Campaign for Purebaby - Case Study Example

Campaign for Purebaby Student’s Name Course Professor Date Table of Contents Table of Contents 2 1.0 Introduction 3 2.0 Rationale 3 3.0 Target Consumers 6 3.3 Secondary Target Audience 7 4.0 Audience Problem 7 5.0 Marketing Communication Objectives 8 5.1 Creating Brand Awareness 9 5.2 Define a fulfilling need for Purebaby 10 5.3 Encourage Action from the Target Audience 11 6.0 Campaign Idea 13 6.1 The Characteristics of eco-friendly baby Fabrics 15 7.0 Marketing Communication and Tools 17 7.1 Electronic/Internet 18 7.2 Personal contact 20 7.3 Public Relations 21 8.0 Campaign Measurement 22 References 24 1.0 Introduction Promotion is a vital part of a company’s success. Integrated Marketing Communication conjures an idea that a firm has to direct and coordinate its promotional efforts to have the best outcomes. The need for coordination acknowledges the cost in terms of the resources allocated as well as the outcomes that the firm values the most. This report provides guidance to Purebaby; an Australian company established in 2002 that creates organic clothing for baby. Over the years, the firm has overcome a challenge like the inability to find quality organic garments and made organic products that are both fashionable and affordable. Currently, the firm needs to promote its organic clothing products and penetrate in Australian market to leverage a greater domestic demand for its products. The choice of IMC is highly necessary for Purebaby noting that its products are organic and their benefits over inorganic ones are not obviously known by the consumers. Additionally, a number of factors have to be considered in the process of proposing an IMC plan for Purebaby. First, Purebaby is a small business that was founded by two mothers who were mainly involved in promotional efforts through personal contact in its earliest years. Though, it has gradually grown, it is not a well known company and its brands are still not recognizable to a sizeable population in Australian market. 2.0 Rationale Purebaby clothing has uniquely offered natural alternatives and led by creative directors, they have offered quality organic garments. The products are created with social responsibility in mind and highly in line with sustainable ideas that attempt to ensure sustainable and healthy world. For long, it has relied on direct promotion. However, direct promotion as the only choice of promotion may limit the firm. Its preference for now may affect the scale of promotion in the local market and fail to promote an immediate and short-term expansion of the company. In addition, Purebaby products can have a greatest demand ever as mothers are concerned about the safety of their children. Consumers may prefer its products considering the safety attributes of organic clothing. Purebaby products may meet greater-than-anticipated demand shortly if they leverage promotion well. According to Mullen & Johnson (2013), a sequence of events is needed for a consumer to buy a certain product. In what is synonymously referred to as hierarchy of effects, it is proposed that, a consumer must be aware that a certain product exists in the market. Secondly, there need to be ways to motivate the consumers so as to give attention to a product and what it provides. The consumer then evaluates the stated merits of the product and consequently gives it a try. If they have a good experience, they can have a continued use and each stage must be passed through for Purebaby clothing. This proposal acknowledges that the promotional objectives will differ across Purebabay’s products lifecycle. However, we note that at this early stage, the most important thing would be to create awareness among the consumers. For example, not many consumers in Australia are aware that Purebaby is making organic baby clothing and what can these products do to them now and in future; healthy skins for babies and conservation aspects. Purebaby has distinctly proven competitive in two major areas; firstly, understanding of target consumers, the mothers and uniqueness of the product, organic where there is reduced competition. Currently, there is no other firm in the domestic market that has intuitively come up with such products to reach the target audience. The current limited demand for its products affect both the quantity sold annually and can still hinder the firm to set a higher price for its products without a clear understanding of demand trends. In turn, a well designed IMC can help the firm leverage a greater demand and price as shown in the graph 1.0 below. Graph 1.0: Impacts of promotion on demand and price for Purebaby products. Purebaby stands a chance for greater publicity if it will increase its domestic sale volumes. Increased demand will have a ripple of effects like increasing demand for raw materials and getting attention from health associations and specialized non-governmental organizations that sponsor sustainable ideas. In turn, the publicity can promote the firm’s expansion objectives. However, that will depend on how the firm structures its current promotion. The distribution network of Purebaby in Australia will soon be favorable as they can gain instant support from retailers for these unique products. The support will rise from the way the firm will create consumer demand and positive perception that will be seen as a source of revenues for retailers. 