Erica is a tattoo artist. She and her partner own two studios in New Brunswick $($Saint John and Moncton$).$ Business has been growing as millennials have embraced the trend of getting tattoos as an expression of self. Gone are the days when tattoos were considered offensive or restricted to certain segments of society.

Two years ago, Erica began to notice that as people age their tattoos fade both in colour and definition. She began to experiment with moisturizers and skin products to try and help her clients' tattoos keep the vibrant colour that they originally had.

Fast forward to today, and Erica has developed a brand of tattoo cream called Wax that Tat. Wax that Tat is packaged in $50$ml resealable tins. It is an aloe based moisturizer with paraffin wax and some added ingredients like Vitamin A and E$,$ and a vanilla fragrance. The usage instructions call for a dab of the product to be rubbed into the tattoo gently once a day. Depending on the size of the tattoo, a tin of product should last about one month.

To get a sense of whether there might be a market for this product Erica set up small display in her Saint John studio as a test market. She priced the product at $$6\mathrm{.}99$ and after a month she had sold $40$ tins to her clients. This represented about a $50\%$ close ratio. The ingredient and packaging cost of the product is about one dollar per tin.

Erica was delighted for two reasons:

$1.$ she has proven that customers would pay to keep their tattoos fresh looking and;

$2.$ she has an incremental source of sales that might be recurring $($customers have to come back to the studio to buy more product after a month$).$

Erica's partner, Joy, is even more excited. She is taking a marketing course offered by a local entrepreneurship incubator. Joy feels there could be huge potential for Wax That Tat as a specialty product offered through other studios direct to customers, and also direct to consumers through either an online portal or by subscription. An internet search revealed that there is only one other company offering a tattoo brightening cream and they seem to be a small company based in the USA.

You have been approached by Erica and Joy to help them craft a marketing and sales strategy. They have already been successful in attracting an investor in their idea and have trademarked the brand. The have a modest budget of $$20,000$ to start their venture.

Please describe the steps you would take to help them build a marketing strategy and a tactical marketing plan $(4$P$\text{'}$s$)$ for Wax That Tat.