SlideShare a Scribd company logo
1 of 23
Download to read offline
Justine Fitch, Clare Wilson, Michelle Quinde, Shelsea Patton
                 More than just a lip balm!



 ot sun. Chafing winds. Frigid temperatures. Furnace-dry air.
•Carmex lip balm was invented in 1937 by Alfred Woelbing, on the family stovetop

•Carma Labs employs about 100 people and is still owned and operated by the family

Products:
CARMEX SKIN CARE
The Carmex Skin Care Line is here with a new solution to heal, soothe and moisturize dry skin.
Healing Lotion and Healing Cream both have a non-greasy feel with a light, pleasant scent.

CARMEX MOISTURE PLUS
This ultra hydrating lip balm is now available with a hint of tint.

….and many more!

Active ingredients: Octinoxate and Oxybenzone, two sunscreen agents found in many of their
lip balm products to protect against the sun

•Other ingredients: Petrolatum, Lanolin, Beeswax, Cetyl Esters, Mineral Oil, Cocoa Butter,
Fragrance, Camphor, Menthol, Salicylic Acid, Vanillin.
•Lip balms contain SPF 15
  •Price point (affordable)- $1.99 chapstick, $2.99 tinted lip color
  •Carmex Healing Lotion contain aloe and vitamin E
  •Variety of flavors: Strawberry, Vanilla, Lime, Cherry, Peppermint
  • For more than 10 years running, Carmex has been the most pharmacist-recommended lip
  balm
  • Ranks number one in a national survey of over-the-counter lip balm products by
  Pharmacy Times magazine.
  •Family owned business for over 75 years
  •Product awareness– yellow and red packaging
  •Success through: doctor recommendations and the image of the brand’s heritage in the
  minds of consumers.
“People sort of think it’s like blue jeans or something else,” Woelbing said. “It’s almost like an iconic product.”
•Old-fashioned approach by printing prices directly onto containers.
• Low advertising- mostly word-of-mouth
• Lack of variety in overall product category: lip care and lotions
•Lack of creativity
•Strong fragrance is not always favorable

Previous ad in a subway station
•Gain more market share by advertising in magazines, online- coupons, billboards:
Times Square, outdoors
•Gain partnerships with more television stations to feature their product during shows
and commercials
•Expand the sales force because industry sales continue to grow
•Expand with new lines of lip balms for men, women and children.
•Expand product line for new flavors
•Customer surveys supplied from retailers like Walmart, Target, CVS on what
consumers are looking for in chap stick
•Inform consumers on their green packaging with Carmex jar and expand on other
sustainable practices in their products
Reduced plastic use by 70,000 pounds each year
That annual reduction of 35 tons of plastic also means that they’re saving 35 tons of
freight from being shipped which means less fuel will be used.
• Competitors- ChapStick, Blistex, Burt’s Bees
•3rd largest selling lip balm
•Stronger advertising, sales campaigns and product updates from
competitors
•Nivea, Olay, Curel, Aveeno, Gold Bond Ultimate, St. Ives-
moisturizing and healing lotions
• Men and women who live an active lifestyle outdoors- Psychographic
    Segmentation
  • Age range: 18-65
  Physical activity helps reduce health problems and diseases which elder people face
  Based on product reviews specific target age range: 25-29



Outdoors activities:
•Sports
•Camping
•Hiking
•Rock Climbing
•Fishing
•Shopping
•Biking
•Canoeing
Reasoning:
       • Carmex has SPF 15
       • Some people fail to protect sensitive parts of their body such as their ears
         and lips from the sun.
       • Just as likely to burn, as well as develop cancer with increased exposure.
       • If you’re planning to spend the day skiing or boarding the slopes during
         the winter, or water skiing on a lake during the summer, it’s important that
         you select the appropriate sunscreen for all parts of your body
       • Lips are particularly at risk for getting sunburns and developing lip
         cancer.
        each year over 3,500 new cases of lip cancer are diagnosed, and many of
         these are a result of too much exposure to the sun with too little
         protection.



                Sun Protection                                       Vitamin-E
Several of our product varieties include SPF 15    With a little help from vitamin E and aloe, Carmex
  sunscreen to help protect your lips from the        Moisture Plus™ lip balm helps nourish and
 sun’s damaging rays. It’s effective protection                        moisturize lips
            you can wear every day.
•Affordable as compared to competitor Burt’s Bees Lip Balm
•One stick of Burt’s Bees costs on average $3.00
•One stick of Carmex costs on average $1.69-1.89
                                                                 Does Burt’s Bees have SPF?
                                                                •NOT ALL OF THEIR PRODUCT
                                                                • Only SPF 8




Positioning based on product attributes:
multiple uses for those who live an active, outdoor lifestyle
Carmex can protect against these activities:
•Use as an antiseptic for minor cuts, burns, and insect bites
•Relieving the itch out of athlete’s foot
•Helps smooth elbows and knees
•Helps treat cold sores
CARMEX ORIGINAL HEALING OINTMENT
•New thick, concentrated formula that will help repair
and restore your driest, roughest skin.
•Try it on hands, heels, cracked or chafed skin,
elbows and cuticles.
•Petrolatum, Lanolin, Beeswax, Cetyl Esters, Mineral
Oil, Cocoa Butter, Fragrance, Camphor, Menthol,
Salicylic Acid, Vanillin.
• $5.99


