BSBADV507 Task 3

Earthsprite by Eywa Media Plan

1 Table of Content Table of Content ......................................................................................................................... 1 1. Executive Summary ................................................................................................................ 2 2. Introduction ............................................................................................................................ 3 3. Advertising Objective ............................................................................................................. 3 4. Situation Analysis ................................................................................................................... 4 4.1 Marketing Analysis ............................................................................................................ 4 4.1.1 Target Audience ......................................................................................................... 4 4.1.1 Target Factors ............................................................................................................. 5 4.2 Competitor Analysis .......................................................................................................... 9 4.3 Advertising Analysis ........................................................................................................ 12 5. Media Strategy ..................................................................................................................... 13 5.1 Media Mix ....................................................................................................................... 13 5.2 Media Channel ................................................................................................................ 13 5.3 Media Schedule .............................................................................................................. 14 5.4 Reach and Frequency ..................................................................................................... 15 5.5 Media Plan ...................................................................................................................... 16 5.6 Alternative Media ........................................................................................................... 17

3 2. Introduction Company Eywa is a skincare company that is owned by an Australian. The company is well-renowned for its 100% natural skincare products assembled from more than 70 natural plants and flowers. The company will initiate Earth sprite skin which promotes the advantages of tamanu oil from tamanu tree. Project Name Earthsprite is a new product line of Eywa which the company will seek to communicate the message that we offer the highest quality natural skin care through many kinds of media vehicles. 3. Advertising Objective Over the past 10 years, we have seen an increase in the advertising and promotion expenditures from 10% to 20% of the annual turnover. We hope to continue this growth by:  exceeding company growth targets in the next 12 months  achieving 1 million hits to the Earthsprite s ‘Get in touch with your dark side’ microsite by the end of the campaign  to receive at least 500,000 responses to our campaign emails by the end of the campaign. The campaign is projected to generate more than 50 million gross impressions from January 1 to December 31, 2014. Gross impressions can be calculated by multiplying the net reach of the campaign by the average frequency: Gross impression = net reach x average frequency The Campaign will have more than 3 million visits, while we envision 100,000 email sign-ups. The $5 million campaign includes all media, internet and ad serving costs driving a targeted cost-per-lead of less than $50. Earthsprite s’ promotional plan is diverse and includes a wide range of marketing communications. 4. Situation Analysis 4.1 Marketing Analysis 4.1.1 Target Audience Demographics:  60% female

4  aged 25-54  live the the city and rural zone  families, couples and singles  wives who work from home  average household income of $150,000. Lifestyle:  worried about their health  search for high-quality products  prepared to pay for best quality  success and career driven  live active life Geographics:  they live and work in inner city or suburban areas of Sydney, Melbourne, Brisbane, Adelaide and Perth  50% of this target audience are married couples  detailed customer profile  demographic information The essential target crowd will comprise of grown-up age 24-54 and 50% of the already married couples with yearly livelihoods of about $150,000. They can be from different parts of the world and almost half of them are already married happily.  psychographic information They are distinctive in race, religion, dialect, and faith. They like dynamic life and favor the joy of wellbeing and prosperity. 4.1.1 Target Factors a. level of involvement ‘Some Involvement’ - Some of inclusion buys are of slight significance to clients. Since the healthy skin item incorporates numerous options to choose from, clients just require a bit more research for item’s information. b. product usage and Life Cycle

6  Creative and media implications o words, pictures, sound, music, action, colour etc.  Use keywords in message with bullet points with big fonts type  Design in green theme same as tamanu oil  Use the action when some woman is applying the product to her face with beauty, healthy and relaxing expression  Use the sound and music when listening and make audience feel relaxed o will the ads be in electronic or physical form? The commercials will be both electronic and physical relying upon the kind of promotions. For example, the promotions from computerized media will feature video clip, flash banner, and digital artwork. The physical promotions may include brochure, printed copies, and coupons etc. o will the ads need to consider local, national or international boundaries? According to the high technology of correspondence, the advertisements will have diverse viewpoints however at first concentrate on local clients by daily paper, leaflet, and magazine. On the other hand, without any difficulty of innovation, the organization can utilize social networking to elevate their image to turn into a global brand too.  merchandising requirements o will product or service ads be relevant to specific communities? Yes because the company is 100% Australian owned. o will the product or service an association with a specific media vehicle and why? They can also advertise by printing its ad and pictures on the vehicles of supermarket. Brand awareness can also be enhanced by placing ads on shopping carts.  legal and voluntary constraints o anti-discrimination legislation The intended interest group will be from different establishments so that implies that the organization follow the anti-discrimination for a diverse environment. o consumer protection laws Clients can return item agreeing by law on the off chance that they feel displeased with the item. In the event that they discovered the poor state of item, they have right to replace it as well. o copyright legislation The corporation will pay for any materials utilized as a part of advertising medium to stay away from the contention of copyright. o ethical priniciples

