Marketing Audit for Ewya Beauty Products

This marketing audit analyzes the target audience, customer profile, media strategy, competition situation, and legal and ethical requirements for Ewya beauty products. It also suggests effective measures to evaluate the media plan.

MARKETING AUDIT
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Student ID
Institutional affiliation

Part A
Introduction
Target characteristics include analysis of existing customer’s demographics, cultural
factors, attitudes, cultural factors, product consumption, geographic, lifestyles, psychographics,
social factors and values. Target audience is a specific group that is targeted by an advertisement
(Yancey et al 2009 p. 155). In Eywa advertising, the primary target audience a will be
professional’s wife and female professional who are aged between 24 to 54 years old. The group
is segmented and characterized by the way it uses the products and lifestyles with majority of
group having high household incomes. Furthermore, target audiences will be characterized by
social factors as target audience comes from various backgrounds.
Target audience
Target characteristics includes analysis of current customers, attitudes, cultural factors,
demographics, product consumption, geographic, lifestyles, psychographics, social factors and
values. Target audience is a specific group that is targeted by an advertisement (Yancey et al
2009 p. 155). In Eywa advertising, the primary target audience a will be professional’s wife and
female professional who are aged between 24 to 54 years old. The group is segmented and
characterized by the way it uses the products and lifestyles with majority of group having high
household incomes. Furthermore, target audiences will be characterized by social factors as
target audience comes from various backgrounds.
Customer profile includes behavioral information such as loyalty status, benefits sought
by buyer, user status, and benefits sought by buyer (Park and Chang 2009 p. 1932). Combination
of demographic, geographic and psychographic data may be included in customer profile. The

data included demographic information like age, education, gender, income, marital status and
occupation. The customer profile for Ewya include taking care of women skin as first priority,
live active life occupying women with combination of study, work, socializing, health and
staying fit. Offering natural products and being concerned with adverse effects of chemical-
based skin care product. Finally, developing beauty conscious women that have strong customer
base and looking for their well-being using all-inclusive approaches to health.
The market is analyzed to determine and reach frequency that is required for every
advertising media (Fisher 2009 p. 189). Ewya should consider whether the advertising is
convenient, differentiated or undifferentiated, established, infrequently purchased or frequently
purchased, highly competitive, new, whether it has low or high levels of audience involvement,
ongoing, simple and unique.
Media strategy is a major market factor. EWYA Company considers using the media for
advertisement like health magazines, radio, TV and woman’s magazines. The company should
also consider advertising over social media websites like twitter and Facebook that are cost
effective (Thackeray, Neiger, Hanson and McKenzie 2008 p. 338). Furthermore, point-of-sale
display in shopping malls, hospitals, chemists’ and major supermarkets should be considered.
The level of involvement determines the level in which participants have possibilities of
contributing in products being advertised (Burgessn 2015 p.94). Magazines, TV, radio and some
social media have high rates of involvement. Although, point of sales in hospitals, supermarkets
and chemistry is ideal, it has low rates of involvement as compared to social media.
Product life cycle and usage is very high as the product life cycle comes in four sections
including advertising message characteristics, product characteristics (Hsueh 2011 p.645) In

terms of advertising message characteristics, Ewya products are 100 percent owned by
Australian and their price should be reasonable. In product characteristic, the products have to be
differentiated and contain tamanu oil that has capacity uniqueness to support new tissue
formation in the body. Therefore, product usages and life cycles should be considered in order
for a company to innovate new products that have low competition.
Competition situation in the market should be considered. Ewya products prices are very
cheap that the products of competitors. Competition situation evaluates other substitute’s
products in the market in terms of pricing and product features (Kilduff, Elfenbein and Staw
2010 p.943). Therefore, Ewya should create brand awareness and differentiate the brand for its
competitors.
Creative and media implications
The creative and media implications include uncluttered and cluttered media, colour,
physical and electronic forms, fast production time, intrusive media, international, local or
national medium, pictures, paper stocks, longer and more profitable time requirement, and
illustrations, prestigious medium, printing, response forms, production requirements technique
costs, sounds and words only. The product or service merchandising requirements include
identification with a particular local community, specific media association in order to give the
perception on value, number of required responses and safety
Legal and voluntary ethics includes codes of practices like the one issued by Advertising
Federation Australia (AFA), Australia communication and media authority (ACMA), Australia
competition and consumer commission (ACCC), Commercial Radio Australia (CRA) and Free
TV Australia (FTA). Legal and voluntary constrains may also include ethical principles, cultural

