This document outlines a marketing campaign for Procoal Activated Charcoal Teeth Whitening Powder. It begins by describing Procoal's current target market of gym users aged 18-35 on Instagram and Amazon. It then analyzes the marketing mix (Product, Price, Place, Promotion), customer segmentation, and presents a PESTEL and SWOT analysis. Secondary research found gym users are more appearance-focused. The new campaign will use personalized, interactive ads on social media promoting the natural and vegan ingredients. It will offer product subscriptions, automatic reordering, and rewards for customer loyalty.

1. Marketing Campaign For
Procoal Activated Charcoal
Teeth Whitening Powder
Calvin, Chloe, Harriett, Lauren, Thierry

2. Outline
▪ Background
- Procoal’s Current Target Market
▪ The adapted 4 P’s
▪ Segmentation
▪ Secondary Research
▪ Primary Research
▪ PESTEL analysis
▪ SWOT analysis
▪ New Campaign

3. Procoal’s Current
Target Market
▪ Directly from Procoal
▪ Instagram
▪ Amazon

5. The Adapted P’s
Price: Affordability
Product: Consumer demand
Promotion: Social media & E-marketing
Place: Availability to consumers
Process: Delivery

7. ▪ Gym Users
-Take pride in their appearance
-Seek progress towards a desired image
-Similar to people who visit beauty salons.
▪ Behavioural
-High social media usage
-Up to date tech (iPod, Fitbit, apple watches)
▪ Psychological
-Lifestyle & Routine
-Benefits sought
▪ Profile
-Demographic 18-35
-Single
-No children
-Social grade B-C2
-Disposable income
Primary Segment

8. ▪ Membership up 5.1%
▪ Total market value £4.7
billion
▪ UK penetration rate 14.9%
2017, compared to 14.3%
in the previous year

9. ▪ Gym users more appearance aware
▪ Up to date on social trends
▪ Technologically aware
▪ More inclined to spend on
cosmetics
▪ Gym users prefer natural products
▪ Aesthetic improvement as motive

10. Secondary Segment
▪ Appealing based on ethics
▪ Fastest growing lifestyle
movement
▪ Over 1% of the UK
population
▪ Exponential growth
▪ Increase vegan specific
products
▪ Vegan product purchases
by non vegans

11. P.E.S.T.E.L. Analysis
Economic: Anti-bacterial properties
Social: Appearance
Technological: Social Media
Environmental: Natural, Vegan & Gluten
Legal: Money-Back Guarantee
ETHICAL NOTE (from ‘Procoal’ website): no cut costs from cheap
ingredients. Anti-bacterial qualities. Non-abrasive

12. S.W.O.T. Analysis
Strengths: Natural ingredients
4-5 star reviews
Rising interest in teeth whitening
Easily affordable
Weaknesses: Messy when using it
Charcoal stain
Opportunities: Teeth hygiene
Expand via new outlets
Threats: Competition

13. The New Campaign

14. Advert Analysis
▪ May 2017: Channel 4
launched the first
personalised/ interactive
adverts
▪ Phillips Sonicare advert:
viewer has option of
choosing sex of model
shown
▪ They create a relationship
with the audience
▪ Devoted to engaging with
their customers

15. Advert Storyboard
• Green, black and white colour codes
throughout the advert
• Interaction with viewer
• Using the Product
• Showing the product
• Gym clothes
• Advertising app
• Animal friendly/vegan product
information

17. ▪ Product subscriptions
▪ Automatic rebuy & delivery
▪ Relationship with users
▪ Trust in the company
▪ Rewards loyalty
▪ Tailored products for user

18. ▪ Ever developing
technology
▪ Smartphone prominence
in cosmetics and
healthcare
▪ Focus on price
▪ Less frequent purchasing

20. Track Your
Progress!
Subscribe And Pay Less
£7.99 – Every 4 Months

21. Going Forward