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- 1. Do Hyung Kim& Dong Kwon Yoo Integrated Marketing Communications Plan
- 2. 1.0 Executive Summary......................................................................................................................... 3 1.1 Industry Snapshot ................................................................................................................. 5 1.2 Concept of “20 to 60 ............................................................................................................ 7 Product Design .............................................................................................................. 8 2.0 Opportunity Analysis ....................................................................................................................... 9 2.1 Competitor Analysis ............................................................................................................. 10 2.2 Opportunity Analysis ........................................................................................................... 12 2.3 Market Segmentation Analysis .......................................................................................... 15 3.0 Corporate Strategies ....................................................................................................................... 16 3.1 Brand Personality .................................................................................................................. 17 3.2 Brand Development Strategy ............................................................................................. 18 3.3 Brand Positioning Strategy ................................................................................................. 22 3.4 Distribution Strategy ............................................................................................................ 25 3.5 Corporate Public Relations Strategy ................................................................................. 26 4.0 Marketing Management .................................................................................................................. 27 4.1 Marketing Team ..................................................................................................................... 28 Contents 1
- 3. Contents 4.2 Total IMCBudget Allocation ............................................................................................. 30 4.3 Agency Selection ................................................................................................................ 31 4.4 Website Strategic, Purpose, & Utilization ....................................................................... 32 5.0 IMC Plan (Consumer) ...................................................................................................................... 33 5.1 Consumer Communication Objectives ............................................................................ 34 5.2 Budget Allocation for Consumer Communication Objectives .................................... 35 5.3 IMC Tools for Consumer .................................................................................................... 36 5.4 Consumer Media/Activity Flowchart .............................................................................. 58 5.5 Consumer Plan Evaluation ................................................................................................ 59 6.0 IMC Plan (Non-Consumer) ............................................................................................................. 60 6.1 Non-Consumer Audience ................................................................................................... 61 6.2 Non-Consumer Communication Objectives .................................................................. 64 6.3 Budget Allocation for Non-Consumer Communication Objectives ........................... 65 6.4 IMC Tools for Non-Consumer ............................................................................................ 66 Thank You ................................................................................................................................................. 69 2
- 4. 1.0 Executive Summary “20to60” is anew subscription box service product for consumers with a great interest in wellness & fitness. We established Integrated Marketing Communications Plan for 20to60 to raise awareness of the brand and expand our industry presence. The United States is the biggest nutritional supplement products industry in worldwide. Modern people in nowadays have the great interest in pursuing a healthy lifestyle. 20to60 believes that providing natural organic products right to people’s doorstep will grab modern people’s attention. We named our brand as 20to60 meaning that our products cover both male and female target population from 20 to 60. Our competitors such as WODBOM, GNC and etc. focus on masculine and tough images, but we differentiate ourselves by emphasizing our modern and metropolitan images. 20to60 offers 100% natural organic protein powders fulfilling various needs of consumers. We categorized our protein powders into three different such as Mass gaining, fat burning, and steady performance. 3
