This presentation encompasses the development of a comprehensive brand strategy and promotional campaign for the Tactical Soap brand. This project is a comprehensive campaign to offer a strategic direction and executable campaign.

1. MARKETING PLAN
MARYAM EL-BAYTAM, HOLLY WILLIAMS, NORA LI,
KAHLAN MITCHELL, AND DAVID TANAKA
Becoming
Tactical

2. Vision/Mission
Provide high-quality products with natural
ingredients for men, promoting pleasure
with increased confidence in several
aspects of their lives!
Goals
Enhance men's confidence.
Deliver a healthy and natural
alternative in every single bar of soap
for the under-serving man.
Vision,
Mission and
Goals

3. Who Is
Tactical
Soap?
Target Audience: Men 18+
10% pheromone population

4. 1
2
3
BRAND PERSONA
Meet Apollo... Apollo is an upper middle class
single 34 year old male.
Lives in Califorinia.
Apollo is adventurous,
extroverted, and in tune with his
masculinity.

5. How will Tactical
Soap change the
lives of its
customers?
More
than
Soap
Inspires
confidence in
its users
Unique
Bio-identical
pheromone
formulas
Partnerships
with experts
Goes
beyond
hygiene
Clinical
psychologist
approved
Develop
impactful
formulas

6. Organization
Who are the players? How will they integrate into the company?
Owner Shipper
Scott Carr Full-Time
Marketing
Team
3PL

7. Tactical soap differentiates
with a pheromone formula
They utilize several avenues
for sales including:
DTC and Amazon
Tactical Soap resides within the
Personal Care Product industry.
Ecosystem

8. $85.2 BILLION
Total Adressable Market (TAM):
$32.9 BILLION
Specific Adressable Market (SAM):
$3 BILLION
Serviceable Obtainable Market (SOM):
3 Billion
32.9 Billion
85.2 Billion Sales &
GoToMarket

9. Top Three
Competitors

10. TikTok
Comparison

11. Dr. Squatch
“Fun holiday-themed products”
Competitors' Social Media

12. Problem
Statement
Men are becoming more concerned
about what's in their self-care
products.
There not many all-natural soaps
geared specifically to men.

13. Stay Fresh
Boost Confidence
Stay Clean
"Life is short...smell good!"
Pheromone infused formulas
to enhance desired traits.
Live your life and trust tactical
soap to keep you clean

14. Educate
Engage with potential
customers through
educational blogs.
Enhance
Implement new
engaging
promotional events.
Endorse
Promote user-
generated content
by offering referral
deals.
Promotional Strategy

15. Media Plan
Promotional campaigns at Universities & Sporting events
Black Friday & Cyber Monday
Deals
Influencer marketing with Twitch or YouTube
Holiday Tactical Box Christmas Campaign

16. Event
Host 100-250
individuals
Single booth
Promote on
social media
Budget
Roughly $3,800
per PR event
Total suggested
budget for
proposed media
plan would be
$25,000
Expected Results
Projected
110% ROI per
PR event
5-7% increased
engagement
rates
Cost Structure
$3,000 for
giveaway
Booth cost
averaging at
$420
$250 for paid
ads
Funding A Promotional
Event

17. Promotional Examples
E-mail / App Marketing
“Rewards program”
Social Media
“Increase brand awareness”
Implement "The Best Mens Body Wash"
Holiday Themed
“The Tactical Box”

18. Promotional Examples
Educational Blog Post
“When She Tells You, You Smell Good.”
Sports Event
“Increase brand awareness”
Implement Social Events

19. Promotional Examples
Video-based Customer Reviews
"Implementing User-Generated Content"
Sponsored Twitch Streams
"Increasing Consumer Engagement with Target
Audience"
Sponsored by

20. THANK
YOU!