Marketing Communications Imc Plan free essay sample

Huggies is one of the leading subsidiaries for Kimberly Clark. Huggies falls under the ‘tissues and other paper product manufacturing’ sector for which Kimberley Clark holds a 31. 5% total market share. The tissue and paper products sector’s sales grew by 2. 8% over the five years to 2010, which was an improvement compared with the revenue growth of 1. 6% for the industry as a whole. Industry Statistics | Industry Size 2010/2011 $ million | 2,963 | Industry Turnover Growth Rate 2010/2011 | -3. 50 | Industry Concentration Level | Medium | Estimated Kimberly-Clark Pacific Holdings Market Share (%) | 31. 50 | Number of Enterprises in Industry | 164 | Huggies Strengths Huggies continue to remain one of the leading suppliers of children’s diapers, and have covered the nappy market spectrum as they offer nappies in various shapes and sizes; from waterproof swimming nappies, to extra-dry night nappies. They ensure that their research is updated and relative to parents today, and that they continually improve their existing product. One of the advantages of Huggies is that they hold 68% market share in the diapers industry. Due to the rapid evolution of marketing communication strategies, companies are forced to update their marketing schemes, and target their audiences in the most effective and efficient way. Huggies have continued to position themselves strongly within the traditional forms of advertising as well as commencing online strategies including parenting blogs, websites and social media platforms. Their successful advertising campaigns have been based primarily on capturing consumer’s maternal emotions. These campaigns, coupled with Huggies dominance in the market, have led to Huggies maintaining a strong brand equity and trust among customers. In addition to this, Huggies ensures they are supporting the Australian economy, employing Australian workers who produce their products domestically. Apart from Huggies, Kimberly Clark owns another subsidiary in this market segment, which is known as Snugglers. This is beneficial for Kimberly Clark as a company as they are receiving revenue from two separate brands in the same industry. Weaknesses Within the company, Huggies values their customers and provides a membership to the Huggies Club, which provides forums, special offers and a place to ask questions for those unsure. However there have been some negative connotations within the media about the use of imported nappies from the US. There was a stage where Huggies were low on supplies, and began importing resources from the US, however this caused considerable backlash from loyal Huggies customers, claiming that they choose to spend money on Huggies because of the quality of their products, however had noticed the change in supplies and were not happy. Although this was only for a short period of time, customers were not satisfied with the use of exported products as once the product were taken out of their original country, the structural and physical integrity of the product was compromised due to shipping conditions. Due to these comments posted on the Huggies forum, customers were forced to change products. Many claimed that the brand used at ALDI called the Mia range were cheaper in price and superior in quality. In terms f profitability, Kimberly Clark found it difficult to maintain their rocketing success and we forced to restructure in 2007 due to low profitability. Along with many other companies in Australia and even the world, Kimberly Clark attempts to cut costs and expenditure where necessary, however, due to this they were forced to shut down three distribution centres in 2007. This caused some negative effects on the company’s production, conversely effecting profits and led to a decline in earnings. This has since improved with large returns in both 2009 and 2010 earning approximately $2. billion dollars and they continue to work hard to improve this. External Analysis Baby Product Market The Baby product market is a 4. 4 billion dollar a year industry. Contributing to almost 0. 5% of total GDP. Its continuing growth of 1. 1% per annum is set to rise primarily as a direct result of growing birth rates. The rising percentage of females in the workplace coupled with the increasing age of first time parents has led to more spending power for consumers and a lean towards a higher demand of premium baby products. Within this market, Clothing, food and nappies contribute to over 60% of all consumer spending. Nappy Market Nappies, a necessity item, contributes to just over 20% of all baby product spending. With a 68% market share in the nappy/diaper market, Huggies has dominance in this specific brand item. This high brand equity Huggies holds with consumers in this market is promising, but trends in the market over recent years suggest that the implementation of our specific brand item of a biodegradable disposable nappy may have some associated challenges. Threats The overall value of nappies in Australia declined 2% in 2011; this was primarily influenced by a price war between the Woolworths and Coles supermarket corporations dropping prices around 2cents per unit from 2010 to 2011. The real threat to disposable nappies in 2011 and this trend continues to grow steadily, is the growing popularity of cloth nappies among consumers. 