Fall

08
10

Spring

Made For:
Medical Inventors Group

Created By:
Kate Ammerman
Elisha Brandenburgh
Ryan Currier
Jamie Eisinger
Michael Livermon
Cassandra Muntz

TABLE OF CONTENTS
EXECUTIVE SUMMARY
3

INTRODUCTION
5
SITUATION ANALYSIS
6
SECONDARY RESEARCH
6
SWOT Analysis
7
Competitor Analysis
10
Target Market
14
PRIMARY RESEARCH
15
Research Goals
15
Research Design
16
Primary Conclusions
16
MARKETING STRATEGY
17
POSITIONING STRATEGY
17
COMMUNICATION OBJECTIVES
17
MESSAGE STRATEGY
18
BUDGET ALLOCATION
20
MEDIA STRATEGY
22
PUBLIC RELATIONS
22
Reasoning
22
Cost
23
Measuring Effectiveness
23
DIRECT MARKETING
23
Reasoning
24
Cost
25
Measuring Effectiveness
25
PROMOTIONS
25

Reasoning
27
Cost
29
Measuring Effectiveness
30
INTERACTIVE/INTERNET MARKETING
30
Reasoning
31
Cost
32
Measuring Effectiveness
33
PRINT
33
Reasoning
34
Cost
35
Measuring Effectiveness
35
BROADCAST
36
Reasoning
37
Cost
37
Measuring Effectiveness
37
CLOSING RECOMMENDATIONS
38
APPENDICES
40

EXECUTIVE SUMMARY
Medical Inventors Group (MIG) is a subsidiary of the holding company
Healthcare of Today. MIG works with companies that develop medical
inventions to assist in bringing these innovative solutions to market. This
plan assumes MIG will choose to take mediTOUCH to market versus
alternative market-entry strategies. These alternative strategies will be
discussed in the conclusion of the plan.
To better understand the wound care market both secondary and
primary research were conducted. The research showed that the wound care
market is dominated by two key players, Band-Aid Brand and Curad, and
that the highest users of bandages are children. After analyzing the research
results, the following communication objectives were determined:

Create awareness of mediTOUCH brand and product among 65% of the

target audience, after IMC Plan and product are launched, within the

first year.
Create interest in the mediTOUCH brand among 45% of the target
audience, within the first year after the IMC Plan implementation and

product are launched.

Increase consumer knowledge of the mediTOUCH bandages
differentiating attributes (the "technological attributes", namely
accelerated healing, wound ventilation, a lack of chemicals, and
product durability) to 30% of the target audience, after IMC Plan

implementation and product are launched, within the first year.

Increase trial of the mediTOUCH bandage to 20% of the target

audience, within the first year after the IMC Plan implementation and

product are launched.

Increase adoption and regular use for the mediTOUCH bandage to 10%
of target audience, after IMC Plan implementation and product are
launched, within the first year.

To achieve these communication objectives MIG must structure its

messaging strategy around the New Product Innovation Adoption Model, and
as such, focus on increasing awareness, knowledge, trial, and eventual
adoption of the mediTOUCH brand.
The positioning strategy derived from the primary research includes
the slogan: Healing the way nature intended.
The recommended media strategy for MIG consists of six mediums:
Public Relations, Direct Mail, Promotions, Interactive/Internet Marketing, Print,
and Broadcast. All of these mediums effectively communicate with the target
market and reach consumers in a unique way.
Due to the confidential nature of the product and limited access to
data, this IMC plan represents a realistic exploration of viable communication
options within speculative budgetary resources. As such, program elements
recommended herein represent a best-case scenario, and although not
necessarily feasible at product launch, may be implemented at will.

INTRODUCTION
Medical Inventors Group (MIG) is a subsidiary that is owned by the
holding company Healthcare of Today. Within the holding company, the
purpose of MIG is to help design, develop, and market medical inventions
that will be used in the industry and consumer markets. MIG acquires and
develops patents that it then brings to market through Healthcare of Todays
channels or by licensing the patents to other corporations.
The purpose of this Integrated Marketing Communications Plan is to
present a messaging strategy for the release of a new wound care bandage
called mediTOUCH1. This marketing plan will focus on highlighting the key
attributes of the bandage and communicate the distinctive competencies of
the mediTOUCH product to the consumer wound care market. Upon
implementation, the intention of this plan is to capture market share from
already established competitors and bring mediTOUCH to the forefront of the
wound care industry. The focus of this plan is on the consumer market, and
does not take into consideration the institutional markets, such as hospitals,
physician offices, etc., as MIG will use Healthcare of Todays channels for that
task.

1 mediTOUCH is the top choice for a brand name, from a handful of brand
names that were developed for this IMC Plan, and will therefore be used
throughout the plan.
6

SITUATION ANALYSIS
SECONDARY RESEARCH
In order to create an Integrated Marketing Communications plan it is
necessary to fully understand the relevant markets and industries. To gain
this understanding, secondary research was conducted to analyze the
competitive environment, market trends and consumer characteristics.
The U.S. wound care market is a multi-billion dollar industry currently
amounting to $4.1 billion.2 The largest sectors in the wound care industry are
dressings, sealants, and anti-adhesion products. Dressings were a $1.8 billion
industry in 2008 and account for 55.6% of total wound care revenues3. These
numbers highlight the growth potential and attractive market size of the
wound care industry.
Advanced moist wound dressings are the largest division of the
dressing market and are expected to continue to grow as new technologies
emerge. The increasing applications for minor to moderate injuries are
expected to boost demand in the bandage market by 4.2% annually through
2013.4 This is primarily a result of the aging population and increasing
medical recognition regarding the importance of using such products.
2 Brooks, Dick. "Introduction to Marketing 472." SDSU. San Diego, CA. 20 Jan
2010. Lecture.
3 "Market Report, "Personal Hygiene/Personal Care: Global Industry
Overview", published." XooArticles.com. Kaskara, 19 Apr 2010. Web. 4 May
2010. <http://www.xooarticles.com/market-report-personal-hygienepersonal-care-global-industry-overview-published_372.html>.
4 "World Wound Management Products." MarketResearch.com. Freedonia
Group Inc, 01 Jan 2010. Web. 4 May 2010.
<http://www.marketresearch.com/product/display.asp?
productid=2585205&g=1>.
7

Currently, bandages licensed with popular cartoon characters

represent 15-20% of the total wound care bandage market, highlighting the
significance and importance of licensing relationships for bandage
manufacturers.5
SWOT Analysis
STRENGTHS
1. Technological Know-How
2. Patent Protection
OPPORTUNITIES
1. First-to-Market advantage
2. Address a currently unknown
need
3. Low switching costs for
consumers

WEAKNESSES
1. Lack of organizational
infrastructure and resources to
bring new products directly to
market
THREATS
1. Market saturation
2. Intense rivalry amongst current
competitors in the industry
3. Brand Loyalty to competition
4. Lack of knowledge among
consumers

Strengths
1. Technological Know-How: The mediTOUCH bandage will incorporate
key technological advancements that are currently under patent by MIG. This
superior products innovative technology accelerates the natural healing
process in a chemical-free way, and allows a wound to breathe. This attribute
differentiates mediTOUCH bandages from the other firms in the industry,
which will ultimately enable it to better serve the consumer wound dressing
market.

5 "World Wound Management Products." MarketResearch.com. Freedonia

Group Inc, 01 Jan 2010. Web. 4 May 2010.
<http://www.marketresearch.com/product/display.asp?
productid=2585205&g=1>.
8

2. Patent Protection: A strong patent protects MIGs technological knowhow, preventing the competition from imitating or duplicating their
mediTOUCH bandage. Patent protection enables a firm to remain the market
leader for as long as the patent holds, effectively creating a high barrier to
entry.
Weaknesses
1. Lack of Organizational Infrastructure and Resources: MIG acts as a
research and development think tank, enabling innovative ideas to hatch,
develop and eventually become a reality in the medical space. MIG lacks
both the monetary and organizational capabilities to launch a commercial
product nationally. In order to bring the mediTOUCH bandage to market and
succeed as a viable competitor against the industry leaders, a national
branding campaign is necessary. This marketing campaign would utilize
traditional and new media, namely public relations, print, broadcast, direct
marketing, promotional events, and the Internet. A campaign of this scale
requires certain organizational and firm infrastructure and resources, which
MIG does not possess at this time.
Opportunities
1. First-to-Market Advantage: The first-to-market advantage allows MIG
to capture a share of the market before the competition can start to emulate
the brands differentiating technology. The patent ownership is critical in
protecting the firms prosperity, giving it a window of security to build brand
loyalty and brand equity before competitors can compete against MIG on a

technological basis.
2. Address a Currently Unknown Need: mediTOUCHs technology
enables a revolutionary healing process. There are no products in the wound
dressing market that can naturally heal a wound and allow breathability.
Consumers are not aware of the fact that the bandages currently sold in
retail pharmacies are not healing their wounds, merely covering them up.
There is an opportunity to inform the public about what proper wound care
is, highlight the fact that there is a need for proper wound care, and present
them with the mediTOUCH solution.
3. Low Switching Costs for Consumers: Consumers purchasing bandages
have low switching costs because wound dressings are a low involvement
product. The fact that the switching costs are low represents an opportunity
for mediTOUCH because the market is willing and able to try the product.
Threats
1. Market Saturation: The market for wound dressing is saturated and the
demand is stagnant. There are no large trends besides the aging population
that would lead to an increase in demand for bandages.
2. Intense Rivalry Among Competitors: The wound dressing industry is
dominated by Band-Aid Brand and Curad, posing a major barrier to entry
and success. The rest of the market is fragmented, comprised of other
competitors and generic brands. Another factor adding to the intense rivalry
in this industry is the ability of the generics to offer bandages for extremely
low prices. This ability affects the average price of bandages and forces

10

name-brand competitors to be very price conscious, and even follow suit in

terms of price-cuts.
3. Brand Loyalty to Competition: The brand loyalty to Band-Aid Brand is
overwhelming and is a large threat to mediTOUCHs potential for success.
The strong history and goodwill with Band-Aid Brand is the major hurdle for
mediTOUCH, as there is a common belief that the oldest brand is the
strongest brand.6
4. Lack of Knowledge Among Consumers: Another major threat to
mediTOUCH is the lack of knowledge among consumers as to what
constitutes proper wound care. The research demonstrates that there is a
major disjunction between long-held attitudes that consumers are happy
with the current bandages on the market and their healing properties, versus
the reality of the healing properties of the current bandages on the market.

