IMC PLAN

Contents
1. Current Situation Analysis 4
1.1 Background Research and Analysis 4
1.1.1 Internal Research and Analysis 4
1.1.2 External Research and Analysis 5
1.2 SWOT Analysis 10
1.3 Key Marketing Problem/ Opportunity 11

2. Key Strategic Decisions 12

2.1 Marketing Objectives 12
2.2 Communication Objectives 13
2.3 Positioning14
2.4 Campaign Target Audience 14
2.4.1 Market Segmentations 14
2.4.2 Buying Behavior 15
2.4.3 Creative Targets 17

2.5 Campaign Budget 18

2.6 Brand Personality/ Character 18

3. Creative Strategy 18
3.1 Development of Creative Idea 18
3.2 Detailed Explanation and Mock-ups across all Media 19
4. Media Strategy 20
4.1 Justification of Media and Media Vehicles Selected 20
4.2 Media Objectives 27
4.3 Media Plan/ Schedule/ Social Media Content Calendar 28
5. Other IMC Activities/ Elements/ Tools 30
5.1 Selection, Integration & Detailed Explanation / Mock-ups of Other IMC
Activities 30
5.2 Sales Promotion 31
5.2.1 Online Contests 31
5.2.2 Road Shows 31
5.2.3 Giveaways 32

6. Evaluation and Control 33

6.1 Outline Evaluation/ Tracking Method 33
6.2 Potential Problems and Corrective Actions 35
7. Appendix 36

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8. References 36

1. Current Situation Analysis

1.1 Background Research and Analysis
1.1.1 Internal Research and Analysis
Founded in 1882, Nivea is a renowned international skin and body care brand under the
company Beiersdorf. The company produces skin and body care for all genders and
ages, with a variety of products such as shaving gel, deodorant, masks and lip care. In
recent years, Nivea has won the Reader’s Digest most trusted brand 2011, New
Zealand beauty awards 2012, Product of the year awards at UAE 2012, and Best in
Beauty 2013. Nivea has been a constant innovator in its product to suit the Asian
market, as there is a significant growth in their Asian market shares.

Due to the recent uproar of Nivea Singapore advertisement shaming women with dark
armpits, it had caused an adverse effect on the consumer trust. The Nivea’s website do
not have Singapore’s page as selection, but there is a Facebook group and a Youtube
channel for Nivea Singapore, which garnered more than 17 millions likes and 742
subscribers in YouTube. Furthermore, the videos uploaded on YouTube can be shared
on Facebook, which help increase product awareness. The online marketing presence
is weak in Singapore, with the occasional advertisement from bloggers and Mediacorp
starlets. Nivea has always been using traditional marketing, such as television
advertisement and outdoor advertisement, specifically bus stops.

Nivea’s mission is ‘To be the number one in skin care in our markets and categories’. In
Singapore, Nivea is a well-known brand and its products are distributed in all leading

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and major personal care stores and supermarkets, including Watsons, Guardian, Cold
Storage and NTUC Fairprice.

1.1.2 External Research and Analysis

Macro-environmental factors:

Economic

Singapore’s GDP growth rate is expected to advance steadily for the rest of the year
2015. These days, Singaporeans will not scrimp and save on skincare products due to
their growing and high disposable income. Buying a facial product is a low-involvement
buying decision as it cost less than $15 for a bottle of facial wash. Although the skin
care market have a slower sales growth in 2014 because of high penetration by other
substitutes, consumers are also exposed to international skincare and facial trends via
the online and mass media. The sudden out spur of Asian beauty products such as
Korean and Japanese brands have taken its effect on international brands.

Socio-cultural

As consumers are becoming more conscious about how they look, they tend to look for
facial products that will improve their overall appearances. To suit to their different
lifestyles, Nivea had already come out with a wide range of products to cater to their
needs. By providing a wider range of products, it will attract more first-time buyers to try
Nivea products and it can result in a bigger share in the market.

