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Danielle & CompanyAccount Manager: Monica A. Melia
Organic vs. Inorganic
• ex. Bath & Body Works– Artificial colors– Artificial fragrances– Triclosan
Why Organic?
• Natural Oils– Sunflower seed oil– Peppermint oil
• Toxin-free– Pesticides– Fertilizer
• Cruelty free
Client Overview
• Danielle Fleming (Founder)– Behavioral therapist
• Organic Ingredients– Bath, body, & home
• 14 different scents– 5 mood enhancing categories
• Men’s Line– Purely Naked
SWOT Analysis
• Strengths– Sincerity– Recyclable packaging– NOT tested on animals
• Weaknesses– Unfamiliar
SWOT Cont…
• Opportunities– Broader clientele– Expansion– Sampling
• Threats– Other organic lines– Local competitors
Brand Strategy
• Philosophy of Brand– Aromachology
Strategy
• Goals– Awareness– Business– Effective– 100% eco-friendly
Strategy Cont…
• Target Audience– Men/women – 35-60 yrs.
• Method– Problem
• Low advertising– Solution
• More marketing– Action
• Commercial, billboard, print ad
Media Tactics
• Magazine Print Ad– Organic Spa– Natural Health– Home & Garden
Magazine Ad
• Elements of Ad– Sexy & Soft– “This sensuous blend of freesia, violets, and jasmine
was created to give you the feeling of confidence and tenderness. Light, flirty scents that boost your mood and feel subtle sexiness.”
Billboard Ad
• Elements of Ad– feel organic. be organic.– Danielle & Company, 831 Adams Ave., Scranton,
PA or visit Danielleandcompany.com.
TV Ad
Budget & TimetableAd Type Media
OutletAd Size Cost Per
RunFrequency Campaign
ScheduleTotal
Cable TV ABC :60 sec. $9 2x per day, 5 days a week
All year round
$4,680
Print Ad Natural Health
.5 pg. $200 2x a year Random $400
Billboard NEPA region
Entire, big billboard
$1230 4x a year All year round
$4,920