Marketing Design Elements Of Fashion Retail: A Discussion

Product Description

Discuss About The Marketing Design Elements Of Fashion Retail.

Product description: Colgate was created to reduce and prevent tooth decay, management, gingivitis and bad breath. Apart from destroying bacteria to prevent bad breath, it strengthens the enamel preventing acid wear, protects teeth from cavity formation, removes stains and reduces tooth sensitivity. It is approved by the Food and Drug Administration (FDA) organ.

The communication task: the advertising campaign involves creating awareness of the existence and effectiveness of Colgate as a toothpaste brand.

Advertising/Creative objectives: To increase awareness of the Colgate brand as the ‘number one brand recommended by dentists’, increase the market share and purchases.

• Geographic: Since Colgate is a global brand, the demographic target market includes all countries, cities, and In Australia, the geographic information can be gathered from census collector district and the census performed every five years.
• Psychographic: Colgate targets all the population that has positive opinions, interests, and activities towards it and those with a negative one.
• Demographic: Colgate targets consumers using other products.
• Behaviouristic: Colgate targets loyal clients, partly loyal and the not loyal ones. The ones satisfied with this brand because of its prestige and benefits are also targeted.

Market and brand performance: The Colgate brand occupies a market share of 50%-60% (Lucia, Salvador & Philip, 2017). It is performing fairly due to the previous efforts of advertising campaigns across the world. The performance is not yet satisfactory. This is because of the stiff competition rising every day.

Competition: There are so many brands of toothpaste in Australia and outside, which are major competitors of Colgate. They include Sensodyne, Herbal fresh, Red Seal and smoker’s toothpaste, sharing the rest of the marketing percentage. The competitors try to adopt Colgate advertisement methods so as to reach the same level. However, they are not yet known globally compared to Colgate (Magrath & McCormick, 2013).

Media/Means of distribution: Television is the most appropriate media to advertise Colgate. Manfred & Stefanie (2017) argue that it is the most effective since it will reach a wider geographical area of the target market.

Brand character: In the previous advertising, billboards were used and they were not very effective since only a small population of the target market was reached. Furthermore, Colgate was not yet very famous; hence billboards did not work well.

Brand image: An attractive and desired brand image is what I desire for this product. I want people to think about Colgate as the number one brand recommended by dentists worldwide. The image should be welcoming, attractive but simple. A professional image is also desirable (Mart & Gergely, 2017).

Positioning: Colgate comes in different forms and flavors. The unique selling position is its abilities to prevent tooth cavities and decay. Consumers can enjoy fresh-smelling mouths and strong teeth. Tooth sensitivity will be a thing of the past.

Research: Colgate was first sold in 1873 after its founder, William Colgate died sixteen years earlier. The Colgate Company was initially a manufacturer of soap. Currently, Colgate has many branches globally, including Africa (Michael et al, 2016).

Advertising/Creative Objectives

Legal/ advertising code requirements: The requirements for this advertisement are;

• No false or misleading language or statement.
• No bait advertising.
• A permit is needed for lotteries, competitions, and promotions over some amount of money.
• Complying with the pricing regulations; both local and international.
• A permit is needed for bill posting.
• Customers’ information must be kept private.

Mandatories: The Colgate logo is simply the word ‘Colgate’. The red color represents its energetic and fast nature while white represents purity. Its positioning statement is ‘the number one brand recommended by dentists’. The trademark is a smiling ideogram.

Budget: A budget of $400,000 has been set. This includes all expenses of advertising ranging from miscellaneous expenses to paying for the actual advertisement at television stations.

Timing: The advertisement is set to happen continuously for a full year.

Measurement of the outcome: The impacts of the advertisement will be measured through sales and general reactions from new customers.

Other considerations:  The time interval between two advertisements will be considered; that is, the frequency at which the television stations will be showing it.

1. The product in my media plan is toothpaste.
2. The target audience for this product is any person, old enough to practice oral hygiene by themselves. The marketing segment of the target market is made up of the following characteristics:

• People who have been using this brand of toothpaste before.
• Attitudes of the current customers in terms of what attracts them to Colgate toothpaste.
• Consumers’ beliefs, culture, values, customs and practices.
• The available toothpaste of other brands and the consumers’ reactions towards them.
• Location of the consumers, and whether Colgate toothpaste is favorable in that location.
• The lifestyles of people around.
• Consumer psychographics.

1. The following is the general consumer profile of my target audience as generated from the market segments;

• Behavioral segment

The consumer wants whiter teeth, fresh breath, and insensitive teeth. The consumer may be a loyal Colgate user or an irregular one. Consumers who are ready to use the toothpaste. Status of the consumers.

• Geographical segment

The consumers are mainly residences in the country. The people of central Australia are the major consumers of this brand of toothpaste. Potential customers are patients in the dentistry ward in the referral hospitals.

• Demographic segment

Consumers range from two years and older, with the middle age being the highest consumption rate. Potential consumers are both literate and illiterate. Both male and female are our target consumers. Low earners, medium, and high earners are targeted. Consumers can either be single and married. Our toothpaste is consumable by people of all religious and cultural beliefs.

