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Burt's Bees Situation Analysis, the Product and Creative Work Plan

Autor:   •  September 5, 2018  •  1,238 Words (5 Pages)  •  700 Views

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intense hydration for dry skin, renewing for a deep clean, and brightening for dull skin. Burt’s Bees also has a line of lipsticks/lip stains in a recyclable packaging, as well as a line of all natural makeup removers that are extra gentle on skin.

Burt’s Bees competition lies within all natural brands and other beauty/personal care lines. In the all natural industry, their competition is Tom’s of Maine and Nature’s Sunshine Products. Since the beauty and personal care industry is so large, Burt’s Bees competes with brands that aren’t all natural but are trusted and loved by many consumers. Some of these brands are Aveeno, Dove, Olay and Neutrogena.

The target market for Burt’s Bees is any age because makeup and skin care is for everyone, but the segment we have chosen for our campaign is young adults from 18-34. The consumers in this segment are involved in social media but also conscious of our effect on the environment and what chemicals can do to our bodies. These individuals are middle class that aren’t afraid to spend a little extra on a product that is all natural. We are marketing towards any race. The people in our target market will be students or entry level professionals. They live a healthy lifestyle and want to implement that into their beauty routines. They will be involved in social medias, such as Snapchat and Facebook, while still aware of current events and what is happening in the world around them.

Our business objectives for Burt’s Bees is to increase sales and knowledge of the lines being created. The beauty and personal care lines aren’t advertised by Burt’s Bees often so this campaign will bring a new awareness to the lines. We are planning on advertising only for the 6 months of spring and summer. We want to create a feel of freshness and cleanliness with our campaign. In those months, you want to look nice but have natural and light products on your face. Our goal is create an awareness of the beauty and personal care lines. We also want to bring a new feel to the company by creating a social media presence. We will promote them on apps that focus on our target markets, such as Snapchat.

With Clorox now on board and Burt’s Bees branching out into new lines, we feel it is time to update their advertising strategy. With such an established company, Burt’s Bees has a big enough budget to branch out and advertise the way they should. According to Clorox, Burt’s Bees creates up to 4% of their sales; it may not sound like much, but for this large of a company, it is sufficient. We intend to increase sales for Burt’s Bees with our advertising campaign. We want to shine a light on the product lines that are fairly new to the company and make a name for them.


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