ZERO ODOR 2015 Strategy & Execution Campaign

Presented By: Quick Media AgencyIda Du, Kimberly King, Kunqiao Tong, Michelle Yu & Coco Zou

JOURNEY

Analysis Objectives Strategies Tactics Control

ANALYSIS

● Industry Analysis● Company Analysis● Consumer Analysis● Competitor Analysis● SWOT

MARKET ANALYSISINDUSTRY ANALYSIS

INDUSTRY ANALYSIS

Revenues For Air Care Market 2014

$6,298.1Million

CAGR2009-2015

=10.3%

Revenues Forecast for Air Care Market 2015

$113,797.7 million

Industry Value GrowthAir care registers 2% current value growth in 2014, reaching of US $3.1 billion Sales of air care are expected to grow at a CAGR of 2% at constant 2013 prices over the forecast period

Air Care Industry

INDUSTRY ANALYSIS

INDUSTRY ANALYSIS

Growth of premium and more-efficient air care products drives growth of the average unit price in current terms Car air fresheners best-performing category & major growth driver for the air care industry in 2013.

Trend Key PlayersKey

Successful Factors

Henkel AG & Co. - Renuzit

Procter & Gamble Co. - Febreze

Reckitt Bencklser Group plc. – Air Wick

S.C. Johnson & Son Inc. - Glade

Ability to adapt change

Environment & Body friendly

Science level

Distribution Channel

Price at the retail level

COMPANY ANALYSIS

Odor Eliminating Business

Product Line● Zero Odor● Zero Odor Pet● Zero Odor

Laundry

Points of Differentiation:

● Odor control● Molecular Chemistry● 2012 Product of Year

HI PRICELOW PRICE

HI SCIENCE

LOW SCIENCE

COMPETITIVE ANALYSIS

PERCEPTUAL MAP

Glade

High Awareness

Leading Brand in the Category

Market Share: 26.9%

Wide Line Extension: Sprays, Candles, Oils,

Gels

High Presence in Retails:Target, Walmart, Shoprite,

Duane Reade….

Higher than Average Price

COMPETITIVE ANALYSIS

Air Wick

High Awareness

Market Share: 18.6%

Wide Line Extension: Sprays (Automatic & Instant), Oil, Candles,

Wax, Liquid, Car

High Presence in Retails:Target, Walmart, Shoprite,

Duane Reade….

Lower than Average Price

COMPETITIVE ANALYSIS

High Awareness

Market Share: 17.9%

Wide Line Extension: For Air, Fabric, CarCandles, Wax, Stick

High Presence in Retails:Target, Walmart, Shoprite,

Duane Reade….

At Average Price

Febreze

COMPETITIVE ANALYSIS

COMPETITIVE ANALYSIS

Zero Odor

Low Awareness

Increase!

Market Niche

Differentiate!

Line Extension: General care, Pet care,

Laundry

Perfect!

Low Presence in Retails, Mostly Online: Amazon

Expand!

High Price

Prove!

CONSUMER ANALYSIS - Current

Current Consumer25-54 Female

Choice of56% of

households with adults

18+

Choice ofLower- to

middle-income segments

Choice of middle- to

higher-income households

CONSUMER ANALYSIS - Target

25-34 Young Male ProfessionalHHI: $50,000 - $150,000

Single orDating

Living in Apartment

Social Drinker

Occasional Smoker

Enjoys Working OutPet Lover

Zero Hero Tom

CONSUMER ANALYSIS - Target

TARGET IDENTIFICATION

SWOT ANALYSIS

Strength•Eliminates odors fast•Eliminates odors permanently•Non-toxins & biodegradable•Supreme quality•Patents

Weakness• Few product lines• Comparably high price• Low market share• Low brand awareness

Opportunity• B2B• Extend product line• Increase distribution channel• Build reputation• Contribute to Community• Environment contribution

