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Ms heliocare implementation changed


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  • 1. Heliocare Oral Supplement By Little Red Music Box
  • 2. “ We are dedicated to provide the finest range of sun protection products that gives more confidence to consumers that faces strong sun radiation on a daily basis ” “Beauty build from the inside”
  • 3. To create awareness of brand and product among 90% of the target audience. Create knowledge and understanding of product features and benefits
  • 4.  Regular sunscreen users  Supplementary vitamin pills users  People whom are attracted to the features, intended use for the whole family
  • 5.  Demographic • On basis of age: 18- 40 years old • On basis of sex: All sex (Dinks) • On basis of income: Middle to High • On basis of social class: High  Geographic • Bangkok, Pattaya, Hua-Hin  Psychographic • Lifestyle: Trendy • Interest: Beauty, Health
  • 6.  Expert Opinion  Viral Marketing  Alliance Marketing
  • 7. “The most flamboyant color on the planet! It's the color tied most this fun times, happy and energetic days, warmth and organic products. It is also associated with ambition. There is nothing even remotely calm associated with this color. Orange is associated with a new dawn in attitude”, (Psychology of Color)
  • 8. The price of Heliocare Oral supplement will be at 2,500 baht (including tax). Each package contains 60 capsules, and the recommended dose is two pills per day, which can be used for one month.
  • 9.  Product Bundling  Loyalty Card
  • 10. •Step One - Register as a company with the ministry of commerce to import the products
  • 11. •Step Two - Seek for Business partners to help increase brand awareness
  • 12. •Step Three - Choose distribution channels for our products • Using Drug Stores and Aesthetics Clinic
  • 13. •Step Three • Anti-Aging and Aesthetics Clinic Why? • Suits the Target market • Concept of “Beauty from the inside” • Slows down the aging process • Higher end customers • Price is not an issue
  • 14. •Step four - Negotiate with Watsons and Vitamin Club to get the shelf space in the sun care section • Create in store promotion plan Why? • 200 branches • Accessible • Membership card • Biggest
  • 15. •Step five • Gondola Head location
  • 16. •Step Six • In store promotion
  • 17. •Steps Seven -Implements IMC plan to create awareness Below the Line • Social media  Facebook to educate  Instragram review and viral Above the Line • Print ads  Magazine
  • 18. •Steps Seven • Launching of the product Simultaneously
  • 19. • Providing samples for famous bloggers, and let them write a review about it
  • 20. • Steps: Creatingwebsite Creating a FB-Page  making connections between the Heliocare Site and Target Customers
  • 21. • Print ads  Magazine (Beauty/ Fashion Related) eg. Marie Claire, Cleo, Elle, Lips • Why LIPS magazine? - fastest selling fashion magazine on shelf - top 3 fashion magazine in Thailand - social media such as Facebook - e-magazine on iPad
  • 22. Average Absolute Cost Circulation & Rating LIPS Magazine 1,500,000THB 70,000 Marie Claire 50,000THB 70,000 Elle 40,000THB 50,000 Social network Bloggers (5 bloggers 2 packs each) 25,000THB
  • 23. Activities Budget Magazine 4,900,000THB Social media 25,000THB Total 4,925,000THB
  • 24. • Use pulsing strategy by highly spend the budget during February and March which is the most effective because April is the sunniest month of the year • The hottest month is March to May • advertise before high season period and during high season period. • Advertising period  December 2012 to May 2013
  • 25. • Revenue: 81,750,000 (No. of product sold* price per unit)(80x2500x15x6)+(150x2500x15x6) • Fixed cost: 19,872,000 (No. of product sold* cost per unit)(80x960x15x6)+(150x960x15x6) • Gross Profit : 61,878,000 • Variable cost (40%): 24,751,200 • Net profits: 37,126,800
  • 26. • Look at our sales and compare it with the sales forecast • Dose our marketing campaign get direct response from our target audience? • Monitor and measure social media activities and website traffic • ROI, Net Profit/Loss