Moet&Chandon

MEDIA PLANby Dee Inthamat

Thursday, May 5, 2011

About Moët & Chandon

Moët & Chandon champagne is the most famous well known champagne around the world. The company was founded in 1743 in Champagne, France. Moët & Chandon has become the symbol of celebrations for more than two hundred and sixty years. Moët & Chandon has five collections including Brut Impérial, Rosé Impérial, nectar Impérial, nectar Impérial Rosé , and Grand Vintage.


Purpose

The purpose of this media plan is created to assist Moët & Chandon in achieving business objectives through advertising budgets by recommending the best various media to advertisers.


Marketing Objectives

Increase younger consumer

Increase more sale around national

Maintain brand awareness during non-peak sales periods.

Maintain a leader in Champagne market


overview

Leader on the Champagne market, 25% of the Market

They own the biggest vineyard and the largest cellar of Champagne.

Moët & Chandon has about €603 million revenue worth wide


Moët & Chandon 2011 Campaign

The campaign, developed by Paris-Based works advertisement Agency and a British photographers Tim Walker. The campaign present three photographs that truly represent the sense of glamour, grandeur, and generosity in the brand.


Scarlett Johansson


Target Audience

Age: 25 - 54

Gender: Women

Household income: $75,000 +

Education: Attend college

Occupation: professional and related occupation

Census Region: West and North East

Marital Status: Any

Presence of Children: Children < 6 years old

Race: White

Lifestyle: Love social life, love to have fun

Personality: Out going person, open minded.

Beliefs: Any


Moët & Chandon Competitors


Media Objectives

Increase brand awareness by using media advertising.

Support ad campaign and promotion.

Maintain consumer brand loyalty.


Media Strategies

Provide attractive advertising campaign via Television, Magazine, Online and Out of home to deliver the company message


Geography

U.S. National


Seasonality

Christmas (December)

New Year (December - January)

Oscar (January - February)

Advertising support should be heaviest during the following periods.

=


Media Mix

TV Magazines

Out of Home

InternetThursday, May 5, 2011

Television

Prime Time Prime Time

Daytime Daytime

Prime Time


Reasons

Women 18-49 watch these television networks

Most people in the United Stated watch television.

Television reach larger audiences quickly


Magazine

Full page 4/colorIssue frequency: Publish monthly

Full page 4/colorIssue: Frequency



Full page 4/colorIssue frequency: Publish 10 times a year


Reasons

Women read these magazine

Frequency publishing

High quality images

Help capture a wider audience


Online

Facebook

Social utility that connects people with friends and others who work, study and live around them.

* Number one social media website.

* Lots of people has facebook

* fast place to update news

Worldsbestbars

A guide to find style bars and cool cocktail lounges around the world.

* Many people find bars in their cities via worldbestbars.com

* Drinks recommendation website

* Directly merge to the company website if they click on the Ad.

* It’s international

Zagat

Restaurant guide with reviews and ratings for many major cities in the U.S.

* You can download zagat on your mobile devices.

* Food and drinks go well together.

* Majority of people use Zagat because it’s new and you can get coupon codes for special deals.

Foursquare

Gives you and your friends new ways to explore your city.

* Check in places and can recommend

* Fans can follow the brand

* give location so people can come to venues and participate

Twitter

Social networking and microblogging service utilising instant messaging.

-People can follow the company

* fast place to update news

* Attractive


Outdoor

Bulletins

Height: 14’Width: 48’

Chicago L.A. Las Vegas New York Miami

Heavy traffic locations as expressway, primary arteries, and major intersections.

Reasons- These cities are major cities in the U.S.

There are more club/bar/restaurants available than small cities.

- More population lives in these cities, it will reach more audience.

- Travel city. People drive or fly to visit these cities.

Media Reasons- Delivers high frequency at each location.- Provides continuity of an advertising

message throughout the year.- Name and image awareness.

Transit Shelters

Height 65’Width 44’

Chicago Las Vegas New York Miami

Reasons- Economical medium providing low

cost impressions.- Maintains high visual 24 hours a

day.- Outstanding visibility and quality

impressions with a glass showcase.

- positioning along main roadways.

Spectacolor Advertising

Digital billboard

New York: Time Square47th at Broadway $75,000/Month

Reasons- image quality - great impression- Easily switch between schedule

content. - Major city, great area to advertise

product.

Wallscapes

Chicago New York San Francisco

Reasons-More building available in these major cities- Towers above the streets.- Delivers high frequency- Provides dominance in key market.- unusual creative sizes and shapes. More variety

and very attractive.


OOH


Financial Considerations

Budget $10 million dollars


Financial Descriptions

TelevisionBravo 5 points/week x 14 weeksPrimetime $25,300E!5 points/week x 14 weeksPrimetime $25,300Style Network5 points/week x 10 weeks Daytime $7,000Food Network5 points/week x 15 weeksDaytime $7,000The CW5 points/week x 10 weeks Primetime $25,300

Online $10 for any online media form($10 x 1,000,000)/1000= $10,000

MagazinesELLE4 color rate: 6ti 134,1506 x 134,150 = 804,900Martha Stewart4 color rate: 12ti 146,1001 x 146,100 = 146,100Food Network4 color rate:6ti 67,2106 x 67,210 = 403,260

OutdoorBulletins national 12 Units $142,740

4 x 142,740 = 570,960Transit Shelters 70 Units $ 45,500

4 x 45,500 = 182,000Spectacolor 1 Unit $75,000

2 x 75,000 = 150,000Wallscapes Various about$40,000

3 x 40,000= 120,000


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Moet&Chandon

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