Integrated Marketing Communication Strategy for Tsuno Tampons

This report details a marketing communication strategy for Tsuno Company, focusing on their Super Tampons product. It includes a situational analysis of both macro and micro environments, sales and communication objectives, and a comprehensive marketing mix. The strategy targets female customers aged 13-40, emphasizing product safety and hygiene. Key aspects of the plan include advertising objectives, message strategy, media plan, and budget allocation. The advertisement will focus on product benefits, pricing, and usage instructions. The media plan includes various channels to maximize reach and frequency, and the report concludes with an evaluation plan to measure the campaign's effectiveness. Desklib provides access to similar solved assignments and past papers for students.

Running head: MARKETING COMMUNICATION
Marketing Communication
Name of the Student
Name of the University
Author Note

1MARKETING COMMUNICATION
Table of Contents
Budget........................................................................................................................................3
Message strategy........................................................................................................................3
Key messages.........................................................................................................................3
Source.....................................................................................................................................4
Advertising objectives............................................................................................................4
Target audience......................................................................................................................5
Product description.................................................................................................................5
Major selling idea...................................................................................................................6
Advertising appeal.................................................................................................................7
Advertisement execution........................................................................................................7
Supportive information..........................................................................................................8
Advertising creative...............................................................................................................8
Advertising script...............................................................................................................8
Outdoor advertising concept..............................................................................................9
Media plan..................................................................................................................................9
Medium..................................................................................................................................9
Media mix and vehicles.......................................................................................................10
Coverage..............................................................................................................................10
Reach and frequency............................................................................................................11
Scheduling............................................................................................................................11
Evaluation................................................................................................................................11

2MARKETING COMMUNICATION
Conclusion................................................................................................................................12
Reference List..........................................................................................................................13
Appendices...............................................................................................................................15
Appendix 1: Budget.............................................................................................................15
Appendix 2: Media schedule budget....................................................................................18

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Budget
Summary Statement
Sources of Capital
Owners' and Other Investments
$
100,000
Bank Loans 400,000
Other Loans -
Total Source of Funds
$
500,000
Startup Expenses
Bldgs / Real Estate
$
175,000
Leasehold Improvements 25,000
Capital Equipment 205,000
Location / Admin Expenses 15,000
Opening Inventory -
Advertising / Promo Expenses 11,000
Other Expenses -
Total Startup Expenses
$
431,000
Message strategy
Key messages
The company will be spreading messages regarding the safety of the women in using
the product so that it can help in maintaining their hygiene. It will help in increasing the reach
of the products in the market so that more number of customers can be attracted towards the
product. This will also result in increasing the sale of the product in the market. The
advertisement will also provide information regarding the price at which the product is being
offered in the market so that it can help in increasing the level of competitive advantage
regarding the product over the rivals that are present (Moriarty et al. 2014).

4MARKETING COMMUNICATION
Source
The source of the advertisement will be the marketing team of Tsuno Company. They
will be designing the advertisement so that it can be visually appealing and attract the
customers towards the product. The marketing team will analyse the market in a proper
manner so that it can help them in devising a full strategy regarding the level of creativity that
will be needed to make the advertising campaign (Jugenheimer, Sheehan and Kelley 2015).
Advertising objectives
The major objectives of the company in advertising the brand will be as follows:
 It will help the company in getting better level of attention in the market. The use of
readable materials in the ad will help in providing all the necessary information that
are required to the readers so that proper details about the product can be provided.
The use of the right colours and images will help the company in gaining the attention
of the customers. The use of a strong headline will help the company in
communicating the message of the brand in an effective manner (Young 2014).
 It will also help in the immediate action by the customers, as the advertisement will
also provide information regarding the trial period and coupons system. This will
result in gaining the attention of the customers so that they can try the product and
increase the penetration of the product in the market (Grant 2016).
 It will also help in increasing the awareness of the product among the customers that
are present in the market. The awareness of the brand that will be created through
advertising will help the company in increasing its generation of income so that the
company can be sustainable in the market. The advertisement of the company will
also enable the company in providing the customers with the pricing details so that it
can target the right customers (Parente and Strausbaugh-Hutchinson 2014).