Technology

Technology is vastly advancing everyday, and advertising cost can be greatly reduced
without affecting its reach to the target market. Advertising can be done on various
social media platform, as it is effective to reach out to our target market, male aged
between 14-25. Majority of the target market are tech-savvy and it is a useful and easy
channel to reach out to them. Consumers will then be able to give feedback on various
social media platform as Nivea will be able to understand their needs and preferences
for product improvement or development.

Legal

All advertising in Singapore has to adhere to the standards set by the Advertising
Standards Authority of Singapore. This means that the advertisements have to be
truthful, honest, ethical, and of legal standards in delivering the brand or product’s

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message. It should not breach the shared values in Singapore’s society such as respect
for individuals, and not affecting racial and religious harmony.

Products must be in accordance to the related laws such as the Product Safety Act, Fair
Packaging and Labeling Act. In any case, it must not mislead consumers in any
circumstances without any facts or evidences. Under the Health and Products Act,
companies or individuals who are looking to sell or provide and supply cosmetic
products are required to inform Health Science Authority before selling the product to
the local markets.

Environmental

Almost all businesses are working towards a greener environment and Beiersdorf is one
of the companies that commit itself to be ecological and socially responsible. As Nivea
is under Beiersdorf, it also promotes products safety and sustainability such as the
material that is used for its packaging. It aims to reduce materials use while maintaining
stability and quality. To add on to the existing 3R, which is reduce, reuse and recycle,
Beiersdorf had added ‘avoid’ to the principle while maintaining standards.

Demographic

As our target markets are men aged between 14-25 years old, they are more conscious
about how they look and are willing to spend more on products to look better. With
higher GDP in the economy, which leads to more disposable income, people are able to
spend more as well. Our target audiences have the typical active lifestyles, where they
are usually under the sun, engaging in outdoor activities and want to look good and
refresh at the same time. They are often faced with oily skin, clogged pores and acnes,
and Nivea had developed a product to help them solve the problems.

Competitive Analysis

Although Nivea is one of the biggest skin care product company, there are also several
company in the market that pose competitive threats. To gain competitive advantage
over these competing company, Nivea needs to know who are their direct and indirect
competitors and also its own strength and weaknesses.

Direct and Indirect Competitors

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 Direct Competitors Indirect Competitors
L’Oreal (Facial wash) Gatsby (Facial tissue/ wipe)
Neutrogena (Facial wash) Biore (Facial blotting paper)
Shokubutsu (Facial wash) Unisex facial mask
Biore (Facial wash)

Direct competitors such as L’Oreal and Neutrogena are companies that are also
targeting the same market. They offer the similar products and have identical goals and
market share growth. They have similar strategies in advertising and delivering
information of their products to the target audience. Indirect competitors include
companies who offer products that serve as a substitute. Although their advertising
strategy might be different, they still provide service to the same target market and have
similar goals in the business.

Some of the possible ways that these competitors can affect Nivea’s business:

 The price level that Nivea can set is limited by the intensity of the competition.
 The product range of service that Nivea can appeal to the consumer will be
limited as consumers are faced with multiple choices of brands.

Positioning

A good positioning should reflect its benefits and characteristics, and it also must be
easy to understand and meaningful. Nivea positions itself as trustworthy, reliable, and
innovative with products that consumer values. In terms of communicating the
message, Nivea has been doing a proper brand positioning currently where the product
tagline is stated clearly for various segments in its advertisements. “It Starts with You”,
when Nivea launched the new skin care product range for men with active lifestyles,
and “Feel Closer” when it was targeting the female target segment to emphasize the
positive impact the product have on females.

