Caf-feen Patch

Valyncia Anderson
Jini Kim
Dennise Rodriguez
Denise Vidot
Marketing 301 Section-P
Marketing Plan Project
Spring 2007
 Table of Contents

Executive Summary ……………………………………………………………0

Business Mission ………………………………………………………………0
Objectives ……………………………………………………………………...0
Situation Analysis (SWOT) ……………………………………………………0
Marketing Strategy …………………………………………………………….0
Target Marketing Strategy………………………………………………...0
Marketing Mix ……………………………………………………………0
Product……………………………………………………………...0
Place Distribution …………………………………………………..0
Price ………………………………………………………………..0
Promotion ………………………………………………………….0
Advertising ………………………………………………….0
Public Relations………………………………………….…..0
Personal Selling……………………………………………...0
Sales Promotion ……………………………………………..0
Implementation, Evaluation and Control: Budgets and Controls ……………...0
Ongoing Measurement ……………………………………………………0
Conclusions and Recommendations …………………………………………...0

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Executive Summary

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Mission /Value Proposition
The mission of the Caf-feen Patch is “to provide a newly innovated alternative to
drinking coffee at a low price while positively contributing a way for our busy communities to
better manage their time”. This mission is based on the fact that … We provide an efficient,
effortless means to administer caffeine over an extended period of time with goals to eliminate
the physical stress of going to a coffee store, or preparing coffee yourself. Time and energy
efficient by providing maximum strength, fast acting, and altertness.
Caffeen Patch’s value proposition is “to offer convenient and time efficient doses of
energy to caffeine lovers at a low price.

Objectives (like to keys to success??) (Valyncia)

• Increase familiarity and brand recognition within our target markets
• Create value for customers
• Increase initial annual sales by 60% over the next 2 years
• Lower advertising and promotion cost by 70% over the next 5 years
(product life cycle and graph for these increases over year) how you expect to grow

Situation Analysis – SWOT

Strengths Weaknesses
Quick (no water needed) No brand power/recognition
Easy to carry Unfamiliarity
Low price No taste
No stains (teeth/clothes) No experience
No bad breathe No customer relationship
No taste Painful removal

Opportunities Threats
Vending Machines Caffeine pills
College reps Coffee shop drive-thru
Airports Energy drinks
Hospitals Energy gum
Bundle promotions

Strengths
Weaknesses
Opportunities
Threats

Marketing Strategy

Target Marketing Strategy

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Our target market is people with consistently busy life styles or people who have sudden
increases in work load. This include the average professional, college students, and housewives.
Professionals include doctors, lawyers, accountants, and any other professional that has the
potential to keep you at work for over 1/3 of the week. You dont have to go to the coffee shop to
purchase it every morning. It is for the professionals who don't have time to stop buy Starbucks
in the morning, the students who can’t even roll out of bed to get to starbucks in the morning and
the housewife who would rather be running her errands than to stop by starbuck or make her own
coffee in the mornings.

Marketing Mix

Product description
Our product is a caffeine patch that administers caffeine transdermally through the skin. Its form
and administration method is similar to the well-known nicotine patch. The size of the caffeine
patch is 1”x 1”. The side of the patch when is attached to the skin will contain a non allergenic
adhesive while the alternate side will be a water proof texture that comes in a variety of colors to
bend in with varying skin colors. Each individual patch will have a life of 4 hours and will be
made available in a variety of doses/ milligrams.

The patch is 1”x1”, ultra thin. There will be different colors to accommodate for the different
skin tones. Each product will come in a plastic portable case, such seen for paper mints, and will
contain 12 patches per product.

Place/Distribution
• Vending Machines, colleges kiosks, grocery stores, hospitals, airport, companies with
employees that provide services
• How it will be distributed… through what means/ vehicles

Price (Competitor- based pricing)- look at price of caffeine pills (Jini) walgreens sell their own
brand caffeine pills starting from 2.99 for a dozen, and other competitor brands such as
nodoz sell theirs around 5.89. The range is 2.99 to 6.99, for a dozen. Thus, our pricing
should be within this price range. Pricing will depend on the caffeine dosage: with potency,
price will increase.

Advertising
Our most expensive expenditure is advertising. We are going to invest a good amount of our
capital gain into advertising. We are not a well known brand, therefore, the more people see us
and the more they learn about us, the more they’ll want to buy our product! Our focus is on:
Commercials, Malls, Coffee Shops, Supermarkets as well., Airports, Send samples in the mail,
Have a website…offer free samples and free samples in magazines

Labeling and Packaging (Jini) a caffeine pill contains, on average, 200mg, For maximum
strength, it is advised to take 1/2 to 1 caplet no more often than 3-4 hours. Thus, the patch
should transdermally administer 200-250mg over a 4 hour period. Lower dosage patches

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will contain 100-150, and the lowest dosage will contain 50mg of caffeine, all of which will
be consistently administered over a 4 hour period.

Caffeine dosage equivalency Potency label Price

200mg 1 cup of coffee light
400mg 2 cups of coffee moderate
600mg 3 cups of coffee heavey

(find out about milligrams of caffeine with respect to weight.. “how many milligram will
keep a 200 pound man hype and for how long”)

Public Relations (Denise Vidot)

Personal Selling (Dennise R)

Our trainees’ will know everything about the product. We are going to have a personal
representative go to companies with a sales pitch, to houses and to regular/ small business to
create awareness.

Sales Promotion (Dennise R)

Our product will most probably be found in these convenient stores Costco, Publix, Winn Dixie,
Sedanos, CVS, Navarro, Product bundles make sure to increase credibility with marketing.
Testimonies

Implementation/ action program (5 year program )…. How we expect to achieve the
goals/objectives listed above. (Denise V)

Ongoing Measurements.. (Denise V)

Design/ Brand – (Valyncia )

Market description – there is no market bc this is a new product , Review of competition,

marketing issues?= Health and safety= Keep this and all other medications out
of the reach of children. Do not exceed 400 mg/ 4 hours (equivalent to
caffeine contained in two cups of coffee). In case of accidental
overdose, seek professional assistance or contact a poison control
center immediately.
As with any drug, if you are pregnant or nursing a baby, seek the
advice of a health professional before using this product. Do not
administer to children under 12 years of age.
This product is not intended for use as a substitute for sleep. If fatigue
or drowsiness persists or continues to occur, consult a doctor. The

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recommended dose of this product contains about as much caffeine as
a cup of coffee. Limit the use of caffeine-containing medications, foods,
or beverages while taking this product because too much caffeine may
cause nervousness, irritability, sleeplessness and, occasionally, rapid
heart beat
, budget, growth strategy,

Controls: Managers? Auditors? How will the company be managed. How will you control
your assets and make sure no fraudulent activity is taking place?

Powerpoints: title, mission, swot analysis strength and weaknesses, swot analysis opportunities
and threat, value proposition, marketing mix (separate slides for each p), 5 year action plan,
summary