Daniela Field

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• Bullfrog Sunscreen

• Daniela Field Nikki Juraszek

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Table of Contents

• EXECUTIVE SUMMARY 3
• SITUATION ANALYSIS 4
• SWOT 12
• CREATIVE BRIEF 13
• MEDIA STRATEGIES 14
• BUDGET ALLOCATION 16
• EVALUATION 17
• APENDIX 18

3
Executive Summary

• Purpose
• Promote Bull Frog sun block to men and women who
  spend time in the sun, especially while
  performing outdoor activities.
• Objective
• The marketing objectives of this media plan are
  to increase awareness among consumers and build
  better consumer loyalty, while increasing sales
  to 26.8 million dollars (an 8 increase within
  the next two years.
• Target Market
• Adults ages 18-34.
• There is not a narrow segment definition because
  sun screen products are used by all individuals
  regardless of their occupation, education, or
  income.
• Media Plan
• Concentrate on intense advertising towards are
  target market during the months of May, June, and
  July, with a particular emphasis on the month of
  July.
• Utilize opportunities for promotions and
  advertisements throughout the ski/winter seasons,
  December to March.
• Budget
• The budget allowed for 2.5 million.
• 85,000 was set aside for promotions and
  social/viral/nontraditional media
• Location/ Where are we advertising?
• Dallas/Ft. Worth, Los Angeles, Miami,
  Minneapolis, Orlando, and San Francisco

4
Brand Analysis

• Brand Overview
• Bullfrog is known as the first brand of sun-block
  that provides all- day waterproof protection.
• Bullfrog sun-block was acquired in 1985 by
  Chattem Inc. from Oceanside labs. The acquisition
  by Sandi- Aventis allows for possible access to
  more money. They manufacture and market an array
  of brand name pharmaceuticals, toiletries, and
  cosmetics.
• Prices vary from 6 dollars to 12 dollars, and
  their line of products carries six different
  categories of sunscreen options.
• Distribution
• Bullfrog is sold in most large retailers- food,
  drug, and mass merchandise stores. From Walgreens
  convenience stores to Kroger grocery stores, the
  product can be found nationwide
• Category and Brand Sales
• Bullfrog sales gross 24.8 million last year
• Category sales are close to 425 million
• Annual ad spending for this category amounts to
  48 million
• The sun protection and sunless tanning market has
  increased by nearly 50 since 2005. is worth 701
  million in 2010. A focus on ultra and sport
  protection, including SPF protection levels of
  100, has driven an increase of 77 million from
  2009 to 2010.

5
Marketing Objectives

• Grow sales to 26.8 million dollars with an 8
  increase within the next two years
• It is also important to recognize the importance
  of brand awareness. In doing so, BullFrog should
  look to increase the awareness of consumers and
  build better consumer loyalty .

6
Competitive Considerations

• Bullfrog has four main competitors. The top two
  are companies with very large ad budgets,
  well-known brand names, and high consumer
  loyalty.
• The competitions brands have higher total sales
  than Bullfrog in almost all categories, including
  our choice for target market for individuals
  18-35.
• Market share for Bullfrog sunscreen is only
  5.84.
• Secondary competitors are recognized for their
  budgets as well as their market shares.
• Primary
• Neutrogena
• 52.90 Sole Users of Brand
• Coppertone
• 62.90 Sole Users of Brand
• Secondary
• Hawaiian Tropic
• Banana Boat

7
Competitive Considerations
Company USP Ad Spending (000) Media Vehicles
Coppertone Brand Recognition 15,867.10 Network TV, Cable, Syndicated TV, Spot TV
Banana Boat Family Brand 2,087.20 Cable, National Spot Radio
Neutrogena Emphasis on Skin Protection 1,325.20 Consumer Magazines
Bullfrog Waterproof Protection 525.80 National Spot Radio
Hawaiian Tropic Unique variety of brand options 262.30 Consumer Magazines
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Target AudienceAdults ages 18-34Consumer
research finds that women are much more likely to
use sun care products than men , however,
BullFrog is being marketed as an all around sport
sun block and can target both males and females.

