Instinct 3-in-1 Integrated Marketing

Communication Report

Prepared for- The Body Shop

Date of Submission- 22nd of October, 2017

Produced by-
Matthew Terry (101 095 311)

Word Count- 3,892

Pages- 28

1
Table of Contents

1. Executive Summary…………………………………………………………….3

2. Situational Analysis…………………………………………………………….4
2.1 External Environment……………………………………………...4
2.2 Internal Environment………………………………………………4
2.3 SWOT……………………………………………………………………….5
2.4 Mood Board……………………………………………………………..6
2.5 Target Audiences…………………………………………………….6

3. New Product Proposal………………………………………………………..8

4. Communication Objectives…………………………………………………9

5. IMC Strategy……………………………………………………………….........10
5.1 Public Relations……………………………………………………..10
5.2 Events…………………………………………………………………….11
5.3 Sales Promotion………………………………………………….…12
5.4 Advertising……………………………………………………………13

6. Creative Strategy…………………………………………………………..…15
6.1 Positioning Statement…………………………………………..15
6.2 Unique Selling Proposition (USP) ………………………..15
6.3 Message Strategy………………………………………………….16
6.4 Big Idea……………………………………………………………..….16
6.5 Execution……………………………………………………………..16
6.6 Implementation……………………………………………………18

7. Media Plan……………………………………………………………………….19
7.1. Measuring the Results of The Body Shop IMC Plan for
Instinct 3-in-1……………………………………………………………..19
7.2. Media Schedule and Budget………………………………….20

8 References………………………………………………………………………..23

9. Appendix………………………………………………………………………….25

2
1. Executive Summary
This IMC plan will outline the most effective way to market the product correctly
over multiple platforms. A situational analysis will analyse the external
environment, which provides The Body Shop’s current competitors and changes
the cosmetic industry has undergone. Internal analysis will highlight the stores
main principles and how they maintain such principles as a business. SWOT
analysis of The Body Shop identifies its strengths are social and environmental
protection and large social media presence. Its weaknesses are no awareness of
male products and scarce advertising. Opportunities are people are spending
more money on cosmetics, and growing interest into male beauty products. The
threats are strong, international competitors, and higher interest in boutique
brands. The target demographic for the new product will be a 20-35 year old
male who care about their appearance and the environment. The new product
will be a 3-in-1-hair care system that works in the shower. The new product
objectives will be to raise awareness of The Body Shop’s men’s range by 45% by
2019, increase men’s products by 62% between October 2018 - May 2019,
improve male perception of the brand by January 2019, increase online and foot
traffic by 20% by October 2019, and achieve repeat purchase by 10%of the
target audience by October 2019. The IMC strategy will look into, public
relations, events, sales promotion, and various forms of advertising. It will
analyse their objectives, strategy, and benefits for using each form of marketing.
The creative strategy will then suggest the positioning statement that it is an all-
in-one hair care system aimed at men aged between 20-35 years old and wish to
maintain a sleek appearance, without impacting the environment or time to get
ready. Its USP will suggest it is the only product on the market that is capable of
what it does. The message strategy will promote how simple the product is and
how well it works. Using Olympic Gold medallist Kyle Chalmers as the celebrity
endorsers will be key factor in the messaging strategy. The campaign shows how
Chalmers uses the product and how well it works for him. It draws parallels
between his swimming and how quickly someone can style their hair. This
message will be executed with celebrity endorsement, a connection to the Spring
Carnival races, social media adverts, and in-store promotion with Kyle Chalmers.
This will be implemented a month before the Spring Races and then run through
and after the races. It allows awareness to build before the races but also carry
over into Christmas. Finally, the media plan will outline our vehicle selection,
media schedule, budget, and evaluation of the IMC plan.

3
2. Situational Analysis
2.1 External Environment
In the cosmetics industry there are no major players (Lo 2017).  There are many
competitors in the market with wide ranges of specialty stores, department
stores/pharmacies and supermarkets. The specialty stores make up majority of
the industry with 61.5% of market share held by stores such as Lush and The
Body Shop (Lo 2017). Players in the industry have been able to increase profits
over the past 5 years. This is due to factors such as increasing environmental
consciousness and increased online spending. The industry’s wider margins is
also thanks to success of manufacturers and distributors in conveying the health
benefits of purchasing and using organic products. This increase is expected to
grow at an annual 11.3% over 5 years from 2017-18, for Gross revenue to reach
$345 million. It is also predicted to rise in the current year with households
becoming increasingly aware of the health benefits of natural and organic
products.

