The paper "Decomposing the Effects of Direct Advertising" is a great example of a Marketing Business Plan. Eywa is a company based in Australia and is involved in producing natural chemical-free skin as well as body care products that only contain organic ingredients. These ingredients are largely selected for their definable skin rejuvenating properties. Additionally, these ingredients are largely obtained from over seventy different species of plants as well as flower species which include rare or extinct plants found in the Amazon rainforest. In its move to ensure that it uses organic compounds, Eywa is about to launch its new EarthSprite skincare variety.
This new launch of products will contain tamanu oil which is considered to be a completely natural skin healing agent and is obtained from the tamanu tree. Tamanu tree is an indigenous plant found in Southeast Asia. The involvement in producing 100% natural skin products, the company has been home to many people who are very sensitive to chemicals being used in other brands of skin products. 1.2Vision for the future According to McCarthy (1996), Eywa aims to be the market leader in the field of natural skincare range.
The vision is aimed to ensure that the future of Eywa is free from toxic chemicals that normally enter the bloodstream through their customer hair and skin. This vision further is aimed at making people younger and improves their confidence through using their products which have 100% natural ingredients with essential oils and organic herbs. 1.3 Business goals/mission With an increased call to adopt the use of organic products, Eywa has developed a mission that is greatly defined in its goals. To establish Eywa as an important brand that greatly represents quality in skincare?
This will significantly be accomplished using a creative marketing program, quality research, and manufacturing. 1.4 Business philosophies/identity Eywa's business philosophy is built in two I’ s namely; innovation and integrity. Innovation- To develop new creative ideas that have the possibility to change the globe Integrity-To act with openness and honesty without compromising the truth 1.5Main objectives According to McCarthy (1996), Eywa main objective is to ensure it provides its customer with quality products that are 100% natural and they contain organic compounds. In order to ensure that this key objective has been met, the company has divided its objectives into marketing, business, and advertising objectives.
Thus division is necessary to ensure that each department within the company words according so as to meet the main objectives. Business objectives Eywa business objectives are defined in the quality of products. The following are Eywa business objectives; To be the market leader in manufacturing natural skincare products To provide quality goods that will enable them to have a stronger competitive advantage over their competitors 1.5.2 Marketing objectives According to McCarthy (1996), the marketing objective plays a significant role in ensuring that Eywa has reached all its targeted audiences not only in Australia but in the larger Europe.
The following are the various marketing objectives that Eywa have focused on; to make the attitude of their clients more favorable to the 100% natural skincare To expand its market To build a strong brand image compared to its competitors so as to reduce negative attitudes regarding organic skin products To improve Eywa market share in the Cosmetic industry, by keeping new errant’ s out of the market as well as conveying the idea that their products and value for their customer money. 1.5.3 Advertising objectives
Bhide, A. 2000. The Origin and Evolution of New Business. New York: Oxford University Press
Tellis, G. 1988. Advertising exposure, loyalty and brand purchase: A two-stage model of choice. Journal of Marketing Research, 15, 134–144.
Tellis, G. J., Chandy, R., & Thaivanich, P. 2000. Decomposing the effects of direct advertising: Which brand works, when, where, and how long? Journal of Marketing Research, 37, 32–46.
Chandy, R., Tellis, G. J., MacInnis, D., & Thaivanich, P. 2001. What to say when: Advertising appeals in evolving markets. Journal of Marketing Research, 38, 399–414.
McCarthy, J. (1996). Basic marketing: A managerial approach. Homewood, IL: Irwin.