1. Do Hyung Kim & Dong Kwon Yoo
Integrated Marketing
Communications Plan

2. 1.0 Executive Summary ......................................................................................................................... 3
1.1 Industry Snapshot ................................................................................................................. 5
1.2 Concept of “20 to 60 ............................................................................................................ 7
Product Design .............................................................................................................. 8
2.0 Opportunity Analysis ....................................................................................................................... 9
2.1 Competitor Analysis ............................................................................................................. 10
2.2 Opportunity Analysis ........................................................................................................... 12
2.3 Market Segmentation Analysis .......................................................................................... 15
3.0 Corporate Strategies ....................................................................................................................... 16
3.1 Brand Personality .................................................................................................................. 17
3.2 Brand Development Strategy ............................................................................................. 18
3.3 Brand Positioning Strategy ................................................................................................. 22
3.4 Distribution Strategy ............................................................................................................ 25
3.5 Corporate Public Relations Strategy ................................................................................. 26
4.0 Marketing Management .................................................................................................................. 27
4.1 Marketing Team ..................................................................................................................... 28
Contents
1

3. Contents
4.2 Total IMC Budget Allocation ............................................................................................. 30
4.3 Agency Selection ................................................................................................................ 31
4.4 Website Strategic, Purpose, & Utilization ....................................................................... 32
5.0 IMC Plan (Consumer) ...................................................................................................................... 33
5.1 Consumer Communication Objectives ............................................................................ 34
5.2 Budget Allocation for Consumer Communication Objectives .................................... 35
5.3 IMC Tools for Consumer .................................................................................................... 36
5.4 Consumer Media/Activity Flowchart .............................................................................. 58
5.5 Consumer Plan Evaluation ................................................................................................ 59
6.0 IMC Plan (Non-Consumer) ............................................................................................................. 60
6.1 Non-Consumer Audience ................................................................................................... 61
6.2 Non-Consumer Communication Objectives .................................................................. 64
6.3 Budget Allocation for Non-Consumer Communication Objectives ........................... 65
6.4 IMC Tools for Non-Consumer ............................................................................................ 66
Thank You ................................................................................................................................................. 69
2

4. 1.0
Executive
Summary
“20to60” is a new subscription box service product for consumers with a great
interest in wellness & fitness. We established Integrated Marketing Communications Plan
for 20to60 to raise awareness of the brand and expand our industry presence.
The United States is the biggest nutritional supplement products industry in
worldwide. Modern people in nowadays have the great interest in pursuing a healthy
lifestyle. 20to60 believes that providing natural organic products right to people’s
doorstep will grab modern people’s attention.
We named our brand as 20to60 meaning that our products cover both male and
female target population from 20 to 60. Our competitors such as WODBOM, GNC and
etc. focus on masculine and tough images, but we differentiate ourselves by
emphasizing our modern and metropolitan images.
20to60 offers 100% natural organic protein powders fulfilling various needs of
consumers. We categorized our protein powders into three different such as Mass
gaining, fat burning, and steady performance.
3

5. 1.0
Executive
Summary
Our monthly subscription box service is priced at $49.99. We ship securely
packaged protein powder right to people’s doorstep. Our key positioning factor is that we
offer 100% natural organic protein powder products that are approved by the FDA and
without containing any artificial elements.
We created the IMC tools for consumers and non-consumers that are focused on
PR and sponsorship to raise awareness of our brand and products. We highly value
building a strong community among consumers and employees with active interaction.
With our $2,000,000 marketing budget, we heavily invest on the website, social
media channels, advertising, etc. in order to raise the brand awareness to target
audiences.
We are all about pursuing healthy lifestyle without any hassles. We vision ourselves
expanding our industry presence and becoming the key player in the nutritional
supplements industry with strong supports among consumers and fitness and health
professionals.
Do Hyung Kim & Dong Kwon Yoo4

6. • Industry Size
1. The United States is the largest
nutrition and supplements market
in the world.
2. The U.S. sports nutrition
category is $6.7 billion adding $2.5
billion energy and nutrition bar
category and $6.9 billion sports
drink category looking at a current
market worth $16 billion.
• Trend & Growth
1. There is uprising interest in nutrition
supplements among modern people
due to pursuing healthy lifestyle.
2. Reflecting the latest growing trends
of fitness nutrition supplements
market, the U.S. sports nutrition
market size will increase by $7.5 billion
by 2020.
1. 1
Industry
Snapshot
5

