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Tropical Organix Sunscreen
Mission Statement
To produce superbly wholesome and effective products of the highest natural and organic quality. Based on simplicity yet considerate preparation with the intention to shield, soothe and restore health to sun exposed skin.
Product Description
This organic sunscreen is paired with titanium dioxide and zinc oxide as well as several organic ingredients to help moisturize and to provide all-over skin protection in a convenient and easy to use clip on spray bottle. While protecting consumer’s skin, our bottle is also protecting the environment with our biodegradable container.
Target Customers
Consumers who generally wear sunscreen
Customers who find importance in organic products for their skin
Customers who are attracted by the utilities of the sunscreen: convenient and intended for the entire family.
Consumers who don’t use sun protection
Factors Influencing Behavior
Products that carry organic or natural labels are observed by the consumer as better for the skin and body then conventional products.
Products that have more than one use for skin care are perceived to be of better value than standard products with limited utility.
Products that have easy to tote containers allow the consumer to easily carry and use for a consumer with a busy lifestyle.
Buying Decision Behavior
Lifestyle: Consumers looking to lead a healthy and green lifestyle will likely be interested in organic and earth friendly products to fit into their motivations to live green.
Environmental factors: Factors such as competition, can influence consumer perception of the organic marketing message proposed. Competitive marketing in the organic market has become enriched as consumer demand for these products have risen.
Social: Customer motivations in the group environment will affect the purchase behavior of targeted markets as the idea of purchasing organic and natural products are thought to enhance the consumer’s status. In purchasing off-brand or non-organic products, it may also be said to have a negative impact on one’s social status.
Macro-environmental Factors
1.Demographic Environment: Demands for sunscreen and natural products in the cosmetic industry has reached 1.3 million in recent years and has been on the rise. Women will make up most of the demographic profile between the ages of 18-50 as they are the buyers for family health care.
2. Economic environment: Economic factors such as price of product vs price of the competitor’s product will be a deciding factor for consumers. Our brand will be targeting those with higher income and a taste for higher standards in skin care.
3. Natural Environment: Consumers demanding greener products will be attracted to the product line as the resources used in the product are meant for sustainable living.
Direct Competition: Competitors in other countries that are able to produce similar skin and sun care at lower overhead costs, generic brands or knock off products.
Indirect competition: Other substitutions for sunblock such as hats, umbrellas and cover ups. Competition in the cultural aspects that having a tan is encouraged for aesthetic reasons.
Strengths/ Weakness of competition: Competitive brands do not offer biodegradable containers nor do most cater to the busy lifestyle of upscale living with an easy tote container.
TEACHERSCOMMENTS ON FIRST SUBMISSION
Tropical Organix Sunscreen
Mission Statement
To produce superbly wholesome and effective products of the highest natural and organic quality. Based on simplicity yet considerate preparation with the intention to shield, soothe and restore health to sun exposed skin.
Product Description
This organic sunscreen is paired with titanium dioxide and zinc oxide as well as several organic ingredients to help moisturize and to provide all-over skin protection in a convenient and easy to use clip on spray bottle. While protecting consumer’s skin, our bottle is also protecting the environment with our biodegradable container.
Target Customers? Target market is defined later. Customers is the heading for a section that is subdivided into two parts – factors influencing behavior and Buyer Decision Behavior. You don’t need to write anything just under customers.
Consumers who generally wear sunscreen
Customers who find importance in organic products for their skin
Customers who are attracted by the utilities of the sunscreen: convenient and intended for the entire family.
Consumers who don’t use sun protection
Factors Influencing Behavior
Products that carry organic or natural labels are observed by the consumer as better for the skin and body then conventional products.
Products that have more than one use for skin care are perceived to be of better value than standard products with limited utility.
Products that have easy to tote containers allow the consumer to easily carry and use for a consumer with a busy lifestyle.
Buying Decision Behavior
This isn’t a buying decision behavior. It’s a factor influencing behavior. Lifestyle: Consumers looking to lead a healthy and green lifestyle will likely be interested in organic and earth friendly products to fit into their motivations to live green.
Environmental factors?? Not a factor influencing behavior. : Factors such as competition, can influence consumer perception of the organic marketing message proposed. Competitive marketing in the organic market has become enriched as consumer demand for these products have risen.
Social – this is an entire category of factors. You need to be more specific. : Customer motivations in the group environment will affect the purchase behavior of targeted markets as the idea of purchasing organic and natural products are thought to enhance the consumer’s status. In purchasing off-brand or non-organic products, it may also be said to have a negative impact on one’s social status.
These factors influencing behavior need to be redone. Here’s an example:
Family – A consumer’s family has a significant impact on his/her attitude toward sun exposure and protection. This can influence features/benefits sought, frequency of use and even brand preference.
Use that as a model to address two more factors.
Buying Decision Behavior?
This is all covered in Chapter 5.
Macro-environmental Factors – Identify specific trends and then explain how/why relevant to the sunscreen/skin care industry. Don’t propose strategy or talk specifically about your product – this should just be about the environment.
1.Demographic Environment: Demands for sunscreen and natural products in the cosmetic industry has reached 1.3 million in recent years and has been on the rise. – do you have a source to cite for this. That number actually seems small. Women will make up most of the demographic profile between the ages of 18-50 as they are the buyers for family health care.?
2. Economic environment: Economic factors such as price of product vs price of the competitor’s product will be a deciding factor for consumers. Our brand will be targeting those with higher income and a taste for higher standards in skin care.
3. Natural Environment: Consumers demanding greener products will be attracted to the product line as the resources used in the product are meant for sustainable living.
