men's cosmetics i.m.c

3 9 G r e y S t r e e t E a s t G e e l o n g

2011

Revive4 Range I.M.C Proposal

Lachlan Ross: 600108473

Deakin University - ALR310: Marketing Communication

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

EXECUTIVE SUMMARY

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:

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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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

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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

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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

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SITUATION ANALYSIS

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

Size: 150ml

2. BALANCE

Soothing Ocean Mineral Splash

Size: 125ml

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3. BIOACTIVE

Cellular Repair Serum

Size: 30ml

4. DEFEND

Sea Essentials Calming Moisturizer

Size: 100ml

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PLACE:

• Widely available online through website and distributed nationally throughout all states of

Australia

• Pharmacies

o May be endorsed in some selected beauty salons.

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:

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 Urth Face Wash Anthony Logistics Algae

Facial Cleanser Positioning Strategies Normal skin, Oily skin,

Combination skin, Dry skin, Sensitive skin

Normal skin, Oily skin, Combination skin, Dry skin, Sensitive skin

Normal skin, Dry skin, Sensitive skin

Product Brand Strengths Formulated with grapefruit extract to gently remove impurities from the 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.

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

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

Urth Face Wash awakens the skin by removing dirt, oil & debris

Let’s talk dirty: Remove the grime.

Price $39.00 $60.00 $65.00

MOISTURISER Anthony Logistics Oil

Free Facial Lotion SPF 15 Urth Face Balm SPF 15 Kyoku for Men Facial

Moisturizer SPF15 Positioning Strategies Normal skin, Oily skin,

Combination skin Normal skin, Oily skin, Combination skin, Dry skin, Sensitive skin

Normal skin, Oily skin, Combination skin, Dry skin, Sensitive skin

Product Brand Strengths Aloe Vera and Glycerine binds moisture to the skin while restoring the

A nutrient rich moisturizer infused with White Tea & Ginseng to

The most advanced moisturizer with Kyoku Penetrative Micro-

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natural pH level to skin. Silk Amino Acids, a protein derived from silk and silk cocoons, help to enhance water retention, moisturise and smooth.

hydrate & replenish the skin, whilst providing UV protection.

Particle Technology to hydrate the skin from the inside out whilst offering UVA and UVB protection

Promotional Tactics Oil, lanolin and fragrance free SPF 15 protection for normal to oily skin to prevent premature aging.

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

Kyoku for Men Facial Moisturizer SPF15 is a modern day miracle, combining ancient Japanese herbs with the exclusive Kyoku Penetrative Micro-Particle Technology to bring you the most advanced moisturizer ever created

Price

$59.00 $75.00 $58.00

FACE SKIN TONER Kyoku for Men Pore

Reducing Serum Menaji Glycolic Toner Baxter of California Herbal Mint

Toner Positioning Strategies Normal skin, Oily skin,

Combination skin, Dry skin, Sensitive skin

Normal skin, Oily skin, Combination skin

Normal skin, Oily skin, Combination skin

Product Brand Strengths

A combination of liquorice root, jujitsu rose and marine algae work together to intensely reduce pore size, unclog pores and hydrate the skin

Tightens pores, reduces acne and blemishes. 5% Glycolic Acid helps reduce the appearance of fine lines and wrinkles.

Astringent for men - cleanses hydrates & tones with mild herbal extracts. Antioxidants and Vitamins protect against cell damage.

Promotional Tactics Stop exposing your pores to dirt and oils with Kyoku for Men Pore Reducing Serum

Menaji Glycolic Toner helps your face look and feel younger by reducing the appearance of fine lines and wrinkles, even sun damage

Powerful anti-oxidants protect against free radicals and cell damage whilst anti-inflammatory plant extracts hydrate and soothe the skin.