7 The company will deeply concentrate towards ethical business with honesty and will not gain any unfair advantage on other contenders. o fair trade laws The company values trust, moral support and collaboration. We likewise admire the persistent change to remain a sound business. We give clients the information of the product for their own benefit. o privacy laws Personal information is only kept for membership cards. This information will not be used for any other purposes. o the Competition and consumer act 2010 It is our obligation to endorse customer’s rights and defend consumer benefit to embed vigorous consumer culture.  available budget A budget of $5 million will be prepared by the company which will be used as advertising production, advertising fee and other expenses4.1.2 Marketing Mix 4.2 Competitor Analysis From the survey, it shows the statistic as following:- Brand No. of people How did you hear about this brand’s skin care products? Please tick one or more of the following boxes and complete the associated question Jurlique 5 Word of mouth Cetaphil 3 TV The body shop 7 Newspaper or magazine

9 Brand Cetaphil L’Occitane Clinique 0 1 2 3 4 5 6 7 8 9 10 6 4 8 10 0 10 2 0 Sales Figure 40.00% 10.00% 5.00% 5.00% 30.00% 10.00% Media Type Word of mouth TV Newspaper or magazine Radio Online website Social network Email Sms The pie chart demonstrates that the Word of Mouth attains the maximum reach by 40 per cent. In light of the survey, Word of Mouth has all the earmarks of being the best on the grounds that individuals have confidence in their family and companion's suggestions. In addition, they can see the real survey and see the consequence of use which can influence their purchasing conduct. According to the chart, the Newspaper, TV, and Online media have the same fraction. As a result, we can determine the expense of each media outlet and then decide which media outlet will be best suited to pair up with word of mouth. The expense for TV and Newspaper

10 are high contrasted with online promotions. So the blend of word of mouth and online sources will be picked as the best vehicles. There are numerous components that can impact the success of each media vehicle. For example, there will be fixed and restricted amount of time will be given on TV or Radio to air the advertisement. The schedule time is likewise effected to the monetary allowance because of the distinctive rates for prime time and ordinary time. And also the advertisements in daily paper or magazine will need to be outlined with a restricted space and necessity. It is noticed that there are various components that can influence the arrangement for a conventional media, for example, TV, Radio, Newspaper, and Magazine. Hence, the company decides to choose the social networking and online promotions which are more powerful with less elements and sensible expense. The media vehicles will be planned in such a way that it follows all legal and moral conducts to avoid any conflicts later on. The design of the ads will be based on company code of ethics and all the ads would be precise and ingenuous with sufficient information. The ads will not contest with the competitors. Offers of Credit will be limited and to avoid the misunderstanding terms and conditions will also be put within ad.

12 -goods localised market -low production cost. grabbing capabilities -short exposure time Health Magazine -Specific audience -hight reach specific segment -low budge short life span - enhance the brand image $8,000/half page $10,000/full page Digital Media -User attention and involve Ment -interactive Involvement -Flexible message platform Increasing measurement capability -target Technolagycally Perceived as nuisance advertising pop- ups -potentially non-segmented reach -clutter -low budget -test out new markets. Depending on the company budget 5.3 Media Schedule MEDIA SOURCE Mar April May June July Aug Sep Total TV 20000 0 20000 0 20000 0 20000 0 20000 0 20000 0 20000 0 14000 00 Radio 10000 10000 10000 30000 Health & Beauty Magazine 5000 5000 5000 5000 5000 5000 30000 Online Media 18000 18000 18000 18000 18000 18000 18000 12600 0 ULTERNATIVE Brochure 2000 2000 4000 8000 Automobile 15000 15000 30000 60000 Total 23300 0 25000 0 25000 0 22300 0 22300 0 22300 0 25200 0 16540 00

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15 5.6 Alternative Media Alternative media can used when the plan is missing because of urgent or uncontrollable event. There are many alternative media vehicle we can use with the same budget such as:- 1) Sponsorship – Many people who join the event can see the logo and perceive the brand. The advantage of sponsorship is to convey the right message to the right target. The cost can be varied from $5,000 depending on the size of event. 2) Auto mobile ads – You can see the advertising in the street which will be benefit to get the target group in the city because the advertising is high cost so the automobile ads can attract their attention. The cost will be around 15,000 per day

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