Integrated Marketing Communications Plan

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Integrated Marketing Communications Plan

  1. 1. Spring1008Fall-695325146685Integrated Marketing Communications PlanMade For:Medical Inventors GroupCreated By:Kate AmmermanElisha BrandenburghRyan CurrierJamie EisingerMichael LivermonCassandra Muntz<br />TABLE OF CONTENTS<br />EXECUTIVE SUMMARY 3<br />INTRODUCTION 5<br />SITUATION ANALYSIS 6<br /> SECONDARY RESEARCH 6<br /> SWOT Analysis 7<br /> Competitor Analysis 10<br /> Target Market 14<br /> PRIMARY RESEARCH 15<br /> Research Goals 15<br /> Research Design 16<br /> Primary Conclusions 16<br />MARKETING STRATEGY 17<br /> POSITIONING STRATEGY 17<br /> COMMUNICATION OBJECTIVES 17<br /> MESSAGE STRATEGY 18<br /> BUDGET ALLOCATION 20<br />MEDIA STRATEGY 22<br /> PUBLIC RELATIONS 22<br /> Reasoning 22<br /> Cost 23<br /> Measuring Effectiveness 23<br /> DIRECT MARKETING 23<br /> Reasoning 24<br /> Cost 25<br /> Measuring Effectiveness 25<br /> PROMOTIONS 25<br /> Reasoning 27<br /> Cost 29<br /> Measuring Effectiveness 30<br /> INTERACTIVE/INTERNET MARKETING 30<br /> Reasoning 31<br /> Cost 32<br /> Measuring Effectiveness 33<br /> PRINT 33<br /> Reasoning 34<br /> Cost 35<br /> Measuring Effectiveness 35<br /> BROADCAST 36<br /> Reasoning 37<br /> Cost 37<br /> Measuring Effectiveness 37<br />CLOSING RECOMMENDATIONS 38<br />APPENDICES 40<br />EXECUTIVE SUMMARY<br />Medical Inventors Group (MIG) is a subsidiary of the holding company Healthcare of Today. MIG works with companies that develop medical inventions to assist in bringing these innovative solutions to market. This plan assumes MIG will choose to take mediTOUCH to market versus alternative market-entry strategies. These alternative strategies will be discussed in the conclusion of the plan.<br />To better understand the wound care market both secondary and primary research were conducted. The research showed that the wound care market is dominated by two key players, Band-Aid Brand® and Curad™, and that the highest users of bandages are children. After analyzing the research results, the following communication objectives were determined:<br /><ul><li>Create awareness of mediTOUCH brand and product among 65% of the target audience, after IMC Plan and product are launched, within the first year.
  2. 2. Create interest in the mediTOUCH brand among 45% of the target audience, within the first year after the IMC Plan implementation and product are launched.
  3. 3. Increase consumer knowledge of the mediTOUCH bandages’ differentiating attributes (the "technological attributes", namely accelerated healing, wound ventilation, a lack of chemicals, and product durability) to 30% of the target audience, after IMC Plan implementation and product are launched, within the first year.
  4. 4. Increase trial of the mediTOUCH bandage to 20% of the target audience, within the first year after the IMC Plan implementation and product are launched.
  5. 5. Increase adoption and regular use for the mediTOUCH bandage to 10% of target audience, after IMC Plan implementation and product are launched, within the first year.</li></ul>To achieve these communication objectives MIG must structure its messaging strategy around the New Product Innovation Adoption Model, and as such, focus on increasing awareness, knowledge, trial, and eventual adoption of the mediTOUCH brand. <br />The positioning strategy derived from the primary research includes the slogan: “Healing… the way nature intended.”<br />The recommended media strategy for MIG consists of six mediums: Public Relations, Direct Mail, Promotions, Interactive/Internet Marketing, Print, and Broadcast. All of these mediums effectively communicate with the target market and reach consumers in a unique way.<br />Due to the confidential nature of the product and limited access to data, this IMC plan represents a realistic exploration of viable communication options within speculative budgetary resources. As such, program elements recommended herein represent a best-case scenario, and although not necessarily feasible at product launch, may be implemented at will.<br />INTRODUCTION<br />Medical Inventors Group (MIG) is a subsidiary that is owned by the holding company Healthcare of Today.  Within the holding company, the purpose of MIG is to help design, develop, and market medical inventions that will be used in the industry and consumer markets. MIG acquires and develops patents that it then brings to market through Healthcare of Today’s channels or by licensing the patents to other corporations.<br />The purpose of this Integrated Marketing Communications Plan is to present a messaging strategy for the release of a new wound care bandage called mediTOUCH. This marketing plan will focus on highlighting the key attributes of the bandage and communicate the distinctive competencies of the mediTOUCH product to the consumer wound care market. Upon implementation, the intention of this plan is to capture market share from already established competitors and bring mediTOUCH to the forefront of the wound care industry. The focus of this plan is on the consumer market, and does not take into consideration the institutional markets, such as hospitals, physician offices, etc., as MIG will use Healthcare of Today’s channels for that task. <br />SITUATION ANALYSIS<br />SECONDARY RESEARCH<br />In order to create an Integrated Marketing Communications plan it is necessary to fully understand the relevant markets and industries. To gain this understanding, secondary research was conducted to analyze the competitive environment, market trends and consumer characteristics.<br />The U.S. wound care market is a multi-billion dollar industry currently amounting to $4.1 billion. The largest sectors in the wound care industry are dressings, sealants, and anti-adhesion products. Dressings were a $1.8 billion industry in 2008 and account for 55.6% of total wound care revenues. These numbers highlight the growth potential and attractive market size of the wound care industry.<br />Advanced moist wound dressings are the largest division of the dressing market and are expected to continue to grow as new technologies emerge. The increasing applications for minor to moderate injuries are expected to boost demand in the bandage market by 4.2% annually through 2013.  This is primarily a result of the aging population and increasing medical recognition regarding the importance of using such products. <br />Currently, bandages licensed with popular cartoon characters represent 15-20% of the total wound care bandage market, highlighting the significance and importance of licensing relationships for bandage manufacturers.<br />SWOT Analysis<br /><ul><li>STRENGTHSWEAKNESSES1. Technological Know-How2. Patent Protection1. Lack of organizational infrastructure and resources to bring new products directly to marketOPPORTUNITIESTHREATS1. First-to-Market advantage2. Address a currently unknown need3. Low switching costs for consumers1. Market saturation2. Intense rivalry amongst current competitors in the industry3. Brand Loyalty to competition4. Lack of knowledge among consumers</li></ul>Strengths<br />1. Technological Know-How: The mediTOUCH bandage will incorporate key technological advancements that are currently under patent by MIG. This superior product’s innovative technology accelerates the natural healing process in a chemical-free way, and allows a wound to breathe. This attribute differentiates mediTOUCH bandages from the other firms in the industry, which will ultimately enable it to better serve the consumer wound dressing market.<br />2. Patent Protection: A strong patent protects MIG’s technological know-how, preventing the competition from imitating or duplicating their mediTOUCH bandage. Patent protection enables a firm to remain the market leader for as long as the patent holds, effectively creating a high barrier to entry.<br />Weaknesses<br />1. Lack of Organizational Infrastructure and Resources: MIG acts as a research and development think tank, enabling innovative ideas to hatch, develop and eventually become a reality in the medical space. MIG lacks both the monetary and organizational capabilities to launch a commercial product nationally. In order to bring the mediTOUCH bandage to market and succeed as a viable competitor against the industry leaders, a national branding campaign is necessary. This marketing campaign would utilize traditional and new media, namely public relations, print, broadcast, direct marketing, promotional events, and the Internet. A campaign of this scale requires certain organizational and firm infrastructure and resources, which MIG does not possess at this time.<br />Opportunities <br />1. First-to-Market Advantage: The first-to-market advantage allows MIG to capture a share of the market before the competition can start to emulate the brand’s differentiating technology. The patent ownership is critical in protecting the firm’s prosperity, giving it a window of security to build brand loyalty and brand equity before competitors can compete against MIG on a technological basis. <br />2. Address a Currently Unknown Need: mediTOUCH’s technology enables a revolutionary healing process. There are no products in the wound dressing market that can naturally heal a wound and allow breathability. Consumers are not aware of the fact that the bandages currently sold in retail pharmacies are not healing their wounds, merely covering them up. There is an opportunity to inform the public about what proper wound care is, highlight the fact that there is a need for proper wound care, and present them with the mediTOUCH solution. <br />3. Low Switching Costs for Consumers: Consumers purchasing bandages have low switching costs because wound dressings are a low involvement product. The fact that the switching costs are low represents an opportunity for mediTOUCH because the market is willing and able to try the product. <br />Threats<br />1. Market Saturation: The market for wound dressing is saturated and the demand is stagnant. There are no large trends besides the aging population that would lead to an increase in demand for bandages.