+
Bullfrog
Sunscreen
Daniela Field & Nikki Juraszek
+
Table of Contents

EXECUTIVE SUMMARY
3

SITUATION ANALYSIS
4

SWOT
12

CREATIVE BRIEF
13

MEDIA STRATEGIES
14

BUDGET ALLOCATION
16

EVALUATION
17

APENDIX
18
+ Executive Summary

Purpose:





Promote Bull Frog sun block to men and women who spend time in the sun, especially while performing outdoor
activities.
Objective:


3
The marketing objectives of this media plan are to increase awareness among consumers and build better consumer
loyalty, while increasing sales to $26.8 million dollars (an 8% increase within the next two years.
Target Market:

Adults ages 18-34.

There is not a narrow segment definition because sun screen products are used by all individuals regardless of their
occupation, education, or income.
Media Plan:

Concentrate on intense advertising towards are target market during the months of May, June, and July, with a
particular emphasis on the month of July.

Utilize opportunities for promotions and advertisements throughout the ski/winter seasons, December to March.
Budget

The budget allowed for $2.5 million.

$85,000 was set aside for promotions and social/viral/nontraditional media
Location/ Where are we advertising?

Dallas/Ft. Worth, Los Angeles, Miami, Minneapolis, Orlando, and San Francisco
+
4
Brand Analysis

Brand Overview:




Distribution:


Bullfrog is known as the first brand of sun-block that provides all- day
waterproof protection.
Bullfrog sun-block was acquired in 1985 by Chattem Inc. from Oceanside labs.
The acquisition by Sandi- Aventis allows for possible access to more money.
They manufacture and market an array of brand name pharmaceuticals,
toiletries, and cosmetics.
Prices vary from $6 dollars to $12 dollars, and their line of products carries six
different categories of sunscreen options.
Bullfrog is sold in most large retailers- food, drug, and mass merchandise stores.
From Walgreens convenience stores to Kroger grocery stores, the product can
be found nationwide
Category and Brand Sales:




Bullfrog sales gross 24.8 million last year
Category sales are close to $425 million
Annual ad spending for this category amounts to $48 million
The sun protection and sunless tanning market has increased by nearly 50%
since 2005. is worth $701 million in 2010. A focus on “ultra” and “sport”
protection, including SPF protection levels of 100+, has driven an increase of $77
million from 2009 to 2010.
+
5
Marketing Objectives
Grow sales to $26.8 million dollars
with an 8% increase within the next
two years
 It
is also important to recognize the
importance of brand awareness. In doing so,
BullFrog should look to increase the
awareness of consumers and build better
consumer loyalty .
+
6
Competitive Considerations

Bullfrog has four main competitors. The top two are companies with very
large ad budgets, well-known brand names, and high consumer loyalty.

The competition’s brands have higher total sales than Bullfrog in almost all
categories, including our choice for target market for individuals 18-35.

Market share for Bullfrog sunscreen is only 5.84%.

Secondary competitors are recognized for their budgets as well as their
market shares.


Primary:
 Neutrogena
 52.90% Sole Users of Brand
 Coppertone
 62.90% Sole Users of Brand
Secondary:
 Hawaiian Tropic
 Banana Boat
+
7
Competitive Considerations
Company
USP
Ad Spending
$(000)
Media
Vehicles
Coppertone
Brand
Recognition
Banana Boat
Family Brand
$2,087.20 Cable, National
Spot Radio
Neutrogena
Emphasis on Skin
Protection
$1,325.20 Consumer
Magazines
Bullfrog
Waterproof
Protection
$525.80 National Spot
Radio
Hawaiian Tropic
Unique variety of
brand options
$262.30 Consumer
Magazines
$15,867.10 Network TV,
Cable,
Syndicated TV,
Spot TV
+
8
Target Audience
Adults ages 18-34
Consumer research finds that women are much more likely to use sun
care products than men , however, BullFrog is being marketed as an all
around sport sun block and can target both males and females.

