Questions

1. Your organisation is planning to create and launch a new product (choose a product relevant to your organisation). It is your job to develop the advertising campaign for this product. Develop an advertising brief.

2. What are the purposes and objectives of your campaign?

3. Research the legal and ethical requirements that relate to your advertising campaign. Outline how you would consider these whilst advertising your new product.

1. In response to the increasing demand for global food, the Australian marketer follows the finest assortment of promotional activity to attract the global customer’s segment.  The primary objective of the advertising is to communicate with the customers by offering exciting offers. According to the opinion of Barry (2008), advertising helps to increase the awareness of the target audience by educating the people on the related benefits of the product or services. Advertising campaign can be designed for everybody including young, old and kids. The process of advertising campaign can be encompassed by using different types of media and methods.  It has been identified that the media based social marketing campaign has been identified by the World Health Organisation for promoting the baby products in the target market (Fraze et al. 2007). Adding to this, it can be stated that social media based advertising campaigning includes the application of commercial marketing process and technologies to influence the intended behaviour of the target audiences. Effective advertising technique can be helpful to improve the brand loyalty index amongst the customer. The current study attempts to evaluate the advertising campaign of the Australia-based baby food manufacturing company Bubs. The organisation has announced the launch of a new specialist production named, ‘Yum Hum’ into the Australian market. 

In the framework of the current subject matter, Hawkes (2014) determined that the before initiating with the advertising campaign, a marketing unit of the enterprise needs to understand the exact demand for the products that is planned to be launched. Moreover, Hutton (2012) find out that the Australian baby food sector has earned the annual growth of 15.6%, which sums up to total revenue of $558 million. The online baby product market is in the growth stage of the life cycle. According to Klapdor (2014),  the marketers are assuming the industry value is expected to grow at an annualised rate of 12.5% by 2020, compared to the 2.6% annualised GDP growth in the similar phase. This signifies that the sector is highly outperforming and therefore, Bubs in the Australian market have a high chance of launching the ‘Yum Hum’ baby food products.

Answers

The statistics of 2013-2014 reflects that the target sector has developed by a annualised growth rate of 4.8%. Mullin and Cummins (2014) asserted that the leadings brands that have already captured the major share in the Australian market are PZ Cussons Pty Ltd and Heinz Wattie’s Pty Ltd. The majority of the leading enterprises distribute its food products through the supermarket retailers such as Woolworth and Coles. In the circumstance of the present subject matter, Rodgers (2012) determined that enlargement of the baby food products have developed to involve the private label sales via Woolworths, intensifying the market competition. The overall industry revenue intensification is forecasted at 6.6% in 2013-14, which forecast revenue of $178.9 million. Therefore, the ‘Yum Hum’ might receive a severe competition from the existing food products of the competitive brands.

Since, the majority of the customers prefer to purchase the baby food products from the popular retail shops. Therefore, the wise effort of the enterprise would be to position the products in the shelves of the organised retail shops. Against the latter statement, Scott (2008) denoted that the mothers remain highly typical regarding the procurement of the baby food products. Therefore, the products of the popular brands like Nestle, PZ Cussons Pty Ltd and Heinz Wattie’s Pty Ltd have managed to create the loyalty trust amongst the parent. Therefore, the parents have become ready to purchase the products of the existing brands from any stores. However, Bubs has managed to develop the loyalty in its other product segments. However, to create the similar effect on the new ‘Yum Hum’ products, initially the brand products  needs to be positioned in the chemist stores, where the retailers would be sufficient knowledge about the beneficial sides of the products and push to the right set of customers (www.bubsaustralia.com, 2016).  The parents require a trustworthy suggestion for the products; therefore, the chemist shops would be the right place for the product positioning.

In the similar context, Wang et al. (2013) asserted that the logo design is very essential for the sustenance of the brand. It is highly important for any of the brands to make a recall on the customers’ minds. Hence, the logo design plays the significance aspects in serving the above purpose. Bubs brand in the Australian market is famous for introducing the organised baby food products. ‘Yum Hum’ is introduced for the infant babies. Therefore, the logo design needs to be soothing, gentle and lively. Therefore, the theme of the logo can be the footsteps of the infants. The colour design would be combined in blue and green. Ridout and Franz (2011)  inferred that the green primarily represents natural, harmony and healthy. The colour green signifies health life and provides a calming effect while representing growth. On the other hand, the colour blue symbolises professionalism and loyalty. Hence, the combination of blue and green in the logo would be the apt design to symbolise the health life of the target groups. The total budget for the logo design would be AU$ 900.