• The sunscreen market consists of younger
  individuals who are more likely to spend time
  outdoors.
• Young adults ages 18-24 are also less likely to
  buy sunscreen because they want to tan.
  Convincing these consumers is key strategy for
  sun protection companies.
• Usage of all sun care products peaks when females
  are in their mid 30s.
• Building a relationship now can lead to success
  in the future, keeping the group as loyal
  life-time users if Bullfrog starts focusing on a
  younger demographic
• Sun protection products are becoming multi
  faceted with countless options of products. In
  addition, anti-aging has become the war cry in
  the personal care market, making the benefit
  relevant to younger and younger women and men.

Total Users (000) Coppertone Banana Boat Neutrogena Bullfrog
Age 18-24 3121 2573 610 455
Age 24-35 5916 3687 1085 573

• Number of total users of the brand that fall
  between the ages of 18-35 is considerably lower
  than that of the competitors.

9
Geographical Information

• Top markets were chosen with regards to total
  population, high levels of sunscreen sales, as
  well as estimated square miles of water in each
  DMA. The following information is ranked by
  total sun block sales.

DMA Market Total Population (2) Est. Sq. Mi Water Within 100 Mi Radius Total Sunscreen Sales Est. (mil.)
Los Angeles, CA 16928.6 739 28.5
San Francisco, CA 6928.6 644 19.9
Dallas- Ft. Worth, TX 6187.9 821 17.8
Minneapolis-St. Paul, MN 4218.7 3854 14.2
Miami-Ft. Lauderdale, FL 4147.1 1320 18.2
Orlando, FL 3166.9 1164 18.6
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Timing and Purchase Cycle

• The most advertising dollars are spent during the
  months of May June and July. 
• During the months of April and July, 92 of
  advertising dollars are spent focusing on sun
  block products. 
• July is when the most media buys occur for sun
  block products due to the relationship of higher
  outdoor activities and sun exposure.
• Opportunities for advertising and promotion of
  sun block products occur most between the months
  of December through March.
• During these months families, as well as general
  consumers, are taking vacations, including those
  to beaches and ski slopes. There is great
  potential for them to be exposed to extreme sun
  conditions throughout this period of time.

11
The Media Mix

• The most traditional media vehicles used to
  promote and advertise sun block products are
  television and print media. These are proven to
  be the most effective vehicles in terms of
  reaching the most consumers.
• The goal of the company should be to dominate
  the channels you advertise in, even if it is only
  through a single medium. Spreading the
  advertising too thin can expose the franchise to
  erosion from competitors.
• Through various outlets, especially sponsorships
  and social media, Bullfrog can attract fans and
  build higher brand usage and loyalty.

Total Money Spent in Traditional Media
(Dollars- 000)
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SWOT

• Strengths
• Supplies both UVA and UVB radiation protection
• First brand to offer all day waterproof sun
  defense
• Contains comforting Aloe Vera and Vitamin E
• Not known as a beach-only sunscreen, promoted
  as athletic. Waterproof protection is used for
  all outdoor activities, not just swimming.
• Unique and memorable brand name

• Weaknesses
• Lack of brand loyalty
• Lack of USP
• Lack of brand recognition
• Low market share
• Low advertising budget

• Opportunities
• Advertising in the winter months as a go- to
  sport sun block.
• New research showing the benefits of using
  sunscreen versus tanning. Negative impacts of sun
  are well-known and skin care is crucial when
  exposed to high levels of sun.
• Potential for future advantages with financial
  resources due to acquisition of Chattem Inc. by
  Sanofi-Aventis
• Bullfrog is not just for the everyday
  individual. It is targeted to those constantly
  outside partaking in physical activities.
  Bullfrog can increase sales by targeting outdoor
  enthusiast and become an all-purpose sun screen
  for athletes.

