MarkeLlng lan

Josh Buffetti
Kevin Dibala
Steph Wiesemann
Kylie Smith
Ryan Sutton
Case Covered SoluLlons
1

Contents
Situation Analysis ........................................................................................................................... 2
Company ..................................................................................................................................... 2
Collaborators ............................................................................................................................... 3
Customers .................................................................................................................................... 4
Competitors ................................................................................................................................. 5
Context ........................................................................................................................................ 7
Strengths, Weaknesses, Opportunities, Threats ............................................................................ 10
Key Issues ..................................................................................................................................... 11
Objectives ..................................................................................................................................... 11
Marketing Strategy........................................................................................................................ 12
General Strategic Direction........................................................................................................... 12
Segmentation and Target Market .................................................................................................. 13
Marketing Mix .............................................................................................................................. 14
Have it Alls................................................................................................................................ 14
Utilitarians ................................................................................................................................. 15
Differentiation and Positioning Strategy ...................................................................................... 16
Awareness ..................................................................................................................................... 17
Engagement................................................................................................................................... 18
Point of Purchase .......................................................................................................................... 18
Action Plan.................................................................................................................................... 20
Awareness Strategy ................................................................................................................... 20
Engagement: Online Strategy.................................................................................................... 24
Point of Purchase Strategy ........................................................................................................ 30
Financial Analysis ......................................................................................................................... 32
Awareness ..................................................................................................................................... 32
Contingency Plans ........................................................................................................................ 36
Idea Appendix ............................................................................................................................... 37
References ..................................................................................................................................... 38



2


Situation Analysis
Company
OtterBox is a company that specializes in offering high quality protective solutions for
consumer electronic devices, specifically smartphones and tablets. Established in 1988 and
located in Fort Collins, Colorado, founder Curt Richardson takes pride in creating a dependable
product and a socially responsible brand. Richardsons innovative entrepreneurial savvy
combined with his community focused mindset have made OtterBox extremely successful, but
he didnt do it alone. Brian Thomas started working for OtterBox in 2003, bringing his business
and engineering expertise to the company. As the company grew Thomas eventually became the
CEO and president of OtterBox, promising to take care of what Richardson had created.
Together, with the help of their dedicated and inventive employees, Richardson and Thomas
helped OtterBox become the number one selling case brand for smartphones. They have recently
opened three international branches - one in Ireland and two in China, and plan to continue
expanding. Although the company doesnt have an official mission statement, Richardson has
expressed that various elements define OtterBox as a company including innovation,
adaptability, accountability, passion, and creating positive partner relationships. These core
values all interweave to create the image that OtterBox is so proud to represent.
OtterBox has proven to be exceptionally involved with the community. They offer
entrepreneurial and arts scholarships, and work with nonprofits that focus on everything from
respite care for parents with disabled children to mentoring groups. Theyve even formed their
own organization, The OtterCares Foundation, dedicated to providing innovative education to
inspire a movement of young entrepreneurs and philanthropists. This foundation won them the
Character In Action Award, an award that recognizes either an individual or group of citizens
that have demonstrated outstanding character as it relates to a specific event or series of events
impacting the community. They were also recognized for demonstrating humility and generosity
through the Get it, Grow it, Give it Challenge, where employees were each given $200 and
challenged to grow the money and then give it to the community. All OtterBox employees also
receive 24 hours of paid time off per year specifically for volunteering. Other notable awards that
demonstrate the companys social responsibility include the Better Business Bureaus Torch
Award for Business Ethics, and the Colorado Business Ethics Award. They have also shown
their concern for the environment by boxing their products in 100% post-consumer packaging.
But not only is OtterBox recognized as being ethical, eco-friendly, and socially responsible, they
have also been financially successful as well.
In September 2011, Inc. magazine named OtterBox No. 70 in its annual list of the 500
fastest-growing businesses, specifically citing the companys three year,179-percent growth from
2007 to 2010, when revenues rose from $5 million to $168.9 million. Output has increased from
10,000 cases per week to 500,000 per week in the past three years. And in 2011, Entrepreneur
magazine called OtterBox one of the 25 best medium businesses to work for. Since the
companys establishment, OtterBox has created over 500 jobs in Fort Collins, which has helped
the city battle the recent economic recession. In fact, economic adviser Josh Birks states, We
know from research that a downtown worker spends about $65 a week in the downtown area and
3

that translates into $3,400 a year. If youve got the number of employees that OtterBox has
downtown, thats almost $1 million annually in contributions to retail sales. Second, those
transactions then create jobs at retail shops and restaurants.









Some might think that OtterBoxs tremendous economic success stems from diverse
investment portfolios or revolutionary cost-cutting technologies. But one could argue that the
real reason why theyve shown such remarkable financial gains is due to the fact that theyre
investing in the most important asset of all - their customers. As founder Curt Richardson
elaborates, For OtterBox, I want us to stand for so much more than just a case. It is how do we
give back, how do we treat each other, and not only how do we treat our customers, but how do
we treat our communities? I think that many of our customers understand that. And thats
important to us. You know what we say, Do the right things, and the right things will happen.
Collaborators
OtterBox has its own ideas and innovations though they heavily rely on other companies
when it comes to the success of their business. Apple and Samsung for instance have a
tremendous role in the failure or success of OtterBox when trying to create a case to meet the
needs of the latest phones. Neither company releases the phones early therefore OtterBox solely
relies on word of mouth and spec trials. Without no prior knowledge of the newer products this
OtterBox risks losing a competitive advantage over other phone case companies. This sets the
stage for a risk for loss of market share considering 60% of consumers purchase their phone case
within thirty hours of buying their phone.
Distributors: US-Nite Ize Innovation, nuCourse Distribution, Superior
Communications, TESSCO Technologies, Wireless Xcessories Group, H. L.
Dalis Inc & Technocel CAN-3, CENT/ S. AMER- 2, APAC- 12, EMEA- 20
Retailers: Purchase from the distribution centers, these include AT&T, T-Mobile,
Verizon, OtterBox, Best Buy, Sprint, and Walmart. Major cellphone carriers as
well as a few retail store locations.
OtterBox can sell every style and variety of phone cases on their website though when
faced with retailers there is a lot more that comes to mind. OtterBox must provide a basic,
neutral colored selection of cases that will appeal to most of the consumer base. For instance,
rather than trying to sell the pink camo case at the AT&T store, people who want the pink camo
OtterBox Employee
Inputs
1 Million
Retail Sales in
Fort Collins
$3,400/year
$65/week
500 Jobs
4

case are going to find it directly not casually through the store. Also research indicates that
OtterBoxs packaging color scheme might have to be retracted a little so the bold yellow does
not differ from the environment of the retailers space, such as the red atmosphere of Verizon.
Therefore certain requirements and needs are determined beforehand in an agreement. One
important issue addressed was the knowledge and customer support that OtterBox wants to
provide with their products. Walmart is not up to par with the image OtterBox wants to portray
and provide to its consumer base, so in return the products provided at Walmart are very generic
cases that are basic and self-explanatory. Walmart in this case may act as more of an advertising
tool to lure a plethora of people seeing their product as to where Best Buy provides more of a
variety and involvement for the consumer when deciding which phone case to purchase.
Complementary Products: iPhones, Droids, Samsung Galaxy, Nokia, Motorola,
LG, Google, HTC, Blackberry, Kindle, Barnes & Noble, Boost, & Dry boxes. If
these companies do not produce merchandise then OtterBox would not be
possible, the constant updates of technology provide the business OtterBox is
driven on.