<br />2. Intense Rivalry Among Competitors: The wound dressing industry is dominated by Band-Aid Brand® and Curad®, posing a major barrier to entry and success. The rest of the market is fragmented, comprised of other competitors and generic brands. Another factor adding to the intense rivalry in this industry is the ability of the generics to offer bandages for extremely low prices. This ability affects the average price of bandages and forces name-brand competitors to be very price conscious, and even follow suit in terms of price-cuts.<br />3. Brand Loyalty to Competition: The brand loyalty to Band-Aid Brand® is overwhelming and is a large threat to mediTOUCH’s potential for success. The strong history and goodwill with Band-Aid Brand® is the major hurdle for mediTOUCH, as there is a common belief that the “oldest brand is the strongest brand”. <br />4. Lack of Knowledge Among Consumers: Another major threat to mediTOUCH is the lack of knowledge among consumers as to what constitutes proper wound care. The research demonstrates that there is a major disjunction between long-held attitudes that consumers are happy with the current bandages on the market and their healing properties, versus the reality of the healing properties of the current bandages on the market. <br />Competitor Analysis<br />There are many different products within the wound care industry. Items are available in a vast array of assortments, styles, and sizes. Each product has an overall distinguishing feature or distinctive competency that its respective marketing campaigns highlight. While all of the competing products promote infection protection, none of the products are able to actually promote faster healing and other key aspects that mediTOUCH makes possible.  <br />The primary competitors for mediTOUCH are Band Aid Brand®, Curad®, 3M Nexcare™, and the generic brands. The secondary or indirect competitors for mediTOUCH are the producers of complementary products such as Neosporin®, which has co-branded with Band-Aid Brand®. The generic anti-biotic ointments are poised as competition against this product as well.<br /> The following table lists the positive and negative attributes of competing product categories:<br />Product TypeProsConsPlastic/Sheer Bandages • Cheapest to produce • Adheres well wet/dry • Protects wounds from infection • Inflexible • Suffocates woundsFabric Bandages • Flexible • Breathable • Adheres well wet/dry • Protects wounds form infection  • More expensive • Limited breathabilityFoam Bandages • Maximum Comfort • Flexible • Protects from infection • Most expensive material to produce • Poor adhesionMedicated • 2-in-1 • Kills/prevents germs • Prevents infection • Prevents scarring • Expensive • Risk of developing immunityAdvanced Healing • Moisture seal to mimic natural healing process • Seals out water and bacteria • Absorbs excess moisture to be evaporatedMay have Neosporin® • Unnatural materials • Limited breathabilityAntibiotic Ointment • Kills germs • Prevents infection • Prevents scarring • Chemicals • Risk of immunity and secondary infection<br />Pricing for competing products within the wound care industry is highly competitive.  The following table represents the current pricing for products that most closely compete with mediTOUCH bandages:<br />Pricing AnalysisType of BandagePrice RangeAmount of Bandage in Each PackageBrand Name Bandages$4.29-4.998 -60countGeneric Bandages$2.99-6.9910-100 countKids Cartoon Bandages$1.99-3.9920-26 count (one size/assorted)Advanced Healing (with Neosporin®)$4.99-10.996-10 countNeosporin®$5.29-9.99.5oz-1ozGeneric anti-biotic$5.991oz<br />  <br />Band-Aid Brand®<br />Band-Aid Brand® is our most intense competitor. The first bandage was created in 1920 by Johnson & Johnson. Since then, Johnson & Johnson’s Band-Aid Brand® has gone on to capture 60% of the market share, while the many small players in the industry are fragmented with 2-3% each. Band-Aid Brand’s® brand equity poses a major barrier to entry in this market. The Advanced Healing Bandage is Band-Aid Brand’s® product that mediTOUCH will compete most directly with, as it claims to have more advanced healing properties. Another competitive advantage that Band-Aid Brand® has is their relationships with external firms who own the copyrights to various children’s characters. Band-Aid Brand® currently has products with the following characters on them: Transformers™, Littlest Pet Shop™, Dora the Explorer™, SpongeBob™, Barbie™, Scooby-Doo™, Hello Kitty®, Spider-Man®, Go Diego Go!™, Sesame Street®, Care Bears™, Strawberry Shortcake™, and Nascar®. Band-Aid Brand® also has exclusive licensing relationships with Viacom International Incorporated, Nickelodeon, Nick Jr..<br />Curad®<br />According to a sample of consumers, Curad® is the second most recognizable bandage brand to consumers. Curad® has approximately 27% of the bandage market.  Their product offering includes bandages in different sizes, with varying key attributes such as water resistance or extreme adhesion. Curad® also has lines of specialty products including CURAD® Scar Therapy™, to prevent scarring, CURAD® Mediplast®, for warts, corns or calluses, and other products for eye wounds, blisters, and even alcohol swabs. Similar to Band-Aid Brand®, Curad® has relationships with external firms who own the rights to various children’s characters including Curious George®, My Little Pony®, and Sesame Street®. Another unique property to Curad’s® design is its camoflauge line, offering bandages in green and pink camoflauge.<br />3M & Nexcare™ Partnership<br />Nexcare™ and 3M came together to produce a bandage that was unique to the bandage market. When the firms penetrated the market, there was little diversity among bandages. There were many sizes offered but all bandages had the same standard design with the adhesive strip on only two sides of the cotton pad.  Nexcare™ and 3M designed a diamond-shaped bandage that had a better seal that completely surrounded the cotton pad to aid in bandage adhesion. Although these bandages stick to skin better, they severely suffocate the wound. Along with the diamond shaped bandage, the companies also developed a liquid bandage spray. This spray is waterproof and was developed to replace bandages. In some cases, while playing sports or during other physical activities, bandages do not adhere to skin due to the friction of shoes or sporting equipment, a factor that the liquid bandage addresses.<br />To remain competitive in the industry and attractive to younger bandage users, Nexcare™ and 3M created Nexcare™ Tattoo™, a bandage that looks like a tattoo. They have several licensing agreements with Star Wars®, Ben 10 Alien Force ®, Bakugan®, Hot Wheels ®, Mr. Men and Little Miss®, Penguin's of Madagascar®, and Strawberry Shortcake®.<br />Nexcare™ and 3M offer several different lines of health and beauty aids to capture niche markets and those with special needs. The product lines include cold sore treatments, diabetes skin care, and post-surgery skin care. <br />Generic Brands<br />On average, all of the generic versions of the products are priced $2 below the name brands. The generic brands do not offer any characters or incorporate any unique design factors. The main competitive advantage of these generic brands is the pricing, and ability to cut costs because of the lack of branding and marketing. <br />Target Market<br />It is recommended that MIG implement a Differentiated Marketing Strategy to communicate its marketing message, which involves marketing in a number of segments but developing separate marketing strategies for each. The bases for segmentation are demographic, behavior, and psychographic. The relevant demographic factors for this product launch are age and ethnicity. The target market for mediTOUCH bandages are parents of young children ages 3-15 years of age. Seventy percent of bandage users are children in this age range, making them the primary users of this product. Despite their high usage rate of bandages, these children are not the actual consumers, or the ones purchasing the product in stores. Therefore, mediTOUCH needs to target the household purchasers, namely mothers, fathers, guardians, and secondarily, children ages 3-15. MIG should also develop a separate campaign using cultural images and languages that target the Hispanic market, as it is the largest minority group in the US, comprising 12.5% of the U.S. population. Research also shows that the Hispanic market is especially brand loyal, has larger family sizes with 3.5 people, compared to the national average of 2.7 people, making it a very attractive market for emerging brands. Within the target market of mothers of young children, MIG should focus on psychographic variables, such as lifestyle. The Lifestyles of Health and Sustainability (LOHAS) is an emerging psychographic segment, which includes nature- and eco-conscious consumers. This $200+ Billion market, expecting to double by 2010, and quadruple by 2015. <br />PRIMARY RESEARCH<br />Research Goals<br />The following were the five main research objectives:<br /><ul><li>What is the demand among parents of children ages 3-15 years of age in the U.S. for a bandage that promotes advanced healing?