Price $52.00 $42.95 $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 Weaknesses Opportunities Threats Unique Image High amount of different

products available on market

New web site Competition already established online presence

High quality More well established brands and products

Selling through retailers websites

Retailers also selling other brands

Price Budget and available capital

Expanding product range Strong Australian dollar

Awareness campaigns (positive community engagement)

Not known internationally

Proposed introduction of new carbon tax

Multiple product category

Needs to fill gap of well-informed new product launches

Low media spend: may make the brand weaker over period of time resulting in death

Exceptional customer service and product knowledge

Customer Loyalty Category killers: Internet discount stores

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.

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.

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


Key Message:

WASH: Cleanse while showering


Key Message:

BALANCE: Splash on after shaving to calm and tone


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


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.

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• Awareness: 1-4

• Targeted Trial 5-6

• Volume Driving 7-9

CHANNELS

Website Newsletter Industry related magazines

Facebook Blog Billboards

Twitter YouTube 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)

1. Print

2. Internet

3. Radio

4. Publicity

5. Sampling 6. Exchange Program

7. Express Delivery

8. Promotion

Packs

9. Gify with Purchase

Promotion

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Secondary:

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:

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 Innovation and creativity

o Customer proximity and interactivity

o 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 and professionally employed

• Has tried multiple skin care brands with mixed results.

• Looking for brand to use that produces consistent results.

• Value and performance conscious

• Unfamiliar with technical product descriptions and terms.

• Frequently pressed for time.

• Competitive in the workplace

• Shops online

• Exercises frequently

PRODUCT DESCRIPTION


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.


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.


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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.


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

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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DRAFT ADVERTISEMENT

• See appendix 2

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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GEOGRAPHICAL COVERAGE

Eastern states of Australia:

• Queensland

• New South Wales

• Victoria

Australian Demographic Statistics

Population at end of June 2010 (‘000’)

Change over from previous year (‘000’)

Change over from previous year (%)

New South Wales 7238.8 105.4 1.5

Victoria 5547.5 99.3 1.8

Queensland 4516.4 89.1 2.0

(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

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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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

(Australian Film Comission, 2006)

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Household Televison Viewing Habits

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PRINT

MAGAZINES

• Full and half page spread once a month in the following publications.

o Men's Health Magazine

o Men's Fitness Magazine

o Playboy

o Ralph

o Zoo Weekly

NEWSPAPERS

• Full and half page spread once a week in the following publications.

o The Age & Herald Sun (Victoria)

o Daily Telegraph & Sydney Morning Herald (New South Wales)

o Courier Male & Brisbane Times (Queensland)

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.

26 Revive4 Range


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.

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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

• 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.

29 Revive4 Range


Google Analytics:

• 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 Indirect Metrics Profitability Retail Penetration Revenue Retail and Wholesale Margins Sales Volume Market Share vs. Share of Voice Market Share Brand awareness and consumer purchase

intention

30 Revive4 Range


CONCLUSION

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

31 Revive4 Range


APPENDIX 1: SKELETON BUDGET

Budget for 2012 Revive4 Campaign

Tactic Timing Other costs Production Costs

Media Costs Total

Advertising Television Jan, Feb,

March; June, July, Aug. (Vic, NSW & QLD)

xxxx xxxx xxxx

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

xxxx xxxx

Magazines

Jan. – Dec. xxxx xxxx

Newspapers

Jan – Dec xxxx xxxx

Billboards

Jan, Feb, March; June, July, Aug.

xxxx xxxx xxxx

Mobile Application

Jan – Dec. xxxx xxxx xxxx xxxx

Website Jan – Dec. xxxx xxxx xxxx Web Advertising

Banners Jan – Dec. xxxx xxxx Sales Promotion

Referral Program

Jan – Dec xxxx xxxx

Competition Feb xxxx xxxx Public Relations

Revive Insider Events

March x 3 (Vic, NSW & QLD)

xxxx xxxx xxxx

Sponsorship Jan - Dec xxxx xxxx Total xxxx

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APPENDIX 2: DRAFT ADVERTISMENTS

33 Revive4 Range


APPENDIX 3: PROMOTIONAL SCHEDULE

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.

34 Revive4 Range


APPENDIX 4: BLOGGER LIST

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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