The sunscreen market consists of
younger individuals who are more
likely to spend time outdoors.




Young adults ages 18-24 are also less
likely to buy sunscreen because they
want to tan. Convincing these
consumers is key strategy for sun
protection companies.
Usage of all sun care products peaks
when females are in their mid 30s.
Building a relationship now can lead to
success in the future, keeping the
group as loyal life-time users if Bullfrog
starts focusing on a younger
demographic
Sun protection products are becoming
multi faceted with countless options of
products. In addition, anti-aging has
become the “war cry” in the personal
care market, making the benefit
relevant to younger and younger
women and men.
Total
Users
(000)
Coppertone
Age 1824
3121
Age 2435
5916
Neutrogena
Bullfrog
2573
610
455
3687
1085
573
Banana
Boat
Number of total users of the brand that fall between
the ages of 18-35 is considerably lower than that of
the competitors.
+
9
Geographical Information
Top markets were chosen with regards to total population, high levels of
sunscreen sales, as well as estimated square miles of water in each
DMA. The following information is ranked by total sun block sales.
DMA Market
Los Angeles, CA
Total Population
(2+)
Est. Sq. Mi Water
Within 100 Mi
Radius
Total Sunscreen
Sales
Est. $ (mil.)
16928.6
739
28.5
San Francisco, CA
6928.6
644
19.9
Dallas- Ft. Worth, TX
6187.9
821
17.8
Minneapolis-St. Paul,
MN
4218.7
3854
14.2
Miami-Ft. Lauderdale,
FL
4147.1
1320
18.2
Orlando, FL
3166.9
1164
18.6
+
10
Timing and Purchase Cycle


The most advertising dollars are spent during the months of
May June and July.

During the months of April and July, 92% of advertising dollars
are spent focusing on sun block products.

July is when the most media buys occur for sun block products
due to the relationship of higher outdoor activities and sun
exposure.
Opportunities for advertising and promotion of sun block
products occur most between the months of December
through March.

During these months families, as well as general consumers, are
taking vacations, including those to beaches and ski slopes. There
is great potential for them to be exposed to extreme sun
conditions throughout this period of time.
+
11
The Media Mix

The most traditional media vehicles
used to promote and advertise sun
block products are television and
print media. These are proven to be
the most effective vehicles in terms
of reaching the most consumers.

The goal of the company should be
to dominate the channels you
advertise in, even if it is only
through a single medium. Spreading
the advertising too thin can expose
the franchise to erosion from
competitors.

Through various outlets, especially
sponsorships and social media,
Bullfrog can attract fans and build
higher brand usage and loyalty.
Total Money Spent in Traditional Media
(Dollars- 000)
+

12
SWOT
Strengths






Supplies both UVA and UVB radiation
protection
First brand to offer all day waterproof sun
defense
Contains comforting Aloe Vera and
Vitamin E
Not known as a “beach-only” sunscreen,
promoted as athletic. Waterproof
protection is used for all outdoor
activities, not just swimming.
Unique and memorable brand name
Opportunities




Advertising in the winter months as a go- to sport sun
block.
New research showing the benefits of using
sunscreen versus tanning. Negative impacts of sun are
well-known and skin care is crucial when exposed to
high levels of sun.
Potential for future advantages with financial
resources due to acquisition of Chattem Inc. by
Sanofi-Aventis
Bullfrog is not just for the everyday individual. It is
targeted to those constantly outside partaking in
physical activities. Bullfrog can increase sales by
targeting outdoor enthusiast and become an allpurpose sun screen for athletes.


Weaknesses

Lack of brand loyalty

Lack of USP

Lack of brand recognition

Low market share

Low advertising budget
Threats
 High brand loyalty of
competitors
 High brand recognition of
competitors
 Competitors work with a
larger advertising budget
 Product use is relatively low
compared to competitors in
terms of use per customer
+
13
Creative Strategy:
The Creative Brief

Why are we advertising?


