Flash Black IMC Plan by Rainelle Uszynski

Flash Black IMC Plan Michael Sandifer

2012

Rainelle Uszynska

Alyson Hebdon

Table of Contents Assumptions ................................................................................................................................................. 4 Executive Summary ...................................................................................................................................... 5 Segmentation Strategy................................................................................................................................. 6 Initial Consumer Target Markets .............................................................................................................. 6 Target Market Characteristics................................................................................................................... 9 Demographic Breakdown ....................................................................................................................... 11 Segmentation Strategy............................................................................................................................... 12 Target Market Size .................................................................................................................................. 12 Industry Report ....................................................................................................................................... 12 Trade Target Market ............................................................................................................................... 13 Positioning Strategy ................................................................................................................................... 14 5 most important attributes of our product ........................................................................................... 14 Positioning Statement............................................................................................................................. 14 Competitive Analysis Grid ............................................................................. Error! Bookmark not defined. Perceptual Map .......................................................................................................................................... 16 Marketing Objectives ................................................................................................................................. 17 First year Sales Forecast.......................................................................................................................... 17 Market Share .......................................................................................................................................... 17 Marketing Mix ............................................................................................................................................ 18 Product Strategy ..................................................................................................................................... 18 Pricing Strategy ....................................................................................................................................... 18 Distribution Strategy ............................................................................................................................... 19 Advertising: Creative Strategy ................................................................................................................... 21 Communications Objectives ................................................................................................................... 21 Copy Platform/Creative Brief .................................................................................................................. 22 Positioning Statement............................................................................................................................. 22 Product/Brand Description ..................................................................................................................... 22 Target Market Description ...................................................................................................................... 22 Most Important Product/Brand Benefits................................................................................................ 24

Analysis ................................................................................................................................................... 25 Communication Objectives ..................................................................................................................... 26 Message Strategy Methods .................................................................................................................... 27 Execution................................................................................................................................................. 28 Print Ad Layout........................................................................................................................................ 29 Ad 1 ......................................................................................................................................................... 30 Ad 2 ......................................................................................................................................................... 31 Storyboard for TV Commercial ............................................................................................................... 32 Advertising: Media Strategy ...................................................................................................................... 35 Media Objectives .................................................................................................................................... 35 Media Strategies ..................................................................................................................................... 35 Media Schedule .......................................................................................................................................... 36 Media Mix ............................................................................................................................................... 37 TV ............................................................................................................................................................ 37 Print......................................................................................................................................................... 39 Web ......................................................................................................................................................... 41 Radio ....................................................................................................................................................... 43 Media Integration ................................................................................................................................... 43 Media Budget .......................................................................................................................................... 43 Direct Marketing ........................................................................................................................................ 43 Consumer Targeted Email ................................................................................................................... 43 Trade Targeted Email .......................................................................................................................... 44 Public Relations .......................................................................................................................................... 45 Press Release .......................................................................................................................................... 45 Website Strategies ..................................................................................................................................... 46 Website ................................................................................................................................................... 46 Social Media Strategies .............................................................................................................................. 47 YouTube .................................................................................................................................................. 47 Facebook Fan Page ................................................................................................................................. 48 Twitter ..................................................................................................................................................... 49 SEO Strategies ......................................................................................................................................... 50 Support Media Strategies .......................................................................................................................... 51

Traveling Promotional Bus .................................................................................................................. 51 Product Placement.............................................................................................................................. 53 Sales Promotion Strategies ........................................................................................................................ 53 Consumer Promotion .......................................................................................................................... 53 Trade Promotion ................................................................................................................................. 54 Promotional Event Strategies .................................................................................................................... 55 College Road Trip ................................................................................................................................ 55 Bud Light Pool Party ............................................................................................................................ 56 “Win a Spring Break Trip to Cancun, Mexico!” Sweepstakes ............................................................. 57 Trade Advertising and Promotion ............................................................................................................. 58 Point-of-Purchase Strategies ..................................................................................................................... 59 Competitor’s Spending on Advertising ...................................................................................................... 59 Promotion Budget ...................................................................................................................................... 61 Advertising Costs..................................................................................................................................... 61 Other Promotion Costs ........................................................................................................................... 62

Assumptions 1. Assume our consumers will buy have a purchase frequency of 1 unit per week. 2. Assume that MTV, Comedy Central, and Adult Swim have the same number of viewers across all of their programs. 3. Assume that in 2013 and 2014, Family Guy, Tosh.0, South Park, and Jersey Shore will air on similar schedules as they have in the past. 4. Assume our target market makes up 15% of the total U.S. population (based on 2010 Census) 5. Assume 3,000 people a day will attend the Bud Light pool party in Las Vegas. 6. Assume production costs will be 10% of advertising costs. 7. Assume we will collect email addressed from 5% of the people who attend our promotional events. 8. Assume that the average salary for a social media employee is $55,000, So between our three social media outlets (Facebook, YouTube, and Twitter) we will be incurring a cost of approximately $18,333.33 per Social Media Platform. 9. Assume that SEO consulting will cost our company $2,500 per month (Appendix 25) 10. Assume we will amortize the $200 booth cost between the two event. 11. Assume that it will cost $4,320 to hire 8 employees at a rate of $10 per hour to run our event for 9 day, 6 hours per day. 12. Assume that bus gets 10 city mpg/15 highway mpg. 13. Assume that it will cost $2,880 to hire 8 employees at a rate of $10 per hour to run our event for 3 day, 12 hours per day. 14. Assume that bus gets 10 city mpg/15 highway mpg. 15. Assume we will be leaving from our College Spring Break road trip event in San Diego. 16. Assume that 5% of the total Facebook viewership will attend our event based on our communication objectives. (2,171,040 x .05 = 108,552)

Executive Summary Flash Black is a fast-acting, effective, easy to use, and natural hangover cure. Flash Black is made from carbonized bamboo which is known for its purifying and absorbent properties. Eastern medicine has been using carbonized bamboo for centuries to draw out toxins from the human body, and studies have shown that it can help improve circulation which helps to aid detoxification. Flash Black rehydrates, rejuvenates, detoxifies, and cleanses your body and mind, all in 30 minutes or less. This means Flash Black users can stop wasting time being hung over and get back to their busy lives. Our target market consists of young adults ages 18-35, and more specifically college students. These individuals are fun-loving, adventurous, and hard-working. The individuals in this demographic tend to be moderate to heavy drinkers and hold a â&#x20AC;&#x153;work hard, play harderâ&#x20AC;? mentality. In the introductory year of our product, we hope to achieve 70% awareness and 60% knowledge in our target market, which consists of 20,275,000 potential consumers. Our product will be priced competitively because our target market generally has a small amount of disposable income. Flash Black will use an intense distribution strategy to increase awareness of the benefits of this product. Flash Black will be carried in outlets such as grocery stores, convenience stores, liquor stores, and health stores, all of which provide maximum convenience for our target market. Our integrated brand promotion will consist of a wide variety of promotional activities involving media and non-media strategies. Our media strategies include television advertising, print advertising, and internet advertising. We will use slogans and a unique selling proposition to increase awareness and knowledge. Our non-media strategies include an interactive website, event sponsorships, and sales promotions. We will use a coordinated effort to integrate the media and non-media strategies through the use of our logo, slogan, and images that convey Flash Blackâ&#x20AC;&#x2122;s campaign theme. This campaign will launch on March 1st, 2013 and will conclude on February 28th, 2014. These dates coincide with the college spring break season which we believe will be a period of high demand for our product. In order to achieve the levels of awareness and knowledge that we have previously stated, we will use 20% of our first year sales, which is $157,617,850, to promote Flash Black. This is a total IMC budget of $30,234,452.66.

Segmentation Strategy Initial Consumer Target Markets Initially we looked into three different target markets for our product to see which one we thought would be best to target based on each market segments profile. Below are the three potential target markets. After further deliberation we chose to go with a combination of the first two segments; male and female university students ages 18-35. (Appendix 1)

1.)

2.)

3.)

