1 / 14

Video Clip

Video Clip. ChapStick. Pfizer 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

sydney
Download Presentation

Video Clip

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Video Clip

  2. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia

  3. 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

  4. Target Market Primary Target Market • Young females • Ages 12-25 • On the go Other Target Markets • Kids • Older Women

  5. Hierarchy of Needs • Social Needs: Esteem • Safety Needs: Protection

  6. Product Strategy Plan • Competitive Situations • Online • In Store

  7. Differentiation & Positioning Differentiation Positioning • Why Chapstick beats out competitors? • Multiple Varieties • Design • Features and Function • Customer View of Chapstick? • Wider Variety • Price • Medicinal Value versus

  8. Place/Distribution Strategy Place Objectives • Convenience Product • Maturity Stage Channel of Distribution • Indirect Type of Channel • Contractual

  9. Place/Distribution Strategy Continued Roles of Middlemen • Specialize in trade • Reduces need for working capital • Helps to anticipate customer needs Middlemen • Retailers

  10. 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”

  11. Promotion Plans • Mass Selling • Advertising • Magazines • Store Displays • Internet Placement • Events • Website and Facebook • Publicity • Brand Loyalty

  12. Price Strategy • Status-Quo Oriented • Strive to meet competition prices • Companies they compete against • Burt’s Bees • Nivea • Blistex • Carmex

  13. 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

  14. Trivia Questions • What strange material does chapstick contain? a) Tree Barkb)Aluminumc)Petroleumd) Tree Sap • 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

More Related