Deakin University - ALR310: Marketing Communication

Revive4 Range I.M.C Proposal
Lachlan Ross: 600108473

2011

39 Grey Street East Geelong

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EXECUTIVE SUMMARY

Revive4 Range

LJR plans to foray into the men’s cosmetic segment as it has huge untapped potential and is the industry’s fastest growing segment. The launch of the LJR men’s range is a measure in this direction with the first product line as LJR Revive4. Revive4 aims at targeting the daily grooming regiments of men by launching this product. Australia has been chosen as the launching ground for the product which shall later be expanded into other countries. Thus a large onus for success of the LJR Revive4 range falls on the performance and acceptance of the product in Australia. The company has clearly defined objectives which it intends to meet. It aims at establishing a strong foothold in the daily routines of the male grooming market while being on the lookout for future openings. It wants to intensify the company’s effort to develop products that men need and want to use every day. And, also the company aims at producing drive for increased profit margins through better products and necessary awareness. Most men skin care products are developed as extensions of established shaving lines where skin care is not the original intent. The Revive4 brand reflects the company’s deep commitment to a simple set of four principles. 1. Bring the company’s core belief to life – the science of skin care exists within nature and requires minimal human intervention-develop effective products using natural and whenever possible food grade organic or bio dermic ingredients that literally feed and nourish the skin. 2. Keep it simple-4 color-coded skin types, and 4 easy steps 3. Ensure it is fast and effective-takes less than four minutes to complete. 4. Designed it to address gender specific issues faced by men only.

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INTRODUCTION:

Revive4 Range

The new range of Revive4 skin care products has the backing to be a successful product in the Australian cosmetics and toiletries market. While other brands such as L’oreal, have their place set as market leaders, Revive4 has a fresh outlook and is a new and exciting product for consumers to become aware of. Our marketing team is enthusiastic about the prospects of the Revive4 skin care range entering the Australian $5 billion cosmetics and toiletries market and have put together a creative strategy that will outline our take on the product range and Revive4’s skin care campaign proposal. With myself as company director I will be assuming full responsibility for the successful implementation of launching the Revive4 range.

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Revive4 Range

TABLE OF CONTENTS

Executive Summary ................................................................................................................................................ 1 Introduction: ........................................................................................................................................................... 2 Situation Analysis.................................................................................................................................................... 6 Marketing Mix Analysis .......................................................................................................................................... 7 Product: .............................................................................................................................................................. 7 Place: .................................................................................................................................................................. 9 Price:................................................................................................................................................................... 9 Promotion: ......................................................................................................................................................... 9 External Analysis: .................................................................................................................................................. 10 Customer Analysis: ........................................................................................................................................... 10 Competitor Analysis: ........................................................................................................................................ 10 Environmental Analysis: ................................................................................................................................... 11 SWOT Analysis ...................................................................................................................................................... 12 The Marketing Objectives ..................................................................................................................................... 12 Marketing Objective ......................................................................................................................................... 12 Communication Objectives .............................................................................................................................. 12 Sales Objectives (Short term) ........................................................................................................................... 13 The target market and target audience................................................................................................................ 13 Target Market .................................................................................................................................................. 13 Demographically ........................................................................................................................................... 13 Economy ....................................................................................................................................................... 13 Technological ................................................................................................................................................ 13 Political/Legal ............................................................................................................................................... 14 Cultural/Socio ............................................................................................................................................... 14 Targeting .......................................................................................................................................................... 14 Positioning Statement .......................................................................................................................................... 14 Deakin University - ALR310: Marketing Communication | Lachlan Ross - ID = 600108473

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Budget .................................................................................................................................................................. 14 Communication strategy ...................................................................................................................................... 15 Key messages ................................................................................................................................................... 15 Source and relevant factors ............................................................................................................................. 15 Channels ........................................................................................................................................................... 16 Receivers (Audiences) ...................................................................................................................................... 16 feedback ........................................................................................................................................................... 17 Creative strategy................................................................................................................................................... 17 Rational for campaign ...................................................................................................................................... 17 Advertising objectives ...................................................................................................................................... 18 Target audience................................................................................................................................................ 18 Product description .......................................................................................................................................... 19 Major selling idea ............................................................................................................................................. 20 Supportive information .................................................................................................................................... 20 Advertising appeals and selling styles .............................................................................................................. 20 Advertising execution ....................................................................................................................................... 21 Draft advertisement ......................................................................................................................................... 22 Media Planning ..................................................................................................................................................... 22 Media mix and vehicles .................................................................................................................................... 22 Geographical coverage ..................................................................................................................................... 23 Reach and frequency objectives ...................................................................................................................... 23 Promotional schedule ...................................................................................................................................... 23 Budget considerations...................................................................................................................................... 23 Creative Considerations ................................................................................................................................... 24 Promotional Strategey .......................................................................................................................................... 24 Advertising ....................................................................................................................................................... 24 Television ......................................................................................................................................................... 24 Deakin University - ALR310: Marketing Communication | Lachlan Ross - ID = 600108473

