Product Launch

August 2014

IntroductionOur focus is on women’s overall health and beauty. JustGirly believes strongly that beauty comes from within. JustGirly drops are flavored water enhancers that are specially

formulated with nutritious ingredients that promote health

benefits from within. Our target market

- women of any age group and every lifestyle.

We have the potential to expand to beauty and weight loss

products, such as meal replacement shakes, a line of

skincare products, cellulite creams and more.

ContributorsNurkhudah Hepburn Jacqueline Polanco Britney Streeter Krystal Slate

30 year old undergraduate. Major in fashion merchandising management. Merchandiser for Safeway Inc. Hopes to work as a brands delivery manager for

Victoria’s Secret someday.

28 year old undergraduate living in Puerto Rico. Major in

Marketing with a concentration in Social Media Marketing and a Minor in Communications.

Hopes to own her online business one day and be seen

as a thought leader.

22 year old living in southern New Hampshire.

Who works full time as a customer service representative

at Northeast Delta Dental.6 short months away from

graduating with her bachelors in Business Studies

with a focus in Human Resources Management. Very

excited to learn more andmove onto bigger and better

things in her career!

Situation AnalysisJust Girly uses this to analyze our internal and external environment; to understand our capabilities,

customers, and business environment. The situation analysis is an overview of the circumstances we are

facing. It covers a company analysis, competition analysis, and customer analysis.

About The CompanyJust Girly is not a multi-level marketing company where members have to pay a yearly fee. Just Girly focuses on selling

products that are available to any women out there. We are launching the brand name with vitamin/water enhancer drops

first to test the market. Just Girly drops will be available as an “on-the-shelf” product in pharmacies and grocery stores.

We are the next go-to for women. Stay-at-home moms, working women, fitness enthusiasts. We strive to be the beauty

company that cares about women inside and out. We hope to expand our line to include more skincare and weight loss

products.

Glow, youth, and elasticity. This is why our Just Girl drops has ingredients specially formulated for beauty, mind, and body. It

gives women confidence, energy, and a boost to their skin.

Corporate Objectives• Introduce the product to the market and grow revenue by 15% in each of the first five years.

• Add 1,000 new corporate accounts generating at least $20,000 per account within three years.

• Become the market leader in the US Health Beverage sector by 2015.

• Supply a minimum of 5,000 samples per month.

• Recruit five suitable distribution agents in the target city within 12 months.

• Reduce average distribution costs to less than 5% of gross revenue

• Reduce the order lead time by 15%.

SWOT AnalysisSTRENGTHS

• Just Girly drops is targeted towards women with

both active and sedentary lifestyles to make them feel

good about themselves.

• Some women prefer a vigorous lifestyle. They like

going to the gym, running, or kickboxing to keep fit.

While others prefer yoga or meditation. Just Girlydrops are specially formulated to fit each lifestyle.

• It promotes a delicious way of flavoring their water and

increase the consumption of it to keep them hydrated

throughout the day.

WEAKNESSES

• Competing with competitors’ ingredients

• Reinventing taste and inventing new flavors

• Finding effective distributive channels and maintaining

vendor/buyer contracts with pharmacies and beauty

stores, such as Sephora or Walgreens.

• Perfecting the image of perception drink.

• Staying ahead of a fast moving industry.

SWOT Analysis – cont.OPPORTUNITIES

• Potential to get a patent for ingredients in JustGirly drops that competitors are not using.

• Opportunity to co-brand with another company to

grow the product line and develop other products.

• Woman are always looking for the next big thing,

we love anything promoting health and weight loss.

This is a HUGE market!

THREATS

• Can this product stand out from a flooded market

of water enhancers.

• Threats of potential copycat products, if we don’t

have a patent.

• FDA has heavy regulations, startup cost can be

high.

• Breaking into a market can be difficult, competing

with existing “skinnygirl” products.

CompetitorsDIRECT

Skinny Girl has the same concept as ours except they

lack the beauty and energy aspect of it. Skinny Girl

focus mainly on low calorie products.

