Eywa's Media Plan: Launching an Organic Skincare Product in Australia

This report outlines a comprehensive media plan for the launch of Eywa's organic skincare product, Earthsprite, focusing on the Australian market. The report begins with a situational analysis, assessing the previous marketing plan's shortcomings and the need for adjustments. It then details the media strategy, emphasizing the product's natural ingredients, particularly Tamanu oil, and the importance of customer reviews and testimonials. The media scheduling section covers resource allocation, budget considerations, and supplier collaborations. Finally, the report proposes a campaign evaluation strategy, including advertising goals, measurable outcomes, and contingency plans. The analysis highlights the importance of a multi-faceted approach, including traditional and digital media, and personal interactions, to reach the target audience and promote the product effectively. The report concludes with a summary of the key findings and recommendations for Eywa's marketing efforts.

Develop a media plan: 3

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................1
Situational analysis......................................................................................................................1
Media strategy.............................................................................................................................1
Media Scheduling........................................................................................................................3
Campaign evaluation strategy:....................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

EXECUTIVE SUMMARY
Eywa has been planning to launch an organic skin care product which is mainly based on
natural ingredients. There will be consideration of Tamanu oil which comes from Tamanu tree as
stated in Southeast Asia. This natural element helps in healing the skin damages and prevent
form environmental impacts. In the present report, there will be analysis based on marketing plan
adopted by firm which will be look through and necessary adjustments will bring the reformed
media plan. There will be analysis over current market situation, media strategic scheduling as
well as campaigner that will be helpful in evaluating strategies.
Situational analysis
The launch of skin care product by Eywa was not appropriate as the firm did not retain
desired level of profits from such pervious plan. The mode of promoting Earthsprite brand was
not profitable in retaining the adequate media attention. Therefore, as per ascertaining the
marketing and advertising plans of this business there are needed to make several changes in
such approaches.
Marketing analysis:
To promote the brand in Australia there will be need of analysing the environment
condition as well as current market requirements. Along with the market requirements as well as
satisfactory level of buyers which are needed to be analysed and discussed by them for redesign
the product (Ashley and Tuten, 2015). Similarly, considering the macro environmental factors
such as politics, economics, technologies, social and environmental situation will be more
helpful in developing the successive plans.
Advertisement analysis:
Advertising the product Earthsprite needed to have appropriate determination of
operational practices which are needed to be reframed (Leung, Bai and Stahura, 2015). There
must be detailed discussion based on the features, ingredients as well as benefits of the product
or having better skin care.
Media strategy
Media strategy:
Eywa is promoting its new product earthspirit made up with all natural ingredients. The
main ingredient in the composition of this product is Tamann oil which helps in hydrating the
skin and reduces blemishes.
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The scheme and strategy of marketing in earlier report was not perfect and had some loop
and holes-in ti. The main audience was not approached in effective manner. So this media
strategy is prepared to associate and communicate with the target audience that is women
between the age of 20 – 50 for increasing the sales of skin care product Earthspirit.
Talking about ingredients and the process:
The main content of this product is a natural oil that help in hydrating the skin and reduces
blemishes. The advertisements and promotional event must talk about it, the more it is talked
about the more peoplewill get to know about this (KEY MARKETING STRATEGIES FOR
SKIN CARE BRANDS, 2018). The main highlight of all media advertisement must be focuses
on the benefits a woman can get by using and applying the product on themselves. It must be
kept in mind that all the prospective consumer must be influenced in such manner that they are
willing to spend a good amount of the money on this product. The more taking should by
focused on the oil used, natural ingredients and also how they can reduce the effect of pollution
and other environmental effect of the skin.
Get and Publish Customer Product Reviews and Testimonials:
Another media strategy the must be adopted by the Eywa is that to take feedback from the
consumers who have used this product and publish the same. This will build a sense of belonging
with the existing and prospective consumers as well. The feed-backs and review for the women
must be published in different forms of media such as it must be telecast on television, printer
newspaper and magazine and displayed on billboards etc. the main reason for getting a review
published is that it build a trust with prospective consumers which is essential in present world
where there Is a slight difference between fake and original.
Effective advertisement:
Today scope of advertisement had become wider as compered to old times, there are
different ways that can be used to promote the product. Eywa should expands its parameters of
advertisement. Each and every women must be approached by one or another way to get to know
about the product and its benefit to them (How to Market a Skin Product, 2018). There are two
main things that must be taken care of first is that even a smaller media platforms can reach a
large audience as sometimes in local communities' television and radio are also an effective