5MARKETING COMMUNICATION
Target audience
The company will target mainly the female customers, as the product will be designed
for them. It will ensure that they can move and work in a hassle-free environment with the
use of the tampons. It will also help them in relieving their cramps that most of them
experience during the menstrual period. The female customers will mainly belong to the
group of 13-40 years of age, as they start their menstrual period from this age. It will enable
them in using the product for their monthly requirements (Johnston and Bate 2013).
The company will also target the customers who are located in the rural and urban
areas, as the product is required by everyone. The customers also prefer the brand that have a
higher value in the market, as it will help them in addressing the sensitive issue in a safe
manner. The company will also be providing the product at a cheaper price so that it can cater
to the needs and demands of all the female customers. This will help in lowering the issue of
price sensitivity among the customers as well (Solomon et al. 2014).
The product can also be used by the females who are sports persons as well as those
who have a hectic job. This is due to the fact that it will help the customers in proceeding
with the work without worrying about the issue that they face every month. The product will
be available in the chemist stores as well so that the customers can purchase it during the time
of emergency. The advertisement will be given in all the major supermarkets along with the
chemist stores so that it can help in attracting the customers towards the brand (Kumar 2016).
Product description
The product will be made through machine, which will manufacture around 75
tampons in a minute. The withdrawal cord that will be attached on the product will be
stitched so that it can be secure and will help in placing the product in a correct manner
within the customers. The advertisement will contain all the details of the product along with

6MARKETING COMMUNICATION
a sample diagram of the product so that the customers can have a first-hand knowledge
regarding the brand (Drewniany and Jewler 2013). It will also display the information
regarding the different sizes so that the customers can purchase it according to their needs
and preferences. The price of the products that will be charged by the company will also be
displayed in the advertisement so that it can help them in gaining a better idea regarding the
price (Belch et al. 2014).
The advertisement will also provide details regarding the various offers and incentives
that will be provided to the customers so that they can be attracted towards the brands. The
use of loyalty bonuses and incentive programs will result in increasing the level of trust
among them so that the sale of the product also increases in the market (Altstiel and Grow
2015). Apart from this, the materials that will be used in manufacturing the product will also
be highlighted so that it can help the customers in informing them regarding the quality and
the level of comfort that they will get from using it. The advertisement will also provide
information regarding the way in which it should be used so that the customers can gain the
benefits of using it. This will help them in understanding the usage of the product in a better
manner (Aaker and Biel 2013).
Major selling idea
The use of advertisements will help the company to increase its recognition of the
brand in the market among the customers. This will in turn result in increasing the level of
profit of the company. The selling point through the advertisement will be that it will appeal
to the customers regarding the product that is being provided by the company so that it can
help in increasing the level of sales. This strategy will help the advertisement to increase its
appeal among the customers (Posner, Williams and Posner 2015).

7MARKETING COMMUNICATION
The company will also be using celebrity endorsements and particularly of the female
gender, as the product will be inclined to serve the female customers. This will help in
attracting more number of female customers towards the company. The search engine
optimization needs to be devised in a proper manner so that the marketers can get to see the
product and all the information related to it. The advertisement will also appeal to the female
customers in a personal manner so that they can related themselves with the product (Smith
2013).
Advertising appeal
The advertising will appeal to the female customers, as the company will target them
on a primary basis. This is due to the fact that the female gender faces the issue of
menstruation on a monthly basis and the product will intend to help them by providing
maximum comfort. It will also provide information regarding the benefits that the female
customers will get from using the product so that it can help in increasing the rate of
attraction for the product. The advertisement will also highlight the price of the product so
that it can help the customers in getting a better knowledge regarding the prices at which the
competitive companies are giving the product (Baker 2014). This will help the customers in
distinguishing the company and the company will also gain a competitive advantage. The
advertisement will also appeal to the customers in an emotional manner, which will result in
increasing the engagement of the product and the customers. The personal appeal will help
the female customers in increasing the level of safety so that they can live in a hygienic
condition during the menstrual days of the month (Okazaki and Taylor 2013).
Advertisement execution
The advertisement will be executed based on the lifestyle of the female customers, as
this strategy will help in adjusting to the lifestyle according to the convenience and quality of
their life. The personal appeal will help in keeping their lifestyle in a better manner, as the

8MARKETING COMMUNICATION
menstrual problem can be solved in a proper manner. This will help in increasing the level of
commitment of the customers towards the product. The personal execution will help in
increasing the level of consciousness among the customers so that they can purchase the
product from the market. This will also result in increasing the level of loyalty among the
customers so that the purchases can be done on a repeated manner (Cannon, McGowan and
Yoon 2014).
Supportive information
The advertisement will be carrying extra information regarding the way in which it
needs to be used through pictorials so that the female customers have a better knowledge
regarding its use in an optimum manner. The company will also be providing the details
regarding the price of the products and the different sizes in which it will be available. This
will also help the customers in being sensitive towards the price with respect to the rival
companies (Wijaya 2015). The celebrity endorsement will also be highlighted with respect to
the product so that it can attract more number of customers. It will also include the
information regarding the different types of tampons that will be available in the company
such as without or with the capsule. This will help the customers in narrowing down their
choices towards the product. Another important information that will be shown in the
advertisement is that it cannot be used for more than 8 hours, as it may lead to infection in the
body of the customers (McAlister et al. 2016).
Advertising creative
Advertising script
The message will be put forward by an all-male advertising team in the Tsuno
Company.

