1.
Victoria Pursell
MRKT 333
4/13/2016
Sales Pitch

2. Company Overview
Cold­EEZE is a one of a kind company that produces and sells cold­shortening, homeopathic,
zinc lozenges. The unique formula that helps to cut the duration of a common cold almost in
half is backed by multiple double blind, placebo­controlled clinical studies. All of these studies
are provided on the Cold­EEZE website for anyone to view so that customers can feel confident
in the powerful and safe effects that result from using Cold­EEZE lozenges (Cold­EEZE).
SWOT Analysis
Strengths:
● Unique product
● Scientific and research to back up claims
● Fills a need that will most likely always exist
Weaknesses:
● Not everyone is a fan of homeopathic methods
Opportunities:
● Potential to expand product reach
● Variety of products results in various, large target markets
Threats:
● Since research is public, there is a change that comparable products may soon be released
from competitors
Market Research
Cold­EEZE targets working men and women who are too driven and too busy to be slowed down
by the sometimes debilitating side effects of a common cold. Let’s break down and investigate
this target market a little further.
As of February 2016 roughly 70 million women over the age of 16 were employed in the United
States. Nearly 70% of these women, about 50 million, are employed in full time work (U.S.
Bureau of Labor Statistics). Many of these full time workers are employed in the high­paying
management and professional occupations including registered nurses, medical and health
service managers, and psychologists (United States Department of Labor).
Statistics from February 2016 also show that nearly 80 million men ages 16 and above are
employed in the United States. Almost 70 million of these employed men, 87.5%, are employed
full time, working a minimum of 35 hours every week (U.S. Bureau of Labor Statistics).

3. That makes nearly 120 million busy, American men and women working full time. And not one
of those 120 million people are immune to catching a common cold. In fact, the average
American reports getting two to three colds a year. And since colds usually last somewhere
between seven to ten days each, these busy, working men and women could be feeling down and
out up to thirty days every year (U.S. Department of Health & Human Services)! That’s adds up
to feeling sick for one month out of every year. Full time professionals definitely don’t have time
for that! There is a large market out there that could very much benefit from the cold shortening
affects of Cold­EEZE lozenges.
Marketing Plan
The way that Cold­EEZE products are being marketed can be vastly improved. The current
“With Cold­EEZE/Without Cold­EEZE” promotion that has been running since 2013 and is
pictured below communicates that Cold­EEZE with make you feel better, but does not explain
why nor does it directly target the target market in anyway.
From the market research presented above, what can we conclude about the target market for
Cold­EEZE products? These busy, working, American men and women are​ smart​. Using this
common characteristic along with the motivator of exclusivity and a rational versus irrational
appeal, we have developed a new marketing plan for the upcoming fiscal year.
Our marketing plan revolves around a creative character, Dr. Clive Emerson Lozenge, pictured
below. C.E. for short, Dr. Lozenge has a PhD in Homeopathic Medicine and wrote his thesis on
“Cold Shortening Studies.” So he is more than qualified to inform our target market about
Cold­EEZE products. His slogan that will be present one way or another in all marketing
materials is, “Cold­EEZE: the ​smartest​ way to combat your common cold.”

4.
With all of his knowledge and experience Dr. Lozenge will easily explain how Cold­EEZE cuts
the duration of the common cold in half . These marketing efforts will make sure that the target
market will want to be a part of the exclusive, rational group of consumers that combats the
common cold in the easiest way possible.
Television Commercial
A 30 second television commercial will be released in early November to introduce Dr. C.E.
Lozenge as the creative character of the Cold­EEZE brand. November is smack in the middle of
cold season (WebMD). Additionally, November is the beginning of the Holiday Season. Our
busy full time workers will be even more busy making holiday plans during their already busy
schedule that they will have even ​less​ time to deal with a common cold. This is the perfect time
to introduce our creative character and begin our new marketing plan. The script for our
television ad is below. A rough storyboard is included at the end of this paper.
Please note that script can also be used for a radio spot, satellite radio, Spotify, Youtube, etc. if
seen fit.
[Commercial opens to a man in his kitchen early in the morning. He is seen still in his robe with
a cup of coffee and a bag of cough drops. We hear him coughing harshly. His wife enters with
cough syrup.]
Wife: Honey, aren’t you going to take cold medicine? You sound awful.
Husband: You know I hate the way that stuff tastes and how drowsy is makes me feel. I have
work to do. I’ll be fine with just my cough drops.
Wife: Cough drops aren’t enough to help you see better!
[A brief argument about which cold remedy is more effective. He here a third voice interrupt the
argument. Cut to shot of Dr. Lozenge on the kitchen table with a box of Cold­EEZE zinc
lozenges.]

