Brioschi Kids

BrioschiKids

WELCOME!

BIENVENUE!

OPPORTUNITY

STRENGTHS•On the go •Long History/distinctive equity•Natural•Multi Symptom•Loyalty•Product form-fast•Safe•OTC•Bulk

Weaknesses• Overall OTC market is down •Only one flavor•Overall category crowded•Limited distribution

Opportunities•Rise in child population •Growing importance on natural •Lack of health related web advertising on sites geared toward parents. •Parents trust a wide variety of sources•Downturn in Economy means OTC is the next best thing.•Means rather than money •Rise in child obesity-increase in GI ailments.

Threats•Brand name competitors•OTC bad image•Safety •Products backed by doctors and pharmacists.

BEHAVIOR ANALYSIS

PARENTS HAVE GREATER ACCESS TO INFORMATION, TECHNOLOGY AND

SOCIAL CONNECTIONS

WORD OF MOUTH

PROCEED WITH CAUTION

THEY PREFER OVER THE COUNTER MEDICATION RECOMMENDED TO

THEM BY DOCTORS, FRIENDS AND FORUMS

PURCHASE WHAT IS FAMILIAR

SECONDARY

KIDS ARE THE ONES WHO PERSUADE THEIR PARENTS

STRONG PREFERENCE FOR MORE NATURAL SOLUTIONS TO

GASTROINTESTINAL PROBLEMS

62% HAVE NOT SPOKEN TO A MEDICAL PROFESSIONAL ABOUT GASTROINTESTINAL

PROBLEMS

SICK CHILDREN ARE TIME CONSUMING

THE BURP LETS YOU KNOW ITS WORKING

PRIMARY

“CHILDREN CANNOT DESCRIBE THEIR SYMPTOMS”

“I DON’T KNOW IF ANTACIDS FOR CHILDREN ARE OK”

HORRIBLEEMPATHETIC

WORRIEDPROTECTIVE

AWFULRESPONSIBLE

SADCONCERNED

HELPLESSANXIOUS

GUILTY

PARENTS FEEL ________ WHEN THEIR CHILDREN ARE SICK

RELIABLESAFE

EFFECTIVENO SIDE EFFECTS

NO CHEMICALSDOCTOR

RECOMMENDED

PARENTS WANT ________ IN CHILDRENS OTC MEDICINE

COMPETITIVE ANALYSIS

PRILOSEC 22%

CHILDREN PEPTO-BISMOL 0.4%

PEPCID COMPLETE 4.2%

ROALIDS 2.1%

MYLANTA 2.1%

TUMS EX 3%

PREVACID 2%

MAALOX 1.7%

ZANTAC 5.6%

GAVISCON 1.1 %

Prilosec O

TC

Zantac

150 Antacids

MiraLA

X Laxati

ves

Metamucil

Pepto-Bismol A

ntacids

Pepcid AC/C

omplete

Benefiber

-60

-40

-20

0

20

40

60

80

100

Media Expenditures

200720082007-08 % change

Superbrands

$ M

illio

ns

ALL PRODUCTS IN THIS CATEGORY REPRESENT MEDICINE THAT ALTER OR

INHIBIT THE BODY`S NATURAL PHYSICAL RESPONSE TO ACID LEVEL

FLUCTUATIONS IN THE STOMACH

INSIGHTS

MOTHERS HANDLE THE HEALTH AND WELL BEING OF CHILDREN

SENSE OF ACCOMPLISHMENT

MOTHERS EXHIBIT A HIGH LEVEL OF GUILT WHEN THEIR CHILDREN

EXPERIENCE PAIN

CHILDREN LIKE ELEMENTS OF COOLNESS

CHILDREN EXERT LARGE PORTION OF INFLUENCE ON PURCHASER

CREATIVE

BRIOSCHI IS THE ALL NATURAL ALTERNATIVE TO STOMACH TROUBLE

THAT EDUCATES AND ENTERTAINS CHILDREN AND IS A FAST AND

EFFECTIVE FRIEND TO PARENTS

MAINTAIN THE BRIOSCHI IMAGE OF FAST ACTING, ALL NATURAL

ANTACID THAT HAS BEEN AROUND FOR 130 YEARS.

WHILE INCREASING PRODUCT AWARENESS, BRAND RECALL

AND PREFERENCE OF THE NEW BRIOSCHI KIDS

WOMEN AGED 25-34 YEARS OLD

LIVING IN NY, NJ, MA, PA, DE, RI

PREFER NATURAL REMEDIES TO PRESCRIPTION

INTENDED PERCEPTION

FASTESTMOST EFFECTIVE

EASILY USEDPORTABLE

EASY TO HANDLENATURAL

THE BURP THAT WORKS

THE BURP THAT WORKS IS A PREDOMINATLY A VIRAL CAMPAIGN

IT WILL ENCOURAGE CHILDREN TO PARTAKE IN A BURPING CONTEST

AND DIRECT TRAFFIC TO THE BRIOSCHI WEBSITE.

IT WILL DEMONSTRATE AND INFORM MOTHERS THAT

BRIOSCHI KIDS IS THE SAFE EASY TO USE PRODUCT THAT THEIR

KIDS WILL ENJOY

RATIONALE

BRIOSCHI`S REDESIGN AND POSITIONING WILL PROMOTE THE

IDEA OF THE “BIG BURP” SUPPORTING THE HEALTHY LIFESTYLE THAT

MOTHERS WANT FOR THEIR CHILDREN

CREATE BRAND AWARENESS

FACILITATE BRAND RECOGNITION

FOSTER BRAND PREFERENCE

DRIVE TRAFFIC TO BRIOSCHIS WEBSITE

EDUCATIONAL ASPECTS

NATURE KNOWS BEST

EXECUTION

PRINT

POINT OF PURCHASE

FDA APPROVAL

130 YEARS

THE BURP LETS YOU KNOW IT WORKS

EXECUTIONAL MANDATORIES

PACKAGING

MEDIA

BUILD AWARENESS FOR THE NEW PRODUCT BRIOSCHI KIDS

HELP BRIOSCHI KIDS BECOME A FIRTST CHOICE FOR MOMS WHEN SEARCHING FOR OTC STOMACH

REMEDIES FOR THEIR KIDS

DELAWAREMASSACHUSETTES

MARYLANDNEW JERSEY

NEW YORK PENNSYLAVANIA

RHODE ISLAND

MAGAZINES

Magazines48%

Internet8%

Radio20%

Direct Mail12%

Point of purchase12%

Media Mix

Total Budget: $ 1,730,920.50

THANK YOU!

MERCI!