Rebecca Day
Daniel Fuchs
Cassandra Kimsey
Jason Rawlins
Koeli Raychaudhuri
Susan Stawicki
Wunder Arm
Marketing Plan
May 15...
Chronically cross-armed in meetings?
Reluctant to reach out for a handshake?
Do you suffer from excessive underarm sweat?
We have a solution for you…
Introducing…Wunder Arm
Disposable Underarm Sweat Absorbers
Discreet, long-lasting and
comfortable with innovative
moisture...
Package
• Convenient, 6”x4”x1” carton – easily fits in a handbag or
briefcase; clean, simple colors and style
• Plastic ta...
Wunder Arm Package - Front Panel
*Generic packaging sample
Wunder Arm Package – Back Panel
Positioning – “Cool & Confident”
• Primary Competitors
o Kleinert’s: offering a wide selection of sweat
control products f...
Product Description
• Thin, microfiber absorber with long-lasting adhesive for
easy attachment to any fabric
• Moisture-wi...
Target Segment
• Men and women who are:
o Concerned with the
embarrassment associated
with hyperhidrosis (excessive
perspi...
Segment Characterization & Attractiveness
Potential Market Size & Prevalence:
• ~8 million people in the US suffer from hy...
Ahas!
1. Increased demand during summer months due to warmer-weather commute
• “In the summer it takes me at least a half ...
Ahas! (cont.)
4. Many opportunities for future product enhancements and extensions
• Enhancements:
o Offer different scent...
Cost & Pricing
• Wunder Arm will retail for $9.99/box, which is slightly below the
premium price point
• The $9.99 box wil...
Competitive Landscape
Overview of clothing shield market
Competitors Price Point Qty/Package Application Disposable (Y/N)
...
Competitive Landscape
Perceived Value
Sweatex
Quickshields
Purax
Garment
Guard
My Dry
Snug
Braza
Hollywood
Kleinerts
Wunde...
Distribution: Local Market Strategy
NYC Dry Cleaners
• Initial sampling promotion at dry cleaner
chains in Wall Street and...
Distribution: Local Market Expansion
• Use sales generated during proof
of concept stage (at Dry
Cleaners/Laundromats) to ...
Communications Plan
• Disruptive advertising: Offensive/shocking fliers
where excessive sweaters have their faces blurred
...
Budget
Communications Plan:
• Disruptive Advertising: 10,000 Fliers - $700
• Social Media: Sampling program (postage/fees ...
Communications & Budget Timeline
2013 2014
Tactic Tasks May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Community
Outreach...
Sales & Profit Projection
Q1 (May-Jul '13) Q2 (Aug-Oct '13) Q3 (Nov '13-Jan'14) Q4 (Feb-Apr '14)
Initial Order
Quantity 25...
Appendix
Appendix: Qualitative Interview Questions –
Dry Cleaners and New York City Professionals
Dry Cleaners (Stage 1 Distributio...
Consumer Packaged Goods Contact List:
Customer Insights
Name Company Subject Matter Expert Insights
Monica Bhanote Avon • ...
NY Metro Area Dry Cleaners Contact List:
Customer Insights
Name
# of sweat-
stained
shirts/week?
Men/
Women
Charge per shi...
NYC Professionals Contact List: Customer Insights
Name Sex Occupation Insights
Adam
Robertson
M Sales • Commuting/travelin...
2013 2014
Tactic Tasks May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Advertising Fliers
Social Media “Wall of Shame”
Tum...
Budget Details
Communications Plan:
• Disruptive Advertising - $700
o http://www.lbgrx.com/Night_Club_Flyers.html
• Social...
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WunderArm Sweat Guards (Marketing for Entrepreneurs, NYU Stern - Carr)

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WunderArm Sweat Guards (Marketing for Entrepreneurs, NYU Stern - Carr)

  1. 1. Rebecca Day Daniel Fuchs Cassandra Kimsey Jason Rawlins Koeli Raychaudhuri Susan Stawicki Wunder Arm Marketing Plan May 15, 2013
  2. 2. Chronically cross-armed in meetings? Reluctant to reach out for a handshake? Do you suffer from excessive underarm sweat?
