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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
According to Mr. Clean’s homepage
cleaning brand. P&G launches the
(2010), Mr. Clean Magic Magic Eraser
first Mr. Clean product: an all-
Extra was introduced in Canada market
purpose liquid that can be used to
in 2006. This launch built off its original
clean multi-surfaces in 1958. In just
Mr. Clean Magic Eraser that helped the
six months Mr. Clean becomes
company grows unit volume 12 percent
America’s top selling household
and net sales 1/ percent in its fabric and
cleaner.
home care business for the third quarter.

Source: Mr. Clean’s website, 2010.

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
 Color: Blue/White

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Mr. Clean Eraser Extra Media Plan 2010

 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 Weaknesses
- Large scale of operations: P&G has - Overexposure to mature markets with
significant scale advantages. It is the established brand names: P&G remains
global leader in all its four core largely a mature-market company,
categories - fabric and home care, with only 26% of sales and 22% of
beauty care, baby and family care, profits generated outside the US and
health care. Its products are sold in Western Europe (P&G’s homepage,
over 160 countries worldwide with 2010). Moreover the company is
manufacturing capabilities in over 42 primarily exposed to mature categories
countries. The company manufactures in these markets, such as laundry
and markets close to 300 products detergents and paper. This indicates
(P&G’s homepage, 2010). The that the company focuses on
company’s huge buying power (from leveraging its scale - which often
commodities to media) is being means growing where it already has a
progressively leveraged through global sizeable detergent and/or consumer
procurement and services. A large paper business. The downside is that
scale gives P&G significant competitive this strategy does not necessarily align
advantage against the smaller, its portfolio to tap growth, mainly in
unorganized players in Australian developing and emerging markets. The
markets. dominance of established brand names
- Strong branding: P&G is one of the (Pampers, Tide, Ariel, Always, Whisper,
world's most successful brand creation Pantene, Downy) on mature markets
and brand building companies. P&G's (US and Europe) act as the setback to
brand leadership, credibility and the Mr. Clean’s brand awareness and
reputation help it implement brand recognition in Australian’s targeted
building of Mr. Clean more likely to be market.
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.

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Mr. Clean Eraser Extra Media Plan 2010

Opportunities Threats
- Developing markets: The consumer - Intense competition: P&G operates in a
products business in Australia is expected very competitive market, with rivals
to be a significant opportunity for FMCG of including consumer giants such as Reckitt
P&G. This is primarily due to the fact that Benckiser, Colgate-Palmolive, and
these markets are witnessing growth Unilever. These companies have already
across three basic demographic factors: established major share of voice and share
population growth, household formation of market in Australia for cleaning
and household income growth, and the products. This challenges Mr. Clean’s
increase in the number of working campaign to achieve communication
females. These factors have driven the objectives in the target markets.
growth of cleaning product category that - Difficulty to gain effective exposure of the
will benefit the advertising campaign for target audience: As the target audience is
Mr. Clean. working women who are frequently busy,
- Wipes drive growth: While sprays and they will have little time watching TV,
liquids are still the greatest share of sales reading magazine, newspaper. This lead to
to the household cleaning category, cloth the constraint of advertising Mr. Clean on
wipes are gaining a wider audience in these media. The possibility that the busy
Australia. According to Australian women will skip TVC or rarely watch TV is
Association of Soap and Detergent (2009), high. This requires choosing the
wipes has increased sales in the category appropriate time and vehicle to advertise
by 25 percent in 2009. The trend in Mr. Clean.
cleaning product that consumers are
willing to pay more for convenience is
appropriate with the campaign that
targeted at benefit need.

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/e8ae5488b598839cca25682000131612/938da570a34a8edaca2568a900139350!
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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