9MARKETING COMMUNICATION
‘Today’s women are fast-paced and need a tampon to maintain their lifestyles. That is the
reason why we use Tsuno tampon. That thing is periods.
We need something like Tsuno to be dependable for the eggs that are covered in blood and
we need things to scoop it out so that we can bear babies in the future. We have all types of
tampons, which will suit your area down there. When the period will hit you, be assured with
the best product to protect you and continue your daily activities.’
Outdoor advertising concept
“A message to Married Women”
‘It is natural to be biased towards a new idea till the time that one gets used to it. But suppose
the new idea that has been dreamt is to provide comfort and convenience to you months after
month. Would you be sensible enough to ignore it?’
Media plan
Medium
There are different types of channels of communication such as the face-to-face
channel. This type of channel is where the speaker is personally present to convey the
message of the company through voice and physical expressions. It allows the speaker to
express the message in an emotional manner and also clears the ambiguity that is present
between the recipient and the speaker (Sternthal and Rucker 2015).
Another advertisement channel is known as broadcast media, which helps the
company in addressing to a large number of audience. The business can also promote the
brand through the broadcast channel so that it can address to its target customers through
auditory and visual format. Mobile communication is also another type of advertising where
the complex messages of the company can be transmitted to the customers in smaller groups
(Aaker and Biel 2013).

10MARKETING COMMUNICATION
Another type of channel is known as electronic channels, which consists of the social
media platforms, internet and emails as well. This helps in interacting with the customers in
mass groups as well as individually. This method is efficient as well and the messages need
to be crafted in a proper manner so that it can attract the audience (Baker 2014).
The company will be using the broadcast media and the electronic channel to portray
the advertisement so that it can cater to all its target customers. This will also help in
increasing the reach of the advertisement to the customers so that they can get to know
regarding the brand that is available in the market. The message for the advertisement will
also be clear so that it can clarify the doubts of the customers and increase the rate of
purchase of the customers (Solomon et al. 2014).
Media mix and vehicles
The company will be advertising the message through television, internet and mobile
devices so that it can result in attracting the target customers. The messages will be sent to the
mobiles of some of the customers so that they can get to see it and understand the concept
that the company wants to portray. The company will also show the advertisement on the
television during the prime time so that maximum views can be gathered from the customers.
This will increase the rate of viewers for the company so that more female customers can be
attracted towards the product (Young 2014).
Nowadays, most of the people are hooked on to social media sites, where the
company will also advertise so that it can result in increasing their knowledge. It will also
increase the reach of the ad towards the customers, which in turn will help in increasing the
sale of the products (Belch et al. 2014).

11MARKETING COMMUNICATION
Coverage
The advertisement for the product will be shown in busy areas of Melbourne, Sydney,
New South Wales and Queensland, as the life among the city dwellers is very fast-paced. It
will help in creating a better level of impact on the customers who are living in the city, as
they work in offices. This will also help the company in capitalizing on the sale of products,
as the level of profit will increase to a great extent (Moriarty et al. 2014).
Reach and frequency
The advertisement will be portrayed in all the major metro stations and bus stops, as
most of the customers who are taking the public transport can get a proper view of the
product. This will result in increasing the rate of attraction among the customers as well with
respect to the brand that is being given by the company (Young 2014).
Scheduling
It is the pattern through which the time of the advertisement is fixed to run on the
mediums. The time slot is fixed for the ad according to the company so that the message can
reach to the target audience. There are three types of scheduling that can be followed by the
company, which is continuity where the products or the services are advertised irrespective of
any season (Grant 2016). They are scheduled to run at regular intervals, which helps the
customers to be reminded regarding the product. The second type is known as flighting,
which is based on advertising the product for a certain period. These ads run at irregular
intervals and are meant to be for a shorter duration. The third type of scheduling is known as
pulsing which is a combination of the other two scheduling. In this, the ads run for a longer
duration and almost all year round. It helps the company in promoting the products to its
customers for a longer period of time (Kumar 2016).