Disney Consumer Products: Marketing Nutrition to ChildrenMrudula Kavuri
Disney Consumer Products faces a big challenge when the obesity epidemic struck in 2005. They were being blamed for the rise in number of overweight and obese children, And so, the had to follow the guidelines set by USDA and improve their food quality. The question is, how did they do it? What are the challenges faced by the company during this transition, how did it overcome them?
Disney Consumer Products: Marketing Nutrition to ChildrenMrudula Kavuri
Disney Consumer Products faces a big challenge when the obesity epidemic struck in 2005. They were being blamed for the rise in number of overweight and obese children, And so, the had to follow the guidelines set by USDA and improve their food quality. The question is, how did they do it? What are the challenges faced by the company during this transition, how did it overcome them?
Disney Consumer Products: Marketing Nutrition To ChildrenShivangi Pandey
Walt Disney, Mickey Mouse, Disney consumer products, their contribution to obesity epidemic, DCP's broadening and rationalising of products, introduction of healthier food options, role of advertising and peer pressure among children, FDA compliance, market competition and Disney magic.
Disney consumer products : Marketing Nutrition to ChildrenManal Shah
This Presentation is the Case Analysis of the Harvard Business School Case-"Disney Consumer Products:Marketing Nutrition to Children" which is part of my Internship Under Prof. Sameer Mathur,IIM Lucknow.
Disney consumer products : Marketing Nutrition to childrenSameer Mathur
In an effort to capture market share in the children's foods category, Disney Consumer Products (DCP) debuted a broad line of "better for you" foods, ranging from fresh fruits and vegetables to frozen meals, through a partnership with Kroger supermarkets. In answer to a global obesity epidemic, DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. Disney--and by extension, DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary, processed foods and become lifelong converts to a more nutritious diet? What is the food industry's responsibility in this controversial space?
HBR CASE STUDY : Disney consumer products ESHITA PORWAL
Few companies have been able to connect with a specific audience like DISNEY has .
Case study of Disney Consumer Products : Marketing Nutrition to Children .
Analysis on the HBR case on Disney Consumer Products. This presentation was created as a part of an internship under Professor Sameer Mathur, IIM Luchnow.
PRODUCT Bizzo jacket is a product of innovative of idea for bus.docxstilliegeorgiana
PRODUCT:
Bizzo jacket is a product of innovative of idea for busy people who is mostly travelling and doesn’t have time for laundry everywhere they go. We are insured, licensed and provide warranties for our jacket.
As our motto is “Travel Without Luggage” this jacket goes with your everyday look.
Main feature of Bizzo jacket is, it is made from Marino wool which is naturally long and helps in making strong fiber. This garment is naturally soft, super comfortable to all skin types. It can be worn fortnight or more without washing as this wool is naturally odor resistant.
Bizzo jacket provides these following main features:
· Jacket is water resistant and stain resistant.
· It keeps you warm for any extreme cool and wet weather conditions.
· Because of the natural crimp, it increases the loft which makes garment warmer.
· It also helps you keep cool when it’s hot.
· Color changing technology with an optic lens attached to jacket. So, you can wear any color you want every day.
· Even though you don’t have to wash it on a regular basis, but when you have to, it can be washable in cool and warm water and also machine washable.
PRICE:
Bizzo jackets will be sold for a suggested retail price of $800. We believe that we have a product quality, feature advantages, new technology and high-quality wool encouraging the use of a price exceeding our competitors icebreaker and smart wool. This pricing strategy coupled with our efficient production methods, aids in achieving our relatively high market share for a new product entry.
PLACE:
We will introduce Bizzo jackets in north America within the first year sell to the national market. In this first year of the product launch we distribution channel of selling through intermediaries nationwide covering ___ percent of the jacket sales, we will limit our potential if we restrict our distribution to specific regional markets. Although, we do not have any exclusive stores for now, our distribution cover jackets ____ percent of locations all over Canada. We will use current normal distributors markups.
