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New IMC Program
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Part I
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Mission Statement
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Suave is committed to creating salon quality products at
affordable prices and devoted to maintain...
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Part II
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Situation Analysis
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Company’s Growth: Suave has grown from just shampoos to
conditioners and has a number of lines su...
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Environmental Analysis
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Social
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Economical
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Young women feel more confident when they have nice hair
Wh...
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SWOT Analysis
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Strengths
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No one has yet targeted such a specific market
It is a growing segment of the popula...
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Marketing opportunity analysis
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There is a whole market that is not currently being targeted.
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Females college stud...
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Target Market
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Women ages 18- 25 who are entering the work place, either
in new jobs or internships, where they need ...
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Marketing Objective
 We

are utilizing an acquisition marketing objective
because Suave Professionals is a new and
exp...
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Marketing Strategy
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We will reach our target market stated previously by
positioning through product attribute.
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...
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Distribution and Pricing
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Suave will be available in the
same places that it is already
sold
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Suave Professionals w...
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Part III
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IMC Objectives & strategies
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Objective: Attention and Interest

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Strategies: Informative

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This campaign will gra...
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IMC Tactics
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Social Media: Facebook, Twitter, Apps, blogs

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Print Ads: Elle, Cosmo, Marie Claire, People

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Broadc...
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Example of Print Ads
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Adverting Costs
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Average cost of $50,000 for a full page ad in magazines like Elle.

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Average cost of $350,000 for ...
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Budget Allocation
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Print: 25% Magazines
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Broadcast: 30% Television
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TBS, ABC, NBC, CW
Reach 80% of wome...
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Suave for final

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Suave for final

  1. 1. + New IMC Program
  2. 2. + Part I
  3. 3. + Mission Statement  Suave is committed to creating salon quality products at affordable prices and devoted to maintaining high customer satisfaction.  Suave will be using a growth strategy
  4. 4. + Part II
  5. 5. + Situation Analysis  Company’s Growth: Suave has grown from just shampoos to conditioners and has a number of lines such as Suave Naturals, Suave Professionals and their body wash line  History: The company that Suave originated from, Helene Curtis Industries Inc., was the first company to bring shampoos out of salons for use by the general public. They also created the first type of curlers, a pad to make wavy hair.  Product Offerings: The product allows people to get great healthy looking hair without paying the expensive price of products on the shelves above it.  Sales Volume: Last year Suave brought in 38 million dollars in sales and was number one in the hair care industry  Competitors: Their main competitors are Pantene Pro-V, Herbal Essences, Sun Silk and Aussie
  6. 6. + Environmental Analysis  Social     Economical   Young women feel more confident when they have nice hair When they are more confident they are more likely to do well in the workplace and in interviews. There is the need to look as though you are clean and pampered in the workplace even if you cannot really afford it Now more than ever students and young professionals are being careful as to where they spend their money Technological  The progression of available technology allows companies like Suave to conduct the same research and deliver the same benefits as the more expensive brands
  7. 7. + SWOT Analysis  Strengths    No one has yet targeted such a specific market It is a growing segment of the population Weaknesses    There is a pre-existing image of being the “cheap” shampoo Does not have an image of good quality Opportunities   Suave can convince people to change their shampoo because people are spending less on such things as shampoo Threats  There are other brands with similar price points  It can be difficult to change the image in one’s mind
  8. 8. + Marketing opportunity analysis  There is a whole market that is not currently being targeted.  Females college students and young professional that need salon quality products to look good in the workplace but cannot yet pay the high price charged from salon brands.  Competition: SunSilk, Pantene Pro-V and Aussie- these companies do not target this specific segment  Growth: As more people are attending college there are more graduates who need to look good for a professional setting and as the economy is still in a recession people are still being frugal with things like shampoo.  The suave product will have a theme of black, sleek and professionalism. The sleek black bottle will stand-out and look expensive. The product will build a campaign centered towards giving the consumer a professional salon experience without a high price.
  9. 9. + Target Market  Women ages 18- 25 who are entering the work place, either in new jobs or internships, where they need to look professional without paying the professional price.  These people are trying to get their foot in the door by looking their best giving the appearance of success and luxury when really they are using the inexpensive product, Suave Professional.  We chose it because it is a growing market that has not yet been specifically targeted by shampoo companies. There are shampoos for the teenage girl and the professional but not the young woman in between.
  10. 10. +
  11. 11. + Marketing Objective  We are utilizing an acquisition marketing objective because Suave Professionals is a new and expanding product line and the target market is new to the company, so we are in need of acquiring a new customer base
  12. 12. + Marketing Strategy  We will reach our target market stated previously by positioning through product attribute.   We will concentrate on positioning through the unique formula that makes Suave Professionals such a great shampoo. We will be using the more for less value proposition  because the consumer is getting more than the original suave products offered while being available at a lower price than the salon brands in which the quality of the shampoo is at the same level with.
  13. 13. + Distribution and Pricing  Suave will be available in the same places that it is already sold  Suave Professionals will be reintroduced with popup displays in the stores.  Needs to be showcased as it is now almost always on the bottom shelf.  It is still cheaper than competitors but has a feeling of greater value.
  14. 14. + Part III
  15. 15. + IMC Objectives & strategies  Objective: Attention and Interest  Strategies: Informative  This campaign will grab the attention of the target market of professional driven women from 18-25 through  Merchandising  Sales Promotion  Print Ads  Broadcast commercials.
  16. 16. + IMC Tactics  Social Media: Facebook, Twitter, Apps, blogs  Print Ads: Elle, Cosmo, Marie Claire, People  Broadcast: CW, NBC, ABC and TBS  Merchandising & Sales Promotion: Pop-up Displays, In-store Merchandising  Trade Promotion: Will offer $X of free product for putting display in-store, free trial product for editors and bloggers if ads are featured  Free month of inventory if displays are shown
  17. 17. + Example of Print Ads
  18. 18. + Adverting Costs  Average cost of $50,000 for a full page ad in magazines like Elle.  Average cost of $350,000 for 30 seconds on stations like ABC  Average cost of $38,000 to have a web designer create our website, Facebook, Twitter page, Smartphone application and Online Sweepstakes all in a consistent tone with the rest of the campaign  Average cost of $2,500 for an outdoor billboard
  19. 19. + Budget Allocation • Print: 25% Magazines • • • Broadcast: 30% Television • • • TBS, ABC, NBC, CW Reach 80% of women between 18-25 two times a week every week during evening time slots Out of Home: 15% • • • • Elle, Marie Claire, Cosmopolitan SELF, People, Glamour Eye catching Billboards Subway & Train Stations Bus Advertisements Social Media: 30% • • Twitter & Facebook Application for Smartphones • Integrated with design of campaign • Tips on staying professional • Sweepstakes and contests

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