The document discusses The Body Shop's vitamin C skin care product line. It aims to build brand awareness of caring for customers and increase sales of the vitamin C series. Short term goals are to increase vitamin C series sales by 20% and long term by 70%. Tactics include Facebook posts, blogging, and celebrity endorsements. The budget allocates over $1 million annually toward Google AdWords, blogger campaigns, and media advertising. Success will be measured by sales reports and social media engagement.

1. Shih-Ping Tseng
ADV420

2. What is The Body Shop?
 Skin care
 Cosmetic
 Natural Products

3. Big Idea
 Vitamin C series
(http://www.thebodyshop-usa.com/shop-
by-line/vitamin-c-products.aspx#/vitamin-c-
products.aspx)
 Web Page
Introduce advantage

4. Target Audience
 Age of 18-25
Young, care about their skins
 Age of 25-35
Heavy pressure, skin gets languish
 Age of 35-50
Older, lack of moisture

5. Key Performance Indicator(KPI)
 Google Analytics

6. Tools and Tactics
 Facebook
-Share post
 Blogger
-Opinion and feedback
 Celebrity
-More widespread

7. Goal
 Build brand awareness
“We care about our customers”
 Increase sales

8. Timeline
 Short term
Increase 20% sale of Vitamin C series
 Long term
Increase 70% sale of Vitamin C series

9. Budget
A Year-
Google Adwords (Pay per clicks)
$120/day= $43,800/year
Blogger(One per month)
$200/month=$2400/year
Media Advertising
$1,000,000/year
Total
$1,046,200

10. Measurement
 Sales report
 Social Media
-Shares and Likes