MEDIA STRATEGY

(HOMEWORK 6)

Ralph Matthew A. Ong (M997Z245)

Mamunur Rashid

Yannick Turkier (O990F021)

JOVAN MUSK FOR MEN - AFTERSHAVE

“It's what attracts. The cologne works with your body's natural chemistry to make a sexy scent. A blend of exotic spices and woods meets with the seductive power of musk. The result is a masculine, powerful persuasive fragrance.”

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http://www.jovanmusk.com/muskformen.html

MARKET RESEARCH ANALYSIS

The analysis revealed that typical buyers of Jovan Musk aftershave are:

between 35 and 44 years old

sole wage earner

most likely with an income lower than $10,000

and probably do not have a high school degree

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see Exhibit 14.12

TARGET AUDIENCE They are part of Generation X

Know your customers, but who are they?

Born between 1965 and 1980

Like to feel young and healthy

In terms of marketing and products Xers are

Less loyal to brands than Baby Boomer Generation

Reject status through material posession (only those with low education e.g. no high school degree)

Likely to purchase environmentally friendly products

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Ritchie, 1995

MEDIA MIX

Major Products – Aftershaves, Colognes, Perfumes

Founded in Drugstores, Supermarkets, Groceries

Attracting people

Provocative

Ingredients – Jasmine, Ylang Ylan g, Honeysuckle, Ginseng

Smell – Peppermint

Release pleasant odor

MEDIA VEHICLES

Internet AdvertisingNews MediaNarrowcastingBroadcast Media

[4][3][2][1]

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LIMITATIONS OF GEOGRAPHIC DATA

Stereotypes

Reliability

Changing behaviors

Missing explanations

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