Presentation by:

Jonathan Collins, Lorenzo Fertitta, Katie Hango, Tim Kiernan, Danny McConnell, Devin McNamara, AnishaPatel, Michael Rees, Ian Simpson, Michael Waterfield

Today’s Presentation

• Interactive Technology

• Target Market

• SWOT Analysis Highlights

• Central Communications Theme

• Differentiator/Promotional Schedule

• Allocation of Budget

Interactive Technology

Example of interactive technology within Puma Stores

Millennials 1. Low Brand Loyalty

2. Value Effective and Fast Acting Medicine

3. Exposure to Social Media and Mobile Advertising

4. Utilization of TabletsTarget Consumer: “Max”

SWOT Analysis Highlights

Strength: Maximum Effectiveness

Weakness: Low Brand Loyalty

Opportunity: Online/Mobile Marketing to Millennials

Threat: CompetitorsVicks, Alka-Seltzer, Tylenol

Perceptual MapVery Effective

High Brand

Recognition

Not Effective

Low Brand

Recognition

Central Communications Theme

Interactive Pad

Promotional Schedule

Overview of Budget

Total amount spent: $2,948,300

Snapchat27%

Hulu17%

Youtube17%

Interactive Pad Display

17%

Interactive Pads22%

Snapchat

Hulu

Youtube

Interactive Pad Display

Interactive Pads

The Solution to your Marketing Problem is the implementation of

Interactive Pads!

Index Slide

• Google Flu Trends

• Primary Research Support

• SWOT Analysis

• SWOT Analysis Matrix

• Detailed Marketing Budget

Google Flu Trends

Return to Index

Primary Research Support

Strength

Taste

Brand Recog.

Price

65.82%

7.59%

10.13%

12.66%

25.32%

12.66%

34.18%

27.85%7.59%

30.38%

29.11%32.91%

0.27%

48.10%

25.32%

25.32%

Product Attribute Ranking

1

2

3

4

Return to Index

SWOT AnalysisReturn to Index

SWOT Analysis MatrixStrengths Weaknesses

Opportunities -To take advantage of the younger consumer base

and the changing age dynamic of the population,

Mucinex can utilize its strong brand personality of

being devoted to each and every customer's well-

being

- Because Walmart shoppers are considered “smart-

shoppers”, Mucinex can easily demonstrate the added

benefit and value which their brand offers, gaining the

market share of these “smart-shoppers”

-Although brand loyalty of Mucinex is low, the emerging

millennial market and changing age dynamic of the

population creates opportunities for Mucinex to gain loyalty

through a different target market that previously did not exist

Threats -Although the private label multi-symptom medicine

brands are gaining market share, they do not promise

the sort of brand personality and commitment to

consumers that Mucinex provides; thus, Mucinex can

emphasize its brand values to combat the threats of

private label brands

-To manage the threat of an increase of low-income

consumers and households, Mucinex can emphasize

the power and effectiveness of their brand to show the

premium that Mucinex puts on their multi-symptom

medicines; thus, showing the added value for the

added price

-Due to the “barbell economy” creating a vast range of

incomes, we plan to focus on segmenting the market and

choosing a target market since Mucinex has low perceived

trustworthiness and low market share; which does not allow

us to effectively attract all consumers

-Since private label brands attract a large percentage of

consumers due to their cheap prices, we will avoid targeting

them as one of our main competitors since our low brand

loyalty and high prices minimize the opportunities we have in

taking market share from these brands

Return to Index

Detailed Marketing BudgetPromotion Category Promotional Tool Duration Total Cost

Mobile Advertising Snap Chat 2 months (October-November) $400,000

Snap Chat 2 months (February-March) $400,000

Cost of Supplies Snap Chat $0

Total Category Cost: $800,000

Online Advertising Hulu 2 Months(December-January) $500,000

YouTube 2 Months (December-January) $500,000

Total Category Cost: $1,000,000

Calculation of CPM CPM Total Impressions

YouTube $13.00 38,461,538

Hulu $13.00 38,461,538

In-Store Advertising Interactive Pad Display 2 months (December-January) $500,000

Cost of Supplies Interactive Pads (IPads) $648,300

Total Category Cost: $1,148,300

Total Marketing Cost: $2,948,300

Return to Index