Competitor Analysis
There are many different products within the wound care industry.
Items are available in a vast array of assortments, styles, and sizes. Each
product has an overall distinguishing feature or distinctive competency that
its respective marketing campaigns highlight. While all of the competing
products promote infection protection, none of the products are able to
actually promote faster healing and other key aspects that mediTOUCH
makes possible.
6 Calvin P. Duncan Consumer Market Beliefs: A Review of the Literature and the Agenda for Future
Research in Marvin E. Goldberg. Gerald Gorn, and Richard W. Pollay eds., Advances in Consumer
Research 17 (Provo, UT: association for consumer research 1990); 729-35

11

The primary competitors for mediTOUCH are Band Aid Brand,

Curad, 3M Nexcare, and the generic brands. The secondary or indirect
competitors for mediTOUCH are the producers of complementary products
such as Neosporin, which has co-branded with Band-Aid Brand. The
generic anti-biotic ointments are poised as competition against this product
as well.
The following table lists the positive and negative attributes of competing
product categories:
Product Type
Plastic/Sheer
Bandages

Pros
Cons
Cheapest to produce
Inflexible
Adheres well wet/dry
Suffocates wounds
Protects wounds from
infection
Fabric Bandages
Flexible
More expensive
Breathable
Limited breathability
Adheres well wet/dry
Protects wounds form
infection
Foam Bandages
Maximum Comfort
Most expensive material
Flexible
to produce
Protects from infection
Poor adhesion
Medicated
2-in-1
Expensive
Kills/prevents germs
Risk of developing
Prevents infection
immunity
Prevents scarring
Advanced Healing
Moisture seal to mimic natural Unnatural materials
healing process
Limited breathability
Seals out water and bacteria
Absorbs excess moisture to be
evaporated
May have Neosporin
Antibiotic Ointment Kills germs
Chemicals
Prevents infection
Risk of immunity and
Prevents scarring
secondary infection
Pricing for competing products within the wound care industry is highly
competitive. The following table represents the current pricing for products

12

that most closely compete with mediTOUCH bandages:

Type of Bandage

Pricing Analysis7
Price Range
Amount of Bandage in Each Package

Brand Name
Bandages
Generic Bandages

$4.29-4.99

8 -60count

$2.99-6.99

10-100 count

Kids Cartoon
Bandages
Advanced Healing
(with Neosporin)
Neosporin
Generic anti-biotic

$1.99-3.99

20-26 count (one size/assorted)

$4.99-10.99

6-10 count

$5.29-9.99
$5.99

.5oz-1oz
1oz

Band-Aid Brand
Band-Aid Brand is our most intense competitor. The first bandage
was created in 1920 by Johnson & Johnson. Since then, Johnson & Johnsons
Band-Aid Brand has gone on to capture 60% of the market share, while the
many small players in the industry are fragmented with 2-3% each8. BandAid Brands brand equity poses a major barrier to entry in this market. The
Advanced Healing Bandage is Band-Aid Brands product that mediTOUCH
will compete most directly with, as it claims to have more advanced healing
properties9. Another competitive advantage that Band-Aid Brand has is
their relationships with external firms who own the copyrights to various
7 This pricing analysis is derived directly from pharmacies and retail store
offerings in San Diego, CA.
8 Minderovic, Christine. "The Ouchless Bandage Campaign." Beiersdorf,
Incorporated n. pag. Web. 2 May 2010.
<http://www.jiffynotes.com/a_study_guides/book_notes_add/emmc_0001_00
01_0/emmc_0001_0001_0_00034.html>.
9 "Our Products." Band-Aid Brand(R) Adhesive Bandages. N.p., 2010. Web. 2
May 2010. <http://www.bandaid.com/ourProducts.jsp>.
13

childrens characters. Band-Aid Brand currently has products with the

following characters on them: Transformers, Littlest Pet Shop, Dora the
Explorer, SpongeBob, Barbie, Scooby-Doo, Hello Kitty, SpiderMan, Go Diego Go!, Sesame Street, Care Bears, Strawberry
Shortcake, and Nascar10. Band-Aid Brand also has exclusive licensing
relationships with Viacom International Incorporated, Nickelodeon, Nick Jr.11.
Curad
According to a sample12 of consumers, Curad is the second most
recognizable bandage brand to consumers. Curad has approximately 27%
of the bandage market13. Their product offering includes bandages in
different sizes, with varying key attributes such as water resistance or
extreme adhesion. Curad also has lines of specialty products including
CURAD Scar Therapy, to prevent scarring, CURAD Mediplast, for warts,
corns or calluses, and other products for eye wounds, blisters, and even
alcohol swabs. Similar to Band-Aid Brand, Curad has relationships with
external firms who own the rights to various childrens characters including
Curious George, My Little Pony, and Sesame Street14. Another unique
10 "Our Products." Band-Aid Brand(R) Adhesive Bandages. N.p., 2010. Web. 2
May 2010. <http://www.bandaid.com/ourProducts.jsp>.
11 Our Products. Band-Aid Brand(R) Adhesive Bandages. N.p., 2010. Web. 2
May 2010. <http://www.bandaid.com/ourProducts.jsp>.
12 For this IMC plan, 37 individuals were interviewed. Most of this sample was
comprised of young parents of children ages 3-15.
13 Minderovic, Christine. "The Ouchless Bandage Campaign." Beiersdorf,
Incorporated n. pag. Web. 2 May 2010.
<http://www.jiffynotes.com/a_study_guides/book_notes_add/emmc_0001_00
01_0/emmc_0001_0001_0_00034.html>.
14 "Products." Curad: We Help Heal. N.p., 2010. Web. 2 May 2010.
<http://www.curadusa.com/products/default.asp>.
14

property to Curads design is its camoflauge line, offering bandages in

green and pink camoflauge.
3M & Nexcare Partnership
Nexcare and 3M came together to produce a bandage that was
unique to the bandage market. When the firms penetrated the market, there
was little diversity among bandages. There were many sizes offered but all
bandages had the same standard design with the adhesive strip on only two
sides of the cotton pad. Nexcare and 3M designed a diamond-shaped
bandage that had a better seal that completely surrounded the cotton pad to
aid in bandage adhesion. Although these bandages stick to skin better, they
severely suffocate the wound. Along with the diamond shaped bandage, the
companies also developed a liquid bandage spray. This spray is waterproof
and was developed to replace bandages. In some cases, while playing sports
or during other physical activities, bandages do not adhere to skin due to the
friction of shoes or sporting equipment, a factor that the liquid bandage
addresses.
To remain competitive in the industry and attractive to younger
bandage users, Nexcare and 3M created Nexcare Tattoo, a bandage
that looks like a tattoo. They have several licensing agreements with Star
Wars, Ben 10 Alien Force , Bakugan, Hot Wheels , Mr. Men and Little
Miss, Penguin's of Madagascar, and Strawberry Shortcake15.

15 "Nexcare Products." 3M. N.p., 2010. Web. 2 May 2010.

<http://solutions.3m.com/wps/portal/3M/en_US/WW_Nexcare/FirstAidProducts
/
15

Nexcare and 3M offer several different lines of health and beauty

aids to capture niche markets and those with special needs. The product
lines include cold sore treatments, diabetes skin care, and post-surgery skin
care.
Generic Brands
On average, all of the generic versions of the products are priced $2
below the name brands16. The generic brands do not offer any characters or
incorporate any unique design factors. The main competitive advantage of
these generic brands is the pricing, and ability to cut costs because of the
lack of branding and marketing.

