Marketing >Godiva Media Plan

Geography

Godiva will introduce its latest promotions in two geographic areas. One of them is the New York DMA, and the other one is the San Francisco-Oak-San Jose DMA. These two locations seemed very obvious to us from the beginnings. The reason is simple. We, who’re working on this project, are the target audience for the Godiva promotions, and living in New York city, it seems like a good choice to pick it as one of our locations. The other DMA, San Francisco required a little more thought, since we wanted to include in it our ethnic focus, the Asian-American population as well. So Los Angeles and San Francisco were the two options. We finally decided to go with San Francisco because of the higher income of its Asian population.

Let’s see now how the two selected DMA’s can help our purpose. New York is the number one DMA in the United States with a total TV household of 6,874,990, which is 6.82% of the total US households with a television set. And since we live here too, we might have a little more insight into the lives of these people. The other DMA, San Francisco, is the fifth largest one, with a total of 2,423,120 TV households. The San Francisco DMA has an Asian-American population of 1,511,000, which is 22% of the whole population. This is a fairly large number if we can reach them with the right promotions and media mix.

We can say that the New York DMA has a fairly young population, 45% of it is between the ages 25-45. We don’t exactly know how many people is between 25-34, but it seems like it’s a fairly large number. Another reason why NY is a good market for us is that its population is very educated, with nearly one in four having some level of college education. Of this group more that 50% obtained a bachelor‘s degree, and 26% of them received a post-graduate degree. This fact also supports our choice; since we are targeting 25-34 college educated young women. New Yorkers in general are an educated, resourceful, worldly, diverse and motivated bunch.

As for San Francisco County, 33% of its population is between the ages of 25-39, which I think can be projected to the whole DMA, giving us a number of 700,000 households with our target audience. 28.6 percent of San Francisco’s residents 25 years and older have obtained a bachelor’s degree, and 16.4 percent of them has a graduate or professional degree. If we compare this data with the whole United States, the numbers are 15.5 and 8.9 percent respectively. Once again, this data supports our decision to launch Godiva’s promotions in the San Francisco DMA.

Our ethnic focus, as I mentioned before, is the Asian-American market, which is more affluent in the San Francisco DMA than in other DMA’s of the country. Per capita income of Asian residents of San Francisco is $22,357 as opposed to $21,823 in the whole US. Another interesting fact is the 21.6 percent of all households in San Francisco prefers to speak some kind of Asian language at home, as opposed to 8.6 percent in California, and 2.6 percent in the US. I think this is enough reason to convince anyone why we choose the San Francisco-Oak- San Jose DMA as the place of our ethnic focus.

As part of the category geography, I have to mention where our products will be distributed. Well, we are not going to experiment with new outlets, only use the existing ones, since these are the ones we build our marketing efforts on. These outlets are our boutique stores around the country, which are located in affluent neighborhoods such as Madison Avenue in New York City, or the Westchester Mall in White Plains, NY. We will also place more emphasis on the website, Godiva.com as a communication channel with our customers.

Godiva is hoping to achieve its marketing goals by targeting two important DMA’s, the New York and the San Francisco DMA’s, with a combined population of 9.3 million TV households. In the San Francisco DMA there is a significant Asian-American population which will be our ethnic focus.

Target Audience

As a target audience for the new Godiva campaign we’ve selected the 25-34 years old urban women. The reason is that premium chocolate sales are highest among women 45 and older, and it seems like a good idea to target younger women as a way to boost Godiva’s sales.

What do we have to know about our target market in order to execute a successful promotion? Well our age group belongs to the Generation X, which is an important group for marketers to include. There are approximately 56 Million of us, about 20% of the population. As consumers, these people spend about $125 Billion yearly. They don’t like labels and don’t want to be marketed to. They cynical, since they grew up in an era of skyrocketing divorce rates and “latchkey children.” While their parent were too busy with their careers and bank accounts, the family was less important. Maybe this is why Gen Xers are not rushing into marriages; they prefer single life or partnership without marriage. They are not willing to work excessive hours like their parents did; they put more emphasis on the quality of life. They’d rather earn less money as long as they’re in a pleasant work environment. Gen Xers want to enjoy life and have a lifestyle that allows for freedom and flexibility.

Members of this age group are sophisticated, and are willing to purchase good brand names, but not necessarily designer labels. They want to be recognized by marketers as a group in their own right, therefore advertisers must focus on their style in music, fashions, and language. Marketers have to be sincere, since Xers are not against advertising, they are against deception. Xers have their own media preferences that are unique to them. This is the so-called MTV generation; they don’t read a lot of newspapers, nor watch network television. Fox is the only network that claims that 38% of its viewers are in this age group. They prefer radio, magazines and of course the internet.