A wide range of products have been released by cosmetics companies over the
past 5 years attempting to target an increasingly image conscious male
population. Such companies include L’Oreal, Clinique, Clarins, Nivea and Lush
(Richardson 2017). In creating men’s grooming products many have created
grooming ranges that include multi step-skincare regime products. The
concentration of the industry is low with a high density of competitors. A
perceptual map of the brands can be found on appendix 1.

2.2 Internal Environment

The Body Shop is a brand that attempts to maintain a good “reputation of socially
and environmentally responsible company” (Mennen, 2003, p. 3). The company
focuses its strategies around its five core principles of- protecting the planet,
defending human rights, support human trading, activate self-esteem, and fight
animal testing (Mennen, 2003, p. 3). The Body Shop has actively maintained
strong financial performance as a skincare and beauty store that still manages to
align with its core principles. The Body Shop identifies that it dedicates its
business to social and environmental change, finding a creative balance between
financial and human needs of stakeholders, business is ecologically sustainable,
contribute to local, national, and international communities, protection of the
environment, and also narrowing the gap between principle and practice
(Mennen, 2003, p. 4). Although The Body Shop does not have an overall vision,
the brand has identified that its main focus is on being a world-class retailer, that
provide prestigious products at understandable prices with simple and friendly
service (Mennen, 2003, p. 5).

4
2.3 SWOT Analysis

Strengths Weaknesses
 Dedicated to social and  Very little advertising
environmental change, which is
what consumers are increasingly  Lack of CRM systems
looking for (The Body Shop 2012) (The Body Shop 2012)

 Strong Social Media presence  Lack of awareness and

demand of the male
 Organic Ingredients, which is products
supported by a trend towards
natural and healthy living (Lo 2017)

Opportunities Threats
 People are spending more money  Large amount of  strong
on cosmetic products (Lo 2017) competitors (Lo 2017)

 People are turning towards  Public more interested in

environmentally conscious brands, niche boutique brands
so it is important to focus (Sena 2017)
communications on this (Lo 2017)
 Emergence of large
 Increase Social Media presence international Cosmetic
and increase co-creative strategies brands in Australia, such
as 82% of people now believe as Sephora and Lush
Social Media drives beauty trends
(Sena 2017)

 Growing interest for Male beauty

products, so there should be a
focus on introducing more male
products and targeting men with
advertising (Pennelli Faro 2017)

5
2.4 Mood Board for The Body Shop

2.5 Target Audience

Overall Target Audience Description: The target audience for this product are
clean, sleek, busy, working men, aged 20-35 who care about their appearance.

Persona 1
Demographics
Gender: Male
Age: 22
Marital Status : Single
Children: None
Income group: Moderate
Location: Australia, Metropolitan
Purchasing history: Limited purchasing history, but
willing to spend ‘acceptable’ amounts to try products
occasionally.
Personal product preferences: Easy to use and holistic
Internet access: Frequent

6
For further demographic, psychographic and purchasing habits, view table below
in appendices 3.

Profile:
David spends half of his time during the week in the HR department of BHP
Billiton Ltd.  and the other half at Deakin University studying. He stresses
because this leaves him no time to do anything else, and he is scared he will no
longer have a social life after his studies complete. He plays AFL on Saturdays
and is an avid St Kilda supporter. He also goes to the gym whenever he can after
work.  He lives in a three-bedroom town house in Camberwell with his parents
and sister and likes to blow off steam on the weekends by hitting up Chapel
Street and meeting some ladies. He likes to look good and takes care of his
appearance but with his busy life doesn’t have a lot of time to put into this so
tends to choose simple and well-known products. David feels guilty for working
for a mining company, as his parents are both environmental scientists, and so
he eases this guilt by trying to choose natural products and reducing his use of
plastic bags and containers. He is looking to get into a stable relationship soon,
and wants to make himself appear more mature.

Persona 2
Demographics
Gender: Male
Age: 27
Relationship Status : Long Term Relationship.
Children: None
Income group: Moderate - High
Location: Australia, Metropolitan
Purchasing history: willing to spend money to maintain
current look.
Personal product preferences: Efficient and fast to use,
does the job.
Internet access: Frequent.
For further demographic, psychographic and purchasing habits, view table below
in appendices 4.

