Advertising Campaign for a New Cosmetic Product in the Australian Market - Case Study Example

Advertising Campaign Your Name Institution Date of Submission This is a plan to execute an advertising campaign for a new cosmetic product in the Australian market. Product Description ‘Daily Care’ is a new cosmetic company in Australia. It has developed a line of different cosmetic products, which it intends to sell in the Australian market. Whenever a new product is made, a need must be satisfied. Products that are not prepared to meet a specific demand in the market may end up being rejected. This may make the producers to suffer huge losses. Daily Care products are demand driven. The company does not just produce ordinary cosmetics; it specializes in producing natural, organic cosmetics. This means it does not use chemicals to produce its goods. Most cosmetic companies use a lot of harmful chemicals while developing their products. Some people have suffered hair loss and other complicated skin conditions because of the harsh chemicals used in developing cosmetics. Daily Care will use natural extracts in all its products. Even the preservatives used will be organic. This was inspired by the new trend in the Australian market, where people are starting to prefer natural alternatives to chemically processed products. Campaign Aims The major aim of this campaign is to introduce Daily Care products in the Australian market, and control a reasonable market share. Campaign Risks Risks are a part of every business. They should not prevent people from engaging into activities; instead, people should learn to handle them. A lot of profitable creativity in the world has been driven by attempts to handle risks [Mik08]. As planning for this campaign progresses, the following risks are coming out: The market may not accept these products as fast as expected: - Daily Care has conducted a market analysis and testing using their products. They have come up with a report that gives an estimate of how much time it may take for the market to adopt their products. They have approximated the number of sales that they are likely to make within different periods. If the market fails to respond as expected, the company may not be able to operate efficiently; they may run out of funds. There is a risk of using a wrong media for this campaign: - It is possible that some of the media that will be chosen may not be effective for this product. It this is not noticed early enough, a lot of funds may be misused. Objectives: The campaign objectives are important to help reach the main aim of the campaign [Eli12]. While aims show the general picture of what should be achieved, objectives show the short-term goals that should be achieved in order to reach the campaign’s aims. Good objectives should be short, measurable and achievable[Shi08]. The following are the objectives of this campaign: To create awareness of Daily Care products to the Australian cosmetic market. To introduce the Daily care hair treatment products in the Australian market by November 2014. To win at least 7% of the Australian cosmetic market within the first year. To create a reputable image of Daily Care products in Australia Campaign Stages Good planning is the cornerstone of every successful campaign. It is not possible to conduct all activities at once. It is essential to consider classifying different activities into various stages for effectiveness. This will ensure that no important part is left out. At this time, it is assumed that the target audience has already been identified. The company has already selected which products will first enter the market, and it has identified a specific target audience for the products. The following stages will be necessary: Stage One: - Preliminary Preparations Stage Two: - Campaign Design and Content Creation Stage Three: - Test Ad Power Stage Four: - Run the Campaign Campaign Tasks Stage One: - Preliminary Preparations In this stage, it will be important to set up the foundations of the campaign. The first thing that needs to be done is to list down possible media that could be used to conduct the actual campaign. Possible media types include magazines, billboards, the internet, radio, newspapers and television. It is necessary to remember that all these media types may not be used for the campaign; only those that are most appropriate will be adopted. This means that each of these media types should be analyzed in terms of how effective it is likely to be. On of the goals of the campaign is to reach as many people as possible. The more people the campaign will reach, the more successful it is likely to be. These media types will be selected based on their cost, and success rate. Once you have selected the media that will be used, for example TV commercials, Billboards and News Paper Ads, compare prices offered by different companies, in order to select the best offer. While doing this, it is important to consider their popularity and frequency. The following table can be developed for each media type that has been selected. Media Company Offer Price Additional Advantages/ Uniqueness Rating out of 10 Johnson Ads $ 75,000 Free ad shooting 7/10 Fairfax Media $ 73,000 - 6/10 Heritage Media $78,000 Free ad design 7/10 Star City Media $ 76,200 High frequency 9/10 With the above facts, you can select the best company that will offer the best package to you. This should be done for every media type that will be used to ensure that everything is set out clearly. By the end of this stage, every fundamental requirement should have been met. Stage Two: - Campaign Design and Content Creation At this level, develop good and appealing content for your campaign. Create an attractive message for your target audience. A good message should be short and very catchy. Consider using words that will stick in the minds of your viewership. These words should be related to the product you are marketing. In this case, they should remind the audience about Daily Care products. While designing the campaign, remember to align it with the media type you have selected. This is simple logic; if you are not going to use the internet, you should not waste time developing internet campaigns. Focus on what you have selected. Stage Three: - Test Ad Power This stage involves a final analysis of the media types chosen to ensure they will deliver the desired results. The campaign that will have been developed in stage two will also be analyzed to ensure it will help reach the main objectives. At this stage, mistakes should be identified, if any. In case there mistakes are discovered, they should be corrected before proceeding to the next stage. The feasibility of the ads developed should be established before moving to the next level. This is necessary to ensure that the campaign will be a success. Stage Four: - Run the Campaign If all the above stages are passed, you can now run the campaign. Campaign Action Plan Task When it needs to be done by How to do it Who is going to do it Date completed Stage One: - Preliminary Should be complete by 15th June, 2014 Create a foundation for the campaign. Ann Kym Ongoing Stage Two: - Campaign design and content creation It must be done by 20th July, 2014 Develop content and create campaigns based on the media selected David, Mike and Rose Pending Stage Three: - Test Ad Power It should be done by 12th August, 2014 Analyze media selected and campaign created in relation to aims and objectives of the campaign Terry and Harriet Pending Monitoring A special team will be set up to oversee each stage. They will be required to supervise and monitor the progress until the end. 10 minutes will also be set aside at the beginning of each meeting to reviews what will have been done. Contingency Plan Miscellaneous funds should be set apart so that in case the market fails to adopt these new products within the expected period, the company will not have financial problems. In case a given media type does not deliver results, it should be cancelled immediately to avoid further loss of advertising funds. Campaign Rationale This is the best time to conduct this campaign, most people around the globe are moving from chemically processed products to organic ones. Most cosmetic products are chemically processed. Running this campaign at this time will ensure Daily Care gets the largest market of organic cosmetics customers. By the time other companies come into the organic market, Daily Care will be controlling a large percentage. Campaign Message Daily Care cosmetic products are not made with any chemicals; they use specific natural and only organic ingredients that are gentle on you. Let’s go organic. Bibliography Mik08: , (Gospe, 2008, p. 67), Eli12: , (Avraham & Ketter, 2012, p. 52), Shi08: , (Shimp, 2008, p. 161), Read More