Threat• Strong competitors in the market• Large number of players in HH

industry• Competition in retail market• Substitute product• New entrant

OBJECTIVES

Differentiate Zero Odor via molecular chemistry

● B2B: Increase Sales by 30% to reach 1M in sales

● B2C: Increase the brand awareness among young male professionals

STRATEGIES

● B2B: ★ Create an exclusive

partnership with national cleaning companies

● B2C:★ Target on new consumer

segment ★ Create an integrated media

campaign ★ Engage young male

professionals on social media platforms

B2B STRATEGY

Goal: increase sales of Zero Odor

● Negotiate contracts with top cleaning service providers

● Sell Zero Odor at discount price to cleaning outlets

● Two phase event sponsorship activations to generate awareness for purchase

● Deliver Zero Time. Zero Toxins. Zero Odor. Strategy throughout 2015

B2B STRATEGY

Pre-Launch: Q4 2014 Sponsorship Mobile App› $1,500 (four available)Triple Play is developing a new mobile app for 2014! Your banner ad will be displayed in the custom app that will be downloaded to attendees smart phones and mobile devices.

 Tri-State Lounge› $1,500/day (daily exclusive)Host New Jersey, New York State and Pennsylvania members in the Tri-State Lounge during convention hours. Sponsorship allows for your table-top display.

Launch: Q1 2015 Sponsorship

Target: Professional Males - Our Zero Hero

Problems: Aromas in your personal environment -

smoke; workout; car; pets

Solutions: B2B strategy to drive sales

B2C strategy to drive awareness

Credibility: Meet our Zero Hero in his personal environment

Differentiate: Unique Molecular Chemistry Neutralizing Odor

Action: Life Stinks Zero Time. Zero Toxins. Zero Odor.

OBJECTIVESMESSAGING STRATEGY

INTEGRATED CHANNEL MIX

TV

Digital

Mobile

Print

Radio

Events

TV CAMPAIGN

One Man, One Life, One Brand

The Chase - Q2Zero Time

Almost There - Q3Zero Odor

Channels:

Hitched - Q4Zero Toxins

Index: 153Reach: 22.8%

Index: 185Reach: 21.3%

Index: 188Reach: 14.6%

Index: 150Reach: 25.6%

DIGITAL CAMPAIGN

DIGITAL VIDEO

:30 LIFE STINKS campaign refreshZero Time. Zero Toxins. Zero Odor.

https://www.youtube.com/v/vxDhoJY2XmY

Index: 151 Reach: 40.4%

Index: 243 Reach: 19.6%

Index: 185

Reach: 9.79%

Index: 215

Reach: 9.75%

DIGITAL VIDEO

DIGITAL DISPLAY

SOCIAL MEDIA CAMPAIGN

● #LifeStinks #ZeroOdor #Stinkymoments

● The three participants who gets the most “likes” of each quarter will get free half case of Zero Odor, 40% off the cleaning services, or one month membership of Equinox.

● Drive Awareness, Motivate Participation

SEARCH CAMPAIGN

Reasons for using SEO:

SEARCH CAMPAIGN

•Create robots.txt

•Create sitemap

•Responsive site

•Redesign navigation bar

•Improve UX on shopping page

SEARCH CAMPAIGN

Reasons for using SEM:

SEARCH CAMPAIGN

MOBILE GAMING

Zero Odor Magic App! All is Surprise!

MOBILE GAMING

1.

Buy Zero Odor Package with a sensor ！

2.

Use sensor to test odor

MOBILE GAMING

3.Go back the magic app Then

Check the mount of ml of zero odor you need to deal with the odor.

Get tips about how to deal with the odor

Get facts about how much harm to your health.

Get advisor about how to live with a healthy lifestyle according to different items you check.

Go back the magic app

The Odor level :

The mount of ml of zero odor:

The best way to deal with the odor:

On this level,your health is at risk or…

Healthy Lifestyle Suggestions:…

MOBILE GAMING

WHY YOU LOVE IT? Zero Odor Magic APPBenefitsTo get Zero Odor product discount code by downloading this app. The code will be sent by email.To get Cleaning Company discount by sharing your app experiences on social media platforms

To recommend

your frien

ds on social media! Every time

you up to 20 frien

ds,

you will get

the

1st promotion code.

When you buy one

zero odor product, you will

get the 2nd promotio

n code.

Combine both codes,

Get a big surprise

Check the surprise gift on the new microsite of Zero Odor

website.

