Contents

1.      TASK 1. 3

1.1        Target Market and Expected Results: 3

1.2        Pre-Testing: 3

1.2.1         Aspects of pre-testing: 4

1.2.2         Testing Plan: 4

1.2.3         Moderators outline for a Focus Group Discussion. 6

2.      TASK 2. 8

2.1        Comparison of the four concepts: 8

2.1.1         Concept One: Play on the words ‘miracle’ and ‘heavenly’: 8

2.1.2         Concept Two: Unknown Spokesperson or Testimonial: 8

2.1.3         Concept Three: Celebrity (Selina Simons) Endorsement: 8

2.1.4         Concept Four: Straight Product Features/Benefits: 8

2.2        Conclusion: 10

2.3        Improvements: 10

2.3.1         Concept One: Play on the words ‘miracle’ and ‘heavenly’: 10

2.3.2         Concept Two: Unknown Spokesperson or Testimonial: 10

2.3.3         Concept Three: Celebrity (Selina Simons) Endorsement: 11

2.3.4         Concept Four: Straight Product Features/Benefits: 11

3       REFERENCES: 11

1.    TASK 1

1.1          Target Market and Expected Results:

By looking at the client brief of Miracle Cosmetics, we come to know that they have perfumes, creams and lotions. They have also recently started to pay attention to products for men. Is essence they have relied heavily on personal selling until now. But the product of our focus would be the Miracle Anti-Ageing Skin Care range of products, which they want to portray as their benchmark product range. For this, according to the creative brief, focus is on their women customers.

Hence the Target Market would be as follows:

• Women above 35 years of age, but it would be better to encompass women over 30 who are scared of aging in near future.
• Portray the range as value for money products, hence the section would contain Upper and Lower middle class women.
• As the medium is Television and Magazines; and distribution is focused through department stores and pharmacies, the geography would no longer be metropolitan cities.
• Women working in socially presentable jobs e.g., Hospitality Industry, would be high priority.

Results Expected from the advertising campaign are:

• To Increase market share of Miracle Anti Ageing skin care range in the market.
• Have a secondary effect on other product ranges as well.
• To gain a sufficient market share and customers mind share in the Australian market.
• Build brand identity of the company as a cost effective natural product company and create loyalty through the “Professional and Sincere” product identity.

1.2          Pre-Testing:

The concept which is been chosen here for pre testing in the Concept Two – Unknown Spokesperson or Testimonial.

1.2.1     Aspects of pre-testing:

The concept should be checked for certain aspects to be contained in them, according to company’s growth plans and ideologies. They are as follows:

• Clarity of the concept should be tested i.e try to understand whether the consumers/respondents get the idea behind the advertisements.
• Reliability of the advertisement i.e is the ad believable to the customer.
• Likeability of the advertisement i.e the customer should be comfortable with the products personality.
• Uniqueness of the advertisement i.e the execution should be such that it evokes a brand recall in the mind of the customer.

1.2.2     Testing Plan:

An outline map of the pre-testing plan is given below: Developing Objectives and Aspects: The aspects which have to be tested are given in the section 1.2.1. Apart from those ones, the chosen concept specific aspects are:

• Does the advertisement bring about the brand personality?
• Is the advertisement increasing brand recall?
• Is the product being championed in the advertisement?

Choosing Data Source: For the purpose of pre-testing only, primary data should be consider and secondary data should not be relied on.

Research Method: For the purpose of Pre-Testing two methods should be employed.

• In Depth Interviews: To check for Clarity, Reliability, and Uniqueness of the advertisement. Basic thing to be kept in mind during a face to face interview is that, prompting is allowed so as to check customer’s reactions. Detailed opinions could be recorded and analysed at length later as the data would be very reliable. The questionnaire for the in depth interview would be based on the focus group pointers itself.
• Focus Group Discussion: Is to check for “Group Think” effects. (1.2.3). Focus group discussion is a qualitative research method in which about eight to ten people participate in an unstructured group discussion, focussed on a product or a service. Here the moderator would have to guide a group of 8-10 respondents through some topics and ideas. Relevant topics would be picked up for discussion and the varied thought process would be recorded for analysis. Here the main aim would be to learn the attitude of the society towards the advertisement. The Focus group discussion would enable us to have a holistic view of the various behavioural patterns.
• Observation: Of the day to day surroundings to gather knowledge of consumer behaviour. Here no questions are being asked to anybody, it involves watching people react to an advertisement. These could either be in a controlled or non-controlled environment.
• Readability Test: A series of read and interpret kind of tests should also be used against the chosen aspects, for all print media.

