ALIEN WAX FROM

ALIENATION

SILLY PUTTY
Our group needed to come up with a product from the Silly Putty company
Silly Putty was a big deal because its been a hit toy since 1943!
Silly Putty ad from
1964!

Silly Putty Ad
from the
1970s/1980s!
Silly Putty ad from the
1940s/1950s!

ALIEN WAX FROM ALIENATION

We decided to try and distance ourselves from the Silly Putty company. We
thought that the Silly Putty name was old and long forgotten. It is labeled as
boring, without even being given a chance anymore.

We repositioned ourselves under a division of the

Silly Putty company that we called AlieNation.
AlieNation is toy company that will release a long
line of spacey alien themed products under the
direction of the Silly Putty Parent Company.

ALIEN WAX
The first toy (our group project) from the AlieNation Company is Alien Wax!

Alien Wax is a new take on Silly Putty. Its magnetically supercharged

and follows around a special super magnet called a neodymium magnet.
Its so attracted to the magnet that it rises into the air to follow the
magnet. We want kids to feel like they can manipulate it like, for
example, Magneto from the X-Men.

SLOGAN

This slogan was designed to help us target young millennials. We

made it short and simple but also backed it with a very strong
message. There is a strong sense of individualism in our new
generation of young people and we wanted our slogan to help
unify (in a sense) a group of kids trying to be unique. We want
kids and young adults to look for Alien Wax in an effort to become
one unique individual in a group idealistic youths. Think of it as
targeting a group of young people who are proud to be different
and want to be around other young people who are also proud to
be different.

ALIEN WAX
Alien Wax will be sold with a neodymium magnet included. The magnets themselves
are not extremely expensive and should not raise the price of the product very
much.

We also plan on selling a side product that we call

Gloves.

The Gravity

The gravity gloves will be sold separately. Theyre a set a of purple

gloves with neodymium magnets sowed into the fingertips.

From Amazon.com

PACKAGING

PRICING
We are going to follow a Mark Up Pricing Strategy. Meaning that we are going to
account for the cost per unit and our desired markup on sales.
30 Neodymium
Magnets = $6.19.
1 Neodymium Magnet
= $.21.

Desired Markup: 20% per unit

1 unit of Silly Putty

= $.75
3 units for 1 unit of
Alien Wax means .
75 X 3 = $2.25.

Cost per Unit

3 Silly Putty Units =
$2.25
2 Tablespoons of
Black Iron Oxide =
$.82
1 Neodymium Magnet
= $.21
15 Minutes of Labor =
$1.81 (1/4 of
minimum wage which
is $7.25)

1 pound of Black
Iron Oxide =
$12.99.
32 Tablespoons
per Pound = $.41
for 1 tablespoon
2 Tablespoons for
1 unit = $.82 per
unitAlien Wax
Ingredients (Per
Unit):
3 units of standard
silly putty
2 tablespoons of
Black Iron Oxide
1 neodymium

PRICING
Markup Price = Unit Cost/(1-Desired Return on Sales)
Markup Price = 5.09 per unit/(1-.2) = $6.37

We plan on selling wholesale to retail outlets at $6.37 each. We are going to recommend
that they sell Alien Wax for under $7.50.

PRICING
We are also going to be selling the Gravity Gloves along side Alien Wax but sold
separately.
Gravity Glove
Ingredients
2 cloth gloves with
our logo stitched
on them = $2.50
10 Neodymium
Magnets = $2.10
30 minutes in
labor= $3.63 (half
of minimum wage
which is $7.25)
*We had to estimate
on the price of our
gloves.

Markup Price = 8.23 per pair (unit)/(1-.2) = $10.29

We are going to wholesale to retailers for $10.29
each and recommend that they sell the product for
under $12.

GOALS AND OBJECTIVES

What do we want our advertising to do?
We want our advertising to get the attention of 2
demographics: the young and the young at heart.
We want young boys and girls (ages 6 to 14) to get the sense
that this is a toy that is good enough to step away from their
videogames and mobile games. We want them feel like this a
futuristic new toy and also to give them a sense of mystery
with Alien Wax.
We also want to get the attention of adults (ages 20-35) Who
remember Silly Putty fondly. We want them to see this and be
filled with just enough nostalgia to get their attention and just
enough curiosity to make them want it.

