Advertising Campaign for Herbal Skin-Care Product - Term Paper Example

Project Development and Control work 0. Executive Summary The report proposes an advertising campaign for herbal skin-care product for thewomen section of the society. The advertising campaign will be emphasized on three goals, i.e. to generate awareness by informing the targeted customer group, persuading them to the ultimate purchase by developing trust amid the audiences and ultimately rewarding competitive advantages to the company. When addressing these aspects, the areas covered in this report include the strategies which are intended to be implemented through the advertising campaign in respect to management of stakeholders, risk management, resource obtainment, scheduling as well as monitoring and controlling through which wider consumer masses in the national context can be attracted towards the offered herbal skin-care product. To conclude, with management of stakeholders as well as with the inculcation of effective and adequate resources, a mass population of the targeted customers can be attracted towards the offered products. However, various challenges can be observed when implementing the planned campaign in terms of trust building as the product being advertised is relatively a new product with meager brand recognition in the national market. Table of Contents 1.0. Executive Summary 2 2.0. Introduction 4 2.1. Purpose of the Project 4 2.2. Background 4 2.3. Aspects Covered in the Report 5 2.4. Limitations 5 3.0. Project Scope 6 3.1. Project Objectives 6 3.2. Project Deliverables 6 3.3. Constraints 7 4.0. Stakeholder Management 8 5.0. Risk Management 8 6.0. Project Organisation 9 6.1. Resources 9 6.2. Scheduling 10 6.3. Project Quality 10 7.0. Monitoring and Control 11 11 8.0. Conclusion and Recommendations 12 9.0. References 13 10.0. Bibliography 14 11. 0. Appendix: Gantt Chart 15 2.0. Introduction 2.1. Purpose of the Project This project will aim at developing a campaign for advertising an herbal skin-care product. Various theories as environmental factors will be taken into account when preparing the project in order to illustrate a rational and practical advertisement planning aimed at marketing a particular herbal skin-care product. 2.2. Background Focusing on the advertising of an herbal skin-care product manufactured by a family business entrepreneur is aimed to be marketed in national consumer markets to satisfy the targeted customers with wide ranging varieties of world class products constituted with herbal and organic ingredients manufactured with the application of Vedic science. The products to be marketed through this advertisement campaign will consists of different materials such as Neem, Tulsi, Saffron, Aloe Vera and other herbal and organic ingredients collected from various parts of the world and also those which are grown by the family in their own farm. This particular attribute can be termed as a vital strength for the proposed advertisement campaign and thus will be highlighted in the message conveyed through the advertising channels. The herbal skin-care product will also consist of sun protection products known as sunscreen products used for obtaining protection against the consequences of Ultra-Violet (UV) radiation to satisfy the customer needs. It is worth mentioning in this context that the targeted customers, i.e. the women populaces are today observed to be highly conscious regarding the consequences of UV rays owing to which this particular attribute of the marketed product shall be considered as quite noteworthy (Rebecca, 2009). 2.3. Aspects Covered in the Report The report addresses the scope, objectives and deliverable of the project proposed. It further moves ahead on addressing the aspects of constraints associated with the implementation of the project planned. Stakeholder management and risk management strategies which can take a vital role in the development and implementation of the proposed advertising project have also be regarded as quite significant in this report. Apart from these aspects, the report also covers relevant information to state the resources required for the proposed advertising project, the scheduling of the project, the quality of the project and the aspects of monitoring and controlling. 2.4. Limitations Even though the project comprises of various relevant information regarding the attributes of the advertising campaign proposed, a major limitation in terms of financial budgeting can be observed in this planning. It is worth mentioning in this context that budgeting in this proposed advertising campaign tends to depend on the achievement of the determined milestones and might alter throughout the various stages due to the continuous monitoring and controlling measures, thus making it a complex process to derive almost accurate financial planning for the campaign. 3.0. Project Scope The project would take into concern certain significant elements such as determining the objectives, deliverables and constraints associated with the completion of the determined project work. The project would also aim to accomplish certain key deliverables such as assessing the tasks, costs along with deadlines of the determined tasks for the completion of the project. The entire campaign is aimed to be completed within a period of 8 weeks. In order to ascertain the success of the project i.e. to considerably create awareness about the herbal skin-care product among the targeted consumer segment, risk assessment and management would also be conducted as it would enable to certify the success of the project by a considerable extent. 