BURT’S BEES HAND AND FOOT LOTIONS
• Foot crème- made with coconut oil and natural
ingredients, revives and rejuvenates dry feet
•Hand crème- Made with Aloe Vera and Vitamin E to
moisurize. Used for moisturizing
•Moisturizes, smoothes, and softens.
•$9.00
Our mission is to sell products that contribute to our customer and
their everyday lifestyle, while representing the company that was
established 75 years ago . We want to build personal relationships
   with our customers through selling unique products. Carmex
 offers a wide variety of lip protection and skin care offering SPF
15 and Vitamin E in addition to several ingredients that aid in the
               protection from all types of elements.
Carmex Repositioning
Carmex Repositioning
• Goal of advertisement: make people aware of product benefits as
compared to their competitors (ex. Burt’s Bees)
•Outdoor Advertising is still effective even with online ads
• Constant visual reminders- product is being reinforced
•Reinforces other forms of advertising (ex. Read in Men’s Health
magazine for more information on how our product protects your
skin)
•Cost-effective
•Can’t be turned off or put down
•Control over ad space

1.) Bulletins/transit in subway stations
2.) Taxi Cabs
3.) Highway billboards
4.) Bus Stops “street furniture”
5.) Pharmacy:
Approximately two-thirds of consumers’ purchase decisions are
made in the store. Impulse categories have an 80 percent rate.
•General consumer magazines
Health lifestyle- Men’s and Women’s Health
Beauty- Allure: geared toward younger demographic
•Niche Magazines (outdoor lifestyles)- Outside, Climbing, Golf, Ski, Snowboarding
•¾ consumers choose to read magazines even if they can find the information online
•51% of U.S. consumers interested in User-generated content: ex. read about experiences
with our product and how it protected their skin from UV rays
Social Media
•Informs consumers of a promotional offer
as well as creates awareness, interest, and
favorable attitudes toward the brand. It’s
also a way to offer contests:

For every 100thperson to post
#IloveCarmex on Twitter will receive a free
Carmex basket containing products and be
entered to win camping gear package
When we reach one million likes on
Facebook we will fly you and a friend out to
Colorado to meet Shaun White and receive
a personal snowboarding lesson

•Medium Vehicles: Twitter, Facebook,
•Control, coverage, reach, response, impact
•Flyers: 1-2 times per year because they are expensive.
We do not want to pressure our customers by calling them on the phone
For a low-involvement item.
Let the customer know where they can purchase the product, including
online
Would rather inform or educate our customer of the benefits they can
receive by using the products.
•Sales letters: 1-2 times per year

•Online Direct Response- drugstore.com, cvs.com, samclub.com,
walgreens.com because these are our biggest retailers.
Coupons Coupons Coupons!


               •Developing a new sales promotion will encourage
               customers to buy the Carmex brand, thus creating a
               stronger relationship with current customers and
               attracting new customers.

               •Reminding the customer of a promotional offer in an ad
               can break through the clutter that is prevalent in the
               market.

               •Coupons in free-standing inserts, magazine ads

               •Premiums: purchase one chap stick get one free for a
               limited time only

               • Studies have shown that readership scores are higher for
               print ads with coupons than for ads without them
•Use sales promotion to increase integrated marketing
communications

•To receive the rebate on the package, the customer must go to the
Carmex website involving them with the brand.

•The website engages the customer in the brand by having contests or
quizzes that will draw attention to the advertising campaign.

•Rebates also help create new users and encourage brand switching or
repeat purchase behavior.
•Sweepstakes, games, and contests are a great way to
attract buzz and attention.

•Sweepstakes Example: Enter to win the ultimate
outdoor sweepstakes and WIN an all expense paid
trip to Belize including a day of kayaking, rock
climbing and of course relaxation for one week.

•Contest Example: Submit a photograph of you and
your favorite outdoor adventure and the winner will
be featured in our next ad with their photograph. Tell
us why you chose Carmex for lip protection
•Warehouse clubs such as Sam’s and Costco will have sample
booths that carry various Carmex products such as the Carmex
lip balm, moisturizing lotion, and healing cream.

•Free samples will be given out to customers in the store, along
with coupons for Carmex products.

•Trained employees that are knowledgeable of the Carmex
background will inform consumers of the benefits from using
the product.

•Surveys will also be distributed to get the opinion of the
customers on what they feel the company should improve
about each of the products.
FOR IMMEDIATE RELEASE:

Carmex Releases New Outdoor Campaign

Franklin, Wisconsin- May 8, 2012- Increased competition is the main reason why Carmex is launching a
new campaign said CEO Eric Woelbing. The family run company has decided to hire a new advertising
agency to introduce a new marketing strategy to the public. Carmex is an iconic brand that wants to focus
on its affordable prices compared to its competition. The repositioning of the company is a relatively new
concept as they have relied primarily on a “word-of-mouth” strategy for over 75 years.

