O& M80Derrell SmithEmily NealMa MingxuanNan ZhouRachel Spoont

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Communication Objective

• Increase brand awareness• Reach target audience in geographic target

area • Make Brioschi a part of consumer

consideration set • Increase sales

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Vision Statement

For generations Brioschi has been devoted to being the only, all natural stomach remedy.

Providing for our customers as we would our own family. Brioschi has been here for 100

years and we’re committed to being here for 100 more.

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SWOT - Strengths• All natural ingredients• No side effects• Fast acting• Trusted for over 100 years• No drug interaction• No aspirin added

• According to American Association of Pediatrics, Approximately 27,000 children in the U.S. under the age of 14 are treated annually for over dosage of OTC acetaminophen alone

• Male respondents appear more concerned about this, possibly because they have less experience caring for sick children and fear dosing incorrectly

• Not an acid blocker• No generic alternative• From 2005 to 2010, private label brands have increased share substantially in every segment:

• GI remedies: +10.5 points to 29.9%

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SWOT - Weaknesses

• Low brand recognition• Consumer base is largely 55+• Outdated brand image

• For example: packaging • Limited distribution

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SWOT - Opportunities• All-natural OTC stomach remedy market is not saturated• Increasing popularity of OTC medications• Mothers are generally household decision makers

• Mothers will buy for their children which increases the chances of buying the same OTC for the rest of the family

• Doctor support equals doctor recommendation to parents • Nearly 40% of U.S. households have at least 1 bottle of OTC medication in

the home• Half of these consumers are typically not aware a medication is

expired until it is needed• The current economic environment and lack of insurance (stemming from

job loss and/or affordability) could also boost the need for OTC and alternative treatments

• Parents are reluctant to put a price on their children’s health

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SWOT - Threats• 47% of consumers won’t use OTC remedies until absolutely necessary• Kids adverse to taking medicine • Competing with brands that have higher name recognition • Low generic pricing • Heartburn, acid reflex, or stomach ulcer are also the areas which see the

fewest respondents who seek no remedy at all (17%), followed by indigestion or upset stomach (33%)

• Abundant OTC medication recall• According to the Consumer Healthcare Products Association (CHPA),

there are more than 100,000 OTC drug products on the market today encompassing about 1,000 significant active ingredients. At the same time, more than 700 OTC remedies contain ingredients and dosages that were only available by prescription less than 30 years ago

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Product Positioning Statement

For nurturing moms selecting a fast acting remedy for their child’s stomach ailments,

BrioschiKids is the all natural, gentle solution that effectively and quickly resolves stomach

problems with no side effects.

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Meet The Mather’s

Olivia

Jen Brian

Arthur

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Jen & Brian• 38 years old• Met in 1999 while pursuing their

Master’s degrees at Newhouse• House is littered with technical

gadgets• Love blogging and social

networking• Lead an active, social lifestyle and

enjoy entertaining in their home • Shop and read online reviews• Buy name brand medications• Knows her kids are sick when they

don’t want to play or go to school

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• Both are involved in a number of after school activities

• Both prefer grape flavored medications

• Arthur tends to get a lot of upset stomach

• Olivia has frequent ear infections and is resistant to taking medication

Arthur & Olivia

Consumer Insights - Primary• 16 Moms interviewed• One-on-one interviews• Focus Groups• Children Age ranges: Infant – 10 years old• Mom age ranges: 30-45 years old• Socioeconomic: $50,000-$100,000• Martial Status: Married • Wide range of occupations • Multiple and single child households • Ethnicity: White, Black, Asian • Interviewed in Upstate NY and Delaware• Interviewed in October 2010

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Consumer Insights – Primary • Seek detailed information on the label • Majority of Mom’s surveyed will only buy brands for children• Tendency to stockpile OTC medications• Frequently consult doctor before purchasing children’s OTC medications• OTC medication has to be fast acting• Major concern with making sure child will take medicine • Seek easy administration• Easier to give children if it’s a color and/or a flavor • Prefer all natural ingredients • Use word of mouth as primary means to acquire information• Will compare labels in the store• Consideration of bottle size because it has to fit in the medicine cabinet • Want to know what symptoms to look for in case of overdosing

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Consumer Insights - Secondary

• Mintel• Warc• Simmons• MRI+• Market Research • Published journals• News articles

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Consumer Insights - Secondary• OTC stomach medicine, the only segment that saw no new major products, posted the worst sales

performance in 2009 (-3.2) • About a quarter of respondents say they buy the same brand of medicine that they’ve always brought,

indicating some degree of product loyalty. However this also suggests three quarters of respondents are open to new or different products each time they seek out a remedy for a GI problem

• 38% of consumers report using OTC remedies at the first sign of discomfort • Women are more likely than men to report experiencing many gastrointestinal problems • Black consumers are under represented in the GI consumer base

• Less likely to seek medical advice• Less likely to perceive their problems as a serious concern • More likely to buy whatever product is on sale

• 63% of consumers surveyed would like to be more prepared in case of their own illness or the illness of a family member

• The overall population of children is on the rise—the number of children under age 18 is expected to grow 3.7% between 2008 and 2013, with the most significant growth among those aged 6-11

• Character merchandising is an integral part of reaching kids, particularly younger kids, yet many parents are skeptical of the potential for this to exploit children. Using this tactic for health-related products such as better for you (BFY) food and vitamins could help assuage those fears

• According to the consumer poll, almost as many consumers get their information about nonprescription medicines from the mass media (49 percent) as they do from health professionals (57 percent)

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$750,000.00

$700,000.00

$500,000.00

Media Allocation

POPOnlineRemaining*

*See recommendations

Media Allocation – Online• Opportunities in social media marketing seem boundless; the best do not seek to disrupt conversations but to integrate – to add something useful and

compelling to the discussion• On average people consume 11 hours of video content online

• Highly educated• Digitally focused• Connected• Engaged in media• Influential

• “My time is more precious now that we have a 1 year old daughter and using Netflix provides us with easier access to our entertainment. In fact, we got rid of almost all of our premium channels.”

• Allowing consumers to choose which advertising they interact with results in a deeper engagement experience. When advertising is in the form of a balanced, helpful discussion, consumers are more willing to engage

• Online = word of mouth on steroids • Best source of advice for what to buy for your baby:

• 52% internet• 60% word of mouth • Health professionals also major influencer

• Magazine advertising dominates health-related advertising to parents and children, with television advertising focused on QSRs promoting BFY kids meals. Despite the active participation of kids and parents alike on the internet, there is a notable lack of health-related web advertising on sites that are geared to parents

• 91% of parents who buy OTC children’s products are heavy internet users• More than three quarters of parents of 6-8-year-olds are logging on. With parents being more likely to make use of broadband internet, this flags up the

importance for suppliers of children’s healthcare products to have a strong internet presence

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Online Recommendations• Search Engine Optimization

• Key words• Flash Advertising• Social media

• The Nest• Baby Center

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Media Allocation – POP

• Center of store = promotes stronger sales • Center of store aisles = consistently promote

strong sales• Center of store aisles = consistently promote

strong sales ovation that taps into key consumer drivers – convenience, all-natural and added value – is emerging

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Scenario Planning

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Scenario Planning

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Scenario Planning

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Recommendations• Budget

• Marketing Manager• Unforeseen possibilities• Future flavor contest

• Utilize local relationships with pediatricians to spread positive brand awareness

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BrioschiKIDS Logo

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WITH LOVE,

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