Xlear Case Competition Team #ProfHuff Derek Cohen | Chase Adams | Neal Ferrell | Blake McClary
May 26, 2015
Xlear Case Competition
Team #ProfHuff
Derek Cohen | Chase Adams | Neal Ferrell | Blake McClary
Overview
Research
Advertising
Publicity
Digital
Packaging
Execution
Research
Research
BUT…
66% purchase in pharmacy
millionEntire Nasal Spray Market $326
3%-5% Share$10-$16mil l ion
Average return of print ads74%
$3 millionReturn on Investmentfrom $4 million investment
Placement
$6.5 - $10.75mi l l ion
Moms161 respondents31 naturally minded with children under 18
Young Adults106 respondents63% likely or definitely likely to purchase a nasal spray
3% share of young adult market
2.75 million
Packaging
Advertising
“Good Day”
This is Sam on a good day.
“Sick Day”
“We’ve got your nose”We’ve got your nose.
“Xlear Your Nose”
Digital
“What’s Your Smell” Social
#needasickday
“Need a Sick Day” Social
#needasickday
Paid Search
Publicity
Allergy & Asthma Campaign
Xlear Shot Campaign
5,000One Lucky Student
Semester Tuition
5/21/2014
Booth on campus
Games and prizes
Distance shot prize: $5,000
Execution
Publicity $1,000,000
Magazine Advertising $2,000,000
Social Media $75,000
Blog Ads $200,000
Direct Mail $500,000
PPC Text & Display $100,000
Total $3,925,000
Questions?
Team #ProfHuff
Derek Cohen | Chase Adams | Neal Ferrell | Blake McClary