BBDO Group
BrioschiKids
November 2010
Situation Analysis
● Industry Overview
The market performance of over the counter (OTC) gastrointestinal (GI)
remedies was strong in 2009. The success of GI remedies is mostly driven by new
product launches in the category.
● Current economic climate has caused consumers to shift buying habits.
A growing number of consumers are turning to private label GI brands
from major brands in 2008 and 2009. Sales of private label brands
increased 22% in 2008 and 1% in 2009. Store brands are earning
consumers trust by providing convenience and accessibility.
● The greatest challenge of OTC remedies is consumers not taking
action. For all GI problems, consumers prefer natural or herbal
remedies. However, prescribed products are more popular among
consumers for heartburn, acid reflux or stomach ulcer.
Given these circumstances, it is recommended that companies to educate consumers
that GI remedy is a harmless alternative to solve GI problems and convince them of
GI remedies’ effectiveness. All natural, fast and effective remedies show potential
growth.
● Market Share
In 2008, OTC pediatrics remedy market is worth estimated revenue of $ 639
million. There is a growing trend of parents using OTC drugs to treat their children’
symptoms by self-diagnose instead of consulting a pediatrician for prescription drugs.
Parents prefer products with easy administration methods and pleasant flavors.
Sales of pediatric gastrointestinal (GI) remedies increased in 2007 due to the
increasing childhood obesity problem in the U.S. Childhood obesity can cause GI
symptoms, such as acid flux. The use of prescription medications to treat heartburn
has increased in 2007 according to 2007 Chain Drug Review. Over the counter
(OTC) remedy was an alternative for prescription drugs when parents have no
time to visit pediatricians or it is too expensive for them to obtain prescription
medications.
● Leading companies
The two leading national brands, Pepto-Bismol and Phillips, both
experienced slight sales declines in 2008. Sales of private label stomach remedies
held essentially steady during this period, resulting in a share gain in this declining
category.
● Competitors Analysis:
Pepto Bismal
Sales is $58 million
Slogan: Yup, You’re covered
Children’s Pepto: chewable tablet, does not contain aspirin
Product usage: relieve heartburn, nausea, indigestion, and upset stomach
Tone & Manner: pink theme, humorous
Two flavors: watermelon and bubblegum
Promotions:
o Think Pink for All Seasons: Best Kid’s stories: they asked parents to
tell them how Children's Pepto helped to keep tummy troubles from
spoiling their kids' fun, and chose the best stories to give them prize
on the website
o What’s in My Belly: A guide on their website to help parents to find
out what’s going on in their kids stomach by providing examples of
what’s their kids may say
o Cooking with Kids: Kids cookbook on their website to introduce
recipes to avoid stomach problems
Facebook: 46,617 fans, no twitter
Philips’
$28 million
Works with your body’s natural processes to gently relieve constipation
Taken at lower doses, can be used for fast-acting relief of acid indigestion,
sour stomach and heartburn
Tone & Manner: soft, elegant
Slogan: Get effective relief, Cramp free!
Maalox
$23.0 Million
It’s a relief to enjoy life
Blue theme on website, no current promotions for kids, not very effective on
social media
Tone & Manner: lighthearted
Fast relief of Children’s heartburn and acid indigestion
Available in Great Tasting Convenient Chewables (Wild Berry taste)
Mylanta
20.0 Million
Slogan: Safe, soothing relief for your children’s heartburn
Tablets offer fast relief of sour stomach, acid indigestion, and heartburn.
Targeted at children between 2 to 11 years old, bubblegum taste
Gas X
0.5 million
peppermint flavor
Slogan: The trusted leader in gas relief
Natural remedies are also seen as our competitors.
Most of the competitors do not have social media and see children’s products
as attachments to their brands. They do not focus on promotions on children’s
products very much, except for Children’s Pepto. In this case, Brioschi has great
opportunities to break into children’s market and become a love mark for them.
SWOT Analysis
○ Strength
■ It’s the only all natural FDA approved antacid (Parents looking
for safer alternatives seek out natural remedies Mintel
Marketing Health to Parents and Children US 2009)
■ Instant relief (dissolves faster than Alka-Seltzer)
■ Dramatic effervescence
■ On-the-go packets make it easy to travel with
■ Aspirin free and safe (No complications of Reyes Syndrome in
children)
■ No metals (Pepto-Bismol contains aluminum and magnesium)
■ Trusted brand for over 100 years
■ Strong brand awareness with 55+ segment
■ Easily accessible
○ Weakness
■ Only sold in certain areas
■ Not nationally known
■ Little advertising
■ Low website interactivity
■ Not as convenient as chewable tablets, patients need water and
cup to take it
■ Low demand for this product segment
■ Low brand awareness in younger segments
■ Boring package
■ Little or no social media efforts to reach target market
○ Opportunities
■ Few products targeted for children
■ Trend towards “all-natural” remedies
■ Mothers are the buyers and influencers
■ High concerns of safety, especially in young mothers
■ Tips and suggestions on website
■ Number of children under 18 expected to grow 3.7% between
2008 and 2013, with the most significant growth among those
aged 6-11.
