You are required to create an Internet marketing campaign plan for a selected product from an Australian-based business that aims to acquire new customers and grow sales of this product in other countries.
Marketing communication can be described as coordinated advertising messages that can be provided by various modes. It is the basic that works in the framework or concept of marketing. The key objective of marketing communication of any company is to target the potential customers and to attract them by informing, and providing better quality products as compared to competitors. This report includes digital communication plan for the vitamin supplement company named Nature’s Own Australia. This report focuses on the target market, communication objectives such as integrated communication, designing message and media strategy, budgeting of plan and evaluation of overall strategy etc. Company Nature’s Own started its operations in 1975 with the passion for life and good health by nature. The mission of the company is to inspire people in Australia to be a Force of Nature. The objective of the company is to provide quality products including most effective ingredients along with the latest resources in the nutritional science (Nature’s Own, 2018). Company has wide range of products i.e. energy and mental alertness, immunity and wellbeing including men’s health, multivitamins and women’s health. Now the company is trying to expand the business in the Chinese market. This communication plan has objective to enhance the sales of vitamin supplements in the Chinese market.
Nature’s Own will target young people in order to create the awareness of the brand in the market. For this manner, the company will target youth with the age of 26 to 34. The reason of targeting these customers is that they are crucial part of the society. They have lots of work pressure so; they need more energy in order to deal with the pressure in their daily work. Along with this, young people are also very conscious for their health. So, Nature’s Own will target them to identify their needs and provide the vitamin supplements based on their requirements. Further, company will also target female customers as women need special care for their health.
Company Nature’s own will target both men as well as women will provide value to them by its vitamin products. The goal of Nature’s Own is to provide high quality vitamin supplements with the affordable prices to the customers. The company will provide value to the customers by improving the lives of the customers and by providing various vitamin supplements to fit their needs (Martínez, 2012). The value proposition provided by the company is linked to the internet business model as this industry is forecasted to grow over the next five years until 2019. By providing value proposition, company will able to attract more customers and gain more profit. In the Australian market, company Nature’s own has strong position among the customers (Roger, 2013). Due to its popularity, customers are able to identify its products easily in the market. Similarly, company wants to provide unique quality and value to the customers in China market. Nature’s own has highest position in the Australian market in terms of quality and unique products (Roy Morgan, 2016).
Figure 1: Nature’s Own Position
(Source: Roy Morgan, 2016)
Effective integrated marketing communication plan focuses on the quantifiable and specific area. Nature’s own is operating in the Australian market and now it is seeking for the expansion in the China market. For this manner, company has communication objective with the expansion in the new market. The communication objective of Nature’s own is to enhance the sales of its products in the Chinese market. In order to achieve this order, company needs to enhance the brand awareness among its target market. This would be done by using various marketing tools and techniques in order to promote the products offered by the company (Hutt & Speh, 2010).
There are some common internet marketing tools and techniques which can be used for achieving organizational goals and objectives outside the country. Some of the marketing components are described below which can be used in the interactive marketing campaign of the company Nature’s own.
Banner advertising
This is the most common and well-known form of online promotions of the brand. Banner advertising or banner ads make the company able to buy ‘online billboards’ on the famous websites for showing the promotional messages. This tool would be helpful for Nature’s own to target the customers by showing advertisements on various websites. The advertisements will be in the standard size including images and text and will be presented in gif, jpeg, of flash format.
Email marketing
Email marketing campaign is cost effective to attract the customers. This is the direct way to target the market and communicate with the potential customers who are interested in the products provided by the company. Email marketing builds a database of users who are agreed in receiving marketing messages by the company. Company needs to focus on the distribution, design and effectiveness of the email while creating an email marketing campaign (O’Guinn, Allen & Semenik, 2011).
Blogs
Blogs are also a different form of websites which also provides basic advertising opportunities including sponsorship and banner advertising. Company can also create blogs in order to improve SEO programs, email database, public relation initiatives, and communication outlets. Companies like General Motors has started using blogs not only products and services but also start a new line of communication (Buhalis & Neuhofer, 2012).
Social media
Various websites and platforms like FaceBook, MySpace, LinkedIn and Twitter have created communities of users having common relationships and interests. The social media platforms provide sponsorship opportunities and banner advertising to the markers. Along with this, the social media websites has ability to promote and inform the customers about the new products and services (Tuten & Solomon, 2013).
Third party promotion
This is the most common form of online promotion by which a company can promote its brand or products in the new market via third-party website. The promotional activities can include pop ups, and banner advertisements, etc. These advertisements can be both paid as well as unpaid based on the click-through rates or based on the viewership of the site.
For the company Nature’s own, social media tools, blogs, email marketing and banner advertisements will be used in the communication campaign. Reason for selecting these email techniques is that these are effective tools to target the customers in the new market. The reason of selecting these tools is discussed below.
Each and every business has objective to grow in the market and for this reason, banner advertisement will be most effective tool for the company Nature’s own. The banner advertisement is affordable as compared to other marketing tools. Banner advertisements will be effective in enhancing the brand recognition of Nature’s own (Kant & Narwal, 2014). In case of social media, every networking site has unique characteristic and objective in the marketing activities. Facebook is the biggest and powerful social networking site in all over the world including 1.55 billion active monthly users. Along with this, Twitter is the perfect online marketing tool to promote the business among the customers (De Mooij, 2013). Similarly, LinkedIn is the professional social networking site which focuses on B2B rather than B2C marketing. Social media marketing will be helpful in enhancing the brand awareness of Nature’s own in the new market. It is observed that 78% of businesses are using social media tools in order to target the customers (Turnbull & Valla, 2013).