5.
Lozenge: Ahem, excuse me. Perhaps I could be of assistance. Try a Cold­EEZE zinc lozenge.
It’ll soothe your sore throat, reduce your coughing, and unlike other cough drops, it’s clinically
proven to shorten the duration of your common cold, without the taste and drowsiness of other
cold medicines of course.
[Shot of husband at work with box of Cold­EEZE with voice over of Dr. Lozenge]
Lozenge: Cold­EEZE zinc lozenges, the ​smartest​ way to combat your common cold.
Direct Mail Package
Following the release of the television ad, a direct mail package will be sent out in January. Not
only is January the best month for direct mail, but it is also still mainly cold season.
Additionally, due to New Year’s resolutions and other similar mindsets, people are generally
more likely to try something new.
Our first direct mail package will be done as a saturation mailing. We will chose one store that
carries Cold­EEZE products and send the package to households of the surrounding area. The
package will consist of a Dr. C.E. Lozenge magnet (to further familiarize our target market with
the new face of Cold­EEZE), a smaller package containing several lozenges, perhaps of different
popular flavors, as a sample, and finally a half off coupon for any Cold­EEZE product. If
Cold­EEZE product sales increase in the first store, more saturation mailings can be done
throughout the duration of January and February. A sample package is provided.
Point of Purchase Display
The point of purchase displays go hand and hand with the direct mail promotions. When
customers go into their local grocery store wanting to use the coupon they received in their direct
mail package, we want Cold­EEZE products to be easy to find, or else the direct mail package
cannot adequately do its job. When we choose to do saturation mailings around certain grocery
stores, we need to implement point of purchase displays in those stores. Therefore this will also
take place throughout January and February.

6.
A rough sketch of the display is pictured above. We need to purchase an aisle end where
Cold­EEZE products are normally displayed. The aisle end will be flush with Cold­EEZE
products with display panels on either side and on top featuring Dr. C.E. Lozenge. In addition to
Dr. Lozenge the display with address the clinical studies, the cold shortening power of zinc, and
of course Dr. Lozenge’s slogan, “the ​smartest​ way to combat your common cold.”
Twitter Account
Social media has become a popular trend in advertising over the last decade. In fact, over four
billion dollars worth of advertisements are on social media every year (Rhoades). A great way to
get exposure on social media without having to pay for advertising space is to create an account.
At this point in the marketing plan, around April­May, after our target market has grown
semi­familiar with Dr. C.E. Lozenge via television advertisements, direct mail packages, and
point of purchase displays, we think it would be wise to create a twitter account for our creative
character.
Many other creative characters such as the Aflac Duck, the Geico Gecko, Flo from Progressive,
Mr. Clean, and Tony the Tiger have their own Twitter accounts. These may be some of the most
well known creative characters and they do a great job of representing their brands and products.
In a some cases, the characters have more followers than their brand accounts. The Aflac Duck
has 69.5 thousand followers whereas the Aflac account only has 24.3 thousand.
Since Cold­EEZE already has a twitter account of its own, the implementation of a second
account for Dr. C.E. Lozenge would be of no cost to the company. It would simply be run by
whoever is currently managing the already existing account. A preview of the account is
pictured below.

