Emily CoulterAmanda IrelandCourtney LesterMatt SchmidtLauren WatsonKimberly WegnerAndrew Wittmer

Burt’s Bees Natural Lip Care

Situation AnalysisClient

• Bought in ‘07 for $925M

• Lifestyle Segment

• 81.1% US Sales

• Natural Products

• “To Make Peoples’ lives better everyday- naturally”

Consumers

Industry • The Natural

Movement

• Companies Move Toward Environmentalism

Competition

• Blistex• Vaseline• Carmex• Chapstick

• Women 18-25• Women 26-49 (2nd)• Higher Income

Accounts for 73.2% of customers who have used the product in the last six months.

Situation Analysis

• Organic Design, Perhaps too much

• Adobe Garamond: Eco-friendly Type

• Health, Wellness Theme

• Nature=Natural• New Look? Clean!

Creative Strategy

Marketing Strategy

• Increase Awareness 86% to 90% • Increase In-Store Point-of-Purchase Displays by 20% • Increase Natural Product Aspect Awareness by 30% • Increase International Demand by 16%

Over the Next 12 Months:

• The Green Niche• Differential Strategy• Sustainable and Socially Aware Company• Ethical and Cause-Related

Positioning

Marketing & Communications Objectives

Internet Strategy

• Focus on Engagement• Optimize Company-wide Listening Strategy• Social Sign-on • Social Commenting• Data Mining

Over the Next 12 Months:

• Gather Emails from Social Sign-up• Infrequent E-blasts (No Spam!)• Value Driven• A/B Testing 20/80• Social Web Sharing

E-Blasts

Social Sharing with Janrain Engage

Promotional Strategy

•Point-of-Purchase Display Promotion: Earth Day Logos

•Any Lip Balm: BOGO April 22-July 31

•Tag to Register E-mail Address

Sales Promotions

Earth Day Promotion

Promotional Strategy

Our National Goals for Burt’s Bees are: • Reach of 70 and Frequency of 4 throughout the

Year• Reach of 85 and Frequency of 6 during peak season

(October through February)

Our Spot Goals for Burt’s Bees are:• Reach of 80 and Frequency of 6 throughout Year• Reach of 95 and Frequency of 7 during peak season

(October through February)

Primary Target Market Goals:• Reach of 75 and Frequency of 4

Secondary Target Market Goals:• Reach of 65 and Frequency of 3

Media  Plan     Cable  TV   Magazine   Internet  

 Jan   X   X   X    Feb   X   X   X    Mar   X   -­‐   X    Apr   X   -­‐   X    May   X   -­‐   X    Jun   X   -­‐   X    Jul   X   -­‐   X    Aug   X   -­‐   X    Sep   X   -­‐   X    Oct   X   X   X    Nov   X   X   X    Dec   X   X   X      

Traditional Media Objectives

Media Efficiencies

Market Name Rank %US Boise, ID 113 0.22 Bend, OR 192 0.06

Eugene, OR 120 0.21 Idaho Falls et al, ID 163 0.11

Medford, OR 140 0.15 Portland, OR 23 1.02

Salt Lake City, UT 35 0.78 Seattle-Tacoma, WA 14 1.58

Spokane, WA 77 0.36 Yakima, WA 126 0.19 Atlanta, GA 8 2.04 Boston, MA 7 2.12 Chicago, IL 3 3.07

Dallas-Ft. Worth, TX 5 2.16 Houston, TX 10 1.82

Los Angeles, CA 2 5 New York, NY 1 6.54

Philadelphia, PA 4 2.61 San Francisco et al, CA 6 2.14

Washington, DC 9 2.05

20 Markets Chosen, covering 34.23% of US households.

 

Reach Avg Freq GRPS $(000)

Goal Est Goal Est Goal Est Balance Goal Est Balance January 75 74.3 3 3 225 225 1 1415.1 1373.4 41.7 February 75 74.3 3 3 225 225 1 1415.1 1373.4 41.7

March 60 66.6 3 2.7 180 180 -1 1132.1 1144.4 -12.4 April 60 66.6 3 2.7 180 180 -1 1132.1 1144.4 -12.4 May 60 66.6 3 2.7 180 180 -1 1132.1 1144.4 -12.4 June 60 66.6 3 2.7 180 180 -1 1132.1 1144.4 -12.4 July 60 66.6 3 2.7 180 180 -1 1132.1 1144.4 -12.4

August 60 66.6 3 2.7 180 180 -1 1132.1 1144.4 -12.4 September 60 66.6 3 2.7 180 180 -1 1132.1 1144.4 -12.4

October 75 74.3 3 3 225 225 1 1415.1 1373.4 41.7 November 75 74.3 3 3 225 225 1 1415.1 1373.4 41.7 December 75 74.3 3 3 225 225 1 1415.1 1373.4 41.7