Sample Selection: As the objective is to gain Australian dominance, Target Market characterises women from all major cities in Australia. The sampling techniques could be simple random where respondents are randomly picked, cluster sampling where people from the same area are chosen, stratified sampling where at least one respondent is picked from every area or systematic sampling according to any mathematical function. The demographics segmentation also in every important to select the sample, but the pre requisite for every sample selection would be the estimation of the Market Size, so that appropriate sample size could be selected.

Budget and Deadline: Budget for Pre-Testing should usually be about 5-10% of the total advertising budget and the duration should be about 4-5 weeks.

Conduction: The test should be conducted ideally by arranging the sample in a particular venue, with appropriate number of testers to conduct the proceeding and should not run for more than 8 hours a day.

Analysis: Analysis should be done based on the target market and the overall objectives needed for the performance of the advertisement. The analysis in this case of pre-testing will mostly be exploratory wherein the inference will be based on unstructured and informal team discussions. The in-depth interview data, which are quantitative could be used to derive some sense by using the various statistical tools like SPSS.

1.2.3     Moderators outline for a Focus Group Discussion

The following steps would act as a guide to the moderator who would be conducting the focus group discussion.

1. Introduction and Life style (Ice Breaker):

• The moderator will introduce himself and the organization which he represents.
• The participants will then be asked to introduce themselves, furnishing details like name, age, family background, educational background, current employment/ education etc.
• What is your daily routine on weekdays? Etc.,

1. Then the advertisement brief will be disclosed or the mock advertisement will be presented to the group. After this a few respondents would be asked to tell their version of what they understood by the advertisements, and a group discussion would follow.
2. Clarity: The discussion would have to be moderated in the direction of checking the clarity of the advertisement.

• What do you think Miracle is offering?
• Are you able to understand the lady in the advertisement?
• Could you iterate the benefits provided by Miracle?
• Is there any confusion over the products name?

1. The actual meaning of the advertisement is declared to the group.
2. Reliability: To check whether the respondents agree if the advertisement is saying the truth.

• Do you think these women are actors?
• Are you able to think of them as your buddies or group mates, who understand your problem?
• Does the approval of leading skin specialists give you a boost?
• Does the whole set up look fake/real/genuine?

1. The truth factor involved in the advertisement is revealed to the group.
2. Likeability: This is to check whether the brand personality of being “Professional and Sincere” is coming across.

• What do you think of the Brand/Products character?
• Do you feel it resembles the real you?
• Does it offend the realism in anyway?

1. The actual intended brand/product personality is conveyed to the group and a consensus of agreement is asked for the personality.
2. Uniqueness: To check whether the advertisement would help in increasing the brand recall.

• Does the name give you any hints of their other products?
• Does this advertisement remind you of any other product other than Miracle?
• What is good about the advertisements storyline?

1. Respondents are thanked for their time and patience.

2.    TASK 2

2.1          Comparison of the four concepts:

2.1.1     Concept One: Play on the words ‘miracle’ and ‘heavenly’:

The idea brings forward the reality that women would like to feel relaxed, with respect to their skin throughout the day and keep their mind off the ageing process. But the concept backfired in most cases; the idea was thought to be more of a fantasy. The audience were very confused about the actually benefits of the product, as the advertisement did not bring across the functionalities of the anti ageing cream and the concept of clouds did not really fit in with the lives of the respondents. Overall this advert had created a lot of confusion in the minds of the respondents and is not desirable.

2.1.2     Concept Two: Unknown Spokesperson or Testimonial:

This concept had greater positive reviews, as the respondents could relate to a common person in the advertisement and also the actual benefit of the products was brought about in the theme. It was made clear that it was a natural product and had recommendations by many leading dermatologists. But even this concept has its share of negativities, as respondents slightly doubted the authenticity of the spokesperson and wanted to clarify more doubts regarding the product. It can be seen that this concept had created a few thoughts in the mind of the respondents that would lead them to reach out to the market to try and find out about the product, hence making the impact.