Campaigns

In order to get positive feedbacks or responses from the audiences, Nivea must be
careful in choosing the right channels and the featured celebrity. The previous
campaign that Nivea did to promote Nivea Men was a huge success, as it focused on
product confidence and how it can help men in accomplishing their vision and ambition.
The new product range aims to help men find confidence by initiating and taking the first
step. Thus, the product tagline of Nivea: “It starts with you”. To strengthen the product
tagline in the campaign, Nivea has decided to bring in Bollywood actor, Arjun Rampal,

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as the brand ambassador. The result came out very well because Arjun Rampal can
play the role, which depicts confidence, masculinity, and product reliability, resulting in
brand trustworthiness and clear communication of what Nivea is focusing to achieve.
The campaign consists of advertising in various media such as YouTube video,
television and print medias.

Consumer Behavior Analysis

Nivea Men products cater to consumers that are sporty, with an active and hectic
lifestyle, where they are busy with everyday activities and are constantly exposed to the
sun, and look to refresh themselves after. The target market are males that are aged
between 14-25, people who pay attention to their appearance, want to look clean, and
are willing to spend more on products that can fulfill those needs.

As facial wash products are categorized as low-involvement item, consumers will

usually take a short amount of time to make decisions and do habitual purchase if they
are familiar with the product. While the product is targeted specially for young males,
parents and friends might be the deciding and influencing factor for product
consumption. Another factor that may affect purchase behavior is price promotions.
Nivea Men’s facial products are widely available in various convenience stores, and with
frequent sales promotions, customers might make purchase more often.

Current Brand Item Evaluation

Nivea has been a well-known brand across the globe for around 120 years for providing
high quality facial and cosmetic products. The main message of the product: “Unclog
pores, remove oil, hydrates skin”, provide benefits and solution to consumers with
clogged pores and oily skin. The brand is popular among Singaporeans and its product
is widely distributed in various convenience stores and outlets such as Guardian,
Watsons, NTUC FairPrice, and Cold Storage. Also, as consumers have more
disposable income, they are willing to spend more on the products that provide values.
There is also stiff competition in the market between various facial care brands and
products, thus giving consumers a wide range of choices for the product category.

Nivea’s brand imposes reliability and quality in its products, offering benefits and value
to their customers, which serve as the Nivea’s unique features. While other facial wash
and skin care brands also serve the same market, Nivea stays as one of the top
competitors because the brand prioritizes consumers’ wants and needs by focusing to
understand consumers. Nivea has utilized the use of advertising whenever it launch a
new product, and it helps Nivea to be one of the brand that comes to mind when
consumers are shopping for facial and skin care products.

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1.2 SWOT Analysis

Strength Weakness
 Global strategies, local  Weak CRM strategy
applications  Weak advertising presence
 Leader in research (UV light
protection)
 Growth from own resources and
high supplier concentration
 Awareness worldwide (NIVEA)
 New unique research structure :
Body, Face, Sun, Men,
Deodorant, and Shower
Opportunities Threats
 Expanding the market segments  Fierce competitions
 Strengthening of customer  Threat of substitutes
relationships through existing trust  Increasing marketing cost due to
 Explore new markets with R&D strong competitions
 Gain more publicity through  Risk of constantly being
intense advertising innovative to be profitable

1.3 Key Marketing Problem or Opportunity

As mentioned in the SWOT analysis, Nivea faces threats from other brands. Although
Nivea is the leading international skin care and beauty care, they are losing market
shares in Singapore men’s market, with L'oréal as the market leader, followed by Nivea,
and Neutrogena. In order to win back its market share in the men’s market and be the
market leader, Nivea should minimize its threat from its competitor by changing its
campaign and advertising method to reach out to their target market effectively. Nivea
can change its advertising method to capture the younger people more, as the target
market are males aged between 14-25, By advertising more on social media platform
such as Facebook, YouTube and Instagram, where the target market are likely to
browse at least once a day. It is also proven that online advertising is more cost
effective, and Nivea can still continue doing traditional advertising while introducing
online advertising at the same time in order to reach out to more target audience.