18% of consumers use cloth nappies at least some of the time, with disposable nappies being used for laundry day or at night. As cloth appies are reusable, the cost benefits are appealing to consumers. However, it was revealed that the primary reason for the cloth nappies popularity is rising consumer concern over disposable nappies effect on landfill. With a 68% value share, Huggies dominates the market. However, with economic factors across all markets forcing consumers to look into the purchases of nappies with more involvement and a more conscious approach to the price mix and environmental factors, other competitors are gaining popularity. As a market with substantially low entry barriers, online brands and cheaper store alternatives are reflecting larger market shares to other competitors. These low entry barriers and rising price concerns from consumers could open the door for more competitors to enter the market, leading to saturation. Opportunities The average rising age of first time parents, now standing at 31 years of age for females, means that consumers with babies now have more disposable income to spend on baby products. As a necessity item, parents may not be likely to buy ‘designer’ nappies as is the trend with other baby products, but with Huggies’ brand equity and a campaign pushing superior quality for their baby, parents (particularly older parents) are more likely to spend their increased incomes on a higher quality, premium brand item. As well as a rise in the age of first time parents, a rise in the birth rate is predicted with the age of women that will be the average age of birth rate, 31, rising from 158,000 last year to 174,000 this year. Advancements in in-vitro fertilization (IVF) technology are also leading to higher fertility rates among women. A larger market will ultimately generate larger earnings. It was earlier highlighted as a possible threat to the brand item, and disposable nappies at large, that the popularity of cloth nappies was growing due somewhat to price but predominately through the consumers concerns about biodegradable nappies’ effect on the environment. However, as with most threats, this breeds opportunity. As this brand item offers a solution to the consumer’s problem of wasteful nappies, this will be the key feature that can set it apart from any possible competitors. The biodegradable market is immature and has potential for growth. However, most biodegradable nappy producers and distributors are of lesser known brands, often regarded sceptically by consumers, particularly in the baby product market. Huggies established tradition for quality and its trusted brand, coupled with assurance of biodegradable nappies for environmentally conscious parents, could separate this brand item from any other on the market at this time. The emergence of online Parenting and pregnancy peer review websites such as ‘BubHub’ and ‘essential baby’ are used by competitors to promote their products, a strategy somewhat neglected by Huggies. As these websites use peer reviews by other parents, consumers trust peer reviews and competitors gain positive eWOM. (Electronic word of mouth). With Huggies brand equity and market dominance, entry into these websites could prove profitable. The most commercially successful sector of the nappy industry is the growing ‘nappy pants’ sector. Nappy pants’ were the only segment that showed marginal growth, their advantage being in the parent’s ability to change their child whilst standing with relative ease. This process has also led to parents delaying the toilet training process, leading to further profits. With the huge popularity of ‘nappy pants’ and growing environmental concerns from consumers, the marriage of these two trends resulting in bio-degradable nappy pants, marketed as a premium product could result in a hugely successful brand item. SWOT Analysis Identification of Marketing Problem or Opportunity Huggies Enviro’s campaign will solve the problem of environmentally unfriendly nappies and focus on producing green eco friendly nappies. Currently, the market does not offer such products, allowing the opportunity for Huggies to become the market leader. As the new category product gains popularity, we will see a reduction of cloth nappies (currently 18%). We aim to change our consumer’s attitudes and build awareness of the detrimental effects of cloth nappies, with Huggies enviro’s providing the ultimate green solution. Marketing Objectives We aim to Break-even within the first 12 months of launching the product. We hope to see reduction in cloth nappy purchases by 10% and a 25% return on original capital within 24 months. We want to raise overall Huggies market share to 73% by the end of 2015. The launch of Huggies Enviros may have negative effects on existing brand items in terms of market share. However, this is expected to be countered by the jump of consumers from cloth nappies to biodegradable nappy pants. This will be indicated through the overall market share of Huggies, as well as the sales volumes