- 5. 1.0 Executive Summary Our monthly subscriptionbox service is priced at $49.99. We ship securely packaged protein powder right to people’s doorstep. Our key positioning factor is that we offer 100% natural organic protein powder products that are approved by the FDA and without containing any artificial elements. We created the IMC tools for consumers and non-consumers that are focused on PR and sponsorship to raise awareness of our brand and products. We highly value building a strong community among consumers and employees with active interaction. With our $2,000,000 marketing budget, we heavily invest on the website, social media channels, advertising, etc. in order to raise the brand awareness to target audiences. We are all about pursuing healthy lifestyle without any hassles. We vision ourselves expanding our industry presence and becoming the key player in the nutritional supplements industry with strong supports among consumers and fitness and health professionals. Do Hyung Kim & Dong Kwon Yoo4
- 6. • Industry Size 1.The United States is the largest nutrition and supplements market in the world. 2. The U.S. sports nutrition category is $6.7 billion adding $2.5 billion energy and nutrition bar category and $6.9 billion sports drink category looking at a current market worth $16 billion. • Trend & Growth 1. There is uprising interest in nutrition supplements among modern people due to pursuing healthy lifestyle. 2. Reflecting the latest growing trends of fitness nutrition supplements market, the U.S. sports nutrition market size will increase by $7.5 billion by 2020. 1. 1 Industry Snapshot 5
- 7. • Regulations andPermits 1. The U.S. Food & Drug Administration (FDA) regulates and permits both finished dietary supplement products and dietary ingredients for the sports & fitness nutrition supplement market. 1. 1 Industry Snapshot • Industry Oversight 1. The sports & fitness nutrition industry is overseen by FDA & Dietary Supplement Health and Education Act (DSHEA). • Other things to consider 1. The main users of the sports & fitness nutrition supplement market are comprised of younger demographic from 20s to 30s. 6
- 8. • Sports NutritionSupplements 1. 100% natural organic (Artificial sweetener free) 2. Door to door delivery service (Ultimate convenience) 3. Both male and female friendly • Product 1. 100% organic protein powder (Artificial sweetener free) 2. Three types of protein powders a. Mass Gain b. Fat Burning c. Steady Performance • Price 1. $49.99 • Business Model 1. Subscription Box a. Customers simply sign up for a monthly fitness box. b. Customers can choose the products based on their preferences and usage patterns. • Target Audiences 1. Both Men and Women 2. Age Range: 20 to 60 • Delivery 1. Online order 2. 2 ~ 3 days (Fast Shipping) • Returns 1. 30-Days Hassle Free Returns 1.2 Concept of “20to60” 7
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- 11. 2.1 Competitor Analysis Direct Competitors • WODBOM ▸ Monthlyfitness box ▹ Custom box filled with a new mix of 6 to 7 large premium items brands to try ▸ Products ▹ Coffee ▹ Workout Equipments ▹ Protein Bar ▸ Price ▹ $35 • Strength Crate ▸ Monthly fitness box ▹ Fuel your passion for fitness ▸ Products (Training equipments, Apparel, Supplements) ▹ The Game-Day Crate ▹ The RX Crate ▹ The G.O.A.T Crate ▸ Price ▹ $59.95, $69.95, & $79.95 10
- 12. 2.1 Competitor Analysis Indirect Competitors • GNC ▸ Retailstore specializing in supplement products ▹ “LIVE WELL” ▸ Products ▹ Vitamin & Supplements ▹ Protein & Fitness ▹ Herbs & Natural Remedies ▹ Digestion & Super Foods ▸ Price ▹ $50 ~ $200 • BirchBox ▸ Monthly beauty box ▹ Help customers find products they love ▸ Products ▹ Beauty samples Subscription Box ▹ Grooming Subscription Box ▸ Price ▹ $10 ~$20 11
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- 16. 2.2 Market Segmentation Analysis 15 ● 20to60 utilizedthe Nielsen's PRIZM in order to obtain the information of consumers in terms of demographic and psychographic. We specifically employed the Nielsen's PRIZM to find out the usage levels, since our products are classified based on usage level. ● Our target audiences are both male and female who are in 20 to 60 who are energetic and dedicated to achieve their goals with special effort.
