Download Introducing Efficascent Oil Into The Australian Pharmaceutical Market PDF

TitleIntroducing Efficascent Oil Into The Australian Pharmaceutical Market
File Size1.3 MB
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Document Text Contents
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Regalado Gulle V111190








BSBADV507B – Develop a Media Plan
(Assignment)

1. Define media requirements
2. Select media vehicles
3. Determine the media schedule
4. Produce a media plan














Mark Boer
27/08/2012

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Table of Contents:

Introduction

Section 1
Client Profile

Section 2
Client Brief

Section 3
Creative

Section 4
Legal Requirements


References

Page

3

4


9


16


22



23

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In another aspect to the market, there are strong indications that, amongst countries with

Western-style and Anglo-Saxon cultures, government, and populations (in which Australia

belongs), an increasing number of 50-year-old individuals would possibly be caring for

younger offspring and elderly parents (or partners) at the same time in the same household.

This trend has emerged recently because of the tendency of contemporary couples in these

countries to bear children later in life (at around 30 plus years of age), while at the same time

assuming care of their parents who are living longer and thus require caring for a longer

period. Research additionally indicates that a significant percentage of individuals in their

40s may also be in the same set of circumstances
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.



This implies that a healthy number of households in Australia would most likely be in need of

pharmaceuticals which have versatile uses across household-members of all ages.

Efficascent Oil would have a healthy prospect of meeting that need.



Summary Information on the Target Audience



Geographics: Located within any Australian State or Territory, either as a Resident or Visitor



Demographics:

 Female

 25 years old and above (determined 5 years below the average age of

Australian mothers currently documented at 30 years old
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)

 Annual income of AUD 25,000 and above

 With at least one child

 Single mother, married, in a de-facto relationship, separated, divorced,

widowed





The choice of the female customer as the most viable market segment to be targeted is

based on relevant data pertaining to household habits on purchase-decisions relating to

pharmaceutical products, which is described in the Psychographic Profile on the next page.



The significance of the female customer who is fulfilling a caring role either for children, her

partner, or parents takes into consideration the contemporary circumstances facing women

as discussed in the section above on “Competitive Factors and Market Situation”.

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Psychographics:



The most relevant psychographical data on the female target market for the purposes of

Efficascent Oil’s marketing would be the prevalence amongst households in permitting the

females to primarily decide on the expenditures for pharmaceuticals and OTC drugs as

shown in the diagram below.








The data for the diagram was compiled by AC Nielsen in 2011, gathered from a sample of

females all over the world, including Australia
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.



Behavioural:



According to the same Nielsen report, women are more likely to acquire a positive opinion

about products if they were recommended by people she personally knew. However, the

effectiveness of learning about products (in terms of their presence, features, benefits, and

value proposition) from other forms of media can also play a significant part in cultivating

purchase decisions in women.



The diagram on the next page taken from the Nielsen report would indicate how females

were also attuned to other forms of media aside from personal recommendations when

responding to different forms of advertising.



The green bars in the diagram would be more applicable to the circumstances of females in

Australia, the country being classed as “Developed”. As the diagram shows, web

advertising, newspaper advertorials, and TV ads continue to influence women’s perceptions

of products.

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References:

1
Anonymous, “Our Story”, Web Article, http://www.efficascent.com/memoirs/, Undated


2
Anonymous, “About Us”, Web Article http://www.ipi-

phil.com/htmls/us.php?PHPSESSID=e7ae4b9c947f90cc57bfab5170612ade, Undated



3
Anonymous, “Our Vision”, Web Article, http://www.ipi-phil.com/htmls/us.php, Undated



4
Anonymous, “Our Mission”, Web Article, http://www.ipi-phil.com/htmls/us.php, Undated



5
Wong, Jelbert, “Trade Capacity—Company Profile”,

http://www.alibaba.com/member/91780/company_profile/trade_capacity.html, Undated



6
Anonymous, “Our Story”, Web Article, http://www.efficascent.com/memoirs/, Undated



7
Anonymous, “Our Commitment”, Web Article, http://www.efficascent.com/lifework/,

Undated



8
Anonymous, Web Article, “Genuine Efficascent Oil—USFDA Listing”,

http://dailymed.nlm.nih.gov/dailymed/fda/fdaDrugXsl.cfm?id=28027, Undated



9
Ram, Sanyogita, “Application To The Medicines Classification Committee for

Reclassification of A Medicine - Proposal To Exempt From Scheduling Ibuprofen In

Preparations For External Use”, Boots Healthcare New Zealand Ltd, 29 January 2003


10

Davis, Belinda et al, “Action Plan for the Australian Packaging Covenant”, Mentholatum

Australasia Pty., March 2011



11
Anonymous, “Goanna Heritage – The Goanna Brand”,

http://www.grabthegoanna.com/goanna-heritage, Undated


12

Anonymous, “Country Report – Analgesics in Australia”, Euromonitor International,

http://www.euromonitor.com/analgesics-in-australia/report, February 2012


13

Rennie, David, “Generation Xhausted”, Bagehot Blog Section Entry, The Economist

Online Edition, http://www.economist.com/node/21560546, August 18, 2012


14

Anonymous, “Average Age for Australian Mums Reaches 30”, Web Article, hica.com.au,

http://www.hica.com.au/health-insurance-news/average-age-for-australian-mums-reaches-

30, December 30, 2011

http://www.efficascent.com/memoirs/
http://www.ipi-phil.com/htmls/us.php?PHPSESSID=e7ae4b9c947f90cc57bfab5170612ade
http://www.ipi-phil.com/htmls/us.php?PHPSESSID=e7ae4b9c947f90cc57bfab5170612ade
http://www.ipi-phil.com/htmls/us.php
http://www.alibaba.com/member/91780/company_profile/trade_capacity.html
http://www.efficascent.com/memoirs/
http://www.efficascent.com/lifework/
http://dailymed.nlm.nih.gov/dailymed/fda/fdaDrugXsl.cfm?id=28027
http://www.grabthegoanna.com/goanna-heritage
http://www.euromonitor.com/analgesics-in-australia/report
http://www.economist.com/node/21560546
http://www.hica.com.au/health-insurance-news/average-age-for-australian-mums-reaches-30
http://www.hica.com.au/health-insurance-news/average-age-for-australian-mums-reaches-30

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15

Anonymous et al, “Women of Tomorrow: A Study of Women Around The World”,

Marketing Report, AC Nielsen, June 2011


16

Anonymous, Healthcare Advertising, Web Article,

http://www.communicationscouncil.org.au/public/content/viewCategory.aspx?id=646,

Undated

http://www.communicationscouncil.org.au/public/content/viewCategory.aspx?id=646

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