In the era of competition, there are various business organizations using creative promotional styles in order to promote the products and attract the customers towards products. The companies use various elements like psychographic, statistics, behavioral and creative process in order to attract potential customers in the market. For this manner, building a slogan will be effective in the advertising. By creating a slogan, Nature’s own will be able to enhance the value of its advertising campaign in China market. Further, the limited time design of the company will be set up to create the slogan as it will be effective in retaining the existing customers and targeting the new customers (Cadogan, 2012). It will enhance the brand image of Nature’s own in the China market. It will also identify the market opportunity in the foreign market. The company will make an innovative promoting message. Company Nature’s own has effective slogan for Australian market i.e. Inspired by nature. This slogan will also be used in China market as company will assure the customers to provide quality vitamin supplements with the natural ingredients (Baig, Raza & Farooq, 2011).
For the company Nature’s own, media plan is described below. In the communication plan, various marketing techniques and tactics will be implemented. The media tools and tactics will be helpful in publicizing its communication objectives and creative strategy in the market. This media plan will be helpful in appealing the customers so it will be efficiently and effectively developed. The media vehicles and strategies for the company Nature’s own is as follows:
In current time, people are very active on the social media platforms. So, social media tools are the most important parts of the marketing. For the communication plan, Nature’s own will include Instagram, FaceBook, and Twitter in the online and digital marketing (Porterfield, Khare &Vahl, 2013). Social media channels will provide most of the marketing facilities to the company. For Nature’s own, Facebook will cover 55% of market, Instagram will cover 25% of market, and Twitter will cover 22% of the total market. By the use social media tools, company will be able to target new customers in the China market by making them aware their health (Luttrell, 2016).
To attract the customers, Nature’s own need to provide right information to them. By writing effective blogs, Nature’s own aim will be to provide deep information about vitamin supplements. In the blogs, company would tell to the customers how the vitamin supplements are prepared with the natural resources so that the customers would be connected with openness and honesty.
Email marketing will be used in the digital communication plan of Nature’s own. In the email marketing, company will make a list of the customers to whom company wants to target. For this marketing, there would be those customers who will give permission to subscribe their email lists. Nature’s own will send some features of media plan to the customers i.e. broachers, newsletters, and advertisements. Email marketing would be useful for Nature’s own to make people aware about the health and vitamin supplements to the potential customers. Posters and print media will also be sending by the email marketing (Pavlou & Stewart, 2015).
|
Promotional Budget (Nature’s Own Australia) |
|
|
Promotion Tools |
Amount |
|
(in $) |
|
|
Social/Digital Media Marketing |
|
|
1. Facebook |
$5,500 |
|
2. Twitter |
$4,000 |
|
3. Youtube |
$6,500 |
|
Total Social Media |
$16,000 |
|
E-mail Marketing |
$17,000 |
|
Online Display ads |
$6,500 |
|
Other Online promotional Campgains |
$25,000 |
|
Total Budget for Online Media |
$64,500 |
The evaluation of the overall campaign will be done in the parts i.e. before the campaign, during the campaign and after the campaign. First evaluation will be testing the tactics. This will provide an idea of the campaign’s accuracy. In the tactics testing, IMC campaign will be executed in some markets and the responses of the customers will be noted. During the campaign, the performance of the campaign and message provided by the company will be observed. After the campaign, the results of the overall process will be analyzed. The success and growth of the campaign will be observed by this testing and evaluation.
References
Baig, M. K., Raza, H., & Farooq, U. (2011). E-Commerce Adoption: A Comparative Study of Sweden and Pakistan. Linköping.
Buhalis, D., and Neuhofer, B., (2012). Everything you need to know about internet marketing: Annals of Tourism Research. 39(2). pp.1266-1268
Cadogan, J. W., (2012). International marketing, strategic orientations and business success: International Marketing Review. 29(4). 340-348
De Mooij, M., (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications
Hutt, D.H. & Speh, T.W. (2010). Business Marketing Management. (10th) South Western: Cengage Learning
Kant, R., & Narwal, M., (2014), Role of e-commerce in consumer decision making: International Journal of Research in Business Management. 2(6). 77-88
Luttrell, R., (2016). Social Media: How to Engage, Share, and Connect. Rowman & Littlefield
Martínez, P., (2012). The Consumer Mind: Brand Perception and the Implications for Marketers. USA: Kogan Page Ltd
Nature’s Own, (2018). Why we do what we do. Retrieved on 19th January 2018 from https://naturesown.com.au/our-story/
O’Guinn, T., Allen, C., & Semenik, R., (2011). Advertising and Integrated Brand Promotion. Ohio: Cengage Learning.
Pavlou, P. A. & Stewart, D. W. (2015). Interactive Advertising: A New Conceptual Framework towards Integrating Elements of the Marketing Mix. pp. 218-222
Porterfield, A., Khare, P., and Vahl, A., (2013). Facebook marketing all-in-one for dummies. Hoboken, N.J.: John Wiley & Sons
Roger, A. K., (2013). Marketing In Asia. (2nd). Columbus. OH: McGraw-Hill Education
Roy Morgan, (2016). Nature’s Own: Australia’s own favorite vitamin brand. Retrieved on 19th January 2018 from https://www.roymorgan.com/findings/7051-natures-own-australias-own-favourite-vitamin-brand-201611150922
Turnbull, P. W., & Valla, J. P., (2013). Strategies for international industrial marketing. USA: Croom Helm
Tuten, T., and Solomon, M., (2013). Social media marketing. Boston: Pearson
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