Blister Blocker Marketing Plan Eden Avraham-Katz Ross Garner Laura Goldberg Table of Contents Executive Summary………………………………………………….4 Situation Analysis……………………………………………………5-7 SWOT analysis Industry analysis Competitor analysis Company analysis Customer analysis Marketing- Product Focus…………………………………………..10-11 Market-Product Goals Target Markets Points of Difference Positioning Marketing Program………………………………………………….12 Product Strategy Price Stratergy Placement Strategy Promotion Strategy Implementation and Evaluation Works Cited…………………………………………………………..14 Executive Summary: New Skin is a company, under the large brand of Prestige Brands, inc. already provides high quality products for the outdoors man or woman. By using product line extension and simply adding a subcategory of liquid bandages New Skin will be able to target entirely new market segment. The new product of liquid bandages, Blister Blocker, will work as prevention against blisters and will ultimately be targeted at Generation Y professional women, who wear heels on a daily basis and have to deal with the blisters that come along with them. Blister Blocker will be packaged in a different container than the original New Skin liquid bandage to help differentiate the two products. It would be packaged in a small and portable tube with an easy to use applicator for convenience and speed. The following marketing plan details how New Skin will incorporate Blister Blocker into its line of products. We will use both traditional and nontraditional marketing techniques in order to spread the word, and other various sales promotion techniques. We will put emphasis on the points of differentiation that New Skin Blister Blocker has in comparison to its competitors, and show how Blister Blocker is ultimately better. The goal is to provide woman the comfort and confidence they need to effectively be successful. We want woman to be able to express the personal style and femininity with the assurance that will be no later price of pain. . Situational Analysis The situation analysis provides a brief idea of the current environment that Blister Blocker is in, by providing a SWOT analysis, industry analysis, competitor analysis, company analysis, and consumer analysis SWOT Analysis Strengths - Extremely convenient and easy to use with low involvement - Fast drying and convenient packing for portability - Recognized brand name Weaknesses - Targeted towards a very specific market segment - Could be difficult to differentiate from other similar products Opportunities - Possibility of expansion into more market segments - Create brand equity and usage of other products within the line Threats - Other brands with similar products or the potential to create similar products - Competitors may have easier access to channels of distribution based on brand name - Consumers may read ingredients and could be concerned with chemical usages Industry and Competitor Analysis The foot care industry is projected to have sales reach $1.2 billion in 2012 and $3.2 by 2013. This type of rapid growth will be a great opportunity for smaller companies to expand their target markets it they want to stay competitive in this field. Currently the main product in the industry is insoles. Liquid bandages make up only a fraction of the market, but it definitely has the potential to increase its market share . Although New-Skin is the only company that primarily makes liquid bandages, other do companies make similar products. Band-Aid brand makes a liquid bandage, which is used primarily for medicinal purposes, but has also recently released a friction block stick. Dr Scholl’s, who is a leader in the foot care industry with 36.7% of the market share, makes Rub Relief Strips, Rub Relief Stick, and Blister Defense Anti-Friction stick. Although there are definite competitors, New Skin Blister Blocker is the only preventative of blisters of its kind in that it has the qualities of a liquid bandage and will not wear off, like its competitors that are similar in consistency to deodorant. Company Analysis New Skin, under the Prestige Brand, Inc., already is a well recognized brand. They currently hold the number 1 spot in terms of liquid bandages. The company prides itself on the quality of its brand, and its fast drying and easy to use products. Consumer Analysis Customer analysis is divided into two categories. The first looks at the characteristics of the targeted market segment and the second looks at the current trends that affect them Characteristics of the Targeted Market Segment: Generation Y Professional Women Currently there are around 70 million Americans who are considered to be part of Generation Y. Generation Y is described as people born between the mid 1970’s to the 1990’s. The Generation Y (or Gen Y) working woman is a multitasking, hardworking, fun-loving individual. She is constantly on the search for right balance between work, friends, and family that will make her happy. Gen Y working women, although being hard workers, place a strong value on their personal lives and are will to sacrifice in the professional sector to create the social life the desire. The Gen Y women live a fast pace lifestyle and are easily distracted. Most importantly, the Gen Y woman sees herself as an individual, a trendsetter, and someone influenced by trends. She wants to stay ahead of the curve and seeks out information about the world at large as well as in her inner circle. She is well aware that her appearance and lifestyle say more about her than anything else but she also looks for it in other people. As depicted in graph, 20% of Gen Y women admit to being influenced by what’s trendy, 21% say they like to show off their style, and 14% admit to wanting to impress people with their lifestyle (popsugar, 8). The Gen Y working woman is also very much socially aware. She knows and supports many causes and is up-to-date on current affairs, whether it’s a natural disaster or the most recent Hollywood break up. The Gen Y woman has grown up in a consumerist society and places a strong value on communication. She has been told her entire life that she can have it all, and she intends to have it all. Current trends affecting Generation Y Professional Women Inflation has not at all affect the spending habits Technologically inclined and responds more to those methods of advertising She is not easily swayed by advertising and is annoyed by intrusive campaigns. She is looking to be talked to, and not at by companies, and she wants to feel as if they are marketing to her for reasons other than the company’s personal gain. She is looking for honesty and she wants to be made to feel special and important. The generation Y working woman has an extended social group, including of her family, friends, co-workers, online reviewers, and bloggers. She relies on them