Rose Morgan 3864881 MARK333 Assessment 1 Wk 8 JILA Mints Objectives and Media Strategy Previous Marcoms decisions Quadrant-

Low involvement- informational Target Market- routinized favourable brand switches and Other Brand Switchers Positioning Statement- To value-conscious individuals who suffer from, or wish to avoid, bad breath, Jila Mints is a breath mint that provides fresh breath at a competitive price. Communication Objectives Dahlen et al. (2010) classify possible objectives into three categories knowledge-based; feeling-based and action based. The Objectives outlined for Jila Mints include the following: 1. To position and maintain the product as the most valuable for money within the market amongst breath mint users 2. To reposition Jila Mints within the market as a breath mint that is superior at solving and avoiding bad breath 3. To Increase the percentage of consumers who choose, and recognise, Jila over competitors as the most effective and valuable breath mint to solve/avoid bad breath. 4. To increase the percentage of trial and first time purchases from new users 5. To increase the percentage of repeat purchases amongst our existing consumers

Media Strategy Audience Profile Jila Mints target audience can be segmented using demographics to include individuals, both male and female aged between 30 and 54. With competitors targeting younger consumers in their marketing, Jila should differentiate their product and target this older demographic. Jila should focus on this age bracket as labour force participation rates for both genders peak between theses ages. (Australian Bureau of Statistics, 2012). Individuals that are employed and have n occupation that requires them to work closely with others are more likely to be concerned with solving or avoiding bad breath. Lantos (2011) outlines psychographics as states of mind including both internal and external personal factors such as lifestyle, attitudes, opinions and personality. Zaitsu et al. (2011) outlines that bad breath is suffered in more instances by people who rate highly on social anxiety. These individuals are highly concerned with how they are perceived by others, thus are more likely to adopt measures to solve bad breath (Zaitsu et al., 2011). The target consumer will also place emphasis on value for money, drawing them to use Jila over more expensive mints.

Rose Morgan 3864881 MARK333 Assessment 1 Wk 8 Frequency vs. Reach Jila Mints simple nature and low risk allows them to focus more on reach in comparison to frequency. High frequency is not necessary for low involvement informational products as in order for brand attitude strategies to be successful it is vital that consumers learn the benefits of the product in one or two exposures (Percy & Rosenbaum-Elliot, 2012). Due to the broad nature of the target audience, reach must be emphasised. Consumers within the 30-54 age bracket are likely to have differing media habits and exposure. Due to these varying media usages various media channels should be employed to maintain reach. Media evaluation and selection The media channels evaluated included television, magazines and Internet (Appendix One). As mints are a low involvement purchase it is important that consumers recognise the brand at the point of purchase, for this reason it is vital that media that promotes brand recognition are used. Television should be used as the primary media channel. It can facilitate visual content to be processed allowing the consumer to recognise Jila Mints packaging and key benefits. Message processing time is short (Percy & Rosenbaum-Elliot, 2012) which allows Jila Mints key benefits (fresh breath and value) to be processed quickly. Frequency of television marketing is high allowing the consumer to witness the advertisement the necessary amount of times (one to two) (Percy &Rosenbaum-Elliot, 2012) to ensure the low involvement, informational goods benefits are learnt and remembered. Both print (magazines) and Internet can be used in order to reach the individuals of the target audience who are not heavy viewers of television. Magazines and Internet allow for visual content to be used and brand recognition and recall to be enhanced. Jila should also employ point-of- purchase media. This will allow brand recognition to be increased as consumers will recognise the brand, remember the benefits, see the low price point and make the decision to purchase. Media Scheduling Due to the regular use of breath mints, and the fact that bad breath doesnt happen at a certain time of year, Jila should implement continuity scheduling when marketing. This continuity should be used over the three media channels in order to maximize the reach of the advert. However, a continuity schedule can be inhibited due to budgeting restrictions, as seen in Appendix One, there are substantial costs involved when advertising in each media channel. Therefore television should be used continuously through the year, while Internet and magazines can be used interchangeably throughout the period.

Rose Morgan 3864881 MARK333 Assessment 1 Wk 8 References Australian Bureau of Statistics, 2012, Gender Indicators Australia- Labour Force, accessed 24/04/2013, http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/by+subject/4125.0~Jan+2012~Main+featur es~Labour+force~1110 Dahlen, M, Lange, F & Smith, T 2010, Marketing Communications: A Brand Narrative Approach, John Wiley & Sons, United Kingdom. Ferndale, 2012, Jila Sugar Free Mints, accessed 22/04/2013, http://www.ferndaleconfectionary.com.au/index.php/jila Lantos, G 2011, Consumer Behaviour in Action: Real-life Applications for Marketing Managers, M.E Sharpe Inc., New York. Percy, L & Rosenbaum-Elliot, R, Strategic Advertising Management, 4th Edn, Oxford University Press, United Kingdom. Rossiter, J.R & Bellman, S 2005, Marketing Communications. Theory & Applications, Pearson Education Australia, Frenchs Forest NSW. Slowikowski, S 2013, MARK333, Evaluating Between Media Options, lecture notes, accessed 24/04/2013, elearning@UOW. Zaitsu, T, Ueno, M, Shinada, K, Wright, F.A, Kawaguchi, Y 2011, Social Anxiety Disorder in Genuine Halitosis Patients, Health and Quality Life Outcomes, vol.9, no.1, p.94.

Rose Morgan 3864881 MARK333 Assessment 1 Wk 8 Appendix One Media Channel Evaluation
ADVANTAGES TELEVISION DISADVANTAGES

MAGAZINE

INTERNET

Creativity and Impact visual impact and able to show packaging to enhance recognition. Able to reach a large amount of target audience members and enhance flow on effects to other consumer groups Product placement and scheduling maximized for example placing Jila Mints commercials in time slots and shows that are watched by our target audience Captive audience, sitting down not occupied with other duties. Selectivity of target audience- placement in a womans magazine. Higher trust if placed in a successful magazine. Both informational and visual capabilities More information can be given than TV. 70% of Australians use the internet Low cost media Innovative, reach younger consumers in the target audience Interaction capabilities, enhancing attitude toward the brand. Visual impact promoting brand

Higher cost involved to ensure time slot and effective frequency is achieved. Can be negatively affected by zipping (skipping of commercials in recordings) and zapping (changing of channels when commercial air) (Slowikowski, 2013).

Cost. Not a broad reachnot able to be viewed by the majority of target audience. Increased processing time.

Lack of control over user generated content on forums and comments. Maintenance costs

Rose Morgan 3864881 MARK333 Assessment 1 Wk 8 recognition. Both informational and visual capabilities Targeted messages to consumers