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Proactiv Marketing Plan

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Submitted By trinity0720
Words 6921
Pages 28
Proactiv Marketing Plan

Proactiv Solutions

10/10/2012

Table of Contents
Executive Summary2
Background3-4
Marketing Objective4
Marketing Environment4
Competitive Forces5
Economic Forces5
Political Forces5
Legal and Regulatory Forces5-6
Technological Forces6
Sociocultural Forces6
SWOT analysis7
Strengths7
Weaknesses7
Opportunities7-8
Threats8
Target Market8-9
Marketing Mix9
Product9
Promotion9-10
Paid media10
Earned media10
Owned media10
Shared media11
Distribution11
Price12
Evaluation and Control13
Table 1: Implementation Schedule13
Table 2: Control measures14
Sources15-16

Executive Summary
According to the Proactiv website, acne is the most common skin disease, affecting 85 percent of Americans, 90 percent of teenagers and 50 percent of adult women. Out of the 85 percent of Americans suffering with acne that attempt to self-treat their condition, most of the acne treatments are marketed toward women. The market share of men and young male adults have been considered but not particularity marketed to. Proactiv can increase its customer base if they reallocate some of their current resources to making their products appealing to the previous noted market share. Proactiv can use the launch of its new formula as an opportunity to update its approach to its marketing and packaging.
The main goal for the marketing strategy change is to capture an additional five percent of the market share for acne treatment and ten percent of the market share for premium skin care by the summer of 2013. In order to accomplish this, Proactiv will launch a new advertising campaign that targets men. Proactiv will achieve this by creating infomercials of male celebrities to promote their products, advertising in the top three male dominant magazines, and incorporate and equal mix of male/ female models and male/ female

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