put a comment in this two post

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For my final marketing assignment, I chose to focus on the Hydro Flask Reusable Water Bottle. This product has a lot of consumer benefits such as a technology to keep your drink hot or cold for 24 hours, the option to customize and design your water bottle, and a lifetime warranty. The company was originally designed for outdoorsy people who needed a beverage container that was durable and was also easy to transport. Over time the company has developed a community through social media that has expanded outside of its target market. Three elements of a promotional mix that I would include for this product are public relations, sales promotions, and advertising.

Since the target consumer is an outdoorsy person, I would suggest the company attends events such as outdoor sporting and retail expos and social media groups to promote their product. Sales promotions by suggesting they develop a strong referral program for customers who are already shopping the product o receive $10 off their next purchase. Advertising in magazines such as Outside, and creating large in-store displayers to promote on endcaps at stores like REI.

This mix would allow for the company to showcase their product in a variety of media that would still focus on their target consumer and the opportunity to reach beyond. They offer credible advertising and allow for a flexible marketing plan depending on the desired time of year.

2,,,,,,,, The product that I have decided to use for the marketing plan assignment is Babo Botanicals Sheer Zinc Continuous Spray Sunscreen. This sunscreen has an SPF of 30 and contains 6 ounces per bottle. Babo Botanicals sunscreen is fragrance free, sweat and water resistant for 80 minutes, 100% non-nano zine oxide, lightweight, ultra-sheer, hypoallergenic, reef safe, rich in vitamins and antioxidants, and has a pH level of 8-9 (Babo Botanicals, 2021). The price for this sunscreen is $18.99 for one bottle and $37.98 for two bottles (Babo Botanicals, 2021). In addition, Babo Botanicals, and its other distributors, offers sales and discounts for this product regularly. Babo Botanicals offers a wide range of other sun care products, as well as other skin and hair care products.

According to Kerin & Hartley, promotional mix is the combination of one or more communication tools used to: (1) inform perspective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product (2017, p. 404). The elements of a promotional mix include advertising (not customized, expensive for time and space, efficient to reach a lot of people, dont receive good feedback), personal selling (customizable, very expensive to pay salespeople, fast feedback, can give information directly to the source), public relations (not customized, hard to get cooperation from media, very credible to consumers, cheap), sales promotion (not customized, flexible, can quickly change behavior, can be expensive, easily copied or taken advantage of), and direct marketing (customizable, maintains relationship with customers, quick, expensive for database management, have to pay for communications) (Kerin & Hartley, 2017).

If I was the marketing manager for Babo Botanicals sunscreen, I would use a promotional mix of advertising, public relations, sales promotion, and direct marketing. For advertising, I would create ads to be strategically placed that had information on the importance of using sunscreen in the fall season. To do this, I would use fall themed magazine ads, Facebook ads, and Instagram posts with families engaging in outdoor activities and the benefit of using our sunscreen. For public relations, I would get famous moms (ex: Drew Barrymore, Blake Lively, and Jessica Alba, and Angelina Jolie) to promote the product and share why they choose Babo Botanicals for their family. For sales promotion, I would create fall sales on the sunscreen to promote more people to purchase the product. In addition, in the sales ad I would explain that the sunscreen expiration will still be good for years to come, so that people feel comfortable stocking up in a season that most people dont use sunscreen in. For direct marketing, I would send weekly emails that not only provide occasional promotions but also give important information about why being conscious of the ingredients you use on your skin, and your family, is important. I believe that this method would not only attract new customers, but also educate them and make them want to spread the information that they found to other mothers. Thus, creating more customers and keeping current customers.