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AMB339
Media Planner 1 Role Document
Ashleigh Gomez
N8808961
Table of Contents
1.0 Introduction................................................................................................................. 3
2.0 Swot analysis............................................................................................................... 4
3.0 Competitive media evaluation...............................................................................7
4.0 Media Objectives and Strategy...............................................................................9
3.1 Media Strategy...................................................................................................................... 9
3.2 Evaluation plan.................................................................................................................. 10
5.0 Budget......................................................................................................................... 12
6.0 Schematic................................................................................................................... 14
Appendix one................................................................................................................... 15
Appendix two................................................................................................................... 16
Appendix three................................................................................................................ 17
7.0 References.................................................................................................................. 18
Ashleigh Gomez N8808961 2
1.0 Introduction
Nature's own have recently introduced a new product, Curumin & Glutathione
(Appendix 1) that will be released in late 2016. Nature's own have spent a great
deal of time developing this product with unique ingredients that competitors
have yet to use. The client has indicated they want an advertising campaign to
reach their target demographic (women and men ages 50-55) in a highly
competitive market. They client have given a $1.8 million budget, with a
$200,000 budget for production costs.
Key consumer insights developed from the team suggested that consumes see
joint pain as strictly a physical pain, which should therefore be treated with
physical means. The target market aren’t linking that the best way to manage
health issues is a combination of supplements, a good diet and exercise. The
single-minded proposition developed from this is 'joint pain management begins
on the inside'.
From these insights, a creative approached was developed. The 'big idea' is to
'Ease the daily grind". More specifically, the tag line reads: “Manage joint pain
from the inside, out.” The creative strategy is to represent problem areas of the
body (Tibia, Humorous, Elbow etc.) and animate them with different
personalities. They will be in a setting similar to the movie 'Inside-Out' and the
TV series 'The Office'. From this the different characters of the body will be
placed in settings where two parts will be in conflict, playing on the 'joint pain'
idea.
This approach was taken because it was found in primary research, surveys and
interviews that the target demographic has an aversion to advertisements that
are historic, but rather like fun, light-hearted advertisements that involve
honesty and humour.
Ashleigh Gomez N8808961 3
Research from the second media planner indicated that the media channels that
were most relevant to the target market were Metro TV, Radio, Outdoor and
digital platforms.
The following report will give an insightful look into the complementary
supplement industry, giving a detailed SWOT analysis. There will also be a break
down of nature's own biggest competitors, which will help understand past and
present advertisement and whether they were successful or not. The media
objectives and strategy will be given in a detailed breakdown. Lastly, the budget
and schematic are given with a brief rationale. The second media planner will be
exploring the media channels, analysing the target market and doing the digital
media considerations.
Ashleigh Gomez N8808961 4
2.0 Swot analysis
Natures own are close to being in its 40th year of operation. Their current place
in the market means that appropriate advertising is vital to changing their
position in the market. Natures own is the 'longest established vitamin brands in
Australia and remains based in Virginia, Brisbane, with a world-class centre for
quality, manufacturing and research’ (Natures own, 2016). The SWOT analysis
below explains the internal and external factors that could affect nature's own
ability to achieve their goals for the upcoming campaign.
Internal
Strengths Weaknesses
New website design has results in a
34% increase in page visits and
decreased bounce rate.
It is an Australian owned company,
which makes it more trustworthy in
the consumers eyes
Offers an incredibly diverse group of
products to match all kinds of needs
Quality checks as often as 15 minutes
to ensure their products are of the
highest possible quality for the
consumers
Leading edge laboratories
Manufacturing facility in QLD
High customer loyalty among repeat
customers
Not the strongest company among
the competition.
Struggles to remain unique in its
ingredients
The Complementary Medicines
Industry Survey 2014 revealed that
83 per cent of complementary
medicine companies are expecting to
grow their business over the next
three years. (2014)
According to the Global
Competitiveness Report 2013-2014,
one of Australia’s disadvantages for
remaining competitive within global
markets is the “burden of
government regulation”. (2013)
Ashleigh Gomez N8808961 5
Sales of vitamins and dietary
supplements grew by 19 per cent in
2013
Has strong advertising
(Nature's own. 2016)
(The Guardian. 2015)
57% of businesses agreed that length
of time it takes for new substances to
gain approval is too long and
cumbersome, with all thinking it is a
big implement on their business.
External
Opportunities Threats
Increased interest of Vitamins in
Asia, specifically china. This could
create creating a market opportunity.
Expanding into other international
markets
Percentage of Australians taking
complementary medicines has grown
to 75%, meaning a bigger market
leading to more profit.