Now that we understand the age group that will be the target audience for the new Godiva campaign, we can create a successful media plan. Godiva will specifically target 25-34 years old women living in urban areas. These women are mostly college-educated, sophisticated and are entering the work force. They’re on the verge of becoming successful in their carriers, and are not planning to get married just yet. These women are single, have no children, and therefore have some disposable income to indulge in luxury items. Not only these women are willing to splurge once in a while, but they feel that they deserve to be pampered. In their free time they like to visit clubs and bars, go to the movies, live concerts, theater, and of course to dine out. This group uses internet a lot mainly for e-mailing, shopping, paying bills, or doing some kind of research. They’re like to be treated as individuals so for marketers it’s a good idea to call them on their first names. These women are a very homogeneous group, 30 percent of them is minority. They accept differences, are experimental, and very open to new ideas. They’re health conscious, and like to take care of themselves.

Godiva therefore has to keep in mind all these factors when developing its new campaign and media plan. They have to remember that that these women are hard to reach by traditional media and they are not the “one size fits all’ people. These are unique persons who pride themselves on their sophistication and individuality.

 

Promotion

Plan A

Godiva will attempt to create a buzz to its target audience through a sweepstakes. Ten lucky women will be randomly selected to receive a full day of pampering and relaxation at a luxurious spa along with a friend. Winners and their guests will be picked up in a limousine and receive Godiva products absolutely free, a 5,000 retail value. The Sweepstakes will be announced as “Diva Day”.

First, the company will purchase a list of 100,000 names with the specifications of the target group, college educated women, age 20-30. Postcards will be created and sent. These postcards will serve two purposes; it will inform of the sweepstake and provide a discount to customers. Participants can either register on-line or fill-out the post card and return to a nearby Godiva boutique to be qualified and entered into sweepstakes; no purchase necessary. The postcard will also include a 10% discount on all Godiva products bought either online or in store.

Godiva will also buy a full page Ad in one of the following magazines in the last 2 quarters of year ending 2006; Cosmo, Glamour or In Style. These monthly magazines cater to the needs and interests of women in our desired demographics.

Plan B

Godiva’s extended media budget will allow the company to increase exposure and interest about there products to the newly adopted younger target. The company will host and sponsor events throughout the Fall of 2006. These events will run for 2 months, September and October, one day out of the week. We will call it “Diva Day”, where Godiva will treat its current and future clients.

The following are the scheduled events for the eight “Diva DAY”

* Products will be sampled at all events

Godiva realizes every Diva is unique in their own way. These events were created to catered to your interests.

Week 1 Sponsor or create an athletic event

Week 2 Host a night of dancing at a popular night club.

Week 3 Sponsor a concert such as U2 (for the music lovers group)

Week 4 Gala at a museum such as MOMA. (for the culture group)

Week 5 Opening night for a well advertised movie at a up scale movie theater.

Week 6

Week 7

Week 8 A Halloween Party Sponsored by Eva Langoria herself. A cash prize of $1000.00 will be rewarded to the best dressed Diva.

BHAG Idea

Idea 1

Godiva will use product placement in an upcoming film. The selected film will be one targeted to younger men and women. Women will be persuaded to try Godiva Chocolates. Men will be enticed give women Godiva products on special occasions or “just because”.

Idea 2

Women in their 20s and 30s are getting engaged and married. Godiva will create an additional sweepstakes to help promote it specialized favors and party give-aways. One lucky couple will have their complete wedding paid for by Godiva, up to one million dollars. Participants can sign up either on line or any Godiva store.

Ethnic Focus – Asian Americans

The geographical distribution of Asian American population is very concentrated; over 90% of all Asians live in the top 20 states and 66% of all Asians live in the top 10 states. This makes it relatively easier and less expensive to target a wide group of Asians. However even though they are geographically desirable, Asian Americans are the most diverse ethnic group in the U.S. today with the influence of more than fifteen different cultures and wide range of languages. Since Chinese American is the largest subsegment of Asian Americans, we decided to focus on that particular group to market Godiva products. The DMA we will test Godiva products on is San Francisco.

The San Francisco DMA (San Francisco-Oakland-San Jose) was chosen as our test market since they have the second largest population of Chinese Americans. According to the U.S. Census Bureau, they have a population of 469,216 in year 2000 and are rapidly increasing. The majority were born in Mainland China (44%), followed by Hong Kong (13%), and Taiwan (12%). They prefer subtle messages in ads and are turn-off by strong ads that are very obviously selling a product.

The media we are using to target the Chinese Americans are print, television and radio, as well as sponsorship. We will use Chinese people in the ads and advertise in Chinese mediums. Even though a predominant number of Chinese Americans speak fluent English, they do prefer to communicate in their own language. This audience should be the most responsive to in-language media.

Newspaper is Chinese American’s dominant media channel and primary source of news and information. Even though there are many Chinese newspapers, each one has a different editorial focus reflecting the origins of the community; some focus on Hong Kong, Mainland China, Taiwan, etc. We would advertise our product in the “Sing Tao Daily” newspaper which is the most dominant newspaper in San Francisco.

