Running head: SUNWIPES

SunWipes:
A more convenient form of sunscreen

Chris Lambert
Austin Daniel
Disha Mehta

The University of Texas at Dallas

Marketing 3300.001
Professor Amirpour

SUNWIPES

The Problem
Every summer, millions of parents run to the store to purchase pool toys, swimsuits, and
most importantly, sunblock. As kids across America prepare for summer vacation and all the time
they will spend outside, sunburns and the possibility of skin cancer are a legitimate worry for
parents. Conventional sunblock, sold in a bottle, has many problems. According to a conducted
survey, 60% of parents of toddlers find that bottled sunblock has is too messy to apply, and 40%
say that they are displeased with the greasy feeling it leaves on their hands. 90% of these parents
would prefer a simpler, mess-free solution.
The Product
SunWipes is a product combining two basic utility items: sunblock with high absorbent
wipes. We understand things can get messy and the importance of time to our consumers. Thats
why we have created this revolutionary product to prioritize the health and wellness of our
customers, as well as to cut the time down significantly. The wipes will consist of classic Banana
Boat sunblock that can be easily applied to all areas of the skin when needed. SunWipes are
children friendly and for all ages, healthy, simple, and efficient.
SunWipes are strictly designed upon three basic principles: convenience, simplicity, and
efficiency.
Convenience
SunWipes understands that convenience in a product is one of the top most, if not the
highest, priorities that consumers search for in products. Based upon conducted research, the
results have concluded that the target market would prefer SunWipes available in a bulk pack as
well as an economical pack. And due to this massive demand, SunWipes will be available in two

SUNWIPES

pack sizes: 50ct for mass usage and 5ct for a convenient travel size. Different forms of SunWipes
will reach out to different types of consumers and satisfy their unique needs. For example, a
mother of two children under the age of 7 would benefit more from the 50ct pack of SunWipes
because of higher usage rate, especially during warmer seasons during the year when sunblock is
needed most. On the other hand, an individual who happens to be traveling alone on a 1-2 day
business trip to a tropical part of the world would utilize the 5ct economical pack mostly because
of convenience when traveling.
Simplicity
Simplicity of a product is extremely important to the creators of SunWipes. A flashy and
colorful product would hold no value without having simplicity of the use of the product itself.
This is why the simplicity of the product design for SunWipes is created for the following given
example.
Lets consider the same individual traveling on a 1-2 day business trip who needs to make
use of the SunWipes when he/she reaches the tropical destination. Temperatures are at an all-time
high, and the intensity of the sun on skin is almost unbearable. This individual is traveling
therefore he/she would not have the time to go all in the way into the carry-on luggage and pull
apart the packed items just to grab one crucial item: sunblock.
With SunWipes, all one would have to do is keep the 5ct economical pack of SunWipes
in any zipper or section of the carry-on, or even a wallet. The steps are as easy as 1234. Open the
pack, remove the wipes, wipe on needed areas of the skin, and dispose the used wipes. The 5ct
economical pack is also designed for simple and easy storage.
Efficiency

SUNWIPES

Embedded squares sculpted within the wipes that help release the sunblock onto the skin,
and also prevent any wastage of sunblock as well. These embedded ridges would help provide
the release of the sunblock onto the designated area of the skin that is exposed most to the skin.
These ridges will also help to contain the sunblock from being released into the pack, preventing
any loss of the sunblock.
Joint venture with Banana Boat, a renowned company that manufactures one of the
highest quality sunblock products on the current market. The sunblock will be 40 SPF that
provides premium protection for the skin.
One of the most desired advantages of the SunWipes product, which was revealed
through the conducted survey, is that there is a no mess element designed into the product.

Marketing Objectives
Obtain a 15% market share over four years by establishing SunWipes as a product with
repeat, loyal, and satisfied customers.
Establish an awareness of SunWipes through a promotion strategy encompassing sales
promotions, advertising, and public relations.

SUNWIPES
Develop client relationships and joint ventures with other related companies in the
industry to expand sales opportunities and markets that require support of additional
companies
Profit objective for the fiscal year of $1 Million.
Consumer Segment
From both our primary and secondary market research, it was determined that the ideal
target market for SunWipes would be mothers of small children and toddlers. From a conducted
survey, the product idea and its applications appeal greatly to mothers of toddlers, where
applying sunblock can be a messy and painful endeavor. This was based on the functional value
of the new-product concept.
The market size for parents of small children is very large, allowing for a lot of potential
growth. As there is not much competition in the market at the present time, SunWipes has the
potential to establish itself in the sunscreen market. As parents are the target segment with
concerns for the health of their children, SunWipes is a product that will resonate with parents.
The segment is compatible with our objectives and resources as a company, satisfying parents
need for a product to protect childrens skin, while removing the mess that usually follows.
Marketing Research and Findings
In order to understand the target market, a survey was conducted to observe and analyze
the behaviors and desires of mothers who could possibly use SunWipes. From the group who
took the survey, of which all were parents, we found the two biggest complaints from the use of
conventional sunblock was that it was messy to apply (60%) and that it left a greasy feeling on
the hands (40%). Once the product was described, 90% of the group expressed a likelihood to