Target Market Characteristics Main Dimension Geographic

Demographic

Psychographic

Segmentation Variable Regions City Size Density

Typical Breakdowns National distribution; focus on all US regions All All

Age

18-35

Sex Family Size Stage of family cycle Children under 18 Income Occupation Education Race

Female & Male Single Mostly young singles Rarely <$25,000 Student, part-time entry level workers Some college All

Home Ownership Dwelling

Rent Houses or apartments

Personality

Fun-loving, social, wellinformed, ambitious, adventurous, hard-working, studious Focused on people relationships, variety seekers, poor dietary practices, poor sleep habits, moderate to heavy drinkers, â&#x20AC;&#x153;work hard, study hard,â&#x20AC;? socialize with peers through group activities

Life-style

BUYING SITUATION Benefits sought

Product Features

Hangover cure made from carbonized bamboo Natural remedy, fast-acting, easy-to-use powder, only requires small dosage for effectiveness, conveniently sized for portability, relieves ailment quickly, effectively cures all symptoms Continue lifestyle without having to change it, feel comfortable using natural product

Advantages

Benefits

38.7% of target market are ages 20-24

White majority (63.40%)

Usage

Awareness and intentions

Buying condition

Needs

Instant relief, more options for people with social lifestyles, alleviate all symptoms, healthy remedies, not any harmful to an already overwhelmed body

Rate of use

Heavy user

User state

Potential user, converted user

Readiness to buy

Interested, desirous

Brand familiarity

Familiar with alternatives

Type of buying activity

Comparison buying

Kind of store

Convenience, wide breadth

A large portion of this market segment drinks; therefore, they will feel the side effects of alcohol and look to hangover cures to help them. Ready to buy fast-acting products, dissatisfied with the effectiveness of other alternatives Our product and brand are new to the industry Target market will weigh our product over other hangover cures. cheaper and works more efficiently than competitors) Target market wants product to be easily accessible

Demographic Breakdown

College Type 19.34%

Two-year college

29.12%

Four-year college Graduate school

51.54%

College Student Age 15-19 years old

15.80%22.70%

20-24 years old

22.80% 38.70%

25-34 years old

College Rank 15.57% 21.43%

32.80%

30.22%

1st Year (Freshman) 2nd Year (Sophomore) 3rd Year (Junior) 4th Year (Senior)

College Student Race 12.50% White

6.60% 15.50%

Black 63.40%

Asian Hispanic

(Based on US 2010 Census, Appendix 2)

Segmentation Strategy University/College Students The target market for Flash Black is female and male university students ages 18-35. Typically, he or she is single, rents a home or apartment and makes less than $25,000 annually. University students are an ideal target market because they are goal-oriented and striving to be successful in college. (Appendix 1)They have a “work hard, play hard” mindset and therefore, are more likely to lead unhealthy lifestyles – high stress, poor diet, insufficient sleep, and overindulging in alcohol. Numerous studies have indicated this market segment consumed a larger overall volume of alcohol than their non-collegeattending peers. (Appendix 3) University students lead busy lives and need fast relief from the ailments of their active lifestyles. They also do not need to further harm their bodies by consuming harmful ingredients in most synthetic remedies. This fun-loving target market seeks to continue enjoying their exciting lifestyles without so many negative side effects. Target Market Size 20,275,000 (based on US Census 2010: Adults enrolled in college) (Appendix 2)

Industry Report Our product has a very niche target market and therefore does not fall into a specific industry. However, our product does have some similarities to other products that fit into the Vitamin and Supplement Manufacturing industry. This industry is broken down into four categories: Herbal and Botanical Supplements (45.7%), Vitamin Supplements (25.4%), Mineral Supplements (19.8%), and Other Supplements (9.1%). Revenue for this industry is expected to grow at an average rate of 3.9% annually to $35.4 billion in the next five years. This growth can be attributed to factors such as healthcare reform, an aging population, and growth in the number and variety of dietary supplements. This industry is in the growth phase of its life cycle. This growth is in large part due to product innovations and trends in healthcare. (Appendix 4) There are no major players in this industry which means that market concentration is low. Because products in this industry are so diverse, companies are able to exist and compete without achieving considerable economies of scale. This industry is moderately regulated creating barriers to entry which also keeps market share concentration low. Competition among companies fluctuates between moderate and high, so product differentiation is key to competing in this industry. One way that companies can stand out in this category is through the distribution network they choose. Companies depend on distributors to view their products favorably and since distributor are often also consumers; a company’s product must be appealing to its

distributors. Marketing efforts should focus on its consumer base, but it should also preserve and attract trustworthy distributors. (See Appendix 4)

Product and Services Segmentation (2012) Herbal and Botanical Supplements

9.1% 18.9%

45.7%

Vitamin Supplements Mineral Supplements

25.4%

Other Supplements

Trade Target Market Some major industries that are a part of the Vitamin and Supplement Manufacturing industry supply chain include supermarkets and grocery stores, convenience stores, health stores, pharmacies and drug stores, and specialty food stores. We will be selling our product directly to the retailers. National Supermarkets (Appendix 5a, 5b, 5c, 5d) Kroger: 2,460 stores Safeway: 1,694 stores Costco: 433 stores Convenience Stores (Appendix 6) 7-Eleven: 6,523 stores Exxon: 4,060 stores Shell: 4,630 stores Health Stores (Appendix 7) GNC: 3,046 stores Vitamin Shoppe: 493 stores

Positioning Strategy Benefit Positioning Flash Black will utilize a benefit positioning strategy theme that focuses on distinctive customer benefits that can be achieved by using this product. College is a balancing act, which is why many students live by the motto of “work hard, play harder.” Students spend countless hours every week in class, studying, completing assignments, and many are also working part-time or even full-time jobs. College is stressful, but no one knows how to blow off steam like students. Students are social by nature, and much of this socializing takes place in the presence of (or is encouraged by) alcohol. Bars and house parties are popular hangouts for students, but these situations can often lead to over-indulgence in alcohol and an unpleasant ‘morning-after’. But college students are busy and they don’t have time to nurse a hang-over for the better part of their weekend; they need something that will ease their pain and get them back on their feet, fast. There are many so-called hangover remedies out there, but each only targets one or two symptoms of a hang-over. Coffee can help ease fatigue, but the caffeine can also cause headaches and dehydration, which is not helpful because one symptom of a hangover is headaches brought on by dehydration. Pain medication and a glass of water have been known to ease a pounding head, but be careful because taking the wrong kind (like Tylenol) can cause liver damage when mixed with alcohol and they also could take hours before any effects are felt. College students need a product that will target the source of their hang over, not just the symptoms, and Flash Black is that product. Flash Black is a natural hangover cure made from carbonized bamboo which is known for its purifying and absorbent properties. Eastern medicine has been using carbonized bamboo for centuries to draw out toxins from the human body, and studies have shown that it can help improve circulation which helps to aid detoxification. Flash Black rehydrates, rejuvenates, detoxifies, and cleanses your body and mind, all in 30 minutes or less. Flash Black is the hangover cure that will take the negative connotation out of the phrase ‘the morning after’ and let students get back to the stresses of higher education.

5 most important attributes of our product • • • • •

Effective Fast-Acting Easy to use Natural Remedy Convenient and portable

Positioning Statement For the hard working, fun loving, and social college student who may have over-indulged at the bar last night, Flash Black is the only hangover cure that effectively and naturally cures all hangover symptoms. Unlike other so-called ‘hangover remedies” Flash Black absorbs toxins, takes the load off the liver and kidneys, rehydrates, and helps to relieve all hangover symptoms all in 30 minutes or less because of the purifying and absorbent properties of carbonized bamboo.

Perceptual Map Overall effective cure

Flash Black

Coconut Water

Sport Drinks Slow results

Fast results

Other Hangover â&#x20AC;&#x153;Curesâ&#x20AC;? Coffee

Water

Overall ineffective cure

Alka-Seltzer Pain Pills

Marketing Objectives First year Sales Forecast (March 1st 2013-February 28th2014) Target Market Size: 20,275,000 Expected 5% Use: 1,013,750 Purchase Frequency: 1 per week (52/year) (Assumption 1) Retail Price: $4.49 Wholesale Price: $2.99 Purchases per Year: 1,013,750 * 52 = 52,715,000 Retail sales:

52,715,000 * 4.49 = $236,690,350

Wholesale sales:

52,715,000 * 2.99 = $157,617,850

Total Year 1 Sales Forecast:

$157,617,850 (Wholesale)

Market Share Flash Black Retail sales forecast: $236,690,350 OTC Analgesics Industry total sales: $5,975,000,000 (Appendix 8) $236,690,350 / $5,975,000,000 = 0.0396 = 3.96% Market Share

Marketing Mix Product Strategy Flash Black is fast-acting, effective and easy to use. Some hangover cures can take hours to work, but Flash Black begins working immediately. Flash Black users will find their hangover disappearing in 30 minutes or less which means they can stop wasting time being hung over and get back to their busy lives. Flash Black is made from carbonized bamboo and comes in a vial that can be mixed with any liquid. Each user can customize their cure to fit their individual taste. The powder itself also comes in different flavors which provide the consumer with even more flavor options. Flash Black is small and portable so it can be taken anywhere and at any time. The convenience of our product sets it apart from other products that come in bulky bottles; our product can even fit in your pocket.

