IGNITE YOU TE YOUR BR OUR BRANd.

Coppertone Sport // Spring 2011

AIMEE ROBINSON

TERESA TACKETT

KATHRYN CLARK

CHELSEA MCGUIRE

TABLE OF CONTENTS
ExECUTIvE SUMMARY SITUATION ANALYSIS 1. MACRO ENvIRONMENTAL CONSIdERATIONS 2. COMpANY ANALYSIS 3. pROdUCT/BRANd ANALYSIS 4. COMpETITIvE ANALYSIS 5. CONSUMER/MARKET ANALYSIS pROBLEMS ANd OppORTUNITIES ANALYSIS A COMpREHENSIvE pROBLEM STATEMENT MARKETING & AdvERTISING OBjECTIvES RECOMMENdEd (pRIMARY) RESEARCH EMpHASIS BIBLIOGRApHY AppENdIx // 3 // // // // // 4 5 6 7 10

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ExECUTIvE SUMMARY
Macro Environmental Considerations: During spring, there is a 0.7 percent increase in the use of Coppertone Sport. Competitors, such as indoor tanning salons, have had a 3% increase among children consumers between 1979 and 2001 President Barrack Obamas Healthcare plan adds a 10% sales tax to tanning. Company Analysis: The company is owned by ScheringPlough and opened in 1966. Products developed: 1. Coppertone Continuous Spray, Coppertone UltraGuard, Coppertone KIDS, Coppertone Water BABIES, Coppertone Sport, Coppertone Oil Free, Coppertone Tanning and Coppertone Sunless. The company has expanded to Montreal, Canada, and also opened The Coppertone Solar Research Centre in Tennessee. Product/Brand Analysis: The Coppertone product is ranked sixth according to WebMD website. Coppertone doesnt offer many sales promotions, but other sites did offer coupons for Coppertone products. Their PR team works well getting their name out there on special events and lectures concerning skin care. Coppertone is in a decline in sales compared to where it has been in the past and compared to where other competing companies are currently. Competitive Analysis: According to MRI 6,469,000 women ages 18-24 have used sunscreen in the last 12 months. Hawaiian Tropic is Coppertone Sports number one competitor because 1,305,000 women ages 18-34 have used it in the last 12 months. Hawaiian Tropic, Banana Boat Sport and Neutrogena Ultimate Sport are Coppertone Sports top competitors Consumer/Market Analysis A woman who uses Coppertone Sport leads an active lifestyle She enjoys triathlon sports such as swimming, running and biking She buys products too feminine, which do not meet her performance expectations SWOT Analysis Coppertone Sport has trusted and reliable product features such as a high SPF, and a non-greasy, waterresistant and sweat proof formula Product image and design is not geared toward women Create an awareness campaign to inform consumers old sunscreen is not as effective as a sunscreen purchased in the current season Our main competitors are Hawaiian Tropic, Banana Boat Sport, and Neutrogena Sport Comprehensive Problem Statement Provides a clear message to consumers about the importance of skin safety, and offers products of good value. However, it cannot compete with the societal idea that having a tan equals beauty Marketing and Advertising Objectives Orange Aggies marketing objective is to raise sales 10 percent. According to the statistics, more educated people use sunscreen than those who havent yet went to college. Those with an education tend to have a greater income than those who do not. We think by having more sales promotions and coupons we could attract more of our target market, which is 18-24. Recommended (Primary) Research Emphasis Recommended research emphasis should include current problems or issues that the target audience has with the product/ brand. 1. This could include pricing, package design, advertising strategies and features/benefits.