of cloth nappies, existing brand items, and the new product. Communication Objectives Our aim is to provide consumers with the attitude that our new Huggies Enviros are the better choice of nappies to use. Not only are they environmentally friendly, but also our communication objectives will try to empathize with our targeted audience by advertising babies with animals on billboards, which portrays that Huggies children care for animals and the environment. With 68% of the market already using Huggies products, it is clearly in the evoked awareness set for many consumers. With Huggies existing high brand recognition and recall as well as a clear advantage in brand preference, the communication objective here is not to sell the Huggies brand but to move consumers awareness into the category need of biodegradable nappy pants. This communication should prompt consumers to feel as if Huggies has provided a high quality, eco-friendly product that has not currently been on the market. We want to maintain our customer’s loyalty by ensuring that the quality of our new product, Huggies Enviros, sustains the highest quality, that is associated the Huggies as a brand. This communication aims to lead in a reduction of cloth nappies (currently 18%)with product awareness being deferred to Huggies Enviros. As we already have a large market share in the nappy department, we are really just trying to change the way people think about our products, that we are not just a nappy brand, but that we also care about the environment. We feel as though this is important in gaining customers support, and will ultimately help with the success of our communication objectives. Brand Equity Brand Equity Perceived Quality Perceived Quality Brand Associations Brand Associations Brand Awareness Brand Awareness Brand Loyalty Brand Loyalty As Huggies has been around since 1978, it is indeed a well-established brand, and known for its quality. However we want people to associate our product as environmentally friendly as well. As Huggies has been around since 1978, it is indeed a well-established brand, and known for its quality. However we want people to associate our product as environmentally friendly as well. We want customers to associate our product with good quality, as well as regarding us as environmentally sustainable. We want customers to associate our product with good quality, as well as regarding us as environmentally sustainable. Huggies perceived quality is quite high. However many people were sceptical about environmentally friendly products ruining the quality. This will not be the case for Huggies Enviros Huggies perceived quality is quite high. However many people were sceptical about environmentally friendly products ruining the quality. This will not be the case for Huggies Enviros Huggies holds 68% market share in the nappy industry. This proves that Huggies maintains loyal customers and ensures their products are the highest quality. Huggies holds 68% market share in the nappy industry. This proves that Huggies maintains loyal customers and ensures their products are the highest quality. Positioning Our positioning statement for Huggies Enviros is to target young parents who want both the best quality of nappies, along with an environmentally friendly product. We want our brand to be positioned for parents of young children, predominantly between the ages of 22 to 39, who want the highest quality nappy for their children whilst helping reduce the environmental effects for their childrens. There are more and more people today who are willing to take that extra step in helping the environment, and we want to target those people. Our campaign will provide images that entice parents to support Huggies Enviros, and whilst helping the environment they will also be extremely satisfied with the quality of our product. Our campaign will aim to focus on our single relevant differentiated benefit, which is the biodegradable element to our product. This product has not yet been created as a high quality product and we plan to implement this in our campaign. High Price High Price Babylove DRIwave Babylove DRIwave Homebrand Crawler Homebrand Crawler Dymples Dymples Huggies Huggies Not Biodegradable Not Biodegradable Biodegradable Biodegradable Low Price Low Price Campaign Budget Our budget has been conducted using the objective and task method of budgeting. Our campaign budget will be 4% of Huggies overall sales revenue for the 2011-2012 financial years. This figure has been devised on the fact that, as an already highly established brand, Huggies brand recognition and awareness within the target audience is already high, reducing the need to move Huggies into consumer’s evoked set. Thus, our communication and advertising objectives are primarily to express the key differentiating benefit of the nappy pants biodegradability as opposed to raise brand awareness and recognition. Therefore, a slightly more moderate campaign budget has been implemented. However, as we aim to associate this new eco-friendly product with the already existing Huggies brand, we have still committed to a campaign budget above the suggested minimum for a campaign. With sales revenue of $361. 