Integrated Marketing Communications Plan

Spring 10

Made For:Medical Inventors Group

Created By:

Kate Ammerman

Elisha Brandenburgh

Ryan Currier

Jamie Eisinger

Michael Livermon

Cassandra Muntz

TABLE OF CONTENTSEXECUTIVE SUMMARY 3INTRODUCTION 5SITUATION ANALYSIS 6 SECONDARY RESEARCH 6 SWOT Analysis 7 Competitor Analysis 10 Target Market 14 PRIMARY RESEARCH 15 Research Goals 15 Research Design 16 Primary Conclusions 16MARKETING STRATEGY 17 POSITIONING STRATEGY 17 COMMUNICATION OBJECTIVES 17 MESSAGE STRATEGY 18 BUDGET ALLOCATION 20MEDIA STRATEGY 22 PUBLIC RELATIONS 22 Reasoning 22 Cost 23 Measuring Effectiveness 23 DIRECT MARKETING 23 Reasoning 24 Cost 25 Measuring Effectiveness 25 PROMOTIONS 25 Reasoning 27 Cost 29 Measuring Effectiveness 30 INTERACTIVE/INTERNET MARKETING 30 Reasoning 31 Cost 32 Measuring Effectiveness 33 PRINT 33 Reasoning 34 Cost 35 Measuring Effectiveness 35 BROADCAST 36 Reasoning 37 Cost 37 Measuring Effectiveness 37CLOSING RECOMMENDATIONS 38APPENDICES 40

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EXECUTIVE SUMMARY

Medical Inventors Group (MIG) is a subsidiary of the holding company Healthcare of

Today. MIG works with companies that develop medical inventions to assist in bringing these

innovative solutions to market. This plan assumes MIG will choose to take mediTOUCH to

market versus alternative market-entry strategies. These alternative strategies will be discussed

in the conclusion of the plan.

To better understand the wound care market both secondary and primary research

were conducted. The research showed that the wound care market is dominated by two key

players, Band-Aid Brand® and Curad™, and that the highest users of bandages are children.

After analyzing the research results, the following communication objectives were determined:

Create awareness of mediTOUCH brand and product among 65% of the target audience,

after IMC Plan and product are launched, within the first year.

Create interest in the mediTOUCH brand among 45% of the target audience, within the

first year after the IMC Plan implementation and product are launched.

Increase consumer knowledge of the mediTOUCH bandages’ differentiating attributes

(the "technological attributes", namely accelerated healing, wound ventilation, a lack of

chemicals, and product durability) to 30% of the target audience, after IMC Plan

implementation and product are launched, within the first year.

Increase trial of the mediTOUCH bandage to 20% of the target audience, within the first

year after the IMC Plan implementation and product are launched.

Increase adoption and regular use for the mediTOUCH bandage to 10% of target

audience, after IMC Plan implementation and product are launched, within the first

3

year.

To achieve these communication objectives MIG must structure its messaging strategy

around the New Product Innovation Adoption Model, and as such, focus on increasing

awareness, knowledge, trial, and eventual adoption of the mediTOUCH brand.

The positioning strategy derived from the primary research includes the slogan:

“Healing… the way nature intended.”

The recommended media strategy for MIG consists of six mediums: Public Relations,

Direct Mail, Promotions, Interactive/Internet Marketing, Print, and Broadcast. All of these

mediums effectively communicate with the target market and reach consumers in a unique

way.

Due to the confidential nature of the product and limited access to data, this IMC plan

represents a realistic exploration of viable communication options within speculative budgetary

resources. As such, program elements recommended herein represent a best-case scenario,

and although not necessarily feasible at product launch, may be implemented at will.

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INTRODUCTION

Medical Inventors Group (MIG) is a subsidiary that is owned by the holding company

Healthcare of Today. Within the holding company, the purpose of MIG is to help design,

develop, and market medical inventions that will be used in the industry and consumer

markets. MIG acquires and develops patents that it then brings to market through Healthcare

of Today’s channels or by licensing the patents to other corporations.

The purpose of this Integrated Marketing Communications Plan is to present a

messaging strategy for the release of a new wound care bandage called mediTOUCH1. This

marketing plan will focus on highlighting the key attributes of the bandage and communicate

the distinctive competencies of the mediTOUCH product to the consumer wound care market.

Upon implementation, the intention of this plan is to capture market share from already

established competitors and bring mediTOUCH to the forefront of the wound care industry. The

focus of this plan is on the consumer market, and does not take into consideration the

institutional markets, such as hospitals, physician offices, etc., as MIG will use Healthcare of

Today’s channels for that task.

1 “mediTOUCH” is the top choice for a brand name, from a handful of brand names that were developed for this IMC Plan, and will therefore be used throughout the plan.

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SITUATION ANALYSIS

SECONDARY RESEARCH

In order to create an Integrated Marketing Communications plan it is necessary to fully

understand the relevant markets and industries. To gain this understanding, secondary

research was conducted to analyze the competitive environment, market trends and consumer

characteristics.

The U.S. wound care market is a multi-billion dollar industry currently amounting to $4.1

billion.2 The largest sectors in the wound care industry are dressings, sealants, and anti-

adhesion products. Dressings were a $1.8 billion industry in 2008 and account for 55.6% of total

wound care revenues3. These numbers highlight the growth potential and attractive market size

of the wound care industry.

Advanced moist wound dressings are the largest division of the dressing market and are

expected to continue to grow as new technologies emerge. The increasing applications for

minor to moderate injuries are expected to boost demand in the bandage market by 4.2%

annually through 2013.4 This is primarily a result of the aging population and increasing medical

recognition regarding the importance of using such products.

Currently, bandages licensed with popular cartoon characters represent 15-20% of the

total wound care bandage market, highlighting the significance and importance of licensing

relationships for bandage manufacturers.5

2 Brooks, Dick. "Introduction to Marketing 472." SDSU. San Diego, CA. 20 Jan 2010. Lecture.3 "Market Report, "Personal Hygiene/Personal Care: Global Industry Overview", published." XooArticles.com. Kaskara,

19 Apr 2010. Web. 4 May 2010. <http://www.xooarticles.com/market-report-personal-hygiene-personal-care-global-industry-overview-published_372.html>.

4 "World Wound Management Products." MarketResearch.com. Freedonia Group Inc, 01 Jan 2010. Web. 4 May 2010. <http://www.marketresearch.com/product/display.asp?productid=2585205&g=1>.

5 "World Wound Management Products." MarketResearch.com. Freedonia Group Inc, 01 Jan 2010. Web. 4 May 2010. <http://www.marketresearch.com/product/display.asp?productid=2585205&g=1>.

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SWOT Analysis

STRENGTHS WEAKNESSES

1. Technological Know-How2. Patent Protection

1. Lack of organizational infrastructure and resources to bring new products directly to market

OPPORTUNITIES THREATS

1. First-to-Market advantage2. Address a currently unknown need3. Low switching costs for consumers

1. Market saturation2. Intense rivalry amongst current competitors in the industry3. Brand Loyalty to competition4. Lack of knowledge among consumers

Strengths

1. Technological Know-How: The mediTOUCH bandage will incorporate key technological

advancements that are currently under patent by MIG. This superior product’s innovative

technology accelerates the natural healing process in a chemical-free way, and allows a wound

to breathe. This attribute differentiates mediTOUCH bandages from the other firms in the

industry, which will ultimately enable it to better serve the consumer wound dressing market.

2. Patent Protection: A strong patent protects MIG’s technological know-how, preventing the

competition from imitating or duplicating their mediTOUCH bandage. Patent protection enables

a firm to remain the market leader for as long as the patent holds, effectively creating a high

barrier to entry.

Weaknesses

1. Lack of Organizational Infrastructure and Resources: MIG acts as a research and

development think tank, enabling innovative ideas to hatch, develop and eventually become a

reality in the medical space. MIG lacks both the monetary and organizational capabilities to

launch a commercial product nationally. In order to bring the mediTOUCH bandage to market

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and succeed as a viable competitor against the industry leaders, a national branding campaign

is necessary. This marketing campaign would utilize traditional and new media, namely public

relations, print, broadcast, direct marketing, promotional events, and the Internet. A campaign

of this scale requires certain organizational and firm infrastructure and resources, which MIG

does not possess at this time.

Opportunities

1. First-to-Market Advantage: The first-to-market advantage allows MIG to capture a share of

the market before the competition can start to emulate the brand’s differentiating technology.

The patent ownership is critical in protecting the firm’s prosperity, giving it a window of security

to build brand loyalty and brand equity before competitors can compete against MIG on a

technological basis.

2. Address a Currently Unknown Need: mediTOUCH’s technology enables a revolutionary

healing process. There are no products in the wound dressing market that can naturally heal a

wound and allow breathability. Consumers are not aware of the fact that the bandages

currently sold in retail pharmacies are not healing their wounds, merely covering them up.