MACRO ENvIRONMENTAL CONSIdERATIONS

Macro Environmental Considerations Social factors: During the spring, consumers are more likely to purchase Coppertone Sport than during the fall. 7.4 percent of adults, ages 18 to 24 purchased Coppertone Sport during the spring. 6.7 percent of adults ages 18 to 24 purchased Coppertone Sport during the fall. Cultural factors: In the United States, indoor tanning usage has increased in children (mostly teenagers) usage. America has glamorized tanning, and people are willing to risk skin cancer for a tan. Political Trends: The number of people who use sunscreen has stayed consistently low from 2004 to 2009. In 2010, the number of users increased dramatically due to the multiple awareness campaigns warning the public of the danger of skin cancer. In President Obamas Healthcare plan, signed into effect on March 23, 2010, he added a 10% sales tax on indoor tan ning. Users of Sunscreen in the United States (See chart below):

COMpANY ANALYSIS
Coppertones mission statement is Coppertone Outshines: Protects you from the most damaging rays across 100% of the UVA UVB spectrum. Coppertone products promise better sun care for better summers for the whole family. The companys philosophy, as stated on their website, is Coppertone outshines so you can enjoy the sun. The company, which is owned by Schering-Plough, has developed an efficient website for its array of products, all focusing on sun protection. Among the useful information listed on Coppertones website is a sun care glossary, access to product and retail information, knowledge of better sun care routines, FAQs about sun care, science and education about the dangers of UVA/UVB rays and important media contacts for the company. The site is user friendly and inviting, with catchy slogans and easily accessible links. Coppertone started 66 years ago. Below is a brief statement clipped from the companys official website, including a list of firsts for the products: Sunscreen established its roots during WWII when airman and future pharmacist Benjamin Green helped develop a sun protective formula for soldiers. In 1944, Green used his invention as the basis for Coppertone Suntan Cream the very first consumer sunscreen product. In fact, this mixture of cocoa butter was concocted on his wifes stove and tested on his own bald head. waterproof and ultra-sweatproof claims for suncare products developed by the Coppertone brand. The Centre has also been responsible for most of the important inventions and innovations in the suncare category.

The Coppertone Company is also a part of a global market, with Coppertone Canadas headquarters located in Montreal, Canada. The companys headquarters have been established since 1926. The plant employs nearly 850 people. Coppertone has developed a vast amount of products since the company first opened its doors. The products In 1971, the company opened The include: Coppertone Continuous Spray, Coppertone Solar Research Centre, Coppertone UltraGuard, Coppertone which is one of the worlds largest testKIDS, Coppertone Water BABIES, ing centers and is located in Memphis, Coppertone Sport, Coppertone Oil Tennessee. Free, Coppertone Tanning and CopperEach year, the Coppertone Solar Research Centre conducts more than 1,000 tone Sunless. sunscreen tests and substantiates SPF,

The The The The The The The The

first consumer suncare product in 1944. first sunless tanner in 1960. introduction of the SpF system in the United States in 1972. first sunscreens to protect against both UvB and UvA rays in 1985. first sweatproof sunscreen for sport enthusiasts in 1991. first 6-hour waterproof sunscreen for kids in 1993. first pABA-free sunscreen to contain parsol 1789* in 1993. first disappearing coloured sunscreen for kids in 1997.

pROdUCT/BRANd ANALYSIS.
Product History Coppertone was the first to come out with a sun block product in 1944 when Benjamin Green, airman and future pharmacist, helped develop a sun protective formula for soldiers. Green used his invention as the basis for Coppertone Suntan Cream. The mixture of cocoa butter was concocted on his wifes stove and tested on his own bald head. History highpoints for the Coppertone Company The first consumer sun care product in 1944. The first sunless tanner in 1960. The introduction of the SPF system in the United States in 1972. The first sunscreens to protect against both UVB and UVA rays in 1985. The first sweatproof sunscreen for sport enthusiasts in 1991. The first 6-hour waterproof sunscreen for kids in 1993. The first PABA-free sunscreen to contain Parsol 1789* in 1993. The first disappearing colored sunscreen for kids in 1997. Features and benefits Reviewers say that active people appreciate the non-greasy feel of Coppertone Sport Sunscreen Lotion SPF 30. This water-resistant sunscreen wont sweat off as quickly as others, but should still be reapplied after heavy sweating or swimming. The lightweight formula goes on easily and absorbs quickly, unlike regular sunscreen formulas that often leave skin feeling slippery and sticky Ranking Coppertone Ultra Guard is ranked sixth according to the WebMD website. Coppertone Sport received a rankings on a scale of one to 10 on the website GoodGuide. They received a 7.1 overall as a company on the site. They received an 8 on health, a 6.5 on environment, and a 6.8 in the society rating section. Advertising In 1999, Coppertone launched a $15 million campaign attempting to get back on top in their circuit. The campaign launched in March and featured TV advertising, consumer sampling, a sweepstakes promotion and an educational drive about sun protection targeted to people under 18. Product Life cycle Coppertone is in a decline in sales compared to where it has been in the past and compared to where other competing companies are currently. Media used so far Most media being used for Coppertone is print and TV ads. Print ads vary drastically from the vintage pictures of the little girl and the puppy attempting to steal her bikini, to sporty ads attracting the more athletic consumers. Television ads vary drastically from more sexual aspects to more sporty/volleyball themes. Sales Promotions and PR Coppertone doesnt offer many sales promotions, but other sites did offer coupons for Coppertone products. Their PR team works well getting their name out there on special events and lectures concerning skin care. Point of Purchase Coppertone products can be found in both grocery and drug stores.

