Transcript neutragena[1].ppt

Camouflage Stick
Neutrogena Camouflage Stick
By: GTJ Inc.
Gabriela Solis, Tory Khalil & Jessica Charron
Agenda
Product Description
 Product Category Market Profile
 Target Segment Consumer Behavior
 Product Positioning Statement
 Marketing Mix Recommendations
 Conclusion
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Product Description


Cosmetic Concealer
The Current Product:


Current
Product
Features
Target Market
New Product:
Neutrogena
Camouflage Stick
Product Category Market
Profile

Segments
 Women
 Ethnic
 Teen
 Adult Male

• Trends
Competition
 L'Oreal
 Proctor and
Gamble
 Internet
Target Segment Consumer
Behavior
Motivation and Values
 Personality and Lifestyles
 Attitudes
 Decision Making
 Cultural Influence
 Situational Influence

Product Positioning
Statement
GTJ Inc wants the product to be
viewed as an image-enhancing
instrument, which a male would be
comfortable buying and using.
It will be a product that encourages
beauty for the male gender, and
capitalize on sexuality, appearance,
character and self-esteem.
Marketing Mix
Recommendations
Product
 Price
 Promotion
 Place

Product

Target Market

Features

Packaging
Camouflage Stick
Price
Neutrogena Healthy
Skin Smoothing
Stick
VS.
Neutrogena
Camouflage Stick
~$12.00
WHY THIS PRICE?
 Men spending habits
 Convenient &
Affordable Message
$9.49
Promotion

The Advertisement Message:

Types of Advertisements:
“Dare to be Different”
Print Ads
 TV Commercial
 In-store Displays
 Prize Contest
 Coupons
 Internet

PRINT AD
SAMPLE 1
Camouflage Stick
What secret does he have to
hide?
PRINT AD
SAMPLE 2
What is he smiling
about..?
Camouflage Stick
PRINT AD
SAMPLE 3
What does he have to hide...?
Camouflage Stick
What is he smiling
about..?
PRINT AD
SAMPLE 4
Camouflage Stick
PRINT AD
SAMPLE 5
What does he have to hide..?
Camouflage Stick
PRINT AD
SAMPLE 6
Shhh! Can you keep a secret?
Camouflage Stick
Place
Expand beyond the U.S.
 Focus on Drugstore placement
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Shaving & Male Skin Care Section
Internet
Conclusion
Great Potential for Neutrogena
Camouflage Stick in the male market
 Positioning in the consumer’s mind is
key
 Our product will capitalize on men’s
needs for sexuality, appearance & selfconfidence by making them feel
comfortable and daring them to be
different!

ANY QUESTIONS?