MARKETING COMM IMC PLAN PDF

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Full IMC plan - Bondi Sands ...

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BONDI SANDS IMC PLAN Introducing: Clear Fake Tan Julia Zwar Jessica Maniatis Jessica Harris Olivia Milne

CONTENTS Current Situation Analysis

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1.1 Background Research and Analysis • Internal Research • External Research • Competitive Analysis • Consumer Behaviour Analysis • Current Brand Item Evaluation

Page 4 Page 5 Page 7 Page 7 Page 9

1.2 SWOT Analysis

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1.3 Key Marketing Problem or Opportunity

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2.1 Marketing Objectives

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2.2 Communication Objectives

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2.3 Positioning

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2.4 Campaign Target Audience

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2.5 Campaign Budget

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2.6 Brand Personality / Character

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4.0 Creative Strategy

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4.1 Creative idea

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4.2 Detailed explanation and mock-ups • Twitter • Facebook • Storyboards / TV • Instagram • Banner

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5.1 Justification of Media and Media Vehicles Selected 5.2 Media Objectives 5.3 Media Plan / Schedule / Social Media Calendar

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6.0 Other IMC activities 6.1- Sponsorship Point Of Purchase Product placement PR / Publicity

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7.0 Evaluation and Control

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Current Situation Analysis ‘Bondi Sands - The Australian Tan’ captures iconic Australian summers and brings it to you every single day. Its self-tanning products are inspired by Australia’s most well-known beach – Bondi Beach, and aims to make the ultimate tan accessible to everyone. Bondi Sands has been hugely successful and widely popular with its range of self-tanning, sun/skin care products.

The Beauty and Hairdressing Industry of Australia (in which Bondi Sands is classified) is currently worth $4.9 billion dollars, the female population of ages 18+ generating the largest portion of this industry. In the ban of commercial solarium tanning beds, co-founders of Bondi Sands James and Wilson introduced a safer alternative to this risk, offering at home tanning products. Bondi Sands operates in a sensitive market. The demand for self-tanning products is luxury rather than a necessity therefore as discretionary incomes begin to drop as does the sales of products in this category. This is expected to affect the current year (2018) by a decline in 0.8% reflecting the decreasing amount of disposable income consumer has. A key external driver of the self-tanning industry is that the market has become increasingly health conscious and therefore sun damage/tanning in the natural sun is no longer perceived as ‘glamorous’, influencing individuals to take the alternative option of fake tanning, risk free. Companies such as Bondi Sands have taken into consideration that because consumers are becoming more health conscious, therefore increasingly proactive in observing ingredients in products that they are using – which is why Bondi Sands prides itself in maintaining a product that contains high quality and safe ingredients. Bondi Sands stands strong in the Australian market, currently holding 70% of the market share. Direct competitors include, St Tropez, Le Tan and Model Co. All three brands produce tanning foams, which are subject to similar qualities of Bondi Sands, competitive prices, quality ingredients, and can be used by individuals in the comfort of their own home. Typical consumers of Bondi Sands are women aged 16-35 who wish to obtain an Australian summer glow all year round in the comfort of their own homes, at an affordable price. These consumers want to look and feel their best and use self-tanning products to boost confidence.

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Social media has largely impacted the way the typical consumer views having a tan – with luxurious tropical destinations and beautiful women strewn across social media pages, consumers are led to believe that they too can look and feel this good with the use of fake tan. It is on social media is where you’ll often find the consumer sourcing reviews on products. For example, on YouTube, Bondi Sands brand ambassadors review and provide instructional application procedure's where consumers can learn how to get the best-looking tan. These reoccurring themes seen on social media platforms highlight the standards that are placed upon women to look a particular way in order to be accepted in this society.

Internal Research Australian business partners Blair James and Shaun Wilson introduced the company Bondi Sands 5 years ago. Since initiation, Bondi Sands remains the leading self-tanning product manufacturer in Australia and New Zealand. The correlation between artificial tanning beds and melanoma risk is undeniable (Sinclair, C. 2014), and business partners James and Wilson were eager to offer a safer alternative to solariums/sun tanning after the ban of commercial solariums. The brand offers a range of products from self-tanning foams and lotions to sun care/protection products. Due to their leading position in the self-tanning industry, the introduction of an IMC program is likely to be successful due to the companies high level of exposure and brand loyalty from customers. Due to the companies large Instagram following, and online website, marketing for the IMC program through social media platforms will be key to the success and exposure of the program. Past campaigns and introduction of new products have seen success and popularity amongst the beauty sector, putting the company at advantage in terms of the development of a successful IMC plan.

Bondi Sands’ brand image is heavily focused on achieving a golden Australian tan, with an underlying beach like theme present in all social media platforms used by the company. This beach like theme is heavily associated with Bondi Beach, inspiration from which the brand is based upon. The brand image is strongly associated with status and quality, being one of the higher quality tans on the market. Countless influencers and celebrities are associated with the brand helping to further promote the product.

