MFP BullFrog Campaign

Lucas Ciapetta, Sloane Guber, Jason Holzman, Sierra Mascilak

BullFrog at a Glance

• Parent company - Chattem Inc.

• Not a major player in the Sunscreen Industry

• Offers varieties of Sunblock for kids and adults

• Cheaper priced brand

• Tad – trade character

Consumer AnalysisProfile of Suntan & Sunscreen Products Used in Last 12

Months - Bull Frog Down % Index Note

Gender Men vs. Women

50.8% vs. 49.2%

105, 96 Men are a bit more likely to use Bull Frog than men

Education Attended college/graduated college

51/1% 108, 110

Age 25-54 62.1% 109, 122, 113 People 35-44 use Bull Frog 22% times more than average

With Children Age 2-17 63.2% 117, 126, 122 More than half of the users have kids (not babies)

Income Over $60,000 59.6% 162, 99, 139

Region Many users in South and West.

72.2% 128, 108 47.8% (almost half) of all users live in the south

Race White only 88.9% 119 Almost all users are white

CharacteristicsAlthough the profile for just sunscreen users has more women than men, specifically Bull Frog has more men users than women. Users are more likely to be using Internet than TV. Users income is slightly lower-middle to upper class at $40-150 thousand.

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Competitors• BullFrog vs. Banana Boat vs. Hawaiian Tropic• Banana Boat has 10 times the share of voice as Bullfrog• Banana Boat dominates on TV except for spot TV

where Bullfrog has a foothold • Hawaiian Tropic has almost the same media spending

as Bullfrog• Hawaiian Tropic dominates on magazines• Bullfrog dominates on Network Radio with 100% SOV• Consumer reports suggest Bullfrog can appeal to

consumers trust • “In fact, a top-rated sunscreen from 2012 was the

lowest-rated this year,” according to consumer reports.• Banana Boat offers a standard 8 oz 30 spf bottle for $6

from walmart!

SWOT: Strengths/Weaknesses

• Strengths:• First brand to offer all-

day waterproof sun protection

• Includes Aloe and Vitamin E moisturizers, which provides UVA and UVB protection

• The brand has a unique trade character named Tad, which is appealing to consumers

• Weaknesses

• Major competitors have much higher brand loyalty than Bullfrog

• Smaller advertising budget compared to competition

• Lack of brand recognition within the market

• Low market share value

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SWOT: Opportunities/Threats

Opportunities

• A need for sun tan lotion is at a record high because of negative effects of UV radiation

• People are becoming increasingly aware of dangers of tanning – sun tan lotion becoming more important

• Chattem’s CFO has agreed to expand advertising budget

Threats

• Competitors have higher brand loyalty

• Competitors have a much larger advertising budget

• Major competition (Neutrogena, Coppertone, Banana Boat, etc.) have higher brand recognition than Bullfrog

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Marketing and Advertising Objective

• Marketing: Grow sales to $13.4 million dollars with an 4% increase within the next 12 months

• Advertising: BullFrog considered to be an outdoorsy brand, with a more active audience. Sell to an “outdoorsy” demographic.

• We want 40% of our target audience to buy Bullfrog, 30% of our target audience to prefer Bullfrog over Banana Boat and Hawaiian Tropic, and 20% of our target audience to become brand loyal.

Budget

• $5 million dollar budget

• $1 million for unmeasured promotional efforts

• Therefore we plan to spread $4 million among 3 different mediums.

Target Market

• Adults 25-54, with kids ages 6-11, HH income $60,000-$74,999

• Profile – Lola.

Psychographics

• According to SRDS Psychographics for People that go Power Boating, they are more likely to…

– Spend down time with their family

– Mostly rely on TV and some radio to keep them informed

– But typically avoid watching TV commercials

– They usually look for special offers

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Psychographics (cont.)

• According to SRDS Psychographics for People that go to the Beach/Lake, they are more likely to…

– Do some sort of sport/exercise at least once a week

– Listen to internet radio

– And only go shopping to buy things they really need

**All information retrieved from SRDS database

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Goals• Achieve a high reach during the beginning of

the campaign, with an average of 70% reach through entire campaign. The frequency will also start out a bit higher at 4. The proceeding months will follow a flighting schedule with minimum effective reach and frequency. The average frequency will be 3.5.

Recommendations

Seasonality

• March, April, May June

• The reason that we decided to advertise early, starting in March is because we want to get a head start on the competition and get our name out there first. We would like to be the first sunscreen advertisements seen of the season without being too ridiculously early

• We ended in June because our budget didn’t support us going into August as origingallyplanned.

Regionality

• New York, NY

• Philadelphia, PA

• Hartford & New Haven, CT

• Boston et al, MA-NH

• Providence, RI

• Pittsburgh, PA

Media Total Spent

Cable TV (measured media) 40% - $2 million

Radio (measured media) 20% - $1 million

Magazines (measured media) 20% - $1 million

Internet (unmeasured media) 20% - $1 million

Media Mix Table

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Media Vehicle Recommendation

• The 3 media that we’re using for our campaign are:

– Radio: Classic Rock (142), Sports (168), Country (113)

– Cable: ABC Family, Discover Fit and Health, MTV, Nickelodeon, Disney XD

Network TV – ABC: Good Morning America, Modern Family, Mixology

– Magazines : National Geographic, General Interest: Parenting

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Unmeasured Media

• The unmeasured media that we are planning to use are different types of social media such as Facebook, Twitter, and Instagram.

• On Facebook- Sponsored ads on sides of newsfeed and actual newsfeed

• Geared towards our target audience.

• Tracks their browsing

• Promotional benefits

Unmeasured Media Cont’d.

• Twitter- We will give facts about Bullfrog

• Interactive source of social media that we use to get our target audience to feel a connection to our brand.

• Personality comes through

• Instagram- post pictures of people in target audience who are outside and doing activities.

• Pictures are relatable

• Hashtags to promote our product.