Profile
Founded in South Australia by a chemist and a horticulturalist in 1985, Jurlique manufactures and retails the purest, most powerful skin care products. The organic and biodynamic farm system, which was built to harvest materials for manufacture products, offers the advantages of providing nature, fresh and sustainable ingredients of products. All kind of skin care products including body care, shampoo, shower gel and essential oil with four fragrances, namely: rose, lavender, citrus and jasmine are available. Jurlique has expanded to over 20 countries. They insist to manufacture products through eco-friendly process and regularly attend activities of environmental protection. (Jurlique 2012)
Mission
Manufacture purest products which are made of completely organic and biodynamic materials without any chemical added. (Jurlique 2012)
Company Positioning
Jurlique offers pure and harmless products to help skin become more beautiful with affordable price. Customers will be impressed with the high quality of products and fresh fragrance.
SWOT Analysis
2.4.1 Strengths
With own organic farmland, sources of materials are sustainable to maintain stable product line. (Adriana Noton n.d.)
Products, which made from natural ingredients, are harmless to health with high skin care efficiency.
Jurlique has worldwide presence in Asia-Pacific, Europe, North America and South America. (Jurlique 2012)
Good reputation due to the contribution of environmental protection.
The products are suitable to sensitive skin with hypoallergenic ingredients. (Adriana Noton n.d.)
2.4.2 Weaknesses
Lack of differentiation from other competitors.
2.4.3 Opportunity
As organic products are emphasized recently, customers tend to buy nature products which are not harmful to health.
The brand awareness has been enhanced in Australia.
Customers gradually find out the marvellous efficiency of using natural products. (Adriana Noton n.d.)
2.4.4 Threats
There are a lot of competitors such as L’OCCITANE, The Body Shop and Aesop, etc.
More and more pretenders try to produce similar products and pronounce the same advantage of organic ingredients. (Adriana Noton n.d.)
Advertising Objective
3.1. The immediate sales
1. Trying to grab the floating profits like impulse or unplanned purchase.
2. Fulfilling the sales function by represent the new product for existing consumers who have
built the brand loyalty already.
3. To remind the consumer to purchase this new product.
3. 2. The short-term goal
1. This advertising campaign would reinforce the original brand image by market extension.
2. It also would enhance the product exposure frequency to strengthen the brand or product
recognition and popularity which lead to repeat purchase.
3. The campaign advocates the green, organic, healthy life style rather than a single perfume
brand.
3.3. The long-round aims.
1. Make the consumers add the whole bunch of reliance credits in our brand equity account.
2. Trying to generate the new demands in existing market and get more market shares in this niche
market.
3. Increasing the wide acceptance of our brand.
Target Market
Segmentation
4.1.1 Geographic- This new product-Essential oil perfume will be firstly launched in Australia
where is the birthplace of Jurlique. We will run this product in flagship store of Brisbane, Sydney, Melbourne, Adelaide and Perth where have a large amount of population and potential opportunity to promote it.
4.1.2 Demographic- The target market will focus on females whose ages from 20 to 35 years
old due to the fact that they have the most powerful ability of purchase. According to Australian Bureau of Statistics (2011), there is the highest population of female in the age level of 20 to 35.
4.1.3 Psychographic- Following the changes in the whole world, the concept of most people
has been changed. Especially, people are taking notice of the ingredients of cosmetics. Hence, they do gradually keen on the natural, eco-friendly and organic product.
4.1.4 Socioeconomic- The target market focuses on university students and office ladies, hence,
their income level may be low and middle. The average salary of white- collar workers is from 2500 to 5000 Australian dollars (Australia Average Salary & Expenditure 2005).
buying situation
The products are appealed by females who value the protection of their body and health. Also, in current society, most people pay attention on environmental preservation. Hence, they prefer to purchase and search for nature-oriented products which would reduce the harms of human beings and environment.
