IMC PLAN: TATTOO MASKER

Alexander Butsko, Sean Brossmann, Corey Kehm and Phillip Kail

JCU LABS - 777 Tattoo Lane, University Heights, OH

Contents
Tattoo Masker Strategic Analysis ................................................................................................................. 2
Market Research ....................................................................................................................................... 2
Target Market ........................................................................................................................................... 3
Objectives ..................................................................................................................................................... 3
Audiences ...................................................................................................................................................... 4
Strategies ...................................................................................................................................................... 7
Tactics ........................................................................................................................................................... 8
Planning Calendar ....................................................................................................................................... 10
Budget ......................................................................................................................................................... 11
Measurement.............................................................................................................................................. 12

Tattoo Masker Strategic Analysis

After researching the topic we believe that there is an opportunity to run a viable
campaign for the product Tattoo Masker, a gel or crme that could easily be applied to the skin
to cover up skin markings such as Tattoos, Birthmarks and Scars. While products like this
already exist, they tend to be marketed towards women specifically. It is our thought, based on
primary and secondary research into the market that there exists a male need for the product as
well that is not being met because of the social stigma men would face in buying a product
mainly used by women. As our market research leads us to believe the cosmetics industry in
Europe and North America become somewhat stagnant in the past few years, and statistics show
that diversity will be more important than ever in the coming few years. Our following research
will indicate factors that could lead to a potentially profitable venture.

Market Research
At the current time the cosmetics industry is worth around $56 billion. According to
Marketwatch.com, Analysts forecast that the North American market will expand about 3.1%
during the period of 2013-2018, for a total predicted value at roughly $57.74 billion. The current
cosmetics industry can be broken down into eight main segments skin care, color cosmetics,
personal hygiene, hair care, oral hygiene, fragrances, male toiletries, and sun care. Skin care
represents the largest percentage at around 36.5% or $20.44 billion. A few large vendors
include:
- Avon Products Inc.
- Colgate-Palmolive Co.
- L'Oral SA

- P&G Co.
- Unilever Group
As campaigns in the past have been aimed at a largely homogenous audience, diversity
will be increasingly important for companys profit margins.
As the product name implies it will also be largely influenced by the tattoo market,
producing an annual revenue of around $722 million. About 45 million (14%) Americans
nationwide have at least one tattoo. Of these about 36% are ages 18-25 and 40% are ages 26-40.
According to a survey that our group conducted around 75-80% wish that they could cover or
conceal these tattoos on certain occasions, but only around 11% have them permanently
removed.

Target Market
Being a product useful to a relatively niche market, Tattoo Masker would most clearly
appeal to mostly to people with easily visible tattoos. Additionally, the product would have to
establish itself with young males due to the social stigma of using make up such as concealers.
According to our survey data people feel the need to conceal their tattoos at situations such as
job interviews, work, weddings, funerals and church or other religious services.
As well as competing brands other methods of covering tattoos would have to be
addressed such as wearing long sleeves or other clothing that concealed the tattoo.

Objectives
The key communication objectives center on making the product desirable to potential
consumers. These objectives include awareness, accessibility and ease of use. Cumulatively,
these objectives will provide for providing mechanisms to help potential customers be aware of

the product, its accessibility and use.

Since the tattoo concealer is a relatively unknown product option, outside the realm of
make-up concealers, increasing awareness of the product is a significant goal of the campaign.
Through this strategy, the integrated marketing plan would help consumers to be more aware of
the Tattoo masker while differentiating the product from its competition.
A focus on the accessibility of the product will help to expand the potential consumer
base for the product. The campaign will involve emphasizing the universal appeal for the product
to individuals of all genders. A critical component is that the product be viewed as a gender
neutral product. Marketing that highlights its use for tattoos, with an emphasis on the tattoo,
rather than the individual might in conjunction with showing the tattoos on individuals,
especially males is part of the accessibility strategy. Additionally, the language that is used will
emphasize its role as a mask or concealer agent and avoid words that lead to connotations of the
product as a make-up or feminine product.
The campaign will involve the communication objective of ease of use, once the product
is well known and viewed as accessible. This objective is important, particularly because the
product needs to be perceived as easy to use for males who are less likely to have knowledge of
techniques to hide imperfections.

