The Integrated Marketing Communications Campaign - Assignment Example

Audience profile Groups’ analysis The IMC campaign will focus on two basic groups within the age bracket of 28-40. These are those who are focused on work and career and those who are more interested in the traditional role of wife and mother. The first group is likely to have a higher economic background, athletically active and thus bound to attend and participate in professional sporting events. In addition, they are highly fashion oriented and their lifestyle revolves around style, status and recognition. On the contrary, the group that is more interested in the traditional role of wife and mother has a relative economic background, less inclined to sporting activities as well as limited sensitivity to style and fashion. This is based on the fact that they tend to concentrate much of their efforts on home management. Against this backdrop, the group which is focused on work and career is bound to exhibit more acceptance of the special organic cosmetics and beauty products. This is primarily based on their lifestyle and socio-economic set-up as analyzed above. This target group is chosen for this analysis. Demographic profile In regard to gender, the target group is basically comprised of women with an age distribution of between 28 and 40 years. This group is multi-ethnic with the members being drawn from diverse races and cultural orientations. In addition, they are mainly married with few numbers of children to take care of. In regard to occupational and educational attainment, this group is highly literate which greatly influences their media preference. They are distributed within a wide array of occupations but primarily in formal employment. All these demographic characteristics inform their job satisfaction level as well as their marketing trends. This fact is supported by Culpan and Wright (2002, p. 787) who determined that the demographic characteristics like the level of education number of children and the marital status greatly influence the level of job satisfaction among women in managerial positions. On the other hand, the socio-economic background of the women in this category is usually high as mentioned in the previous section. Geo-demographic profile The work and career women in this age bracket primarily reside in urban areas where their occupations are based. They also exhibit high mobility rates based on the workplace dynamics like transfers and promotions. Life cycle stage This age bracket of women perhaps forms the largest segment of women in formal work places and they are characterized by the zeal to make a feasible balance between family and work responsibilities. Consequently, this influences their career choice which has received increased attention of the media in the recent past. VALS types This category of women has divergence in values. In this case, values can be perceived as the evaluative standards which are generic in nature and serve to inform the behavior of an individual aiming to achieve a desired end state (Beauregard, 2007, p. 2). The work and career women in this age bracket value more flexibility of schedules which would be key in facilitating their regular participation in sporting activities among other social activities (Lingard &Francis, 2001, p. 76). This is based on the fact that these leisure activities like sporting and social events give them an ample chance of professional networking as well as undertaking some of their work responsibilities out of the confines of formal work environments. In addition, they get a chance to share ideas with their fellow workmates which is fundamental to capacity building. In regard to attitude, this category of women has a positive, determined attitude aimed at achieving success in their workplaces. This is based on the fact that most firms tend to treat women differently in issues like promotions when compared to their male counterparts. This fact is supported by Culpan and Wright (2002, p. 795) who revealed that majority of the companies tend to maintain double standards and reserve a separate treatment for women. This fact is mostly predominant in the developing countries where women are yet to achieve rudimentary gender equity in the workplaces. Despite the fact that this phenomenon is limited in the developed countries, it is still evident in some countries with women in the ages between 28 and 40 being segregated based on their mixed commitment towards family responsibilities and work. In regard to lifestyle, the work and career women in this age bracket exhibit a sophisticated lifestyle, based on their socio-economic background as well as their status in the society and workplace. Thus, they tend to be characterized by sensitivity to fashion issues, extensive participation in social events, technological advancements and profound choice of close acquaintances. All these influence their marketing trends and their preferences and taste of diverse products like special organic cosmetics and beauty products. This fact is epitomized by the fact that majority of the women prefer sophisticated dressing codes which will reflect their professional status, attend exclusive members clubs as well as purchase electronics like phones with the latest technological orientation. Other typologies In regard psychographics, the work and career women in this age bracket are bound to be characterized by considerable stress and