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IGNITE YOUR BRANd.
Coppertone Sport // Spring 2011
IGNITE YOUR BRANd.IGNITE YOUR BRANd.
AIMEE ROBINSON TERESA TACKETT KATHRYN CLARK CHELSEA MCGUIRE
TABLE OF CONTENTS
2
ExECUTIvE SUMMARY // 3
SITUATION ANALYSIS 1. MACRO ENvIRONMENTAL CONSIdERATIONS // 4 2. COMpANY ANALYSIS // 5 3. pROdUCT/BRANd ANALYSIS // 6 4. COMpETITIvE ANALYSIS // 7 5. CONSUMER/MARKET ANALYSIS // 10
pROBLEMS ANd OppORTUNITIES ANALYSIS // 10
A COMpREHENSIvE pROBLEM STATEMENT // 12
MARKETING & AdvERTISING OBjECTIvES // 13
RECOMMENdEd (pRIMARY) RESEARCH EMpHASIS // 13
BIBLIOGRApHY // 14
AppENdIx // 15
ExECUTIvE SUMMARYMacro Environmental Considerations:• Duringspring,thereisa0.7percent
increaseintheuseofCoppertoneSport.
• Competitors,suchasindoortan-ningsalons,havehada3%increaseamongchildrenconsumersbetween1979and2001
• PresidentBarrackObama’sHealth-careplanaddsa10%salestaxtotanning.
Company Analysis:• ThecompanyisownedbySchering-
Ploughandopenedin1966.• Productsdeveloped:
1. CoppertoneContinuousSpray,CoppertoneUltraGuard,Cop-pertoneKIDS,CoppertoneWaterBABIES,CoppertoneSport,CoppertoneOilFree,CoppertoneTanningandCop-pertoneSunless.
• ThecompanyhasexpandedtoMon-treal,Canada,andalsoopenedTheCoppertoneSolarResearchCentreinTennessee.
Product/Brand Analysis:• TheCoppertoneproductisranked
sixthaccordingtoWebMDwebsite.• Coppertonedoesn’toffermanysales
promotions,butothersitesdidoffercouponsforCoppertoneproducts.TheirPRteamworkswellgettingtheirnameoutthereonspecial
eventsandlecturesconcerningskincare.
• Coppertoneisinadeclineinsalescomparedtowhereithasbeeninthepastandcomparedtowhereothercompetingcompaniesarecur-rently.
Competitive Analysis:• AccordingtoMRI6,469,000wom-
enages18-24haveusedsunscreeninthelast12months.
• HawaiianTropicisCoppertoneSport’snumberonecompetitorbe-cause1,305,000womenages18-34haveuseditinthelast12months.
• HawaiianTropic,BananaBoatSportandNeutrogenaUltimateSportareCoppertoneSport’stopcompetitors
Consumer/Market Analysis• AwomanwhousesCoppertone
Sportleadsanactivelifestyle• Sheenjoystriathlonsportssuchas
swimming,runningandbiking• Shebuysproductstoofeminine,
whichdonotmeetherperformanceexpectations
SWOT Analysis• CoppertoneSporthastrustedand
reliableproductfeaturessuchasahighSPF,andanon-greasy,water-resistantandsweatproofformula
• Productimageanddesignisnotgearedtowardwomen
• Createanawarenesscampaigntoin-
formconsumersoldsunscreenisnotaseffectiveasasunscreenpurchasedinthecurrentseason
• OurmaincompetitorsareHawai-ianTropic,BananaBoatSport,andNeutrogenaSport
Comprehensive Problem Statement• Providesaclearmessagetoconsum-
ersabouttheimportanceofskinsafety,andoffersproductsofgoodvalue.However,itcannotcompetewiththesocietalideathathavingatanequalsbeauty
Marketing and Advertising Objectives• OrangeAggie’smarketingobjective
istoraisesales10percent.• Accordingtothestatistics,more
educatedpeopleusesunscreenthanthosewhohaven’tyetwenttocol-lege.Thosewithaneducationtendtohaveagreaterincomethanthosewhodonot.Wethinkbyhavingmoresalespromotionsandcouponswecouldattractmoreofourtargetmarket,whichis18-24.
Recommended (Primary) Research Emphasis• Recommendedresearchemphasis
shouldincludecurrentproblemsorissuesthatthetargetaudiencehaswiththeproduct/brand.