Whom are we talking to?


Our target market is adults ages 18-34. Sun block products are something that can be marketed to people in any
demographic. We want to focus more on the lifestyle these individuals have rather than how much money they make or what
job they have. There is great opportunity with this target audience because we can build brand loyalty at a younger age,
therefore keep them as loyal customers in the future.
What do they currently think?/What do we want them to think?


Chattem Inc. is the current holding company of BullFrog. Chattem Inc. was acquired by Sandi-Aventis giving the brand
possible access to more money. Because the market for sunscreen products is so competitive, our main goal is to set
ourselves apart with our promise of all-day waterproof protection. It is important to break into this market by positioning
ourselves as the go to sport sun block. The market for the “outdoorsy” individual is a great way to position our brand.
Unfortunately, the brand awareness for sunscreen products is low, especially for the BullFrog brand. BullFrog is a unique
brand and we want our audience to recognize us as “sporty”. Our brand is perfect for any person who spends their time
outside, whether it is fishing or rock climbing. BullFrog’s infusion of aloe and vitamin E are important features that individuals
need to know especially someone who spends a lot of time in contact with the sun. Sun care products are very important
today due to the rising awareness of skin cancer and other consequences of high sun exposure. We want people who are
outdoorsy and athletic to know Bullfrog is the ultimate sun product for their adventurous life.
Who is our competition?

Four brands Bullfrog competes against are Neutrogena, Coppertone, Banana Boat, and Hawaiian Tropic. These brands have
a high market share and high levels or brand loyalty. They also have larger advertising budget that enables them to run
more ads in more mediums. Bullfrog lacks the brand recognition the competition has among sunscreen users.
The single most important thing about Bullfrog : The Bullfrog brand is unique and can appeal to a wide range of athletes and outdoor enthusiast.
+


14
Media Objectives & Strategies
Target Audience

Adults ages 18-35

We chose to avoid a narrow segment definition because sun care products are important for all individuals
regardless of their income, education, and occupation.

Woman in their mid thirties tend to stop using sun care products

Older individuals in their forties or older are less likely to purchase sun care products

With a high awareness for sun exposure issues, this target market pays closer attention to their health. They
have more time to spend doing outdoor activities and are more likely to spend time outdoors on a regular basis
.
Media Mix

Taking advantage of print media, combinations of interactive/non traditional, as well as
promotional sponsorship media activities will benefit Bullfrog products by adding new and
uncharted ways to advertise for the brand. Higher levels of interactive media, or non-traditional
forms of media will play an important role in developing a greater brand awareness for Bullfrog.

Non-traditional/Viral/Social


Online social media will be used to promote Auquapalooza events we sponsor. Facebook and other social
media will play a large role in supporting the Bullfrog fan base. People can follow Bullfrog on Twitter for
special promotions and other offers.
Magazines

High circulation female and male interest magazines such as Sports Illustrated, ESPN, Endless Vacation, Outdoor
World, etc.
+



15
Media Objectives & Strategies
Reach and Frequency: Because the product has been on the market for about 20 years and there are high
levels of competition, it is important to focus on running ads that target frequency rather than reach. Ads
need to remind consumers about the product and work on getting more exposure as a brand.

The ideal goal for our national media plan would be to reach 50% of the target market with a
2+exposure frequency during the months of December- March, and May-June. During July, when
advertising is heavier, our goal is to reach 60% of the target market with a 3+ exposure frequency.

The goal for our spot media plan would be to reach 60% of the target market with a 3+ exposure
frequency during the months of December-March, and May-June. During July, when advertising is
heavier, our goal is to reach 70% of the target market with a 4+ exposure frequency.

The average reach of our campaign was 24.5% with an average frequency of 1.2 per ad. The expected
goals were not met, because with such a limited budget it is very difficult to produce such specific
reach and frequency goals.