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Print .................................................................................................................................................................. 25 Magazines ..................................................................................................................................................... 25 Newspapers .................................................................................................................................................. 25 Billboards ...................................................................................................................................................... 25 Mobile Application ........................................................................................................................................... 26 The Internet...................................................................................................................................................... 26 Social Media ..................................................................................................................................................... 27 Facebook....................................................................................................................................................... 27 Twitter .......................................................................................................................................................... 27 Blog ............................................................................................................................................................... 28 Website Banners .............................................................................................................................................. 28 Evaluation ............................................................................................................................................................. 28 Conclusion ............................................................................................................................................................ 30 Appendix 1: Skeleton budget................................................................................................................................ 31 Appendix 2: Draft advertisments .......................................................................................................................... 32 Appendix 3: Promotional Schedule ...................................................................................................................... 33 Appendix 4: Blogger list ........................................................................................................................................ 34 Works Cited .......................................................................................................................................................... 35

Revive4 Range

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SITUATION ANALYSIS

Revive4 Range

The overall Australian Cosmetics and Toiletries industry is worth $5 billion, the men’s cosmetic market is now the fastest growing industry sector rising 34% between 2003-08 (Malls Going To The Wall As Internet Shopping Becomes More Popular, 2011). Last year it expanded by an estimated 7% to a net worth of $63.5 million, equalling 5% of the total skin care market (Government, 2009). Australia has the advantage of a variety of climatic conditions suitable for growing a wide variety of raw ingredients, essential oils and bush essences making Australian products a global success with the reputation of being clean and green (Government, 2009). A report published in May 2011 by PriceWaterhouse Coopers underlined rapid growth in online spending, which it said would surge by 25% to almost $6 billion in 2011 (Greenblat & Yates, 2011). Online retailing is expected to grow by 40% by 2012 according to PayPal (AAP, 2010). It is forecast to reach $33.8 billion by next year, up from $24 billion last year. The report also stated the Australian online sector was worth more than $24 billion in 2009, with growth predicted to reach over $36.5 billion by 2013. Consumer caution has delivered the weakest retail spending in 50 years. A 1.6% annual rise in spending is the worst result since 1961-62 (Government, 2009). Traditional retailing showed growth of 3.4% between 2009-10, a figure that barley covers the cost of inflation. High rents, wage bills and soaring household expenses mean any traditional retail sales are being absorbed by added pressures and decreased consumer spending. A Commsec economist said, “The Aussie consumer is certainly depressed. The latest figures show that consumers are still unwilling to spend despite cheaper prices. It highlights how tough business has found the past year “ (Hudson, 2011).

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MARKETING MIX ANALYSIS PRODUCT: Daily skin care regiment pack consisting of four new products. 1. WASH Marine Mineral and Green Tea Gel Wash

Revive4 Range

Size: 150ml 2. BALANCE Soothing Ocean Mineral Splash

Size: 125ml

Deakin University - ALR310: Marketing Communication | Lachlan Ross - ID = 600108473

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3. BIOACTIVE

Revive4 Range

Cellular Repair Serum

Size: 30ml 4. DEFEND Sea Essentials Calming Moisturizer

Size: 100ml

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Revive4 Range
• • Widely available online through website and distributed nationally throughout all states of Australia Pharmacies o May be endorsed in some selected beauty salons.

PLACE:

PRICE: Revive4 should position itself in the market between Anthony Logistics and Urth, hence giving it a mid to high price listing. The brand should come across as prestigious and well respected, without the price tag. 1. Marine Mineral and Green Tea Gel Wash- $55.00 2. Soothing Ocean Mineral Splash- $50.00 3. Cellular Repair Serum- $45.00 4. Sea Essentials Calming Moisturizer - $60.00 If bought in pack of four, price is $180 PROMOTION: Customer feedback is important for the Revive4 range, therefor for the initial three months of the campaign; Revive4 products will come with an option to complete a customer feedback survey which would entitle them to a 20% discount of their next purchase. • • • • Socially conscious programs to help raise awareness for the environment and related charities Product Sampling Prize giveaways Sponsorship

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EXTERNAL ANALYSIS:

Revive4 Range

CUSTOMER ANALYSIS: • • • Quality over price; result orientated 70% of men’s skincare products are purchased by women Their decision is often based on performance and value rather than marketing or packaging.

(Gotting, 2003) COMPETITOR ANALYSIS: CLEANSER
Nickel Super Clean Face Soft Normal skin, Oily skin, Combination skin, Dry skin, Sensitive skin Formulated with grapefruit extract to gently remove impurities from the skin. Urth Face Wash Normal skin, Oily skin, Combination skin, Dry skin, Sensitive skin Urth Face Wash is formulated with a unique blend of White Tea and Green Tea to detoxify impurities in the skin and to refine the skins texture. Ginseng aids in nourishing the skin and nurtures radiance. Urth Face Wash awakens the skin by removing dirt, oil & debris Anthony Logistics Algae Facial Cleanser Normal skin, Dry skin, Sensitive skin Algae cleanses and refreshes, Glycerin moisturizes dehydrated skin, Aloe helps heal bumps and irritations, extracts of Azulene, Lavender, and Rose Hip Oil, calm and soothe Let’s talk dirty: Remove the grime.

