1. Rebecca Day
Daniel Fuchs
Cassandra Kimsey
Jason Rawlins
Koeli Raychaudhuri
Susan Stawicki
Wunder Arm
Marketing Plan
May 15, 2013

2. Chronically cross-armed in meetings?
Reluctant to reach out for a handshake?
Do you suffer from excessive underarm sweat?

3. We have a solution for you…

4. Introducing…Wunder Arm
Disposable Underarm Sweat Absorbers
Discreet, long-lasting and
comfortable with innovative
moisture control technology!
The multi-purpose Wunder
Arm comes in a variety of
colors to blend in with any
shirt or blouse! Available in
both unscented and scented
versions, eliminating the need
for deodorant in addition to
antiperspirant!

5. Package
• Convenient, 6”x4”x1” carton – easily fits in a handbag or
briefcase; clean, simple colors and style
• Plastic tab on back to hang on in-store displays
• Clear labeling that conveys message at a glance
o Color of product indicated by color stripe
o Shape of product indicated by small illustration
o Illustrated instructions are easy to understand

6. Wunder Arm Package - Front Panel
*Generic packaging sample

7. Wunder Arm Package – Back Panel

8. Positioning – “Cool & Confident”
• Primary Competitors
o Kleinert’s: offering a wide selection of sweat
control products for both men and women in both
stick-on and strap-on varieties
o Sweatex: sweat pads protect clothing from
underarm stains and odors
See Appendix for more detailed information on competitors
• Differentiation
o Appearance: color options to make them less visible through clothing
o Performance: more absorbent than existing products
o Materials: hypo-allergenic microfiber and moisture-wicking technology
o Packaging: more modern, youthful, and attractive
o Distribution channel: target customers directly through displays in dry
cleaners (Stage 1)

9. Product Description
• Thin, microfiber absorber with long-lasting adhesive for
easy attachment to any fabric
• Moisture-wicking lining on top to keep customer feeling
comfortable and dry even when absorber is saturated

10. Target Segment
• Men and women who are:
o Concerned with the
embarrassment associated
with hyperhidrosis (excessive
perspiration), either regularly
or on a one-off basis
o Business professionals across
various fields or speak in
public regularly
o 20-50 years old
o Live in New York City or other
major metro areas in the U.S.

11. Segment Characterization & Attractiveness
Potential Market Size & Prevalence:
• ~8 million people in the US suffer from hyperhidrosis1
• Up to 2/3 of people have hyperhidrosis in their family1
Demographics & Geography:
• The condition is most prevalent in 25-64 year olds.2
• Average onset is 26 years old and declines past age 50.2
Market Need for Discrete Solution:
• Only 40% of those who suffer from hyperhidrosis have discussed it with a
health professional, possibly because of the stigma associated with it
(suggests need for a more discreet solution)1
• 1/6 of those affected by hyperhidrosis found the condition to be intolerable or
interfering with their daily activities2
Source: 1. WebMD, 2. Virtual Medical Centre

12. Ahas!
1. Increased demand during summer months due to warmer-weather commute
• “In the summer it takes me at least a half hour to get down to regular temperature once I get to the office in the
morning. I kind of wish I could hide during that period. The best I can hope for is that coworkers don’t notice the
sweat stains at my armpits.”
• “I don’t even have to dress up in formal business wear or even business casual at work, but so many of the
casual shirts for men these days are pretty form-fitting, underarm stains are an issue.”
See Appendix for more detailed insights
Key consumer insights based on qualitative interviews with CPG professionals, dry
cleaners (Stage 1 distribution channel), and New Yorkers in our target segment:
2. Men are more self-conscious about their sweating than they would likely admit
• “I was in a store last weekend and I guess the temperature in the place was a little off.
I got in line for the dressing room and realized I had two Frisbee-sized pit stains under
my arms. It was so embarrassing – I didn’t even realize I was that overheated.”
• “I get annoyed at my girlfriend when we’re walking down the street and she touches
my back and inadvertently shows the world how sweaty I am”
3. Women‟s dress shirts are roughly 2x more expensive to dry
clean than men‟s

13. Ahas! (cont.)
4. Many opportunities for future product enhancements and extensions
• Enhancements:
o Offer different scents for men and women
o Provide a natural version with baking soda or other natural materials
• Extensions:
o Women express need for sweat protection for sleeveless shirts
o Men interested in absorbers for back sweat
o Adding accompanying body sprays to product line in light of recent trend towards deodorants
doubling as fragrances
See Appendix for more detailed insights

