1. Marketing inbusinessBen, Ryan, Jordan andAyesha
2. Branding Brand Name ; Rush Brush. Advantages Enhances
Product Recognition Helps Build Brand Loyalty Helps With Product
Positioning Aids In Introduction Of New Product Branding Builds
Brand Equity
3. Key Message AtRush brush we aim to provide a viable
alternative oral healthcare product which benefits consumers in
more than one way. Not only do we provide two products of necessity
in one, we also strive to save our customers time by taking the
rush out of brush.
4. Target market SEGMENTATION Originally we planned to target
specific segments such as: Conscientious carers Pedantic Parents
However upon review we have now decided to target the travel market
as we believe the opportunity in the market is big even if we only
obtain a small market share.
5. Market Mix The Four Ps
6. Product Our product is called Splendere Bianco, it is a
combination of a toothbrush and toothpaste. Its a removable
toothbrush head with a toothpaste tube which is ergonomically
designed to resemble a toothbrush handle, When connected it is made
to look like a normal toothbrush. The toothbrush handles will be
sold separately as well, as refills for the toothbrush heads with
three main types being Whitening, Enamel defence, and sensitivity
The product works by squeezing the handle to release the paste onto
the bristles, Squeeze to release system. The product is intended to
save time and increase productivity and as our motto states take
the rush out of brush.
7. Price Our product will be sold for an introductory price of
4.99 We decided upon this price through ad hoc research, we found
that on average, the most people in our target market were willing
to spend was 6 for a toothbrush and 2 for toothpaste, taking into
consideration our product is both of these products in one, our
pricing strategy could be classed as price skimming if you perceive
the product as just a toothbrush or price penetration if you
consider the two products it contains. We also decided to use the
psychological pricing to add an extra dimension to the saving them
something.
8. Place Our product will initially be sold direct to the
customer (B2C) through our website, www.rushbrush.co.uk, promoted
through our Facebook and twitter pages, we aim to generate sales
through social networking to prove the ability of our product. In
future we aim to sell our product through chemists and
pharmaceutical stores such as boots and hope in future sell our
products in airports so we can make it easier to target our market
but all of this we will do after we have proved that this is a
viable business venture.
9. Promotion Our product will be sold with an extra toothbrush
handle/toothpaste, in a promotional pack for the promotional period
when we begin selling our product on the 1/1/2014. This will allow
us to gain more loyal customers as they will be more likely to
purchase as they believe they are benefitting by purchasing during
that period of time.
10. SALES FORECAST
11. HOW WE AIM TO ACHIEVE OUR SALES IN YEAR ONE ?
12. MARKETING PUBLIC RELATIONS CUSTOMER CARE ADD VALUE TO OUR
PRODUCT
13. Advertising And Costs Types of advertising: Television most
expensive form of advertising, we are planning to put an advert on
daytime TV on channel 5 costing roughly 15,000. Radio approx. 1000
per week Newspaper adverts half page adverts approx. 1000 Outdoor
Advertising limited charge 200 every 2 weeks. Large billboards on
the high street cost approx. 8000 Magazine adverts approx. 5000 per
half page in a popular magazine.
14. Marketing cost
15. Direct marketing Send samples to customers so that they can
test and give good reviews on product. Show on Facebook
Competitions First month to raise awareness Shown past success with
businesses such as gillette.
16. What key media Facebook ads Airports 5 Different Airports
Newspaper 22cm x 5 columns spread
17. Rush Brush Facebook page
18. Public relations (focus Point) Trade fairs None for holiday
market at the moment in therefore we will wait for future to
promote product ad created good PR Direct marketing will promote
the product and how much we value customers
19. Key media choice justified Ofcom travel research 90,000
Less than 1% people use social media to search for travel related
product. According to ofcom 80% of travel products are researched
and purchased online 79% people use the internet and number of
people has increased 2007 In UK 91% all travel purchases were
digitally influence
20. Production & Logistics An average toothbrush
manufacturers output of toothbrushes is 27,000 toothbrushes every
day. We aim to make amount to fit the demand we predict for each
month +100 to make sure that we meet demand Our product will weigh
roughly 25 ounces including blister packaging and the additional
toothpaste/handle. Distribution will take place through a courier
for example royal mail.
21. Product Launch Launch will be online, on January 1st 2014,
the web domain is www.rushbrush.co.uk We will sell our toothbrush
direct to customers, through credit or debit card payments, with
the option to use paypal.