Direct Competition: Competitors in other countries that are able to produce similar skin and sun care at lower overhead costs, generic brands or knock off products.
This is supposed to be a list of actual competitors? Organized in a meaningful way. With a product like this, you should be able to list at least 15 or so competitors.
Indirect competition: Other substitutions for sunblock such as hats, umbrellas and cover ups. Competition in the cultural aspects that having a tan is encouraged for aesthetic reasons.
Strengths/ Weakness of competition: Competitive brands do not offer biodegradable containers nor do most cater to the busy lifestyle of upscale living with an easy tote container.
This is supposed to be strengths and weaknesses of the leading competitor. Pick one from your list of direct competitors. You’ll want to research this.
·Product Category Options
It is recommended that you focus your marketing plan on a product that falls into one of the following product categories:
· Dental Hygiene Product
· Over-the-Counter Pain Remedy
· Snackfood
· Sunscreen
· Exercise Equipment
· Gardening Product
You may invent a new product idea or you can select a product that already exists. However, you may not select an existing brand. For example, you can write a plan for a potato chip, but you may not write a plan for Pringles.
If you have an idea that does not fit into one of these categories, please let me know. The list here is designed to help you chose a product that would be easy to conceptualize and research. If you have experience or knowledge in another product category, I am very open to making this marketing plan assignment relevant to your situation.
·
Section I
I. Market-Oriented Mission
Remember the examples of market-oriented definitions from Chapter 2. Focus on the need being fulfilled by your product, not the product itself. This should be one, maybe two sentences. This is not a slogan or a tagline. This is something that should help to keep a marketing department focused on what’s important – customer needs.
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Section II
II. Conceptual Overview
a. Product Description
b. Customers
i. Factors Influencing Behavior
ii. Buying Decision Behavior
The product description should be brief – only one or two sentences. You will provide more depth about actual features later in the plan.
You should be able to apply at least three factors influencing behavior. Be careful not to talk about your product here, stay focused on the customer. Keep in mind that the work you do in identifying the factors influencing your consumer’s behavior should ultimately influence the bases for segmentation that you select. Use your text for guidance. Figure 5.2 in Chapter 5 is very useful to consider when you are identifying the factors influencing your consumer’s behavior. Focus on an individual factor, like “reference group”, instead of a whole category like “social”.
Buying Decision Behavior types are also discussed in Chapter 5 of your text. Be sure to consider both level of involvement and perceived differences between brands when you are explaining which one applies to your product or service.
On a cautionary note, don’t let using these handy visuals replace the actual reading of the chapter. Sometimes the terms used in the figure or table mean something a little different than what you expect – the chapter text provides some much needed context and explanation to support those visuals.
·
Section III
III. Marketing Intelligence
a. Macro-environmental Factors
b. Competitive Analysis
i. Direct Competition
ii. Indirect Competition
iii. Strengths and Weakness of Leading Competitor
For macro-environmental factors, provide good coverage of at least three. Keep in mind that this is about your environment, not your product. This is not the time to talk about how you will respond to that environment – the rest of your marketing plan does that.
Your list of direct competition should be comprehensive and should be organized in a logical way.
Indirect competitors are those products that compete for space in the consumer’s wallet. For example: an indirect competitor for a nail salon is a massage therapist. Consumers have a budget for pampering themselves – they decide how they want to do that and so they could easily chose to get a massage over a manicure or pedicure.
Your most threatening competitor should come from your list of direct competitors. Focus on just ONE competitor – depth is important here.
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Submission 1 – Sections I – III
Sections I, II & II must be submitted as a single MS Word document.
(15 points)
Deadline: June 25, 2013 (11:59 pm)
·
Section IV
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Attached Files: |
· · · |
IV. Market Segmentation, Targeting and Positioning
a. Bases for Segmentation
b. Target Market
c. Positioning Strategy
Chapter 7 is a critical resource for this section of the marketing plan. First you must select the bases for segmentation. Table 7.1 on page 193 is an excellent place to help you identify some good choices. You should plan to select at least three bases for segmentation and the should come from at least two different categories (geographic, demographic, psychographic, behavioral). At least one basis for segmentation should come from the psychographic or behavioral categories.
Your target market is defined using your bases for segmentation. Please see the attached Word document for a sample to follow for this section.
Also attached are documents you can use to support segmentation based on personality or segmentation based on on lifestyle. (This is only used if you are choosing either personality or lifestyle as a basis for segmentation – many of you will NOT use either of these.) Keep in mind that you may NOT just make up a list of personalities or lifestyles – you have to use an established framework for categorizing these segments.
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Submission 2 – Section IV
Section IV should be submitted as a single MS Word document.
(10 points)
Deadline: July 9, 2013 (11:59 pm)
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Section V
V. Product Plan
a. Product Classification
b. Individual Product Decisions
i. Attributes
ii. Branding
iii. Packaging
iv. Labeling
v. Support Services
Be sure to explain your choice of product classification (convenience, shopping, specialty or unsought). Connect all individual product decisions back to your target market(s). Explain why these decisions will resonate with your target market.
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Section VI
VI. Pricing Plan
a. Internal Considerations
b. External Considerations
c. Pricing Strategies
This plan should connect with your target market and also support your positioning strategy.
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Section VII
VII. Distribution Plan
a. Channel Design
b. Retailers (if appropriate)
This also needs to connect back to your target market.
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Section VIII
VIII. Promotion Plan
a. Advertising Concept
i. Message Appeal
ii. Message Execution
iii. Media
b. Sales Promotion Tools
c. Public Relations Tools
Remember that all these decisions must clearly connect back to the target market. Explain why your message will resonate with the target market. Explain why your proposed sales promotion tools are the most relevant for your target market…
