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UVU AMA Fall 2016 2016 XLEAR® Marketing Case Competition 2016 UVUAMA XLEAR Case WIN $14,OOO IN SCHOLARSHIP MONEY Competition GAIN MARKETING EXPERINENCE 1 - 5 MEMBER TEAMS CAN COMPETE REGISTER BY OCT 21 @ MIDNIGHT WWW.UVUAMA.COM/XLEAR 1ST PLACE WINS $8,000, 2ND PLACE WINS $4,000, 3RD PLACE WINS $2,000 CASE DETAILS PREPARE A WINNING MARKETING PRESENTATION FINALISTS WILL PRESENT XLEAR EXECUTIVES BUILD YOUR RESUME HAVE FUN! REQUIREMENTS ANY UVU STUDENT MAY ENTER $50 REGISTRATION FEE PER TEAM CASE KICK-OFF OCTOBER 21 @ NOON [email protected] UVU AMA Fall 2016 $14,000 Xlear® Marketing Case Xlear & Xlear Max UVUAMA Case Competition Brief Fall 2016 Case Purpose Xlear has recently launched not only a new product, but into new markets. Your assignment is to develop a brand message that will resonate with the new audience while maintaining the brand authenticity with loyal customers. Xlear is launching its products into over 25,000 large box retailers and needs your help to design a messaging campaign. Event Timelines Monday October 3,: Case kick-off meeting SC 206C @ noon - 1:00 Wednesday, October 19: Case Strategy Session WB 130 @ noon - 1:00 (Teams discuss their ideas with a faculty or professional mentor to practice for the competition) Friday, October 21 @ midnight: Deadline to register for case competition at uvuama.com/Xlear® *WED/THUR, November 9/10: Case Competition SB 134 @ noon - 5:00 *TBD The case competition is TBD. Please watch your email for a final schedule with your team’s presentation time. After the initial round of judging, the finalist will present to executives of Xlear®. Introduction Nate Jones, Founder of Xlear®, and Kent Frogley, the Vice President of Marketing at XLEAR®, are interested in campaign messaging for the launch of their flagship product Xlear and their newest product Xlear Max in the main-stream supermarket industry. They have developed their product with more benefits, ingredients and capabilities. They are researching the best way to position and launch the product into the market. As their marketing consultants, your team will be asked to create a marketing plan that helps them evaluate the product offering to the target market. Your team will also suggest ideas for how to best promote and launch the product. Keep in mind these two products do not need two campaigns. They are the same product with a little different. The Xlear Max is better used when symptoms are at their worse and the Xlear product is better used as a frequent preventative. Who is XLEAR? Nate Jones, Founder of Xlear® wants to change the attitudes of consumers about their oral health. Nate’s father, a well-respected physician studied ear-infections, asthma and sinusitis in his patients for many years. After years of study, Dr. Jones read some research about using chewing gum with a unique fivecarbon sugar called Xylitol to prevent ear infections. After reading more research about Xylitol and how it works, Dr. Jones realized that putting Xylitol in nasal and dental products would be effective in helping to maintain, restore and prevent sinus and dental problems. As a doctor he tested Xylitol on his patients and UVU AMA Fall 2016 found that Xylitol treated upper respiratory problems of his patients without the harmful effects of addiction that occurs with other leading nasal sprays. He also learned that Xylitol prevents harmful cavity creating bacteria from adhering to the teeth. You can also read about Xlear® and Xylitol at www.Xlear®.com and www.Xylitol.org. Nate saw an opportunity in the market place and decided to start a business which he named Xlear® (pronounced “clear”). Founded in 2000, Xlear®, Inc. is the leading manufacturers of Xylitol products, and one of the largest importers of Xylitol in the United States. Xlear® is committed to providing consumers with the health benefits of Xylitol by manufacturing all-natural, health-enhancing products. Xlear® offers a line of dental health products under the Spry® Dental Defense System brand. Xlear®, Inc. is a private company with headquarters in Orem, Utah. For more information, including MSRP and product features, please visit www.Xlear®.com. Case Background Xlear® is launching a new, updated version of its flagship product Xlear – called Xlear Max. Xlear MAX nasal spray is a homeopathic with the added benefits of capsicum annum 8x and natural aloe. The addition of Aloe Vera and capsicum to the patented Xlear Nasal Spray formula gives faster relief when you need it. Historically, capsicum has been used as a natural antihistamine and in clearing sinus and nasal congestion. Aloe has been added for its soothing and healing properties. Xlear Mas is, essentially a stronger version of Xlear used when symptoms are more evident. Capsicum for greater relief Aloe Vera to soothe irritated tissues Made from natural ingredients Moisturizing solution Opens the airway Homeopathic Made in the USA What is Xylitol Xylitol has a wide variety of uses and benefits, from improving the health of your teeth to maintaining upper respiratory health. When properly used, Xylitol results in fewer incidents of tooth decay. It’s Effective -- Frequently eating foods high in