Pricing Strategy For our product we will be using a competitive pricing strategy. Our product is new to the market; therefore it needs to be priced according to its competitors. Our product does have a competitive edge because, unlike similar products, it comes in powder form. Other products like ours are sold as a premixed beverage, which adds cost to the manufacturing and packaging process and those costs are then passed onto the final user. Because Flash Black is a powder, it is less expensive to make and we are then able to sell our product at a lower price. We think our target market will appreciate this pricing strategy because they have a limited amount of disposable income and our low prices will induce consumers to purchase our product over others like it. We will offer a variety of flavors all at the same price point and we will also offer a bulk pack of 10 powder mixtures which provides the consumer with additional savings. Our prices will be the same through each distribution channel. This ensures that retailers will not be undersold through our direct-to-consumer channel (website: http://www.blackintolife.com).

Price Ceiling Willingness to Pay: $8.00 Brand Aspirant: Advil $6.00

Zone of Acceptance

Avoidance Brand: Tylenol $6.00 Cost: $0.75

Price Floor - Entry level retail price (to consumer): $2.99 - Entry level wholesale price (to retail businesses): $1.95 - Entry level retail price (10 pack): $23.50

Distribution Strategy The distribution strategy for the first year will involve indirect and direct channels. We will be using an intensive distribution strategy to make sure our product is carried in as many suitable outlets as possible. Flash Black will use a pull strategy to stimulate demand for our product. In order for this to work we will need an emphasis on consumer promotion during the first year. The retail channels that we have chosen provide maximum convenience for our target market â&#x20AC;˘

Indirect Channel o

Retail (See Appendix 5a, 5b, 5c, 5d) ď&#x201A;§

Grocery â&#x20AC;˘

Kroger: 2,460 stores



•

Safeway: 1,678 stores

•

Wholefoods: 311 stores

•

Costco: 433 stores

Convenience stores (Appendix 6) •

7-Eleven: 6,523 stores

•

Exxon: 4,060 stores

•

Shell: 4,630 stores

Liquor stores (Appendix 7) •



44,626 Beer, wine and liquor stores in U.S.

Health Stores (Appendix 7) •

GNC: 3,046 stores

•

Vitamin Shoppe: 493 stores

We are targeting a younger demographic (21-35 year-olds) so our distribution will take place in cities with thriving night-life’s (New York City, Los Angeles, San Francisco, ect.) as well as smaller college towns.

•

Direct to Consumer Channel o

We will have a website for this product (http://www.blackintolife.com) where the consumer can purchase directly from our company.

Care will be taken to ensure that retailers are not undersold through this direct channel.

Advertising: Creative Strategy Communications Objectives Communication Hierarchy of Effects Pyramid: 5% Use 15% Trial 30% Preference 40% Liking 60% Knowledge 70% Awareness

After marketing strategies are implemented, it is expected that out of the 20,275,000 customers in our target market, (Appendix 2) 70% of them will be aware of the benefits derived from Flash Black. 70% awareness is a realistic goal because while our brand is not very wellknown, it is highly desirable throughout our target market. â&#x20AC;˘

The marketing plan for Flash Black will take place over a 12-month period.

Target Market Size: 20,275,000 Awareness (70%): 20,275,000 x 0.70 = 14,192,500 Knowledge (60%): 20,275,000 x 0.60 = 12,165,000 Liking (40%): 20,275,000 x 0.40 = 8,110,000 Preference (30%): 20,275,000 x 0.30 = 6,082,500 Trial (15%): 20,275,000 x 0.15 = 3,041,250 Use (5%): 20,275,000 x 0.05 = 1,013,750

Copy Platform/Creative Brief Product/Brand Name: Flash Black

Product/Brand Description Flash Black is a natural remedy for all of the symptoms of a hangover. This product is made from finest Bamboo charcoal, jet black in color, and has a shiny appearance similar to tiny crystals. Widely known to absorb pollutions in air and water, charcoaled bamboo acts similarly in human body by absorbing the impurities in alcohol which are the causes of hangovers. It’s convenient and easy-to-use powdered form only requires a small dosage for effectiveness. It comes in a flavored or flavorless powdered or capsule form and is packaged in a small vial.

Target Market Description Main Dimension Geographic

Demographic

Segmentation Variable Regions City Size Density

Typical Breakdowns National distribution; focus on all US regions All All

Age

18-35

Sex Family Size Stage of family cycle Children under 18 Income Occupation

Female & Male Single Mostly young singles Rarely <$25,000 Student, part-time entry level workers Some college

Education

38.7% of target market are ages 2024

Psychographic

Race

All

Home Ownership Dwelling

Rent Houses or apartments

Personality

Fun-loving, social, wellinformed, ambitious, adventurous, hardworking, studious Focused on people relationships, variety seekers, poor dietary practices, poor sleep habits, moderate to heavy drinkers, â&#x20AC;&#x153;work hard, study hard,â&#x20AC;? socialize with peers through group activities

Life-style

BUYING SITUATION Benefits sought

Product Features

Hangover cure made from carbonized bamboo Natural remedy, fastacting, easy-to-use powder, only requires small dosage for effectiveness, conveniently sized for portability, relieves ailment quickly, effectively cures all symptoms Continue lifestyle without having to change it, feel comfortable using natural product Instant relief, more options for people with social lifestyles, alleviate all symptoms, healthy remedies, not any harmful to an already overwhelmed body

Advantages

Benefits

Needs

Usage

White majority (63.40%)

Rate of use

Heavy user

A large portion of

Awareness and intentions

Buying condition

User state

Potential user, converted user

Readiness to buy

Interested, desirous

Brand familiarity

Familiar with alternatives

Type of buying activity

Comparison buying

Kind of store

Convenience, wide breadth

this market segment drinks; therefore, they will feel the side effects of alcohol and look to hangover cures to help them.

Ready to buy fastacting products, dissatisfied with the effectiveness of other alternatives Our product and brand are new to the industry Target market will weigh our product over other hangover cures. cheaper and works more efficiently than competitors) Target market wants product to be easily accessible

Communication Objectives Increase awareness to 70% of our target market by the end of February 2014. Increase knowledge to 60% of our target market by the end of February 2014. Increase product trial to 15% of our target market by the end of February 2014.

Most Important Product/Brand Benefits The most important benefit to buyers is the effectiveness of our product. Flash Black cures all hangover symptoms, not just one or two. Flash Black also does this all in 30 minutes or less. This means that our buyers will not have to take multiple products to cure their hangover, and they will be back on their feet sooner.

Support •

• • •

Made from carbonized bamboo o Has powerful absorbing properties o Detoxifies o Rehydrates o Takes stress off liver and kidneys Easy to use o Anyone can use it Fast Acting o Get back on your feet faster o Increase productivity Natural Remedy o Good for your body

Campaign Theme • •

Flash Black into life Work Hard, Play Harder

Analysis Product/Brand Name: The name Flash Black is a play on the word “flashback”. We chose to switch out the word “back” for the word “black” because our product is a fine black powder. The name suggests that if you use our product you will be able to flashback to how you were feeling before you started a long night of drinking. Positioning Statement: Our positioning statement conveys the idea that college students are hard workers, but they also know how to have fun. Our product fits in with our target markets lifestyle because it decreases the amount of time that they have to suffer from a hangover which will increase their productivity. The positioning statement also explains how the key ingredient works which is helpful because it is new technology that not a lot of people are familiar with. Product/Brand Description: The product description lets the consumer know how Flash Black works. It also describes the appearance of the product itself as well as the packaging. The description emphasizes the convenience of our product which something that our target market values. Target Market Description: The target market for Flash Black are female and male university students above the age of 21. Typically, he or she is single, rents a home or apartment and makes less than $25,000 annually. (Appendix 1)

• • • •

University students are an ideal target market because they are goal-oriented and striving to be successful in college. They have a “work hard, play hard” mindset and therefore, are more likely to lead unhealthy lifestyles – high stress, poor diet, insufficient sleep, and overindulging in alcohol. Numerous studies have indicated this market segment consumed a larger overall volume of alcohol than their non-college-attending peers. University students lead busy lives and need fast relief from the ailments of their active lifestyles. They also do not need to further harm their bodies by consuming harmful ingredients in most synthetic remedies. This fun-loving target market seeks to continue enjoying their exciting lifestyles without so many negative side effects.

