• Internal Code :
  • Subject Code :
  • University :
  • Subject Name : Media Planning

Task 1: Define media requirements

Table of Contents

Target audience 

Customer profile 

Market factors  

Creative and media implications 

Merchandising requirements 

Legal and voluntary constraints 

Budget

References

Media plan project brief for Earthsprite product launch:

Target audience

The target audience for the Earthsprite product launch is females living in suburban areas or the inner part of the city. They have an active lifestyle and are beauty conscious. They value personal wellbeing while using holistic approaches for their beauty. In terms of existing product usage, they currently use chemical-based beauty products but are searching for more natural beauty alternatives because they believe; chemical-based products are bad for their long-term health.

Customer profile

Moreover, the target audience is of 25-54 age groups and of diverse racial and ethnic background. They occupy themselves with numerous activities and do not like being idle. They are health-conscious and spend significant time and resources on their physical appearance. They are looking for alternative beauty options for with more natural and holistic approach (Cole, DeNardin, & Clow, 2017).

Market factors 

Earthsprite provides body and skincare products that are made from natural and organic ingredients. Their products are chemical-free and are specifically designed to provide holistic beauty care to their customers. The ingredients used in their product portfolio are derived from organic sources like flowers and plants. Costumers targeted in the media plan will show high involvement in the products, because the products aim to satisfy one of their key desires and can make or break their personal appearance.

Creative and media implications 

The following methods will be utilized to advertise Earthsprite product launch (Fossen & Schweidel, 2017):

  1. Internet – Social media channels will be used such as Facebook and Twitter. There will be a separate website for Eywa products as www.beautyeywa.com.au.

  2. Television – Advertisements on selected channels will be used. Such as beauty and fashion show on channel 9 and channel 7’s morning show. 

  3. Magazine – advertisements and articles in woman day magazine, women weekly magazine and good health magazine.

  4. Displays – There will be special display cases in salons and cosmetic shops. Herbal and yoga centers will also be used.

Merchandising requirements 

The media plan will use display demonstrations and free samples to advertise the products. Moreover, such products will deal with a selective population which has high-income levels and use natural alternative rather than chemical-based products.

The products offered by Eywa will be natural-based, environment-friendly products.

Legal and voluntary constraints

On October 31, 1993 the necessary standard for labeling ingredients on toiletries and cosmetics was implemented and later, it was amended on May 23, 2008. It provides guidelines for the labeling of toiletries and cosmetics (Garaus, Wagner, & Bäck, 2017).

According to the compulsory standard, toiletry and cosmetic products are preparations and substances intended to be used on the external part of the user’s body, which includes the teeth and mouth. Such products should have the following purpose:

  1. Altering body odor

  2. Change in the appearance of the user’s body

  3. Body cleansing

  4. Maintaining the condition of the body

  5. Body protection

  6. Perfuming

Furthermore, Eywa products are affiliated with the ACCC i.e. Australian completion and consumer commission. The products offered by Eywa are environment-friendly.  The promotion of fair trade and healthy competition in the marketplace is encouraged by Eywa.

Eywa also performs regulatory audits and reports the outcomes (Cluley & Green, 2019). In addition to this, Eywa meets the promises made about the performance, quality, and condition of its products.

Budget

The total budget for the implementation of the media plan is $5 million. This is divided as follows:

$1.5 million for internet promotion.

$1 million for advertising in magazines

$1.5 million for televised promotional activities

$0.5 million for product display, and;

$0.5 million will be used for free samples and miscellaneous activities 

References

Cluley, R., & Green, W. (2019). Social representations of marketing work: advertising workers and social media. European Journal Of Marketing, 53(5), 830-847.

Cole, H., DeNardin, T., & Clow, K. (2017). Small Service Businesses: Advertising Attitudes and The Use of Digital and Social Media Marketing. Services Marketing Quarterly, 38(4), 203-212.

Fossen, B., & Schweidel, D. (2017). Social TV: How Social Media Activity Interacts With TV Advertising. Gfk Marketing Intelligence Review, 9(2), 30-35.

Garaus, M., Wagner, U., & Bäck, A. (2017). The Effect of Media Multitasking on Advertising Message Effectiveness. Psychology & Marketing, 34(2), 138-156.

 

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