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Hawaiian Tropic Ad workshop
Transcript of Hawaiian Tropic Ad workshop
Features: pleasant scent, oil and lotion formula, various SPF levels, specific formulas for sensitive skin, lip care, etc. Available as spray, rub on, and or roll on.
Benefit: Sun protection, skin moisturizer/nourishment, and skin tanner. Situation Analysis Andrew Kusznir, Alexandre Moura-Busquets, Kellie Kurt, Skye Solava, Viviann Hua competitive analysis: Coppertone Neutrogena market analysis: major trends survey objectives insights radian 6 1. Find out which features of suntan lotion are most important to consumers
2. Figure out which time of year other than summer would be a good time to market sunscreen
3. Figure out what activities consumers are in engaging in when they use sunscreen
4. Figure out what consumers are willing to pay for sunscreen Facebook
60 K + likes
Interactive with post and fans PR website provides skincare and safety Q & A's
Tan-a-ton Most important to consumers:
SPF, Broad Spectrum Protection, Waterproofness
Scent & Price 2. Potential times of year to market Hawaiian Tropic (other than summer):
Spring and Fall 3. consumers would be willing to pay 6-8 dollars for an 8-ounce bottle of sunscreen lotion Premium sun care is luxury's fastest-growing personal care segment.
The sun care industry is growing, and is expected to reach $1.32 billion in annual sales by 2016. Market share of 14.59% (40.7 million)
Mercks net earning Market share of 14.59% (40.7 million)
Mercks net earning 43.7 billon, 2 billion came from Coppertone
Target market: women between the ages of 18-34
Product attribute: UVB/UVA, water resistant spray/lotion/stick/ SPF15-100 Top Trends for Hawaiian Tropic market share : 9.39 %
target market: female between the ages of 34-44
product attributes - SPF 30 - 100
sunscreen/ lotion / stick/ liquid/ sport protection/ oil free/ light weight/ non fragrance
promotion: advertisement for Neutrogena's sun line. Including celebrity endorsement with Hayden Pannettiere and Jennifer Garner
Advertise themselves as " The #1 dermatologist recommended suncare brand"
strong facebook and twtter presences.