Bull Frog Media PlanTo Take Effect January 2010

Carissa CarmosTiffany Kesterson

Brian TaylorKristyn Waters

Executive Summary

• Need to increase sales by 8% for fiscal 2010•From $24.8 million to $26.8 million

• Current market share 5.8%•Goal: 6.3% market share by year-end 2010

• Increase usage rates among parents in the Southeast Region

• Specifically, convert Banana Boat users to Bull Frog

• Increase media budget in order to better compete

Situation Analysis

• Annual category sales exceed $425 million

•Bull Frog’s 2008 sales: $24.8 million

•Brand leaders spend between $0.5 and $17 million on advertising

•Roughly 11% of sales

•Bull Frog is spending about 2% of sales on advertising•How much more should they spend?

The Charge

•Currently only 49.2% of Banana Boat users are loyal, leaving 51% available to convert to Bull Frog

•Parents in the Southeast using Bull Frog: 300,620

•Parents in the Southeast using Banana Boat: 1,180,960

•Budget not conducive to national advertising campaigns•Concentrate budget on regional advertising

SWOT Analysis

Strengths:• 49.4% users brand loyal•Only sunscreen with bug repellant• Association with frog character• Consistency in branding—colors, logo• User-friendly company website• Competitive pricing• Variety of applications methods

Weaknesses:• Low media budget—cannot advertise nationally• Poor product placement—not available in all stores• Bull Frog’s reputation is not as strong as brand leaders’• Bull Frog media lacks creativity—only uses traditional media• No celebrity appeal

Opportunities:• “Demand from sun block products is at record high”—MFP• With increased sales, potential for national ad campaigns• Play up importance of daily use of sunscreen to increase non-summertime purchases• Partner with retailers for better product placement• Celebrity endorsements• Increase promotion—product bundling

Threats:• Growth can only come from brand switching• Seasonal purchasing• Product demand affected by geographic location• “Organic movement”

SWOT Analysis

Target Audience

PARENTS IN SOUTHEAST WHO USE BANANA BOAT

• Ages 18-34• Have young children• Physically active• Outgoing• Enjoy being outdoors• Adventurous• Practical and responsible• Value-conscious• Concerned about skin care

Target Audience

Functional Benefits Offered

•Only sunscreen with bug repellant

•Skin protection (UVA & UVB)

•Aloe & Vitamin E Moisturizers

•Prevents early aging—wrinkles, skin cancer, sun damage

•Waterproof

•Gentle enough for children

•Non-greasy formula

•Easy application, variety of methods (spray, stick, lotion)

Higher Order Benefits Offered

•Peace of mind in knowing you and your child are protected from bugs & sun

•Less time spent applying lotion, more time spent enjoying the outdoors

•Eliminate fussing from sunburned or bug-bitten children

•Feel like a good, responsible parent

Sunscreen Consumption

Seasonal:

•May – June when outdoor activity is at its peak

Geographical:

•Focus on cities near large amount of water—Southeast region

How Does Bull Frog Measure Up?

Media Spending in the Industry

Compared to top spenders, Bull Frog’s SOV is 2%

Compared to entire industry, Bull Frog’s SOV

drops to 1%.

Bull Frog vs. Banana Boat

Bull Frog spends roughly $521K on a blend of Radio

and TV advertising

Banana Boat spends roughly $4.4 million

annually on magazine advertising

Media Budget for 2010

• Largest competitors spending, on average, 11% of sales on media

• In order to truly compete with Banana Boat, Bull Frog must spend at least 10% of sales on advertising– Seize opportunity being missed by Banana Boat’s narrow advertising mix– Occupy a greater SOV in the industry– Stop wasting ad dollars

PROJECTED 2010 MEDIA BUDGET: $2,046,955

The Bull Frog Brand ID

• Humorous• Light-hearted• Silly• Family-friendly• Childlike

Breakthrough Media

Airplane tray table advertising on flights into the Southeast

Sponsorship of children’s sports teams in major cities

in the Southeast region

Media Objectives

CONVERT PARENTS IN THE SOUTHEAST FROM BANANA BOAT USERS TO BULL FROG USERS

• Convert at least 30% of the 1,180, 960 Banana Boat parents in the Southeast to “Bull Froggers” by year-end 2011

• Increase % of brand loyal Bull Frog users to54.9% by year-end 2011

New Media Plan

• Sponsorship of Children’s Sports– Choose a mix of boys & girls teams in all 15 markets in the Southeast

($5000 per city)– Increase exposure to parents– Stress the importance of wearing sunscreen daily not just at the beach– Show commitment to community

TOTAL EXPENDITURE FOR SPONSORSHIPS IN 2010: $75,000.00

New Media Plan• Magazine A

– Good Housekeeping– Family Circle– Better Homes & Gardens– Cosmopolitan– Oprah Magazine– Ladies’ Home Journal– Redbook– Woman’s Day– Real Simple

• Magazine B– Martha Stewart Living– Parenting Magazine

1 half page ad in each magazine in every issue for a year

January – December

Total for Magazine B in 2010: $27,600

1 full page ad in each magazine in each issue March – August

Total for Magazine A in 2010: $93,960

TOTAL EXPENDITURE FOR MAGAZINES IN 2010: $121,200.00

New Media Plan

Radio B:Morning—6 spotsMidday—3 spots

Afternoon—6 spots

:60 Radio Ads Every weekday during May, June, July & August

TOTAL EXPENDITURE FOR RADIO IN 2010: $292,755.00

Radio A:Morning—8 spotsMidday—4 spots

Afternoon—8 spots

New Media Plan

Airline Tray Table Advertisements

TOTAL EXPENDITURE FOR AIRLINE ADVERTISING IN 2010: $1,000,000.00

• Only on Airtran flights into top 5 vacation cities in Southeast (May – June):