A good advertisement has to be equipped with a good and effective product, in this
case, Nivea Men’s 3-in-1 mud foam serum, being the first in the market. Instead of
using the traditional tube type of facial wash, Nivea has come up with a new packaging,
where the user has to press down the nozzle, similar to the typical hair and body wash
bottle. This is more convenient for the consumers to apply the serum. With the

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combination of a celebrity ambassador, new product packaging and new advertising
channels, we believed that Nivea’s brand equity will increase and regain back its market
share.

2. Key Strategic Decisions

2.1 Marketing Objectives
Through our campaign, which will be executed in the time frame of 12 months, we aim
to increase our market share by 15%. It is highly competitive in the market, where
brands such as Garnier, L’oreal, Neutrogena and Gatsby contribute to most of the
market.
We hope to increase our sales by $6,500,000, which is approximately 500,000 units to
be sold by the end of our campaign, as our product is priced on average at $12.90 in
most supermarkets or local pharmacies.
As mentioned, there are many competitive brands in the local market for men’s facial
care products, and we want to elevate Nivea’s brand standing to top-of-mind-
awareness, where consumers have Nivea in mind when it comes to facial products for
men.
Lastly, we want to increase our customers’ satisfaction through the use of our products
and the unique 3-in-1 features, and increase the repeat purchases by 75%.

2.2 Communication Objectives

The communication objectives aim to increase the awareness and influence the
consumers on their decision to buy Nivea’s products. With Nivea’s 3-in-1 mud serum
foam, which consists of 3 benefits in 1 facial wash, it helps to save time and effort for
the user, and to achieve a face with unclogged pores, oil removal and hydrated skin.
Category Need: It is necessary to increase the need for men’s facial wash as men are
more conscious about how they look, and they have a product in Nivea’s mud serum
foam that helps save time and effort.
Brand Awareness: As there is many brands out there in the market for men’s facial care
products, we want to increase the brand awareness of Nivea and make it the top-of-
mind-awareness brand. This will help through the campaigns, especially through road
shows and product sampling.
Brand Attitude: We hope to improve the perception and increase the confidence of
Nivea’s 3-in-1 mud foam serum, as it is a fast-moving consumer product and people will
likely be influenced by the price instead of the benefits. Hence, through the
endorsement of Tosh Zhang, we aim to help our target audience to be attached to the
brand through the personality of the brand.

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Brand Purchase Intention: There are many competitors in the market, and we aim to
shift the preferences of other brand products to Nivea’s product. With the use of the
Consumer Processing Model (CPM), we want to educate our target audiences on the
benefits and features of the 3-in-1 mud serum foam, especially through our road shows
and product sampling campaigns.

2.3 Positioning
Though there are many brands in the men facial care product market, Nivea appears to
be one of the top brands that consumer have in mind when it comes to facial product.
Hence, we aim to be a trustworthy and reliable brand that provides care and protection
with multi-purpose use in our corporate positioning. We also aim to manage it
sustainably by committing to ecological and social responsibilities. Our brand
positioning of the product offers convenience in the form of unclogging pores, removing
oil and hydrating skin, 3 benefits in one product. The points of difference compared to
other brands’ products are that Nivea is the first brand to introduce the ‘mud’ series
product, which includes the 3 benefits mentioned above.

2.4 Campaign Target Audience

2.4.1 Market Segmentations
Demographics
 Teenagers and young adult, male consumers aged between 14 to 25
 Low to middle income group

Geographics
The target is island wide, with focus concentrated on highly concentrated areas, which
include Tampines, Woodlands, Jurong East and Dhoby Ghaut. Another location to
target on is Pulau Tekong, where most of our target audience will be at, serving their
national service. These are the general areas that our target audience will be exposed
to our campaigns.
Psychographics
 Getting more conscious about how they look
 Willing to choose products that benefits them over price
 Young, active, adventurous and engage in outdoor activities
 Likely to have oily skin and face-related issues