COMpETITIvE ANALYSIS.
ACCORdING TO MRI, 6,469,000 wOMEN AGES 18-24 HAvE USEd SUNSCREEN IN THE LAST 12 MONTHS. OUR TOp THREE COMpETITORS ARE:
Hawaiian Tropic: Hawaiian Tropic is Coppertone Sports number one competitor. According to MRI 1,305,000 women ages 18-34 have used Hawaiian Tropic in the last 12 months. It also has an index of 176. Based on these numbers it can be assumed that Hawaiian Tropic is on an incline in its product life cycle and has a high market share. The Company was founded by Ron Rice in 1969. It was the largest private manufacturer of sun care products in the United States until it was acquired in May 2007 by Playtex Products, Inc., which when combined with Playtexs other brand of sun care, Banana Boat, makes Playtex the largest manufacturer of sun care products in the Western Hemisphere. Hawaiian Tropic has a youthful, sexy brand personality that appeals to young adult women. Hawaiian Tropic typical focuses their advertising campaign on their sun tan lotion, instead of their sunscreen products. Their sun tan commercials focus on spokes models chosen from their Miss. Hawaiian Tropic Pageants. These ads appeal to women because it shows women how beautiful and sexy their skin can be if they use Hawaiian Tropic products. The ads may not be taken seriously though, because to some women, this is unrealistic. Features and Benefits Exotic coconut scent Formulated with our patented SunSure Technology - Tested in the natural sunlight! - Less chemical sunscreens - Advanced UVA Protection Spray offers convenient no mess sun protection Quick & even coverage Sprays at any angle Goes on clear for no rub application Triple Play Action formula - Sweat resistant - Water resistant SPF - Non-migrating - wont run into eye Cancer prevention Healthy skin

COMpETITIvE ANALYSIS.
Banana Boat Sport Banana Boat Sport is Coppertone Sports number two competitor. According to MRI 898,000 women ages 18-34 have used Banana Boat Sport in the last 12 months. It also has an index of 149. Based on these numbers is can be assumed that Banana Boat is on an incline or a plateau in its product life cycle and has a moderately high market share. Banana Boat is owned by Playtex Products, Inc. which when combined with Playtexs other brand of sun care, Hawaiian Tropic, makes Playtex the largest manufacturer of sun care products in the Western Hemisphere. Banana Boat has a sensible, but fun, family oriented brand personality. Banana Boat has had many different types of advertising campaigns throughout its existence. Banana Boat does not have a typical advertising theme, but most scenes are at the beach and they do mainly print and television commercials. These ads appeal to active, fun seeking families and youths but they do not have a clear overall message for the brand because they do not have a uniform campaign. Features and Benefits Very water and sweat resistant Active Dry Protect (Non-greasy) Wont Run Into Eyes Also available in SPF 15 and SPF 30 Easy Grip 8 fl oz bottle Cancer prevention Healthy skin

