1.

Marketing Strategy

As indicated, our overall objective is to educate skin bleachers about the harmful
effects of skin bleaching, while initiating action plans geared towards changing the
attitudes of skin bleachers. Our aim is to motivate our target segment to shift perception
through a reputation of consistent crafted message that appeal to emotions and impact
behavioural change. Our strategy to achieve that objective is based on understanding
our market segment exceptionally well, so as to become the preferred choice for creating
campaign brands for our target audience.

Describing our mission

Creating awareness is what we do! Communicating the health risk associated with
skin bleaching to individuals by strategically positioning our message, for ease of access
and listening convenience and moral persuasion. Campaign is designed by the use focus
group sessions, primary research, such as newspaper articles, social trends and
influencers, which are local or international. Methodically extracting information, use to
design and generate our message to effect attitude and behavioural change in the minds
of target audience. This action will allow us to channel our creativity to counter the
negative effects of skin bleaching, while providing an environment which respects the
black culture, and to generate positive perceptions of the black skin.

Our value proposition

The benefits of being black and “does white or brown skin” leads to inner peace.
The campaign message explores happiness, provoke social thought, while creating the
satisfaction of knowing who you are and that you were created with uniqueness.

Our proposition is one of empowerment.

 We aim to appeal psycholgical attributes of our segment. Message to stimulate

personality and attitudes, with exciting influencers. Subliminally persuasion, more
self hate, low self esteem and understanding the identity perception of identity
crisis.
 We will provide access to our focus group sessions, meeting celebrity influencers
and medical practioners to solidify message .
 We aim to reduce socialization practices designed to promote skin colour insecurity
and promote healthy living. Communitication will be precise, concise and well
balanced. No cultural misrepresentation and no brand abuse!
 We will promote “a dark is also beautiful” environment and support our industry by
providing information , showcaseing individuals with darker skin colour who
celebrate their beauty and brands that supply us with healthy, local and quality skin
care products.

Marketing objectives

1. A successful media launch, utilising social and other media, to build product
awareness and acceptance for the message, by positioning our communication in the
minds of 50% of our target audience within the first six months of operations.
2. Adverts with celebrates such as Coffee and Chronixx design to achieve gain attention
to message.
3. Gain access to virtual fairs and youth forums to spread our message , also through
referrals.

Financial objectives

 Generating a Gross profit margins in excess of 40% to properly finance campaign

 To maintain positive cashflows through by attracting attention through our message

Target markets

Based on our research analysis, we will profile individuals of lower economic level and
the ones who consider skin complexion essential to existence.  

Target audience are young adults attending high school, vocational institutions or
Universities, couples, and working adults, between the ages of 18-25. This segment
comprises two different generations: borderline generation y and the entire gen z.

They are individuals who work, study or are affiliated to none within the Kingston
Metropolitan and Portmore regions. They have competing priorities with work, studies,
social media and recreational activities. They resolve perception challenges that change
their skin colour. Generally, these segments of the target market have a somewhat
favourable image of fads and trends as the best option for lifestyle choices. They desire
to “fit in at all cost” and “trend socially”, and have energy to engage in cross cultural and
cultural activities.

Positioning

“Light skin colour sits within a space of privilege”, the narrative, our solution, “is
this all ways the truth”. Our self-conscious audience are constantly searching for
validation or seeking social acceptance. We gain their attention by highlight people with
darker skin shades who differentiate themselves - by listening to their testimony and
endorsements, while uniquely positioning their message to effect attitude and
behavioural changes.