Campaign Planning Brief free essay sample

The campaign planning brief provides an overview of the marketing program which will be used in this year’s up and coming Country Road bag campaign. This brief will also cover and enlighten the potential ways in which Country Road will approach their target audience and its large university student market. | | University of Technology Sydney – 24510 Advertising Research Kohei Himura 10732307 Table of Contents Marketing Objective3 Communication objective3 Target Customer Description/Profile3 Barriers to purchase4 Important and Unique Benefit Claims4 Customer Motivations5 Principal Competition/Competitive Offers5 Current and Desired Perceptions6 Creative Strategies and Tactics6 The Customer Promise6 Tone and Manner7 Other Marketing Communications’ Activities7 Response and Monitoring Measures7 Mandatories7 Marketing Objective Country Road has simple marketing objectives, which is easy to follow and can be very achievable with the current barriers and target market which is presented for the Country Road bags. This includes the following; * Create an image to gain positive attitude amongst the target audience, hopefully allowing Country Road to increase market share by 10% * Inform target audience about features and benefits of our product and its competitive advantage, leading to a 25% increase in sales in one year. * Decrease or remove potential customers resistance to buying our product The objective listed above to occur in 1 years time from the start of the campaign Communication objective As established through the thorough research conducted on Country Road bags, the product has already had a lot of exposure and the target audience is very aware of the existing product and brand. Knowing this the Country Road bags will be conducting an attitude based campaign, which will allow the campaign to be more successful as the target audience is aware of the prestigious brand Country Road and its pre-existing popularity prior to the campaign. As a company we also wish to create an absolute need and want to the target audience as it is a high involvement – transformational brand attitude product which therefore will provide the buyer a transformational motive to buy the product as it is adding positive to their lives. (Socially, functionally etc. ) Besides the attitude change and formation, the objective will also be to maximize market share by changing the target audience’s desires with competitor (Esprit) and substitute bags (Woolworths Green bag), therefore creating a favorable predisposition before a purchase decision to be conclusive. Target Customer Description/Profile The targeted customer description/profile for the Country Road bags is for starters can vary from any brand loyal customer to a brand switcher. This is because of the high brand recognition/quality of product offered by Country Road to keep the brand loyals, and the low affordable price range offered to keep the brand switchers happy. Country Road’s bags as already been established through research is a product which is going to be targeted specifically to the undergraduate university students. The student in this case can be both males and females as the product is unisex, and as time goes, trends come and go so we wish to target pupils who are very trendy and are deemed popular from their peers, or have the desire to create an image for themselves through the transformational purchase in which they will create first impressions do the talking. Barriers to purchase Companies often desire to sell products which can be bought by anyone and are functional to anyone. But this cannot be achieved to a rate of 100%, there are several different factors/reasons which may restrict a purchase differing from company to company. But in Country Road’s case the following factors create barriers to purchase, including the following; Price (Financial) Price is a common factor which affects the majority of the population for any purchase. In this case for Country Road university students are commonly strapped for disposable income, therefore may struggle to purchase the bag, especially if they are unemployed. Trend based (Social) For generations there have been phases of different trends surfacing the market, which create a social need for certain products/services. For Country Road the social trend it offers is not necessarily the most popular but there are different social groups which may ‘love and cherish’ the product and brand, whilst there may be others who ‘despise’ the product and brand. Therefore not allowing full exposure and creating conflict in preference through different social groups. Health (Physical) Almost every person has a preference in the type of bag which suits them most. The Country Road bags are shoulder bags which to some maybe comfortable to, whilst others may disagree and cause them pain and discomfort. This therefore leads them away from Country Road bags for a health conscious reason. Important and Unique Benefit Claims The important and unique benefit claims below are the key selling points which make or break the sale of our bags. For Country Road bags the following 5 points are our selling points; Price Financially the product is very affordable in comparison with the other competitive bags Trend based Currently in the bag market without any campaigns, this Country Road still retains a very high social ranking which is respected by many social groups, therefore deeming this product currently very popular and trendy Functionality As a bag, this Country Road bag stores all daily needs. Anything from textbooks, laptops, work uniforms, gym/sport needs etc. It is very spacious but with a look that makes the bag look slim rather than bulky and baggy. Durability Made from very wear resistant material this bag can with stand years of use before a purchase of the next bag in your life. Design Features Country Road bags unlike any other brands have well