SUNWIPES

purchase SunWipes, or a similar product. In addition, 70% of the group stated that what pleased
them most about the product was the convenience, and 70% concluded that they would most
likely purchase he product to use for toddlers. These findings confirmed our target market of
mothers who have toddlers. The survey also showed that many features of the SunWipes were
desirable, but removing the mess was the most powerful factor that would drive consumers
towards the product.
Pricing Strategy
SunWipes will utilize two different approaches to determining a price level. By using
target pricing, SunWipes has estimated the price of $9.99 that they expect consumers to pay for
the product. SunWipes has worked with retailers and wholesalers to determine the price of $4.99
to charge to wholesalers.
By encouraging retailers to adopt odd-even pricing, SunWipes expects to boost sales at
the retail level by taking advantage of customers perceptions about prices just under an even
number. There is evidence that odd-even pricing can increase demand as long as it is not
overused. SunWipes expects to increase retail demand for the product through use of odd-even
pricing at the retail level.
Breakeven Price Point
With a price of $4.99 per package and a variable cost per unit of $2.66 per unit,
SunWipes have a unit contribution margin of $2.33. From wholesale distributors such as
AliBaba, wipes can be manufactured for $2.66 per unit and then marked up to a price of $4.99.
This will be the price for wholesale, to outlets such as Walgreens and Wal-Mart. These retail
outlets will sell the product for a suggested price of $9.99. Total fixed costs include

SUNWIPES

administrative costs of $25,000, insurance costs of $1000, property tax of $1000, rent of
$10,000, and other costs including utilities of $8000. Total fixed costs therefore are $45,000 per
month. By dividing fixed costs by the contribution margin, ($45000*12)/$2.33, the number of
units to be sold to break even in a year is 231,760.
In order to achieve a profit objective of $1 million dollars for the year, 660,945 packages
must be sold. This is assuming fixed monthly costs of $45,000 and a unit contribution margin
(price-variable cost) of $2.33.
Channels of Distribution
SunWipes will be distributed through different channels of distribution. This effective
and fairly inexpensive product can be seen on the shelves of grocery markets, convenient stores,
and drug stores. The variety of retail stores can vary from WalMart to Whole Foods, gas stations
to family owned stores, and CVS to Walgreens. 90% of our survey takers would expect to see
SunWipes in a Walmart and Target. Using this method, SunWipes will have an excellent channel
of distribution that can reach a wide array of consumers, as well as not pose any increased costs.
Since these channels are already existent, the cost of distributing can be significantly decreased.
Therefore, we would utilize a conventional approach of distribution for this household product to
be able to reach the targeted audiences.
Given the purpose of the new product, another channel of distribution used will be
through hotels, motels, and other lodging establishments. We seek to create vendor relationships
with many local lodging businesses that would place and promote SunWipes in their guest rooms
as a part of their complimentary toiletries. For instance, visitors and guests staying overnight at
these establishments will initially see this new product on the bathroom sink, along with

SUNWIPES

complimentary shampoo, conditioner, etc. This particular channel of distribution can prove to be
on the costlier end, however, we firmly believe that it could potentially result in greater
awareness and generate future sales.
Promotion Strategy
SunWipes would be promoted across various areas. Using advertising, public relations,
and sales promotion, the product would benefit from aspects of the promotional mix.
Hotels would be able to receive free samples to provide guests, particularly popular
beachside resorts. By providing samples to beach going guests to use, new potential customers
would be marketed. In seeing how the product worked in person at a beach in the sunlight, this
would enhance the products credibility. These free samples would provide additional publicity
for the product, allowing for an expanded customer base. If guests have the expected positive
experience with the product, they will likely share their experience with others, providing
favorable word-of-mouth advertising.
Additionally, a sales promotion strategy could be implemented to foster interest and
demand for SunWipes. Providing coupons for fifty percent off the purchase price, or an offer for
a mail-in rebate could increase sales. However, in providing a product that encourages repeat,
loyal customers, the fear that customers may delay purchase until a coupon is offered can be
minimized.
Advertising using television, radio, and print media can expand the market for SunWipes
by exposing people to the product who may not have heard of it. The advertising component will
need to stress the products differentiation, convenience, simplicity and ease of use. The
advertising will also focus on the different sizes, with different ads for the convenience sizes to
focus on travelers. Ads will also comprise families and children using the product, describing the

SUNWIPES
benefits and features of SunWipes. Advertising will need to be targeted to each demographic,
highlighting the benefits for different types of users.

SUNWIPES

10
Appendix

Survey Questions
1. Do you have kids?
a. Yes
b. No
2. What are your biggest complaints about conventional sunblock?
a. Messy to apply
b. Greasy feeling on your hands
c. Thick and oily on the skin
What Is Our Product? Our idea is to create a product to replace conventional sunblock. The
product would essentially be Sunblock Wipes. These wipes, similar to baby wipes or moisttowelettes, would allow you to apply sunblock to your face without the mess or greasy residue
left on your hands. These wipes would be especially helpful when you need to gently apply
sunblock to infants and toddlers

3. What is the likelihood that you would purchase this or a similar product:
Range from 1 (Not Likely) to 5 (Very Likely)
4. The average bottle of sunblock costs between $10 and $13. For our product, would you
expect to pay:
a. Less ($8-$10)
b. The same ($10-$13)
c. More ($13-$15)
5. What interests you most about our product?
a. Convenience
b. No mess
c. No residue on your hands
d. Gentle solution for infants and children
6. What age group would you purchase it for?
a. Yourself
b. Infants
c. Toddlers
d. Grade School
e. High School

SUNWIPES
7. Where would you like to see our product?
a. Drug Stores (Walgreens, CVS)
b. Grocery Stores (Kroger, Tom Thumb)
c. Superstore (Walmart, Target)
d. Specialty (BabysRUs)
e. Online (Amazon, Websites)
8. Would you likely suggest this product to a friend?
a. Yes
b. No

11