Customers
The smartphone market has a hold of 55 percent of the population in America, and has
increased 53 percent from 99 million to 151 million users in the last six months. The tablet
market is also on the rise, it currently has a hold of 34 percent of the American population and is
expected to double in the next four years, generating $15 billion dollars. Trends have shown that
60 percent of consumers who purchase a smartphone at a carrier will also purchase a case to go
with it. The majority of smartphone consumers (75 percent) use a case with their smartphone,
with nearly 90 percent of iPhone users owning a case. In the first half of 2012 the smartphone
accessories market grew 32 percent, with phone cases leading the growth with 67 percent
compared to the previous year (1;NPD). Geographically smartphone users are located all over
the globe. The largest number of smartphone users are located in the Asia Pacific Region,
followed by the North American Region. OtterBox customers tend to be located in urban or
suburban areas, where technology is prevalent and outdoor activities are in close proximity.
When considering the large quantity of potential consumers for OtterBox to target, a
narrow scope was used and two focal customer segments were created. Both segments
encompass an older, more mature consumer that is not concerned with the latest fashion trends
and most inexpensive alternative for protection. These types of consumers are the Have-it-Alls
and Utilitarians.
Have-it-Alls have a current market share of twenty-eight percent. In general, Have-it-Alls
value protection and functionality, but also crave all of the newest features. Eighty-eight percent
of them own and use a case. With that being said many even own multiple cases to change the
look of his or her phone. These customers value the protection capabilities of a case, but also the
feel, design, and color variety of cases. They have high regards and perceptions to the OtterBox
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brand. The price of the case tends to not be of much concern to this group. They want something
to keep up with their active lifestyle
Have-it-Alls are the modern day Wonder Woman. While not taking care of multiple
children or working forty hours a week, they enjoy eating out, listening to music, and enjoying
outdoor activities that feed their creative soul. They seem to be able to accomplish their lifestyle
goals, family goals, and still have time to be involved in world news. They spend one to four
hours per day online. With Facebook and YouTube as the most popular sites. Likewise, they
watch television one to four hours per day in the evening. Over eighty percent of Have-it-Alls
read magazines regularly. They can be reached through advertisements or campaigns featured in
their magazines, television shows, or online sites. They can be reached by showing the versatility
and capabilities of an OtterBox program for their extremely versatile lifestyle that demands
consistent technology protection.
The Utilitarians currently enjoy a thirty-nine percent market share of the red ocean
OtterBox is currently swimming in. Ninety-nine percent of Utilitarians own and use a case and
have variable brand awareness. This derives from the need for function of a product, not a brand
name. Be that is it may, they have highest sense of ownership and familiarity with OtterBox.
They value function over form and are more likely to purchase based on protection and
durability than style or design of an accessory product. In a product, they value compatibility
with accessories, is easy of removal and installation, and durability.

When not searching for an extremely functional solution to protect their smartphones or
other forms of technology, Utilitarians can be found attending concerts, eating out, enjoying the
outdoors, or just enjoying catching up on the daily news on their home television.
Home television is a viable source of entertainment for Utilitarians, they spend about one
to four hours consuming television and usually watch programs in the evening. They also spend
one to four hours per day online using various social media sites. Stepping away from
technology, seventy-one percent of Utilitarians read magazines regularly.
Utilitarians are the older, financially stable consumer who values cutting edge
functionality of products to enhance their current, active lifestyles. By remaining involved in
news, environmental issues, and word of mouth of other consumers, Utilitarians are conscious
and educated consumers. They can be reached through advertisements during their television
programs, online advertisements, and positive word of mouth that further eases their purchasing
decision.

Competitors
OtterBox has established themselves as the number one mobile phone case provider in
the market. Currently several other competitors that are trying to gain some of the market share
in which OtterBox is dominating. Phone cases are typically purchased to meet the consumers
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need for protecting their investment but there are several other segments in which companies
compete. OtterBox has decided that the protection segment is going to be the market they
service. This is challenging because there are multiple other firms that offer similar products and
promote the protection features of a phone case. In the current market there are hundreds of
companies producing cases but a large portion of these manufacturers primarily focus on fashion,
and not protection
Current Competitors: OtterBox has placed themselves in the market as a
leading case provider focusing on protecting the product that it encases. The
main competition for OtterBox is currently LifeProof (recently acquired by
OtterBox but still existing as a separate brand), Belkin, Speck, Body Glove,
Trident, and Apple (cases that are directly endorsed by Apple).
In reading through forums and looking at consumers perception about phone cases one
there is one trend that seems to sand out. Cell phone companies spend a lot of time and money
developing their phones especially when it comes to the physical aesthetics and they should not
be covered by a case. These consumers tend to recommend screen covers instead of a case. Some
of the big competitors in this category of phone protection are ZAGG and invisibleSHIELD.
Potential Competitors: As technology progresses and consumers spend more
and more time using their phones and tablets the need for protection increases.
This is due to the massive amount of important data that is being stored on
these devices. Manufactures are now realizing this and differentiating
themselves by offering a product that protects itself and doesn't need a case.
Casio recently developed a new phone called the Commando which is a smart
phone with built in protection. This phone has a four foot drop rating as well
as claims to being waterproof. New phones such as these could potentially
become competitors for OtterBox. The competition would be indirect but
phones that do not need cases could cause issues for their current business
model.
In the current market environment there are several direct competitors. These companies
are offering products to the same people within the market with products that add similar value
to the phones and tablets being used. These competitors include the companies listed above that
market their product based on the level of protection they offer. These products serve the same
basic purpose and are OtterBoxs product form competition. The product category competition
for OtterBox is going to include any company that is sells cases and do not necessarily offer any
type of protection. Consumers purchase from these competitors because they are necessarily
concerned with protection. This could include consumer who are only looking for a case that
represents their style or personality.








7

The final level of competition that OtterBox is faced with are substitute products. These substitutes
include phones that do not require cases or consumers who decided to not have a case at all.
Product Category Features Competition
Protection Main function is to
provide protection
Not concerned with style
as much as others
Highest price point
Belkin
Speck
Body Glove
Trident
LifeProof
Fashion Designed to represent
customers style or
personality
Not focused on protection
as much
Medium price point
Speck
Case Mate
Rocket Fish
Incase

Case for Case sake All other cases that dont
fit into other categories
Provide little to no
protection and lack design
Lowest price point
All other case providers
(mostly online sales)
Screen Protectors Limited protection that
does not take away from
the design of the device
Only screen coverage or
full phone wraps available
Medium/Low price point
ZAGG
invisibleSHEILD

Context
The current world of technology and economies failing has businesses and consumers
both suffering. However, with the target market of Utilitarians and Have-it-Alls in mind,
OtterBox should perform well in the upcoming years.