for all her product questions and needs, and trusts their opinions and advice. As seen in image, the generation Y working woman is affected by a variety of sources The Gen Y women are also constantly connected and extremely technologically aware. As seen in the graph, 49% of Gen Y women spend time, at least monthly, on social networking sites, 33% read blogs, 31% online shop, and 42% watch videos online (Popsugar, 7). Marketing Product Focus This section will look at New Skin’s Blister Block’s market-product goals, its target market, its points of difference, and its positioning. Market-Product Goals: Non-Financial Goals - To aid New Skin in retaining its present status as the number 1 liquid bandage in the United States - To successfully enter the new market segment of generation Y working women - To be distributed in the various drug stores, convenience stores, super markets, and in various shoe stores, such as DSW, as well - Have the product mentioned in at least 5 fashion blogs after its release Financial Goals - To maximize profits and get a financial return on investments - Increase sales of New Skin liquid bandages by 25% - Increase market share by .5% - Have sold at least 5000 units from the new channels of distribution such as DSW and Sephora Target Markets The primary target market for New Skin Blister Block is Generation Y professional women. These women, being professionals, are more likely to wear shoes that could cause discomfort and blisters. They are also more likely to be the ones going out on the town at night to various clubs and restaurants where they might feel inclined to wear shoes that could cause discomfort as well. New Skin Blister Block will ultimately help prevent against skin irritation and blisters, allowing these women to continue to be successful and to express themselves without the pain. Points of Difference Unique packaging for convenience. No other known competitor comes in a tube packaging with a roll-on applicator for ease, speed, and portability. No competitors also have a variety of sizes for travel either. Unique texture and consistency of product. The other competitors within this market generally come in stick form, similar to deodorant, where as New Skin Blister Blocker comes in the form of a gel that dries quickly and creates a waterproof and flexible seal, similar to that of New Skin liquid bandage. This allows women to wear this product all day and not worry about the product wearing off. Positioning: In the past, liquid bandages have been for the purpose of protecting cuts, scraps, burns, and other skin irritations after they have already occurred. It is considered to be a product used for medicinal purposes. New Skin Blister Blocker, however, repositions liquid bandages as not only a preventative tool against, but also a beauty product and must have that is part of their daily routine. New Skin Blister Blocker Position Statement: New Skin Blister Blocker is the only liquid bandage product that allows women to express their personal style and femininity on a daily basis, both comfortably and confidently. Marketing Program: The four elements of the marketing program are listed below. Product: This section covers the product, the packaging of the product, and the unique quality of the product Product: New Skin Blister Blocker is a liquid bandage product that will help prevent blisters and skin irritation. It will provide women with a preventative method against blisters in a form that they can use efficiently and regularly Packaging: The packaging of New Skin Blister Blocker will be in tube with a roll on applicator for easy, no mess application. The packaging will be plastic and simple, and will come in a variety of sizes for convenience and portability. Unique Quality: the product will be unique because it will be the first liquid bandage blister prevention tool, as the other are forms of lubricants that could wear off. Blister Blocker will only come off with actually washing and is both waterproof and flexible. Price: Original New Skin liquid bandages are currently sold for around $7.00, and given that Blister Blocker is in a small container it should be sold for $5.99, and smaller size should be a dollar less. Placement: Currently, New Skin liquid bandages are located in many drug stores and convenience stores, but in the band aid or medical section. New Skin Blister Blocker would be located in the “foot care” aisle. It will also be placed in shoe stores such as DSW and Marshals. It will also begin to be found in beauty or cosmetic stores such as Sephora or Ulta. Promotion: Key promotion ideals include both traditional and non-traditional methods of promotion. It will also include sale promotion tactics such as free trials Traditional Methods: - Magazine ads in various fashion magazines such as Glamour, Allure, Cosmopolitan, In-style, etc. - Celerity endorsement: Kelly Ripa who was the one who initially brought the High Heel-AThon to the United States - Sale Promotions o Work with Zappos and or DSW to include a free trial of New Skin Blister Blocker with the purchase of a pair of new shoes o Act as a sponsor of the New York marathon in heels, High Heel-A-Thon, and provide a trial to each of the contestants o Coupons for the product in various magazines Non-Traditional Methods: - Introduce product to a few fashion blogs and allow them to spread word about the product Implementation and Evaluation The product will be introduced into a few of the large drug stores, such as CVS and Walgreens, and other convenience stores such as Wal-Mart and Target, until it has reached enough popularity to be included into the remaining drug and convenience stores and eventually cosmetic stores. Success of the new product will be evaluated 6, 12, and then 18 months after the plan is first implemented. The comparison of sale of New Skin products will be compared to those of sales from the past 5 years, where an increase in both sales and market share will be evident. Successful integration of the generation Y working women segment will be evident in the mention of the product in at least 5 fashion blogs. Lastly, success will be measured by the selling of at least 5000 units from the new channels of distribution such as DSW and Sephora. Works Cited Eder, Rob. "Innovation, Herbals Drive OTC Category | Drug Store News | Find Articles at BNET." Find Articles at BNET | News Articles, Magazine Back Issues & Reference Articles on All Topics. BNET. Web. 15 May 2011. <http://findarticles.com/p/articles/mi_m3374/is_1998_Oct_19/ai_53159004/>. "Global Foot Care Products Market to Reach US$3.2 Billion by 2015, According to a New Report by Global Industry Analysts, Inc." Press Release Distribution - Submit Press Releases Online - PRWeb. PRWeb, 4 Jan. 2011. Web. 15 May 2011. <http://www.prweb.com/releases/2011/1/prweb8041143.htm>.