The new campaign targets those who live an outdoor active lifestyle and showcases the many advantages
offered by the Carmex product line. Carmex offers a skin care line that heals, soothes, and moisturizes dry
skin in addition to lip protection in a variety of flavors and sizes. The premium lip care provides intense
moisturizing benefits from Vitamin E, aloe, shea butter, and avocado butter as well as SPF 15. These are
just some of the few advantages that Carmex emphasizes in their new campaign against their competitors.

A company that is not known for previously advertising is now reaching out to different medium vehicles to
raise awareness to the public. Billboards, bus stops, taxi cabs, pharmacies, magazine ads, and social media
are all places the public will be exposed to the new campaign.

Carmex Lip balm was invented in 1937 by Alfred Woelbing and has continued to offer successful products
for over 75 years. The new campaign hopes to build awareness and result in an increase in sales over the
next decade.

Carma Laboratories, Inc.
5801 West Airways Avenue
Franklin, Wisconsin 53132
U.S.A.
Phone: 414-421-7707

###
Sources:
http://www.bestsunscreenshop.com/best-spf-lip-balm-for-sports
http://cracked-lips.com/types-of-lip-balm
http://www.streetdirectory.com/travel_guide/27371/medical_conditions/5_easy_tips_to_protect_yourself_against_dry_sk
http://libproxy.fitsuny.edu:2118/ps/i.do?&id=GALE|A271050818&v=2.1&u=fitsuny&it=r&p=ITOF&sw=w
http://libproxy.fitsuny.edu:2118/ps/i.do?&id=GALE|A235287984&v=2.1&u=fitsuny&it=r&p=ITOF&sw=w
http://libproxy.fitsuny.edu:2118/ps/i.do?&id=GALE|A233220271&v=2.1&u=fitsuny&it=r&p=ITOF&sw=w
http://www.managementparadise.com/forums/marketing-management/210531-marketing-strategy-carma-laboratories-inc
http://wombuzz.blogspot.com/2006/04/carmex-will-no-longer-just-rely-on.html
http://wombuzz.blogspot.com/2006/04/carmex-will-no-longer-just-rely-on.html
http://www.msnbc.msn.com/id/12069073#.T4t2N4KpW9t
http://www.bolinmarketing.com/news/detail/bolin-marketing-launches-carmex%E2%80%99s-largest-national-integrated-

http://www.makeupalley.com/product/showreview.asp/page=5/pagesize=20/ItemID=17764/AgeRange=3/
http://www.burtsbees.com/natural-products/lips-lip-balms/sun-protecting-lip-balm-spf-8.html
http://www.who.int/dietphysicalactivity/factsheet_adults/en/index.html
http://www.wisegeek.com/how-effective-is-outdoor-advertising.htm
http://adage.com/article/mediaworks/reads-magazines/119539/

More Related Content

What's hot

Assignment 1 Dove Target Audience
Assignment 1 Dove Target AudienceAssignment 1 Dove Target Audience
Assignment 1 Dove Target AudienceAriana Buzzelli
 
Branding Management of Clinic all clear
Branding Management of Clinic all clearBranding Management of Clinic all clear
Branding Management of Clinic all clearSaravanan rulez
 
L'Oréal brand La Roche Posay Brand Marketing Strategy
L'Oréal brand La Roche Posay Brand Marketing Strategy L'Oréal brand La Roche Posay Brand Marketing Strategy
L'Oréal brand La Roche Posay Brand Marketing Strategy Krishni Miglani
 
Digital Strategy For Nivea Cosmetics
Digital Strategy For Nivea Cosmetics Digital Strategy For Nivea Cosmetics
Digital Strategy For Nivea Cosmetics Antonnette Smith
 
A Brand Comparison of Dove vs. Olay
A Brand Comparison of Dove vs. OlayA Brand Comparison of Dove vs. Olay
A Brand Comparison of Dove vs. OlaySarah Pond
 
Trends + Trendsetters: The Best in Beauty Content Marketing
Trends + Trendsetters: The Best in Beauty Content Marketing Trends + Trendsetters: The Best in Beauty Content Marketing
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
 
Proposition d'innovation pour La Roche-Posay
Proposition d'innovation pour La Roche-PosayProposition d'innovation pour La Roche-Posay
Proposition d'innovation pour La Roche-PosayLaura Bernard
 
Brand positioning model (Dove case study)
Brand positioning model (Dove case study)Brand positioning model (Dove case study)
Brand positioning model (Dove case study)An Le K.
 
