Neutrogena Camouflage Stick

Neutrogena Camouflage Stick

By: GTJ Inc.By: GTJ Inc.Gabriela Solis, Tory Khalil & Jessica CharronGabriela Solis, Tory Khalil & Jessica Charron

By: GTJ Inc.By: GTJ Inc.Gabriela Solis, Tory Khalil & Jessica CharronGabriela Solis, Tory Khalil & Jessica Charron

Camouflage Camouflage StickStick

AgendaAgenda

Product DescriptionProduct Category Market ProfileTarget Segment Consumer

BehaviorProduct Positioning Statement Marketing Mix RecommendationsConclusion

Product DescriptionProduct Category Market ProfileTarget Segment Consumer

BehaviorProduct Positioning Statement Marketing Mix RecommendationsConclusion

Product DescriptionProduct Description

Cosmetic Concealer The Current Product:

FeaturesFeatures

Target MarketTarget Market

Cosmetic Concealer The Current Product:

FeaturesFeatures

Target MarketTarget Market

Current Current ProductProduct

New Product:New Product:Neutrogena Neutrogena

Camouflage StickCamouflage Stick

Product Category Market Profile

Product Category Market Profile

SegmentsWomenEthnicTeenAdult Male

SegmentsWomenEthnicTeenAdult Male

CompetitionL'OrealProctor and

GambleInternet

CompetitionL'OrealProctor and

GambleInternet

• TrendsTrends• TrendsTrends

Target Segment Consumer Behavior

Target Segment Consumer Behavior

Motivation and ValuesPersonality and LifestylesAttitudesDecision MakingCultural InfluenceSituational Influence

Motivation and ValuesPersonality and LifestylesAttitudesDecision MakingCultural InfluenceSituational Influence

Product Positioning Statement

Product Positioning Statement

GTJ Inc wants the product to be GTJ Inc wants the product to be viewed as an image-enhancing viewed as an image-enhancing

instrument, which a male would be instrument, which a male would be comfortable buying and using. comfortable buying and using.

It will be a product that encourages It will be a product that encourages beauty for the male gender, and beauty for the male gender, and

capitalize on sexuality, appearance, capitalize on sexuality, appearance, character and self-esteem.character and self-esteem.

GTJ Inc wants the product to be GTJ Inc wants the product to be viewed as an image-enhancing viewed as an image-enhancing

instrument, which a male would be instrument, which a male would be comfortable buying and using. comfortable buying and using.

It will be a product that encourages It will be a product that encourages beauty for the male gender, and beauty for the male gender, and

capitalize on sexuality, appearance, capitalize on sexuality, appearance, character and self-esteem.character and self-esteem.

Marketing Mix Recommendations

Marketing Mix Recommendations

ProductPricePromotionPlace

ProductPricePromotionPlace

ProductProduct

Camouflage Camouflage StickStick

Target Market

Features

Packaging

Target Market

Features

Packaging

PricePrice

Neutrogena Healthy Skin

Smoothing Stick

~$12.00

Neutrogena Healthy Skin

Smoothing Stick

~$12.00

Neutrogena Camouflage Stick

$9.49

Neutrogena Camouflage Stick

$9.49

VS.VS.

WHY THIS PRICE?Men spending habitsConvenient &

Affordable Message

WHY THIS PRICE?Men spending habitsConvenient &

Affordable Message

PromotionPromotion

The Advertisement Message:“Dare to be Different”

Types of Advertisements:Print AdsTV CommercialIn-store DisplaysPrize ContestCouponsInternet

The Advertisement Message:“Dare to be Different”

Types of Advertisements:Print AdsTV CommercialIn-store DisplaysPrize ContestCouponsInternet

What secret does he have to hide?Camouflage Camouflage StickStick

PRINT AD PRINT AD SAMPLE 1SAMPLE 1

Camouflage Stick

What is he smiling about..?

PRINT AD PRINT AD SAMPLE 2SAMPLE 2

What does he have to hide...? Camouflage Stick

PRINT AD PRINT AD SAMPLE 3SAMPLE 3

         

Camouflage Stick

What is he smiling about..?

PRINT AD PRINT AD SAMPLE 4SAMPLE 4

What does he have to hide..?

Camouflage Stick

PRINT AD PRINT AD SAMPLE 5SAMPLE 5

Shhh! Can you keep a secret?Camouflage Stick

PRINT AD PRINT AD SAMPLE 6SAMPLE 6

PlacePlace

Expand beyond the U.S.Focus on Drugstore placement

Shaving & Male Skin Care Section Internet

Expand beyond the U.S.Focus on Drugstore placement

Shaving & Male Skin Care Section Internet

ConclusionConclusion

Great Potential for Neutrogena Camouflage Stick in the male market

Positioning in the consumer’s mind is key

Our product will capitalize on men’s needs for sexuality, appearance & self-confidence by making them feel comfortable and daring them to be different!

Great Potential for Neutrogena Camouflage Stick in the male market

Positioning in the consumer’s mind is key

Our product will capitalize on men’s needs for sexuality, appearance & self-confidence by making them feel comfortable and daring them to be different!

Any Questions

Any Questions

ANY QUESTIONS?ANY QUESTIONS?