  6. 6. What are the best avenues for contacting and communicating the target market- parents of children ages 3-15 years old?
  7. 7. When and how often do parents of children, ages 3-15 years of age, purchase bandages?
  8. 8. Are the aforementioned demographic of parents willing to pay more than the current average price of bandages for an advanced healing bandage?
  9. 9. What key design attributes of bandages are most attractive to children aged 3-15 years old?</li></ul>Research Design<br />After determining the primary research goals in-depth interviews were conducted with parents of children ages 3-15 years of age, and in-depth interviews were held with children ages 3-15. It was concluded that in-depth, or probing interviews were the most effective method of research for mediTOUCH due to the legal constraints regarding the technological innovation and product differentiation of mediTOUCH. Large surveys were inapplicable because of the necessary explanations involved in describing mediTOUCH (without actually describing mediTOUCH) and the aforementioned limitations of information available for disclosure. <br />Forty parents, male and female, were interviewed for approximately thirty minutes each, and were probed about bandages, shopping history, and preferred media vehicles. <br />The in-depth interviews were selected as the primary research tool for children, as it is believed that the dynamics of in-depth interviews would promote further discussion. This constant conversation and the ability to bounce ideas and thoughts off of one another is valuable when speaking with youth. Sixty-three children participated in these in-depth interviews, which were directed at finding popular cartoon and television characters, as well as popular aesthetic attributes such as colors and shapes. Interview questions can be found in Appendices A, C, E and G.<br />Primary Conclusions<br />After conducting the primary research we were able to answer the primary research objectives. Firstly, it was found that there is a 100% demand among parents of children ages 3-15 years for bandages that provide advanced healing. Secondly, it was found that the best avenues for contacting parents and encouraging bandage trial and purchase is through direct mail, public relations, point-of-purchase displays, promotional events, Internet, and Television. Parents overwhelmingly stated that they keep a stock of bandages in the home, and it is an item they do not like to run out of. These same parents said they would be willing to spend more than the current average price of bandages for a more advanced healing bandage and superior product, similar to what mediTOUCH will offer. After holding in-depth interviews with children ages 3-15, it was found that the top four design attributes most important or desirable to them were cartoon characters, bright colors, glow-in-the-dark, and personalized images.<br />MARKETING STRATEGY<br />POSITIONING STRATEGY<br />The wound care market is dominated by Band-Aid Brand®. Currently, bandages are synonymous with Band-Aid Brand®, and consumers use the term Band-Aid interchangeably with bandage. The launch of the mediTOUCH bandage will need to disrupt this market and position itself as the leading and superior bandage. <br />For parents and guardians of children ages 3-15, mediTOUCH is a bandage that provides advanced natural healing enabled by a patent-protected technology, unlike the current bandage manufacturers, such as Band-Aid Brand®, which provide a temporary fix to open wounds. The unique selling proposition of mediTOUCH is the bandage’s core advanced healing technology that allows a wound to breathe while simultaneously healing, which can be communicated using the tagline, “Healing… the way nature intended”. <br />As bandages are a low-involvement product, mediTOUCH will leverage its positioning strategy to move rapidly through the peripheral route of the Elaboration Likelihood Model, changing consumer beliefs, behaviors and attitudes, respectively. <br />COMMUNICATION OBEJCTIVES<br /><ul><li>Create awareness of mediTOUCH brand and product among 65% of the target audience, after IMC Plan is implemented and product are launched, within the first year.
  10. 10. Create interest in the mediTOUCH brand among 45% of the target audience, within the first year after the IMC Plan is implemented and product are launched.
  11. 11. Increase consumer knowledge of the mediTOUCH bandages’ differentiating attributes (the "technological attributes", namely accelerated healing, wound ventilation, a lack of chemicals, and product durability) to 30% of the target audience, after IMC Plan is implemented and product are launched, within the first year.
  12. 12. Increase trial of the mediTOUCH bandage to 20% of the target audience, within the first year after the IMC Plan is implemented and product are launched.
  13. 13. Increase adoption and regular use for the mediTOUCH bandage to 10% of target audience, after IMC Plan is implemented and product are launched, within the first year.</li></ul>MESSAGING STRATEGY <br />Cognitive messages are an effective communication strategy when introducing a new, low involvement product, similar to mediTOUCH, which has a key product differentiator. The New Product Innovation Adoption Model suggests a cognitive pathway a consumer follows, resulting in the purchase of a completely new product or service. There are five stages: knowledge, persuasion, decision, implementation and confirmation. <br />In the knowledge stage of this model, consumers need to learn about the product that previously did not exist, and understand its benefits. Therefore, mediTOUCH’s messaging strategy must undermine the preexisting beliefs regarding Band-Aid Brand® through the use of comparative advertising. Secondly, mediTOUCH must spread awareness and increase the knowledge of the innovative and technological superiority of its product using rational appeals. The breathability and lack of chemicals of the mediTOUCH bandage must be emphasized at this stage, and the specific technology of the mediTOUCH bandage explained. Certain behavioral techniques can be used to help change consumers’ minds:<br />1) Classical Conditioning: repeated pairing of the mediTOUCH logo with the notion of superior healing. <br />2) Instrumental Conditioning: create an inherent, positive association between the mediTOUCH bandage and superior healing. <br />3) Observational Learning: as more consumers sample the mediTOUCH bandage and experience the improved healing it provides, others can learn vicariously about the product as they observe their peers’ positive experience.<br />After gaining knowledge of mediTOUCH’s advanced healing technology using rational appeals, consumers need to be persuaded to decide to try the new product. In order to persuade consumers, mediTOUCH must use fear and emotional appeals to target concerned parents or guardians. <br />The implementation stage must include trial of the mediTOUCH bandage. This will be achieved through selected marketing mediums such as promotional events and direct mail. Lastly, in the confirmation stage consumers will have gained knowledge of the bandage’s attributes, experienced the advanced healing that the product enables, and decided that mediTOUCH is indeed a superior product.<br />BUDGET ALLOCATION<br />The media vehicles listed below were chosen based on the specific demographic profiles of the mediTOUCH target market. See Appendix H for more information and specific pricing quotes from each chosen vehicle.  The most effective way to utilize the chosen vehicles is using continuous, flighting, and pulsing schedules. See Appendix I for a chart of the suggested media scheduling. Regarding the media schedule for specific day parts, see Appendix J for a graph of reach among population.<br />MediaVehiclesCost x UnitsTotalPublic Relations2%Press Releases- PR NewswirePress Conferences$195 Annually + services needed$195 Annually + services neededDirect Marketing7.5%Postcard Mailer- 6” x 8.5” including sampleMailing List$.10 x 6.45 million units + bandage + postage$645,000Promotions50%Events- Post Card- 6” x 8.5” including sampleTri-Tray Floor Display- 5’One-Sided “A” Frame Floor Display- 4.5’Standard Counter Display- 18”12 Pocket Side Wing Display- 4’$.10 x 3 million units + bandage $25/Display x 4,000$30/Display x 4,000$23/Display x 1,000$26/Display x 1,000$300,000$100,000$120,000$23,000$26,000+ (negotiations with store, incentives, slotting fee)Internet3%WorkingMother.com- Skyscraper Ad 160 x 600CBS.com- Banner ad 300 x 250FoodNetwork.com- Banner ad 728 x 90Google AdWords Yahoo!