Skin care from the makers of proactive

Natisha N. Young

Marketing Principles/310, Section,

Summer 2014)

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ProActiv

Be specific, e.g. Ford Taurus, Apple iPad, Tide Detergent with Bleach, etc. It is important to know if you are preparing a marketing plan for a single product or an entire product line.

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Executive Summary

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Prepare this slide last and submit with your finished product at the end of the semester.

An executive summary should include:

Summary of key findings in t16he analysis of the current marketing situation

Briefly state your marketing mix recommendations for the coming year.

(See Appendix 1, pg 612 in the text 15th ed. or find the related appendix in the online version for example, but be sure to frame it as a Power Point, not prose)

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Table of Contents

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Market description

Segmentation (describe target market using segmentation characteristics) 5-6

Marketing targeting strategy 7

Value proposition 8

Factors influencing consumer behavior of the primary target market 9

Buyer decision process of the primary target market 10-11

Product review 12

Levels of product/service 12

Type of product/service 13

Product/service life cycle 14

Benefits/features analysis 15

Differentiation 16

Branding strategy 17

Competitive review 18

Competitive analysis 18

Market share 19

Competitive positions and roles 20

Strategic sweet spot 21

Positioning 22

Distribution review 23

Current supply chain members and roles 23

Value-delivery network analysis 24

Current type of distribution strategy 25

Strengths, Weaknesses, Opportunities, and Threats Analysis (SWOT) 26

Microenvironments 27

Macroenvironments 28

Prepare this slide twice: 1. When you are ready to submit Part 1, prepare your Table of Contents for Part 1

2. When you are ready to submit Part 2, prepare your final Table of Contents for both Part 1 and Part 2

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Section A Current Marketing Situation

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A.1.a. Market Description Description of market segments

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ProActiv primary target is between the ages of 24 and 65. They are female urban professionals with at least some college. This consumer has an active lifestyle. They are concerned about social and environmental issues. Mind and body wellness are important to them. They belong to a health club; take yoga, Pilate's or tai chi lessons. The effects of aging and the maintenance of a youthful appearance are a part of their life.

The secondary target market is females between the ages of 18 and 30, at both secondary and post-secondary education levels. Students and recent graduates, located in major urban markets are important for this target market because the majority of students are situated in the more populated areas of cities. This target market would be more inclined to utilize untraditional media for information, in the way of social media and online advertisements

The third market that is trying to be reached is professional single men between the ages of 20-45 with a gross household income of $45,000 to $85,000. These men are concerned with impressing not only the opposite sex, but their employers within the workplace. These professionals earn middle to upper class incomes and live in urban and suburban areas. They are trendsetters that want to be the first out of their friends to try new products.

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A.1.b. Market Description Current Marketing Targeting Strategy

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Paid media- ProActiv will shift their commercials from mainstream shows like Glee to more male- dominate shows like ESPN First Take. The commercials will demonstrate how young men were able to clear up their skin and get the girl that they had been chasing for a date, how happier the man is because his social life is thriving after his acne cleared up, and show professional athletes of all sports claiming that they suffered with acne and how it affected their livelihood, prior to using ProActiv. An example of this is when ProActiv previously sponsored the longtime acne sufferer, 21 year old NASCAR driver, Danny Efland to drive the ProActiv Chevy Impala during NASCAR Nationwide Series race at the Daytona International Speedway in Daytona, FL on Friday, July 2, 2010 (Unknown, 2010).

Earned media- ProActiv gains this from the work of mouth that celebrities offer when they are being interviewed and the interviewer inquires about how great their skin looks. They also achieve this from every day average people that get complimented on their complexion and the person mentions that they use ProActiv. More male actors and celebrities should be endorsing the product which will increase the machismo of the product.

Owned media- ProActiv has its own website and displays women and their life changing stories. Men should have a presence on the website and their success stories will be listed. The website also has websites for most countries in their native language. There is a toggle on the bottom right side of the website for consumers to pick the country that they are in and the website will load in their language. ProActiv also has millions in hits on YouTube and thousands of Facebook fans and Twitter followers that are worldwide. They are gaining promotional leverage from all their young hot celebrities that have millions of fans following them on their Facebook, Twitter, Google+, Pinterest, and other social media websites.

Shared media- ProActiv has an interactive link on their website and their social media sites like Facebook, YouTube, and Twitter for fans to express their experiences with the products, whether it is positive or negative. It gives the consumer a chance to tell their aspect of the product and the products effectiveness to either counteract or support the claims that are made by ProActiv. There will be a more gender unspecific viewpoints to draw in the male audience. ProActiv will increase their presence in social networks and blogs with main concepts of sports discussion.

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A.1.c. Market Description Value Proposition

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The company’s time-tested unique selling proposition has been its promise to deliver blemish-free skin with a product that is characterized by its ease of use and that does not dry out your countenance, unlike some competitors’ products devised to treat acne.

ProActiv has traditionally relied on celebrity endorsers claiming that they owe their clear skin to or maintain it with ProActiv. This helps pull younger prospects, including teens, especially as they are the ones who are likely to suffer most from an outbreak of acne. The product relies on the buzz created when youngsters who don’t have their own credit cards ask their parents to buy ProActiv.

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A.1.d. Market description Factors influencing consumer behavior

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Sociocultural Forces. One potential competitive advantage for ProActiv is that it is targeted toward s the upper middle class market as a prestige product that is exclusively researched, provides consistent results, and can be customized to their individual preferences. Targeting to this market keeps the company stable because they are less likely to be affected by the economic slowdown and can afford to keep purchasing the product.

Based on the characteristics of your primary target market, what are the major factors influencing their buying behavior?

Hints:

Use Chapter 5, Figure 5.2 for a framework.

Do not need to address each factor, but those factors you believe are part of the consumer’s ‘black box’ for this purchase.

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A.1.e. Market description Buyer decision process

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Consumer behavior can be defined as the buying behavior of final con