Banana Boat Sunscreen UK
Contents I. Company Overview3 Product Overview4 – 11 * General Protection Product4 – 5 * Sport Protection Product6 – 7 * Kids and Babies Product8 – 9 * After sun Protection Product10 * Mineral Protection Product11 II. Segmentation, Targeting, and Positioning Strategies 12 – 13 * Segmentation and Targeting Strategies12 * Positioning Strategies13 III.
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Marketing Mix (4Ps)14 IV. Product and branding strategies15 – 19 * Product Assortment16 * Branding strategy & Identify type18 * Strategy for naming brands18 Branding Strategies for new product19 V. Pricing Strategy 20 – 21 * Pricing Tactics for B2B20 * Pricing Tactics for B2C21 VI. Distribution Strategy22 – 23 * Distribution Intensity22 * Types of retailer23 VII. Sales Promotion and Advertising 24 – 26 Company Overview Organization name: Banana Boat Address: PO Box 100 Concord West, NSW, 2138 Banana Boat sunscreen in 2007 was the third largest sun lotion brand in the United States. In 2007, the original Banana Boat sunscreen made $38. 7 million with market share of 3. 36 percent.
Also, in 2007 two flanker products made the industry’s top list: Banana Boat Sport made $30. 3 million with a market share of 2. 63 percent, and Banana Boat’s ultra-mist made $22. 7 million with a market share of 1. 97. Altogether they made $91. 7 million with a percent of 7. 96-market share. The 7. 96 percent market share of the combined products ranks the Banana Boat brand second behind Coppertone brand products. The market share of Banana Boat has been steadily decreasing. Trends in the sunscreen market are continuing to grow quickly.
In 2000, the market made $438. 6 million worldwide and in 2007 made $1. 15 billion. The increase in the market is an opportunity to increase the brand awareness. Banana Boat sun care products feature advanced technology that provides safe and effective broad-spectrum UVA and UVB protection that won’t break down in the sun. Each product is tested in the sun, not just a lab, to ensure photo stability and long-lasting, durable sun protection. Banana Boat products have carried The Skin Cancer Foundation’s Seal of Recommendation 3for almost two decades.
Banana Boat has the whole family covered with a variety of sprays, lotions, stick and lip sunscreens in a range of SPF levels, as well as after sun products. Banana Boat offers tropical imagery. The brand image is energetic and lively to create a sense of carefree fun when sun protection is necessary. When consumers think of Banana Boat they think of the physical form of a Banana Boat that incorporates the fun, carefree memories of summer, therefore the brand triggers memories of carefree fun in the sun while providing protection for the skin. Product Overview General Protection
Everyday Sunscreen SPF 30+ Pump Pack? Voted Product Of The Year! Winner Sun care Category. Survey of 5,000 people by TNS. Banana Boat® Everyday is a lightweight ; moisturizing lotion, suitable for everyday family activities. Whether you are walking the dog or having a BBQ, keep this pump pack in the house or the backyard and you’ll never forget to apply sunscreen again! * SPF30+ high protection sunscreen * Lightweight and fast absorbing * Moisturizing with Vitamin E and Aloe * Fragrance free * 4 hours water resistant * Non-greasy broad spectrum protection gainst sunburn (UVB), skin damage and ageing (UVA) * Suitable for all day family use * Available in 400g pump pack * Pump packs also available in Kids ; Sport| Everyday Sunscreen SPF 30+? Voted Product Of The Year! Winner Sun care Category. Survey of 5,000 people by TNS. Banana Boat® Everyday is a lightweight ; moisturizing lotion, suitable for everyday family activities. Whether you’re having a picnic or are on a long summer’s drive, it’s important to protect your skin from the sun’s damaging rays. SPF30+ high protection sunscreen * Lightweight and fast absorbing * Moisturizing with Vitamin E and Aloe * Fragrance free * 4 hours water resistant * Non-greasy broad spectrum protection against sunburn (UVB), skin damage and ageing (UVA) * Suitable for all day family useUltraMist Sunscreen Continuous Spray Lotion SPF 30+Banana Boat UltraMist™ Continuous Spray Lotion is specially developed for people always on the go! The convenient spray ensures you are covered from all angles.
