MMI PRODUCT

PLACEMENT INC.

COMPANY BACKGROUND

Established
in
1985,
Pioneer
of
product
placement in Canada.

Over
2000
product
placements to its credit in
feature films and TV
episodes.

Select Best
Placement
opportuniti
es for its
Clients

Mission: Best placement

opportunities,
negotiate
contracts for clients and
offering value at attractive
CPMs.
Leveraged its relationship
with
Canadian
Entertainment
industry
built over years.
Encourage makers of Film
and
TV
shows
to
incorporate clients Brands
into their production.

Core
Values
Negotiate
placement
contracts
for client
Brands

Offer Value
by providing
extremely
attractive
CPM (Cost
per
thousand)

Product Placement
Process
First

Phase:
Receive scripts from Films and TV companies
Analyze them for placement opportunities
Inform clients after finding potential fits
Help clients in execution
Perform screening and notify client.
Second Phase:
Monitor and track product placement
Send inventoried scenes to client
Shared with marketing managers.

Measuring Product Placement Success

PEOPLE METER
3 things measured
Tuning time of TV set.
Channel tuned.
No. of viewers.
FLAWS:
Small sample size
Extrapolation may be inaccurate
PLACEMENT QUANTIFYING SCALE (PQS)
Value of placement = Cost of 30s spots* Placement
Value* Multiple airings factor (1.5)
2 out of above 3 are subjective.

GREYHOUND CANADA

Canadas largest provider of intercity bus transport.

Serving 1100 locations across Canada.
Positioning: Safe, enjoyable and affordable travel.
Market share - 40%
Brand: Well-recognized world over

STP
Segment: >$35000, College degree holders,
Relatively rich
Primary target group : aged between 18 to 24
Main idea to tap customers at early age so that they
can become permanent customers one they become
working professional
Repositioning Affordable, convenient, safe travel +
Alive and well

ISSUES BEFORE MMI

Greyhound concerned with measuring the effectiveness of
product placement.
Greyhound had longstanding relationship with advertising
agencies.
Making the cut the promotional vehicle Absence of
track record.
Making
Focus on
different
showMan
Corner
Gas?
the
cut: Last
Standing
- Reality

based TV Serial

Product
Placemen
t

Transport these players to and fro from venue providing

opportunity to integrate Greyhound bus into each episode.
Schedule to premier nationally on Global TV Network between
Sep 2006 to Feb 2007; comprise 21 episodes.

Frequenc
y

Feature an Avg. 3 times per episode, for 45 seconds each time.

Of these a third will be exterior of bus showing Greyhound logo.

Viewershi
p

Viewership data cant be available before the show aired.

Age group 18 to 24 were viewers of entertainment channel and
hockey was popular with 18 to 44 age group.

ALTERNATIVES EVALUATION
Placing Greyhound on hit show like Corner gas or Canadian
Idol
Pros
Viewership data is available

&
better
metrics
measurement possible
High probability that the
media
would
be
most
noticeable due to viewer
statistics being the highest.
Re-runs continue to air
allowing the product to be
seen over and over .

Cons
Greyhound fit with show

elements more difficult as it

would be placed in Making
the Cut due to the nature of
the show Corner Gas.
Popularity of show could
spiral up costs.

TV program Cost of 30-second spot($) Placement rating (%) Placement

value ($) Viewership
Corner Gas
14,000
100
21,000
1,150,000
Canadian Idol
10,000
100
15,000
1,425,000

EVALUATION OF ALTERNATIVES
Making the cut: Last Man Standing - Reality based TV Serial
Pros

Good
exposure(21
episodes-45 seconds/episode
allowing the brand image
logo to be clearly viewed by
the audience.
Hockey is popular among
the 18-44 age group and
target audience is the 18-24
year olds.
Show is scheduled on
nationally during the weekend prime time on the Global
television network.
The cost is desirable
compared
to
television
commercial that is shorter.

Cons

Viewership data will not

be available until after the
show aired.
Absence of track record
means that Hart could
neither guarantee
viewership nor provide
detailed audience
demographics.
The show is new and
might not be successful.
Greyhound may not like
using a new show.

Recommendation
Option

2: Product Placement on Making the Cut: Last

Man Standing.
Value of Placement:
Cost of 30 sec. spot = $8000 (avg.)
Placement value = 80%
Evergreen factor = 2
Calculated value = 8000* .8 * 2
= $12800
Prominent display of Greyhound 3/ episode, Logo
Visible
STP of Serial and Greyhound matching.
S: Young Population visa-a-vis college students.
T: 18-44 age group.
P: Serial Energetic and aspirational, Greyhound
Alive & Well.

Thank You