PROMOTION The objectives of Herborist promotion are to increase the new Herborist product awareness, increase number of sales,

draw customers, enhance product recognition and brand identity. Hopefully, promotions will also benefits consumers by providing needed information about Herborist value proposition. Since there are several major competitors and local players in the South Africa market, it is important to plan to have effective strategy especially for new player with limited budget. Herborist promotion strategies will emphasize promotional strategies that reflect the lifestyle of its audience, unique value proposition and the range of media available. Herborist will also using pull strategies which mean focus on demand-driven strategy because we are target directly to the end user. Pull strategies will include free samples, public promotional events such as communities demo event, door-to-door sales, point-of-sale displays, Internet marketing campaigns and telemarketing campaigns. Media campaigns designed to associate the product with a public good such as Chinese herbal naturalism which will differentiate Herborist s product with existing skin care products from the competitors in the market. There are several proposal taglines we can use for Herborist in South Africa: y y y y y Beauty from harmony with nature Beautiful & Unique You Herborist, Herbal for Your Natural Beauty Feels Natural Real Herbal, Real Beauty, and Real You

Media Plan Above the Line TV, Radio, Newspaper & Magazine : Herborist will focus on the State

broadcasting channel with SABC1, SABC2 and SABC3. SABC1 has the highest viewership, at 70.6% of the adult population followed by SABC2 with 60%, e.tv with 57.1%, SABC3 with 47.6%.For other media, Herborist will work together with Media24 that has The Daily Sun, The paper has a daily circulation of over 500 000 and readership of 7.7-million, while Media24's other dailies have a circulation of over 800 000. For magazines, Media24 Magazines publishes more than 60 titles selling more than 5.9-million magazines a month that are read by more than 8.7-million people. Banner, Billboard & Brochure : A high quality multi-folded brochure is to

be promoted and distributed to all spa centers, stores, salon and malls. The placement of billboard will also crucial and important. We will place the billboard in the strategic locations which has high traffic of potential customer. The billboard & banner will distinct with other using bright white with light green color to resemble natural healthy and using English tagline to give high end product. Online Marketing : The internet user in South Africa has increasing

significantly and double from only 5 per 100 people to 10 per 100 people. The internet could also reach wider market and will be delivered to costumer with higher education and income. Regarding digital media, there were 10.9 internet users per 100 people, 8.5 personal computers per 100 people and 72.4 cellphone subscribers per 100 people. Web pages

indexed by Google were estimated at more than 10 billion. We also expand our relationship with Media24 Its space on the internet, 24.com , It provides a range of online services, such as careers, shopping, classifieds, property, health, free mail, instant messaging, blogs and photo albums. Media24 also owns South Africa's most popular news site, News24.com

Below The Line Sponsorship & Event Marketing: We will be the sponsor for Miss South Africa Beauty Pageant that has been going for almost 50 years. In May 2012, we also are going to sponsor Professional Beauty Durban in Durban that will be focus on trend cosmetic in South Africa. In October 2012 we also are going to sponsor Look & Feel Good Expo in Cape Town. In addition, we are going to have event marketing throughout the years in beauty demo in small communities also giving public training in skin care products. Sales Promotions : There are several ways to promote Herborist.

Promotion 1: 25% Off Services for New Clients in the Spa to take customers away from competitors. Offer them a reason to give your salon a chance. Furthermore, $10 Off Next Service: Every now and then, we need to make our clients special. Promotion 2: Free $20 gift certificate with the Purchase of a $100 Herborist product. Our clients will love this idea. Not only are they buying something for friends or family, they re getting a gift for themselves. Or we could $10 Off on Product Purchase of $100 or More.

Promotion 3: 10% Off for a Positive Online Review: Many of our first time customers will look up reviews. We will encourage our positive customers to go on directory sites and leave a positive remark about their great experiences using Herborist products. Public Relations : The week prior to soft launch, the major beauty editors

are to be invited for a gala dinner where they will be explain about Herborist products. This is done on a free of charge basis. Local beauty salon and spa are also to be invited to participate. Grand Opening of the Herborist to introduce Herborist s product line to the region for all local residents and businesses is to be organised with an afternoon tea and snacks on offer. Music and a viewing of the improved facilities will be available. Spa Event

South Africa - TV Ratings

Source: Adapted from World Advertising Research Centre (WARC) estimates.

Television

Positioning SABC1 is the most watched television channel in South Africa. The channel broadcasts in a wide range of languages, carrying news, entertainment and sports.

SABC2 also carries programming in a range of languages, including most of the SABC's Afrikaans programming. The channel has a high proportion of locally produced programming.

SABC3 runs most of the SABC's English content, including many American and British comedies and dramas.

MNet, started in 1986, is a subscription channel. The MNet signal is usually encoded, except for an "Open Time" between 5pm and 7pm. This free to air period is an relic of MNet's licensing conditions, and will come to an end in April 2007. DSTV is MNet's digital satellite service, launched in 1995. The subscriptionbased service is available in South Africa and throughout Africa.

Launched in 1998, e.tv is South Africa's only free-to-air television channel. The station carries a mix of news, sports and entertainment. e.tv broadcasts mainly in English, although does carry some programming in other languages in order to comply with its license requirements. E.tv is South Africa's first private and second biggest free-to-air television channel broadcasting to 78 percent of South Africa's population http://www.southafrica.info/about/media/satv.htm#ixzz1jsBO16Pv Number
Internet users (in million) Internet users (per 1,000 people) Internet users (per 100 people)

of
2000 2.4 55 5

Internet
2001 2.8 64 6 2002 3.1 68 7 2003 3.2 71 7

User
2004 4.0 86 9 2005 3.6 76 8

in
2006 3.7 78 8 2007 4.0 82 8

South
2008 4.2 86 9 2009 4.4 90 9

Africa
2010* 5.0 97 10

*world data bank

South African National and Commercial Radio and TV y y 702 Talk Radio y Algoa Fm y y Channel Africa y y Classic Business y y Classic fm y y ETV y y East Coast Radio y y Filmmakers Guide to South y y Africa y y Gagasi y y Good Hope Fm y y Heart 104.9 Cape Town y y Soul y y Highveld Stereo y y Ikwekwezi Fm y y Jacaranda fm y y Kaya fm y y Kfm 94.5 y y Lesedi Fm y y Ligwalagwala Fm y y Lotus Fm y

Metro Fm Mnet Television Motsweding Fm Munghana Lonene Fm National Electronic Media of South Africa (NEMISA) PhalaPhala Fm Radio 2000 Radio Pulpit / Radiokansel Radiosondergrense SABC Radio and Television Services SABC Television Stations South African Press Association (SAPA) Thobela Fm Tru Fm Ukhozi Fm Umhlobo Wenene Radio X-K Fm Yfm