Target Audience
The product of essential oil perfume is concentrated on the group of graduated students and office ladies (white collar workers) whose need the durable fragrance to reveal their temperament in every occasion. The majority of Jurlique customers will be women who start caring their skin and beauty. Hence, most products produced by Jurlique are designed with women in mind including perfume, body crème and lotion which protect women’s skin. However, it is clear that women prefer having fragrance all day long. Therefore, it is a chance to do the research and development of oil perfume which have the efficacy of perdurability. Further, the consumption of cosmetic products has rapidly increased during festival time, such as Christmas, Mother’s day, and Valentine’s Day. These women who purchase Jurlique products are between 20 to 35 years old.
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Product Positioning
It is positioned on the aspect of slow fashion which emphasizes nature, eco-awareness, and health. The perspective of Jurlique’s essential oil perfumes is that the firm integrates the functional advantages of essential oils with our main scents which include jasmine, rose, lavender and citrus. Essential oil could assist customer in refreshing their mind, releasing their pressure and relaxing, also our new perfume would help females enhance their charm and self-confidence. Moreover, the ingredients of the essential oil perfumes are nature without chemical elements. Therefore, the new product would not injure customer’s body and health.
Competitors
4.5.1 Competitive advantage
Compared to Jurlique’s competitors, such as L’occitane and Aesop, they have similar
philosophy and the same product categories. However, the new product of Jurlique could be distinguished from others, because our new product involves natural essential oils. In addition to this, the product of essential oil perfume has never been developed in the two firms of L’occitane and Aesop yet. Thus, this would have a high attraction on female market.
Creative Message Strategy
Theme
The communication objectives
As this oil perfume is a new product, the most important objectives are to enhance the customer awareness of the product, and impressed them by the first advertising.
The product knowledge of nature and harmless ingredient can be conveyed in advertising.
To stimulate the buying behavior by this creative advertising.
Customer insight
Customers gradually concern about nature and healthy ingredients of products, especially in food and those using for skin care.
Message (差兩點)
Different from other women perfume advertising which emphasizes the appeal for men, Jurlique advertisement will focus on the distinctive features which are less harmful and helpful to relax with fresh fragrance to attract women who concern about the harmless ingredient of products and those who are under stress.
Look and Style
Appeals
Media Objective
1. Reach 80% of the target audience at least 3.2 per three month.
2. Use selected media to provide coverage of approximately 40% of target audiences per
month.
3. Design to launch the advertising on holiday period and four seasons.
Media reach and frequency
The major objective of the advertising is that provides the information of a new campaign to existing consumers and appeal a great number of potential target audiences through selected media. Also, Jurlique is established and well-known brand in Australia. Thus, low-frequency strategy and high-reach strategy are appropriate for the campaign, based on Wells et al. (2011), high-reach strategy and low-frequency strategy could be used to launch a new product with notable brand in order to deliver reminder and simple messages. In order to calculate effective frequency, the company use Ostrow frequency model, because Telmar (2010) reported that the goal of Ostrow model is setting up minimum effective frequency level to maximise reach level. Therefore, the lowest frequency of the campaign is 3.2. Besides, according to three selected media, Jurlique assumes that the campaign would catch about 40% of potential customers each month when the advertising launching, so the coverage is around 40%.