INDIRECT

Coca-Cola with Dasani Drops

Kraft Foods with MiO

Audience Research – Target MarketJust Girly brand is targeted to women from the millennial generation (born between 1980’s – 2000’s) — a notoriously

inconsistent and hard-to-reach group, particularly in the ultra-competitive beverage enhancing aisle.

Audience Research – Buyer PersonasSHAR - BEAUTY

She is:

Shar is a full-time fashion merchandising management

student. She is 24 years old. Lives with her parents and

currently has a boyfriend.

• She wants:

Since she would like to work with models and designers,

she knows how important it is to take care of herself. She

wants to look young and fashionable. Her favorite stores

are Sephora and Victoria’s Secret online or in-store. She

doesn’t mind spending more money on something

special.

• She needs:

She wants to feel appreciated and spoiled. She needs a

product that makes her feel beautiful and that assists her

while going to the gym.

BRITNEY - BODY

• She is:

Britney is a 22 year old women, she is a divorced mother

of a baby girl. She works full time as a customer service

representative and makes around 30-50K a year.

• She wants:

She has a very busy life, so she doesn’t have the time or

budget to go to a gym. She is constantly struggling with

her weight. She barely drinks water, because she can

hardly leave her desk. She is also constantly going to

Safeway to buy food for her and her child.

• She needs:

She needs to drink water to lose weight. She wants to feel

like she found a hidden gem and that she is a part of a

community that makes her feel special. She needs decent

products for her and her family for a very good deal.

JACQUELINE - MIND

• She is:

Jacqueline is a 28 year old woman, married with no kids,

with a yearly income of 70-100K. She is a marketing

manager of an online business.

• She wants:

She practices yoga in her house. She likes to buy

everything online and prefers eating out, rather than

going to a supermarket. She drinks water but she doesn’t

like the flavor.

• She needs:

She needs to drink water to help her lose weight and to

control her anxiety. So she is willing to try water

enhancers to make her water tastes good while she takes

anti-anxiety pills. She needs to be able to buy the drops

online and receive it by mail in her country of residence.

Brand Identity Manual

www.JustGirly.com/BrandManual ● August 2014

IntroductionOur brand is who we are. It’s the set of ideas, emotions and associations that comes to mind whenever anyone thinks about

Just Girly. It’s in our advertising, our websites, our mailings, and every communication that comes from us. It also tells our

story and shows how we want to be perceived.

The Just Girly brand is a valuable asset, requiring proper care and management. Consistency and accuracy in the way the

brand is expressed and reproduced will build brand strength and increase brand awareness over time.

Just Girly brand is targeted to women from the millennial generation — a notoriously inconsistent and hard-to-reach

group, particularly in the ultra-competitive beverage enhancing aisle. They are also digital and social natives, so the brand’s

marketing strategy is designed with a heavy emphasis on digital and social channels in order to drive acquisition.

Brand GuidelinesThe Just Girly brand is a valuable asset, requiring proper care and management. Consistency and

accuracy in the way the brand is expressed and reproduced will build brand strength and increase brand

awareness over time.

Brand PromiseJust Girly is looking to redefine the way women see themselves, by celebrating inner life over outer appearance. We want

to empower them to “enhance their life!”, by adding a few water enhancing drops into their water to look, feel and be healthy

from the inside out!

Brand VoiceTONE

Our tone is mainly friendly and honest. It can be chic,down-to-earth, but fun.

Use words shaping how users feel, rather than simplywhat they think or know.

Make sure you use everyday girl small-talk.

This tone should be used in all communicationsincluding blogs, articles, website content, socialnetworks, packaging, and even personal interactions.

EXAMPLES

“Watch out! We’re sending a new offer in your direction.”

“Just Girly adds just the right amount of sweet andhealthy into the good ol’ plain water.”

