Urban Exposure has created the first flash tattoo nicotine patch to help young adults quit smoking cigarettes. Their target market is women ages 18-24 in the Netherlands who smoke. They will partner with the Dutch government and popular clothing stores to help market the product and build brand awareness. The flash tattoo nicotine patches are designed to be aesthetically appealing to young adults and discreetly help them quit smoking while expressing themselves.

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Urban Exposure
Lilly Beil, Jennifer Butler, and Emily Huang
Baylor University
Maastricht CES
April 2, 2015
Word Count: 4,875

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Table of Contents
Executive Summary 3
Research and Findings 4
Product 6
Points of Parity and Points of Difference 12
Marketing Campaign 12
Brand Equity 13
Financials 14
Conclusion 16
Works Cited 17

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I. Executive Summary
Everyone knows that quitting smoking is a difficult task that takes time, dedication,
and support. Many people try to quit smoking using patches, lozenges, or gum, and
within a few weeks end up right back where they started. Through advanced
technological developments Urban Exposure has created the first flash tattoo nicotine
patch. Our patented technology sets us above our competitors in both the nicotine patch
market and the flash tattoo market. We will be using the marketing strategy of product
development, because we have created a new and improved product for an existing
market. Our marketing campaign and branding will quickly make consumers aware of
this new product and begin to build consumer loyalty. To promote our product we will
place advertisements in young adult magazines, create sponsorships for music festivals,
facebook advertisements, posters in train stations/bus stops, celebrity promotions, and
spotify/youtube advertisements. We have decided to price our product competitively with
current nicotine patches and current flash tattoos. This means that our product will cost
30 Euros for a pack of 14 patches of 21 mg, 30 Euros for a pack of 14 patches of 14 mg,
and 30 Euros for a pack of 7 patches of 7 mg. If consumers wish to customize their own
flash tattoo nicotine patches, it will cost an extra 7 euros per pack. We based our prices
off of the average price of competitor's nicotine patch boxes and the average price of
competitor's flash tattoo packages. Our target market is large and provides great demand
for this product. We have decided to target young adults, specifically women, ages 18-24,
who smoke, We chose this as our target market because it is reported that 33% of Dutch
18-24 year olds smoke, and 21% of that group smokes everyday(CBS). The target
market of young adult smokers is large and the problem facing this group is large. It is
known that The Netherlands is ranked #7 in the world for annual number of lung cancer
related deaths(WHO). We hope that our product will encourage the citizens of the
Netherlands to quit smoking and help lower their ranking. We have decided to focus
more on women because our product tends to attract a female consumer. Also, it is
reported that 85% of female smokers are positive about their health (Statistics

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Netherlands), so we believe if we offer them a fashionable, easy way to quit smoking and
thus become healthier, then they will be more likely to buy it.
We are a company driven by our mission statement:
Urban Exposure strives to help young adults to quit smoking cigarettes, while
also allowing creative expression through artistic designs.
We want young adults to be proud of their choice to quit smoking and persuade
others to do the same by wearing our stylish flash tattoo nicotine patches. We will be
remembered by our business mantra:
"Health-conscious Beauty"
We will make sure that in everything we do, we do not lose sight of our goal to
increase the health-wellness of our consumers, while adding a touch of beauty and
creative expression into their everyday lives.
II. Research and Findings
We researched the leading causes of death in the Netherlands to help decide what
to focus our health care project on. We found some similarities and differences between
the United States and Netherlands. One of the top three leading causes of deaths in both
countries is lung cancer. The Netherlands is ranked #7 in the world for the annual number
of lung cancer related deaths and the United States is ranked #9. According to the
American Cancer Society, “All cancers caused by tobacco use and heavy alcohol
consumption could be prevented completely.” We see the problem at hand and
substantial amount of research linking smoking and lung cancer together as a strong
opportunity for the development of our product.
According to the Dutch governmental institution Statistics Netherlands, 33% of the Dutch
population in the age group 18-24 years-old smoke and over 21% of Dutch 18-24 year-
olds smokes every day. Of this age group, 10% are considered heavy smokers (smoke
twenty or more cigarettes a day). In Statistics Netherlands’ latest report in December
2014, it was noted that heavy smokers are more likely to be less positive about their

