Brioschi Kids
description
Transcript of Brioschi Kids
BrioschiKids
WELCOME!
BIENVENUE!
OPPORTUNITY
STRENGTHS•On the go •Long History/distinctive equity•Natural•Multi Symptom•Loyalty•Product form-fast•Safe•OTC•Bulk
Weaknesses• Overall OTC market is down •Only one flavor•Overall category crowded•Limited distribution
Opportunities•Rise in child population •Growing importance on natural •Lack of health related web advertising on sites geared toward parents. •Parents trust a wide variety of sources•Downturn in Economy means OTC is the next best thing.•Means rather than money •Rise in child obesity-increase in GI ailments.
Threats•Brand name competitors•OTC bad image•Safety •Products backed by doctors and pharmacists.
BEHAVIOR ANALYSIS
PARENTS HAVE GREATER ACCESS TO INFORMATION, TECHNOLOGY AND
SOCIAL CONNECTIONS
WORD OF MOUTH
PROCEED WITH CAUTION
THEY PREFER OVER THE COUNTER MEDICATION RECOMMENDED TO
THEM BY DOCTORS, FRIENDS AND FORUMS
PURCHASE WHAT IS FAMILIAR
SECONDARY
KIDS ARE THE ONES WHO PERSUADE THEIR PARENTS
STRONG PREFERENCE FOR MORE NATURAL SOLUTIONS TO
GASTROINTESTINAL PROBLEMS
62% HAVE NOT SPOKEN TO A MEDICAL PROFESSIONAL ABOUT GASTROINTESTINAL
PROBLEMS
SICK CHILDREN ARE TIME CONSUMING
THE BURP LETS YOU KNOW ITS WORKING
PRIMARY
“CHILDREN CANNOT DESCRIBE THEIR SYMPTOMS”
“I DON’T KNOW IF ANTACIDS FOR CHILDREN ARE OK”
HORRIBLEEMPATHETIC
WORRIEDPROTECTIVE
AWFULRESPONSIBLE
SADCONCERNED
HELPLESSANXIOUS
GUILTY
PARENTS FEEL ________ WHEN THEIR CHILDREN ARE SICK
RELIABLESAFE
EFFECTIVENO SIDE EFFECTS
NO CHEMICALSDOCTOR
RECOMMENDED
PARENTS WANT ________ IN CHILDRENS OTC MEDICINE
COMPETITIVE ANALYSIS
PRILOSEC 22%
CHILDREN PEPTO-BISMOL 0.4%
PEPCID COMPLETE 4.2%
ROALIDS 2.1%
MYLANTA 2.1%
TUMS EX 3%
PREVACID 2%
MAALOX 1.7%
ZANTAC 5.6%
GAVISCON 1.1 %
Prilosec O
TC
Zantac
150 Antacids
MiraLA
X Laxati
ves
Metamucil
Pepto-Bismol A
ntacids
Pepcid AC/C
omplete
Benefiber
-60
-40
-20
0
20
40
60
80
100
Media Expenditures
200720082007-08 % change
Superbrands
$ M
illio
ns
ALL PRODUCTS IN THIS CATEGORY REPRESENT MEDICINE THAT ALTER OR
INHIBIT THE BODY`S NATURAL PHYSICAL RESPONSE TO ACID LEVEL
FLUCTUATIONS IN THE STOMACH
INSIGHTS
MOTHERS HANDLE THE HEALTH AND WELL BEING OF CHILDREN
SENSE OF ACCOMPLISHMENT
MOTHERS EXHIBIT A HIGH LEVEL OF GUILT WHEN THEIR CHILDREN
EXPERIENCE PAIN
CHILDREN LIKE ELEMENTS OF COOLNESS
CHILDREN EXERT LARGE PORTION OF INFLUENCE ON PURCHASER
CREATIVE
BRIOSCHI IS THE ALL NATURAL ALTERNATIVE TO STOMACH TROUBLE
THAT EDUCATES AND ENTERTAINS CHILDREN AND IS A FAST AND
EFFECTIVE FRIEND TO PARENTS
MAINTAIN THE BRIOSCHI IMAGE OF FAST ACTING, ALL NATURAL
ANTACID THAT HAS BEEN AROUND FOR 130 YEARS.
WHILE INCREASING PRODUCT AWARENESS, BRAND RECALL
AND PREFERENCE OF THE NEW BRIOSCHI KIDS
WOMEN AGED 25-34 YEARS OLD
LIVING IN NY, NJ, MA, PA, DE, RI
PREFER NATURAL REMEDIES TO PRESCRIPTION
INTENDED PERCEPTION
FASTESTMOST EFFECTIVE
EASILY USEDPORTABLE
EASY TO HANDLENATURAL
THE BURP THAT WORKS
THE BURP THAT WORKS IS A PREDOMINATLY A VIRAL CAMPAIGN
IT WILL ENCOURAGE CHILDREN TO PARTAKE IN A BURPING CONTEST
AND DIRECT TRAFFIC TO THE BRIOSCHI WEBSITE.
IT WILL DEMONSTRATE AND INFORM MOTHERS THAT
BRIOSCHI KIDS IS THE SAFE EASY TO USE PRODUCT THAT THEIR
KIDS WILL ENJOY
RATIONALE
BRIOSCHI`S REDESIGN AND POSITIONING WILL PROMOTE THE
IDEA OF THE “BIG BURP” SUPPORTING THE HEALTHY LIFESTYLE THAT
MOTHERS WANT FOR THEIR CHILDREN
CREATE BRAND AWARENESS
FACILITATE BRAND RECOGNITION
FOSTER BRAND PREFERENCE
DRIVE TRAFFIC TO BRIOSCHIS WEBSITE
EDUCATIONAL ASPECTS
NATURE KNOWS BEST
EXECUTION
POINT OF PURCHASE
FDA APPROVAL
130 YEARS
THE BURP LETS YOU KNOW IT WORKS
EXECUTIONAL MANDATORIES
PACKAGING
MEDIA
BUILD AWARENESS FOR THE NEW PRODUCT BRIOSCHI KIDS
HELP BRIOSCHI KIDS BECOME A FIRTST CHOICE FOR MOMS WHEN SEARCHING FOR OTC STOMACH
REMEDIES FOR THEIR KIDS
DELAWAREMASSACHUSETTES
MARYLANDNEW JERSEY
NEW YORK PENNSYLAVANIA
RHODE ISLAND
MAGAZINES
Magazines48%
Internet8%
Radio20%
Direct Mail12%
Point of purchase12%
Media Mix
Total Budget: $ 1,730,920.50
THANK YOU!
MERCI!