7.
Budget Research
We have been given a budget of $25,000,000 to implement this marketing plan. The table below
outlines the cost of each aspect of our plan as it has been outlined. Some items on the table, such
as a radio spot and another social media manager, are not necessary costs but have been included
(in blue font) for your convenience. All sources used for budget research are listed on the
“Works Cited” page of this report.
Month of Implementation Medium Estimated Cost
November 30 sec television ad $10,000
November 30 sec radio spot $1,000
November YouTube ads $1,000
November Spotify/Pandora ads $1,000
January­February Direct mail packages $100,000
January­February POP Displays $15,000
April­Indefinite Social Media Manager salary
of 5 years
$225,000
Total Cost: $353,000

8.
Conclusion
As you can see, we have provided you with a variety of options while still staying significantly
under budget. This plan gives you flexibility while still increasing the relation to the target
market.
The Four P’s
With this advertising campaign we hope to alter the “Four P’s” of marketing in a way that
improves sales and brand recognition for Cold­EEZE. Here is an outline of the Four P’s of our
campaign.
Price:
● $4.99 to $9.99 depending on the product
Product:
● Cold­EEZE Lozenges
● Cold­EEZE QuickMelts
● Cold­EEZE Oral Spray
● Children’s Cold­EEZE
● Cold­EEZE Allergy Relief
Promotion
● Television ads, social media accounts, in store displays
Place
● As many places as possible (tv, internet, in store)
● Most importantly, in the customer's hand via direct mail
We believe that Cold­EEZE produces quality products that can really make life easier for so
many busy, hard­working Americans and we would like to help put those products in the hands
of consumers across the country. We believe that this marketing plan and creative character are
a great way to connect the product to the target market in a practical feasible way.

9.
Works Cited
Cardboard Displays. "FourTierDisplay." Cardboard Displays: FourTierDisplay. Cardboard
Displays, n.d. Web. 21 Apr. 2016.
Cold­EEZE. "Cold­EEZE." Cold­EEZE. Cold­EEZE, 2016. Web. 13 Apr. 2016.
Frechette, Marc. "How Much Does It Cost to Advertise?" Quora. Quora, 22 July 2015. Web. 20
Apr. 2016.
Fred. "How Much Does Radio Advertising Cost?" WHOU 1001 FM. WHOU 1001 FM, 04 Aug.
2013. Web. 20 Apr. 2016.
Kobliski, Kathy J. "TV Ads." Entrepreneur. Entrepreneur, 16 Jan. 2006. Web. 20 Apr. 2016.
PayScale. "Social Media Manager Salary (United States)." PayScale:Social Media Manager
Salary. PayScale, 2016. Web. 21 Apr. 2016.
Rhoades, Becky. "Chapter 7." MRKT 332: Consumer Behavior. Zimmerman Hall, Springfield.
20 Apr. 2016. Lecture.
Staples. "Every Door Direct Mail by Staples." Every Door Direct Mail by Staples. Staples, 2015.
Web. 21 Apr. 2016.
United States Department of Labor. "Quick Facts on Women in the Labor Force in 2010."
Women's Bureau. United States Department of Labor, 2010. Web. 13 Apr. 2016.
U.S. Bureau of Labor Statistics. "Employed and Unemployed Full­ and Part­time Workers by
Age, Sex, Race, and Hispanic or Latino Ethnicity." U.S. Bureau of Labor Statistics. U.S.
Bureau of Labor Statistics, 10 Feb. 2016. Web. 13 Apr. 2016.
U.S. Department of Health & Human Services. "Common Colds: Protect Yourself and Others."
Centers for Disease Control and Prevention. Centers for Disease Control and Prevention,
08 Feb. 2016. Web. 13 Apr. 2016.
WebMD. "Common Cold Facts: Causes, Viruses, Prevention, Kids and Colds, and More."
WebMD. WebMD, 02 Mar. 2015. Web. 19 Apr. 2016.