Neutrogena Ultimate Sport Neutrogena Sunscreen is Coppertone Sports number three competitor. According to MRI 657,000 women ages 18-34 have used Neutrogena Sunscreen in the last 12 months. It also has an index of 92. Based on these numbers is can be assumed that Neutrogena is on a decline in its product life cycle and has a moderate to low market share. But Neutrogena has high brand loyalty among its current users. Neutrogena sells facial, hair care, skin, and cosmetic products. The company was

established in 1930 when its founder, Emanuel Stolaroff, founded a cosmetic company known as Natone. The Johnson & Johnson conglomerate has owned Neutrogena since 1994 and sells products internationally. Neutrogena has a clean, youthful, female-oriented brand personality. Neutrogena is well-known for its print ads and television commercials, which feature various spokes models, typically talented and beautiful young women in the entertainment industry. These ads appeal to young women and persuade them that if they use their product they

will look pretty and clean and they will gain higher social status. Neutrogenas downfall is that they rarely (if ever) advertise their sunscreen products. Features and Benefits Ultra sweat proof Waterproof, resists rub-off Wont clog pores or cause breakouts Helioplex, a breadth of stabilizing sunscreen technologies that delivers superior protection from the sun Oil-free & PABA-free Cancer prevention Healthy skin

CONSUMER/MARKET ANALYSIS.
Users of Coppertone sport are similar to users of most sunscreens. They all tend to pursue a higher education and earn a large income. Men and women ages 35-44 equally use Coppertone Sport. We would like to re-brand our product, making it more appealing to women, ages 18-24. A woman who uses Coppertone Sport leads an active lifestyle and needs a sunscreen able to keep up with her. She enjoys triathlon sports such as swimming, running and biking. She is always outside, whether she is gardening or fish ing on the lake. While she may seem like a tomboy, she prefers balancing her somewhat masculine lifestyle by indulging in feminine products. She enjoys having nice perfumes and her favorite color is pink. She finds herself stuck buying products too feminine, which do not meet her performance expectations. The products she typically purchases do not provide the necessary amount of protection against sunburns, they are not waterproof or sweat proof, and they end up greasy. Her other option would be to purchase a product having a masculine product design and a smell that is not as pleasing as the more feminine, but less competent products. Hawaiian Tropic (offering more feminine smells) is the current leader of our target market of sunscreen products, aimed at women 18 to 24.

pROBLEMS ANd OppORTUNITIES ANALYSIS

Strengths Coppertone Sport has trusted and reliable product features such as a high SPF, and a non-greasy, water-resistant and sweat proof formula. These features are desirable for people leading an active lifestyle that also care about the health of their skin. Weaknesses Product image and design is not geared toward women. It also doesnt have an appealing smell for women who enjoy feminine products. Opportunities Many people are not aware that sunscreen expires. We will create an awareness campaign to inform consumers the sunscreen they purchased last summer will not be as effective as a sunscreen purchased in the current season. There is also an open ing in the market for women, ages 18-24, who want a sunscreen that can live up to their active lifestyle, but they also want a sunscreen that is feminine. Threats Our main competitors are Hawaiian Tropic, Banana Boat Sport, and Neutrogena Sport. Advertising for indoor tanning, along with societal pressures to be tan are threats for a protective sunscreen with a high SPF. Changing temperatures and seasons are also threats to the sunscreen industry.

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COMpREHENSIvE pROBLEM STATEMENT

COppERTONE pROvIdES A CLEAR MESSAGE TO CONSUMERS ABOUT THE IMpORTANCE OF SKIN SAFETY, ANd OFFERS pROdUCTS OF GOOd vALUE, GIvING CONSUMERS AN ARRAY OF SUNSCREENS TO CHOOSE FROM; THE COMpANY HAS ALSO dEvELOpEd A STURdY AdvERTISING CAMpAIGN. HOwEvER, IT CANNOT COMpETE wITH THE SOCIETAL IdEA THAT HAvING A TAN EQUALS BEAUTY. COppERTONE SUNSCREEN IS ALSO A SEASONAL pROdUCT, ANd FOCUSES ON SALES dURING THE SUMMER.