7. • Regulations and Permits
1. The U.S. Food & Drug
Administration (FDA) regulates
and permits both finished
dietary supplement products
and dietary ingredients for the
sports & fitness nutrition
supplement market.
1. 1
Industry
Snapshot
• Industry Oversight
1. The sports & fitness nutrition industry
is overseen by FDA & Dietary
Supplement Health and Education
Act (DSHEA).
• Other things to consider
1. The main users of the sports & fitness
nutrition supplement market are
comprised of younger demographic
from 20s to 30s.
6

8. • Sports Nutrition Supplements
1. 100% natural organic
(Artificial sweetener free)
2. Door to door delivery service (Ultimate
convenience)
3. Both male and female friendly
• Product
1. 100% organic protein powder
(Artificial sweetener free)
2. Three types of protein powders
a. Mass Gain
b. Fat Burning
c. Steady Performance
• Price
1. $49.99
• Business Model
1. Subscription Box
a. Customers simply sign up for a
monthly fitness box.
b. Customers can choose the
products based on their
preferences and usage patterns.
• Target Audiences
1. Both Men and Women
2. Age Range: 20 to 60
• Delivery
1. Online order
2. 2 ~ 3 days (Fast Shipping)
• Returns
1. 30-Days Hassle Free Returns
1.2
Concept of
“20to60”
7

9. Product
Design/
Function
MONSTER
MASS
STEADY
STATIC
BEACH
BURN
Performance
Enhancement
Mass Gain Weight Loss
8

10. 2.0
Opportunity Analysis
9

11. 2.1
Competitor
Analysis
Direct
Competitors
• WODBOM
▸ Monthly fitness box
▹ Custom box filled with a new
mix of 6 to 7 large premium
items brands to try
▸ Products
▹ Coffee
▹ Workout Equipments
▹ Protein Bar
▸ Price
▹ $35
• Strength Crate
▸ Monthly fitness box
▹ Fuel your passion for fitness
▸ Products (Training equipments,
Apparel, Supplements)
▹ The Game-Day Crate
▹ The RX Crate
▹ The G.O.A.T Crate
▸ Price
▹ $59.95, $69.95, & $79.95
10

12. 2.1
Competitor
Analysis
Indirect
Competitors
• GNC
▸ Retail store specializing in
supplement products
▹ “LIVE WELL”
▸ Products
▹ Vitamin & Supplements
▹ Protein & Fitness
▹ Herbs & Natural Remedies
▹ Digestion & Super Foods
▸ Price
▹ $50 ~ $200
• BirchBox
▸ Monthly beauty box
▹ Help customers find
products they love
▸ Products
▹ Beauty samples
Subscription Box
▹ Grooming Subscription Box
▸ Price
▹ $10 ~$20
11

13. 2.1
Opportunity
Analysis
SWOT Analysis
12

14. 2.1
Opportunity
Analysis
Perceptual
Map 1
13

15. 2.1
Opportunity
Analysis
Perceptual
Map 2
14

16. 2.2
Market
Segmentation
Analysis
15
● 20to60 utilized the Nielsen's PRIZM in order to obtain the information of consumers in
terms of demographic and psychographic. We specifically employed the Nielsen's PRIZM
to find out the usage levels, since our products are classified based on usage level.
● Our target audiences are both male and female who are in 20 to 60 who are energetic
and dedicated to achieve their goals with special effort.

17. 3.0
Corporate Strategies
16

18. 3.1
Brand
Personality
Sincerity
1. Honest
2. Reliable
3. Cheerful
4. Down to earth
Excitement
1. Friendly
2. Likeable
3. Energetic
4. Happy
5. Positive
Competence
1. Reliable
2. Confident
3. Responsible
4. Dependable
Ruggedness
1. Outdoor
2. Hyper
3. Active
4. Passionate
Sophistication
1. Charming
2. Elegant
3. Attractive
4. Leader
17

19. 3.2
Brand
Development
Strategy
• Why 20 to 60?
➢ Most of protein powder products are targeting young male
customers with masculine and tough images. Our brand is targeting
a wide range of population that is from 20 to 60 years old male and
female populations. We focus on providing natural organic products
right to your doorstep. We are coming out with protein powders that
can fulfill performance, reliability, and accessibility.
18

20. 3.2
Brand
Development
Strategy
• “Nutritive Convenience”
➢ It is such a hassle to go to a store and choose the right protein
powder for you. Many of us already experienced stomach rumblings
from choosing wrong products. Some of them are even being
questioned by the FDA for their safety and performance. We solve
them all for you! We provide the best and safe protein powders that
can fulfill your needs and deliver right to your doorstep. It is
nutritional and convenience!
19

