Group: On Your MarComm

Dayvisson DasilvaAdam Gostel

Kalyan VandanaMei Wu

Tingli Wan

IMC Project

“Oral Attractiveness”(God Particle)

Target Market

Problem

Bid Idea “TRY”

Objective

• Well-educated middle-class Millennials

• Extremely low brand awareness (close to 0%)

• Purpose-Driven Marketing• Social Media

• $1M sales in US ASAP• 1% BA within 12 months (3.2M population)

“Rejuvenate, Beautify and Attract”

Social Media

Purpose-Driven

Marketing

• Strategy 1: Donate free toothbrush• Strategy 2: Donate money to

Operation Smile• Strategy 3: Collaborate with

American Dental Association (ADA)

• Strategy 4: Facebook• Strategy 5: Twitter• Strategy 6: Gamification

Strategy 1: Donate free toothbrush to Somalia

Why• Somalia has high exposure to the US audience• Somalia is one of the countries with worst oral care• Somalia has a small population, easy to have big impact

How• Import basic/lower cost toothbrushes from China• Distribute to urban area through volunteers from Operation Smile• Redesign product packaging with donation campaign information

Cost• Toothbrush cost; transportation, distribution, partnership fee• If donation cover 10% of local population, needs to sell 8,571

Sonic Fresh units to breakeven

Strategy 2: Donate money to Operation Smile

Why

• Operation Smile has good marketing and brand awareness itself• Help Somalia children through a third-party is easier• Reduce toothbrushes distribution fee by cooperating with

Operation Smile

How

• Donate a percentage of net income to Operation Smile• Redesign product packaging with donation campaign information• Keep transparent and updated information regarding donation to

customers

Cost

• Based on the company’s budget, define a percentage on net income as donation fee

• Estimated cost on social media and package changing in promoting the campaign

Strategy 3: Collaborate with American Dental Association

DON

ATIO

N Send voluntary dentists to Somalia

Provide necessary dental/medical equipment,

service, education, etc.

Improve the overall oral environment in Somalia

Channels to deliver “purpose”

• Promote on product package

• Utilize product website and social media

• PDF version of “Charity White Book”

• Promote on oral-health prints

• Promote on NGO website• YouTube Video

Strategy 4: Facebook Ad Campaign

Why

• Potential of Reaching our Target Audience is the highest among all Social Media Websites

• Recent study by a market researcher Morpace: in U.S , 1/3 of online time spent per week by people aged 18-44 is spent on Facebook

• Online users making at least $ 100,000 annually spent the most time on Facebook considering the web as a whole

• Lower cost

How

• One Ad campaign, One Ad-set with a phrase inviting people to “try” our highest quality, affordable product coming from Remington and beautify yourself.

• Every click on the ad redirecting the user to Remington Website.• Sonic Fresh under “Oral Health” category title.• Budget: Flexible. • Spend estimated 80$/ Month year-round FB advertising. • POTENTIAL REACH : 4,800,000!

Strategy 5: Twitter (Instant Discount)

Why• Over 1 billion Twitter users• 255 million active monthly • 78% of Tweets are through mobile devices

How• Tweet “SonicFresh” to 7999 right now to instantly receive a $10

off coupon and give you more reasons to SMILE!

Cost

• Initial Account Set-Up Fee: $1,000• Monthly Twitter Fees: $1,000• Consulting Fees: $9,000 per 3 half day training Sessions• Total First Year Fee: $11,000

Strategy 6: Gamification (Point System)

IMC Proposal Summary

Both objectives can be achieved within 12 months

Every effort we make is to make sure that SonicFresh is known and tried by more people.

Overall, social Media is more effective due to lower cost and results can be seen quickly.

$ 1 Million Sales - 1 to 2% Brand Awareness

Conclusion