1. The document presents an integrated marketing communications plan for 20to60, a new subscription box service for fitness and wellness products.
2. 20to60 aims to provide 100% natural and organic protein powders delivered monthly via a subscription box model. The target market includes men and women aged 20 to 60 interested in health and fitness.
3. The plan analyzes the large and growing US nutrition supplements market, identifies competitors in the subscription box and retail space, and outlines strategies for branding, positioning, distribution, PR, budgets, and integrated marketing communications tools and channels to raise awareness and attract customers.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
Pricing Strategies by Coca-Cola in IndiaRohan Bharaj
This document describes the the pricing journey of Coca-Cola India right from its entry till today. Coca-cola competes in a very fiercely competitive market and pricing is one of the most important factors it has to consider while conceptualizing its strategies.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
Pricing Strategies by Coca-Cola in IndiaRohan Bharaj
This document describes the the pricing journey of Coca-Cola India right from its entry till today. Coca-cola competes in a very fiercely competitive market and pricing is one of the most important factors it has to consider while conceptualizing its strategies.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
Integrated marketing commuinication plan an IMC plan Ahmed Hazzaa
An IMC plan presentation for an Egyptian company called Kaha faced a development crisis during the 90's in this presentation providing a new design for the packaging and new target segment among the youth in the Egyptian society and new form of distribution
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)
Presentation on Cola Wars between Coke and Pepsi
(Presented in Marketing Planning and Implementation-1 Course at MDI Gurgaon)
P.S- Please feel free to share your views in comments.
Integrated marketing commuinication plan an IMC plan Ahmed Hazzaa
An IMC plan presentation for an Egyptian company called Kaha faced a development crisis during the 90's in this presentation providing a new design for the packaging and new target segment among the youth in the Egyptian society and new form of distribution
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)
Presentation on Cola Wars between Coke and Pepsi
(Presented in Marketing Planning and Implementation-1 Course at MDI Gurgaon)
P.S- Please feel free to share your views in comments.
UpTown Swirl Business Plan 1 BUS 559 – Dr. Andr.docxjessiehampson
UpTown Swirl Business Plan 1
BUS 559 – Dr. Andrea Banto
Week 10 Assignment 4: UpTown Swirl Business Plan
By: Deborah Hughes
March 16, 2020
UpTown Swirl Business Plan 2
Table of Contents
1.0 Executive Summary ...................................................................................................... 3
2.0 Company Description ................................................................................................... 5
3.0 Industry Analysis and Trends ...................................... Error! Bookmark not defined.
4.0 Target Market.............................................................................................................. 13
5.0 Competition................................................................................................................. 23
6.0 Strategic Postion and Risk Assessment ....................... Error! Bookmark not defined.
7.0 Marketing Plan and Sales Strategy .............................. Error! Bookmark not defined.
8.0 Operations Plan ............................................................ Error! Bookmark not defined.
9.0 Technology Plan .......................................................... Error! Bookmark not defined.
10.0 Management and Organziation Plan .......................... Error! Bookmark not defined.
11.0 Ethics and Social Responsibility Plan........................ Error! Bookmark not defined.
12.0 The Financials ............................................................ Error! Bookmark not defined.
UpTown Swirl Business Plan 3
1.0 Executive Summary
UpTown Swirl Business Plan 4
2.0 Company Description
Uptown Swirl is a unique company that aims to provide organic products to the
consumers who are health conservative in nature and wants to provide frozen yogurt,
milkshakes, and bite-size desserts. This is a competitive market as there are already exiting firms
in the market with similar products to offer. Uptown Swirl would be known to provide various
variety of non-alcoholic food products such as frozen yogurt, milkshake, and quick-bite dessert
UpTown Swirl Business Plan 5
(Berberich et al. 2016). This would be meant to attract most customers as the milkshake and
yogurt would be made from fresh ingredients (Wilson et al. 2016).
The significance of the name itself conveys a message concerning the products we deal
with and to be of the best quality (Burns et al. 2016). The name also tries to give customers a
particular class by them being associated with the frozen yogurt, milkshake, and quick-bite
dessert. This would give this product a competitive advantage from the other companies that also
deal with frozen yogurt, milkshake, and quick-bite dessert (Wilson et al. 2016).
