GOAL Hemorrhoids a very common medical problem. They are small veins EXECUTIVE are SUMMARY
The purpose of this integrated marketing effort is to open communication
around the rectum and anus that have become varicose - dilated
on the topic of hemorrhoid while changing consumer’s perception of
and swollen. Hemorrhoids may become inflamed, develop small
Preparation H.
blood clots or even cause minor bleeding. Preparation H, in ointment, cream, gel and suppository forms, is developed especially for the treatment of hemorrhoidal symptoms. When used as directed, it often helps shrink hemorrhoidal swelling and gives fast, temporary relief from the painful burning, itching and irritation of inflamed hemorrhoidal tissue.
BRAND PERSONALITY Preparation H’s brand personality results from the Sincerity group of the “Big five Personalities”. On one hand Preparation H is down-to-earth, in the sense that it is conventional. On the other hand, it is extremely honest, by having adopted a reputation for being authentic, ethical, and thoughtful.
SITUATION ANALYSIS Since first launched, Preparation H’s strong legacy and reputation of providing a line of products that contribute to the prevention and/or alleviation of hemorrhoidal pain, has allowed it to become the favored hemorrhoidrelief brand. With countless of products including ointments, creams, suppositories, cooling gels, and medicated portable wipes, Preparation H has been able to gain brand loyalty. The brand is known for alleviating anal
POSITIONING & USAGE Brand Positioning: To men and women who suffer from hemorrhoids, Preparation H is the brand of hemorrhoidal aid that that understands the internal and external discomforts of hemrrhoids, because only Preparation H provides men and women with the long-lasting hemorrhoidal pain relief.
itch and pain, preventing rectal burning and pain, preventing Anorectal discomfort, and finally, for decreases swelling of hemorrhoidal tissue. Unfortunately, the implementation of marketing tactics have not been successful. Not only have they been extremely unappealing, but also,
Usage: This strategy will attempt to encourage consumers to go from their current no user habits to becoming medium to heavy users. Additionally, this penetration strategy will attempt to market to a wide range of audiences,
they have yet to be successful on creating an inviting image for the brabd. In addition, other potential opportunities include: target market expansions, humor, public relation efforts, merchandising, cohesive advertising,
KEY MESSAGES
and integrated marketing efforts.
1. Preparation H is a brand that understands the feeling of pain 2. Preparation H is a brand that understands consumer’s concerns 3. Preparation H is a brand that understands that the topic of hemorrhoids remain a taboo subject matter.
TARGET AUDIENCE This integrated marketing effort will continue to target the current consumers of Preparation H. These include a wide spectrum of male and female individuals who use the product as means of alleviating the discomfort of hemorrhoids. The most common consumers of Preparation H are individuals, ages 50 to 85 who do not fully maintain healthy lifestyles. More often than not, they eat large quantities of fat, red meats, complex carbohydrates, salt, and cheeses that are high in fat. Additionally, they do not tend to be active individuals. In fact, most individuals who suffer from hemorrhoids tend to be couch potatoes. Nonetheless, consumers of Preparation H also include individuals of most ages who lead healthy lives and happen to experience hemorrhoids.
FUNCTIONAL & EMOTIONAL BENEFITS Functional Benefits: 1. Consumers become connected with the brand 2. Consumers learn to trust the brand the brand Emotional Benefits: 1. Consumers feel emotional relief 2. Consumers reach a hedonic value