3.0 Target Consumers 3.1 Demographic Attributes- The target market for Purebaby products is the active group of consumers comprising of women of child-bearing ages of 25 and 40 years. These comprise of people who are aware of and constantly make healthy choices and would like to raise their children in the best and unique way possible. These are active customers as most of Purebaby brands like organic diapers are used daily. The active group represents a group of well-educated individuals in early years of raising families. Household incomes for most young mother range between $50,000 and $150,000 annually. Though they have comfortable incomes, these mothers would be price conscious on babies clothing as purchases are repeated weekly or monthly depending on the usage and stage of the baby’s development. The consumers will thus seek value in their purchases. The consumers are also status oriented though not overly so and would like to be associated with such high-quality products without having to pay a premium price for the brand. Currently, these customers are dispersed in urbanized regions in Australia. 3.2 Psychographic-The unique nature of women; their tendency to create a sense of community to purchasing a product, will promote the demand for Purebaby products. The target market is dominated by consumers who exhibit self direction and daring consumers who continuously tries out new products. Additionally, noting that the women are an age which is easily influenced by change in consumption and perception trends, they might be highly willing to routinely use new products due to the benefits stated and break from conventional non-organic products. 3.3 Secondary Target Audience Purebaby must be aware that in almost all cultures, the birth on a child is celebrated by parents, friends and relatives. Additionally, babies’ birthdays are celebrated almost annually with friends giving out gifts such as clothing. Celebrations are marked with giving out of gifts which mostly comprise of unique clothing. In turn, the consumer to targets will not only comprise of women who are rearing children but also those over age of child-bearing as well as fathers and friends. Purebaby are exiting gifts that can serve a greater purpose. 4.0 Audience Problem Though there is a common understanding that the organic products are safer and healthier, consumer knowledge may affect consumer perception particularly when it comes to clothing. The target consumers might take longer to understand what is meant by organic clothing and may not straightly visualize the advantages without having a good knowledge from explanation of what the clothing entails. Secondly, the fact that there is less efforts in the general manufacture of organic clothing might affect the consumer efforts to bother to look for such products in the retail stores. Without recommendation from consumers who have tried out the product and communicating all the features that differentiate organic clothing, the demand might remain low. Thirdly, when people hear about organic, they tend to think that the product will always be expensive. Images 1 & 2: Consumer perception of organic products and unaware of materials used 5.0 Marketing Communication Objectives According to Thill & Bovée (2013), major marketing objectives includes creating brand awareness and defining a fulfillment need for a product or a service that in turn encourage an action from the target audience. The objectives for marketing communication for Purebaby prioritize on three major objectives. However, objectives will differ in priority as they are arranged below: To create brand awareness by informing young mothers and consumers about organic clothing for babies. To define a fulfilling need for Purebaby organic products and persuade consumers to use our products. Encourage action from the target audience and reminding them through various channels about Purebaby products. A great way to keep communication in focus and promote it in all the promotional approaches is through: Informing the target audience Persuading them to purchase Reminding those who have done the first purchase or encourage them to make more purchases. 5.1 Creating Brand Awareness Creating brand awareness does not necessarily have to do with a new product or brand but also involves an existing product that is trying to penetrate in the market. There are several ways to deliver the brand message for instance; this can be via a number of communication channels including direct mail, environmental advertising (using billboards, signage at bus stop and vehicle wraps), radio and television advertising, social media and online videos. However, as Wymer & Regan (2013) observes, the delivery method will highly depend upon the existing budget, the product/service, target region and many other reasons. Purebaby has almost a single location in every city in Australia. They are also in the process of opening new locations in small towns. The majority of consumers in Australia have not heard about Purebaby organic clothing. In turn, we propose the following measurable marketing communications objectives to be used as part of their marketing communication plan: To successfully penetrate the Australian clothing market, generate awareness and build brand preference by 30%. To stimulate new consumers by 25% and increase purchase of different brands from existing consumers by 15% by offering specific incentives to promote brand switching. To gain a 15% share of baby clothing revenue in Australia by the end of the year. To introduce new product lines (luggage for school-aged kids). To know at least 70 groups of women organizations and community groups that are concerned about child welfare. 