UVU Xlear Case Competition
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The document outlines a marketing plan for a nasal spray called Xlear. It discusses researching the entire nasal spray market size of $326 million and Xlear targeting the $10-16 million 3-5% share of that market. Market research with mothers and young adults found over 60% would likely purchase the product. The plan details packaging design, print, digital, and publicity advertising. This includes magazine ads, social media, blog ads, direct mail, and paid search costing $3.9 million total. It aims to generate $3 million return from a $4 million print investment. The team presents their plan and is ready for questions.
UVU Xlear Case Competition
- 1. Xlear Case Competition Team #ProfHuff Derek Cohen | Chase Adams | Neal Ferrell | Blake McClary
- 3. Research
- 4. Research $326 million $10-$16 million Entire Nasal Spray Market 3%-5% Share BUT 66% purchase in pharmacy
- 5. Print 74% Average return of print ads $3 million Return on Investment from $4 million investment Placement $6.5 - $10.75 million
- 6. Moms 161 respondents 31 naturally minded with children under 18 3% share of young adult market Young Adults 106 respondents 63% likely or de鍖nitely likely to purchase a nasal spray 2.75 million
- 7. Packaging
- 9. Advertising
- 10. Good Day This is Sam on a good day.
- 11. Sick Day
- 12. Weve got your nose Weve got your nose.
- 13. Xlear Your Nose
- 14. Digital
- 15. Whats Your Smell Social
- 16. Need a Sick Day Social #needasickday #needasickday
- 17. Paid Search
- 18. Publicity
- 19. Allergy & Asthma Campaign
- 20. Xlear Shot Campaign Booth on campus Games and prizes Distance shot prize: $5,000 5/21/2014 One Lucky Student Semester Tuition 5,000
- 21. Execution
- 22. Publicity $1,000,000 Magazine Advertising $2,000,000 Social Media $75,000 Blog Ads $200,000 Direct Mail $500,000 PPC Text & Display $100,000 Total $3,925,000
- 23. Questions? Team #ProfHuff Derek Cohen | Chase Adams | Neal Ferrell | Blake McClary