Table of Contents • • • • • • • • • • • • • • • • • • •
Executive Summary Situation Analysis SWOT Analysis Marketing Strategy Campaign Objectives Campaign Strategy Media Placement Strategy Script for Print Advertisement One Print Advertisement One Script for Print Advertisement Two Print Advertisement Two Radio Advertisement One Radio Advertisement Two Script for Television Advertisement One Television Advertisement One Script for Television Advertisement Two Television Advertisement Two Direct Mailer Internet Webpage
Executive Summary The advertising plan for Baruca Bean Pet Clothing presents an analysis of the advertising situation, the target market, the marketing mix, and promotional strategy. The goal of this company is to provide well-made pet clothes with a 100 percent satisfaction guarantee. We design and make the pet clothing right here in the United States and also offer a personalized section where you can design the clothes for your particular furry friend. We will be reaching out to women of all ages in Denver, New York, and Los Angeles. Through television, radio, print, and social media we will directly target these women to promote and sell our products. What makes our company different from others of similar background is the 100 percent satisfaction guarantee. If you are not happy with your product you are able to exchange or return the product with no hassle. We want you to love the product and we are confident in our ability to please our customer. The promotional strategy is also outlined. Our company is a fun, lighthearted atmosphere, so we want our customer to simply have fun with their shopping. We have many different products for every size, and occasion and want our customers to see that we are there merely for them. From daytime fabulous to something special, and even those for the boys, our company offers an array of outfits to fit your wants and needs. If you want to spice it up, our personalization option allows you to add lettering and photos of your choice to most outfits. We believe that those furry friends matter too, and they deserve to feel primped and exceptional just like you!
Situation Analysis Baruca Bean Pet Clothing is a company that strives to meet the needs and wants of our customers. Our products are made in the United States and are sold with a 100 percent satisfaction guarantee. We allow exchanges and returns at any time with no receipt necessary and no hassle. At Baruca Bean Pet Clothing, we strive to create the best product on the market and want to be sure we are meeting the expectations of our customers. We want each customer to feel as though we are meeting his or her individual requests. We also provide a personalized line where you are able to choose lettering and photos to place on your furry friend’s clothes. From daytime extraordinary to nighttime magnificent and even those for the boys, we offer an array of collections that fits the need of every dog and their owner. We have products as simple as t-shirts to full on tuxedos for the boys and wedding dresses for the girls. Baruca Bean Pet Clothing reaches out to women of all ages in three major cities: Denver, New York City, and Los Angeles. While we specialize in small dogs, we do carry products for any size dog, and work to show our customers we want to have fun. We are considered a high-end retail store for dogs, however our prices range based upon the outfit’s complexity. Nevertheless, we do carry some products of lower price, and something for every woman and her dog. We are a light-hearted and fun company that goes above and beyond to meet the wants and needs of our customers. We are a brand new company willing to work with each person on an individual bases in order to provide the personal experience each
customer deserves to have. Our company strives to just have fun! At Baruca Bean we enjoy what we do, we want to share our love of pet clothes for dogs with women all around.