  3. 3. We have a solution for you…
  4. 4. Introducing…Wunder Arm Disposable Underarm Sweat Absorbers Discreet, long-lasting and comfortable with innovative moisture control technology! The multi-purpose Wunder Arm comes in a variety of colors to blend in with any shirt or blouse! Available in both unscented and scented versions, eliminating the need for deodorant in addition to antiperspirant!
  5. 5. Package • Convenient, 6”x4”x1” carton – easily fits in a handbag or briefcase; clean, simple colors and style • Plastic tab on back to hang on in-store displays • Clear labeling that conveys message at a glance o Color of product indicated by color stripe o Shape of product indicated by small illustration o Illustrated instructions are easy to understand
  6. 6. Wunder Arm Package - Front Panel *Generic packaging sample
  7. 7. Wunder Arm Package – Back Panel
  8. 8. Positioning – “Cool & Confident” • Primary Competitors o Kleinert’s: offering a wide selection of sweat control products for both men and women in both stick-on and strap-on varieties o Sweatex: sweat pads protect clothing from underarm stains and odors See Appendix for more detailed information on competitors • Differentiation o Appearance: color options to make them less visible through clothing o Performance: more absorbent than existing products o Materials: hypo-allergenic microfiber and moisture-wicking technology o Packaging: more modern, youthful, and attractive o Distribution channel: target customers directly through displays in dry cleaners (Stage 1)
  9. 9. Product Description • Thin, microfiber absorber with long-lasting adhesive for easy attachment to any fabric • Moisture-wicking lining on top to keep customer feeling comfortable and dry even when absorber is saturated
  10. 10. Target Segment • Men and women who are: o Concerned with the embarrassment associated with hyperhidrosis (excessive perspiration), either regularly or on a one-off basis o Business professionals across various fields or speak in public regularly o 20-50 years old o Live in New York City or other major metro areas in the U.S.
  11. 11. Segment Characterization & Attractiveness Potential Market Size & Prevalence: • ~8 million people in the US suffer from hyperhidrosis1 • Up to 2/3 of people have hyperhidrosis in their family1 Demographics & Geography: • The condition is most prevalent in 25-64 year olds.2 • Average onset is 26 years old and declines past age 50.2 Market Need for Discrete Solution: • Only 40% of those who suffer from hyperhidrosis have discussed it with a health professional, possibly because of the stigma associated with it (suggests need for a more discreet solution)1 • 1/6 of those affected by hyperhidrosis found the condition to be intolerable or interfering with their daily activities2 Source: 1. WebMD, 2. Virtual Medical Centre
  12. 12. Ahas! 1. Increased demand during summer months due to warmer-weather commute • “In the summer it takes me at least a half hour to get down to regular temperature once I get to the office in the morning. I kind of wish I could hide during that period. The best I can hope for is that coworkers don’t notice the sweat stains at my armpits.” • “I don’t even have to dress up in formal business wear or even business casual at work, but so many of the casual shirts for men these days are pretty form-fitting, underarm stains are an issue.” See Appendix for more detailed insights Key consumer insights based on qualitative interviews with CPG professionals, dry cleaners (Stage 1 distribution channel), and New Yorkers in our target segment: 2. Men are more self-conscious about their sweating than they would likely admit • “I was in a store last weekend and I guess the temperature in the place was a little off. I got in line for the dressing room and realized I had two Frisbee-sized pit stains under my arms. It was so embarrassing – I didn’t even realize I was that overheated.” • “I get annoyed at my girlfriend when we’re walking down the street and she touches my back and inadvertently shows the world how sweaty I am” 3. Women‟s dress shirts are roughly 2x more expensive to dry clean than men‟s