There is an opportunity to inform the public about what proper wound care is, highlight the fact

that there is a need for proper wound care, and present them with the mediTOUCH solution.

3. Low Switching Costs for Consumers: Consumers purchasing bandages have low switching

costs because wound dressings are a low involvement product. The fact that the switching costs

are low represents an opportunity for mediTOUCH because the market is willing and able to try

the product.

Threats

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1. Market Saturation: The market for wound dressing is saturated and the demand is stagnant.

There are no large trends besides the aging population that would lead to an increase in

demand for bandages.

2. Intense Rivalry Among Competitors: The wound dressing industry is dominated by Band-Aid

Brand® and Curad®, posing a major barrier to entry and success. The rest of the market is

fragmented, comprised of other competitors and generic brands. Another factor adding to the

intense rivalry in this industry is the ability of the generics to offer bandages for extremely low

prices. This ability affects the average price of bandages and forces name-brand competitors to

be very price conscious, and even follow suit in terms of price-cuts.

3. Brand Loyalty to Competition: The brand loyalty to Band-Aid Brand® is overwhelming and is

a large threat to mediTOUCH’s potential for success. The strong history and goodwill with Band-

Aid Brand® is the major hurdle for mediTOUCH, as there is a common belief that the “oldest

brand is the strongest brand”.6

4. Lack of Knowledge Among Consumers: Another major threat to mediTOUCH is the lack of

knowledge among consumers as to what constitutes proper wound care. The research

demonstrates that there is a major disjunction between long-held attitudes that consumers are

happy with the current bandages on the market and their healing properties, versus the reality

of the healing properties of the current bandages on the market.

Competitor Analysis

There are many different products within the wound care industry. Items are available

6 Calvin P. Duncan “Consumer Market Beliefs: A Review of the Literature and the Agenda for Future Research” in Marvin E. Goldberg. Gerald Gorn, and Richard W. Pollay eds., Advances in Consumer Research 17 (Provo, UT: association for consumer research 1990); 729-35

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in a vast array of assortments, styles, and sizes. Each product has an overall distinguishing

feature or distinctive competency that its respective marketing campaigns highlight. While all of

the competing products promote infection protection, none of the products are able to actually

promote faster healing and other key aspects that mediTOUCH makes possible.

The primary competitors for mediTOUCH are Band Aid Brand®, Curad®, 3M Nexcare™,

and the generic brands. The secondary or indirect competitors for mediTOUCH are the

producers of complementary products such as Neosporin®, which has co-branded with Band-

Aid Brand®. The generic anti-biotic ointments are poised as competition against this product as

well.

The following table lists the positive and negative attributes of competing product categories:

Product Type Pros ConsPlastic/Sheer Bandages • Cheapest to produce

• Adheres well wet/dry • Protects wounds from infection

• Inflexible • Suffocates wounds

Fabric Bandages • Flexible • Breathable • Adheres well wet/dry • Protects wounds form infection

• More expensive • Limited breathability

Foam Bandages • Maximum Comfort • Flexible • Protects from infection

• Most expensive material to produce • Poor adhesion

Medicated • 2-in-1 • Kills/prevents germs • Prevents infection • Prevents scarring

• Expensive • Risk of developing immunity

Advanced Healing • Moisture seal to mimic natural healing process • Seals out water and bacteria • Absorbs excess moisture to be evaporatedMay have Neosporin®

• Unnatural materials • Limited breathability

Antibiotic Ointment • Kills germs • Prevents infection

• Chemicals • Risk of immunity and secondary

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• Prevents scarring infectionPricing for competing products within the wound care industry is highly competitive.

The following table represents the current pricing for products that most closely compete with

mediTOUCH bandages:

Pricing Analysis7

Type of Bandage Price Range Amount of Bandage in Each Package

Brand Name Bandages $4.29-4.99 8 -60count

Generic Bandages $2.99-6.99 10-100 count

Kids Cartoon Bandages $1.99-3.99 20-26 count (one size/assorted)

Advanced Healing (with Neosporin®)

$4.99-10.99 6-10 count

Neosporin® $5.29-9.99 .5oz-1ozGeneric anti-biotic $5.99 1oz

Band-Aid Brand®

Band-Aid Brand® is our most intense competitor. The first bandage was created in 1920

by Johnson & Johnson. Since then, Johnson & Johnson’s Band-Aid Brand® has gone on to

capture 60% of the market share, while the many small players in the industry are fragmented

with 2-3% each8. Band-Aid Brand’s® brand equity poses a major barrier to entry in this market.

The Advanced Healing Bandage is Band-Aid Brand’s® product that mediTOUCH will compete

most directly with, as it claims to have more advanced healing properties9. Another competitive

advantage that Band-Aid Brand® has is their relationships with external firms who own the

copyrights to various children’s characters. Band-Aid Brand® currently has products with the

7 This pricing analysis is derived directly from pharmacies and retail store offerings in San Diego, CA.8 Minderovic, Christine. "The Ouchless Bandage Campaign." Beiersdorf, Incorporated n. pag. Web. 2 May 2010.

<http://www.jiffynotes.com/a_study_guides/book_notes_add/emmc_0001_0001_0/emmc_0001_0001_0_00034.html>.

9 "Our Products." Band-Aid Brand(R) Adhesive Bandages. N.p., 2010. Web. 2 May 2010. <http://www.bandaid.com/ourProducts.jsp>.

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following characters on them: Transformers™, Littlest Pet Shop™, Dora the Explorer™,

SpongeBob™, Barbie™, Scooby-Doo™, Hello Kitty®, Spider-Man®, Go Diego Go!™, Sesame

Street®, Care Bears™, Strawberry Shortcake™, and Nascar®10. Band-Aid Brand® also has

exclusive licensing relationships with Viacom International Incorporated, Nickelodeon, Nick Jr.11.

Curad®

According to a sample12 of consumers, Curad® is the second most recognizable bandage

brand to consumers. Curad® has approximately 27% of the bandage market13. Their product

offering includes bandages in different sizes, with varying key attributes such as water

resistance or extreme adhesion. Curad® also has lines of specialty products including CURAD®

Scar Therapy™, to prevent scarring, CURAD® Mediplast®, for warts, corns or calluses, and other

products for eye wounds, blisters, and even alcohol swabs. Similar to Band-Aid Brand®, Curad®

has relationships with external firms who own the rights to various children’s characters

including Curious George®, My Little Pony®, and Sesame Street®14. Another unique property to

Curad’s® design is its camoflauge line, offering bandages in green and pink camoflauge.

3M & Nexcare™ Partnership

Nexcare™ and 3M came together to produce a bandage that was unique to the bandage

market. When the firms penetrated the market, there was little diversity among bandages.

There were many sizes offered but all bandages had the same standard design with the

10 "Our Products." Band-Aid Brand(R) Adhesive Bandages. N.p., 2010. Web. 2 May 2010. <http://www.bandaid.com/ourProducts.jsp>.

11 “Our Products.” Band-Aid Brand(R) Adhesive Bandages. N.p., 2010. Web. 2 May 2010. <http://www.bandaid.com/ourProducts.jsp>.

12 For this IMC plan, 37 individuals were interviewed. Most of this sample was comprised of young parents of children ages 3-15.

13 Minderovic, Christine. "The Ouchless Bandage Campaign." Beiersdorf, Incorporated n. pag. Web. 2 May 2010. <http://www.jiffynotes.com/a_study_guides/book_notes_add/emmc_0001_0001_0/emmc_0001_0001_0_00034.html>.

14 "Products." Curad: We Help Heal. N.p., 2010. Web. 2 May 2010. <http://www.curadusa.com/products/default.asp>.

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adhesive strip on only two sides of the cotton pad. Nexcare™ and 3M designed a diamond-

shaped bandage that had a better seal that completely surrounded the cotton pad to aid in

bandage adhesion. Although these bandages stick to skin better, they severely suffocate the

wound. Along with the diamond shaped bandage, the companies also developed a liquid

bandage spray. This spray is waterproof and was developed to replace bandages. In some

cases, while playing sports or during other physical activities, bandages do not adhere to skin

due to the friction of shoes or sporting equipment, a factor that the liquid bandage addresses.

To remain competitive in the industry and attractive to younger bandage users,

Nexcare™ and 3M created Nexcare™ Tattoo™, a bandage that looks like a tattoo. They have

several licensing agreements with Star Wars®, Ben 10 Alien Force ®, Bakugan®, Hot Wheels ®,

Mr. Men and Little Miss®, Penguin's of Madagascar®, and Strawberry Shortcake®15.

Nexcare™ and 3M offer several different lines of health and beauty aids to capture niche

markets and those with special needs. The product lines include cold sore treatments, diabetes

skin care, and post-surgery skin care.