GOALS AND OBJECTIVES

What do we want our target audience to think and feel?
We want our target audience to get a rush out of our commercials and advertisements. We dont
want to create a cookie cutter feel to the Alien Wax brand. We dont want to be the next play-doh
for example.
An advertisement from AlieNation will always:
Feel fun. But also include just a little hint of creepy.
We want our target audience to feel like our products have just a hint of danger to them.
(Even thought our products will always be completely safe.)

TARGET MARKET AND EXPLANATION

Young Boys and Girls (ages 6 to 14)
One of the reasons we want to step away from the Silly Putty brand
name is because kids dont want to play with old timey toys anymore.
Alien Wax is still a toy though and so we want to target an age group
that is old enough to want to start defining who they are. We believe
that kids ages 6 to 14 are the perfect group because they will
understand the product, they would want the product, and our slogan
would really hit them.
Young Adults (ages 20 to 35)
This is a very strategic move. We want to use Silly Puttys
brand equity to help us hit this group. We want to make
them feel nostalgic enough to peak their interest but also
use our creepy dangerous market position to hook them
in.

BUDGET ALLOCATION
Guerilla Marketing

$890,000

TV Ad

$300,100

Website

$790

Sales Promotions

$4,500

Radio Ad

$600

Print Ad

$8,000

Social Media

$50

Our Budget From Silly Putty

given to their all new AlieNation
division for Alien Wax:
$1,500,000

Budg et Alloc ation

Market Research

$90,000

Product Design

$40,000

Distribution

$120,000

Total

$1,454,040

$1,500,000 - $1,454,040 = $45,960 Under

Budget!

VEHICLES TARGETED

Television
Nickelodeon
Cartoon Network
Disney Channel
MTV
Fox Network
NBC
ABC
CBS

For the
Kids!

Radio
We are going to use ONLY the three biggest radio
stations in the 7 biggest cities in every state In the
U.S.

For the
young
adults!

Print Media

Highlights
Time Magazine
USAtoday
The major local newspapers in the
cities in which we do guerilla
marketing.
*We dont really think print media is very
important in our campaign. We want to really
focus on local newspapers and USAtoday.

POSITION
We want to position ourselves so that the market sees us as a low cost niche product.
We also want to avoid a high involvement scenario with our consumers.
Cost

Involvment

LEVEL OF INVOLVEMENT

Alien Wax is going to have a very low level of involvement. Its almost
an impulsive buy. We want to encourage retailers to use it as a pointof-purchase item as well.

REACH AND FREQUENCY

Alien Wax is a very low involvement product. We are going to focus on Frequency
over reach.
We plan on appearing once or twice in all of our marketing outlets and then
jumping over to another show/magazine/radio space, etc.
We especially want to practice frequency when we appear on kids networks.
We want to reach a good amount of kids but we want to make sure that the
once who do see us go on to recognize our brand very quickly.

OUR PRINT AD

OUR RADIO AD:

We wanted to make our radio advertisement sound like an incoming Alien radio
signal from a Sci-Fi movie. We decided to design it in a way that it gets your
attention, stand out amongst the clutter of other ads, and informs the consumer on
what exactly Alien Wax is.

OUR TV AD:
https://www.youtube.com/watch?v=B55yu_piq9g
Our video was created with the purpose of creating buzz around the new product,
and getting our target market hyped about it.
After seeing it, you feel as if you want to know more or even get to the store and
buy it on impulse.
Our Commercial, continues with the focus of being out of this world, and introduces
our product Alien Wax by literally falling down from the stars
It also ties in our Slogan; Be One. Be Many. Showing you can be the unique
individual you are, while also being a part of this new culture of unique individuals
proud to be a part of the ALIENATION Family!