Profile:
Harley works full time for the head office of an australian retail fashion company,
and manages the environmental impact of the products they produce. He has
achieved a healthy work life balance but is often caught out by last minute
meetings after work. He spends his weekends with his long term partner, in their
search to find the best hidden coffee gem in melbourne. He also goes to the gym
3 days a week after work which leaves him getting home at 7-8 pm. He lives in a
two bedroom apartment in South yarra with his partner, and enjoys cooking
when he has the time. He likes to look good and takes care of his appearance but
with his busy life doesn’t have a lot of time to put into choosing products or using
them, so usually chooses his already favorited products. Harley has a passion for
keeping the environment healthy, so opts to choose natural products when he
can. He thinks he has found ‘the one’ and is hoping to ask the question soon, but
wants to maintain his clean appearance in order to do so.

7
Proifile 3
Demographics
Gender: Male
Age: 35
Relationship Status: Married.
Children: 2
Income group: High
Location: Australia, Metropolitan
Purchasing history: Has bought a lot of these products
Personal product preferences: Efficient and fast to use, does the job.
Internet access: Assumed.
For further demographic, psychographic and purchasing habits, view table below
in appendices 5.

Profile:
Will works as a world renown chef for vue de monde, a 3 michelin star
restaurant located in the CBD of melbourne. The work life style of a high profile
chef is full of stress as well as hard to manage and demanding work hours.
However it's all worth it, as long as he can come home to his wife and kids at the
end of the day. He is an avid golfer and spends his weekends doing so, in
between playing with his kids and wife. He lives in a five -bedroom house in
toorak, with his family. He likes to look good and takes care of his appearance
but knows spending time on his kids and lifestyle is more important. Will knows
the cost of not treating the environment right, through the produce that he is
used to dealing with, and thus does his part to make sure he does all he can,
including choosing only natural products.
He has been buying products for a while now and knows what is best, very few
sources will change this.

3. New Product Proposal

As can be seen from the target audience analysis, the new product developed for
the Body Shop will be targeting young males aged 20-35 of middle to upper class.
The product looks to appeal to young males who take pride and passion in their
appearance and levels of self-care.

The proposed new product is a tea-tree, mint and citrus scented/flavoured

shampoo/conditioner and hair styling product named “Instinct 3 in 1”.

The product looks to position itself as being quick and easy to use appealing to
the busy modern man. With the new product tripling as shampoo/conditioner
and styling gel the product can save the consumer time and effort. Its simplicity
of use and multipurpose makes it extremely attractive to a busy modern men
and also men who are not motivated to purchase niche grooming products due to
complexities. By being multipurpose the product separates itself from traditional
views of femininity of grooming products while maintaining perceptions of
quality. The product also encompasses the core values of the body shop, bringing
their messages of being “against animal testing, supports community fair trade,
activate self esteem, defend human rights, protect our planet”.

8
Featured above is a mock draw up of the product. The product will be an easy to
use gel that comes in a 400ml bottle. This is a larger amount than normal Men’s
body shop products as being multipurpose will be used frequently by consumer
warranting the extra amount.
The product name is “Instinct 3 in 1”.
Price of the product will be $24.99, with consumers willing to pay extra for the
convenience and superior product.

The proposed new product still aligns itself with the overarching values of The
Body Shop as mentioned above, however separates itself from current men’s
products by being multipurpose. The current lines of products are highly
segmented as they target a wide range of consumers. Current men’s products
place emphasis on the natural ingredients used in the product, and identifying
the purpose of the product and what it actually is in very small text. The
proposed product converges currently segmented products, increasing
simplicity and usability whilst aligning with body shop’s core values.