5.2 Define a fulfilling need for Purebaby Staying in line with the previous step, it is possible to discuss how Purebaby can plan to define a need for their organic clothing products; the way they will persuade Australian mothers to switch from inorganic clothing offered in the market to the new clothing trends for children. As Blakeman (2014) observes, the marketing communication plan need to demonstrate creativity for positioning the firm and the products in the target audiences mind. In turn, they will be convinced to use the product. In the case of Purebaby, the marketers need to approach consumers as if they are new firm in the neighborhood caring about the community. As the firm and its organic clothing are new to the consumers, they need to be creative in tying their newness in caring for consumers they hardly know. Purebaby could highlight their friendly products, showcase a their product lines, highlight the prices which are minimally higher than nonorganic clothes and other approaches like giving try out diapers and other products. The following list comprise of a number of ways the firm may use to persuade and define the fulfilling need for their products: How organic products will make life easier for purchaser, for instance, easily degradable diapers A buy one get one free How the product suit future lifestyles Quality attributes of the clothing; no fading 5.3 Encourage Action from the Target Audience It is certain that the use of buy one get one free is a great encouragement for mothers and that will persuade them to make purchase and ensure coverage of many consumers engaging in first trial. However, this will require adverting in various communication channels and for a longer period to see a see the rising interest and purchases. Pervasive advertising conjures with the idea of “out of mind, out of sight”. The target consumers must know that purebaby products exists or be reminded about the product to raise the chances of using the products. However, we acknowledge that, for small business, readily available funds might be a challenge. For Purebaby, there are affordable communication channels to keep the target audience informed. For instance, the focus in major cities and towns can help Purebaby use social media as an important cost-effective communication channel. They should also utilize print and direct mail to direct people to social media messages and keep brand in the mind of the consumers. Fig. 3.0 Steps to marketing communication success for Purebaby 6.0 Campaign Idea According to Müller, Alt & Michelis (2011), a campaign idea gives the audience a vital reason to be engaged with a firm’s promotional messages. It is the most important determining factor for any campaign’s success. For an effective communication, the message has to communicate the actual and relevant benefits in various channels such as speeches, ghostwriting, Web sites, ads and marketing materials. An effective communication has to be compelling and to be compelling it must be: Relevant to the targeted audience Be on strategy by clearly conveying the benefits that matter most to consumers For Purebaby, the campaign idea targets sustainable-minded consumers and baby clothing retailers who would like to buy organic clothing even more than what Purebaby currently offers. The entry into the marketing environment notes that they consumers have proved receptive in the few years that Purebaby has been in operation. In turn, the campaign will focus to bring the attention of diverse consumers by communicating about the firm’s high-quality clothing products- organic clothing for babies in trendy colors, slogans and logos that reflect the interest of many mothers. Over the next one year, Purebaby can increase its distribution, win new consumers and offer new products. Purebaby need to use catchy message prioritizing in communicating the characteristics and benefits of its organic clothing. These will be marked out as slogans on the clothing products and labels. These messages will include: 6.1 The Characteristics of eco-friendly baby Fabrics Luxurious feelings of organic silk- allow baby’s skin to breathe and naturally hypoallergenic. These two key messages concentrate on skin physiology and targets consumers who are concerned about the responses of their babies’ skin to nonorganic materials. For instance, to avoid skin rash and blisters, mothers will see these clothing as a great option mostly for babies with sensitive skin. Organic cotton- for baby clothing made of cotton, key messages will include the ability to shrinks when washed, being