Bull Frog Media Plan To Take Effect January 2010

1. Bull Frog Media Plan To Take Effect January 2010 Carissa Carmos Tiffany Kesterson Brian Taylor Kristyn Waters

2. Executive Summary • Need to increase sales by 8% for fiscal 2010 • From $24.8 million to $26.8 million • Current market share 5.8% • Goal: 6.3% market share by year-end 2010 • Increase usage rates among parents in the Southeast Region • Specifically, convert Banana Boat users to Bull Frog • Increase media budget in order to better compete

3. Situation Analysis • Annual category sales exceed $425 million • Bull Frog’s 2008 sales: $24.8 million • Brand leaders spend between $0.5 and $17 million on advertising • Roughly 11% of sales • Bull Frog is spending about 2% of sales on advertising • How much more should they spend?

4. The Charge • Currently only 49.2% of Banana Boat users are loyal, leaving 51% available to convert to Bull Frog • Parents in the Southeast using Bull Frog: 300,620 • Parents in the Southeast using Banana Boat: 1,180,960 • Budget not conducive to national advertising campaigns • Concentrate budget on regional advertising

5. SWOT Analysis

6. SWOT Analysis

7. Target Audience PARENTS IN SOUTHEAST WHO USE BANANA BOAT • Ages 18-34 • Have young children • Physically active • Outgoing • Enjoy being outdoors • Adventurous • Practical and responsible • Value-conscious • Concerned about skin care

8. Target Audience

9. Functional Benefits Offered • Only sunscreen with bug repellant • Skin protection (UVA & UVB) • Aloe & Vitamin E Moisturizers • Prevents early aging—wrinkles, skin cancer, sun damage • Waterproof • Gentle enough for children • Non-greasy formula • Easy application, variety of methods (spray, stick, lotion)

10. Higher Order Benefits Offered • Peace of mind in knowing you and your child are protected from bugs & sun • Less time spent applying lotion, more time spent enjoying the outdoors • Eliminate fussing from sunburned or bug-bitten children • Feel like a good, responsible parent

11. Sunscreen Consumption • Seasonal: • May – June when outdoor activity is at its peak • Geographical: • Focus on cities near large amount of water—Southeast region

12. How Does Bull Frog Measure Up?

13. Media Spending in the Industry Compared to top spenders, Bull Frog’s SOV is 2% Compared to entire industry, Bull Frog’s SOV drops to 1%.

14. Bull Frog vs. Banana Boat Bull Frog spends roughly $521K on a blend of Radio and TV advertising Banana Boat spends roughly $4.4 million annually on magazine advertising

15. Media Budget for 2010 • Largest competitors spending, on average, 11% of sales on media • In order to truly compete with Banana Boat, Bull Frog must spend at least 10% of sales on advertising • Seize opportunity being missed by Banana Boat’s narrow advertising mix • Occupy a greater SOV in the industry • Stop wasting ad dollars PROJECTED 2010 MEDIA BUDGET: $2,046,955

16. The Bull Frog Brand ID • Humorous • Light-hearted • Silly • Family-friendly • Childlike

17. Breakthrough Media Sponsorship of children’s sports teams in major cities in the Southeast region Airplane tray table advertising on flights into the Southeast

18. Media Objectives CONVERT PARENTS IN THE SOUTHEAST FROM BANANA BOAT USERS TO BULL FROG USERS • Convert at least 30% of the 1,180, 960 Banana Boat parents in the Southeast to “Bull Froggers” by year-end 2011 • Increase % of brand loyal Bull Frog users to 54.9% by year-end 2011

19. New Media Plan • Sponsorship of Children’s Sports • Choose a mix of boys & girls teams in all 15 markets in the Southeast ($5000 per city) • Increase exposure to parents • Stress the importance of wearing sunscreen daily not just at the beach • Show commitment to community TOTAL EXPENDITURE FOR SPONSORSHIPS IN 2010: $75,000.00

20. New Media Plan • Magazine A • Good Housekeeping • Family Circle • Better Homes & Gardens • Cosmopolitan • Oprah Magazine • Ladies’ Home Journal • Redbook • Woman’s Day • Real Simple • Magazine B • Martha Stewart Living • Parenting Magazine • 1 half page ad in each magazine in every issue for a year January – December • Total for Magazine B in • 2010: $27,600 • 1 full page ad in each magazine in each issue March – August • Total for Magazine A in 2010: $93,960 TOTAL EXPENDITURE FOR MAGAZINES IN 2010: $121,200.00

21. New Media Plan Radio B: Morning—6 spots Midday—3 spots Afternoon—6 spots Radio A: Morning—8 spots Midday—4 spots Afternoon—8 spots • :60 Radio Ads • Every weekday during May, June, July & August TOTAL EXPENDITURE FOR RADIO IN 2010: $292,755.00

22. New Media Plan • Airline Tray Table Advertisements • Only on Airtran flights into top 5 vacation cities in Southeast (May – June): • Miami-Ft. Lauderdale, FL • Orlando, FL • Tampa, FL • Atlanta, GA • W. Palm Beach, FL • Advertise on fewer seats on more flights rather than more seats on fewer flights • People in proximate seats will still see ads TOTAL EXPENDITURE FOR AIRLINE ADVERTISING IN 2010: $1,000,000.00

23. New Media Plan • Billboard A • On major highways in top 5 cities: • Miami-Ft. Lauderdale, Orlando, Tampa, Atlanta, W. Palm Beach • 2 billboards in each city for 1 year = $234,000 • Billboard B • City and state roads in all 15 markets in the Southeast • 1 billboard in each city for 1 year = $324,000 TOTAL EXPENDITURE FOR BILLBOARDS IN 2010: $558,000.00

24. Media Flight Plan

25. Delivery Metrics: Sponsorships Assuming 5% of the population in each city participates in, attends, or is exposed to these sporting events, 18.7 million people will be introduced to or reminded of Bull Frog.

26. Delivery Metrics: Magazines Using current circulation numbers, we can assume roughly 37 million people will see our magazine ads.

27. Delivery Metrics: Radio Assuming a percentage of listeners in each city listens to the different types of radio, we determined that roughly 33.8 million people will hear our radio ads.

28. Delivery Metrics: Airline Ads Assuming a certain of Airtran flights per day into these cities and the different number of ads on each flight, we determined that our tray table ads could potentially be seen by 62 million people.

29. How Many “Eyes” Will Encounter Bull Frog in 2010? In 2010, there is potential for roughly 135 million people to come in contact with the Bull Frog brand.