21. Signature: KDH & YDK
USPTO.GOV
20

22. 3.2
Brand
Development
Strategy
➢ For the logo design, we chose a red color for 20 and 60 to show
that we are passionate about providing nutritional supplements for
all genders and ages from 20 to 60. For our tagline, we chose a
black color to show that we are serious about providing nutritional
products in the most convenient way. We also decided to put a
green leaf in the protein shaker bottle in the middle to show that
we offer 100% healthy natural organic protein powder products.
• Logo
21

23. 3.3
Brand
Positioning
Strategy
• The Brand Story
➢ We are so tired of seeing all these advertisements of young
masculine man drinking protein shakes half naked at the gym.
Protein powders are not only for bodybuilders or fitness gurus.
It is for every people who love working out and pursue healthy
lifestyle regardless of gender and age. It has been our dream to
provide protein powders that are safe and reliable for everyone
in the most convenient way. This dream finally came true. We
provide 100% natural organic protein powder right to your
doorstep with the monthly subscription!
22

24. 3.3
Brand
Positioning
Strategy
• The Brand Promise
➢ We promise to provide customers with the healthiest and
safest nutritional supplement products. We promise and value
every customer interaction actively. We will give all our effort
for building the strongest and trustworthy brand expectation.
• Brand Attributes
➢ We pursue healthy lifestyle to every gender and age with
building lifelong trust
23

25. 3.3
Brand
Positioning
Strategy
• Brand Tone
➢ “We are here to provide our customers the healthiest
nutritional supplements product and the best consumer
interaction regardless of gender and age. We are dedicated to
build the community where everyone can access easily to our
natural organic products and pursue healthy lifestyle in the
most convenient way. We are honest about our products and
friendly to all our current and potential consumers.”
• The Value Proposition
➢ 100% Natural Organic Protein Powder
Right to your doorstep
24

26. 3.4
Distribution
Strategy
• 20to60: Online order Factory (One stop Manufacturing & Shipping)
• Customer: Online order (Monthly Subscription) Right to the doorstep
25

27. 3.5
Corporate
Public
Relations
Strategy
• Strategic partnership with
other fitness and supplement
companies
➢ Goal: Raise awareness of
20to60 brand and access to
male and female customers
in a wide age range.
26

28. 4.0
Marketing Management
27

29. 4.1
Our
Marketing
Team
• Marketing Organizational Chart
Chief Marketing Officer
PR Director
Digital
Marketing
Director
Secretary
Advertising
Director
Promotion
Director
Staff StaffStaff Staff
Staff Staff Staff Staff
28

30. 4.1
Our
Marketing
Team
29
Our marketing team consists of 14 people. Our Chief Marketing Officer (CMO)
will be charged in leading our marketing department and give some insight to
major and minor decisions. Our advertising director will work with two staffs to
come up with eye-catching slogans and fresh ideas for new advertising. Since
our brand highly values digital marketing, we assigned a digital marketing
director who has abundant experience on social medias and the internet. We
also have a PR director who has previous experience in corporate relations and
strategic partnership from nutritional supplements products. Our promotion
director will work closely with other marketing department’s leadership
positions and staffs to raise awareness of our brand with the accurate
understanding of our products and brand.

31. 4.2
Total Budget
Allocations
➢ 20to60 has budget for IMC $2,000,000.
➢ Since 20to60 is a startup business
compared to competitors, we invest
the majority, about 70%, of our budget
to consumer sector in order to expand
brand presence, and the rest of budget
is allocated to the non-consumer.
➢ 20to60 will aggressively advertise
through the website social media
channel, billboard, etc. for our target
consumers
➢ For the non-consumer, we plan to
invest our budget mostly on public
relations. 30

32. 4.3
Agency
Selection
• Criteria
1. Nutritional supplements market experience
2. Location
3. Agency Size
4. Agency self-promotion
5. Experience in the advertising disciplines
• Selected Agency: Carmichael Lynch
➢ Rationale
1. Long history
a. (Established in 1962)
2. Location
a. (Minneapolis: Urban Area)
31
3. Proper size
a. (12 Leadership positions)
4. Abundant experience in nutritional
supplement market & advertising
a. (Worked with GNC)

33. 4.4
Website
Strategic
Purpose &
Utilization
• Expectations
1. Online order system
2. Advertisement
3. Customer Service
4. Consumer Interaction
(Blog, Newsletter, SNS)
5. Payment System
6. Consumer Promotion
32

