TASK 01: DEFINING MEDIA REQUIREMENTS

1. Identify The Target Audience

 Demographic: Women who live in inner city or suburban areas
 Lifestyle: The primary target audience consists of women who are beauty conscious
and interested in looking after their well-being using holistic approaches to health.
They consider taking care of their skin a major priority.
 Social and Cultural Factors: The target audiences come from various racial
backgrounds.
 Values or Attitude Factors: They live an active life, occupying themselves with any
combination of work, study, raising children, staying fit and healthy, and socializing.
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
 Existing Product Usage: 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.
2. A Detailed Customer Profile

Beauty conscious women as professionals, aged 25-54 who are interested in looking after
their well-being using holistic approaches to health. Taking high care of their skin as a
major priority. Roughly half of this group will be married with combined annual
household incomes of approximately $150,000. They live an active life, occupying them
with any combination of work, study, raising children, staying fit and healthy, and
socializing. 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.

3. Relevant Market Factors To Be Considered

 Identification of the Product or Service as High Involvement or Low
Involvement The products of Eywa is having a high involvement to position the
Earthsprite range as the only high-quality, 100% natural, highly beneficial skin care
 brand that is reasonably priced. Produces natural chemical-free skin and body care
products containing only organic ingredients, selected for their miraculous skin
rejuvenating properties.
 Product Characteristics
Eywa 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.
4. Creative And Media Implications
 Words, Pictures, Sound, Music, Action, Color, Etc.?
The catchy slogan ‘Reconnect with nature’ should be used in all of the
advertisements.
 Will The Advertising Be In Electronic Or Physical Form?
Eywa could advertise using mainstream media such as free to air TV, radio, women’s
magazines and health magazines. Online advertising including social media sites
such as Facebook and Twitter could also be highly effective. Point-of-sale display
space in a major supermarket or chemist chain should also be considered.
 Will The Advertisement Need To Consider Local, National Or International
Creative Boundaries?
The objectives of the advertising campaign in Eywa’s products 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.
5. 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. 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 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.
6. Legal And Voluntary Constraints
The following legislation, regulations or codes of practice directly affect the ‘Get in touch
with 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.
7. Available Budget.
The budget for Eywa’s promotion is $5 million.