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2.4.2 Buying Behavior

What Who Where When How

Need Arousal Athletes, Reviews from Information The use of
students, blogger and are available the CPM
national word-of- 24/7. approach in
servicemen. mouth, the print and
grooming advertisement
tips, media.
commercials
from social The use of
media, social media
advertisemen to spread
t on awareness as
magazines well as
and upcoming
newspapers. campaigns.
Information Athletes, Company’s Information The use of
Search and students, website, are available consistent,
Evaluation national product 24/7. clear and
servicemen. reviews, truthful
social media. information on
the product
features and
benefits, as
well as visual
details for
easier
understanding
Purchase Athletes, NTUC, Cold After school, Ensure
students, Storage, after training, product is
national Watsons, weekends placed at the
servicemen. Guardians eye-level on
the shelf,
design on
attractive
packaging.
Usage Athletes, Home, After Provide tips
students, school, army trainings, on how users
national camps. after school. can further
servicemen. improve their
face
condition.
Post- Athletes, Home, After the use Allow
purchase students, school, army of the feedbacks on

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 national camps where product. product, as
servicemen. consumers well as
give feedback effective
online as well response
as word-of- from staff to
mouth to consumer.
peers.

2.4.3 Creative Targets

Roles Who IMC Actions
Initiator Individuals, mothers By creating brand
(housewives) awareness through the use
of various traditional and
non-traditional media
channels
Influencer Friends, mothers Reviews from users on
(housewives) social media to generate
positive word of mouth
Decider Individuals, mothers Ensure that information and
(housewives) benefits of product is well-
communicated to ensure
purchase decision
Purchaser Individuals, mothers Advertisements, POP and
(housewives) sales promotions can
remind and trigger
purchase decision
User Individuals Have user to be convinced
that a right choice is made
according to the
advertisements and reviews

2.5 Campaign Budget

With the use of the Percentage of Sales Method, the budget set will be 18% of our
revenue. Out of 4% from the budget, it will be used for spending on advertisements on
social media over a period of 12 months. For social media, we will be focusing on
Facebook, Instagram and YouTube. 2% of the budget will then be used for print
advertisements on magazines and newspapers, and 4% will be on posters at bus stops

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and MRT platforms. Also, 3% will be used on conducting sales promotions, 4% will be
used for road shows that will be held once every four months and 1% will be used for
conducting market research and gathering feedbacks.

2.6 Brand Personality / Character

If the brand were to be humanized, Nivea will be a confident guy with a sporty lifestyle
and spontaneous personality. Nivea will be someone that wants to keep himself
refreshed after a long day of strenuous activities. Nivea aims to look good, interested in
his own image and wants to portray himself well.

3. Creative Strategy
3.1 Development of Creative Idea
Nivea Men is currently adopting their usual color selection of their trademark blue and
silver for the brand packaging since Nivea has been strongly associated with these
colors. The tagline selected throughout the advertising campaign is “Fix it the men’s
way”, which portrays the main difference of Nivea Men’s mud serum foam from its other
competitors. The tagline is short and straightforward so as to promote product
recognition.
The color blue and silver represent masculinity. Nivea has been using the color blue
since 1925, as it is the brand’s image and it also promote the Nivea’s brand values:
“Trust, Closeness, and Care”. The color remains unchanged throughout the years, thus
consumers have develop a strong association with the color blue with high quality skin
care product.
Our target audience are males aged between 14-25, where it is common to have
problems like acnes, clogged pores, dehydrated skins and oily faces. They are looking
to improve their skin tones, textures, and clarity. The Nivea Men’s mud serum foam
gives the solution to all the problems they face and in turn provide a healthier and more
radiant face.

3.2 Detailed Explanation and Mock-ups (Tangible Executions) across all Media
Nivea Men’s mud serum foam is targeted at males aged between 14-25 years old,
specifically athletes, students, national servicemen. The product is created for people
with oily skin, clogged pores and acnes. Generally, the targeted age group are common
to have these problems, as their active lifestyles and constantly being under the sun
during outdoor activities cause them to be more prone to having oily face, blocked pores
and outburst of acne.