Marketing Factors That Affect Effective Frequency
Established brands
-.2
-.1
+ .1
+ .2
New brands
High market share
-.2
-.1
+ .1
+ .2
Low market share
Dominant brand in market
-.2
-.1
+ .1
+ .2
Smaller, less well-known brands
High brand loyalty
-.2
-.1
+ .1
+ .2
Low brand loyalty
Long purchase cycle
-.2
-.1
+ .1
+ .2
Short purchase cycle(high volume segments)
Product used occasionally
-.2
-.1
+ .1
+ .2
Product used daily
-.2
-.1
+ .1
+ .2
Needed to beat competition
-.2
-.1
+ .1
+ .2
Advertising to older consumers, or children
Copy Factors That Affect Effective Frequency
Simple copy
-.2
-.1
+ .1
+ .2
Complex copy
Copy more unusual than competition
-.2
-.1
+ .1
+ .2
Copy less unusual than competition
Continuing campaign
-.2
-.1
+ .1
+ .2
New copy campaign
Product sell copy
-.2
-.1
+ .1
+ .2
Image type copy
Single king of message
-.2
-.1
+ .1
+ .2
More different kinds of messages
To avoid wear out: New message
-.2
-.1
+ .1
+ .2
Older messages
Larger ad units
-.2
-.1
+ .1
+ .2
Small ad units
Media Factors That Affect Effective Frequency
Lower ad clutter
-.2
-.1
+ .1
+ .2
High ad clutter
Compatible editorial environment
-.2
-.1
+ .1
+ .2
Incompatible environment
Attentiveness high
-.2
-.1
+ .1
+ .2
Attentiveness low
Continuous advertising
-.2
-.1
+ .1
+ .2
Pulsed or flighted advertising
Few media used
-.2
-.1
+ .1
+ .2
Many media used
Opportunities for media repetition
-.2
-.1
+ .1
+ .2
Fewer opportunities
-.2×5 + -.1×3 + +.1×3 + +.2×6 = +.2
.2+ 3.0(Effective frequency base) = 3.2 (Modified effective frequency level)
Media Selection
6.2.1 Television
Nowadays, although the rapidly rise of social network advertising, the TV advertising is still regarded as the dominant form of media advertising, since it have several advantages which would not be easily replaced like large usage rate of TV , at least few hours occupation per person daily as well as the high reaching rate for different groups of audiences. According to responeseAbility Consumer Research (2001), there 52% of female’ purchase decisions would like to be affected by TV Advertising in Australia. Also, the target market of Jurlique are females whose ages from 20 to 35, as a result, TV advertising would be the most direct way for product exposure. Meanwhile, it could deliver the message combine audio and video at meantime which could stimulate people, especially for female, to generate advertising appeals or evoke the subconscious possessive willing by using ideal scenario to cater their perception (Fah & Foon 2011).
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6.2.2 Magazine
According to Belch et al. (2012), magazines are a kind of media, which focus on specific target audiences. Also, Wells et al. (2011) stated that the percentage of female’s titles in the magazine market stands at about 65%. Thus, Jurlique would use this medium to publish its new advertising. In Australia, there are a variety of magazines for females. Jurlique is likely to promote its new perfumes advertising through three women’s magazines such as Australian Women’s Weekly, Marie Claire as well as Cosmopolitan, because the circulation and readership of these magazines in Australia are approximately above 100,000 and 400,000, and their target consumers’ age are between 18 and 55 (ACP Magazines, 2012 & Pacific Magazines, 2012). As a result, the campaign in these magazines can be easily to catch particular customers of Jurlique’s fragrance.
6.2.3 Facebook
The advantages of social network
Due to the vast number of users, social network advertising can easily convey to those used the internet.
The cost of social network advertising is significantly lower than other forms of advertising.
The messages spread in social network are seen to be more reliable as they are shared by our friends rather than companies
Social network create a route for customers to communicate directly to companies, as a result, the brand awareness and loyalty could be enhanced. (Socialolio 2012)
Selection of Social network
To compare the most popular social network Facebook and Twitter, we find out the age group of Facebook users (25-34) are closer to the target market of Jurlique perfume (Socialbakers 2012)(Alana Jessica Ward 2012). Besides, Facebook profiles can contain more detail than Twitter (ListsHere.com n.d.). What is more, Facebook allows company to provide photos, videos and longer descriptions. Consequently, Facebook fan page is more desirable to advertise the new products of Jurlique.
Cost
Free to create fan pages as well as post any information there .
