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25th April, 2018

Eva Diep, Chengyuan Li, Eun Ju Chang, Xinyi Li, Jiajin Shen, Xiuhui Zhan

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COMPANY BACKGROUND

★ A new brand entering the market of menopause � symptom relief

★ Reduction and relief of many symptoms � of menopause

★ Ingredient: Soy and other natural ingredient

★ Form: Chewable tablet

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SITUATIONAL ANALYSIS

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SNAPSHOT

An overview of the market & the competitors as it relates to Live Cool

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US POPULATION

43 million women reach menopausal age �in the US. (expected 46 million in 2020)
6,000 women enter menopause everyday.
Almost 70% of them suffer from symptoms.
Physically hot flashes, night sweats, �sleeplessness & psychologically irritability, �stress & anxiety, mood swing, etc.
Nearly 9 million experience severe hot flashes.
Hot flashes can last for about 7 years to 11 years.

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Value at $3.8 billion (2014)

Expand to $5.3 billion (2023)

Menopausal Market

Rise in population

Increase awareness regarding women’s health

Advancement of healthcare �and biotechnology

Growth Driver

Geographic Segment

US leads: �high awareness �high % of HHI spent on healthcare

Followed by Europe: �Germany, France, UK

Globally

$5.3 Billion

4.5%

Growth

a year

Geographically, US market

Leads

MARKET TREND

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COMPETITIVE LANDSCAPE

ESTROGEN LEADS (41%)
Estrogen / Progesterone / Combination
Risk of increasing heart disease or �breast and uterine cancer
Global Pharmaceutical companies lead:�Allergan, Bayer, Merck, Novatis, Pfizer, etc.

HORMONE REPLACEMENT THERAPY

HORMONAL

Highly fragmented
Isoflavones, Black Cohosh, Dong Quai, Vitex, Berry, Red Clover, etc.
A lot of small and medium-sized manufacturers

NATURAL & HERBAL

REMEDIES

NON-HORMONAL

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FEATURE & BENEFIT

Natural & Safe
Effective
Convenient and tasty
Affordable price

BRAND NAME & PACKAGE DESIGN

BRAND CLARITY Does LIVE COOL has a clear product strength and vision?	BRAND CHARISMA Is LIVE COOL attractive to target and differentiated from competitors?	BRAND COMMUNICABILITY Is LIVE COOL communicating in a consistent message and style?

OUR BRAND

EXCELLENT

NAME differentiated a lot �from competitors
Dual Function: �relieve hot flashes & their lifestyle
Easy, Simple, Memorable
Need to renew Package Design: More Attractive

EXCELLENT

POOR

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Strengths

Natural ingredients
Guaranteed effect
Safety: no side effect
Affordable price
Easy and convenient to carry �and eat
Unique brand name

Opportunities

Market growth
Growing target audience
Increasing awareness of this stage and the need for care

Weaknesses

Low awareness
Lack of marketing and advertising
No the halo effect due to new company

Threats

Increasing competition
Competing with large, global pharmaceutical companies
New enterers in biotechnology

W

S

T

O

SWOT

ANALYSIS

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COMPETITIVE MAP:

PRODUCT

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COMPETITIVE MAP:

BRAND NAME

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USP

LIVE COOL is a brand that provides actual relief

(functionally & emotionally) to our target, (45~55 female) living young and cool.

It differs from other brands because it lessens the concerns of physical and emotional side effects or general discomfort of menopause.

VALUE	Help our target to live young and live cool in terms of psychologically as well as physically.
EMOTIONAL BENEFIT	Brand name & package design makes them relieve psychologically. Not embarrassing to carry and have in front of others.
FUNCTIONAL BENEFIT	Relief of many symptoms of menopause Highly effective
FEATURE	Chewable tablet made with natural ingredient One tablet a day $39 for 1-month supply

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TARGET

AUDIENCE

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FOCUS GROUP

WHO IS SHE?

WHAT do they want?

HOW do they live?

Barbara, 55 in Brooklyn

Working for NGO

I don’t have too many symptoms compared to my friends. So, I prefer supplement than hospital therapy if there is a product that is more simple and reliable.

Jane, 48 in Queens

Store Owner

I’m busy every day, so I tend to forget about medicines which I have to take several times a day.

Sarah, 46 in Manhattan

Manager

I hope the design is pretty and

easy to carry around.

