View
227
Download
3
Category
Preview:
Citation preview
ChapStickPfizer Consumer Healthcare
By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia
History of ChapStick•1800’s-Charles Browne Fleet creates first lip
balm•1900’s-Charles wraps lip balm in tin foil to
sell•1910’s-John Morton buys ChapStick brand for
only five dollars•1930’s-Frank Wright, Jr. creates first
ChapStick logo•1970’s-ChapStick is used to conceal hidden
microphones during Watergate scandal•2009-ChapStick joins Facebook
Target Market
Primary Target Market•Young females•Ages 12-25•On the go
Other Target Markets•Kids•Older Women
Hierarchy of Needs
•Social Needs: Esteem
•Safety Needs: Protection
Product Strategy Plan
•Competitive Situations▫Online▫In Store
Differentiation & PositioningDifferentiation Positioning
• Why Chapstick beats out competitors?
• Multiple Varieties• Design• Features and Function
• Customer View of Chapstick?
• Wider Variety • Price• Medicinal Value
versus
Place/Distribution Strategy
Place Objectives•Convenience Product•Maturity StageChannel of Distribution•IndirectType of Channel•Contractual
Roles of Middlemen•Specialize in trade•Reduces need for working capital•Helps to anticipate customer needsMiddlemen•Retailers
Place/Distribution Strategy Continued
Promotion Plans• In Market Maturity Stage• Reminds customers about
benefits• Sells Internationally:
Australia, Canada, Mexico, New Zealand, Columbia, Italy, Pakistan, South Korea, Spain, Sweden, Argentina, and the United Kingdom
“Be remembered for your kisses”
Promotion Plans
•Mass Selling•Advertising
▫Magazines▫Store Displays▫Internet Placement▫Events▫Website and Facebook
•Publicity•Brand Loyalty
Price Strategy
•Status-Quo Oriented▫Strive to meet competition prices▫Companies they compete against
Burt’s Bees Nivea Blistex Carmex
Price Strategy• Skimming Price Policy
▫ Newer versions have a slightly higher price than original versions
• Discounts, bulk prices, and coupons are used▫ Coupons for $1.00 off
are used to help promote newer versions
Trivia Questions1) What strange material does chapstick contain? a) Tree Bark
b)Aluminumc)Petroleumd) Tree Sap
2) What animal’s fat is contained in chapstick?a) Fishb)Whalec) Pigd) Lamb
3) What is the shelf life of chapstick?a) 3 years b)5 years c)6 years d)10 years
Recommended