1. Thiscouldincludepricing,packagedesign,advertisingstrategiesandfeatures/benefits.
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Macro Environmental ConsiderationsSocial factors: • Duringthespring,consumersaremorelikelytopurchaseCoppertoneSportthanduringthefall.• 7.4percentofadults,ages18to24purchasedCoppertoneSportduringthespring.• 6.7percentofadultsages18to24purchasedCoppertoneSportduringthefall.
Cultural factors: • IntheUnitedStates,indoortanningusagehasincreasedinchildren(mostlyteenagers)usage.• Americahasglamorizedtanning,andpeoplearewillingtoriskskincancerforatan.
Political Trends:• Th enumberofpeoplewhousesunscreenhasstayedconsistentlylowfrom2004to2009.In2010,thenumberofusersincreaseddramaticallyduetothemultipleawarenesscampaignswarningthepublicofthedangerofskincancer.• InPresidentObama’sHealthcareplan,signedintoeffectonMarch23,2010,headdeda10%salestaxonindoortan-ning.• User’sofSunscreenintheUnitedStates(Seechartbelow):
MACRO ENvIRONMENTAL CONSIdERATIONS
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Coppertone’smissionstatementis“Cop-pertoneOutshines:Protectsyoufromthemostdamagingraysacross100%oftheUVAUVBspectrum.Coppertoneproductspromisebettersuncareforbet-tersummersforthewholefamily.”Thecompany’sphilosophy,asstatedontheirwebsite,is“Coppertoneoutshinessoyoucanenjoythesun.”
Thecompany,whichisownedbyScher-ing-Plough,hasdevelopedanefficientwebsiteforitsarrayofproducts,allfocusingonsunprotection.AmongtheusefulinformationlistedonCoppertone’swebsiteisasuncareglossary,accesstoproductandretailinformation,knowledgeofbettersuncareroutines,FAQ’saboutsuncare,scienceandeducationaboutthedangersofUVA/UVBraysandimportantmediacontactsforthecompany.Thesiteisuserfriendlyandinviting,withcatchyslogansandeasilyaccessiblelinks.
Coppertonestarted66yearsago.Belowisabriefstatementclippedfromthecompany’sofficialwebsite,includingalistof“firsts”fortheproducts:SunscreenestablisheditsrootsduringWWIIwhenairmanandfuturephar-macistBenjaminGreenhelpeddevelopasunprotectiveformulaforsoldiers.In1944,GreenusedhisinventionasthebasisforCoppertone®SuntanCream—theveryfirstconsumersunscreenproduct.Infact,thismixtureofcocoabutterwasconcoctedonhiswife’sstoveandtestedonhisownbaldhead.
In1971,thecompanyopened“TheCoppertoneSolarResearchCentre,”whichisoneoftheworld’slargesttest-ingcentersandislocatedinMemphis,Tennessee.“Eachyear,theCoppertone®SolarRe-searchCentreconductsmorethan1,000sunscreentestsandsubstantiatesSPF,
waterproofandultra-sweatproofclaimsforsuncareproductsdevelopedbytheCoppertone®brand.TheCentrehasalsobeenresponsibleformostoftheimportantinventionsandinnovationsinthesuncarecategory.”
TheCoppertoneCompanyisalsoapartofaglobalmarket,withCoppertoneCanada’sheadquarterslocatedinMon-treal,Canada.Thecompany’sheadquar-tershavebeenestablishedsince1926.Theplantemploysnearly850people.Coppertonehasdevelopedavastamountofproductssincethecompanyfirstopeneditsdoors.Theproductsinclude:CoppertoneContinuousSpray,CoppertoneUltraGuard,CoppertoneKIDS,CoppertoneWaterBABIES,CoppertoneSport,CoppertoneOilFree,CoppertoneTanningandCopper-toneSunless.
COMpANY ANALYSIS
• The first consumer suncare product in 1944. • The first sunless tanner in 1960. • The introduction of the SpF system in the United States in 1972. • The first sunscreens to protect against both UvB and UvA rays in 1985. • The first sweatproof sunscreen for sport enthusiasts in 1991. • The first 6-hour waterproof sunscreen for kids in 1993. • The first pABA-free sunscreen to contain parsol® 1789* in 1993. • The first disappearing coloured sunscreen for kids in 1997.