Embracing colloquial, everyday language helps peopleto forge an emotional connection with the text.Exclamatory remarks such as “woohoo”, “yay” and “wootwoot” convey the feeling of excitement, for example.

Likewise, humor is used when describing difficult ornegative things such as a customer unsubscribing fromour email list: “Bummer! We hate to see you go. Wouldyou like to take some time to think about it? We canremind you again in three months.”

LogoThe Just Girly logo consists of two components: a symbol and a word mark. Just Girly is two words.

Capitalize the J and the G when written together. Please don’t try to add different components to the logo.

Be sure to use the approved artwork file rather than attempting to re-create our logo.

Approved artwork can be found at www.JustGirly.com/BrandManual

Symbol and Word markTHE DROP WORD MARK

Size & PositioningVERTICAL HORIZONTAL

SIZE 1/8” MINIMUM

Logo ColorThe Just Girly logo has only one color: Pantone Solid Coated 7709 C. This blue, must be used consistently across all internal

and external communications.

P 7709C

C: 64 M: 10 Y: 19 K: 0 (Print 4-color)

R: 79 G: 179 B: 199 (Broadcast and Web)

Background ApplicationsDARK BACKGROUND LIGHT BACKGROUND

Color PaletteThe official Just Girly colors are turquoise blue and white. These are the primary colors for use on all JG

products and should be dominant in any and all marketing materials.

Primary & Accent Colors

P 7709C

C: 64 M: 10 Y: 19 K: 0

R: 79 G: 179 B: 199

P White

C: 0 M: 0 Y: 0 K: 0

R: 255 G: 255 B: 255

P 11C

C: 0 M: 0 Y: 0 K: 80

R: 88 G: 88 B: 91

PRIMARY ACCENT

Secondary Colors

P 527 U

C: 52 M: 71 Y: 0 K: 0

R: 136 G: 98 B: 169

P 212 C

C: 1 M: 79 Y: 0 K: 0

R: 235 G: 93 B: 162

P 1665 U

C: 6 M: 71 Y: 75 K: 0

R: 228 G: 108 B: 75

FLAVORS

TypographyTypography also helps to center the Just Girly brand identity and should be used consistently across all

channels. To help ensure that all of our visual communications are consistent, Just Girly uses a main

typeface for logo and one default for marketing and digital materials.

Primary & Secondary TypefacePRIMARY TYPEFACE

Brannboll Fet

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk LlMm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww XxYy Zz

SECONDARY TYPEFACE

Segoe UI

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp

Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp

Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8

9

Brand PackagingAll packaging materials must be best-of-class in order to fulfill our brand promise mission. A warehouse

environment makes packaging more, not less, important. The following provides guidance on packaging

standards. Our brand of water enhancing drops that, using accomplished design and clear differentiation

from competition, successfully competes with more established brands.

Bottle DesignThe shape of bottle resembles a woman’s figure. We

want a clear message. We built these bottles and

water drops with nutrients in mind that are focused

on women’s overall being.

Flavors for MindChromium (moves blood sugar from bloodstream

and turns it into energy)

Vitamin B (improves mood, memory and boosts

energy)

Ginseng (relieves hot flashes, insomnia, and

increases stamina)

Yerba mate (stimulates central nervous system and

reduces stress)

Stevia in The Raw (zero calorie natural sweetener)

Flavor: Mango Sweet Delight

Flavors for BodyGreen Coffee Bean Extract Svetol (reduce glucose

entering circulation, aids in burning fats, can reduce

body weight because stable blood sugar levels can

manage food cravings)

Green Tea Extract (lowers cholesterol level)

Raspberry Ketones (increases the burning of stored

fat)

Stevia in The Raw (zero calorie natural sweetener)

Flavor: Very Berry Passion

Flavors for BeautyBilberry Extract (antioxidant properties to protect

skin against free radicals, improves blood

circulation, maintains healthy eyesight)

Coenzyme Q10 (protects skin from sun damage,

boosts skin cell activity, stimulates collagen

production)

Vitamin A (proper skin cell growth and repair,

contains retinoid that helps with wrinkles reduction)

Vitamin C (ascorbic acid produce collagen that aids

in the firming of the skin, keeps skin healthy, and

protects against skin discolorations.)

