4. Active, highly mobile
Fast-acting, strong pain relief
Brand loyal
Price sensitive
Social media
Interactive
Environmentally conscious
Research-oriented
4
5. Summit Staircase: A four-step process that focuses on
rebuilding TYLENOL’s brand equity and marketing TYLENOL
Extra Strength Rapid Release Gels to the Millennial
Consumer.
5
6. APRIL 19, 2011
“Right Relief for
You” feature
Increase coupon
visibility
6
7. Facebook with
information about:
TYLENOL products
Eco-friendly initiatives
employed by TYLENOL
Link to TYLENOL’s
website
7
20. Promotional Schedule
Website $500K
Establish Social
Media Presence
$100K
(Facebook &
Twitter)
Facebook Ads $750K
Hulu Ads $750K
ESPN.com Ads $500K
YouTube Ads $500K
"The Office" $750K
"Glee" $750K
BCS National
Championship $1M
Game
Rapid Release
$500K
Roadtrip
Coupon Dispensers $500K
20
19-Apr-11 Relaunch Date 6-Aug-11 Summer 2012
21. 2011 Marketing Budget
Total 2011 Marketing Budget, 6.6M
Internet Ads
1.52% 15.15%
7.58% Tv Ads
37.88%
Revamping Website
37.88%
Establish Social Media
Presence
Promotions/Giveaways
21
22. Internet Advertising Budget
Internet Advertising Budget, 2.5M
ESPN.com
Facebook Ads
Ads, $500,000
$750,000
, 20%
30%
Hulu YouTube
Ads, $750,000 Ads, $500,000
, 30% , 20%
22
23. TV Advertising Budget
TV Advertising Budget, 2.5M
The Office TV
BCS National Ads, $750,000
Championship , 30%
$1,000,000
40%
Glee TV
Ads, $750,000
, 30%
23
26. 150,000 water bottles ($.90 per bottle)
150,000 2-pack Extra Strength Rapid Release
Gels ($18.99 per 30, retail price)
Giveaway Expenses= $229,950
8 events on college campuses (Ohio State
University, University of Florida, Arizona
State University, etc.)
2 concert events (Lollapalooza, Aug 6th and
undetermined concert in Summer 2012)
26
27. Approximate RV Cost:
$130,483 + Gas expenses
27
32. Show Cost Per Ad Episodes Total Cost
Glee 252,694 3 758,082
The Office 213,617 3 640,851
BCS National Championship 1,100,000 1 1,100,000
Total 2,498,933
Source: Advertising Age
Total Viewership
Glee The Office BCS National Championship
7,300,000 6,600,000 30,800,000
Source: Nielson
32
35. YouTube.com Visitor Demographics
Demographic Unique Visitors Percent of Visitors
18-24 11,300,000 11%
25-34 17,700,000 18%
Source: Nielsen Netview, August 2010, US only 35
Total 29,000,000 29%
36. Hulu’s Ad Platform allows advertisers to buy ad
space for either specific shows or by demographic
data.
Cost is based on CPM and ranges from $50-70
Data based on Hulu.com Ad platform
Hulu.com Demographic Data
Total Users Percent 18-34 Total Users 18-34
32,200,000 38% 12,236,000
Source: Quantcast
36
You, McNeil, have approached us with this challenge. The reason we are addressing this challenge is because the 18-30 year old demographic has never been an avid Tylenol consumer. Our job is to increase the relevance of Tylenol within this demographic, and consequentially increase sales. To determine how to increase Tylenol’s sales we first needed to learn about our competitors and Tylenol’s placement within the market.
Our perceptual map demonstrates that Tylenol’s top competitors are Advil, Store brand generic products, and Aleve. Advil is Tylenol’s biggest competitor because it holds the largest percentage of market share as depicted by our perceptual map. Advil is perceived as the most effective and is competitively priced compared to Tylenol. Store brand analgesics’ count on their low price to build their market share. Aleve represents a significant portion of the market as well, but Tylenol has out performed them in both price and perceived effectiveness. For our challenge specifically Aleve is not as much of a threat to Tylenol because it is marketed to the elderly mainly to treat arthritis. The most obviously way in which we feel we can increase Tylenol’s market share is through pricing strategy. In order to optimize Tylenol’s pricing strategy we as a team first needed to understand the unique characteristics and behaviors of our target demographic.
After performing research, we have identified several behavioral traits that define the Millennials. We have identified these as the most important when marketing a consumer product. (Define/describe bullets)
With an understanding of our target demographic, we have created a four-step proposal, the Summit Staircase, that focuses on rebuilding TYLENOL’s brand equity and marketing the TYLENOL Extra Strength Rapid Release Gel to the Millennial Consumer. We will now take the time to go through each step individually and convince you why the Summit Staircase is the most effective way to sell Tylenol to the Millennial demographic.