Just one pump provides continuous spray from any angle – even upside down – so you can even apply it whilst on the move! * Fast even coverage * Non-greasy * 4 hours water resistant * Rub-free * Provides broad spectrum UVA and UVB protection * Available in 175g spray can | Faces Oil-Free SPF 30+Protect your face from the harmful effects of the sun with Banana Boat® Faces Oil-Free SPF 30+ sunscreen. This water resistant light sunscreen lotion can be used daily to protect the face and neck from sun damage and can aid in the prevention of premature aging to keep skin looking youthful. Light daily sunscreen lotion * New improved oil-free formula that glides easily onto the skin * Provides broad spectrum UVA and UVB protection * Protection from premature skin ageing and sun damage * Great under makeup * 4 hours water resistant * Non-greasy * Fragrance free * Available in 100g tube| | | Sport Protection Dry Touch Sport SPF 30+ Your Grip won’t Slip. Everyone’s favorite Banana Boat® Powder Dry Sport sunscreen has been renamed to Banana Boat® Dry Touch. New name, same great sunscreen!
Banana Boat Dry Touch Sport is a sheer sunscreen lotion that leaves your skin with a dry non-greasy finish. So whether you’re playing footy with your mates, serving up aces, or volleying on the beach, your grip won’t slip. * 4 hours water resistant * Super light, clean feel and dries fast * Provides broad spectrum UVA and UVB protection * Clean fresh scent * Unique grip bottle * Available in 175mL bottle * Also available in Kids Sport Sunscreen SPF 30+ Banana Boat Sport Lotions provide the high protection you need for your active outdoor, sporting lifestyle.
Water resistant and sweat resistant protection that works as hard as you play. * Provides broad spectrum UVA and UVB protection * Non-greasy * 4 hour water resistant lotion * Available in 40g, 100g and 200g tubes Sport SPF 30+ Pump Pack For all sports lovers who like to keep active outdoors, keep this Banana Boat® Sport SPF 30+ sunscreen pump pack in the house, next to the pool, or in the backyard and you’ll never forget to apply sunscreen again. * Very high protection SPF 30+ sunscreen * Provides broad spectrum UVA and UVB protection * Non-greasy * Contains Zinc Oxide Sweat resistant * 4 hours water resistant * Available in 400g pump pack * Also available in Kids ; Everyday Sport SPF 30+ Pump Spray Banana Boat Sport SPF 30+ pump spray provides sweats and water resistant protection from UVA and UVB rays. Maximum protection designed for people regularly exposed to the sun and water, no matter what sport you play. * Very high protection SPF 30+ sunscreen * Easy to apply finger spray * Provides broad spectrum UVA and UVB protection * Non-greasy * Sweat resistant * 4 hours water resistant * Available in 240mL pump spray Kids ; Babies Protection
Baby Sunscreen SPF 30+ Pump Banana Boat Baby SPF 30+ Pump provides the strong sun protection your baby’s delicate skin needs in a mild fragrance free formula with this convenient finger spray application. Mild and gentle formula * Mild and gentle formula * Won’t run into eyes * Very high protection SPF 30+ sunscreen * Provides broad spectrum UVA and UVB protection * Fragrance free * Non-greasy * 4 hours water resistant * Available in 240mL pump spray Dry Touch Kids SPF 30+ Everyone’s favorite Banana Boat® Powder Dry Kids sunscreen has been renamed to Dry Touch. New name, same great sunscreen!
Banana Boat Dry Touch Kids goes on like a lotion, and absorbs quickly so there’s no greasy residue left on your skin. At last, a truly non-greasy sunscreen that can keep your kids protected without any fuss and sand won’t stick when you’re at the beach either. * 4 hours water resistant * Super light, clean feel * Dries fast * Provides broad spectrum protection from UVA and UVB rays * Fragrance free * Unique grip bottle * Available in 175mL bottle * Also available in Sport Kids SPF 30+ Roll-On Banana Boat Kids SPF 30+ roll-on is an easy and gentle way to cover those extra-tender spots such as the ears, nose, lips and face.