/Flikr CPM x [Portion of target Market in -ooo’s]$45 x 386.67$12 x 386.67$12 x 386.67$+/-1.00 CPC$+/-$1.00 CPC $17,400$464,004$464,004$60,000$60,000Print7.5%(A)Working Mother Magazine- Full Page, Color(A)Allure Magazine- Full Page, Color(A)Woman’s Day- Full Page, Color(B)Reader’s Digest- Spread, Color(B)Good Housekeeping- Full Page, Color$70,315/Ad/Issue x 4$131,721/Ad/Issue x 4$259,960/Ad/Issue x 4$342,600/Ad/Issue x 4$344,475/Ad/Issue x 4$281,260$526,884$1,039,84$1,370,400$1,377,900Broadcast30%Food Network- (1) :30, Daytime/National (9:30am - 3pm)Food Network- (1) :30, Early Fringe/National (3pm - 6pm)NBC- (1):30 Daytime/local(11am-12p)NBC- (1):30 Daytime/local(12pm - 1pm)NBC- (1):30 Daytime/local(1 pm- 2pm)NBC- (1):30 Early/local(6pm - 7pm) Oxygen- (1) :30, Day Spot (M-F 8am – 3pm)Oxygen- (1):30 Prime Spot (M-Su 6pm – 2am)$2,055/spot x 36$4,332/spot x 36$290/spot x 36$120/spot x 36$205/spot x 36$550/spot x 36$1,4075/Spot x 10$1,353/Spot x 20$1,982$11,956$10,440$4,320$7,380$19,800$40,751$7,061Total:$5,939,737<br />Note: Although these figures are high in relation to the original budget, all of these media vehicles have less expensive options (smaller size, black and white, partial circulation and regional markets). These specifications can reduce the price by more than half in some cases.The media selections are listed above may change depending on the scope of the IMC campaign and budget. <br />MEDIA STRATEGY<br />PUBLIC RELATIONS<br />For Public Relations (PR), it is recommended that MIG implement press releases and press conferences. By utilizing these two PR vehicles, mediTOUCH can increase its interactions with key news forces, including broadcast, print and online publications. When writing and distributing its press releases, MIG should focus the content on the technological advantages of the mediTOUCH bandage, and work to build the relationships with the Associated Press and any other appropriate news vehicles. It is suggested that MIG become a member of PR Newswire for a low annual fee, subject to fee increases for additional services, to aid in the distribution of the mediTOUCH press releases. PR Newswire’s services include assistance in initial release of information, creation of press releases, and measuring the effectiveness of a company’s PR efforts.<br />Reasoning<br />When launching a new product that has a new distinctive competency unknown or misunderstood by the public, as is the case with mediTOUCH bandages, PR is an important tool used to spread awareness and acceptance. A effective PR campaign can increase understanding of mediTOUCH’s advantages by introducing the problem with current bandage solutions available in the market, such as improper healing, and consequently highlighting the ways in which mediTOUCH solves the problem. <br />Cost<br />The cost of Public Relations is relatively low, but varies depending upon the selected distribution methods of the press releases, and the selected services offered by PR Newswire. Additional costs can be incurred regarding venue and complementary services provided by MIG to entice reporters and news stations to cover the mediTOUCH story.<br />Measuring Effectiveness<br />MIG can measure the effectiveness of its PR initiatives by using online analytical tools to obtain the number of views of online PR articles or blogs, and the amount of web traffic the mediTOUCH website experiences after major PR announcements. To monitor the effectiveness of PR efforts in print mediums, MIG should employ a clipping service to measure the amount the mediTOUCH bandage is mentioned. <br />DIRECT MARKETING<br />For mediTOUCH, the most relevant and effective type of direct marketing is direct mail. It is recommended that MIG distribute double-sided postcards with the following core elements: a sample mediTOUCH bandage, and a coupon for a discount on a box of mediTOUCH bandages to be redeemed at a local retail pharmacy. See Appendix K for a sample design of the direct mail piece.<br />A key aspect of a direct mail campaign is the mailing list. A campaign of this nature will not be successful without a mailing list that targets the selected mediTOUCH consumer demographics. For mediTOUCH, mothers and fathers of young children in middle to upper income levels comprise the target market. By obtaining a list specific to this market, mediTOUCH can reap a higher return on the investment and costs associated with direct mail pieces because a more selective list ensures a higher rate of response or purchase from consumers, and eliminates waste coverage because of this selectivity.<br />Reasoning<br />A direct mail campaign containing a sample of the product targeting the core demographics of mediTOUCH would allow mediTOUCH to put its bandage in the hands of its consumers. The New Product Innovation Adoption Model highlights the necessity for new products like mediTOUCH to be trialed by consumers prior to purchase. Before a consumer will make the decision to switch products and brand loyalties, he or she needs to fully understand the product’s competitive advantage. For mediTOUCH, this advantage is technology-based, and thus, more persuasive when consumers gain first-hand experience with the improved healing the mediTOUCH bandage enables. Additional research from a sample of mothers that fall into the mediTOUCH target market shows that a direct mail piece containing a sample of the bandage would greatly increase the probability that they would trial the product on their children or themselves. Direct mail also lends itself to customization very well. mediTOUCH will have the unique ability to build more personalization into their direct mail pieces by using specific adult or children’s names, and by providing a sample of a solution that recognizes their specific needs. These personalization aspects are important for mediTOUCH, as it is launching a product in a market where its rival, Band-Aid Brand®, has extreme brand loyalty, and has become ingrained in the lives, both past and present, of consumers. Developing a campaign that works to build a relationship between mediTOUCH and parents is critical in order for mediTOUCH to gain market share.<br />Cost<br />The cost of a direct mail campaign depends on the type of design and packaging of the direct mail piece, but could cost around $0.10 per print. Because the mediTOUCH product is small, light-weight and non-perishable, it is a natural fit with direct mail. Another inherent cost of producing a direct mail campaign is the mailing list, the prices varying greatly depending upon how in-depth and specialized a market MIG chooses to focus on. mediTOUCH will also need to pay for the postage. <br />Measuring Effectiveness<br />An advantage of direct marketing, particularly direct mail campaigns, is that it is quite simple to measure effectiveness in a very accurate way. The key to a direct marketing campaign is to elicit a specific response from consumers. The coupon code that is on the direct mail piece can be measured in-store, when the coupon is redeemed upon product purchase.<br />PROMOTIONS<br />Within the medium of Promotions, both promotional events and Point-of-Purchase (P.O.P.) displays are important for mediTOUCH to employ. <br />At the promotional events MIG will participate in, it is critical that the mediTOUCH bandages are distributed for consumers to sample. This will encourage consumers to use the bandage and possibly make the decision to continue using the product. When consumers experience the advanced healing properties of the mediTOUCH bandage, they are more likely to switch bandage brands and become brand loyal to mediTOUCH. Each trial package that is distributed at events will contain a single bandage featuring the different designs, styles, and colors mediTOUCH offers. The packages will also contain a coupon for a discount when purchasing the mediTOUCH bandages at local retailers. A sample of the promotional package can be seen in Appendix K. The venues where mediTOUCH chooses to hold these promotional events are important, and should be selected carefully, while keeping the target market in mind. It would be most beneficial to target events where parents and children are present, such as jog-a-thons, walk-a-thons, holiday festivals, fairs and other relevant community events. These types of events offer an ideal situation for mediTOUCH in that both segments of the target market, children and parents, can interact with the mediTOUCH product.<br />P.O.P. displays can include end-of-aisle displays, in-store banners, check-out displays, product packaging, and in-store digital displays, such as televisions in retail outlets and pharmacies. The packaging of the actual product can also be leveraged as a communication medium. Packaging is essential in showing consistency between all marketing efforts and tangibly emphasizes a brands’ core values. It provides consumers with product information including use, composition, and sales promotions. Product differentiation employed through packaging design efforts aims to attract attention among competing products within the shelf and/or aisle, and creating a favorable impression in consumers’ minds is essential to solicit the desired emotional and behavioral response.