34. 5.0
IMC Plan (Consumer)
33

35. 5.1
Consumer
Communication
Objective
• Consumer Communication Objective
“To successfully penetrate the nutritional supplements
market in the United States by raising awareness of 20to60.
Aim to offer the best natural organic nutritional
supplements products in the most convenient way without
hassles. Totally committed to build and interact 20to60
community with our consumers by keeping up their
interests and purchase of our products”
34

36. 5.2
Budget for
Consumer
Communications
Objective
35

37. 5.3
IMC Tools
Consumer
Website
• 20 to 60 Website
36

38. Signature: KDH & YDK
GODADDY.COM
37

39. 5.3
IMC Tools
Advertising
Objective
• Advertising Objective
“We intend to solve inconvenience for consumers with
busy modern lifestyle. We help our consumers choosing
the healthiest and safest nutritional supplement products
and deliver right to their doorsteps. We offer not only
healthy but also convenient and easy product and service
to fulfill our busy consumers’ needs.”
38

40. 5.3
IMC Tools
Creative Brief
39

41. 5.3
IMC Tools
Design 1
• Advertising Design 1
40

42. 5.3
IMC Tools
Design 2
• Advertising Design 2
41

43. 5.3
IMC Tools
Design 3
• Advertising Design 3
42

44. 5.3
IMC Tools
Billboard
• Collateral Material 1: Billboard
43

45. 5.3
IMC Tools
Metro Ad
• Collateral Material 2: NYC Metro Ad Display
44

46. 5.3
IMC Tools
Instagram
• Collateral Material 3: 20To60 Instagram
45

47. 5.3
IMC Tools
Twitter
• Twitter Page for 20to60
46

48. 5.3
IMC Tools
Facebook
• Facebook Page 20to60
47

49. 5.3
IMC Tools
Brochure Design
• Brochure for 20to60 (Front)
48

50. 5.3
IMC Tools
Brochure Design
• Brochure for 20to60 (Back)
49

51. 5.3
IMC Tools
Postcard Design
• Postcard Design
50
Back is simple address

52. 5.3
IMC Tools
Package Design
• Subscription Box Sample
51

53. 5.3
IMC Tools
Promotion 1
• Consumer Promotion Idea 1
XCrossFit is the hottest core strength and conditioning
program among fitness people. Reebok CrossFit Games is the
most popular CrossFit competition in the world. At the end of
March, sponsoring the Reebok CrossFit Games 2017 with our
protein powder products will be the greatest opportunity to
promote our products to every gender and age group of
people without much effort.
52

54. 5.3
IMC Tools
Promotion 2
• Consumer Promotion Idea 2
The Southeastern Conference is one of the biggest college athlete
program in the United States. College students are one of the
biggest potential target customers for our products due to their
huge interest in fitness and sports. Sponsoring college athlete with
our protein powders will make a great advertising effect toward
college students. This promotion will be able to be maintained all
year round with various sports.
53
X

55. 5.3
IMC Tools
Promotion 3
• Consumer Promotion Idea 3
X
Blooming is Korean NGO helping victims of military
sexual slavery by Imperial Japan Army. We want to have
social corporate responsibility by donating 1% profit
annually to Blooming and build our community with
employees and consumers.
54

56. 5.3
IMC Tools
Public Relations
• Online PR Strategy
Six Pack Shortcuts is the most subscribed Youtube video channel
in health & fitness category. This channel has 4,224,405 subscribers
and 516,596,614 views. 20to60 will sponsor this channel to
advertise our products and raise awareness of our brand indirectly.
From utilizing embedded marketing method, we will place our
products and make the video creator drink our products without
directly advertising our products.
X
55

57. 5.3
IMC Tools
Database
Programs
• Direct Marketing Program
Since we are a new brand that needs to raise awareness of ourselves
and products, we will actively utilize many direct marketing programs
as we can. We will make our infomercial about our 100% natural organic
protein powder subscription service, send text message to consumers
that we have contact information about our deals and news, send
monthly newsletter and deals through e-mails to our subscribers, and
send “Thank you” postcard to our first time buyers.
56

58. 5.3
IMC Tools
Database
Programs
• ”Frequent Visitor” Program
20to60 will utilize “Online Frequent Visitor Card” system, Instagram
hashtag: #2060 and referral system. For “Online Frequent Visitor Card”
system, we will send a free protein powder of his or her choice after 10
times purchase. For Instagram, whoever makes reviews about our
products with putting #2060, we give 20% discount for their previous and
next orders. For referral system, a person who refers friends will get a 15%
discount on a next order.
Online Frequent Visitor
Card
57

