Creative Advertising-"Press Advertisement"_Mr.Jehangrin Arifin

NATURALLY BODY LOTION


Market Research

Introduction:
Naturally fresh, beautiful and healthy skin is becoming harder and harder to have these days, especially for active teen/school girls who do many physical activities from morning to evening almost every day.
However, based on our qualitative field survey, the products currently in the market, have not met all the consumer’s needs satisfyingly. The market wants longer lasting body lotion that would make them feel fresh and beautiful for a longer time without having to reapply the body lotion, but still feeling naturally healthy every time they use the product.
This indicates that the market is still growing and the scope is big enough to generate profitable income.

Market Survey:
1. Qualitative:
Need: fresh and beautiful skin that lasts longer
Want: to feel confident beautiful and fresh even after long
hours of activities
2. Quantitative:
· Age Population of 15-21 = 5,135,000
· Female = 50%
· SES grade A, B, C1 = (13+13+22)%
· Market Population = 1,232,400
Competition:
There are 3 competitive brands for our market:
Nivea, Vaseline, Citra

Marketing Brief

Product : Long Lasting Body Lotion

Market Segment :
Consumer : Teenage school girls
Buyer : Same as consumer
Influencer : Peers / same as consumer
1. Demographic : Female, Age 15-21, SES A, B, C1,
Students
2. Motivation : Feeling fresh and beautiful even after
long hours of activities
3. Geo Demographic : Big cities
4. Medium : Teenage Girls Magazine, Posters &
Billboards

Brand Positioning Statement:
Naturally Body Lotion is a body lotion product that provides 12 hours protection to maintain the fresh and beautiful skin of active teenage girls using ingredients that are healthy and natural
Creative Strategy

1. Target Audience:
· Demographic : Female, Age 15-21, SES A, B,
C1, Student
· Psychographic : Active
2. Promise:
· Physical : 12 hours protection that keeps
the skin beautiful and fresh
· Emotional : Stay confident even after long
hours of many activities
3. Rationale:
Essences of natural ingredients combined with Pro Vitamin B5 allows the lotion to stay longer even against rapid body and air temperature changes and sweat
4. Tone & Style: Active, young (teenage), expressive
5. Creative Idea :
Realistic and lifelike visualizations of a teen girl’s activities in various situations using bright colors will attract their interest because it looks different from most commercials and shows what they really face daily
6. Sales Promotion:
Buy 1 (200ml) bottle get 1 (100ml) for free, available in all major supermarkets


Advertisement Layout

Creative Rationale (AIDA)

1. Attention:
The ad will use a not-very-sophisticated-but-straight-to-the-point-but-not-too-cheap-looking-either layout to attract active teen viewers who have straight-forward characteristics. The design uses green background to give an organic theme (representing brand’s characteristics) to the ad and using bright colors to complement the green background to create colorful teenage atmosphere
2. Interest:
The advertisement shows a normal teen school girl’s activities using pictures of those acts with a headline asking them a question representing their needs (based on the research)
3. Desire:
The main model is a high school girl with her typical school acts depicted around the main model, from classroom to canteen, burning parking lot to meeting her crush at the locker room, the visualization of typical school acts will give a sense that this brand does know their life and what they are really facing everyday
4. Action:
The monologue line is to show the buyer and consumer that we know what they need, thus will persuade them to trust the company and the brand, then to buying the product
5. Sales Promo:
The sales promo will be written as ‘Get it now at nearest department stores’ and ‘for every one 200ml get one 100ml lotion free (Only until December 2007)’ using the word ‘only’ to give a sense that a very good deal is being offered

Questionnare

Age:….years Occupation:……………. Domicile:………

1. Do you using Body lotion?
[ ] Yes [ ] No [ ] Sometimes

2. If the answer is yes, what is your expectation of using lotion? If the answer is no, continue to no.6
[ ] Your skin become moist [ ] Smells good [ ] More white

3. Is your lotion long last?
[ ] Yes [ ] No [ ] Sometimes

4. Do you want a long lasting lotion for your skin?
[ ] Yes [ ] No

5. What is your lotion brand you using most?
[ ] Citra [ ] Nivea [ ] Vaseline [ ] Various other things
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6. Why do you chose to using/not using some lotion?
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7. Do you satisfied with your skin now?
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8. Do you satisfied with lotion that you use now (for lotion user, if not using lotion continue to no.10)?
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9. If you not satisfied with your lotion, what kind of lotion that you hope?
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10. Do you care about your moist and comfortable skin?
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