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New IMC Program

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Part I

+Mission Statement

Suave is committed to creating salon quality products at affordable prices and devoted to maintaining high customer satisfaction.

Suave will be using a growth strategy

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Part II

+Situation Analysis

Company’s Growth: Suave has grown from just shampoos to conditioners and has a number of lines such as Suave Naturals, Suave Professionals and their body wash line

History: The company that Suave originated from, Helene Curtis Industries Inc., was the first company to bring shampoos out of salons for use by the general public. They also created the first type of curlers, a pad to make wavy hair.

Product Offerings: The product allows people to get great healthy looking hair without paying the expensive price of products on the shelves above it.

Sales Volume: Last year Suave brought in 38 million dollars in sales and was number one in the hair care industry

Competitors: Their main competitors are Pantene Pro-V, Herbal Essences, Sun Silk and Aussie

+Environmental Analysis

Social Young women feel more confident when they have nice hair When they are more confident they are more likely to do

well in the workplace and in interviews. There is the need to look as though you are clean and

pampered in the workplace even if you cannot really afford it

Economical Now more than ever students and young professionals are

being careful as to where they spend their money

Technological The progression of available technology allows companies

like Suave to conduct the same research and deliver the same benefits as the more expensive brands

+SWOT Analysis

Strengths No one has yet targeted such a specific market It is a growing segment of the population

Weaknesses There is a pre-existing image of being the “cheap” shampoo Does not have an image of good quality

Opportunities Suave can convince people to change their shampoo

because people are spending less on such things as shampoo

Threats There are other brands with similar price points It can be difficult to change the image in one’s mind

+Marketing opportunity analysis There is a whole market that is not currently being targeted.

Females college students and young professional that need salon quality products to look good in the workplace but cannot yet pay the high price charged from salon brands.

Competition: SunSilk, Pantene Pro-V and Aussie- these companies do not target this specific segment

Growth: As more people are attending college there are more graduates who need to look good for a professional setting and as the economy is still in a recession people are still being frugal with things like shampoo.

The suave product will have a theme of black, sleek and professionalism. The sleek black bottle will stand-out and look expensive. The product will build a campaign centered towards giving the consumer a professional salon experience without a high price.

+Target Market

Women ages 18- 25 who are entering the work place, either in new jobs or internships, where they need to look professional without paying the professional price.

These people are trying to get their foot in the door by looking their best giving the appearance of success and luxury when really they are using the inexpensive product, Suave Professional.

We chose it because it is a growing market that has not yet been specifically targeted by shampoo companies. There are shampoos for the teenage girl and the professional but not the young woman in between.

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+Marketing Objective

We are utilizing an acquisition marketing objective because Suave Professionals is a new and expanding product line and the target market is new to the company, so we are in need of acquiring a new customer base

+Marketing Strategy

We will reach our target market stated previously by positioning through product attribute. We will concentrate on positioning through the unique

formula that makes Suave Professionals such a great shampoo.

We will be using the more for less value proposition because the consumer is getting more than the original

suave products offered while being available at a lower price than the salon brands in which the quality of the shampoo is at the same level with.

+Distribution and Pricing

Suave will be available in the same places that it is already sold Suave Professionals will be

reintroduced with popup displays in the stores.

Needs to be showcased as it is now almost always on the bottom shelf.

It is still cheaper than competitors but has a feeling of greater value.

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Part III

+IMC Objectives & strategies

Objective: Attention and Interest

Strategies: Informative

This campaign will grab the attention of the target market of professional driven women from 18-25 through Merchandising Sales Promotion Print Ads Broadcast commercials.

+IMC Tactics

Social Media: Facebook, Twitter, Apps, blogs

Print Ads: Elle, Cosmo, Marie Claire, People

Broadcast: CW, NBC, ABC and TBS

Merchandising & Sales Promotion: Pop-up Displays, In-store Merchandising

Trade Promotion: Will offer $X of free product for putting display in-store, free trial product for editors and bloggers if ads are featured Free month of inventory if displays are

shown

+ Example of Print Ads

+Adverting Costs

Average cost of $50,000 for a full page ad in magazines like Elle.

Average cost of $350,000 for 30 seconds on stations like ABC

Average cost of $38,000 to have a web designer create our website, Facebook, Twitter page, Smartphone application and Online Sweepstakes all in a consistent tone with the rest of the campaign

Average cost of $2,500 for an outdoor billboard

+Budget Allocation• Print: 25% Magazines

• Elle, Marie Claire, Cosmopolitan• SELF, People, Glamour

• Broadcast: 30% Television• TBS, ABC, NBC, CW• Reach 80% of women between 18-25 two times a

week every week during evening time slots

• Out of Home: 15%• Eye catching Billboards• Subway & Train Stations• Bus Advertisements

• Social Media: 30%• Twitter & Facebook• Application for Smartphones

• Integrated with design of campaign• Tips on staying professional• Sweepstakes and contests