Undercover Colors Marketing Plan

UNDERCOVER COLORS MARKETING PLAN AMANDA CEIDE NORA HARRISON ELLIE LANG FRANCES PACE

CONTENTS PRODUCT IDENTIFICATION SITUATIONAL ANALYSIS TARGET MARKET ASSESSMENT BRAND POSITIONING MARKETING MIX

PRODUCT IDENTIFICATION

THE PROBLEM:

Women are aware of the dangers of drug facilitated sexual assault, and the majority of women know someone who has been directly affected by it, or they have been themselves.

However, the deterrent market offers very few ways for women to protect themselves, and the beauty market doesn’t offer any. Undercover Colors exists to to give consumers an easy way to protect themselves and live with a sense of safety, while combating the issue of drug facilitated sexual assault. .

PRODUCT IDENTIFICATION

CLEAR COAT: A wearable nail technology that identifies the presence of common date rape drugs in a variety of beverages through color change.

Detects common date rape drugs and changes from clear to black.

Drugs: Rohypnol, Xanax, and GHB Expected Delivery: 2017

(Edwards, 2014)

PRODUCT IDENTIFICATION

HOW IT WORKS:

(Youtube, 2017)

SITUATIONAL ANALYSIS COMPANY: Undercover Colors is a company that was created by two engineers, Stephen Gray and Tyler Confrey Maloney.

They are attempting to change the way that a certain group of consumers gets ready to go out, adding to their existing beauty regiment.

The company now has 7 full-time employees who are mostly chemists (Undercover Colors, 2016).

(Undercover Colors, 2015)

THE TEAM

Tyler Confrey-Maloney, CEO and Founder

Stephen Gray, COO and Founder

Ankesh Madan, co-founder

Tasso Von Windheim, co-founder

Undercover Colors is operating in independent laboratories at NC State’s Centennial Campus in Raleigh, North Carolina. Both founders, Stephen and Tyler, volunteer at Wake County’s sexual assault and domestic violence center (NCSU, 2015).

STRENGTHS

OPPORTUNITIES

-The first wearable nail tech that detects three major date rape drugs: Rohypnol, Xanax, and GHB -The clear top coat is easy to add to your existing beauty routine -Discreet -A bottle of the clear coat will last for 1-2 years

-Repositioning themselves in the deterrent and beauty markets -Placing the Undercover Colors clear top coat next to other nail polishes and beauty products that women purchase to go out and get ready in retailers like Ulta, or Urban Outfitters -Collaborating with non profits, colleges, and sororities

-The product has not launched yet and all marketing and media has come to a halt -Undercover Colors has positioned themselves as part of the fashion/beauty market -Logo, website, and brand as a whole needs to be revamped

-There are a plethora of accessible drugs out in the market that could easily be slipped into a drink -Perpetrators will adapt accordingly -Product is still being held up by the FDA

WEAKNESSES

THREATS

SITUATIONAL ANALYSIS CONSUMER: DEMOGRAPHIC: -Millennial and Generation Z consumers -Low to mid income -United States and United Kingdom

BEHAVIOR: -The typical consumer lives an active/social lifestyle -Individuals who seek a way to protect themselves

GEOGRAPHIC: -The United States contains the highest market opportunity -Looking for expansion in the United Kingdom

PSYCHOGRAPHIC: -The Undercover Colors customer chooses to take action to protect themselves, while continuing to live the life they love.

SITUATIONAL ANALYSIS CONTEXT: SOCIAL:

-Undercovers is working to hand the power back to women in a devastatingly powerless situation -The clear coat was designed as a preventive solution that can easily be added to anyone's beauty routine -Offers power at your fingertips -This clear coat has the ability to save lives -Working to promote awareness

STATISTICS:

-According to RAINN (2017), “1 in 6 women will be sexually assaulted in her lifetime and 62% of rapes on college campuses are alcohol related�.