Communication Objectives

Our main communication objectives are Awareness and Knowledge. We chose these objectives because Flash Black is a brand new product so the first step is just to make our target market is aware that the product exists. • We expect that a goal of 70% awareness by February 2014 will be attainable with the help of our ads that will run regularly on TV as well as in magazines. • We hope to reach a 60% knowledge level by the end of the first year. Each of our advertisements will feature a copy that explains how Flash Black works and there will be a wealth of information on our website and social media sites, Facebook, Twitter, and YouTube. Utilizing all of these media outlets will help increase knowledge among our target market. • We will accomplish the goal of 15% trial use through our sales promotion and promotional events. Throughout the year we will hand out product samples so our target market grows comfortable with using our product. Most Important Product/Brand Benefits: We chose effectiveness and speed as our most important product benefits because they are what set our product apart from other similar products. Flash Black cures headaches, upset stomachs, and any other ailment that one might feel after drinking too much. Our product also cures all of these ailments in 30 minutes or less. It could be hours before you feel the effects of traditional hangover cures. Flash Black will encourage our target market to continue living their exciting lifestyle – drinking and partying with friends without the repercussions of overindulging in alcohol. Users of our product will feel comfortable using a natural cure with no side effects. But more importantly after Flash Black cures them, they will feel empowered to continue working and playing hard. Support:

•

Carbonized bamboo is fairly new technology in Western civilizations; however, Eastern civilizations have been using it for centuries. This technique produces a fine powder that when ingested has great detoxifying powers.

•

Our consumers can feel comforted by that fact that Flash Black is all natural and safe. Flash Black is also very easy to use. This means that when your head is pounding and stomach aches you will have no problems preparing this drink.

Campaign Theme

We chose a campaign theme that would appeal to our target market of young, social, and hardworking people. • “Work hard, play harder” appeals to people who like to let loose at night, but still manage to ace their exams the next morning. • Suffering from a hangover can have negative effects on productivity so why would you waste time being hungover if you didn’t have to? Flash Black cuts down on suffering thus giving you more time study for that exam or score that promotion you’ve been after.

Message Strategy Methods The main objective of linking our slogan “Work Hard, Play Harder” is the idea that Flash Black is supporting fun lifestyles such as partying and social drinking without the downside of hangovers and mornings of regret. Our message strategy will be integrated and incorporated into numerous media platforms. Our message will link the key attributes to the Flash Black brand through the use of relative imagery, our logo, and informative copy. We will persuade the target market to choose our product as a hangover cure through a unique selling proposition, slice-of-life and affective association through humor strategies. •

•

Unique Selling Proposition o Benefit: Flash Black in its powdered form is easy to use and it is very effective as all-in-one hangover cure because it cures all side effects of a hangover. o Unique: Flash Black is the ultimate hangover remedy which is considerably more effective and works faster to relieve all the ailments than all other remedies. o Potent: This is the first all-in-one remedy of its kind. People will flock to it because nothing quite like it exists in the industry. Slice-of-Life o Our ads will portray a lifestyle that our users live or a lifestyle they would wish to experience. o Those who are exposed to our message will see Flash Black as the no-fuss, all-in-one hangover cure that fits with their particular lifestyles. Affective Association through Humor o People will pay more attention to a humorous ad than a more factual and serious ad. With a humor advertising approach our target market will open themselves up to be influenced and more susceptible to buying our product.

o Our target market will be more likely to talk about the funny scenes in our commercials to their and spread word of mouth for our product. o Using witty and creative ads will not only grab the attention of our target market but they will soon correlate Flash Black with being a light-hearted and fun product. In order for our message strategy to be successful and we will have to integrate our campaign, logo, color schemes, website, Facebook, Twitter symbols and images into all of our ads. Each ad strategy will take a different approach in presenting our product’s key attributes. We will use unique selling proposition ads to raise awareness about Flash Black special characteristics and help set it apart from similar hangover cures. Slice-of-Life ads will help users see how Flash Black would fit into lively cultures and lifestyles. Finally humor ads would entertain our users and bring Flash Black to the front of their evoked set of products and brands.

Execution •

•

Different market segments can look at these ads and be able to associate the images with their own lives. Our target market is most susceptible to these ads because they are most likely to be engaged in this sort of lifestyle. Either way, the interpretation from an individual’s perspective is the same: utilize your time to work really hard in the daytime and reward yourself by partying and having fun in the nighttime. You don’t have to hold back on any part of your lifestyle because Flash Black will help you Integration is really important so each of the ads maintain the similar characteristics of our brand by using our distinct logo; same Century Gothic typography font; the Flash Black color scheme of red, white, and black; featuring our website link; and symbols for our social media outlets Facebook and Twitter.

Print Ad Layout •

•

Our print ads will implement our slogan “Work Hard, Play Harder” along with visuals promoting that mindset. One ad features two images. One of which has two college aged women intently reading and writing notes. They could be college sorority girls studying before a midterm or fellow coworkers who are briefing together before an important work presentation. The second image is of the same two women but this time they are out drinking together and having a good time. Our second print ad is the same concept but from a male’s perspective. One image shows a man in a suit giving a presentation to a professional group. The man could be a summer intern at a company or a financial advisor at a major corporation. In the second picture the same man is passing out from what looks like a night of drinking.

Ad 1

Ad 2

Storyboard for TV Commercial Scene 1:

Guy wakes up on his bathroom floor. Trash/beer cans everywhere.

Scene 2:

Gets up off of floor and then realizes how much of a mess there is and how terrible he feels.

Scene 3:

Walk into the kitchen to get some water and sees his roommate already up studying and eating breakfast.

Scene 4:

Asks his roommate: “What happened last night, dude?” Roommate replies: ”Oh, we had a great time.”

Scene 5:

While his roommate explains the night, he sees a flashback of what had happened.

Scene 6:

Before he goes to drink the cup of water in his hand, his roommate tells him to use the new ‘Flash Black stuff’ he got.

Scene 7:

He puts Flash Black in his water and drinks it.

Scene 8:

Scene cuts forward shortly afterwards and shows him feeling great on his way to class, not looking miserable like he did when he first woke up.

Scene 9:

Closes out with Flash Black logo, â&#x20AC;&#x153;Work Hard, Play Harderâ&#x20AC;? slogan and a short excerpt on the benefits of the product. Website link and social media symbols (Facebook, Twitter, and YouTube) come into view.

Advertising: Media Strategy Timeline: The media plan will cover the 12-month period from March 1, 2013 to February 28, 2014.

Media Objectives •

•

Create brand awareness and knowledge among our target market of college students and adults 18-35 who like to work hard and play harder. Our objective is to increase awareness to 70% of our target market and increase knowledge to 60% of our target market. Our media plan will be nationally distributed in order to create as much awareness of Flash Black as possible.

Media Strategies •

•

Reach: Reach 70% of the target market three to five times over an average four-week period during the 12 months of the media plan. This is consistent with our communication objective of 70% awareness. Continuity: Pulsing. Print advertising will be steady throughout the 12 month plan; however, TV advertising will be heavier in spring and fall months to coincide with the college spring break season as well as the back-to-school season. Length/Size of advertisements: o Television- 30 second spots o Magazines- Full page color print ads o Internet- Google AdWords, Facebook Ads

Media Schedule

Media Mix Through an assorted mix of television, print, and internet advertising, Flash Black hopes to increase awareness and knowledge of the benefits of our product among our target market. We have focused on mediums that our target market responds well to, but we have used very diverse vehicles in order to maximize the number of opportunities that our target market has to be exposed to our product.

TV Our television advertising is based on MediaMark results. The channels that we have chosen all have an index over 100 (Appendix 9) which means that they are very popular with our target market. Television ads will be used for reach due to their large audiences. All four shows we chose are very highly rated on their respective networks which make them ideal for reaching our target market. (Assumption 2) Adult Swim MTV Comedy Central (Appendix 9)

Viewers (in millions) 19,171 38,883 50,186

Index 244 190 164

Adult Swim Index: 244 Family Guy Adult Swim is great way to reach our target audience. The index for this network is 244 which shows that it is very popular with our target market. We chose to advertise during Family guy because it is frequently watched by 18-35 year olds and it is also the top rated program on Adult Swim. •

•

• •

Frequency: About 4 commercials every 4 weeks  2 commercials per episode [9 episodes in season 11 (March 2013-May 2013); 14 episodes in season 12 (September 2013-February 2014); Total of 46 commercials] (Assumption 3) (Appendix 10) Reach: 2,875,650 viewers per episode.  Calculation: 19,171,000 x .15= 2,875,650 (Assumption 4)  13.98% of TM o =2,875,650 viewers/20,275,000 in TM CPM: $1.44 per thousand in TM (Appendix 11)  = $4,140.94/2,875,650 x 1000 Total Cost: $190,483.24  =$4,140.94 x 23 episodes x 2 commercials  GRP: 643.08 million o = .1398 x 46 x 100