Strengths: *100 percent satisfaction guarantee: able to return or exchange at any time with no receipt necessary *Personalized one-on-one shopping *Personalized pet clothing line where you are able to add lettering and photos to make it your own Weaknesses: *Multiple pet clothing lines already exist/high competition *On the higher end of pricing because it is considered to be a boutique *Smaller business located in large cities Opportunities: *Great marketing/advertising team *Quality of product and process of product creation *New innovative business with fun atmosphere and attitude Threats: *Multiple businesses with similar products *Poor economy and many may feel as though these purchases are not necessary with the recession
Marketing Strategy The product strategy for Baruca Bean Pet Clothing is high quality products with a 100 percent satisfaction guarantee. The placement strategy will focus on a small boutique feel with personalized shopping in the larger cities of Denver, New York City, and Los Angeles. We want our customers to feel as though they are shopping in a small, individualistic and personalized store even though we are located in large cities. The pricing strategy reflects our target market of those willing to spend a bit more on their pets, but we also have products suited for all of customers and products as low as fifteen dollars. Baruca Bean Pet Clothing will face much competition in the pet clothing industry due to the many pet clothing lines our company faces, however we will promote our high energy, fun, and light-hearted atmosphere. We will also promote our personalized assistance for each and every customer, allowing all of our shoppers wants and needs to be met. Our motto is that those furry friends of yours matter too, so shopping with Baruca Bean entails a pleasurable, and tailored experience
Campaign Objectives ⇒ Create Market ⇒ Introduce Product ⇒ Brand Awareness ⇒ Create/Increase Sales ⇒ Brand Credibility
Campaign Strategy/McCann Erickson’s Role-Playing Approach The service being advertised is a pet clothing line by the name of Baruca Bean Pet Clothing. Our business focuses on high end products with a 100 percent satisfaction guarantee. We have a large collection of clothing for every event suited for both boy and girl dogs. We also carry a personalized line where you can add your own lettering and photos to the clothing in order to make your furry friend look fabulous. The target audience for our company is women of all ages. Our primary audience is adult women while our secondary audience is children because of the fun, and spontaneous clothes we offer for your pets. We aim to market towards women who are willing to go above and beyond for their pets and believe that their dogs matter too. We are located in three big cities: Denver, New York City, and Los Angeles, however we have a small business feel like a boutique therefore we want to focus on women who enjoy a personalized one on one experience. We want to show our customers why our products are the best on the line. We strive to create an individual experience for each shopper in order to meet the wants and needs of each person. As of now, we are just beginning our business and are not present in the mind of the consumer quite yet. Baruca Bean Pet Clothing is just beginning to be advertised so we want to create an awareness of our company to our target audience by advertising our products. Our competition in the mind of these people is in the other high-end pet clothing lines such as Paris Hilton’s, as well as the other businesses that may sell cheaper
products. They are just becoming aware of our business and we want to be sure to share with them that our company offers a 100 percent satisfaction guarantee that never expires. We also want the consumers to know that we strive to create a personalized, and individual shopping experience for each customer. Our product is the best because we use high quality fabrics, and also offer any returns or exchanges at any time with no receipt and no hassle. The consumer promise or big idea Baruca Bean Pet Clothing offers is top of the line product with a 100 percent satisfaction guarantee. We want our shoppers to know that we make every effort to meet their wants and needs. This idea is supported by the satisfaction guarantee and the idea of being able to return or exchange your product at any time, no questions asked. The tone of voice for Baruca Bean advertising is amusing, and light-hearted. We want our consumers to have fun while shopping for their furry friends and feel as though we are of great assistance when they are in need. Our ads will include color, cute pictures, and fun messages that make our business stick out amongst the rest and will be strategically placed in order to reach our specific target audience of women and children.
Media Placement Strategy Baruca Bean Pet Clothing will strategically place our advertisements in order to reach our specific target audience. We will place print ads and posters in pet shops, around malls and shopping centers. We will also be using electronic ads that are used in certain malls such as: Cherry Creek shopping center where the ads are filtered through in the center of the walkways. We will also be placing television ads on channels such as news channels, and talk show channels in order to specifically reach out to women, as well as children’s channels such as: Disney or Nickelodeon. Placing these advertisements on children’s channels will be beneficial for our company not only to reach out to the children, but because typically Moms are home with their young children during the day monitoring the television. Baruca Bean will also be advertised via radio on channels such as 105.9, 95.7, 100.3, where there is a large selection of listeners, as well as on Pandora where women are found to be listeners. Through Facebook, and magazines I will also target women by placing advertisements in those that are specific to them such as: Lifestyle, Women’s Health, Cosmopolitan, and others that have specifically reached out to women audiences.
Print Advertisement One Baruca Bean Pet Clothing Line One-Page Spread “Cute Puppies”
VISUAL: Two cute puppies close up, each with an outfit on HEADLINE: Baruca Bean Pet Clothing COPY: Because we like to look cute too!
LOGO: Baruca Bean Pet Clothing BASELINE: High quality product with a 100 percent satisfaction guarantee.
High quality products with a 100 percent satisfaction guarantee
Print Advertisement Two Baruca Bean Pet Clothing Line One-Page Spread “Puppies Hanging with the Crowd”
VISUAL: Four puppies in clothes hanging from a clothesline, dangling with clothespins holding them up with their clothes. HEADLINE: Baruca Bean Pet Clothing COPY: Because we like to hang with the crowd too!
