Mr. Clean and easily, quickly removes all the grimes he has just

caused. The visual focus on even the kid can easily clean up many kinds of stains with Mr.

Clean. The mom appear when the kid is about to finish cleaning up and she is so happy and

proud that her child is responsible for housework and can help her do that.

The visual targets at women’s happiness and satisfaction when the house is clean, even the

joy is double by the help of the kid with the “magic” cleaning ability of Mr. Clean Magic

Eraser Extra.

Key message: “Enjoy the happiness of cleanness.”

Tone of voice: cherish, happy, proud, and satisfactory to stimulate the target audience to

try the product.

Special requirements: As Mr. Clean is a FCMG, it hardly avoid clutter with the advertisings

of other products of the same category. Thus, besides normal advertising campaign, a PR

campaign might be necessary to create positive brand image and leverage relationships

with customers.

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Mr. Clean Eraser Extra Media Plan 2010

References

- Belch & Belch, 2009, Advertising and Promotion, An Integrated Marketing Communications

Perspective, 8th edn, McGraw-Hill, USA.

- Mr. Clean® Magic Eraser® Extra Power website, 2010, “Mr. Clean® Magic Eraser® Extra

Power Erase, stronger for longer”, viewed March 17, 2010,

http://www.mrclean.com/en_US/magic-eraser-extra-power.do

- Grocery Shopping List Supermarket Comparison, 2010, “Home Care Prices - Supermarket

Comparison”, viewed March 20, 2010,

http://grocery.bestpricedirectory.com.au/advanced_search_result.php?

keywords=mr.clean&x=0&y=0

- Amazon website, 2010, “Mr. Clean Magic Eraser Disposable Pads, 4 Cleaning Pads per Box

PGT43516”, viewed March 22, 2010, http://www.amazon.com/gp/product/B000GLSOWY?

&tag=shopwiki-us-20&linkCode=as2&camp=1789&creative=9325

- Australian Bureau of Statistics, 2010, “Consumer Price Index, Australia, Dec 2009”, viewed

March 20, 2010,

http://www.abs.gov.au/Ausstats/abs%40.nsf/e8ae5488b598839cca25682000131612/938d

a570a34a8edaca2568a900139350!OpenDocument

- Datamonitor, 2009, “Household Products in Australia, Industry Profile, 2008”, viewed March

22, 2010, http://web.ebscohost.com.ezproxy.lib.rmit.edu.au/views/static/html/Error.htm?

aspxerrorpath=/ehost/pdf

- Protect and Gamble’s homepage, 2010, “Heritage”, viewed March 22, 2010

http://www.pg.com/en_US/company/heritage.shtml

- Australia Bureau of Statistics, 2009, “Trends in household work”, viewed March 20, 2010,

http://web.ebscohost.com.ezproxy.lib.rmit.edu.au/ehost/pdf?vid=1&hid=3&sid=ff4b098f-

090c-47ed-a3d9-4bd96200f373%40sessionmgr13

- Mr. Clean homepage, 2010, “Look Back Over 50 Years”, viewed March 23, 2010,

http://www.mrclean.ca/en_CA/through-the-years.do

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Mr. Clean Eraser Extra Media Plan 2010

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