The company's primary aim is giving consumers non-alcoholic products so as the
customers’ needs can be fulfilled (Berberich et al. 2016). This ensures that there is saf ...
The Health and Wellness sector within the Food & Beverage industry is seeing rapid growth, driven by a global wave of health-conscious consumerism which is influencing food preferences and purchasing decisions.
- Clean and natural are on-trend, as consumers seek a more holistic approach to diet and nutrition, feeding demand for minimally processed products containing natural ingredients. Rising food sensitivities are creating a burgeoning market for free-from foods.
- The millennial generation is commanding attention as an influential demographic that expects transparency and seeks naturally healthy, organic, locally sourced, and sustainable foods.
- The regulatory environment is stimulating demand for wholesome products. Governments are establishing dietary guidelines and enacting new laws governing nutritional requirements to help consumers make more informed food choices and combat obesity and the rising incidence of lifestyle diseases.
- Amid rising concerns over food safety, the need to innovate and ensure a safe and traceable supply chain will be critical for manufacturers to remain competitive in a dynamic and rapidly changing marketplace.
*PLEASE NOTE* This product and all included information are fictional, this presentation was created for a college level marketing course. In no way is the information real/accurate.
Running head: SWOT ANALYSIS 1
SWOT ANALYSIS 6
SWOT Analysis
(Name)
(University)
The Environment SWOT Analysis
Aspect
strength
weakness
opportunity
threat
Competition
Locate near customers
inorganic products
Blue ocean strategy
Aggressive advertising
Supply chain
Blue ocean strategy
No logistics facilities
Distribution centers
Tracking inventory
Legal
Organic products
Few licensed professionals
Create legislative bills
New entrants
Economic
Average costing
inflation
Establish orchards
Supplier power
Microenvironment
Getting employees will be a hard task. It will require zeroing through adverts to get skilled employees. The main tasks will require workers with food technology knowledge with a minority of employees with Domino Pizza experience. Singh (2010) says that competition may come from existing beverage companies who may launch their organic juice to counter our product. The marketing intermediaries engaged may be poached by our competitors. The single supplier will use high bargaining power to charge high prices for supplies. Convincing customers for the first time to accept to taste the products is an uphill task.
List of key competitor
Ashurst (2006) says that there are about two traditional soft drinks companies with combined annual revenue of about $ 5 trillion. The two companies are Coca-Cola and PepsiCo. The combined market share is 75 percent of the global soft drinks. The Domino Pizzas have 80 percent of their products being inorganic. The companies operate on different continents by having branches or franchise programs.
Competitive analysis of strengths, weaknesses, opportunities and threats
The competitors have built a name by locating their Domino Pizzas near consumers. According to Bates (2001), that makes their products availability to customers very high. Life refreshed Domino Pizza will capitalize on blue ocean strategy to outwit them by availing products globally. The fact that competitors produce 80 percent inorganic products it presents the Domino Pizza with an opportunity to capitalize on the market by introducing organic products. Coca-Cola and Pepsi are known for aggressive advertising so the Domino Pizza will utilize natural products as the selling point for its products.
Supply Chain and SWOT analysis
The Domino Pizza will operate on a blue ocean strategy to move products. Goods will be consolidated if it is going through same rough. According to Singh (2010), Orders are split on the way near the customers or distribution centers to benefit from economies of scale and transport. The fact that Life refresher Domino Pizza does not have facilities is a challenge. The problem will be solved by having well esta ...
A local business owner in Oxford Mississippi, Good Nutrition manager, Ms. Cynthia Bolden, asked for ideas to make her business prosper further in the Lafayette county community. Good Nutrition is an all natural supplement store and distributor of Nature's Sunshine products.
Boosta Healthy Drinks marketing plan1Table of VannaSchrader3
Boosta Healthy Drinks marketing plan
1
Table of Content
Executive Summary
Marketing mission statement
Slogans
Unique features or proprietary aspects of Product
Goals and objectives
SWOT Analysis.
PESTEL Analysis
Target Market.
Value proposition
Marketing Mix
Implementation
Executive summary
Company goals and objectives are very clear which is mainly about offering healthy drinks.
It also cares about going green and apply sustainability practices throughout operations and manufacturing to protect the environment.
