MEDIA PLAN FOR HAIR FREE

HAIR FREE Pty Ltd

Media plan is a document which describes objectives, strategy, tactics, resource
allocation, and media schedule and media mix that to be used in reaching a targeted
audience. So, Media planning is generally the task of a media agency and involves
finding media platforms for a client's brand or product to use. The job of media
planning is to determine the best combination of media to achieve the marketing
campaign objectives. So, it is helpful for advertising for small firms with limited
budgets.
Here, this plan is all about the hair removal cream by HAIR FREE Pty Ltd. The
media plan is the most important character for the good stability of business.
The first steps to consider while carrying any media plan,
o Current clients
o Potential clients
o Stakeholders
o The competition
o The mass media
Then the major step includes:
o Targeting
o Environmental scan
o Understanding the audience
o Determination of content
o Control

GOALS
To carry a business, without a goal it is just nothing. So, the goal is like an aim and
obviously the main character. Goal is carried in order to achieve advertising and
marketing objectives.
The characters of goals are;
Cream distribution
Cream exposure

 Advertising exposure
Advertising recall
Advertising persuasion
Leads and sales.
This media campaign increase product awareness by 20 % at the end of 12 months.

TARGET AUDIENCE
Approximately 80 precent of men and women aged 16 to 60 regularly remove face
and body hair. However, concerns over cost and safety of light-based hair removal
treatments have discouraged many potential customers. LHE light-based hair
removal answers the needs and concerns of both practitioners and their clients. Its
low energy levels create an ultra-safe treatment that requires minimal if any
preparation or skin cooling. The number of monthly treatments depends on the
targeted area, with most areas requiring 7-12 sessions for effective and lasting hair
removal.
Media consumption habits- Media consumption is the sum of information activities
such as interacting with new media, reading books and magazines, watching
television and film, listening to radio, internet online and bill board so on. Here we
are using the online, television, magazines and bill board as advertising. Time spent
using a computer is high in the people of this generation, and thus all the people can
view this message and give help to their female friends. So, the online will be the
best media rather than other Medias available in the market due to rapid updates in
an hour/ a day.

Market factors- Its a low involvement media plan. Audience will see the brand in
television commercials at least once during a period of four months and almost all
the times in magazines, billboard and on online. Thus, it will be the most reliable idea
to use the internet medium for the female members to use in any places anytime.
Creative requirements- The creative requirements of the advertisement should be
gleaned from the advertising brief and also from what you now know about your
desired target audience and the reach and frequency objectives of the campaign.
The following considered in this plan as follows:
I.

Images- Photography, animation and pictures that will definitely help the
consumers to attract making the move of program smoothly.

II.

III.

Music and sound- The attractive, beneficial and pleasing harmonious and
instrumental character in advertising definitely make the adventitious
advertise.
Colour- This will surely attract the consumers believing the colourful than
colourless pictures.

Merchandising requirements- Merchandising refers to any activity that aims to sell

products or services using point of sale methods including free samples, displays,
demonstrations, and so on. We will be organizing exhibition in every month almost
all the suburbs and distribute free samples applying discount rates.

TARGET AUDIENCE (demographics, media consumption habits, market factors,

reach and frequency, creative requirements, merchandising requirements, budget
and regulatory implications.)
MESSAGES- As the main aim is to achieve advertising and marketing objectives.
There will be a great time as it is easy and has no any effects on screen. Its not so
expensive and can be done quickly in home at any time. I prefer this product due to
lots of advantages rather any hair free.

MEDIA LIST
The different media that we are using to promote our hair removal product are: Above the line:
ATL communications use media that are broadcast and published to mass
audiences. It is advertised through the media such as:o Television
o Cinema
o Radio
o Print
o Out-of-home
Below the line:
BTL sales promotion is an immediate or delayed incentive to purchased,
expressed in cash or in kind, and having short duration which helps in brandbuilding and promotional strategies such as:o Direct mail
o Sales promotions
o Flyers
o Point-of-sale
o Telemarketing
o Printed media i.e. Brochures
Through the line:
TTL advertising is a neologism describing an existing process. It is a mix of
ATL and BTL approaches to integrate a marketers efforts and optimize
returns from these separate investments. For example:o Bus stand hoardings
o Pamphlets
o Small informational sheets
o Newspapers etc.

MEDIA TOOLS
The media tools in this campaign are the following:

1. Media Alert
Media alert is an invitation designed to inform the media about your event, such as a
press conference or grand opening, and entice them to attend.

2. Press release
A press release is a written or recorded communication directed to public/audience
for the purpose of announcing something ostensibly newsworthy

3. Pith letter
Pith letter is a letter or email sent to an editor but ideally for a magazine, newspaper,
book or other publication, with an attempt to sell this particular idea, along with you
as the potential write

TIMELINE
Date
11 February

Activity
Finalize media plan

Status/Comments
Finished

10 March

Finalize media list

Finished

21 July

Finished

03 August

Finalize media
materials
Distribute calendar

12 September

Distribute release

Finished

19 November

Begin pitching

Finished

14 December

Event Advisory

Finished

29 January

Summer Reading
program begins

Finished

Finished

MEDIA OUTLETS
The media outlets that we are using to advertise our product are as follows:

Newspapers
Magazines
Radio
Television
Internet
Billboards

Brochures
Direct mail

STRATEGY
Its a multiple media plan, internet media, newspapers, magazines, radio, television,
billboards, brochures and direct mail. This plan is produced in response to the
declining market share of Sprite in number of countries including North America,
China, Europe and some Gulf states to set up and present clear picture of future
plan and strategies for marketing. The plan is centred on markets and customers
analysis, marketing mix, integrated marketing communication strategies, target
market summaries, product positioning and repositioning, essential marketing
approaches and techniques and other related discussion and recommendations.
Multi-dimensional strategies taking into account the consumer behavioural issues
are stated which will be pursued with the aim to achieve company strategic and
marketing goals and objectives.
Promotions are critical to the strategy to increase the strategic alliances
through cross-promotion. The overall aim behind this plan is to set up strong
marketing plate form and to align the product with the goals and objectives of a
company of provision of quality product to satisfy consumer requirements around the
globe.
The key point can be related like:
Become respected as The Best hair removal product and service all over the
world.
Offer different types of professional services with a wide range of product
choices for sensitive skin, normal skin and dry skin without any side effects.
Create an Annual Marketing Advertising and PR calendar that helps to
promote.
Achieve at least $160,000 in annual hair removal service and sales of the
products with at least $10,000 per month.
Create, hire and train staffs to become professional hair removal experts.

BUDGET AND CALENDAR

Item
Billboards
Television
Radio
Newspapers
Magazines
Internet
Brochures

Feb-May
2,000
30,000
1,500
1,000
10,000
15,000
500

Jun-Sep
2,000
25,000
1,500
1,000
10,000
10,000
500

Oct-Jan
2,000
25,000
1,500
1,000
10,000
10,000
500

Total
6,000
80,000
4,500
3,000
30,000
35,000
1,500

Total

60,000

50,000

50,000

160,000