R2 Marketing The Impossible
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R2 Marketing the impossible
Introduction • This is an article from ‘NZ Marketing magazine’ • This article explains :▫ New innovative/ different products ▫ New product development ▫ Creative ideas ▫
Product 1
Description A tablet that, taken daily applies sunscreen from inside and leaves no sticky residue
Product • Name : Under cover Cover up/ LUV pills • USP: Harmless sunscreen tablet • Product properties:▫ Leaves no residue ▫ Saves time
• Products according to different demographic segments ▫ Tanning shades(from tanning lotion to bleaching lotion
▫
Price • Distribution from Clinique lab coats • Don’t just sell pills; sell a whole treatment • Make customers realize the whole effect so he will be willing to pay • Price : 42times the normal sunscreen
Promotion • Paradigm shift from status quo sunscreen market • Testimony by Cancer society • Strategies to take tablet everyday ▫ Summer(fades out) and winter variant ▫ Pill packet
• Shift from supplement product to funky, trendy and must-have outdoor product. • Brand visibility: lick-and-stick tatoo • Year round sampling campaigns • Free samples with lick-and-stick tatoo and brochure ▫
Place • Clinique lab coats • Sampling campaign in ▫ Key summer hot spots ▫ Winter Key Ski Resorts ▫ Snowboarding/skiing
Product 2
Description • Bread that rejects sand particles when it is eaten at the beach has a tendency to also reject dry sandwich feeling
Product • Name :Oops!, Oasis • USP : Beach-suitable and kids driven moist bread
Promotion • Target market: 1. Kids 2. Adults • Bread christening contest driven promotional activity • Hire spokesperson explaining hazards of sand in kids intestine • Smaller packet sizes (hang 10) • Sale through existing channel Eg. McWich • • •
Promotion contd…. • Advertising: ▫ Man in middle of the dessert ▫ Day after boxing day ▫
Product 3
Description Instant ice glasses that do away with the need for ice cubes
Product 3 • USP : Glasses which cool • Futuristic sphere that conducts energy from the air-Concept of fusion and cooling
Promotion • Variants ▫ Small/ medium sized glasses • Packaging ▫ Corrugated cardboard with matching colours • Target audience : 15-30 yrs ▫ Students ▫ Young professionals • Sample glass distribution • TOM by Ice-baby-ice song (Vodafone –alike) • Advertising • Product-sample-give-away • Ice glass promotion
Promotion • • • • • •
Frozen cocktails Sponsor Bartenders competition Social currency factor Tequila ritual Owner’s pride
Questions??
Introduction • This is an article from ‘NZ Marketing magazine’ • This article explains :▫ New innovative/ different products ▫ New product development ▫ Creative ideas ▫
Product 1
Description A tablet that, taken daily applies sunscreen from inside and leaves no sticky residue
Product • Name : Under cover Cover up/ LUV pills • USP: Harmless sunscreen tablet • Product properties:▫ Leaves no residue ▫ Saves time
• Products according to different demographic segments ▫ Tanning shades(from tanning lotion to bleaching lotion
▫
Price • Distribution from Clinique lab coats • Don’t just sell pills; sell a whole treatment • Make customers realize the whole effect so he will be willing to pay • Price : 42times the normal sunscreen
Promotion • Paradigm shift from status quo sunscreen market • Testimony by Cancer society • Strategies to take tablet everyday ▫ Summer(fades out) and winter variant ▫ Pill packet
• Shift from supplement product to funky, trendy and must-have outdoor product. • Brand visibility: lick-and-stick tatoo • Year round sampling campaigns • Free samples with lick-and-stick tatoo and brochure ▫
Place • Clinique lab coats • Sampling campaign in ▫ Key summer hot spots ▫ Winter Key Ski Resorts ▫ Snowboarding/skiing
Product 2
Description • Bread that rejects sand particles when it is eaten at the beach has a tendency to also reject dry sandwich feeling
Product • Name :Oops!, Oasis • USP : Beach-suitable and kids driven moist bread
Promotion • Target market: 1. Kids 2. Adults • Bread christening contest driven promotional activity • Hire spokesperson explaining hazards of sand in kids intestine • Smaller packet sizes (hang 10) • Sale through existing channel Eg. McWich • • •
Promotion contd…. • Advertising: ▫ Man in middle of the dessert ▫ Day after boxing day ▫
Product 3
Description Instant ice glasses that do away with the need for ice cubes
Product 3 • USP : Glasses which cool • Futuristic sphere that conducts energy from the air-Concept of fusion and cooling
Promotion • Variants ▫ Small/ medium sized glasses • Packaging ▫ Corrugated cardboard with matching colours • Target audience : 15-30 yrs ▫ Students ▫ Young professionals • Sample glass distribution • TOM by Ice-baby-ice song (Vodafone –alike) • Advertising • Product-sample-give-away • Ice glass promotion
Promotion • • • • • •
Frozen cocktails Sponsor Bartenders competition Social currency factor Tequila ritual Owner’s pride
Questions??
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