LOGO: Baruca Bean Pet Clothing BASELINE: High quality product with a 100 percent satisfaction guarantee.
Baruca Bean Pet Clothing‌ Because we like to hang with the crowd too!
High quality products with a 100 percent satisfaction guarantee
Radio Advertisement One SFX:
DOG BARKS TWICE
ANNCR:
Do you love your furry friend and enjoy shopping for them just as much as you enjoy shopping for yourself? Then do we have the perfect place for you! Baruca Bean Pet Clothing located in (specified area based on city) offers high quality products with a 100 percent satisfaction guarantee. From fancy clothes, to costumes and t-shirts we have an array of clothes for both boys and girls. Be sure to stop in to Baruca Bean today to check out our selection and dress your furry friend because they matter too! You can also visit us online at www.barucabean.com
SFX:
DARK BARKS TWICE
Voice Description: The announcer for this radio advertisement is a young female with a lot of enthusiasm and spunk. She is very upbeat and sounds excited about the store. The barking dog is a little dog, therefore a petite bark that sounds like a cute, cuddly dog.
Radio Advertisement Two SFX:
MUSIC BEGINS: SONG=WHO LET THE DOGS OUT BY: THE BAHA MEN
ANNCR:
Baruca Bean Pet Clothing presents Real Dogs of (city the ad is airing in)
SFX:
DOG BARKS TWICE
ANNCR:
Do you have a furry friend that you enjoy shopping for? Then, Baruca Bean Pet Clothing is just the place for you! With high quality products and a 100 percent satisfaction guarantee we offer an array of dog clothes from fancy dress up, to costumes, and tshirts for both boys and girls. Stop in today to check out our collection and find the perfect outfit for your furry friend. At Baruca Bean we believe that your dog matters too! Located off: (Varies depending on city it airs in) or visit us online at www.barucabean.com
SFX:
DARK BARKS TWICE
Voice Description: The announcer for this radio advertisement is a young female with a lot of enthusiasm and spunk. She is very upbeat and sounds excited about the store. The barking dog is a little dog, therefore a petite bark that sounds like a cute, cuddly dog.
Television Advertisement One
Format: Product in use Opens with music: Who Let the Dogs Out by: The Ba-Ha Men Words: Who let the dogs out (ruff, ruff, ruff, ruff) Who let the dogs out (ruff, ruff, ruff, ruff) Camera Shot 1: Close-up Transition: Cut Camera Shot 2: Medium shot Transition: Fade Camera Shot 3: Medium Shot Image 1: Close up of sad pug puppy not wearing any clothes Image 2: Medium shot of pug puppy that is wearing clothes and is now happy Image 3: Black screen with Baruca Bean Pet Clothing information
Music: Who let the dogs out (ruff, ruff, ruff, ruff)
Who let the dogs out (ruff, ruff, ruff, ruff)
Baruca Bean Pet Clothing‌ Because they matter too! High quality products with a 100 percent satisfaction guarantee Please visit us online at www.barucabean.com or call us at 303-791-4507 for more information on hours and locations.
Television Advertisement Two Format: Before and After Product in Use Opens with music: Words:
Who Let the Dogs Out by: The Ba-Ha Men Who let the dogs out (ruff, ruff, ruff, ruff) Who let the dogs out (ruff, ruff, ruff, ruff)
Camera Shot 1: Close up shot Transition: Cut Camera Shot 2: Medium shot Transition: Cut Camera Shot 3: Long shot Transition: Fade to black Camera Shot 4: Black screen with Baruca Bean information Image 1: Happy dog in sunglasses Image 2: Happy dog in outfit Image 3: Happy dog in outfit in sunny setting Image 4: Black screen with Baruca Bean information
Music: Who let the dogs out (ruff, ruff, ruff, ruff) Who let the dogs out (ruff, ruff, ruff, ruff)
Baruca Bean Pet Clothing‌ Because they matter too! High quality products with a 100 percent satisfaction guarantee Please visit us online at www.barucabean.com or call us at 303791-4507 for more information on hours and locations.