Chinese-language television programming is rapidly growing and different stations are now available through cable. Chinese Americans watch 8 hours of Chinese language television per week on the average. We would advertise Godiva products in Jade Channel. Since San Francisco is home to many Chinese Americans from Mainland China and Hong Kong, a very popular programming is the TVB channel which is the most popular television station in Hong Kong. The programming from Hong Kong’s TVB channel is provided through Jade Channel which is a cable service in the U.S.

A number of radio stations are available in the San Francisco DMA. We would advertise on such stations as FM 88.5 & 89.3. Radio as an advertising media has been growing rapidly within the last 5-10 years.

 

Godiva will sponsor major community events; for instance, Chinese New Year celebrations and Chinese Moon Festival Celebrations. Since we are planning to start testing in the fall, sponsoring the Chinese Moon Festival Celebration will be a great opportunity to expose Godiva products. We can pass out Godiva t-shirts and pass out samples of moon-cakes that are made with Godiva chocolate.

Besides the obvious media outlets, an original idea we have to target the Chinese Americans is through karaoke bars. Many Chinese Americans between ages 25-34 enjoy visiting karaoke bars. Since the karaoke machines are fully computerized, we have decided to place Godiva ads on those machines. When a customer chooses a song to sing or when the machine is not in use, they will see Godiva ads.

In conclusion, Asian Americans are a diverse and affluent market today. They are the fastest growing segment of the U.S. population and should not be overlooked. However, Asian Americans have cultural and language differences within their different ethnic groups. It is very important to identify and acknowledge its differences when targeting this market.

GODIVA Media Brief

SUBJECT OF BRIEF

Godiva Youth Audience segmentation pilot test

DESCRIPTOR

Media considerations for a 2005 Fall Godiva Youth audience segmentation

campaign designed to introduce premium chocolate to young adult women, age range 20 – 30 years of age … a twenty-somethings lifestyle

BACKGROUND

Godiva’s core audience will remain older, more affluent women, but has identified younger women as brand builders to carry brand loyalty forward in the years ahead. Understanding both the target’s spending limitations and emotional attachment, Godiva wishes to serve this growing new market.

WHAT IS REQUIRED?

Media planning and schedule recommendations

Assemble a media plan following the specific media template provided.

WHAT ARE LIMITATIONS?

Specific pilot test media limitations:

Budget: Plan A = $3 million and Plan B = $6 million

BHAG dollars [Big Hairy Aggressive idea] .. “what if” $1 million more made available

Geographic: Pilot test to be confined to a selection of two DMA’s within the

top ten DMA’s (your selection will require a supporting rationale)

CREATIVE CONSIDERATIONS:

Assume a theme introduction to occur in fall, 2005 (in selected two DMA’s only)

Introduction of the Godiva Diva-day … a day when you or a deserving friend share Godiva premium chocolates

WHO ARE WE TALKING TO?

1. Young women, 20 – 30 segment

College educated, entering workforce, urbane, sophisticated, on-the-grow

2. Ethnic Expert focus: Asian American young women, 20-30

College educated, entering workforce, urbane, sophisticated, on-the-grow. Select one ethnic DMA for test

 

DESIRED RESPONSE

Godiva brand as defining who I am (we are worth it). Matches my young lifecycle wants and needs

CAMPAIGN OBJECTIVES AND EVALUATION CRITERIA

Increase in value-priced, low quantity boxed premium chocolate sale in selected DMA’s vs. other “control” DMA’s

The Media we should use:

Well, it’s a fact that the best way to reach our target audience of 25-35 is through Radio (23%), Online (23%) and Magazines (21%), Cable (20%) and TV (18%). Newspapers, with 13% is not a good way to reach them. Except for maybe what we said about promoting the 8 or so events in the New York Times the day before or on the same day.

So now the question is which radio shows, which websites, magazines or cable programs to use.In general, network televisions deliver our audience with news and primetime programming. Definitely not daytime or morning television.

Regarding cable television, these are the stations that 25-35 watches:

ABC Family Channel

BET

MTV 2

MTV

WH1

Discovery Health Channel

The Disney Channel

E! Entertainment

Lifetime Movie Network

Oxygen

Soap Net

Style

TLC

TV Guide Channel

WE (Women’s Entertainment)

Game Show Network

Food Network

HBO

Starz!

Showtime


Magazines: These are the magazines where median age is less than 35 and where readers are women.

Bridal Guide

Bride’s

Cosmopolitan

Glamour

In Style

Modern Bride

People

Shape

Fitness

Us Weekly

Vogue

W


Radio Stations popular with 18-34:

Station Formats:

Album oriented rock

Contemporary Hit Radio

Classic Rock

(all of these 60% and more)

Radio Formats:

Adult Contemporary

Contemporary Hits Radio

News-Talk

Urban

Hispanic

Alternative

Album Rock

Most radio listening is at home or in cars.
Most popular radio stations in NY:

WKTU- rhythmic contemporary hit radio

WPLJ- hot adult contemporary

WLTW- adult contemporary

WHTZ- pop contemporary hit radio

WBLS- urban contemporary

WRKS- urban adult contemporary

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