The company’s target market predominantly includes women from the ages of 16-35. This target market has recently expanded with the introduction of a men’s self-tanning range. The mission 4

and vision of the brand is to make the ultimate tan accessible to everyone, with the ingredients of the products hydrating and nourishing the skin, for a longer lasting tan. Their mission is to obtain salon quality formulas that eliminate the potential for streaky self-tan. Most products sold by Bondi Sands sit under the $20 mark, reasonably priced, in the effort of making the product accessible to anyone. The product is readily available, sold at leading retailers including Priceline, Woolworths, Coles and Target. Products are also available online. Bondi Sands current competitors are Le Tan, St. Tropez and Model Co, all offering comparable products within a similar price range. The orientation of the organisation would lean towards ambitious and risk taking, evident in the introduction of men’s self-tanning line, and innovation in terms of self-tan eraser, a product that removes self-tan from the skin, the first company on the market to sell this product. Bondi Sands currently holds 70% market share in the self-tanning industry, and is the leading product amongst other self-tanning products such as St. Tropez, Le Tan and Model Co. The release of Bondi Sands’ Ultra Dark foam saw over 100,000 units sold worldwide and 55,000 in Priceline alone in the first month. From this, we can assume that in 2018, sales of self-tanning products will continue to increase, with profitability shadowing this increasing trend.

External Research Economic The self-tan market is greatly saturated with many brands selling similar products. An ongoing shortage of skills is likely to begin pushing up the average wage within industry over the next five years, limiting supply within increasing demand of growing demographics. (IBISWorld, 2017).

Socio-Cultural In the beauty industry, tanning is discretionary, with many customers only making purchases during lower customer sentiment, causing a threat to the expansion and pace in which this sector is growing. When consumers care more about body-image, we see a likely higher increase in the growth of the tanning industry. Being more health conscious and aware of the dangers caused by exposing your skin to the suns rays has influenced consumers to purchase self-tanning products which is deemed as a ‘better option’ than laying out in the sun. The artificial look of spray tans have deterred customer away.

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Technological Technology has been developed which has allowed consumer to self-tan at home with a range of product offerings selective to individual’s needs. These options include, products that vary in the shade of the tan, the time in which you have to apply a tan, and products that allow you to match your skin type to get the perfect tan. Businesses have found it difficult during the ‘phasing out’ of solariums, shifting toward spray tanning business, as large and costly technological adjustments have been incurred, which have ultimately increased the use of self-tanning products by individual’s in their own home. (IBISWorld, 2017).

Legal As of January 1st 2016, states across Australia excluding the Northern Territory have banned any industry players from using commercial solariums. (SunSmart, n.d.). This has caused a decline in revenue for the solarium tanning sector of the beauty industry, and an increase the use of fake tan.

Environmental Customers are becoming increasingly aware of the environmental damages caused by harmful chemicals and other additives contained in some products, placing pressure on companies to change and become aware and environmentally conscious. Media coverage in this sector of the industry has focused on the harmful ingredients that can be found in sprays. Demographic: Major market segmentation of the beauty industry: People aged 15-34

Bondi Sands target market is this age range.

(33.5%)

•

Discretionary income is lower for this particular market as this age group is often at the beginning of their working lives

People aged 35-54

•

Most sensitive to changes within the industry

•

More likely to spend money on premium, new things bought our by brand

•

Most of these people in this segment are in full-time work or have steady incomes.

(41.7%)

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People aged 55 and

•

over

People in this demographic often put less emphasis on the importance of their appearance.

(24.8%)

•

Majority of this demographic are retired or close to retiring and therefore have less discretionary income to spend.

•

Little to no demand in self-tanning from this demographic due to no social influence, however there is demand in other beauty services. (IBISWorld, 2017).

Competitive Analysis In recent years, there has been an increase in awareness of the risks of sun damage to our skin. Due to such health concerns, the industry for fake tan has grown whereby a ‘do it yourself tan’ has become a safer more desirable way to bronze skin. As a result, Bondi Sands stands prominent in the Australian market alongside direct competitors including: St Tropez, Le Tan and Model Co to name a few. These brands, alike to the Bondi Sands self tan foam produce a 200ml bottle of ‘Dark’ self-tanning foam that customers are able to use at home. Namely: •

St Tropez Dark Bronzing Mousse 200ml;

•

Le Tan Coconut water self tanning foam ash base 200ml &

•

Modelco tan mousse 200ml

These competitors have brought in a number of alternatives and choices among fake tanning options. The product we wish to produce remains the same as the Bondi Sands self tan foam in a 200ml bottle, however, addresses the nature of fake tan transferring onto objects and surfaces. Our product will ensure the foam is applied to the skin and nowhere else. As this product is released into the market, our competitors will work to create a similar – if not improved equivalent to our new product. Our competitors will do this in order to stay on a level playing field to ensure people have the option to go with more than one particular brand. Currently, six out of ten people will chose Bondi Sands as their number 1 go to tanning brand with Le Tan and St Tropez holding 70% of the market share; and as the risks of skin cancer remain constant and have no sign of slowing down – this market is wide open and continuing to flourish. Whilst direct competitors are a driving factor in producing new and improved products into the consumer market; indirect competitors still pose antagonism, whereby the following fall under this category:

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•

Tanning moisturisers and tinted moisturiser;

•

Makeup – Bronzer;

•

Sunshine and,

•

Sunscreen brands

Consumer Behaviour Analysis Consumers of Bondi Sands are mostly women between the age of 16-35 who aim to achieve a summer glow all year around without the hassle and dangers of sun exposure. Benefits and commonalities of using a self- tanning foam include it’s affordability, easy to do yourself in a stress free environment, and can be applied whenever they want and a streak-free natural looking tan.

