BULL FROG SUNSCREEN

MEDIA PLAN
CJ Loughlin
 Bull Frog Sunscreen

Media Plan
Goals-
Attain high reach within specific spot
markets.
Raise overall brand awareness/ increase

sales.
Increase market share.
 Target Consumer
Caucasian women (114 ,113)

34-55 years old (34-45, 125)(44-54,122)

College graduate (129)

Working
Professional/ Managerial (149)
Clerical sale/ Technical (120)
Income >$100,000 (159)
Married with 3 children (150)

Lives in the Pacific ,Southeast (119) or Southwest (159)

(157)

Active lifestyle, enjoys the outdoors and family time

(Index Value)
 Competitive Analysis
Bull Frog SWOT

Strengths Weaknesses
Sunscreen and Bug Low market share. ( 5.8%)

repellant in one. Low brand recognition.

First company to offer Lack of brand loyalty.

waterproof sunscreen. (49.4%)
Provides both UVA and UVB

protection with Aloe and

Vitamin E moisturizers.
 Competitive Analysis
Bull Frog SWOT

Opportunities Threats
Skin cancer prevention
Competitors brand
becoming more popular.
recognition.
Dual purpose increases
Competitors brand loyalty.
Heavy internet users
possible uses.
Index value 143 Competitors market share.
Trends show increase in
Product not used everyday.
internet sunscreen sales.
( 51% in past year).
 Competitive analysis
BULLFROG BANANA BOAT
Demographics
Index Index
113 Working women 152
114 White 111
125 34-44 years old 132
122 45-54 years old 98
129 College graduate 131
149 Professional/ managerial 144
120 Clerical sales/ technical 124
159 Income > 100k 152
150 3 Children 131
114 Married 105
157 Pacific 98
159 Southwest 85
119 Southeast 86
Media Plan Details
 WHEN

MAY JUNE
AUGUS
JULY
T
WHERE
17.9% of US HH
 Spot markets
City Rank % of US Sunscreen
sales(000)
Dallas, TX 5 2.16 17.8
Houston, TX 10 1.82 14.7
Los Angeles, CA 2 5 28.5
Miami, FL 16 1.36 18.2
Orlando, FL 19 1.27 18.6
Phoenix, AZ 12 1.6 14.8
San Diego, CA 27 .93 16.3

San Francisco, CA 6 2.14 19.9

Tampa, FL 13 1.58 16
Total 17.9% $161.8
 Media Mix
Types of media
Net Radio- Morning drive :30

Net Radio- Daytime :30

Women's Magazines Full Page Color

Digital Natl.

Spot Radio-Morning drive :30

Spot Radio-Daytime :30

Digital Spot
 Media Mix

Net Radio; 6%

Digital Spot; 32%

Womens Magazines; 46%

Spot Radio; 9%
Digital Natl; 7%
 Budget break down
Natl. + Spot Area Cost

Reac Avg. Total

GRPS
h Frq. Plans

Est.
1,249,
Performan 80.2 5 405
843
ce
1,250,
Goals 75 4.2 315
000
 Budget Breakdown
Unit Units Cost $ Cost $
Net Radio-
Morning drive
15 2412 36,180
Net Radio-
Daytime
15 2827 42,405
Women's
Magazine
32 17902 572,864
Digital Natl. 15 5679 85,185
Spot Radio-
Morning drive
40 1961 78,440
Spot Radio-
Daytime
15 2312 34,680
Digital Spot 273 1464 399,672

Monthly Total Number of months Campaign Total

$ 1,249,843 4 $4,999,372
Budget Break Down

Budget $ 5,000,000
Campaign total $ 4,999,372

Under Budget
$628
CPP=$8,928 CPM=$10.55
 Budget Breakdown
Reach Avg. Freq. GRP $(000)

Goal Est. Goal Est. Goal Est. Bal. Goal Est. Bal.

May 75 79.2 2.8 4.4 210 345 -134 1250 1248.7 1.3

June 75 79.2 2.8 4.4 210 345 -134 1250 1248.7 1.3

July 75 79.2 2.8 4.4 210 345 -134 1250 1248.7 1.3

Aug 75 79.2 2.8 4.4 210 345 -134 1250 1248.7 1.3

Total 840 1379 0 5000 4994.7 5.3

 Conclusion
By constructing a consumer profile based the most ideal index
values we were then able to

Evaluate spot markets based on-

Bull Frog + Competitors user Index values
Number of households
Total sunscreen sales

With the consumer profile and spot markets we developed a media

plan that will
Retainour current consumer base
Increase brand loyalty
Turn consumers with no brand loyalty into Bull Frog consumer
Turn competitions loyal users into Bull Frog users