BSBADV507 Ass 3 Niran

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School
Syracuse University **We aren't endorsed by this school
Course
SCM MISC
Subject
Business
Date
Oct 21, 2023
Pages
9
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BSBADV507 Develop a media plan Name: Niran Niranpakorn (ID: 190047) Assessment 3 - Presentation Create a media plan report Executive Summary: Business description Eywa's an Australian-owned company which produces natural chemical-free skin and body care products containing only organic ingredients, selected for their miraculous skin rejuvenating properties. These ingredients are derived from over 70 different plant and flower species including a few rare plants found in the Amazon rainforest. Eywa is about to launch its new Earthsprite skin care range. All of the Earthsprite products contain tamanu oil, a completely natural skin healing agent, which comes from the tamanu tree, indigenous to various parts of Southeast Asia. Advertising campaign objectives The objectives of the advertising campaign are to successfully promote the launch of the Earthsprite skin care range, Create brand awareness for the Earthsprite products, and differentiate the brand from its many competitors. We wish to position the Earthsprite range as the only high-quality, 100% natural, highly beneficial skin care brand that is reasonably priced. Situation Analysis: Marketing Analysis Eywa is about to launch its new Earthsprite skin care range. All of the Earthsprite products contain tamanu oil, a completely natural skin healing agent, which comes from the tamanu tree, indigenous to various parts of Southeast Asia. Marketing strategy
The Eywa brand already has an established tone and manner that it wants to continue with this range. The brand is contemporary, sincere, innovative, affordable, ethical and promotes nature and well-being. Marketing objectives promote the launch of the Earthsprite skin care range create brand awareness for the Earthsprite products differentiate the brand from its many competitors position the Earthsprite range as the only high-quality, 100% natural, highly beneficial skin care brand that is reasonably priced. Customer analysis The primary target audience 1. Female professionals and wives of professionals aged 25-54. 2. Roughly half of this group will be married with combined annual household incomes of approximately $150,000. 3. They will be from various racial backgrounds. 4. They live in inner city or suburban areas. 5. Women who are beauty conscious and interested in looking after their well- being using holistic approaches to health. 6. They consider taking care of their skin a major priority. They live an active life, occupying themselves with any combination of work, study, raising children, staying fit and healthy, and socialising. 7. They are becoming increasingly aware of the adverse effects of chemical- based skin care products. They are searching for a skin care regime based on natural products which won't harm their body or the environment. They are looking for natural skin care products which are good value for money and will leave their skin looking radiant and help fight aging Competitive analysis . The products have a competitive advantage due to their nature. They are natural, and the tamanu ingredient would be very appealing to customers. We, therefore, believe that we have a very good chance to enter the market without much resistance. At the same time, we are a proven company and not completely new in the industry. We can, therefore, pride ourselves on being among the most successful
cosmetic companies in Australia. The public knows about us, and they would not disregard our adverts whenever we place them in any media outlet. Our prices are also competitive, and they will allow us to gain a reasonable market share. With the target well established, we will not have hard times convincing people that we have a new unique product . Product benefits and unique selling proposition Eywa's an Australian-owned company which produces natural chemical-free skin and body care products containing only organic ingredients, selected for their miraculous skin rejuvenating properties. These ingredients are derived from over 70 different plant and flower species including a few rare plants found in the Amazon rainforest. Eywa believes nature provides us with everything we need to look and feel beautiful and healthy. Nature looks after us so we should look after nature. Eywa products contain ingredients from plants which are grown organically and ethically and are highly effective. Eywa's products are excellent value for money and more reasonably priced than their competitor's products. Advertising analysis: Advertising objectives The objectives of the advertising campaign are to successfully promote the launch of the Earthsprite skin care range. Create brand awareness for the Earthsprite products and differentiate the brand from its many competitors. We wish to position the Earthsprite range as the only high-quality, 100% natural, highly beneficial skin care brand that is reasonably priced. Advertising strategy The Eywa brand already has an established tone and manner that it wants to continue with this range. The brand is contemporary, sincere, innovative, affordable, ethical and promotes nature and well-being. Print (magazines/newspapers) 15% TV 40% Radio 15%
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