Economy
Currently, the economy is facing a recession associated with high rates of unemployment,
extremely low interests rates, and an overall steady but sluggish movement along an upwards
sloping economic curve. However, in the next few months the Federal Reserve plans to slowly
withdraw from its stronghold in the economy and unwind from acts such as Too Big to Fail
which are barely five years old. With that being said, the economy is slowly recovering from the
financial crisis of 2008, and slowly losing structured support from the government and very little
will change until the Federal Reserve is more clear in their upcoming plans.
The target markets of OtterBox are the Have It Alls and the Utilitarians will most
likely fair average if not better in the current economy which will reap positive benefits for
OtterBox. Research shows that both of these target markets have a strong foundation of
knowledge having completed an undergraduate degree or received a high school diploma. With
this strong knowledge base, and numbers reflected by data, the majority of the two target
markets are employed at a full time job and make a sustainable salary to support themselves.
Additionally, most of the target market enjoys watching the news, second to social media, and
8

will engage in the outside world via laptop. This allows for the target markets to understand the
economic crisis at hand, and find themselves better prepared for catastrophe due to their level of
school completed, salary, and general interest in the news. Therefore the target markets have the
upper hand in the economy and will probably fare better than most other consumer markets not
targeted by OtterBox.
Be that as it may, OtterBox may receive a negatives response from their target market
during the slow and sluggish economy due to the knowledge of their target markets. If the
economy begins to spiral out of control as the Federal Reserve adjusts itself for the upcoming
year, Have It Alls and Utilitarians may not see the purpose of buying an accessory item and
may refrain from purchasing a protective phone case and invest their money elsewhere. However
this is a two way street and if the economy and markets dramatically improve, these groups of
people will flourish in the new economy and may purchase other devices that require OtterBox
protection.
Technology
With regards to technology status and trends, the moves of OtterBox are contingent upon
Apple Inc. and the release of new their new technology. As the season of autumn began, Apple
released two new iPhone models for their consumers. The first model is dramatically less
expensive than original iPhones and comes with a ninety-nine dollar price tag for sixteen
gigabytes of storage and a new phone service contract. The entire phone is encased in plastic and
comes with an equally inexpensive phone case option that allows phone consumers to express
themselves in a colorful, yet simple, way. The release of this iPhone does not directly affect
OtterBox, since Apple is still continuing a higher end phone targeted at the consumers OtterBox
is also targeting. Given the standards many Have It Alls or Utilitarians set for their phone, as
stated in the consumer guidelines provided, the inexpensive iPhone does not appeal to the
individual and there will be sales in other sectors of Apple to continue to support the joint
purchase of OtterBox when an individual purchases an iPhone.
Further, the new, higher quality iPhone, contains the same size and structure featured on
the iPhone 5, but functions with a new operating system. This is positive news for OtterBox
since they will not have to re-construct phone cases for the new iPhone, and with purchases of
the new iPhone, OtterBox should see growth in the fall.
However, the new iPhone does have a new home button which is responsive to an
individuals fingerprint. This new technology can hurt OtterBox if the phone cases they are
carrying do not allow for the technology to be used to full capacity. Users may see OtterBox as
cumbersome accessory that affects the functionality of the new phone. This is important because
never compensating the functionality of a phone is a non-negotiable for OtterBoxs target market
of Utilitarians and Have It Alls thus making new phone releases a true nail biter for
OtterBox.
Legal Trends
In regards to legal trends that may affect OtterBox in the future, potential patent
expiration poses a threat to the livelihood of OtterBox. With that being said, OtterBox may lose
patented ideas and technology that sets its products above competitors as a form of premium
protection for phone cases. Additionally the protection of intellectual property is always a threat
for technology market based companies such as OtterBox. Therefore OtterBox must continue to
work tirelessly to protect their engineering processes and protective case components from
intellectual theft by competitors.

9

Social Trends
Most Americans value protection for their cases. Compared to other countries, especially
tech-savvy countries like Japan, Americans almost seem insistent on having their phone
completely protected which has the market saturated with other protective case cover companies.
Notwithstanding, the protective phone case market will not cease to exist in America as long as
smartphones that have the capacity to break are present and citizens are wary about replacing
their phone due to price, attachment, timing etc. This especially applies to the target markets of
OtterBox who prefer protection over expression and wish to have it all and maintain the
functionality of the phone as long as possible. As the world becomes more digitalized, more
consumers turn to smart phones as a staple of everyday life and seek to have that staple
completely secured and protected upon investing in a smart phone at his or her local Best Buy
or Verizon store.

































10

Strengths, Weaknesses, Opportunities, Threats
Strengths Weaknesses
One of the first protective phone cases
in the market
Acquired the IP and customer base of
Lifeproof
Holds largest market share in U.S.,
along with an international presence
Growing industry sector
Strong warranty and customer service
programs
Multiple product lines to meet a
variety of consumer needs
Excellent supplier relations leading to
fast production time and quality
products
In-depth understanding of the different
customer profiles in the market
Focus on community development and
human resources attract a talented pool
of employees
Well maintained relationships with
retailers
Brand identity establishment is
difficult due to low engagement
purchases
Lacks fashion forward or penny-
pincher market share
Higher prices for cases compared to
competitors
Low barriers to entry in the phone
case market
Traditional advertising and marketing
platforms are under-utilized
Majority of business platform relies
heavily on non-collaborators


Opportunities Threats
New phone releases throughout fiscal
year
Recognizable packaging
Strong social responsibility values
give potential for growth into a high-
engagement product
Little advertisement presence
Online reviews of OtterBox products
and customer service
Identifiable brand mascot, Ollie
Creating OtterBox complementary
products
Future product line acquisitions
International protective phone case
markets are unsaturated

Counterfeit products
Expiring patents
Evolving technology and engineering
that creates products that do not need
protective cases
Denied access to Apple products
before release creates risk of OtterBox
product failure
Improved warranty programs on
mobile devices causing consumers to
forego a case altogether
Less expensive smartphones may
deter consumers from purchasing high
priced OtterBox cases

11

Key Issues
OtterBox already differentiates itself in the store due to its unconventional black and
yellow packaging providing an opportunity to stand out as a brand to consumers in an
otherwise difficult to differentiate market.
OtterBox sells accessory items that are generally low involvement How can OtterBox
create a culture shared by consumers around a low engagement, and often one time,
accessory purchase?
Phone cases in general are very low engagement purchases with even lower brand
awareness. OtterBox needs to position and differentiate themselves in an appealing way
to target markets.
OtterBox needs to maintain a strong brand reputation that can easily be tarnished by
quick reviews and other online content. Various social media sites can add to negative or
positive word-of-mouth and provides a viable threat that needs to be constantly managed.

Objectives
Position OtterBox in the market to be top-of-mind for all device protection needs through
effective marketing, ultimately driving sales.
Develop a marketing strategy to target the Have it Alls customer segment. We believe
this untapped market aligns well with the current offering of OtterBox and can be utilized
to increase sales.
Locate geographic segments around the country where sales are lagging/weak and target
those areas to increase national brand awareness by 10% within three years
Raise and diversify groundswell efforts to increase consumer engagement with the brand
by 20% in 6 months.


12

Marketing Strategy

General Strategic Direction
The overall goal of this marketing strategy is to foster brand loyalty for OtterBox within
the protective cases market. The strategy that will have the best approach is differentiation, not
only with the targeted segments but with how the OtterBox brand is perceived among
competition. One of the most critical points to note is that protective cases are typically low
engagement purchases, have few switching costs, and are difficult to differentiate creating
brand loyalty has proven to be difficult for products of this nature. However, we believe
OtterBox has a competitive advantage when compared to its other rivals in the space. The
companys brand and associated intangibles will help differentiate OtterBox from other
protective cases, and if utilized correctly, will result in a greater number of lifetime customers.
Some of these intangibles include:

Mascot (Ollie the Otter)
One of the only (if not the only) protective case companies with a mascot
Otters are perceived as friendly, fun, cute, and adventurous
Testimonials
People have incredible stories to share about how OtterBox has impacted their
lives
When shopping, consumers trust companies less than they trust other consumers
OtterBox Culture
A fun place to work with happy, dedicated employees
Ethical and socially responsible
Customer focused, providing high levels of service after the purchase
Success
Number one selling case for smartphones
Number one selling brand within the protective case category