■ People are heavily influenced by medical professionals
■ New market: Children Recurring abdominal Pain
○ Threats
■ Low buyer switching costs
■ Strong competitors whom are established in the children’s
market
■ Substitute products
■ Pricing wars with other competitors
■ Digestion problems not being viewed as a serious issue
Target Consumers:
Moms age 25-34 with 4-9 years old kids, with high education and income
from $25,000- $49,900 and live in the East.
Good moms are perceived by most people as the ones who focus on food
safety, nutrition, and emotional health for their kids. Moms with income from
$25,000- 49,900 pay most attention to their children’s nutrition and health (Source:
Mintel Report_Marketing to Moms, US, Feb, 2010)
Insights pertaining to Moms attitudes towards children’s medication
● Most moms have high safety concerns of their children’s medicine.
● Moms trust in pediatricians’ recommendations and advices from their
experienced friends through word of mouth.
● Moms prefer medications with all natural ingredients. Natural remedies are
their first choice to avoid side effects (Source:
http://thestir.cafemom.com/toddler/1296/help_i_gave_my_toddler)
Marketing to Moms
● Majority of moms make 85% of all household purchase decisions in the U.S.
(Source: Advertising age, How to Market to Moms by Marti Barletta. May.07,
2008)
● Seven out of ten moms connect with their friends though social networking,
such as Facebook. They are increasingly using social network to gather
information about products. (Source: Mintel Report Marketing to Moms, US,
Feb, 2010)
● Cafemom.com, Scribbit.blogspot.com and BlogHer.com are popular blogs
among moms. Moms see those blogs as a source of information about
products for their children.
● More than 73% respondents in a survey of 1,200 PTO (Parent Teacher
Organization) and PTA (Parent Teacher Association) by School Family media
agreed that promotional materials aimed at parents are more acceptable than
those aimed at kids. Only 3% said those aimed at kids are more acceptable.
Samples are acceptable for 91% respondents. (Source: Advertising Age,
Survey Reveals Moms Wary of Ads Aimed at Kids)
Vision Statement
Continually providing all-natural products to improve quality of life.
Positioning
To health conscious moms with children ages 4 – 9 years old, BrioschiKids is
the only FDA approved all-natural antacid that is the most fun way to relieve your
child’s upset stomach because your child will spend more time living life and less
time on stomach ache interruptions.
Concept Board
Maximize the fun in each minute of childhood
○ Fun
■ The characters & educational
■ The process of dissolving the product
■ More fun without stomachache interruptions
○ Better life
■ For kids
○ no stomachache, no fear of stomachache, no fear of
having medicine
○ more time for living life
■ For moms
○ avoid the experience of chasing kids to give them
medicine
○ providing kids with better life, makes moms feel better
as being caring moms
○ increase satisfaction of being a great mom
○ Be a better mom
Tagline: BrioschiKids make every second count, naturally
Media Allocation
●
Consistent Message: make every minute counts,naturally
○ maximizing the fun in every second of childhood
●
Media platforms:
○ Recommended magazines
■ Parenting
○ Top magazine in the category
○ Women audience: 7,905,000
○ Reader’s per copy (women): 3.43
○ Median Age (women): 33.0
○ Children age 0-12 in Household: 2,376,000
■ Ladies Home Journal
○ Total women audience: 11,142,000
○ National rates: 1 page 4 color: $254,000; 1 page 2color: $247,200; 1 page black & white: $240,500
■ Red Book
○ Total audience: 8,277,000
○ Parent: 2,977,000
○ Rates: 1 page 4 color: $161,000; 1 page Black & White:
$144,900
■ Rationale:
○ Trustworthy: Magazine ranks #1 out of 16 media for
consumers having a positive impression of advertising.
○ Influential: Magazines are most likely to compliment
the web in reaching social networkers who build buzz.
○ Highly segmented: deliver massage specifically to
target audience.
○ High involvement.
○ Pamphlets for doctors: detailed and professional information of
BrioschiKids.
○ POP:
■ Off-shelf display-Brioschi/interactive
■ Front door stickers: $0.42/unit
○ Rationale: Consumers normally make decisions in
stores. Pop display ads will be good opportunities to
draw consumers’ attention and influence their purchase
decisions.
○ Internet Website:
■ Creating YouTube BrioschiKids Channel:
○ upload interesting viral videos to the Brioschi Channel.
○ host video contest: encourage parents to submit homemade videos having the theme” Every second counts”.
The winning video of each month will be posted on
Brioschi’s website, also we will send out BrioschiKids
to them as rewards.