Generic Brands

On average, all of the generic versions of the products are priced $2 below the name

brands16. The generic brands do not offer any characters or incorporate any unique design

factors. The main competitive advantage of these generic brands is the pricing, and ability to

cut costs because of the lack of branding and marketing.

15 "Nexcare Products." 3M. N.p., 2010. Web. 2 May 2010. <http://solutions.3m.com/wps/portal/3M/en_US/WW_Nexcare/FirstAidProducts/

16 This pricing analysis is derived directly from pharmacies and retail store offerings in San Diego, CA.

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Target Market

It is recommended that MIG implement a Differentiated Marketing Strategy to

communicate its marketing message, which involves marketing in a number of segments but

developing separate marketing strategies for each. The bases for segmentation

are demographic, behavior, and psychographic. The relevant demographic factors for this

product launch are age and ethnicity. The target market for mediTOUCH bandages are parents

of young children ages 3-15 years of age. Seventy percent of bandage users are children in this

age range, making them the primary users of this product17. Despite their high usage rate of

bandages, these children are not the actual consumers, or the ones purchasing the product in

stores. Therefore, mediTOUCH needs to target the household purchasers, namely mothers,

fathers, guardians, and secondarily, children ages 3-15. MIG should also develop a separate

campaign using cultural images and languages that target the Hispanic market, as it is the

largest minority group in the US, comprising 12.5% of the U.S. population.18 Research also shows

that the Hispanic market is especially brand loyal, has larger family sizes with 3.5 people,

compared to the national average of 2.7 people, making it a very attractive market for emerging

brands.19 Within the target market of mothers of young children, MIG should focus on

psychographic variables, such as lifestyle. The Lifestyles of Health and Sustainability (LOHAS) is

an emerging psychographic segment, which includes nature- and eco-conscious consumers.

This $200+ Billion market, expecting to double by 2010, and quadruple by 2015.20

17 Solomon, Michael. Consumer Behavior. 8th ed. Pearson Prentice Hall, 2008. Print.18 Solomon, Michael. Consumer Behavior. 8th ed. Pearson Prentice Hall, 2008. Print.19 Solomon, Michael. Consumer Behavior. 8th ed. Pearson Prentice Hall, 2008. Print.20 "Greening Consumption." Marketing Green (2007): n. pag. Web. 3 May 2010.

<http://marketinggreen.wordpress.com/category/eco-friendly-packaging/>.

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PRIMARY RESEARCH

Research Goals

The following were the five main research objectives:

1. What is the demand among parents of children ages 3-15 years of age in the U.S. for

a bandage that promotes advanced healing?

2. What are the best avenues for contacting and communicating the target market-

parents of children ages 3-15 years old?

3. When and how often do parents of children, ages 3-15 years of age, purchase

bandages?

4. Are the aforementioned demographic of parents willing to pay more than the

current average price of bandages for an advanced healing bandage?

5. What key design attributes of bandages are most attractive to children aged 3-15

years old?

Research Design

After determining the primary research goals in-depth interviews were conducted with

parents of children ages 3-15 years of age, and in-depth interviews were held with children ages

3-15. It was concluded that in-depth, or probing interviews were the most effective method of

research for mediTOUCH due to the legal constraints regarding the technological innovation

and product differentiation of mediTOUCH. Large surveys were inapplicable because of the

necessary explanations involved in describing mediTOUCH (without actually describing

mediTOUCH) and the aforementioned limitations of information available for disclosure.

Forty parents, male and female, were interviewed for approximately thirty minutes

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each, and were probed about bandages, shopping history, and preferred media vehicles.

The in-depth interviews were selected as the primary research tool for children, as it is

believed that the dynamics of in-depth interviews would promote further discussion. This

constant conversation and the ability to bounce ideas and thoughts off of one another is

valuable when speaking with youth. Sixty-three children participated in these in-depth

interviews, which were directed at finding popular cartoon and television characters, as well as

popular aesthetic attributes such as colors and shapes. Interview questions can be found in

Appendices A, C, E and G.

Primary Conclusions21

After conducting the primary research we were able to answer the primary research

objectives. Firstly, it was found that there is a 100% demand among parents of children ages 3-

15 years for bandages that provide advanced healing. Secondly, it was found that the best

avenues for contacting parents and encouraging bandage trial and purchase is through direct

mail, public relations, point-of-purchase displays, promotional events, Internet, and Television.

Parents overwhelmingly stated that they keep a stock of bandages in the home, and it is an

item they do not like to run out of. These same parents said they would be willing to spend

more than the current average price of bandages for a more advanced healing bandage and

superior product, similar to what mediTOUCH will offer. After holding in-depth interviews with

children ages 3-15, it was found that the top four design attributes most important or desirable

to them were cartoon characters, bright colors, glow-in-the-dark, and personalized images.

21 All of these statistics and conclusions were derived from the primary research conducted. See Appendices B, D, F, and G for more information.

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MARKETING STRATEGY

POSITIONING STRATEGY

The wound care market is dominated by Band-Aid Brand®. Currently, bandages are

synonymous with Band-Aid Brand®, and consumers use the term Band-Aid interchangeably

with bandage. The launch of the mediTOUCH bandage will need to disrupt this market and

position itself as the leading and superior bandage.

For parents and guardians of children ages 3-15, mediTOUCH is a bandage that provides

advanced natural healing enabled by a patent-protected technology, unlike the current

bandage manufacturers, such as Band-Aid Brand®, which provide a temporary fix to open

wounds. The unique selling proposition of mediTOUCH is the bandage’s core advanced healing

technology that allows a wound to breathe while simultaneously healing, which can be

communicated using the tagline, “Healing… the way nature intended”.

As bandages are a low-involvement product, mediTOUCH will leverage its positioning

strategy to move rapidly through the peripheral route of the Elaboration Likelihood Model,

changing consumer beliefs, behaviors and attitudes, respectively.

COMMUNICATION OBEJCTIVES

Create awareness of mediTOUCH brand and product among 65% of the target audience,

after IMC Plan is implemented and product are launched, within the first year.

Create interest in the mediTOUCH brand among 45% of the target audience, within the

first year after the IMC Plan is implemented and product are launched.

Increase consumer knowledge of the mediTOUCH bandages’ differentiating attributes

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(the "technological attributes", namely accelerated healing, wound ventilation, a lack of

chemicals, and product durability) to 30% of the target audience, after IMC Plan is

implemented and product are launched, within the first year.

Increase trial of the mediTOUCH bandage to 20% of the target audience, within the first

year after the IMC Plan is implemented and product are launched.

Increase adoption and regular use for the mediTOUCH bandage to 10% of target

audience, after IMC Plan is implemented and product are launched, within the first year.

MESSAGING STRATEGY

Cognitive messages are an effective communication strategy when introducing a new,

low involvement product, similar to mediTOUCH, which has a key product differentiator. The

New Product Innovation Adoption Model suggests a cognitive pathway a consumer follows,

resulting in the purchase of a completely new product or service. There are five stages:

knowledge, persuasion, decision, implementation and confirmation.

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22 Belch, George, and Michael Belch. Advertising and Promotion. 8th ed. New York City, NY: McGraw-Hill, 2009. 156. Print.

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In the knowledge stage of this model, consumers need to learn about the product that

previously did not exist, and understand its benefits. Therefore, mediTOUCH’s messaging

strategy must undermine the preexisting beliefs regarding Band-Aid Brand® through the use of

comparative advertising. Secondly, mediTOUCH must spread awareness and increase the

knowledge of the innovative and technological superiority of its product using rational appeals.

The breathability and lack of chemicals of the mediTOUCH bandage must be emphasized at this

stage, and the specific technology of the mediTOUCH bandage explained. Certain behavioral

techniques can be used to help change consumers’ minds:

1) Classical Conditioning: repeated pairing of the mediTOUCH logo with the notion of

superior healing.

2) Instrumental Conditioning: create an inherent, positive association between the

mediTOUCH bandage and superior healing.

3) Observational Learning: as more consumers sample the mediTOUCH bandage and

experience the improved healing it provides, others can learn vicariously about the product as

they observe their peers’ positive experience.

After gaining knowledge of mediTOUCH’s advanced healing technology using rational

appeals, consumers need to be persuaded to decide to try the new product. In order to

persuade consumers, mediTOUCH must use fear and emotional appeals to target concerned

parents or guardians.

The implementation stage must include trial of the mediTOUCH bandage. This will be

achieved through selected marketing mediums such as promotional events and direct mail.

Lastly, in the confirmation stage consumers will have gained knowledge of the bandage’s

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attributes, experienced the advanced healing that the product enables, and decided that

mediTOUCH is indeed a superior product.

