2. 2 | P a g e
Table of Contents
Cover Page……………………………………………………………………………………......1
Table of contents………………………………………………………………………………....2
Product & Target Market Description…………………………………………………………3
a) Product description…………………………………………………………………......3
b) Target Market...………………………………………………………………………...3
c) Opportunities & Threats……………………………………………………………......4
Market Objectives & Strategy ………………………………………………………………….4
a) Market Objectives………………………………………………………………………4
b) Market Strategy…………………………………………………………………….......5
Advertising Objectives…………………………………………………………………………...6
a) Communication & Behavioral Goals……………………………………………….......6
Creative Strategy………………………………………………………………………………...6
a) Creative Brief…….…………………………………………………………………......6
b) Appeals & Presentation Methods……………………………………………………....7
c) Print Ads..………………………………………………………………………………7
d) Broadcast Commercials………………………………………………………………...8
Medial Strategy & Plan…….……………………………………………………………………8
a) Media Objectives………………………………………………………………….........8
b) Media Strategy..………………………………………………………………………...9
c) Media Schedule………..……………………………………………………………......9
Campaign Evaluation Plan…………………………………………………………………….10
a) Pretesting and Post testing Plan…………………………………………………........10
Work Cited…..….………………………………………………………………………………11
4. 4 | P a g e
Product & Target Market Description
a) Product Description
Caribbean Breeze strives to provide Sun Care products that use the highest quality
ingredients to capture the look and fragrances of the Caribbean Breeze. Also Caribbean
Breezes products quality ingredients and tropical scents allows users to feel as if they are
on their own secluded beach in the warm tropic sun surrounded by the clear waters and
palm breezes while having the confidence that they will safely protected by the suns
Broad Spectrum with every use. Caribbean Breezes main sun care products that will be
sold in the USA region range from tanning products, sunscreen products, after sun
products, and products specialized for children. These products will vary in their types of
applications such as sprays, oils, and lotions. This allows the customer to choose which
application type is best for their daily activities. Also Caribbean Breezes products have
been enhanced through research and testing in order to ensure that Caribbean Breezes sun
screens cover more of the Broad Spectrum than other brand allowing Caribbean Breeze
the feature of providing even more UVA and UVB protection. Finally Caribbean Breeze
prides itself with providing a quality product at reasonable prices so that consumers are
not overspending on sun care protection but also receive a product that exceeds their
expectations. It is Caribbean Breezes goal to have the customer’s confidence that with the
use of Caribbean Breeze Sun care products they will be provided protection from the
minute the sun touches their skin till the end of their long sunny day.
b) Target Market
Caribbean Breezes target market consists of males and females ages 25-50 that
live or frequently visit breaches in the USA states Hawaii, California, and Florida.
Caribbean Breeze is targeting these individuals but want to position the products towards
consumers with fair skins. This includes whites, Asians, and Hispanics. The target market
Caribbean Breeze is targeting is also concerned for their health care and invests in skin
care products to prevent skin cancer. These consumers may have families so not only are
they buying sunscreen for themselves but also for their children. Also Caribbean Breezes
target market is aware of the risks of skin cancer and have chosen to take preventative
measures for it. Currently this target market makes routine decisions and typically has
low involvement with the product, but these groups often take vacations in the summer
which increases the rise of sunscreen sales.
5. 5 | P a g e
c) Opportunities & Threats
The main competitors Caribbean Breeze faces in the Sunscreen market is
Coppertone, Banana Boat, Neutrogena Ultra Sheer, and Hawaiian Tropic. These
competitors have an already established brand image while Caribbean Breezes is known
for its branding in international markets outside the USA. Also the competition has
already established themselves as either health or beauty product whereas a Caribbean
Breeze provides both health and beauty with is various products. Since Caribbean Breeze
has multiple product lines it gives Caribbean Breeze an opportunity to address its focus
on its product lines as being both for health and beauty based on their products natural
ingredients, Broad Spectrum UVA and UVB protection, and tropical scents . Also since
Caribbean Breezes products prices range in the middle compared to its competitors,
Caribbean Breeze is able to target the customer who wants both quality but as well as
price efficiency.
The Sunscreen Market for Caribbean Breeze is currently stable with the current
market competitors being in the mature stage of their products. The possibility of growth
for competitors is very little which creates an opportunity since Caribbean Breezes hold
of the USA market is introductory. Since the customer in the Sunscreen market is aware
of the benefits of using sunscreen it creates an opportunity for Caribbean Breeze to fulfill
the consumer’s sun care needs. However, since Caribbean Breezes competition has the
established brand image, Caribbean Breeze must advertise its marginal differentiations
from the competitors but also show Caribbean Breezes product as new and innovative
product that has competitive advantage over the already established competitors. Though
Caribbean Breeze does lack local brand recognition in the USA, Caribbean Breeze must
generously use promotions and advertisements to establish the Caribbean Breeze brand
image in major beach states such as Hawaii, California, and Florida for further future
expansion into the Sun Care market.