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Product History Coppertonewasthefirsttocomeoutwithasunblockproductin1944whenBenjaminGreen,airmanandfuturepharmacist,helpeddevelopasunprotec-tiveformulaforsoldiers.GreenusedhisinventionasthebasisforCoppertone®SuntanCream.Th emixtureofcocoabutterwasconcoctedonhiswife’sstoveandtestedonhisownbaldhead.HistoryhighpointsfortheCoppertoneCompany• Th efirstconsumersuncareproductin1944.• Th efirstsunlesstannerin1960.• Th eintroductionoftheSPFsystemintheUnitedStatesin1972.• Th efirstsunscreenstoprotectagainstbothUVBandUVAraysin1985.• Th efirstsweatproofsunscreenforsportenthusiastsin1991.• Th efirst6-hourwaterproofsunscreenforkidsin1993.• Th efirstPABA-freesunscreentocontainParsol®1789*in1993.• Th efirstdisappearingcoloredsunscreenforkidsin1997.
Features and benefits Reviewerssaythatactivepeopleappreci-atethenon-greasyfeelofCoppertoneSportSunscreenLotionSPF30.Th iswater-resistantsunscreenwon’tsweatoffasquicklyasothers,butshouldstillbereappliedafterheavysweatingorswim-ming.Th elightweightformulagoesoneasilyandabsorbsquickly,unlikeregularsunscreenformulasthatoftenleaveskinfeelingslipperyandsticky
Ranking CoppertoneUltraGuardisrankedsixthaccordingtotheWebMDwebsite.Cop-pertoneSportreceivedarankingsonascaleofoneto10onthewebsiteGood-Guide.Th eyreceiveda7.1overallasacompanyonthesite.Th eyreceivedan8onhealth,a6.5onenvironment,anda6.8inthesocietyratingsection.
Advertising In1999,Coppertonelauncheda$15millioncampaignattemptingtogetbackontopintheircircuit.Th ecampaignlaunchedinMarchandfeaturedTVadvertising,consumersampling,asweep-stakespromotionandaneducational
driveaboutsunprotectiontargetedtopeopleunder18.
Product Life cycle Coppertoneisinadeclineinsalescom-paredtowhereithasbeeninthepastandcomparedtowhereothercompetingcompaniesarecurrently.
Media used so farMostmediabeingusedforCoppertoneisprintandTVads.Printadsvarydras-ticallyfromthevintagepicturesofthelittlegirlandthepuppyattemptingtostealherbikini,tosportyadsattractingthemoreathleticconsumers.Televisionadsvarydrasticallyfrommoresexualaspectstomoresporty/volleyballthemes.
Sales Promotions and PR Coppertonedoesn’toffermanysalespromotions,butothersitesdidoffercouponsforCoppertoneproducts.Th eirPRteamworkswellgettingtheirnameoutthereonspecialeventsandlecturesconcerningskincare.PointofPurchaseCoppertoneproductscanbefoundinbothgroceryanddrugstores.
pROdUCT/BRANd ANALYSIS.
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COMpETITIvE ANALYSIS.
Hawaiian Tropic:
HawaiianTropicisCoppertoneSport’snumberonecompeti-tor.AccordingtoMRI1,305,000womenages18-34haveusedHawaiianTropicinthelast12months.Italsohasanindexof176.BasedonthesenumbersitcanbeassumedthatHawaiianTropicisonaninclineinitsproductlifecycleandhasahighmarketshare.
TheCompanywasfoundedbyRonRicein1969.ItwasthelargestprivatemanufacturerofsuncareproductsintheUnitedStatesuntilitwasacquiredinMay2007byPlaytexProducts,Inc.,whichwhencombinedwithPlaytex’sotherbrandofsuncare,BananaBoat,makesPlaytexthelargestmanufacturerofsuncareproductsintheWesternHemisphere.