durable, absorbing moisture as well as retaining all the qualities of regular cotton and does not compromise baby’s health. The key message here is moisture absorption that may be used as a slogan for cotton products. Communicate the benefits of organic bamboo clothing like being more light and absorbent compared to cotton. The key message here is to make it a great option to consider for exercising babies. Organic woolen clothing- communicate the obvious; its softness and still the unknown, the strength with key message being keeping baby’s warmth making them appropriate during cold seasons and providing warmth in outdoors. Organic linen- communicates of its property as very lightweight material. Mothers will consider them as baby wearers for their extremely comfortable feeling in hot weather- vests and trousers Little odor when exposed to sunlight or friction- diapers and jackets (BodyZine.com, 2013) Image 1.0: Purebaby Australia clothing images, adopted from http://pumpkinheadkids.com/shop/pure-baby-organic This is the point of differentiation for Purebaby and must be emphasized in its communication. It will highly help over the major problem identified with consumer perception where if they are unaware of the superior qualities of organic clothing, they might not readily buy. However, when all these characteristics are communicated often on all products, consumers will realize and recognize what a product can offer and its features that makes it the most applicable clothing for a baby. Having communicated about these features, Purebaby will have an opportunity to introduce its new products in the market where consumers readily embrace them due to health and safety properties. Purebaby will select themes; a few to make a message stick and not dilute them. These themes will represent the core attributes of organic products and will be communicated in form of slogans and images when communicating about the products. For instance, some themes/slogans can be “Tough for Babies”, “Soft as mummy’s love” “For the 21 st Century Babies” and so on. 7.0 Marketing Communication and Tools The choice of these tools is for raising awareness to the target community through the use of communications tools listed and can still be combined to promote promotion activities where necessary. For Purebaby, it will use a regional planner to help develop each of the listed tools further to be used better for different target audience. According to Wymer & Regan (2013), it is important to focus on the needs and pain points for small-sized business when promoting its brands. The choice of promotion approach must acknowledge the fact that they face: Challenge of time- do not have enough time to keep their promotion throughout the year Challenge of money- no enough money to leverage most of promotional channels Their needs- what the owners want and trusted people and ways to tell people how to carry out a promotion that would work. 7.1 Electronic/Internet Purebaby will make use of Internet considering the inexpensive attribute and leveraging the fact that most customers are currently using Internet for various purposes of their lives. Social media campaigns will include promotion through Facebook, YouTube, blogs, and twitter and so on. Each of the highlighted sites should be used as people have different preferences to social networking sites. The choice for Internet is due to vividness of communication as it uses both persuasive messages and attractive photos or gallery that will attract consumers to buy. Images of a child with skin rash and blisters can attract mothers to learn more of ways to prevent them while communicating of organic clothing as a major one. Purebaby communicates with retailers and consumers about its products in various ways. Information about the firm as well as its products is available via Internet. These methods can be used more to differentiate its products from those commonly used due to their availability in the market. The campaign will direct people to the firm’s Web sites where they can get more information about organic products, materials used in the manufacturing processes, research outcomes and preferences for these products use for babies. Once the consumer shows interests, there will be readily available marketers on the Web designing customized contents to send to people according to their search history. The firm will further engage with these consumers online by requesting them to share images and ideas about organic clothing for babies if they think the information is useful for their networks and friends. In turn, it is possible to create a network of like-minded consumers who will not only buy from the firm but also become key advocates for Purebaby products. Through the Internet, it is possible to communicate a lot of information that will differentiate Purebaby products promoting consumers to make efforts to buy repeatedly from the company. It will also involve enlisting of local groups; based on sustainable agenda and women as core demographic characteristic to post messages on their intranet sites and internet. Partnering with third parties and forming alliances with major national, regional and non-profit organizations will help to increase credibility of the firm’s products and efforts. Purebaby can benefit by making use of their greater experience and get a greater opportunity to forge networks and reach customers. It will also seek to promote consensus that it is a sustainable firm which can go far in promoting its publicity and recommendation of its products by pediatric associations, lifestyle and healthy magazines. Fig 2.0: Various Social Networking sites to use in promotion of Purebaby products. 