PROMOTION:
A sales trainer will be hired to train the sales force for the new product line. This will be within our sales support budget of $_____ based on average salary and benefit cost of $_____ for each position. As this is a new brand, our consumers don’t know about our brand; therefore, we have to advertise more aggressively than our competitors to achieve brand awareness.
We promote our Bizzo jackets through:
· Social media (Instagram, Twitter, Facebook etc.,)
· Television advertisements
· Print media
· Sales promotion
MARKET SEGMENTATION:
We broke down the market into 4 segments, they are:
· Demographic segment
· Geographic segment
· Psychographic segment
· Behavioral segment
Demographic segmentation:
It is done on the basis of:
· Age
· Gender
· Income
· Social class
Geographic segmentation:
Bizzo jackets target country is Canada right now. Some provinces in Canada have extreme cold weather ...
Disney Consumer Products: Marketing Nutrition To ChildrenShivangi Pandey
Walt Disney, Mickey Mouse, Disney consumer products, their contribution to obesity epidemic, DCP's broadening and rationalising of products, introduction of healthier food options, role of advertising and peer pressure among children, FDA compliance, market competition and Disney magic.
Disney consumer products : Marketing Nutrition to ChildrenManal Shah
This Presentation is the Case Analysis of the Harvard Business School Case-"Disney Consumer Products:Marketing Nutrition to Children" which is part of my Internship Under Prof. Sameer Mathur,IIM Lucknow.
Disney consumer products : Marketing Nutrition to childrenSameer Mathur
In an effort to capture market share in the children's foods category, Disney Consumer Products (DCP) debuted a broad line of "better for you" foods, ranging from fresh fruits and vegetables to frozen meals, through a partnership with Kroger supermarkets. In answer to a global obesity epidemic, DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. Disney--and by extension, DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary, processed foods and become lifelong converts to a more nutritious diet? What is the food industry's responsibility in this controversial space?
HBR CASE STUDY : Disney consumer products ESHITA PORWAL
Few companies have been able to connect with a specific audience like DISNEY has .
Case study of Disney Consumer Products : Marketing Nutrition to Children .
Analysis on the HBR case on Disney Consumer Products. This presentation was created as a part of an internship under Professor Sameer Mathur, IIM Luchnow.
PRODUCT Bizzo jacket is a product of innovative of idea for bus.docxstilliegeorgiana
PRODUCT:
Bizzo jacket is a product of innovative of idea for busy people who is mostly travelling and doesn’t have time for laundry everywhere they go. We are insured, licensed and provide warranties for our jacket.
As our motto is “Travel Without Luggage” this jacket goes with your everyday look.
Main feature of Bizzo jacket is, it is made from Marino wool which is naturally long and helps in making strong fiber. This garment is naturally soft, super comfortable to all skin types. It can be worn fortnight or more without washing as this wool is naturally odor resistant.
Bizzo jacket provides these following main features:
· Jacket is water resistant and stain resistant.
· It keeps you warm for any extreme cool and wet weather conditions.
· Because of the natural crimp, it increases the loft which makes garment warmer.
· It also helps you keep cool when it’s hot.
· Color changing technology with an optic lens attached to jacket. So, you can wear any color you want every day.
· Even though you don’t have to wash it on a regular basis, but when you have to, it can be washable in cool and warm water and also machine washable.
PRICE:
Bizzo jackets will be sold for a suggested retail price of $800. We believe that we have a product quality, feature advantages, new technology and high-quality wool encouraging the use of a price exceeding our competitors icebreaker and smart wool. This pricing strategy coupled with our efficient production methods, aids in achieving our relatively high market share for a new product entry.
PLACE:
We will introduce Bizzo jackets in north America within the first year sell to the national market. In this first year of the product launch we distribution channel of selling through intermediaries nationwide covering ___ percent of the jacket sales, we will limit our potential if we restrict our distribution to specific regional markets. Although, we do not have any exclusive stores for now, our distribution cover jackets ____ percent of locations all over Canada. We will use current normal distributors markups.