-It is estimated that one in four women will be the subject of at least one sexual attack over the course of their college career, and up to 90% of college campus rapes occur through date rape incidents

SITUATIONAL ANALYSIS COLLABORATORS: FUNDING:

-When the company first began they received enough funding to get it off the ground through non-tax deductible donations -Undercover Colors now has over $8.19 million USD in funding which they have received through three funding rounds of angel investors (One Source, 2017) -On November 10, 2016 an unknown venture donated $5,500,00 USD to Undercover Colors

NON-PROFITS:

-RAINN (Rape, Abuse, and Incest National Network) is the largest anti-sexual violence organization in the US -RAINN operates and and created various national sexual assault hotlines -Collaborate on events to spread awareness/promote the product

SITUATIONAL ANALYSIS COLLABORATORS: RETAIL SECTORS:

-The first step to getting the product in the market could be through campus bookstores -In order for Undercover Colors’ clear coat to be successful in the market it needs to be placed beside beauty products that women already use, like their preferred nail polish -Stores like Ulta and Urban Outfitters

RETAIL SECTORS:

-Founder, Confrey Maloney, said that the company will most likely partner with an established cosmetics manufacturer in the future to get the product into users’ hands as quickly as possible

(OPI, 2017)

SITUATIONAL ANALYSIS COMPETITION: DIRECT:

INDIRECT:

SUBSTITUTES:

-Smart Straws: Cocktail Stirrers -Pd.id: Personal Drink ID -DrinkSavvy: Drink Test Cups -Drink Safe Technologies: Drink Test Coasters

-Major nail polish brands that create clear coats and already have a huge following -OPI -Deborah Lippmann -Tom Ford

-The self-defense market as a whole -Tasers -Pepper spray -Rape whistles

*All in USD

Undercover Colors

Smart Straws

Pd.id

DrinkSavvy

Drink Safe Technologies

Clear Top Coat

Cocktail Stirrer

Personal Drink ID

Drink Test Cups

Drink Test Coasters

N/A

Begins at $75

N/A

$0.85

Product

Price

$20

Technology

-Wearable nail tech that detects three major drugs including: Rohypnol, Xanax, and GHB

-A cocktail stirrer that has detectors on each end for GHB and Ketamine

-A small device that you immerse in a drink to detect date rape drugs -Drugs have not yet been specified

-Cups/glasses that immediately change color when a date rape drug is detected -Drugs have not yet been specified

-A coaster with two built in drug detectors -Detects GHB and Ketamine

Benefits/ Usage

-Easy to add to your existing beauty routine -Discreet -A bottle will last for 1-2 years

-Will not contaminate your drink -One time use

-Reusable -Battery operated -Compact and easy to use

-One time use -Come in plastic or glass cups

-One time use -Easy to use -Small and portable

TARGET MARKET

DEMOGRAPHIC: -Ages 18-30 -Both women and men -Low to mid income -Primary focus on college students

(UMD, 2017)

TARGET MARKET

GEOGRAPHIC: -United States -Mainly situated around college towns and cities that are densely populated

by Millennials and Generation Z -Major sports/party schools -Ivy league universities

(Rivers, C. 2017)

TARGET MARKET

BUYING BEHAVIOR: -Influenced by social media -Proactive choice to try to prevent date rape drugs and sexual assaults -The typical customer has lower brand loyalty and is willing to try out new brands -They feel like they hold a social responsability

(Fishburne, 2017)

TARGET MARKET

PSYCHOGRAPHIC: -Aware of surroundings -Concerned for their safety and well-being -Values functionality -Proactive, goes to bars, festivals and parties -Up to date on social issues

(Baker, J 2017)

TARGET MARKET

TARGET MARKET #1: TYPICAL COLLEGE STUDENT -Low income -Full time student -Typically attends house parties, tailgates, and low end bars -Free spirited & naive -Greatest user of social media -Female dominated -Major influencers/gatekeepers are parents and siblings

(TFMGirls, 2017)

