Team Project Coppertone product PDF

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Team project to create a marketing plan to sell a product...

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1 Miku Ramirez Frank Alvarado Brady Ecklund MKTG 361 - Dr. Skalnik

Coppertone Sun Fair SunBlock Integrated Marketing Communications Plan

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Introduction We have just introduced this new sun care product that will change your worries with sunblock. This product is called Sun Fair and we have partnered with Coppertone to provide our consumers with the best for their skin. Whether you want more color or less sun, this sunblock also acts as a moisturizer in itself. It starts off as this moisturizer for your everyday enhance of dry skin, then when exposed to the optimum amount of sun, the product automatically turns into a sun block.

Marketing Strategies Market Segments: To organize our strategies, our team has resulted in not particular groups, but everyone being targeted to buy our product. Sunscreen is a product that most people easily carry in their purse, cars, or traveling bags wherever there is sun. Even on gloomy days, the clouds only block out sunlight and not UV rays, therefore everyone should be wearing sunscreen no matter the weather. However, since harsh sun only comes around during the summer, the demographics of our audience is very crucial. Locations will be important to make sure our marketing is targeted well. Places that get more sun year round or have hotter summers are ideal for our prospective buyers. Places like Lake Havasu, Death Valley, Palmdale, and Arizona are great areas we can market to because of their statistics in hot temperature. Target Markets: In those demographic areas, we will target outdoor enthusiasts, beach lovers, and sport fanatics. Ranging from teenagers to adults, we want our product to

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show great quality for all users. Sun Fair is for those who want to stay protected from all weather needs and are confident in keeping their skin moisturized and fresh. Because our products are at a reasonable price range, we believe any family at any income lifestyle could purchase our product. Places like Target, CVS, and Walmart would be great places to stock our product on display. More stores targeted for outdoor sports or hobbies like REI and Bass Pro Shops would be ideal to ensure our high quality product is fit for those consumers.

Communication Process Process: Our process will begin with the creation of social media pages related to our company/product. Social media accounts are cheap to make and easy to maintain. After that we can move into online advertisements and sponsorship deals with social media creators. These methods are good ways to see initial reactions and immediate responses to our products. If the reception is good we can move into producing full scale commercials for

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Television. Objective: Our objective is to bring in new customers. Perhaps even a younger audience. Coppertone is an old name in the industry and there is not a lot of buzz about our company. We should strive to increase sales from around 5 million (approx.) units to 7 million units in the short term goal. Over all, Coppertone makes about $102,000,000 a year. Increasing that to 140,000,000 would really show the industry that we have the future of sun protection. This goal should be achieved in under 5 years. Goals: We want to prove the concept first. Starting a social media buzz about our product will prove it is wanted. After we move into full scale TV commercials, we want to engage in direct selling to social media influencers. Not only will we be able to demonstrate to people and sell to people immediately, but a “boots on the ground” operation can be recorded and uploaded to Youtube to help create social media buzz. Forming sponsorship deals with beachfront businesses to exclusively sell our brand new product. Public Company Summary: To appear as transparent and friendly as possible, it’s important that we come up with a public summary. This summary will include our mission, vision, core values, key messages, differentiators. Communicating this summary through our advertising and on public places, like social media, will come across as genuine and down to earth. Now, Coppertone will also have a summary. This summary has the same items listed

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above but with a few new items as well; fiscal year business goals, list of communication tactics, any challenges that we may come across, etc. Public Summary:We here at Coppertone have been committed to keeping our customers healthy since 1944. Our mission hasn’t changed and we are finding new and more powerful ways to keep people safe while they enjoy the outdoors. We want as many people as possible to enjoy nature and its beauty. The sun is an essential part to our planets beauty but it can also be dangerous too. Coppertone is delivering the newest method of protection with our new “Sun Fair” everyone can protect themselves from the sun, keep their skin moisturized and healthy, and really enjoy the outdoors without worrying about reapplying all the time. While other products begin to break down and disappear the moment you put them on, our “Sun Fair” waits for you. You just apply the Sun Fair and it will start protecting you from the sun once you are actually in the sun and only while your in the sun. It won’t break down or disappear too early. Coppertone is trusted in keeping you and your loved ones safe because we are changing the game every day finding new and better ways to stay safe and enjoy the outdoors.

Positioning Strategy Strategy: Upon opening the Coppertone website, the first page is covered in photos of people using their product at the beach. Our positioning strategy is not rocket

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science. We will be selling most of our products near beaches, pools, waterparks, theme parks, etc. Basically, we stock our products in large, open air, communal gathering points in sunny places around the world. We place them with the skin care products in these stores and near the register. Normally registers are near the front of the store where the windows are. While standing in line people see the sun outside, look down to their left, and see our product smiling up at them! It’s perfect.

Advertising and Promoting Budget Budget and Allocations:Here is the good news; we are partnered with Coppertone, who makes over $100,000,000 dollars in sales a year. We can afford the cost of commercials. The social media ventures are easily attainable, so that’s not really a concern. Our product is brand new and revolutionary we could charge more for the product than what we charge on average. This will also help us reach the $140m dollar goal. Costs: Coppertone has been selling its products since the 1940’s. We simply continue the marketing plans already put in place. We use the same logos, use the same tone, use the same methods, etc. However, we are also going to add our own spin on social media marketing. As stated many times already, we want our social media to be active and interactive with the community. Many people nowadays are wanting to be ambassadors for skin care products. This is for their own social media needs, which would be a win win for us.

