Xlear Case Competition

Team #ProfHuff

Derek Cohen | Chase Adams | Neal Ferrell | Blake McClary

Overview

Research

Advertising

Publicity

Digital

Packaging

Execution

Research

Research

BUT…

66% purchase in pharmacy

millionEntire Nasal Spray Market $326

3%-5% Share$10-$16mil l ion

Average return of print ads74%

$3 millionReturn on Investmentfrom $4 million investment

Placement

$6.5 - $10.75mi l l ion

Print

Moms161 respondents31 naturally minded with children under 18

Young Adults106 respondents63% likely or definitely likely to purchase a nasal spray

3% share of young adult market

2.75 million

Packaging

Advertising

“Good Day”

This is Sam on a good day.

“Sick Day”

“We’ve got your nose”We’ve got your nose.

“Xlear Your Nose”

Digital

“What’s Your Smell” Social

#needasickday

“Need a Sick Day” Social

#needasickday

Paid Search

Publicity

Allergy & Asthma Campaign

Xlear Shot Campaign

5,000One Lucky Student

Semester Tuition

5/21/2014

Booth on campus

Games and prizes

Distance shot prize: $5,000

Execution

Publicity $1,000,000

Magazine Advertising $2,000,000

Social Media $75,000

Blog Ads $200,000

Direct Mail $500,000

PPC Text & Display $100,000

Total $3,925,000

Questions?

Team #ProfHuff

Derek Cohen | Chase Adams | Neal Ferrell | Blake McClary