★15th / 16th, April 2018

★Late 40’s and 50’s

★5 people

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SECONDARY TARGET

Age: 40 to 45
Currently in perimenopause
Highly-educated
Currently working
Married

PRIMARY TARGET

Age: 45 to 55
Currently in menopause
Feeling of discomfort due to symptoms of menopause
Highly-educated
Currently working
Married

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PSYCHOGRAPHICS

Proactively seek out a healthy lifestyle and �pay attention to their quality of life
Who value self-image with friends and family
Outgoing, Social person
Self-achievement
Value their quality of life and is concerned �with how menopause will interfere �with their daily routine.

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OBJECTIVE

Primary Target Market:

-Increase in market share by 10% by the next quarter

-Increase product awareness of our features by 30% (Top of mind 10%)

-Increase conversion rate by 10% by the next quarter

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OBJECTIVE

Secondary Target Market:

-Increase brand awareness by 10%

-Increase brand engagement

-Increase the number of enquiries from our marketing communications activities by 15% by the next quarter

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STRATEGY

Solve problems
An integrated marketing strategy
Both online and offline
Different but consistent
1 year duration, multi-dimension measurements
Distribution: Online store
Partnerships with health organization

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CREATIVE

THEME

Mother Nature approved.

Live Brands. Live Life. Live Cool.

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Celebrity endorsement from the 4 performers

Utilize them in all our marketing materials

Portray “Mother Nature”

CELEBRITY

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VIDEOS

★2 educational videos: Hot flashes, Fatigue and stress.

★1 testimonial video Changes in moods before using and after using Live Cool. (TV ads during late night)

★1 explainer video Product USP.

�

A humorous way with Mother Nature

69% of customers prefer to watch an explainer video

51% of people have potential to make a purchase

Increase conversion rate and sales

61% of customers read reviews before making a purchase decision

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RADIO

ADS

3 Radios (10 to 20 seconds/radio)

Stations : AC, Classic Hits, All Talk, Oldies

Time :

6am-10am Morning Drive

10am-3pm

5pm-7pm Afternoon Drive

Extensive

Number of monthly radio user (age 35-49): 60,112,000

Targeted

Weekly radio reach women(age 35-55 ): 93.5%

Effective

95% Radio listeners (age 45+) stay tuned during commercials

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PARTNERSHIPS

Target specific customers

Around 3000 followers

Event Sponsorship

Information Session

Word-of-mouth

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OUTDOOR

ADS

Create 2 billboard ads
Hot Flash? Try Hot & Fresh.
Global warming? It’s just Mother Nature’s hot flashes

Outdoor ad location:
Times Square : 332,252 daily in 2016 and 342,851 daily in 2017

29% above 50 years old；67% college-educated;

The Highways in New York: 123 million vehicles daily in 2015

71% of Americans consciously look at billboards and learn about an event they attend later.

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DIGITAL

ADS

Produce 3 banner ads
Hot Flash? Try Hot & Fresh.
Global warming? It’s just Mother Nature’s hot flashes
I put the “pause” in menopause.

Place on relevant websites and lead to landing pages we have created

According to the study, website visitors who are retargeted to use banner ads are 70% more likely to complete the desired action.

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LANDING PAGE

Create 1 responsive landing page

-www.live-cool.com/mothernature

Launch it in January and maintain it as long as the campaign period.

SEO & SEM lead customers to this landing page

Marketing Materials:

-Campaign theme banners

-Videos

-Product Information

-Users feedback and response

-“Contact us now” Button

-Purchase button

�

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CONTENT

Digital & Social media content

Landing page content

Create educational content about menopause:

-Whitepaper on menopause study

-Infographics

-Menopause symptoms

Develop and implement SEO strategy

-Key words “menopause”; “mothernature”; “women health”

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SOCIAL - Pinterest

Pinterest has the highest conversion rate.

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Pinterest engages with 371,008 target customers per day
Relaunch the official account
Post campaign related content including link to the landing page
Do regular promotion to reach more people

SOCIAL - Pinterest

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BUDGET & TIMELINE

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BUDGET Breakdown

	QTY	Cost
Web-quality videos	3 videos	$50,000.00
TV ad	1 ad	$50,000.00
Digital Ads	3 ads	$2,500.00
Landing Page	1 domain	$15,000.00
Radio	3 Spots	$17,000.00
Outdoor Ad	2 ads	$5,500.00
Social	12 months	$90,000.00
Content	6 months	$60,000.00
SEM	6 months	$30,000.00
SEO	6 months	$30,000.00
Celebrity		$50,000.00
Organization Partnership		$100,000.00

Total budget: $ 500,000
Three highest budgets go to Partnership, Social, Content

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	JAN	FEB	MAR	APR	MAY	JUN	JUL	AUG	SEP	OCT	NOV	DEC
Landing page
Web quality video
TV ads
Digital ads
Radio
Social
Content
Outdoor Ads
Celebrity
Organization Partnership

TIMELINE

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EVALUATIONS

Video Ads:

Drive 2% Traffic to landing page

Landing Page:

5% Conversion Rate (Purchase)

Digital Ads (static):

3% CTR on ads going to landing page

Social:

50% increase engagement rate

Radio:

5% response rate

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Questions?