7.2 Personal contact The company will rely on personal contact to contact retailers in their stores and establish Purebaby products. This contact can be via the phone or in-person and will highly target to demonstrate the uniqueness of the product, qualities and build relationships. Purebaby sales representatives will have to pay visit to these stores for at least three times a year to ensure training about the products’ features for new products and new retailers and where there is a need for refresher. However, Purebaby will note when the distribution has expanded to increase sales staffs to ensure regular visit to stores as well as to adjust with demands. 7.3 Public Relations Public relations will make up the bulk of Purebaby promotional strategy. Purebaby will work with retailers to ensure continuous short-term sales promotions. It will need to use events and contests for mothers. Purebaby will require mothers to wish their child a Happy Birthday by sending an SMS to a certain number or upload the image of a child to the social network site. The image that receives most likes will win a package of baby clothing such as diapers, headscarves, jacket and vests. Purebaby will also call its followers and communicate with mothers through print media to participate in sending slogans catching the benefits of organic clothing. The winning slogans will be rewarded and probably be used to make customized gifts for more gifts. The purpose of public relations is to ensure that the firm interacts continually with consumers, gains the necessary publicity and create a community of consumers who can review the products and commend or recommend for improvements. Each month, Purebaby will run a user success story on its web and indicate how the review and how routine use responds to the suggested functionalities of a product. These messages will be communicated to aid other consumers see the benefits or come up with an idea of how the products are used by ordinary consumers and how they can achieve similar benefits if they use them for their babies. These consumers will be contacted through email and during public forums. 8.0 Campaign Measurement According to Pratt, McCabe, Cortes-Jimenez & Blake (2010), measuring campaigns enables a firm to attribute the campaign and traffic sources, analyze user activity and effectiveness of each content created. In turn, the firm can select the best option or a combination of options that can further be used for promotion purposes. In addition, it can launch afresh new campaigns by learning the shortcomings that made them less likely to generate the required engagement. Purebaby will measure the effectiveness of its campaign by indicating the actual number of likes, comments and shares. These are easy to measure as they can be seen as they stream through the social media page. In turn, it can notice which messages, video or images are producing the highest interactivity. Purebaby will also measure the demographics by noting the specific attributes of consumers who interacts and thrilled by the messages. It will also easily note the location to measure the area where its campaign is gaining the highest interactivity. In turn, it will give an idea of the needs and demand trends as well as how to target other areas. The figure below shows the parameters that will be used for campaign measurement. Fig 3.0: parameters used to measure campaign responses The other level of measurement is vital and relates to the bottom line of campaign efforts and firm’s needs. These measures will be taken against the targets of the firm. Purebaby targets to reach a greater extent of the audience, participation of target audience in the marketing campaigns and the rise in firm’s revenues. These will be measure fortnightly for a period that the campaign will be running and after 45 days once the campaign comes to an end. References Aaker, D. A. (2012). Building strong brands. Simon and Schuster. Blakeman, R. (2014). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield. Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press. Müller, J., Alt, F., & Michelis, D. (2011). Pervasive advertising (pp. 1-29). Springer London. Pratt, S., McCabe, S., Cortes-Jimenez, I., & Blake, A. (2010). Measuring the effectiveness of destination marketing campaigns: Comparative analysis of conversion studies. Journal of Travel Research, 49(2), 179-190. Thill, J. V., & Bovée, C. L. (2013). Excellence in business communication (Vol. 10). R. B. Chatterjee, & K. Subramanian (Eds.). Pearson. Wymer, S., & Regan, E. (2013). Influential Factors in the Adoption and Use of E-Business and E-Commerce Information Technology (EEIT) by Small and Medium Businesses. E-Commerce for Organizational Development and Competitive Advantage, 58. Read More