7 million for the 2011-2012 financial year, our campaign will have a running budget of $14. 7 million. As the growing trend of non-traditional advertising is evolving, we will be allocating 13% of this to online promotion, resulting in an online and non traditional campaign budget of $1. 9 million. Budget| Costs| Television| Print| Billboards| Other IMC Activities| total| production Costs| $450,000| $4,500| 18,000|   |   | Distribution Costs| $9,951,190| $1,204,536| $1,000,000. 00|   |   | Total| $10,401,190| $1,209,036| 1,018,000| 1,925,000| $14,553,226| Target Audience Behaviouristic segmentation We aim to target parents, particularly mothers, with children under the age of 3. The vast majority of this target audience are between the ages of 22 and 39. With 68% market share, huggies has already established brand loyalty among many consumers within the market. however, by adding a new key differentiated benefit yet to be advertised in the disposable nappy pants market, we wll be targeting both brand loyal Huggies customers as well as new category users and favourable brand switchers . As a necessity item, consumers are predominantly heavy users of nappy pants, enticing consumers to switch from reusable cloth nappies to disposable nappy pants can convert consumers from light to medium usage into heavy usage. The Huggies Enviro’s price range will be slightly above that of competitors and will promote premium quality and comfort and, as such, will appeal to a middle to upper-class socio-economic demographic. The campaign will be focusing on the key differentiating benefit of the Enviro’s biodegradability and low environmental impact, targeting consumers that are more aware and concerned of the environmental impact of disposable nappies. We aim to target consumers who seek the benefit of providing their children with not only the best comfort, absorption and support for their present, but a healthier future for the world their children will be growing up in. Our creative targets involve the following : Initiator: Our initiators are expecting or new mothers, the mothers usually take on the role of initial information searches regading baby products, they will the alternatives in comfort, price and key differentiating benefits of various nappy variaties. Influencer: New or expecting Parents can seek advice from friends, their own parents, parenting websites, professionals such as paediatricians or birthing class instructors or anybody whom has had experience with children and is trusted within the parents. These recommendations or learnt behaviours through exposure, such as their own parents choice of nappy, may influence potential consumers. Decider and Purchaser: Predominantly, the mother is the decider of which product is to be purchased. However, as fathers may at times be called upon to purchase the product, particularly if the mother has recently given birth or is expecting, it is imperitive that our product also remain in the father’s evoked set. User: The final consumer of the product is the baby. In this case, it is important for the product to meet all requirements and satisfactions as to comfort the baby, reaffirming the choie of purchase by the decider. The reduction of rash or discomfort and high absorption is imperative. Behavioural Sequence Model Need Arousal| Information Search| Store Choice And Purchase| Usage| Who| Parents who either are expecting a baby or have just given Birth| Internet, Books, Friends, family, parent, professionals| Parents, mothers predominantley decide, fathers may make actual purchase| Babies| Where| Home, Hospital, Work| Hospital, Work, Internet, Home| Supermarket| Home, Hospital| When| Before or immediatley after baby is born. | Before of immediatley after baby is born| A fter choice has been made about product| Anytime neccesary| How (decision Process)| See various alternative products and brand items| Ask advice through friends, fmily, professionals, online| Go to the desired supermarket| buying nappies until no longer required or are outgrown| Creative Strategy Huggies has a well-established brand image as the baby brand, but we want to expand this by showing that Huggies is environmentally friendly. Using a brand image strategy for our advertisings, we are claiming that Huggies cares both for our childrens’ future and for our planet. The bio-degradability of Huggies Enviros nappy pants is the unique consumer benefit that we are focusing on, showing indirectly that Huggies is one step ahead of its competitors. We are introducing a new product on the market and our key objective is to inform our existing and potential consumers about it. For our campaign we have chosen to undergo a transformational approach, linking the joy of our ad babies and their harmonic co-existence next to endangered species, with our new product. This will especially be the case in our printed ads, where we are depicting different animals as well as babies from different ethnic cultures to send out a universal message. Naturally, there will be a strong connection between the brand product and the experience of the advertising, as we are making up a fictive environment and situation, exaggerated and irrational. In terms of our