means of communication. Second not to forget use social media sites to reach them. In the
present time all everybody is a user of internet so tie ups with different application of various
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operating system can be done so that advertisement get played in between, when using an
application.
Media Scheduling
In relation with improving the operational framework and the participation of various
individual with respect to have proper practices there will be need of generating adequate
information and management of activities. In respect with this, Eywa has to analyse various
sources through which they can manage their resources. There is a needed determination of
appropriate organic products that have been facilitated by the various suppliers stated in country.
Along with this ascertaining the costs of overall plan will be beneficial in analysing the costs
implied in this approach.
Allocation and distribution:
Earthsprirte based on implicating natural ingredients which is come from Southeast Asia.
It consists the main ingredient as Tamanu oil which comes from Tamanu tree. Therefore, such
rare and expensive ingredient needed to have proper inventories and suppliers that will facilities
the regular supplies of such product (Godey and et.al., 2016). The aim of business is for
facilitating the adequate and 100% natural products which will require to have proper
management of funds. Moreover, there are various suppliers stated in Australia, the collaborate
with them will be helpful in reducing the time laps as well as costs too. It includes Honest to
Goodness, Sanctum Australia Organic skin Care, Natural Choice Cosmetics etc.
However, collaboration with these suppliers will be beneficial and helpful to Eywa for
better operational practices and having appropriate inventories for operations.
Budget for media:
To initiate this plan for successive operational determination will be helpful in making
better analysis over the operations. There can be impacts of various expenses which are has to be
bare by an individual (Chaffey, 2016). Therefore, preparing a budgetary plan will help Eywa in
analysing the costs implied in such activities. There have been selection of TV and print media
as well as social media in advertising the business concept.
Along with this it can be said that, there must be implication of various other sources
through which they can promote the activities. It consists of door to door interaction and
communication which help individual to better analyse the products and benefits associated with
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them. Moreover, such activities will require the budget of approx. $5million that will be effective
in managing activities.
Campaign evaluation strategy:
There have been various strategies and techniques which are needed to be considered by
the professionals of Eywa. It includes several activities such as:
Advertising goals:
Promotional activities are needed to be based on analysing the market scenario as well as goals
of firm in making adequate operational determination advertising the products through TV,
Radio, print media as well as implicating the use of social media will help the organisation in
applicating all efforts for attaining targets (Duffett, 2017).
Measurable outcomes:
As per analysing the past outcome through the promotional strategies which have been
used by the professionals such as TV, print media as well as social media do not bring them the
proper attention and rise in sales of such product (Cole, DeNardin and Clow, 2017). Therefore,
there will be use of techniques such as door to door communication and personal interaction with
people along with distr5uibuting free samples which has been estimated as appropriate technique
for promoting the products.
Evaluation measures:
The use of personal interaction technique has helped in bringing appropriate information
and knowledge among the individual which in approach of communicating the benefits of
products (Yazdanparast, Joseph and Muniz, 2016). Along with this there have been various
feedbacks and reviews from the individual which have been considered for reframing the
operations as well as redesigning the tasks.
Contingencies for media schedules:
It has been estimated that, such projected plan will help in attaining the maximum buyer
attention as well as helps in developing various strategies that will uplift the level of revenue
generation.
CONCLUSION
On the basis of above report, it can be concluded that, there are various marketing activities
which are needed to be consider5d and ascertained by the professionals of Eywa. The reviewed
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previous operational plan had benefited in reframing and looking through appropriate
development.
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REFERENCES
Books and Journals
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing. 32(1). pp.15-27.
Chaffey, D., 2016. Global social media research summary 2016. Smart Insights: Social Media
Marketing.
Cole, H. S., DeNardin, T. and Clow, K. E., 2017. Small Service Businesses: Advertising
Attitudes and The Use of Digital and Social Media Marketing. Services Marketing
Quarterly. 38(4). pp.203-212.
Duffett, R. G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers. 18(1). pp.19-39.
Godey, B. and et.al., 2016. Social media marketing efforts of luxury brands: Influence on brand
equity and consumer behavior. Journal of business research. 69(12). pp.5833-5841.
Leung, X. Y., Bai, B. and Stahura, K. A., 2015. The marketing effectiveness of social media in
the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality &
Tourism Research. 39(2). pp.147-169.
Yazdanparast, A., Joseph, M. and Muniz, F., 2016. Consumer based brand equity in the 21st
century: an examination of the role of social media marketing. Young Consumers. 17(3).
pp.243-255.
Online
KEY MARKETING STRATEGIES FOR SKIN CARE BRANDS.2018. [Online]. Available
through:<http://illuminationconsulting.com/key-marketing-strategies-skin-care-brands/>.
How to Market a Skin Product.2018. [Online]. Available
through:<https://smallbusiness.chron.com/market-skin-product-24371.html>.
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