Boosta’s segmentations are Psychographic, demographic and benefit segmentation where they focus on the lifestyle of their customers which is a healthy lifestyle. Also, the benefits the product offers to have better health. But also, anyone can use Boosta drinks as it is healthy, and anyone can get it.
SWOT analysis is conducted to understand initially strengths, weakness, opportunities, threats.
PESTEL analysis also is done although it is still a start-up company at the introduction phase this analysis is done to have the foundation for later on and to have a clear picture of the status quo.
Marketing Mix also to understand how 4Ps impact marketing plan.
Social media platforms are analyzed to expand reach to more customers and to reach all customers through their favorite platform based on their age category.
Marketing Mission Statement
Boosta, aims to provide a healthy energy drink made from organic vegetables and fruits, providing consumers with their daily intake of multivitamins as well as helping boost their energy.
Slogan: Boosta boosts your energy, Immunity and your health.
Market Analysis
The global health drinks market size was valued at USD 478.10 billion in 2019 and is anticipated to expand at a CAGR of 6.06% in terms of value during the forecast period.
It is Found that 59% of consumers in North America purchase products that help save them time and effort.
Millennials are leading the charge by making health-promoting diet and lifestyle choices a priority, as recent studies indicate.
Market segmentations to focus on: Demographic, Psychographic, Benefits.
The U.S. is the largest health drink consuming nation as it holds more than 65% market share of the North America sports nutrition market and approximately 20% market share of the global health drinks market.
The factors such as rising health consciousness along with changing lifestyle with fast-paced living in the U.S., Canada, and Mexico is expected to boost the growth of North America health drinks market over the period 2020 to 2026.
Unique features or proprietary aspects of Product
Boosta Energy drink is different because of its manufacturing process where sustainability practices are applied throughout the entire process to protect the environment. Also, Boosta is an immunity booster drink where anyone can drink to have better immunity and a higher level of energy. Boosta's supply chain process is very well managed and controlled to deliver ...
Running head COMPANY DESCRIPTION AND SWOT ANALYSIS .docxsusanschei
Running head: COMPANY DESCRIPTION AND SWOT ANALYSIS
1
Company Description and SWAT Analysis 5
Company Description and SWOT Analysis
Andrea Bryant
Strayer University
Dr. Denel Pierre
BUS599: Strategic Management
November 4, 2017
My NAB Company is named Pure Sate. The name is intended to display the value devoted to the brand and its drinks. The Nonalcoholic “Pure Sate” is intended to promote both healthy, pure, thirst quenching drinks among individuals, in a healthy family setting. Pure Sate ensures that those who drink the product are able to continue their normal daily activities without experiencing the aftermaths associated with alcoholic beverages. The name “Pure Sate” is also a characteristic of the clean content moods that are experienced by those who drink the beverage. This nonalcoholic thirst-quencher is to be accompanying with happy, healthy, and festive moments. These drinks consistently extend happiness into humanity by giving off a safe, friendlier, and healthier vibe.
The Pure Sate non-alcoholic drinks just so happen to gratify the joyful moments of friends, families, and cultures by encouraging healthy drinking lifestyles and temperate moments. This can be achieved on an individual level which will trickle down to friends, then family, different cultures, and realms.
The mission statement, “Discharging great vibes for a more healthy, and happier lifestyle” will be the driving slogan for the drink.
Themodern-day social responsiveness is fluctuating to the healthy effects of alcoholic beverages and spreading quickly (Berry, 2017). The snowballing effect of illnesses and other health situations related to alcohol use; most individuals in the society are steering clear from bevarages with high alcohol content to those with very little or no alcohol.
The nonalcoholic beverage segment is quickly growing in admiration among the international residents. Individuals are fluctuating to the beverages that are not only relieving more contented instants but have no impairment to their health circumstances. Folks are also spending more time being involved in celebratory moments and therefore require drinks that will be unlawful, informally, and morally acceptable to all affiliates of humanity. “Many grocery consumers have recognized a product’s fresh, clean and sustainable benefits among their top purchase priorities when it comes to healthier choices.” (Gilbert, L. 2017)
The “Pure Sate” experience will meet all trends since it’s not only nonalcoholic, meaning it can be consumed by all from children to elderly, it has natural vitamins and additional supplements that improves the oversll health of its consumers. Also, Pure Sate beverages will leave you without an after-effect and inebriating aptitude making it suitable for all occasions.