There is an ageing population and
increase in chronic disease, which
means more opportunities for
complementary medicines
There is a Growing awareness of the
importance of preventative health
and wellbeing among the target
audience
Health practices are still focused on
the treatment of disease as opposed
to its prevention and the
optimisation of health. These
respondents feel there is a need to
increase recognition of the role of
complementary medicines in public
health policy and preventative
Competitors continue to grow at an
alarming rate
Blackmore’s continues to reign as
market leader. (AFR, 2015)
Competitors are further along in the
movement with international growth.
The medical community who accuse
the industry of selling products for
the gullible without strong evidence
that they work. This can create
controversy around complementary
medicines and could turn people of
buying them. (The Guardian. 2015)
Ashleigh Gomez N8808961 6
health.
(CMaustralia. 2013)
(AFR, 2015)
(Global competitiveness report, 2013)
3.0 Competitive media evaluation
'The vitamins and supplements industry is big business in Australia, worth an
estimated $1.5bn each year; an overwhelming majority of Australians now count
themselves as customers of this industry" (A, Rourke. 2013). "A decade ago,
around 50% of Australians took complementary medicines, including vitamins,
minerals, traditional medicines, herbs, aromatherapy and homeopathic products,
according to a study done in South Australia. Now the figure could be as high as
75%" (A, Rourke. 2013). This particular industry is full of very closely competing
brands. According to competitor research, Nature's own biggest competitors are
Swisse and Blackmore’s.
'The Swisse brand, a privately owned Australian venture, is the rising star, with
sources predicting the brand to spend around $50m (or approximately 30% of
its revenue) on marketing and in-store promotions. Swisse has a legion of sports
personalities and Hollywood names such as Nicole Kidman and Ellen DeGeneres
promoting its motto: “Live healthy, be happy.” It has grown 380% in the last four
years and is expanding rapidly at home and abroad '(The guardian. 2013).
According to the Nielsen research group, Swisse increased its media spend in
2012 by 54% compared with the previous year. It reflects the growth in
advertising in the vitamins and supplements category generally (2013). Swisse's
latest advertising venture captures 'Australian cricketing great and long-time
Swisse ambassador Ricky Ponting taking viewers back to basics in the suburbs of
Melbourne, reflecting on "all the little things" that go into achieving success in a
Ashleigh Gomez N8808961 7
new film written and directed by Gen C. The campaign is film based with
traditional, digital and social media to support' (Campaign brief, 2016).
According to the Australian financial review, Blackmore’s, one of Australia's
biggest vitamin and natural health foods groups, has experienced an
extraordinary rise in its share price up 150 per cent to $87.96 this calendar year,
Making it Natures own biggest competitor. (2015). 'Blackmore’s has an
unblemished record of quality and market-leading innovation. For the past three
years, the company has been awarded Australia’s “most trusted vitamin and
supplement brand” by a poll conducted by Readers’ Digest. The credibility and
trust in the Blackmore’s brand is its competitive advantage in this industry (J,
Hopkins. 2015). Blackmore's further proves its competitive advantage by having
steady expansion strategies into international markets, more specifically Asia.
'Blackmore’s Chief Executive Christine Holgate provides evidence of this is in its
third quarter 2015 report, where he announced, “Notwithstanding weakness in
Thailand, and the benefit of a weaker AUD, the Asian business delivered an
impressive 43% increase in sales compared with the previous corresponding
period.”'(Fool, 2015).
Campaign brief describes Blackmore’s latest advertising campaign as being 'an
extension of the 'Be a Well Being' brand platform and centres on the premise
that food is a powerful way to reach optimal nutrition, providing a natural way to
nourish the body and achieve wellbeing. The campaign offers fun and smart
ways to add an extra nutritional boost to daily meals through the use of
Blackmore’s Super foods' (2016). The Media channels being used to project this
campaign are 30 second TV spots, with digital and social media as support.
Ashleigh Gomez N8808961 8
4.0 Media Objectives and Strategy
This adverting campaign aims to achieve the media objectives of Reaching 65%
of men and women aged 50 to 55 years old at least five times across a
three-month schedule between July and September using a pulsing strategy,
to ultimately achieve a higher frequency over a shorter period of time. A
frequency strategy was chosen for a multitude of reasons. Firstly, The
competitors are using a higher frequency to reach in the same segment of the
market. Additionally, Nature's own product differentiation is low from that of
competitors, each of the competitors has very similar products, which can make
it difficult for a new consumer from the target market to choose a particular
brand (E, Lowe, 2016), Finally, because the length of the campaign is limited to
three months, this means that Nature's own needs to gain a significant reaction
within a limited timeframe (L, Khadir, 2012). In relation to the timing aspect, the
winter months of July, and September were specifically chosen for the campaign.
This is because the Product is in relation to join pain and it is proven that join
pain because a more predominate issue in colder weather (ABC, 2015).