• Threats
• High brand loyalty of competitors
• High brand recognition of competitors
• Competitors work with a larger advertising budget
• Product use is relatively low compared to
  competitors in terms of use per customer

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Creative StrategyThe Creative Brief

• Why are we advertising?
• Chattem Inc. is the current holding company of
  BullFrog. Chattem Inc. was acquired by
  Sandi-Aventis giving the brand possible access to
  more money. Because the market for sunscreen
  products is so competitive, our main goal is to
  set ourselves apart with our promise of all-day
  waterproof protection. It is important to break
  into this market by positioning ourselves as the
  go to sport sun block. The market for the
  outdoorsy individual is a great way to position
  our brand.
• Whom are we talking to?
• Our target market is adults ages 18-34. Sun
  block products are something that can be marketed
  to people in any demographic. We want to focus
  more on the lifestyle these individuals have
  rather than how much money they make or what job
  they have. There is great opportunity with this
  target audience because we can build brand
  loyalty at a younger age, therefore keep them as
  loyal customers in the future.
• What do they currently think?/What do we want
  them to think?
• Unfortunately, the brand awareness for sunscreen
  products is low, especially for the BullFrog
  brand. BullFrog is a unique brand and we want
  our audience to recognize us as sporty. Our
  brand is perfect for any person who spends their
  time outside, whether it is fishing or rock
  climbing. BullFrogs infusion of aloe and vitamin
  E are important features that individuals need to
  know especially someone who spends a lot of time
  in contact with the sun. Sun care products are
  very important today due to the rising awareness
  of skin cancer and other consequences of high sun
  exposure. We want people who are outdoorsy and
  athletic to know Bullfrog is the ultimate sun
  product for their adventurous life.
• Who is our competition?
• Four brands Bullfrog competes against are
  Neutrogena, Coppertone, Banana Boat, and Hawaiian
  Tropic. These brands have a high market share
  and high levels or brand loyalty. They also have
  larger advertising budget that enables them to
  run more ads in more mediums. Bullfrog lacks the
  brand recognition the competition has among
  sunscreen users.

The single most important thing about Bullfrog
The Bullfrog brand is unique and can appeal to a
wide range of athletes and outdoor enthusiast.
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Media Objectives Strategies

• Target Audience
• Adults ages 18-35
• We chose to avoid a narrow segment definition
  because sun care products are important for all
  individuals regardless of
  their income, education, and occupation.
• Woman in their mid thirties tend to stop using
  sun care products
• Older individuals in their forties or older are
  less likely to purchase sun care products
• With a high awareness for sun exposure issues,
  this target market pays closer attention to their
  health. They have more time to spend doing
  outdoor activities and are more likely to spend
  time outdoors on a regular basis .
• Media Mix
• Taking advantage of print media, combinations of
  interactive/non traditional, as well as
  promotional sponsorship media activities will
  benefit Bullfrog products by adding new and
  uncharted ways to advertise for the brand. Higher
  levels of interactive media, or non-traditional
  forms of media will play an important role in
  developing a greater brand awareness for
  Bullfrog.
• Non-traditional/Viral/Social
• Online social media will be used to promote
  Auquapalooza events we sponsor. Facebook and
  other social media will play a large role in
  supporting the Bullfrog fan base. People can
  follow Bullfrog on Twitter for special promotions
  and other offers.
• Magazines
• High circulation female and male interest
  magazines such as Sports Illustrated, ESPN,
  Endless Vacation, Outdoor World, etc.

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Media Objectives Strategies

• Reach and Frequency Because the product has
  been on the market for about 20 years and there
  are high levels of competition, it is important
  to focus on running ads that target frequency
  rather than reach. Ads need to remind consumers
  about the product and work on getting more
  exposure as a brand.
• The ideal goal for our national media plan would
  be to reach 50 of the target market with a
  2exposure frequency during the months of
  December- March, and May-June. During July, when
  advertising is heavier, our goal is to reach 60
  of the target market with a 3 exposure
  frequency.
• The goal for our spot media plan would be to
  reach 60 of the target market with a 3 exposure
  frequency during the months of December-March,
  and May-June. During July, when advertising is
  heavier, our goal is to reach 70 of the target
  market with a 4 exposure frequency.
• The average reach of our campaign was 24.5 with
  an average frequency of 1.2 per ad. The expected
  goals were not met, because with such a limited
  budget it is very difficult to produce such
  specific reach and frequency goals.
• The target markets and DMAs selected make up
  13.4 of the US population.
• GRPs
• The campaign mainly focuses on the percentage of
  consumers being reached and the frequency that
  they are exposed to,
• The GRPs were equal to 30.
• Scheduling and Timing
• The schedule for promotions and advertising would
  follow a flighting schedule with a break in
  April, and another break from September through
  November.
• The flighting schedule will allow for a heavy
  advertising emphasis during the months of May
  through July when it is the prime traveling
  season, with the most intense sun exposure.