14. Cost & Pricing
• Wunder Arm will retail for $9.99/box, which is slightly below the
premium price point
• The $9.99 box will consist of 15 pairs of absorbers (30 total)
o Equivalent of 3 work weeks
• Wunder Arm can be produced and packaged for $2/box
o Estimated COG of $.06 per absorber based off competitors‟ pricing
• Wunder Arm can be wholesaled to retailers at $4.30/box based off
competitor‟ margins
• Limited switching/opportunity costs as product complements
current sweat management techniques

15. Competitive Landscape
Overview of clothing shield market
Competitors Price Point Qty/Package Application Disposable (Y/N)
Sweatex $4.99 10 Clothes Y
Quickshields $9.99 1 Body N
Purax $19.90 30 Body Y
Garment Guard $15.95 15 Clothes Y
My Dry $8.49 20 Clothes Y
Snug $10.99 40 Clothes Y
Braza $14.88 20 Clothes Y
Hollywood $10.99 10 Clothes Y
Kleinerts $6.99 24 Clothes Y

16. Competitive Landscape
Perceived Value
Sweatex
Quickshields
Purax
Garment
Guard
My Dry
Snug
Braza
Hollywood
Kleinerts
Wunder Arm
Price
Comfort
Application
• Price – consumer value based on cost at retail
• Comfort – consumer level of comfort
• Application – ease of use
• The closer the lines are to the exterior of the graph, the higher the perceived value
• Upon launch, Wunder Arm aims to be at these points on the value map

17. Distribution: Local Market Strategy
NYC Dry Cleaners
• Initial sampling promotion at dry cleaner
chains in Wall Street and Midtown
• Secure contracts for display racks in all
locations
• Deal contingent upon gaining access to
customers through limited run „return bag‟
insert and/or hanger advertisement
NYC Laundromats
• Sidewalk sampling promotion at
Laundromats, citywide
• Secure contracts for point of purchase
display racks
• Wunder Arm flyers on Laundromat
bulletin boards
Google Maps: NYC Dry Cleaners & Laundromat

18. Distribution: Local Market Expansion
• Use sales generated during proof
of concept stage (at Dry
Cleaners/Laundromats) to pitch
pharmacy chains (Duane
Reade, CVS, etc.)
• Place on racks between shelves in
deodorant and/or laundry
detergent aisle to reduce shelf
space costs

19. Communications Plan
• Disruptive advertising: Offensive/shocking fliers
where excessive sweaters have their faces blurred
out – "The Wunder Arm Wall of Shame"
• Social Media: Submit pictures/videos of excessive
sweating to "Wall of Shame" Tumblr to receive a free
sample in the mail
• Celebrity Outreach: Send to celebrities/politicians in
the tri-state area caught with pit stains in tabloids
and hope they embrace/endorse them
• Community Outreach:
o "Street Teams" hand out samples at college career
fairs, awards ceremonies and professional events;
o “Street Teams” hand out at Wall Street
o Spokesmen walk around city in dress shirts with sweaty pits
and sandwich boards with “pits of shame” pictures

20. Budget
Communications Plan:
• Disruptive Advertising: 10,000 Fliers - $700
• Social Media: Sampling program (postage/fees to send samples to
100 Tumblr “Wall of Shame” winners) - $130
• Celebrity Outreach: Sweaty-Celebrity-targeted press kits (i.e. Sending
info/free samples to Halle Berry) - $500
• Community Outreach:
o Social Media site maintenance (Facebook, "Wall of
Shame", Twitter, Pinterest, Tumblr) - Covered by marketing team at no
cost
o Wall Street Sweaty Sandwich Board Reps - Covered by marketing team at
no cost
o “Street team” - Covered by marketing team at no cost
o Product sampling - $400
Stage 1 Distribution:
• Dry Cleaner Sampling - $2,000
See Appendix for more detailed insights