Target Market
It is recommended that MIG implement a Differentiated Marketing
Strategy to communicate its marketing message, which involves marketing
in a number of segments but developing separate marketing strategies for
each. The bases for segmentation are demographic, behavior, and
psychographic. The relevant demographic factors for this product launch are
age and ethnicity. The target market for mediTOUCH bandages are parents of
young children ages 3-15 years of age. Seventy percent of bandage users
are children in this age range, making them the primary users of this

16 This pricing analysis is derived directly from pharmacies and retail store
offerings in San Diego, CA.
16

product17. Despite their high usage rate of bandages, these children are not
the actual consumers, or the ones purchasing the product in stores.
Therefore, mediTOUCH needs to target the household purchasers, namely
mothers, fathers, guardians, and secondarily, children ages 3-15. MIG should
also develop a separate campaign using cultural images and languages that
target the Hispanic market, as it is the largest minority group in the US,
comprising 12.5% of the U.S. population.18 Research also shows that the
Hispanic market is especially brand loyal, has larger family sizes with 3.5
people, compared to the national average of 2.7 people, making it a very
attractive market for emerging brands.19 Within the target market of mothers
of young children, MIG should focus on psychographic variables, such as
lifestyle. The Lifestyles of Health and Sustainability (LOHAS) is an emerging
psychographic segment, which includes nature- and eco-conscious
consumers. This $200+ Billion market, expecting to double by 2010, and
quadruple by 2015.20

PRIMARY RESEARCH
Research Goals

17 Solomon, Michael. Consumer Behavior. 8th ed. Pearson Prentice Hall,

2008. Print.
18 Solomon, Michael. Consumer Behavior. 8th ed. Pearson Prentice Hall,
2008. Print.
19 Solomon, Michael. Consumer Behavior. 8th ed. Pearson Prentice Hall,
2008. Print.
20 "Greening Consumption." Marketing Green (2007): n. pag. Web. 3 May
2010. <http://marketinggreen.wordpress.com/category/eco-friendlypackaging/>.
17

The following were the five main research objectives:

1. What is the demand among parents of children ages 3-15 years of
age in the U.S. for a bandage that promotes advanced healing?
2. What are the best avenues for contacting and communicating the
target market- parents of children ages 3-15 years old?
3. When and how often do parents of children, ages 3-15 years of age,
purchase bandages?
4. Are the aforementioned demographic of parents willing to pay more
than the current average price of bandages for an advanced healing
bandage?
5. What key design attributes of bandages are most attractive to
children aged 3-15 years old?
Research Design
After determining the primary research goals in-depth interviews were
conducted with parents of children ages 3-15 years of age, and in-depth
interviews were held with children ages 3-15. It was concluded that in-depth,
or probing interviews were the most effective method of research for
mediTOUCH due to the legal constraints regarding the technological
innovation and product differentiation of mediTOUCH. Large surveys were
inapplicable because of the necessary explanations involved in describing
mediTOUCH (without actually describing mediTOUCH) and the
aforementioned limitations of information available for disclosure.
Forty parents, male and female, were interviewed for approximately
thirty minutes each, and were probed about bandages, shopping history, and

18

preferred media vehicles.

The in-depth interviews were selected as the primary research tool for
children, as it is believed that the dynamics of in-depth interviews would
promote further discussion. This constant conversation and the ability to
bounce ideas and thoughts off of one another is valuable when speaking with
youth. Sixty-three children participated in these in-depth interviews, which
were directed at finding popular cartoon and television characters, as well as
popular aesthetic attributes such as colors and shapes. Interview questions
can be found in Appendices A, C, E and G.
Primary Conclusions21
After conducting the primary research we were able to answer the primary
research objectives. Firstly, it was found that there is a 100% demand among
parents of children ages 3-15 years for bandages that provide advanced
healing. Secondly, it was found that the best avenues for contacting parents
and encouraging bandage trial and purchase is through direct mail, public
relations, point-of-purchase displays, promotional events, Internet, and
Television. Parents overwhelmingly stated that they keep a stock of
bandages in the home, and it is an item they do not like to run out of. These
same parents said they would be willing to spend more than the current
average price of bandages for a more advanced healing bandage and
superior product, similar to what mediTOUCH will offer. After holding in-depth
interviews with children ages 3-15, it was found that the top four design
21 All of these statistics and conclusions were derived from the primary
research conducted. See Appendices B, D, F, and G for more information.
19

attributes most important or desirable to them were cartoon characters,

bright colors, glow-in-the-dark, and personalized images.

20

MARKETING STRATEGY
POSITIONING STRATEGY
The wound care market is dominated by Band-Aid Brand. Currently,
bandages are synonymous with Band-Aid Brand, and consumers use the
term Band-Aid interchangeably with bandage. The launch of the mediTOUCH
bandage will need to disrupt this market and position itself as the leading
and superior bandage.
For parents and guardians of children ages 3-15, mediTOUCH is a
bandage that provides advanced natural healing enabled by a patentprotected technology, unlike the current bandage manufacturers, such as
Band-Aid Brand, which provide a temporary fix to open wounds. The
unique selling proposition of mediTOUCH is the bandages core advanced
healing technology that allows a wound to breathe while simultaneously
healing, which can be communicated using the tagline, Healing the way
nature intended.
As bandages are a low-involvement product, mediTOUCH will leverage
its positioning strategy to move rapidly through the peripheral route of the
Elaboration Likelihood Model, changing consumer beliefs, behaviors and
attitudes, respectively.
COMMUNICATION OBEJCTIVES

Create awareness of mediTOUCH brand and product among 65% of the

target audience, after IMC Plan is implemented and product are

21

launched, within the first year.

Create interest in the mediTOUCH brand among 45% of the target
audience, within the first year after the IMC Plan is implemented and

product are launched.

Increase consumer knowledge of the mediTOUCH bandages
differentiating attributes (the "technological attributes", namely
accelerated healing, wound ventilation, a lack of chemicals, and
product durability) to 30% of the target audience, after IMC Plan is

implemented and product are launched, within the first year.

Increase trial of the mediTOUCH bandage to 20% of the target
audience, within the first year after the IMC Plan is implemented and

product are launched.

Increase adoption and regular use for the mediTOUCH bandage to 10%
of target audience, after IMC Plan is implemented and product are
launched, within the first year.

MESSAGING STRATEGY
Cognitive messages are an effective communication strategy when
introducing a new, low involvement product, similar to mediTOUCH, which
has a key product differentiator. The New Product Innovation Adoption Model
suggests a cognitive pathway a consumer follows, resulting in the purchase
of a completely new product or service. There are five stages: knowledge,
persuasion, decision, implementation and confirmation.

22

22

In the knowledge stage of this model, consumers need to learn about

the product that previously did not exist, and understand its benefits.
Therefore, mediTOUCHs messaging strategy must undermine the
preexisting beliefs regarding Band-Aid Brand through the use of
comparative advertising. Secondly, mediTOUCH must spread awareness and
increase the knowledge of the innovative and technological superiority of its
product using rational appeals. The breathability and lack of chemicals of the
mediTOUCH bandage must be emphasized at this stage, and the specific
technology of the mediTOUCH bandage explained. Certain behavioral
techniques can be used to help change consumers minds:
1) Classical Conditioning: repeated pairing of the mediTOUCH logo with
the notion of superior healing.
2) Instrumental Conditioning: create an inherent, positive association
between the mediTOUCH bandage and superior healing.
22 Belch, George, and Michael Belch. Advertising and Promotion. 8th ed. New
York City, NY: McGraw-Hill, 2009. 156. Print.
23

3) Observational Learning: as more consumers sample the mediTOUCH

bandage and experience the improved healing it provides, others can learn
vicariously about the product as they observe their peers positive
experience.
After gaining knowledge of mediTOUCHs advanced healing technology
using rational appeals, consumers need to be persuaded to decide to try the
new product. In order to persuade consumers, mediTOUCH must use fear
and emotional appeals to target concerned parents or guardians.
The implementation stage must include trial of the mediTOUCH
bandage. This will be achieved through selected marketing mediums such as
promotional events and direct mail. Lastly, in the confirmation stage
consumers will have gained knowledge of the bandages attributes,
experienced the advanced healing that the product enables, and decided
that mediTOUCH is indeed a superior product.
BUDGET ALLOCATION
The media vehicles listed below were chosen based on the specific
demographic profiles of the mediTOUCH target market. See Appendix H for
more information and specific pricing quotes from each chosen vehicle. The
most effective way to utilize the chosen vehicles is using continuous,
flighting, and pulsing schedules. See Appendix I for a chart of the suggested
media scheduling. Regarding the media schedule for specific day parts, see
Appendix J for a graph of reach among population.
Media
Public
Relations
2%
Direct

Vehicles
Press Releases- PR Newswire
Press Conferences

Cost x Units
$195 Annually +
services needed

Total
$195 Annually +
services needed

Postcard Mailer- 6 x 8.5 including sample

$.10 x 6.45 million

$645,000

24

Marketing
7.5%
Promotions
50%

Mailing List
Events- Post Card- 6 x 8.5 including
sample
Tri-Tray Floor Display- 5
One-Sided A Frame Floor Display- 4.5
Standard Counter Display- 18
12 Pocket Side Wing Display- 4

Internet
3%

Print
7.5%

Broadcast
30%

WorkingMother.com- Skyscraper Ad 160 x

600
CBS.com- Banner ad 300 x 250
FoodNetwork.com- Banner ad 728 x 90
Google AdWords
Yahoo!/Flikr
(A)Working Mother Magazine- Full Page,
Color
(A)Allure Magazine- Full Page, Color
(A)Womans Day- Full Page, Color
(B)Readers Digest- Spread, Color
(B)Good Housekeeping- Full Page, Color
Food Network- (1) :30, Daytime/National
(9:30am - 3pm)
Food Network- (1) :30, Early Fringe/National
(3pm - 6pm)
NBC- (1):30 Daytime/local(11am-12p)
NBC- (1):30 Daytime/local(12pm - 1pm)
NBC- (1):30 Daytime/local(1 pm- 2pm)
NBC- (1):30 Early/local(6pm - 7pm)
Oxygen- (1) :30, Day Spot (M-F 8am 3pm)
Oxygen- (1):30 Prime Spot (M-Su 6pm
2am)

units + bandage +
postage
$.10 x 3 million units +
bandage
$25/Display x 4,000
$30/Display x 4,000
$23/Display x 1,000
$26/Display x 1,000