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Budget Allocation

• The budget allowed for the BullFrog Sun block
  campaign is 2.5 million with 85,000 set aside
  for promotions and social/viral/nontraditional
  media.
• This budget is small compared to the other
  leading sunscreen brands, based on their
  percentage of sales and competitive parity.
• The budget we have set aside for the promotional
  plan is 50,000, which will be used to sponsor
  Aquapalooza events in the six DMAs of our
  campaign. The plan will be to purchase BullFrog
  ads on the main stage and provide company boats
  to be placed in the boat areas we buy as well.
• Geography
• The campaign is a national plan with emphasis on
  spot media.
• The geographical plan reaches six DMAs for the
  selected target audiences.
• Los Angeles, San Francisco, Dallas/Ft Worth,
  Minneapolis, Miami, and Orlando. Together the
  target markets in these geographic areas make up
  13.4 of the total US population.
• Sales Promotions
• Another potential promotional strategy would be
  to sponsor Aquapalooza, which is an
  on-the-water music festival, and large-scale
  events sponsor, Sea Ray Boats, promotes it as
  The Worlds Largest Boat Party.  The huge
  gathering features live entertainment,
  water-related games, contests, and giveaways.  In
  picturesque fashion, flotillas of boats, tubes
  and all form of watercraft raft up with each
  other to watch performances broadcast over giant
  sound systems and video monitors.
• Cost of boat sponsorships- Starting at 75 per
  boat. You will be allowed to anchor your boat on
  the first three rows. (Companies must supply
  their own boats with ads)
• Platinum and Gold level Sponsorships- Starting at
  1,000 your company can buy advertisements around
  the venue and even on the stage.

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Evaluation

• In order to measure the achievements of Bullfrog
  as a brand we must find out if there was an
  observable increase in sales, and also create
  ways to measure brand awareness. When beginning
  the campaign, Bullfrog must set prior plans to
  evaluate sales after the first year so that they
  will be effective in determining the increase in
  sales as a whole at the end of the goal period.
  This is a good plan, because with our goal being
  to increase sales over a two-year period, a
  mid-evaluation will help decide if our campaign
  strategies are effectively working. This will
  allow us to make necessary changes if needed. One
  potential measurement would be to utilize TNS
  Strategy reports. This type of report is useful
  for our brand by allowing us to monitor sales
  across many different stores and venues. These
  reports would not only be successful at providing
  sales information about BullFrog, but they would
  also make our competitors sales performance
  available, and this would directly allow our
  company to identify where we stood as a brand
  compared to our competitors. If BullFrog wants to
  measure its success effectively we must evaluate
  our brands awareness by finding out if there has
  been an increase since the campaign was launched.
  One way our company can generate a better
  understanding of how we are being perceived in
  the minds of consumers is by issuing online
  surveys through email or our brands web-page. An
  example of a question the surveys will include
  are asking customers to have you used a Bullfrog
  product in the last month? This question will
  allow our brand to determine if consumers
  recognize/use us. Another way our company could
  determine brand awareness is by measuring the
  number of visitors on our webpage by calculating
  if an increase in web-traffic has occurred. This
  strategy will help our company examine if new
  consumers are visiting our website, which will
  indicate an increase in brand awareness. An
  additional online tactic would be to keep track
  of how many consumers clicked on our brands
  display and banner ads that are displayed in the
  margins of other popular websites, like
  Youtube.com. Over a period of time this method
  will conclude if there has been an increase or
  decrease in the number of consumers interested in
  the ads linked to our web page, by allowing us to
  determine if the ads are successful at creating
  brand awareness. Finally, our company has planned
  to create a fan page through the use of Facebook,
  where consumers will have the option to become a
  fan of our brand, which will then be displayed
  on their own personal Facebook page. This
  strategy is growing and being used by many
  companies to determine how many fans they have
  as a brand, and as a result over time, they are
  able to observe any increases and decreases in
  their fan base since the fan page launched.

