copy of imc plan (1)

Do Hyung Kim & Dong Kwon Yoo

Integrated Marketing Communications Plan

1.0 Executive Summary ......................................................................................................................... 3

1.1 Industry Snapshot ................................................................................................................. 5

1.2 Concept of “20 to 60 ............................................................................................................ 7

Product Design .............................................................................................................. 8

2.0 Opportunity Analysis ....................................................................................................................... 9

2.1 Competitor Analysis ............................................................................................................. 10

2.2 Opportunity Analysis ........................................................................................................... 12

2.3 Market Segmentation Analysis .......................................................................................... 15

3.0 Corporate Strategies ....................................................................................................................... 16

3.1 Brand Personality .................................................................................................................. 17

3.2 Brand Development Strategy ............................................................................................. 18

3.3 Brand Positioning Strategy ................................................................................................. 22

3.4 Distribution Strategy ............................................................................................................ 25

3.5 Corporate Public Relations Strategy ................................................................................. 26

4.0 Marketing Management .................................................................................................................. 27

4.1 Marketing Team ..................................................................................................................... 28

Contents

1

Contents

4.2 Total IMC Budget Allocation ............................................................................................. 30

4.3 Agency Selection ................................................................................................................ 31

4.4 Website Strategic, Purpose, & Utilization ....................................................................... 32

5.0 IMC Plan (Consumer) ...................................................................................................................... 33

5.1 Consumer Communication Objectives ............................................................................ 34

5.2 Budget Allocation for Consumer Communication Objectives .................................... 35

5.3 IMC Tools for Consumer .................................................................................................... 36

5.4 Consumer Media/Activity Flowchart .............................................................................. 58

5.5 Consumer Plan Evaluation ................................................................................................ 59

6.0 IMC Plan (Non-Consumer) ............................................................................................................. 60

6.1 Non-Consumer Audience ................................................................................................... 61

6.2 Non-Consumer Communication Objectives .................................................................. 64

6.3 Budget Allocation for Non-Consumer Communication Objectives ........................... 65

6.4 IMC Tools for Non-Consumer ............................................................................................ 66

Thank You ................................................................................................................................................. 69

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1.0ExecutiveSummary

“20to60” is a new subscription box service product for consumers with a great

interest in wellness & fitness. We established Integrated Marketing Communications Plan

for 20to60 to raise awareness of the brand and expand our industry presence.

The United States is the biggest nutritional supplement products industry in

worldwide. Modern people in nowadays have the great interest in pursuing a healthy

lifestyle. 20to60 believes that providing natural organic products right to people’s

doorstep will grab modern people’s attention.

We named our brand as 20to60 meaning that our products cover both male and

female target population from 20 to 60. Our competitors such as WODBOM, GNC and

etc. focus on masculine and tough images, but we differentiate ourselves by

emphasizing our modern and metropolitan images.

20to60 offers 100% natural organic protein powders fulfilling various needs of

consumers. We categorized our protein powders into three different such as Mass

gaining, fat burning, and steady performance.

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1.0ExecutiveSummary

Our monthly subscription box service is priced at $49.99. We ship securely

packaged protein powder right to people’s doorstep. Our key positioning factor is that we

offer 100% natural organic protein powder products that are approved by the FDA and

without containing any artificial elements.

We created the IMC tools for consumers and non-consumers that are focused on

PR and sponsorship to raise awareness of our brand and products. We highly value

building a strong community among consumers and employees with active interaction.

With our $2,000,000 marketing budget, we heavily invest on the website, social

media channels, advertising, etc. in order to raise the brand awareness to target

audiences.

We are all about pursuing healthy lifestyle without any hassles. We vision ourselves

expanding our industry presence and becoming the key player in the nutritional

supplements industry with strong supports among consumers and fitness and health

professionals.

Do Hyung Kim & Dong Kwon Yoo4

• Industry Size

1. The United States is the largest

nutrition and supplements market

in the world.

2. The U.S. sports nutrition

category is $6.7 billion adding $2.5

billion energy and nutrition bar

category and $6.9 billion sports

drink category looking at a current

market worth $16 billion.

• Trend & Growth

1. There is uprising interest in nutrition

supplements among modern people

due to pursuing healthy lifestyle.