TARGET MARKET

TARGET MARKET #2: THE URBAN WOMAN -Average to middle income -Full time job -Highly social person -Attends mid to high end bars and clubs -Globally and socially aware -Digitally savvy and user of social media (Marie, L. 2017)

TARGET MARKET

TARGET MARKET #3: LGBTQ COMMUNITY -Average to middle income -Full time job or full time student -Confident and social -Typically attends clubs and gay bars -Predominantly in urban areas -Incredibly socially aware and vocal of social issues -User of social media (Michael, P. 2017)

BRAND POSITIONING

POSITIONING STATEMENT:

For any young customer, man or woman, Undercover Colors is the only clear top coat brand for nails among all clear top coat brands that recognizes the social responsibility to finding preventative solutions to a rapidly growing issue. Through a unique formula, Undercover Colors has the technological ability to detect the presence of date rape drugs in any beverage and changes color from clear to black when it comes in contact with a contaminated drink. Undercover Colors is not only effective, but easy to use and add to anyone’s routine.

BRAND POSITIONING

CUSTOMER QUALITIES: -Aged 18-30 -College students, Urban woman, LGBTQ community -Enjoys going out and being in social settings -Wants to be proactive and conscious of their surroundings and safety -Is willing to try new brands and products in the market

(TFMGirls, 2017)

BRAND POSITIONING

BRAND QUALITIES: -Socially responsible brand -Functional product design -The primary goal is to help people, especially woman on college campuses, and provide them with a way to be proactive about protecting themselves against date rape -Focuses on awareness and building a positive platform to help change rape culture

(Undercover Colors, 2017)

BRAND POSITIONING

PERCEPTUAL MAP #1: -This map compares Undercover Colors to their direct and indirect competitors based on ease of use and discreteness -Undercover Colors is easier to use and more discreet -The Drinksavvy Cups and PD.ID are far less discreet

BRAND POSITIONING

PERCEPTUAL MAP #2: -This map compares Undercover Colors and their direct and indirect competitors based on on cost per use and whether or not they are reusable -Drinksavvy Cups, Smart Straw, and the Drink Smart Coaster are one time use, and have a high cost per use -Although expensive, the PD.ID is reusable as is it’s cheaper counterpart, Undercover Colors

MARKETING MIX

PRODUCT RESEARCH: -Clear top coat -Worn on top of regular nail polish or alone -Changes from clear to black when exposed to date-rape drugs -FDA pending

(Tai, C. 2017)

MARKETING MIX

PRODUCT LAUNCH: -Campus bookstores -Ulta (Beauty Retailer) -Urban Outfitters -Important for the target market to have in order to keep themselves safe -Become more aware of their surroundings -End of 2018, Early 2019

(Sapple, A. 2017)

MARKETING MIX

PRICE ANALYSIS: - Competitor based pricing: $18.00 $20.00 USD -Technological ability lead us to the retail price of $20.00 USD -Uniform pricing if the brand expands into other markets

(Lippmann, 2017)

MARKETING MIX

PLACE: -Predominantly focused on the United States, looking for further expansion in the UK -College campuses and areas densely populated by the Gen Z age group -Major party/sports schools, as well as Ivy League universities Retail locations: campus bookstores, Ulta, Urban Outfitters -placing the clear top coat next to the products that women already use and shop for when they’re getting ready to go out

(LeMeridien, 2017)

MARKETING MIX

PROMOTION: -Undercover Colors main forms of promotion would be: social media (Instagram, Facebook, Twitter) -Print ads -US college campus tour -Product demonstrations on college campuses -Partnering with sororities and non profits like RAINN

(Undercover Colors, 2017)

MARKETING MIX CAMPUS TOUR OVERVIEW: -Undercover Colors would tour 15 US colleges to talk to students about sexual assault, how to prevent it and how Undercover Colors can help with demonstrations of the polish -When touring these colleges, Undercover Colors would go to sorority chapter meetings and talk to sorority members as well, urging them to take action and spread awareness (AAU, 2017) (NPC, 2017)

MARKETING MIX

CAMPUS TOUR

(Anderson, Svrluga 2015), map made with roadtrippers.com

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CAMPUS TOUR ROUTE

University of North Carolina- Chapel Hill University of Virginia University of Pennsylvania Yale University Brown University Harvard University Dartmouth University Ohio State University University of Michigan- Ann Arbor Michigan State University University of Wisconsin- Madison University of Minnesota University of Missouri University of Oregon University of Southern California

THANK YOU!