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APENDIX
19
YEAR AT A GLANCE
Reach Avg Freq GRPS (000) Goal Est Goal Es
t Goal Est Balance Goal Est Balance January 60 24
.5 3 1.2 180 30 150 39.6 299.4 -259.8 February 60
25.2 3 1.2 180 31 149 39.6 299.4 -259.8 March 60 2
5.2 3 1.2 180 31 149 39.6 299.4 -259.8 April 0 0 0
0 0 0 0 0 0 0 May 60 25.2 3 1.2 180 31 149 39.6 2
99.4 -259.8 June 60 25.2 3 1.2 180 31 149 39.6 299
.4 -259.8 July 70 40.9 4 1.4 280 58 221 61.6 349.8
-288.2 August 0 0 0 0 0 0 0 0 0 0 September 0 0 0
0 0 0 0 0 0 0 October 0 0 0 0 0 0 0 0 0 0 Novembe
r 0 0 0 0 0 0 0 0 0 0 December 60 25.2 3 1.2 180 3
1 149 39.6 299.4 -259.8 Total 1360 243 0 299 2
145.964 -1846.964 National Contingency (000)
0 Spot Contingency (000) 0
20
MONTHLY DETAIL (ALL MONTHS EXCEPT
JULY) Target Demo All Adults ages 18-34
Natl Univ (000)67222 Spot Univ
(000)9846 Medium Covg. Unit GRPs CPP CPM To
tal Cost Net TV-Prime NATL 15 1 22996 34.21 22996
Net TV-Sports NATL 15 6 20239 30.11 121434 Net
Radio-Morning Drive NATL 30 6 3410 5.07 20460 Net
Radio-Daytime NATL 30 2 2960 4.4 5920 Internet-K
eyword/Search NATL Listing 2 23650 35.18 47300 Int
ernet-Trgtd Sites NATL Banner 2 23650 35.18 47300
National Totals 19 13969 20.78 265410 Spot
TV-Daytime SPOT 15 6 2163 21.97 12978 Spot
TV-Prime SPOT 15 2 5897 59.89 11794 Spot
Radio-Daytime SPOT 30 4 2296 23.32 9184 Spot
Totals 12 2830 28.74 33956 Total
Plan 20.75763887 14422 21.45 299366 "Note CPM
based on media that contribute both cost and
GRPs For Total Plan, Spot GRPs are weighted to
US coverage before
21
MONTHLY DETAIL FOR JULY Target Demo All
Adults ages 18-34 Natl Univ (000)67222 Spot Univ
(000)9846 Medium Covg. Unit GRPs CPP CPM To
tal Cost Net TV-Daytime NATL 15 1 19473 28.97 194
73 Net TV-Sports NATL 15 6 20239 30.11 121434 Net
Cable-Prime NATL 15 1 14266 21.22 14266 Net
Radio-Morning Drive NATL 30 6 3410 5.07 20460 Net
Radio-Daytime NATL 30 6 2960 4.4 17760 Net
Radio-Evening Drive NATL 30 6 2658 3.95 15948 Mag
azines-Mens NATL FPG 4C 1 28031 41.7 28031 Magazin
es-Womens NATL FPG 4C 1 23410 34.82 23410 National
Totals 28 9314 13.86 260782 Spot
TV-Daytime SPOT 15 6 2163 21.97 12978 Spot
TV-Prime SPOT 15 6 5897 59.89 35382 Spot
Radio-Morning Drive SPOT 30 6 1963 19.94 11778 Sp
ot Radio-Daytime SPOT 30 6 2296 23.32 13776 Spot
Radio-Evening Drive SPOT 30 6 2512 25.51 15072 Sp
ot Totals 30 2966 30.13 88986 Total
Plan 32.39409717 10797 16.06 349768 "Note CPM
based on media that contribute both cost and
GRPs For Total Plan, Spot GRPs are weighted to
US coverage before