Audiences
Every product marked as a popular consumer good has its own key consumers or target
audience. However, with our latest and greatest product we plan to target a few key and diverse
audiences in a different way. Instead of targeting age groups, ethnic groups or other
subcategories involving member characteristics, our Tattoo Masker relates to just about anyone

in the professional world. In today's world, appearance seems to be everything, and whether you
are looking for a new occupation, performing in athletics or simply just attending any formal
event, there are imperfections you may want to hide. Relating to the above thesis, almost anyone
with a slightly embarrassing tattoo or unsightly defect of skin complexion such as that annoying
scar or birthmark, can qualify as our targeting audience. No matter the age or ethnic background,
our Tattoo Masker will be the right product for any business professional, athlete or average Joe
in the formal world trying to hide their embarrassing tattoos or even a simple blemish.
Here at JCU Labs, we've created this topical ointment to hide flaws of skin complexion
by blending the skin tone that surrounds the imperfect area and then creating an overlay of your
natural skin tone over the imperfect area. Because this product is as simplified as it is, the
product has an even wider range of key consumers. With Tattoo Masker being an easily applied
waterproof and sweat-proof ointment, the product can be used in practically any situation, which
also allows the audience to increase due to its versatile use.
Even though our product can hide just about any blemish of the skin, we plan to market
our product primarily to those with tattoo imperfections. Which we find to happen most in the
following three scenarios, which lead to be our main three audiences.
The primary audience consists of those in the business world or those trying to apply
themselves to the business world. According to USA Today, out of a poll of 200 corporate
companies, eighty-two percent declared tattoos as a no-go right off the bat during first-look
interviews. This statistic only proves the importance of staying clear from the tattoo parlor if you
plan to hold an occupation in the workforce. But what are you to do if you already have a tattoo?
You suddenly switch career paths, but you now have a giant fire-breathing dragon from your left
wrist to left shoulder and plan to meet with a company that has a no visible tattoo policy such as

Abercrombie & Fitch. The answer is simple with JCU Labs. Our Tattoo Masker hides tattoos
from employers during an interview and help consumers gain the confidence they need to earn
the job they wish. Tattoo Masker will benefit those already in the workforce for those who are
required to keep tattoos covered at all times. With the application of our product, consumers
would be able to wear clothing they would prefer rather than required; giving consumers the
ability to be comfortable with their tattoos in the professional world.
Another target audience for our Tattoo Masker deals with those in the sports world. Many
athletes have tattoos as a way to express themselves or enhance their appearance in addition to
their required uniforms allowing them to uniquely standout from teammates. However, not all
athletic teams allow players to standout and this is most commonly caused by tattoos. Players
can be required to wear long sleeves, no matter the climate and temperature, to conceal their
tattoos or even be asked to drop the team or never be picked up in the first place. This is most
common in high school and college athletes that made the decision to get a tattoo before their
athletic season begins and find out that their tattoo is not accepted a little too late. However, with
our Tattoo Masker, athletes would not be required to wear ridiculous cold-weather
undergarments to cover their tattoos in the struggling heat or even be eligible to remain on their
athletic teams.
Lastly, our product also targets the everyday citizen trying to conceal their tattoos for any
event. There are many events that require formal attire and sometimes a visible tattoo may not
make the cut for the event's attire. It is very common for people to have the desire to hide their
tattoos in events such as weddings, funerals, family reunions, and congratulatory ceremonies.
Our Tattoo Masker benefits those in each event by concealing their embarrassing or
uncommonly known about tattoo by making the tattoo temporarily disappear.

Overall, our Tattoo Masker would be a benefit to the forty-two percent of Americans
with tattoos, but primarily target those in the following three scenarios: professional business,
athletic performance, and formal events. In each of these three targeted audiences, consumers
have the ability to turn on and off a professional appearance, which is practically a necessity in
today's world.

Strategies
Our plan is to use a variety of strategies to support the awareness, accessibility and
usability of the product. The choice of varying approaches should create a cohesive, thorough
campaign that will reach diverse audiences using cost effective marketing tools.
Increasing awareness of Tattoo Masker will involve creating a strong presence for the
product in a variety of publicity forums. Advertisements for Tattoo Masker will parallel
messages sent through a variety of social media waves and platforms. The goal is to catapult the
product into the consumers purview.
Accessibility of the product centers on illustrating Tattoo Maskers potential for anyone.
Advertising will center upon the gender neutrality of the product. The product will be sold in
gender neutral areas of stores so that the product is not found in areas such as the make-up area.
Introducing the product by highlighting its use by male athletes in sports might also emphasize
its use as a gender neutral product.
Once consumers are aware of the product as a gender neutral option, demonstrating the
ease of use will make it more likely that the product will be considered a viable option,
particularly for males. The campaign will use demonstration tables at big events like major

sports games and spring break to demonstrate how its easy to apply and remove after use. JCU
labs will make vines showing how easy tattoo masker is to apply.

Tactics
The campaign tactics offer a way to market the product to a wide range of customers
while creating a greater awareness of the product and its accessibility and ease of use. The
following table illustrates how the tactics will support the marketing campaign.
Increase Awareness
Campaign Strategy

Campaign Tactic

Advertisements

Create a national television advertisement using a well-known

professional basketball player with lots of tattoos.
Run the advertisement during a sports event to maximize the impact.
Use billboards to generate increased product awareness for a
relatively low cost.

Social Platforms

Web Site

Use print advertisement in popular sports magazines.