3.1. Project Objectives The objectives of the proposed project are as follows: a. To inform the targeted customers of the herbal skin-care product and generate awareness regarding the brand b. To attract and persuade the consumers by recognizing their demands and buying behaviour in the industry c. To suggest some beneficial advertising strategies to the company in marketing its herbal skin-care product 3.2. Project Deliverables In order to attain the aforementioned objectives, the advertising project would target the customer group comprising women populaces primarily. The targeted audience group includes from every sphere of the society belonging to various age-groups ranging from young girls to middle aged women. These customers will be selected from middle and lower income groups, focusing mostly on women through various media sources such as television, newspaper, internet along with spas and beauty salons. Spas and beauty salons can be categorized as industrial customers for the herbal skin care products. The targeted women populaces can belong to various lifestyles playing the role of housewives, college students and working ladies among others. As a matter of fact, the success or failure of advertising fundamentally depends on the selection of appropriate media which enables attracting a substantial number of targeted customers (Blakeman, 2011). In this context, the targeted customers would be accessed through television, internet as well as print media, i.e. magazines. In the modern day context, the usage of these media options have increased significantly and thus can be considered as an important element in attracting customers in large masses nationally. The advertisements will be presented in an informative and attractive manner for creating interests among the audiences and ultimately persuading them to purchase these products. The tastes and preferences of customers are also considered as important aspects while formulating an advertising campaign owing to which due significance will be provided in identifying and satisfying customer liking by a large extent. 3.3. Constraints There might be certain constraints identifiable in relation to this particular advertising campaign. For instance, owing to the rapidly shifting consumer buying behaviour towards herbal beauty products, large sized enterprises have also been increasingly focused on innovating and advertising their specific product lines of herbal care. Global beauty care organisational has also taken aggressive advertising initiatives in promoting their chemical based products which has strengthened the competition within the industry context (Rebecca, 2009). However, as the marketer of the herbal skin-care product, focused on in this particular project, belongs to the medium sized enterprise sector and lacks a prior brand reputation in the national market, it can be identified as a major constraint to the advertising campaign. 4.0. Stakeholder Management The group of stakeholders involved in this advertising campaign includes the client organisation, i.e. the family herbal care product manufacturing and marketing enterprise, the targeted customers, the regulatory body under which the advertising agency is functioning, the environmental elements and other community members. The interests of these stakeholders will be rendered with due significance when implementing the advertising campaign. With this concern, integrity will be maintained in exhibiting the information related to the product offered. Furthermore, due attention will be provided towards making the advertising as attractive as possible adhering to the cultural beliefs of the targeted customer group. Legal norms and specifications will also be regarded when implementing the campaign. 5.0. Risk Management The potential risks associated with the planned campaign can be identified in terms of misinterpretation of information. As the product being offered is manufactured with emphasis on Vedic science, the features of the same shall be a critical factor to be interpreted accurately by the targeted customers. Thus, the information rendered through the advertising should be decoded in a simple and lucrative manner that will assist the customers in effectively interpreting the message and thereby persuading them towards purchasing the product. Another risk factor associated with this advertising campaign can be identified in relation to the purpose of creating trust among the customers. As the offered product lacks a brand reputation within the market, the information rendered through the advertising may not be perceived as highly trustworthy by the customers in comparison to other substitute global brands. Thus, aggressive and effective promotional strategies should also be implemented in order to mitigate these risks. 