<br />Consumers are increasingly valuing eco-friendly packaging, and manufacturers and retailers are following this trend as well. Wal-Mart recently identified potential savings in excess of $10 billion dollars by reducing product packaging and has increased requirements to reduce environmental impacts of the products it sells. In a recent study by Mintel, 1/3 of consumers reported they would pay more for eco-friendly products. Consumers also admit to not directly seeking green products, but consider it a plus when making the ultimate purchase decision. Since “all-natural” healing is a key attribute of mediTOUCH bandages, the packaging should utilize natural, recycled, biodegradable material and soy inks to maintain consistency with brand image. While it may not be viable to use 100% green manufacturing, all efforts to place mediTOUCH bandages in the green-friendly category of products is recommended.<br />In order for the packaging to convey the mediTOUCH brand image, we have developed several features to be included, specifically key colors (blue, green, and white) and attribute bubbles. Color plays a large role in emulating product attributes. For example, blue represents trust, which is important in building brand loyalty, green represents both nature and success, which reinforces the products natural claim, and white represents purity, reinforcing that this product is void of chemicals.<br />The package should also display key attribute bubbles. The most important attributes to highlight are “no-chemicals,” “accelerated healing,” and “breathability.” See Appendix L for a mock-up of the packaging.<br />Reasoning<br />Promotional events will aid in mediTOUCH’s success in the market. By having a presence at relevant events, such as community fairs, mediTOUCH has the opportunity to directly communicate with its potential consumers, while simultaneously building brand equity. Consumers can have an interactive conversation with a mediTOUCH representative as opposed to the one-sided aspect of other conventional marketing tools. The one-on-one discussions that promotional events enable can be a very powerful and persuasive marketing tactic for mediTOUCH.<br />mediTOUCH can entice the children with colorful and fun product designs while teaching the adults the value of the technological advancements of the bandages. It is not enough for consumers to learn about the product, trialing the bandage and experiencing the benefits of mediTOUCH is crucial to its success.<br />In addition to mediTOUCH presence at promotional events, MIG should implement P.O.P. displays in pharmacies and retail outlets across the nation. An advantage of P.O.P displays is their ability to inform, excite and persuade consumers about the advantages of the bandage while in-store. Because these displays are disruptive at a critical time in the purchase cycle, marketing efforts “closer to the point-of-sale have a higher return [when compared with marketing efforts employed outside of the retail setting]”. P.O.P. displays also address and target consumers who are not familiar with the mediTOUCH brand and product offerings prior to entering a retail setting. This medium allows mediTOUCH to influence the undecided consumers. The importance of this type of uninformed consumer is highlighted by the fact that nearly 60% of consumer purchases are unplanned, illuminating the necessity for in-store marketing efforts. Using P.O.P. displays, mediTOUCH can provide information about the product, enhance the brand image, and increase awareness of mediTOUCH in the minds of consumers. In a study by Moving Tactics, “72% [of customers] rated [in-store] digital advertising as either very effective or effective [with] 24% being reminded of specific products they wanted to buy.” <br />Cost<br />The cost associated with the promotional events will be relatively low. The main costs will be the bandages given away, the marketing piece, and the payroll expenses for those MIG employees working at the events. The cost of the bandages cannot be determined until manufacturing begins, but the cost to produce the marketing piece that the bandage is distributed with will be around $0.10 per print. To maintain consistency and overall brand continuity, it is recommended that MIG use the same marketing materials at promotional events as it does in its direct mail campaigns. Labor costs for these events can be very minimal through the use of unpaid interns who are looking for marketing experience. Essentially the only cost would be the hiring, training, and uniform costs. <br />Similarly, the costs associated with the P.O.P. displays and in-store promotions can range from $10-$100 for the actual displays. There are also costs inherent in the relationship management with the partnering retailers, such as placement negotiations and incentive programs.<br />Measuring Effectiveness<br />There are several ways that MIG can measure the success of promotional events. Firstly, the coupons in the trial packets could contain a promotional code to be entered on the mediTOUCH website, providing a way to measure the amount of consumers who followed through with obtaining more bandages, based on their experience at the promotional event. mediTOUCH can track the amount of coupons and trial packets handed out, as well as the amount of consumers who redeemed the coupon. <br />The most effective way to measure the success of the P.O.P. displays is by dispensing coupons at the location of the P.O.P. This can be executed using an electronic dispenser or a pad of tear-off coupons attached to the actual display itself. Here, the coupon code would translate the information about the displays location, redemption rate and value the display contributes to the sale of mediTOUCH. Sending Secret Shoppers to select retailers will measure the effectiveness of incentive programs and negotiations, and ensure the P.O.P.’s are being utilized properly.<br />INTERACTIVE/INTERNET MARKETING<br />It is recommended that MIG market the mediTOUCH bandage on the Internet by using online ad buys, banner ads, search engine optimization (SEO), and a company Website. <br />MIG should purchase online ad buys and banner ads on these specific sites:<br /><ul><li>CBSNews.com and WebMD, both of which have high index scores among mothers
  14. 14. Social Networking sites to utilize world-of-mouth marketing at Cafémom.com, Mayasmom.com, Mothersclick.com, Mothersjunction.com, and Workitmom.com
  15. 15. Popular websites to leverage their expanded reach such as Google, Yahoo, MSN, Ebay, Flickr, and Photobucket</li></ul>MIG should utilize Search Engine Optimization (SEO), when advertisers pay only when a consumer clicks on an ad or link from a search engine page, on select sites. The volume of searches broken down by the different search engines is shown in the figure below. <br />The creation and maintenance of an informational and interactive website is key for the success of mediTOUCH bandages. Please see Appendix M for specific layout and design recommendations for said mediTOUCH website.<br />Reasoning<br />The Internet is an important medium for MIG to utilize when implementing its IMC plan, as 71% of mothers said they were very likely to use the Internet for product information, advice or general information. Additionally, many busy mothers today turn to popular social networking sites to gain insight into new products for their children from other mothers who comprise these online communities. 64% of mothers say they rely on recommendations when making purchases for their child, highlighting the importance for mediTOUCH to ensure its product and brand is a topic of discussion amongst mothers engaging in social networking. <br />SEO is another effective marketing avenue available on the Internet, and is the number one way Internet users find new businesses, products, and services. SEO also works to increase awareness about mediTOUCH with journalists as well as consumers. 92% of journalists working at newspapers, magazines and broadcast outlets nation-wide go online, and 81% say they search online daily for relevant information, improving the efficacy and reach of any MIG public relations efforts. Please see Appendix N for further information and guidance regarding SEO. <br />Cost<br />The cost of online ad buys are virtually the same regardless of whether MIG purchases online ad buys from Google, Yahoo, Flickr, or other major search engines. A mediTOUCH online ad buy will cost around $1.00/click. Banner ads are more engaging and eye-catching to consumers surfing the Internet, but their prices can range from $7-100/click.<br />Measuring Effectiveness<br />There are many tools that companies can utilize to measure the effectiveness of Internet presence. In order to better understand the effectiveness and analyze which online marketing tactics are the most beneficial for mediTOUCH, the company needs to use following applications:<br />For Online Ad Buys, mediTOUCH can use online analytics tools to obtain the:<br /><ul><li>Average Cost-per-Click on Ad purchases