Create an Instagram showing before and after pictures on people use
Tattoo Masker.
Create a Facebook page to promote upcoming events.
Create a Twitter account that runs giveaways for people who share
the companys content.
Create a professionally built web site to inform and share information
about the product.
Sell advertisement space for related products to help generate
revenue.
Incorporate interactive components that allow the consumer to
become more familiar with the product.

Accessibility
Campaign Strategy

Campaign Tactic

Gender Neutral

Using language to emphasize the gender neutrality of the product.

Avoid associating the product with make-up by language use and
location of the product in a gender neutral area of the store.
Introduce the product by both males and females.

Use by athletes

Use males and females to demonstrate the product.

Use male and athletes or professionals in commercials and print
advertisements.
Advertise to individuals at sporting events.
Offer free samples to athletes to encourage other athletes to try the
product.

Ease of Use
Campaign Strategy

Campaign Tactic

Demonstration Tables

Offering free samples to high school and college students who belong
to sports teams that place restrictions on tattoos during game.
Offer demonstrations at job fairs for people who have face, neck or
hand tattoos to show how it can help get you the first interview.

Vines

Use males and females to demonstrate the product.

Create 6 second videos showing how to apply the product.
Create a contest that encourages people to show how they covered
their tattoo.
Highlight the vines created by customers on the company website.
Use the vines to increase web traffic by allowing individuals to
nominate and vote for their favorite vine created by a customer.

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Planning Calendar
The following timeline will guide when specific tactics are implemented after the product is
ready for marketing.
Strategy

Tactic

Advertisements

National ad
Sports event
billboards
Print ads

Social
Platforms

Instagram
Facebook
Twitter

Web Site

Create
Sell ad space

Gender Neutral

Interactive
components
language
Neutral store areas

Use by athletes

Male and female

introduction
Commercial
Sporting events

Demo tables

Vines

Free samples to
athletes
Free samples to
high school and
college students
Job fairs
Male and female
demonstrators
6 second videos
Contest
Highlight vines on
web site
Use customer vines
to promote web
trafficking by
voting

Jan

Feb

Mar

April

May

June

July

Aug

Sept

Oct

Nov

Dec

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Budget
The budget for our company will be 1 million dollars. It will cost 2-3 dollars to make
each bottle of tattoo remover so we will start out with making 1 million units which will use a
decent portion of our budget, leaving 600,000 dollars. We will use the remaining money to begin
advertising the product. We will start by creating a professionally built website for our product
which will cost anywhere from 10 thousand to 25 thousand dollars so people can buy it online,
get any information about the company and our products and services. Funds will also be used to
hire individuals for social platforms and a strong web presence. With some funds or with revenue
from web advertisement, we can utilize print advertisements in popular sports magazines or
college newspapers. We will then create a television advertisement featuring a professional
basketball player who had patches all over his body covering his tattoos and then show him using
the water resistant tattoo sealer we created so that he wouldnt have to use the patches anymore.
A national television ad will run us about 300 thousand dollars but is the best way to get the
product name out there because everyone will see it. We will use all remaining funds to start
creating new products for the company and to continue finding new ways to advertise and make
money. The last of the funds will go towards a headquarters for our company to operate. This
will cost us around 200 thousand dollars or less. As a startup company we do not need a huge
space to operate so we should be able to get by with a smaller office building before the
company takes off.

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Measurement
The first objective is awareness. We plan to make consumers aware of the product and
make it stand out amongst any other competitors. We plan to do this by doing demonstrations of
how well the product stays on and how easily it comes off as well as advertisements where
athletes show how effective the product is. This is the best and most effective way of getting the
product out there and showing the public how good it is. We will measure the success of this
objective by how well the public responds to the advertisements and how well it sells during the
first few months. Another measure of exposure might be the number of hits to the company
website and how many vines are created.
The second objective we have is accessibility. We will measure this by making sure it is
available for anyone who would want to try out the tattoo masking cream at an affordable price
and by making it available at all large retail stores like Walmart, Target, CVS, etc. We would
make this tattoo masker be gender neutral and we would not market it as makeup because men
would be less likely to buy a product that is advertised as makeup and would not want to buy a
product from a section of the store that has makeup. The product would be put into a section of
the store that is gender neutral so that both men and women would be equally likely to shop in
that aisle. We will measure the success of this objective based on how well the product sells at
these stores and we could place it in different parts of the store to see if it gets more customers
based on its aisle placement. We can also measure accessibility by the diversity of vines created
by both males and females.
Our third and final objective is an easy use process for our customers. We plan to make
the cream easy to put on and easy to take off while also being waterproof so that athletes can use
it and so that it does not run while using it. The product will also be easy to remove by just using

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soap and water. We will measure the success of this objective by how many people and athletes
we see using the product to cover up their tattoos and how effective it is with all consumers
based on reviews and how well it starts selling.