Perfect for one-the-go sunshine scenarios and last minute rushes out of the house, mums or kids can pop one into their handbags and school bag. * Mild and gentle formula * Won’t run into eyes * Very high protection SPF 30+ sunscreen * Provides broad spectrum UVA and UVB protection * Fragrance free * Non-greasy * 4 hours water resistant * Available in 75mL roll-on Kids SPF 30+ Pump Pack Keep your kids covered and happy with this easy to use Banana Boat® Kids SPF 30+ sunscreen pump pack. Perfect to protect the whole family. * Very high protection SPF 30+ sunscreen Provides broad spectrum UVA and UVB protection * Fragrance free * Non-greasy * Contains Zinc Oxide * 4 hours water resistant * Available in 400g pump pack * Also available in Sport & Everyday After Sun Protection Pure Aloe After Sun Gel. We know you love the outdoors, and after a great day out in the sun, Banana Boat® Aloe Vera gel gives you the cooling and soothing relief your sun-drenched skin needs. * Specially formulated with pure Aloe extract * Available in 250g bottle * Use it to soothe minor burns, skin irritations, dry, rough, and sunburned skin
Aloe Vera Lip Balm SPF 30+ Banana Boat Aloe Vera Lip Balm SPF 30+ gives you the serious protection you need for your delicate lips. * Contains Aloe Vera to moisturize and soothe * Provides broad spectrum UVA and UVB protection * Available in 4. 2g tube * All season lip protector that helps prevent and relieve dryness, cracking and chapping Aloe Mist Spray Banana Boat Aloe Mist After Sun Spray contains Aloe Vera which cools and soothes overexposed skin. Its unique formulation conditions and moisturizes the skin and gives you the refreshing after sun relief you need. Regular use will keep your skin soft and supple year round * ‘No-touch’ application * Available in 250mL pump spray bottle Mineral Protection Banana Boat Mineral Protect SPF 30+ contains naturally sourced zinc that goes on clear to create natural physical blockers from the sun’s rays, providing broad-spectrum UVA/UVB protection without chemical sunscreen actives or white residue. With a product for both kids and those with sensitive skin, Banana Boat Mineral Protect SPF 30+ provides premium protection without the premium price tag! Mineral Protect – Sensitive * SPF 30+ high protection sunscreen Natural mineral sunscreen- Clear Zinc * Fragrance-free for sensitive skin * Paraben-free * 4 hours water resistant * Lightweight, non-chalky lotion Mineral Protect – Kids * SPF 30+ high protection sunscreen * Natural mineral sunscreen- Clear Zinc * Low-irritant formulas for kid’s delicate skin * Paraben-free * 4 hours water resistant * Lightweight, non-chalky lotion Segmentation, Targeting, and Positioning Strategies. Segmentation Strategies Undifferentiated – Sending the same promotional message to everyone. Differentiated – Designing more than one promotional message, with each communicating different benefit.
Concentrated – Designing a promotional message that communicates the benefits desired by a single specific segment. Micromarketing – a firm tailors a product to suit an individual customer’s want and need. Banana Boat Segmentation Strategies. Banana Boat using a differentiated segmentation strategy target several market segments with a different offering for each. For example, Banana Boat successfully appeals to different target audiences, offering form innovations like convenient continuous spray technology, which shows increased market penetration, and products offering higher levels of SPF protection.
Banana Boat offers a broad array of sunscreen products designed for general protection, sport and babies/kids in sprays, lotions and sticks, plus tanning and after-sun products. Newly introduced products include Banana Boat SPF 100 ultra Defense, Sport, Kids and Baby lotions for the 2010 sun care season. Segmentation method and target market for a product/service Geographic Segmentation – organizes customers into group on the basis of where they live. Demographic Segmentation – separated consumer into a group by their characteristics such as age, gender, income and education.
Psychological Segmentation – divides consumers on the basis of difference in lifestyle, attitude, interest, and opinions. Benefits Segmentation – requires Marketers to understand and find the main benefits customers look for in a product Geodemographic Segmentation – uses a combination of geographic, demographic and lifestyle characteristics to classify consumers. Loyalty Segmentation – those who buy one brand all or most of the time – are valuable customers. Banana Boat Segmentation Method. Banana boat can be both Demographic and Psychographic segmentations.
Men and women of this age group are concentrating on keep their appearance. They want to continue looking young. These groups of young adults are also more informed on the possibilities of skin cancer. They like to be apart of the trend to protect oneself against harm sunrays. The targeted market will be men and women of any race between the ages of 18-25. People in the age range of 18-25 are in their later years of high school or attending college. These people are earning an education and are more informed than past generations. They are active and motivated, hardworking students.