  16. 16. Click-through rate
  17. 17. Time spent on website
  18. 18. Conversion Rate</li></ul>For Website traffic, mediTOUCH can utilize Google Analytics to measure the:<br /><ul><li>Number of Unique, and Total Visitors to site
  19. 19. Time spent on website
  20. 20. Number of Pages Viewed
  21. 21. Link popularity</li></ul>PRINT MEDIA <br />Magazines and newspapers are the most relevant print media vehicles for MIG to utilize when launching its mediTOUCH bandages. MRI+ reports that Women’s Day, Good Housekeeping, Allure, Reader’s Digest, and Working Mother are the top five magazines for mediTOUCH’s target demographic: mothers of young children. These magazine advertisements should include images of children, as 75% of mothers rank ads that feature children as highly effective, as well as free-standing inserts with a sample of the mediTOUCH bandage because trial of the product is crucial. See Appendix O for a sample Print ad for mediTOUCH. Another method to solicit product trial is to have the ad printed on the newspaper packaging or plastic bag providing a sample in a pocket of the packaging.    <br />Reasoning<br />In addition to high receptivity and involvement, magazines offer exceptional duplication quality, creative flexibility, and permanence.  Magazines provide high selectivity, both demographically and geographically, and cater to special interest groups. This enables companies to tailor its message and successfully communicate with its target markets. Magazines also contain a certain prestige, which often transfers to its advertisements, thereby improving a brand or product’s image in consumers’ minds.  Research shows that when mothers allocate time to reading, they read magazines, and that the average mother reads 4.1 titles a month, with 3 of them being delivered to her home, illuminating that fact that magazines serve as a primary source of information for mothers regarding the purchase of products and services. <br />There are several advantages of newspaper advertising as well, the primary advantage being the penetration of daily newspapers. Fifty percent or more of households read a daily newspaper, and the reach figure may exceed 70% among households with higher incomes and education levels. Because there is overlap among mediTOUCH’s core demographic and the core demographic of newspapers, the saturation of newspaper readership presents an advantage for MIG. Sunday editions of the paper capture 5% more adults versus weekday editions and 80% of consumers find newspaper ads most helpful in weekly shopping.  Utilizing the newspapers packaging eliminates the risk that the ad and/or sample will get overlooked in the clutter of other free-standing inserts that are featured in the Sunday edition.<br />Another advantage of using newspapers as a marketing tool is the regional selectivity it offers marketers.  This allows marketers to tailor messages for a specific geographic area or target market, thus improving the marketing return on investment.<br />Cost<br />Costs to advertise in the aforementioned magazines range from $70,000 to $350,000 for one run of a targeted, national advertisement. A “run” or an advertisement depends upon the printing and publication cycle of various magazines, but for mediTOUCH’s target magazines, is about one month. The additional cost of the sample mediTOUCH bandages provided with the newspaper or as part of the magazine advertisement must also be included in the total price.<br />Measuring Effectiveness<br />The key ways  MIG can measure the effectiveness of its print marketing campaigns are through inquiry tests, recognition tests, and recall tests.  Inquiry tests offer measurement of the ads effectiveness based on the number of inquiries generated, reader response cards, and number of coupons used for purchase.  Split-run tests should be employed in initial ad runs to determine which specific ad generates the strongest response. Recognition tests or Starch tests give the marketer statistics on percentage of readers who saw the ad, percentage who recall any part of the ad identifying product and/or brand, and percentage of readers who read at minimum half of the ad copy.  Recall tests give an accurate measure of those that can recall the ad, the point of sale options readers recall, and the attitude or reaction toward the brand as a whole.<br />BROADCAST<br />Television offers advantages over the other mediums, such as pervasiveness and amplified expressiveness. For the mediTOUCH bandage, our primary objective is to spread brand awareness among our target market: mothers. The ideal medium to do this is television, specifically during the day. Television combines picture, sound, and motion, which engage viewers on multiple sensory levels. This medium also has considerable reach compared to other mediums, as over 98% of U.S. households have at least one television. <br />The mediTOUCH commercial will be a short, 30-second spot that features young children, as research shows that over 2/3 of mothers state that commercials featuring children are more effective in communicating messages. See Appendix P for a sample storyboard of this 30-second commercial.<br />MIG should also employ narrowcasting to allow for a more targeted and focused reach. Research shows the top channels that the mediTOUCH target markets watch are the Food Network and the Hallmark Channel on Cable Television, and Daytime Talk Shows, Early Evening News, and Daytime Dramas on Network Television. <br />Reasoning<br />Television combines imagery with sound and movement, making it the premiere medium for communicating appeals based on emotion. Although television advertising is expensive, it is necessary for MIG to utilize. In order to launch a new product and brand that intends to compete and steal market share from competition such as Band-Aid Brand®, television commercials must be used.<br />Cost<br />Primetime commercials may cost upwards of $200,000 for a 30 second spot.<br />Measuring Effectiveness<br />Due to the broadcast nature of these mediums, obtaining an accurate measurement of the level of brand awareness achieved by a campaign is challenging. Traditional survey research methodologies must be employed to adequately assess whether the messaging was successful. Further, these mediums must tie-in with the rest of the mediums to truly benefit from an IMC program. Call-to-action messaging must be included, such as adding, “Visit mediTOUCH.com and enter ‘heal’ to receive a free sample today!” at the end of a commercial.<br />CLOSING RECOMMENDATIONS<br />After a comprehensive market analysis and brand development study, it is our recommendation for MIG to license their technology patents to already established firms in the industry. However, if MIG were to pursue a branding campaign for the mediTOUCH launch, the aforementioned plan is our recommended course of action.<br />First, MIG needs to focus on increasing awareness of the mediTOUCH brand and product offering because of its newness to the bandage market, and the intensity of Band-Aid Brand’s® brand equity. To gain market share from its competitors, mediTOUCH must place itself in the consumer’s evoked set for bandage products. In order to increase brand awareness to a significant level so as to compete with Band-Aid Brand®, it is recommended that for the first year after the initial product launch, MIG employ many different marketing mediums, namely, Public Relations, Direct Mail, Promotions, Interactive Marketing, Print Media, and Broadcast Media. By infusing these channels with the mediTOUCH brand messages, MIG will position itself as a main player in the bandage market.<br />Second, soliciting trial is key when launching a new product with a technological innovation that is appreciated after product use. For this reason, it is recommended that MIG include samples of the mediTOUCH bandage in Direct Mail, Promotional Events, and Print Media.<br />Third, MIG must focus on the overall integration of its marketing campaign. This plan recommends the use of six different mediums that will communicate the same unique selling proposition across all targets. <br />In order for MIG to launch a marketing campaign that successfully competes with current industry leaders, it must maintain the highest level of integration throughout all of the recommended mediums, enabling mediTOUCH to become an iconic brand over time.APPENDIX A: Survey Given to Parents of Children, 11-15 Years Old<br />Bandage Market Research Survey<br />1. How often do you purchase bandages?<br />2. What led you to realize that you needed or wanted to buy bandages?  <br />3. What size/shape of bandage do you buy most often? (finger, butterfly, assortment etc)<br />4. What is the quantity count of the box you purchase?<br />5. Are you satisfied with the pricing of the current bandage options?<br />6. How many alternative types of bandages did you consider buying before making a purchase decision?<br />7. How positive was your evaluation of these alternatives? What did the alternatives not offer that the one you purchased did offer? <br /> <br />8. As far as aesthetics, which bandage do you prefer: skin color/neutral, colorful, design, cartoon character? Why?<br /> <br />9. What characteristics of the bandages are most important to you? (please rank the following in order of importance (1 being most important):<br />_____ healing time<br />_____ price<br />_____ style/look<br />_____ quality of adhesive<br />_____ material of bandage (cloth, plastic, mesh etc) 
