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By: Dheeraj TripathiPGDM 2013-15Roll no: 1301-065Section ACase Analysis: Charles Schwab & Co. : Talk to Chuck Campaign

Objective

To revitalize the brand to be seen as innovative, progressive, trendy, up-to-date, Social & Approachable, Daring, Worth paying more for and gaining in popularity To increase revenue by targeting Mass Affluent : 35-54 year olds with between $50000-$2million in investable assents

Persuasive Advertising: Aimed to create liking, preference, conviction and purchase of the product/Service

Budget

Total advertising budget for 2005: $195 million (Page 10)TTC test budget(2005- April to Dec) = 15+ 30 = $45 millionMessage Strategy

Back to old style Building credibility through Chucks core values

Message Strategy & Media

Back to old style Building credibility through Chucks core values

Implementation in 3 test markets (Chicago, Denver and Houston) which matched to 3 control markets ( Washington DC, Phoenix, Dallas)Local television, newspaper and Print media, Billboards, Radio

US Population in 2005= 295.2 mn (July 2005) = 296mnCities selected have at least 1% of US populationConsidering worst case scenario: Total population of 3 cities selected = 296*0.03= 8.88 millionAssuming 8% is the target populationTarget customers = 8.88*0.08= 0.71 millionTotal Cost of advertising = $15 millionCost of advertising per customer= 15/0.71= $21.1

In reality, the cities selected have more population than assumed. Cost of advertising

-Thank You