Flavor: Strawberry Pink Lemonade

Disclaimer*** Statements are not fully evaluated by the Food and Drug Administration. Our products are not intended to cure or prevent

any diseases.

Marketing MaterialsMarketing materials will be where most people will see the face of Just Girly. It consists of

advertisements, direct-mail pieces, posters, brochures, etc. Everything is designed to work in harmony with

the environmental design of the product and tied together with the brand colors, typefaces and graphic

elements. This will all help reinforce our brand!

Photography StyleThe photography style of Just Girly should be appropriate to the communication. However, it will usually be characterized

as natural, approachable, chic and fun! It will reflect similarities to our brand voice, sends a message in every photograph that

the Just Girly brand is fun and down-to-earth.

Business Forms

Other Guidance

Legal AdviceHere’s our friendly legal reminder that these graphics are proprietary and protected under intellectual property laws, so

please use them correctly!

Please don’t:

Display these graphics in a way that implies a relationship, affiliation, or endorsement by Just Girly of your product, service,

or business.

Use these graphics as part of your own product, business, or service’s name.

Alter these graphics in any way, or combine them with any other graphics, without written consent from Just Girly.

ResourcesIf you have any questions regarding the correct usage of the Just Girly brand, or if you would like to request artwork files,

please contact:

Just Girly Marketing Department

1234 International St.

Group A, SNHU 29303

T. 505.555.5555

E. creativeservices@justgirly.com

Advertising Campaign Portfolio

August 2014

Marketing StrategyOur targets are digital and social natives, so the brand’s marketing strategy is designed with a heavy

emphasis on digital and social channels in order to drive acquisition.

SMART Strategic Objectives• Increase brand visibility in the US market within age bracket of 18-45 by 20%

• Grow market share from 0% to 25% from August 2014 through to July 2015.

• Introduce our website and generate a conversion rate from 0% to 50% by 2015 measured by Google Analytics.

• Increase the proportion of sales from repeat business to 45% for the summer season.

Creative BriefJacqueline, Shar, Britney, Krystal (Just Girly)

The project: To launch Just Girly drops that is specially formulated for each woman’s basic needs. Beauty.Body.Mind

We are different from competitors because we are not focusing on our flavors but rather the nutrients itself specially formulated for

skincare, weight loss/health, and mind focus plus energy.

The client: Arden deBrun

The intended audience: Mainly women of all ages, lifestyle, exercise habits, various careers, beauty-oriented individuals.

Students/Athletes/Professionals/Homemakers

Success criteria: We have what the market has not produced. Current water enhancers are merely favors with high sugar content, or

low calories, even zero calories. However, so far none is entirely focused on beauty (skin benefits), or direct weight loss, and even those

energy water enhancers we see on the shelves now are not specially formulated. It boost energy, but it does not have the benefits ofginseng or chromium, etc like Just Girly Drops have.

Flavors perception: Body (woman’s body) Mind (woman’s upper torso), Body (woman’s silhouette and curves).

Straightforward but attractive design of bottle.

Strategies: Social Media with links to discounts. Magazines such as Cosmopolitan. YouTube videos.

Key Message / Tone“Bring some flair into your water”

For our product launch, our advertising will be a playful, but informative.

Shape of bottle resembles a woman’s figure. We want a clear message. We built these bottles and water drops with nutrients

in mind that are focused on women’s overall being. Not just energy. But mind, weight loss, stabilizes metabolism, and skin

care FROM WITHIN. Our main goal is that we want our target audience to feel that these drops can be part of their daily lives.

Something that will encourage them to drink more water, and not because of the flavor, BUT the benefits in it.

