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Burts Bees

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by

damian long

on 14 December 2014

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Transcript of Burts Bees

Burt's Bees
design by Dóri Sirály for Prezi
Burt's Bees 30th Anniversary Edition Candles!
Introducing...
Pricing Strategy
Objectives
: Successful launch campaign, Product awareness, Buy products

Message strategy
: Quality, natural product - consistent with all other products

Focus
: Back to our roots (heritage), 30th Anniversary

Creative strategy
: Excited, nostalgic, feeling good about supporting a good cause
Marketing Strategy
Burt's Bees Heritage
Any questions?
Why we are doing it again?
Industry
Communications/Product Launch
Value Network
Short term / Long term Strategy
Budget
Competitors
Advertising budget for 2013 was $26.4 million

Estimated to be $31.8 million in 2014

Budget for this campaign will be $1,75 million
Target Audience
Burt's Bees loyal consumers
Women aged between 24-54
Distribution strategy
Through our retail partners
e.g. Walmart, Target
E-commerce: Burt's Bees
website & Amazon
Utilizing our stand alone
stores and kiosks
Strong parent company Clorox (resources)

Market has grown significantly since 1989

Possibility of product diversification (fragrance candles)

Existing market base

Strong existing communication channels
30 days to launch: Create Buzz
Source of message: Burt - the founder

Each candle purchased, dollar goes to charity (colony collapse disorder)


Social media focused
(trivia, contests, history)


Other Communication channels
Personal communication - word of mouth, in stand alone stores

Non-personal communication - Media, direct mail, email, vine, coupons, sustainability report



Sales in the U.S. estimated at $2.3 billion annually

The most important factors affecting sales are scent, color, cost and shape


Natural Beeswax Candles
Recyclable Container & Packaging
Scents inspired by current products:


Milk & Honey, Peppermint & Rosemary, Citrus & Ginger
Candles made until BB's moved from Maine to North Carolina in 1994. Lower unemployment tax rates (1% vs. 8%) but higher starting wage hourly rates ($10 vs. $5).
Used in 7 out of 10 U.S. households

Over 90% purchased by women

The majority of U.S. consumers use their
candles within a week of purchase

BB's had to get rid of anything handmade. "
It was like lopping off your arm.
"
Short Term:
Successful Anniversary launch
Increase market awareness of
BB's candles and other BB's
products
Test markets
Successful partnership with charity

Long Term:
Launch internationally
Expand candle scent offerings
Gain market share
Develop Holiday Candle Line
Develop Burt's Bees "Lifestyle" Line

Slotting fees
Amazon advertising
$850,000
$300,000
30 day ad campaign
International
Total Cost
Allocations
Timeline (pre)
$140,000
$270,000
Primary
Secondary
Younger women 18-24
Men (all ages)
Decision: Prices to coincide with competitors
Initial wholesale offering of $12.99
Candles will retail at $16.99
The Product Life Cycle
Domestic marketing
campaign
(30th anniversary)
Create product
awareness and buy
Focus on cost reduction (remove from unprofitable outlets)
Launch new
products in range
Continue our
domestic &
International
expansion

Product launched
early adopters
(beeliebers)
Mainstream
Late adopters
Market share
customer
retention
Laggards
Increase
International
exposure
High marketing spend
medium
medium
low
"We launch in 30 days, honey!"
The degree of substitutability was also taken into account. (air fresheners, incense, lights etc)
We considered three pricing strategies for this launch: skimming, penetration and neutral(competitive) .

1 month
3 months
one off
Digital marketing
$175,000
2 months
'It is clear we need to win with Amazon'
Clorax 2015 outlook report
Cost
Timeline (post)
$100,000
$270,000
$40,000
1 month
Cost
$100,000
3 months
3 months
$850,000
$0
$0
$300,000
$75,000
$0
Full transcript