Positioning Strategies Product Brand Strengths

Promotional Tactics

Price

Dirt, pollution, and sebum - a man's skin needs quick cleansing daily. Nickel Super Clean Face Soft comes to the rescue. $39.00

$60.00

$65.00

MOISTURISER
Anthony Logistics Oil Free Facial Lotion SPF 15 Normal skin, Oily skin, Combination skin Aloe Vera and Glycerine binds moisture to the skin while restoring the Urth Face Balm SPF 15 Normal skin, Oily skin, Combination skin, Dry skin, Sensitive skin A nutrient rich moisturizer infused with White Tea & Ginseng to Kyoku for Men Facial Moisturizer SPF15 Normal skin, Oily skin, Combination skin, Dry skin, Sensitive skin The most advanced moisturizer with Kyoku Penetrative Micro-

Positioning Strategies Product Brand Strengths

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Revive4 Range

Promotional Tactics

natural pH level to skin. Silk Amino Acids, a protein derived from silk and silk cocoons, help to enhance water retention, moisturise and smooth. Oil, lanolin and fragrance free SPF 15 protection for normal to oily skin to prevent premature aging.

hydrate & replenish the skin, whilst providing UV protection.

Particle Technology to hydrate the skin from the inside out whilst offering UVA and UVB protection Kyoku for Men Facial Moisturizer SPF15 is a modern day miracle, combining ancient Japanese herbs with the exclusive Kyoku Penetrative MicroParticle Technology to bring you the most advanced moisturizer ever created $58.00

Hydrate, detoxify and protect your skin with Urth Face Balm SPF 15.

Price

$59.00

$75.00

FACE SKIN TONER
Kyoku for Men Pore Reducing Serum Normal skin, Oily skin, Combination skin, Dry skin, Sensitive skin A combination of liquorice root, jujitsu rose and marine algae work together to intensely reduce pore size, unclog pores and hydrate the skin Stop exposing your pores to dirt and oils with Kyoku for Men Pore Reducing Serum Menaji Glycolic Toner Normal skin, Oily skin, Combination skin Tightens pores, reduces acne and blemishes. 5% Glycolic Acid helps reduce the appearance of fine lines and wrinkles. Menaji Glycolic Toner helps your face look and feel younger by reducing the appearance of fine lines and wrinkles, even sun damage $42.95 Baxter of California Herbal Mint Toner Normal skin, Oily skin, Combination skin Astringent for men - cleanses hydrates & tones with mild herbal extracts. Antioxidants and Vitamins protect against cell damage. Powerful anti-oxidants protect against free radicals and cell damage whilst anti-inflammatory plant extracts hydrate and soothe the skin.

Positioning Strategies

Product Brand Strengths

Promotional Tactics

Price

$52.00

$37.00

ENVIRONMENTAL ANALYSIS: Environmental concerns are of prime importance in Australia. The industry is continually looking for new ways to make their products and product processing environmentally friendly. Focus areas include recycling, biodegradable products and packaging, and replacing harmful ingredients. Furthermore, customers are becoming more ethically conscious and they are looking for brands who
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act with a sense of moral responsibility. Consumers are taking into account the ethical and environmental consequences of their purchases. (Richardson, 2010). Growing demand for: • Organic, Eco-friendly and Fair Trade products. o Increase in pollution and ozone depletion, the incidence of skin ailments has doubled. Consumers want to take every precaution to protect their skin and maintain it healthy and young. SWOT ANALYSIS
Strengths Unique Image Weaknesses High amount of different products available on market More well established brands and products Budget and available capital Not known internationally Needs to fill gap of wellinformed new product launches Customer Loyalty Opportunities New web site Threats Competition already established online presence Retailers also selling other brands Strong Australian dollar Proposed introduction of new carbon tax Low media spend: may make the brand weaker over period of time resulting in death Category killers: Internet discount stores

Revive4 Range

High quality Price Awareness campaigns (positive community engagement) Multiple product category

Selling through retailers websites Expanding product range

Exceptional customer service and product knowledge

THE MARKETING OBJECTIVES MARKETING OBJECTIVE • To introduce and increase Revives share of the men’s skin care market from 0%-8% by 1 December 2012. COMMUNICATION OBJECTIVES 1. Raise awareness of Revive among 60% of target audience by 1/12/2011
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2. To inform 80% of target audience of the benefits associated with using the Revive4 range. 3. Create positive feelings about the Revive4 range among 40% by 1/12/2011 4. Obtain trial among 30% of target audience 1/12/2011 5. Maintain commitment by 15% of the target audience to regularly repurchase Revive by 1/1/2012. SALES OBJECTIVES (SHORT TERM) 1. Gain 500 account registrations to mailing list on website within 1 month of launch. 2. Have 40% of users complete to survey use their prize of discount on next purchase within 2 months of launch. 3. To see steady increments of 10% of hits on Revive website from first month of launch. 4. To increase sales of revive from 0 units per month to 8,000 units per month by 1/6/2012. 5. To maintain and grow distribution channels. THE TARGET MARKET AND TARGET AUDIENCE TARGET MARKET The Revive4 management team believes that this undeserved segment of men represents 30-40% of all men. The ‘Revive’ man is: DEMOGRAPHICALLY • • • There has been a move towards male orientated products The nation’s population is also ageing. This means there will be more consumers in the fifty plus age group that we can’t ignore.

