ms heliocare implementation changed
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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