THANK YOU!

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US Census Bureau. (n.d.). Resident population of the United States by sex and age as of July 1, 2016 (in millions). In Statista - The Statistics Portal. Retrieved April 15, 2018, from https://www-statista-com.proxy.library.nyu.edu/statistics/241488/population-of-the-us-by-sex-and-age/.
Mintel. "Middle Adulthood and Health – US." Dec. 2017. Mintel. NYU, NY. April 15, 2018. http://academic.mintel.com.
Mintel. “Marketing Health to Women– US." Aug. 2015. Mintel. NYU, NY. April 15, 2018. http://academic.mintel.com.
Simmons Research. (2018). Simmons OneView (Spring 2018). Computer Software. Retrieved from Simmons OneView database.
(n.d.). Radio reach in the U.S. by age and gender 2017 | Statistic. Retrieved from https://www.statista.com/statistics/252185/radios-weekly-reach-in-the-us-by-age-and-gender/
MarketingCharts. (n.d.). Number of weekly radio listeners in the United States in March 2017, by age group. In Statista - The Statistics Portal. Retrieved April 20, 2018, from https://www.statista.com/statistics/415072/radio-listener-number-usa-by-demographic-group/.
Ecommerce Video Statistics for Q4 2010 show increased Conversion Rates across industries. (2011, March 13). Retrieved from http://blog.treepodia.com/2011/03/ecommerce-video-statistics-for-q4-2010-show-increased-conversion-rates-across-industries/
8 Powerful Reasons You Need to Use Video Marketing. (2018, January 20). Retrieved from https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/
How effective is billboard advertising? (2017, March 17). Retrieved from http://imagine-express.com/billboard-advertising-effective/
A. (2017, March 30). Market Research & Data. Retrieved from https://www.timessquarenyc.org/do-business/market-research-data
https://www.webascender.com/blog/banner-ads-work-6-ways-improve-effectiveness-banner-ads/
Online Advertising with Banner Ads. (n.d.). Retrieved from https://www.shopify.com/guides/make-your-first-ecommerce-sale/banner-ads
Do Banner Ads Work? 6 Ways to Improve the Effectiveness of Banner Ads. (2017, February 16). Retrieved from https://www.webascender.com/blog/banner-ads-work-6-ways-improve-effectiveness-banner-ads/
Motor vehicle fatalities in U.S. highway system 2015 | Statistic. (n.d.). Retrieved from https://www.statista.com/statistics/186353/motor-vehicle-fatalities-on-us-highway-system-since-1995/

Reference

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Appendix 1

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Appendix 2

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Appendix 3

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Appendix 4

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		FEMALE 40 TO 44	FEMALE 45 TO 54
SELF-CONCEPTS - AGREE A LOT: TRUSTWORTHY, COMPETENT, RELIABLE	SAMPLE WEIGHTED(000) VERTICAL % HORIZONTAL % INDEX TOTAL %	669 4,619 48.7% 3.8% 95 2.0%	1,835 12,183 56.2% 10.1% 109 5.2%
SELF-CONCEPTS - AGREE A LOT: KIND, GOOD-HEARTED, WARMHEARTED, SINCERE	SAMPLE WEIGHTED(000) VERTICAL % HORIZONTAL % INDEX TOTAL %	654 4,531 47.8% 4.4% 109 1.9%	1,687 10,789 49.8% 10.5% 114 4.6%
MARITAL STATUS - RESPONDENT: PRESENTLY MARRIED	SAMPLE WEIGHTED(000) VERTICAL % HORIZONTAL % INDEX TOTAL %	902 6,675 70.3% 5.3% 132 2.8%	2,117 14,083 65.0% 11.3% 122 6.0%
EMPLOYMENT STATUS: EMPLOYED FULL OR PART TIME	SAMPLE WEIGHTED(000) VERTICAL % HORIZONTAL % INDEX TOTAL %	934 7,486 78.9% 5.3% 131 3.2%	2,209 15,332 70.8% 10.8% 118 6.5%

