The paper “ Media Plan - Consumer Profile, Market Factors, Media Vehicles and Media Schedules, Ethical and Legal Requirements” is a potent example of an assignment on marketing. The primary target audience for the skincare products is women specifically female professionals and wives to professional men. The age bracket for this group of women is 25-54 years. More than half of the group is married and drawn from different racial groups and living in the suburbs or inner-city areas. Their annual income combined is estimated at $150,000. This category of women is interested in looking good, concerned over their well-being and beauty conscious.
They take a holistic approach to health and consider taking care of their own skin a principal priority. This category is increasingly becoming aware of the negative effects on the chemical-based skincare products on their health. Their lives are active as they occupy themselves with a combination of study, work, staying healthy and fit, raising children and socializing. They give caution while searching for a skincare regime of natural skincare products. They cherish those products that do not harm their bodies or the environment, provide value for money, fight aging and leave their skin looking radiant. Consumer Profile Sex Female Age 25-54 years Marital status Married Income levels More than $150,000 Education College and University Education Occupation Professional and wives to professional men Area residence Inner city and suburban Purchase behavior patterns This category of women is interested in looking good, concerned over their well-being and beauty conscious. Search for a skincare regime of natural skincare products. Market FactorsLevel of involvement: Skincare products are low involvement products where consumers engage routine response behavior of low involvement decisions.
Since the prices of the products are low, the level of involvement is low.
They are bought often specifically weekly and do not necessarily come with so much product information like warranties, technical manuals and prices. Product usage and lifecycle: The product is used by the consumer as an end product which is not meant to generate other products. The product is in the maturity stage since their choices are healthy and radiant products are in high demand from the consumers. It is a routine product purchased on monthly basis depending on usage. The ads are in electronic visuals and also in posters printed in color. Advertising message characteristics: The words are captivating and associated with what the products stand for such as ‘ reconnect with nature’ for natural skincare products.
The pictures depict radiance and glow of the female skin, sound should be great and feminine. Music is slow and flowing with expression of relief and freedom. Action depicts happiness and vitality of a growing body. Color is green to associate with natural environment. Earthsprite products are wholly natural, effective, innovative and affordable. All the Earthspite products are made from tamanu oil containing unique capability of accelerating healing, promoting formation of new tissue and growth of healthy skin.
Eywa which produces natural skincare products provides the users with everything they need to feel and look healthy and beautiful. The message drives the opinion that people should look after nature because nature looks after them. The products from Eywa contain plant ingredients grown organically and ethically which makes then highly effective. The company is 100% owned by Australians and its products provide value for money, reasonable price than those offered by competitors. Product characteristics: Earthsprite is made of natural products, soothing and comfortable to users, and show no side effects, come in favorable colors matching the natural environment.
They are solid or liquid depending on the users. The products are from organic ingredients with skin rejuvenating properties. The ingredients are from 70 different flower and plant species including rare species from Amazon forest. The ingredients contain tamanu oil which is derived from tamanu tree indigenous to Southeast Asia and is a completely natural skin healing agent.