They like to unwind in the sun with sunbathing, swimming, and many of these people participate in sports outside whether they are working out. Positioning Strategy. Value – the relationship of price to quality is among the most important considerations for consumers when they make a purchase decision. Salient Attributes – firm uses one or more product attributes or features as the basis for positioning its product. Symbol – symbols are so strong and well known that they create a position for the brand that distinguishes it from its competition.
Competition – firm can choose to position their products against a specific competitor or an entire product/service classification. Banana Boat Positioning Strategy. If people were talking about the Banana boat sunscreen lotion first thing they mention is the product attributes that are most important to target market which is the most common positioning strategies for Banana Boat, the lotion aiming for taking care of the skin not just only protect the sun light, depends on type of skins such as Asian skin, European and sensitive skins.
The relationships of price to quality are also the most important considerations for consumers when they make a purchase decision. Banana boat found success on lower-priced value with the best quality of the product. For example, customers may looking for the cheaper price with the best quality of sunscreen protection which is banana boat price would be only between $2 – $10 and also they will get the benefit they derive from the product. Marketing mix of the Banana Boat Company. ) Product – value creation, firms attempt to develop products and service that customer perceive as valuable enough to buy. Banana Boat Sunscreen is the original product, but the Banana Boat brand has both extensions and flankers. * Banana Boat extensions include: Banana Boat Sun wear, Kids & Baby, Sport, & Ultra-protection. After sun, Babies & Kids, Faces & Lips, General Protection, Sport, Sunless Tanning, and Tanning * Banana Boat flankers include: Lip protection, tanning oils, after-sun care. Banana Boat has created these flankers to create a larger market.
All the flankers include different formulas for specific needs before or after being in the sun. 2) Price – Value capture, a firm provides a product or service and in return, they gets money. Prices for Banana Boat Sunscreen range in price from volume, packaging type, or location. The estimated price would be between $2 and $10. * The plastic lotion squeeze tube ranges in price between $8-10 * The roll-on stick ranges in price between $6-8 * The pump spray bottle $8-10 * Easy-grip Twist and Lock Spray Can ranges in price between $8-$10 * The Banana Boat Lip Balm $2-3 ) Place – Value Delivery, the firm must be able to make to product or service readily accessible when and where the customer wants it. Consumers can buy Banana Boat sunscreen at retail stores or ordered online at various websites including bananaboat. com * The retail stores where Banana Boat is available are Kmart, Wal-Mart, Walgreens, Target, etc. and also available in the supermarket or Boots retailer shop for Thailand. 4) Promotion – Value communication, marketer communication the value of their -offering to their customers through a variety of media, magazine and the Internet.
There are a variety of websites that feature coupons and codes of Banana Boat products such as they will ask you to sign up for the PlatexStore. com Reward Points Program and take $1 off your Banana Boat orders and we also can sign up for the Banana Boat e-newsletter to receive product updates and promotions in our inbox. Product and Branding Strategies. 1) New products Banana boats create new products such as pet sun cream and lotion. Picture on the left side is ‘Pet sun-cream’. Sun skin care attention is turning to pets.