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health than smokers and nonsmokers. Even though there is much research and public
knowledge on the health-hazardous effects of smoking, many young adult smokers are
positive about their health. 91% of male smokers and about 85% of female smokers are
positive about their health. However, only 80% of male heavy smokers and 71% of
female heavy smokers are positive about their health. We thought the health positivity
rates seemed high for both smokers and heavy smokers given the known dangers of
smoking. We attribute these perceptions of positive health to the short-term effects
cigarettes may give a consumer, such as decreased appetite and stress release. From this
information though, we think it is safe to assume that the vast majority of this age group
cares about their health or are health conscious.
In the September 2014 country report on smoking cessation in the Netherlands
from Euromonitor International, it is stated that the Netherlands has one of the highest
smoking rates among men and women in Western Europe. The Netherlands also happens
to be one of the few countries where smoking prevalence amongst women has actually
increased. We want our product to be consumed by both young men and women. But
because of this information, we will focus more on targeting our product towards women
as they have lower health positivity. Very good
Recent statistics for rates of people who quit smoking in the Netherlands was unavailable,
but we found that in the U.S., approximately 5 out of 10 smokers aged 18-24 years
stopped smoking for more than 1 day in 2010 because they were trying to quit (Sailor).
According to a study from the University of South Florida, nearly 90% of people who try
to quit relapse.
One of the most common ways to quit smoking are through the use of nicotine
replacement products, such as nicotine patches (Sailor). Nicotine patches work by
providing low levels of nicotine to the user—helping lessen the physical signs of
withdrawal symptoms. The current patches look like large bandages and are not
necessarily visually appealing. Most users place the patches in places on their body out of
sight of others. The statistics for the prevalence of tattoos in the Netherlands specifically
was unavailable, but information available for the U.S. shows that in the U.S.,
Millennials are increasingly getting more tattoos than generations in the past. Twenty
percent of Americans have a tattoo, and of that group 40% are millennials. Additionally,

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a University of Leipzig study reported that, the number of women in Germany getting
tattoos has been doubling across every age group between at least 2003-2009, and one in
five people in the UK have a tattoo (Srah). We think these trends in the U.S., U.K., and
Germany will hold true to the Netherlands as well given the worldwide popularity of
actresses, models, and public figures with numerous tattoos such as Cara Delevingne,
Angelina Jolie, and David Beckham.
III. Product
A. SWOT Analysis
Strengths:
One major strength of our product is its unique design. The idea of disguising a
nicotine patch as a flash tattoo is aesthetically appealing to our target market of people
ages 18-24 that smoke. These people do not want others to know that they smoke in the
first place or that they are trying to quit. Classic white nicotine patches are boring and
visually unappealing. Our new flash tattoo nicotine patches will make quitting smoking a
stylish possibility. Flash tattoos are an up and coming product that is popular among this
age group. This means that with our added technology that provides a health benefit, this
demand can be further increased. Another strength of our product is currently there is no
fashionable nicotine patch option, therefore we are providing customers with something
that doesn't currently exist. We are a company based in the Netherlands and we plan on
selling our product to the Netherlands and the European Union as a whole. Smoking is
an activity of around 25%-30% of each country in the European Union's population
(OECD), which means that our business location is perfect for this demographic area.
Weaknesses:
Every product has both strengths and weaknesses, and it is important for
companies to determine those weaknesses so that they can try to eliminate them. Some
weaknesses of our product include that we are a new company entering the market, and
therefore customers do not know us. This means we will have some substantial initial
startup costs, as well as fairly high marketing costs to increase customer
awareness. Another weakness is that we do not have the skills or knowledge to develop
this kind of technology in house, so we will have to find a third party to develop the
technology for us. A weakness that will be present in the early stages of our product is the