Pure Sate pursues the finest value product spot in the market. This involves generating a respected ...
This slideshow will share with you our executive summary, identify the problem in the diet market, our solution, business model, our identified competition, distribution channels, marketing strategy, market research, timeline, financial projections, competitive advantages and management team.
Marketing PlanVita-Go, Inc., a division of PepsiCo1. Com.docxinfantsuk
Marketing Plan
Vita-Go, Inc., a division of PepsiCo
1. Company Description
Vita-Go, Inc. is a division of PepsiCo which was formed by Jennifer Stieffenhofer, Christine Stear, Sally Swartz, Ryan Tate, Jonathan Vick, Jaclyn Wisecarver, and Teel Witt to develop, market, and promote a product that is inexpensive and convenient for the consumer to utilize on a daily basis in order to promote wellness. Initially, the line was introduced in the Lynchburg, Virginia market, spread to Maryland within the next 2 years, and to North and South Carolina within the next few years.
To the best of Vita-Go’s knowledge, Vita-Go is the only product/beverage on the market today that, with just one simple twist of a cap and a shake of a bottle, releases a daily dose of vitamins and nutrients equal to a person’s recommended daily intake of vitamins. What also sets the bar high on this product in relation to others is the availability of the product. While most manufacturers feel that their product can only be available in health stores, Vita-Go is not only available in health stores, but also grocery, convenience, and superstores.
2. Strategic Focus and Plan
“This section covers three aspects of corporate strategy that influence the marketing plan: (1) the mission, (2) goals, and (3) core competency/sustainability competitive advantage” (Kerin, Hartley & Rudelius, p.47) of PepsiCo.
Mission
Vita-Go’s mission is in line with PepsiCo’s mission which is "to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity" (PepsiCo, 2015).
Vision
"Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company” (PepsiCo, 2015).
Performance with Purpose
Just like PepsiCo, “we're committed to achieving business and financial success while leaving a positive imprint on society - delivering what we call Performance with Purpose. Our approach to superior financial performance is straightforward - drive shareholder value. By addressing social and environmental issues, we also deliver on our purpose agenda, which consists of human, environmental, and talent sustainability" (PepsiCo, 2015).
Goals
For the next five years, Vita-Go seeks to accomplish the following goals:
· Nonfinancial goals - “As a leading food and beverage company, we believe we can play an important role in helping people lead healthier lives”, (PepsiCo). Vita-Go’s bottle will be manufactured by PepsiCo. PepsiCo, as well as Vita-Go, seeks to achieve a healthier lifestyle by presenting vitamins on the market that allow customers to enjoy their vitamin in-take.
1. To provide a heal ...
3. Contents
4.2 Total IMC Budget 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 a new 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 subscription box 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 and Permits
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 Nutrition Supplements
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
16. 2.2
Market
Segmentation
Analysis
15
● 20to60 utilized the 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.
19. 3.2
Brand
Development
Strategy
• Why 20 to 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
22. 3.2
Brand
Development
Strategy
➢ For the logo 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 Brand Story
➢ 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 Brand Promise
➢ 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
29. 4.1
Our
Marketing
Team
• Marketing Organizational Chart
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 team consists 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
➢ 20to60 has 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. Nutritional supplements 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)
35. 5.1
Consumer
Communication
Objective
• Consumer Communication Objective
“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
39. 5.3
IMC Tools
Advertising
Objective
• Advertising Objective
“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
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
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57. 5.3
IMC Tools
Database
Programs
• Direct Marketing 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.
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58. 5.3
IMC Tools
Database
Programs
• ”Frequent Visitor” 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
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60. 5.5
Consumer Plan
Evaluation
Method
• Consumer Plan 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.
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62. 6.1
Non-Consumer
Audience
• Non-Consumer Audience 1
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.
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63. 6.1
Non-Consumer
Audience
• Non-Consumer Audience 2
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.
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64. 6.1
Non-Consumer
Audience
• Non-Consumer Audience 3
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.
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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
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• 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
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