CPM x [Portion of target

Market in -ooos]
$45 x 386.67
$12 x 386.67
$12 x 386.67
$+/-1.00 CPC
$+/-$1.00 CPC

$300,000

$100,000
$120,000
$23,000
$26,000
+ (negotiations
with store,
incentives, slottin
fee)

$17,400
$464,004
$464,004
$60,000
$60,000

$70,315/Ad/Issue x 4
$131,721/Ad/Issue x 4
$259,960/Ad/Issue x 4
$342,600/Ad/Issue x 4
$344,475/Ad/Issue x 4

$281,260
$526,884
$1,039,84
$1,370,400
$1,377,900

$2,055/spot x 36
$4,332/spot x 36
$290/spot x 36
$120/spot x 36
$205/spot x 36
$550/spot x 36
$1,4075/Spot x 10
$1,353/Spot x 20

$1,982
$11,956
$10,440
$4,320
$7,380
$19,800
$40,751
$7,061

Total:

$5,939,737

Note: Although these figures are high in relation to the original budget, all of these media vehicles
have less expensive options (smaller size, black and white, partial circulation and regional markets).
These specifications can reduce the price by more than half in some cases.The media selections are
listed above may change depending on the scope of the IMC campaign and budget.

25

MEDIA STRATEGY
PUBLIC RELATIONS
For Public Relations (PR), it is recommended that MIG implement press
releases and press conferences. By utilizing these two PR vehicles,
mediTOUCH can increase its interactions with key news forces, including
broadcast, print and online publications. When writing and distributing its
press releases, MIG should focus the content on the technological
advantages of the mediTOUCH bandage, and work to build the relationships
with the Associated Press and any other appropriate news vehicles. It is
suggested that MIG become a member of PR Newswire for a low annual fee,
subject to fee increases for additional services, to aid in the distribution of
the mediTOUCH press releases. PR Newswires services include assistance in
initial release of information, creation of press releases, and measuring the
effectiveness of a companys PR efforts23.
Reasoning
When launching a new product that has a new distinctive competency
unknown or misunderstood by the public, as is the case with mediTOUCH
bandages, PR is an important tool used to spread awareness and
acceptance. A effective PR campaign can increase understanding of
mediTOUCHs advantages by introducing the problem with current bandage
solutions available in the market, such as improper healing, and
consequently highlighting the ways in which mediTOUCH solves the problem.
Cost
23 "Reliable Distribution Services. Innovative Communications Products.." PR
Newswire. PR Newswire, 2010. Web. 2 May 2010.
<http://www.prnewswire.com/products-services/>.
26

The cost of Public Relations is relatively low, but varies depending upon the
selected distribution methods of the press releases, and the selected
services offered by PR Newswire. Additional costs can be incurred regarding
venue and complementary services provided by MIG to entice reporters and
news stations to cover the mediTOUCH story.
Measuring Effectiveness
MIG can measure the effectiveness of its PR initiatives by using online
analytical tools to obtain the number of views of online PR articles or blogs,
and the amount of web traffic the mediTOUCH website experiences after
major PR announcements. To monitor the effectiveness of PR efforts in print
mediums, MIG should employ a clipping service to measure the amount the
mediTOUCH bandage is mentioned.
DIRECT MARKETING
For mediTOUCH, the most relevant and effective type of direct
marketing is direct mail. It is recommended that MIG distribute double-sided
postcards with the following core elements: a sample mediTOUCH bandage,
and a coupon for a discount on a box of mediTOUCH bandages to be
redeemed at a local retail pharmacy. See Appendix K for a sample design of
the direct mail piece.
A key aspect of a direct mail campaign is the mailing list. A campaign
of this nature will not be successful without a mailing list that targets the
selected mediTOUCH consumer demographics. For mediTOUCH, mothers and
fathers of young children in middle to upper income levels comprise the
target market. By obtaining a list specific to this market, mediTOUCH can

27

reap a higher return on the investment and costs associated with direct mail
pieces because a more selective list ensures a higher rate of response or
purchase from consumers, and eliminates waste coverage because of this
selectivity.
Reasoning
A direct mail campaign containing a sample of the product targeting
the core demographics of mediTOUCH would allow mediTOUCH to put its
bandage in the hands of its consumers. The New Product Innovation
Adoption Model highlights the necessity for new products like mediTOUCH to
be trialed by consumers prior to purchase. Before a consumer will make the
decision to switch products and brand loyalties, he or she needs to fully
understand the products competitive advantage. For mediTOUCH, this
advantage is technology-based, and thus, more persuasive when consumers
gain first-hand experience with the improved healing the mediTOUCH
bandage enables. Additional research from a sample of mothers that fall into
the mediTOUCH target market shows that a direct mail piece containing a
sample of the bandage would greatly increase the probability that they
would trial the product on their children or themselves.24 Direct mail also
lends itself to customization very well. mediTOUCH will have the unique
ability to build more personalization into their direct mail pieces by using
specific adult or childrens names, and by providing a sample of a solution
that recognizes their specific needs. These personalization aspects are
important for mediTOUCH, as it is launching a product in a market where its
24 These conclusions were derived from the results from a survey with parents of young children.
Please see Appendix K.

28

rival, Band-Aid Brand, has extreme brand loyalty, and has become
ingrained in the lives, both past and present, of consumers. Developing a
campaign that works to build a relationship between mediTOUCH and
parents is critical in order for mediTOUCH to gain market share.
Cost
The cost of a direct mail campaign depends on the type of design and
packaging of the direct mail piece, but could cost around $0.10 per print 25.
Because the mediTOUCH product is small, light-weight and non-perishable, it
is a natural fit with direct mail. Another inherent cost of producing a direct
mail campaign is the mailing list, the prices varying greatly depending upon
how in-depth and specialized a market MIG chooses to focus on. mediTOUCH
will also need to pay for the postage.
Measuring Effectiveness
An advantage of direct marketing, particularly direct mail campaigns, is that
it is quite simple to measure effectiveness in a very accurate way. The key to
a direct marketing campaign is to elicit a specific response from consumers.
The coupon code that is on the direct mail piece can be measured in-store,
when the coupon is redeemed upon product purchase.
PROMOTIONS
Within the medium of Promotions, both promotional events and Pointof-Purchase (P.O.P.) displays are important for mediTOUCH to employ.
At the promotional events MIG will participate in, it is critical that the
mediTOUCH bandages are distributed for consumers to sample. This will
encourage consumers to use the bandage and possibly make the decision to
continue using the product. When consumers experience the advanced
healing properties of the mediTOUCH bandage, they are more likely to switch
25 "Brochures, Products & Services." PostcardMania. N.p., 28 Apr 2010. Web. 28 Apr 2010.
<http://www.postcardmania.com/products-services/brochures/index.php>.

29

bandage brands and become brand loyal to mediTOUCH. Each trial package
that is distributed at events will contain a single bandage featuring the
different designs, styles, and colors mediTOUCH offers. The packages will
also contain a coupon for a discount when purchasing the mediTOUCH
bandages at local retailers. A sample of the promotional package can be
seen in Appendix K. The venues where mediTOUCH chooses to hold these
promotional events are important, and should be selected carefully, while
keeping the target market in mind. It would be most beneficial to target
events where parents and children are present, such as jog-a-thons, walk-athons, holiday festivals, fairs and other relevant community events. These
types of events offer an ideal situation for mediTOUCH in that both segments
of the target market, children and parents, can interact with the mediTOUCH
product.
P.O.P. displays can include end-of-aisle displays, in-store banners,
check-out displays, product packaging, and in-store digital displays, such as
televisions in retail outlets and pharmacies. The packaging of the actual
product can also be leveraged as a communication medium. Packaging is
essential in showing consistency between all marketing efforts and tangibly
emphasizes a brands core values.26 It provides consumers with product
information including use, composition, and sales promotions. Product
differentiation employed through packaging design efforts aims to attract
attention among competing products within the shelf and/or aisle, and
26

Belch, George, and Michael Belch. Advertising and Promotion. 8th ed. New York City, NY: McGrawHill, 2009. 62. Print.

30

creating a favorable impression in consumers minds is essential to solicit the

desired emotional and behavioral response.
Consumers are increasingly valuing eco-friendly packaging, and
manufacturers and retailers are following this trend as well. Wal-Mart
recently identified potential savings in excess of $10 billion dollars by
reducing product packaging and has increased requirements to reduce
environmental impacts of the products it sells.27 In a recent study by Mintel,
1/3 of consumers reported they would pay more for eco-friendly products.28
Consumers also admit to not directly seeking green products, but consider it
a plus when making the ultimate purchase decision. Since all-natural
healing is a key attribute of mediTOUCH bandages, the packaging should
utilize natural, recycled, biodegradable material and soy inks to maintain
consistency with brand image. While it may not be viable to use 100% green
manufacturing, all efforts to place mediTOUCH bandages in the greenfriendly category of products is recommended.
In order for the packaging to convey the mediTOUCH brand image, we
have developed several features to be included, specifically key colors (blue,
green, and white) and attribute bubbles. Color plays a large role in emulating
product attributes. For example, blue represents trust, which is important in
building brand loyalty, green represents both nature and success, which

27

"Greening Consumption." Marketing Green (2007): n. pag. Web. 3 May 2010.