Evaluating on the Product Prospect

The radio jingle needs to be very soothing. The selection of the tunes also needs to match the product criteria. Since it is an infant product, therefore, the tune cannot be too loud. Moreover, an audio message needs to be conveyed in the jingle regarding the purpose of the product, and the tune would be running from the background. In the background of the similar statement, Himpe et al. (2006) asserted that the jingle composition for the purpose of promoting the baby food products is necessitated to be extremely gentle, yet, the message types should be strong and sound full. Both the aspects, the audio message and the tune needs to be contradicting each other (www.ibisworld.com.au, 2016). So that the bold message needs to be catchy enough to convince the parents for the new products, and the soft tune would help the jingle to deliver a soothing effect. The campaign would be promoted for two consecutive weeks. Thus, the budget would be AU$ 6,000.

The PR portfolio would help the brand to create an awareness of the advertisement campaign planned to conduct for launching the new products. In the opinion of Hagen and Kolodny (2008), the PR professional requires being efficient in identifying the right promotional mediums through which the marketing based messages can be easily delivered. Since, Bubs in Australia has already developed its loyalty group and a well build brand image through the digital channels. Hence, the PR efforts can be taken to promote the campaign through the social media platforms. Moreover, the declaration of the campaign can be done through the probable ATL (Above The Line) marketing channels (www.ibisworld.com.au, 2016). The lucrative message design can create a curiosity amongst the target customers, thus, the campaign can receive the well expected positive reaction of the parents, which would be a success criteria for the new product. The budget for the PR portfolio would be AU$ 3,000.

The statement of Binet and Field (2009) reflects that involvement of the child specialist is essential for the endorsement actions.  When new products are launched for the infants, the parents have the tendency of neglecting the promotions and stick to the existing products of the brands. Therefore, an endorsement with the child specialist would lead to generate the trust of the parents towards ‘Yum Hum’. The doctors would pay with the total amount of AU $35, 000. The doctors would have a clear knowledge regarding the ingredient balance used in the products, based on which the beneficial aspects of the ingredients would be pitched in the ad.

The Competition Level

The total budget for the campaign would be  AU$44, 900. 

Scott (2008) asserted that it is highly essential for the FMCG (Fast Moving Consumer Goods) brands to have greater business deals with the distributors and the dealers of the targeted regions. Therefore, the marketing campaign would help the brand to create awareness amongst the most significant numbers of dealers and distributors. Scott (2008) identified that the Bubs in the Australian market already has its particular set distributors and dealers. However, the management is targeting to expand its product reach than its current presence, thus, to serve the purpose, the campaign needs to create a buzz in the market for ‘Yum Hum’. This would automatically generate the leads for the sales force of the enterprise.

Through the advertising campaign, Bubs would get sufficient opportunities of soliciting its customers through its direct response campaign (www.prweb.com, 2016).  The customers can be easily approached with the beneficial aspects and sides of the new product. Hence, on the previous content, Rodgers (2012) claimed that the customers could have a direct interaction with the unit team of ‘Yum Hum’. The mothers would be targeted in the campaign. Thus, the team can have a direct communication with the mothers and also the ‘would-be mothers’. The campaign can also design for a session where the child specialist can have a direct conversation with the mothers. The mothers would be selected on a random basis, which is the fee to ask any questions regarding the products and the benefits it would serve to its infant.

In the background of the existing subject matter, Scott (2008) claimed that majority of the parent remains in a dilemma regarding the health accuracy of the baby food products. However, the parents get driven by the flow of the market. The new products have failed to convince the parents for the brand switching action due to the poor marketing actions. Therefore, the advertising campaign helps to create an initial awareness, which leads to providing the product solution to the parents with regards to the baby food products.