2. Reflecting the latest growing trends

of fitness nutrition supplements

market, the U.S. sports nutrition

market size will increase by $7.5 billion

by 2020.

1. 1 IndustrySnapshot

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• Regulations and Permits

1. The U.S. Food & Drug

Administration (FDA) regulates

and permits both finished

dietary supplement products

and dietary ingredients for the

sports & fitness nutrition

supplement market.

1. 1 IndustrySnapshot

• Industry Oversight

1. The sports & fitness nutrition industry

is overseen by FDA & Dietary

Supplement Health and Education

Act (DSHEA).

• Other things to consider

1. The main users of the sports & fitness

nutrition supplement market are

comprised of younger demographic

from 20s to 30s.

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• Sports Nutrition Supplements

1. 100% natural organic

(Artificial sweetener free)

2. Door to door delivery service (Ultimate

convenience)

3. Both male and female friendly

• Product

1. 100% organic protein powder

(Artificial sweetener free)

2. Three types of protein powders

a. Mass Gain

b. Fat Burning

c. Steady Performance

• Price

1. $49.99

• Business Model

1. Subscription Box

a. Customers simply sign up for a

monthly fitness box.

b. Customers can choose the

products based on their

preferences and usage patterns.

• Target Audiences

1. Both Men and Women

2. Age Range: 20 to 60

• Delivery

1. Online order

2. 2 ~ 3 days (Fast Shipping)

• Returns

1. 30-Days Hassle Free Returns

1.2 Concept of“20to60”

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Product Design/Function

MONSTERMASS

STEADYSTATIC

BEACHBURN

Performance Enhancement

Mass Gain Weight Loss

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2.0Opportunity Analysis

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2.1CompetitorAnalysisDirect Competitors

• WODBOM

▸ Monthly fitness box

▹ Custom box filled with a new

mix of 6 to 7 large premium

items brands to try

▸ Products

▹ Coffee

▹ Workout Equipments

▹ Protein Bar

▸ Price

▹ $35

• Strength Crate

▸ Monthly fitness box

▹ Fuel your passion for fitness

▸ Products (Training equipments,

Apparel, Supplements)

▹ The Game-Day Crate

▹ The RX Crate

▹ The G.O.A.T Crate

▸ Price

▹ $59.95, $69.95, & $79.95

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2.1CompetitorAnalysisIndirect Competitors

• GNC

▸ Retail store specializing in

supplement products

▹ “LIVE WELL”

▸ Products

▹ Vitamin & Supplements

▹ Protein & Fitness

▹ Herbs & Natural Remedies

▹ Digestion & Super Foods

▸ Price

▹ $50 ~ $200

• BirchBox

▸ Monthly beauty box

▹ Help customers find

products they love

▸ Products

▹ Beauty samples

Subscription Box

▹ Grooming Subscription Box

▸ Price

▹ $10 ~$20

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2.1OpportunityAnalysisSWOT Analysis

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2.1Opportunity AnalysisPerceptualMap 1

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2.1Opportunity AnalysisPerceptualMap 2

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2.2Market Segmentation Analysis

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● 20to60 utilized the Nielsen's PRIZM in order to obtain the information of consumers in

terms of demographic and psychographic. We specifically employed the Nielsen's PRIZM

to find out the usage levels, since our products are classified based on usage level.

● Our target audiences are both male and female who are in 20 to 60 who are energetic

and dedicated to achieve their goals with special effort.

3.0Corporate Strategies

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3.1Brand Personality

Sincerity1. Honest2. Reliable3. Cheerful4. Down to earth

Excitement1. Friendly2. Likeable3. Energetic4. Happy5. Positive

Competence1. Reliable2. Confident3. Responsible4. Dependable

Ruggedness1. Outdoor2. Hyper3. Active4. Passionate

Sophistication1. Charming2. Elegant3. Attractive4. Leader

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3.2Brand Development Strategy

• Why 20 to 60?

➢ Most of protein powder products are targeting young male

customers with masculine and tough images. Our brand is targeting

a wide range of population that is from 20 to 60 years old male and

female populations. We focus on providing natural organic products

right to your doorstep. We are coming out with protein powders that

can fulfill performance, reliability, and accessibility.