emotional imbalance based on their increased efforts to strike a viable balance between work and family issues. Beauregard (2007, p. 1) cited that 49% of the women workers in the UK have reported significant concerns over balancing family and work responsibilities. In terms of interests, this category of women is usually interested in considerable flexibility with their workplace to facilitate their involvement in leisure activities as well as family affairs. According to a report by Burke (1997, p. 325), married women with children have indicated a heightened level of interest in alternative career paths, for instance, part time work, flexibility when compared to married or single women with no children. In regard to opinions, the work and career women aged between 28 and 40 years are liberal to diverse issues like abortion, health and political inclination. On the other hand, their hobbies disposition is on sporting activities, travelling and socializing as previously mentioned in the preceding section. Lastly, their aspirations and dreams are characterized by the zeal to attain career success, promotions which will result in significant security of tenure in their workplaces. Moreover, their efforts are geared towards establishing a robust economic foundation for their children as well as giving them proper education which will facilitate their future career advancement. IMC consumption As mentioned in a preceding section, majority of the work and career women in this age bracket are characterized by high educational attainment, they are bound to favor the media which is proportionate to their income as well as technological realities in the contemporary corporate world. Majority of the work and career women aged between 28 and 40 years are bound to significantly prefer the print media which is exemplified by fashion magazines and newspapers. These media are preferable based on the fact that they give extensive details of the special organic cosmetics and beauty products, where, why and when the consumers can purchase the products, both at the national and regional level. On the other hand, this category of women is bound to exhibit heightened consumption of adverts posted on the internet. This is based on their technological orientation as well as the convenience associated with the internet, for instance, online shopping. The use of the internet as a media of advertising will thus increase the convenience of women in this age bracket undertaking online shopping by providing them with the information they need when purchasing the product. This is supported by Coughlan, Anderson, Stern and El-Ansary (2001) who cited that one of the biggest merits associated with electronic shopping is that by allowing the consumers to shop in the comfort of their home, this increases the level of convenience. Television is another media which is popular among the career women aged between 28 and 40 years. Popular fashion and lifestyle programs as popular among this cohort of women who endeavor to get information regarding the latest beauty products in the market as well as their applicability in their lifestyle. Lastly, the career women in this age bracket are bound to attend consumer fairs where they can explore and test different beauty products and eventually purchase their most preferred products. Is this the most suitable target group? From my perception, the career women aged between 28 and 40 years is most suitable target group for the beauty products based on several facts. Firstly, this class of consumers is likely to be more sporty and athletically active and thus prefer cosmetics like deodorants to suit their daily needs. When compared to those who are more interested in the traditional role of wife and mother, they have a lifestyle which is more sports oriented. Secondly, the use of beauty products will greatly confirm their status both in the workplaces and is social events like weddings among others. The use of quality beauty products will also help them maintain a sense of ‘class’ among their acquaintances and business associates. These factors are less determining in the beauty products purchasing patterns among women who are more interested in the traditional role of wife and mother. Lastly, this target group is endowed with a relatively high economic foundation and can thus comfortably afford the beauty products. Brief statement of overall message In a copy containing the range of organic beauty products, the overall message will entail the prices of diverse products, the places where the consumers can get them, current promotions andthe features/attributes of diverse products. References Beauregard, A., 2007, Family influences on the career life cycle, in M. Ozbilgin & A. Malach- Pines (Eds.), Career Choice in Management and Entrepreneurship: A ResearchCompanion, Edward Elgar Press, Cheltenham, UK, pp. 101-126 Burke, R., 1997, ‘Are families damaging to careers?’, Women in Management Review, vol. 12, pp. 320-324. Coughlan, AT., Anderson, E., Stern, LW. & El-Ansary AI, 2001, Marketing Channels, 6th edn, Prentice-Hall, Upper Saddle River, New Jersey. Culpan, O. G &Wright, H, 2002, ‘Women abroad: getting the best resultsfrom women managers’, International Journal of Human Resource Management, vol. 13 no. 5, 784-801. Lingard & Francis, 2001, Work-life Issues in the Australian Construction Industry, Construction Industry Institute, Australia Inc, Parkville, Australia. Read More