contents

1. Company insight2. Target analysis 3. Category overview & Competitive landscape 5. Creative brief6. Campaign7. Timing and budget8. resources

Company insightBACKGROUND |Little Trees started in New York in 1952 and was inspired by the evergreen scent. Using natural aromatic oils saturated on compressed paper inventor soon came up with an unobtrusive and ecologically responsible invention that is still used today.  Little Trees covers 6500 languages, is located in 195 countries and has over 60 fragrances.   In an effort to help the environment, Little Trees joined with the Arbor Day Foundation to promote planting trees and preserving our Earth. After purchasing six Little Trees air fresheners the Arbor Day Foundation will send a free evergreen tree.

Package labels are made from recycled paper and printed with soy ink.

current market |Low socioeconomic status / cab drivers

Company insight $11.3 million in sales for 2010

25% of the market share of automobile air fresheners 

$11.9 million in sales for 2011

26.9% of the market share automobile air fresheners 

The market share has increased by 4.9% from 2010-2011 strictly for automobile air fresheners

Little Tree holds the highest market share in the car air freshener category

Still only makes up a fraction of the 3.2% market share of “other” air fresheners

TARGETAGE: 18-30Sex: male and femaleIncome level: middle to upper classLIFESTYLE: eco-conscious

Liberal Like variety

“nearly one third of respondents indicating a concern about the chemicals used in air freshening products.”

“Women are much more likely than men to purchase the products themselves”

“Ads geared towards men may succeed in expanding sales by placing the mere existence of the product”

Mr. and mrs. LOHAS – very progressive on environment and society, looking for ways to do more; not too concerned about price (16% of pop).

Target locations

1. Portland, Oregon2. San Francisco, California3. Boston, Massachusetts4. Oakland, California5. Cambridge, Massachusetts6. Berkeley, California7. Seattle, Washington8. Chicago, Illinois9. Austin, Texas10.Minneapolis, Minnesota

Category insightSales of air fresheners are on the decline | 9% decrease since category peak in 2007

Market is increasingly COMPETITIVE AS SMALLER BRANDS CONTINUE TO TRY TO ENTER THE MARKET

INCREASED WEB PRESENCE | DRUG STORE SALES SAW BIGGEST DECREASE IN SALES BETWEEN 2009 AND 2010

HOLDING COMPANIES LIKE SC JOHNSON (GLADE) AND P&G (FEBREZE) HAVE A CREATED A LARGE PRESENCE ON TV WITH EMOTIONAL COMMERCIALS

While the market for candles is also in decline, it remains nearly four times the size of the air freshener market, and continues to present substantial competition

Glade

Air Wick

Febreze

Renuzit

Private

Other

28.5

24.2

14.8

10.9

3.2

18.4

Air Freshener Market Share

Business Goal: Increase sales of the Little Tree car air freshener by 10% by Q4 2012 

Communication Objectives:1. To introduce the Little Tree brand as the most 'eco-friendly' air   freshener available on the market 2. To acquire a new market segment - 18-30 M/F middle/upper class eco- friendly, liberal 4. To generate trial, acquisition, and most importantly brand loyalty 5. Establish long-term relationship with Toyota, particularly the   Hybrid Series 

Marketing objectives

Creative brief/strategyPositioning statement | Little trees is the most ecologically friendly air freshener available.

Supports |Package made with soy ink and recycled packaging. Uses natural aromatic oils saturated on compressed paper

Tone | fun, creative, relatable and green

Current Attitudes and Perceptions |“Little trees are for cab drivers and aren’t really a great brand for air freshener I’d rather use Febreze.”

Desired Response | “Little Tree is the most eco-conscious brand of air fresheners in the market. I fully support their initiatives and I shop exclusively Little Tree”

campaignPartnership with Toyota |To further the green initiatives of little tree and help the hybrid identity of Toyota, the two companies are partnering for one year.

all hybrid Toyotas come with a little tree, little tree products are available at dealerships and little trees will be present in Toyota TV spots

“Big” little tree in NYC |A big recycled wood little tree will be stationed in central park for an alternative and green Christmas.

Little tree volunteers will sell our mission through guerilla marketing two days prior and on site.

For every Little Tree that is purchased, will donate to one of five conservation or sustainability organizations. Target Can donate online too.

World WildlifeFoundation

American Forests

Energy Conservation Organization

Soil &Water Conservation Society

Global Marine Conservation

campaignWeb presence on Facebook |Little Tree lacks in web presence

Build social media awareness through Facebook banner ads, geo-targeting ‘green cities’ and using keywords such as ‘sustainability’ and ‘eco-friendly’

Go Green Week |Sponsor day of service at participating college campuses

Cleaning up ponds, highways, pathways, beaches, etc.

Provide T-shirts to volunteers

6th Annual International Green Awards |Become a sponsor

Step and repeat sponsorship for brand awareness

The INTERNATIONAL GREEN AWARDS is an excellent platform to showcase Little Tree’s green credentials and communicate our sustainability positioning with an audience engaged in such issues

Strengths| Innovative in positioning

Buzz-worthy product placement – Big Little Tree event will receive mass attention

Weaknesses | Holding Companies like SC Johnson and P&G have monopolies are hard to compete with

Hard to prove that we are eco friendly and to make this an authentic campaign 

Product is associated with lower status people and people think that the product is cheaply made 

Opportunities | Collaborating with Toyota will create big exposure and maybe brand loyalty with Toyota Little Tree users.

As the leading in automobile air freshener, we retain the market with the Toyota Partnership

Eco-people spread the word about eco products and eco events, brands we sponsor and team up will have a lot of exposure 

Threats| Our positioning is risky and maybe not be believable and so is our placement (Toyota – will our product be noticed?)

We may be wasting our marketing dollars by targeting men

Swot analysis

Campaign timeline & BudgetSeptember 01 | One-year partnership contract with Toyota for green initiativeSeptember Week 1 – November Week 2 | toyota partnership tv adsNovember Week 3 - December Week 4 | “Big” Little Tree in NYCJanuary Week 1 going forward | Create a web presence via FacebookFebruary 6-11 | Go Green WeekApril 19 – 6th | Annual International Green Awards

One year contract with Toyota (TV spots, sales & materials) – 1,000,000Big tree development (make tree, space & rentals)- 40,000 + 350,000Big employees (T-shirts, flyers and print ads, pay) - 2,000 + 31,250 Web presence on Facebook – 300,000Go green week sponsoring – 10,000Green awards sponsorship (sponsor and giveaways) – 750,000 DONATIONS TO FIVE FOUNDATIONS – 1,016,750

Thank you!