TV advertising, there will be an element of humour and cuteness, again, taking up an unrealistic approach. A toddler dancing, wearing sunglasses, having fun and playing with all sorts of different animals in the rainforest to the rather playful tune of Jack Johnson’s â€Å"the 3 R’s† song. It not only communicates the importance of reducing waste, reusing products and recycling, but is partly sung by children (chorus). The Huggies Enviros slogan- â€Å"For their future† not only applies to our babies, but through the symbolic use of the animals, it also has an appeal on the environmental issue. As we are applying animals that are endangered or close to being such, there is an obvious fear-appeal logic- â€Å"If you want your kids to grow up in the same environment and see the beautiful creatures you have, do something about it, use bio-degradable products-go with Huggies Enviros†. Finally, there will also be a focus on the packaging of our product, with different jungle designs customized for girls and boys of multiple ages and sizes. Print Media The main idea around the print campaign is to depict cute babies wearing the new Huggies Enviros next to endangered animals, fully-grown and babies/cubs. The featured animals and babies will be different, following the same theme though. The images will be black and white with the only use of colour being the green Huggies Enviros Logo in the bottom left-hand side. The characters in the photos will be realistic, but the situation should not, attracting the audience’s attention as our Huggies babies are all enjoying themselves and laughing whilst standing/sitting/crawling next to in some cases extremely dangerous animals. The wording â€Å"For their future† will ultimately create the link between the product and the depicted image. The more shocking the presence of the babies in proximity of the animals, the better for attracting the viewers attention and stopping to think about the consequences of using something as simple and daily as bio-degradable nappy pants- Huggies Enviros. 3. TV commercial- storyboard Scene 1 We are in the middle of the rainforest. Camera starts rotating slowly, as if a person were looking around) We can see and hear the wilderness, colourful birds singing, a frog catching a fly with its tongue, a chameleon moving back and forth, monkeys swinging from tree to tree in the background†¦Even though there are many creatures it does not seem to be a dangerous place†¦but an enchanting one, there is something magical about it. Sce ne 2 As the camera rotates we se a toddler (wearing just nappies pants and sunglasses) sitting on a throne of wood in the middle of the rainforest on ground level. Around the throne golden fruit hangs from the trees making it seem as if it were made out of gold. Scene 3 Huggies’ toddler stands up from the throne, clicks his fingers and points at a monkey in front of a DJ deck. The dj deck is also made of tree roots and rainforest surroundings as the throne was. The monkey nods and starts the music- Jack Johnson- â€Å"The 3 R’s† (http://www. youtube. com/watch? v=wtoeZ9Nkeqk ). Scene 4 The toddler stands up and starts walking/dancing to the beat of the music down what seems like a path through the forest. On each side of the path are different animals. Scene 5 One of the animals is a monkey hanging from a tree that the toddler high fives as he passes. Scene 6 Next, he passes a panda near-by, lazing around and grazing on leaves, and does a friendly shoot wink. The panda responds with the same humanly gesture. Scene 7 Finally, our toddler passes an elephant and uses its trunk to do a spinning dance move, thoroughly enjoying itself, laughing and smiling all the time. As he spins around we can see that he is almost at the end of the path. We also see a couple holding hands and waiting at the exit out of the rainforest, looking back semi-turned around and waiting patiently for their baby, smiling. Scene 8 As the toddler approaches his parents he speeds up and swings himself holding each of their hands, chuckling. The camera stops moving, filming the young family from behind as they walk away slowly. Scene 9 As the young family are walking away, the image blurs out slightly. Scene 10 Huggies Enviros packaging comes up on the initial font of the rainforest with the different animals. A pleasant female voice will say: â€Å"Huggies Enviros biodegradable nappy pants- easy to put on and now available in different jungle theme sizes†. Scene 11 Huggies Enviros logo additionally appears on screen with the slogan- â€Å"For their future†, which is also said by the female voice. Media Strategy Television We aim to implement television advertising as the primary medium of our integrated marketing communication strategy. The huge marketing appeal and reach of television is apparent, with top rating free-to-air programs gaining exposure to over 3. million viewers nationwide during 2011. Despite the creative strategy not directly targeting mothers or fathers, around 80% of purchases in family homes are made either directly by or under the influence of mothers, particularly low-involvement necessity items such as nappy pants. This facet of consumer behaviour within families has led to a media strategy more tailored for young mothers for this particular brand ite m. Research shows that this target demographic audience of women between the ages of 24-35 are watching, on average, 4. 