White animals and those that have a hair cut or naturally thin (or nonexistent) hair coats are particularly sensitive to the sun, and may suffer the same ills as humans: sunburn and skin cancers. That’s why we made Pet sun cream products for protecting animals from strong sunlight. Another new product called ‘Pet lotion’ which used with a clear stainless, greaseless antiseptic made from all pure ingredients for dogs and cats and other animals. The purpose of making Banana boat pet lotion is for flea allergy dermatitis relief and other skin irritations caused by fleas, ticks, ire ants, mosquitoes and parasites. Packaging uses, we are concerned with greener concept that is why we decided to use paper bag instead of plastic bag. Paper bag is secondary package with showing our Banana boat logo. Primary package, we used tube that is easy for carrying and bottles for easy to use for consumer convenience. 2) Product Assortment *Current version | | Product | Lines. | | | | | Banana boatSport Performance. | Banana boatBaby&kids| Banana boatGeneral Protection. | Banana boatTanning| Banana boatAfter sun| Banana boatMineral protection. | Product| Banana Boat Dry-Touch Sport. Banana Boat Baby SPF30+ Pump| Banana Boat Everyday| Banana boat Deep tanning SPF8 lotion with green tea| Banana Boat Aloe Vera gel| Banana Boat Mineral Sensitive Protect SPF 30+| Categories| Banana Boat UltraMist port Continuous Spray| Banana Boat® Baby Roll-On SPF 30+| Banana Boat UltraMist™ Continuous Spray SPF30| Banana boat® Protective Tanning oil SPF15| Banana Boat Aloe Mist After Sun Spray| Banana Boat Mineral-Kids Protect SPF 30+| | Banana Boat Sport Lotions| Banana Boat Powder-Dry Kids| Banana Boat Sensitive Sunscreen SPF 30+| Banana boatDeep tanning oil No SPF| Banana Boat Aloe Vera Lip Balm SPF 30+| | | Banana Boat Sport SPF 30+ trigger spray| Banana Boat® Kids SPF 30+ Pump| Banana Boat Faces Oil-Free SPF 30+| | | | | Banana Boat Sport SPF 30+ pump spray| Banana Boat Kids SPF 30+ roll-on| | | | | | | Banana Boat Kids SPF 30+ Spray| | | | | Banana Boat has many types of product lines such as sport for adults, baby&kids for protecting their soft skin. General protection products are targeting young generation.
Product categories can break into 5types on sporting product line. For example, Spray, Lotion, Pump Spray, Pump Lotion, Lip & Stick are product categories of sport types. *New version with adding ‘Pet category’ This is new products assortment that includes pet’s sun cream and lotions. New products breadth creates with ‘PET’ line and categories come up with special sun cream and lotion for animals. For more details, Pet categories can break into many types of sun creams such as sport for pets, Dog sun cream, limited addition product like Aloe Vera with vitamin pet sun cream. Brand Element Brand name – Easy to recognize and remember and Suggestive of product benefits.
URLs – The location of pages on the Internet, which often substitutes fir the firm’s name. Logos and Symbols – Logos are visual branding elements that stand for corporate names or trademarks. Symbols are logos without words. Characters – Brand symbols that could be human, animal or animated. Slogans – Short phrases used to describe the brand. Jingles – Audio message about the brand that composed of words or distinctive music. Brand Element| | Brand name| Banana Boat| URLs| http://www. bananaboat. com| Logos and Symbols| | Characters| -| Slogans| Have fun in the sun| Jingles| -| *Identify type of consumer product Shopping Goods is product or services for which consumers will spend a fair amount of time comparing each product.
Specialty Goods is product/service toward which the customer shows such as a strong preference that he/she will expend considerable effort to search for the best suppliers. Convenience Goods is those product or service for which the consumer is not willing to spend any effort to evaluate prior to purchase. Type of Banana Boat product Banana Boat is shopping goods because it is gain derived from making price and quality comparisons are more than the costs of making such comparisons. They can compare products with other main competitors such as Coppertone, Neutrogena, and Hawaiian Tropic. Frequent changes in price, style, features or product technology causes the existing information to become obsolete. ) Strategy for naming brands and product lines for the new product Corporate/Family brands – firm can use its own corporate name to brand its entire product lines and products. Corporate and product line brands – firm also can use combinations of the corporate and products line brands to distinguish its products. Individual Brands – firm can use individual brand names for each of its products. Banana boat strategy for naming brands. New product on Banana boat is a corporate and product line brand because they use combination of the corporate and product line brands to its product such as – Banana boat kids and babies, banana boat sun wear and Banana boat pet sun cream. 4) Branding strategy for new products
Brand extension – a firm use of the same brand name for new products. Co-branding – Practice of marketing two or more brands together. Brand Licensing – Contractual arrangement between firms, whereby on firm allows another to use its brand name, logo, symbol and characters in exchange for a negotiated fee. Banana boat brand strategy. New banana boat products is branding extension because they use the same brands name for the new product (e. g. lip and face protection) and their brand name is already well established so the company can spend less in developing consumer brand awareness and brand association for the new product. Pricing Strategy.