Comedy Central Index: 164

Tosh.0 and South Park both have large audiences of mostly male college age students which ties in perfectly with our target market. They have very loyal audiences, good reach, and are fairly inexpensive in comparison to network television programs since these shows air on Comedy Central. Tosh.0 •

•

• •

Frequency: 5 commercials every 4 weeks  2 commercials per episode [20 in Season 4 (May-July 2013 and September-November 2013]; 10 in Season 5 (January-March 2014); 60 total commercials] (Assumption 3) (Appendix 12) Reach: 7,527,900 viewers in TM  Calculation: 50,186,000 x .15= 7,527,900 ( Assumption 4)  37.13% of TM  =7,527,900 viewers/ 20,275,000 in TM CPM: $6.58 per thousand in TM (Appendix 13)  =$49,533.58/7,527,900 x 1000 Total Cost: $2,972,014.80  =$49,533.58 x 30 episodes x 2 commercials  GRP: 2.2278 billion o = .3713 x 60 x 100

South Park •

•

• •

Frequency: About 3.5 commercials every 4 weeks  3 commercials per episode [14 episodes in Season 17 (March-April 2013 and OctoberNovember 2013]; 42 commercials total] (Assumption 3) (Appendix 14) Reach: 7,527,900 viewers in TM  Calculation: 50,186,000 x .15= 7,527,900 (Assumption 4)  37.13% of TM  =7,527,900 viewers/ 20,275,000 in TM CPM: $6.58 per thousand in TM (Appendix 13)  =$49,533.58/7,527,900 x 1000 Total Cost: $2,080,410.36  =$49,533.58 x 14 episodes x 3 commercials  GRP: 1.55946 billion o = .3713 x 42 x 100

MTV Index: 190

Jersey Shore MTV is one of the most popular TV stations amongst our target market with an index of 190. Jersey Shore is MTV’s top series and captivates the attention of a large audience in the 18-24 years old segment. •

•

• •

Frequency: About 5 commercials every 4 weeks  2 commercials per episode [12 in Season 7 (January-March 2013); 12 in Season 8 (August-October 2013); 10 in Season 9 (January-March 2014); 68 total episodes] (Assumption 3) (Appendix 15) Reach: 5,832,450 viewers per episode.  Calculation: 38,883,000 x .15= 5,832,450 (Assumption 4)  28.77% of TM  =5,832,450 viewers/ 20,275,000 in TM CPM: $11.6 per thousand in TM (Appendix 16)  =$67,656.42/5,832,450 x 1000 Total Cost: $4,600,636.56  =$67,656.42 x 34 episodes x 2 commercials  GRP: 1.95636 billion o = .2877 x 68 x 100

Print We will be using print vehicles to reach our communication objective of attaining 60% knowledge. We feel print ads are a good way to reach our target market and convert them from non-users to users. We chose these magazines because they all had an index over 100 (Appendix 9) which means they are very popular among our target market. Print ads will be used for reach and frequency.

Us Weekly Us Weekly is very popular among our target market. This magazine reaches millions of young consumers who create demand for leading consumer brands. Many consumers purchase this magazine for tips and advice which means they are receptive and interested in new and innovative products. The index for Us Weekly is 203 meaning our ads are very likely to reach our audience. • • •

Index:203 Frequency: About 4 ads every 4 weeks (full page/full color) Reach: 7,305,000 weekly readers (Appendix 17)  36% of TM

• •

 =7,305,000 readers/ 20,275,000 in TM CPM: $21.83 per thousand in TM (Appendix 17)  =$159,452/7,305,000 x 1000 Total Cost: $7,653,696  =$159,452 x 48 weeks  GRP: 1.728 billion o = .36 x 48 x 100

Cosmopolitan Cosmopolitan magazine is a perfect magazine to reach the 18-24 year old female demographic. This magazine has a huge reach into our target market and a loyal audience that read through the magazine front to back which will help with frequency and also word of mouth advertising since they have 6+ readers per magazine purchased. • • •

• •

Index: 210 Frequency: 1 ad every 4 weeks (full page/full color) Reach: 5,225,000 readers (Appendix 18)  25.2% of TM  =5,225,000 readers/20,275,000 in TM CPM: $46.72 per thousand in TM (Appendix 18)  =$244,100/5,225,000 x 1000 Total Cost: $2,929,000  =$244,100 x 12months  GRP: 302.4 million o = .252 x 12 x 100

Maxim Maxim readers are composed mostly of men and women aged 18-24. The average Maxim reader fits in our target market’s lifestyle of work hard and play harder. By using Maxim, our reach is expanded significantly not only with our target market (college students) but also with our secondary target (adults aged 18-34). • • •

• •

Index: 182 Frequency: 1 ad every 4 weeks (full page/full color) Reach: 1,292,000 readers (Appendix 19)  6.37% of TM  = 1,292,000 viewers/20,275,000 in TM CPM: $15.88 per thousand in TM (Appendix 19)  =$20,523/1,292,000 x 1000 Total Cost: $2,955,360  =$246,280 x 12months

 GRP: 76.44 million o = .0637 x 12 x 100

Web Flash Black will be using several types of web-based platforms in order to reach our target market. Our target market consists of young meaning they frequent the internet very often. We chose these websites because they all had an index over 100 (Appendix 8) so they are very likely to visit each of the websites. Advertising on Facebook will be heavier during the months of March and April to coincide with college spring break season. Web ads will be used for reach and frequency.

Hulu.com Hulu.com is a great place to reach our target audience. This website has an index of 306 which means that it is a very popular destination for college students. It is also an industry leader for video based ads which is why we chose this website for our video ad. • • •

• •

Index: 306 Frequency: 2 video ads every 4 weeks Reach: 3,600,150 visitors per month in TM (Appendix 20)  Calculation: 24,001,000 unique viewers x .15 (Assumption 4)  17.76% of TM  =3,600,150 visitors/20,275,000 in TM x 100 CPM: $45 per thousand in TM (Appendix 20)  = $ 162,006.75/3,600,150 x 1000 Total Cost: $3,888,162  $162,006.75 x 12 months x 2 advertisements  GRP: 426.24 million o = .1776 x 24 x 100

Facebook.com We will be advertising on Facebook because it is a staple in the online world. It is a very popular destination for our target market with an index of 189. Advertising will be heavier in March and April to coincide with the college spring break season. • • • •

Index: 189 Reach= 10.7% o = 2,171,040 in TM exposed/20,275,000 in TM (Appendix 2, Appendix 21) Base number = $100 Cost per impression= $0.49

• • • • • • • • • •

Number of impressions= 204,081 o =($100/$0.49) x 1000= 204,081 Frequency= 204,081 impressions per $100 ($0.49 CPM) (Appendix 21) Daily Budget = $200 Number of days of campaign = 304 Total cost= $60,800 o $200 x 304= $60,800 Total Cost during March and April campaign Daily Budget = $500 Number of days of campaign= 61 Total cost= $30,500 o =$500 x 61= $30,500 Total cost for year one Facebook advertising= $60,800 + $30,500= $91,300

Google Adwords Google is the world’s largest search engine and that is one on the main reasons we chose Google’s Adwords as a medium for our internet advertising. Flash Black will purchase the following words in order to increase traffic to our website blackintolife.com. The words that we chose reflect common phrases that are related to what our product does and what it is (Appendix22). “hangover cure” • • • •

Estimated daily cost= $38.35 (Appendix 22) Cost per year= $38.35 x 365= $13,997.75 Estimated Average CPC= $1.03 Clicks per day= 37.19

“hangover remedy” (Appendix 22) • • • •

Estimated daily cost= $6.63 Cost per year= $7.73 x 365= $2,821.45 Estimated Average CPC= $0.52 Clicks per day= 14.82

“carbonized bamboo” (Appendix 22) • • • •

Estimated daily cost= $4.54 Cost per year= $4.54 x 365= $1,657.10 Estimated Average CPC= $1.44 Clicks per day= 3.14

Total cost for Google Adwords= $18,476.30

Radio We have chosen not to advertise Flash Black on the radio. Based on MediaMark results, we feel that radio is not an effective way to reach our target market of college students. The index for different types of radio in our TM ranges between 82 and 113 (Appendix 23).

Media Integration All media vehicles and strategies used for Flash Black will be consistent with our target market’s lifestyle and preferences. All chosen media have index numbers over 100 and they will all be used to help increase awareness and knowledge to numbers that are consistent with our communication objectives. Our advertisements will tie in together with the use of our logo, slogan, images, brand colors, and fonts. The use of these media vehicles will reinforce our message through repetition to create a strong association between Flash Black and the benefits it provides.