These are all facets that strengthen OtterBoxs brand, however, the real issue for the
company lies with their brand personality. Not many people can relate to a protective case, so
establishing a personality is difficult in this industry. This is where the mascot, Ollie, can have a
huge impact. As mentioned above, otters are generally very likeable. Theyre cute, energetic,
fun, and bring a smile to just about everyones face. With Ollie as the focal point of OtterBoxs
brand personality, we have developed a strategy that will likely make him one of the more
recognized commercial mascots in the media.
Through memorable and clever advertisements the public will fall in love with Ollies
adorable nature, his friendliness, and his concern for others well-being. Ollies chief
responsibility is to increase OtterBoxs brand awareness, and to give the company a more
defined personality. The next step in the process is engaging with potential customers. This will
be done by revamping the companys social media outlets, and supplemented through the
introduction of the Ottermobile (discussed in detail Differentiation and Positioning Strategy).
13

The final step in the strategy is to make sure Ollie is present at the point of purchase. In-
store displays (where allowed) would picture Ollie with available product offerings. Along with
Ollie for the in-store displays we are incorporating the Ottermobile. Before we give the vehicle
away it will be used to promote outside of retail stores during product release dates, acting as a
reminder before people enter the store to purchase their goods. After the Ottermobile campaign
is finished we will include an image of the vehicle in the in-store displays as well. Creating
multiple reminders for consumers about our marketing activities while at the point of purchase.

Segmentation and Target Market
Although ideally OtterBox would like to be everyones go-to case there is a lot more
opportunity when the segments are broken down further to cater more specifically to consumer
needs and wants. OtterBox did some extensive market research and presented the below
information as who exactly they are aiming to target. The idea is to target markets that have the
highest relevancy between their lifestyles regarding the brand and its attributes. When deciding
the target markets makes the most sense to aim at the Have-it-Alls and the Utilitarians with
the type of campaign that is going to be implemented.
Have-it-Alls - Considered to want it all, no matter the price. They care about the
protection regarding the usage of their phones and devices throughout their busy lifestyles.
88% own and use
Own multiple cases to change the look of the phone
28% own an OtterBox 35% unaware it is OtterBox
Ages: 40-49 (29%), 50-59 (28%), 30-39 (23%), Mean-46.1
59% Married, 67% Full-Time employment
More likely to have children
Slightly more females (55%) than males (45%)
Strongly care about water protection
Pay the most of any segment $31.80 on average for a case
Interests: Informed on latest products, adventurous, creative, enjoy cooking
The Have-it-Alls typically want a product that protects with all its attributes. The
OtterBox case needs to be relatable in the sense of it protecting the phone in regards to having
children, day to day activities, work conditions and life at home. It should appear as a practical
need for the have-it-all consumer that they can carry throughout all products for their entire lives.
Utilitarians- Value function rather than fashion and form. Likely to purchase on
durability and are not willing to spend a ton but currently make up the biggest segment of
OtterBox buyers.
99% own and use a case
Own multiple cases to replace old case or various protection levels
39% own an OtterBox case Highest ownership although 33% are unaware it is
OtterBox
Ages: 50-59 (31%), 40-49 (25%), Mean-48.4%
64% Married, Full-Time employment 69%
Do-it-yourself
More males (53%) than females (47%)
Not too into luxury items- pay on average $31.10 for a case
Not likely to have children in the household 64%
14

Interests: Actively recycle, like organization, watch TV, using the computer, enjoy
eating out, often outdoors, visit museums
A suggestion that was presented in the information was to highlight the advantages of
warranty and increase the value provided by OtterBox for the utilitarians while still emphasizing
the protection, quality and brand to the consumers.

Marketing Mix
Have it Alls

Product: In regards to product, we recommend that OtterBox does not alter its product line.
Although a risky move since innovation is key in a highly competitive world, OtterBox has seen
strong, consistent sales with its product line. OtterBox is able to communicate quality, premiere
phone cases to the target market of the Have It Alls, a target market that wants to have their
technology protected against any potential damage.

Price: Likewise, we recommend that OtterBox does not alter the price of their products.
According to the data received, Have It Alls are willing to pay the price associated with
OtterBox products. We believe that any alteration of the price will begin to attract a new target
market towards the OtterBox brand. Furthermore, continued profits earned from OtterBox
purchases provide necessary funds for Place and Promotion alterations that competitors without
such profit margins can achieve.

Place: Additionally, we have no recommendations regarding any change of the place and
distribution channels of OtterBox. We perceive that any alterations to this portion of the
marketing mix will not create value for the Have It Alls nor OtterBox as a brand.

Promotions: With no recommended alterations to the price, product, and place targeted towards
the Have It Alls, we recommend that OtterBox makes investments in advertising and promotion
to increase brand loyalty of Have It Alls. In a previously uncharted advertising ocean, we feel as
though the target market of Have It Alls can be reached through various forms of promotion.
Through various media outlets of advertisements, OtterBox will convey a message beyond the
premium protection that the Have It Alls desire, but create a relationship with the target market
using the brand mascot, Ollie. The promotions aimed at the Have It Alls will depict every day
crises that a smartphone user may encounter, such as washing his phone, or submitting the
phone to any other water damage. The promotions will promote the protectiveness and durability
of OtterBox for a full lifestyle. Ollie will be seen helping out the consumers in situations that an
OtterBox would have created value for the consumer by protecting his or her phone.




15

Utilitarians

Product: When targeting the Utilitarians, we recommend that OtterBox does not alter its product.
The product and associated packaging convey protection and premium quality to Utilitarians.
Thus Utilitarians seek OtterBox as a protective solution for their phone cases, but do not seek
OtterBox as a brand itself. However, a small brochure would be included in new OtterBox case
packaging detailing promotional efforts that would appeal to the Utilitarians. The promotional
changes are discussed later in this portion of the Utilitarian marketing mix.

Price: Utilitarians are not affected by the premium price often associated with OtterBox in the
marketplace, therefore we do not recommend any price change for OtterBox. Any lowering of
the price may convey less than premium quality for Utilitarians who are extremely functionality
driven.

Place: Additionally, the channels of distribution and the places where Utilitarians can purchase
OtterBox will not be changed. Although our recommendations for Utilitarian promotional efforts
due include a mobility aspect that engages customers from a vast geographic scope, we feel as
though the overall channels of product distribution remain unaltered and therefore are not
included in this segment.

Promotion: The fourth and final segment of the marketing mix for the Utilitarians involves
advertisement similar to the Have It Alls. Commercials and advertisements will communicate the
protection and high quality of OtterBox, while tying the message to a relatable, memorable brand
mascot, Ollie. However, an additional step will be taken to engage customers and communicate
premium value to consumers. Small flyers/brochures will be included in the packaging inviting
recent purchasers of OtterBox to join the online OtterBox community and share their stories of
instances in which OtterBox proved its quality protection for consumers. Although OtterBox
already has an online forum that provides customer testimonials, this Live Warranty Account
will be different from the previous installment because of the invitation to join for newly
acquired OtterBox customers. This organic word of mouth promotion should be made more
easily accessible when searching the website, therefore Utilitarians can be exposed to the
functionality of OtterBoxs technology. A step that incorporates customer engagement even
further is the Ottermobile which is discussed in the action plan. For the congruity of each
target segments marketing mix, the Ottermobile will not be discussed in its entirety. However it
will be a live, engaging demonstration of developing functionality from luxury used to convey
the brand concept of OtterBox to consumers.