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• “Nutritive Convenience”

➢ It is such a hassle to go to a store and choose the right protein

powder for you. Many of us already experienced stomach rumblings

from choosing wrong products. Some of them are even being

questioned by the FDA for their safety and performance. We solve

them all for you! We provide the best and safe protein powders that

can fulfill your needs and deliver right to your doorstep. It is

nutritional and convenience!

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Signature: KDH & YDK

USPTO.GOV

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➢ For the logo design, we chose a red color for 20 and 60 to show

that we are passionate about providing nutritional supplements for

all genders and ages from 20 to 60. For our tagline, we chose a

black color to show that we are serious about providing nutritional

products in the most convenient way. We also decided to put a

green leaf in the protein shaker bottle in the middle to show that

we offer 100% healthy natural organic protein powder products.

• Logo

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3.3Brand PositioningStrategy

• The Brand Story

➢ We are so tired of seeing all these advertisements of young

masculine man drinking protein shakes half naked at the gym.

Protein powders are not only for bodybuilders or fitness gurus.

It is for every people who love working out and pursue healthy

lifestyle regardless of gender and age. It has been our dream to

provide protein powders that are safe and reliable for everyone

in the most convenient way. This dream finally came true. We

provide 100% natural organic protein powder right to your

doorstep with the monthly subscription!

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• The Brand Promise

➢ We promise to provide customers with the healthiest and

safest nutritional supplement products. We promise and value

every customer interaction actively. We will give all our effort

for building the strongest and trustworthy brand expectation.

• Brand Attributes

➢ We pursue healthy lifestyle to every gender and age with

building lifelong trust

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• Brand Tone

➢ “We are here to provide our customers the healthiest

nutritional supplements product and the best consumer

interaction regardless of gender and age. We are dedicated to

build the community where everyone can access easily to our

natural organic products and pursue healthy lifestyle in the

most convenient way. We are honest about our products and

friendly to all our current and potential consumers.”

• The Value Proposition

➢ 100% Natural Organic Protein Powder

Right to your doorstep

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3.4DistributionStrategy

• 20to60: Online order Factory (One stop Manufacturing & Shipping)

• Customer: Online order (Monthly Subscription) Right to the doorstep

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3.5CorporatePublicRelationsStrategy

• Strategic partnership with

other fitness and supplement

companies

➢ Goal: Raise awareness of

20to60 brand and access to

male and female customers

in a wide age range.

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4.0Marketing Management

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4.1Our Marketing Team

• Marketing Organizational Chart

Chief Marketing Officer

PR DirectorDigital

Marketing Director

Secretary

Advertising Director

Promotion Director

Staff StaffStaff Staff

Staff Staff Staff Staff

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4.1Our Marketing Team

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Our marketing team consists of 14 people. Our Chief Marketing Officer (CMO)

will be charged in leading our marketing department and give some insight to

major and minor decisions. Our advertising director will work with two staffs to

come up with eye-catching slogans and fresh ideas for new advertising. Since

our brand highly values digital marketing, we assigned a digital marketing

director who has abundant experience on social medias and the internet. We

also have a PR director who has previous experience in corporate relations and

strategic partnership from nutritional supplements products. Our promotion

director will work closely with other marketing department’s leadership

positions and staffs to raise awareness of our brand with the accurate

understanding of our products and brand.

4.2Total Budget Allocations

➢ 20to60 has budget for IMC $2,000,000.

➢ Since 20to60 is a startup business

compared to competitors, we invest

the majority, about 70%, of our budget

to consumer sector in order to expand

brand presence, and the rest of budget

is allocated to the non-consumer.