BUDGET ALLOCATION

The media vehicles listed below were chosen based on the specific demographic

profiles of the mediTOUCH target market. See Appendix H for more information and specific

pricing quotes from each chosen vehicle. The most effective way to utilize the chosen vehicles

is using continuous, flighting, and pulsing schedules. See Appendix I for a chart of the suggested

media scheduling. Regarding the media schedule for specific day parts, see Appendix J for a

graph of reach among population.

Media Vehicles Cost x Units TotalPublic Relations

2%Press Releases- PR NewswirePress Conferences

$195 Annually + services needed

$195 Annually + services needed

Direct Marketing

7.5%

Postcard Mailer- 6” x 8.5” including sample

Mailing List

$.10 x 6.45 million units + bandage + postage

$645,000

Promotions50%

Events- Post Card- 6” x 8.5” including sample

Tri-Tray Floor Display- 5’One-Sided “A” Frame Floor Display- 4.5’Standard Counter Display- 18”12 Pocket Side Wing Display- 4’

$.10 x 3 million units + bandage $25/Display x 4,000$30/Display x 4,000$23/Display x 1,000$26/Display x 1,000

$300,000

$100,000$120,000$23,000$26,000+ (negotiations with store, incentives, slotting fee)

Internet3%

WorkingMother.com- Skyscraper Ad 160 x 600CBS.com- Banner ad 300 x 250FoodNetwork.com- Banner ad 728 x 90Google AdWords Yahoo!/Flikr

CPM x [Portion of target Market in -ooo’s]$45 x 386.67$12 x 386.67$12 x 386.67$+/-1.00 CPC$+/-$1.00 CPC

$17,400$464,004$464,004$60,000$60,000

Print7.5%

(A)Working Mother Magazine- Full Page, Color(A)Allure Magazine- Full Page, Color(A)Woman’s Day- Full Page, Color(B)Reader’s Digest- Spread, Color(B)Good Housekeeping- Full Page, Color

$70,315/Ad/Issue x 4$131,721/Ad/Issue x 4$259,960/Ad/Issue x 4$342,600/Ad/Issue x 4$344,475/Ad/Issue x 4

$281,260$526,884$1,039,84$1,370,400$1,377,900

Broadcast30%

Food Network- (1) :30, Daytime/National (9:30am - 3pm)Food Network- (1) :30, Early Fringe/National (3pm - 6pm)

$2,055/spot x 36$4,332/spot x 36$290/spot x 36$120/spot x 36

$1,982$11,956$10,440$4,320

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NBC- (1):30 Daytime/local(11am-12p)NBC- (1):30 Daytime/local(12pm - 1pm)NBC- (1):30 Daytime/local(1 pm- 2pm)NBC- (1):30 Early/local(6pm - 7pm) Oxygen- (1) :30, Day Spot (M-F 8am – 3pm)Oxygen- (1):30 Prime Spot (M-Su 6pm – 2am)

$205/spot x 36$550/spot x 36$1,4075/Spot x 10$1,353/Spot x 20

$7,380$19,800$40,751$7,061

Total: $5,939,737

Note: Although these figures are high in relation to the original budget, all of these media vehicles have less expensive options (smaller size, black and white, partial circulation and regional markets). These specifications can reduce the price by more than half in some cases.The media selections are listed above may change depending on the scope of the IMC campaign and budget.

21

MEDIA STRATEGY

PUBLIC RELATIONS

For Public Relations (PR), it is recommended that MIG implement press releases and

press conferences. By utilizing these two PR vehicles, mediTOUCH can increase its interactions

with key news forces, including broadcast, print and online publications. When writing and

distributing its press releases, MIG should focus the content on the technological advantages of

the mediTOUCH bandage, and work to build the relationships with the Associated Press and

any other appropriate news vehicles. It is suggested that MIG become a member of PR

Newswire for a low annual fee, subject to fee increases for additional services, to aid in the

distribution of the mediTOUCH press releases. PR Newswire’s services include assistance in

initial release of information, creation of press releases, and measuring the effectiveness of a

company’s PR efforts23.

Reasoning

When launching a new product that has a new distinctive competency unknown or

misunderstood by the public, as is the case with mediTOUCH bandages, PR is an important tool

used to spread awareness and acceptance. A effective PR campaign can increase understanding

of mediTOUCH’s advantages by introducing the problem with current bandage solutions

available in the market, such as improper healing, and consequently highlighting the ways in

which mediTOUCH solves the problem.

23 "Reliable Distribution Services. Innovative Communications Products.." PR Newswire. PR Newswire, 2010. Web. 2 May 2010. <http://www.prnewswire.com/products-services/>.

22

Cost

The cost of Public Relations is relatively low, but varies depending upon the selected

distribution methods of the press releases, and the selected services offered by PR Newswire.

Additional costs can be incurred regarding venue and complementary services provided by MIG

to entice reporters and news stations to cover the mediTOUCH story.

Measuring Effectiveness

MIG can measure the effectiveness of its PR initiatives by using online analytical tools to

obtain the number of views of online PR articles or blogs, and the amount of web traffic the

mediTOUCH website experiences after major PR announcements. To monitor the effectiveness

of PR efforts in print mediums, MIG should employ a clipping service to measure the amount

the mediTOUCH bandage is mentioned.

DIRECT MARKETING

For mediTOUCH, the most relevant and effective type of direct marketing is direct mail.

It is recommended that MIG distribute double-sided postcards with the following core

elements: a sample mediTOUCH bandage, and a coupon for a discount on a box of mediTOUCH

bandages to be redeemed at a local retail pharmacy. See Appendix K for a sample design of the

direct mail piece.

A key aspect of a direct mail campaign is the mailing list. A campaign of this nature will

not be successful without a mailing list that targets the selected mediTOUCH consumer

demographics. For mediTOUCH, mothers and fathers of young children in middle to upper

income levels comprise the target market. By obtaining a list specific to this market,

mediTOUCH can reap a higher return on the investment and costs associated with direct mail

23

pieces because a more selective list ensures a higher rate of response or purchase from

consumers, and eliminates waste coverage because of this selectivity.

Reasoning

A direct mail campaign containing a sample of the product targeting the core

demographics of mediTOUCH would allow mediTOUCH to put its bandage in the hands of its

consumers. The New Product Innovation Adoption Model highlights the necessity for new

products like mediTOUCH to be trialed by consumers prior to purchase. Before a consumer will

make the decision to switch products and brand loyalties, he or she needs to fully understand

the product’s competitive advantage. For mediTOUCH, this advantage is technology-based, and

thus, more persuasive when consumers gain first-hand experience with the improved healing

the mediTOUCH bandage enables. Additional research from a sample of mothers that fall into

the mediTOUCH target market shows that a direct mail piece containing a sample of the

bandage would greatly increase the probability that they would trial the product on their

children or themselves.24 Direct mail also lends itself to customization very well. mediTOUCH

will have the unique ability to build more personalization into their direct mail pieces by using

specific adult or children’s names, and by providing a sample of a solution that recognizes their

specific needs. These personalization aspects are important for mediTOUCH, as it is launching a

product in a market where its rival, Band-Aid Brand®, has extreme brand loyalty, and has

become ingrained in the lives, both past and present, of consumers. Developing a campaign

that works to build a relationship between mediTOUCH and parents is critical in order for

mediTOUCH to gain market share.

Cost

24 These conclusions were derived from the results from a survey with parents of young children. Please see Appendix K.

24

The cost of a direct mail campaign depends on the type of design and packaging of the

direct mail piece, but could cost around $0.10 per print25. Because the mediTOUCH product is

small, light-weight and non-perishable, it is a natural fit with direct mail. Another inherent cost

of producing a direct mail campaign is the mailing list, the prices varying greatly depending

upon how in-depth and specialized a market MIG chooses to focus on. mediTOUCH will also

need to pay for the postage.


An advantage of direct marketing, particularly direct mail campaigns, is that it is quite

simple to measure effectiveness in a very accurate way. The key to a direct marketing campaign

is to elicit a specific response from consumers. The coupon code that is on the direct mail piece

can be measured in-store, when the coupon is redeemed upon product purchase.

PROMOTIONS

Within the medium of Promotions, both promotional events and Point-of-Purchase

(P.O.P.) displays are important for mediTOUCH to employ.

At the promotional events MIG will participate in, it is critical that the mediTOUCH

bandages are distributed for consumers to sample. This will encourage consumers to use the

bandage and possibly make the decision to continue using the product. When consumers

experience the advanced healing properties of the mediTOUCH bandage, they are more likely

to switch bandage brands and become brand loyal to mediTOUCH. Each trial package that is

distributed at events will contain a single bandage featuring the different designs, styles, and

colors mediTOUCH offers. The packages will also contain a coupon for a discount when

25 "Brochures, Products & Services." PostcardMania. N.p., 28 Apr 2010. Web. 28 Apr 2010. <http://www.postcardmania.com/products-services/brochures/index.php>.

