Marketing Communication Group Assignment Marketing Campaign Group - GP-4 Tuesday Introduction – STUFF, recognized as a B Corp, provides essential products that are both purposeful and practical for everyday life. Their product, "Fresh Pits," stands out as an environmentally friendly deodorant enriched with vibrant, spicy botanicals. Produced in Australia, this deodorant avoids using harmful chemicals like parabens and aluminium, adhering to vegan and cruelty-free standards. It's presented in packaging made from recycled and recyclable materials, highlighting the company's commitment to sustainability from start to finish. However, despite these positive attributes, Fresh Pits struggles to effectively connect with its target audience. This marketing campaign is critical for increasing the visibility of the brand, educating potential customers about the benefits it offers, and correcting false beliefs about natural deodorants. The goal is to enhance both the recognition and preference for STUFF, boosting sales and reinforcing the company's dedication to sustainable and ethical practices. Barriers to Purchase: There are several hurdles potential buyers might face, including: Economic or Financial Risk: People may see Fresh Pits as more costly than standard deodorants and doubt whether it's worth the extra expense. Performance Risk: There's a concern about whether a natural deodorant can effectively control body odour and moisture as well as products that contain chemicals. • Physical Risk: As natural ingredients often have a high allergenic potential; customers would be sceptical to buy a 'natural' deodorant fearing an allergic reaction. • Psychological Risk: Some individuals might not acknowledge they have body odour, affecting their decision to buy the product. • Social Risk: As eco-friendly products are still gaining traction; users may worry about being judged or isolated by their peers for choosing such products. The campaign will utilize specific communication strategies to overcome these barriers by clarifying misunderstandings, proving the effectiveness of the product, and aligning its eco-friendly qualities with modern consumer values. Objective- This campaign aims to: Increase Fresh Pits' market share in the natural deodorant category by 8% over the next year. • Achieve a sales target of 5 million dollars within the next twelve months. • Focus on two main groups: Health-conscious individuals aged 20-35 who prefer eco-friendly products and existing users of standard deodorants, encouraging them to switch to healthier alternatives. Communication Objectives: The campaign will focus on: • Category Need: Reminding customers why they need natural and sustainable personal care products and the benefits these products have over traditional options. Brand Awareness: Introducing Fresh Pits to new users, keeping it in the minds of existing customers, and boosting visibility to encourage more frequent use. Brand Attitude: Building a positive image by emphasizing Fresh Pits' commitment to sustainability and its effectiveness, appealing to eco-conscious consumers. • Purchase Intention: Encouraging purchases through promotions and incentives, especially targeting those considering switching to natural deodorants. • • Purchase Facilitation: Making information on how and where to buy Fresh Pits readily available, both online and in stores, making it easier for consumers to purchase the product. Brand Recall and Recognition: Ensuring customers remember Fresh Pits when they think about deodorants and recognize it when they see it in stores. Target Audience – We can classify our target audience into four distinct loyalty-based groups: • New Category Users: This group comprises individuals who are unfamiliar with natural deodorants. They present an opportunity to introduce the advantages of eco-friendly alternatives like Fresh Pits. Educating these newcomers about the environmental and health benefits of switching from conventional products is key. Brand Loyals (Single and Multi-Brand Loyals): Single Brand Loyals exclusively use Fresh Pits and are not swayed by competitors, no matter the price or promotions. Multi-Brand Loyals are faithful to multiple brands and rarely switch unless their preferred brand is unavailable. Both groups prioritize product quality and reliability over cost, showing a deep commitment to their chosen brands. • Brand Switchers: These consumers don't have strong brand allegiance and are open to changing brands based on price incentives or new product features. They represent a dynamic market segment for Fresh Pits, which can be tapped into with effective marketing that highlights the unique benefits and superior value of the product. Loyals to Competitor Brands: These customers are dedicated to other brands and not yet customers of Fresh Pits. Convincing this segment to switch requires showcasing Fresh Pits' superior ethical standards and environmental practices, along with emphasizing distinct features that competitors lack. Demographics and Psychographics Fresh Pits targets two main demographic groups: • • The primary demographic includes young adults aged 20-35 who are environmentally conscious and prefer products that align with their sustainable lifestyles. The secondary demographic involves older adults, primarily women aged 30- 45, who are habitual users of competitor brands but might be persuaded to switch if the ethical and environmental superiority of Fresh Pits is effectively communicated. Creative Core Persona- Our creative core persona, Emily, embodies the ideal customer for Fresh Pits. At 29 years old and working as an environmental consultant, Emily actively promotes sustainability. She's