Revive4 Range

ECONOMY • • • • Nation benefiting from mining sector and Chinese demand for coal. Consumers facing higher costs of living more than ever before. Retail sector is struggling to compete against online sales. Upcoming introduction of new carbon tax.

TECHNOLOGICAL
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A shift towards natural ingredients has changed the cosmetics industry as technological advancements enable better research.

Revive4 Range

POLITICAL/LEGAL • The industry has suffered backlash in regards to animal testing and has seen many court cases over the in-humane treatment of animal subjects. CULTURAL/SOCIO • • Higher emphasis on Fair Trade. Ethical Products, which are natural and support locally produced goods.

TARGETING • • • • Predominantly Australian males between the ages of 25-55 Keeping in mind that many females by men’s products on behalf of someone close to them, especially baby boomers with a high disposable income. They are both known to be savvy consumers of information with diverse tastes and expectations. Men’s sector is the fastest growing

POSITIONING STATEMENT Made just for men, Revive4 is a breakthrough product line specifically designed from the ground up for men. Offering a product line of premium, results based anti-ageing face care for men. Revive4 understands that the critical fact for men, proper face care is not about vanity, and it’s not about looking young-it’s about looking good. As men car for their cars using a headache free maintenance schedule, the same approach is used when it comes to their face and skin care. BUDGET • See appendix 1

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COMMUNICATION STRATEGY KEY MESSAGES Marine Mineral and Green Tea Gel Wash Key Message: WASH: Cleanse while showering Soothing Ocean Mineral Splash Key Message: BALANCE: Splash on after shaving to calm and tone Cellular Repair Serum Key Message: BIOACTIVE: Apply a single drop of vitamin and antioxidant rich serum to deeply nourish from the inside out, and help prevent premature ageing Sea Essentials Calming Moisturizer Key Message: DEFEND: Lock in moisture, hydrate and protect against negative environmental impacts SOURCE AND RELEVANT FACTORS For all four products of the Revive4 range, unnamed male models will be used in the advertisements to help deliver the key message, which resemble the key features of the products and reflect the uniqueness and performance of the range. They will be aged between 25-35 with wide audience appeal. Although he will not be speaking, the key messages are presented in such a way the audience understands he is delivering the key messages.

Revive4 Range

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• • •

Awareness: 1-4

Revive4 Range

Targeted Trial 5-6 Volume Driving 7-9
1. Print 9. Gify with Purchase Promotion 2. Internet

8. Promotion Packs

3. Radio

7. Express Delivery

4. Publicity

6. Exchange Program

5. Sampling

CHANNELS Website Facebook Twitter Newsletter Blog YouTube Industry related magazines Billboards Radio

Brand/ product engagement through online channels such as Facebook, twitter, YouTube and blogs will encourage a form of dialogic communication which can be used as a personal channel where Revive4 can respond directly to consumers in an effective manner. RECEIVERS (AUDIENCES) Primary
Male: Ages (18-40)

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Secondary:

Revive4 Range

Baby Boomers: Ages (55+) • • • • 41% joined a social network 55+ is the fastest growing demographic online They have stable & dependable income Own their own home

FEEDBACK Customer feedback is important for the Revive4 range, therefor for the initial three months of the campaign; Revive4 products will come with an option to complete a customer feedback survey which would entitle them to a 20% discount of their next purchase. Marketing communication works like a feedback system, which allows Revive to relay information to the customers. In response to the provided information, consumers give certain reactions or behaviours. If consumers somehow become better customers, that is, more knowledgeable, participative, or productive-the quality of service experience will likely be enhanced between the customers and revive. CREATIVE STRATEGY RATIONAL FOR CAMPAIGN Reaching the consumer market requires a blended approach. Advertising is a crucial part of Revive4’s IMC program, but because of the limited budget, we will need to focus on customer promotions and alternative marketing to reach our market. The main goal of advertising will be to create awareness of the new range. Consumer’s promotions will allow people to feel more comfortable trying our products and encourage word of mouth marketing after experiencing Revive4. Magazines: Aimed towards men lifestyle and sports magazines, fewer ads but focus on primary and secondary audience/readers

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Billboards/Outdoors:

Revive4 Range

Large visual adverts to help consumers become aware of Revive4 range. Billboards and bus stop posters will be used in and around the three target cities, particularly in surrounding suburbs and on main roads and entrances to busy shopping centres Social Networking sites (Facebook, Twitter, YouTube and Blog) and Mobile Application: The internet is the prefect advertising medium to directly target our audience and gain new business; cost effectively. Australians view the internet not only for entertainment but increasingly as an essential part of their everyday lives, providing access to critical information and services. Reive4 will launch it social media campaign across various platforms such as Facebook, Twitter, a blog, YouTube, as well as a mobile application. ADVERTISING OBJECTIVES • • Revive4’s challenge is to live up to their trendsetter image and deliver a consistent quality that all men appreciate. Implement and enhance on and offline strategies that reinforce the following competencies. o o o • • • • Innovation and creativity Customer proximity and interactivity Social and environmental commitment

