Promotional Strategy: Mascara for Australian Market and Digital Media

This report details a promotional strategy for mascara, specifically targeting the Australian market. It analyzes the target audience, emphasizing the importance of high-quality, natural ingredients for sensitive eyes. The advertising strategy includes print advertisements in fashion magazines and radio spots, scheduled for November, December, and February. A moderate pricing strategy is proposed. Furthermore, the report suggests utilizing digital channels like YouTube for tutorial videos and a website with customized search features, product information, and links to social media platforms (Facebook, Pinterest, and YouTube). This comprehensive approach aims to create a strong brand presence and drive sales in the Australian market.

Running head: PROMOTIONAL STARTEGY
Marketing Communication (Promotional Strategy)
Name of the Student:
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PROMOTIONAL STARTEGY
Promotional Strategy Approach for Target Market in Australia
You eyes are sensitive and you should be cautious about the products that you would put
on them for a flawless look. Sensitive eyes always need the products, which were manufactured
with rich ingredients. It’s the time for you to forget about the irritation, redness, and swelling.
Try out this new mascara, which can give you the gorgeous and rich look without shedding a
single tear. This custom-lash Mascara gives you the natural-looking boost and a striking
mesmerizing look. This smudge-proof is one of those products of your choice. The water-
resistant tube is the best product for the sensitiveness of your eyes.
Australia is enriched with their fashion sense. Starting right from the teenage, women are
attracted towards the most fashionable beauty products that would enhance their beauty by
creating a flawless look. The Australian beauty product market has been growing commendably.
Women can pay the price if the product is higher in quality. This product, Mascara, is
manufactured by using the high quality natural herbal products that would not affect the sensitive
eyes. The attractive cover and packaging is appreciable to the customers.
Advertising:
We have selected the radio and magazines as the advertising channels. People are prone
to read fashion magazines in Australia to keep the updated information of latest trends.
Publishing the mascara features and description would catch the attention of the customers. The
promotional advertising would be scheduled for three months, November, December, and
February. The moderate pricing strategy would be considered as per the brand value and the
demands of the target customers.
Digital Channel:

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PROMOTIONAL STARTEGY
We are also using YouTube channels as the digital media. The tutorial videos would be
uploaded to provide the demonstration. The informative videos would ease the process of using
this mascara to get an enriched look with long-lasting definition.
Website:
The website for our company has the customized search for the relevant search as per
your preferences. You can select the suitable price for your cosmetic products with this
customized search. Our website includes:
 Images and Information about the cosmetic products
 Product specifications
 Customized pricing structure of the cosmetics
 Link to connect with the Facebook, Pinterest, and YouTube page.