HawaiianTropichasayouthful,sexybrandpersonalitythatappealstoyoungadultwomen.HawaiianTropictypicalfocus-estheiradvertisingcampaignontheirsuntanlotion,insteadoftheirsunscreenproducts.Theirsuntancommercialsfocusonspokesmodelschosenfromtheir“Miss.HawaiianTropic”Pageants.TheseadsappealtowomenbecauseitshowswomenhowbeautifulandsexytheirskincanbeiftheyuseHawaiianTropicproducts.Theadsmaynotbetakenseriouslythough,becausetosomewomen,thisisunrealistic.Features and Benefits•Exoticcoconutscent•FormulatedwithourpatentedSunSure®Technology-Testedinthenaturalsunlight!-Lesschemicalsunscreens-AdvancedUVAProtection•Sprayoffersconvenient“nomess”sunprotection•Quick&evencoverage•Spraysatanyangle•Goesonclearfornorubapplication•TriplePlayActionformula-Sweatresistant-WaterresistantSPF-Non-migrating-won’trunintoeye•Cancerprevention•Healthyskin
ACCORdING TO MRI, 6,469,000 wOMEN AGES 18-24 HAvE USEd SUNSCREEN IN THE LAST 12 MONTHS. OUR TOp THREE COMpETITORS ARE:
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Banana Boat Sport
BananaBoatSportisCoppertoneSport’snumbertwocompetitor.Accord-ingtoMRI898,000womenages18-34haveusedBananaBoatSportinthelast12months.Italsohasanindexof149.Basedonthesenumbersiscanbeas-sumedthatBananaBoatisonaninclineoraplateauinitsproductlifecycleandhasamoderatelyhighmarketshare.BananaBoatisownedbyPlaytexProd-ucts,Inc.whichwhencombinedwithPlaytex’sotherbrandofsuncare,Hawai-
ianTropic,makesPlaytexthelargestmanufacturerofsuncareproductsintheWesternHemisphere.BananaBoathasasensible,butfun,familyorientedbrandpersonality.Ba-nanaBoathashadmanydifferenttypesofadvertisingcampaignsthroughoutitsexistence.BananaBoatdoesnothaveatypicaladvertisingtheme,butmostscenesareatthebeachandtheydomainlyprintandtelevisioncommercials.Th eseadsappealtoactive,funseekingfamiliesandyouthsbuttheydonothaveaclearoverallmessageforthebrand
becausetheydonothaveauniformcampaign.
Features and Benefits•Verywaterandsweatresistant•ActiveDryProtect™(Non-greasy)•Won’tRunIntoEyes•AlsoavailableinSPF15andSPF30•EasyGrip8flozbottle•Cancerprevention•Healthyskin
COMpETITIvE ANALYSIS.
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Neutrogena Ultimate Sport
NeutrogenaSunscreenisCoppertoneSport’snumberthreecompetitor.Ac-cordingtoMRI657,000womenages18-34haveusedNeutrogenaSunscreeninthelast12months.Italsohasanindexof92.BasedonthesenumbersiscanbeassumedthatNeutrogenaisonadeclineinitsproductlifecycleandhasamoderatetolowmarketshare.ButNeu-trogenahashighbrandloyaltyamongitscurrentusers.
Neutrogenasellsfacial,haircare,skin,andcosmeticproducts.Th ecompanywas
establishedin1930whenitsfounder,EmanuelStolaroff,foundedacosmeticcompanyknownasNatone.Th eJohnson&JohnsonconglomeratehasownedNeutrogenasince1994andsellsprod-uctsinternationally.
Neutrogenahasaclean,youthful,female-orientedbrandpersonality.Neutrogenaiswell-knownforitsprintadsandtelevisioncommercials,whichfeaturevariousspokesmodels,typicallytalentedandbeautifulyoungwomenintheentertainmentindustry.Th eseadsappealtoyoungwomenandpersuadethemthatiftheyusetheirproductthey
willlookprettyandcleanandtheywillgainhighersocialstatus.Neutrogena’sdownfallisthattheyrarely(ifever)ad-vertisetheirsunscreenproducts.
Features and Benefits·Ultrasweatproof·Waterproof,resistsrub-off·Won’tclogporesorcausebreakouts·Helioplex®,abreadthofstabiliz-ingsunscreentechnologiesthatdeliverssuperiorprotectionfromthesun·Oil-free&PABA-free·Cancerprevention·Healthyskin
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UsersofCoppertonesportaresimilartousersofmostsunscreens.Th eyalltendtopursueahighereducationandearnalargeincome.Menandwomenages35-44equallyuseCoppertoneSport.Wewouldliketore-brandourproduct,makingitmoreappealingtowomen,ages18-24.
AwomanwhousesCoppertoneSportleadsanactivelifestyleandneedsasunscreenabletokeepupwithher.Sheenjoystriathlonsportssuchasswim-ming,runningandbiking.Sheisalways
outside,whethersheisgardeningorfish-ingonthelake.
Whileshemayseemlikeatomboy,sheprefersbalancinghersomewhatmascu-linelifestylebyindulginginfeminineproducts.Sheenjoyshavingniceper-fumesandherfavoritecolorispink.
Shefindsherselfstuckbuyingproductstoofeminine,whichdonotmeetherper-formanceexpectations.Th eproductsshetypicallypurchasesdonotprovidethenecessaryamountofprotectionagainst
sunburns,theyarenotwaterprooforsweatproof,andtheyendupgreasy.