25

purchasing the mediTOUCH bandages at local retailers. A sample of the promotional package

can be seen in Appendix K. The venues where mediTOUCH chooses to hold these promotional

events are important, and should be selected carefully, while keeping the target market in

mind. It would be most beneficial to target events where parents and children are present, such

as jog-a-thons, walk-a-thons, holiday festivals, fairs and other relevant community events.

These types of events offer an ideal situation for mediTOUCH in that both segments of the

target market, children and parents, can interact with the mediTOUCH product.

P.O.P. displays can include end-of-aisle displays, in-store banners, check-out displays,

product packaging, and in-store digital displays, such as televisions in retail outlets and

pharmacies. The packaging of the actual product can also be leveraged as a communication

medium. Packaging is essential in showing consistency between all marketing efforts and

tangibly emphasizes a brands’ core values.26 It provides consumers with product information

including use, composition, and sales promotions. Product differentiation employed through

packaging design efforts aims to attract attention among competing products within the shelf

and/or aisle, and creating a favorable impression in consumers’ minds is essential to solicit the

desired emotional and behavioral response.

Consumers are increasingly valuing eco-friendly packaging, and manufacturers and

retailers are following this trend as well. Wal-Mart recently identified potential savings in

excess of $10 billion dollars by reducing product packaging and has increased requirements to

reduce environmental impacts of the products it sells.27 In a recent study by Mintel, 1/3 of

26 Belch, George, and Michael Belch. Advertising and Promotion. 8th ed. New York City, NY: McGraw-Hill, 2009. 62. Print.27 "Greening Consumption." Marketing Green (2007): n. pag. Web. 3 May 2010.

<http://marketinggreen.wordpress.com/category/eco-friendly-packaging/>.

26

consumers reported they would pay more for eco-friendly products.28 Consumers also admit to

not directly seeking green products, but consider it a plus when making the ultimate purchase

decision. Since “all-natural” healing is a key attribute of mediTOUCH bandages, the packaging

should utilize natural, recycled, biodegradable material and soy inks to maintain consistency

with brand image. While it may not be viable to use 100% green manufacturing, all efforts to

place mediTOUCH bandages in the green-friendly category of products is recommended.

In order for the packaging to convey the mediTOUCH brand image, we have developed

several features to be included, specifically key colors (blue, green, and white) and attribute

bubbles. Color plays a large role in emulating product attributes. For example, blue represents

trust, which is important in building brand loyalty, green represents both nature and success,

which reinforces the products natural claim, and white represents purity, reinforcing that this

product is void of chemicals.

The package should also display key attribute bubbles. The most important attributes to

highlight are “no-chemicals,” “accelerated healing,” and “breathability.” See Appendix L for a

mock-up of the packaging.

Reasoning

Promotional events will aid in mediTOUCH’s success in the market. By having a presence

at relevant events, such as community fairs, mediTOUCH has the opportunity to directly

communicate with its potential consumers, while simultaneously building brand equity29.

Consumers can have an interactive conversation with a mediTOUCH representative as opposed

28 "U.S. Consumers Still Willing to Pay More for ‘Green’ Products." Environmental Leader 29 March 2010: n. pag. Web. 3 May 2010. <http://www.environmentalleader.com/2010/03/29/u-s-consumers-still-willing-to-pay-more-for-green-products/>.

29 http://www-personal.usyd.edu.au/~wotoole/EPMS_Planning/Function_areas/promotion.html

27

to the one-sided aspect of other conventional marketing tools. The one-on-one discussions that

promotional events enable can be a very powerful and persuasive marketing tactic for

mediTOUCH.

mediTOUCH can entice the children with colorful and fun product designs while

teaching the adults the value of the technological advancements of the bandages. It is not

enough for consumers to learn about the product, trialing the bandage and experiencing the

benefits of mediTOUCH is crucial to its success.

In addition to mediTOUCH presence at promotional events, MIG should implement

P.O.P. displays in pharmacies and retail outlets across the nation. An advantage of P.O.P

displays is their ability to inform, excite and persuade consumers about the advantages of the

bandage while in-store. Because these displays are disruptive at a critical time in the purchase

cycle, marketing efforts “closer to the point-of-sale have a higher return [when compared with

marketing efforts employed outside of the retail setting]”.30 P.O.P. displays also address and

target consumers who are not familiar with the mediTOUCH brand and product offerings prior

to entering a retail setting. This medium allows mediTOUCH to influence the undecided

consumers. The importance of this type of uninformed consumer is highlighted by the fact that

nearly 60% of consumer purchases are unplanned, illuminating the necessity for in-store

marketing efforts.31 Using P.O.P. displays, mediTOUCH can provide information about the

product, enhance the brand image, and increase awareness of mediTOUCH in the minds of

consumers. In a study by Moving Tactics, “72% [of customers] rated [in-store] digital advertising

30 Ronald, Lane, Karen King, and Thomas Russell. Kleppnersr’s Advertising Procedure. 449-450. New Jersey: Prentice Hall, 2008

31 Ronald, Lane, Karen King, and Thomas Russell. Kleppnersr’s Advertising Procedure. 449-450. New Jersey: Prentice Hall, 2008

28

as either very effective or effective [with] 24% being reminded of specific products they wanted

to buy.”32

Cost

The cost associated with the promotional events will be relatively low. The main costs

will be the bandages given away, the marketing piece, and the payroll expenses for those MIG

employees working at the events. The cost of the bandages cannot be determined until

manufacturing begins, but the cost to produce the marketing piece that the bandage is

distributed with will be around $0.10 per print33. To maintain consistency and overall brand

continuity, it is recommended that MIG use the same marketing materials at promotional

events as it does in its direct mail campaigns. Labor costs for these events can be very minimal

through the use of unpaid interns who are looking for marketing experience. Essentially the

only cost would be the hiring, training, and uniform costs.

Similarly, the costs associated with the P.O.P. displays and in-store promotions can

range from $10-$100 for the actual displays34. There are also costs inherent in the relationship

management with the partnering retailers, such as placement negotiations and incentive

programs.


There are several ways that MIG can measure the success of promotional events. Firstly,

the coupons in the trial packets could contain a promotional code to be entered on the

32 Moore, Patricia. “The Power of POP.” AdMedia 32.2 (2008): 34-38. Business Source Premier. EBSCO. Web. 14 Apr. 201033 "Brochures, Products & Services." PostcardMania. N.p., 28 Apr 2010. Web. 28 Apr 2010.

<http://www.postcardmania.com/products-services/brochures/index.php>.34 Meridian Display. N.p., 28 Apr 2010. Web. 28 Apr 2010. <http://www.meridiandisplay.com/>.

29

mediTOUCH website, providing a way to measure the amount of consumers who followed

through with obtaining more bandages, based on their experience at the promotional event.

mediTOUCH can track the amount of coupons and trial packets handed out, as well as the

amount of consumers who redeemed the coupon.

The most effective way to measure the success of the P.O.P. displays is by dispensing

coupons at the location of the P.O.P. This can be executed using an electronic dispenser or a

pad of tear-off coupons attached to the actual display itself. Here, the coupon code would

translate the information about the displays location, redemption rate and value the display

contributes to the sale of mediTOUCH. Sending Secret Shoppers to select retailers will measure

the effectiveness of incentive programs and negotiations, and ensure the P.O.P.’s are being

utilized properly.

INTERACTIVE/INTERNET MARKETING

It is recommended that MIG market the mediTOUCH bandage on the Internet by using

online ad buys, banner ads, search engine optimization (SEO), and a company Website.

MIG should purchase online ad buys and banner ads on these specific sites:

CBSNews.com and WebMD, both of which have high index scores among mothers35

Social Networking sites to utilize world-of-mouth marketing at Cafémom.com,

Mayasmom.com, Mothersclick.com, Mothersjunction.com, and Workitmom.com36

Popular websites to leverage their expanded reach such as Google, Yahoo, MSN, Ebay,

Flickr, and Photobucket37

35 "MRI +." mriplus.com. Mediamark Research and Intelligence, 15 04 2010. Web. 2 May 2010. <http://www.mriplus.com/site/index.aspx?AspxAutoDetectCookieSupport=1>.

36 Bailey, Maria. "The Mom Market: Market Research." BSM Media n. pag. Web. 29 Apr 2010. <http://www.bsmmedia.com/resources/marketresearch.php>.

37 Berkley, Holly. Marketing In the New Media. 2nd ed. Canada: International Self-Council Press Ltd. Press, 2009. Print.

30

MIG should utilize Search Engine Optimization (SEO), when advertisers pay only when a

consumer clicks on an ad or link from a search engine page, on select sites. The volume of

searches broken down by the different search engines is shown in the figure below.

