Media Plan for Eywa Organic Products: A Marketing Strategy for Growth

Desklib provides past papers and solved assignments. This report details Eywa's media plan for market growth.

MEDIA PLAN FOR
EYWA

• Introduction
• Executive Summary
• Business Objectives
• Situational Analysis
• SWOT Analysis
• Conclusion
• References
Table of Content

• Media plan ensures performing relevant
promotional activities.
• Defining objectives for achieving sales
objectives.
• Provides goals and vision of the firm.
• Appropriate advertising strategies are
provided.
• Using appropriate media sources for
promoting the products.
• SWOT analysis enables to ascertain the
market condition accurately.
Introduction

Executive Summary
Business Description
 Eywa is an 100% Australian firm
producing organic products.
 Organic products are identified within
Queensland and New South Wales.
Vision
 Using organic products replacing chemical
–based products
 Earning approx. $ 1 million from
advertising campaigns
Business goal
 Providing quality organic skin care
products for health and well-being of the
products.
Business philosophy:
 Increasing the usage of organic products
and safeguarding health and well-being of
communities.

Continued..
Business Objectives
 Increase revenues by 7% by the end of March
2020.
 Increase the market share by 18% in next 2
years.
Marketing objectives
 Increase the awareness of Earthsprite products
by using different media sources.
 Increase the followers by 15%
 Expanding market reach of the products.
Advertising Objectives
 Exceeding the growth rates within 18 months.
 Receiving approx. 65,000 responses from
potential customers.

Situational Analysis
Marketing analysis
 Marketing Strategy
 Marketing objectives
 Financial objectives
 Positioning
 Strategy pyramids
 Marketing mix

Primary target market
 Demographics
 Lifestyle
 Product usage levels
 SWOT Analysis
Customer Analysis
Strengths Weakness:
 100 % Australian company
 Ingredients available within Australia
 Improves health
 No side effects
 Products are not regularly used.
 Limited availability of products across
Australia
Opportunities Threats
 Increased awareness among customers
for using natural products
 Using strategies for entering new
market
 Availability of huge target market
 Using multiple media sources for
promoting products.
 Increasing the availability of products
across all cities
 Economic slowdown
 New entrants producing natural
products
 Existing competitors
 Changes in the business regulations.

Conclusion
 Media plan ensures achieving the desired aims and objectives.
 Vision and objective has to be communicated for increasing
the sales.
 Target audience are aware of benefits of using organic
products.
 Using multiple media sources enables to promote the products
effectively.
 Using marketing mix strategy helps to determine the taste and
preference of the customers.

Reference
 Gunter, B. (2018). Does Marketing and Promotion Create Box
Office Success?. In Predicting Movie Success at the Box
Office (pp. 71-87). Palgrave Macmillan, Cham.
 Veletsianos, G., Kimmons, R., Shaw, A., Pasquini, L., &
Woodward, S. (2017). Selective openness, branding,
broadcasting, and promotion: Twitter use in Canada’s public
universities. Educational Media International, 54(1), 1-19.
 Bonsón, E., Royo, S., & Ratkai, M. (2015). Citizens' engagement
on local governments' Facebook sites. An empirical analysis: The
impact of different media and content types in Western
Europe. Government Information Quarterly, 32(1), 52-62.
 Macnamara, J., Lwin, M., Adi, A., & Zerfass, A. (2016).
‘PESO’media strategy shifts to ‘SOEP’: Opportunities and ethical
dilemmas. Public Relations Review, 42(3), 377-385.