Eywa's Advertising Campaign
ASSESSMENT
STUDENT DETAILS
Student Name
JITENDER AKKARI
Student ID No.
S10928
Group No.
27
Date of submission
ASSESSMENT DETAILS
Unit Code BSBADV507B
Unit Name/Title
Develop a media plan
Assessment Task No
1
Assessment Name/Title
Define media requirements
Qualification
Advanced Diploma of Marketing
ASSESSOR DETAILS
Assessor Name
ANIL DON
Table of Contents
Report of Media Requirements 1
1. Introduction 1
2. The target audience 1
3. Customer profile 1
4. Market factors 2
5. Creative and media implications 2
Key advertising message 2
6. Merchandising requirements 3
7. Relevant local, national or international legislation or standards for media use 4
Available budget 5
References 5
Report of Media Requirements
1. Introduction
Eywa is an Australian-owned company which produces natural chemical-free …show more content…
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.
The purpose of this report is to identify media requirements for Eywa to plan media advertising.
The scope of the report is identifying the target audience, detailed customer profile, relevant market factors to be considered, creative and media implications, merchandising requirements, legal and voluntary constraints and available budget.
The target audience
The primary target audience will consist of female professionals and wives of professionals, aged 25–54. Roughly half of this group will be married with combined annual household incomes of approximately $150,000. They will be from various racial backgrounds. They live in inner city or suburban areas.
Customer profile
Beauty conscious women who are interested in looking after their well-being using holistic approaches to health
Take high care of their skin a major priority.
Live an active life, occupying them with any combination of work, study, raising children, staying fit and healthy, and socialising.
Concerned of the adverse effects of chemical-based skin care products
Searching for a skin care regime based on natural products which won’t harm their body or the environment.
Looking for natural skin care products which are good value for money and will leave their skin looking radiant and help fight aging
Market factors
The skincare market comprises of cosmetic and medical products. Cosmetic products involve enhancing beauty while medical products are concerned with resolving skin-related ailments such as rashes. The key growth drivers for the global skincare market are an evolution of technology, the creation and development of innovative products, ease of use of a product, and overall results. One of the biggest segments in the skincare market is that of the ever-growing anti-ageing products.
Possible restraining factors for this market include the use of natural and organic ingredients instead of easily manufactured factory chemicals, along with stifled development due to bans on animal testing.
The growing concern over the use of natural ingredients has caused many manufacturers to turn towards the organic market for innovation, as well as paved the way for new eco-friendly companies to thrive.
By geography, North America and Europe hold the largest market shares, while the Asia-Pacific region shows promising growth due to increasing concerns over personal hygiene.
Most research segments the global skincare market according to the application of products. Most common segments that are extensively investigated in the report are moisturizers, cleansers, facial care products, anti-UV products, skin whitening products, anti-ageing hand and body lotions, sun care bar soaps and liquid soaps, and personal wash products.
Nowadays, with the development of society and innovation of technology, economy and education had provided people to have better standard of living.
Alongside with that development, the purchasing power is increasing as well, especially in beauty care industry because most of people would like to be more beautiful and healthy.
With the characteristics of the market of this field, not only domestic companies but multinationals also had been attracted to invest in this market.
Although some intensive competitions in beauty care market; many companies still pay attention to enter this market to respond for the high demand of people.
Creative and media implications
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.
Key advertising message
The following points will be included in the advertising message:
Earthsprite products are 100% natural, effective, affordable and innovative.
All Earthsprite products contain tamanu oil which possesses a unique capacity to promote the formation of new tissue, thereby accelerating healing and the growth of healthy skin.
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 is 100% Australian owned.
Eywa’s products are excellent value for money and more reasonably priced than their competitor’s products.
Merchandising requirements
Merchandising is the arrangement of products in a physical or online store to maximize sales. The objective of merchandising is to close the sale after advertising campaigns bring customers into the store.
Enhancing the Appeal
The first impression is usually the most important one, which is why window displays in brick-and-mortar stores and landing-page layouts in e-commerce stores are so important and illuminates the merchandise, especially during peak holiday selling seasons.
Store Layout
The type of store usually dictates the floor and shelf layout. Retailers may often move items to the front of the shelves to avoid giving the impression of not having enough items on stock. Retail managers may use the sales-per-square-foot metric, which is the ratio of sales to total shelf and floor display space, to assess the effectiveness of a merchandising strategy and make the necessary adjustments.
Online Merchandising
E-commerce stores should have a simple layout and an effective search tool for customers to browse through the store effortlessly.
Other Techniques
End caps, which are the ends of store shelves, and power islands, which are free-standing.
Relevant local, national or international legislation or standards for media use
Legislation and Regulation
The following legislation, regulations or codes of practice directly affect the ‘Get in touch with your dark side’ campaign:
Competition and Consumer Act 2010
Australia New Zealand Food Standards Code
The Code of Practice on Nutrient Claims in Food Labels and in Advertisements 1995
Australian Association of National Advertisers (AANA) Food and Beverages Advertising and Marketing Communications Code
Internet Advertising Networks of Australia (IANA) Code of Conduct
Broadcasting Services Act 1992.
