Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson,...
Transcript of Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson,...
![Page 2: Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia.](https://reader035.fdocuments.in/reader035/viewer/2022062308/56649d145503460f949e86cd/html5/thumbnails/2.jpg)
ChapStickPfizer Consumer Healthcare
By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia
![Page 3: Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia.](https://reader035.fdocuments.in/reader035/viewer/2022062308/56649d145503460f949e86cd/html5/thumbnails/3.jpg)
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
![Page 4: Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia.](https://reader035.fdocuments.in/reader035/viewer/2022062308/56649d145503460f949e86cd/html5/thumbnails/4.jpg)
Target Market
Primary Target Market•Young females•Ages 12-25•On the go
Other Target Markets•Kids•Older Women
![Page 5: Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia.](https://reader035.fdocuments.in/reader035/viewer/2022062308/56649d145503460f949e86cd/html5/thumbnails/5.jpg)
Hierarchy of Needs
•Social Needs: Esteem
•Safety Needs: Protection
![Page 6: Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia.](https://reader035.fdocuments.in/reader035/viewer/2022062308/56649d145503460f949e86cd/html5/thumbnails/6.jpg)
Product Strategy Plan
•Competitive Situations▫Online▫In Store
![Page 7: Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia.](https://reader035.fdocuments.in/reader035/viewer/2022062308/56649d145503460f949e86cd/html5/thumbnails/7.jpg)
Differentiation & PositioningDifferentiation Positioning
• Why Chapstick beats out competitors?
• Multiple Varieties• Design• Features and Function
• Customer View of Chapstick?
• Wider Variety • Price• Medicinal Value
versus
![Page 8: Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia.](https://reader035.fdocuments.in/reader035/viewer/2022062308/56649d145503460f949e86cd/html5/thumbnails/8.jpg)
Place/Distribution Strategy
Place Objectives•Convenience Product•Maturity StageChannel of Distribution•IndirectType of Channel•Contractual
![Page 9: Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia.](https://reader035.fdocuments.in/reader035/viewer/2022062308/56649d145503460f949e86cd/html5/thumbnails/9.jpg)
Roles of Middlemen•Specialize in trade•Reduces need for working capital•Helps to anticipate customer needsMiddlemen•Retailers
Place/Distribution Strategy Continued
![Page 10: Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia.](https://reader035.fdocuments.in/reader035/viewer/2022062308/56649d145503460f949e86cd/html5/thumbnails/10.jpg)
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”
![Page 11: Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia.](https://reader035.fdocuments.in/reader035/viewer/2022062308/56649d145503460f949e86cd/html5/thumbnails/11.jpg)
Promotion Plans
•Mass Selling•Advertising
▫Magazines▫Store Displays▫Internet Placement▫Events▫Website and Facebook
•Publicity•Brand Loyalty
![Page 12: Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia.](https://reader035.fdocuments.in/reader035/viewer/2022062308/56649d145503460f949e86cd/html5/thumbnails/12.jpg)
Price Strategy
•Status-Quo Oriented▫Strive to meet competition prices▫Companies they compete against
Burt’s Bees Nivea Blistex Carmex
![Page 13: Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia.](https://reader035.fdocuments.in/reader035/viewer/2022062308/56649d145503460f949e86cd/html5/thumbnails/13.jpg)
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
![Page 14: Video Clip. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia.](https://reader035.fdocuments.in/reader035/viewer/2022062308/56649d145503460f949e86cd/html5/thumbnails/14.jpg)
Trivia Questions1) What strange material does chapstick contain? a) Tree Bark
b)Aluminumc)Petroleumd) Tree Sap
2) 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