<http://marketinggreen.wordpress.com/category/eco-friendly-packaging/>.
28 "U.S. Consumers Still Willing to Pay More for Green Products." Environmental Leader 29 March
2010: n. pag. Web. 3 May 2010. <http://www.environmentalleader.com/2010/03/29/u-s-consumers-stillwilling-to-pay-more-for-green-products/>.

31

reinforces the products natural claim, and white represents purity, reinforcing
that this product is void of chemicals.
The package should also display key attribute bubbles. The most
important attributes to highlight are no-chemicals, accelerated healing,
and breathability. See Appendix L for a mock-up of the packaging.
Reasoning
Promotional events will aid in mediTOUCHs success in the market. By
having a presence at relevant events, such as community fairs, mediTOUCH
has the opportunity to directly communicate with its potential consumers,
while simultaneously building brand equity29. Consumers can have an
interactive conversation with a mediTOUCH representative as opposed to the
one-sided aspect of other conventional marketing tools. The one-on-one
discussions that promotional events enable can be a very powerful and
persuasive marketing tactic for mediTOUCH.
mediTOUCH can entice the children with colorful and fun product
designs while teaching the adults the value of the technological
advancements of the bandages. It is not enough for consumers to learn
about the product, trialing the bandage and experiencing the benefits of
mediTOUCH is crucial to its success.
In addition to mediTOUCH presence at promotional events, MIG should
implement P.O.P. displays in pharmacies and retail outlets across the nation.
An advantage of P.O.P displays is their ability to inform, excite and persuade
consumers about the advantages of the bandage while in-store. Because
29

http://www-personal.usyd.edu.au/~wotoole/EPMS_Planning/Function_areas/promotion.html

32

these displays are disruptive at a critical time in the purchase cycle,

marketing efforts closer to the point-of-sale have a higher return [when
compared with marketing efforts employed outside of the retail setting].30
P.O.P. displays also address and target consumers who are not familiar with
the mediTOUCH brand and product offerings prior to entering a retail setting.
This medium allows mediTOUCH to influence the undecided consumers. The
importance of this type of uninformed consumer is highlighted by the fact
that nearly 60% of consumer purchases are unplanned, illuminating the
necessity for in-store marketing efforts.31 Using P.O.P. displays, mediTOUCH
can provide information about the product, enhance the brand image, and
increase awareness of mediTOUCH in the minds of consumers. In a study by
Moving Tactics, 72% [of customers] rated [in-store] digital advertising as
either very effective or effective [with] 24% being reminded of specific
products they wanted to buy.32
Cost
The cost associated with the promotional events will be relatively low.
The main costs will be the bandages given away, the marketing piece, and
the payroll expenses for those MIG employees working at the events. The
cost of the bandages cannot be determined until manufacturing begins, but
the cost to produce the marketing piece that the bandage is distributed with
30 Ronald, Lane, Karen King, and Thomas Russell. Kleppnersrs Advertising Procedure. 449-450. New
Jersey: Prentice Hall, 2008

31 Ronald, Lane, Karen King, and Thomas Russell. Kleppnersrs Advertising Procedure. 449-450. New
Jersey: Prentice Hall, 2008
32 Moore, Patricia. The Power of POP. AdMedia 32.2 (2008): 34-38. Business Source Premier. EBSCO.
Web. 14 Apr. 2010

33

will be around $0.10 per print33. To maintain consistency and overall brand
continuity, it is recommended that MIG use the same marketing materials at
promotional events as it does in its direct mail campaigns. Labor costs for
these events can be very minimal through the use of unpaid interns who are
looking for marketing experience. Essentially the only cost would be the
hiring, training, and uniform costs.
Similarly, the costs associated with the P.O.P. displays and in-store
promotions can range from $10-$100 for the actual displays34. There are also
costs inherent in the relationship management with the partnering retailers,
such as placement negotiations and incentive programs.
Measuring Effectiveness
There are several ways that MIG can measure the success of
promotional events. Firstly, the coupons in the trial packets could contain a
promotional code to be entered on the mediTOUCH website, providing a way
to measure the amount of consumers who followed through with obtaining
more bandages, based on their experience at the promotional event.
mediTOUCH can track the amount of coupons and trial packets handed out,
as well as the amount of consumers who redeemed the coupon.
The most effective way to measure the success of the P.O.P. displays is
by dispensing coupons at the location of the P.O.P. This can be executed
using an electronic dispenser or a pad of tear-off coupons attached to the
actual display itself. Here, the coupon code would translate the information
about the displays location, redemption rate and value the display
33 "Brochures, Products & Services." PostcardMania. N.p., 28 Apr 2010. Web. 28 Apr 2010.
<http://www.postcardmania.com/products-services/brochures/index.php>.
34 Meridian Display. N.p., 28 Apr 2010. Web. 28 Apr 2010. <http://www.meridiandisplay.com/>.

34

contributes to the sale of mediTOUCH. Sending Secret Shoppers to select

retailers will measure the effectiveness of incentive programs and
negotiations, and ensure the P.O.P.s are being utilized properly.
INTERACTIVE/INTERNET MARKETING
It is recommended that MIG market the mediTOUCH bandage on the Internet
by using online ad buys, banner ads, search engine optimization (SEO), and a
company Website.
MIG should purchase online ad buys and banner ads on these specific
sites:

CBSNews.com and WebMD, both of which have high index scores

among mothers35
Social Networking sites to utilize world-of-mouth marketing at
Cafmom.com, Mayasmom.com, Mothersclick.com,

Mothersjunction.com, and Workitmom.com36

Popular websites to leverage their expanded reach such as Google,
Yahoo, MSN, Ebay, Flickr, and Photobucket37

MIG should utilize Search Engine Optimization (SEO), when advertisers

pay only when a consumer clicks on an ad or link from a search engine page,
on select sites. The volume of searches broken down by the different search
engines is shown in the figure below.
35 "MRI +." mriplus.com. Mediamark Research and Intelligence, 15 04 2010.
Web. 2 May 2010. <http://www.mriplus.com/site/index.aspx?
AspxAutoDetectCookieSupport=1>.
3 6 Bailey, Maria. "The Mom Market: Market Research." BSM Media n. pag. Web. 29 Apr 2010.
<http://www.bsmmedia.com/resources/marketresearch.php>.
3 7 Berkley, Holly. Marketing In the New Media. 2nd ed. Canada: International Self-Council
Press Ltd. Press, 2009. Print.

35

The creation and maintenance of an informational and interactive website is

key for the success of mediTOUCH bandages. Please see Appendix M for
specific layout and design recommendations for said mediTOUCH website.
Reasoning
The Internet is an important medium for MIG to utilize when
implementing its IMC plan, as 71% of mothers said they were very likely to
use the Internet for product information, advice or general information38.
Additionally, many busy mothers today turn to popular social networking
sites to gain insight into new products for their children from other mothers
who comprise these online communities. 64% of mothers say they rely on
recommendations when making purchases for their child, highlighting the
importance for mediTOUCH to ensure its product and brand is a topic of
discussion amongst mothers engaging in social networking 39.
3 8 Bailey, Maria. "The Mom Market: Market Research." BSM Media n. pag. Web. 29 Apr 2010.
<http://www.bsmmedia.com/resources/marketresearch.php>.
3 9 Bailey, Maria. "The Mom Market: Market Research." BSM Media n. pag. Web. 29 Apr 2010.
<http://www.bsmmedia.com/resources/marketresearch.php>.

36

SEO is another effective marketing avenue available on the Internet,

and is the number one way Internet users find new businesses, products, and
services40. SEO also works to increase awareness about mediTOUCH with
journalists as well as consumers. 92% of journalists working at newspapers,
magazines and broadcast outlets nation-wide go online, and 81% say they
search online daily for relevant information, improving the efficacy and reach
of any MIG public relations efforts41. Please see Appendix N for further
information and guidance regarding SEO.
Cost
The cost of online ad buys are virtually the same regardless of whether MIG
purchases online ad buys from Google, Yahoo, Flickr, or other major search
engines. A mediTOUCH online ad buy will cost around $1.00/click.42 Banner
ads are more engaging and eye-catching to consumers surfing the Internet,
but their prices can range from $7-100/click.43
Measuring Effectiveness
There are many tools that companies can utilize to measure the
effectiveness of Internet presence. In order to better understand the
effectiveness and analyze which online marketing tactics are the most
beneficial for mediTOUCH, the company needs to use following applications:
4 0 Berkley, Holly. Marketing In the New Media. 2nd ed. Canada: International Self-Council
Press Ltd. Press, 2009. Print.
4 1 Berkley, Holly. Marketing In the New Media. 2nd ed. Canada: International Self-Council
Press Ltd. Press, 2009. Print.

42

" Advertise Your Business on Google." Welcome to Google AdWords. Google, n.d. Web. 2 May 2010.
<http://www.google.com/ads/adwords/>.