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fact that we will have limited product assortment. We will design the flash tattoos and
offer a wide variety, but we will not allow personal customization until further into the
future.
Opportunities:
One reason why we chose this product and this particular target market was
because of the opportunities it presented. Lung cancer, which is caused by smoking, is
the second leading cause of death in the Netherlands Reference!. Our product will
hopefully decrease this number and help solve a problem that is very large and
current. Another opportunity is the increasing use of social media, especially since our
target market is between the ages of 18 and 24. Explain why somewhere in the
paper This age group consists of heavy social media users, which creates several
marketing channels for us to use. Communicating our product over social media will
help it seem more appealing and popular, which will help build our customer
base. Social media is also free and will help with our rising marketing costs. Another
opportunity is related to our competitive advantage, which is our design. There is
currently no aesthetically appealing nicotine patch on the market. Our design combined
with the nicotine patch technology sets us apart from our competitors. This will attract
customers because we offer a product that no other company does. It is reported that one
in three people ages 18-24 smokes in the Netherlands. This is 33% of people ages 18-24
(Statistics Netherlands). This is a large target market, especially when you look at the
European Union as a whole and see that around 25%-30% of each country’s' population
smokes(OECD). Smoking is a huge problem in the European Union, which is why lung
cancer is their second leading cause of death. These statistics provide us with another
opportunity, which is the the opportunity to partner with the government in order to
receive financing. The government finances almost all quit smoking campaigns, and
therefore a strategic partnership with them would allow us to raise money to fund our
marketing efforts. We will discuss the mutual benefits of this partnership in a later
section. Our product is aesthetically appealing to those ages 18-24 and by targeting this
group we can help them quit at a fairly young age. This will help them live longer,
healthier lives, as well as encourage them to raise their children as non-smokers. The

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opportunities in this market are endless, and flash tattoos for people ages 18-24 is just the
beginning.
Threats:
Threats are an important aspect that every company should evaluate before
entering a new market or releasing a new product. The threats that exist for us are the
fact that consumers could simply reject our product idea. Another threat is that the stores
that we wish to sell our product in might be hesitant to collaborate with a brand new
company offering a brand new product. Another threat is directly related to our
competitive advantage. Once companies hear about our product they will begin trying to
copy our technology and design. This is a threat because if customers have strong brand
loyalty or trust already existent companies, then they might not choose our product. We
can help prevent this threat by continuously innovating and beginning to offer the
customization option. As long as we stay one step ahead of our competitors in the design
aspect, this threat can be diminished. Another large threat to our company and product
success is that smoking is a big part of European culture. It is a common social activity
and trying to persuade people to quit will be difficult, let alone trying to convince them to
quit by using our product. We will try to reduce this threat by focusing our advertising
on showing the negative effects of smoking and how harmful it is. Fear is a great
marketing tool that can help us attract consumers.
B. Partnerships
Urban Exposure will develop a strategic partnership with the government of the
Netherlands in order to gain financing for our marketing efforts. The government
currently finances almost all of the quit smoking campaigns. This partnership will be
beneficial for both parties involved. Urban Exposure will benefit by receiving financing,
which will allow us to promote our product and increase customer awareness. The
government will benefit because when the citizens of their country quit smoking, then the
health costs for these people will go down, as well as for others who suffer from second
hand smoke. In addition, the Netherlands will be rated as a more healthy country overall
and will therefore attract more people to visit or even move here. The government will