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- 18. 3.1 Brand Personality Sincerity 1. Honest 2. Reliable 3.Cheerful 4. Down to earth Excitement 1. Friendly 2. Likeable 3. Energetic 4. Happy 5. Positive Competence 1. Reliable 2. Confident 3. Responsible 4. Dependable Ruggedness 1. Outdoor 2. Hyper 3. Active 4. Passionate Sophistication 1. Charming 2. Elegant 3. Attractive 4. Leader 17
- 19. 3.2 Brand Development Strategy • Why 20to 60? ➢ Most of protein powder products are targeting young male customers with masculine and tough images. Our brand is targeting a wide range of population that is from 20 to 60 years old male and female populations. We focus on providing natural organic products right to your doorstep. We are coming out with protein powders that can fulfill performance, reliability, and accessibility. 18
- 20. 3.2 Brand Development Strategy • “Nutritive Convenience” ➢It is such a hassle to go to a store and choose the right protein powder for you. Many of us already experienced stomach rumblings from choosing wrong products. Some of them are even being questioned by the FDA for their safety and performance. We solve them all for you! We provide the best and safe protein powders that can fulfill your needs and deliver right to your doorstep. It is nutritional and convenience! 19
- 21. Signature: KDH &YDK USPTO.GOV 20
- 22. 3.2 Brand Development Strategy ➢ For thelogo design, we chose a red color for 20 and 60 to show that we are passionate about providing nutritional supplements for all genders and ages from 20 to 60. For our tagline, we chose a black color to show that we are serious about providing nutritional products in the most convenient way. We also decided to put a green leaf in the protein shaker bottle in the middle to show that we offer 100% healthy natural organic protein powder products. • Logo 21
- 23. 3.3 Brand Positioning Strategy • The BrandStory ➢ We are so tired of seeing all these advertisements of young masculine man drinking protein shakes half naked at the gym. Protein powders are not only for bodybuilders or fitness gurus. It is for every people who love working out and pursue healthy lifestyle regardless of gender and age. It has been our dream to provide protein powders that are safe and reliable for everyone in the most convenient way. This dream finally came true. We provide 100% natural organic protein powder right to your doorstep with the monthly subscription! 22
- 24. 3.3 Brand Positioning Strategy • The BrandPromise ➢ We promise to provide customers with the healthiest and safest nutritional supplement products. We promise and value every customer interaction actively. We will give all our effort for building the strongest and trustworthy brand expectation. • Brand Attributes ➢ We pursue healthy lifestyle to every gender and age with building lifelong trust 23
- 25. 3.3 Brand Positioning Strategy • Brand Tone ➢“We are here to provide our customers the healthiest nutritional supplements product and the best consumer interaction regardless of gender and age. We are dedicated to build the community where everyone can access easily to our natural organic products and pursue healthy lifestyle in the most convenient way. We are honest about our products and friendly to all our current and potential consumers.” • The Value Proposition ➢ 100% Natural Organic Protein Powder Right to your doorstep 24
- 26. 3.4 Distribution Strategy • 20to60: Onlineorder Factory (One stop Manufacturing & Shipping) • Customer: Online order (Monthly Subscription) Right to the doorstep 25
- 27. 3.5 Corporate Public Relations Strategy • Strategic partnershipwith other fitness and supplement companies ➢ Goal: Raise awareness of 20to60 brand and access to male and female customers in a wide age range. 26
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- 29. 4.1 Our Marketing Team • Marketing OrganizationalChart Chief Marketing Officer PR Director Digital Marketing Director Secretary Advertising Director Promotion Director Staff StaffStaff Staff Staff Staff Staff Staff 28
- 30. 4.1 Our Marketing Team 29 Our marketing teamconsists of 14 people. Our Chief Marketing Officer (CMO) will be charged in leading our marketing department and give some insight to major and minor decisions. Our advertising director will work with two staffs to come up with eye-catching slogans and fresh ideas for new advertising. Since our brand highly values digital marketing, we assigned a digital marketing director who has abundant experience on social medias and the internet. We also have a PR director who has previous experience in corporate relations and strategic partnership from nutritional supplements products. Our promotion director will work closely with other marketing department’s leadership positions and staffs to raise awareness of our brand with the accurate understanding of our products and brand.
