Australian Gold M312 Case Competition
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Transcript of Australian Gold M312 Case Competition
Team 4
Who is Australian Gold?
The Target
Females 18-22
Collegiate
Millennial
Single
Adventurous, social,
outgoing, energetic
Wants to look her best
What she needs
“Applied Confidence”
When she uses Australian
Gold she is putting
“applied confidence on
her skin”
Using Australian Gold
helps her reach her
ultimate level of self-
actualization
Every girl wants to be her,
every guy wants to be
with her
Gold Tour
Transit Media
Miami, Florida
1 day festival from 1999-2006
2 day festival from 2007-2010
3 day festival from 2011-2012
2012 record 165,000 people
attended per day
Indio, California
Known as “City of Eternal
Sunshine”
Began in 1999 with 25,000
people in 2 days
2011 had a total of120,000
people
Added second week for 2012
East Rutherford, New
Jersey
Southern California from
1997-2010
Las Vegas in 2011
New Jersey in 2012
Las Vegas lasted 3 days
attracting 240,000 people
Chicago, Illinois
Began in 1991
160,000 people
attended over a 3
day period in 2011
Australian Gold Oasis
The Spray Booth
Media
Transit
Event
Direct Email
Social
Online
EventFacebook
(likes)Twitter
(Followers)
Ultra Music Festival 325,037 56,837
Coachella Music Festival 480,701 233,118
Electric Daisy Carnival 239,602 29,779
Lollapalooza Festival 288,761 104,159
Australian Gold 26,778 1,409
Social Media
Print Media
Cosmo 14,555,00
Glamour 10,449,000
Elle 2,813,000
Vogue 7,719,000
Allure 3,919,000
Media Flowchart
Media Initial Cost Secondary Cost
Truck & Trailer $140,000 truck with
customization
$26,000 gas per year
Festival Sponsorship $100,000 per festival
Print/Magazine
(individual run)
Allure-$87,000 (4)
Cosmopolitan-$176,000 (4)
Elle-$92,000 (4)
Glamour-$136,000 (4)
Vogue-$100,000 (4)
Oasis including booth $40,000 $5,000 per spray
booth (4)
Pandora $5,000-$20,000
YouTube Free
Total $2,970,000
Budget
Thank You