Case Covered Solutions

Situation Analysis
Understanding the Issue

Key Issues
Otterbox already differentiates itself in the store due to black and yellow packaging. Otterbox sells accessory items that are generally low involvement purchase Phone cases, due to the low engagement purchase, have a low brand awareness.

Otterbox needs to maintain a strong brand reputation, but can be easily tarnished by online reviews and social media.

Objectives
Position OtterBox in the market to be top-of-mind Develop a marketing strategy to target the Have it Alls customer segment Locate geographic segments where sales are lacking Diversify and increase consumer engagement with the brand by 20% in 6 months.

Strategic Direction
Fully Integrated Efforts

Intangibles of the Brand

Mascot Testimonials OtterBox Culture Company Success

Have-itAlls

Promotion: invest in various advertising and promotions to increase brand loyalty.

Convey a message beyond premium protection Build a relationship utilizing the OtterBox mascot, Ollie Portray the benefits of an OtterBox case for a family lifestyle

Utilitarians

Promotion: advertise and promote OtterBox to increase memorable engagement

Communicate the benefits of premium protection and through invitation to review online Use Ollie, the mascot, to relate with the consumers through online and offline advertising Implement the OtterBox Upgrade campaign to communicate the transition from luxury to functionality

& Differentiation Positioning Point of Purchase Engagement

Awareness

Action Plan
Making It Happen

Awareness
Increase top-of-mind awareness in the Mass Market with targeted advertising

Establish as many touch points as possible with consumers

Launch Ollie campaign through T.V.

Supplement the television campaign with consistent promotions in print and online.
Complement campaign through OtterBox Upgrade guerilla tactics.
Creates a mascot for the product to accompany Ollie as the mascot for the brand

Awareness
Increase top-of-mind awareness in the Mass Market with targeted advertising

1. Interpret Market Research 2. Advertisement Design and Tests

-- Test in smaller targeted markets

Commercials: Light Hearted Relatable Situations Cute/Heartwarming Short, simple, and memorable Cheap to Produce

3. Finalize Advertisements and Release to Mass Market

-- Recommended Channels: - Fox News - Comedy Central - FX Drama

4. Measure and Interpret Results

-- Awareness, Engagement, and Sales
*Collaboration between Data Analytics Team and Design Team

Engagement
Engage consumers during entire buying process utilizing offline and online tactics

Overarching Campaign
Offline - Ottermobile

From creation to completion

Consumer voting Creation documentary Social & Product Tour Contest

Boost brand loyalty by engaging and interacting with customers

Luxury SUV is not for showroom

Mobile phone is not for leaving at home

Online

Otter Upgrade An Upgrade, not an Accessory

Ollie Campaign

Taking luxury and making it functional How has Ollie helped you? OtterStories

Engagement Implementation
Engage consumers during entire buying process utilizing offline and online tactics Otter Box Upgrade 1. Select Car

2. Promote upgrades on social media

3. Finalize upgrades 4. Begin build and filming 5. Announce beginning of Otter-Stories contest 6. Tour select cities for product release and social cause support 7. Select winner of Otter-Stories

Online Engagement 1. Conduct Market Research

1. Social Technographics 2. Listening and Monitoring Social Media 3. Converse with Customers and Create Discussions 4. Measure and Interpret Results

8. Advertise Campaign with introduction of new OtterBox series/model

Point-of-Purchase
Integrate campaigns to promote the purchase of in-store engagement

Interactive and Memorable

Utilize iPad and tablet displays
OtterStories, Ollie commercials, and Ottermobile.

Tie together all of the marketing efforts in an interactive point-ofpurchase display to remind consumers of the OtterBox culture and product benefits.

Product, Culture, Social, Relationship

Unique display consistent with branding

In-store installations & imagery

Personal Touch
Ottermobile tours set up outside of store for big sale days

Point-of-Purchase
Integrate campaigns to promote the purchase of in-store engagement

In-Store Displays 1. Design team redesigns in-store displays to integrate both the Ollie and Otter Upgrade campaigns 2. Create/Purchase necessary materials to implement the displays 3. Test market displays in carrier stores 1. Help install displays into stores

4. Compare results between stores with updated displays and stores with existing displays

Financial Analysis
What Will This Cost and Do

Awareness Costs
Budget Ad Development $10,000 Broadcasting $12,000,000 Print Ads $100,000 Online Ads $12,000 Total $12,122,000
Budget is based on an annual forecast

Projected Return $43.19 Dollars spent for each unit of exposure MROI (535684,011 exposures $12,122,000) / $12,122,000

Engagement
Budget Mercedes G500 $134,000 Upgrades $12,880
Upgrades include- Tires, Paint, Roll Cage, Lights, Interior, Topper and Rack, Winch, Snorkel, Labor, and Film

Projected Return 26.23 persons exposed per dollar spent MROI

(4 million exposure - $146,880) / $146,880

Total $146,880

Point of Purchase
Budget Display Tablet $425 Redesign Display $1,000 Produce Display $400 Total $1,825 per store Projected Return 31.51% return on the initial investment ($91,250)
Figure based on test market of 50 stores and increase in sales by 1million

MROI
[(40%*300,000)-$91,250] / $91,250

Contingency Plans
What If

If all goes well

Advertisements Continue to create advertisements that align with the core message its what we do, not who we are Ottermobile Schedule more appearances at events that would likely be attended by our target markets Add additional vehicles to the Ottermobile fleet Documentary of Tour Across the Nation In-Store Displays Continue to update the graphics and displays to match the current campaign direction and design

If all does not go well

Advertisements Purchasing media space can get expensive quickly- limit ads to social media outlets such as YouTube Ottermobile Use the Ottermobile as a grand prize in a competition or sweepstakes to gain exposure for the brand before cutting the losses In-Store Displays Initial test market is only 50 stores so the losses would be limited to the test stores iPad could be repurposed or sold to minimize losses

Questions?