Consumers use the Bondi Sands dark tanning foam ($19.95) all over their body. To apply, consumers can use the Bondi Sands tanning mitt to avoid getting tan all over their hands. Users apply to each part of the body using a couple pumps of product on the mitt at a time, rubbing in until even. Most consumer tend to apply tan weekly to maintain a tanned look, either in the morning or at night depending what suits their timetable. After a shower, shave and exfoliation is the best time to tan: usually in the bathroom- to avoid mess.

Women love beauty products in general and are always looking out for new products and good deals. Consumers love this brand and each new product release- usually results in empty shelves in the stores they sell in. Motivations of buying Self-Tanning Foam include a desired tanned look, an affordable and good quality product, and the desire of building confidence levels and the ability to be able to apply fake-tan at any time anywhere.

Consumers look for a streak free, nice smelling and long lasting product- that won’t get in the way of their busy lives. They also want it to look natural- like a real summer tan. People want to look the best they can and quite often feel that way when they are nicely bronzed. Affordability is an important factor of purchase for consumers, and problems involved with many tanning products include the transferring of tan onto unwanted surfaces and general mess.

Our consumers have similar outlooks on life and enjoy partying, the beach, and looking their best with the help of beauty products.

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The brand is seen as socially relevant due to its reduction of dangerous activities such as sun tanning and is also relevant in relation to beauty standards and the desire to look and feel great. The product is easily incorporated into the lives of consumers, and can be used anywhere at any time. The quality of the tan allows the product to last around a week on the skin, and fades in a streak free manner, causing no hazard to consumer’s daily lives. Most consumers go to social media to seek information/viewpoints/reviews on products. Instagram, Facebook, Snapchat and YouTube are the main sources of marketing and promotion of Bondi Sands tanning products, enabling a wide range of information to be accessible to consumers. Influencers on consumer decisions include family, friends and celebrities who all guide decisions on what to buy. Bondi Sands is purchased either online or in-store at retailers such as Priceline, Woolworths, Coles, Target, and other small pharmacies.

Current Brand Item Evaluation

Product

Bondi Sands Self Tanning foam 200ml, Dark.

Price

$19.95

Promotion

Majority of Bondi Sands marketing and promotion is done through social media platforms such as Instagram and Facebook. These platforms often allude to their website where the products can be purchased. The use of influencers and celebrities is prominent as a means to promote products.

Distribution/Place Leading retailers including: Priceline, Woolworths, Coles and target. Most Pharmacies. The product is also available online, worldwide.

Quality and benefits offered by the brand item involve a non-streaky natural looking tan that is available in colours to suit different skin tones. These qualities put Bondi Sands at an advantage in terms of quality, and features that consumers are looking for in self-tanning products. Needs and wants that it satisfies is the enhancement and replenishment of skin whilst enriching its colour, avoiding the orange colour that is quite common amongst other fake-tans. It satisfies the want of a glowing and streak free tan, enhancing perceived beauty.

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The brand has developed new markets in terms of their expansion into a men’s range, being the first self-tanning product directed at men. Self-tan eraser was also created by Bondi Sands, a solution to the common problem of the way in which tan tends to fade from the skin which can often be patchy, the tan sticking to dryer areas of skin. Bondi Sands is currently the only on shelf brand that offers tan eraser.

Being the most purchased self-tanning product in the market, 6/10 people buy Bondi Sands over any other brand, demonstrating strong brand image. Distribution of the product is effective, as it is stocked in major retailers such as Priceline and Woolworths, giving the brand great exposure. Its online store also expands distribution - enabling international purchases, establishing a global awareness for the product.

Issues associated with the brand item involve the mess associated with tanning- for example the transfer of tan onto clothing and bed sheets, which could potentially hinder ones decision to tan. A second issue with the brand item is the time taken for tan to develop, and in this time frame the tan is not waterproof, which can get in the way of simple daily activities. Benefits of the brand item involve a streak-free tan that remains streak free as the tan fades from the skin. Other unique benefits involve the coconut scent of the tan, which is light on the nose dissimilar to other brands. Other features involve the ability for users to choose how dark the tan develops, by what time you shower, whereby, the development process is stopped.

The company and its competitors are differentiated on a basis of quality, and Bondi Sands’ “streak free” characteristics that are sometimes uncommon in the self-tanning industry. Other points of difference its price, as quality is high and price is relatively low in comparison to other brands.

SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

-Locally produces

-Hard to differentiation

-Ability to grow within

-Regulations and policies

product and Aus. owned

within the marketplace due

the industry by producing brought out by Aus. Gov.

-Salon quality finish

to brands developing

products that haven’t

-Protection against

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-Multiple outlets for

similar products (i.e. self-

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