IntegratedMarketing

Comm

Digital CommunicationsWe will develop a website to capture traffic and provide a credible platform for providing informationabout the product, as well as a Twitter handle to seek out and respond to conversations about Just Girly;a YouTube channel to promote the launch of our brand; Facebook as the brand hub, where we engagedirectly with consumers; an Instagram channel to support our digital strategy. Later in, we can establish newchannels always by first defining the channel’s role and brand voice.

WebsiteMAIN CONCEPT KEY PERFORMANCE INDICATORS

Goal conversion rate

Average order value

Days & Visits to purchase

Visitor loyalty

Task completion date

Share of search

MobileMAIN CONCEPT KEY PERFORMANCE INDICATORS

Goal conversion rate

Average order value

Days & Visits to purchase

Visitor loyalty

Task completion date

Share of search

YoutubeMAIN CONCEPT KEY PERFORMANCE INDICATORS

Engaged Views within Target Demographic

Shares and Share Rate

Coverage, Links and Embeds

Audience Retention

Referrals from Other Videos in Channel

Subscribers

FacebookMAIN CONCEPT KEY PERFORMANCE INDICATORS

Number of fans and followers

Shares and Share Rate

Likes and Shares

Comments

Number of Active Followers

Traffic to website

TwitterMAIN CONCEPT KEY PERFORMANCE INDICATORS

Number of followers

Follower/ following ratio

Retweets

@connects: both @replies and @mentions

Brand mentions

Hashtag mentions

Traffic to website

Online AdvertisingWe will develop online advertising campaigns throughout the web to get instant traffic and conversions.

Youtube AdsKEY PERFORMANCE INDICATORSDirect response

Lead generation

Social engagement

Profit maximization

Traffic towards website

Social Media AdsKEY PERFORMANCE INDICATORSDirect response

Lead generation

Social engagement

Profit maximization

Traffic towards website

PrintA key advantage of magazines is the potential for high-impact messages. Full-page magazine ads rich with

color and visual imagery can attract attention and enhance the visual presentation of our products.

Cosmopolitan MagazineMAIN CONCEPT KEY PERFORMANCE INDICATORS

Direct response

Lead generation

Social engagement

Return of Investment

BroadcastOur broadcast campaign will be just supportive of our digital communications initiatives.

TV / Youtube Commercial

Broadcast Media Scripts"I'm always on the go, but with Just Girly I enhance my life by adding a little flair into my water"

Proposed Distribution Outlets

Other Ideas

Thumbnail Sketches of Ad Concepts

Other Copywriting and Art Samples

Annotated BibliographyFood Product Design. Flavored Waters Driving Home Soda Machine Sales . 2014. http://www.foodproductdesign.com/news/2014/03/flavored-waters-driving-home-soda-machine-

sales.aspx

This article is based on the NPD’s National Eating Trends Report and it gives some good insight on how the market is growing. It touched on how the growing demand for

water enhancers and customization of beverages has helped with sales for home soda machines. Interestingly, the two relate because consumers want to have a choice in

customizing their drinks while also having healthy beverage options in their home. NPD’s National Eating Trends service states that the consumption of carbonated beverages

in the home has declined over the past two years and bottled water consumption has gone up. Debra Mednick, executive director of The NPD Group, states that overall

consumption of traditional soda in the home has declined, which gives home soda machine manufacturers and beverage companies an opportunity to offset the trend by

introducing new products that capitalize on consumer’s healthier beverage preferences.

Food Product Design. Water Enhancers Driving Bottled Water Sales. 2013. http://www.foodproductdesign.com/blogs/trending-foods/2014/05/water-enhancers-driving-bottled-

water-sales.aspx

This source includes sales data based on the Bottled water in the US report from Packaged Facts. It explains that water—tap/filtered or bottled—represents 46% of beverage

consumption. It also points out water represents nearly half of all beverages consumed by adults, but not as much by children. The article mentions that carbonated beverage

consumption in the home has declined in the past two years and sales of complementary products such as CO2 carbonators, bottles, mixes and syrups more than doubled

overall. This shows the opportunities for companies to introduce new such product offerings that consumers are after. This consumer preference is due mainly to main driving

sources such as healthy living and the obesity epidemic. Importantly, it states that water enhancers have the potential to make a significant impact on sales of bottled water.