Marketing Objectives & Strategy
a) Marketing Objectives
The main marketing objective for Caribbean Breeze is to provide information
about the product towards the target market through the use of sales promotion,
advertising, and public relations. This will then increase consumer brand awareness and
recognition in the USA market. Another marketing objective for Caribbean Breeze is to
decrease distribution costs and production costs so that Caribbean Breeze will create a
larger profit margin in the USA market. However, for Caribbean Breeze to create a strong
6. 6 | P a g e
price appeal will set their Caribbean Breeze’s sales objective as 150,000 units of
sunscreen products for $12.99, 50,000 units of tanning products for $7.99, 25,000 units of
after sun products for $7.99, and 50,000 units of kids products for $8.25. This should
result in a profit of $2,960,250 in sales which 20% will be allotted for promotional
activities. This objective for 20% of sales towards promotional activities will help to
create brand image in the USA, but Caribbean Breeze will also use investor’s to support
an increase Caribbean Breeze’s placement of promotional efforts in Hawaii, California,
and Florida for the initial market entry.
b) Marketing Strategy
To obtain Caribbean Breezes main marketing objective, Caribbean Breezes will
position their sun care products with the use of sales promotions, advertising, and public
relations to create brand awareness as well as sales. The plans for these promotions are
stated as follows. For the area of sales promotions, Caribbean Breezes sunscreen products
will include small packaged samples of either tanning accelerator samples or after sun
care lotions. These will provide a free trial of Caribbean Breezes tanning and after sun
product so consumers can respond in buying other Caribbean product lines other than just
the Sunscreen. Also Caribbean Breeze will insert coupons into newspaper inserts near
beach area locations in Hawaii, California, and Florida. There will also be in-store
couponing for these states local CVS’s, Walgreen’s, and Walmart’s located in a 40 mile
radius of their coastal beaches. Both newspaper and in-store coupons will be seasonal in
order to generate sales before the summer months. For advertising, Caribbean Breeze will
employ TV commercials and internet pop up ads that are targeted towards our target
market. For public relations efforts, Caribbean Breeze will sponsor local events located at
beaches in Hawaii, Florida, or California. This will include sporting events, festivals, and
certain concerts that may occur during spring break and the fourth of July.
To obtain these promotional plans, Caribbean Breeze’s sales strategy consists of
150,000 units of sunscreen products for $12.99, 50,000 units of tanning products for
$7.99, 25,000 units of after sun products for $7.99, and 50,000 units of kids products for
$8.25. This will generate $2,960,250 in sales which 20% is allotted for promotional
activities. Also Caribbean Breeze will obtain the additional promotional funding of $2
million from its acquired investors.
For distribution of the products, Caribbean Breeze plans on decreasing
distribution costs by utilizing CSX transport, which distributes goods from Jacksonville,
FL to the entire USA east coast all the way to the west coast. Since Caribbean Breeze
also plans on lowering production costs, Caribbean Breeze will license another
manufacturing company in the USA to create their product. Since there has been no
previous marketing in the USA for Caribbean Breeze, Caribbean Breeze will be on
7. 7 | P a g e
establishing their brand image through promotional efforts. These strategies will be
monitored quarterly based on that quarter’s current market situation.
Advertising Objectives
a) Communication & Behavioral Goals
The Caribbean Breezes advertising communication objective is to present to the
target market Caribbean Breezes ideals of high quality, efficient pricing, and ensured
protection that their product provides. It will be communicated that from their products
natural ingredients, Broad Spectrum UVA and UVB protection, and tropical scents
consumers will feel as if they are in the Caribbean’s with the satisfaction they receive
from Caribbean Breeze’s tanning oils, sun screens, after sun, and kid’s products. This
will be communicated in the forms of TV commercials, print ads, public events, and sales
promotional activities such as coupons and samples.
The Caribbean Breezes advertising behavioral objective is for the target market to
become aware of Caribbean Breezes product lines in the USA states Hawaii, California,
and Florida through advertisements, sales promotions, and public relations. By providing
TV commercials, print ads, public events, and sales promotional activities to increase
brand awareness, consumers will receive insight about Caribbean Breeze products and
their brand image. This will hopefully establish a relationship with the consumers and the
brand through these promotional messages and activities. These promotional activities
should then cause the target market and other consumers to purchase Caribbean Breeze
products. It is projected that by communicating and implementing the advertising
strategies Caribbean Breeze estimates the following consumer behavior of 150,000 units
of sunscreen products sold for $12.99, 50,000 units of tanning products sold for $7.99,
25,000 units of after sun products sold for $7.99, and 50,000 units of kids products sold
for $8.25. This will generate $2,960,250 in sales from the states of Hawaii, California,
and Florida for the USA market.