21. Communications & Budget Timeline
2013 2014
Tactic Tasks May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Community
Outreach
Sweaty Sandwich Board
Social Media “Wall of Shame” Tumblr
Contest
($130)
Social Media Facebook, Twitter, etc.
Advertising Fliers ($233) ($233) ($233)
Celebrity
Outreach
Sweaty Celeb Press Kits ($100) ($100) ($100) ($100) ($100)
Sampling Street Teams ($100) ($100) ($100) ($100)
Sampling Cleaners Sampling ($400) ($400) ($400) ($400) ($400)
Sales Cleaners Accounts
$1,150 $1,702 $1,702 $1,702 $1,541 $1,541 $1,541 $1,763 $1,763 $1,763
Sales Pharmacy Accounts
$1,541 $1,541 $1,763 $1,763 $1,763
Stage 1
Launch
Stage 2
Launch

22. Sales & Profit Projection
Q1 (May-Jul '13) Q2 (Aug-Oct '13) Q3 (Nov '13-Jan'14) Q4 (Feb-Apr '14)
Initial Order
Quantity 2500 2500 2500 5000
COG $2 $2 $2 $2
Total ($5,000) ($5,000) ($5,000) ($10,000)
Sampling Expenses ($1,100) ($900) ($400)
Fliers & Contest
Promo ($700) ($130)
Celebrity Outreach ($100) ($300) ($100)
Total minus
Marketing ($6,900) ($6,330) ($5,500) ($10,000)
Sales in Units 500 2250 3350 4600
Sales in Dollars $1,150 $5,106 $7,705 $10,580
YTD Profits ($5,750) ($6,974) ($4,769) ($4,189)
Inventory in Units 1300 1050 0 0

23. Appendix

24. Appendix: Qualitative Interview Questions –
Dry Cleaners and New York City Professionals
Dry Cleaners (Stage 1 Distribution Channel)
1. How often do customers bring in shirts with sweat stains per week?
2. Does one gender bring in more shirts with sweat stains than the other, or is it about equal? (That is, how many shirts do you receive from each
gender, not how many customers of each gender)
3. Is it possible to clean these stains, or do these shirts generally need to be replaced?
4. If they can be cleaned, approximately how much do you charge for this?
5. Would you be interested in selling sweat absorbers on premises on commission? (via a small promotional display)
New York City Professionals:
1. How would you describe the way you perspire? (e.g. Below Average, Average, Above Average)
2. How do the products currently on the market to treat perspiration meet your needs?
3. Do you use over-the-counter products, medical treatments, or both?
4. Is there a single product on the market that meets all of your needs or do you require a combination of products to combat sweating?
5. How much would you estimate you are currently spending per month on anti-perspiration products?
6. How much would you estimate you are currently spending per month on clothing cleaning/replacement costs, due to sweat?
7. What are your top priorities with regard to anti-perspiration products? E.g. Cost, Efficacy, Long-Lasting, Scent, Health Concerns (e.g., hypo-
allergenic, not containing aluminum, etc.), Privacy (e.g., prefer not to consult doctor), Aesthetics (e.g., should not be noticeable on/through
clothes, should help to preserve clothes)
Drug Stores / Other Related Retailers (Stage 2 Distribution Channel if Stage 1 is successful)
1. Of all the anti-sweat products you offer, which type sells the best? Is there a difference in preference based on gender/age?
2. Have customers ever indicated to you that they were unsatisfied with the products available on the market today?
3. Do customers indicate that they have trouble cleaning sweat stains off of their clothing?
4. If yes to either 2 or 3, how often, and what are the gender/age of the customers who are making inquiries?
5. Based on the data we‟ve shown you through our product trials at NY metro area dry cleaners and Laundromats, would you be interested in
selling sweat absorbers for a trial period via a small promotional display?

25. Consumer Packaged Goods Contact List:
Customer Insights
Name Company Subject Matter Expert Insights
Monica Bhanote Avon • There is a trend in the market towards deodorants doubling
as fragrances (e.g. Axe Body Spray)
• It is very difficult to market a unisex deodorant. Men view
as more functional, whereas women take a more
emotional/holistic approach to deodorant purchase.
• Women are more likely to seek medical help for excessive
sweating (i.e. Botox in underarms), but men are more likely
to view sweat as "normal" and might gravitate more
towards a quick fix.
• There is growing concern over aluminum use in
deodorants causing cancer, especially in women. Baking
soda and natural ingredients/products are growing in
popularity.
Maribelle Orengo Avon
Helen Sung L‟Oreal
Nicole Howard Estee Lauder
Vanessa Baier Estee Lauder
Jui Nasomyont Avon
Raheel Kahn Avon