3.1 Media Strategy
Over 55% of Natures own sales volume is derived from Females aged Between
25-54. The main goal of this campaign is to change the consumer’s perception
into understanding that managing joint pain is a process that includes diet,
Ashleigh Gomez N8808961 9
exercise and a natural health supplement. Specifically, the objective is to increase
brand awareness and consumer engagement amongst the target audience by
15% across the chosen platforms, leading to a 3% increase in sales. This will be
achieved through distributing the advertising campaign through Metro TV,
Radio, Outdoor and digital channels. The campaign will be three months long
launching in July with TV and Radio as a starting point.
Metro TV will be launched in all major states with more tarps going into Sydney,
Melbourne and Brisbane. The level of tarps distributed is appropriate for not
only the frequency goal, but also for a new campaign launch to revitalise an
established brand. Media schedule includes ads on stations most relevant to the
target audience. TV will run every week for July to start the campaign off with a
bang.
Similarity, Radio will be launched in all Major states; launching promotional
campaigns on the stations most relevant to the target market. The spots per
week per station reflect the frequency goals. Radio will run every week through
July, with it pulsing every second week through July and September.
The plan was to run digital and outdoor as TV and radio began to die off. Digital
will begin starting from the end of July and pulse throughout to the end of
September. The first part of digital, social media, will run for three weeks
straight with 1 week break between on Facebook, YouTube and Google +. The
second part, news sites and entertainments sites will run on the same schedule
as social media.
Out of home is the last media choice, with billboards coming into play at the end
of August. Choosing a light coverage for all states, Billboards will run for one
lunar period throughout the month of September. The end of September
concludes the three-month Nature's own campaign. The schedule chosen for this
campaign has been in conjunction with the second media planner’s media
choices and research.
3.2 Evaluation plan
Ashleigh Gomez N8808961 10
A media evaluation plan has also been set in place to measure the success of the
chosen media channels. Firstly, the Digital channels will be measured with
different metrics. YouTube 'has built in analytics to see how an ad performs. This
also allows for adjustments to the advert to see which strategy works best'
(Youtube.2016). Facebook will use a like to comment ratio to evaluate success.
Similarly, Google plus, newsrooms and other entertainment sites usually have
their own analytics installed to measure the amount of traffic coming through
their websites.
To measure the success of billboards, 'Australians first national industry-wide
measurement system for out of home will be used. It enables a vastly more
accurate measuring system aligning itself with online, TV and Radio. It covers all
major outdoor environments including roadside, railway/bus stations,
buses/trams, airports and shopping centres. The system, called MOVE, utilizes a
new audience measurement currency to Australian media known as Likelihood
To See (LTS). This means that only those people from among the chosen
demographic who in all probability saw the OOH advertising campaign are
included in the audience measurement results' (Outdoor Australia, 2016).
TV will be evaluated by the ratings. 'Rating analysis is the chief way of
determining how many people actually had their television sets turned to the
right channel when your spot was running. Other small ways to track include
monitoring website traffic, interviewing potential buyers and tracking sales and
enquiries to see how effective your ad has been' (Ozyaser, H. 2016). Radio is
evaluated in the same way, by how many people are tuning in at the time the ad
is played, as well as monitoring the website, sales and potential buyers.
Ashleigh Gomez N8808961 11
5.0 Budget
The budget assigned to this campaign by Sanofi was $1.8 million with a separate
$200,000 assigned for production costs. The budget method that was used was
the top-down method. 'Senior management develops a high-level budget for the
company. Once the top-level numbers are created, amounts are allocated to
individual functions or departments that must create a detailed budget with
their allocation' (Chron. 2015). Because of the limited time for this budget, Top
down budgeting saved time and would be the most relevant budgeting method
to use for this advertising campaign. Appendix two shows in detail how the
budget was broken down in terms of calculations.
The budget was then broken down between the chosen media vehicles. Figure 1
below displays how the budget was allocated to each media type. Metro TV used
the most money from the budget with out of home coming in second. Metro TV
was allocated the most amount of money because of the expensive costs, as well
as the amount of time the target demographic spends watching metro TV. Out of
home and digital are nearly on par with costing’s, with radio coming in last
slightly.
Figure one
Ashleigh Gomez N8808961 12
TV46%
Radio17%
OOH19%
Digital18%
Budget allocation for media channels
Figure two gives a visual representation of the money allocated to each state.
Sydney, Melbourne and Brisbane used the most money, as they are high-
populated metro locations, with Adelaide and Perth with significantly less
percentages.
SYDNEY29%
MELBOURNE22%
BRISBANE21%
ADELAIDE15%
PERTH14%
Allocation of budget to state
Figure 2
Ashleigh Gomez N8808961 13
6.0 Schematic
The media objectives and strategy described the campaign as pulsing for three
months over the winter months of July, August and September. Winter was
specifically chosen because colder weather may not make joint pain worse, but
people believe that it makes it harder to manage the symptoms of joint pain.