•Miami-Ft. Lauderdale, FL•Orlando, FL•Tampa, FL•Atlanta, GA•W. Palm Beach, FL

•Advertise on fewer seats on more flights rather than more seats on fewer flights

•People in proximate seats will still see ads

New Media Plan

TOTAL EXPENDITURE FOR BILLBOARDS IN 2010: $558,000.00

• Billboard A– On major highways in top 5 cities:

• Miami-Ft. Lauderdale, Orlando, Tampa, Atlanta, W. Palm Beach

• 2 billboards in each city for 1 year = $234,000

• Billboard B• City and state roads in all 15 markets in the Southeast• 1 billboard in each city for 1 year = $324,000

Media Flight Plan

Delivery Metrics: Sponsorships

Sponsorship

City in the SoutheastPopulation

(000)

% of Pop. Attending/

Participating

# of "Eyes" (000)

Miami-Ft. Lauderdale, FL

4071.3 5% 203.565

Orlando et al, FL 3113.8 5% 155.69Tampa et al, FL 3806.3 5% 190.315

Atlanta, GA 5463.1 5% 273.155W. Palm Beach et al,

FL1636.7 5% 81.835

Greenville et al, SC-NC

1997 5% 99.85

New Orleans, LA 1725.9 5% 86.295Charlotte, NC 2514 5% 125.7

Birmingham et al, AL 1749.1 5% 87.455Memphis, TN 1717 5% 85.85Louisville, KY 1532.2 5% 76.61

Greensboro et al, NC 1600.6 5% 80.03Raleigh et al, NC 2500.1 5% 125.005

Nashville, TN 2301.7 5% 115.085Norfolk et al, VA 1828.4 5% 91.42

TOTAL 1877.86

Assuming 5% of the population in each city participates in, attends, or is exposed to these sporting events, 18.7 million people will be introduced to or

reminded of Bull Frog.

Delivery Metrics: Magazines

Using current circulation numbers, we can assume roughly 37 million people will see our magazine ads.

Magazine

A

Publication Title

Number of "Eyes"

Good Housekeeping

4630397

Family Circle 3932510Better Homes

& Gardens7634197

Cosmopolitan 2907436Oprah

Magazine2397697

Ladies' Home Journal

3842791

Redbook 2223195Woman's Day 3933990Real Simple 1976821

B

Martha Stewart Living

2030844

Parenting Magazine

2185236

TOTAL 37695114

Delivery Metrics: Radio

Assuming a percentage of listeners in each city listens to the different types of radio, we determined that roughly 33.8 million people will hear our radio ads.

Radio

A

City in Southeast Population (000) % of Pop. Listening Number of "Ears" (000)

Miami-Ft. Lauderdale, FL 4071.3 60% 2442.78

Orlando et al, FL 3113.8 60% 1868.28Tampa et al, FL 3806.3 60% 2283.78

Atlanta, GA 5463.1 60% 3277.86

W. Palm Beach et al, FL 1636.7 60% 982.02

Greenville et al, SC-NC 1997 60% 1198.2

New Orleans, LA 1725.9 60% 1035.54Charlotte, NC 2514 60% 1508.4

Birmingham et al, AL 1749.1 60% 1049.46

Memphis, TN 1717 60% 1030.2Louisville, KY 1532.2 60% 919.32

Greensboro et al, NC 1600.6 60% 960.36

Raleigh et al, NC 2500.1 60% 1500.06Nashville, TN 2301.7 60% 1381.02

Norfolk et al, VA 1828.4 60% 1097.04TOTAL 22534.32

B

Miami-Ft. Lauderdale, FL 4071.3 30% 1221.39

Orlando et al, FL 3113.8 30% 934.14Tampa et al, FL 3806.3 30% 1141.89

Atlanta, GA 5463.1 30% 1638.93

W. Palm Beach et al, FL 1636.7 30% 491.01

Greenville et al, SC-NC 1997 30% 599.1

New Orleans, LA 1725.9 30% 517.77Charlotte, NC 2514 30% 754.2

Birmingham et al, AL 1749.1 30% 524.73

Memphis, TN 1717 30% 515.1Louisville, KY 1532.2 30% 459.66

Greensboro et al, NC 1600.6 30% 480.18

Raleigh et al, NC 2500.1 30% 750.03Nashville, TN 2301.7 30% 690.51

Norfolk et al, VA 1828.4 30% 548.52

TOTAL 11267.16

TOTAL FOR ALL RADIO 33801.48

Delivery Metrics: Airline Ads

Assuming a certain of Airtran flights per day into these cities and the different number of ads on each flight, we determined that our tray table ads could

potentially be seen by 62 million people.

Airline Ads

City in the Southeast

# of Airtran Flights/ Day

# of Passengers Per Flight

# of Ads per Flight

# of "Eyes" per day

(Assume 3 People See Each Ad)

Miami-Ft. Lauderdale, FL

12 200 20 48000

Orlando et al, FL

12 200 20 48000

Tampa et al, FL 7 175 15 18375

Atlanta, GA 12 200 20 48000W. Palm Beach

et al, FL5 150 10 7500

TOTAL (daily) 169875TOTAL (annual) 62004375

How Many “Eyes” Will Encounter Bull

Frog in 2010?

In 2010, there is potential for roughly 135 million people to come in contact with the Bull Frog brand.

Total # of Eyes Seeing Bull Frog Media

Media# of "Eyes"

(Annual)

Sponsorship 1877860

Magazine 37695114

Radio 33801480

Airline Ads 62004375

TOTAL 135378829