By focusing on these areas, Revive can strengthen their market position and enhance their competitive advantage Introduce Revive4 range and create awareness within the target market through advertisement campaign over a 52 week period. Use campaign to create interest and demand for Revive and inform targets of the advanced benefits of using Revive4 among 60% of target market. Explore multiple combinations of various platforms of mobile advertising to create an even bigger impact

TARGET AUDIENCE Male: 20-35 years old.
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• • • • • • • • •

Tertiary educated

Revive4 Range

and professionally employed skin care brands with mixed results.

Has tried multiple Value and performance conscious

Looking for brand to use that produces consistent results. Unfamiliar with technical product descriptions and terms. Frequently pressed for time. Competitive in the workplace Shops online Exercises frequently

PRODUCT DESCRIPTION

Marine Mineral and Green Tea Gel Wash This soothing antioxidant- and mineral-rich cleanser is specifically designed for men who experience razor burn and other skin irritations. Green Tea, Irish Moss, Marine Phytoplankton, Red Algae and Kelp combine to seek and destroy free radicals while providing essential nutrients--naturally occurring vitamins, amino acids and rare trace elements which increase cellular energy transmission and repair.

Soothing Ocean Mineral Splash A soothing aftershave/after cleansing toner designed exclusively for male sensitive skin. Gotu Kola, Rosehip and Chamomile are scientifically blended with our Ocean Mineral Concentrate and proprietary Marine Super Food ComplexTM to protect, soothe and heal environmentally stressed skin. Soothing Ocean Mineral Splash actively reduces inflammation, redness, blemishes and burns. Cellular Repair Serum

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Infuse your skin with marine phytonutrients and a powerhouse blend of vitamin A, B, C, and Coenzyme Q10. This calming and nourishing serum penetrates deeply to literally feed the skin and prevent premature aging.

Revive4 Range

Sea Essentials Calming Moisturizer Guard and protect your skin from the impacts of stress and the environment with this soothing blend of essential botanicals from land and sea. Kelp and Jojoba, ingredients which most closely mimic the plasma content of the human body and sebum of the skin, are suspended in hexagonally structured water, which is instantly absorbed leaving the skin highly moisturized without heaviness. MAJOR SELLING IDEA • • • • To position Revive4 by its product attributes and benefits. Revive4 projects and image of success Every morning when you wake up and use Revive4, you get the confidence you need for the day. Fragrance free, cruelty free and environmentally friendly

The coherent message and theme to be communicated via the campaign is not to emphasis the price but more so highlight all of the incentives that come with using Revive4. We want men to understand that Revive4 is worth the price when they see the reaction of those around them who positively comment on their appearance. The Revive4 experience is a campaign where consumers can not only buy Revive4 products but also be rewarded for sharing their memories with others through Revives digital media channels. SUPPORTIVE INFORMATION • • Individual results may vary For external use only – avoid contact with eyes

ADVERTISING APPEALS AND SELLING STYLES

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Soft-sell approach-builds desire over the duration of campaign. Emotional: • • Physical appearance plays an enormous role in determining how others perceive us It pays to look younger, or at least well kept, whether in the workplace or in the dating arena

Revive4 Range

Revive4s appeal isn’t looking for models but for people with strong personalities, who are worth it…and who aren’t afraid to proclaim that using cosmetics can be a very masculine decision after all. To attract men who fear their masculinity will be threatened by using cosmetics. • Relatable, likable man, who most men might be able to I.D with, instead of some young, photo shopped kid, like a Zac Ephron Rational: • Fragrance free, cruelty free and environmentally friendly

Since producing Revive products does not involve any animal testing, the brand can build a CSR campaign around their ‘cruelty free’ approach. Catering for men, Revive4 can also campaign for raising funds for charities that aim to prevent male depression and suicide. ADVERTISING EXECUTION Revive4 will develop an advertising execution around the everyman who isn't every man. A spirited national TV and print campaign supported by outdoor billboards and social media sites. The framework will revolve around two key themes of a lifestyle framework and scientific framework. These two frameworks have been chosen because Revive wants to capture how much a user’s lifestyle will improve when using the products and communicating how this will be achieved through the scientific evidence that the key ingredients from the Revive range help achieved the desired outcomes of using the products every day.
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Revive4 Range
See appendix 2

DRAFT ADVERTISEMENT •

MEDIA PLANNING MEDIA MIX AND VEHICLES Traditional Media: • Print (Television, Newspapers, Magazines and Billboards)

New Media • • • • Website Banner Ads Social Media (Facebook, Twitter, YouTube and Blog) Mobile Application

To increase the creditability of the Revive range, we will ask for a third party beauty expert to prove the products achieve the results being claimed. The expert should have a certain amount of reputation in the related area and can provide some sort of certificate for the range. This resulting report will be used to show journalists and programmers, this will gain their trust for the key messages. During June 2010, 8.7 million Australians accessed social networking/UGC (User Generated Sites) sites e.g. Facebook and YouTube from home, spending in total more than 41.5 million hours on these networks alone (Metekohy, 2011). Word of mouth is the most valuable means of promotion, which will be most effective through the correct use of social networking sites.

