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Essay / Research Paper Abstract
This 11 page paper proposes a marketing campaign for the Redkin hair care range of products in Australia, however the campaign suggested is suitable be undertaken in other areas. The paper starts with a brief executive summary and then looks at the company, the brand, the target market. The competitors and suggest the use of national advertising supported by road show promotions. The bibliography cites 7 sources.
Page Count:
11 pages (~225 words per page)
File: TS14_TEredkin.rtf
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Unformatted sample text from the term paper:
1. Executive Summary The aim of this document is to present an advertising strategy for LOreals Redken brand of hair care products. The
strategy is to focus on the existing differentiation and increase sales to the existing target market, by attracting more consumers within the target market to the brand as well as
increasing the level of royalty to the brand. The advertising plan is based on the use of a series of hair fashion road shows which will be used to search
for the new Redkin Model, facilitating a gradual rollout of the campaign across the different areas of the country. A range of media advertising support the campaign, using images from
the campaign as well as spreading the message, which supports the differentiation of quality and high fashion. Media utilized with include regional and national press, local radio stations which is
listened to by the target market and the development of a specific website to facilitate integrated marketing communication. If the campaign is successful it is expected that brand awareness within
the target market would increase by 15 percent within the first six months, sales within the primary targets group will increase by 15 percent within the first six months as
sales to professional headdresses would increase by 10 percent of the same period. The budget has been sent as a percentage of the additional sales which are expected to be
created, making the budget self-sustaining within a relatively short payback period. 2. Situation Analysis Redken is a LOreal brand, with an image associated with high fashion, quality and association with
New York and the catwalks. To develop an advertising plan it is essential that the company and its position within the market it understood. 2.1 Company Description
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