Comparison of the 2 advertisements
Comparison of the 2 advertisementsComparison of the 2 advertisements
Comparison of the 2 advertisementsAliaksey Narko
 
Effective content strategy guided by the SAVE framework
Effective content strategy guided by the SAVE frameworkEffective content strategy guided by the SAVE framework
Effective content strategy guided by the SAVE frameworkZemanta
 
Eating Pattern in America - Case study
Eating Pattern in America - Case studyEating Pattern in America - Case study
Eating Pattern in America - Case studyShivangiGohri
 
Consumer Based Brand Equity
Consumer Based Brand EquityConsumer Based Brand Equity
Consumer Based Brand EquitySohan Khatri
 
Clinique Marketing Plan
Clinique Marketing PlanClinique Marketing Plan
Clinique Marketing PlanZhuo Karen Cai
 
Branding Made Easy
Branding Made EasyBranding Made Easy
Branding Made EasyStacy Noland
 
Overview of dove real beauty skecthes campaign
Overview of dove real beauty skecthes campaignOverview of dove real beauty skecthes campaign
Overview of dove real beauty skecthes campaignSYED SOHAIL
 

What's hot (20)

Assignment 1 Dove Target Audience
Assignment 1 Dove Target AudienceAssignment 1 Dove Target Audience
Assignment 1 Dove Target Audience
 
Branding Management of Clinic all clear
Branding Management of Clinic all clearBranding Management of Clinic all clear
Branding Management of Clinic all clear
 
L'Oréal brand La Roche Posay Brand Marketing Strategy
L'Oréal brand La Roche Posay Brand Marketing Strategy L'Oréal brand La Roche Posay Brand Marketing Strategy
L'Oréal brand La Roche Posay Brand Marketing Strategy
 
Digital Strategy For Nivea Cosmetics
Digital Strategy For Nivea Cosmetics Digital Strategy For Nivea Cosmetics
Digital Strategy For Nivea Cosmetics
 
A Brand Comparison of Dove vs. Olay
A Brand Comparison of Dove vs. OlayA Brand Comparison of Dove vs. Olay
A Brand Comparison of Dove vs. Olay
 
Trends + Trendsetters: The Best in Beauty Content Marketing
Trends + Trendsetters: The Best in Beauty Content Marketing Trends + Trendsetters: The Best in Beauty Content Marketing
Trends + Trendsetters: The Best in Beauty Content Marketing
 
Brand Management
Brand ManagementBrand Management
Brand Management
 
Proposition d'innovation pour La Roche-Posay
Proposition d'innovation pour La Roche-PosayProposition d'innovation pour La Roche-Posay
Proposition d'innovation pour La Roche-Posay
 
Brand positioning model (Dove case study)
Brand positioning model (Dove case study)Brand positioning model (Dove case study)
Brand positioning model (Dove case study)
 
Comparison of the 2 advertisements
Comparison of the 2 advertisementsComparison of the 2 advertisements
Comparison of the 2 advertisements
 
Effective content strategy guided by the SAVE framework
Effective content strategy guided by the SAVE frameworkEffective content strategy guided by the SAVE framework
Effective content strategy guided by the SAVE framework
 
Coca cola marketing plan
Coca cola marketing planCoca cola marketing plan
Coca cola marketing plan
 
Eating Pattern in America - Case study
Eating Pattern in America - Case studyEating Pattern in America - Case study
Eating Pattern in America - Case study
 
Consumer Based Brand Equity
Consumer Based Brand EquityConsumer Based Brand Equity
Consumer Based Brand Equity
 
[Dove] Customer Journey
[Dove] Customer Journey[Dove] Customer Journey
[Dove] Customer Journey
 
Pantene
PantenePantene
Pantene
 
Clinique Marketing Plan
Clinique Marketing PlanClinique Marketing Plan
Clinique Marketing Plan
 
Why Branding is Important
Why Branding is ImportantWhy Branding is Important
Why Branding is Important
 
Branding Made Easy
Branding Made EasyBranding Made Easy
Branding Made Easy
 
Overview of dove real beauty skecthes campaign
Overview of dove real beauty skecthes campaignOverview of dove real beauty skecthes campaign
Overview of dove real beauty skecthes campaign
 

Viewers also liked

Prince Of Tennis Dream Live Panel
Prince Of Tennis Dream Live PanelPrince Of Tennis Dream Live Panel
Prince Of Tennis Dream Live Panelguestbc13b8
 
Chaps Lip Balm Proposal
Chaps Lip Balm ProposalChaps Lip Balm Proposal
Chaps Lip Balm ProposalTyler Brown
 
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEESSTRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEESSeanpaul Walsh
 
pro & cons of abortion
pro & cons of abortionpro & cons of abortion
pro & cons of abortionmalifa89
 
Geographical pricing strategy
Geographical pricing strategyGeographical pricing strategy
Geographical pricing strategyPavankumar H K
 
NIVEA Marketing Communication Analysis
NIVEA Marketing Communication AnalysisNIVEA Marketing Communication Analysis
NIVEA Marketing Communication AnalysisSiriwan Siriwangsanti
 
Marketing Mix - Place
Marketing Mix - PlaceMarketing Mix - Place
Marketing Mix - Placetutor2u
 
Tiffany & Co (PR Plan)
Tiffany & Co (PR Plan)Tiffany & Co (PR Plan)
Tiffany & Co (PR Plan)Zeenat Rasheed
 

Viewers also liked (11)