Media Budget • • • • •

Advertising Cost (TV/Print): $23,381,600.96 Media Production Cost (10% TV/Print cost): $2,338,160.10 Total Cost of Media: $25,719,761.06 Internet Advertising: $3,997,938.30 Total Cost of Advertising: $29,717,699.36

Direct Marketing Consumer Targeted Email Objective: We will use direct marketing to build interest in the Flash Black brand and encourage informational visits to our website. Strategy: We will collect email addresses through our sweepstakes promotion as well as at our other promotional events. We will then generate a list and send our periodic emails to those on that list. These emails will contain information about special sales we are having as well as information about future promotional events we will be hosting. We will make it clear to the people who are signing up for these emails that we are not going to be flooding their inbox with spam. We know that our most people can become upset when they receive too many emails from a company so we want to do everything that we can to stay on our consumer’s good side. In addition to this strategy, we will always include a link in each email allowing the receiver of the email to unsubscribe from our mailing list. We believe it is important to stay in touch with our consumers in order to build a long lasting relationship with them. Discount websites like Groupon.com and Livingsocial.com have made redeeming coupons and promotions online more and more popular and we believe that because our

target market is more tech-savvy, they would appreciate this type of direct marketing over direct snail mail. Timing: One email will be sent once the consumer has added him or herself to our mailing list. We will then only send out emails about sales or promotional events that we will be holding (approximately one email per month). Reach: Based on our communication objective of 5% use, we expect to generate a list containing about 110,087 email addresses. This is based off of the expected reach for each promotional event (Assumption 7) Trade Targeted Email Flash Black chose not to implement a trade targeted direct mail campaign because of our decision to use a pull strategy. We will use advertising and promotions to stimulate demand for our product and once we feel that demand is high enough to warrant trade advertising that is when we will start a trade targeted direct mail campaign.

Public Relations Press Release

Flash Black Party Bus stopping at UCSB on their California college road trip Santa Barbara, CA, March 19th-20th, 2013 the Flash Black Party bus will be rolling into UCSB mid-way through its California college road trip. The Bus will be going to “Baja Sharkeez” on 525 State Street March 19th and then “Sandbar” on 514 State Street March 20th.

Brand representatives from Flash Black will be organizing events including beer pong, flip cup, dance parties and more as well as handing out some swag and other promotional items (Flash Black product, T-Shirts, sunglasses, sports water bottles, and towels). About Flash Black: Flash Black is for the hard working, fun loving, and social college student who may have overindulged at the bar last night, Flash Black is the only hangover cure that effectively and naturally cures all hangover symptoms. Unlike other so-called ‘hangover remedies” Flash Black absorbs toxins, takes the load off the liver and kidneys, rehydrates, and helps to relieve all hangover symptoms all in 30 minutes or less because of the purifying and absorbent properties of carbonized bamboo. Contact: Michael Sandifer VP of Public Relations Flash Black Phone: 360-472-0000 Email: msand@live.com

Website Strategies Website

Objective: The website for Flash Black will be a place for consumers to learn more about our product and also a place where they can go to purchase the product. The website will be there to inform consumers and highlight the benefits that our product can offer as a hangover cure. Site Launch: Website changes will be made and fully operational and renovated site will launch March 1st, 2013.

Strategy: The website is designed to be very user friendly with a simple and stylistic approach. If the consumer already knows about the product and wants to purchase it there is a link to continue straight to the product and add it to an electronic shopping cart to place an order. Otherwise if they would like to learn more about the product there are linked tabs near the top of every page to navigate easily through the site. The “Other Hangover Cures” tab allows you to learn about other supposed “Hangover cures” and why they don’t really work while the “News Feed” and “Testimonials” tabs are both linked directly to the Flash Black Facebook page along with our Twitter and Instagram accounts so that all of our social media is connected and is seamlessly integrated. Website Cost: Since Flash Black is a startup product the website has already been developed. $10.00/year for the domain name and a hosting plan $6.95/month. Total = $93.00 (Appendix) Integration: As part of our IMC process the webpage will have direct links to our Twitter and Facebook pages and we will be developing a YouTube channel to host all of our product videos. Any future advertisements we develop will have our web address on them or a direct link to our website and our Facebook, Twitter, and YouTube accounts.

Social Media Strategies YouTube Objective: Create a YouTube channel for Flash Black to help increase awareness and also provide information and instructional videos for our product. Channel Launch: March 1st, 2013 Strategy: Videos will be produced by Flash Black and will cover: informational videos, instructional videos, testimonials, interviews, and recaps/video edits from sponsored events. Costs: We will not be incurring any implementation costs for our YouTube account since it is free to set up. We will however be paying someone to run all of our social media platforms. Average salary for a social media employee (Appendix 24) is $55,000. So between our three social media outlets (Facebook, YouTube, and Twitter) we will be incurring a cost of approximately $18,333.33 per Social Media Platform. (Assumption 8) Integration of IMC: With the 18-24 year old market that we are targeting with our product YouTube is an important asset. We can use it to create word of mouth exposure that could potentially be more beneficial to our start up product than using a lot of TV commercials. It will be important to provide information on our product and its benefits and encourage our customers to post their own videos using our product or videos of what they did the night before they needed to use our product.

Facebook Fan Page

Objective: To increase awareness of Flash Black among those in our target market by keeping them actively engaged with a community of others using the same product. Fan Page Launch: March 1st, 2013 Strategy: The Facebook fan page will be used as a way to connect with fans and give our product a voice in the Facebook community. People will be able to share their experiences using the product and provide real life product reviews. We will be running a sweepstakes that any of our fans will be able to enter in through our Facebook page as well as our Website and Twitter account. We want to be able to show our fans that we are listening to what they have to say about the product and what new things we might be able to do to make their experience that much better. There will be an effort to recognize individual fans that have been active in helping us develop fresh ideas. The fan page will be a dynamic experience for users and will be customized with additional features that allow for a more engaging informational experience. Facebook is one of the most visited sites on the Internet and the ability to grow our brand from an effective viral campaign can lead to huge growth for our product. Costs: We will not be incurring any implementation costs for our Facebook account since it has already been created. We will however be paying someone to run all of our social media platforms. Average

salary for a social media employee is $55,000. (Appendix 24) So between our three social media outlets (Facebook, YouTube, and Twitter) we will be incurring a cost of approximately $18,333.33 per Social Media Platform. (Assumption 8) Integration of IMC: The popularity of Facebook in our target market stresses the level of importance of effectively integrating it into all of our communication channels. In all of our advertising you will find the link to our website along with a Facebook, Twitter, and YouTube symbols. Our website contains a Facebook plug-in that allows us to stream content from the fan page directly to the website. Through status updates we will give users important information regarding events we may be sponsoring, contests we run, or other important product information.

Twitter

Objective: To increase awareness through conversation and connection with our consumers. Twitter Launch: March 1st, 2013 Strategy: Through twitter we will be able to constantly post updates on everything from events, contests, or product info straight to our twitter followers. We will be able to engage in conversation with our products consumers in regards to their experiences and what they are/have been doing before

using the product. We can utilize our Twitter account to post quick updates on anything relating to the product. Costs: We will not be incurring any implementation costs for our Twitter account since it has already been created. We will however be paying someone to run all of our social media platforms. Average salary for a social media employee is $55,000 (Appendix 23). So between our three social media outlets (Facebook, YouTube, and Twitter) we will be incurring a cost of approximately $18,333.33 per Social Media Platform. (Assumption 8) Integration with IMC: Twitter will be used in almost the same way as our Facebook page. The Twitter symbol will be on all of our advertisements, labels, and website along with our Facebook and YouTube logos.

SEO Strategies Objective: to achieve a higher search ranking and increase traffic to the website which will grow consumer awareness. Strategy: The main component of our strategy will be keyword purchasing from Google, the most popular search engine on the interest. Our website pages will be filled with keyword phrases that our target market would search and we would design more content around the most popular search terms. This way we can ensure our target market will be driven to the main page of the Flash Black website and more inclined to buy our product. On our website, visitors can enjoy content that is well written, easy to follow and applicable to them. We will constantly be updating our content to apply to our loyal visitors and bring in new visitors. A strong execution of our SEO plan will make it even easier for potential consumers to find our product. Cost: Monthly cost: $2,500 (Assumption 9) Annual cost: $30,000 ($2,500 x 12 months) Integration: We will select keywords taken directly from our website pages, links, and descriptions. The more detailed text we have on our website page, video descriptions, and picture captions, the more likely this content would appear in our target marketâ&#x20AC;&#x2122;s search. Google analytical tools will enable us to closely monitor the traffic to our website and tweak our word purchases and term usages accordingly.