Facts to consider in local, national or international legislation or standards for media use
Truth in Advertising
Advertisers must also have evidence available to back up claims they make.
Advertising to Children
That child are not likely to understand exaggerated statements or images, citing the example that children may believe a toy helicopter to come fully assembled when in fact assembly is required.
Advertising Harmful Products
Different countries look differently on the advertising of vice products and services, striking
Advertising Tactics
Advertising tactics present additional ethical challenges. Advertisers have a range of less-
Cosmetics—ingredients labelling
The mandatory standard for ingredients labelling on cosmetics came into effect on 31 October 1993 and was last amended 23 May 2008. It covers labelling for cosmetics.
Under the mandatory standard, cosmetic products are substances or preparations intended for placement in contact with any external part of the body, including the mouth and teeth, for the purpose of: altering the odours of the body changing the appearance of the body cleansing the body maintaining the body in good condition perfuming the body
Protecting the body.
Eywa’ ‘Get in touch with your dark side’ advertising campaign will be compliant with the above legislation and Codes of practice in the following ways:
Eywa will not engage in conduct that is misleading or deceptive or is likely to mislead or deceive
Eywa will not make any false health claims regarding food content or the ingredients in its products
Eywa will ensure that the label on the packaging of all the products referred to in its advertisement applies include a nutrition information panel
Eywa will use all reasonable endeavours not to include on the its website or campaign microsite those types of content forbidden by the IANA Code of Conduct
Eywa will not knowingly violate any applicable laws or regulations with regards to its website or advertising campaign microsite
Eywa will respect the licence conditions stipulated by the Broadcasting Services Act regarding the number, type and content of ads in C periods, bans advertising in P periods, and C and P programs.
Available
budget
The budget for this promotion is $5 million.
References
Student Workbook, 2011, BSBADV507B Develop a media plan, Innovations and Business Industry Council, Australia http://www.productsafety.gov.au/content/index.phtml/tag/ingredientslabelling http://www.ukessays.com/essays/marketing/factors-affecting-on-womens-skin-care-products-marketing-essay.php#ixzz3VMpMruIq http://www.skincareaustraliaclinics.com.au/ http://www.asapskinproducts.com/ https://www.natio.com.au/products-static http://www.natskincare.com/
STUDENT DETAILS
Student Name
JITENDER AKKARI
Student ID No.
S10928
Group No.
27
Date of submission
ASSESSMENT DETAILS
Unit Code BSBADV507B
Unit Name/Title
Develop a media plan
Assessment Task No
1
Assessment Name/Title
Define media requirements
Qualification
Advanced Diploma of Marketing
ASSESSOR DETAILS
Assessor Name
ANIL DON
Table of Contents
Report of Media Requirements 1
1. Introduction 1
2. The target audience 1
3. Customer profile 1
4. Market factors 2
5. Creative and media implications 2
Key advertising message 2
6. Merchandising requirements 3
7. Relevant local, national or international legislation or standards for media use 4
Available budget 5
References 5
Report of Media Requirements
1. Introduction
Eywa is an Australian-owned company which produces natural chemical-free …show more content…
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.
The purpose of this report is to identify media requirements for Eywa to plan media advertising.
The scope of the report is identifying the target audience, detailed customer profile, relevant market factors to be considered, creative and media implications, merchandising requirements, legal and voluntary constraints and available budget.
The target audience
The primary target audience will consist of female professionals and wives of professionals, aged 25–54. Roughly half of this group will be married with combined annual household incomes of approximately $150,000. They will be from various racial backgrounds. They live in inner city or suburban areas.
Customer profile
Beauty conscious women who are interested in looking after their well-being using holistic approaches to health
Take high care of their skin a major priority.
Live an active life, occupying them with any combination of work, study, raising children, staying fit and healthy, and socialising.
Concerned of the adverse effects of chemical-based skin care products
Searching for a skin care regime based on natural products which won’t harm their body or the environment.
Looking for natural skin care products which are good value for money and will leave their skin looking radiant and help fight aging
Market factors
The skincare market comprises of cosmetic and medical products. Cosmetic products involve enhancing beauty while medical products are concerned with resolving skin-related ailments such as rashes. The key growth drivers for the global skincare market are an evolution of technology, the creation and development of innovative products, ease of use of a product, and overall results. One of the biggest segments in the skincare market is that of the ever-growing anti-ageing products.
Possible restraining factors for this market include the use of natural and organic ingredients instead of easily manufactured factory chemicals, along with stifled development due to bans on animal testing.
The growing concern over the use of natural ingredients has caused many manufacturers to turn towards the organic market for innovation, as well as paved the way for new eco-friendly companies to thrive.
