Executive Summary

fresh began with the idea of preventing bad odor and making the fresh, clean feeling last loner. The biggest issue about hygiene products is that they wear off fast.

fresh new solution are convenient and guaranteed to last all day; perfect for anyone who leads an active lifestyle and wants to stay fresh to avoid the embarrassing natural odors that come from sweat.

fresh will be available at several beauty stores, as well as Targets nationwide. It is the affordable way to beat body odor and smell fresh all day long.

Product Review• This product is FDA approved and not tested on animals.• Safe to use at any age for men and women• Cost effective, affordable, widely available• Simply take the pill and the scent of your choice

replaces your embarrassing body odor

Price:$20 per packageEach package contains 6 individually wrapped fresh tabletsSold in variety packs or single scents

Packaging

Product

Scents

• For Women– Vanilla Lace

• Warm vanilla bean paired with soft spices

– Floral Feminine• Honeysuckle, freesia, orange blossom, with a hint of jasmine

– Fruity Fresh• Blood orange, mango, tropical, and fresh apples

• For Men– All-American

• Cedar, guava, ginger with a hint of blacks suede

– Sport• Spicy blend of pepper, cardamom, silver, sage, rosemary, and tobacco leaves

– Businessman• Ocean air, lemon zest, leather, amber, and a hint of cedar wood

Market Description• When you are active and on the go, sometimes it’s hard to stay

smelling fresh. Whether you are out running errands, working your 9-5 job, working out, laying out, or getting ready for a night out, smelling good is always a priority. Having to stop to reapply perfume or cologne is time that we don’t have to waste. And sometimes, it’s not always convenient to carry around that bottle with you wherever you go.

• Cologne and perfume do not always hide body odor scent either. Active men and women want a product that is convenient, fast acting, and long lasting that will not only conceal unpleasant body odor, but change it to a much more pleasant scent of their own choice.

Market Description• Deodorant leaves white residue that can ruin clothes• People are often self-conscious about their natural odors• Perfume, cologne, and body wash are not long lasting

Euro Monitor International• Americans spend more than $2.3 billion on deodorants and antiperspirants in

2006

Beautyworld Market Study <<http://www.beautyworldme.com/downloads/Beautyworld_Brochure_2011.pdf>>

• Perfume market in the US is worth of $3 billion• Average spent on cosmetics and fragrances in the GCC is US $334 per person

World Watch Institute• Annual amount of money spent in Europe and United States on perfume is

approximately $12 billion

CompetitionAll perfumes, colognes, body washes, scent solutions

Target MarketThe target market for fresh is:• Men and Women• 18-35• Urban dwellers who enjoy social settings and maintaining a positive

image amongst networks• Educated and pursuing or currently hold a reputable profession that

keeps them busy• Very active individuals; physically, professionally, and socially• Whether they are working out or at a concert festival, they enjoy the

outdoors• They are very confident and take a lot of pride in their appearance• Keeping current with fashion trends is a priority• Enjoy trying new things such as restaurants, museums, or activities

Positioning Statement

• Among active men and women aged 18-35 (target) fresh (product name) is the brand of body odor enhancing products (competitive set) that eliminates unruly body odor fast (benefit proposition)

because it enters the pores faster and promotes an extended pleasant scent (product support)

SWOT

• Strengths– Quickly enters the pores– Selected smell lasts 12 hours– Provides a variety of popular scents– Compact sizes easy to carry– No negative health impacts– FDA approved– Convenient

SWOT

• Weaknesses– Strength of name brand perfumes and colognes– Off-putting thought of “pill”– No health benefits

SWOT

• Opportunities– Various brand extensions: body washes,

shampoos, deodorant, lotions– Customers can build their own scents at fresh

events– Co-branding with other brands– Sponsorships

SWOT

• Threats– Similar products being released– People used to using deodorant and sprays– Distrust for new products– Negative perception about pills

Timeline of Events

• May 2013 – Launch party at Target Stores & Ulta’s nationwide

• July 2013 – Fourth of July Booths at North Ave Beach, Oak Street Beach, Navy Pier, Millennium Park

• August 2013 – Air/Water Show• December 2013 - Build-Your-Own-Scent-Event

Distribution

• Samplings at concerts, festivals, gyms, sports clothing retailers

• Stores:– Ulta– Target– Walgreens

Marketing Communications

Objectives• Generate 25% increase in brand awareness through product marketing

– Since our product is so new and no other product like it exists, we want to increase brand awareness through our marketing so that we can attract our target market of active men and women 18-35 and get them interested in purchasing our product.

– Communicate the benefits of our product and squash any negative thoughts target might hold

• Stimulate product trial in 15% of consumers attending first product launch events, 25% of consumers attending second product launch event, and 50% of consumers attending third product launch event.– Want those in attendance to understand what fresh does and all it has to offer– Positively attract at least 15% of people in attendance and get them to purchase

product and spread buzz about product– Generate positive associations with product– Gain healthy consumer following

Marketing Tactics

• Reach target by using a variety of print ads in men’s and women’s magazines such as:– Cosmopolitan, People, Fitness– Men’s health, GQ, ESPN, Businessweek

• Use social media to reach those who are younger and active users– Facebook and Twitter to create awareness of our product and

advertise in-store promotions/events• Event marketing: Events at Ulta and Target that allow

customers to sample product and create their own scent• Outdoor Events: hand out samples

Marketing Communications Mix

• Public Relations– Press Releases

• Advertising– Print– Outdoor– Internet– Alternative

• Sales Promotions– Events– Goody Bags

Event Marketing• Summertime Launch: Castaway’s North Ave Beach

– Fresh representatives host booths outside bar/grill– Hand out free samples at booth and inside Castaways

• End of Summer: Air & Water Show at North Ave Beach– Distribute free samples

Event Marketing• December Event: fresh Build-Your-Scent Event

– At various Ulta Locations, have a holiday themed party– Teach processes of building scents– Allow guest to customize their own scents– Hand out goody bags

Print Advertisements

Outdoor Advertising

Outdoor Advertising

Social Media

Brand Extension• Following the release and success of our product, we will delve into

brand extension by making other fresh products, such as body washes, shampoos, deodorants, and lotions– These brand extensions are only first step. They will still hold the same value

that our original product came with in that the goal is to eliminate unruly body odor and allow consumers to stay fresh all day long.

– The scents in other body washes, shampoos, deodorants, and lotions wear off after a few hours and allows for body odor to take over. Our products will have long lasting scents that keep you fresh longer

– All of our original scents will be offered in each of the body washes, shampoos, deodorants, and lotions

• We also plan to co-brand with laundry detergent maker Tide and have fresh infused laundry detergent to keep your clothes smelling Fresh no matter what the day throws at you. This can also roll into dryer sheets as well

• In addition, we will co-brand with athletic apparel moguls like Lululemon and Nike to have their clothing scented like our products. We may also be able to sell our product in their stores and other athletic stores to increase brand awareness and brand trial amongst their customers.