4. Communication Objectives
- To raise awareness of the The Body Shop and their men’s range by 45%
by June 2019
- To increase sales of The Body Shop men’s products by 62% between
October 2018 and May 2019
- To improve male perception of The Body Shop by 25% by January 2019
- Increase traffic to Body Shop website by 20% by October 2019
- Increase store foot traffic by 20% by October 2019
- To achieve repeat purchase among 10% of the target audience by October
2019

9
5. IMC Strategy:
5.1. Public Relations

Objectives: Strategy:

Improve perception of the Body Align with Kyle Chalmers and

Shop men’s product receive him as an ambassador for

The Body Shop for men

Increase sales of The Body Shop’s Have him present for the execution

men’s products of the event strategy

Include him in the advertising, as

Increase awareness of the new well as in the in-store promotions

men’s product

Benefits:
The use of celebrity endorsement in marketing creates hype and attention and is
able to effectively increase awareness of a brand or product (Arora & Sahu 2013,
p. 29) By using a celebrity who reflects the look and lifestyle of the target
audience this use of endorsement will allow the audience to connect further with
the brand and relate to it more. It is essential to select a celebrity who is
appropriate for the brand and product that is being promoted (Arora & Sahu
2013, p. 29). The target audience for this product are clean, sleek, busy, working
men, aged 20-35 who care about their appearance. In selecting Kyle Chalmers it
was decided that it was necessary to select a celebrity who is within this age
bracket, is clean, sleek and busy himself but also one who is not involved in many
other endorsements, and does not pose a risk to damaging the brand name
through inappropriate behaviour or image. This decision is extremely important
as it has been found that when a celebrity links itself to a brand, they push their
own personality and personal image onto this brand or product, which will affect
how the consumer perceives the brand (Dwivedi, Johnson & McDonald 2015, p.
450). It was therefore decided that a sporting celebrity with positive associations
to him would be an appropriate choice, as men typically look up to sports stars
and thus will feel a more positive connection with the brand and be more
inclined to purchase the products (Dwivedi, Johnson & McDonald 2015, p.456).

5.2. Events

10
Objectives: Strategy:
Purchase a tent at the Melbourne
Increase awareness of The Body
Spring Racing carnival labelled ‘Body
Shop brand, and the new Men’s all-
Shop for men’, to ensure target
in-one hair product
audience is reached
Kyle Chalmers present at the tent for
Improve perception of The Body
meet and greets and to encourage men
Shop for men
to try the product
Use ‘Branded Instagram frame’ to
Increase connection to target market
encourage attendees to interact with
through personal on-site interaction
the brand and upload photos to their
social accounts to increase awareness
and improve brand connection
Benefits:
Promotion at sporting events is an Provide free samples of the product to
extremely effective marketing tool, any man that enters the tent
especially if the target audience of the
product includes younger, active people
(Nicholls et. al 1994, p. 35). On-site promotion at these events allow for
consumers to interact personally with the brand and product. It is therefore
essential that samples and experiences are provided at the event, as this will be
more effective in creating a connection with the consumers and consequently
inciting sales (Nicholls et. al 1994, p. 39). The benefits of on-site promotion at a
sporting event is not limited to the exposure to patrons attending the event, but
the various forms of earned and paid media that are present will also provide a
platform to extend this presence to audiences who did not attend the event
(Nicholls et al. 1994, p. 40). The constant use of mobile devices and social media
will provide further opportunities for exposure, thus the use of a cut-out or
personalised, branded instagram frame that people can take photos with, as well
as the opportunity for people to meet and take photos with Kyle Chalmers to
upload on their various channels will also increase awareness of The Body Shop
and the new Men’s hair product.

5.3 Sales Promotion:

Strategy:
Objectives: 11
Each person that enters the tent is
Increase brand purchase intent
given a free sample of the new hair
Increase sales of new men’s hair
Each visitor will also be offered a free
product
test of the product, whereby a Body
Shop professional will style their hair
Increase awareness of new product
Benefits: with the product to target patrons who
Providing free samples of a new product can both want to look
increase thetheir
ratebest for the whole
of purchase,
Topeople
by promote
whorepeat purchase
may have tried the product without a sample, as well as expand
amongst target audience day andthose
by allowing themnotto see the
the group of people purchasing the product, by inducing who would
have purchased without a sample (Bawa & Shoemaker benefits of the
2004, product
p.345). It can
therefore be an extremely effective marketing tactic as they have the ability to
initiate communication about the brand, as well as improving the perception and
increasing awareness of a brand. Most notably, it incites repeat purchase of a
product, which is its main purpose (Bawa & Shoemaker 2004, p.347). By
providing free samples at the race day it will allow for more men to try the
product, who previously might not have before, which in turn will lead to
increased sales and awareness of this new product.