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Revive4 Range

GEOGRAPHICAL COVERAGE Eastern states of Australia: • • • Queensland New South Wales Victoria

Australian Demographic Statistics Population at end of June 2010 (‘000’) New South Wales Victoria Queensland (ABS, 2010) REACH AND FREQUENCY OBJECTIVES The Revive4 campaign will run on the drip principle-steady flow of adverts aired on television, placed on busy roads (billboards and bus stops) and bus routes and print adverts in weekly issues of men’s health magazines and weekend newspapers. Target reach – 70% Target frequency – 3+ PROMOTIONAL SCHEDULE • See appendix 3 7238.8 5547.5 4516.4 Change over from previous year (‘000’) 105.4 99.3 89.1 Change over from previous year (%) 1.5 1.8 2.0

BUDGET CONSIDERATIONS • See Appendix 1 for full budget detail

All vehicles are to be reviewed after first month, then after every three months of the campaign in order to identify effectiveness of reach and frequency and their individual impact on sales.
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Revive4 Range

CREATIVE CONSIDERATIONS Tone of voice: Artistic, Cutting Edge, Unique, One Step Ahead PROMOTIONAL STRATEGEY ADVERTISING Revive4’s advertising will feature a broad range of channels that will effectively reach the target market numerous times through well researched analysis of their media habits and consumption. With each component of the IMC Campaign, Revive4’s brand image will continue to grow. Through the digital media channels, Revive can interact with the consumers, allowing them to become more engaged with Revive as a brand and recognize all it has to offer. This will signify how Revive4’s advantages outweigh the price. With Facebook, Twitter and YouTube, Revive can feature its products through posts, comments, videos, pictures and more. TELEVISION • • • • Weekday mornings, breakfast and early/mid-morning programs Weekday evenings – Primetime slots (between 7pm and 9pm), primarily free to air stations. Weekends – Sunday evenings, primetime slots 7pm-9pm Special occasion and/or important events e.g. Summer Cricket Series and AFL season 2012

Household Televison Viewing Habits
80 60 40 20 0 6-7am 7-8am 8-9am 9-10am 10-11am 11-12am 12-1pm 1-2pm 2-3pm 3-4pm 4-5pm 5-6pm 6-7pm 7-8pm 8-9pm 9-10pm 10-11pm 11-12pm (Australian Film Comission, 2006) Deakin University - ALR310: Marketing Communication | Lachlan Ross - ID = 600108473

Household Televison Viewing Habits

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Revive4 Range

PRINT MAGAZINES • Full and half page spread once a month in the following publications. o o o o o NEWSPAPERS • Full and half page spread once a week in the following publications. o o o BILLBOARDS On major CBD roads where traffic is an issue and at every major airport terminal across Australia. Leveraged allowing potential customers to send personal messages to friends and relatives with smartphones who use the app, messages will then be displayed on our billboards. Thus enabling Revive4’s brand to be part of an emotional moment in a user’s life. (The cost is only on performance basis and the mobile user. Depending on what mobile device being used, can receive info or download videos and apps immediately by texting a special key word) The Revive4 campaign will focus the majority of its advertising towards social media platforms, with the remainder placed on Television and billboards. This method is extremely cost effective is done correctly. All ads should go beyond the conventional ways of how skin care is advertised in Australia; this reflects the uniqueness, novelty and future-technology of Revive4. The Age & Herald Sun (Victoria) Daily Telegraph & Sydney Morning Herald (New South Wales) Courier Male & Brisbane Times (Queensland) Men's Health Magazine Men's Fitness Magazine Playboy Ralph Zoo Weekly

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This also has the effect of attracting more attentions, retentions and recalls of the ads (DigitalBuzz, 2011). MOBILE APPLICATION Attention to planning here is essential. You don’t want to get caught amongst a crowd of apps. Its survival/or success depends on its popularity. It will feature video ads and include all the latest news and developments. Smartphones are a great way to reach our target audience because we are displaying advanced technology with Revive, which is in tune with what smartphone owners are likely to be interested in. The most successful mobile rich media campaigns are those that embrace the unique capabilities of mobile (Davies, 2011). Allows more creativity in the campaign, Revive4 can leverage different content and add extra layers of information, linking them to all of the other social channels. The target demographic uses technology to enhance its lifestyle while simultaneously showing concern for its impact on the environment. THE INTERNET Internet is the cheapest method of promotion. Revive4 uses electronic media to advertise its products. Revive4 has a website from which consumers can obtain instant information on products or services to aid them in their crucial purchase decision. Revive4; for instance, will have a social networking page for prospective and current users. This strategy will allow users to communicate with other buyers when deciding to purchase or buy Revive4 products. In these days blogs and discussion groups have been increasingly used to increase the popularity of the products. There are lot of blogs available that discuss about various men’s lifestyle and health.

