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Transcript of Burts Bees
design by Dóri Sirály for Prezi
Burt's Bees 30th Anniversary Edition Candles!
: Successful launch campaign, Product awareness, Buy products
: Quality, natural product - consistent with all other products
: Back to our roots (heritage), 30th Anniversary
: Excited, nostalgic, feeling good about supporting a good cause
Burt's Bees Heritage
Why we are doing it again?
Short term / Long term Strategy
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
Burt's Bees loyal consumers
Women aged between 24-54
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.
Successful Anniversary launch
Increase market awareness of
BB's candles and other BB's
Successful partnership with charity
Expand candle scent offerings
Gain market share
Develop Holiday Candle Line
Develop Burt's Bees "Lifestyle" Line
30 day ad campaign
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
awareness and buy
Focus on cost reduction (remove from unprofitable outlets)
products in range
High marketing spend
"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) .
'It is clear we need to win with Amazon'
Clorax 2015 outlook report