➢ 20to60 will aggressively advertise

through the website social media

channel, billboard, etc. for our target

consumers

➢ For the non-consumer, we plan to

invest our budget mostly on public

relations. 30

4.3Agency Selection

• Criteria

1. Nutritional supplements market experience

2. Location

3. Agency Size

4. Agency self-promotion

5. Experience in the advertising disciplines

• Selected Agency: Carmichael Lynch

➢ Rationale

1. Long history

a. (Established in 1962)

2. Location

a. (Minneapolis: Urban Area)

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3. Proper size

a. (12 Leadership positions)

4. Abundant experience in nutritional

supplement market & advertising

a. (Worked with GNC)

4.4Website Strategic Purpose & Utilization

• Expectations

1. Online order system

2. Advertisement

3. Customer Service

4. Consumer Interaction

(Blog, Newsletter, SNS)

5. Payment System

6. Consumer Promotion

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5.0IMC Plan (Consumer)

33

5.1Consumer Communication Objective

• Consumer Communication Objective

“To successfully penetrate the nutritional supplements

market in the United States by raising awareness of 20to60.

Aim to offer the best natural organic nutritional

supplements products in the most convenient way without

hassles. Totally committed to build and interact 20to60

community with our consumers by keeping up their

interests and purchase of our products”

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5.2Budget for Consumer Communications Objective

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5.3IMC ToolsConsumer Website

• 20 to 60 Website

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Signature: KDH & YDK

GODADDY.COM

37

5.3IMC ToolsAdvertising Objective

• Advertising Objective

“We intend to solve inconvenience for consumers with

busy modern lifestyle. We help our consumers choosing

the healthiest and safest nutritional supplement products

and deliver right to their doorsteps. We offer not only

healthy but also convenient and easy product and service

to fulfill our busy consumers’ needs.”

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5.3IMC ToolsCreative Brief

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5.3IMC ToolsDesign 1

• Advertising Design 1

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5.3IMC ToolsBillboard

• Collateral Material 1: Billboard

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5.3IMC ToolsMetro Ad

• Collateral Material 2: NYC Metro Ad Display

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5.3IMC ToolsInstagram

• Collateral Material 3: 20To60 Instagram

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5.3IMC ToolsTwitter

• Twitter Page for 20to60

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5.3IMC ToolsFacebook

• Facebook Page 20to60

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5.3IMC ToolsBrochure Design

• Brochure for 20to60 (Front)

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5.3IMC ToolsBrochure Design

• Brochure for 20to60 (Back)

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5.3IMC ToolsPostcard Design

• Postcard Design

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Back is simple address

5.3IMC ToolsPackage Design

• Subscription Box Sample

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5.3IMC ToolsPromotion 1

• Consumer Promotion Idea 1

XCrossFit is the hottest core strength and conditioning

program among fitness people. Reebok CrossFit Games is the

most popular CrossFit competition in the world. At the end of

March, sponsoring the Reebok CrossFit Games 2017 with our

protein powder products will be the greatest opportunity to

promote our products to every gender and age group of

people without much effort.52



The Southeastern Conference is one of the biggest college athlete

program in the United States. College students are one of the

biggest potential target customers for our products due to their

huge interest in fitness and sports. Sponsoring college athlete with

our protein powders will make a great advertising effect toward

college students. This promotion will be able to be maintained all

year round with various sports.

53

X



XBlooming is Korean NGO helping victims of military

sexual slavery by Imperial Japan Army. We want to have

social corporate responsibility by donating 1% profit

annually to Blooming and build our community with

employees and consumers.

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5.3IMC ToolsPublic Relations

• Online PR Strategy

Six Pack Shortcuts is the most subscribed Youtube video channel

in health & fitness category. This channel has 4,224,405 subscribers

and 516,596,614 views. 20to60 will sponsor this channel to

advertise our products and raise awareness of our brand indirectly.

From utilizing embedded marketing method, we will place our

products and make the video creator drink our products without

directly advertising our products.

X

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5.3IMC ToolsDatabasePrograms

• Direct Marketing Program

Since we are a new brand that needs to raise awareness of ourselves

and products, we will actively utilize many direct marketing programs

as we can. We will make our infomercial about our 100% natural organic

protein powder subscription service, send text message to consumers

that we have contact information about our deals and news, send

monthly newsletter and deals through e-mails to our subscribers, and

send “Thank you” postcard to our first time buyers.

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5.3IMC ToolsDatabasePrograms

• ”Frequent Visitor” Program

20to60 will utilize “Online Frequent Visitor Card” system, Instagram

hashtag: #2060 and referral system. For “Online Frequent Visitor Card”

system, we will send a free protein powder of his or her choice after 10

times purchase. For Instagram, whoever makes reviews about our

products with putting #2060, we give 20% discount for their previous and

next orders. For referral system, a person who refers friends will get a 15%

discount on a next order.