26. NY Metro Area Dry Cleaners Contact List:
Customer Insights
Name
# of sweat-
stained
shirts/week?
Men/
Women
Charge per shirt Insights
Marcell’s
Cleaners
(212) 348-7121
n/a Men $3 (no extra charge
for discoloration
unless customers opt
for whitening service
~$15-18)
• Discoloration due to deodorant plus sweat combination
• This dry cleaner would be interested in a sampling
promotion at all of its locations
Seabreeze
Cleaners
(732) 671-2550
100 Women $5.70 • This dry cleaner was reluctant to speak more in detail about
demand for sweat-stained shirt cleaning
Natural
Cleaners
(732) 957-0202
150 Men Declined to provide • This dry cleaner was reluctant to speak more in detail about
demand for sweat-stained shirt cleaning
White Dove
Cleaners
(732) 530-0577
Didn't know Men $2.75 • This dry cleaner was reluctant to speak more in detail about
demand for sweat-stained shirt cleaning
Seabreeze
Cleaners
(732) 291-4700
Less than 100 Mostly Men $1.80 (men)/$5.85
(women) (no extra
charge for sweat
stains)
• Men bring in more shirts with sweat stains than women, but
this may be because women clean their shirts more often
and sometimes use sweat shields, which are effective
• Worst stains occur when men don't wear undershirts, use
solid deodorant/antiperspirants, and/or wait too long to take
their shirts to the cleaners
• Would love to carry sweat shields in his store if they were
more easily accessible to him (he volunteered this
information); he had once seen sweat shields in his
supplier's catalog (www.cleanersupply.com). [Note:
could not find sweat shields on this website]

27. NYC Professionals Contact List: Customer Insights
Name Sex Occupation Insights
Adam
Robertson
M Sales • Commuting/traveling from between client sites during warm weather months
would drive usage
Michele
Peters
F Product Mgmt. • Most concerned about health-related issues (aluminum in antiperspirants) but
has had difficulty finding an effective “natural” product alternative
• Would use for one-off stressful situations, e.g. presentations to clients
• Sweat protection most needed for sleeveless shirts
Joe
Ancowitz
M Musician /
Teacher
• Somewhat reluctant about the concept
• Would wear for music gigs but mostly uses sport/suit coat to absorb sweat
• Sweat from commute during warm weather months would drive usage
Mike Walter M Finance • Would wear for one-off stressful situations, e.g. presentations to clients
• Sweat from commute during warm weather months would drive usage
• Would be interested in similar product for back sweat
Warren
Beishir
M Advertising • Sweat from commute during warm weather months would drive usage
• Sweats more out of one underarm than the other
• Would be interested in similar product for back sweat
Susan
Schriver
F Mgmt. Consulting • Might be helpful for long work days (Mondays when flying from NYC to client site
in another part of country and working full day)
• Would use for one-off stressful situations, e.g. presentations to clients
• Sweat protection also needed for sleeveless shirts worn under suits
Brian
Findley
M Architect • Would use daily, sometimes even on weekends (can get overheated during
casual activities such as shopping, running errands)
• Would be interested in similar product for back sweat

28. 2013 2014
Tactic Tasks May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Advertising Fliers
Social Media “Wall of Shame”
Tumblr Contest
Social Media Facebook, Twitter, etc.
Celebrity
Outreach
Sweaty Celeb Press
Kits
Sampling Street Teams
Sampling Cleaners Sampling
Community
Outreach
Sweaty Sandwich
Board
Sales Cleaners Accounts
Sales Pharmacy Accounts
Communications & Launch Timeline
Stage 1
Launch
Stage 2
Launch

29. Budget Details
Communications Plan:
• Disruptive Advertising - $700
o http://www.lbgrx.com/Night_Club_Flyers.html
• Social Media - $130
o Online Tumblr “Wall of Shame” photo contest: 100 gift packages
• $.50/stamp = $50
• Envelopes = $10
• 10 absorbers/gift package – ($.07/absorber) = $70
• Celebrity Outreach - $500
o Postage – target 50 celebrities ($10/mailing) = $500
• Community Outreach – sampling = $400
Stage 1 Distribution Plan:
• Dry Cleaner Sampling:
o Ten 30-packs distributed among 100 locations – ($2/pack) = $2,000