The creation and maintenance of an informational and interactive website is key for the

success of mediTOUCH bandages. Please see Appendix M for specific layout and design

recommendations for said mediTOUCH website.

Reasoning

The Internet is an important medium for MIG to utilize when implementing its IMC plan,

as 71% of mothers said they were very likely to use the Internet for product information, advice

or general information38. Additionally, many busy mothers today turn to popular social

networking sites to gain insight into new products for their children from other mothers who

comprise these online communities. 64% of mothers say they rely on recommendations when

making purchases for their child, highlighting the importance for mediTOUCH to ensure its

product and brand is a topic of discussion amongst mothers engaging in social networking39.


39 Bailey, Maria. "The Mom Market: Market Research." BSM Media n. pag. Web. 29 Apr

31

SEO is another effective marketing avenue available on the Internet, and is the number

one way Internet users find new businesses, products, and services40. SEO also works to increase

awareness about mediTOUCH with journalists as well as consumers. 92% of journalists working

at newspapers, magazines and broadcast outlets nation-wide go online, and 81% say they

search online daily for relevant information, improving the efficacy and reach of any MIG public

relations efforts41. Please see Appendix N for further information and guidance regarding SEO.

Cost

The cost of online ad buys are virtually the same regardless of whether MIG purchases

online ad buys from Google, Yahoo, Flickr, or other major search engines. A mediTOUCH online

ad buy will cost around $1.00/click.42 Banner ads are more engaging and eye-catching to

consumers surfing the Internet, but their prices can range from $7-100/click.43


There are many tools that companies can utilize to measure the effectiveness of

Internet presence. In order to better understand the effectiveness and analyze which online

marketing tactics are the most beneficial for mediTOUCH, the company needs to use following

applications:

For Online Ad Buys, mediTOUCH can use online analytics tools to obtain the:

Average Cost-per-Click on Ad purchases

2010. <http://www.bsmmedia.com/resources/marketresearch.php>.40 Berkley, Holly. Marketing In the New Media. 2nd ed. Canada: International Self-

Council Press Ltd. Press, 2009. Print.41 Berkley, Holly. Marketing In the New Media. 2nd ed. Canada: International Self-

Council Press Ltd. Press, 2009. Print.42 "Advertise Your Business on Google." Welcome to Google AdWords. Google, n.d. Web. 2 May 2010.

<http://www.google.com/ads/adwords/>.43 See Appendix H for more details on the budget.

32

Click-through rate

Time spent on website

Conversion Rate

For Website traffic, mediTOUCH can utilize Google Analytics to measure the:

Number of Unique, and Total Visitors to site

Time spent on website

Number of Pages Viewed

Link popularity

PRINT MEDIA

Magazines and newspapers are the most relevant print media vehicles for MIG to

utilize when launching its mediTOUCH bandages. MRI+ reports that Women’s Day, Good

Housekeeping, Allure, Reader’s Digest, and Working Mother are the top five magazines for

mediTOUCH’s target demographic: mothers of young children44. These magazine

advertisements should include images of children, as 75% of mothers rank ads that feature

children as highly effective, as well as free-standing inserts with a sample of the mediTOUCH

bandage because trial of the product is crucial.45 See Appendix O for a sample Print ad for

mediTOUCH. Another method to solicit product trial is to have the ad printed on the newspaper

packaging or plastic bag providing a sample in a pocket of the packaging.

Reasoning

In addition to high receptivity and involvement, magazines offer exceptional



33

duplication quality, creative flexibility, and permanence. Magazines provide high selectivity,

both demographically and geographically, and cater to special interest groups. This enables

companies to tailor its message and successfully communicate with its target markets.

Magazines also contain a certain prestige, which often transfers to its advertisements, thereby

improving a brand or product’s image in consumers’ minds. Research shows that when

mothers allocate time to reading, they read magazines, and that the average mother reads 4.1

titles a month, with 3 of them being delivered to her home, illuminating that fact that

magazines serve as a primary source of information for mothers regarding the purchase of

products and services.46

There are several advantages of newspaper advertising as well, the primary advantage

being the penetration of daily newspapers. Fifty percent or more of households read a daily

newspaper, and the reach figure may exceed 70% among households with higher incomes and

education levels.47 Because there is overlap among mediTOUCH’s core demographic and the

core demographic of newspapers, the saturation of newspaper readership presents an

advantage for MIG. Sunday editions of the paper capture 5%48 more adults versus weekday

editions and 80%49 of consumers find newspaper ads most helpful in weekly shopping. Utilizing

the newspapers packaging eliminates the risk that the ad and/or sample will get overlooked in

the clutter of other free-standing inserts that are featured in the Sunday edition.

Another advantage of using newspapers as a marketing tool is the regional selectivity





34

it offers marketers. This allows marketers to tailor messages for a specific geographic area or

target market, thus improving the marketing return on investment.

Cost

Costs to advertise in the aforementioned magazines range from $70,00050 to $350,00051

for one run of a targeted, national advertisement. A “run” or an advertisement depends upon

the printing and publication cycle of various magazines, but for mediTOUCH’s target magazines,

is about one month. The additional cost of the sample mediTOUCH bandages provided with the

newspaper or as part of the magazine advertisement must also be included in the total price.


The key ways MIG can measure the effectiveness of its print marketing campaigns

are through inquiry tests, recognition tests, and recall tests. Inquiry tests offer measurement of

the ads effectiveness based on the number of inquiries generated, reader response cards, and

number of coupons used for purchase. Split-run tests should be employed in initial ad runs to

determine which specific ad generates the strongest response. Recognition tests or Starch tests

give the marketer statistics on percentage of readers who saw the ad, percentage who recall

any part of the ad identifying product and/or brand, and percentage of readers who read at

minimum half of the ad copy. Recall tests give an accurate measure of those that can recall the

ad, the point of sale options readers recall, and the attitude or reaction toward the brand as a

whole.

BROADCAST

50 "Advertising Opportunities." Working Mother. Working Mother, n.d. Web. 29 Apr 2010. <http://mediakit.workingmother.com/?service=vpage/4231 >.

51 "Media Kit." Good Housekeeping. Good Housekeeping, n.d. Web. 29 Apr 2010. <http://www.ghmediakit.com/r5/showkiosk.asp?listing_id=2699599&category_id=60998>

35

Television offers advantages over the other mediums, such as pervasiveness and

amplified expressiveness. For the mediTOUCH bandage, our primary objective is to spread

brand awareness among our target market: mothers. The ideal medium to do this is television,

specifically during the day. Television combines picture, sound, and motion, which engage

viewers on multiple sensory levels. This medium also has considerable reach compared to other

mediums, as over 98% of U.S. households have at least one television.52

The mediTOUCH commercial will be a short, 30-second spot that features young

children, as research shows that over 2/3 of mothers state that commercials featuring children

are more effective in communicating messages.53 See Appendix P for a sample storyboard of this

30-second commercial.

MIG should also employ narrowcasting to allow for a more targeted and focused reach.

Research shows the top channels that the mediTOUCH target markets watch are the Food

Network and the Hallmark Channel on Cable Television, and Daytime Talk Shows, Early Evening

News, and Daytime Dramas on Network Television.54

Reasoning

Television combines imagery with sound and movement, making it the premiere

medium for communicating appeals based on emotion. Although television advertising is

expensive, it is necessary for MIG to utilize. In order to launch a new product and brand that

intends to compete and steal market share from competition such as Band-Aid Brand®,

television commercials must be used.




36

Cost

Primetime commercials may cost upwards of $200,000 for a 30 second spot.55


Due to the broadcast nature of these mediums, obtaining an accurate measurement of

the level of brand awareness achieved by a campaign is challenging. Traditional survey research

methodologies must be employed to adequately assess whether the messaging was successful.

Further, these mediums must tie-in with the rest of the mediums to truly benefit from an IMC

program. Call-to-action messaging must be included, such as adding, “Visit mediTOUCH.com

and enter ‘heal’ to receive a free sample today!” at the end of a commercial.

55 Belch, George, and Michael Belch. Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill Irwin, 2009. Print.

37

CLOSING RECOMMENDATIONS

After a comprehensive market analysis and brand development study, it is our

recommendation for MIG to license their technology patents to already established firms in the

industry. However, if MIG were to pursue a branding campaign for the mediTOUCH launch, the

aforementioned plan is our recommended course of action.

First, MIG needs to focus on increasing awareness of the mediTOUCH brand and product

offering because of its newness to the bandage market, and the intensity of Band-Aid Brand’s®

brand equity. To gain market share from its competitors, mediTOUCH must place itself in the

consumer’s evoked set for bandage products. In order to increase brand awareness to a

significant level so as to compete with Band-Aid Brand®, it is recommended that for the first

year after the initial product launch, MIG employ many different marketing mediums, namely,

Public Relations, Direct Mail, Promotions, Interactive Marketing, Print Media, and Broadcast

Media. By infusing these channels with the mediTOUCH brand messages, MIG will position itself

as a main player in the bandage market.