Creative Strategy
a) Creative Brief
Caribbean Breeze’s main creative objective is to present our target market with
commercial, print ads, sales promotions, and sponsored events that communicate our
8. 8 | P a g e
sunscreen products ability to reach their needs for quality, efficient prices, and confidence
that they will be safe when using these products. These characteristics will be emphasized
in promotional efforts by Caribbean Breezes stating the research and development they
have conducted to ensure their use of natural products provide consumers with a worry
free experience that takes them to the Caribbean’s. Caribbean Breeze’s entire creative
purpose is to expose the USA market to an American made sun care product that reaches
fair skin types needs while providing a high quality product made of natural ingredients
at an efficient price that allows consumers to feel as if they were vacationing in the
Caribbean Breeze.
b) Appeals & Presentation Methods
The appeals that Caribbean Breeze will focus on to relay their brand image is
through rational and emotional appears that will cause the consumer to feel as if they
were making an intelligent decision that makes them feel good about themselves. To
present these rational and emotional appeals, Caribbean Breeze will use slice-of-life,
personality symbol (endorser), and humor to induce consumers to want to know more
about Caribbean Breeze and our products. Such advertisements will contain rational
information about Caribbean Breezes natural ingredients, the sun care products sun
coverage, and the skin benefits it provides over the competitors. This will be presented by
our endorser that will be incorporated into all the commercials and advertisements. The
endorser will communicate Caribbean Breeze’s ideals of quality, efficient pricing, and
ensured protection from the products natural ingredients, Broad Spectrum UVA and UVB
protection, and tropical scents. By using this endorser the consumer should retain the
knowledge of Caribbean Breezes brand image due to our personality symbol representing
Caribbean Breeze. These advertisements will grab attentions of viewers since it will show
that using the Caribbean Breeze Sun Care products benefits the consumer with protection
and high quality that makes consumers feel that Caribbean Breeze’s products are reliable.
c) Print Ads
Caribbean Breezes will only use print advertisements for local newspapers and in-
store ads that are located in a 40 mile radius of coastal beaches in Hawaii, California, and
Florida in the USA. These will include the print ad with a coupon attached to entice the
consumer to purchase Caribbean Breeze Sun Care products. Caribbean Breeze will also
use images of their endorser so consumers associate this personality symbol with the
brand image of Caribbean Breeze. The print ads will run through the months of February
till September in order to receive greater numbers of sales.
9. 9 | P a g e
d) Broadcast Commercials
For Caribbean Breezes TV commercials the endorser will be included. In the TV
commercials there will show people on a beach with bored using boring sun screen and
then the endorser is shown about to use Caribbean Breeze. Once the endorser uses
Caribbean Breeze the beach becomes like a vacation get away to the Caribbean. Since the
commercial will show the difference between people who aren’t using Caribbean Breeze
to the endorser, who is using Caribbean Breeze, the commercial will create a feeling of
desire to start using Caribbean Breeze in order to enjoy the feeling as if you were
vacationing in the Caribbean instead at just some regular beach. These ads will take place
in the months of February to August. Where the ads will appear on channels like ABC,
The CW, ABC Family, and Fox which is projected to be watched mostly by the target
market and other consumers. The frequency of these commercials will occur bi-weekly
during the times of 7-8pm Monday thru Friday.
Media Strategy & Plan
a) Media Objectives
The main advertisements media objectives are to present to the target market
Caribbean Breezes ideals of quality, efficient pricing, and ensured protection with the use
of Newspapers, in-store Ads, Commercials, and internet pop up ads. The use of these
types of media should present the benefits of using Caribbean Breeze products while
allowing the consumer to feel as if they are in the Caribbean’s with the guaranteed
satisfaction they receive from Caribbean Breeze tanning oils, sun screens, after sun, and
kid’s products. In order to effectively communicate this about Caribbean Breeze
products, Caribbean Breezes media objectives will focus on using flighty media
scheduling and specific geographic coverage in the coast beaches of Hawaii, California,
and Florida. Since Caribbean Breeze has a lower advertising budget than most other
sunscreen brands, Caribbean Breeze frequency will not occur as often. However,
Caribbean Breeze plans on reaching the target market by setting promotional activates
located in for the local beach areas in Caribbean Breeze’s geographic coverages of
Hawaii, California, and Florida. This media will create an increase is Caribbean Breeze’s
ability to advertise and to create a geographic coverage that reaches more of its target
market.