Herotheroptionwouldbetopurchaseaproducthavingamasculineproductdesignandasmellthatisnotaspleasingasthemorefeminine,butlesscompetentproducts.
HawaiianTropic(offeringmorefemininesmells)isthecurrentleaderofourtargetmarketofsunscreenproducts,aimedatwomen18to24.
CONSUMER/MARKET ANALYSIS.CONSUMER/MARKET ANALYSIS.
Strengths
CoppertoneSporthastrustedandreliableproductfeaturessuchasahighSPF,andanon-greasy,water-resistantandsweatproofformula.Th esefeaturesaredesirableforpeopleleadinganactivelifestylethatalsocareaboutthehealthoftheirskin.
Weaknesses
Productimageanddesignisnotgearedtowardwomen.Italsodoesn’thaveanappealingsmellforwomenwhoenjoyfeminineproducts.
Opportunities
Manypeoplearenotawarethatsunscreenexpires.Wewillcreateanawarenesscam-paigntoinformconsumersthesunscreentheypurchasedlastsummerwillnotbeaseffectiveasasunscreenpurchasedinthecurrentseason.Th ereisalsoanopen-inginthemarketforwomen,ages18-24,whowantasunscreenthatcanliveuptotheiractivelifestyle,buttheyalsowantasunscreenthatisfeminine.
Th reats
OurmaincompetitorsareHawaiianTropic,BananaBoatSport,andNeutrogenaSport.Advertisingforindoortanning,alongwithsocietalpressurestobetanarethreatsforaprotectivesunscreenwithahighSPF.Changingtemperaturesandseasonsarealsothreatstothesunscreenindustry.
pROBLEMS ANd OppORTUNITIES ANALYSISpROBLEMS ANd OppORTUNITIES
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COppERTONE pROvIdES A CLEAR MESSAGE TO CONSUMERS
ABOUT THE IMpORTANCE OF SKIN SAFETY, ANd OFFERS
pROdUCTS OF GOOd vALUE, GIvING CONSUMERS AN ARRAY
OF SUNSCREENS TO CHOOSE FROM; THE COMpANY HAS
ALSO dEvELOpEd A STURdY AdvERTISING CAMpAIGN.
HOwEvER, IT CANNOT COMpETE wITH THE SOCIETAL
IdEA THAT HAvING A TAN EQUALS BEAUTY. COppERTONE
SUNSCREEN IS ALSO A SEASONAL pROdUCT, ANd FOCUSES
ON SALES dURING THE SUMMER.
COMpREHENSIvE pROBLEM STATEMENTCOMpREHENSIvE pROBLEM STATEMENT
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ACCORDING TO THE STATISTICS, MORE EDUCATED PEOPLE USE SUNSCREEN
THAN THOSE WHO HAVEN’T YET WENT TO COLLEGE. THOSE WITH AN
EDUCATION TEND TO HAVE A GREATER INCOME THAN THOSE WHO DO NOT.
WE THINK BY HAVING MORE SALES PROMOTIONS AND COUPONS WE COULD
ATTRACT MORE OF OUR TARGET MARKET, WHICH IS 18-24.
MARKETING ANd AdvERTISING OBjECTIvES
RECOMMENdEd (pRIMARY) RESEARCH EMpHASISRECOMMENDED RESEARCH EMPHASIS SHOULD INCLUDE CURRENT PROBLEMS OR
ISSUES THAT THE TARGET AUDIENCE HAS WITH THE PRODUCT/ BRAND.
THIS COULD INCLUDE PRICING, PACKAGE DESIGN, ADVERTISING STRATE-
GIES AND FEATURES/BENEFITS.
ORANGE AGGIE’S MARKETING OBjECTIvE IS TO RAISE SALES 10 pERCENT.
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“NeutrogenaAdvertisements.”Bwgreyscale.com-Index.Web.20Sept.2010.<http://www.bwgreyscale.com/ads/neutrogena. html>.
“Neutrogena-Sun-Sport.”Neutrogena-Shopforthe#1DermatologistRecommendedSkincareProducts.Web.20Sept.2010. <http://www.neutrogena.com/category/id/100305.do>.
Pettypiece,Shannon.“TanningTax,FamilyInsurancetoTakeEffectin2010.”BloombergBusinessweek(2010):2.Web.14Sep 2010.<http://www.businessweek.com/news/2010-03-24/tanning-tax-family-insurance-to-take-effect-in-2010-update1-. html>.
BIBLIOGRApHY
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