Second, soliciting trial is key when launching a new product with a technological

innovation that is appreciated after product use. For this reason, it is recommended that MIG

include samples of the mediTOUCH bandage in Direct Mail, Promotional Events, and Print

Media.

Third, MIG must focus on the overall integration of its marketing campaign. This plan

recommends the use of six different mediums that will communicate the same unique selling

proposition across all targets.

38

In order for MIG to launch a marketing campaign that successfully competes with

current industry leaders, it must maintain the highest level of integration throughout all of the

recommended mediums, enabling mediTOUCH to become an iconic brand over time.

39

APPENDIX A: Survey Given to Parents of Children, 11-15 Years Old

Bandage Market Research Survey

1. How often do you purchase bandages?

2. What led you to realize that you needed or wanted to buy bandages?

3. What size/shape of bandage do you buy most often? (finger, butterfly, assortment etc)

4. What is the quantity count of the box you purchase?

5. Are you satisfied with the pricing of the current bandage options?

6. How many alternative types of bandages did you consider buying before making a purchase decision?

7. How positive was your evaluation of these alternatives? What did the alternatives not offer that the one you purchased did offer? 8. As far as aesthetics, which bandage do you prefer: skin color/neutral, colorful, design, cartoon character? Why? 9. What characteristics of the bandages are most important to you? (please rank the following in order of importance (1 being most important):

_____ healing time_____ price_____ style/look_____ quality of adhesive_____ material of bandage (cloth, plastic, mesh etc) _____ scar prevention

10. Why is your #1 attribute the most important to you?

11. What caused you to buy the particular box of bandages that you did, the last time you were at the store? (generic brand, Band-Aid Brand, other?)

12. Will you buy this same product/brand again? Why or why not?

13. Have you ever noticed when your wound has been soggy or white (not allowing the wound to breathe)?

14. Are you aware that using a bandage will “suffocate” the wound, which prolongs healing time? 15. Would you be willing to try a bandage that breathes? 16. Do you find a need for a bandage that would promote healing would be all natural and void of chemicals? 17. If the price of these bandages were the same as BandAid but the quality was significantly higher, would you consider purchasing even if there were less bandages in the box?

Thank You For Your Time!

40

APPENDIX B: Survey Results from Parents of Children, 11-15 Years Old

Age

21 42 38 42 4822 43 38 43 5223 45 40 45 5531 45 41 45 61

Gender Female- 8 Male- 8

How often do you purchase?1month- 5 12months- 53months- 1 NA- 36months- 2

What lead you to realize you needed bandages?

Ran out- 6 Child- 1Cut- 6 NA- 3

What size of bandage do you buy most? Finger- 4 Butterfly- 1Assortment- 9 N/A- 2

What is the quantity count on the box

20- 3 50- 224- 1 100- 536- 1 N/A- 348- 1

Are you satisfied with the pricing of the current options

Yes- 8 NA- 2No- 6

How many alt. types did you consider buying0- 6 3-31- 2 N/A- 22- 3

How positive was your evaluation of these alternatives?

Poor- 3 Good-1Fair- 7 N/A- 5

Which do you prefer: skin color/ designSkin- 6 Design- 1Character- 3 N/A-2No Opinion- 4

What characteristics of bandages are most important:

Healing time#1- 3 #4- 2#2- 0 #5- 1#3- 5 #6- 1

Price#1- 5 #4- 3#2- 2 #5- 1#3- 0 #6- 5

Style/look

#1- 1 #5- 3#2- 2 #6- 4#3- 1 NA- 2#4- 3

Quality of adhesive

#1- 3 #5- 2#2- 5 #6- 1#3- 2 N/A- 2#4- 1

41

Material of bandage

#1- 3 #5- 2#2- 4 #6- 0#3- 4 N/A- 1#4- 2

Scar prevention

#1- 1 #5- 4#2- 3 #6- 2#3- 1 N/A- 3#4- 2

Why is your #1 attribute most important

$= Economical- 4Adhesive/material=Durability- 4Healing Time=Medical- 3Style=Image- 1N/A- 4

What caused you to buy the particular box

Price- 6Brand- 4Price+Brand- 1Quality- 2New Character- 1NA- 2

Will you buy this same product again?

Why?

Yes- 13 *They are the best- 3No- 0 *Habit- 1N/A- 3

Have you ever noticed white/soggy wound Yes- 13 No- 3Are you aware this suffocates the wound-

prolonging healing time?Yes- 12 No- 4

Would you try a brand that breathes Yes- 16 No- 0Find a need for all natural & void of chemicals Yes- 14 No- 2

If the price of these bandages were the same as BandAid but the quality was significantly

higher, would you consider purchasing even if there were less bandages in the box?

Yes- 14Possibly- 2No- 1

42

APPENDIX C: In-depth Interviews with Adults

Consumer Profile:NameAge: Age of Children:

In-Depth Interview On The Consumer Bandage Market

What led you to realize that you needed or wanted to buy in this product category (bandages)?

How many alternatives (different types of bandages) did you consider buying before buying your bandage?

How positive was your evaluation of these alternatives? What did the alternatives not offer that the one you purchased did offer?

What product attributes (characteristics of the bandages) were important to you? Ex: Healing Time, Price, Style, Quality, etc.?

Would you prefer a skin-color/neutral bandage or a unique, colorful, etc. bandage?

How favorably did you perceive these different alternatives (other bandages) to perform on those attributes? (Did the other bandages offer faster healing time, higher quality, scar prevention, etc.)

What caused you to buy the particular box of bandages that you did, the last time you were at the store? (generic brand, Band-Aid Brand, other?)

Will you buy this same product (and brand) again? Why or why not? Would you consider buying a different bandage with newer technology/healing properties/etc?

What are the three most effective advertising mediums that you pay attention to? (television, direct marketing, point-of-purchase displays, etc?)

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APPENDIX D: Key Conclusions from In-depth Interviews with Adults

Middle Aged Participants identified two major ideas as their deciding factor when considering bandages. First, every participant explained that “value” was the deciding factor between different brands of bandages. Value had been described as the composition of price, quality and quantity. If the quality was up to par and there was at least a fair amount in the packaged box then the consumer would be willing to pay the retailed price. The older generations view quality to be a more important attribute than the quantity of the bandages in a box. These consumers are willing to pay more if they are receiving a higher quality product in comparison with the average product on the market.

Secondly, the Baby Boomers grew up with Band-Aid Brand® and many have become brand loyal. The attributes of these bandages exceed the quality of the other bandages on the market, or so these consumers believe. Brand loyalists claim that the adhesive strip does not stick as well, the cotton pad sticks to the open wound on contact, along with other inadequate attributes regarding healing. In addition to the attributes that Band-Aid Brand® offers, the mere fact that their mother’s trusted Band-Aid Brand® was enough to convince them the product would be safe to use on their children. Along with the Baby Boomers, other generational cohorts are also brand loyal because of the strength of the Band-Aid Brand®. The good will that Band-Aid Brand ® has built is strong enough to outlast many generations and was able to convert brand switchers with brand loyalists.

This generation, ages 35-65, are willing to pay more for value and are brand loyal. The fact that they are willing to pay more for value is ideal for MIG because the higher price point that will be charged for mediTOUCH. It will be a tough barrier to overcome the strong relationships that these brand loyalists have with Band-Aid Brand®. These adults overwhelmingly stated that by providing them with samples of the mediTOUCH bandage they would be much more inclined to trial and eventually adopt the product. The IMC Plan we have developed will be a vital step in converting these consumers.

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APPENDIX E: Sample Survey given to Children, 11-15 Years Old

Bandage Market Research Survey

1. What is your favorite color?

2. What is your favorite sport?

3. What is your favorite TV show?

4. Who is your favorite super hero?

5. Who is your favorite cartoon character?

6. Do you like characters on bandages?

7. Do you like bandages without characters (the plain ones)?

8. What is the coolest bandage you have seen?

9. Have you ever asked for a certain type of bandage from the store?

10. If you could have anything on your bandage what would it be?

11. When you hear the word “Band-aid” what do you think of?

THANK YOU!

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APPENDIX F: Survey Results of Children, 11-15 Years Old

Age

12yr- 1313yr- 2314yr- 1115yr- 1

Gender M- 11F- 35

Color

Blue- 15Green- 9Purple- 7Red- 5Pink- 4Teal- 3Black- 3Orange- 2Yellow- 1

Sport

Soccer- 10Bball- 7Swim- 6Vball- 4Sball- 4Lacross- 2Football- 2Gymnast- 2Cheer- 2Track- 1

Do You Like Characters on Bandages? Yes- 32No- 11

Do You Like the Neutral/Plain Bandages? Yes- 13No- 29

Have You Ever Asked For a Certain Type of Bandage from the Store?