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be inclined to finance our campaign because we are promoting a healthier lifestyle and
discouraging smoking. This partnership will help us fund our marketing efforts, while
helping the government achieve benefits and cost savings by having healthier citizens.
Urban Exposure will also develop strategic partnerships with many popular,
young adult clothing stores in the Netherlands. These stores include Zara, Topshop,
Mango, H&M, Free People, and Urban Outfitters. This partnership will also be mutually
beneficial. We will gain more brand exposure by placing our products in these
stores. We will also gain more promotion, without having to pay for it. The store will
want to advertise our product to make money and will therefore fund their own marketing
campaigns that include our product. The store will benefit because if people don't want
to order their flash tattoo nicotine patches online and wait for it to be shipped to them,
they can go directly to one of these stores and purchase a box directly. This will increase
customer traffic in the store, and we will allow the store to keep 10% of the total profits
from all the boxes sold. This partnership will help increase our brand awareness and
customer base, while helping the stroes increase their own traffic and profits.
C. Brand Name
Urban Exposure represents expressing yourself in an urban atmosphere. The
word exposure establishes the idea of no longer hiding your attempt to quit smoking. We
want our uniquely designed flash tattoo nicotine patches to be seen by everyone, so they
know that you are a health conscious consumer who is trying to quit smoking in a stylish
way. Our name Urban Exposure gives the product a chic, city feel, that instills in you the
confidence to tell the world you are trying to quit smoking.
D. Target Market
Geographic:
Our customers are most likely going to be European citizens. We are
starting our business in the Netherlands, but we are able to ship throughout
Europe. Eventually we would like to target to customers outside of the EU in the
United States.
Demographic:
Our customers are typically ages 18-24 years old. They are most likely
still in college or just recently graduated. Therefore, they most likely do not have

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children. Most of our target market is women. Some male tattoos are going to be
produced, but our brand is mainly targeted at women. Our target market also
includes residents of the European general area. This would specifically be in big
cities such as Amsterdam, Paris, London, etc.
Psychographic:
Our target market is most likely your typical “music festival goer”. They
are very artistic, and love to express themselves in a variety of ways. This could
include the way they dress or the music they listen to. They probably started
smoking for several reasons that are related to their personality. This could
include the need for affirmation and desire to “fit in” with the culture. Our target
market cares about the look they represent. They care about what other people
think of them, so it may be hard for them to quit smoking and wear an ugly
nicotine patch. They wear the flash tattoo because they still want to give off a
carefree personality and modern lifestyle but also want to communicate that they
are becoming more health conscious.
There are many benefits consumers will receive when they use our product. The
main benefit is that it helps with their journey to quit smoking. It also helps that it
provides style and a new “accessory” to their everyday look. We also want our
customers to feel proud of the lifestyle choice they are making. This will help
them communicate to others that they are taking a new step forward in improving
their personal health.
Behavioral:
The target market is going to be consistent and committed to their
practices to quit smoking. The target market must be willing to take initiative in
improving their health. They also will have a desire to educate their friends and
family about the risks of smoking. Our product will be beneficial to them when
they are at the readiness stage because they will be willing to actively wear the
flash tattoos. Quitting their addiction is not something they will be ashamed of, it
is something they are going to wear proudly in a fashionable manner. These

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behaviors will also contribute to their brand loyalty. Our product is stylish,
alternative, unique, and health conscious.
E. Distribution -Business-to-Business & Business-to-Consumer
Urban Exposure's choice of distribution is critical to our success, because how we
choose to distribute our product to our consumers will have a large impact on their choice
to purchase it. We have decided to conduct a business-to-consumer marketing strategy,
because we will be offering our product for direct purchase online, as well as selling it to
consumers at promotional events such as music festivals. We will also be conducting a
business-to-business marketing strategy, because we will be selling our flash tattoo
nicotine patches in popular, young adult clothing stores such as, Zara, Topshop, Mango,
H&M, Free People, and Urban Outfitters. In this case we will be marketing our product
to the stores themselves and persuading them to advertise and sell it to their customers
F. Price
We have decided to price our product competitively with current nicotine patches
and current flash tattoos. This means that our product will cost 30 Euros for a pack of 14
patches of 21 mg, 30 Euros for a pack of 14 patches of 14 mg, and 30 Euros for a pack of
14 patches of 7 mg. If consumers wish to customize their own flash tattoo nicotine
patches, it will cost an extra 7 euros per pack. We based our prices off of the average
price of competitor's nicotine patch boxes and the average price of competitor's flash
tattoo packages.
G. Expansion
Urban Exposure has lots of room for growth. We plan to focus our efforts mainly
in The Netherlands in the beginning, but once we gain a significant customer base we
plan to expand to all parts of Europe. We also plan to initially start focusing on the
women in our target market, however we hope to expand and reach men later on. We
have found that women will be the best group to target because they are the group
wearing flash tattoos, and they are the most concerned with their outward appearance.
H. Intellectual Property