MKT 340 Ch11 ppt
MKT 340 Ch11 pptMKT 340 Ch11 ppt
MKT 340 Ch11 ppt
 
Prince Of Tennis Dream Live Panel
Prince Of Tennis Dream Live PanelPrince Of Tennis Dream Live Panel
Prince Of Tennis Dream Live Panel
 
Eos Advertising Campaign
Eos Advertising CampaignEos Advertising Campaign
Eos Advertising Campaign
 
Chaps Lip Balm Proposal
Chaps Lip Balm ProposalChaps Lip Balm Proposal
Chaps Lip Balm Proposal
 
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEESSTRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
 
pro & cons of abortion
pro & cons of abortionpro & cons of abortion
pro & cons of abortion
 
Geographical pricing strategy
Geographical pricing strategyGeographical pricing strategy
Geographical pricing strategy
 
NIVEA Marketing Communication Analysis
NIVEA Marketing Communication AnalysisNIVEA Marketing Communication Analysis
NIVEA Marketing Communication Analysis
 
Marketing Mix - Place
Marketing Mix - PlaceMarketing Mix - Place
Marketing Mix - Place
 
Tiffany & Co (PR Plan)
Tiffany & Co (PR Plan)Tiffany & Co (PR Plan)
Tiffany & Co (PR Plan)
 
Promotion mix
Promotion mixPromotion mix
Promotion mix
 

Similar to Carmex Repositioning

Skin care product PPT
Skin care product PPTSkin care product PPT
Skin care product PPTAnu James
 
Boots: Hair Care Sales Promotion | Analysis
Boots: Hair Care Sales Promotion | AnalysisBoots: Hair Care Sales Promotion | Analysis
Boots: Hair Care Sales Promotion | AnalysisAravind Muralidharan
 
Target Glimmer Marketing Plan
Target Glimmer Marketing PlanTarget Glimmer Marketing Plan
Target Glimmer Marketing Plansunnycmui
 
Boots :Hair-care Sales promotion
Boots :Hair-care Sales promotionBoots :Hair-care Sales promotion
Boots :Hair-care Sales promotionGairik Ray
 
Boots- Hair care sales promotion
Boots- Hair care sales promotionBoots- Hair care sales promotion
Boots- Hair care sales promotionTarandeep Kaur
 
The right choice at the right time || Boots: Hair care sales promotion
The right choice at the right time || Boots: Hair care sales promotionThe right choice at the right time || Boots: Hair care sales promotion
The right choice at the right time || Boots: Hair care sales promotionSai Ganesh
 
Syracuse Packaging
Syracuse PackagingSyracuse Packaging
Syracuse Packagingaakaw
 
Boots Hair-Care Sales Promotion
Boots Hair-Care Sales PromotionBoots Hair-Care Sales Promotion
Boots Hair-Care Sales PromotionPariichay Limbodia
 
IVEY Business School Case Study- Boots:Hair-care Sales promotion
IVEY Business School Case Study- Boots:Hair-care Sales promotionIVEY Business School Case Study- Boots:Hair-care Sales promotion
IVEY Business School Case Study- Boots:Hair-care Sales promotionShoham Teberiwal
 
BOOTS: Hair Care Sales Promotion Case Study
BOOTS: Hair Care Sales Promotion Case Study BOOTS: Hair Care Sales Promotion Case Study
BOOTS: Hair Care Sales Promotion Case Study Dinesh Venkatarathna
 
Chapter 5- Brand management: Designing marketing programs to build brand equity
Chapter 5- Brand management: Designing marketing programs to build brand equityChapter 5- Brand management: Designing marketing programs to build brand equity
Chapter 5- Brand management: Designing marketing programs to build brand equityPhat Ngoc NGUYEN
 
EOS Advertising Campaign
EOS Advertising CampaignEOS Advertising Campaign
EOS Advertising CampaignAlison Teadore
 
Boots Hair-Care Sales Promotion: A Harvard Case
Boots Hair-Care Sales Promotion: A Harvard CaseBoots Hair-Care Sales Promotion: A Harvard Case
Boots Hair-Care Sales Promotion: A Harvard CaseSunil Swaroop
 
Does marketing do more harm to society than good?
Does marketing do more harm to society than good?Does marketing do more harm to society than good?
Does marketing do more harm to society than good?Shanmuga Pillaiyan
 

Similar to Carmex Repositioning (20)

Shivi
ShiviShivi
Shivi
 
Care world
Care worldCare world
Care world
 
Skin care product PPT
Skin care product PPTSkin care product PPT
Skin care product PPT
 
Boots: Hair Care Sales Promotion | Analysis
Boots: Hair Care Sales Promotion | AnalysisBoots: Hair Care Sales Promotion | Analysis
Boots: Hair Care Sales Promotion | Analysis
 
Target Glimmer Marketing Plan
Target Glimmer Marketing PlanTarget Glimmer Marketing Plan
Target Glimmer Marketing Plan
 
Boots :Hair-care Sales promotion
Boots :Hair-care Sales promotionBoots :Hair-care Sales promotion
Boots :Hair-care Sales promotion
 