Support Media Strategies Traveling Promotional Bus Objective: to utilize transit marketing and raise awareness to our target market in a unique way. Strategy: We anticipate holding several promotional events throughout college campuses and it would be in our best interest to purchase a party bus for our company. Purchasing our own bus rather than hiring a bus would save us money and give us the ability to customize it to our specific needs. The bus is already a standard black color and there would be an additional cost of branding the bus with a partial wrap of our logo and slogan. Having this bus will cut down on location costs because we could host a number of events inside of the bus. The bus is equipped with club quality sound system and we could host events such as dance parties that draw our target market to our bus. Months when this bus is not touring with the College Road Trip, Pool Party, or other events it will serve as a moving billboard. It will be parked in high traffic areas and tourist oriented areas of major cities. Cost: • • •

Cost of bus: $44,995 (Appendix 29) Cost of branding bus (partial wrap): $2,000 (Appendix 30) Initial cost of bus: $46,995

Amortization Cost: o o

Cost per day: $46,995/365 days = $128.75 Cost of bus for events: $128.75 x 12 days= $1,545

(Cost per day x number of days used in event) Total cost of bus: $46,995 – $1,545 = $45,450 (Cost of Bus – cost of bus for events) Monthly cost of bus: $45,450 / 12 = $3,787.50 (Total cost of bus / 12 months) Integration: The bus will be covered with signage that includes our company logo, website URL, Facebook/Twitter symbols, color scheme, campaign theme, and images relative to our brand. The bus will tour with College Road Trip in California and the Pool Party in Las Vegas, NV.

Product Placement Due to lack of funds, we have decided not to pursue a product placement deal. We see the value in this strategy, however, for our first year of sales it is not in our budget. We also are aware of the level of skepticism that our target market holds, and because of this, there is a risk that our audience would have a negative reaction to product placement in TV and print ads.

Sales Promotion Strategies Consumer Promotion Objective: To generate awareness, encourage product trial and develop brand loyalty through word mouth. We are launching a new product and our initial goal is to introduce the product to our target market and give them an opportunity to try it out. That way our product will be the first to come to mind whenever our target market members are experiencing a hangover. Strategy: For each promotional event we will have brand representatives handing out free samples to our target market so they can do product trials and give us feedback about their experiences. We will also have several giveaways and a sweepstake which will enable us to reach more potential users through our website, Facebook and Twitter pages. On our College Road Trip, we will give out 333 samples a day over 9 days through numerous contests and drawings to college students at the UC schools. At the Bud Light Pool Party we will provide 266 samples a day over 3 days to Las Vegas Pool Party attendees through numerous contests hosted at our booth and on our party bus. We will have a sweepstake where the grand prize is winning a spring break trip to Cancun Mexico and the five first prize winners will receive 20 product samples. Additionally, we will give away 250 samples between March 2013 and February 2014 on our online platforms - website, Facebook and Twitter. Promotion Timeline: • • •

FlashBlack College Road Trip: March 15th-24th 2013 Bud Light Pool Party: March 29th-31st, 2013 Cancun Trip Sweepstakes: February 1st-22nd 2014.

Integration: We will incorporate our brand identity into all of our promotional events. Specifically, all of our signage and booths will include the company logo, color scheme, campaign theme, and images relating to the essence of our brand. On the signage there will be links to the company website, as well as symbols for our Facebook, Twitter and YouTube pages. Attendees will be able to follow us through any of these outlets to stay posted on future upcoming events.

We will ask the winners of the contests, drawings and sweepstakes to provide us with their emails. Then we will conduct market research by asking them to provide feedback of our product through a short online questionnaire. We will utilize our promotional bus as a giant billboard by parking and driving through areas with large crowds which will increase our exposure to not only our target market but other segments as well. Sample and Giveaway Costs: Flash Black College Road Trip: Cost for trial and product giveaway: $4.49 x 2,500 = $11,225 (2,500 products / 9 days = 278 products each day) Bud Light Pool Party: Cost for trial and product giveaway: $4.49 x 800 = $3,592 (800 products / 3 days = 266 products each day) Cancun Trip Sweepstakes: Cost for trial and product giveaway: $4.49 x 100 x 5 = $449 (100 samples / 5 winners = 20 samples per person) Miscellaneous Giveaways: Cost for trial and product giveaway: $4.49 x 250 = $1,122.50 Total Consumer Promotion Cost: $16,388.50 Trade Promotion For the first year of promotion Flash Black will not be present at any trade shows. Trade shows have high costs of participation and at this time we feel the money would be better spent focusing on other promotion strategies. Often times there are confusing environments found in large shows and due to the excessive frequency of trade shows; we might not be successful in reaching key industry individuals. Although it would be beneficial to network with industry peers and prospects, there is no guarantee our product will obtain a significant enough amount of exposure to justify the high cost of attending trade shows. Flash Black will focus its efforts on the customers directly and operate a pull strategy where we will generate enough interest for our product and our target market will demand the product from channel partners.

Promotional Event Strategies College Road Trip Objective: To increase awareness of our product through promotion and free trials within the target market at major spring break locations. Strategy: Flash Black will have a customized promotional bus that will tour major colleges in California during the month of March. This bus will park in popular hangout locations such as beaches and burger joints for the entire duration of the event (one week). Brand representatives will put on numerous events such beer pong tournaments, dance competitions and other fun events. Dates: March 15th-24th 2013 Reach: Combined University Population: 144,735 (Appendix 27) Estimated Attendance: 21,710 (Assumption 4) Attendance per day: 2,412 (21,710 / 9 days) Dates and Locations: March 15-16th – UC Berkeley March 17-18th – UC Santa Cruz March 19-20th – UC Santa Barbara March 21-22nd – UC Los Angeles March 23-24th – UC San Diego Promotional Costs: • Flyers: 1250 (Quarter cut for total of 5000 flyers)x $4.73= $753.40 (Appendix 37) • Booth Cost = $100 (Assumption 10) • Total Promotional Cost: $853.40 Giveaway Costs: • Product Sample and Giveaway: See Consumer Sales Promotions for Cost • 300 sport water bottles x $1.49 = $447 (Appendix 33) • 200 sunglasses x $2.49 = $498 (Appendix 35) • 150 T-shirts x $8.49 = $1,273.50 (Appendix 32) • 100 beach towels x $13.00 = 1,300 (Appendix34)

Total Giveaway Cost: $3,518.50 Payroll Costs: $4,320 (Assumption 11) Travel Costs: • •

Bus Amortization Cost: $1,158.75 ($128.75 cost per day x 9 days) (See Traveling Promotional Bus Amortization Cost) Fuel Cost: $171.12 for 558.67miles (Assumption 12) (Appendix 28)

Total Travel Cost: $1,329.12 Total Spring Break Road Trip Cost: $10,021.02 Integration: The Flash Black College Road Trip will enable us to engage our market target in a fun and exciting way. We will be announcing locations, tracking the Flash Black party bus and any other happenings going on around the event using our website, Facebook, and Twitter. Pictures and videos taken at the event will be uploaded to our social media pages and later we will produce a video featuring the trip’s highlights. There will be numerous benefits stemming from driving our promotional party bus cross-country. The bus itself will be covered with full body branding with our company’s distinct logo and color scheme. Bus ads are high impact moving billboards which will grab not only our target market’s attention but also other consumers’ attention throughout our tour. Depending on the success of this event we could also hold more party bus tours since we already acquired a party bus and paid the expenses to have it customized. Bud Light Pool Party Objective: To increase awareness of our product through promotion and free trials through the use of guerilla marketing at a major event. Strategy: Every year Bud Light hosts a pool party at the Hard Rock hotel in Las Vegas. Flash Black is going to use this event to promote our product outside of the hotel. We will have a street team and a booth set up outside of the hotel with free samples, games, and prizes. We will also hand out fliers with information about our Spring Break tour to colleges around the country. The Flash Black booth will be set up outside of the Hard Rock Hotel pool. We will have a street representative spreading the word about the booth and handing out free Flash Black samples. Dates: March 29th-31st, 2013 Reach: Three days, average 3,000 in attendance each day. (Appendix 36) 3,000 x 3 = 9,000 total attendees. Costs:

Promotional Costs: • 4’ x 8’posters = $284.99 x 3= $854.97 (Appendix 38) • Flyers: 1250 (Quarter cut for total of 5000 flyers)x $4.73= $753.40 (Appendix 37) • Booth cost: $100 (Amortization assumption) Total Promotional Cost: $1708.37 Giveaway Costs: • Product Sample and Giveaway: See Consumer Sales Promotions for Cost • 150 sport water bottles x $1.49 = $223.5 (Appendix 33) • 100 sunglasses x $2.49 = $249 (Appendix 35) • 75 T-shirts x $8.49 = $636.75 (Appendix 32) • 50 beach towels x $13.00 = $650 (Appendix 34) Total Giveaway Cost: $1,759.25 Payroll Cost: $2,880 (Assumption 13) Travel Costs: • • •