  13. 13. Ahas! (cont.) 4. Many opportunities for future product enhancements and extensions • Enhancements: o Offer different scents for men and women o Provide a natural version with baking soda or other natural materials • Extensions: o Women express need for sweat protection for sleeveless shirts o Men interested in absorbers for back sweat o Adding accompanying body sprays to product line in light of recent trend towards deodorants doubling as fragrances See Appendix for more detailed insights
  14. 14. Cost & Pricing • Wunder Arm will retail for $9.99/box, which is slightly below the premium price point • The $9.99 box will consist of 15 pairs of absorbers (30 total) o Equivalent of 3 work weeks • Wunder Arm can be produced and packaged for $2/box o Estimated COG of $.06 per absorber based off competitors‟ pricing • Wunder Arm can be wholesaled to retailers at $4.30/box based off competitor‟ margins • Limited switching/opportunity costs as product complements current sweat management techniques
  15. 15. Competitive Landscape Overview of clothing shield market Competitors Price Point Qty/Package Application Disposable (Y/N) Sweatex $4.99 10 Clothes Y Quickshields $9.99 1 Body N Purax $19.90 30 Body Y Garment Guard $15.95 15 Clothes Y My Dry $8.49 20 Clothes Y Snug $10.99 40 Clothes Y Braza $14.88 20 Clothes Y Hollywood $10.99 10 Clothes Y Kleinerts $6.99 24 Clothes Y
  16. 16. Competitive Landscape Perceived Value Sweatex Quickshields Purax Garment Guard My Dry Snug Braza Hollywood Kleinerts Wunder Arm Price Comfort Application • Price – consumer value based on cost at retail • Comfort – consumer level of comfort • Application – ease of use • The closer the lines are to the exterior of the graph, the higher the perceived value • Upon launch, Wunder Arm aims to be at these points on the value map
  17. 17. Distribution: Local Market Strategy NYC Dry Cleaners • Initial sampling promotion at dry cleaner chains in Wall Street and Midtown • Secure contracts for display racks in all locations • Deal contingent upon gaining access to customers through limited run „return bag‟ insert and/or hanger advertisement NYC Laundromats • Sidewalk sampling promotion at Laundromats, citywide • Secure contracts for point of purchase display racks • Wunder Arm flyers on Laundromat bulletin boards Google Maps: NYC Dry Cleaners & Laundromat
  18. 18. Distribution: Local Market Expansion • Use sales generated during proof of concept stage (at Dry Cleaners/Laundromats) to pitch pharmacy chains (Duane Reade, CVS, etc.) • Place on racks between shelves in deodorant and/or laundry detergent aisle to reduce shelf space costs
  19. 19. Communications Plan • Disruptive advertising: Offensive/shocking fliers where excessive sweaters have their faces blurred out – "The Wunder Arm Wall of Shame" • Social Media: Submit pictures/videos of excessive sweating to "Wall of Shame" Tumblr to receive a free sample in the mail • Celebrity Outreach: Send to celebrities/politicians in the tri-state area caught with pit stains in tabloids and hope they embrace/endorse them • Community Outreach: o "Street Teams" hand out samples at college career fairs, awards ceremonies and professional events; o “Street Teams” hand out at Wall Street o Spokesmen walk around city in dress shirts with sweaty pits and sandwich boards with “pits of shame” pictures
  20. 20. Budget Communications Plan: • Disruptive Advertising: 10,000 Fliers - $700 • Social Media: Sampling program (postage/fees to send samples to 100 Tumblr “Wall of Shame” winners) - $130 • Celebrity Outreach: Sweaty-Celebrity-targeted press kits (i.e. Sending info/free samples to Halle Berry) - $500 • Community Outreach: o Social Media site maintenance (Facebook, "Wall of Shame", Twitter, Pinterest, Tumblr) - Covered by marketing team at no cost o Wall Street Sweaty Sandwich Board Reps - Covered by marketing team at no cost o “Street team” - Covered by marketing team at no cost o Product sampling - $400 Stage 1 Distribution: • Dry Cleaner Sampling - $2,000 See Appendix for more detailed insights