Revive4 Range

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Revive4 Range

SOCIAL MEDIA The most unique and distinctive characteristics are how personable and interactive this campaign is. It allows the consumer to feel special to the company. The campaign’s objectives will be met by people’s willingness to share their experiences with others, making them want to subsequently use Revive. With technology, consumers can continuously update information through digital media outlets our campaign is providing. FACEBOOK Consumers can upload pictures to Facebook allowing others to see how the physical effects on skin improvement can occur when using the products Through Facebook, fans can share their experience with Revive4 with the benefit of having others comment or simply “like” their posts. Also, by becoming a fan of the Facebook page, you are capable of receiving different prizes. TWITTER Promoted Tweets, the brand can advertise 140 characters in a message on twitter. Instead of traditional media we will not promote our own message. Instead allow 3rd party content to speak their message about the Revive range. Use the experts tweet as a Promoted Tweet on Twitter. Revive will use content from customers and 3rd party sources as promoted tweets instead of just its own tweets and content. Would you rather hear Revive4 say how amazing the range is, or would you rather hear what a Revive4 customer has to say? The tweeter may not be currently be an Revive customer, Revive using the tweet as a promoted Tweet is very innovative and also the 3rd party wanted to share it with everyone, So there is additional coverage for the Revive4 brand. Those consumers with Twitter accounts can choose to follow Revive4 and will be eligible for a discount or incentive when making their next purchase.
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BLOG • •

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Used for posting articles and releases related to the Revive4 range. Generate awareness of Revive4 and drive traffic to the site.

Research was undertaken to target bloggers active in the areas of the male cosmetics and organic skin care (See appendix 4) WEBSITE BANNERS To be incorporated with advertisements placed on newspapers websites on same date as published in each paper. Primary function is to drive traffic to Revive4’s website. EVALUATION The evaluation of the campaign will be based on how well we reach our target market and achieve our communication objectives. First, we will be analysing consumer response to the advertisements on the various media. Simply stated, we want to see if our ads are effective enough to catch our target market’s attention and interest. Second, we will be evaluating customer experience with our product. We plan to accomplish this through surveys at the events we sponsor and through mail and telephone calls to registered owners. In this way, we can achieve a better understanding of the effectiveness of the both the advertising and the product itself. In order to get the most out of the 12 month campaign, Revive4 will hold an initial review after the first month, then every three months after that. Each review will focus on the situation analysis of the following: • • • • • Sales and marketing, including budget turnover and profit margins. Consumer feedback initiative. Movement on the market and current positioning. Strengths, weaknesses, opportunities and threats of the campaign. Further talks on the development of Revive products (e.g. interstate growth and expansion).

The following tools can be used to measure the success of the campaign.

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Google Analytics: • • •

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Gives detailed insights to website traffic and marketing effectiveness, track sales and campaign. Identify best-selling products of the range. Helps track the usage of social networking and web 2.0 applications

Send Blaster: • • Using send blaster along with Google Analytics will inform Revive4 whether customers actually purchase Revive4 products after reading email distributed newsletter. The site conversion percentage (=orders/visits) shows how many orders were placed compared with the number of visits to the Revive site. By frequently reading Facebook and Twitter comments, talking directly to consumers and asking for feedback (product ratings), Revive can also measure the campaign success. Reading relevant blogs and watching user reviews on YouTube is another way to evaluate awareness and acceptance before, during and after the launch of the range. Metrics for success: Direct Metrics Profitability Revenue Sales Volume Market Share Indirect Metrics Retail Penetration Retail and Wholesale Margins Market Share vs. Share of Voice Brand awareness and consumer purchase intention

Deakin University - ALR310: Marketing Communication | Lachlan Ross - ID = 600108473

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CONCLUSION

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The Revive4 range consisting of four products; Face Wash, Face Balm SPF 15 Serum and moisturizer will be launched across Queensland, New South Wales and Victoria in January 2012. The range will cater exclusively for male skin care; with its target market focusing on men aged 18-35. The Revive4 range will be sold online and at selected third party male beauty stores. • Television, Radio, Print (Magazines and Newspapers), Social Media, Mobile Application and outdoor billboards. The success of each vehicle will be evaluated after the first month, then every three months following that with a future outlook to expanding promotions to each state across Australia. In the months leading to the launch, careful planning of promotion and analysis of competitors may result in changes being made to the campaign

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APPENDIX 1: SKELETON BUDGET Budget for 2012 Revive4 Campaign Tactic Advertising Television Timing Other costs Production Costs xxxx Media Costs Total

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Radio

Magazines Newspapers Billboards Mobile Application Website Web Advertising Banners Sales Promotion Referral Program Competition Public Relations Revive Insider Events Sponsorship Total

Jan, Feb, March; June, July, Aug. (Vic, NSW & QLD) Jan, Feb, March; June, July, Aug. (Vic, NSW & QLD) Jan. – Dec. Jan – Dec Jan, Feb, March; June, July, Aug. Jan – Dec. Jan – Dec.

