MKT 390: Burt's Bees Presentation Final Copy

1. Burt’s Bees Natural Lip Care Emily Coulter
Amanda Ireland
Courtney Lester
Matt Schmidt
Lauren Watson
Kimberly Wegner
Andrew Wittmer

2. Situation Analysis
Client Consumers
• Women 18-25
• Women 26-49 (2nd)
Competition • Higher Income
Accounts for 73.2%
of customers who
• Bought in ‘07 for have used the
$925M product in the last
Industry six months.
• Lifestyle Segment
• The Natural
• 81.1% US Sales Movement
• Blistex
• Natural Products • Companies • Vaseline
Move Toward • Carmex
• “To Make Environmentalism • Chapstick
Peoples’ lives
better everyday-
naturally”

3. Situation Analysis
Creative Strategy
• Organic Design,
Perhaps too much
• Adobe Garamond:
Eco-friendly Type
• Health, Wellness
Theme
• Nature=Natural
• New Look? Clean!

4. Marketing Strategy
Marketing & Communications Objectives
Over the Next 12 Months:
• Increase Awareness 86% to 90%
• Increase In-Store Point-of-Purchase Displays by 20%
• Increase Natural Product Aspect Awareness by 30%
• Increase International Demand by 16%
Positioning
• The Green Niche
• Differential Strategy
• Sustainable and Socially Aware Company
• Ethical and Cause-Related

5. Internet Strategy
Social Sharing with Janrain Engage
Over the Next 12 Months:
• Focus on Engagement
• Optimize Company-wide Listening Strategy
• Social Sign-on
• Social Commenting
• Data Mining
E-Blasts
• Gather Emails from Social Sign-up
• Infrequent E-blasts (No Spam!)
• Value Driven
• A/B Testing 20/80
• Social Web Sharing

6. Promotional Strategy
Sales Promotions
• Point-of-Purchase Display
Promotion: Earth Day Logos
• Any Lip Balm: BOGO
April 22-July 31
• Tag to Register E-mail Address
Earth Day
Promotion

7. Promotional Strategy
Traditional Media Objectives
Our National Goals for Burt’s Bees are:
• Reach of 70 and Frequency of 4 throughout the
Year
• Reach of 85 and Frequency of 6 during peak season
(October through February) Media
Plan
Cable
TV
Magazine
Internet
Our Spot Goals for Burt’s Bees are: Jan
X
X
X
Feb
X
X
X
• Reach of 80 and Frequency of 6 throughout Year Mar
X
-­‐
X
• Reach of 95 and Frequency of 7 during peak season Apr
X
-­‐
X
(October through February) May
X
-­‐
X
Jun
X
-­‐
X
Jul
X
-­‐
X
Primary Target Market Goals: Aug
X
-­‐
X
• Reach of 75 and Frequency of 4 Sep
X
-­‐
X
Oct
X
X
X
Nov
X
X
X
Secondary Target Market Goals: Dec
X
X
X
• Reach of 65 and Frequency of 3

8. Media Efficiencies National Plan
National Plan
January
Reach
65
Freq
3
GRPs
195
%Share
8.2
Est
$(000)
1226.4
February 65 3 195 8.2 1226.4
March 50 3 150 6.3 943.4
April 50 3 150 6.3 943.4
May 50 3 150 6.3 943.4
June 50 3 150 6.3 943.4
July 50 3 150 6.3 943.4
August 50 3 150 6.3 943.4
September 50 3 150 6.3 943.4
Market Name Rank %US
Boise, ID 113 0.22 October 65 3 195 8.2 1226.4
Bend, OR 192 0.06 November 65 3 195 8.2 1226.4
Eugene, OR 120 0.21
Idaho Falls et al, ID 163 0.11 December 65 3 195 8.2 1226.4
Medford, OR 140 0.15 -------- -------- --------
Portland, OR 23 1.02
National Media 2025 84.9 12735.8
Salt Lake City, UT 35 0.78
Seattle-Tacoma, WA 14 1.58 National
0
Spokane, WA 77 0.36 Contingency
Yakima, WA 126 0.19 Total National $$ 12735.8
Atlanta, GA 8 2.04
Boston, MA 7 2.12
Chicago, IL
Dallas-Ft. Worth, TX
3
5
3.07
2.16
Spot Plan
Houston, TX 10 1.82 Est
Spot Plan Reach Freq GRPs %Share
Los Angeles, CA 2 5 $(000)
New York, NY 1 6.54
January 75 3 225 1.3 188.7
Philadelphia, PA 4 2.61
San Francisco et al, CA 6 2.14 February 75 3 225 1.3 188.7
Washington, DC 9 2.05 March 60 3 180 1.3 188.7
20 Markets Chosen, covering 34.23% of US households.
April 60 3 180 1.3 188.7
May 60 3 180 1.3 188.7
June 60 3 180 1.3 188.7
Reach Avg Freq GRPS $(000) July 60 3 180 1.3 188.7
Goal Est Goal Est Goal Est Balance Goal Est Balance
August 60 3 180 1.3 188.7
January 75 74.3 3 3 225 225 1 1415.1 1373.4 41.7
February 75 74.3 3 3 225 225 1 1415.1 1373.4 41.7 September 60 3 180 1.3 188.7
March 60 66.6 3 2.7 180 180 -1 1132.1 1144.4 -12.4
April 60 66.6 3 2.7 180 180 -1 1132.1 1144.4 -12.4
October 75 3 225 1.3 188.7
May 60 66.6 3 2.7 180 180 -1 1132.1 1144.4 -12.4 November 75 3 225 1.3 188.7
June 60 66.6 3 2.7 180 180 -1 1132.1 1144.4 -12.4
December 75 3 225 1.3 188.7
July 60 66.6 3 2.7 180 180 -1 1132.1 1144.4 -12.4
August 60 66.6 3 2.7 180 180 -1 1132.1 1144.4 -12.4 -------- -------- --------
September 60 66.6 3 2.7 180 180 -1 1132.1 1144.4 -12.4
October 75 74.3 3 3 225 225 1 1415.1 1373.4 41.7
Spot Media 360 15.1 2264.2
November 75 74.3 3 3 225 225 1 1415.1 1373.4 41.7 Spot Contingency 0
December 75 74.3 3 3 225 225 1 1415.1 1373.4 41.7
Total Spot $$ 2264.2
Total 2385 2385 0 15000 14878.17 121.835
National Contingency $(000): 0 Total Plan 15000
Spot Contingency $(000): 0