7 hours of television during the day and 2. 01 hours during the evening. This trend is amplified for young mothers who are not working or working part-time whilst raising young children or preparing to give birth. To reflect this trend, we aim to aggressively advertise on day time programming. To achieve desired frequency, we will be airing our advertisements daily, across multiple channels in multiple timeslots, within the highest rating vehicles among our demographic. As 33% of our desired consumer’s exposure to television occurs in the evening, it is imperative to integrate both day time and evening programing advertisements to optimise reach for desired consumers. The following schedule of television advertisements has been compiled using ratings results through oztam ratings measurement and pricing estimations through channel 9. TV Advertising Schedule| Duration| Program/Vehicle| day/timeslot| Station| No. of Ads| Estimated Cost| Daytime| 9 weeks| Sunrise| Weekdays 6. 00-9. 00am| Seven| 220| $330,000| 9 weeks| The Morning Show| Weekdays 9. 0am-11. 30am| Seven| 220| $132,000| 9 weeks| The View| Weekdays 1. 00pm-2. 00pm| Nine| 220| $41,800| 9 Weeks| Dr. Phil| Weekdays 12. 00pm-1. 00pm| Ten| 220| $41,800| 9 weeks| The Doctors| Weekdays 1. 00pm-2. 00pm| Ten| 220| $132,000| 9 weeks| The Ellen DeGeneres Show| Weekdays 12. 00pm-1. 00pm| Nine| 220| $41,800| Evening| Season five| Masterchef| Weekdays 7. 30pm| Nine| 110| $2,750,000| Season three| Winners and Losers| tuesdays 8. 30pm| Seven| 110| $2,750,000| Season two| House Husbands| Sundays 8. 30pm| Nine| 140| $980,000| Season five| The X-Factor| Weekdays 7. 0pm| Seven| 110| $2,750,000| | | | | | TOTAL COST| | | | | | $9,951,190| Magazines We have chosen to use woman’s magazines as one of our media strategy’s. Our target audience for this media strategy is a young demographic and believe that magazines such as Who, Women’s Weekly and New Idea fit in this category quite well. As it is predominantly woman who are shopping for children’s nappies, we believe that advertising our product, Huggies Enviros, within these magazines will attract much attention as many woman love to catch up n the weekly celebrity gossip. We are aware that there are many other media devices such as television and internet, so we want to make sure that our advertisements in the magazines are precise and to the point; and that our target audience knows exactly what we are tr ying to achieve. We have found that the awareness and purchase consideration of products through magazine advertising increased sales of products by 11. 6% in 2005. Magazines are a really convenient source of marketing. Many women are either subscribed to these magazines weekly, pick them up when waiting in the line for the check out at supermarkets, or even download them conveniently onto their tablet or computer. Not only are women looking through these magazines to see which celebrity has lost the most weight this week, but research shows that 34% of readers claimed to have looked up the ad after reading it, and 80% had claimed to have previously seen the ad and act on this. These figures prove that this media strategy does increase the sales of products, and will be beneficially for Huggies Enviros. Billboards Outdoor provides a continuous presence 24-hours-a-day, 7 days a week, and reaches audiences that other media find hard and cost-prohibitive to attract, e. g. light TV viewers. Also, statistics show that outdoor advertising is seen and remembered by a greater proportion of 16-44 year olds than the 55+ demographic (http://www. billboardsaustralia. com. au/outdoor/why4). Since our target audience is of a young, working and active demographic, we would like to compliment our in-home media advertisings in order to maintain brand awareness and recall. Whether our Huggies parents are driving past in a car (ideally they would be using more environmentally friendly transportation vehicles), standing in a bus shelter or waiting for a train at a station, outdoor is there to entertain, inform and stimulate their senses. The location, type and number of plant that the advertising message is displayed on enables us to specifically target a market or broadcast our message. This is why we are choosing billboard sites in proximity to maternal hospitals and big retail markets, as well as zoos and other family-friendly leisure sites. For our print ads we will be choosing small size billboards (6x3m), (4x6m), (34. 5m), as they utilize the same creative designs as press ads, which we will also be making use of. In addition, we will be using mobile billboards throughout the city and suburbs. Mobility will increase coverage, reach and frequency. OOH syndicated audience measurement data (MOVE) will be used to craft packages, which deliver various levels of reach and frequency. Continuity- 3-6 Months Estimated Cost (based on assumptions and sources below) Roughly 10 000$ a month per face (mobile or static) month minimum- 30 000 § monthly/ medium 30 media- approx. 