Annotated BibliographyJust-Drinks. Round-Up - NPD: Soft Drink Flavour Enhancers Look Like a Free-For-All in 2014. 2013. http://www.just-drinks.com/analysis/soft-drink-flavour-enhancers-look-like-a-

free-for-all-in-2014_id111901.aspx

This was an informative article that touched on possibilities for companies in entering the water enhancer market. It mentioned how Coca-Cola has launched and planned on

launching multiple water enhancers through a number of their products. For example, they were planning on introducing Dasani Drops. They have also introduced Powerade

Zero drops, which mimic Kraft’s 2012 introduction of MiO Fit and MiO Energy. These products typically target young male consumers into the water enhancer market. The

article also touches on how water enhancers (especially those that promote energy) can substitute morning coffee for some. The article touches on the opportunity for growth

in the water enhancement market, such as certain products with a specific, unique look for the water enhancement bottle and even cocktail mixes.

Kraft Foods. New MiO Fit: Change Your Water Into a Personalized Sports Drink. 2013. http://www.kraftfoodsgroup.com/MediaCenter/country-press-

releases/us/2013/Pages/us_pr_1222013.aspx

This source is a Press Release for MiO Fit’s Super Bowl advertising commercial. It explains how it is a zerio-calorie “customizable sports drink to make Super Bowl debut”. This

new MiO fit is a water enhancer that is now targeting an athletic market. It is enhanced with electrolytes that turn it into a sports drink, which is an additional market for MiO.

The new line is filled with electrolytes, B vitamins and zero calories. The source states that “it gives you what you want after breaking a sweat”. The source also explains how this

MiO Fit commercial will kick off an integrated marketing effort to introduce the new product, including strong digital and social media, PR, sampling, and consumer incentives.

There are two flavors: Arctic Grape and Berry Blast.

Annotated BibliographyNPD Group. Water is the Top Adult Daily Beverage Choice, But Not So Much for Kids and Teens, Reports NPD. 2013. https://www.npd.com/wps/portal/npd/us/news/press-

releases/water-is-the-top-adult-daily-beverage-choice-but-not-so-much-for-kids-and-teens-reports-npd/

This article explains how water is the best choice for a beverage. It focuses on how Michelle Obama is pushing for everyone, including children, to choose water as their choice

of beverage. Facts show that tap/filtered or bottled water is the top beverage at lunch and dinner, closely followed by soft drinks. Findings show that although this is true for

adults, children do not drink as much water as they should. Children usually drink more milk and teenagers usually opt for soft drinks (14% during all teen meals compared to

8% for all individuals). With the push from Michelle Obama and many consumers wanting to be more healthy, water is a great choice. To tie in with Just Girly water enhancers,

water will be a great top choice with a more flavorful and supplemental kick.

Tate & Lyle. "Three insights to food and beverage product success." Beverageworld.com. 2014.

http://www.beverageworld.com/userfiles/documents/TateLyle_Smoothie_Whitepaper.pdf

This source provided insights from Splenda on what to consider when developing liquid water enhancers. It pointed out that it is a relatively new market, first introduced in

2011. Consumers in all markets expect the best, and as a business, they should aim at trying to please them the best that they can. Consumers are demanding products that are

“good for you” but also “good tasting at the same time”. The source states that 90% of people base their purchase decision off of it is good tasting or not. This is where it will

relate to our market for Just Girly water enhancers. Not only will they add delicious taste to ordinary water, but they will also help girls in healthy and beautiful ways. The source

also touches on the challenges of the market, including knowing how to produce a product with enough flavor packed in while keeping it in a solution and knowing which acid

to use to preserve the product.

Thank you!