Total 2385 2385 0 15000 14878.17 121.835 National Contingency $(000): 0

Spot Contingency $(000): 0  

National Plan National Plan Reach Freq GRPs %Share Est

$(000) January 65 3 195 8.2 1226.4 February 65 3 195 8.2 1226.4

March 50 3 150 6.3 943.4 April 50 3 150 6.3 943.4 May 50 3 150 6.3 943.4 June 50 3 150 6.3 943.4 July 50 3 150 6.3 943.4

August 50 3 150 6.3 943.4 September 50 3 150 6.3 943.4

October 65 3 195 8.2 1226.4 November 65 3 195 8.2 1226.4 December 65 3 195 8.2 1226.4

-------- -------- -------- National Media 2025 84.9 12735.8

National Contingency 0

Total National $$ 12735.8

Spot Plan

Spot Plan Reach Freq GRPs %Share Est $(000)

January 75 3 225 1.3 188.7 February 75 3 225 1.3 188.7

March 60 3 180 1.3 188.7 April 60 3 180 1.3 188.7 May 60 3 180 1.3 188.7 June 60 3 180 1.3 188.7 July 60 3 180 1.3 188.7

August 60 3 180 1.3 188.7 September 60 3 180 1.3 188.7

October 75 3 225 1.3 188.7 November 75 3 225 1.3 188.7 December 75 3 225 1.3 188.7

-------- -------- -------- Spot Media 360 15.1 2264.2

Spot Contingency 0 Total Spot $$ 2264.2

Total Plan 15000  

Buget & Evaluation  

Target Demo: All Women ages 18-49 Medium Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Across

Net TV-L Nite/L News 20 20 20 20 20 20 20 20 20 20 20 20 GRPS: 240 $(000) 173.0 173.0 173.0 173.0 173.0 173.0 173.0 173.0 173.0 173.0 173.0 173.0 COST: 2076.0

Net Cable-Daytime 50 50 50 50 50 50 50 50 50 50 50 50 GRPS: 600 $(000) 95.4 95.4 95.4 95.4 95.4 95.4 95.4 95.4 95.4 95.4 95.4 95.4 COST: 1144.2

Net Cable-E Fringe 50 50 40 40 40 40 40 40 40 50 50 50 GRPS: 530 $(000) 215.9 215.9 172.7 172.7 172.7 172.7 172.7 172.7 172.7 215.9 215.9 215.9 COST: 2288.5

Net Cable-L Fringe 35 35 20 20 20 20 20 20 20 35 35 35 GRPS: 315 $(000) 168.2 168.2 96.1 96.1 96.1 96.1 96.1 96.1 96.1 168.2 168.2 168.2 COST: 1514.2

Magazines-Womens 20 20 20 20 20 GRPS: 100 $(000) 113.7 113.7 113.7 113.7 113.7 COST: 568.4

Internet-Trgtd Sites 20 20 20 20 20 20 20 20 20 20 20 20 GRPS: 240 $(000) 473.0 473.0 473.0 473.0 473.0 473.0 473.0 473.0 473.0 473.0 473.0 473.0 COST: 5676.0

Spot TV-Early Fringe/News 15 15 15 15 15 15 15 15 15 15 15 15 GRPS: 180

$(000) 67.7 67.7 67.7 67.7 67.7 67.7 67.7 67.7 67.7 67.7 67.7 67.7 COST: 812.9 Spot TV-Late Fringe/News 15 15 15 15 15 15 15 15 15 15 15 15 GRPS: 180

$(000) 66.5 66.5 66.5 66.5 66.5 66.5 66.5 66.5 66.5 66.5 66.5 66.5 COST: 797.9 National Only Area

GRPS 194 194 150 150 150 150 150 150 150 194 194 194 GRPS: 2025 $(000) 1239.2 1239.2 1010.2 1010.2 1010.2 1010.2 1010.2 1010.2 1010.2 1239.2 1239.2 1239.2 Cost: 13267.3 Reach 67.2 67.2 56.9 56.9 56.9 56.9 56.9 56.9 56.9 67.2 67.2 67.2

Avg. Freq. 2.9 2.9 2.6 2.6 2.6 2.6 2.6 2.6 2.6 2.9 2.9 2.9 Spot Only Area

GRPS 29 29 29 29 29 29 29 29 29 29 29 29 GRPS: 359 $(000) 134.2 134.2 134.2 134.2 134.2 134.2 134.2 134.2 134.2 134.2 134.2 134.2 Cost: 1610.8 Reach 24.2 24.2 24.2 24.2 24.2 24.2 24.2 24.2 24.2 24.2 24.2 24.2

Avg. Freq. 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 Spot + National

GRPS 224 224 180 180 180 180 180 180 180 224 224 224 GRPS: 2385 $(000) 1373.4 1373.4 1144.4 1144.4 1144.4 1144.4 1144.4 1144.4 1144.4 1373.4 1373.4 1373.4 Cost: 14878.2 Reach 74.3 74.3 66.6 66.6 66.6 66.6 66.6 66.6 66.6 74.3 74.3 74.3

Avg. Freq. 3.0 3.0 2.7 2.7 2.7 2.7 2.7 2.7 2.7 3.0 3.0 3.0

Flow Chart

Thanks!Any Questions?