engaged in her community's environmental efforts and uses her social media influence to advocate for green products. Despite her commitment to natural products, she is yet to find a deodorant that fully satisfies her performance expectations and environmental standards. This gap indicates a significant opportunity for Fresh Pits to meet these unfulfilled needs. Motivations Behind Purchases- Customers' motivations can be broadly categorized into informational and transformational: • Informational Motivations: These involve practical concerns such as avoiding harmful chemicals and finding a product that provides complete satisfaction, addressing deficiencies in current offerings. Transformational Motivations: These relate to the experiential and emotional aspects of using the product, like enjoying its natural fragrance and gaining social recognition for making environmentally responsible choices. Such motivations can elevate a consumer's social status within their peer group by associating them with positive environmental action. Product Positioning and Differentiation- In the crowded personal care market, Fresh Pits distinguishes itself by appealing to health-conscious and environmentally aware consumers. The brand's commitment to transparency, sustainability in packaging, and proactive involvement in global sustainability efforts are its main differentiators. By focusing on these strengths, Fresh Pits not only appeals to the values of its target customers but also positions itself as a leader in ethical personal care, setting a benchmark for competitors and new market entrants. This strategic positioning is aimed at creating a strong, loyal customer base that values not just the product's quality and effectiveness but also its impact on the world. Strategy - The preferred communication strategy, Strategy 1, is meticulously crafted to resonate with the burgeoning market of consumers who prioritize their health and the environment. "Nature's Strength in Every Swipe," the chosen tagline, succinctly encapsulates Fresh Pits' commitment to organic ingredients and eco-consciousness. By targeting environmentally conscious urban males aged 25-45, Strategy 1 aligns with the brand's core values and taps into a broad and growing demographic. Unlike Strategy 2, which focuses on self-image and social recognition, and Strategy 3, which caters to tech enthusiasts, Strategy 1 offers a meaningful connection to consumers prioritizing sustainability and health. This strategy aims to deepen brand affinity and motivate both current eco-minded consumers and those considering a switch to natural products. The communication strategy plays a pivotal role in reaching and engaging the target audience. Three strategies have been identified for consideration 1. Strategy 1: "Nature's Strength in Every Swipe" • This strategy emphasizes Fresh Pits' commitment to natural ingredients and eco-consciousness./n Instructions This assignment is based on the previous assignment which is attached next to this file you don't need to do that, only need to take brand name from that and other required things Brand name - STUFF, recognized as a B Corp and product is "Fresh Pits," Objective: This assessment task addresses these subject learning objectives. critically analyse and evaluate managerial decisions with respect to a marketing communications campaign review principles, concepts, and tools that aid marketing professionals in planning a marketing communications campaign. recommend marketing communication activities in a comprehensive and integrated manner. Task: Critique the elements of the marketing communications plan generated from your group assignment elements: communications objectives; creative strategies; tactics used; target customer; category positioning (mental partitioning) considerations: look at positioning (market needs) and customer persona(s); discuss both positive and negative aspects Provide a conclusion and recommendation write a paragraph stating overall how successful you think the campaign is in reaching the objectives you can infer they want to achieve discuss at least one change (specifically to the material you chose for this assignment) that you think would make the campaign more successful (even if you think it is already successful) explain why you would make this change. Potential structure: Page 1: name of the brand/product. Page 2: provide a brief description of the Campaign. Page 3: start critique, suggested parts: Category Positioning and ‘Involvement by Motivation' Grid Target Customers Marketing Communications Strategy and Objectives Creative Strategy and Tactics Integration of media channels and suitability to audience and objectives. Conclusion with a recommendation References: APA 7th Appendices: should not contain any content expected in the main body of the report and should only be included if deemed necessary. Length: Maximum limit of 1,000 words, excluding references and appendices (if any). Format: Assignments should: be in Word document format only, A4-sized normal margins have 1.5 spacing 12-point font Other requirements Marks will be deducted for late submission of the assignment. You are not permitted to use Generative Al in the completion of this assignment. Keep the documentation you collect whilst completing this assignment, such as search history, draft documents, detailed notes, etc. (these should be kept for 4 months after submission). This documentation may assist in your group assignment. You may be required to complete a viva regarding your assignment. If there are any unforeseen changes to the information presented here, they will be announced on Canvas. It is your responsibility to note any changes.