5.4 Advertising:
Social Media

Strategy:
Objectives:
Social Media campaign across Facebook,
Increase awareness of the new men’s
Instagram and YouTube
hair care product in the target
Focused on Kyle Chalmers and his ability
audience
to look sleek whilst living a busy life
The ads will be released on Facebook on
Increase awareness of The Body
the Body Shop pages, as well as
Shop brand
Chalmers’s personal pages to create hype
for the event
Improve perceptions of the brand for
They will also be presented as ads before
males
videos and as static ads that will appear
on newsfeeds on each of these channels
Increase purchase intent of the new
to reach people that don’t follow the brand
product being advertised
itself

12
Benefits:
The target age bracket for this campaign is 20-35. As found in the Deloitte 2016
Media Consumer survey this age bracket mostly enjoy using the internet to
consume media, with Facebook and Instagram being their most used Social
Platforms, with Youtube not being included in the study. It is therefore evident
that Social Media is the most effective way to reach this age group. It is also
particularly effective for the target market as it connects with the element of
business of the target audience, as Social Media can be used on-the-go. The use of
Chalmer’’s social pages and The Body shop’s pages provides an owned media
source of dissemination to an already established audience, who will hold an
interest in the product and message being conveyed, and the paid advertising
will allow for a wider audience to be made aware of the product and the
presence of The Body Shop at the Spring Racing event.

Digital.
Google:

Strategy:
Objectives: Place ads on Google that link to The
Increase awareness of The Body Body Shop’s men’s product range
Shop brand page
Link them to keywords, such as
Increase awareness of the new ‘men’s cosmetics’, ‘men’s hair
men’s hair care product products’, ‘racing’, and ‘spring
racing’, ‘men’s beauty products’
Increase traffic to Body Shop
website

Benefits:
According to a recent study by Google 55% of Millennials (people aged 16-34)
use search engines to research products and brands, the most popular of which
being Google and 90% of Millennials go online everyday (Google 2017). It is
therefore essential in targeting this audience that there be a digital focus as the

13
greater exposure to the brand on digital means, the greater their recall and
perception of The Body Shop will be.

Email:

Objectives: Strategy:
Increase awareness of the new Use The Body Shop’s Australian
men’s hair product mailing list to send out an email
promotion of the new product to all
Increase purchase intent of the existing customers that have provided
product with existing customers their email to the brand

Increase traffic to Body Shop

website

Benefits:
Using email as a marketing tactic with an already developed mailing list is an
effective use of resources to connect with existing consumers (Pantea & Pop
2010, p. 737). It will allow for the brand to update people who already have an
interest in the brand, and share the new product with them first to being
generating interest in the product with a known active audience.

In-store:

Strategy:
Objectives:
Have in-store advertising of the
Increase purchase intent of the
product, comprising of window
new product
posters and an in-store display
The window posters will have a
Increase awareness of the new
picture of Kyle Chalmers on them
product in stores
The in-store display will have a
cardboard image of Chalmers next to
Increase store foot traffic by 20%
the products
by October 2019
The products will be at the front of
the store to attract walkers-by and to
increase purchase intent

Benefits:
Having a display that contrasts from others in-store, and having a display near
the front of the store are to crucial aspects of in-store marketing that will
increase sales of the product (Kim-Shyan et. al 2011, p. 174). This has guided the

14
decision to feature the in-store display for the new product near the front of the
store, to attract people walking by. It is also then important to feature an image
of Kyle Chalmers, in order to catch the attention of the consumers and generate
interest in the product itself, as well as create recall of the marketing campaign
itself.

6. Creative Strategy
6.1 Positioning Statement
All-in-one hair care product, Instinct 3-in-1 from The Body Shop aimed for men
aged between 20-35 who wish to maintain a sleek appearance without harmfully
impacting the natural environment and not wasting large amounts of time.  

6.2 Unique Selling Proposition (USP)

This product is unique from the current market as it is a shampoo, conditioner
and hair styling product all in one that is simple, natural, and fragrant. It is
unique as it is quick for the consumers to use and not complicated in which
product to use when. Also, it is in line with The Body Shop’s eco-friendly
products, as it will source products that are natural (for example, tea tree, mint,
and citrus). The product will be packaged in two ways. Firstly, a biodegradable
bottle that can be recycled after use and will fully degrade one year after
opening. The other will be a refillable tube that can be refilled at any Body Shop
for a discounted price enticing customers to reuse products rather than
contribute to landfill. Again, this is another way it is different from the existing
market as no other current products or brands offer refill services.

