1.  Marketing Plan Created by: Nichols College Marketing Seminar 2015

2. Overview  Recap – Situation Analysis  Target Audience Profile  Positioning Statement  Marketing Plan  Goals  Tactics  Implementation Plan

3. Situation Analysis  Key Takeaways  Market  Competition  Company

4.  Target Audience Profile: Professional Working Women

5.  More stressed at home vs. work (Penn State University)  Control 80% of household spending  Lifestyle  Juggle work and family  Early mornings/Late nights  Brief time for themselves at night  Convenience shoppers

6.  Survey

7. Survey Results  5 People in Target profile of working women  2 responses  Strong scent  Words to describe  Soothing  Interesting  Lulling  1 out of 2 would recommend

8.  Positioning Statement

9.  A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand  NOT A SLOGAN  Every decision you make regarding your brand must align with and support your positioning statement.

10. BathRx Positioning Statement Bath Rx is an independent company that focuses on providing products that promote stress relief and good health for the everyday working woman. Unlike traditional bath products, Bath Rx is formulated by bath and water therapy expert Dr. Carolyn Bessette, M.D., who combines all natural ingredients in her bath soak and is committed to educating women on the therapeutic benefits of bathing.

11.  Bath Rx Marketing Plan

12. Marketing Plan Includes:  Goals  Tactics  Implementation Strategies:  Blogging  Influencers  Subscription Service  Communications  Intern

13. Overall Goals  Increase sales of the Bath Rx product from the website  Encourage multiple purchases  Increase brand awareness  Shared/recommended on 3 blogger sites  Create more targeted communications towards working women  Increase usage of social media and blogging

14. Tactics  Engage in Blogging  Increase product sales/awareness  Finding influencers  Increase product sales/awareness  Social Media/Online Presence  Targeted communications  Hiring an Intern  Assist in implementation

15.  Blogging

16.  Put your business contact information where readers can easily find it.  Position your content from the reader’s point of view, NOT from yours.  Create a posting schedule.  Create value for your readers.  User engagement.  Use Friends/Family/Students  Vlogging

17.  Finding Influencers

18. Influencers  Influencers are how Bath Rx will be able to create brand awareness from the target market. They are product and brand advocates that have a large reach of followers.  Newagemama.blogspot.com  Over 4000 followers  Product reviews  Bizzieliving.com  Make mothers lives easier  Homemade products from women  Product reviews/Giveaways

19.  Subscription Service

20.  Leverage the packaging for a single bath  Subscriptions  Promotes long term purchases  Subscription Tab  Survey

21.  Communications/Online Presence

22. Communications  Geographic Awareness  Online Presence  Website  Amazon  Twitter, Facebook, and Pinterest

23.  Hiring an Intern

24. Intern  New Energy  Technologically Savvy  Assist with implementation  Hire through Nichols

25. Measurement of Success  30 new customers over next 6 months  Customer reviews  User engagement on blogs/social media  Comments  60 followers over next 3 months

26. Questions?