<br />_____ scar prevention<br /> <br />10. Why is your #1 attribute the most important to you?<br />11. What caused you to buy the particular box of bandages that you did, the last time you were at the store? (generic brand, Band-Aid Brand, other?)<br />12. Will you buy this same product/brand again?  Why or why not?<br />13. Have you ever noticed when your wound has been soggy or white (not allowing the wound to breathe)?<br />14. Are you aware that using a bandage will “suffocate” the wound, which prolongs healing time?<br /> 15. Would you be willing to try a bandage that breathes?<br /> <br />16. Do you find a need for a bandage that would promote healing would be all natural and void of chemicals?<br /> <br />17. If the price of these bandages were the same as BandAid but the quality was significantly higher, would you consider purchasing even if there were less bandages in the box?<br />Thank You For Your Time!<br />APPENDIX B: Survey Results from Parents of Children, 11-15 Years Old<br />Age21 42 38 42 4822 43 38 43 5223 45 40 45 5531 45 41 45 61GenderFemale- 8 Male- 8How often do you purchase?1month- 5 12months- 53months- 1 NA- 36months- 2What lead you to realize you needed bandages?Ran out- 6 Child- 1Cut- 6 NA- 3What size of bandage do you buy most?Finger- 4 Butterfly- 1Assortment- 9 N/A- 2What is the quantity count on the box20- 3 50- 224- 1 100- 536- 1 N/A- 348- 1Are you satisfied with the pricing of the current optionsYes- 8 NA- 2No- 6How many alt. types did you consider buying0- 6 3-31- 2 N/A- 22- 3How positive was your evaluation of these alternatives?Poor- 3 Good-1Fair- 7 N/A- 5Which do you prefer: skin color/ designSkin- 6 Design- 1Character- 3 N/A-2No Opinion- 4What characteristics of bandages are most important:Healing time#1- 3 #4- 2#2- 0 #5- 1#3- 5 #6- 1Price#1- 5 #4- 3#2- 2 #5- 1#3- 0 #6- 5Style/look#1- 1 #5- 3#2- 2 #6- 4#3- 1 NA- 2#4- 3Quality of adhesive#1- 3 #5- 2#2- 5 #6- 1#3- 2 N/A- 2#4- 1Material of bandage#1- 3 #5- 2#2- 4 #6- 0#3- 4 N/A- 1#4- 2Scar prevention#1- 1 #5- 4#2- 3 #6- 2#3- 1 N/A- 3#4- 2Why is your #1 attribute most important$= Economical- 4Adhesive/material=Durability- 4Healing Time=Medical- 3Style=Image- 1N/A- 4What caused you to buy the particular boxPrice- 6Brand- 4Price+Brand- 1Quality- 2New Character- 1NA- 2Will you buy this same product again?Why?Yes- 13 *They are the best- 3No- 0 *Habit- 1N/A- 3Have you ever noticed white/soggy woundYes- 13 No- 3Are you aware this suffocates the wound- prolonging healing time?Yes- 12 No- 4Would you try a brand that breathesYes- 16 No- 0Find a need for all natural & void of chemicalsYes- 14 No- 2If the price of these bandages were the same as BandAid but the quality was significantly higher, would you consider purchasing even if there were less bandages in the box?Yes- 14Possibly- 2No- 1<br />APPENDIX C: In-depth Interviews with Adults<br />Consumer Profile:<br />Name<br />Age: <br />Age of Children:<br />In-Depth Interview On The Consumer Bandage Market<br />What led you to realize that you needed or wanted to buy in this product category (bandages)? <br />How many alternatives (different types of bandages) did you consider buying before buying your bandage?<br />How positive was your evaluation of these alternatives? What did the alternatives not offer that the one you purchased did offer? <br />What product attributes (characteristics of the bandages) were important to you? Ex: Healing Time, Price, Style, Quality, etc.? <br />Would you prefer a skin-color/neutral bandage or a unique, colorful, etc. bandage?<br />How favorably did you perceive these different alternatives (other bandages) to perform on those attributes? (Did the other bandages offer faster healing time, higher quality, scar prevention, etc.)<br />What caused you to buy the particular box of bandages that you did, the last time you were at the store? (generic brand, Band-Aid Brand, other?)<br />Will you buy this same product (and brand) again? Why or why not? <br />Would you consider buying a different bandage with newer technology/healing properties/etc?<br />What are the three most effective advertising mediums that you pay attention to? (television, direct marketing, point-of-purchase displays, etc?)<br />APPENDIX D: Key Conclusions from In-depth Interviews with Adults<br />Middle Aged Participants identified two major ideas as their deciding factor when considering bandages. First, every participant explained that “value” was the deciding factor between different brands of bandages. Value had been described as the composition of price, quality and quantity. If the quality was up to par and there was at least a fair amount in the packaged box then the consumer would be willing to pay the retailed price. The older generations view quality to be a more important attribute than the quantity of the bandages in a box. These consumers are willing to pay more if they are receiving a higher quality product in comparison with the average product on the market.<br />Secondly, the Baby Boomers grew up with Band-Aid Brand® and many have become brand loyal. The attributes of these bandages exceed the quality of the other bandages on the market, or so these consumers believe. Brand loyalists claim that the adhesive strip does not stick as well, the cotton pad sticks to the open wound on contact, along with other inadequate attributes regarding healing. In addition to the attributes that Band-Aid Brand® offers, the mere fact that their mother’s trusted Band-Aid Brand® was enough to convince them the product would be safe to use on their children. Along with the Baby Boomers, other generational cohorts are also brand loyal because of the strength of the Band-Aid Brand®. The good will that Band-Aid Brand ® has built is strong enough to outlast many generations and was able to convert brand switchers with brand loyalists.<br />This generation, ages 35-65, are willing to pay more for value and are brand loyal. The fact that they are willing to pay more for value is ideal for MIG because the higher price point that will be charged for mediTOUCH. It will be a tough barrier to overcome the strong relationships that these brand loyalists have with Band-Aid Brand®. These adults overwhelmingly stated that by providing them with samples of the mediTOUCH bandage they would be much more inclined to trial and eventually adopt the product. The IMC Plan we have developed will be a vital step in converting these consumers.<br />APPENDIX E: Sample Survey given to Children, 11-15 Years Old<br />Bandage Market Research Survey<br />1.   What is your favorite color?<br />2.   What is your favorite sport?<br />3.   What is your favorite TV show?<br />4.   Who is your favorite super hero?<br />5.   Who is your favorite cartoon character?<br />6.   Do you like characters on bandages?<br />7.   Do you like bandages without characters (the plain ones)?<br />8.   What is the coolest bandage you have seen?<br />9.   Have you ever asked for a certain type of bandage from the store?<br />10. If you could have anything on your bandage what would it be?<br />11. When you hear the word “Band-aid” what do you think of?<br />THANK YOU!<br />APPENDIX F: Survey Results of Children, 11-15 Years Old<br />Age12yr- 1313yr- 2314yr- 1115yr- 1GenderM- 11F- 35ColorBlue- 15Green- 9Purple- 7Red- 5Pink- 4Teal- 3Black- 3Orange- 2Yellow- 1SportSoccer- 10Bball- 7Swim- 6Vball- 4Sball- 4Lacross- 2Football- 2Gymnast- 2Cheer- 2Track- 1Do You Like Characters on Bandages?Yes- 32No- 11Do You Like the Neutral/Plain Bandages?Yes- 13No- 29Have You Ever Asked For a Certain Type of Bandage from the Store?Yes- 14No- 30What is the coolest bandage you’ve ever seen?Glow in the dark- 11Sponge Bob- 5Dora- 3Elmo- 3Hello Kitty- 2Zebra Print-2Batman-1Spiderman-1Red/white/blue-1Neon-1Puzzle pieces-1Clear ones-1Favorite TV ShowPhineas & Ferb- 4Sponge Bob- 3Bones- 2Vampire Diaries- 2Sonny with a Chance- 2Elmo- 2Animal Planet-1Chowder-1Jersey Shores-1Degrassi-1Community-1America’s Funniest Home Videos -1One Tree Hill-1Adventures of Finn & Jake-1Malcom in the Middle-1Secret Life-1Wipe Out-1Rocket Power-1Criminal Minds-1The Soup-1Glee-1The Mentalist-1Bad Girls Club-1The Game-1One on One-1Favorite SuperheroSpiderman- 10Batman- 6Superman- 4Cat-woman- 3Jonny quest-1Iron Man-1Wonder woman-1Wolverine-1Green Lantern-1Quailman-1Favorite Cartoon CharacterSponge Bob- 13Chowder- 3Hello Kitty- 3 Dora- 2Scooby Doo- 2Tom & Jerry- 2Flap Jack-1Bob the Builder-1Donald Duck-1Family Guy-1Power Puff Girls-1Tokidoki-1Betty Boop-1Rocket Power-1Charlie Brown-1The Smurfs-1Phineas & Ferb-1If you could have anything on a bandage what would it be?A Picture of Me- 7Neon Colors- 3Elmo- 3 A smiley face- 2Cookies- 2Pictures of Friends-1Kobe Bryant-1Chowder (the cartoon) -1A checker board-1A kid falling down-1A zombie-1Skulls-1A rainbow-1Swirls-1Tokidoki-1Hello Kitty-1Sports- 1Bacon Strips- 1Breast Cancer Ribbon- 1Barbie- 1<br />APPENDIX G: Survey and Results from Kindergarten In-Depth Interviews<br />Bandage Interviews- 15 Kindergarteners <br /><ul><li>Age/gender-