  21. 21. Communications & Budget Timeline 2013 2014 Tactic Tasks May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Community Outreach Sweaty Sandwich Board Social Media “Wall of Shame” Tumblr Contest ($130) Social Media Facebook, Twitter, etc. Advertising Fliers ($233) ($233) ($233) Celebrity Outreach Sweaty Celeb Press Kits ($100) ($100) ($100) ($100) ($100) Sampling Street Teams ($100) ($100) ($100) ($100) Sampling Cleaners Sampling ($400) ($400) ($400) ($400) ($400) Sales Cleaners Accounts $1,150 $1,702 $1,702 $1,702 $1,541 $1,541 $1,541 $1,763 $1,763 $1,763 Sales Pharmacy Accounts $1,541 $1,541 $1,763 $1,763 $1,763 Stage 1 Launch Stage 2 Launch
  22. 22. Sales & Profit Projection Q1 (May-Jul '13) Q2 (Aug-Oct '13) Q3 (Nov '13-Jan'14) Q4 (Feb-Apr '14) Initial Order Quantity 2500 2500 2500 5000 COG $2 $2 $2 $2 Total ($5,000) ($5,000) ($5,000) ($10,000) Sampling Expenses ($1,100) ($900) ($400) Fliers & Contest Promo ($700) ($130) Celebrity Outreach ($100) ($300) ($100) Total minus Marketing ($6,900) ($6,330) ($5,500) ($10,000) Sales in Units 500 2250 3350 4600 Sales in Dollars $1,150 $5,106 $7,705 $10,580 YTD Profits ($5,750) ($6,974) ($4,769) ($4,189) Inventory in Units 1300 1050 0 0
  23. 23. Appendix
  24. 24. Appendix: Qualitative Interview Questions – Dry Cleaners and New York City Professionals Dry Cleaners (Stage 1 Distribution Channel) 1. How often do customers bring in shirts with sweat stains per week? 2. Does one gender bring in more shirts with sweat stains than the other, or is it about equal? (That is, how many shirts do you receive from each gender, not how many customers of each gender) 3. Is it possible to clean these stains, or do these shirts generally need to be replaced? 4. If they can be cleaned, approximately how much do you charge for this? 5. Would you be interested in selling sweat absorbers on premises on commission? (via a small promotional display) New York City Professionals: 1. How would you describe the way you perspire? (e.g. Below Average, Average, Above Average) 2. How do the products currently on the market to treat perspiration meet your needs? 3. Do you use over-the-counter products, medical treatments, or both? 4. Is there a single product on the market that meets all of your needs or do you require a combination of products to combat sweating? 5. How much would you estimate you are currently spending per month on anti-perspiration products? 6. How much would you estimate you are currently spending per month on clothing cleaning/replacement costs, due to sweat? 7. What are your top priorities with regard to anti-perspiration products? E.g. Cost, Efficacy, Long-Lasting, Scent, Health Concerns (e.g., hypo- allergenic, not containing aluminum, etc.), Privacy (e.g., prefer not to consult doctor), Aesthetics (e.g., should not be noticeable on/through clothes, should help to preserve clothes) Drug Stores / Other Related Retailers (Stage 2 Distribution Channel if Stage 1 is successful) 1. Of all the anti-sweat products you offer, which type sells the best? Is there a difference in preference based on gender/age? 2. Have customers ever indicated to you that they were unsatisfied with the products available on the market today? 3. Do customers indicate that they have trouble cleaning sweat stains off of their clothing? 4. If yes to either 2 or 3, how often, and what are the gender/age of the customers who are making inquiries? 5. Based on the data we‟ve shown you through our product trials at NY metro area dry cleaners and Laundromats, would you be interested in selling sweat absorbers for a trial period via a small promotional display?