43 See Appendix H for more details on the budget.

37

For Online Ad Buys, mediTOUCH can use online analytics tools to

obtain the:

Average Cost-per-Click on Ad purchases

Click-through rate
Time spent on website
Conversion Rate

For Website traffic, mediTOUCH can utilize Google Analytics to measure

the:

Number of Unique, and Total Visitors to site

Time spent on website
Number of Pages Viewed
Link popularity

PRINT MEDIA
Magazines and newspapers are the most relevant print media
vehicles for MIG to utilize when launching its mediTOUCH bandages. MRI+
reports that Womens Day, Good Housekeeping, Allure, Readers Digest, and
Working Mother are the top five magazines for mediTOUCHs target
demographic: mothers of young children44. These magazine advertisements
should include images of children, as 75% of mothers rank ads that feature
children as highly effective, as well as free-standing inserts with a sample of
the mediTOUCH bandage because trial of the product is crucial.45 See
Appendix O for a sample Print ad for mediTOUCH. Another method to solicit
product trial is to have the ad printed on the newspaper packaging or plastic
44 "MRI +." mriplus.com. Mediamark Research and Intelligence, 15 04 2010.
Web. 2 May 2010. <http://www.mriplus.com/site/index.aspx?
AspxAutoDetectCookieSupport=1>.
4 5 Bailey, Maria. "The Mom Market: Market Research." BSM Media n. pag. Web. 29 Apr 2010.
<http://www.bsmmedia.com/resources/marketresearch.php>.

38

bag providing a sample in a pocket of the packaging.

Reasoning
In addition to high receptivity and involvement, magazines offer
exceptional duplication quality, creative flexibility, and permanence.
Magazines provide high selectivity, both demographically and
geographically, and cater to special interest groups. This enables companies
to tailor its message and successfully communicate with its target markets.
Magazines also contain a certain prestige, which often transfers to its
advertisements, thereby improving a brand or products image in consumers
minds. Research shows that when mothers allocate time to reading, they
read magazines, and that the average mother reads 4.1 titles a month, with
3 of them being delivered to her home, illuminating that fact that magazines
serve as a primary source of information for mothers regarding the purchase
of products and services.46
There are several advantages of newspaper advertising as well, the
primary advantage being the penetration of daily newspapers. Fifty percent
or more of households read a daily newspaper, and the reach figure may
exceed 70% among households with higher incomes and education levels.47
Because there is overlap among mediTOUCHs core demographic and the
core demographic of newspapers, the saturation of newspaper readership

46 Bailey, Maria. "The Mom Market: Market Research." BSM Media n. pag.
Web. 29 Apr 2010.
<http://www.bsmmedia.com/resources/marketresearch.php>.
47 Belch, George, and Michael Belch. Advertising and Promotion. 8th ed. New
York City, NY: McGraw-Hill, 2009. 413. Print.
39

presents an advantage for MIG. Sunday editions of the paper capture 5%48
more adults versus weekday editions and 80%49 of consumers find
newspaper ads most helpful in weekly shopping. Utilizing the newspapers
packaging eliminates the risk that the ad and/or sample will get overlooked
in the clutter of other free-standing inserts that are featured in the Sunday
edition.
Another advantage of using newspapers as a marketing tool is the
regional selectivity it offers marketers. This allows marketers to tailor
messages for a specific geographic area or target market, thus improving the
marketing return on investment.
Cost
Costs to advertise in the aforementioned magazines range from
$70,00050 to $350,00051 for one run of a targeted, national advertisement. A
run or an advertisement depends upon the printing and publication cycle of
various magazines, but for mediTOUCHs target magazines, is about one
month. The additional cost of the sample mediTOUCH bandages provided
with the newspaper or as part of the magazine advertisement must also be
included in the total price.

48 Belch, George, and Michael Belch. Advertising and Promotion. 8th ed. New
York City, NY: McGraw-Hill, 2009. 409. Print.
49 Belch, George, and Michael Belch. Advertising and Promotion. 8th ed. New
York City, NY: McGraw-Hill, 2009. 414. Print.
50 "Advertising Opportunities." Working Mother. Working Mother, n.d. Web.
29 Apr 2010. <http://mediakit.workingmother.com/?service=vpage/4231 >.
51 "Media Kit." Good Housekeeping. Good Housekeeping, n.d. Web. 29 Apr
2010. <http://www.ghmediakit.com/r5/showkiosk.asp?
listing_id=2699599&category_id=60998>
40

Measuring Effectiveness
The key ways MIG can measure the effectiveness of its print
marketing campaigns are through inquiry tests, recognition tests, and recall
tests. Inquiry tests offer measurement of the ads effectiveness based on the
number of inquiries generated, reader response cards, and number of
coupons used for purchase. Split-run tests should be employed in initial ad
runs to determine which specific ad generates the strongest response.
Recognition tests or Starch tests give the marketer statistics on percentage
of readers who saw the ad, percentage who recall any part of the ad
identifying product and/or brand, and percentage of readers who read at
minimum half of the ad copy. Recall tests give an accurate measure of those
that can recall the ad, the point of sale options readers recall, and the
attitude or reaction toward the brand as a whole.
BROADCAST
Television offers advantages over the other mediums, such as
pervasiveness and amplified expressiveness. For the mediTOUCH bandage,
our primary objective is to spread brand awareness among our target
market: mothers. The ideal medium to do this is television, specifically
during the day. Television combines picture, sound, and motion, which
engage viewers on multiple sensory levels. This medium also has
considerable reach compared to other mediums, as over 98% of U.S.
households have at least one television.52
52 Belch, George, and Michael Belch. Advertising and Promotion. 8th ed. New
York City, NY: McGraw-Hill, 2009. 371. Print.
41

The mediTOUCH commercial will be a short, 30-second spot that

features young children, as research shows that over 2/3 of mothers state
that commercials featuring children are more effective in communicating
messages.53 See Appendix P for a sample storyboard of this 30-second
commercial.
MIG should also employ narrowcasting to allow for a more targeted and
focused reach. Research shows the top channels that the mediTOUCH target
markets watch are the Food Network and the Hallmark Channel on Cable
Television, and Daytime Talk Shows, Early Evening News, and Daytime
Dramas on Network Television.54
Reasoning
Television combines imagery with sound and movement, making it the
premiere medium for communicating appeals based on emotion. Although
television advertising is expensive, it is necessary for MIG to utilize. In order
to launch a new product and brand that intends to compete and steal market
share from competition such as Band-Aid Brand, television commercials
must be used.
Cost

5 3 Bailey, Maria. "The Mom Market: Market Research." BSM Media n. pag. Web. 29 Apr 2010.
<http://www.bsmmedia.com/resources/marketresearch.php>.

54 "MRI +." mriplus.com. Mediamark Research and Intelligence, 15 04 2010.

Web. 2 May 2010. <http://www.mriplus.com/site/index.aspx?
AspxAutoDetectCookieSupport=1>.
42

Primetime commercials may cost upwards of $200,000 for a 30 second

spot.55
Measuring Effectiveness
Due to the broadcast nature of these mediums, obtaining an accurate
measurement of the level of brand awareness achieved by a campaign is
challenging. Traditional survey research methodologies must be employed to
adequately assess whether the messaging was successful. Further, these
mediums must tie-in with the rest of the mediums to truly benefit from an
IMC program. Call-to-action messaging must be included, such as adding,
Visit mediTOUCH.com and enter heal to receive a free sample today! at
the end of a commercial.

55 Belch, George, and Michael Belch. Advertising and Promotion: An

Integrated Marketing Communications Perspective. New York: McGraw-Hill
Irwin, 2009. Print.
43

CLOSING RECOMMENDATIONS

After a comprehensive market analysis and brand development study,

it is our recommendation for MIG to license their technology patents to
already established firms in the industry. However, if MIG were to pursue a
branding campaign for the mediTOUCH launch, the aforementioned plan is
our recommended course of action.
First, MIG needs to focus on increasing awareness of the mediTOUCH brand
and product offering because of its newness to the bandage market, and the
intensity of Band-Aid Brands brand equity. To gain market share from its
competitors, mediTOUCH must place itself in the consumers evoked set for
bandage products. In order to increase brand awareness to a significant level
so as to compete with Band-Aid Brand, it is recommended that for the first
year after the initial product launch, MIG employ many different marketing
mediums, namely, Public Relations, Direct Mail, Promotions, Interactive
Marketing, Print Media, and Broadcast Media. By infusing these channels with
the mediTOUCH brand messages, MIG will position itself as a main player in
the bandage market.
Second, soliciting trial is key when launching a new product with a
technological innovation that is appreciated after product use. For this
reason, it is recommended that MIG include samples of the mediTOUCH
bandage in Direct Mail, Promotional Events, and Print Media.
Third, MIG must focus on the overall integration of its marketing
44

campaign. This plan recommends the use of six different mediums that will
communicate the same unique selling proposition across all targets.