(ABC, 2015) Because the advertising campaign is being launched in a short peak
time of the year, A pulsing strategy was chosen. Additionally, pulsing has the
advantage of combining both continuity and flighting approaches. (Boundless,
2016)
Appendix two shows a detailed schematic of the scheduling for the natures own
campaign. From this, it is obvious that radio and TV have strong starts in the
campaign as they both run for at least 4 weeks straight. TV dies of after 5 weeks
but radio will pulse every second week till mid September. Billboards timing is at
the end of the campaign to reinforce the message. This is only a short sting of one
month. Digital will pulse throughout the campaign in three-week blocks.
Ashleigh Gomez N8808961 14
Ashleigh Gomez N8808961 15
Appendix one
Curcumin (also known as turmeric) is a natural anti-inflammatory used
osteoarthritis. A member of the ginger family, it has been used as a traditional
remedy for thousands of years. (Sanofi Brief, 2016).
Ashleigh Gomez N8808961 16
Appendix two
Media Schematic.
Ashleigh Gomez N8808961 17
Appendix three
Detailed budget and schematic can be seen from the second excel attachment.
Ashleigh Gomez N8808961 18
7.0 References
AFR (2016) Swisse wellness sale. AFR. Retrieved on 3rd may 2016 from
http://www.afr.com/street-talk/swisse-wellness-sale-to-give-goldman-
vitamin-boost-20150802-giq1ry#ixzz46z6y0Cz8
Billboards Australia (2016) MOVE audience measurement. Billboards
Australia. Retrieved on 5th may 2016 from
http://www.billboardsaustralia.com.au/why--outdoor/move
Boundless. “Media Types and Scheduling.” Boundless Marketing.
Boundless, 20 May. 2016. Retrieved 21 May. 2016
from https://www.boundless.com/marketing/textbooks/boundless-
marketing-textbook/advertising-and-public-relations-13/the-
advertising-campaign-88/media-types-and-scheduling-442-10632/
Campaign Brief (2016). Swisse and Ricky Ponting. Campaign Brief.
Retrieved on 1st may 2016 from
http://www.campaignbrief.com/2016/01/swisse-and-ricky-ponting-
refle.html
Campaign Brief (2016).Blackmore’s says get more from your food in new
campaign for Super foods range via The Monkeys. Campaign brief.
Retrieved on 2nd may 2016 from
http://www.campaignbrief.com/2016/01/blackmores-says-get-more-
from.html
Campaign Brief (2016). Swisse celebrates twenty years of tennis star
Lleyton Hewitt in new campaign via Noisy Beast. campaign Brief.
Retrieved on 2nd may 2016 from
http://www.campaignbrief.com/2016/01/swisse-celebrates-twenty-
years.html
Ashleigh Gomez N8808961 19
Chron (2016) TV advertising. Chron. Retrieved on 15th may 2016 from
http://smallbusiness.chron.com/evaluate-tv-advertising-results-
22135.html
CMA. (2014). In good health. Complementary medicines Australia.
Retrieved on 5th may 2016 from
http://www.cmaustralia.org.au/resources/Documents/Reports/CMA
%20Industry%20Audit%202014.pdf
Hopkins, J (2015) One big reason to incest in Blackmore's limited. Fool.
Retrieved on 3rd may 2016 from
http://www.fool.com.au/2015/07/16/one-big-reason-to-invest-in-
blackmores-limited/
Lowe, E. (2016) How to Identify a Target Market and Prepare a Customer
Profile. edwardlowe. Retrieved on 16th may 2016 from
http://edwardlowe.org/how-to-identify-a-target-market-and-prepare-a-
customer-profile/
Meikle, L (2016). Blackmore’s Inspires Australians To Get More From
Their Food With New Super foods Campaign Via The Monkeys. Bandt.
Retrieved on 3rd may 2016 from
http://www.bandt.com.au/marketing/blackmores-inspires-australians-
get-food-new-superfoods-campaign-via-monkeys
Nielson. (2016). Consumer confidence report. Neilson. Retrieved on 1st
may 2016 from http://www.nielsen.com/au/en.html
Rourke, A. (2013) Vitamins take Australia. The Guardian. Retrieved on 5th
may 2016 from
http://www.theguardian.com/world/2013/jun/11/vitamins-take-
australia-hollywood-names
Ashleigh Gomez N8808961 20
Swisse (2015) Ricky Ponting: success and 'all the little things'. Swisse.
Retrieved on 2nd may 2016 from https://www.swisse.com/en
au/blog/ambassadors/december-2015/ricky-ponting-success-and-all-
the-little-things
Vagg, M (2015) Does cold weather make Arthritis worse? Abc. Retrieved
on 5th may 2016 from
http://www.abc.net.au/health/talkinghealth/factbuster/stories/2013/0
6/11/3779124.htm
Ashleigh Gomez N8808961 21