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  1. Video Clip

  2. ChapStick Pfizer Consumer Healthcare By: Lisa Moore, Steven Siebert, Kelsey Johnson, Cherise Boyce, and Staci Garcia

  3. 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

  4. Target Market Primary Target Market • Young females • Ages 12-25 • On the go Other Target Markets • Kids • Older Women

  5. Hierarchy of Needs • Social Needs: Esteem • Safety Needs: Protection

  6. Product Strategy Plan • Competitive Situations • Online • In Store

  7. Differentiation & Positioning Differentiation Positioning • Why Chapstick beats out competitors? • Multiple Varieties • Design • Features and Function • Customer View of Chapstick? • Wider Variety • Price • Medicinal Value versus

  8. Place/Distribution Strategy Place Objectives • Convenience Product • Maturity Stage Channel of Distribution • Indirect Type of Channel • Contractual

  9. Place/Distribution Strategy Continued Roles of Middlemen • Specialize in trade • Reduces need for working capital • Helps to anticipate customer needs Middlemen • Retailers

  10. 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”

  11. Promotion Plans • Mass Selling • Advertising • Magazines • Store Displays • Internet Placement • Events • Website and Facebook • Publicity • Brand Loyalty

  12. Price Strategy • Status-Quo Oriented • Strive to meet competition prices • Companies they compete against • Burt’s Bees • Nivea • Blistex • Carmex

  13. 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

  14. Trivia Questions • What strange material does chapstick contain? a) Tree Barkb)Aluminumc)Petroleumd) Tree Sap • 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