Online Frequent Visitor Card

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5.4Consumer Media/Activity Flowchart

• 2017 Media Flowchart

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5.5Consumer Plan Evaluation Method

• Consumer Plan Evaluation Method

Looking at the trend of ROI (Return on investments), obtaining

customer responses through anonymous surveys, and hearing

responses and reflections from sales people will be great ways to

evaluate our effectiveness of the consumer plan.

59

6.0IMC Plan (Non-Consumer)

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6.1Non-Consumer Audience

• Non-Consumer Audience 1

World Natural Bodybuilding Federation (WNBF) promotes

beauty of natural bodybuilding training and competition. WNBF

is a good fit with our products to engage in partnership to

promote our products among natural athletes and empower

our brand image.61



Academy of Nutrition and Dietetics (AND) is the largest

organization of food and nutrition professionals sharing

information about health, food, and fitness. Having relationship

with AND is a good opportunity to share our nutritional quality

products.62



IDEA Health & Fitness Association is the leading resource for

fitness and wellness professionals. IDEA holds conferences

actively throughout the United States. It will be a great

opportunity to generate awareness of our products from

offering testing events and placing brochures at conferences.

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6.2Non-ConsumerCommunications Objective

• Communications Objective

“Raise awareness of our brand and products & build

strategic relationship with other nutrition & fitness

industry sectors to expand our industry presences”

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6.3Budget for Non-Consumer Audiences

• Budget for Non-Consumer Audiences

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6.4IMC Tools for Non-Consumers

• Public Relations (70%)

● Events/Sponsorships (60%)

○ By sponsoring the events such as the annual conference held by WNBF, IDEA, and

AND, 20to60 aims to increase the brand awareness among people.

● Strategic Partnerships (40%)

○ 20to60 and WNBF, IDEA, and AND all can be informed to consumers by having

strategic partnerships.

• Collateral Materials (10%)

● Brochure (100%)

○ In 20to60’s brochure, we include the our partners - WNBE, AND, and IDEA

information in order to inform the customers regarding the healthy

lifestyle and to emphasize the our product’s merit - 100% natural organic

protein powder

66

• IMC Tools for Non-Consumers

6.4IMC Tools for Non-Consumers

• IMC Tools for Non-Consumers• Social Media (20%)

● Facebook (40%), Instagram (40%), Twitter (20%)

○ Social media platforms are the most preferred and the easiest way

to approach all the people in terms of genders and ages.

○ Able to raise the brand awareness and to expand brand presence

through social media advertising tools and pages

○ Develop the organic relationships with nutrition and fitness industry

sectors to induce people to have more interests in wellness lifestyle

67

References

• References

68

https://www.wodbom.com/about

https://strengthcrate.com/about-us/

https://www.birchbox.com/subscribe/women?utm_source=google&utm_medium=cpc&utm_term=birchbox&utm_ca

mpaign=u_all_brand_core&ref=brandcpc&gclid=COeQ24qe3tACFdgBgQodalkJjw

http://www.gnc.com/home/index.jsp?searchdef=2269848&affcode=635061&camp=ppc%3A635061&adpos=1t1&creative

=121328188034&device=c&matchtype=e&network=g&gclid=CLvmqY6e3tACFdQ7gQodyugD4Q

http://tess2.uspto.gov/bin/showfield?f=toc&state=4808%3A8alz4x.1.1&p_search=searchss&p_L=50&BackReference=&p

_plural=yes&p_s_PARA1=&p_tagrepl~%3A=PARA1%24LD&expr=PARA1+AND+PARA2&p_s_PARA2=20to60&p_tagrepl~%

3A=PARA2%24COMB&p_op_ALL=AND&a_default=search&a_search=Submit+Query&a_search=Submit+Query

http://emojione.com/

http://carmichaellynch.com/about/

https://www.godaddy.com/domains/searchresults.aspx?checkAvail=1&tmskey=&domainToCheck=20to60.net

https://www.ideafit.com/fitness-conferences

http://www.eatright.org/

https://www.worldnaturalbb.com/

THANKS!

69

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