Taylor Brom Marketing Final Project

1. Marketing Plan For
The Health Box Inc.
PREPARED BY: TAYLOR BROM
ON DEC 4, 2017

2. Overview and Background
▶ Overview
▶ Purpose: The purpose of this presentation is to show how Health Box Inc will plan
and implement our marketing strategy for the first five years. This detailed plan will
describe our product and its price, where it will be sold, and how we will promote it.
 Background
 About Us: We at Health Box Inc. are committed to helping children across the
globe have a healthier life one meal at a time. Childhood obesity rates are at an all
time high and it is leading to a myriad of other health problems for children
everywhere. Parents today are stuck between giving their child a nutritional meal
and saving time, but with the Health Box, they won’t have to choose. Our easy to
use app and mobile website will grant easy access to healthy lifestyles for parents
and children.
 Mission Statement: To help parents raise healthy children all across the globe.

3.  Target Customer: Our target customer
is upper middle class parents with
young children between the ages of 4
and 12.
 Need: Childhood obesity rates are at
an all time high and parents know this.
By creating a product that saves time
and promotes a healthy lifestyle we are
tapping into an ever increasing needs
for parents across the nation.
 Top 3 Competitors:
 Thermos
 Strengths: They have a variety of products and a well known
name.
 Weaknesses: They aren’t associated with health factors.
 L.L. Bean
 Strengths: They have a lot of customizable options.
 Weaknesses: They are have more plain designs.
 Igloo
 Strengths: They are very well established in physical stores such as
Target and Walmart
 Weaknesses: They are of lower quality and will not last as long.
 What really sets The Health Box ahead of the competitors is the health
factors. In order to maintain our place in the conceptual map is to focus
on the health benefits associated with our product.
L.L.
Bean
The Health Box
Health Benefits
Price
Igloo
Thermos
Perceptual Map:
Target
Customer/Competitors

4. Product
 Name: The Health Box
 Product Definition: The Health Box is a
specially designed lunch box with specifically
sized compartments to meet a child’s daily
dietary needs.
 Key Elements:
1. The specially designed compartments allow
parents to effortlessly pack healthy lunches for
their kids everyday. This will help to improve
obesity rates and health problems seen in kids.
2. The up-to-date designs and fun colors on
the outside of the lunch box will be a way to
keep kids interested in the product and will
make it the coolest lunchbox on the market.
3. The very affordable price will allow parents
from different socio-economic classes access to
the product for their children.
Place
 Channel Options:
1. Instore: By placing the health box in physical
stores, parents will be able to purchase while
they are in stores buying other school supplies.
We expect this to be about 60-70% of our total
sales.
2. Mobile Site: The second option will be for
customers to purchase through our online
website. This will have more options and allow
for customization. There will be an easy to scan
QR code on the tag of the boxes in physical
stores for parents to scan in order to take them
to our site.
Potential
product a
customer could
buy.
https://www.yumboxlunch.com/wp-content/uploads/Lifestyle-Pastels-61-1024x682.jpg

5. Price
 Strategies: There are two big ways that we will get our product and its value out to our customers:
1. Commercials: We will run commercials on children’s stations like Disney and Nickelodeon. This will get the
attention of children and their parents.
2. App Ads: The second way we will get out our name out to parents and kids is by running ads on gaming apps
that young children frequently play on their parents phone.
 Our lunch boxes will cost $25.00*
 In order to keep our sales up we will offer a promotion around the back to school time, buy three lunch
boxes, get the fourth one free.
Year Target Unit Sales Revenue Goals
1 30,000 $100,000
2 60,000 $350,000
3 75,000 $400,000
4 90,000 $600,000
5 100,000 $750,000
*Customizations will cost more

6. Promotion
 Promotion:
1. TV: By placing commercials on channels that children frequently watch, we will get the attention of
not only parents, but children as well.
2. Magazine: By putting ads in magazines that young moms frequently browse we will be able to
effectively get the word out to parents about the health benefits of our product.
 SEO: By incorporating the words, cheap, lunch box, affordable and healthy, we will be able to
optimize how our website pops up on search engines.
 PPC: When our company first launches we will put about 75% of our advertising funds to PPC’s in
order to build our presence on the internet. After the second year we will decrease this amount year
by year and get it to about 15% by year 7.
 Content marketing plan: Our focus will be on advertising because that is where we feel our
business will be most successful. If we do anything we will offer free health boxes to bloggers
so they can write about our product.
 Social Media: The social media platform we intend on using is Pinterest. We will start our own
page as well as run promoted posts to pop up on people’s feeds.
 Relationship marketing plan: There will be a feature on our website that will allow customers
to leave a review about their product in order to insight confidence in potential future
customers.

7. Conclusion
 The Health Box is a simple product that speaks for itself, but it is a new
product so the main focus of our first years as a company will be building
our name through heavy advertising. By advertising the lunch box to both
children and parents we will be creating a huge demand for our product.
This demand will lead to big profits in years to come creating a thriving
company with happy investors.