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One reason that Nivea chose to have celebrity endorsements is to build brand and
product awareness, which help people to remember advertisements more. The reason
why Tosh Zhang is selected as the product ambassador is because of his rose to fame
in the recent years. He is someone talented, who can sing, dance and most notably
acted in the Ah Boys To Men movie series. Apart from that, he has an expressive
personality, is someone who is fashionable, and have a large pool of subscribers on
different social media platforms such as Facebook, Instagram, Twitter and YouTube.
Tosh, who recently turned 26 this year, can surely relate to what the younger audiences
are going through. Tosh, who acted as a sergeant in the movie, would know the
complications of having a bad complexion as he had to apply camouflage cream, be out
in the open field and be constantly under the hot sun during filming. Given his recent
popularity, a lot of people has been looking up to him, therefore we think his
characteristic will suits the product image perfectly.

4. Media Strategy
4.1 Justification of Media and Media Vehicles Selected
Social Media
As more and more Singaporeans are exposed to social media sites, many companies
has been using these platforms as a form of marketing communication. Our target
audience (14-24 years old) are technology-savvy people, hence the use of social media
will be very effective on them.
We will be using Facebook and YouTube to reach out to our target audience. Firstly, the
mentioned social media platforms can update our consumers on the latest updates.
Consumers will also be able to leave comments on our updates (Facebook statuses
and YouTube videos).
The benefits of using such platforms are firstly, it offers two way communication. It
conveys our message to the consumers, and at the same time they can offer us their
honest opinions. Secondly, we will be able to gauge if we are advancing in our market.
Thirdly, this will allow the consumers to feel important as we value their feedbacks, and
at the same time satisfy their needs. Lastly, consumers can also share our updates with
their friends, thus increasing the exposure of our product and attracting new audiences
that may be interested. With this, brand loyalty will increase.

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Figure 4.1.1: Storyboard of video advertisement on YouTube & Facebook

Outdoor Advertisements
Posters will be placed on MRT platform doors and bus stops. This will target the target
audience who take public transport. By using the platform doors and bus stops, it will
give us more exposure, as many people will spot the posters and our product will gain
more publicity. As there are waiting time for both trains and buses, our audience may
get bored of the wait and by looking around the vicinity, they will be exposed to our
posters in their line of site.

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Figure 4.1.2: Bus-stop advertisement

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Figure 4.1.3: Bus-stop advertisement 2

Figure 4.1.4: MRT advertisement

Bus Shelter Rate

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Newspapers and Magazines
Print advertisements will be placed in newspapers and magazines as well. We chose
The New Paper as most of our target audience tends to read it. Hence, the target
audience will be able to spot our advertisement and we can convey the product
message to them.
We have also selected 8 Days magazine as most of the readers fall under our target
audience, where 8 Days target the english-speakers and has a lot of lifestyle
information as well. We believe our product is suitable to be in the magazine.

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Figure 4.1.5: 8 Days and The New Paper cover page

Rates of Print and Outdoor Advertisement

8 Days Rate

My Paper Newspaper Rate

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TheNewPaper Sunday Bewspaper Rate

4.2 Media Planning

Description Cost
8 Days magazine, full page, twice a $40,320
month insert.
Cost per insert: $3,360
The New Paper newspaper, Black & $47,328
White, Monday to Saturday, insert for
one full week per month
Cost per insert: $3,944
Bus shelter, 6 sheets, suburbs, once $283,960
every three months.
Cost per insert: $70,000
Cost of production: $3,960
MRT train doors, 1 main line + 1 circle $192,000
line + production costs: $12,000
Cost of insert: $48,000
Facebook, 12 months, minimum $5 $272,000
budget per day

