the cleverest and best looking team in the game
Post on 01-Jan-2016
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the cleverest and best looking team in the game.
SARAHTABB
MIKEFISHBEIN
Put a cute animal in
the commercial
!
Status.Symbol.
If it comes in an
adorable package, it’s mine!
Why am I here?
See Slide 2.
COURTNEYMASON
• San Francisco, CA• UC Berkeley• Consulting Confucius• Addicted to Real
Housewives Anything
• Charlotte, NC• UNC Tar Heel• BofA Excel Vixen• Fried Food and
Biscuit Connoisseur
• New York , NY• Colgate University• An American Bull in
a Paris I-Bank• Addicted to Real
Housewives…Kellogg
• Washington, DC• Maryland Terrapin• Deloitte Consulting• Jack of All Trades…
Master of None
• Boston, MA• University of Virginia• Bain Brain• Can crush you in a
rap battle, Ma$e-style
I will pay extra for organic
anything.
We are 2 bankers and 3 consultants who want to trade DCF models & frequent flyer miles for the glory of the 4 Ps. We came to Kellogg to market, and market we will do! The brander inside us is
DYING to escape. You know we have the analytics. But wait until you see our right brains at work. Clever. Classic. Sassy. Sizzling.
If a girl’s selling,
I’m buying.
MR.CLEAN• Cincinnati, OH• School of Hard
Knocks• Mad at dirt since
1965
MIKESCHAFFER
JOYCELI
WE LOVE THE MR CLEAN MAGIC ERASER. HE IS NOT JUST FOR MOMS.
THE CAMPAIGN IN ACTION
Look, Ma – studious & clean!Mr. Clean! Just in time!
Dan had a great Friday… Mom can’t see this!!
I’m on my way,
honey!
But Mom’s coming!
YOU KNOW YOU WANT US. WE’LL CLEAN UP THE
COMPETITION.
MARKET RESEARCH & JUSTIFICATIONIt is documented that frat stars and young straight dudes are the dirtiest of all demographics (ages 18-35).They have moms. And they have girls who they want to walk more than 1 foot into the apartment.Moms/Girls will go nowhere near an apartment with pizza stains on the wall, hot dogs stains on the floor, jalapeno popper stains on the ceiling, and a toilet bowl/seat that’s never been cleaned. These guys need something to clean up their
sh*t (literally). Without being time consuming, because let’s face it, for this demographic, when they’re not at work, it’s always bar o’clock.
We conducted a focus group at Monday Night Football –passion for this product is strong among this group!THE STRATEGY
Product: No change required Price: No change requiredPromotion:
o Advertisements that feature dudes utilizing the Magic Eraser to fight tough messes in crucial moments (see storyboard at right)
o Advertisements on networks catering to our target demographic (ESPN, Spike TV, Fox Sports, Comedy Central, TNT, TBS etc.)
o Free Magic Erasers at sporting eventso Celebrity spokesmen The Situation & Pauly D. (have
you seen them clean on Jersey Shore? Seriously, they clean in every episode.)
Placement: Expand retail channels to hardware stores, sporting goods stores, outdoor stores
o Special in-store displays with life-sized cutouts of our spokesmen endorsing the product
o “When you have to clean up after a grenade, it’s Magic Eraser…then GTL.”
MR.CLEAN TODAY MR.CLEAN TOMORROW Age, marital and
parental status, needs and behaviors
Moms who have to get tough stains out quickly because they do not have time to scrub/repaint Man around the house who can be “Trusted Every Day” and has more to offer than the generic spray cleaners
“Mr. Clean Dude” campaign; he’s a clean dude, and you can be, too!
18-35 year old single men living alone
No change requiredSTP
Mike Fishbein mfishbein2012@kellogg.northwestern.edu
917-685-6419
Sarah Tabb* stabb2012@kellogg.northwestern.edu
704-299-4402
Michael Schaffer mschaffer2012@kellogg.northwestern.edu
703-474-0073
Courtney Mason cmason2012@kellogg.northwestern.edu
617-320-9320
Joyce Li jli2012@kellogg.northwestern.edu 626-271-4919
Outtakes from our commercial photo shoot, for your enjoyment
:)
*TEAM CONTACT
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