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In order to protect the intellectual property of Urban Exposure, a patent will be
made for the technology behind the combination of the nicotine patch and the flash
tattoo. A trademark will also be bought to protect Urban Exposure's brand equity.
IV. Points of Parity and Points of Difference
A. Points of Parity
Urban Exposure can compete in the nicotine patch industry by offering the same
features that competitors offer. The patches offered by Urban Exposure will contain the
same nicotine dosage amounts as competitor patches, and will therefore allow consumers
to quit smoking in the same amount of time claimed by competitors. Urban Exposure can
also compete in the flash tattoo industry by offering the same stylish designs as other
competitors, as well as the easy flash tattoo application process.
B. Points of Difference
No other product on the market offers the technology or design features that
Urban Exposure delivers. With our stylish flash tattoo designs and option for personal
customization, consumers are able to create a flash tattoo that fits their style. These
uniquely customizable tattoos, combined with our nicotine patch technology, allows our
consumers to show the world they're trying to quit smoking rather than trying to hide the
boring nicotine patches that our competitors offer. Urban Exposure has made quitting
smoking trendy and popular.
V. Marketing Campaign
We have already discussed our product, place, and pricing, so now we will
discuss our promotion, packaging, and people.
A. Promotion and Advertising
We will advertise our product by placing ads in young adult magazines focused
on fashion and health such as, Glamour, Vogue, Cosmopolitan, and Women's Health. By
advertising in Glamour we hope to reach 263,000 readers and by advertising in Vogue we
hope to reach 284,000 readers (condenastinternational). Bases on these readership
statistics, we estimate that we will reach around 240,000 readers through our ads in
Cosmopolitan, and an additional 220,000 readers through our ads in Women's
Health. Urban Exposure will sponsor music festivals, as well as design facebook ads,
spotify ads, youtub ads, and posters to be put in train stations and bus stops. Urban

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Exposure hopes to get a celebrity to endorse our product, one that is well known and well
liked in the Netherlands, such as Famke Janssen.
B. Packaging
Packaging for Urban Exposure's flash tattoo nicotine patches will be in an
environmentally conscious, reusable box that has our logo on the outside and an image of
one of the flash tattoo nicotine patches contained within that box. Each tattoo will come
on a separate sheet for easy application. These sheets will also be recyclable.
C. People
We will have employees running the website that will be available to help
consumers with any questions they may have. These employees will be knowledgeable
about our product, pricing, and distribution methods. Our product will also be sold in
stores as we mentioned above. The employees of these stores tend to be women, around
the age of our target market (18-24), which will make them relatable to the consumers
buying our product. They will also have knowledge about our product and how it works,
so that they are able to help answer any questions the consumer may have.
VI. Brand Equity
The brand value that Urban Exposure strives to represent is: achieving a healthier
lifestyle through our stylish products. This is shown through the brand pyramid. The
bottom tier of the pyramid is salience, which is defined as the category identification and
the needs satisfied. Urban Exposure has created a new product, a nicotine patch designed
as a flash tattoo. This satisfies the needs of people who are trying to quit smoking, but
don't want to wear the boring and plain patches that currently exist in the market. Our
product allows our consumers to express themselves artistically, while achieving personal
health goals. The second tier of the pyramid consists of performance and imagery. Our
product will work the same as competitor's nicotine patches, it will simply be more
aesthetically appealing. It will be reliable, safe, and fashionable. Since our product is
mean to be seen, we will gain a lot of consumers through word of mouth. We want to
show that our target market consists of people who care about their health and are
motivated to make a change towards a healthier lifestyle. The third tier of the pyramid is
judgments and feelings. Urban Exposure will be seen as a brand that is reliable, caring,