Bus Amortization Cost: $386.25 ($128.75 cost per day x 3 days) (See Traveling Promotional Bus Amortization Cost) Fuel Cost: $96.08 for 324.34miles. (Assumption 14, 15) (Appendix 31) Total Travel Costs: $482.33

Total Pool Party Cost: $6,829.95 Integration: We chose to do this promotion because using an event sponsored by an alcoholic beverage company will be a great way to get the attention of our target market. Popular domestic beers have an index of 166 (Appendix 26) for our target market so we chose to use an event sponsored by the beer brand Bud Light. This event takes place during spring break in Las Vegas which is a very popular destination for college students. A lot of drinking happens in Las Vegas so this is a great place to promote the benefits of our product. We can also use this event to promote our website and other promotional events that will be happening in the future (i.e. College Road Trip). “Win a Spring Break Trip to Cancun, Mexico!” Sweepstakes Objective: to engage socially with the target market which would raise awareness, generate leads and data. Strategy: Towards the end of our campaign we will hold a sweepstakes to win a trip to Cancun, Mexico for the upcoming 2014 spring break. The winners of the sweepstakes will be selected in a random drawing from all eligible entries. Five grand prize winners would receive a trip for themselves and one guest to Cancun, Mexico for a stay at the all-inclusive Oasis Cancun resort. The overall trip will consist of round trip coach class air transportation from the resident’s nearest international airport, and hotel accommodations (double occupancy) for four days and three nights at the Oasis Cancun resort. An additional five First Prize winners will receive 20 samples of our FlashBlack hangover cure. (See Appendix 39 for more details.)

Attracting new customers is essential and we will grab our target audience’s attention with this great sweepstake that would appeal to their interests and that they would be eager to enter into. We would also use the opportunity to collect information, specifically emails from entrants. This would expand our contact lists with people who care about our brand and drive new business. The sweepstakes will also serve as a great way for our target audience to be involved within our Facebook communities and create brand ambassadors who share our message throughout the social web. Dates: February 1st-27th, 2014. Reach: Total Reach on Facebook: 144,735 members (Appendix 21) Estimated Sweepstake Participation: 108,552 participants (Assumption 16) Costs: Giveaway Costs: • Product Sample and Giveaway: See Consumer Sales Promotions for Cost • Approximate retail value of airline tickets/hotel fares: $8,270.00 (Appendix 39) ($1,654.00 per prize x 5 winners) Total Giveaway Cost: $8,270.00 Total Cancun Sweepstakes Cost: $8,270.00 Integration: All sweepstake announcements will be posted on our Facebook fan page. In order to enter the sweepstakes, entrants must provide us with an email. We will leverage our other social media channels – website, Facebook, Twitter by posting information mentioning the sweepstakes and telling the target audience to ‘like’ us on Facebook for more information. Utilizing all these channels will be a great way to amplify the effect of our overall campaign and drive our target market to different networking components of online sphere.

Trade Advertising and Promotion Flash Black will be using a pull strategy to rely on consumer demand for sales during our first year. Since this is our strategy, we do not feel trade advertising and promotions would be a beneficial media strategy for our product.

Point-of-Purchase Strategies During the introductory year of Flash Black we have chosen not to use Point-of-Purchase displays. We felt the costs of these displays were too high to for the amount of awareness they would create. Pointof-Purchase displays are limited to only reaching the customers of that individual store and we felt our budget would be better spent doing promotions that reached a greater number of our target market. The retail locations that will be carrying our product are very large and there is no guarantee that our displays would stand out among the clutter of other product displays. We also feel that because we are using a pull strategy, more of our efforts should be spent reaching the final user instead of the retailer. After the first year we will re-evaluate point-of-purchase displays and decide if they fit with our future marketing objectives.

Competitor’s Spending on Advertising Table 1. Ad Spending (in millions of dollars over 5 years) (Appendix 8) Competitor Brand

Absolute Dollars

Percentage of Sales (POS)

Share of Voice (SOV)

Advil

$293.10

21.30%

22.6%

Aleve

$174.80

26.50%

13.5%

Bayer

$131.20

28.80%

10.1%

Excedrin

$182.40

26.50%

14.0%

Motrin

$102.00

21.90%

7.9%

Tylenol

$414.90

17.80%

40.0%

Overall

Total $1,298.4

Avg. 23.8%

Avg. 18.02%

*See calculations below

Advertising as a Percentage of Sales (in millions of dollars over 5 years) • • • • • •

Advil = $293.10/$1,374 = 21.30% Aleve = $174.80/ $659 = 26.50% Bayer = $131.20/ $458 = 28.80% Excedrin = $182.40/ $689= 26.50% Motrin = $102.00/ $466 = 21.90% Tylenol = $414.90/ $2,328 = 17.80%

Share of Voice (in millions of dollars over 5 years) • • • • • •

Advil = $293.10/$1,298.4= 22.6% Aleve = $174.80/ $1,298.4= 13.5% Bayer = $131.20/ $1,298.4= 10.1% Excedrin = $182.40/ $1,298.4= 14.0% Motrin = $102.00/ $1,298.4= 7.9% Tylenol = $414.90/ $1,298.4= 40.0%

Share of Voice (in millions over 5 years) Advil Aleve Bayer Excedrin Motrin Tylenol

Total Product Category Ad Spending The total advertising spending for the OTC Analgesics product category is $1,298,400,000.

Flash Black Advertising as a Percentage of Sales $31,523,570/$157,617,850 = 20% Flash Black Share of Voice SOV Spend= 2.5 x .025 x $1,298,400,000= 81,150,000 SOV= 81,150,000/1,298,400,000= 6.25% Flash Black would have to spend $81,150,000 in advertising to achieve a 2.5% market share in year one. This is more than double the budget for the first year.

Promotion Budget We will be using an Objective Based Budgeting Method. This method allows our company to set objectives and for a budget to achieve those objectives. This method is superior because it allows us to set expenditure levels based off of specific goals established for the campaign. A maximum of 20% of forecasted year one wholesale sales will be allocated to achieving a 70% awareness of the Flash Black brand. Forecasted Year One Advertising Budget Ceiling: $31,523,570 •

=$157,617,850 x 20%

Advertising Costs Television • • • •

Family Guy Tosh.0 South Park Jersey Shore

$190,483.24 $2,972,014.80 $2,080,410.36 $4,600,636.56

Print (Magazines) • • •

US Weekly Cosmopolitan Maxim

$7,653,696 $2,929,000 $2,955,360

Internet • • •

Hulu.com Facebook.com Google AdWords o “hangover cure” o “hangover remedy” o “carbonized bamboo”

$3,888,162 $91,300 $13,997.75 $2,821.45 $1,657.10

Subtotal

$27,379,539.26

Advertising Production costs (Assumption 6)

$2,737,953.93

Total Advertising Cost

$30,117,493.19

Other Promotion Costs • • • •

Search Engine Optimization Support Media o Traveling Promotional Bus Sales Promotions o Consumer Promotion Promotional Event Sponsorship o College Road trip Event o Bud Light Pool Party o Sweepstakes

$30,000 $45,450 $16,388.50 $10,021.02 $6,829.95 $8,270.00

Total Other Promotions Cost

$116,959.47

Total Promotion Budget

$30,234,452.66

Total budget as % of Year One Forecasted Wholesale Sales = Wholesale Sales

Total Promotion Budget / Forecasted

Total budget as % of Year One Forecasted Wholesale Sales=

$30,234,452.66/ $157,617,850

Total Budget as % of Year One Forecasted Wholesale Sales=

19.18%

Advertising to sales ratio: One Wholesale Sales

Total Advertising Costs/Forecasted Year

Advertising to sales ratio:

$30,117,493.19/$157,617,850

Advertising to sales ratio:

19.11%

OTC Analgesics is a heavily advertised industry with typical percentage of sales spending on advertising between 20% and 30%. As a startup company, Flash Black would find it very difficult to compete on the same level as its pain-reliever competitors. Flash Black’s Share of Voice: Flash Black’s Advertising Spending: $30,117,493.19 Industry Advertising Spending (Appendix 8): $1,298,400,000 Flash Black’s Share of Voice: Flash Black’s Advertising /Industry Advertising +Flash Black’s Advertising Flash Black’s Share of Voice: 30,117,493.19/1,298,400,000 Flash Black’s Share of Voice: 2.32%