AMB339€¦ · Web viewAMB339 Media Planner 1 Role Document Ashleigh Gomez N8808961 Table of...

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.


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.


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)


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)


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


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.


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,


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


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.


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


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


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.


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).


Appendix two

Media Schematic.


Appendix three

Detailed budget and schematic can be seen from the second excel attachment.


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


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


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


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