ms heliocare implementation changed

Heliocare Oral SupplementBy Little Red Music Box

Mission Statement

“ We are dedicated to provide the finest range of sun protection products that gives more confidence to consumers that faces strong sun radiation on a daily basis ”

“Beauty build from the inside”

To create awareness of brand and product among 90% of the target audience. Create knowledge and understanding of product features and benefits

Our Objectives

Marketing Strategies: Target Market Regular sunscreen users Supplementary vitamin pills users People whom are attracted to the features,

intended use for the whole family

Marketing Strategies: Target Market

Demographic • On basis of age: 18- 40 years old• On basis of sex: All sex (Dinks)• On basis of income: Middle to High• On basis of social class: High

Geographic• Bangkok, Pattaya, Hua-Hin

Psychographic• Lifestyle: Trendy• Interest: Beauty, Health

Marketing Strategies: Product

Expert Opinion Viral Marketing Alliance Marketing

Marketing Strategies: Package

“The most flamboyant color on the planet! It's the color tied most this fun times, happy and energetic days, warmth and organic products. It is also associated with ambition. There is nothing even remotely calm associated with this color. Orange is associated with a new dawn in attitude”, (Psychology of Color)

Marketing Strategies: Price

The price of Heliocare Oral supplement will

be at 2,500 baht (including tax). Each

package contains 60 capsules, and the recommended dose is two pills per day,

which can be used for one month.

Marketing Strategies: Promotion

Product Bundling Loyalty Card

Implementation Plan

•Step One

- Register as a company with the ministry of commerce to import the products

Implementation Plan

•Step Two

- Seek for Business partners to help increase brand awareness

Implementation Plan

•Step Three

- Choose distribution channels for our products• Using Drug Stores and Aesthetics Clinic

Implementation Plan

•Step Three

• Anti-Aging and Aesthetics Clinic

Why?• Suits the Target market• Concept of “Beauty

from the inside”• Slows down the aging

process• Higher end customers• Price is not an issue

Implementation Plan

•Step four- Negotiate with Watsons and Vitamin Club to

get the shelf space in the sun care section• Create in store promotion plan

Why? • Supplementary Pill

Market• Health Conscious • Middle to High end

market• Prestige Location

Why?• 200 branches • Accessible • Membership card• Biggest

Implementation Plan

•Step five

• Gondola Head location

Implementation Plan

•Step Six

• In store promotion

Implementation Plan

•Steps Seven

-Implements IMC plan to create awareness

Below the Line

• Social media Facebook to educate

Instragram review and viral

Above the Line

• Print ads Magazine

Implementation Plan

•Steps Seven

• Launching of the product Simultaneously

Social media- Blog • Providing samples for famous bloggers, and let

them write a review about it

Social media – FB Fan page • Steps:

Creatingwebsite Creating a FB-Page making connections between the Heliocare Site and Target Customers

Print ads

• Print ads Magazine (Beauty/ Fashion Related) eg. Marie Claire, Cleo, Elle, Lips

• Why LIPS magazine?

- fastest selling fashion magazine on shelf- top 3 fashion magazine in Thailand - social media such as Facebook- e-magazine on iPad 

Tips for Him&Her

Celeb Voice

Cost Efficiency

Average Absolute Cost

Circulation&Rating

LIPS Magazine 1,500,000THB 70,000

Marie Claire 50,000THB 70,000

Elle 40,000THB 50,000

Social network Bloggers (5 bloggers 2 packs each)

25,000THB

Budget

Activities Budget

Magazine 4,900,000THB

Social media 25,000THB

Total 4,925,000THB

Media Schedule

• Use pulsing strategy by highly spend the budget

during February and March which is the most effective

because April is the sunniest month of the year

• The hottest month is March to May

• advertise before high season period and during high

season period.

• Advertising period December 2012 to May 2013

Sales Forecast

• Revenue: ฿ 81,750,000 (No. of product sold* price per unit)(80x2500x15x6)+(150x2500x15x6)

• Fixed cost: ฿19,872,000

(No. of product sold* cost per unit)(80x960x15x6)+(150x960x15x6)

• Gross Profit : ฿ 61,878,000

• Variable cost (40%): ฿ 24,751,200

• Net profits: ฿37,126,800

Time Line : Gantt Chart

Evaluation

• Look at our sales and compare it with the sales forecast • Dose our marketing campaign get direct response from our target audience?

• Monitor and measure social media activities and website traffic

• ROI, Net Profit/Loss

Thank You