ADV 604 Group Project Assignment
Congratulations! You’ve just made the short list for a new business
pitch.
Client
Brioschi
Background
Brioschi is an over-the-counter drug brand that is over 100 years old. It
is seen by many to be an old-fashioned brand, but it is a Lovemark to its
loyal users. This waning brand was recently bought by a local Syracuse
company run by Patrick Dessain. Brioschi has some great strengths
however. It is the only FDA recognized “natural” antacid that provides
fast and effective relief for upset stomach, acid indigestion, heartburn,
nausea and related stomach discomforts.
It is known as the “fastest fizz there is” due to its ultra quick reaction in
water. It is currently sold in the United States and in Canada in 3 forms;
an 8oz bottle, 4oz bottle and an "on-the-go" pack. Brioschi comes in one
flavor, lemon. It is widely known for its distinctive blue bottle and large
red font.
Unlike many of its competitors, Brioschi is not an "Acid Blocker" such as
Prilosec OTC, which acts to shut off the acid producing pumps in your
stomach, or Mylanta, which contains Magnesium and Aluminum. It's
effective all natural formula uses Sodium Bicarbonate and Tartaric Acid
as its active ingredients, which neutralize acids in your stomach
immediately when discomfort is felt. See http://www.brioschiusa.com/ for more details.
Many antacids are considered safe and effective but not all are for
everybody. Brioschi is all-natural and contains no aspirin. Brioschi is
similar to Alka-Seltzer in that it is an effervescent antacid. But, unlike
Alka-Seltzer it is aspirin free and dissolves faster due to its confetti-like
product form.
Brioschi has been featured in renowned movies such as Goodfella's,
Planes Trains & Automobiles, Oscar, The Pick-Up Artist and just last
month in an episode of Martin Scorsese’s hit HBO series “Boardwalk
Empire.”
It is also widely recognized for its help in reducing and/or eliminating
hangovers
The Assignment
Brioschi is launching a new product for children: “BrioschiKids.”
The Strategy
This launch serves several strategic roles:
1) The brand’s loyal users are 55+. The brand needs to reach out to
younger buyers if it going to succeed. If it can successfully launch
a kids’ product, it will effectively “jump” a generation, selling the
product to parents of young kids, who may, in turn, try regular
Brioschi themselves.
2) The new flanker brand will help Brioschi get more shelf “facings”
in supermarkets and drug stores.
3) The fact that Brioschi is all-natural and mild with no medicines
(e.g., aspirin) or metals (like aluminum and magnesium) makes it
something parents can trust (and have trusted for over 100
years).
4) The overall category is crowded, but the kids segment is not.
Competition
Brioschi competes with an array of antacid and stomach upset products.
Some of the more prominent are Pepto Bismol, Alka-Seltzer, Mylanta,
Phillips, and Maalox.
Brioschi is smaller than most of these brands. Gross sales comparison
of selected brands:
Pepto-Bismol:
Phillips:
Maalox:
Mylanta:
Brioschi:
Gasex:
$58.0 Million
$28.0 Million
$23.0 Million
$20.0 Million
$ 1.0 Million
$ 0.5 Million
The whole market for these products (excluding acid reflux drugs that
have recently become OTC) is $600 Million.
There are few products in this market aimed squarely at kids. The one
prominent brand in this category is “Children’s Pepto.”
Distribution
Brioschi is available in about 13% of stores where these types of
products are sold. 67% of their distribution is in drug stores. 33% is in
supermarkets.
Key Issues
For the launch, Brioschi must decide:




The product positioning (stomach upset or antacid lead?)
Product size, price, color, package, and flavor
Core target demographics and psychographics
How to do something new while not losing the brand’s distinctive
equity.
Your Job
Working in teams of 4 or 5 your job is to use the things you have learned
in this course to position the new Brioschi product and support it with
an integrated advertising campaign.
To get to your campaign, you will need to develop the following
elements:
o A master brand vision statement
o Situation analysis (SWOT)
o Product positioning statement/Rationale
(MRI+/Simmons?)
o Consumer insights (from research—detail your
research—how obtained?)
o Creative “Concept Board” (message and touchpoint
integration. Show TV, print, point-of-sale, packaging
and a web or social application)
o Media allocation (Psychologics approach)
o Scenario Plans
Budget
Brioschi will give each team $200 for research and development.
Assume that your media plan will be about $2 Million to be spent
strategically in spot markets.
Rubric
Vision statement
Situation Analysis
Positioning Statement
Insights
Concept board
Media allocation
Scenario plans (decision trees)
Presentation
Total
Due Date
Presentations: November 10
10%
10%
10%
10%
10%
10%
20%
20%
100%