The target markets and DMAs selected make up 13.4% of the US population.
GRPs

The campaign mainly focuses on the percentage of consumers being reached and the frequency that
they are exposed to,

The GRPs were equal to 30.
Scheduling and Timing

The schedule for promotions and advertising would follow a flighting schedule with a break in April,
and another break from September through November.

The flighting schedule will allow for a heavy advertising emphasis during the months of May through
July when it is the prime traveling season, with the most intense sun exposure.
16
Budget Allocation



The budget allowed for the BullFrog Sun block campaign is $2.5 million with $85,000 set aside for promotions and
social/viral/nontraditional media.

This budget is small compared to the other leading sunscreen brands, based on their percentage of sales and
competitive parity.

The budget we have set aside for the promotional plan is $50,000, which will be used to sponsor Aquapalooza
events in the six DMAs of our campaign. The plan will be to purchase BullFrog ads on the main stage and
provide company boats to be placed in the boat areas we buy as well.
Geography

The campaign is a national plan with emphasis on spot media.

The geographical plan reaches six DMAs for the selected target audiences.

Los Angeles, San Francisco, Dallas/Ft Worth, Minneapolis, Miami, and Orlando. Together the target markets in
these geographic areas make up 13.4% of the total US population.
Sales Promotions

Another potential promotional strategy would be to sponsor “Aquapalooza”, which is an on-the-water music
festival, and large-scale event’s sponsor, Sea Ray Boats, promotes it as “The World’s Largest Boat Party”. The
huge gathering features live entertainment, water-related games, contests, and giveaways. In picturesque
fashion, flotillas of boats, tubes and all form of watercraft “raft up” with each other to watch performances
broadcast over giant sound systems and video monitors.

Cost of boat sponsorships- Starting at $75 per boat. You will be allowed to anchor your boat on the first three
rows. (Companies must supply their own boats with ads)