sugars and starches can promote tooth decay. Xylitol may reduce the risk of tooth decay. Many large-scale clinical studies have shown it to be related to having longlasting dental benefits. Over 25 years of clinical testing confirms that Xylitol is the best sweetener for teeth, which has led to official endorsements by dental associations in Finland, Norway, Sweden, England, Ireland, Estonia and the Netherlands of products containing high levels of this sweetener. It’s Natural -- Xylitol is right here, inside, already. Our bodies naturally produce from 5 to 10 grams every day from other food sources using established energy pathways. It is not a strange or artificial substance, but a natural, normal part of everyday metabolism. It is widely distributed throughout nature in small amounts, with some of the best sources being delicious fruits, berries, mushrooms, lettuce, hardwoods, and corncobs. UVU AMA Fall 2016 Xylitol is Safe and Convenient -- In the amounts clinically proven to provide amazing oral health benefits (less than 15 grams per day), it is safe for everyone, and can be conveniently delivered to your teeth via chewing gum, tablets, toothpaste, mouthwash, or even candy. You can implement your Xylitol program anywhere, anytime. It fits right in with the most frantic schedules. If chewing is uncomfortable, Xylitol mints or candies can also stimulate saliva, the natural tooth protector. You don’t need to change your normal routine to make room for Xylitol. Xylitol is Something You Can Enjoy -- Some health regimens require iron willpower, discipline, and commitment. But because it tastes so good and sweet, using Xylitol becomes automatic. Adults and children love it, so there is no need to constantly remind the kids to take it. Choosing healthy options can give you a great sense of fulfillment and results. The unique ingredient in the gum is the five-carbon sugar called Xylitol. Xylitol is categorized by the U.S. Food and Drug Administration as a food additive. Like other sugar alcohol-sweetened products, Xylitolsweetened products are allowed to be labeled with the claim that they do not promote dental cavities. Because Xylitol is a sugar and not a drug, the advertising rules for Xylitol are undefined and clear cut guidelines do not exist. Marketing copy cannot make claims about the health benefits or prevention of the Xylitol; however, advertising photos and illustrations may show the benefits and preventative nature of the products. Brand awareness Discussing the benefits of Xylitol has been the company’s marketing messaging for the last decade. In addition to offering reports on the benefits of Xylitol, Xlear® also work with medical and dental professionals to in educational efforts about the health benefits of Xylitol to share with their patients. Is this the best marketing tactic for the company? Should the company continue to focus on the Xylitol messaging or should it consider a different messaging strategy that highlights other benefits that may be important to the consumer. Is there a successful way to combine the Xylitol messaging with another type of messaging? As Xlear enters a new market and introduces new audiences and competitors what changes will they need to make to their messaging? Competition Because Xylitol is not protected by a patent, other companies may enter the Xylitol market place. Xlear® has patents on the toothpaste and oral rinse. The company would like to build general brand awareness about Xylitol in the hope of changing consumers’ perceptions about their products. In addition to competing against the more traditional gums, Xlear® will also need to fight competition from new products in the natural foods market and now, directly (side-by-side) with competitors in major grocery chains all over the nation. FDA Government Advertising Regulations In 1995, The Food and Drug Administration (FDA) relaxed its policies about Direct-to-Consumer pharmaceutical advertising as long as pharmaceutical companies followed stringent advertising guidelines. This change in policy created an opportunity for pharmaceutical companies to advertise their products directly to consumers bypassing the health care professionals. However, it also created a regulation body UVU AMA Fall 2016 that oversees advertising in the country. Xlear® is in a difficult position because it is not technically classified as a drug; however, the FDA still regulates its advertising. As John Peterson, Marketing Manager at Xlear® said, “With regards to what you can and can’t say about our products in advertising, there is nothing spelled out and there is not a website to give clear direction.” Some at the FDA suggest the advertisers can show any picture they want to show the product, but the words choice for advertising is highly scrutinized. Nate Jones explained it by saying, “That is the million-dollar question . . . neither we nor the FDA are sure where we are classified as in terms of a drug or a food. We are not a supplement, but we are not a drug, either. We are tentatively classified as a food additive, but that classification is shaky.” To understand the regulations for drugs and other types of foods, please see www.fda.gov. Nate sums up the