2. Company
Internet drugstore launched in 1999
Product Categories
Household & Food
Medicine & Health
Personal Care
Beauty
Baby & Mom
Vitamins
Diet & Fitness
Sexual wellbeing
3. Company
Challenges Goals
Competing with local stores Draw in new customers
Educating consumers the Steer consumers away from
benefits of online shopping tradition store shopping
4. Target Market
Working women 25-55
Most are married and have children
Make majority of household buying decisions
Shops online to maximize use of her time
Browse multiple categories
Men over 35
Shops online to maximize use of his time
Buys more prescriptions as he ages
5. Marketing Strategy
Reach out to target audience
Increase brand awareness
Allow consumers to actively engage with company
Advertise through appropriate media
Drive consumers to the website
Increase sales and market share
6. Banner Ads
Glamour
A site women browse for beauty/health/fashion tips
Don’t actually sell products
Drives women to purchase new products
Men’s Health
A site men browse for health/exercise/lifestyle tips
Don’t actually sell products
Drives men to buy supplements/equipment/health products
7. Social Media
YouTube
Create commercials for the site
Promote popular products and deals
Reach out to a more broad audience
Allow consumers to make testimonials on products
Increase interaction with customers
Connect to website to increase traffic
Drugstore.com currently has a terrific Facebook and Twitter
following with current updates
8. Mobile
Create an app that will let the consumer know daily
what promotions are currently occurring and when
their favorite products will be discounted
Mobile Banner Ads
Promote shopping while away from computer
9. Metrics
YouTube
Can count number of views for commercials
Can see how many “likes” it has received
See customers real life testimonials
Read comments customers have wrote
Google Analytics
Track number of visitors to website
Track number of clicks on banner ads
Track number of searches in engine
10. Budget
A proposed budget of $4million
Majority of budget spent in mobile advertising and
banner ads on major websites
Year round marketing strategy with peak advertising
efforts during major holidays
