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Hairfinity

JESSICA SANCHEZ AND AARON HAWKINS

What is Hairfinity?

Natural dietary supplement for women

Speeds hair growth rate

Longer, thicker, stronger hair

Ingredients
Biotin
Niacin
Vitamin

Vitamin

Vitamin

Vitamin

B12

Vitamin

B Complex

Silica
Methysulfonymethane

(MSM)
Capilsana

Complex

Clinical Study

Purpose: To evaluate the efficiency of Hairfinity in


promoting faster hair growth, thicker, softer and
more manageable hair

30 days of hair observations without taking


Hairfinity

30 days of observations while taking Hairfinity

Results

155% increase in hair growth

26.4% decrease in shedding

Survey Results

38 responses
81% Female

Used Hair Vitamins

Yes 22%

No 78%

Hair Issues

Shedding 47%

Breaking 44%

Slow Growth 32%

18% Male

SWOT Analysis
Strengths

All Natural
Ingredients
Supplemental Hair
Care Support

Opportunities

Celebrity
Endorsements
Growing Market for
Hair Growth
Supplements

Weaknesses

Not Advertised Well


Not Sold in Stores

Threats

Use of Biotin Pills


Surgical Hair
Transplants

Target Markets

Women

unsatisfied with hair


texture, growth

Middle

Class

Innovators,

Experiences, and

Strivers
Northeast

region

Generation

X and Millennials

Brand Positioning Statement

Generation X (49 37)

To position Hairfinity as a sophisticated,


easy to use natural dietary supplement for
women with breaking or damaged hair that
improves the overall health and growth of hair.
Hairfinity will be positioned as the best hair
growth supplement among competitors.

Brand Positioning Statement

Millennials (12 36)

To position Hairfinity as an innovative


and cutting edge natural dietary
supplement for women with breaking or
damaged hair that improves the overall
health and growth of hair. Hairfinity will be
positioned as the best hair growth
supplement among competitors.

Communication Objectives

Develop

brand awareness

Encourage
Increase

repeat customers

sales

Develop Brand Awareness

Objective 1.0: Increase familiarity of our product by


20% the North East in the first year

Strategy 1.1: Create advertisements that will


introduce the brand to our audience

Tactic 1.1.1: Print Ads in Womens Magazines

Tactic 1.1.2: Radio Ads

Tactic 1.1.3: Subway Ad

Encourage Repeat Customers

Objective 2.0: Increase our repeat customer


base by 10% in the first year.

Strategy 2.1: By using a discount


subscription program and making the
product available in stores we will encourage
customers to buy more than once.

Tactic 2.1.1: Subscription Program

Tactic 2.1.2: Available in local stores

Tactic 2.1.3: Points Reward System

Increase sales

Objective 3.0 : To increase overall sales in


the North East by 10% within 1 year.

Strategy 3.1: By having a more


competitive price we will encourage
customers to become brand ambassadors.

Tactic 3.1.1:Coupons via Direct Mail and Email

Tactic 3.1.2: Referral discount program

Tactic 3.1.3: Price Changes

Media Strategies

Traditional Marketing

Magazine Ads

Cosmopolitan

Womens Health Magazine

Prevention Magazine

Radio Ads

Morning Commute

Media Strategies

Non-Traditional Media

Social Media

Instagram

Twitter

Facebook

Ambient Advertising

Subway Advertising

Media Strategies

Celebrity Ambassadors

Kim
Kardashian

Khloe
Kardashian

Taraji P.
Henson

Budget Breakdown
$900,000
Magazines $
290,000
Radio $380,000
Social Media
$40,000
Subway Ad
$150,000
Direct Mail $5,000

Distribution Channels

Local Drug Stores

Rite Aid

Walgreens

CVS

Target

Walmart

Online

Subscription Program

Subscription Program
1
month

3
months

6
months

Monthly
Subscription

Bottles

1 every month

Price w/o
Subscriptio
n

$24.00

$72.00

$144.00

N/A

Price w/
Subscriptio
n

N/A

$64.80

$129.60

$20.40

Percentage
Discounted

N/A

10%

10%

15%

Savings

N/A

$7.20

$14.40

$3.60

Campaign Evaluations

Develop Brand Awareness

Magazine and Radio Ads

Subway Ambient Ad

Encourage Repeat Customers

Subscription Program

Available in Local Stores

Increase Sales

Direct Mail Coupons

Referral Program

Thank You
Thank you for you time and
consideration.
Any Questions?