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and trendy. The feelings our brand will evoke are: fun, peace of mind, and beauty. The
top tier of the pyramid is resonance, which will develop through our loyal
customers. Once a consumer sees in week one that they can quit smoking by using our
product, they will continue to buy from us until the eight week process is over and they
are fully nicotine free. Since consumers will wear our flash tattoo patches where others
can see, we will gain more consumers through word of mouth and begin creating a
community of people trying to quit smoking. Through our partnership with the
government, our consumers will trust our brand. Also, we will display the negative
effects of smoking in our advertisements to instill fear in our consumers and encourage
them to avoid this future by quitting smoking using our product. Urban Exposure will
stay true to its mission statement, "striving to help young adults to quit smoking
cigarettes, while also allowing creative expression through artistic designs", while
building brand equity through marketing and partnerships.
VII. Financials
To determine our breakeven point we must consider all of our costs, which
include our yearly costs such as production costs, marketing costs, website maintenance
costs; and our one time costs such as website development, research and development,
and any other legal or licensing fees. We estimate that our production costs will be
around .50 per patch, which would be 7 euros per box. This will provide us with a 23
euro profit margin per box. We estimate that we will sell 2,902,962 euros worth, which
is 96,756 boxes. This will allow us to capture about 10% of our target market in the first
year. We plan to produce 100,000 boxes the first year, which will cost us 700,000
euros. To develop our website from which the consumers can directly order their flash
tattoo nicotine patches it will cost us about 15,000 euros. We estimate that our yearly
website maintenance will cost around 5000 euros. Our marketing costs will be high
during our first few years, so that we can make consumers aware of our product. We
estimate that for the first three years our marketing costs will be around 500,000 euros
each year. Our total costs for the first year will equal 1,342,000 euros. This means to
break even our first year we will need to sell 816,869 patches, which is 58,347 boxes.

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First Year Budget Cash Needed % of
to Start Total
Yearly Costs
Salary of owner-manager 80,000 6.0%
All other salaries and wages 120,000 8.9%
Advertising 500,000 37.3%
Supplies 5,000 0.4%
Insurance 7,200 0.5%
Interest 6,000 0.4%
Website Maintenance 5,000 0.4%
Subtotal 715,000 53.9%
One-Time Costs
Website Design 15,000 1.1%
Legal and other professional fees 6,000 .4%
Licenses and permits 6,000 0.4%
Research 600,000 44.7%
Subtotal 627,000 46.6%
Totals 1,342,000 100%

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Income Statement- Year 1
Sales 2,902,692 euros
Cost of goods sold (2,300,000) euros
Gross profit 602,692 euros
Yearly Costs (715,000) euros
One time costs (627,000) euros
Government Assistance 200,000 euros
Net Income (539,308) euros
VIII. Conclusion
We believe that Urban Exposure will be a successful product socially and
financially. Our product has the opportunity to save the lives of many by helping our
target market quit smoking. With Urban Exposure being a blend of healthcare and
fashion, we believe will be able to draw consumers in with a mix of Maslow’s hierarchy
of needs. The health component of Urban Exposure appeals to physiological needs while
our fashion element will appeal to self-actualization needs. Ultimately, we believe Urban
Exposure will be more than just a product and our customers will find comfort in the
identity of our brand in leading a life of health-conscious beauty.

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(2010). Glamour. Conde Nast International. Retrieved from
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WHO. n.d. Health Profile: Netherlands. World Health Rankings Live Longer Live Better.
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