Platinum and Gold level Sponsorships- Starting at $1,000 your company can buy advertisements around the
venue and even on the stage.
+ Evaluation
In order to measure the achievements of Bullfrog as a brand we must find out if there was an
observable increase in sales, and also create ways to measure brand awareness. When
beginning the campaign, Bullfrog must set prior plans to evaluate sales after the first year so
that they will be effective in determining the increase in sales as a whole at the end of the
goal period. This is a good plan, because with our goal being to increase sales over a twoyear period, a mid-evaluation will help decide if our campaign strategies are effectively
working. This will allow us to make necessary changes if needed. One potential
measurement would be to utilize TNS Strategy reports. This type of report is useful for our
brand by allowing us to monitor sales across many different stores and venues. These
reports would not only be successful at providing sales information about BullFrog, but they
would also make our competitors sales performance available, and this would directly allow
our company to identify where we stood as a brand compared to our competitors. If BullFrog
wants to measure its success effectively we must evaluate our brands awareness by finding
out if there has been an increase since the campaign was launched. One way our company
can generate a better understanding of how we are being perceived in the minds of
consumers is by issuing online surveys through email or our brands web-page. An example
of a question the surveys will include are asking customers to “have you used a Bullfrog
product in the last month?” This question will allow our brand to determine if consumers
recognize/use us. Another way our company could determine brand awareness is by
measuring the number of visitors on our webpage by calculating if an increase in web-traffic
has occurred. This strategy will help our company examine if new consumers are visiting our
website, which will indicate an increase in brand awareness. An additional online tactic
would be to keep track of how many consumers clicked on our brands display and banner
ads that are displayed in the margins of other popular websites, like Youtube.com. Over a
period of time this method will conclude if there has been an increase or decrease in the
number of consumers interested in the ads linked to our web page, by allowing us to
determine if the ads are successful at creating brand awareness. Finally, our company has
planned to create a fan page through the use of Facebook, where consumers will have the
option to become a “fan” of our brand, which will then be displayed on their own personal
Facebook page. This strategy is growing and being used by many companies to determine
how many “fans” they have as a brand, and as a result over time, they are able to observe
any increases and decreases in their fan base since the fan page launched.
17
+
APENDIX
YEAR AT A GLANCE
19
Reach
Avg Freq
GRPS
$(000)
Goal Est Goal Est Goal Est Balance Goal Est Balance
January 60 24.5 3
1.2 180
February 60 25.2 3
1.2 180
March
60 25.2 3
1.2 180
April 0
0
0
0
0
0
May 60 25.2 3
1.2 180 31
June60 25.2 3
1.2 180 31
July 70 40.9 4
1.4 280 58
August 0
0
0
0
0
September
0
0
0
0
October 0
0
0
0
0
November
0
0
0
0
December
60 25.2 3
1.2
Total
1360243
National Contingency $(000): 0
Spot Contingency $(000): 0
30
31
31
0
149
149
221
0
0
0
0
180
0
150
149
149
0
39.6
39.6
61.6
0
0
0
0
31
299
39.6 299.4
-259.8
39.6 299.4
-259.8
39.6 299.4
-259.8
0
0
299.4
-259.8
299.4
-259.8
349.8
-288.2
0
0
0
0
0
0
0
0
0
0
0
0
0
0
149 39.6 299.4
-259.8
2145.964 -1846.964
MONTHLY DETAIL (ALL MONTHS EXCEPT JULY)
Target Demo: All Adults ages 18-34 Natl Univ (000):67222 Spot Univ (000):9846
20
Medium Covg. Unit GRPs CPP
CPM
Total Cost
Net TV-PrimeNATL
:15 1 22996 34.21
22996
Net TV-Sports
NATL
:15 6 20239 30.11
121434
Net Radio-Morning Drive NATL
:30 6 3410
5.0720460
Net Radio-Daytime
NATL
:30 2 2960
4.4 5920
Internet-Keyword/Search NATL
Listing 2 23650 35.18
47300
Internet-Trgtd Sites NATL
Banner 2 23650 35.18
47300
National Totals
19 13969 20.78
265410
Spot TV-Daytime SPOT :15 6
Spot TV-Prime
SPOT :15 2
Spot Radio-Daytime SPOT :30
Spot Totals
12 2830
2163
21.97
12978
5897
59.89
11794
4 2296
23.32
9184
28.74
33956
Total Plan
20.75763887 14422 21.45
299366
"Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot
GRPs are weighted to %US coverage before
MONTHLY DETAIL FOR JULY
Target Demo: All Adults ages 18-34
Natl Univ (000):67222 Spot Univ (000):9846
Medium Covg. Unit GRPs CPP
CPM
Total Cost
Net TV-Daytime NATL
:15 1 19473 28.97
19473
Net TV-Sports
NATL
:15 6 20239 30.11
121434
Net Cable-Prime NATL
:15 1 14266 21.22
14266
Net Radio-Morning Drive NATL
:30 6 3410
5.0720460
Net Radio-Daytime
NATL
:30 6 2960
4.4 17760
Net Radio-Evening Drive NATL
:30 6 2658
3.9515948
Magazines-Mens NATL
FPG 4C 1 28031 41.728031
Magazines-Womens NATL
FPG 4C 1 23410 34.82
23410
National Totals
28 9314
13.86
260782
Spot TV-Daytime SPOT :15 6
Spot TV-Prime
SPOT :15 6
Spot Radio-Morning Drive SPOT
Spot Radio-Daytime SPOT :30
Spot Radio-Evening Drive SPOT
Spot Totals
30 2966
2163
21.97
12978
5897
59.89
35382
:30 6 1963
19.94 11778
6 2296
23.32
13776
:30 6 2512
25.51
15072
30.13
88986
Total Plan
32.39409717 10797 16.06
349768
"Note: CPM based on media that contribute both cost and GRPs; For Total Plan,
Spot GRPs are weighted to %US coverage before
21