• Psychographic segment

The consumers are oral hygiene lovers. Consumers that are highly involved in the Colgate brand. Lowly involved customers. Consumers with a past experience on Colgate.

1. My media audience is made up of all the possible consumers of the Colgate toothpaste.
2. The product factors that will possibly appeal to the target market include:

A person with white teeth that previously had discolored teeth featuring in the advertisement. The person testifying on how Colgate brand has changed his/her life. The toothpaste will be displayed in different makes depending on age. There will be humorous background music indicating celebration. The advertisement set will be a bathroom. The drastic change of the teeth color will attract the audience. A nice toothbrush will be used.

1. Creative Brief for Colgate toothpaste

Action- the advertisement will involve a person looking at his/her discolored teeth in the mirror, feeling disappointed and opening a Colgate packet to use it.

Color- just like the colors on the Colgate logo, red will be used to attract attention and show the fighting power of Colgate and white will be used to show purity.

1. The media merchandising requirements are the Association with the National television, and international recognition of the media vehicle.
2. Confirming the media budget

Market and Brand Performance

The media budget will be confirmed through the following means: the number of times the advertisement will be aired. Basing on the number of competitors in the market. The higher market share of Colgate means the expenditure will go down by a certain percentage. Colgate being an existing product, the cost of advertisement will be lower compared to if it was a new product. Given that Colgate is a commodity, more finances will be needed to create a unique image of it. All these factors are a confirmation that I will be working within the budget.

1. The legal and voluntary constraints

The legal and voluntary constraints impacting on my decisions include the code of practice speculated by the following bodies; Advertising Federation of Australia, Australian communications and media authority, Australian competition and consumer commission. Furthermore, the Australian performing right association, and Commercial Radio Australia.

1. Media Vehicle

The media vehicle for this advertisement is television. The previous use of newspapers as a media vehicle was not very effective.

1. How I will test the media vehicle

The effectiveness of television advertising will be measured and tested by the size of the audience reached an instant. More than half the people of Australia watch television between 7 pm and 9 pm. This is the most recommended time for the airing of the advertisement (Laura, Victoria, Melih & Ilan, 2014).

1. Reaching the Target Market

The target market will be reached easily through television as compared to newspapers, journals, and brochures. According to Bert & Boryana (2011), very few people buy newspapers, mostly men. For this reason, using television will ensure consumers of all ages, including children, are reached.

1. The media vehicles meet the creative, reach and frequency requirements

Televisions appeal more to customers and have a very big impact on them, as compared to other media vehicles. They are efficient in terms of cost and reach a bigger size of the target market. They also give powerful audio and visual information to the audience, creating a big impact on them. Televisions also have impacts on the emotions of the audience.

1. The media vehicle chosen for this task meets all legal requirements speculated by the responsible bodies (Byung-In & Hokey, 2017).

In addition, Colgate exports its products to different markets in the world. The market determination aspect of techniques in export marketing is caught by two measurements, to be specific the nations exported to and the level of market division inside these nations. As far as nations, the export market choice extends from a “closest neighbor” approach (exporting to a helpful and proximate nation) to a world introduction, where a company’s exports are sold to various nations around the globe.

Export execution has customarily been estimated by a solitary variable, to be specific export deals as a percent of aggregate corporate deals called ‘export level’. Yet, in different settings, development is thought to be a vital and dynamic measure of execution. In this examination, along these lines, both export level and export development were considered as checks of export execution.

1. Media Schedule

Competition

Timing- The advertisements will be continuous throughout the year since toothpaste is always in demand at all seasons. The product is also relevant to audiences of all ages; hence it should be aired continuously. Neil & Lyndon (2012) agree that a new or existing product should be aired endlessly.

Distribution- The messages will be aired every day between 7 pm and 9 pm. Since Colgate is not a new product, advertising only a few times in a day will still have an impact on the market. Moreover, most competitors advertise during the day, when most people are either at school or work. This time will create full attention to our product. According to our budget, this distribution is favorable. There is no content in the message that is restricted to a certain age group of the audience (Philip & Inga, 2015).

Strategy- The continuous strategy is the most favorable for this task. Colgate is used in all seasons of the year, hence the number of messages displayed should be distributed equally and continuously throughout the year.

For the improvement of this project, I will recommend a combination of television and radio as the media vehicles for the next advertisement. The rationale behind using television as the media house is the dissimilarity it has from other media vehicles. It displays messages in both audio and visual form.

About pay per click, it will not be recommendable to use it in this advertisement since it is not a new product. Furthermore, it will just raise the costs with no reasonable profit guaranteed.

Prakash & Ricky (2010) argue that effectiveness of a media plan can be done through the following means:

• Attitude measurement- this can be measured through the Likert scale of 1 to 5 by asking people to rate the product ranging from ‘very enjoyable to ‘very boring’. Attitudes can also be measured by indirect means developed by psychologists.
• Awareness measurement- this can be measured through aided and unaided brand awareness.
• Media audience measurement- which involves measuring the number of people viewing television at the time of the advertisement.
• Sales measurement- this shows that more people have seen the message if the sales go up.
• A number of respondents who participate in a study survey.

References

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