CORDLESS COSMETICS

Kayle Hutchins

Lauryn Williams

Shelley Martin

Samantha Smith

Brittney Cromer

“Straight. Anywhere, Anytime!”

CLIENT PROFILE: OVERVIEW

Based in Savannah, GA Convenient, battery-operated high quality

straightener 4% of profit donated to Locks of Love

Product Description:Ceramic heating plates with 3 stage

temperature LED

Operated by a 3600mAh battery with a 50 minute operating time

MKTG3132 AdCampaign, Fall 2010 2

CLIENT PROFILE: OVERVIEW

MISSION:“To be one of the leading suppliers of battery operated hair straightners in

the South East.”

Cordless Cosmetics is committed to: High quality product Giving back Excellent customer service Efficient distribution center

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CLIENT PROFILE: TOWS ANALYSIS

Threats-New Entrants

-Consumer Preference-Liability

Opportunities-Port City

-Potential Customers-Satisfying needs

Weaknesses-Limited Awareness-Weak Brand Name

-Single Product

Strengths-Distribution Center

-Convenient, High Quality -Effective Marketing Team

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MARKETING OBJECTIVE:

To Increase Sales by 10% by January 1, 2012

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TARGET MARKET(S): PROFILEMonica Demographics:

21SingleCollege studentWorks at a

tanning salon (Minimum wage)

Savannah, GA

MKTG3132 AdCampaign, Fall 2010 6

TARGET MARKET(S): PROFILE

Middle Class Lifestyle

Apartment Small SUVBeachOutlet Malls &

BoutiquesMacy’s Card &

American Express Gym membershipConcerts, Movie, TV

SeriesNo retirement plans

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TARGET MARKET(S): PROFILE

Psychographic profile: Bubbly & Outgoing Friends, Family, &

Fashion Concerned with self

image Goals No bucket lists at this

point

Value drivers in a purchasing decision: Affordable Convenient Peers

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TARGET MARKET(S): INFOGRAPHICS

Magazines Infomercials Kiosk Product

Placement Peers

MKTG3132 AdCampaign, Fall 2010 9

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AD CAMPAIGN OBJECTIVE(S) AdCom Objective:

Hair can be straightened anywhere at anytime.

Measurable Objectives (SMART)S- Increase sales by 10%.M- More of product sold & in more locations.A- Over one year to accomplish goal.R- Same as marketing objective.T- Sales increase by January 1, 2012.

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ADCOM OBJECTIVE EXAMPLES To increase product awareness and sales

in the Savannah market by 10-15% among female shoppers.

MESSAGE STRATEGY: PERCEPTUAL MAP

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High Quality

Low Quality

High PriceLow Price

Convenience

Conair

Revlon

Cordless Cosmetics

Chi

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REPOSITIONING STRATEGY: PERCEPTUAL MAP

High Quality

Low Quality

Low Convenience

HighConvenience

Cordless Cosmetics

Chi

Revlon

Conair

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MESSAGE STRATEGY: VALUE PROPOSITION Value = Desired Benefits / Relative

CostsSVA (SCA) :: Cordless

Value proposition statement (USP)Females in the 17-26 age range.Fast and time saving product for busy

consumers.Meets or exceeds the customers’

expectations.30 day trial guarantee and 1 year warranty.

CC is the ideal product for females on the go.

POSITIONING STATEMENT

By offering a cordless, convenient hair straightener, we will be able to target young female adults in the 17-26 age range. We’ll focus on the fast and convenient factors of the product. Because the product provides more operating time with less charge time, we will be able to elaborate on the convenience factor more.

MESSAGE STRATEGY: CAMPAIGN THEME

Straightening for all, and all for .

“Straight .

Anywhere, Anytime!”

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MEDIA SELECTION Print options

Newspaper FSIMagazine ad

OOH optionsBillboard

Internet ad optionFacebook

Wild CardKiosk

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MEDIA PLACEMENT & BUDGET: SCHEDULE Newspaper FSI: Thursday’s in the

Savannah Morning Tribune over a 12 week period Nov-Jan.

Magazine: Full page run Jan- Jun. Billboard: 100 showing Jan-Jun 2011 in

urban Savannah. Facebook Ad: Jan-Jun. Kiosk: Kiosk set up in the Oglethorpe Mall

during December - January.

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MEDIA PLACEMENT & BUDGET: TOTAL COST Newspaper FSI: $51,799.32 Magazine: $10,227 Billboard: $54,000 Facebook Ad: $50max/day Kiosk: $9000 TOTAL: $125,076.32

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PRINT AD: NEWSPAPER FSI

FSI 8½x11 4-color in Savannah Morning News for each Thursday over an 12 week period.

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PRINT AD: MAGAZINE

Full-page color ad run ROP for six months in Cosmopolitan magazine.

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OUT-OF-HOME: BILLBOARD

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100 showing Jan-Jun 2011 in urban Savannah.

INTERNET AD: FACEBOOK

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KIOSK

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Kiosk set up in the Oglethorpe Mall during December and January.

BUDGET

FSI Print Cost:

-Single sheet one side w/ 4 colors = $.10/sh. * (41,649*12) = $49,978.80 FSI Campaign Cost:-41,649/week (The Savannah

Morning Tribune)-(40,000/10k)= 4 @ $37-(1,649/1k)= 1.649 @ $2.25-total cost: (4* $37) + (1.649 *

$2.25) = $151.71 * 12wks = $1,820.52

Total campaign + print cost = $51,799.32

FSI CPM:-Total cost (one insertion) = $151.71-Audience (one insertion) = one

Thursday = 41,649-CPM = ($151.71/41,649) * 1000 =

$3.64

Mag. Campaign Cost:- Full page run January- June-Total # ads: 1ad/month *

6months = 6ads-Total cost? -Full page ad rate =$1,595 -Guaranteed position

premium (10%) = $109.50 -Total cost = ($1,595 +

$109.50)*6= $10,227 Mag. CPM:-Total cost = $10,227-Cost of 1 ad = $1704.50-Audience =7,900 one month

circulation + 5 readers/copy = 39,500 readers/month

-CPM= ($1704.50/ 39,500)*1000= $43.15

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BUDGET Billboard Campaign Cost:-A 6 month 100 poster buy in

urban Savannah, Jan-Jun 2011.

-Total cost = $9000 (4 wks/1 mo.) * 6 mos. = $54,000

CPP:-$9000/month-GRP= 50RPs/day * 28days =

1,400-CPP= $9000 per month/

1400GRPS = $6.43 CPM:-Cost= $9000 per month / 28

days = $321.43-Audience: DEC=12billboards

per panel * 12,280 avg DEC per panel = 147,360

-CPM = ($321.43 daily cost /147,360 daily DEC) *1000 = $2.18

Internet Cost:

Kiosk Cost:

-approx. $4,500(Dec) & $1,650(Jan)

-We approximate we will serve 15-20 people per day.

-Since the kiosk will be set up during December and January, the total cost for the kiosk will be approximately $6,150.

-Audience will be 15 people * 31 days= 465 services.

-The CPM for one month ($3075/465) *1000=$6,612.90

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