6.0. Project Organisation The project has been organized keeping in view the specific requirements of the activities to be performed to meet the deadlines that have been set. The manpower requirement has also been ascertained to ensure that the advertising campaign runs efficiently. Appropriate technology based media sources has been used to ascertain that important and relevant product related message can be spread out to a large number of targeted consumers. Moreover, the schedule of the project plan has been kept to around 8 weeks so that the entire campaign meets the desired objectives. 6.1. Resources For designing this advertising campaign, the main resources that are required are manpower, technology and budget. The involvement of manpower will contribute in terms of innovative ideas and critical thinking that could facilitate the campaign to establish for the determined goals to a larger extent. Technology plays a pivotal role in designing advertising campaigns these days. With the incorporation of technology in this advertising campaign, better interaction with the mass consumers can be developed indirectly. It is in this context that through television, magazines and internet sources, people would be aware of the products and their uses, facilitating the campaign with effective sales in the national context. 6.2. Scheduling The schedule of the advertising campaign will be based on three milestone achievements. The primary milestone will be the framing of the information intended to be rendered to the targeted audiences, i.e. the women populaces in the national market in accordance with customer likings and also according to the media selected. For instance, beauty pageants will be endorsed to advertise in magazines, television and over internet with the belief that it will attract the customers to access more information regarding the product. The second milestone of the campaign will be to generate trust among the customers of the targeted audiences. After assessing the customers’ interests in the product, the feedback obtained from the common public regarding the quality and effectiveness of the product will be used to persuade them towards the ultimate purchase. The third milestone of this advertising campaign will be to inform the customer regarding the more effective qualities of the product offered over the other substitute products. Following the achievement of the customer trust, this advertising campaign will focus on rendering competitive advantages to the marketing firm and likewise generate greater growth prospects from a futuristic perspective by building a sustainable brand reputation. 6.3. Project Quality This project emphasises on various aspects relevant to the development and implementation of a new herbal skin-care product ranging from customer behaviour attributes to the stakeholders’ interests. It also provides a comprehensive account of the risks associated with the project and its counter strategies applied. Focusing on a multidimensional attribute, the project can be observed to render an overall perspective towards accomplishing the determined goals. 7.0. Monitoring and Control The process of strategic implementation can be stated as a cyclical process which is revived with the monitoring and controlling initiatives based on the strengths and the limitations witnessed in the real life performance of the planned project. Based on this notion, the strategies implemented in the advertising campaign will be monitored in frequent intervals which shall not only assist in identifying its limitations and improving the applicability of the project, but shall also enhance the degree of control on the requirements of the advertising in accordance with the consumer requirements. 8.0. Conclusion and Recommendations From the above observation it can be comprehended that herbal skin-care product market possesses significant growth prospects with increasing demand and competitive advantages in terms of its benefits over the available substitute products based on chemical components. However, it is worth mentioning that even though the product market may seem to be quite promising, it is also not without certain constraints such as growing competition, consumer tastes and preferences as well as legal barriers. In order to mitigate these risk factors, it is highly recommendable that enough research is undertaken to identify the industrial trends and also the likings of the targeted audiences of the advertising campaigns, i.e. the women populaces. In accordance to these variables, the advertising campaign must be developed rendering due significance towards maintaining integrity in conveying the message and the relevant legal specifications. 9.0. References Blakeman, R. (2011). Advertising Campaign Design: Just the Essentials. M.E. Sharpe (United States of America). Rebecca, M.D. (2009). The Comprehensive Guide to Skin Care: From Acne to Wrinkles, What to Do (And Not Do) to Stay Healthy and Look Your Best. ABC-CLIO (California). 10.0. Bibliography Bidwaikar, V. N. & Kavishwar, S. (2012). Beauty Parlours - Prospective Channel Partners for Retail Promotion of Herbal Cosmetic Products by S.M.E. Introduction, V2, n1, pp 1-4. Kapoor, V. (2005). Herbal Cosmetics for Skin and Hair Care. Introduction, V4, n 4, pp 306-314. 11. 0. Appendix: Gantt Chart Read More