16

Differentiation and Positioning Strategy
The first step OtterBox needs to take is to increase their brand awareness. They already
have the majority of the market share, and when given a list of protective case brands consumers
would recognize OtterBox more than their competitors. Although this type of aided awareness is
beneficial to the company, it is imperative that they develop more top-of-mind awareness. This is
because protective cases are augmented products, and are typically purchased at the same time
the consumer purchases the device - approximately 28%. This is why its so critical for OtterBox
to increase its top-of-mind brand awareness, because they typically only get one opportunity for
their products to be purchased. Most smartphone or tablet users arent even aware of what brand
their cases are. OtterBox can begin to change this through a marketing campaign that focuses
more on the brands personality, not necessarily the product to further build brand loyalty.
OtterBoxs current products perform very well and attract customers due to their
functionality. In order to differentiate them in the competitive market, OtterBox needs to take the
stance that their product is an upgrade, not an accessory. Taking this position will help to drive
sales and set them apart from the competition. Consumers view the product as very protective
without sacrificing functionality but they are not the only case company with these offerings.
When taking the stance that their product adds additional value to the device that is being
covered, the differentiation will be coming from brand personality. Based on the research
provided by OtterBox we have decided to target Utilitarians and Have-it-Alls because the
functionality and price point meet their needs.

Positioning Statements

Among Utilitarians, OtterBox is the brand of cases that offer the most functionality due to the fast paced
lifestyle customers live fast paced lifestyles requiring cases that are durable and protective.

Among Have-it-Alls, OtterBox is the brand of cases that offer the most value because OtterBox is an
upgrade to their existing technology, rather than how cases are currently viewed as an accessory.








17

Awareness
In order to increase top-of-mind awareness, its important to establish as many touch
points as possible with consumers. Using Ollie as our focal point, our advertising campaign will
be present on a variety of touch points. Having an iconic mascot will help make the OtterBox
brand more memorable in the minds of potential customers, and people generally have very
positive associations with otters. We think that OtterBox isnt utilizing Ollie to his full potential,
and we believe a strategic advertising campaign will be the best way to showcase his personality
to the public.

Television: We will create a series of short commercials that revolve around everyday situations.
Ollie will be the star of these commercials, helping people protect their devices in a variety of
contexts. The goal of the television ads is to introduce Ollie and OtterBox to the public. We
believe that the simplicity and relatable nature of the commercials combined with Ollies
appealing personality will effectively break through the clutter and grab the audiences attention.

Print: Keeping with the consistency of the Otter mascot, we would develop a number of print ads
to release in select publications (based on our target segments). The ads would be short and
sweet, and would include different pictures of the lovable Ollie in various situations. The
situations hes in would be aligned with the publication that the ad is printed in. The print ads
would be a means of supplementing the television ads to further encode Ollie and the OtterBox
brand into consumers long-term memory.

Outdoor: These ads would be similar to the print ads that we would release. We would buy
billboard space in areas with high volumes of traffic in hopes of increasing impressions. Again,
these ads are meant to supplement and reinforce our television ads, and the corresponding brand
personality. Also, we would place outdoor ads in other strategic locations such as bus stops,
chairlifts, gondolas, and taxis. The focus of our outdoor ads are to get as many impressions as
possible, and to continually remind potential consumers of Ollies playful personality.

Online: OtterBox is already participating in online advertising, but we would need to alter their
ads so they align with the rest of the campaign. Instead of just picturing OtterBox products in the
advertisements, we would make sure to include Ollie in hopes that people will recognize him
from our other ads.

Guerilla: The OtterBox Upgrade campaign is designed to reach consumers at a variety of
touch points. This will also assist in the awareness of the product qualities, acting as the mascot
of the product whereas the otter is the mascot of the brand. This will be done through an upgrade
of a stock vehicle, taking the stock vehicle and adding many features that are associated with
outdoors and the features seen in an OtterBox case. This car will be used to engage consumers in
the creation of the car (what features to upgrade/improve), portray the qualities of our products
18

(waterproof, crush proof, durability, etc.) and the values of the company (supporting social
causes). The final, most important, step is utilizing this vehicle as a reminder in the retail point of
sale touch point.

Engagement
One of the best ways to boost brand loyalty is by engaging your customers with the
brand. While OtterBox products themselves dont encourage engagement, the brand personality
that we wish to create for the company will. The two types of engagement we will discuss are
online and offline activities

Online: We believe that getting consumers aware of our brand personality offline (through the
various methods discussed above) will entice them to look for more information online. It is
critical that all social media outlets and the company website align with the advertising
campaign, with Ollie as the center piece. Ollie should be the greatest influencer in getting
consumers to visit our social media pages, and once there, we will further support the brand
using OtterBoxs other core competencies. We will use testimonials from current customers to
illustrate how OtterBox has impacted peoples lives, transcending the brand from a product to a
life-changing solution. We will encourage others to post their own stories about OtterBox,
creating a forum that connects OtterBox users around the world. There should also be company
information easy accessible in every social media outlet, and a direct link the OtterBox.com.

Offline: We are designing an offline interactive campaign to gain attention and integrate the
various marketing mediums we participate in. Upgrading a stock vehicle helps to portray the
message we are trying to get across to consumers, its an upgrade, not an accessory. This is
portrayed through the car by using a luxurious car, something that people can relate to a
luxurious phone, and upgrading the car features to make it more functional and durable. The
Ottermobile will then go to tour at release locations around the state to interact with technology
consumers in a personal setting. By using the vehicle to interact with consumers in a retail
setting and to accomplish social goals and causes, this vehicle acts as a model for the values in
OtterBoxs products, social good and tough functional upgrades.

Point of Purchase
The research we received from OtterBox indicated that the majority of electronic case
purchases are made while purchasing the actual technology. This details the importance of
integrating marketing efforts into all stages of the buying process, including point of purchase.
We intend to improve the display arrangements of OtterBox through incorporating Ollie the otter
19

and the Ottermobile. Integrating these two mascots or images into an appealing display will help
consumers to recollect on our previous branding efforts during the purchasing stage of the
buying process. Ollie helps to remind the consumer of the personality, values, and traits of
OtterBox as a brand. The Ottermobile reminds the consumer of the social good and benefits that
OtterBox creates for not only the customer, but also society as a whole.

Ottermobile: The Ottermobile acts as a point of purchase advertising that consumers can interact
with and gain insights about OtterBox and the culture at OtterBox. Since we will be targeting
release date locations, where consumers camp out in anticipation for product release, we will
have valuable time to engage the people who are waiting to purchase their products. This is
effective because it is a point of purchase advertising creates benefits for waiting consumers and
reaches those consumers right before they make their purchases.

In-Store Display: In-store displays help to create a uniform branding and point of purchase
enticement in all retail locations that allow us to do so. By incorporating Ollie into the displays
we will connect with consumers as they are in the purchasing process. If they have seen the
advertisements they will remember the personality and character that represents the OtterBox
brand. After the Ottermobile campaign is finished, utilizing both Ollie and the Ottermobile will
allow OtterBox to communicate both the social causes we supported with the vehicle and the
upgrade idea behind the product, as well as the company personality and brand of Ollie that
people can relate to.


20

Action Plan
For this portion of the plan, we segmented the workload across a four teams of OtterBox
employees that could specialize on certain tasks and create leverage by collaborating on other
tasks.
Awareness Strategy

Step 1: Obtain market research
The initial tests would be focused on determining otters likeability. The respondents would be
given a packet of several animals, and asked to rate them on various aspects of likeability (cute,
fun, friendly, adventurous, etc). All animals selected for the packet would be close substitutes for
an otter, as comparing otters to pythons wouldnt generate very useful data. A few examples of
possible animals could be squirrels, beavers, seals, groundhogs, rabbits, or ferrets/weasels. This
test would help OtterBox figure out what strengths their mascot has in consumers minds, and
should be done before creating any new advertisements.