over 30 different designs to choose from, to match your personality or just for any occasion. It varies in patterns and colors which may not be available by any other brand on the current market. Customer Motivations Generally a bag is considered as a product which is used daily as a need, Country Road will use this attitude based campaign to promote the ‘wants’ of the target market. As a company we wish to create customer motivation through the following 3 informational motivations, which include; Problem Removal Country Road bags will create a solution to carrying all your belongings in one bag, rather than carrying multiple bags or by hand, in the end saving you time and keeping you organized where ever you go (the functionality of the bag) Problem Avoidance The same applies to avoiding the problem as removing it. By purchasing the Country Road bag it will save time and keep you organized anywhere, at anytime (the functionality of the bag) Social Approval As explained before the social standing of Country Road bags are highly commended by a lot of popular social groups, and it may be purchased purely to impress peers rather than the actual functionality of the bag. Principal Competition/Competitive Offers There are many direct and indirect competitors which Country Road bags encounter. Direct Competitors These competitors are the ones who compete in the same market as ours, and share many similarities in sections such as target market and some bjectives. These brands include; * Esprit * Sports bag brands (Nike, Adidas etc. ) Indirect Competitors These competitors are the ones who do not directly compete with Country Road, but provide bags which can also be multipurpose. This includes; * Plastic bags * Woolworths/Coles and other supermarket branded bags * Hand bags Current and Desired Perceptio ns Currently the market is flooded with competitors and trends. With this knowledge the current perception of this product is positive and can be deemed very trendy to the broad spectrum of teenager’s right through to the early to mid 20’s. Predominately the target market Country Road is aiming at, undergraduate university student who are younger in origin (Not so much mature age students; specifically to skew the market slightly). For this population of the target market their desires may differ fractionally from one person to the next, but the overall picture is that it is for a social reason. Meaning that, they have the desire to create an image for themselves for pupils and peers who surround them and judge them in everyday life. Creative Strategies and Tactics The print advertisement composed (see appendix A) is strategically used to illustrate customer motivation. It uses; * A rhetorical question which is asked to encounter the everyday uni life plus more, which emphasizes the problem which may be faced in keeping all your belongings in one place * Colorful pictures which attract the eye for the things which may be crucial to have in your bag every day, to live your busy life * The solution is provided in the bottom right hand corner with a closing sentence and a picture of the bag to conclude the advertisement, and achieving a start to finish look of the advertisement. This therefore means there is good exposure of the advert due to the solution being provided at the bottom right of advert (due to how people read; left to right, top to bottom) Overall this advert was developed to create the obvious motivation of functionality and customer motivation. The Customer Promise At Country Road we would like to ensure the following promises; * To provide the customer with a bag which is affordable, trendy and functional all in 1 * Give an opportunity to match a design which suits you most and appropriately whilst keeping a respectable image to your peers * Save the customer time, stress and anxiety by keep all your belongings safely in one location, so you can carry on with your regular life without having to carry multiple bags to uni, work, social/night life and health/fitness. Tone and Manner This advert will be composed a tone which will be convincing to create belief that you need helping in carrying your belongings. This will also be achieved through the use of the straightforward approach of answering a question with a question (Rhetorical), and concluding with a glimmer of hope which will be announced at the end, providing the viewer with a solution. Other Marketing Communications’ Activities Besides the uses of the print advert, we shall also be advertising the Country Road bag through other marketing communication points. This includes the following; Support Media * Outdoor Advertising, such as notice boards at universities, advertising at university events (e. g. Uni Games), Phone booths, Vending machines and other obscure, but subtle locations where uni students may come across and get a lot of exposure from. In-Store Media, this is purely at Country Road outlet stores which can be located at multiple metropolitan areas which are often occupied by a lot of university students * Transit Media, involving anything from buses, trains and taxi’s which are commonly used for work or study purposes and can be seen as a good focal point to gain a lot of exposure from uni students Response and Monitoring Measures The effectiveness of the campaign in its self will be measured through the uses of the company’s sales increase in comparison with old sales data prior t o the campaign existing. Other methods such as post testing through focus groups and another set of questionnaires/surveys will be crucial to measure the level of exposure which has been reached and met. The exposure can also be measured by how many magazines/newspapers etc. were specifically sold at the specific time of the week; month or year the advert was on for. Finally, if the feasibility of the advert does not go towards Country Roads favor, another plan may be devised or the campaign may be cancelled.