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YouTube, 12 months, $0.30 minimum $200,000
budget per click
Sales promotions, contests, giveaways, $81,000
other sales promotions

Road shows, cost of location, equipment, $450,000

promotional materials

Market research, compensating $43,000

participants, materials for survey,
miscellaneous costs
Miscellaneous expenses $40,000

Total cost $1,649,608

4.3 Media Scheduling

The advertisements are done on a constant basis to ensure that consumers will
remember the brand and product.
Newspapers advertisements: Every first Monday to Saturday of the month.
Magazines: First two weeks of every odd month
Outdoor advertisements for Bus shelters: Every even month
Advertisements on train doors: Every odd month

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5. Other IMC Activities
5.1 Points of Purchase
We will be showing POP (Points of Purchase) of our product with indications of the
outstanding attributes of the product, and it will be placed at retail outlets which carry
the product, to inform, remind and finally encourage consumers to purchase our
product.

Figure 5.1.1: POP stands in supermarkets

5.2 Sales Promotions

5.2.1 Online Contests

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An online contest will be held for a period of two months, with contestants coming up
with pictures of them using the product, and what they love most about the product. In
order to be eligible for the contest, contestants must upload their photos on Facebook or
Instagram, and tag our Nivea account in the photo. At the end of two months, winners
will be selected based on the popularity of their photo, and also how many people
"liked" their photo. The winners will get prizes ranging from shopping vouchers to a free
overseas trip to Thailand.

5.2.2 Road Shows

We will be organising road shows near shops where our products can be found, to
entice people to try our product, or to enable them to find out more about the product.
This is done to stimulate demand, and will be held once every four months. The road
show will be held for seven days straight, including Sunday, to give the road show
presence and to also make consumers notice us even on their off day.

Figure 5.2.2.1: Road shows for Nivea Men products

5.2.3 Giveaways
We will also be conducting giveaways of our products after they have help us to
complete a statistical survey. This is to encourage consumers to use our product, and
not to easily discard it as they have put in an amount of effort to get the product. The
surveys will be conducted by a small amount of staffs through mall-intercept where our
target audience might gather, like Orchard, Cineleisure and Dhoby Ghaut. The surveys

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will generally be done over a period of two months, with the surveys being done once
every odd weekend in order to maximize its effectiveness.

Figure 5.2.3.1: Sampling products for Nivea Men’s products

6. Evaluation and Control

6.1 Outline Evaluation/ Tracking Method
Method Process
Concept/ Creative strategy Focus Groups  Invite 20 people
test Post purchase from our target
respondents audience to
participate in the
interview
 Random people
from our target
audience at the
mall will be asked
to take part in a
survey
Recognition and Recall Recall testing  A sample number
of consumers
whom have seen

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 any form of our
advertisements will
be interviewed
 Determine
percentage of
respondents who
can accurately
recall the
advertisements
Emotional Self survey measurement  Consumers are
asked to give a
score on their
reactions on a
conventional rating
scale. The
questions would
ask on a scale of 1
to 5 how much they
like or dislike
something.
Persuasive impact Street and mall interviews  Interview
consumers who
Feedback surveys have seen the
advertisements and
ask if they were
convinced to buy
the product
 Consumers who
have purchased the
product are
encouraged to
participate in a post
purchase survey to
determine their
satisfaction level
with the product
Sales response Analyze sales figures  Compare sales of
product before,
during and after the
campaign

6.2 Potential Problems and Corrective Action

 If sales response is lower than expectations, strategy will be revised and budget
adjusted accordingly

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  If positive impressions are not gotten or not up to expectations, surveys will be
conducted to determine reason for ineffectiveness, whilst putting the campaign
on hold
 If recognition and recall percentages are low, it could be either message does not
resonate well with target audience or there is not enough exposure, thus the
message will be altered and/or the frequency adjusted accordingly.

7. Appendix
8. References:
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Jha, P. (2012). Nivea. [online] Slideshare.net. Available at:
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