Kai, Shannon, Taylor, Hannah
Team One
BACKGROUND
●  College-aged women are using tanning beds
PURPOSE AND FOCUS
●  Improve awareness
●  Reduce the use of
tanning beds
TARGET AUDIENCE
●  College-aged women between the ages
of 18 and 22 at UIUC
SITUATION ANALYSIS
Reduce the amount of college-aged women
between the ages of 18 and 22 who use
tanning beds at UIUC from 42% to 37% by
the ...
OVERALL FINDINGS
●  Understanding of risks
●  Fear of being “too tan”
●  Social pressure
BARRIERS
●  Wanting to look pretty
●  Preparation for events
●  Social pressures
BENEFITS
●  Avoid sun-damage/wrinkles
●  Price
COMPETITION
●  Tanning Salons
●  Media
POSITIONING STATEMENT
We want college-aged women to feel that the
majority of women on campus are not using
tanning beds a...
SOCIAL NORMS THEORY
MARKETING MIX: PRICE
●  Non-monetary: Pledge system benefits
●  Monetary: Local discounts
MARKETING MIX: PLACE
●  Posters throughout campus
●  Computers for registration
●  Sign pledge online
MARKETING MIX: PROMOTION
●  “Natural Skin Is In”
●  Flyers, social media,
emails, giveaways
MARKETING MIX: PRODUCT
●  Healthy skin
●  Being “in the norm”
●  Convenience
CORE PRODUCT
ACTUAL PRODUCT
- Natural looking skin
MARKETING MIX: PRODUCT
ACTUAL PRODUCT
●  Keychain
●  Emails
AUGMENTED PRODUCT
MARKETING MIX: PRODUCT
MONITORING/EVALUATION PLAN
BUDGET
IMPLEMENTATION PLAN
●  PHASE ONE: VISUAL AWARENESS
●  PHASE TWO: BUILDING PARTNERSHIPS
●  PHASE THREE: SOCIAL MEDIA
●  PHA...
Natural Skin Is In
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Natural Skin Is In

Published on: Mar 3, 2016
Published in: Marketing      Lifestyle      Business      
Source: www.slideshare.net


Transcripts - Natural Skin Is In

  • 1. Kai, Shannon, Taylor, Hannah Team One
  • 2. BACKGROUND ●  College-aged women are using tanning beds
  • 3. PURPOSE AND FOCUS ●  Improve awareness ●  Reduce the use of tanning beds
  • 4. TARGET AUDIENCE ●  College-aged women between the ages of 18 and 22 at UIUC
  • 5. SITUATION ANALYSIS
  • 6. Reduce the amount of college-aged women between the ages of 18 and 22 who use tanning beds at UIUC from 42% to 37% by the end of December 2015. SMART GOAL
  • 7. OVERALL FINDINGS ●  Understanding of risks ●  Fear of being “too tan” ●  Social pressure
  • 8. BARRIERS ●  Wanting to look pretty ●  Preparation for events ●  Social pressures
  • 9. BENEFITS ●  Avoid sun-damage/wrinkles ●  Price
  • 10. COMPETITION ●  Tanning Salons ●  Media
  • 11. POSITIONING STATEMENT We want college-aged women to feel that the majority of women on campus are not using tanning beds and they should also not.
  • 12. SOCIAL NORMS THEORY
  • 13. MARKETING MIX: PRICE ●  Non-monetary: Pledge system benefits ●  Monetary: Local discounts
  • 14. MARKETING MIX: PLACE ●  Posters throughout campus ●  Computers for registration ●  Sign pledge online
  • 15. MARKETING MIX: PROMOTION ●  “Natural Skin Is In” ●  Flyers, social media, emails, giveaways
  • 16. MARKETING MIX: PRODUCT ●  Healthy skin ●  Being “in the norm” ●  Convenience CORE PRODUCT
  • 17. ACTUAL PRODUCT - Natural looking skin MARKETING MIX: PRODUCT ACTUAL PRODUCT
  • 18. ●  Keychain ●  Emails AUGMENTED PRODUCT MARKETING MIX: PRODUCT
  • 19. MONITORING/EVALUATION PLAN
  • 20. BUDGET
  • 21. IMPLEMENTATION PLAN ●  PHASE ONE: VISUAL AWARENESS ●  PHASE TWO: BUILDING PARTNERSHIPS ●  PHASE THREE: SOCIAL MEDIA ●  PHASE FOUR: PLEDGE DRIVES

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