Boots- Hair care sales promotion
Boots- Hair care sales promotionBoots- Hair care sales promotion
Boots- Hair care sales promotion
 
The right choice at the right time || Boots: Hair care sales promotion
The right choice at the right time || Boots: Hair care sales promotionThe right choice at the right time || Boots: Hair care sales promotion
The right choice at the right time || Boots: Hair care sales promotion
 
207368168 fair-and-lovely-marketing
207368168 fair-and-lovely-marketing207368168 fair-and-lovely-marketing
207368168 fair-and-lovely-marketing
 
Syracuse Packaging
Syracuse PackagingSyracuse Packaging
Syracuse Packaging
 
Boots Hair-Care Sales Promotion
Boots Hair-Care Sales PromotionBoots Hair-Care Sales Promotion
Boots Hair-Care Sales Promotion
 
New product branding
New product brandingNew product branding
New product branding
 
New Product Branding
New Product BrandingNew Product Branding
New Product Branding
 
Clinique 2012-final
Clinique 2012-finalClinique 2012-final
Clinique 2012-final
 
IVEY Business School Case Study- Boots:Hair-care Sales promotion
IVEY Business School Case Study- Boots:Hair-care Sales promotionIVEY Business School Case Study- Boots:Hair-care Sales promotion
IVEY Business School Case Study- Boots:Hair-care Sales promotion
 
BOOTS: Hair Care Sales Promotion Case Study
BOOTS: Hair Care Sales Promotion Case Study BOOTS: Hair Care Sales Promotion Case Study
BOOTS: Hair Care Sales Promotion Case Study
 
Chapter 5- Brand management: Designing marketing programs to build brand equity
Chapter 5- Brand management: Designing marketing programs to build brand equityChapter 5- Brand management: Designing marketing programs to build brand equity
Chapter 5- Brand management: Designing marketing programs to build brand equity
 
EOS Advertising Campaign
EOS Advertising CampaignEOS Advertising Campaign
EOS Advertising Campaign
 
Boots Hair-Care Sales Promotion: A Harvard Case
Boots Hair-Care Sales Promotion: A Harvard CaseBoots Hair-Care Sales Promotion: A Harvard Case
Boots Hair-Care Sales Promotion: A Harvard Case
 
Does marketing do more harm to society than good?
Does marketing do more harm to society than good?Does marketing do more harm to society than good?
Does marketing do more harm to society than good?
 