expectations and influences, regulations, guidelines and policies societal expectations, social
responsibilities such as environmental issues and protections of children and legislation
including safety legislation and occupational health. The promotion budget of the promotion is
estimated to be $5 million.
Part B
The appropriate media selection available to use for advertisements include direct mail,
billboards, cables and satellite television, aerial advertising, point of sale, cinema, exhibitions
and trade fairs, direct responses, video, internet, sales literature, radio, sales promotion,
televisions, the press, video games, video texts.
Selected media meeting legal and ethical requirements
The advertising industry operates under strict regulations and they are monitored in order
to ensure that what they are offering in the market are products that does not violate behavior of
a specific group. Furthermore, even though with advertising laws restricting advertisers and their
media vehicle from advertising unethical products, advertisers have significantly violated the
ethical standards of a wide range of consumers. According to Koga (2015), advertisers must be
careful when selecting media vehicles for promotion of their products and they must act ethical
at all times especially when advertising to children they need to be keen .Furthermore,
advertising using psychological tactics and potential harmful products may stimulate demand but
have negative consequences among the users. Furthermore having a list of legal requirements a
and ethical issues at add when selecting advertisement media or vehicle helps in crafting legal
responsible messages. Therefore, the selected media must adhere to all ethical elements by
having dissimilarity to any proven media or media vehicle. Furthermore, it must be worthy a

controllable test basing the similarities that exist between the customer base of an organization
and media or vehicle audience. There must be a proven ability of reaching target market in the
past.
Advertising reach is defined as total number of people that reads issues that are printed in
media schedule at a specific period of time. Furthermore, advertising reach, may include all
people who have heard, or viewed several advertisements programs in a media vehicles or
included a broadcast media schedule. Advertising frequently is the sum of printed media issues
in a print media schedule at a specific time period. Advertising frequently involves people who
have read at least one issue. Number of people frequently determines advertising in abroad
media schedule. The selected media requirement must meet all media requirement in order to
have desired read and frequencies. The media requirements for desired reach and frequency in
from Ewya advertising brief include number of target audience reached. The target audience it
depends on market segmentation of the products as in most cases customers who are loyal to
products are likely to be more attentive to the advertisements.
The number of responses including current customer base versus expected attrition and
growth market are key determinants of reach and frequencies advertising. The responses are
likely to be high where the product has developed an effective brand trust and customer loyalty.
Furthermore, customers feel response highly when they have a previous knowledge about the
advertised product. If a number of response is low a particular market segment then Ewya
advertising need to conducted in that place as it is clear indication that the product is in declining
phase in that area. When the product is growing in the market or expanding to new products
there is likely have high responses indicating that many consumers have heard about the product
or used the product previously. Therefore, through assessment of the product target reaches and

frequencies Ewya can determine the areas where products has not experience growth and
conduct a deep advertisement in those key areas.
Part c
Effective measures to evaluate media plan
The measurement used to evaluate the media plan include cost per response, number of
responses and gross profit per contact. The effective measurements are further classified as
physiological, readership, sales, attitude, media audiences, awareness, inquiry, opinion and recall
measurements. Other effective measures includes split cable test, market tests, split run tests, test
of different direct market offers, creative executions, media vehicles and theaters.
Conclusion
Companies need to manufacture products of high quality and advertise the products so
that people can be aware about the benefits. When consumers know about the benefits of a
product, the interest to purchase grows and they may end up buying the product. Ewya needs to
use the best channels for advertisement in order to ensure that it advertises to the right target
audience. To succeed in their advertisement strategies, Ewya should have the desired consumer
parameters in order to ensure that they implement the best advertisement plan so as to let
consumers have information about their characteristics. Furthermore, the organization should
ensure that it uses the right promotional strategies in order to entice customers in their
willingness to explore the beauty products. Women are the major consumers of beauty products
thus should be prioritized and targeted in the advertisement strategies. The company should also
consider companies offering beauty services like salons in order to acquire customers who buy in
bulk. Bulk-buying can positively impact the revenue of the organization.

References
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product life cycle. International Journal of Production Economics, 133(2), pp.645-652.
Kilduff, G.J., Elfenbein, H.A. and Staw, B.M., 2010. The psychology of rivalry: A relationally
dependent analysis of competition. Academy of Management Journal, 53(5), pp.943-969.
Koga, H., 2015, September. The Trap of Quantification of Advertising Effectiveness: A
Preliminary Study of the Ethical Challenges of Native Advertising. In International Conference
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