Date of Publication

9-7-2010

Document Type

Integrated Marketing Communications Campaign

Degree Name

Bachelor of Science in Commerce Major in Advertising Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Aristoteles Estrella

Defense Panel Chair

Benison Y. Cu

Defense Panel Member

Gelo Guerrero
Antonio Z. Solomon

Abstract/Summary

The anti-ageing market is believed to be one of the segments in skin care industry that would continue to thrive in the next couple of years. As such, there are currently a huge number of players in this category. All of which are vying to be the market leader.

As of the moment, the brand with the highest number of market shares is Pond's Age Miracle with 12.5%. It is closely followed by Olay, with its two anti-ageing lines, Total Effects and Regenerist, with 12%. The competition between the two brands is evidently tight, with just a .5% difference between the market shares. However, the data obtained by the researchers point that Olay would likely be taking the market leader position in the anti-ageing market soon.

Using the data of the past market shares acquired by the group from the Euromonitor International, it was forecast that Olay would be overtaking Ponds at the end of 2010. Its market shares of 9%, 10.9% and 12% from the years 2006 to 2008 show a fast growth rate. In addition to this, about 42% of the 130 respondents of the survey conducted by the group, mentioned that their top of mind brand would be Olay. Ponds only obtained a 29% result for the same question. With these, the probability of Ponds losing its position as market leader soon is quite high.

With these in mind, the group plans to implement a strategy that would increase the chance of Ponds to keep its position as market leader. Moreover, this strategy will allow Ponds to capture and possibly even be the pioneer of a new segment in the anti-ageing market. The group plans not to attack Olay head on, but to find another avenue and focus on an untapped market: the anti-ageing eye cream.

Thus far, anti-ageing brands have only focused their campaigns on moisturizers, specifically the day and night creams, leaving other products of their anti-ageing lines in the background. Little or no mention is given to these other products. In fact, many consumers only find out about the other products included in the line during the time when they actually visit a booth of a certain brand.

Anti-ageing eye creams have not been promoted heavily by most, if not all, brands in the market. It is actually quite interesting considering that, from analyzing the data collected from the researchers survey, the answers of the respondents pointed out that they acknowledged the importance of anti-ageing products focusing on the eye area, giving it a rating of Extremely Important or Importantâ. Yet, most of the respondents aren't using eye creams in their skin care regimens as of the moment.

Because of all these, the group decided that focusing on the eye cream of Pond’s Dual Eye Therapy UV, would be a great avenue in terms of competing with Olay and increasing its market share.

The general objective for this campaign is to increase the market share of Ponds Age Miracle by 3% in 2011. To do this, this paper will take a new route by targeting a lower age bracket and shift the communication message from cure to prevention. Also, the campaign will highlight Ponds Age Miracle Dual Eye Therapy UV, a specialized product for eye wrinkles. Along with this, the campaign aims to increase awareness about the first signs of skin ageing and how the product can address this concern.

Through the advertising materials, the campaign also aims to create distinct ads to differentiate it from the rest of the products in the same category while addressing the general objectives. The tone and mood of the advertising materials will be light with a dash of humor.

The product truth for Ponds Age Miracle Dual Eye Therapy UV is that it is an anti-ageing eye cream with advanced CLA4 complex which prevents the first signs of skin ageing specifically in delicate areas around the eyes. The consumer insight is that women avoid conversations about their age because it puts pressure on them to look young. The Big idea for this campaign is that with Ponds Age Miracle Dual Eye Therapy UV, women know their eyes will give them a way so they will no longer feel guilty about their age.

The media strategy for this campaign is basically to use the most efficient and effective mix of media to cut through the clutter of advertisements and reach the target audience. In terms of timing and scheduling, the campaign is aimed to be launched on the third week of January 2011.

This is so because there is still a currently running and Christmas season is approaching and it is not advisable to join the clutter. Although the gap for the launch of this campaign should not be too far from the previous one so as not to give the competitors a chance to take over. Flighting method will be used to effectively reach different media levels.

The target audience for this campaign is single or married women ages 28 to 34 belonging to socio-eco class C1. The target market media exposure survey results show that the target are mostly exposed to TV and the Internet. This is also the reason behind the media mix used for the campaign. It will bank heavily on TV and New Media. Other communication strategies would be through print, OOH, promotions, and events.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU017681

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Keywords

Cosmetics—Marketing; Aging—Prevention; Skin—Care and hygiene

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