Marketing Proposal a Shampoo. I Project Teammates

¶ … marketing proposal a shampoo. I project teammates working TV campaign, print campaign social media campaign. My part project: Calendar, including launch date, specific key dates campaign, wrap-.

Calendar: Marketing proposal for a new shampoo

January (30 days pre-launch): January, the first month of the year, is a month of transformation for many people. Starting an advertising campaign stressing the need to 'take the step to create a new you' by beginning television advertisements at this juncture would be ideal. Also, giving out free samples and coupons at health clubs and fitness studios would link the branding of the product to something new and exciting. A small, regional launch of the product in select cities, and in targeted markets (such as spas, health clubs, gyms, and beauty salons that cater to the primary customer demographic) can help generate buzz. Users can be asked to fill out product information cards, so the company can trouble-shoot any problems with the product or the product image.

February (60 days): This is a time when women -- and some men -- are often concerned about creating an image of romance. Online advertisements showing women using the shampoo as a 'Valentine's gift to themselves' would generate buzz, much in the same way the online Old Spice guy commercials struck a nerve amongst consumers and 'went viral.'

March-April (80 days): The marketing intensity should begin to pick up, with more quirky and attention-getting campaigns. Showing in mobile shower stalls in Times Square with the shampoo and other prominent city centers could be part of the promotional campaign generate excitement about what might otherwise seem like an ordinary consumer product. Offering free haircuts and makeovers on-site at these mobile showering locations would further underline the transformative theme in the shampoo's advertisements.

Spring-Early summer (120 days): The company can begin to send samples to influential 'fashion bloggers' on the web, to try and review on their personal websites. Quite often, bloggers are viewed as more objective sources of information, given their 'person on the street' quality, and the fact that they are using their own words to review products, rather than the company verbiage. Of course, the company loses some control in terms of product presentation, but gains the advantage of spontaneity and honesty, as the blogger is apparently giving his or her unsponsored opinion

Summer: (150 days): The outdoor marketing and attention-getting can continue. 'Outdoor showers' by the shore, and offering free samples to people on the beach would further emphasize the 'sun and fun,' transformative image the company desires to create.

Late summer-early fall (151-180 days): The product will be launched in the early fall, to take advantage of increased mall traffic, as families engage in back-to-school shopping. This is a time of transformation for many teens and young adults, as they go off to college. Encouraging them to change their beauty regime is easier when it takes place during the same time frame as other life changes.