Price skimming – a product that is the first to enter a new market or new technologies will often use price skimming. This method involves pricing the product at a high price at launch, doing so allows companies to cover their research costs quickly. Penetration Pricing – is used typically used for products new to a well-established market. Such a method involves pricing the product very low in order to gain market share and attract customers. Banana Boat Price Strategy. Banana Boat is a leading sun protection company that offers multiple product lines to offer sun protection for everyone at a bargain price. With all the attention on sun safety, this brand continues to develop new products to meet consumer needs.
Banana Boat will use the market penetration pricing which the company would sets a low price for their product to increase sales and market share and once market share has been captured the firm may well then increase their price and the company believe that a lower price can help them attract more customers and may lead a group of customers to switch from the competitors. Pricing Tactics for B2B. 1) Seasonal Discount – additional reduction offered as an incentive to retailer who order merchandise in advanced of normal buying season. 2) Cash Discount – reduces the invoice costs if the buyer pays the invoice prior to the discount period. 3) Allowances Advertising allowance – offers a price reduction to channel member if they agree to features the manufacturer’s product in their advertising and promotional efforts. * Slotting allowance – fees paid to retailers simply to get new products into stores or to gain more or better shelf space. 4) Quantity Discount – To reduced price according to the amount purchased. * Cumulative Quantity discount – use amount purchased over a specified time period and usually involves several transactions, encourages retailer to maintain with current manufacturer. * Noncumulative Quantity discount – based only on the amount purchased in a single order 5) Specific to shipping – shipper will charges one rate no matter where the buyer is located and some firm set different price depend on geographical of delivery area.
Banana Boat Pricing Tactics for B2B Banana boat using Seasonal discount. For instance, Banana boat may offer its sunscreen lotion dealers an additional seasonal discounts if they place their orders and receive delivery before the summer season, previous to the warm months when a lotion sunscreen sales are highest. Price Tactics for B2C * Price Lining – marketer establish a price floor, price ceiling and price points between for similar products to represent distinct differences in quality. * Price Bundling – selling more than one product for a single with a lower price to encourage customers to stock up so they won’t purchase competitor brands. Leader Pricing – attempts to build store traffic by aggressively pricing and hope customer will pick up other item while shopping. * Markdowns – reductions on the initial selling price of the products. * Quantity Discounts for consumer – the more customer buy, the cheaper unit cost. * Seasonal Discounts – Price reductions to stimulate demand during off-peak seasons. * Coupons – to prompt consumers to try a product and encourages repurchases. * Rebates – Consumer must first buy the items during a specified time period, then mail in the required documentation that usually included the original sales receipt and finally wait 4-6 weeks for a check to arrive. Banana Boat Pricing Tactics for B2C
Banana boat using Lining-pricing tactics for their product. For example, the company prices its sunscreen lotion at three price: $9. 79 $19. 41 and $25. 47 with a different quality. The lowest priced version is Banana boat Protective Spray SPF15: 6 oz. , Banana boat sunscreen with high SPF30: 6oz at $19. 41 for a middle level of quality compared with their competitors and The highest level of quality, Banana boat sunscreen with highest SPF50: 6oz at $25. 47 and they also use coupon promotion to offer a discount on the price of specific items when customer purchased. Manufacturers and retailers in magazine or over the Internet issue coupons. Distribution Strategy
Direct Channel – A direct distribution channel is where a company sells its products direct to consumers. While direct channels were not popular many years ago, the Internet has greatly increased the use of direct channels. Additionally, companies needing to cut costs may use direct channels to avoid middlemen markups on their products. Indirect Channel – used by companies who do not sell their goods directly to consumers. Suppliers and manufacturers typically use indirect channels because they exist early in the supply chain. Depending on the industry and product, direct distribution channels have become more prevalent because of the Internet. Consumer Consumer Consumer Consumer Consumer
Consumer Banana Boat Distribution Strategy. Banana Boat Company won’t sell their product directly to consumer but they go through a retailer, which is Boots, Watsons, Supermarket or Pharmacy Shop. Companies choose the indirect channel best suited for their product to obtain the best market share; it also allows them to focus on producing their goods and the supply chain becomes more efficient which adds value for customers by making it more convenient and less expensive to purchase merchandise. Distribution Intensity 1) Intensive Distribution – designed to get products into as many outlets as possible such as Pepsi, Uniliver or any convenience goods. ) Selective Distribution – uses a few selected outlet in a territory (Shopping goods) 3) Exclusive Distribution – use only one or very few retail outlets so no other outlet in the territory can sell particular brand. (Specialty Goods) Banana Boat distribution intensity. Banana boat using Selective Distribution for their product. They are using a limited number of outlets in a geographical area to sell products such as Boots, Pharmacy or some supermarket. An advantage of this approach is that the producer can choose the most appropriate or best-performing outlets and focus effort on them and the consumers are willing to spend their time comparing alternatives. Identify types of retailer.