CITATIONS Anderson, N., & Svrluga, S. (2015, September 21). What a massive sexual assault survey found at 27 top U.S. universities. Retrieved November 10, 2017, from https://www.washingtonpost.com/news/grade-point/wp/2015/09/21/what-a-massive-sexual-assault-survey-showed-about-27-top-u-s-universi ties/?utm_term=.0cd8ca32f0c4 ANH USA. (2014, December 16). New Date Rape Prevention Tools Exist-But the FDA Is Blocking Their Development and Sale. Retrieved November 12, 2017, from http://www.anh-usa.org/date-rate-prevention-fda-blocking/ Gray & Confrey Maloney. (2015). Undercover Colors. Retrieved November 06, 2017, from http://www.undercovercolors.com/ LeMeridien. (2017). Hotels Near Ohio State University | Le Meridien Columbus, The Joseph. Retrieved November 13, 2017, from http://www.lemeridiencolumbus.com/hotels-near-ohio-state-university One Source. (2017). Undercover Colors. Retrieved November 1, 2017.

OPI. (2017, November 02). Homepage. Retrieved November 13, 2017, from https://www.opi.com/#9PU3rMuuiM1WWPtA.97 RAINN. (2017). Drug-Facilitated Sexual Assault . Retrieved November 06, 2017, from https://www.rainn.org/articles/drug-facilitated-sexual-assault TFMGirls. (2017, October 5). San Diego State University. Retrieved November 1, 2017, from https://www.instagram.com/p/BZ1lCxAh81F/?taken-by=tfmgirls Youtube. (2017, January 30). Undercover Colors. Retrieved November 14, 2017, from https://www.youtube.com/watch?v=13SZ9Vsk0R4

CITATIONS Baker, J. (2017, November 2). Safety At WOHS Based on A Poll. Retrieved November 13, 2017, from https://wohspioneer.org/1384/in-our-school/safety-at-wohs-based-on-a-poll/ Fishburne, T. (2013, February 10). “Brand Loyalty” cartoon. Retrieved November 13, 2017, from https://marketoonish.com/2013/02/brand-loyalty-2.html Marie, L. (2013, September 16). 10 Things You Should Never Say to a Single Woman. Retrieved November 13, 2017, from http://www.huffintonpost.co.uk/liz-marie/single-women-10-things-you-should-never-say_b_3607707.html Michael, P. (2015) Here’s How Rich You’d Be If You Stopped Drinking. (2015, May 5). Retrieved November 13, 2017, from http://www.wisebread.com/heres-how-rich-youd-be-if-you-stopped-drinking Rivers, C. (2015, July 15). The United States of College Football. Only 50 more days without college football. Merica.

Pic.twitter.com/bcLZNb5fCK. Retrieved November 13, 2017, from https://twitter.com/cloyddrivers/staus/621385979757228032 Sapple, A. (2017). Scad Bookstore Xlibris. Retrienved November 13, 2017, from https://southernadamsapple.deviantart.com/art/Scad-Bookstore-Xlibris-304866727 Tai, C. (2016, November 17). This Nail Polish That Detects Date Rape Drugs Could Change Lives. Retrieved November 13, 2017, from http://www.thefashionspot.com/beauty/724063-nail-polish-detects-date-rape-drug/ UMD. (2017). About UMD Greek Life. Retrieved November 13, 2017, from http://www.d.umn.edu/kirby/AboutUS.html