10. 10 | P a g e
January Febuary March April May June July August September October November December
Media schedule
TV Commercials (Febuary to August at a bi-weekly frequency)
Print Ads(Febuaryto Mayat aweeklyfrequency) Print Ads(Julyto September at aweekly
frequency)
Spring Break
Event
Spring Break
Event
b) Media Strategy
The media strategies that Caribbean Breeze will use is the use of TV
commercials, print ads, sales promotions, and sponsored events that will be located in the
beach areas of Hawaii, California, and Florida in the USA. In order to reach Caribbean
Breeze’s target market, the advertisements will be located in local newspapers, in-store
ads, and on TV channels such as ABC, The CW, ABC Family, and Fox. Also Caribbean
Breeze will use a flighty media schedule in order to reach the target market at an
adequate frequency but remain cost efficient. The media schedule will correlate to their
intended purchase cycles for the product, which is mainly in the spring and summer
months of March to August.
c) Media Schedule
Caribbean Breeze will focus its media schedule as follows. Caribbean Breeze’s
TV commercial schedule will occur every other week during the months of February till
August. These advertisements will be located on channels ABC, The CW, ABC Family,
and Fox during the times of 7-8pm Monday thru Friday. For Print Ads, Caribbean Breeze
plans on frequently featuring them from February to May as well as from July to
September. These Print ads will be in local newspapers and in-store ads for CVS,
Walgreens, and Walmart. The print ads will also include sales promotions such as
coupons for customers. For sponsored events, Caribbean Breeze will implement events
during March and July to focus on promotion Caribbean Breeze during spring break and
the fourth of July celebration. This schedule will be focused on the beach areas of
Hawaii, California, and Florida.
11. 11 | P a g e
Campaign Evaluation Plan
a) Pretesting and Post testing Plan
Caribbean Breeze has begun its pretesting of the advertising campaign for the
USA market with the use of looking at past brand performance. Looking at past brand
performance provides Caribbean Breeze with consumers responses to what they currently
know and believe about Caribbean Breeze products. This allows Caribbean Breeze to
have in-market research about consumers current brand awareness, brand preference,
product usages, and attitudes so that Caribbean Breeze can implement certain adaptations
and standardizations to the promotional mix. This entails determining which media is
more effective for certain advertisements, what the current brand recognition is, and what
strategies should be implemented to increase or change the brand image for Caribbean
Breeze in the USA.
After pre-testing, Caribbean Breeze then implements these promotional strategies
and objectives previously stated. Then they utilize post-testing to determine the
quantitative and qualitative changes produced from the advertising conducted. This will
help Caribbean Breeze with future Campaigns in the USA market since the post-testing
shows which areas of the campaign were valuable and while areas weren’t. Overall
Caribbean Breeze will be able to respond to positive and negative outcomes of their
campaign to create future campaign approaches that reach a larger target market and
create positive brand awareness. We plan to launch the post-testing during the month of
September every year since our sales effort will be conducted during February till
August. During this time Caribbean Breeze will be able to analyze the results of the
advertising campaigns from consumer feedback and the measure of sales growth or
declines after advertising campaigns were used. Then the pre-testing will begin again in
October to create the next advertising objectives and methods for the following spring
and summer sales cycle.
12. 12 | P a g e
Works Cited
Euromonitor International. (2014, July). Sun Care in US. Retrieved from Euromonitor
International: http://www.euromonitor.com/sun-care-in-the-us/report
George E. Belch, M. A. (2015). Advertising and Promotion: An integrated Marketing
Communications Perspective. New York, NY: McGraw-Hill Education.
Harris, A. (2012, November 6). Sunscreen Market Presentation. Retrieved from Prezi:
https://prezi.com/-u8rsry5h57w/sunscreen-market-presentation/
IBISWorld. (2014, July). Sunscreen Manufacturing in the US: Market Research Report.
Retrieved from IBIS World: http://www.ibisworld.com/industry/sunscreen-
manufacturing.html
Kyle T. Amber, R. B. (2014, May 15). Journal of Skin Cancer. Retrieved from Hindawi
Publishing Corporation: http://www.hindawi.com/journals/jsc/2014/285357/
Marine, C. (2014, May 23). When Will the FDA Approve the Sunscreen that Really Blocks
Cancer? - See more at: http://www.thefiscaltimes.com/Articles/2014/05/23/Skinny-
Sunscreen-How-Not-Get-Burned-2014#sthash.A7HoZrj3.dpuf. Retrieved from The fiscal
times: http://www.thefiscaltimes.com/Articles/2014/05/23/Skinny-Sunscreen-How-Not-
Get-Burned-2014
Staff, C. (2014, April 15). World's 100 best beaches. Retrieved from CNN Travel:
http://www.cnn.com/2013/05/28/travel/100-best-beaches/
U.S. News & World Report. (2014). Best Family Beach Vacations in the USA. Retrieved from
U.S News and World Report Travel:
http://travel.usnews.com/Rankings/Best_Family_Beach_Vacations_in_the_USA/
WRIAN marketin Inc. (2014). Caribbean Breeze. Retrieved from WRIAN marketin Inc.:
http://www.wrianmarketing.com/caribbean-breeze/