The first step of the Summit Staircase is to Update the Tylenol website. Our research told us that “13% of 18-24 year olds and 23% of 25-34 year olds research otc medications online.” With this information we knew Tylenol needed a website that possess some type of interactive interface. We noticed that Advil’s website offered a feature where consumer’s can enter their symptoms and the feature will suggest an Advil product that will best treat specified symptoms. We believe Tylenol needs to provide a similar feature. The name we have generated for this feature is “Right Relief for You”We identified price sensitivity and the willingness to shop around as important qualities millennials possess. We think Tylenol needs to alter their website to appeal to these characteristics. We noticed that Tylenol already offers coupons on their website, but these coupons are difficult to spot. By increasing the size and visibility of coupons on its website, Tylenol will attract more price sensitive consumers. Updating the Tylenol website is a relatively simple fix Tylenol ought to incorporate to reach more millennial coupons.
Through research we know that Millennials are avid users of social media, and in particular Facebook and Twitter. In order to cater to this preference, we propose TYLENOL implement two relevant forms of social media. The first form we propose is a credible Facebook page containing information about the variety of products TYLENOL offers, the eco-friendly initiatives TYLENOL employs, links to TYLENOL ‘s website, and other relevant links regarding analgesics.
The second form we propose is a Twitter account. In our research we discovered the “Feel better, Tylenol” campaign. This campaign consisted of advertisements that offered consumers tips on how to stay healthy. We would like to see these heath tips distributed online through Twitter. We propose that TYLENOL manage a Twitter account that tweets health tips on a daily basis. The “Feel better, Tylenol” campaign was successful because it deviated away from the traditional marketing campaign where a company pushes their product. It focused on consumer health, and a genuine concern for the well being of potential consumers. Employing this same approach but through a social media outlet will reestablish consumer trust in TYLENOL as a company who is concerned with consumer well being. Together steps 1 and 2 work to build brand equity and brand awareness. Building brand equity and brand awareness is vital for Tylenol to reestablish brand loyalty which we have identified as important to consumers. We believe Tylenol needs to achieve this first, before it can promote sales of individualized products. As a result of the recall, consumer trust in Tylenol is very low. Steps 1 and 2 work to rebuild a relationship between Tylenol and its consumers in a modern millenial way. They are relatively inexpensive and quick fixes and we see no reason why these steps would not be executed.
Step 3Is the unveiling of the “Don’t miss a step. Tylenol” campaign through the release of a commercial on network television, Espn.com, andHulu, the online video service, and the placement of static advertisements online on websites including Facebook, and Youtube.The “Don’t miss a step” campaign is meant to target the millennial demographic and their on the go active life style. Our research has led us to see that Millennials are extremely involved and require pain relief that is fast and appropriate for their mobile lifestyle . Tylenol’s Extra Strength Rapid Release Gel is intended for fast and power pain relief. It the most relevant for Millennial consumer, and we plan to promote it sale with our campaign. We will release a video commercial that introduces the “Don’t miss a step. Tylenol” campaign after Tylenol announces that its recall is over and that Tylenol products are returned to stores. This commercial will air during the commercials of The Office and Glee. We have identified these to shows as favorites of the Milllenial Demographic. Our commercial will also be released on Hulu, the online video resource, during program commercials. Our research has demonstrated that Hulu is one of the most visited websites by Millenials. The last programs our commercial will air during are the 5 games of the Bowl Championship Series for college football. We have determined that the BCS is watched by a large percentage of Millenials.On the same day that the video commercial is released, we propose that Tylenol release static online banner advertisements on Facebook, Youtube, and ESPN.com. These ads will display an image of a Millenial who is busy and active, and who cannot afford to miss a step. The Ads will have the slogan, “Don’t miss a step. Tyenol.” These ads will complement our commercial and promote the sale of Extra Strength Rapid Release Gels to on the go Millenial Consumers.
Mention briefly how much this costs.
The Summit Staircase utilizes a variety of mediums to reach Millennial consumers. It is under the budget you have allocated to us for this project and it demonstrates an in-depth understanding of the consumer needs of Millennials; The Summit Staircase offers McNeil the greatest bang for their buck. It highlights the importance of building brand equity and brand awareness before reintroducing Tylenol products back into the market. It is relevant for the on the go, interactive, social media using Millennials who desires OTC analgesics that works quickly and deliver strong effective pain relief. We believe each step of the Summit Staircase is actionable by Tylenol and when executed will result in a higher market share for Tylenol.