PROMOTION:
A sales trainer will be hired to train the sales force for the new product line. This will be within our sales support budget of $_____ based on average salary and benefit cost of $_____ for each position. As this is a new brand, our consumers don’t know about our brand; therefore, we have to advertise more aggressively than our competitors to achieve brand awareness.
We promote our Bizzo jackets through:
· Social media (Instagram, Twitter, Facebook etc.,)
· Television advertisements
· Print media
· Sales promotion
MARKET SEGMENTATION:
We broke down the market into 4 segments, they are:
· Demographic segment
· Geographic segment
· Psychographic segment
· Behavioral segment
Demographic segmentation:
It is done on the basis of:
· Age
· Gender
· Income
· Social class
Geographic segmentation:
Bizzo jackets target country is Canada right now. Some provinces in Canada have extreme cold weather ...
Carry-OnInitial game strategyTiffany C., Aze.docxannandleola
Carry-On
Initial game strategy
Tiffany C., Azeem S., Dillon H.
MKTG 2150-005
Mount Royal University
Introduction and segment chosen
Carry on is an outdoor backpack company with great features at a competitive price. We have devoted our company to construct backpacks for outdoor enthusiasts as they have a deep and lifelong commitment and investment to the outdoors that is not just a casual interest, but a lifestyle.We believe that people will put their money where their passion is. In order to create an ideal backpack for our target market, we needed to understand the demographic segment of these consumers. Statistically, about 30% outdoor enthusiast have a household income of $100,000+ and about 33% of them are 45+ years old. About 70% are Caucasian and 26% are College Graduates (Outdoor Foundation, 2014, p.10). Also, 54% of outdoor participants are male (Outdoor Foundation, 2014, p. 7). We kept this in mind as our backpack had to be created for potential consumers with both the willingness and ability to buy.
Product Features
We’ve adopted the Large rectangular backpack as it has a quite a large capacity and helps create enough comfort for the outdoor enthusiast. We’ve chosen the Wide-padded because it creates enough durability and comfort for the outdoor enthusiast, and provides a more cost-effective approach than Wide + Chest or the Advanced support straps. Outdoor enthusiasts are more concerned with the capacity and water proof of the backpack, rather than comfort and durability. We’ve added features such as a water bottle holder to allow the traveller to grab water at their convenience, waterproof material to help protect the backpack from weather related issues. We avoided a GPS tracker in our backpack because it is too costly for our price. We chose advanced material as the material for our backpack which offers excellent durability with its synthetic coating and also provides enhanced waterproofing. As for color, we chose green to promote and relate to the outdoor enthusiast. The green color provides camouflage and symbolises the outdoors.
Pricing strategy
The total production cost of Carry-on’s backpack will be $45. This is very efficient in comparison with the demands of an outdoor enthusiast. Everything is provided, and we save production costs by avoiding extra benefits such as a GPS system and advanced support straps. We have decided to price our backpack at $96 as the average an outdoor enthusiasts spends is $90 on a backpack. This provides a $51 margin per unit cost.
Distribution decisions
We decided to distribute our backpacks directly, with a $5 discount due to %0 distributer cut. We also decided to distribute a High End Outdoor store, similarly giving a $5 discount. Distributing at High End Outdoor Stores with a $5 discount can be efficient as it promotes purchases in the most customer reaching area, and only takes a %28 distributor cut. We will also distribute through Department .
A marketing plan may be part of an overall business plan.Behind the corporate objectives, which in themselves offer the main context for the marketing plan, will lie the "corporate mission," which in turn provides the context for these corporate objectives. In a sales-oriented organization, the marketing planning function designs incentive pay plans to not only motivate and reward frontline staff fairly but also to align marketing activities with corporate mission.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
2. Images: hard to tell what is being
sold
Copy: flame icons are most
captivating, detracts from product
education
Education: product demonstrations
are missing
Emotional Appeal: need to
demonstrate why the product is
needed
Former Ad critique
6. are the clear predictors of demand.