45

In order for MIG to launch a marketing campaign that successfully

competes with current industry leaders, it must maintain the highest level of
integration throughout all of the recommended mediums, enabling
mediTOUCH to become an iconic brand over time.APPENDIX

A: Survey

Given to Parents of Children, 11-15 Years Old

Bandage Market Research Survey
1. How often do you purchase bandages?
2. What led you to realize that you needed or wanted to buy bandages?
3. What size/shape of bandage do you buy most often? (finger, butterfly, assortment etc)
4. What is the quantity count of the box you purchase?
5. Are you satisfied with the pricing of the current bandage options?
6. How many alternative types of bandages did you consider buying before making a
purchase decision?
7. How positive was your evaluation of these alternatives? What did the alternatives not
offer that the one you purchased did offer?
8. As far as aesthetics, which bandage do you prefer: skin color/neutral, colorful, design,
cartoon character? Why?
9. What characteristics of the bandages are most important to you? (please rank the
following in order of importance (1 being most important):
_____ healing time
_____ price
_____ style/look
_____ quality of adhesive
_____ material of bandage (cloth, plastic, mesh etc)
_____ scar prevention
10. Why is your #1 attribute the most important to you?
11. What caused you to buy the particular box of bandages that you did, the last time you
were at the store? (generic brand, Band-Aid Brand, other?)
12. Will you buy this same product/brand again? Why or why not?
13. Have you ever noticed when your wound has been soggy or white (not allowing the
wound to breathe)?
14. Are you aware that using a bandage will suffocate the wound, which prolongs healing

46

time?
15. Would you be willing to try a bandage that breathes?
16. Do you find a need for a bandage that would promote healing would be all natural and
void of chemicals?
17. If the price of these bandages were the same as BandAid but the quality was
significantly higher, would you consider purchasing even if there were less bandages in the
box?
Thank You For Your Time!

47

APPENDIX B: Survey Results from Parents of Children, 1115 Years Old

21 42 38 42 48
22 43 38 43 52
Age
23 45 40 45 55
31 45 41 45 61
Gender
Female- 8 Male- 8
1month- 5
12months5
How often do you purchase?
3months- 1 NA- 3
6months- 2
What lead you to realize you needed Ran out- 6 Child- 1
bandages?
Cut- 6
NA- 3
Finger- 4
What size of bandage do you buy
Butterfly- 1
most?
Assortment- 9 N/A- 2
20- 3 50- 2
24- 1 100- 5
What is the quantity count on the box
36- 1 N/A- 3
48- 1
Are you satisfied with the pricing of
Yes- 8 NA- 2
the current options
No- 6
0- 6 3-3
How many alt. types did you consider
1- 2 N/A- 2
buying
2- 3
How positive was your evaluation of
Poor- 3 Good-1
these alternatives?
Fair- 7
N/A- 5
Skin- 6
Design- 1
Which do you prefer: skin color/
Character- 3 N/A-2
design
No Opinion- 4
What characteristics of bandages are most important:
#1- 3 #4- 2
Healing time
#2- 0 #5- 1
#3- 5 #6- 1
#1- 5 #4- 3
Price
#2- 2 #5- 1
#3- 0 #6- 5
#1- 1 #5- 3
#2- 2 #6- 4
Style/look
#3- 1 NA- 2
#4- 3
Quality of adhesive
#1- 3 #5- 2
48

Material of bandage

Scar prevention

Why is your #1 attribute most

important

#2- 5 #6- 1
#3- 2 N/A- 2
#4- 1
#1- 3 #5- 2
#2- 4 #6- 0
#3- 4 N/A- 1
#4- 2
#1- 1 #5- 4
#2- 3 #6- 2
#3- 1 N/A- 3
#4- 2
$= Economical- 4
Adhesive/material=Dur
ability- 4
Healing Time=Medical- 3
Style=Image- 1
N/A- 4

Price- 6
Brand- 4
What caused you to buy the particular Price+Brand- 1
box
Quality- 2
New Character- 1
NA- 2
Will you buy this same product again?
Why?
Have you ever noticed white/soggy
wound
Are you aware this suffocates the
wound- prolonging healing time?
Would you try a brand that breathes
Find a need for all natural & void of
chemicals
If the price of these bandages were
the same as BandAid but the quality
was significantly higher, would you
consider purchasing even if there
were less bandages in the box?

Yes- 13 *They are the

best- 3
No- 0
*Habit- 1
N/A- 3
Yes- 13

No- 3

Yes- 12

No- 4

Yes- 16

No- 0

Yes- 14

No- 2

Yes- 14
Possibly- 2
No- 1

49

APPENDIX C: In-depth Interviews with Adults

Consumer Profile:
Name
Age:
Age of Children:
In-Depth Interview On The Consumer Bandage Market
What led you to realize that you needed or wanted to buy in this product
category (bandages)?
How many alternatives (different types of bandages) did you consider buying
before buying your bandage?
How positive was your evaluation of these alternatives? What did the
alternatives not offer that the one you purchased did offer?
What product attributes (characteristics of the bandages) were important to
you?
Ex: Healing Time, Price, Style, Quality, etc.?
Would you prefer a skin-color/neutral bandage or a unique, colorful, etc.
bandage?
How favorably did you perceive these different alternatives (other bandages)
to perform on those attributes? (Did the other bandages offer faster healing
time, higher quality, scar prevention, etc.)
What caused you to buy the particular box of bandages that you did, the last
time you were at the store? (generic brand, Band-Aid Brand, other?)
Will you buy this same product (and brand) again? Why or why not?
Would you consider buying a different bandage with newer
technology/healing properties/etc?
What are the three most effective advertising mediums that you pay
attention to? (television, direct marketing, point-of-purchase displays, etc?)

50

APPENDIX D: Key Conclusions from In-depth Interviews

with Adults
Middle Aged Participants identified two major ideas as their deciding
factor when considering bandages. First, every participant explained that
value was the deciding factor between different brands of bandages. Value
had been described as the composition of price, quality and quantity. If the
quality was up to par and there was at least a fair amount in the packaged
box then the consumer would be willing to pay the retailed price. The older
generations view quality to be a more important attribute than the quantity
of the bandages in a box. These consumers are willing to pay more if they
are receiving a higher quality product in comparison with the average
product on the market.
Secondly, the Baby Boomers grew up with Band-Aid Brand and many
have become brand loyal. The attributes of these bandages exceed the
quality of the other bandages on the market, or so these consumers believe.
Brand loyalists claim that the adhesive strip does not stick as well, the cotton
pad sticks to the open wound on contact, along with other inadequate
attributes regarding healing. In addition to the attributes that Band-Aid
Brand offers, the mere fact that their mothers trusted Band-Aid Brand
was enough to convince them the product would be safe to use on their
children. Along with the Baby Boomers, other generational cohorts are also
brand loyal because of the strength of the Band-Aid Brand. The good will
that Band-Aid Brand has built is strong enough to outlast many
generations and was able to convert brand switchers with brand loyalists.
This generation, ages 35-65, are willing to pay more for value and are
brand loyal. The fact that they are willing to pay more for value is ideal for
MIG because the higher price point that will be charged for mediTOUCH. It
will be a tough barrier to overcome the strong relationships that these brand
loyalists have with Band-Aid Brand. These adults overwhelmingly stated
that by providing them with samples of the mediTOUCH bandage they would
be much more inclined to trial and eventually adopt the product. The IMC
Plan we have developed will be a vital step in converting these consumers.

51

APPENDIX E: Sample Survey given to Children, 11-15

Years Old
Bandage Market Research Survey
1. What is your favorite color?
2. What is your favorite sport?
3. What is your favorite TV show?
4. Who is your favorite super hero?
5. Who is your favorite cartoon character?
6. Do you like characters on bandages?
7. Do you like bandages without characters (the plain ones)?
8. What is the coolest bandage you have seen?
9. Have you ever asked for a certain type of bandage from the store?
10. If you could have anything on your bandage what would it be?
11. When you hear the word Band-aid what do you think of?
THANK YOU!

52

APPENDIX F: Survey Results of Children, 11-15 Years Old

Age
Gender

Color

Sport

Do You Like Characters on

Bandages?
Do You Like the Neutral/Plain
Bandages?
Have You Ever Asked For a
Certain Type of Bandage from
the Store?
What is the coolest bandage
youve ever seen?

12yr- 13
13yr- 23
14yr- 11
15yr- 1
M- 11
F- 35
Blue- 15
Green- 9
Purple- 7
Red- 5
Pink- 4
Teal- 3
Black- 3
Orange- 2
Yellow- 1
Soccer- 10
Bball- 7
Swim- 6
Vball- 4
Sball- 4
Lacross- 2
Football- 2
Gymnast- 2
Cheer- 2
Track- 1
Yes- 32
No- 11
Yes- 13
No- 29
Yes- 14
No- 30
Glow in the dark- 11
Sponge Bob- 5
Dora- 3
Elmo- 3
Hello Kitty- 2
Zebra Print-2
Batman-1
Spiderman-1
Red/white/blue-1
Neon-1
53

Puzzle pieces-1
Clear ones-1

Favorite TV Show

Favorite Superhero

Favorite Cartoon Character

Phineas & Ferb- 4

Sponge Bob- 3
Bones- 2
Vampire Diaries- 2
Sonny with a Chance- 2
Elmo- 2
Animal Planet-1
Chowder-1
Jersey Shores-1
Degrassi-1
Community-1
Americas Funniest Home Videos -1
One Tree Hill-1
Adventures of Finn & Jake-1
Malcom in the Middle-1
Secret Life-1
Wipe Out-1
Rocket Power-1
Criminal Minds-1
The Soup-1
Glee-1
The Mentalist-1
Bad Girls Club-1
The Game-1
One on One-1
Spiderman- 10
Batman- 6
Superman- 4
Cat-woman- 3
Jonny quest-1
Iron Man-1
Wonder woman-1
Wolverine-1
Green Lantern-1
Quailman-1
Sponge Bob- 13
Chowder- 3
Hello Kitty- 3
Dora- 2
Scooby Doo- 2
Tom & Jerry- 2
Flap Jack-1
Bob the Builder-1
54

If you could have anything on a

bandage what would it be?

