Tactical Soap Final Presentation for BUS 465 at NC State University

1. Tactical Soap
Kitch Jones, Madison Kreisler, Peyton Neese,
Luis Ortiz, Jordan Sharber
BUS 465

2. 01
Current Situation
Started out as a one-man show in 2014
Inspiration came from Scott Carr's personal life as well
as the movie "Fight Club"
Rapidly expanded as sales took off through Touch of Modern
Today, Tactical Soap essentially divided into two divisions:
Company that manufactures the soap itself
Full-time marketing team
Both of which are managed directly by Mr. Carr for quality

3. Values
02
Vision
Emphasis on the importance of self-care for men and
how tactical soap and other products like shaving
cream and cologne developed by Grondyke create a
better life for men, and the prospect of collaborating
with other brands to continue pushing this idea.
Mission
To create the most efficacious attitude soaps in
the world, making things cleaner and more fun
for men and the women they love.

4. 03
Objectives
Educate customers about pheromones
without turning people off
Get customers to reorder
Grow company online before getting
offline
5k followers on Instagram
3.5k followers on Facebook
1.
2.
3.
Measurements:

5. 04
Competitive Landscape
Key
Competitors
Strengths and
Weaknesses
Customer
Personas
Ownable
Position for the
Partner Brand
Dr. Squatch
Duke Cannon
Cheap traditional
alternatives
Old Spice
Irish Spring
Dove Men
Industry leader
in pheromone
soap
Quality
ingredients
come at a
premium price
Men
Age 18-45
Value all-
natural
products
Support Made
in USA & NC
Opportunity to
partner with
college athletes
Increase exposure
through
endorsement

6. 1
2
4
3
Unique selling position
Leader in pheromone soap market
Strengths
More expensive than other brands
Less brand awareness than competitors
Weaknesses
SWOT
Analysis
Blossoming market
Recent push for health/natural ingredients
Opportunities
Niche, underdeveloped market
Possibility of other companies implementing
pheromones
Cheaper alternatives
Threats
05

7. 06
Target
Customers
Men
Age 18-45 who want to amplify their
social interaction from the pheromones
in the soap
Who seek confidence no matter their
age (age-confidence)
Who have a strong brand loyalty/are
repeat buyers
Women?
Eventually want
expand their
product base to
include women's
products

8. 07
Campaign Concept
Reaches Gen Z as target
customer comes of age and
interested in the soap
(creates potential for long
term customers/brand
loyalty)
Will boost sales
Heavy Push into TikTok:
Reach new customers
through social media
advertising
Memes, references to
pop culture, related to
holidays, etc.

9. 08
Media Plan
Begin with strong push into TikTok
Funny posts, informative, satisfying
content, new products, etc.
Crosspost TikTok videos to Instagram
Holiday posts/sales
Valentine's Day, 4th of July, etc.
User-Generated Content (UGC)
Testimonials
Affiliate Program
Eventual push into YouTube
Continue posting to Instagram/Facebook

10. Media Calendar
Begin TikTok
Account
Maintain regular
posting, every
other day
Valentine's
Day Campaign
Emphasize
attracting power
of pheromones
4th of July
Campaign
Social media/sales pith for
the holiday, emphasizing
American action heroes
and Made in USA brand
YouTube
Launch
Break into longer-
form video
content/advertising
January February July October
Analyze
Current Status
Examine results from
year's marketing
push, determine
where to go
November - December

11. 09
Concept Media

12. Expected Results
10
More followers on TikTok and Instagram
12.5k followers by the end of next year on Instagram
25k followers by the end of next year on TikTok
Increased Revenue
Further Brand Awareness
Growth in Ambassador Program/UGC

13. 11
Budget
$50,000 for media plan initially
TikTok/Instagram Budget increase
Partnering with content creators on
TikTok/Referral Program

14. 12
Final Recommendations
Invest more in advertising
Dive into TikTok, YouTube
Build engagement with users/customers
Take advantage of holiday campaigns
1.
a.
2.
3.