180269 Nattaporn-20200807-215File 2

BSBMKG523

Design and develop an integrated marketing communication plan

Assessment 2

Draft Creative Brief

Background/overview

Peppermint Field

Strong Aromatic Inhaler

Good opportunity to enter Australian Market

Great benefits

Objective

Business Objectives: – To be the leader in Australian aromatic Inhaler market (in 5 years); – Increase the share of inhalers market by 15% (over the next 3 years); – Increase revenue by 6% (over 3 years)

Marketing Objectives:– most popular– more follow– more reach

Target audience

Demographics

– 60 % of consumers are females

– Aged 25-55

– 50% married

Secondary target market

Health-conscious an environmental friendly consumers.

Consumer insight

Gross profit margins 46%

Predict an average gross profit of 63%

Expansion in sales and cost effectiveness are key issues

We have spent $60,000 on radio advertising and $280,000 overall, including PR, magazines and direct marketing.

While this radio advertising expenditure achieved sales results, it was at a significant cost that was not initially planned for.

PR has been particularly useful, resulting in many write-ups on our unique offer.

Purpose

To investigate, examine and evaluate Peppermint Fields media plan in order to identify marketing opportunities as well as its viability to achieve the business objectives.

Desired response

PR has been particularly useful, resulting in many write-ups on our unique offer.

Mini movie on TV and internet

Interactive microsite;

Email and social media campaign;

Radio and print advertising.

What else might help the creative team

Media Companies and Specialists

Practicalities

Environment

Sustainability

Final Marketing Creative Brief

Peppermint Field

Background/overview

The product I have chosen is the Peppermint Field Aromatics. This is a strong

smelling aromatic product that helps people feel better from headaches, stress

and other common sicknesses. Peppermint Field is known by most people in

......

ppermint Field is known by most people in

Thailand. It is natural so it is very organic and good for everyone.

Objective

Business Objectives: – To be the leader in Australian aromatic Inhaler market (in 5 years); – Increase the share of inhalers market by 15% (over the next 3 years); – Increase revenue by 6% (over 3 years)

Marketing Objectives:– Establish as Australia’s most popular aromatic inhaler– Increase FB and Twitter followers by 10%– Expand marketing reach

Target audience

Demographics

– 60 % of consumers are females

– Aged 25-55

– 50% married

– Household income of $190 K

– Live in inner city or suburban areas.

Geographics

Secondary target market

Health-conscious an environmental friendly consumers.

Consumer insight

We achieved our store growth and sales growth but our gross profit margins are currently sitting on 46%. I think we are still below the threshold for aromatic inhalers, which we predict should be at an average gross profit of 63%. Expansion in sales and cost effectiveness are key issues here. We have spent $60,000 on radio advertising and $280,000 overall, including PR, magazines and direct marketing. While this radio advertising expenditure achieved sales results, it was at a significant cost that was not initially planned for. PR has been particularly useful, resulting in many write-ups on our unique offer.

Purpose

To investigate, examine and evaluate Peppermint Fields media plan in order to identify marketing opportunities as well as its viability to achieve the business objectives.

Desired response

We achieved our store growth and sales growth but our gross profit margins are currently sitting on 46%. I think we are still below the threshold for Aromatic Inhalers, which we predict should be at an average gross profit of 63%. Expansion in sales and cost effectiveness are key issues here. We have spent $60,000 on radio advertising and $280,000 overall, including PR, magazines and direct marketing. While this radio advertising expenditure achieved sales results, it was at a significant cost that was not initially planned for. PR has been particularly useful, resulting in many write-ups on our unique offer.

Mini movie on TV and internet

Interactive microsite;

Email and social media campaign;

Radio and print advertising.

What else might help the creative team

Since the advertising campaigns have been limited to Sydney and Melbourne with rather infrequently occurrence, it is imperative to improve penetration on media specially in other major cities such as Brisbane, Perth and Adelaide, in order to increase penetration in national market. The marketing and business plan can also be more aggressive in establishing Peppermint Field’s position as the best Aromatic Inhaler in Australia, remembering the public that the company is the only one in the country with such variety of ingredients, healthy and relaxation benefits.

Practicalities

Target Market is the population in Australia between 18 and 40 year old

Population of Australia 22 million therefore the number of customers would be around 5 million.

Numbers of items bought…

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