Yes- 14No- 30

What is the coolest bandage you’ve ever seen?

Glow in the dark- 11Sponge Bob- 5Dora- 3Elmo- 3Hello Kitty- 2Zebra Print-2Batman-1Spiderman-1Red/white/blue-1

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Neon-1Puzzle pieces-1Clear ones-1

Favorite TV Show

Phineas & Ferb- 4Sponge Bob- 3Bones- 2Vampire Diaries- 2Sonny with a Chance- 2Elmo- 2Animal Planet-1Chowder-1Jersey Shores-1Degrassi-1Community-1America’s Funniest Home Videos -1One Tree Hill-1Adventures of Finn & Jake-1Malcom in the Middle-1Secret Life-1Wipe Out-1Rocket Power-1Criminal Minds-1The Soup-1Glee-1The Mentalist-1Bad Girls Club-1The Game-1One on One-1

Favorite Superhero

Spiderman- 10Batman- 6Superman- 4Cat-woman- 3Jonny quest-1Iron Man-1Wonder woman-1Wolverine-1Green Lantern-1Quailman-1

Favorite Cartoon Character Sponge Bob- 13Chowder- 3Hello Kitty- 3 Dora- 2Scooby Doo- 2

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Tom & Jerry- 2Flap Jack-1Bob the Builder-1Donald Duck-1Family Guy-1Power Puff Girls-1Tokidoki-1Betty Boop-1Rocket Power-1Charlie Brown-1The Smurfs-1Phineas & Ferb-1

If you could have anything on a bandage what would it be?

A Picture of Me- 7Neon Colors- 3Elmo- 3 A smiley face- 2Cookies- 2Pictures of Friends-1Kobe Bryant-1Chowder (the cartoon) -1A checker board-1A kid falling down-1A zombie-1Skulls-1A rainbow-1Swirls-1Tokidoki-1Hello Kitty-1Sports- 1Bacon Strips- 1Breast Cancer Ribbon- 1Barbie- 1

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APPENDIX G: Survey and Results from Kindergarten In-Depth Interviews

Bandage Interviews- 15 Kindergarteners

1. Age/gender- Females- (5) 5 year-olds (3) 6 year-oldsMales- (3) 5 year-olds (4) 6 year-olds

2. What is your favorite....

A. Cartoon CharacterSponge Bob 3 Curious George 2Looney Tunes RabbitPrincess and the FrogFineus and FirbSwat CatsDorra the ExploraDaphney from Scooby DooBarbie and the Mermaid TaleTom and JerryObey One Kinobe“I don’t know”

B. SuperheroSpiderman 4Batman 3Wonderwoman 3Flash 2SupermanSpeedSupergirl

C. TV showStarWars 3Spongebob 3Hannah Montana 2Wow Wow WoodsyHandy MandyDanny PhantomTom and JerryCat in the HatImagination Movers

Curios George

D. sport Soccer 9Baseball 2Skateboarding 2Football 2

E. color Red 4Pink 2Blue 2Turquoise 2Green 1Purple 1Yellow 1Orange 1Black 1

3. What do you like best on your band-aid- Colors 6Cartoons 5Plain 3Superheroes 1

4. If you could have anything on your band-aid, what would it be?Stars 3Blood 2Sponge Bob 2 Light up Ice CreamMonstersA silver onePrincessesHello Kitty SpidermanBatmanStar Wars

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5. What is the coolest band-aid you have ever seen?Stars 3Spiderman 3Blood Glow in the darkA huge one Ice creamHello kitty Butterflies I don’t know- 3

6. What do you like about wearing a band-aid? Hides my boo-boo 5Cartoons 4Keeps you safe 2Protects 2Heals

“I don’t like them!”

7. What don't you like about wearing a band-aid? Sticky 6Hurts to take off 4Get gross/Dirty 2StinkyNot comfy “When I don’t have a boo boo and I can’t wear one”

8. What shapes would you like a band-aid to be? Star 5Snake 4Circle 2Square 2Oval Rectangle

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APPENDIX H: Budget Allocation

DIRECT MAIL/EVENTS: Post Card Mailer- 6” x 8.5”

PROMOTIONS: Point of Purchase

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INTERNET: WorkingMother.com

INTERNET: CBS.com

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Note: Please see: http://www.cbsinteractive.com/advertise/

INTERNET: FoodNetwork.com

INTERNET: Google AdWords

INTERNET: Yahoo.com and Flikr.com

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PRINT: Working Mother

PRINT: Allure Magazine

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PRINT: Woman’s Day Magazine

PRINT: Reader’s Digest

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PRINT: Good Housekeeping

TELEVISION: Oxygen

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TELEVISION: NBC

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APPENDIX I: Media Schedule for mediTOUCH, 2011

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APPENDIX J: Media Consumption Levels

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APPENDIX K: Sample of Direct Mail & Promotional Events Piece

Healing… the way nature intended.

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APPENDIX L: Sample of mediTOUCH Packaging

Speeds Up Natural Healing!

Try Me!

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APPENDIX M: Recommended mediTOUCH Website Design

Note: Customized Bandages Application: Application on website where users can log in and upload images to create and

purchase a box of customized mediTOUCH bandages. Click & Fix Interactive Game: Spot the injury on the character that pops up. Then click to place a bandage on it. The

more precise the accuracy, the higher value of points earned.

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APPENDIX N: Guidelines for Search Engine Optimization56

The guiding principles of SEO are as follows:1. Choosing the best Key Words: To do so choose key words that fit your product description, product category,

and areas of common interest. Data on the most popular of those words can be learned from using WordTracker keyword research.

2. Optimizing Page Text: the search engine web crawlers search only “plain text” within your webpage then match the words found on your sight with the relevance to the search made. The first paragraph of your home page is especially important to load up with keywords, and the inclusion of keywords frequently throughout all of the text will increase your websites search engine rankings.

3. Optimizing HTML Code: a. Title Tag: this is the first sentence an Internet user will see when your Web site comes up in a search,

and it appears in the bar across the top of your browser window. Be sure your title tag includes both keywords and a solid marketing message that will encourage users to click to your site. Start with service or product, rather than company name. For example- <title>Berkley Web Strategies - San Diego Web site design and Online Marketing company</title>

b. Beta Tag: Example: <meta name="description" content="We specialize in web site development and online marketing"><meta name="keywords" content="web site design, online marketing, San Diego web site designer, San Diego web site development, online marketing consultant, …">

c. ALT Tags on Images: Make sure to tag each product image with text of what the image is- this is yet another opportunity to fill your site with more of the keywords that will direct internet users to your webpage as well as allowing the image to be included in image based searches.

d. Include a Site Map on your webpage. This done in two fashions, either by creating a site map tab and thereby having a whole page dedicated to the site map or the site map can be featured in the footer with links to each of the corresponding pages that make up the site map.

4. Link Popularity: the links that you have to other websites and articles is another category that search engines use when ranking your webpage.

a. Take time to build high quality links, rather than high quantity. b. Check to see how many Web sites are already linking to you (and your competitors). This data can be

found by going to www.linkpopurity.com c. Become a content provider in your focus area, and get your articles posted across the Internet in

related areas. Content providing would include the articles written on the proper healing of wounds in general, on the break through technology, the customization service available that only you provide and articles specifically talking about you products

d. Submit press releases to major news and pr services such as Google News, and PR NewsWire to further increase your link popularity. Make sure the press release is optimized for your product and service keywords

e. Lastly, limit the number of outgoing links of your website.5. Ad Buys: Buy Text based ads or Links on High Traffic Sites in your industry6. Blog/ Comment Section: by having a customer comment section on your web page it keeps the page constantly

updating (which is yet another aspect of search engine ranking). Comments also help build relevant incoming links & credibility. This is especially important because of how heavily mothers rely on Word of Mouth (64%) when making purchase decisions for their children, as noted in the opening statistics of this internet section.

7. Keyword Buys: These are the “Sponsored” results that guaranteed to have top location when appearing on the search results page. Yahoo!, MSN and Google all offer pay-per-click keyword buys. Be as specific with Keyword buys as possible to be most effective. The more general the keyword, the more expensive, and the more clicks (money) wasted.

56 Berkley, Holly. Marketing In the New Media. 2nd ed. Canada: International Self-Council Press Ltd. Press, 2009. Print.

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APPENDIX O: Sample Advertisement to be Placed in Magazine

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APPENDIX P: Sample Storyboard for Television Commercial Spots

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Integrated Marketing Communications Plan

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Transcript of Integrated Marketing Communications Plan