1. +
New IMC Program

2. +
Part I

3. +
Mission Statement

Suave is committed to creating salon quality products at
affordable prices and devoted to maintaining high customer
satisfaction.

Suave will be using a growth strategy

4. +
Part II

5. +
Situation Analysis

Company’s Growth: Suave has grown from just shampoos to
conditioners and has a number of lines such as Suave Naturals,
Suave Professionals and their body wash line

History: The company that Suave originated from, Helene Curtis
Industries Inc., was the first company to bring shampoos out of
salons for use by the general public. They also created the first type
of curlers, a pad to make wavy hair.

Product Offerings: The product allows people to get great healthy
looking hair without paying the expensive price of products on the
shelves above it.

Sales Volume: Last year Suave brought in 38 million dollars in sales
and was number one in the hair care industry

Competitors: Their main competitors are Pantene Pro-V, Herbal
Essences, Sun Silk and Aussie

6. +
Environmental Analysis

Social
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Economical


Young women feel more confident when they have nice hair
When they are more confident they are more likely to do well in
the workplace and in interviews.
There is the need to look as though you are clean and pampered
in the workplace even if you cannot really afford it
Now more than ever students and young professionals are being
careful as to where they spend their money
Technological

The progression of available technology allows companies like
Suave to conduct the same research and deliver the same benefits
as the more expensive brands

7. +
SWOT Analysis

Strengths

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No one has yet targeted such a specific market
It is a growing segment of the population
Weaknesses

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There is a pre-existing image of being the “cheap” shampoo
Does not have an image of good quality
Opportunities


Suave can convince people to change their shampoo because
people are spending less on such things as shampoo
Threats

There are other brands with similar price points

It can be difficult to change the image in one’s mind

8. +
Marketing opportunity analysis

There is a whole market that is not currently being targeted.

Females college students and young professional that need salon quality
products to look good in the workplace but cannot yet pay the high price
charged from salon brands.

Competition: SunSilk, Pantene Pro-V and Aussie- these companies do
not target this specific segment

Growth: As more people are attending college there are more graduates
who need to look good for a professional setting and as the economy is
still in a recession people are still being frugal with things like
shampoo.

The suave product will have a theme of black, sleek and
professionalism. The sleek black bottle will stand-out and look
expensive. The product will build a campaign centered towards giving
the consumer a professional salon experience without a high price.

9. +
Target Market

Women ages 18- 25 who are entering the work place, either
in new jobs or internships, where they need to look
professional without paying the professional price.

These people are trying to get their foot in the door by
looking their best giving the appearance of success and
luxury when really they are using the inexpensive product,
Suave Professional.

We chose it because it is a growing market that has not yet
been specifically targeted by shampoo companies. There are
shampoos for the teenage girl and the professional but not
the young woman in between.

10. +

11. +
Marketing Objective
 We
are utilizing an acquisition marketing objective
because Suave Professionals is a new and
expanding product line and the target market is
new to the company, so we are in need of acquiring
a new customer base

12. +
Marketing Strategy

We will reach our target market stated previously by
positioning through product attribute.


We will concentrate on positioning through the unique formula
that makes Suave Professionals such a great shampoo.
We will be using the more for less value proposition

because the consumer is getting more than the original suave
products offered while being available at a lower price than the
salon brands in which the quality of the shampoo is at the same
level with.

13. +
Distribution and Pricing

Suave will be available in the
same places that it is already
sold

Suave Professionals will be
reintroduced with popup
displays in the stores.

Needs to be showcased as it is
now almost always on the bottom
shelf.

It is still cheaper than
competitors but has a feeling of
greater value.

14. +
Part III

15. +
IMC Objectives & strategies

Objective: Attention and Interest

Strategies: Informative

This campaign will grab the
attention of the target market of
professional driven women from
18-25 through

Merchandising

Sales Promotion
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Print Ads
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Broadcast commercials.

16. +
IMC Tactics
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Social Media: Facebook, Twitter, Apps, blogs
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Print Ads: Elle, Cosmo, Marie Claire, People

Broadcast: CW, NBC, ABC and TBS

Merchandising & Sales Promotion: Pop-up
Displays, In-store Merchandising

Trade Promotion: Will offer $X of free
product for putting display in-store, free
trial product for editors and bloggers if ads
are featured

Free month of inventory if displays are
shown

17. +
Example of Print Ads

18. +
Adverting Costs

Average cost of $50,000 for a full page ad in magazines like Elle.

Average cost of $350,000 for 30 seconds on stations like ABC

Average cost of $38,000 to have a web designer create our website,
Facebook, Twitter page, Smartphone application and Online
Sweepstakes all in a consistent tone with the rest of the campaign

Average cost of $2,500 for an outdoor billboard

19. +
Budget Allocation
•
Print: 25% Magazines
•
•
•
Broadcast: 30% Television
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•
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TBS, ABC, NBC, CW
Reach 80% of women between 18-25 two times a week
every week during evening time slots
Out of Home: 15%
•
•
•
•
Elle, Marie Claire, Cosmopolitan
SELF, People, Glamour
Eye catching Billboards
Subway & Train Stations
Bus Advertisements
Social Media: 30%
•
•
Twitter & Facebook
Application for Smartphones
• Integrated with design of campaign
• Tips on staying professional
• Sweepstakes and contests