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Appendix 5

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		FEMALE 40 TO 44	FEMALE 45 TO 54
ATTITUDES(HEALTH & MEDICINE)-AGREE A LOT: NON-PRESCRIPTION STORE BRAND DRUGS WORK AS WELL AS ADVERTISED BRANDS	SAMPLE WEIGHTED(000) VERTICAL % HORIZONTAL % INDEX TOTAL %	524 3,990 42.0% 4.9% 122 1.7%	1,209 8,013 37.0% 9.9% 107 3.4%
ATTITUDES (MEDIA) - AGREE A LOT: WHEN IN THE CAR, I ALWAYS LISTEN TO THE RADIO	SAMPLE WEIGHTED(000) VERTICAL % HORIZONTAL % INDEX TOTAL %	489 3,871 40.8% 4.8% 118 1.6%	1,300 9,030 41.7% 11.1% 121 3.8%
ATTITUDES (LIFESTY/INTRNET)-AGREE A LOT: WHEN I NEED INFORMATION THE FIRST PLACE I LOOK IS THE INTERNET	SAMPLE WEIGHTED(000) VERTICAL % HORIZONTAL % INDEX TOTAL %	475 3,494 36.8% 4.8% 120 1.5%	1,089 7,101 32.8% 9.8% 106 3.0%
ATTITUDES (LIFESTY/INTRNET)-AGREE A LOT: THE INTERNET HAS CHANGED THE WAY I GET INFORMATION ABOUT PRODUCTS AND SERVICES	SAMPLE WEIGHTED(000) VERTICAL % HORIZONTAL % INDEX TOTAL %	406 3,153 33.2% 4.5% 111 1.3%	1,052 6,502 30.0% 9.2% 100 2.8%

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Appendix 6

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		FEMALE 40 TO 44	FEMALE 45 TO 54
ATTITUDES (HEALTH) - AGREE A LOT: I'LL PAY JUST ABOUT ANYTHING WHEN IT CONCERNS MY HEALTH	SAMPLE WEIGHTED(000) VERTICAL % HORIZONTAL % INDEX TOTAL %	491 3,289 34.7% 3.8% 95 1.4%	1,172 7,314 33.8% 8.5% 92 3.1%
ATTITUDES (HEALTH) - AGREE A LOT: I MAKE SURE I EXERCISE REGULARLY	SAMPLE WEIGHTED(000) VERTICAL % HORIZONTAL % INDEX TOTAL %	590 4,088 43.1% 4.3% 105 1.7%	1,385 9,422 43.5% 9.8% 106 4.0%
ATTITUDES (HEALTH) - AGREE A LOT: I LIKE TO KNOW AS MUCH AS POSSIBLE ABOUT INGREDIENTS BEFORE I BUY FOOD PRODUCTS	SAMPLE WEIGHTED(000) VERTICAL % HORIZONTAL % INDEX TOTAL %	567 3,879 40.9% 4.3% 106 1.7%	1,385 9,101 42.0% 10.1% 109 3.9%
ATTITUDES (GENERAL) - AGREE A LOT: IT IS IMPORTANT MY FAMILY THINKS I AM DOING WELL	SAMPLE WEIGHTED(000) VERTICAL % HORIZONTAL % INDEX TOTAL %	708 5,037 53.1% 3.9% 96 2.1%	1,740 11,912 55.0% 9.2% 100 5.1%

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Appendix 7

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		FEMALE 40 TO 44	FEMALE 45 TO 54
ATTITUDES (GENERAL) - AGREE A LOT: I CONSIDER MYSELF TO BE A CREATIVE PERSON	SAMPLE WEIGHTED(000) VERTICAL % HORIZONTAL % INDEX TOTAL %	804 5,865 61.8% 4.2% 104 2.5%	1,996 13,416 61.9% 9.6% 104 5.7%
ATTITUDES (ABOUT SHOPPING)- AGREE A LOT: I USUALLY ONLY SHOP AT MY FAVORITE STORES BECAUSE I KNOW THEY HAVE THE BRANDS I LIKE	SAMPLE WEIGHTED(000) VERTICAL % HORIZONTAL % INDEX TOTAL %	389 2,899 30.5% 4.0% 100 1.2%	1,018 6,698 30.9% 9.3% 101 2.9%