Year 11 Marketing Report: 'Don't get caught up with life's mess'

This report presents a comprehensive marketing campaign for Endura, an unstainable couch designed for families. It outlines the 4 P's of marketing (Product, Place, Price, and Promotion), detailing the couch's features, manufacturing in China, retail price, and promotional strategies. The campaign heavily emphasizes social media promotion, particularly through Facebook, Instagram, and Pinterest, leveraging their advertising algorithms to target families with young children. The report analyzes the target market, discusses the advantages of social media advertising, and provides insights into the costs associated with Facebook advertising. The author suggests that this marketing approach is efficient, cost-effective, and has the potential for significant success. Research sources and images are included in the appendix.

‘Don’t get caught up with life’s mess, live in the moment’
Mike Yazdan – New Media Campaign Report
Product – Endura
Year 11 – Laura Juratowitch
Word count –

Endura Media
Campaign
Table of Contents
EXECUTIVE SUMMARY.......................................................................................................................................................................................................3
THE 4 P’S............................................................................................................................................................................................................................3
PRODUCT.............................................................................................................................................................................................................................4
PLACE..................................................................................................................................................................................................................................5
PRICE...................................................................................................................................................................................................................................6
PROMOTION.........................................................................................................................................................................................................................7
TARGET MARKET................................................................................................................................................................................................................8
SOCIAL MEDIA PROMOTION..............................................................................................................................................................................................9
APPENDIX........................................................................................................................................................................................................................13
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RESEARCH...........................................................................................................................................................................................................................13
IMAGES..............................................................................................................................................................................................................................14
Executive Summary
Endura will be using Facebook, Instagram and Pinterest advertising through
their powerful campaign algorithms. The cheap and effective form of
advertising will strengthen Endura’s brand and become more popular to
families who are looking for a convenient product like Endura.
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The 4 P’s
Product
4
The Endura unstainable couch is a, three-
seat style round back sofa, with classic
round arms that will be stitched with
polyester fabric, which rejects liquid
stains. It will be; 2.5 meters wide (from
the left arm to the right), which is above
the tradition three-seat style sofa, but it
allows more space for a larger family, 1.5
metres high (from the base to the top), to
allow a longer back rest, creating
comfortability, 0.75 metres high (from the
base to the seat), easy for young kids to
get on but not too short for the adults and

Place
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Figure 1 – Sketch of the Endura Logo and dimensions of the couch
The product will be manufactured in china, as it is the largest producer of
polyester in the world, also, mass production is much cheaper and more
efficient there. In the early and mid-stages of the release indirect
channelling will be used, then as the product becomes more popular
direct channelling will be used

Price
The Endura sofa will be retailed at $1,299.99. The production cost is (for 500
couches); $8000 for fabric, $200,000 for the couch and $125,000 for
delivery, which adds up to about $330,000. If all 500 units are sold that
comes to a net revenue of $649,995, which totals to 94.89% profit margin.
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Figure 2 – Image example of ocean freight delivery

Promotion
This product will be promoted to families who have small children and want
to not worry about stains on their furniture because of their messy kids
during family time. Being family based, it would be a necessity for the
promotions and advertisements to be shown during family TV time, directed
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Figure 3 – Polyester fabric

at people who search for family furniture and pop up on people’s social
media pages if they follow or view certain companies and people.
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Figure 4 – Representation of gaining popularity through social media

Target Market
Endura is targeted at families with toddlers and young kids, who want to live
in the moment during family time and not worry about their kids staining
their furniture.
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Social Media Promotion
The virtual platforms that will be used for the marketing products are
Facebook, Instagram and Pinterest. Facebook is a great social media
platform to promote a product. This is because the advertisement system
can specifically target niche audiences, using stored information on those
audiences. A business can also create a variety of engagement methods
with an ad such as website clicks or page likes. Instagram is also a fantastic
route of marketing, because it is a subsidiary of Facebook, it includes all of
the advanced online advertising techniques that they do.
Pinterest is an interesting, yet precise way of advertising as well. They adopt
the users’ current, past and followed interest and apply subtle
advertisements in the users’ homepage, through the use of captivating
imagery. This makes them want to click on the image, as it is related to
what they were already looking at, and they get teleported to the website of
the product, that prompts them with why buying that product would be right
for them.
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The media type this product will embody is online advertisement. Although
that will not mean it will be advertised through organic advertising, which is
when a business account solely posts on their own page and uses hashtags
to attracts customers. This is not effective as the business might not be well
known enough for anyone to care and Facebook had a new algorithm
change were friend and family posts are prioritised over business posts.
Through the use of Facebook’s and Pinterest’s advertisement algorithm the
reach for customers is greatly improved and the chances of an impression
being made is increased.
Advertisement through social media, will strengthen Endura, as it will
generate more customer inflow, minimises the time spent on promoting and
automates the marketing process. This media type will engage relevant
audiences as a result of the advanced marketing algorithms.
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The best part of Facebook advertising is the low daily cost and its complete
automation over who sees what ad. There are two payments that need to be
told when making a Facebook ad, the first being a daily budget, which
Facebook will spend in the most effective way they see fit, and the second is
the bid amount willing to be paid for each click on the ad (Facebook
suggests the amount that should be paid). It’s known that the more that is
paid on the ad the more likely the campaign will be seen.
Endura will spend $35 daily ($12,775 a year), as to take advantage of the
higher chance of being showcased to eligible users, yet still keeping it
reasonably cheap. The bid cost is a grey area to try and estimate because
the Facebook suggestion vary depending on popularity, location and
audience details, but in saying that it would fluctuate between $1 - $7.
Pinterest fluctuates between $0.10 to $1.50 for small and medium
businesses.
AVERAGE FACEBOOK ADVERTISING
COST BIDDING MODEL
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< Figure 5
Average
Facebook