Step 2: Advertisement design and tests.
After determining the likeability attributes that an otter brings to the table, the creative team and
ad designers can get to work. We have come up with a few ideas for commercials included
below:






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Increase top-of-mind awareness in the Mass Market through targeted advertising.

21

Commercial 1: Ollie in the Wash.
Scene: A middle aged, slightly
overweight man is messing around on
his smart phone (with no case) as he
does laundry looking very tired and
indifferent. He sighs a few times as he
throws pieces of clothing into the wash,
and then puts his smart phone into his
pocket (the camera zooms in on this
action to further emphasize that his
phone has no protection). He then
proceeds to take off the pants hes
wearing and throws them in the wash,
obviously unaware that his phone is still in his pants pocket. The man sits down on his chair (still
in his underwear) and pulls the newspaper in front of his face to read. He soon realizes what hes
done and frantically runs to the washing machine. He begins pulling out sopping wet clothes,
throwing them in the hamper next to the machine. He looks, and looks, and looks (even sticking
his head into the machine) for his phone in a panic, when suddenly he hears a noise from inside
the hamper of wet clothes. The muffled sound is Ollie, and he pops his head up and out of the
hamper. He has wet clothes draped on him making him look very cute, and in his mouth is the
mans Smartphone with a brand new OtterBox case. The man is ecstatic, hugs Ollie, and the
words Weve Got Technology Covered appears on the screen with the OtterBox logo right
beneath it. Also, the words For more videos of Ollie, checkout our YouTube channel or visit
OtterBox.com would be in smaller print at the bottom of the ad.

Commercial 2: Ollie in the Sun
Scene: A small family is playing at the pool on a hot summer day. The two kids are splashing
around in the water and the parents are lounging on beach chairs the dad is sleeping, and the
mom is messing around on her tablet (with no case). Suddenly mom yells out, Alright everyone,
time for more sunscreen! She puts her tablet down on a table that is in direct sunlight, shakes
her husband awake, and gestures for the children to get out of water. The kids and dad all look
unhappy, as mom begins lathering all of them up with sunscreen (including herself). Once
theyre all done, the kids jump back in pool and dad falls asleep again. The mom sits down in her
chair and reaches for her tablet only to find it missing. She starts to look around, when she sees
an adorable Ollie wearing sunglasses at the foot of her lounge chair. Ollie has moms tablet in
her hand, and he points for the sunscreen. Confused, the mom cautiously hands Ollie the bottle.
He opens up the cap with his mouth and proceeds to drench moms tablet with SPF 30. The mom
sits there in shock as Ollie rubs in the sunscreen. After its all rubbed in, the once-vulnerable
tablet has magically been encased in an OtterBox product. Mom holds the object in disbelief and
smiles. She looks up to thank the loveable otter that had helped her, and finds him floating in the
pool on his back with his sunglass on. At this time, a few phrases dissolve into the frame in this
22

specific order, Protect your family. Protect yourself. Protect your technology. Weve Got
Technology Covered with the OtterBox logo
right beneath them. Also, the words For more
videos of Ollie, checkout our YouTube
channel or visit OtterBox.com would be in
smaller print at the bottom of the ad.
The next part of this step would be
gauging how memorable the new OtterBox
commercials are. This test would require
respondents to sit in a controlled environment
and view several different commercials at one
time. The pilot for the OtterBox commercial
would be among the commercials presented. In
order for this test to generate good data, the
respondent must not know that OtterBox is the
beneficiary of the research collected. After viewing all the commercials, the respondent would be
given a series questions about the ads. The first (and arguably the most important) question
would ask respondents which commercial they could best recall. Then a series of questions
would follow asking respondents to rate the various aspects of the commercial (emotional
appeals, what brand was being advertised, what product they were selling, etc.) The results of
this research would be the ultimate deciding factor on whether or not the commercials should be
launched.
Another aspect of the commercial that must be considered is the type of programming
that they would be run on. Until the campaign begins seeing some success, it would be wise to
avoid network television channels, as the costs of advertising would be far too great. Wed like
to know how our commercials are being received before we risk an investment of such
magnitude. That being said, we suggest that OtterBox obtain even more information about their
two target markets Utilitarians and Have-it-alls. By finding out when, where, how long, and
what types of television programming these groups are watching we can better place our
advertisements for testing.
It is also important for OtterBox to gauge how well the commercials are doing in various
geographic areas. Doing so will help them adjust their ads to better align with local audiences.
With that in mind, we believe that OtterBox should identify regions where brand awareness and
sales are waning, and test market the commercials there. This will be done in an attempt to
eliminate bias data. For example, if the commercials were test marketed in Northern Colorado,
they would likely score very high as OtterBox is already a very recognizable brand in this region.
What we want to do is go into parts of the country where OtterBox is relatively unknown, in
order to get a more accurate measure of the commercials effectiveness.

23



Step 3: Release final commercials, print ads, outdoor ads, and online ads
After all the preliminary research has been collected, the advertising campaign can begin. When
and where the various ads will launch will be indicative of the research that was collected in the
previous step. However, its important to note that all the ads throughout the various channels
need to be launched in sync with one another. Doing this will ensure that all the ads align with
one another, and create a consistent brand personality across mediums.



Step 4: Measure and interpret results
Once the advertising campaign has started, OtterBox must immediately start collecting data.
They need to figure out whether their investment is paying off financially through metrics such
as sales, time needed to breakeven, and overall ROI. More importantly, they need to research
their brand awareness among their target segments as the campaign progresses, and should look
at metrics such as percentage of repeat buyers, levels of new customers, changes in market share,
and levels of engagement with the brand.






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24

Engagement: Online Strategy

Step 1: Conduct online market research
Before trying to interact with online users, OtterBox must research how their customers are using
the social media. To do this, they must find where Utilitarians and Have-it-alls fall in the ladder
of social techno graphics. Knowing how your customers are using social media is a powerful
tool, and can help OtterBox create posts that complement the type of engagement their customers
are already actively participating in.


Step 2: Listening and brand monitoring
Your brand is whatever the customer says it is, so before attempting to engage with consumers
online, it is critical to listen to what theyre already saying. Only about 20% of OtterBox
customers are engaging with the brand online, but those who are do so frequently. By actively
listening to what consumers are saying in various social media outlets, you gain a better
understanding of who your customers are and what needs they have.
9:*
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Croup LargeL markeLs lnLo
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Engage Customer using various social media outlets
25




Step 3: Conversing with customers
Conversing with your online customers is extremely important, and poor execution of this step
could undermine all groundswell efforts. It is crucial that posts remain customer focused, not
product focused. Were using social media as means of extending Ollie and his personality, not
necessarily to sell products. The goal is to stimulate conversations between the customers and the
brand - we want to position OtterBox as a friend, not a salesman. As soon as you try to push
sales, customers will view your social media outlets as another form of advertising, which is not
the goal. Below are a few sample ideas for some engaging social media posts:












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26

Facebook

Twitter

YouTube

Instagram







CLLermoblle: 1lred of 1lres!
27

Step 4: Measure and interpret results
There are several analytic measures that OtterBox must monitor while using social media. Some
of them include reach (audience growth rate, total followers), average engagement rate,
acquisitions (visitor frequency rate, click-thru-rate, impressions), conversions (assisted social
conversions, direct conversions), and activity (customer service savings, social media posts).
OtterBox must make sure to track these metrics year-round, to ensure that social media efforts
are reinforcing the brands personality.