advertising rules when he said, “In order to be a drug, you have to actively kill an invading organism (antibiotics, chemo, radiation), change the structure or function of the body (steroids, a lot of diabetic drugs, etc), or be perceived as a drug. Xylitol does not actively kill anything. Xylitol kills the organism passively by starvation and preventing adherence to the teeth.” Nate wonders how he can create a promotional marketing campaign that communicates the features and benefits of the product while following the murky FDA regulations. Target Market Traditionally, Xlear® products which include the Spry Nasal Spray, Spry Toothpaste and Spry Oral Rinse products have been targeted at the “naturally- minded” mostly, female consumer segment. Distribution of the product began in the health food distribution channel with retailers like Whole Foods and Sprouts. Over time the distribution has begun to reach major retails like Amazon, CVS and Target. Expanding distribution from natural product retailers into mainstream grocery, drug and big box retailers requires reevaluation of messaging, target audience and marketing tactics and vehicles. What marketing messages and tactics should change to appeal to a larger target market? Price and Place (Distribution) The retail price for the Xlear Max 1.5 fl. Oz. is $14.99 and it will be sold in the usual health food channels like Sprouts Farmer Market, Whole Foods, and in mainstream grocery and drug stores like CVS, Target and others as well as online at Amazon. The company is wondering what the best type of promotions might be to launch the product. They also sell it as .75 fl. Oz. ($6.99 SRP) and a 3 pack of .75 fl. Oz. ($18.99) Case Questions 1. Market Research: Please understand the new market segment; launching Xlear Max into 25,000 major retail locations. Using your choice of market research (secondary research, primary research, customer interviews, store observations, focus groups, and customer surveys) conduct consumer research to show key attributes, benefits and value proposition in Xlear’s space. Research consumers’ reactions to Xlear and Xlear Max in terms of Xylitol, flavors, product name and packaging. 2. Target Market: Evaluate the current naturally-minded, predominately female target including demographics, psychographics, and buyer behavior. Please illustrate the triggers that make the target market purchase the product. Evaluate competitors and messaging techniques. How should Xlear position itself in the market? How is pricing/benefits going to play into messaging. How does UVU AMA Fall 2016 Xlear launch a new product to a new demographic? 3. Brand Awareness Campaign: Understanding the objective of launching Xlear Max, please discuss ways your team will create brand awareness using the promotion mix elements for a product launch. Using the promotional mix provided below, create a launch strategy for Xlear Max into the market. Please provide specific recommendations and quantity support (research) for your analysis. Advertising: Create an advertising strategy to launch Xlear Max into the marketplace. Think about traditional advertising like TV, billboard, print, and radio using campaign tagline(s)/themes. Suggest words and phrases that are FDA regulation friendly while creating a positioning for the product in the consumers’ mind. Public Relations: Evaluate the current PR strategy being used by Xlear® to promote Xylitol in the market. Analyze and give recommendations for how to create more brand awareness through a public relations campaign for the Xylitol and Xlear Max. Sales Promotions: Create a sales promotion strategy for Xlear Max. Analyze and give recommendations for an effective sales promotion strategy. Digital Marketing: Recommend a digital marketing strategy for Xlear® to promote the Xlear and Xlear Max product to the new demographic. Analyze and give recommendations for a direct marketing, email, Google Adwords, SEO, or social media campaign. 4. Budget: Using a $2 million promotional budget, develop a comprehensive marketing campaign. Deliverables Each team will prepare a PowerPoint slide deck and a 12-minute oral presentation that explains their findings and recommendations to the marketing problems. Your team will present for 12-minute and you will answer 3 minutes of Q & A between noon and 5 pm. Your team will bring the PowerPoint presentation on a thumb drive to the presentation. When you have finished with the presentation, you will give the thumb drive to Xlear®. Xlear® will retain ownership of your presentation and the thumb drive. The thumb drive will not be returned to your team. UVU AMA Fall 2016 Judging Criteria and Prizes Presentations will be judge using the following rubric as a guide: Market Research 10% Target Market Analysis 10% Brand Awareness Campaign – Advertising 30% PR 10% Sales Promotion 10% Digital Marketing 30% Based on the scores from the above rubric and the overall value delivered, the top three teams will be awarded the following prizes: 1st Place Prize: $8,000 2nd Place Prize: $4,000 3rd Place Prize: $2,000 Thank you for participating in the $15,000 Xlear® Xlear Max UVUAMA Marketing Case Competition May the hardest working, most creative team win!!!!!!