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The Target Market

Needed: Consumer Media Insights

Psychographics Media Consumption Media Attitudes and Relationships

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Consumer Media Insights

Proprietary tools In-depth research providing intimate

discussions with the consumer to bea part of a day in his life, to under-stand his relationship with media anddetermine how advertiser/brand canconnect with him even better.

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Methodology Define target consumers based on

Core demographic groups Product usage (users v non-users) Geographic location

Recruit representative consumers/respondents Carry out the in-depth interview

Venue: consumers natural habitat(in-home visit, place of work/business,point of purchase/shopping/leisure,while traveling/mobile/on the road)

Take note of information blocks assources of insights (participantobservation, audio-video recording)

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Methodology

Provide respondents with diaries to recordtheir daily activity

Respondents to record their dailyactivities in to diaries on an hourly basis

giving special attention to mediaconsumption Respondents to take snapshots of their

daily activities, ideally.

Minimum data collection period - twoweeks

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Methodology

Data needed

Daily activities (weekday and weekend) Time spent on each activity (start and

end time) Location (home, school, work,

restaurant, etc) Who with (family, friends, co-workers,

etc) If in transit, method of transportation

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Methodology

End result

Deeper understanding of the brands

target consumers Identification of consumer-centriccommunication strategies

More sharply tuned media plans basedon real lives

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Media Brief

Skin Whitening

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Skin WhiteningMedia rief

Marketing Background The female facial care category is an P8

Billion market.

Whitening products are advertised heavily.The most active whitening brand is thesegment leader Ponds with high end lineFlawless While and mass based line WhiteBeauty.

A popular trend in skin whitening isGlutathione.

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Skin WhiteningMedia rief

The Product A whitening cream that contains

Glutathione, Vitamins A, C and E to whitenskin and at the same time keep it younger

looking. Vitamins A, C and E are well-known anti-

oxidants which will help clear awayimpurities that can cause skin aging while

Glutathione will reduce melanin formationto effectively whiten skin.

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Marketing Objective To launch skin whitening product and

achieve at least 10% trial during Year 1.

Communications Objective To establish brand as a superior product in

whitening and maintaining youthful skin.

Skin WhiteningMedia rief

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Target Market: Females, aged 18 to 25 from BC income

homes, current users, non-users or lapsedusers of whitening products

They are conscious about their looks andwill take measures to ensure that they havegood-looking skin. They believe that thewhiter the skin is, the more beautiful theybecome and the more beautiful onebecomes, opportunities will open for her,both in terms of finding jobs and finding

prospective male partners.

Skin WhiteningMedia rief

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Advertising Message elements

Before and after usage transformationto glowing white and youthful skin

Skin WhiteningMedia rief

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Regional Considerations Metro Manila & key cities Cebu, Bacolod, Iloilo,

DavaoCompetition Major player is Ponds Whitening Cream Campaign Period January December 2014Budget P50 Million

Skin WhiteningMedia rief

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Do you listen to Radio? ________________________

When do you listen to Radio? ____________________ What stations do you usually listen to? ___________ Do you access the internet?_____________________ Where do you access the internet? _______________ How much time do you spend on the internet? ______ What are your favorite internet activities? (research,games, communicating through emails, chat, socialnetworking, etc.)_______________________________ What are your favorite websites? _________________ Other interests _______________________________ Do you go out during weekdays? _________________ Where do you go? _____________________________ Who are you with? ____________________________ How do you spend your weekends? _______________ What do you think about your life? _______________ How will you compare it with your life a few years

back? _____________________________________ How do you see the future? _____________________

Are you dark? Or fair?__________________________ Do you think that color/complexion discriminationexists and that you have been missing a lot of opportunities because of it? _____________________

Are you using a whitening product? _______________ Why/why not? ________________________________ If not, are you interested in using a whitening product?

Why/why not? ________________________________ Do you have a motto in life? _____________________

Profile Of ____________________________________

Age: ____________ Civil Status:________________ If married, number of children: ___________________ Residence: ___________________________________ Tel. No. ___________ Cellphone No. _____________ Occupation: __________________________________ Monthly income range (please check):

P50,000 and up ______P30,000 to P50,000 ______

P15,000 to P29,999 ______P8,000 to P14,999 _______Below P8,000 _______

Do you read any publication? ____________________ If yes, what publications do you read? Please indicatetitle.

Newspapers ________________________________ Magazines _________________________________ How many times each week do you read:

Newspapers ________________________________ Magazines _________________________________ Where do you get your copies of these publications? Newspapers ________________________________ Magazines _________________________________ Do you watch TV? _____________________________ When do you watch TV? _______________________ What programs do you usually watch? ____________ What programs will you never miss? ______________

Skin WhiteningIdentification and Profiling Questionnaire

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Time 500- 530am

530- 600am

600- 630am 630- 700am

700- 730am 730- 800am

800- 830am 830- 900am 900- 930am

930-1000am1000-1030am

1030-1100am1100-1130nn

1130-1200nn1200-1230pm1230- 100pm

100- 130pm 130- 200pm

200- 230pm

Date: Friday, August 8Description

Wak e up.

F ix br eakfast.

Wash di shes Watch TV with Baron

Tak e a bath

Cook food for l unch

F eed Baron Give Bar on a bath

Watch TV

Put B aron t o sl eep/Tak e a nap

230- 300pm

300- 330pm 330- 400pm 400- 430pm

430- 500pm 500- 530pm 530- 600pm

600- 630pm

630- 700pm 700- 730pm

730- 800pm 800- 830pm 830- 900pm

900- 930pm

930-1000pm1000-1030pm1030-1100pm1100-1130pm

1130-1200mn1200mn - up

Wak e up from nap

Prepare snacks for Baron

Bri ng Baron out to play

Wath TV

Prepare dinner

Eat dinner

Get Baron ready for bed

Wash di shes

Watch TV

Go to bed

Focus on media touchpoints. Identify mediachannels/vehicles, other people consuming media, etc.

Skin WhiteningDiary