- 31. 4.2 Total Budget Allocations ➢ 20to60has budget for IMC $2,000,000. ➢ Since 20to60 is a startup business compared to competitors, we invest the majority, about 70%, of our budget to consumer sector in order to expand brand presence, and the rest of budget is allocated to the non-consumer. ➢ 20to60 will aggressively advertise through the website social media channel, billboard, etc. for our target consumers ➢ For the non-consumer, we plan to invest our budget mostly on public relations. 30
- 32. 4.3 Agency Selection • Criteria 1. Nutritionalsupplements market experience 2. Location 3. Agency Size 4. Agency self-promotion 5. Experience in the advertising disciplines • Selected Agency: Carmichael Lynch ➢ Rationale 1. Long history a. (Established in 1962) 2. Location a. (Minneapolis: Urban Area) 31 3. Proper size a. (12 Leadership positions) 4. Abundant experience in nutritional supplement market & advertising a. (Worked with GNC)
- 33. 4.4 Website Strategic Purpose & Utilization • Expectations 1.Online order system 2. Advertisement 3. Customer Service 4. Consumer Interaction (Blog, Newsletter, SNS) 5. Payment System 6. Consumer Promotion 32
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- 35. 5.1 Consumer Communication Objective • Consumer CommunicationObjective “To successfully penetrate the nutritional supplements market in the United States by raising awareness of 20to60. Aim to offer the best natural organic nutritional supplements products in the most convenient way without hassles. Totally committed to build and interact 20to60 community with our consumers by keeping up their interests and purchase of our products” 34
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- 37. 5.3 IMC Tools Consumer Website • 20to 60 Website 36
- 38. Signature: KDH &YDK GODADDY.COM 37
- 39. 5.3 IMC Tools Advertising Objective • AdvertisingObjective “We intend to solve inconvenience for consumers with busy modern lifestyle. We help our consumers choosing the healthiest and safest nutritional supplement products and deliver right to their doorsteps. We offer not only healthy but also convenient and easy product and service to fulfill our busy consumers’ needs.” 38
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- 41. 5.3 IMC Tools Design 1 •Advertising Design 1 40
- 42. 5.3 IMC Tools Design 2 •Advertising Design 2 41
- 43. 5.3 IMC Tools Design 3 •Advertising Design 3 42
- 44. 5.3 IMC Tools Billboard • CollateralMaterial 1: Billboard 43
- 45. 5.3 IMC Tools Metro Ad •Collateral Material 2: NYC Metro Ad Display 44
- 46. 5.3 IMC Tools Instagram • CollateralMaterial 3: 20To60 Instagram 45
- 47. 5.3 IMC Tools Twitter • TwitterPage for 20to60 46
- 48. 5.3 IMC Tools Facebook • FacebookPage 20to60 47
- 49. 5.3 IMC Tools Brochure Design •Brochure for 20to60 (Front) 48
- 50. 5.3 IMC Tools Brochure Design •Brochure for 20to60 (Back) 49
- 51. 5.3 IMC Tools Postcard Design •Postcard Design 50 Back is simple address
- 52. 5.3 IMC Tools Package Design •Subscription Box Sample 51
- 53. 5.3 IMC Tools Promotion 1 •Consumer Promotion Idea 1 XCrossFit is the hottest core strength and conditioning program among fitness people. Reebok CrossFit Games is the most popular CrossFit competition in the world. At the end of March, sponsoring the Reebok CrossFit Games 2017 with our protein powder products will be the greatest opportunity to promote our products to every gender and age group of people without much effort. 52
- 54. 5.3 IMC Tools Promotion 2 •Consumer Promotion Idea 2 The Southeastern Conference is one of the biggest college athlete program in the United States. College students are one of the biggest potential target customers for our products due to their huge interest in fitness and sports. Sponsoring college athlete with our protein powders will make a great advertising effect toward college students. This promotion will be able to be maintained all year round with various sports. 53 X
- 55. 5.3 IMC Tools Promotion 3 •Consumer Promotion Idea 3 X Blooming is Korean NGO helping victims of military sexual slavery by Imperial Japan Army. We want to have social corporate responsibility by donating 1% profit annually to Blooming and build our community with employees and consumers. 54
