Assignment on Target Audiences
37 Pages6121 Words42 Views
Added on 2020-10-04
Assignment on Target Audiences
Added on 2020-10-04
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TABLE OF CONTENTS1.Executive Summary............................................................................................................................42.Research Methodology......................................................................................................................82.1 Secondary Research ....................................................................................................................92.2 Primary Research .....................................................................................................................132.3 Key Findings from In-depth Interviews.....................................................................................163.Target Audiences..............................................................................................................................203.1 How the Consumer Personae fit in the Closeup Grid.................................................................203.2 Core Closeup Consumer Personae.............................................................................................203.3 Core Closeup Personae..............................................................................................................21........................................................................................................................................................214.Evolution of Technologies and The Impact on Closeup’s Target Audience.....................................235.Digital Technologies and their Impact on Industry, Locally and Globally........................................295.1. Instant Messaging Platforms ....................................................................................................295.2 Self-Expression .........................................................................................................................305.3 Social Networking Platforms.....................................................................................................305.4 Search ......................................................................................................................................315.5 Artificial Intelligence ................................................................................................................326.Future Trends that will Impact Target Audience and Industry..........................................................336.1 Drones ......................................................................................................................................346.2 Bots............................................................................................................................................346.4 Amazon Dash Button.................................................................................................................36............................................................................................................................................................362
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1. EXECUTIVE SUMMARYClose-up toothpaste was acquired by Unilever South Africa in the year 2011. Thevision of this brand is to become a Euro 10 M brand by the year 2020 with a mission ofbecoming South Africa’s no. 1 oral care confidence brand for the youths. Its new positioningwas facilitated to profitably differentiate this brand by connecting it with the target group ofyoung adults by converting them from an unconscious to a conscious behaviour. This can bedone by creating a sense of awareness in them by which they can avoid using the productsmade for family’s oral care and start using their own Close-up oral care product, speciallydesigned for youngsters.With such new set of objectives and a refreshing mode, this brand was relaunched inthe year 2015 where they also made a significant use of digital media tools as a leadingchannel of communication to reach the target audiences of bull’s eye. The present report isbased on a correspondent research work carried out to scrutinize the undertaken strategies ofClose-up in terms of marketing and other related areas of their business. It is based upon bothprimary and secondary sources of data where a comparative evaluation has been done toanalyze the performance of the campaign and future opportunities to drive the brand.Further, this paper has assessed the growth drivers in the digital landscape and how itis going to impact the targeted audiences of this industry. At present, South African digitalusage is spreading rapidly and influenced by high mobile penetration. Instant messaging,social media have been used to express how youth feels in a highly diversified culture andsearching is being done to determine their zero moments of truth. At the same time, a majordigital transformation is happening in the FMCG industry due to the development oftechnology. Only companies that are quick to adapt can survive and thrive in the new digitallandscape. 4
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2. RESEARCH METHODOLOGYDigitalLandscapeTotalPopulationInternet UsersActive SocialMedia UsersMobileSubscriptionsActive MobileSocial Users55 Million29 Million15 Million80 Million13 MillionAnalysisTotal Numberof MonthlyActive UsersPercentage ofUsers Accessing ViaMobilePercentage ofFacebook Usersengaging DailyPercentage ofFemaleFacebookProfilesPercentage ofMale FacebookProfiles15 Million87%40%51%49%Total SocialMedia UseTotal Number ofActive SocialMedia UsersActive SocialUsers as aPercentage ofTotal PopulationTotal Number ofSocial Usersaccessing viamobileActive MobileSocial Users as aPercentage ofTotal Population15 Million27%13 Million24%Ages of MobileUsers8
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