Collaborations In order to display our products to as many people as possible, there will have to be collaborations with many of the major

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sellers of wellness/protective items. This will include retailers such as CVS, who is known to not only sell prescription drugs, but also contains a wide assortment of general merchandise, such as over the counter drugs and beauty products. CVS is one of the more well-known and most popular stores in the United States, if an agreement can be formed to promote this product more visibly than other skin care products being sold, this will certainly help with not only putting eyes on the product, but to have an endorsement from CVS, will certainly help in sales for the product. The next major retailer that we will attempt to form a collaboration is Walmart. Walmart is one of the most well-known major department supercenters, which means that not only does it sell discounted department store products but a complete line of grocery merchandise. With aisles of over the counter products, a collaboration that guarantees our product to be at the forefront, and as mentioned with CVS, as popular as Walmart is the number of eyes if given an endorsement from a popular retailer such as Walmart, will not only grow brand recognition, but help with sales increase as well. And finally, we will attempt to make sure that our brand of sunscreen can found any most the well-known beachfront shop locations (i.e. Newport, Santa Monica etc.), as there may be beach goers who may be in need for a sunscreen as they may have forgotten to take a bottle with them.

Key Problems Naturally we will have challenges. First this is brand new technology. People do not

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know what we are selling. We must introduce an entirely new product to the market. Getting our product name out and trusted is not an easy hill to climb. This is why we believe in creating a strong social media presence. Communicating with the people in a much closer and personal way will help establish the trust we need them to have in us. Moreover, our product has a numerous amount of companies like Neutrogena and Banana Boat that sell similar, if not the same, product. Moisturizer is already found in things like foundation, lotion, and sunscreen, so standing out is what we have to perform best. Even with the competition, we will definitely find our way to the top for recommended sun care products because of the loyal and trustworthy brand Coppertone already presents.

Key Opportunities First let’s talk about what Sunscreen actually does. Sunscreen stops UV light, the most high energy wavelengths out there. These are the waves that damage the DNA in your skin cells, causing skin cancer. Sunscreen has actually been around for a while, since 1938. It was invented by chemist Franz Greiter. The science behind it however is not very well known. Mixed in with SunFair are two chemicals titanium dioxide and zinc oxide. These two chemicals make up sunscreen. The heat of the sun works as a catalyst. Once the two chemicals heat up on your skin they begin to melt and form the sunscreen. This is how our product is “time delayed.” This unique quality gives us an advantage to branch out and reach consumers who want something other than just sunscreen. Already approved by the Food and Drug industry, we want to be approved by much more. Since Coppertone is already a big name brand, our opportunities to increase our

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chances of marketing to a large population of consumers is very high. Our marketing goals involve reaching our customers through social media and other forms of communication with other skincare companies. These opportunities will develop our foundation to reach a bigger and different population.

Media Play Social Media:We want to incorporate the idea of influencers, who will be engaged as much as possible with the consumers on the major social media sites (Twitter, Instagram, YouTube, etc). Attempting to partner with major social media influencers will increase our target market to the age group of the influencer. There is no specific group we want to speak to, so any person can technically run as an ambassador. Magazines: We want to attempt to gain ad space in many of the well known and popular magazines (Seventeen, Health, Life:Beautiful). The advertisement should have color, symbols, and logos, that not only captures attention, but portrays the product and its trustworthy

Advertising

capabilities.

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Billboard: We will purchase billboard space along the major highways leading up to many of the well known beaches, Billboards are effective as they continuously increase market share and are constantly exposed to potential customers all hours of the day. Internet: We will also market the sunscreen online and on various high trafficking sites. This will allow for even more eyes on the product, as well as an increase in brand awareness. Direct Mail: As for direct mail, it would be best to try and keep this to a minimum as many people see direct mail as junk. Online Promotions: As we are offering a new sunscreen to an already saturated market, it will be important to offer many different types of promotions to potential customers. Discount codes, and digital coupons are two such examples that could help draw attention towards attempting to lure customers in at least trying out this new product in the market.

Public Relations

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The company will be tasked on making sure that the information between the organization and the public are flowing through its proper channels. They will also be identifying target audience, and to make sure the message that we are trying to convey to the general public will be accepted. In case of negative feedback, they will be tasked on creating a campaign that will not only hold strong, but place the name of the product back into a more positive light. Keeping this positivity, it itself can promote a healthy lifestyle and connect that to our sunscreen to influence people to buy it. The influencers will create a community where people can share their personal and real experiences with people who are curious about our product.

Collateral Materials Collateral materials is a makeup of different media types, which is used to help improve the sales of a product or service. Some examples that we will use are: ● Blog Posts ● Testimonials ○ first hand accounts from actual customers who have used the product and found that they enjoyed using it ● Product Comparison Page ○ Allows consumers to see how our product stacks up against the competition. This allows use to use select the criteria in which our products compare.

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Evaluation of Campaign One major way we will be able to evaluate the effectiveness of our campaign is simply checking the amount we gain from sales. As the end goal for any company is to sell as much as possible, these numbers will allow us to see how our marketing campaigns are affecting potential customers in to buying our product. Another possible way to evaluate our marketing campaign is by checking out our return on investments. Because although a product may be doing well and as a company, we are attaining our goals, it may be unsuitable if the amount we are spending is more than we make, which will force us to reevaluate our marketing strategy to better meet the needs that we are attempting to achieve as a company.

Ad Agencies We Plan to Hire We plan on working with an ad agency named HEILBrice. They are an integrated agency with a retail soul, specializing in digital, content creation, loyalty marketing, branding, broadcast and shopper marketing. They understand what it takes to operate in an environment where change is accelerated and brilliance is demanded every day. Representing food, sports teams, and grocery stores, they are able to manage it all. Due to their great loyalty to customers and businesses they work with, we think we would be a great fit. Doing all aspects of advertising and marketing, we will leave it to them to help us increase in sales and execute our product to become a top-seller....