Carmex Repositioning

  • 1. Justine Fitch, Clare Wilson, Michelle Quinde, Shelsea Patton More than just a lip balm! ot sun. Chafing winds. Frigid temperatures. Furnace-dry air.
  • 2. •Carmex lip balm was invented in 1937 by Alfred Woelbing, on the family stovetop •Carma Labs employs about 100 people and is still owned and operated by the family Products: CARMEX SKIN CARE The Carmex Skin Care Line is here with a new solution to heal, soothe and moisturize dry skin. Healing Lotion and Healing Cream both have a non-greasy feel with a light, pleasant scent. CARMEX MOISTURE PLUS This ultra hydrating lip balm is now available with a hint of tint. ….and many more! Active ingredients: Octinoxate and Oxybenzone, two sunscreen agents found in many of their lip balm products to protect against the sun •Other ingredients: Petrolatum, Lanolin, Beeswax, Cetyl Esters, Mineral Oil, Cocoa Butter, Fragrance, Camphor, Menthol, Salicylic Acid, Vanillin.
  • 3. •Lip balms contain SPF 15 •Price point (affordable)- $1.99 chapstick, $2.99 tinted lip color •Carmex Healing Lotion contain aloe and vitamin E •Variety of flavors: Strawberry, Vanilla, Lime, Cherry, Peppermint • For more than 10 years running, Carmex has been the most pharmacist-recommended lip balm • Ranks number one in a national survey of over-the-counter lip balm products by Pharmacy Times magazine. •Family owned business for over 75 years •Product awareness– yellow and red packaging •Success through: doctor recommendations and the image of the brand’s heritage in the minds of consumers. “People sort of think it’s like blue jeans or something else,” Woelbing said. “It’s almost like an iconic product.”
  • 4. •Old-fashioned approach by printing prices directly onto containers. • Low advertising- mostly word-of-mouth • Lack of variety in overall product category: lip care and lotions •Lack of creativity •Strong fragrance is not always favorable Previous ad in a subway station
  • 5. •Gain more market share by advertising in magazines, online- coupons, billboards: Times Square, outdoors •Gain partnerships with more television stations to feature their product during shows and commercials •Expand the sales force because industry sales continue to grow •Expand with new lines of lip balms for men, women and children. •Expand product line for new flavors •Customer surveys supplied from retailers like Walmart, Target, CVS on what consumers are looking for in chap stick •Inform consumers on their green packaging with Carmex jar and expand on other sustainable practices in their products Reduced plastic use by 70,000 pounds each year That annual reduction of 35 tons of plastic also means that they’re saving 35 tons of freight from being shipped which means less fuel will be used.
  • 6. • Competitors- ChapStick, Blistex, Burt’s Bees •3rd largest selling lip balm •Stronger advertising, sales campaigns and product updates from competitors •Nivea, Olay, Curel, Aveeno, Gold Bond Ultimate, St. Ives- moisturizing and healing lotions
  • 7. • Men and women who live an active lifestyle outdoors- Psychographic Segmentation • Age range: 18-65 Physical activity helps reduce health problems and diseases which elder people face Based on product reviews specific target age range: 25-29 Outdoors activities: •Sports •Camping •Hiking •Rock Climbing •Fishing •Shopping •Biking •Canoeing
  • 8. Reasoning: • Carmex has SPF 15 • Some people fail to protect sensitive parts of their body such as their ears and lips from the sun. • Just as likely to burn, as well as develop cancer with increased exposure. • If you’re planning to spend the day skiing or boarding the slopes during the winter, or water skiing on a lake during the summer, it’s important that you select the appropriate sunscreen for all parts of your body • Lips are particularly at risk for getting sunburns and developing lip cancer.  each year over 3,500 new cases of lip cancer are diagnosed, and many of these are a result of too much exposure to the sun with too little protection. Sun Protection Vitamin-E Several of our product varieties include SPF 15 With a little help from vitamin E and aloe, Carmex sunscreen to help protect your lips from the Moisture Plus™ lip balm helps nourish and sun’s damaging rays. It’s effective protection moisturize lips you can wear every day.
  • 9. •Affordable as compared to competitor Burt’s Bees Lip Balm •One stick of Burt’s Bees costs on average $3.00 •One stick of Carmex costs on average $1.69-1.89 Does Burt’s Bees have SPF? •NOT ALL OF THEIR PRODUCT • Only SPF 8 Positioning based on product attributes: multiple uses for those who live an active, outdoor lifestyle Carmex can protect against these activities: •Use as an antiseptic for minor cuts, burns, and insect bites •Relieving the itch out of athlete’s foot •Helps smooth elbows and knees •Helps treat cold sores
  • 10. CARMEX ORIGINAL HEALING OINTMENT •New thick, concentrated formula that will help repair and restore your driest, roughest skin. •Try it on hands, heels, cracked or chafed skin, elbows and cuticles. •Petrolatum, Lanolin, Beeswax, Cetyl Esters, Mineral Oil, Cocoa Butter, Fragrance, Camphor, Menthol, Salicylic Acid, Vanillin. • $5.99 BURT’S BEES HAND AND FOOT LOTIONS • Foot crème- made with coconut oil and natural ingredients, revives and rejuvenates dry feet •Hand crème- Made with Aloe Vera and Vitamin E to moisurize. Used for moisturizing •Moisturizes, smoothes, and softens. •$9.00
  • 11. Our mission is to sell products that contribute to our customer and their everyday lifestyle, while representing the company that was established 75 years ago . We want to build personal relationships with our customers through selling unique products. Carmex offers a wide variety of lip protection and skin care offering SPF 15 and Vitamin E in addition to several ingredients that aid in the protection from all types of elements.
  • 14. • Goal of advertisement: make people aware of product benefits as compared to their competitors (ex. Burt’s Bees) •Outdoor Advertising is still effective even with online ads • Constant visual reminders- product is being reinforced •Reinforces other forms of advertising (ex. Read in Men’s Health magazine for more information on how our product protects your skin) •Cost-effective •Can’t be turned off or put down •Control over ad space 1.) Bulletins/transit in subway stations 2.) Taxi Cabs 3.) Highway billboards 4.) Bus Stops “street furniture” 5.) Pharmacy: Approximately two-thirds of consumers’ purchase decisions are made in the store. Impulse categories have an 80 percent rate.