Engagement: Offline Strategy

The OtterBox Upgrade campaign is designed to gain attention and awareness of OtterBox
through engagement with consumers during the entirety of the consumer buying process. In
order to do this, consumers need to be engaged throughout the entire campaign creation, from the
design of the vehicle, to the following of the campaign, to the point of purchase, and finally post-
purchase engagement. Utilizing Facebook to promote and engage consumers will allow OtterBox
to build a social following while running the campaign. This can be done through creating a
separate Facebook page called The Otter Upgrade or integrating the campaign into the current
OtterBox Facebook page. Polls, votes, and submittals of ideas for upgrade features will be made
on the Facebook page.
Once the idea process is finalized we will have either an external or internal videographer
document the construction of the car. Prior to the release of the video, we will design flyers to
insert into the packaging of current products to help spread the campaign to post-purchase
customers. Once the vehicle is completely upgraded it will be used in a national tour that is
designed to support social causes in different areas and to build customer engagement for
technology release dates at different stores. Engaging consumers at retail stores for release dates
will encourage the purchase of OtterBox products at the time of purchase, since we are
interacting with buyers as they wait to purchase their technology.
In order to encourage interaction with our Ottermobile campaign, our social pages, and
other marketing activities we will be promoting Otterstories alongside the Ottermobile. We will
be having followers submit stories regarding OtterBox and how OtterBox has affected,
improved, and/or saved their life. It will turn into a competition of who has the best Otterstory,
determined by the number of votes each story receives. The reward for the best story will be the
Ottermobile, which is a large incentive for consumers to participate in the competition. This will
9:*
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ManagemenL 1eam
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1rack soclal medla
acLlvlLy
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Engage consumers throughout consumer buying process to encourage participation and
acknowledgement of the Otter Box brand and products. Utilizing offline activities to
complement the online efforts.

28

be the exit strategy of the marketing campaign, however, if the campaign proves to be successful
then there are various methods to expand on the campaign, such as an app that allows viewers to
create their own Ottermobile, a contest that rewards viewers for snapping a picture of the
Ottermobile on the road, and a continuing campaign to build more cars.
A final way to communicate the purpose of the projects is through an advertisement that
displays a smartphone alongside the car. Both products are luxurious stock items, but with
OtterBox we take the product and upgrade, not accessorize, the luxurious item so that it can be
both luxurious and functional.
Due to the nature of the Offline Strategy plan a simplified Step-by-Step process is
displayed below. With many required steps, an easy to read format is best to convey our
Engagement plan for offline consumers.

Step 1: Car research & selection
Who: Data Analytics Team
What: Research a car that would best resonate with target market
When: April - May 2014

Step 2: Social Platform Development
WHO: Social Media Management Team
WHAT: Organize the campaign to be integrated with our social media pages
WHEN: May 2014 - October 2014

Step 3: In packaging flyer and Facebook promotions of campaign
WHO: Design Team
WHAT: Create flyers for packaging to promote the campaigns
WHEN: May 2014

Step 4: Begin voting on features
WHO: Social Media Management Team
WHAT: Case votes for certain features and upgrades to the vehicle
WHEN: June - July 2014

Step 5: Finalize Features
WHO: Design Team
WHAT: Finalize the design of the vehicle and the upgrades that will be made
WHEN: August 2014

Step 6: Video of Building car
WHO: Design Team, Manufacturing Team, and Social Media Management Team
WHAT: Document the construction of the vehicle and post to social media
WHEN: August 2014


29

Step 7: Built Car Begin Tour
WHO: Otter Engagement Team
WHAT: Begin touring to different locations around the U.S. selecting social causes to support
and retail stores to attend for release dates.
WHEN: September - October 2014

Step 8: Follow tour through social & web
WHO: Social Media Management Team & Otter Engagement Team
WHAT: Post updates from the tour to the social media outlets
WHEN: September - October 2014

Step 9: Social causes tour to area of Otter or sea conservation
WHO: Otter Engagement Team
WHAT: Participate in supporting causes that resonate with the brand of OtterBox
WHEN: September - October 2014

Step 10: Drive to release locations
WHO: Otter Engagement Team
WHAT: Park outside of retail stores during release dates, to entertain and engage with
consumers who are waiting to purchase their technology
WHEN: September - October 2014

Step 11: Submitting Otterstories for chance to win car, and vote on stories
WHO: Otter Engagement, Social Media Management, and Data Analytics Team
WHAT: During the campaign promote engagement through a contest to see who has the best
story relating to OtterBox for a chance to win the Ottermobile
WHEN: August - October 2014 (Begins during Step 7)

Step 12: Final votes and give car away
WHO: Data Analytics Team, Social Media Management Team, and Otter Engagement Team
WHAT: Finalize all votes on stories and give the Ottermobile to the person with the highest
voted story.
WHEN:







30

Point of Purchase Strategy

By actively increasing awareness among consumers and implementing engagement as
described above, we hope to directly affect the purchasing decisions regarding phone cases. If
the OtterBox brand is well-known and established within prospecting consumers minds, there is
a much higher chance that they will buy the product when they purchase a phone or tablet.
Increasing the brand awareness efforts will ultimately have a direct impact on sales and word of
mouth regarding OtterBox products. However, to encourage and push the increase in awareness
and branding we will integrate Ollie and the Ottermobile into the in-store displays. This will
remind shoppers of the company culture, personality, social benefits, and product benefits, while
in the retail setting. This is very easy to implement and can easily be incorporated with the start
of the Ollie advertising campaign. To further enhance the ease of this strategy, the campaign will
be test marketed in carrier stores.



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Integrate marketing campaigns to promote the purchase of in-store, point of purchase, sales.
Using previous and current marketing activities in retail style promotions.

31



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32

Financial Analysis
The following budgets for the above campaigns are individually broken down by the three
components of the action plan. Due to the limited amount of financial information initially
provided, it was easier to expand upon expendable ideas and the figures provided are rough
estimates.

Awareness
Budget List
Television commercials
Production of commercials within OtterBox will be significantly cheaper (under $500) although
commercials can be outsourced to a local company for a cost of anywhere between $200-$1500
for the entire process. A commercial in the Denver Metro Area would have a reach of 1.5 million
and cost anywhere from $80,000-$100,000. A commercial in a more local and direct segment of
Denver around noon would likely reach the Have-it-Alls and Utilitarian is going to cost
approximately in the same price range $200-1500 for a 30 second ad to air. For this budget list,
we took the highest broadcasting price and annualized the expense.

Print various magazines
303 Magazine - An up to date magazine regarding the newest and upcoming events and products
in Colorado, specifically the Denver area was used to create a budget for a magazine
advertisement. We estimated that four full page advertisements would be in the magazine
throughout the fiscal year.

! page - $800
Inside Front- $4000
" page - $1700
Back Cover- $5000
Full page - $2500

Online
YouTube- A homepage takeover is quite expensive though something to at least consider, one of
these homepage ads runs for approximately $400,000. Though the idea we were heading was to
create ads and promotional videos on an OtterBox channel that further represent OtterBox as a
brand image. These videos would roughly cost around $1,000 or less to produce, edit and
maintain within OtterBox without outsourcing the work. We predicted that one video would be
produced per month for OtterBox.
33




Social media
Instagram, Twitter, Facebook provide no cost to OtterBox besides time and effort to post
entertaining thoughts and pictures in order to engage consumers. An initial 3 hours to set up all
social media sites to coincide with brand image. Roughly 3 hours a week from there on needs to
be delegated to the updates of the social media pages to keep up consumer engagement.









Forecast
After researching various programs and the number of viewers that watch the program we
estimated the number of Utilitarians and Have-it-Alls that would be exposed to OtterBox during
the broadcasting of Television commercials. We used only television for our forecast due to the
tangible numbers found and easier tracking of viewer exposure.