Demand Analysis
Functionality &
Durability
Price is a consideration, but not necessarily a “deal breaker”.
Non-users should be targeted rather than trying to steal market
share from a competitor.
The preferred ad appeal is informative ads.
Online reviews/testimonials are most influential in considering a
purchase.
Facebook is the most commonly used social media platform.
7. CHALLENGES: visually
demonstrating durability
EXPECTATION: informative
functionality ad likely to perform
best (geared towards non-users),
with testimonials providing
persuasion
TEST: introduce new users to BB
with informative GIFs to visually
demonstrate problem & solution
Ad Test & Hypothesis
9. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau.
A durable beach accessory that keeps wind-blown beach towels
secured to lounge chairs, whether beachfront or poolside.
BandaBeau is made from a high-quality, 2-ply stretchable swimsuit
fabric that's durable enough to last throughout the summer, season
after season. It even comes with a lifetime guarantee!
"My kids break everything, but even they couldn't destroy my
BandaBeau! It's a well made, great quality product, and stretches to
fit every beach chair I've used it on so far!"
– Amy O.
Ad 1 Copy: Informative & Durable
10. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau.
A durable beach accessory that keeps wind-blown beach towels
secured to lounge chairs, whether beachfront or poolside.
BandaBeau is made from a high-quality, 2-ply stretchable swimsuit
fabric that's durable enough to last throughout the summer, season
after season. It even comes with a lifetime guarantee!
"My kids break everything, but even they couldn't destroy my
BandaBeau! It's a well made, great quality product, and stretches to
fit every beach chair I've used it on so far!"
– Amy O.
12. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau.
A functional & fashionable beach towel accessory that keeps wind-
blown towels secured to lounge chairs, whether beachfront or
poolside.
BandaBeau is fully adjustable, includes a secret pocket for stashing
valuables and it conveniently folds into a self-contained travel
pouch!
"It keeps my towel on my chair no matter what height the chair is
set. I can hide my phone, cash and ID in the zippered pocket with
NO worries! And I love that it folds back into a pouch so I can easily
carry it in by beach bag (or solo). This item is worth every penny!!
– Stephanie M.
Ad 2 Copy: Informative & Functional
13. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau.
A functional & fashionable beach towel accessory that keeps wind-
blown towels secured to lounge chairs, whether beachfront or
poolside.
BandaBeau is fully adjustable, includes a secret pocket for stashing
valuables and it conveniently folds into a self-contained travel pouch!
"It keeps my towel on my chair no matter what height the chair is
set. I can hide my phone, cash and ID in the zippered pocket with NO
worries! And I love that it folds back into a pouch so I can easily carry
it in by beach bag (or solo). This item is worth every penny!!
– Stephanie M.
15. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau.
A durable beach accessory that's cleverly designed to keep wind-
blown beach towels secured to lounge chairs, whether beachfront or
poolside.
BandaBeau is made from a high-quality, 2-ply stretchable swimsuit
fabric that's fully adjustable and durable enough to last throughout the
summer, season after season. It even comes with a lifetime guarantee!
"This is the kind of product you never knew you needed, but can't live
without! Before I found this towel tamer, I always tried to tuck my
beach towel in the chair, but it never worked for long. I'm so happy my
new BandaBeau works on even the windiest of beach days and hasn't
lost it shape all summer long!"
– Lori M.
Ad 3 Copy: Comparative & Durable
16. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau.
A durable beach accessory that's cleverly designed to keep wind-
blown beach towels secured to lounge chairs, whether beachfront or
poolside.
BandaBeau is made from a high-quality, 2-ply stretchable swimsuit
fabric that's fully adjustable and durable enough to last throughout
the summer, season after season. It even comes with a lifetime
guarantee!
18. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau.
A functional beach accessory that's cleverly designed to keep wind-
blown beach towels secured to lounge chairs, whether beachfront or
poolside.
BandaBeau is fully adjustable, includes a secret pocket for stashing
valuables and conveniently folds into a self-contained travel pouch.
"I never knew this product existed and now I can't imagine a day at the
beach without it! It's super easy to keep my beach towel in place with
my BandaBeau. And the design is super smart - it has a mini pocket for
my cell phone and the length is adjustable. It makes my beach and
pool experience hassle-free!"
– Christine Y.
Ad 4 Copy: Comparative & Functional
19. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau. Introducing BandaBeau.
A functional beach accessory that's cleverly designed to keep wind-
blown beach towels secured to lounge chairs, whether beachfront or
poolside.
BandaBeau is fully adjustable, includes a secret pocket for stashing
valuables and conveniently folds into a self-contained travel pouch.
"I never knew this product existed and now I can't imagine a day at
the beach without it! It's super easy to keep my beach towel in place
with my BandaBeau. And the design is super smart - it has a mini
pocket for my cell phone and the length is adjustable. It makes my
beach and pool experience hassle-free!"
– Christine Y.
21. Introducing BandaBeau.
A bandeau bikini-style band that wraps around the top of your
lounge chair to keep wind-blown towels in place.
!! HOLIDAY SHOPPING SALE !!
Buy one, get one 1/2 off by entering the coupon code GIFTGIVING at
checkout.
*Promotion Ends @ Midnight!
Ad 5 Copy: BB Original Ad
22. Ad Testing
30 participants /
ad viewers
Randomized ad
viewing order
Based on participant's
feedback, users like to
see some descriptive
text within GIF videos
28. Results of Ad Test
Best performing ad overall:
Ad 3, Comparative/Durability - all
attributes were rated a 7 or higher, with
86% ranking their likelihood to buy a 6-7
(tied at 43% each).
Worst performing ad overall:
Original Informative Ad - all attributes
were rated a 1 or 2, with 32% ranking their
likelihood to buy only a 2.
29. BudgetMethods AFFORDABILITY
A l l o w s f o r $ 5 , 0 0 0
a d v e r t i s i n g s p e n d i n 2 0 1 8
( 5 9 0 % i n c r e a s e v s . t h e i r
2 0 1 7 t o t a l a d s p e n d o f $ 7 2 4
d u r i n g O c t , N o v - D e c 2 0 1 7 )
EL ASTICITY
A s s u m e d i n d u s t r y a v e r a g e
a d s p e n d o f 3 . 5 % o f t o t a l
s a l e s .
P r o j e c t e d a d b u d g e t o f $ 3 4 ,
b a s e d o n B B ' s 2 0 1 7 t o t a l
s a l e s o f $ 9 7 6 .
COMPARITIVE PARITY
PERCENT OF SALES
T h e p e r c e n t o f s a l e s m e t h o d
c a l c u l a t e d a b u d g e t o f
$ 1 , 1 1 0 ( 74 % o f s a l e s )
G e n e r a t e d a d b u d g e t o f
$ 1 , 1 6 5
( A s s u m i n g a c o n t r i b u t i o n
m a r g i n o f $ 1 1 . 1 0 , w i t h
e x p e c t e d s a l e s o f 1 5 0 0 u n i t s ,
a n d a m a r k e t f a c t o r o f
0 . 0 7 )
30. Recommended Budget Plan
Our 2018 recommended ad spend is
which increased by 57% vs. 2017
This increased spend will allow BandaBeau
to reach their target sales of 1500 units
over the next 12 months*.
$1,137
*This budget was calculated by using the average of the ad spend from the
elasticity model and the percent of sales model
32. Facebook estimates the
lifetime ad budget of
would reach
target viewers, at a
frequency of 1.13,
and would generate
link clicks.
$1,137
4k-11k
42 - 260