  25. 25. Consumer Packaged Goods Contact List: Customer Insights Name Company Subject Matter Expert Insights Monica Bhanote Avon • There is a trend in the market towards deodorants doubling as fragrances (e.g. Axe Body Spray) • It is very difficult to market a unisex deodorant. Men view as more functional, whereas women take a more emotional/holistic approach to deodorant purchase. • Women are more likely to seek medical help for excessive sweating (i.e. Botox in underarms), but men are more likely to view sweat as "normal" and might gravitate more towards a quick fix. • There is growing concern over aluminum use in deodorants causing cancer, especially in women. Baking soda and natural ingredients/products are growing in popularity. Maribelle Orengo Avon Helen Sung L‟Oreal Nicole Howard Estee Lauder Vanessa Baier Estee Lauder Jui Nasomyont Avon Raheel Kahn Avon
  26. 26. NY Metro Area Dry Cleaners Contact List: Customer Insights Name # of sweat- stained shirts/week? Men/ Women Charge per shirt Insights Marcell’s Cleaners (212) 348-7121 n/a Men $3 (no extra charge for discoloration unless customers opt for whitening service ~$15-18) • Discoloration due to deodorant plus sweat combination • This dry cleaner would be interested in a sampling promotion at all of its locations Seabreeze Cleaners (732) 671-2550 100 Women $5.70 • This dry cleaner was reluctant to speak more in detail about demand for sweat-stained shirt cleaning Natural Cleaners (732) 957-0202 150 Men Declined to provide • This dry cleaner was reluctant to speak more in detail about demand for sweat-stained shirt cleaning White Dove Cleaners (732) 530-0577 Didn't know Men $2.75 • This dry cleaner was reluctant to speak more in detail about demand for sweat-stained shirt cleaning Seabreeze Cleaners (732) 291-4700 Less than 100 Mostly Men $1.80 (men)/$5.85 (women) (no extra charge for sweat stains) • Men bring in more shirts with sweat stains than women, but this may be because women clean their shirts more often and sometimes use sweat shields, which are effective • Worst stains occur when men don't wear undershirts, use solid deodorant/antiperspirants, and/or wait too long to take their shirts to the cleaners • Would love to carry sweat shields in his store if they were more easily accessible to him (he volunteered this information); he had once seen sweat shields in his supplier's catalog (www.cleanersupply.com). [Note: could not find sweat shields on this website]
  27. 27. NYC Professionals Contact List: Customer Insights Name Sex Occupation Insights Adam Robertson M Sales • Commuting/traveling from between client sites during warm weather months would drive usage Michele Peters F Product Mgmt. • Most concerned about health-related issues (aluminum in antiperspirants) but has had difficulty finding an effective “natural” product alternative • Would use for one-off stressful situations, e.g. presentations to clients • Sweat protection most needed for sleeveless shirts Joe Ancowitz M Musician / Teacher • Somewhat reluctant about the concept • Would wear for music gigs but mostly uses sport/suit coat to absorb sweat • Sweat from commute during warm weather months would drive usage Mike Walter M Finance • Would wear for one-off stressful situations, e.g. presentations to clients • Sweat from commute during warm weather months would drive usage • Would be interested in similar product for back sweat Warren Beishir M Advertising • Sweat from commute during warm weather months would drive usage • Sweats more out of one underarm than the other • Would be interested in similar product for back sweat Susan Schriver F Mgmt. Consulting • Might be helpful for long work days (Mondays when flying from NYC to client site in another part of country and working full day) • Would use for one-off stressful situations, e.g. presentations to clients • Sweat protection also needed for sleeveless shirts worn under suits Brian Findley M Architect • Would use daily, sometimes even on weekends (can get overheated during casual activities such as shopping, running errands) • Would be interested in similar product for back sweat
  28. 28. 2013 2014 Tactic Tasks May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Advertising Fliers Social Media “Wall of Shame” Tumblr Contest Social Media Facebook, Twitter, etc. Celebrity Outreach Sweaty Celeb Press Kits Sampling Street Teams Sampling Cleaners Sampling Community Outreach Sweaty Sandwich Board Sales Cleaners Accounts Sales Pharmacy Accounts Communications & Launch Timeline Stage 1 Launch Stage 2 Launch
  29. 29. Budget Details Communications Plan: • Disruptive Advertising - $700 o http://www.lbgrx.com/Night_Club_Flyers.html • Social Media - $130 o Online Tumblr “Wall of Shame” photo contest: 100 gift packages • $.50/stamp = $50 • Envelopes = $10 • 10 absorbers/gift package – ($.07/absorber) = $70 • Celebrity Outreach - $500 o Postage – target 50 celebrities ($10/mailing) = $500 • Community Outreach – sampling = $400 Stage 1 Distribution Plan: • Dry Cleaner Sampling: o Ten 30-packs distributed among 100 locations – ($2/pack) = $2,000

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