By geography, North America and Europe hold the largest market shares, while the Asia-Pacific region shows promising growth due to increasing concerns over personal hygiene.
Most research segments the global skincare market according to the application of products. Most common segments that are extensively investigated in the report are moisturizers, cleansers, facial care products, anti-UV products, skin whitening products, anti-ageing hand and body lotions, sun care bar soaps and liquid soaps, and personal wash products.
Nowadays, with the development of society and innovation of technology, economy and education had provided people to have better standard of living.
Alongside with that development, the purchasing power is increasing as well, especially in beauty care industry because most of people would like to be more beautiful and healthy.
With the characteristics of the market of this field, not only domestic companies but multinationals also had been attracted to invest in this market.
Although some intensive competitions in beauty care market; many companies still pay attention to enter this market to respond for the high demand of people.
Creative and media implications
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.
Key advertising message
The following points will be included in the advertising message:
Earthsprite products are 100% natural, effective, affordable and innovative.
All Earthsprite products contain tamanu oil which possesses a unique capacity to promote the formation of new tissue, thereby accelerating healing and the growth of healthy skin.
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 is 100% Australian owned.
Eywa’s products are excellent value for money and more reasonably priced than their competitor’s products.
Merchandising requirements
Merchandising is the arrangement of products in a physical or online store to maximize sales. The objective of merchandising is to close the sale after advertising campaigns bring customers into the store.
Enhancing the Appeal
The first impression is usually the most important one, which is why window displays in brick-and-mortar stores and landing-page layouts in e-commerce stores are so important and illuminates the merchandise, especially during peak holiday selling seasons.
Store Layout
The type of store usually dictates the floor and shelf layout. Retailers may often move items to the front of the shelves to avoid giving the impression of not having enough items on stock. Retail managers may use the sales-per-square-foot metric, which is the ratio of sales to total shelf and floor display space, to assess the effectiveness of a merchandising strategy and make the necessary adjustments.
Online Merchandising
E-commerce stores should have a simple layout and an effective search tool for customers to browse through the store effortlessly.
Other Techniques
End caps, which are the ends of store shelves, and power islands, which are free-standing.
Relevant local, national or international legislation or standards for media use
Legislation and Regulation
The following legislation, regulations or codes of practice directly affect the ‘Get in touch with your dark side’ campaign:
Competition and Consumer Act 2010
Australia New Zealand Food Standards Code
The Code of Practice on Nutrient Claims in Food Labels and in Advertisements 1995
Australian Association of National Advertisers (AANA) Food and Beverages Advertising and Marketing Communications Code
Internet Advertising Networks of Australia (IANA) Code of Conduct
Broadcasting Services Act 1992.
Facts to consider in local, national or international legislation or standards for media use
Truth in Advertising
Advertisers must also have evidence available to back up claims they make.
Advertising to Children
That child are not likely to understand exaggerated statements or images, citing the example that children may believe a toy helicopter to come fully assembled when in fact assembly is required.
Advertising Harmful Products
Different countries look differently on the advertising of vice products and services, striking
Advertising Tactics
Advertising tactics present additional ethical challenges. Advertisers have a range of less-
Cosmetics—ingredients labelling
The mandatory standard for ingredients labelling on cosmetics came into effect on 31 October 1993 and was last amended 23 May 2008. It covers labelling for cosmetics.
Under the mandatory standard, cosmetic products are substances or preparations intended for placement in contact with any external part of the body, including the mouth and teeth, for the purpose of: altering the odours of the body changing the appearance of the body cleansing the body maintaining the body in good condition perfuming the body
Protecting the body.
Eywa’ ‘Get in touch with your dark side’ advertising campaign will be compliant with the above legislation and Codes of practice in the following ways:
Eywa will not engage in conduct that is misleading or deceptive or is likely to mislead or deceive
Eywa will not make any false health claims regarding food content or the ingredients in its products
Eywa will ensure that the label on the packaging of all the products referred to in its advertisement applies include a nutrition information panel
Eywa will use all reasonable endeavours not to include on the its website or campaign microsite those types of content forbidden by the IANA Code of Conduct
Eywa will not knowingly violate any applicable laws or regulations with regards to its website or advertising campaign microsite
Eywa will respect the licence conditions stipulated by the Broadcasting Services Act regarding the number, type and content of ads in C periods, bans advertising in P periods, and C and P programs.
Available
budget
The budget for this promotion is $5 million.
References
Student Workbook, 2011, BSBADV507B Develop a media plan, Innovations and Business Industry Council, Australia http://www.productsafety.gov.au/content/index.phtml/tag/ingredientslabelling http://www.ukessays.com/essays/marketing/factors-affecting-on-womens-skin-care-products-marketing-essay.php#ixzz3VMpMruIq http://www.skincareaustraliaclinics.com.au/ http://www.asapskinproducts.com/ https://www.natio.com.au/products-static http://www.natskincare.com/