xxxx

xxxx

xxxx

xxxx

xxxx xxxx xxxx xxxx xxxx xxxx xxxx xxxx xxxx

xxxx xxxx xxxx xxxx xxxx

Jan – Dec.

xxxx

xxxx

Jan – Dec Feb

xxxx xxxx

xxxx xxxx

March x 3 (Vic, NSW & QLD) Jan - Dec

xxxx xxxx

xxxx

xxxx xxxx xxxx

Deakin University - ALR310: Marketing Communication | Lachlan Ross - ID = 600108473

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APPENDIX 2: DRAFT ADVERTISMENTS

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Deakin University - ALR310: Marketing Communication | Lachlan Ross - ID = 600108473

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APPENDIX 3: PROMOTIONAL SCHEDULE

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Please note: This was my first time using Microsoft Project and attempt to create a Gantt chart. I couldn’t find a way to simply load into the document so I had to scan it and insert it as an image. In doing so, it hasn’t come out as I would of hoped, showing you each individual task etc.

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APPENDIX 4: BLOGGER LIST

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iBlogFashion & iBlogBeauty
• IBlogFashion and its sister iBlogBeauty was started by fellow Aussie blogger Helen of Sassy Bella. Helen created it to bring the Australian fashion blogging, public relations and marketing worlds closer together.

www.iblogfashion.com

Wikifashion
• Wikifashion is a project created for and by the fashion community. With your help, it aims to be a place where you can find and catalogue anything fashion related, such as such as blogs, style icons, brands and magazines.

www.wikifashion.com

Passionated
• Passionated is a blog by Australian male blogger, Storm (so nice to have a boy to add to this list!). His about page lists him as a “writer, photographer and beginner model”

www.passionated.com

The Art of Manliness
• A blog dedicated to uncovering the lost art of being a man. Since beginning in January 2008, The Art of Manliness has already gained 90,000+ subscribers and continues to grow each week.

www.artofmanliness.com

Beauty Mate
• Offering a fresh, new approach to men's grooming, Beauty Mate was developed by an Australian guy looking for a stylish, yet straightforward range of products that cater for an active lifestyle and the types of conditions that don't do men's hair or skin any favours.

www.beautymate.com.au

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WORKS CITED

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Malls Going To The Wall As Internet Shopping Becomes More Popular. (2011, June 15). Retrieved July 17, 2011, from Business with the Wall Street Journal: http://www.theaustralian.com.au/business-old/industrysectors/malls-going-to-the-wall-as-internet-shopping-becomes-more-popular/story-e6frg9h61226075236357 AAP. (2010, July 7). Online retail to grow 40pc, says PayPal. Retrieved July 16, 2011, from The Telegraph: http://www.dailytelegraph.com.au/business/business-owner/online-retail-to-grow-40pc-sayspaypal/story-e6frez89-1225889029503 ABS. (2010, December 1). Australian Demographic Statistics, December 2010. Retrieved September 15, 2011, from Australian Bureau of Statistics: http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/3101.0Main+Features1Dec%202010?OpenDocu ment Australian Film Comission. (2006, June 1). Australian Film Commission. Retrieved Sptember 17, 2011, from Daily Television Viewing of People in Various Age Groups: http://www.afc.gov.au/gtp/wftvfast.html Davies, J. (2011, Febuary 9). Making Sense of Interactive Business. Retrieved Spetember 17, 2011, from New Media Age: http://nma.com.uk/news/toyota-runs-first-ipad-campaign-for-aurishybrid/3023217.article DigitalBuzz. (2011, Feburary 2011). Statistics: The growth of Mobile in 2011. Retrieved September 5, 2011, from Digital Buzz Blog: www.digitalbuzzblog.com/mobile-statistics-2011-growth-of-mobile Gotting, P. (2003, March 1). Rise of the Metrosexual. Retrieved August 6, 2011, from Holroyd New Life Church Resource: http://www.hnlc.org.au/rensford/resources/Rise_of_the_Metrosexual.pdf Government, A. (2009, Feburary 25). Cosmetics & Toiletries Overview. Retrieved August 4, 2011, from Austrade: http://www.austrade.gov.au/Cosmetics-and-Toiletries-overview/default.aspx Greenblat, E., & Yates, C. (2011, July 27). Premier Retail Empire Finds Spending Is Out Of Fashion. Retrieved August 5 , 2011, from The Age: http://www.theage.com.au/business/premier-retail-empire-findsspending-is-out-of-fashion-20110725-1hx8q.html Hudson, P. (2011, August 4). Retail Hits Rock Bottom As Web Bites. Retrieved August 5, 2011, from Herald Sun: http://www.heraldsun.com.au/news/more-news/retail-hits-rock-bottom-as-web-bites/storyfn7x8me2-1226107715170 Metekohy, M. (2011, Febuary 14). Viral Ideas and Social Trends. Retrieved September 17, 2011, from ViraBlog: http://www.virablog.com/research Richardson, A. (2010). A different beauty shopper: The industry is cashing in on the new eco-ethical consumer, Cosmetic and Toiletry Retailing in Australia. Melbourne: IBIS.

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