Tucks Presentation

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My team had to make this challenger brand relevant to the marketplace.

My team had to make this challenger brand relevant to the marketplace.

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  • as we told you before, over 100 million people suffer from hemorrhoids every year. now, that number may mean a bit more if you put it in perspective
  • when a person finds out that they have a hem they experience several emotions, including fear, embarrassment, and isolation. hem create just as much mental anguish and it does physical pain so beating the pain is really only half the battle.
  • there is an opportunity to be the trusted brand that provides hem sufferers with knowledge, information, and guidance they are seeking. consumers are look for information, but they are also looking for support. this isn’t a topic that most people discuss even with their best friends, so for them to anonymously find support and information can be emotionally comforting and a mental relief. we want them to know that we are there for them, to help ease not just their physical discomfort, but also their mental strain. we want to “soothe their mind first”.
  • since this is a sensitive subject, consumers aren’t always willing to ask their friends or even their doctors what to do. the anonymity of the internet makes it the first place that consumers typically go for information. luckily if you type tucks into google, the tucks website is at the top of the first page. however, the website itself, is lacking. the website is actually more of a webpage that offers very little product information, except for directions, uses and active ingredients. even the website address does nothing to identify the brand.
  • the new website will have a much more inviting feel. on the website we will address different hem sufferers differently. you can see how we have divided the webpage into other areas.
  • since this younger demo is the most shocked when they get hems, we want to give them their own section. here they will be able to read that they are not the only young ones with hems. we also want them to be able to share their experiences, so there will also be a special forum for this age consumer.
  • as we mentioned there will be forums for each of the demos that are suffering. these are safe places were consumers don’t have to be embarrassed about venting their problems.
  • some women first experience hems during pregnancy. this can be scary since their body is already going through so many other changes. again, there will be a forum just for moms to talk about their problems. on the current website there is no way to purchase tucks. like we’ve been saying this is such a delicate subject that consumers don’t want to admit to the cvs cashier that they have hems. by allowing them to purchase the product on our website, we further ease the mental stress of having hems by making the purchase process easier.
  • Promotion on website, patient can print out and have pre-filled out answers to embaressing questions, promotion at doctor’s conferences where hemorrhoids are discussed.
  • Promotion on website, patient can print out and have pre-filled out answers to embaressing questions, promotion at doctor’s conferences where hemorrhoids are discussed.
  • so we have developed this great space for hem sufferers to learn about their problem and get the support they are looking for. but, we’ve got to get them there first.
  • although tucks comes up on the top of the page when it is googled, we want to make sure that tucks comes up at the top of other google search terms so that consumers know where to go for help. we will be purchasing several search words from google, including hemorrhoid treatment, hemorrhoids symptoms, and hemorrhoids. since it is often misspelled, we are also considering purchasing common misspellings of the word. all in all we will be allotting approx. $1MM for for this. Tucks does not come up in a search for “hemorrhoids”, Prep-H come up 7th, Site description will be comforting and not medical. We will make site content extensive for every category expanding the likelihood of rising to the top of the hemorrhoid category. List keywords: hemorrhoid, embarrassing, butt problem, anal bleeding, anal itching, etc.
  • in freshman orientation packets we will provide an individual tucks wipe as well as a booklet that we’ve developed. we’re hoping to reach the younger half of this demographic in a way that they may not expect. we’ll be distributing it at the top 5 schools in the country, which include
  • we can’t deny the power of print media to generate awareness and as a tool to drive sufferers to the website. We have 1/4 page print ads giving comsumers a fun fact about hemorrhoids and the web address to learn more
  • we can’t deny the power of print media to generate awareness and as a tool to drive sufferers to the website. We have 1/4 page print ads giving comsumers a fun fact about hemorrhoids and the web address to learn more
  • we can’t deny the power of print media to generate awareness and as a tool to drive sufferers to the website. We have 1/4 page print ads giving comsumers a fun fact about hemorrhoids and the web address to learn more
  • media info
  • new package design. we will also create easier, more convenient to open packaging.
  • new product design. make larger pads, maintaining as much of the current thickness as possible.

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