OUR SALES PROMOTIONS:

COUPON:
- When making a merchandise buy
of Alien Wax, our customer
receives a 20% discount off of the
gravity gloves from the retail
price.
- *Whats the final price on the
gloves??
- This 20% off coupon has no
expiration date, redeemable at
any cash register at location.
Eligible until supplies lasts.
- -

OUR SALES PROMOTIONS:

PREMIUM:
(Sampling)
-Includes a free take home , Alien
Wax sample when purchasing this
merchandize.
-Receive a free sampling of this new
hot product.
- Redeemable at any cash register
inside store.
- Product in stock until goes off the
shelves.

OUR SALES PROMOTIONS:

PREMIUM:
-Get the chance to collect all 6 collectible
AlieNation Stickers. When making a
purchase of a
3 LBS. (48 OZ) (1.3 kg) Kelloggs brand
cereal box.
-find yourself with one of these six peal and
stick stickers.

DISTRIBUTION OF SALES PROMOTIONS

Our first Coupon is used to help encourage our customers to
buy the Gravity Gloves. The coupon will be mailed out in
retail catalogs and passed out at our guerilla marketing
events.
Our second coupon will be distributed along with a
purchase of The Silly Putty Companys flagship
product, Silly Putty.

Our third Coupon is just helping us build some brand equity

with kids. It will be distributed as special prizes in cereal
boxes.

GUERILLA MARKETING 1: SHOPPING

MALLS!
We plan on touring all around the country to different
shopping malls and demonstrating the product.
We will have performers doing a live fun demonstration
in the shopping malls with the Gravity Gloves and the
Alien Wax. We will also be funding food, games, and
prizes at the shopping malls. We are also going to
encourage people to look for the Alien Wax Men in Black
who were placed all over the mall.

GUERILLA MARKETING 1 PART 2: SHOPPING

MALLS!
We plan on hiring people to stand by locations in the malls where
Alien Wax will be sold dressed as the fabled Men in Black.
They will be hired to stand perfectly still during the entirety of their
shifts unless someone approaches them and says the password Be
one.
After they do that, the two men in black will touch the
communicators in their ears, look at each other, nod, and one of
them will proceed to reach into their coat pocket and give the
person a free neodymium magnet with our logo on it along with a
coupon to buy the product. They will then say Be Many.

GUERILLA MARKETING 2: CROP CIRCLES!

We are going to have a whole campaign in which we
ask (or pay them if we need to) farmers to let us
draw out our logos in crop circles in areas that are
close to large cities.

GUERILLA MARKETING 4: STREET ADS!

We are going to have advertisements like this strategic placed all over the
cities that we are targeting!
We are going to focus on places were people tend to linger, like bus stops
or places where traffic runs very slowly.

GUERILLA MARKETING 4: DAFT PUNK!

We plan on paying off television producers to let us do the ultimate form of product placement.
We are going to hire the two members of Daft Punk as celebrity endorsers to make appearances
on TV shows with dancers.
Daft Punk will come out in the TV shows, they will play their music, and there will be Daft Punk
dancers doing a dance routine while manipulating Alien Wax while wearing gravity gloves!
Wed like to target feel good comedies like The Big Bang Theory, Modern Family, The Simpsons,
etc.

WEBSITE:

http://baileymp43.wix.com/alienation

OUR SOCIAL MEDIA OUTLETS:

We plan on focusing most of our
efforts on the big three: Facebook,
Twitter, and Instagram.
First, at our tour of Americas
malls, we are going to
encourage people to take
pictures with our Men in Black
impersonators and post it with
the hashtag #AlienWaxMIB.
Remember they dont move! It
should look something like this
*We want people to have fun with our men in
black! We got the idea from the English Queens
Guard.

OUR SOCIAL MEDIA OUTLETS:

Also, we want to encourage people to take pictures of themselves
using Alien Wax and posting that to their personal Facebook,
Twitter, and Instagram accounts under the hashtag:

#BreakTheMold
#BeOneBeMany

We will also post content on our own Facebook, Twitter, and Instagram accounts
asking people:

How do you #BreaktheMold?

THANKS EVERYBODY!