In the majority of the times, the brands that emphasise on the single product lines often lead to reach towards the stagnancy product margin. In a similar manner, Bubs has attained the customer recognition exclusively in its organic baby food products. However, a similar range of products can lead the brand to experience product stagnancy (Wang et al. 2013). Therefore, the introduction of the ‘Yum Hum’ through the campaign would benefit the brand to retain its loyal customers with a new line of product. Hence, maintaining the customer base with its products would be the major objective of the enterprise. 

Product Positioning

3. During the conduction of the campaign, the product unit would present the product formula to the child specialist. The doctor would be suggested to have a thorough scrutiny on the ingredient balance of the new product. Once the doctors approve the products, and then would be approached for the endorsement purpose of the campaign. The doctors would not be forced to deliver the speech on the promotional action. Moreover, Rodgers (2012) asserted that the inclusion of the children within the promotional campaign is strictly prohibited. Therefore, the campaign would be designed by involving the doctors and the mothers. None of the sentiments would be hurt. Moreover, the products of the competitors would not be referred in the campaign, and the loyal prospect of the competitors would not be manipulated by highlighting any negative side of the competitors. 

The present emphasises on the advertising campaign for the new baby product ‘Yum Hum’ of Bubs in the Australian market. Evaluating the study, an inference can be drawn that the structure of the campaign needs to be lucratively designed, which cab leave a professional effect. Herein, the consumers are the infants. Therefore, the target prospects would be the parents. Keeping the specific criteria in mind, the campaign needs to be designed. The mothers express a typical high attitude while purchasing the baby food products. Thus, an introduction of the new products in the market might not hit the target audience in the initial phase with the regular set of marketing initiatives. Therefore, the support of the child specialist would be a smart effort to serve the campaign objectives of the brand.

References

2015 Baby food manufacturing in Australia industry market research report now updated by IBISWorld. Available at: https://www.prweb.com/releases/2013/9/prweb11111808.htm (Accessed: 28 September 2016).

Barry, P. (2008) The advertising concept book: Think now, design later: A complete guide to creative ideas, strategies and campaigns. London: Thames & Hudson.

Binet, L. and Field, P. (2009) ‘Empirical generalizations about advertising campaign success’, Journal of Advertising Research, 49(2), p. 130.

Fraze, J.L., Rivera-Trudeau, M. and McElroy, L. (2007) ‘Applying behavioral theories to a social marketing campaign’, Social Marketing Quarterly, 13(1), pp. 2–14.

Hagen, M.G. and Kolodny, R. (2008) ‘Finding the cost of campaign advertising’, The Forum, 6(1), pp. 125–159.

Hawkes, N. (2014) ‘Advertising campaign highlights value of medical record data’, BMJ, 348(jan13 17), pp. g211–g211.

Himpe, T., Foreword, W.C. and Collin, W. (2006) Advertising is dead: Long Live advertising!: Over 200 inspiring campaigns for the new marketplace. London: Thames & Hudson.

Hutton, D.M. (2012) ‘Facebook marketing: Designing your next marketing campaign’, Kybernetes, 41(9), pp. 89–109.

IBISWorld (1999) Online baby product sales in Australia market research. Available at: https://www.ibisworld.com.au/industry/online-baby-product-sales.html (Accessed: 28 September 2016).

Klapdor, S. (2014) Effectiveness of online marketing campaigns: An investigation into online multichannel and search engine advertising. Wiesbaden: Springer Gabler.

Mullin, R. and Cummins, J. (2014) Promotional marketing: How to create, implement & integrate campaigns that really work. 5th edn. Philadelphia: Kogan Page.

Organic Buby | baby food and formula (no date) Available at: https://www.bubsaustralia.com/ (Accessed: 28 September 2016).

Ridout, T.N. and Franz, M.M. (2011) The persuasive power of campaign advertising. Philadelphia: Temple University Press,U.S.

Rodgers, F. (2012) Advertising theory. Edited by Shelly Rodgers and Esther Thorson. New York, NY: Taylor & Francis.

Scott, L.M. (2008) ‘Editorial introduction: CARE “I am powerful” campaign’, Advertising & Society Review, 9(1), pp. 89–112.

Wang, G., Dou, W., Li, H. and Zhou, N. (2013) ‘Advertiser risk taking, campaign originality, and campaign performance’, Journal of Advertising, 42(1), pp. 42–53.