9. Buget & Evaluation
Flow Chart
Target Demo: All Women ages 18-49
Medium Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Across
Net TV-L Nite/L News 20 20 20 20 20 20 20 20 20 20 20 20 GRPS: 240
$(000) 173.0 173.0 173.0 173.0 173.0 173.0 173.0 173.0 173.0 173.0 173.0 173.0 COST: 2076.0
Net Cable-Daytime 50 50 50 50 50 50 50 50 50 50 50 50 GRPS: 600
$(000) 95.4 95.4 95.4 95.4 95.4 95.4 95.4 95.4 95.4 95.4 95.4 95.4 COST: 1144.2
Net Cable-E Fringe 50 50 40 40 40 40 40 40 40 50 50 50 GRPS: 530
$(000) 215.9 215.9 172.7 172.7 172.7 172.7 172.7 172.7 172.7 215.9 215.9 215.9 COST: 2288.5
Net Cable-L Fringe 35 35 20 20 20 20 20 20 20 35 35 35 GRPS: 315
$(000) 168.2 168.2 96.1 96.1 96.1 96.1 96.1 96.1 96.1 168.2 168.2 168.2 COST: 1514.2
Magazines-Womens 20 20 20 20 20 GRPS: 100
$(000) 113.7 113.7 113.7 113.7 113.7 COST: 568.4
Internet-Trgtd Sites 20 20 20 20 20 20 20 20 20 20 20 20 GRPS: 240
$(000) 473.0 473.0 473.0 473.0 473.0 473.0 473.0 473.0 473.0 473.0 473.0 473.0 COST: 5676.0
Spot TV-Early
15 15 15 15 15 15 15 15 15 15 15 15 GRPS: 180
Fringe/News
$(000) 67.7 67.7 67.7 67.7 67.7 67.7 67.7 67.7 67.7 67.7 67.7 67.7 COST: 812.9
Spot TV-Late Fringe/News 15 15 15 15 15 15 15 15 15 15 15 15 GRPS: 180
$(000) 66.5 66.5 66.5 66.5 66.5 66.5 66.5 66.5 66.5 66.5 66.5 66.5 COST: 797.9
National Only Area
GRPS 194 194 150 150 150 150 150 150 150 194 194 194 GRPS: 2025
$(000) 1239.2 1239.2 1010.2 1010.2 1010.2 1010.2 1010.2 1010.2 1010.2 1239.2 1239.2 1239.2 Cost: 13267.3
Reach 67.2 67.2 56.9 56.9 56.9 56.9 56.9 56.9 56.9 67.2 67.2 67.2
Avg. Freq. 2.9 2.9 2.6 2.6 2.6 2.6 2.6 2.6 2.6 2.9 2.9 2.9
Spot Only Area
GRPS 29 29 29 29 29 29 29 29 29 29 29 29 GRPS: 359
$(000) 134.2 134.2 134.2 134.2 134.2 134.2 134.2 134.2 134.2 134.2 134.2 134.2 Cost: 1610.8
Reach 24.2 24.2 24.2 24.2 24.2 24.2 24.2 24.2 24.2 24.2 24.2 24.2
Avg. Freq. 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2
Spot + National
GRPS 224 224 180 180 180 180 180 180 180 224 224 224 GRPS: 2385
$(000) 1373.4 1373.4 1144.4 1144.4 1144.4 1144.4 1144.4 1144.4 1144.4 1373.4 1373.4 1373.4 Cost: 14878.2
Reach 74.3 74.3 66.6 66.6 66.6 66.6 66.6 66.6 66.6 74.3 74.3 74.3
Avg. Freq. 3.0 3.0 2.7 2.7 2.7 2.7 2.7 2.7 2.7 3.0 3.0 3.0

10. Thanks!
Any Questions?