2.1.3       Concept Three: Celebrity (Selina Simons) Endorsement:

The choice of the celebrity had brought about a sense of belonging for the respondents and hence made it believable for them, that Miracle was a genuine product. Even though Selina was there to bring out the benefits, the message wasn’t lost in the transition. But many respondents were sceptic that celebrities don’t use such products and that they just do it for a fat pay slip, also that they actually get botox etc., done. Though the celebrity face has given the products unparalleled brand recall, this it what makes it more vulnerable, as it would be difficult to retain the same over a long period of time.

2.1.4     Concept Four: Straight Product Features/Benefits:

This is the most informative advertisement of them all and gave clarity regarding the benefits of the products in a nonchalant way. The good part is that the respondents have got to know what should be known about the product, but the advertisement had no brand recall at all. Respondents had said that the advertisement is very boring and not at all realistic in any manner and doesn’t create a brand connection which an advertisement is supposed to do. To get market reaction and dominance, it is always better to concentrate on one product at a time and at present it’s the anti ageing range, hence it’s advisable not to latch on to other product ranges in this advertisement.

Now let us compare these advertisements on a few key areas where we wanted it to perform:

• Clarity
• Reliability
• Likeability
• Uniqueness/Remembrance ability
• Product Facings
• Connection of Brand Personality

2.2          Conclusion:

The Desired consumer response is that the customer should immediately buy the product, talk about it or go into the market to start personal research of her own on the product.  After comparing all the concepts with the most important parameters, which we believe would help bring laurels to the brand name of Miracle, it would be Concept Two: Unknown Spokes Person or Testimonial, which will help achieve all the pillars of success which were strived upon.  This is merely because it brings in the best blend among all the concepts: enough information about the product, a commoner to bring in the feeling of empathy, its creative in its own right and this series could create a very high brand recall for the whole company.

2.3          Improvements:

Since the management team wants all the concepts to be presented to the client with recommendations and improvements, let us see how this could be done with the help of the consumer insights of the focus group discussion outputs.

2.3.1     Concept One: Play on the words ‘miracle’ and ‘heavenly’:

• As the concept of flying in the clouds is not well received lets the concept: “Being on cloud Nine” take the front seat.
• A section of benefits of the products, provided through the natural ingredients have to be added, as that portrayal is not brought about in the advertisement anywhere.
• Certain usage and availability details should be added in the advertisement as Miracle Cosmetics is moving from personal selling to national wide media advertising.

2.3.2     Concept Two: Unknown Spokesperson or Testimonial:

• Addition of the spokesperson giving usage details would help resolve the major issue with this concept.
• An informational piece referring to a minimum period of effective of the product in the advertisement would also bring in more clarity.
• This series could be evolved a bit more by adding spokes person from every walk of life in a separate advert, show casing the different benefits of the products. Hence a series of adverts are possible.

2.3.3     Concept Three: Celebrity (Selina Simons) Endorsement:

• Make the advertisement very humble so that the issue of celebrity pay package does not come under scrutiny.
• Prophesise that the celebrity actually uses the product.
• A product photo shot definitely is to be added to the advertisement as without that the package galore would be lost.
• Print media should bring out a series of benefits’ advertisements because; as such the advert is not very informative on its own.

2.3.4     Concept Four: Straight Product Features/Benefits:

• The advertisement has no sense of customer retention as it does not have any face and hence has been termed boring, a model should be added at least during the closure of this advertisement so as to increasing customer recall.
• A disclaimer shot could be added in the advertisement to avoid guarantee claims or money backs.
• All the items in the advertisement seem to be a clutter and hence confusing, therefore a structure/sequential display of the advertisement could be used for the betterment of the customers understanding.
• To get market reaction and dominance, it is always better to concentrate on one product at a time and at present its the anti ageing range, hence it’s advisable not to latch on other product ranges in this advertisement.

3      REFERENCES:

• McQuarrie, F.Edward, 1996, The Market Research Toolbox: A Concise Guide for Beginners
• Kotler, Philip, 2000, Marketing Management, Pearson Publications
• Young, Charles E, 2005, The Advertising Handbook, Seattle, WA
• Market Research Analyst, 2008, Market Research Methodology, Viewed 19^th May 2012, < http://www.marketresearchanalyst.com/wp-content/uploads/2008/01/market_research_methodology.pdf >

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