Donald Duck-1
Family Guy-1
Power Puff Girls-1
Tokidoki-1
Betty Boop-1
Rocket Power-1
Charlie Brown-1
The Smurfs-1
Phineas & Ferb-1
A Picture of Me- 7
Neon Colors- 3
Elmo- 3
A smiley face- 2
Cookies- 2
Pictures of Friends-1
Kobe Bryant-1
Chowder (the cartoon) -1
A checker board-1
A kid falling down-1
A zombie-1
Skulls-1
A rainbow-1
Swirls-1
Tokidoki-1
Hello Kitty-1
Sports- 1
Bacon Strips- 1
Breast Cancer Ribbon- 1
Barbie- 1

55

APPENDIX G: Survey and Results from Kindergarten InDepth Interviews

Bandage Interviews- 15 Kindergarteners
1. Age/gender2. Females- (5) 5 year-olds (3) 6
year-olds
3. Males- (3) 5 year-olds (4) 6
year-olds
4.
5. 2. What is your favorite....
6.
7. A. Cartoon Character
8. Sponge Bob 3
9. Curious George 2
10.
Looney Tunes Rabbit
11.
Princess and the Frog
12.
Fineus and Firb
13.
Swat Cats
14.
Dorra the Explora
15.
Daphney from Scooby
Doo
16.
Barbie and the
Mermaid Tale
17.
Tom and Jerry
18.
Obey One Kinobe
19.
I dont know
20.
21.
B. Superhero
22.
Spiderman 4
23.
Batman 3
24.
Wonderwoman 3
25.
Flash 2
26.
Superman
27.
Speed
28.
Supergirl
29.
30.
C. TV show
31.
StarWars 3
32.
Spongebob 3
33.
Hannah Montana 2
34.
Wow Wow Woodsy

35.
Handy Mandy
36.
Danny Phantom
37.
Tom and Jerry
38.
Cat in the Hat
39.
Imagination Movers
40.
Curios George
41.
42.
D. sport
43.
Soccer 9
44.
Baseball 2
45.
Skateboarding 2
46.
Football 2
47.
48.
E. color
49.
Red 4
50.
Pink 2
51.
Blue 2
52.
Turquoise 2
53.
Green 1
54.
Purple 1
55.
Yellow 1
56.
Orange 1
57.
Black 1
58.
3. What do you like best on
your band-aid59.
Colors 6
60.
Cartoons 5
61.
Plain 3
62.
Superheroes 1
63.
64.
4. If you could have
anything on your band-aid,
what would it be?
65.
Stars 3
66.
Blood 2
67.
Sponge Bob 2
68.
Light up

56

69.
70.
71.
72.
73.
74.
75.
76.
77.

Ice Cream
Monsters
A silver one
Princesses
Hello Kitty
Spiderman
Batman
Star Wars

5. What is the coolest bandaid you have ever seen?

Stars 3
78.
Spiderman 3
79.
Blood
80.
Glow in the dark
81.
A huge one
82.
Ice cream
83.
Hello kitty
84.
Butterflies
85.
I dont know- 3
86.
6. What do you like about
wearing a band-aid?
Hides my boo-boo 5
87.
Cartoons 4

88.
Keeps you safe 2
89.
Protects 2
90.
Heals
91.
I dont like them!
92.
7. What don't you like about
wearing a band-aid?
Sticky 6
93.
Hurts to take off 4
94.
Get gross/Dirty 2
95.
Stinky
96.
Not comfy
97.
When I dont have a
boo boo and I cant wear
one
98.
99.
8. What shapes would
you like a band-aid to be?
100.
Star 5
101.
Snake 4
102.
Circle 2
103.
Square 2
104.
Oval
105.
Rectangle

106.

57

107.
108.

APPENDIX H: Budget Allocation

DIRECT MAIL/EVENTS: Post Card Mailer- 6 x 8.5

109.

110.
111.
112.
113.

PROMOTIONS: Point of Purchase

58

114.

115.

INTERNET: WorkingMother.com
116.

117.

59

118.

INTERNET: CBS.com

119.

Note: Please see: http://www.cbsinteractive.com/advertise/

120.
121.

INTERNET: FoodNetwork.com

123.

122.
INTERNET: Google AdWords

124.
125.
INTERNET: Yahoo.com and Flikr.com
60

126.
127.
PRINT: Working Mother

128.
129.
130.
131.

PRINT: Allure Magazine

61

132.
133.
134.

PRINT: Womans Day Magazine

135.
136.
137.

PRINT: Readers Digest

62

138.

PRINT: Good Housekeeping

139.

140.
141.
142.
143.

63

144.
145.
146.

TELEVISION: Oxygen

147.

TELEVISION: NBC

148.

64

149.

APPENDIX I: Media Schedule for mediTOUCH,

2011

65

150.

APPENDIX J: Media Consumption Levels

151.

66

152.

APPENDIX K: Sample of Direct Mail & Promotional

Events Piece

153.

Healing the way

nature intended.

67

154.

Speeds Up Natural
Healing!
Try
Me!

PPENDIX L: Sample of mediTOUCH Packaging

68

155.
156.
157.

69

158.APPENDIX M: Recommended mediTOUCH

Website Design
159.

160.
Note:

Customized Bandages Application: Application on website where users can log in and upload
images to create and purchase a box of customized mediTOUCH bandages.

Click & Fix Interactive Game: Spot the injury on the character that pops up. Then click to place
a bandage on it. The more precise the accuracy, the higher value of points earned.

161.

70

162.
163.

71

164.

APPENDIX N: Guidelines for Search Engine

Optimization56

165.
The guiding principles of SEO are as follows:
1. Choosing the best Key Words: To do so choose key words that fit your product description,
product category, and areas of common interest. Data on the most popular of those words
can be learned from using WordTracker keyword research.
2. Optimizing Page Text: the search engine web crawlers search only plain text within your
webpage then match the words found on your sight with the relevance to the search
made. The first paragraph of your home page is especially important to load up with
keywords, and the inclusion of keywords frequently throughout all of the text will increase
your websites search engine rankings.
3. Optimizing HTML Code:
a. Title Tag: this is the first sentence an Internet user will see when your Web site
comes up in a search, and it appears in the bar across the top of your browser
window. Be sure your title tag includes both keywords and a solid marketing
message that will encourage users to click to your site. Start with service or
product, rather than company name. For example166.
<title>Berkley Web Strategies - San Diego Web site design and Online
Marketing company</title>
b. Beta Tag: Example:
167.
<meta name="description" content="We specialize in web site
development and online marketing">
<meta name="keywords" content="web site design, online marketing,
San Diego web site designer, San Diego web site development, online
marketing consultant, ">
c. ALT Tags on Images: Make sure to tag each product image with text of what the
image is- this is yet another opportunity to fill your site with more of the keywords
that will direct internet users to your webpage as well as allowing the image to be
included in image based searches.
d. Include a Site Map on your webpage. This done in two fashions, either by creating
a site map tab and thereby having a whole page dedicated to the site map or the
site map can be featured in the footer with links to each of the corresponding
pages that make up the site map.
4. Link Popularity: the links that you have to other websites and articles is another category
that search engines use when ranking your webpage.
a. Take time to build high quality links, rather than high quantity.
b. Check to see how many Web sites are already linking to you (and your
competitors). This data can be found by going to www.linkpopurity.com
c. Become a content provider in your focus area, and get your articles posted across
the Internet in related areas. Content providing would include the articles written
on the proper healing of wounds in general, on the break through technology, the
customization service available that only you provide and articles specifically
talking about you products
d. Submit press releases to major news and pr services such as Google News, and PR
NewsWire to further increase your link popularity. Make sure the press release is
optimized for your product and service keywords
e. Lastly, limit the number of outgoing links of your website.
5. Ad Buys: Buy Text based ads or Links on High Traffic Sites in your industry
6. Blog/ Comment Section: by having a customer comment section on your web page it
keeps the page constantly updating (which is yet another aspect of search engine
5 6 Berkley, Holly. Marketing In the New Media. 2nd ed. Canada: International Self-Council
Press Ltd. Press, 2009. Print.

72

ranking). Comments also help build relevant incoming links & credibility. This is especially
important because of how heavily mothers rely on Word of Mouth (64%) when making
purchase decisions for their children, as noted in the opening statistics of this internet
section.
7. Keyword Buys: These are the Sponsored results that guaranteed to have top location
when appearing on the search results page. Yahoo!, MSN and Google all offer pay-per-click
keyword buys. Be as specific with Keyword buys as possible to be most effective. The
more general the keyword, the more expensive, and the more clicks (money) wasted.

73

168.

APPENDIX O: Sample Advertisement to be Placed

in Magazine

169.
170.

74

171.

APPENDIX P: Sample Storyboard for Television

Commercial Spots
172.

173.

75