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MARKETING ANd AdvERTISING OBjECTIvES

ORANGE AGGIES MARKETING OBjECTIvE IS TO RAISE SALES 10 pERCENT.
ACCORDING TO THE STATISTICS, MORE EDUCATED PEOPLE USE SUNSCREEN THAN THOSE WHO HAVENT YET WENT TO COLLEGE. THOSE WITH AN EDUCATION TEND TO HAVE A GREATER INCOME THAN THOSE WHO DO NOT. WE THINK BY HAVING MORE SALES PROMOTIONS AND COUPONS WE COULD ATTRACT MORE OF OUR TARGET MARKET, WHICH IS 18-24.

RECOMMENdEd (pRIMARY) RESEARCH EMpHASIS

RECOMMENDED RESEARCH EMPHASIS SHOULD INCLUDE CURRENT PROBLEMS OR ISSUES THAT THE TARGET AUDIENCE HAS WITH THE PRODUCT/ BRAND. THIS COULD INCLUDE PRICING, PACKAGE DESIGN, ADVERTISING STRATEGIES AND FEATURES/BENEFITS.

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BIBLIOGRApHY
Better Sunscreens: A Consumer Reports Ranking. WebMD - Better Information. Better Health. Web. 21 Sept. 2010. <http:// www.webmd.com/>. Coppertone. Our History. Schering-Plough HealthCare Products Inc, n.d. Web. 16 Sep 2010. <http://www.coppertone.ca/sun- care-history.aspx>. Coppertone Brings Back Ad Icon for $15 Mil Effort. Research - Articles - Journals | Find Research Fast at HighBeam Re search. Web. 21 Sept. 2010. <http://www.highbeam.com/>. Coppertone Outshines. Schering-Plough HealthCare Products, Inc, 2010. Web. 16 Sep 2010. <http://www.coppertone.com/ coppertone/index.jsp>. Coppertone Solar Research Center Releases Suncare 2020 Symposium Key Insights. The FINANCIAL - Home. Web. 21 Sept. 2010. <http://www.finchannel.com/>.

Coppertone Sport Continuous Spray. Green, Healthy & Safe Product Ratings & Reviews | GoodGuide. Web. 21 Sept. 2010. <http://www.goodguide.com/>. Banana Boat - Products - Sport Performance Sunscreen SPF 50 Lotion. Banana Boat. Web. 20 Sept. 2010. <http://www.bananaboat.com/products/14972.aspx?cat=1&curBrowseBy=Usage>. GoogleTrends. Web. 12 Sep 2010. <http://www.google.com/trends?q=sunscreen&ctab=0&geo=all&date=all>. Hawaiian Tropic. Hawaiian Tropic . Web. 20 Sept. 2010. <http://www.hawaiiantropic.com/SkinBeauty/ Sport.aspx>.

Media Market Products. mriplus.com. N.p., n.d. Web. 14 Sep 2010. <http://ureporter.mriplusonline.com/selectdemofromsearch MaguireEisen, Maryellen. Proposed Consent Agreement in the matter of the Indoor Tanning Association. DNA: Dermatology Nurses of America (2010): 45. Web. 13 Sep 2010. <http://www.ftc.gov/os/comments/indoortanningassoc/546631-00090. pdf>. Neutrogena : Advertising and Marketing Profile at Adbrands.net. Adbrands.net: the Leading Advertising Agencies, Marketers and Brands Worldwide. Web. 20 Sept. 2010. <http://www.adbrands.net/us/neutrogena_us.htm>. Neutrogena Advertisements. Bwgreyscale.com - Index. Web. 20 Sept. 2010. <http://www.bwgreyscale.com/ads/neutrogena. html>.

Neutrogena - Sun - Sport. Neutrogena - Shop for the #1 Dermatologist Recommended Skincare Products. Web. 20 Sept. 2010. <http://www.neutrogena.com/category/id/100305.do>. Pettypiece, Shannon . Tanning Tax, Family Insurance to Take Effect in 2010. Bloomberg Businessweek (2010): 2. Web. 14 Sep 2010. <http://www.businessweek.com/news/2010-03-24/tanning-tax-family-insurance-to-take-effect-in-2010-update1-. html>.

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