  • 15. •General consumer magazines Health lifestyle- Men’s and Women’s Health Beauty- Allure: geared toward younger demographic •Niche Magazines (outdoor lifestyles)- Outside, Climbing, Golf, Ski, Snowboarding •¾ consumers choose to read magazines even if they can find the information online •51% of U.S. consumers interested in User-generated content: ex. read about experiences with our product and how it protected their skin from UV rays
  • 16. Social Media •Informs consumers of a promotional offer as well as creates awareness, interest, and favorable attitudes toward the brand. It’s also a way to offer contests: For every 100thperson to post #IloveCarmex on Twitter will receive a free Carmex basket containing products and be entered to win camping gear package When we reach one million likes on Facebook we will fly you and a friend out to Colorado to meet Shaun White and receive a personal snowboarding lesson •Medium Vehicles: Twitter, Facebook,
  • 17. •Control, coverage, reach, response, impact •Flyers: 1-2 times per year because they are expensive. We do not want to pressure our customers by calling them on the phone For a low-involvement item. Let the customer know where they can purchase the product, including online Would rather inform or educate our customer of the benefits they can receive by using the products. •Sales letters: 1-2 times per year •Online Direct Response- drugstore.com, cvs.com, samclub.com, walgreens.com because these are our biggest retailers.
  • 18. Coupons Coupons Coupons! •Developing a new sales promotion will encourage customers to buy the Carmex brand, thus creating a stronger relationship with current customers and attracting new customers. •Reminding the customer of a promotional offer in an ad can break through the clutter that is prevalent in the market. •Coupons in free-standing inserts, magazine ads •Premiums: purchase one chap stick get one free for a limited time only • Studies have shown that readership scores are higher for print ads with coupons than for ads without them
  • 19. •Use sales promotion to increase integrated marketing communications •To receive the rebate on the package, the customer must go to the Carmex website involving them with the brand. •The website engages the customer in the brand by having contests or quizzes that will draw attention to the advertising campaign. •Rebates also help create new users and encourage brand switching or repeat purchase behavior.
  • 20. •Sweepstakes, games, and contests are a great way to attract buzz and attention. •Sweepstakes Example: Enter to win the ultimate outdoor sweepstakes and WIN an all expense paid trip to Belize including a day of kayaking, rock climbing and of course relaxation for one week. •Contest Example: Submit a photograph of you and your favorite outdoor adventure and the winner will be featured in our next ad with their photograph. Tell us why you chose Carmex for lip protection
  • 21. •Warehouse clubs such as Sam’s and Costco will have sample booths that carry various Carmex products such as the Carmex lip balm, moisturizing lotion, and healing cream. •Free samples will be given out to customers in the store, along with coupons for Carmex products. •Trained employees that are knowledgeable of the Carmex background will inform consumers of the benefits from using the product. •Surveys will also be distributed to get the opinion of the customers on what they feel the company should improve about each of the products.
  • 22. FOR IMMEDIATE RELEASE: Carmex Releases New Outdoor Campaign Franklin, Wisconsin- May 8, 2012- Increased competition is the main reason why Carmex is launching a new campaign said CEO Eric Woelbing. The family run company has decided to hire a new advertising agency to introduce a new marketing strategy to the public. Carmex is an iconic brand that wants to focus on its affordable prices compared to its competition. The repositioning of the company is a relatively new concept as they have relied primarily on a “word-of-mouth” strategy for over 75 years. The new campaign targets those who live an outdoor active lifestyle and showcases the many advantages offered by the Carmex product line. Carmex offers a skin care line that heals, soothes, and moisturizes dry skin in addition to lip protection in a variety of flavors and sizes. The premium lip care provides intense moisturizing benefits from Vitamin E, aloe, shea butter, and avocado butter as well as SPF 15. These are just some of the few advantages that Carmex emphasizes in their new campaign against their competitors. A company that is not known for previously advertising is now reaching out to different medium vehicles to raise awareness to the public. Billboards, bus stops, taxi cabs, pharmacies, magazine ads, and social media are all places the public will be exposed to the new campaign. Carmex Lip balm was invented in 1937 by Alfred Woelbing and has continued to offer successful products for over 75 years. The new campaign hopes to build awareness and result in an increase in sales over the next decade. Carma Laboratories, Inc. 5801 West Airways Avenue Franklin, Wisconsin 53132 U.S.A. Phone: 414-421-7707 ###
  • 23. Sources: http://www.bestsunscreenshop.com/best-spf-lip-balm-for-sports http://cracked-lips.com/types-of-lip-balm http://www.streetdirectory.com/travel_guide/27371/medical_conditions/5_easy_tips_to_protect_yourself_against_dry_sk http://libproxy.fitsuny.edu:2118/ps/i.do?&id=GALE|A271050818&v=2.1&u=fitsuny&it=r&p=ITOF&sw=w http://libproxy.fitsuny.edu:2118/ps/i.do?&id=GALE|A235287984&v=2.1&u=fitsuny&it=r&p=ITOF&sw=w http://libproxy.fitsuny.edu:2118/ps/i.do?&id=GALE|A233220271&v=2.1&u=fitsuny&it=r&p=ITOF&sw=w http://www.managementparadise.com/forums/marketing-management/210531-marketing-strategy-carma-laboratories-inc http://wombuzz.blogspot.com/2006/04/carmex-will-no-longer-just-rely-on.html http://wombuzz.blogspot.com/2006/04/carmex-will-no-longer-just-rely-on.html http://www.msnbc.msn.com/id/12069073#.T4t2N4KpW9t http://www.bolinmarketing.com/news/detail/bolin-marketing-launches-carmex%E2%80%99s-largest-national-integrated- http://www.makeupalley.com/product/showreview.asp/page=5/pagesize=20/ItemID=17764/AgeRange=3/ http://www.burtsbees.com/natural-products/lips-lip-balms/sun-protecting-lip-balm-spf-8.html http://www.who.int/dietphysicalactivity/factsheet_adults/en/index.html http://www.wisegeek.com/how-effective-is-outdoor-advertising.htm http://adage.com/article/mediaworks/reads-magazines/119539/

Editor's Notes

  1. Using as an antiseptic for minor cuts, burns and insect bites Relieving the itch of athlete ’s foot Drying out pimples for faster healing Softening cuticles Smoothing elbows and knees