WVU - Final Project - MS in IMC

1. IMC CAMPAIGN PROPOSAL FOR
LUTEIN BLUE
NATIONAL LAUNCH
SUBMITTED BY : MAHUA CHATTERJEE

2. OUTLINE
• Introduction of Agency
• History of TNBC
• Marketing Goal
• Target Audience
• SWOT Analysis
• Competitive Scenario
• Positioning
• IMC Campaign Objective
• Summary of Research
• Integrated Strategy Statement
• Media Objectives
• Media Strategy
• Budget
• Internal Communications Plan
• Evaluation Metric

3. INTRODUCTION OF ADVIK
• Founded in 2008
• Team of 15 + Creative Genius with experience in Health &
Wellness
• Experience with 5 leading national brands.
• Award winning creative executions.
• International Partnerships in 5 locations.

4. HISTORY OF TNBC
 50 years experience in vitamins, nutritional supplements, sports / active nutrition
and beauty products category.
 Portfolio of well- known brands Nature’s Bounty, plus Sundown Naturals, Osteo Bi-
Flex, Solgar, Balance Bar and Puritan’s Pride.
 2017 Revenue - $3.2 BN
 4000 Associates Worldwide, 16000 SKUs, 100 Countries
 Solid relationship with Walmart, Costco, CVS, Walgreens, Target and Kroger.
 Active community involvement.
 Global Presence - United Kingdom, Netherlands, Spain, South Africa, and New
Zealand

5. MARKETING GOAL
Generate $8-10 MM gross sales in 12 months for Lutein Blue through
a national launch.

6. TARGET AUDIENCE
18- 60 yrs. old Men & Women including existing customers of
Nature’s Bounty Products.
Min. Education : High School & Above
MILLENNIAL
Largest growing segment to use supplements
GEN X
Decision makers in the family
BABY BOOMER
Spend more on service than things – healthcare,
entertainment and travel
MIN. 8 HOURS OF
SCREEN USE

7. SWOT ANALYSIS

8. COMPETITIVE SCENARIO
Ocuvite Blue Light Blue Guard
Swanson Vision
Defense
Pricing 16.99 (30 soft gels)
14.99 (60 soft
gels)
$33.74 (60 soft gels)
Brand Position Launched June 12 Unknown Unknown
# of Facebook
Followers
Launched June 12 591 286,670
Customer Reviews Launched June 12 7 111

9. POSITIONING
To
18 + yr. old men and women, who spend more than 8 hours a day
before screen of any type.
We are the brand of Vitamins and Dietary Supplements
So that you feel Protected from the harmful effects of blue light emitted from screens.
That’s because unlike
Prescription drugs that only manage the problem, Lutein Blue prevents the
problem, and takes care of eyes in a holistic way.
We have/do/ are
Research proves Lutein is good for eye health. Lutemax 2020 is a proven
naturally found ingredient that protects the eyes from the damaging effects
of excessive exposure to blue lights
POSITIONING STATEMENT
Lutein Blue is an affordable dietary supplement that protects eyes from blue lights that’s emitted from
screens due to excessive use of devices, improving eye- health in the long term

10. IMC CAMPAIGN OBJECTIVES
• Reach an avg. of 6 MM male and female consumers (considering an avg. 1.5-
2% conversion) to create brand awareness across the U.S. in the target age
group of 18 – 60 yrs. between August, 2018 to November, 2018
• Increase brand awareness of Lutein Blue and its use by
I. 25% in the U.S. among men and women between 18 – 45 yrs., in 6 months
(between September, 2018 to March, 2019).
II. 10% in the age group of 45-60 yrs. (between September, 2018 – March, 2019)
• Enable repeat purchase of (4 bottles a year) from a min. of 170,000 consumers,
in the US in the target age group (18-60 yrs.) in the 12 month period.

11. SUMMARY OF RESEARCH
Lutein Blue has to build a strong brand equity as a thought leader through
educating the masses of the harmful effects of blue light, and put across a strong
point of view on being on a mission to protect eyes. Nature’s Bounty could also use
this opportunity to communicate that the brand is on a mission to provide access to
wellness from nature’s bounty of goodness.

12. INTEGRATED STRATEGY STATEMENT
The advertising campaign will convince wellness conscious men and women between 18-
60 yrs. that Lutein Blue provides the protection and prevention their eyes need from
damaging blue lights emitted from screens, due to use for long hours.
The consumer will believe in the natural ingredients’ potency and will be motivated to try
Lutein Blue and make it a part of their daily life.
The tone of the campaign across all channels will be friendly, sincere, with sense of
confidence (because of the experience) and reliability.

13. MEDIA OBJECTIVES
In order to achieve reaching the 6 MM target audience, the media objective for
Lutein Blue is-
• To utilize mass media in order reach 6 MM consumers in U.S. between the age
of 18-60 yrs. old (men & women).
• To build engagement of U.S. adults between 18-60 yrs between September,
2018 to March 2019 through use of multi channels.
• To influence the target audience for making repeat purchase – a min of four
times in the 12 month period.

14. MEDIA STRATEGY
A mass media strategy using multiple mediums is highly recommended that would
support the ability to reach the large base of target audience defined in the objective.
MEDIA TACTIC*
TRADITIONAL MEDIA DIGITAL MEDIA DIRECT MARKETING
*Refer to the proposal attached for tactics details and creative executions

15. BUDGET RECOMMENDED

16. INTERNAL COMMUNICATIONS PLAN
Special Preview of All Campaigns – Employees would be provided with a
preview of the campaigns that would run in different platforms. This way there is
a deep connection the employees would feel about the organization for giving
them the importance they deserve.
Unique Content Creation for Employee Distribution – The behind the scene
team working on the new product creation, would be recognized by generating
content with pictures, and videos of behind the scene activities (like those
shown at the end of a movie). This content would be distributed through
newsletter, emails and Facebook @ Work.

17. EVALUATION METRICS
• Landing Page Traffic – Source code generated in all the links shared in
all the platforms.
• Measuring the Brand Lift – Online Surveys
• Social Media Engagement – Likes, Comments & Reach
• Lead generation
• Sales Generation
• Call to Action Incentives
• SEO Position

18. THANK YOU!
QUESTIONS
email : mc0063@mix.wvu.edu