59. 5.4
Consumer
Media/Activity
Flowchart
• 2017 Media Flowchart
58

60. 5.5
Consumer Plan
Evaluation
Method
• Consumer Plan Evaluation Method
Looking at the trend of ROI (Return on investments), obtaining
customer responses through anonymous surveys, and hearing
responses and reflections from sales people will be great ways to
evaluate our effectiveness of the consumer plan.
59

61. 6.0
IMC Plan (Non-Consumer)
60

62. 6.1
Non-Consumer
Audience
• Non-Consumer Audience 1
World Natural Bodybuilding Federation (WNBF) promotes
beauty of natural bodybuilding training and competition. WNBF
is a good fit with our products to engage in partnership to
promote our products among natural athletes and empower
our brand image.
61

63. 6.1
Non-Consumer
Audience
• Non-Consumer Audience 2
Academy of Nutrition and Dietetics (AND) is the largest
organization of food and nutrition professionals sharing
information about health, food, and fitness. Having relationship
with AND is a good opportunity to share our nutritional quality
products.
62

64. 6.1
Non-Consumer
Audience
• Non-Consumer Audience 3
IDEA Health & Fitness Association is the leading resource for
fitness and wellness professionals. IDEA holds conferences
actively throughout the United States. It will be a great
opportunity to generate awareness of our products from
offering testing events and placing brochures at conferences.
63

65. 6.2
Non-Consumer
Communications
Objective
• Communications Objective
“Raise awareness of our brand and products & build
strategic relationship with other nutrition & fitness
industry sectors to expand our industry presences”
64

66. 6.3
Budget for
Non-Consumer
Audiences
• Budget for Non-Consumer Audiences
65

67. 6.4
IMC Tools for
Non-Consumers
• Public Relations (70%)
● Events/Sponsorships (60%)
○ By sponsoring the events such as the annual conference held by WNBF, IDEA, and
AND, 20to60 aims to increase the brand awareness among people.
● Strategic Partnerships (40%)
○ 20to60 and WNBF, IDEA, and AND all can be informed to consumers by having
strategic partnerships.
• Collateral Materials (10%)
● Brochure (100%)
○ In 20to60’s brochure, we include the our partners - WNBE, AND, and IDEA
information in order to inform the customers regarding the healthy
lifestyle and to emphasize the our product’s merit - 100% natural organic
protein powder
66
• IMC Tools for Non-Consumers

68. 6.4
IMC Tools for
Non-Consumers
• IMC Tools for Non-Consumers
• Social Media (20%)
● Facebook (40%), Instagram (40%), Twitter (20%)
○ Social media platforms are the most preferred and the easiest way
to approach all the people in terms of genders and ages.
○ Able to raise the brand awareness and to expand brand presence
through social media advertising tools and pages
○ Develop the organic relationships with nutrition and fitness industry
sectors to induce people to have more interests in wellness lifestyle
67

69. References
• References
68
https://www.wodbom.com/about
https://strengthcrate.com/about-us/
https://www.birchbox.com/subscribe/women?utm_source=google&utm_medium=cpc&utm_term=birchbox&utm_ca
mpaign=u_all_brand_core&ref=brandcpc&gclid=COeQ24qe3tACFdgBgQodalkJjw
http://www.gnc.com/home/index.jsp?searchdef=2269848&affcode=635061&camp=ppc%3A635061&adpos=1t1&creative
=121328188034&device=c&matchtype=e&network=g&gclid=CLvmqY6e3tACFdQ7gQodyugD4Q
http://tess2.uspto.gov/bin/showfield?f=toc&state=4808%3A8alz4x.1.1&p_search=searchss&p_L=50&BackReference=&p
_plural=yes&p_s_PARA1=&p_tagrepl~%3A=PARA1%24LD&expr=PARA1+AND+PARA2&p_s_PARA2=20to60&p_tagrepl~%
3A=PARA2%24COMB&p_op_ALL=AND&a_default=search&a_search=Submit+Query&a_search=Submit+Query
http://emojione.com/
http://carmichaellynch.com/about/
https://www.godaddy.com/domains/searchresults.aspx?checkAvail=1&tmskey=&domainToCheck=20to60.net
https://www.ideafit.com/fitness-conferences
http://www.eatright.org/
https://www.worldnaturalbb.com/

70. THANKS!
69