1ST CODE

2ND CODE

PRINT CAMPAIGN

Follow us

PRINT CAMPAIGN

Health Sports Lifestyle

Index: 328Reach: 9.56%

Index: 328Reach: 8.42%

Index: 200Reach: 8.32%

EVENTS

Product demonstrations at select clubs throughout the year

Sampling opportunities in locker rooms across the country

Cut That Zero

Goal: Drive awareness & sales

Radio

News/Talk :WNYC FM93.9

Sports:WEPN FM98.7

Channel selection based on seasonality:

CHR:

WHTZ FM100.3

(Z100)

CONTROL

● Media Campaign Timeline

● Media Campaign Budget

MEDIA CAMPAIGN TIMELINE

OOHOOH

***

*

* *TV

DIGITAL

PRINT

GYMEVENTS [Equinox]

E EVENT

APRI

L

MAY

JUN

E

JULY

AUG

SEPT

OCT

NO

V

DEC

** ** **** ****

* * *

* * *

MAR

CH

FEB

JAN

RADIO

B2B * * * * * *** * ***

*

* * * * **

**** **** * ** *

MOBILE * * * ** ****

MEDIA PRODUCTION BUDGET

Total Budget: $787,000 Digital Budget:$123,600

CONCLUSION

AWARE

INTEREST

PURCHASE

LOYAL

THANK YOU

QUICK MEDIA AGENCY

WE ARE YOUR BEST CHOICE!

REFERENCES

• Mintel Internet Advertising: http://ezproxy.library.nyu.edu:2180/display/662041/

• Passport: Air Care in the US http://ezproxy.library.nyu.edu:2442/portal/analysis/tab

• Simmons One View (Cross Tab Male 25-34 with Media choices)• Radio Production Cost:

http://www.radioadvertisingtips.com/radio-advertising-pricing-costs/• Video Production Cost:

http://www.hingemarketing.com/library/article/what-is-the-cost-of-video-production-for-the-web

• http://arcsi.site-ym.com/• http://www.euromonitor.com/air-care• http://www.realtorstripleplay.com/

APPENDIX

All Under $25K $25K-49.9K $50K-74.9K $75K-99.9K $100K-149.9K $150K+

Base: adults 18+ whose household uses air fresheners and room deodorizers

17,697 2,865 4,245 3,261 2,231 2,500 2,595

% % % % % % %

Febreze 56 60 58 51 56 56 57

Glade 50 50 51 46 48 54 50

Air Wick 30 35 34 30 25 25 24

Renuzit 15 17 17 13 15 15 13

Lysol Neutra Air 14 15 15 14 11 12 13

Yankee Candle Company 13 6 12 12 17 20 19

Other Lysol 11 11 12 13 9 11 14

Oust 8 8 9 10 6 8 7

Arm & Hammer 4 6 6 4 4 2 2

Touch of Scent 3 4 4 2 3 3 2

Store Brand 14 14 17 13 11 11 10

Other Brands 23 19 20 26 26 22 24

FIGURE 44: Brands of Air Fresheners used, by Household Income, November 2012-December 2013 “Please indicate the brands of air fresheners your household uses.”Source: Experian Marketing Services, Fall 2013 Simmons NHCS Adult Study 12-Month. Copyright: 2014 Experian Information Solutions, Inc.

For professional males who care about the aromas within their environment - at the gym, in the car, at work, at home - Zero Odor is the air care product that delivers on eliminating the worst household odors with its unique molecular chemistry.

Whether it's crusing around with the guys that smoke in your car; after a sweaty workout; being seated next to that unsavory colleague in the office or preparing to cover the scent of man’s best friend in his apartment, “each molecule of Zero Odor seeks out and bonds with odor molecules totally neutralizing them so they never again cause odor.”

As the category market leader in odor elimination (versus market challenger as a neutralizing deodorizer), Zero Odor will create a B to B strategy that drives sales and a B to C strategy that drives awareness with our expanded target, the professional multitasking male, our Zero Heros.

Our BtoC strategy will have our Zero Hero Tom as our protagonist throughout our media campaign on TV, radio, digital, print and events where he lives his best life. Whether its a product demonstration at Equinox or seeing Zero Odor molecules attack the problem areas in our mobile game, campaigns, our Zero Hero will win. Life stinks but thankfully - Zero Time. Zero Toxins. Zero Odor.

OBJECTIVESFULL MESSAGING STRATEGY