- 56. 5.3 IMC Tools Public Relations •Online PR Strategy Six Pack Shortcuts is the most subscribed Youtube video channel in health & fitness category. This channel has 4,224,405 subscribers and 516,596,614 views. 20to60 will sponsor this channel to advertise our products and raise awareness of our brand indirectly. From utilizing embedded marketing method, we will place our products and make the video creator drink our products without directly advertising our products. X 55
- 57. 5.3 IMC Tools Database Programs • DirectMarketing Program Since we are a new brand that needs to raise awareness of ourselves and products, we will actively utilize many direct marketing programs as we can. We will make our infomercial about our 100% natural organic protein powder subscription service, send text message to consumers that we have contact information about our deals and news, send monthly newsletter and deals through e-mails to our subscribers, and send “Thank you” postcard to our first time buyers. 56
- 58. 5.3 IMC Tools Database Programs • ”FrequentVisitor” Program 20to60 will utilize “Online Frequent Visitor Card” system, Instagram hashtag: #2060 and referral system. For “Online Frequent Visitor Card” system, we will send a free protein powder of his or her choice after 10 times purchase. For Instagram, whoever makes reviews about our products with putting #2060, we give 20% discount for their previous and next orders. For referral system, a person who refers friends will get a 15% discount on a next order. Online Frequent Visitor Card 57
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- 60. 5.5 Consumer Plan Evaluation Method • ConsumerPlan Evaluation Method Looking at the trend of ROI (Return on investments), obtaining customer responses through anonymous surveys, and hearing responses and reflections from sales people will be great ways to evaluate our effectiveness of the consumer plan. 59
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- 62. 6.1 Non-Consumer Audience • Non-Consumer Audience1 World Natural Bodybuilding Federation (WNBF) promotes beauty of natural bodybuilding training and competition. WNBF is a good fit with our products to engage in partnership to promote our products among natural athletes and empower our brand image. 61
- 63. 6.1 Non-Consumer Audience • Non-Consumer Audience2 Academy of Nutrition and Dietetics (AND) is the largest organization of food and nutrition professionals sharing information about health, food, and fitness. Having relationship with AND is a good opportunity to share our nutritional quality products. 62
- 64. 6.1 Non-Consumer Audience • Non-Consumer Audience3 IDEA Health & Fitness Association is the leading resource for fitness and wellness professionals. IDEA holds conferences actively throughout the United States. It will be a great opportunity to generate awareness of our products from offering testing events and placing brochures at conferences. 63
- 65. 6.2 Non-Consumer Communications Objective • Communications Objective “Raiseawareness of our brand and products & build strategic relationship with other nutrition & fitness industry sectors to expand our industry presences” 64
- 66. 6.3 Budget for Non-Consumer Audiences • Budgetfor Non-Consumer Audiences 65
- 67. 6.4 IMC Tools for Non-Consumers •Public Relations (70%) ● Events/Sponsorships (60%) ○ By sponsoring the events such as the annual conference held by WNBF, IDEA, and AND, 20to60 aims to increase the brand awareness among people. ● Strategic Partnerships (40%) ○ 20to60 and WNBF, IDEA, and AND all can be informed to consumers by having strategic partnerships. • Collateral Materials (10%) ● Brochure (100%) ○ In 20to60’s brochure, we include the our partners - WNBE, AND, and IDEA information in order to inform the customers regarding the healthy lifestyle and to emphasize the our product’s merit - 100% natural organic protein powder 66 • IMC Tools for Non-Consumers
- 68. 6.4 IMC Tools for Non-Consumers •IMC Tools for Non-Consumers • Social Media (20%) ● Facebook (40%), Instagram (40%), Twitter (20%) ○ Social media platforms are the most preferred and the easiest way to approach all the people in terms of genders and ages. ○ Able to raise the brand awareness and to expand brand presence through social media advertising tools and pages ○ Develop the organic relationships with nutrition and fitness industry sectors to induce people to have more interests in wellness lifestyle 67
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