90% of Utilitarians watch TV:
! 60% drama
! 59% comedy
! 49% news
88% of Have-it-Alls watch TV:
! 64% drama
! 64% comedy
! 61% news

Our identified Television Shows and Average Viewers:
Drama:
! NCIS - 19.25 million viewers
Comedy:
! Big Bang Theory - 16.80 million viewers
News:
! Fox News at 8:00pm - 457 million viewers


Components Price
Advertisement Development 10,000.00 $
Broadcasting Expense 12,000,000.00 $
Print Advertisements 100,000.00 $
Online Advertisements 12,000.00 $
Social Media Advertisements - $
Total 12,122,000.00 $
34



Marketing Return on Investment
Drama Exposure: 12,320,011 Viewer Exposure
Comedy Exposure: 20,664,000 Viewer Exposure
News Exposure: 502,700,000 Viewer Exposure

(535,684,011 viewer exposure $12,122,000)/$12,122000
=
$43.19 dollars spent for each unit of exposure



Engagement
Budget List

Forecast
YouTube: 1 million views should be the benchmark for organic online exposure for the videos
related to the campaign. Currently on the OtterBox YouTube channel there are several videos
with well over 1 million views so we feel this number is achievable and would help to promote
the brand while gaining valuable exposure.
Components and Upgrades Price
Mercedes G500 134,000.00 $
Tires 350.00 $
Paint 4,000.00 $
Roll Bars/Cage 530.00 $
Lights/Fog Lights 300.00 $
Interior 4,000.00 $
Ski Topper 100.00 $
Bike Rack 200.00 $
Winch 350.00 $
Safari Snorkle 350.00 $
Labor 2,000.00 $
Filming and Editing 700.00 $
Total 146,880.00 $
Considered Vehicles Price
Mercedes G500 134,000.00 $
Range Rover 75,000.00 $
Porsche Cayenne Hybrid 70,000.00 $
Lexus RX 43,000.00 $
35

TV: We believe that the campaign will create buzz in both online and traditional media. Since
the campaign incorporates promotion through various channels including physical engagement
with local communities this type of engagement is likely to gain attention by local TV news
stations. The social aspect of this campaign, even though it may not be a highly advertised aspect
of the campaign, could catch the attention of national news stations. National news stations have
an average of anywhere from 150 to 350 million viewers depending on the station.
Social Media (Facebook): Increase likes to 5000 per month will result in a noticeable increase in
exposure and awareness. This increase in social media activity will be driven by the other aspects
of the campaign, such as engagement via the ottermobile (ie. Tell us where you have seen the
Ottermobile) Currently, roughly one percent of the people following OtterBox on facebook are
talking about it. This increase in likes will also help to increase the buzz around the brand and
promote sales indirectly.
Guerrilla: Guerrilla marketing exposure is a component of this campaign that is difficult to
calculate. This is because much of the exposure to the Ottermobile while it is driving throughout
the nation will go unaccounted for. However, it is expected that with a car that is luxurious and
unique will stand out among the other cars on the road and will gain attention. This could reach
millions of people depending on the number of the locations the car drives to.

Marketing Return on Investment
(4 million exposure $146,800.00) / $146,800.00
=
26.23 persons exposed to OtterBox per dollar spent

The figure of four million is derived from:
1 million YouTube benchmark
.5 million social media hits
.5 million guerrilla exposure
2 million television and online publicity exposure

Point of Purchase
Budget List
In store displays: Each display features an interactive media component. In this budget, tablets
were considered. An average of tablet prices, $500.00 iPad and $350.00 Microsoft, was used for
the average price of a tablet. The new displays will be test marketed in carrier stores. For early
test marketing phases, fifty displays will be redesigned.
36







Forecast
Carrier Stores: Carrier stores account for nearly 57% of smartphone sales, while big box
retailers such as Best Buy, Target, etc. together account for 25% of sales. Carrier with the largest
amount of smartphone sales is Verizon. In the 2013 September quarter Verizon activated 7.5
million smartphones, 51% (3.9 million) of those phones being iPhone. With an incorporation of
new displays, we forecast that carrier store sales will increase by 30% if the synergy between
campaigns aligns with the displays appropriately and customers recognize OtterBox in the stores
We determined an extremely rough estimate of forty percent margin unit contribution as an
average of all OtterBox products and formulated another rough estimate of one million carrier
store sales for our market pretest.
Marketing Return on Investment
[(40%*300,000) $91,250.00] / $91,250.00
=
31.51%

Contingency Plans
If the launch of an engaging, more brand aware advertising campaign is successful, we
suggest that OtterBox continue to create more advertisements and commercials online, in the
media, and in print. All of these advertisements would align with the core message of OtterBox
as a what we do not who we are and create value for the consumer by delivering a coherent,
consistent message. If the focus groups do not respond well to the advertisements or the brand
message of OtterBox becomes skewed, OtterBox will then have to retract the forms of media in
which they target their consumers; i.e. only use online advertisements or focus on print
advertisements.
Likewise there are different options to expand or contract the OtterBox Truck idea. If
economic times, weather conditions, and continued events and release of new technology does
not fit within the scope of the budget or schedule advised for launching the OtterBox Truck,
OtterBox can retract the mobile person-to-person contact and redesign their product display
cases to engage customers in the store. The product displays would be interactive and display
Components and Upgrades Price
Tablet 425.00 $
Redesign of Displays 1,000.00 $
Construction of Displays 400.00 $
Number of New Displays 50
Total 91,250.00 $
37

stories about OtterBox experiences that customers have shared and display the friendly Otter that
is featured in commercials. Overall, the in-store display must coincide with the truck and
commercial concept. If the OtterBox Truck idea is a smash hit with consumers and creates a
marketing buzz, we suggest two options. The OtterBox Truck can then begin to target events
sponsored by or hometowns of consumers or consumer groups that have had amazing OtterBox
experience stories to share. Furthermore, a video blog diary documenting the journey and
experiences of the Otter Crew that takes to the road to share their excitement for technology,
adventure, and experiences with consumers in different parts of the nation.

Idea Appendix
Various commercials- Otter armies, civil war between kids
Vending machine
Building demolition (important) or car crash. Make it look like there is an OtterBox
around building.
Treasure hunt for the OtterBox hidden on the mountain
Skateboard Ollie contest
Voice advertising in gondola, elevators, places you cant avoid noise
Social cause- something to give people in wheelchairs more mobility
OtterVirus
Attract the Hispanic market
Ski topper, trolley
Tri-pods and other products to hold and support original products
Snap on Attachments
Begin using the Otter face more with branding

38

References

http://smallbusiness.chron.com/much-television-advertising-really-cost-58718.html
http://mausmediagroup.wordpress.com/2011/03/08/how-much-does-it-cost-to-make-a-tv-
commercial/
http://www.buzzfeed.com/kateaurthur/2013-2014-network-tv-show-30-second-ads
http://www.affordablebillboards.com/index2.html
http://www.barb.co.uk/viewing/quarterly-channel-reach?_s=4
http://www.hollywoodreporter.com/topic/tv-ratings
http://www.spoilertv.com/2012/09/full-ratings-tables-most-watched-and.html
http://www.storesupply.com/c-898-maple-slatwall-towers-and-gondolas.aspx
http://thevarguy.com/information-technology-distribution-channels-news/study-mass-merchants-
rival-carriers-retail-smartph
http://www.forbes.com/sites/chuckjones/2013/10/17/verizons-iphone-activations-support-36-
million-sold-in-the-september-quarter/
http://phx.corporate-ir.net/phoenix.zhtml?c=83192&p=irol-reports
http://www.quora.com/On-average-how-many-shoppers-does-Best-Buy-attract-each-month