  22. 22. Females- (5) 5 year-olds (3) 6 year-olds
  23. 23. Males- (3) 5 year-olds (4) 6 year-olds</li></ul>2. What is your favorite....<br />A. Cartoon Character<br />Sponge Bob 3 <br />Curious George 2<br />Looney Tunes Rabbit<br />Princess and the Frog<br />Fineus and Firb<br />Swat Cats<br />Dorra the Explora<br />Daphney from Scooby Doo<br />Barbie and the Mermaid Tale<br />Tom and Jerry<br />Obey One Kinobe<br />“I don’t know”<br />B. Superhero<br />Spiderman 4<br />Batman 3<br />Wonderwoman 3<br />Flash 2<br />Superman<br />Speed<br />Supergirl<br />C.  TV show<br />StarWars 3<br />Spongebob 3<br />Hannah Montana 2<br />Wow Wow Woodsy<br />Handy Mandy<br />Danny Phantom<br />Tom and Jerry<br />Cat in the Hat<br />Imagination Movers<br />Curios George<br />D. sport <br />Soccer 9<br />Baseball 2<br />Skateboarding 2<br />Football 2<br />E. color <br />Red 4<br />Pink 2<br />Blue 2<br />Turquoise 2<br />Green 1<br />Purple 1<br />Yellow 1<br />Orange 1<br />Black 1<br />3.  What do you like best on your band-aid- <br />Colors 6<br />Cartoons 5<br />Plain 3<br />Superheroes 1<br />4.  If you could have anything on your band-aid, what would it be?<br />Stars 3<br />Blood 2<br />Sponge Bob 2 <br />Light up <br />Ice Cream<br />Monsters<br />A silver one<br />Princesses<br />Hello Kitty <br />Spiderman<br />Batman<br />Star Wars <br /> 5.  What is the coolest band-aid you have ever seen?Stars 3<br />Spiderman 3<br />Blood<br /> Glow in the dark<br />A huge one<br /> Ice cream<br />Hello kitty <br />Butterflies <br />I don’t know- 3 <br />6.  What do you like about wearing a band-aid?  Hides my boo-boo 5<br />Cartoons 4<br />Keeps you safe 2<br />Protects 2<br />Heals<br /> “I don’t like them!”<br />7.  What don't you like about wearing a band-aid? Sticky 6<br />Hurts to take off 4<br />Get gross/Dirty 2<br />Stinky<br />Not comfy <br />“When I don’t have a boo boo and I can’t wear one”<br />8.  What shapes would you like a band-aid to be? <br />Star 5<br />Snake 4<br />Circle 2<br />Square 2<br />Oval <br />Rectangle<br />APPENDIX H: Budget Allocation<br />DIRECT MAIL/EVENTS: Post Card Mailer- 6” x 8.5”<br />PROMOTIONS: Point of Purchase<br />INTERNET: WorkingMother.com<br />INTERNET: CBS.com<br />Note: Please see: http://www.cbsinteractive.com/advertise/<br />INTERNET: FoodNetwork.com<br />INTERNET: Google AdWords<br />INTERNET: Yahoo.com and Flikr.com<br />PRINT: Working Mother<br />PRINT: Allure Magazine<br />PRINT: Woman’s Day Magazine<br />PRINT: Reader’s Digest<br />PRINT: Good Housekeeping<br />TELEVISION: Oxygen<br />TELEVISION: NBC<br />APPENDIX I: Media Schedule for mediTOUCH, 2011 <br />APPENDIX J: Media Consumption Levels<br />APPENDIX K: Sample of Direct Mail & Promotional Events Piece<br />Healing… the way nature intended.<br />Speeds Up Natural Healing!Try Me!APPENDIX L: Sample of mediTOUCH Packaging<br />APPENDIX M: Recommended mediTOUCH Website Design<br />Note:<br /><ul><li>Customized Bandages Application: Application on website where users can log in and upload images to create and purchase a box of customized mediTOUCH bandages.
  24. 24. Click & Fix Interactive Game: Spot the injury on the character that pops up. Then click to place a bandage on it. The more precise the accuracy, the higher value of points earned.</li></ul>APPENDIX N: Guidelines for Search Engine Optimization<br />The guiding principles of SEO are as follows:<br /><ul><li>Choosing the best Key Words: To do so choose key words that fit your product description, product category, and areas of common interest. Data on the most popular of those words can be learned from using WordTracker keyword research.
  25. 25. Optimizing Page Text: the search engine web crawlers search only “plain text” within your webpage then match the words found on your sight with the relevance to the search made. The first paragraph of your home page is especially important to load up with keywords, and the inclusion of keywords frequently throughout all of the text will increase your websites search engine rankings.
  26. 26. Optimizing HTML Code:
  27. 27. Title Tag: this is the first sentence an Internet user will see when your Web site comes up in a search, and it appears in the bar across the top of your browser window. Be sure your title tag includes both keywords and a solid marketing message that will encourage users to click to your site. Start with service or product, rather than company name. For example-
  28. 28. <title>Berkley Web Strategies - San Diego Web site design and Online Marketing company</title>
  29. 29. Beta Tag: Example:
  30. 30. <meta name="description" content="We specialize in web site development and online marketing"><meta name="keywords" content="web site design, online marketing, San Diego web site designer, San Diego web site development, online marketing consultant, …">
  31. 31. ALT Tags on Images: Make sure to tag each product image with text of what the image is- this is yet another opportunity to fill your site with more of the keywords that will direct internet users to your webpage as well as allowing the image to be included in image based searches.
  32. 32. Include a Site Map on your webpage. This done in two fashions, either by creating a site map tab and thereby having a whole page dedicated to the site map or the site map can be featured in the footer with links to each of the corresponding pages that make up the site map.
  33. 33. Link Popularity: the links that you have to other websites and articles is another category that search engines use when ranking your webpage.
  34. 34. Take time to build high quality links, rather than high quantity.
  35. 35. Check to see how many Web sites are already linking to you (and your competitors). This data can be found by going to www.linkpopurity.com
  36. 36. Become a content provider in your focus area, and get your articles posted across the Internet in related areas. Content providing would include the articles written on the proper healing of wounds in general, on the break through technology, the customization service available that only you provide and articles specifically talking about you products
  37. 37. Submit press releases to major news and pr services such as Google News, and PR NewsWire to further increase your link popularity. Make sure the press release is optimized for your product and service keywords
  38. 38. Lastly, limit the number of outgoing links of your website.
  39. 39. Ad Buys: Buy Text based ads or Links on High Traffic Sites in your industry
  40. 40. Blog/ Comment Section: by having a customer comment section on your web page it keeps the page constantly updating (which is yet another aspect of search engine ranking). Comments also help build relevant incoming links & credibility. This is especially important because of how heavily mothers rely on Word of Mouth (64%) when making purchase decisions for their children, as noted in the opening statistics of this internet section.
  41. 41. Keyword Buys: These are the “Sponsored” results that guaranteed to have top location when appearing on the search results page. Yahoo!, MSN and Google all offer pay-per-click keyword buys. Be as specific with Keyword buys as possible to be most effective. The more general the keyword, the more expensive, and the more clicks (money) wasted.</li></ul>APPENDIX O: Sample Advertisement to be Placed in Magazine<br />APPENDIX P: Sample Storyboard for Television Commercial Spots<br />

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