1$ million http://www. transitadvertising. com. au/advertising_costs/index. html Examples of face locations and sizes: 1) Flemington Road Parkville VIC 3052 In proximity: Royal Children’s Hospital Size: 3x6m Roadside Billboard Source: http://www. apnoutdoor. com. au/Pro 1 Source: http://www. apnoutdoor. com. au/Pro 1 Source: http://www. apnoutdoor. co m. au/Pro 2 Source: http://www. apnoutdoor. com. au/Pro 2 2) Melbourne Central Railway Station Size: Rail cross-track 3) Transit Size: Mega side Source: http://www. apnoutdoor. com. au/Pro 3 Personalized Billboard: 4) Federation Square Size: Landmark Details: A QR Code in the bottom-right hand corner will enable Smart-phone users to access the Huggies Enviros website and submit their baby’s name and upload a photo. This will then appear within minutes on the billboard customized to the background (one of the backgrounds from the Huggies Enviro campaign). Instead of the wording â€Å"For their future†, the submitted child’s name will appear- ex. â€Å"For Willy’s future†. Thus, parents will be able to interact and have their baby’s image and name on a landmark billboard for a few moments. The personalized billboard is part of a campaign targeting younger parents with higher disposable incomes, who are in accord with up-to-date technology. The rarity of the medium will increase Huggies brand awareness and recognition. Examples of personalized billboards: 11. Other Integrated Marketing Communication Activities Huggies will integrate its IMC activities with the traditional advertising campaign to increase the reach to target audiences. Our IMC budget is $2 million, which is 5% of our annual sales. The three-stage IMC plan will boost customer loyalty through increasing its value and improving Huggies environmental brand image. Huggies aims to increase the loyalty programs participation rate to 40% of all Huggies consumers. Consumer satisfaction and loyalty increases Consumer satisfaction and loyalty increases 1. QR Code The QR code will be displayed on our products packaging, billboards and magazines and will link consumers to our loyalty program website page. We will increase the participation rate by using an incentive. Once consumers join Huggies loyalty program, they will go into the draw to win one of ten Ikea vouchers valued at $10,000. The QR code will help attract consumers to our loyalty program that they will then be able to benefit from. . Loyalty Program Joining Huggies loyalty program enables consumers to be rewarded with special events and prizes. The program is a platform that enables Huggies consumers to communicate between each other (consumer to consumer) and consumer to brand. Childbirth can be a very stressful time period for couples; therefore Huggies wants to help ease the stress, by providing an opportunity for new parents to communicate with experienced parents. This online service is free to Huggies members and will help boost Huggies word of mouth traffic. The website will also display helpful tips for first time parents on comfortable clothing for pregnant mothers, the role of the father during the birth and many others. The program will change the position of Huggies in the consumer’s mind, as caring for a greener future for todays children. 2. Sponsored Events Once consumers have joined the loyalty program, they will go into the draw to win an Ikea voucher and be invited to special events. To promote Huggies new Enviro’s nappies, we will be sponsoring a Zoo in each of Australia’s seven states. A total of $1 million will be donation to improve the living conditions of the animals that need it most. This will generate a charitable image of Huggies and will probable be broadcasted in the news across multiple media outlets. After joining the Huggies loyalty program, Huggies parents and children will be allowed free entry to the Zoo on certain open days. They will also be informed of special events, where only Huggies people will be allowed behind the scene’s tours and exclusive opportunities to meet the animals face to face. | | | IMC Budget| | | | | | Programs| Cost| 1| Loyalty Program| | | web design| $200,000| | web testing period| $100,000| | Launch | $25,000| | Website maintenance| $150,000| | | | 2| Events| | | Donations to seven state zoos| $1,000,000| | Photoshoot expenses| $50,000| | Free entry costs| $50,000| | | | 3| QR Code| | | Set up cost| $50,000| | 10 Ikea Vouchers| $100,000| | Contingency 10% | $200,000| | | | | Total| $1,925,000| | | | Evaluating and c ontrolling ad effectiveness: We will be using a range of methods to evaluate advertising effectiveness. Methods will measure attitudes such as recognition and recall, persuasion (measures of attitude) and sales responses (measures of behaviour). In order to be able to compare the effectiveness of our campaign, we will also have to perform pre-testing before its launch. Thus we will ensure that the message of our campaign is correctly perceived. For our different advertising media, we have chosen the following measurement methods, based on our objectives: Recognition and Recall TV- Bruzzone tests Magazines- Starch Readership awareness Measures of behaviour Neuroscience and brain imaging Measures of sales response Econometrics