○ Cost: According to Google Adwords, a dedicated brand
channel, for instance, comes with a price tag, $200K or
more.
○ Rationale: YouTube is the 2nd largest search
engine in the world. Video contest will be
contagious, engaging and help to increase brand
awareness in a short time.
■ Brioschi official website:
○ Keep every web page consistent in terms of design
○ Highly interactive
○ Professional information provider
○ Update promotional activities
○ Social Media:
■ Cafemom.com
○ Rationale: the largest and fastest-growing socialnetworking site for moms on the web, with 1 million
members. Cafemom influencer program aims to help
the advertisers get the products into the hands of moms
and then help the moms tell others what they think.
○ Cost: Minimum buy is $20,000.
■ Scribbit.blogspot.com: Powered by Google, for perusing
parenting related blogs. Mostly frequently visited search engine
parents visit to get up-to-the-minute advice.
○ 50,000-60,000 page views per month, depending on
season
○ 30,000 visitors per month
○ 2200 subscribers through emails and RSS feeds
○ Ranked as fifth in the list of ten Top Motherhood Blogs
in the Wall Street Journal April 10, 2008 "The Blogger
Mom in Your Face" by Sue Shellenbarger
■ Twitter 5-7-5 Haiku Contest: a contagious campaign
encourages people to twit funny descriptions, in Haiku form, of
their feelings when having upset stomach. Winning Haiku will
be added into future print ad.
○ Rationale: Almost costless, fun, and involve people to
twit. Increase brand awareness in a fast and contagious
way.
○ iPhone app:
■ Gamesalad.com: the world’s most advanced game creation
tool, which make non-programmers easy to build games
visually using a drag-and-drop interface along with a robust
behavior system. Easy to publish games quickly and easy to the
iPhone, iPod Touch, and the iPad.
○ Cost: $99 per year operation fee
○ Rationale: cheap to create interesting educational
iPhone apps. Attract parents & children to play the
games. Link consumers with the brand.
■ Magento Commerce: commercial maintenance service
provider.
○ Annual cost: $799 Setup + $699 Annual maintenance
fee.
○ Easily deploy a robust, integrated mobile-commerce
solution.
○ Includes one-time setup fee to activate iPhone app and
monthly-maintenance fee.
4Ms:
Motivations
●
Word of mouth from friends
●
Recommendation from doctors
●
Don’t consider stomachache a serious problem
●
Wants brands that are trusted
●
Prefer natural remedy – soda, Brioschi is more like a soda
●
Stop the interruption in child’s life
●
Get child’s behavior back to normal
Message
●
All Natural
●
Squeeze as much out of childhood as possible
●
Fun, exciting remedy with no side effects
●
Children won’t hate it, will enjoy taking medicine
●
Fun and educational
●
Stomachaches ARE an issue in your child’s life
Media
●
2011 spending estimate: $2,000,000
●
Current: Regional newspaper ads, product placement and local TV spots
●
POP ads – consumers make decision in the store (from Mintel), making big
display ads in stores about Brioschi and giving away free samples
●
iPhone / mobile app game / other apps, make Brioschi fun
●
YouTube - Video competition, create Brioschi YouTube Channel, encourage
parents to upload fun videos related to child parenting.
●
Social media (data back up from Mintel report about mom): Facebook, twitter
(Haiku competition about how does it feel like to have upset stomachache),
blog (ask moms to write about Brioschi Kids,)
●
Experiential marketing: competition: asking kids submitting videos describing
themselves having stomach related problems. How they love the products, etc.
●
Monster characters + educational benefits can be used throughout all the
executions
Decision Tree
Motivations:
● Moms want all-natural remedy
○ Re-position
○ More primary research
● Doctor Recommendations
○ Generate word of mouth, viral, focus more on advertising
● Concerned about quick relief and efficiency of product
○ Educate about effectiveness of product
Message:
● Physical Messages
○ All natural, FDA approved, no aspirin
■Other brands also have all natural remedy, easy to replicate
● Action: Focus on emotional benefits to appeal to
consumers
● Emotional Message
○ Maximize the fun in each minute of childhood, BrioschiKids makes
childhood better
■Emotional benefits not important because it’s a low involvement
category
● Action: Focus on physical benefits, try a new emotional
approach, rely more on doctor recommendations
■Mom doesn’t believe the medicine makes childhood better stomachaches aren’t that much of a problem
● Action: Educate them about the problem of children’s
stomachaches to persuade them into thinking it’s a
problem that needs to be addressed in their child’s life
● Action: Change the tone of advertisements
Media:
● Magazines
● POP
● Internet Website
○ A/B split testing to measure effectiveness
● Social Media
○ Low trust
■ Get doctors’ support
○ Low engagement
■ Stimulate engagement with customer interactions and contests
● iPhone App game
○ Little to no engagement
■ Stop wasting money on it
○ Children love the app, create more level