Food Retailer: there are 3 categories of food retailers – Conventional supermarket, Big-box food retailer and convenience store General Merchandise Retailer is department stores, full-line discount stores, specialty store, category specialists, home improvement centers, off-price retailers and extreme value retailers. Types of retailer for Banana Boat Company. Banana Boat is one of the food retailers, which is in formed of Big-Box food retainer such as Boots and Lotus, they carry both food, nonfood and many different types and lots of items with each types. Banana boat products are also in the department stores and drug store that concentrate on health and personal grooming merchandise. Advertising
It is a paid form of communication from an identifiable source, delivered through a communication channel and designed to persuade the receiver to take some action, bow or in the future. This is the Banana Boat Advertisement to promote a Banana boat Sport Performance lotion in 2008. Throughout its advertising history, Banana Boat has relied on a recognizable theme. In all of Banana Boat’s advertisements a yellow umbrella is visible symbolizing the protection that Banana Boat gives its consumers. Banana Boat is currently using three different taglines: “Banana Boat has you covered” and “Unbeatable protection, now, later, and longer,” and more commonly, “sun-tested, Sun-Proven. The consumers found out knowledge about the product by watching the advertisements on TV or magazine. Advertising’ Objective Information Advertising Objective is to tell customers about new product. Persuasive Advertising Objective is to encourage customers to switch to a different brand. Reminder Advertising Objective is to remind buyers where to find a product. Banana Boat Advertising’s Objective Banana boat using information Advertising objective to create and build brand awareness when new products are in introduction stage of product life cycle and also when consumers have little information about the specific product or types of product. Advertising Appeal
Informational Appeal: inform consumers of one or more key benefits about the advertised product and/or brand. Emotional Appeal: influences customers to buy the products emotionally. These are the people who are emotionally motivated to buy certain products. Banana Boat Advertising Appeal Banana boat using informational appeal to help consumers make purchase decision by offering factual information and strong argument that encourages consumers to evaluate the brand favorably. Sales Promotion Coupon – certificate with a stated price reduction. Deal – “Buy 1 get 1 free” or a “featured price”. Premium – offers an item for free or at a bargain price. Contest – brand-sponsored competition that requires some form of skill.
Sweepstake – offers prize based on a chance drawing of entrant’s name. Sample – offers potential customer the opportunity to try the product before they buy. Loyalty Program – Designed to retain customer. Point of purchase display – Display the product at checkout counter. Rebate – consumer mail in the rebate from to manufacturer and wait to receive their money. Product placement – include their product in nontraditional situation such as in a movie or TV program. Sales Promotion for Banana boat. Premium – Purchase any Banana Boat Sunscreen products valued over HK$ 99 and you can redeem the following by adding extra money: * Beach tent for4: Add HK$99 * Banana Boat Inflatable Float – Add HK$69
Coupon – Banana boat also offer a discount on the price of specific items when they’re purchased. Manufacturers and retailers in magazine or over the Internet issue coupons. Public Relations. To building and maintaining a positive image, handling off unfavorable event and maintaining positive relationship with the media. Public Relations for Banana Boat Company Banana boat and charity the Oncology Children’s Foundation form a partnership and support various sport activities to market an image, product and service for their mutual benefit. Electronic Media. Web site – firms are increasing their emphasis on communicating with customers through their web site.
Corporate Blog – well-receive blog can create positive word of mouth, customer loyalty and valuable feedback. Online Game – successful way to reach younger consumer in through short online game. Social Shopping – a communication between people about a firm by using the Internet. Electronic Media for Banana Boat. Banana boat also use their web site to build their brand image and educate customers about their products or service and where they can be purchased. Whenever customer want to purchase banana boat product, customer prefer to find those information on social shopping before making a purchase decision because its could gives a deep details and prices.