Reach rate
The amount of fans of Jurlique AU is 16248. (Jurlique Australia 2012)
According to the research, one Facebook post reach 12% of fans. (Josh Constine, 2012)
The average fans which liked the posts from Jurlique fan page is 30. (Jurlique Australia 2012)
The average amount of friends of Facebook users is 229. (Bianca Bosker, 2011)
16248Ã-12%+30Ã-229Ã-12%=1949.76+824.4=2774.16≈2774 people
One post could be seen by around 2774 people
Scheduling
We divide the product of oil perfume into four flavours to match four seasons. Thus, the product of oil perfume which is for spring season will be initially launched on the beginning of September through mass media which include magazine, television and Facebook from 1 September until the middle of September. After the time, the media of magazine and television will be paused until 15 November, but Facebook will still run all the year. Further, owing to the fact that Christmas day is on 25 December, the advertising of new fragrant perfume which is fit for summer season will be promoted from 16 November within three of mass media above until the end of December. Besides, December is a big sales month for Australian. Nevertheless, advertising period must be continued in one month. Furthermore, 14 Feb is Valentine’s day, as a result oil perfume with another new flavour will be popularized two weeks ago to match autumn. In addition to this, the mass media of magazine and television will be carried out again. Moreover, sending perfume as a gift to mother will be a good choice. Hence, before Mother’s day, the product will publish new scent for winter and this special day.
Scheduling
Year
2012
Month
Sep.
Oct.
Nov.
Dec.
Day
~15
16~
~15
16~
~15
16~
~15
16~
Magazine
Television
season
spring
summer
Holiday
Christmas
Special
Big Sales
new spring
new summer
Scheduling
Year
2013
Month
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Day
~15
16~
~15
16~
~15
16~
~15
16~
~15
16~
~15
16~
~15
16~
~15
16~
Magazine
Television
season
summer
fall
winter
Holiday
Valentine
Mum
Special
Big Sales
　
new summer
new fall
new winter
Estimation of Cost
Evaluation of performance
For this new product-Oil Perfume, marketing team will carry out an available measuring research of its media campaign to rough execution to testing the final version before implementing, while this activity is running and once the campaign gets to its end. Jurlique is a successful company and has been established for a long time. Hence, Jurlique wants to enhance the business and be able to correct any mistakes, such as cost, on time, also increasing the efficiency of integrated marketing communication and making sure it takes the right media decisions by evaluating the campaign. (Belch, et al., 2009)
Pretesting: June to August 2012
Testing positioning, image and brand identity:
Jurlique would assess its new campaign concept on selected media. This could help it to understand that the messages in terms of positioning and image of advertising that Jurlique intend to launch are realized by its specific target audiences.
Concept testing:
At this stage, Jurlique want to evaluate the characteristics (namely slogans) of the advertising in customer’s mind. According to people’s feedbacks, the advertising team of Jurlique needs to make sure that how well the advertising will perform.
How:
Jurlique use online survey and focus group to investigate customer’s imagination and responses to its new campaign.
Concurrent: September 2012 to August 2013 (campaign running)
In the campaign process, con-current testing will keep working all year to obtain detail information of each stage and all relevant messages will not miss for marketing team.
Image, effectiveness and awareness:
While the campaign is launched by TV, magazines as well as Facebook, concurrent evaluation may help Jurlique to comprehend the advertising run correctly or not and obtain feedbacks from customers who saw the campaign. If the advertising is not working correctly, the advertising team can deal with it immediately.
How:
Coincidental survey- Jurlique use online questionnaires and random calling in order to realize what messages customers receive and get responses from them. Thus, Jurlique can obtain qualitative and quantitative information.
Impact on sales:
During this advertising campaign starts running, the marketing team will study its sales to track the influence of this new product. The purchased proportion will be studied in detail.
How:
Measuring the differential impact of different budget sizes, and the effects of brand or corporate image by tracking with the general sales statistical study. (Belch, et al., 2009)
Concurrent: September 2012 to August 2013 (campaign running)
When the campaign comes to the end around September to November, the marketing team will assess its final result in order to figure out whether the set objectives were reached or not. Post-testing not only identify what was doing best, but also serve as input into the future campaign planning. (Belch, et al., 2009)
Impact on sales:
While the advertising campaign is ended, marketing team will estimate its sales volume and analyze its profitability. In addition, they will judge specific aspects of the advertisement which provides the most efficiency to this new product. (Belch, et al., 2009)
How:
Comparing the used media tools and the sales statistical studies to determine how the advertising contributes to brand equity and how to optimize effectiveness. (Belch, et al., 2009)
Attitudes and persuasion-Commercial reaction:
Reference
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