6.3 Message Strategy

The message of the campaign is to communicate that it is a simple and natural
hair wash and styling product that does not damage the environment and will
not consume large periods of time to complete. It will leave the user fresh, sleek,
and prepared. Also, emphasising how simple and easy the product is while also
promoting how environmentally friendly the product is, will be a major role in
the message strategy for the promotion.

The use of an Olympic gold medallist male athlete (Kyle Chalmers) to promote
the message will be another way in which the target market will be engaged and
using creative messages to promote the products USP to the consumers. For
example, in the promotion Chalmers may say, “It took me 47 seconds to win gold
in Rio, that’s how quick I can now get ready with The Body Shop’s Instinct 3-in-1
and so can you”. The ad may also promote a sense of competition with a quote “It
took me 47 seconds to win gold in Rio, reckon you can beat me?”.

6.4 Big Idea

The concept that will be utilised across all platforms will be a focus on sport and
sporting achievements of the sport star, Kyle Chalmers. The main focus of the
campaign will be to draw attention to the comparison between being able to win
gold and achieving the best by using Instinct 3-in-1.

The campaign will draw parallels between how quickly Chalmers’ swam in the
Rio Olympics to win gold and how quickly he gets ready using Instinct 3-in-1.

15
This allows the consumers to see how quick and efficient the product is to use
and leads to a sleek, natural appearance for Chalmers’ without compromising
both the environment and time. Also, the marketing strategy creates a level of
competition by challenging Chalmers’ to beat his time to get ready by comparing
it to his time it took to win the gold medal.

Furthermore, tapping into the idea that swimmers are in and out of water and
constantly needing to wash their hair, by using Chalmers it adds credibility to the
product that it works and that it is efficient and easy to use.

6.5 Execution
Celebrity endorsement
By using Kyle Chalmers as the celebrity endorser for Instinct 3-in-1, it allows
consumer to believe it is a high quality product that works and does what it
claims to do (Erdogan, 1999). By utilising the fact that Chalmers is constantly in
and out of water and needing to re-wash and re-style his hair, by using Instinct 3-
in-1 he saves time, money and the environment. This builds on the source
credibility model outlined by Erdogan (1999), as it suggests that people will
believe the credibility of a product if it comes from a credible and reliable source.

Kyle Chalmers will appeal to the target consumers of 20-35 year old males as he
falls into the early end of the target group. Chalmers is recognisable and his
name is known even if a simple memory trigger of Rio Olympic gold medallist is
used. He is current for the target market and is still relevant in Australian
swimming, which is why he fits perfectly as the celebrity endorser.

Connection with sporting event

Connecting the release of Instinct 3-in-1 with the Spring Racing Carnival will
help develop the product and also the brand in the minds of the target
consumers. The Body Shop will have a marquee placed at the races and have
Kyle Chalmers attend as a celebrity endorser for the product. This allows the
consumers to interact with the product and view it first-hand. Posters around
the event will have sayings that link the two events of swimming and horse races
together. For example, the poster may say “Don’t sink when getting ready, come
out winning by a head” the text will be accompanied with images of the races and
hash tags to lead to the product.

16
It is important to note, the Spring Racing Carnival was selected as males who
attend usually take time and effort and care about their appearance. For this
reason, it appeals to them the most as this product is creating a sleek and natural
appearance. This directly targets the sleek aspect the product is trying to
streamline with will also promoting how simple and time efficient the product is.

Advertisements including sport star

Advertisements will focus on social media platforms. Social media was selected
as Deloitte (2016, p. 21) suggests that this is the platform men between the ages
of 20-35 consume the most.

Social media - stage 1 ads on social media will place Instinct 3-in-1 against all
other competitors by having a question of “Can your shampoo also style your
hair for the day?” with the ‘Learn More’ link that leads to The Body Shop site
about the product that demonstrates its all in one capacity. Social media can also
spread a viral hash tag of #ShowerReadyHair to help freely promote the product
(Ristevska-Jovanovska, 2017).

Finally, the social media advertising stage 2 will have a timer that pits you
against Kyle Chalmers to see if you can use Instinct 3-in-1 and your hair be styled
and sleek ready for the day before he completes his 100 metre swim. This is
appealing as it creates a competition for the consumers but also helps further
explain how the product is efficient, easy to use, and simple. This section will also

17
include another hash tag of #RaceYourSelf to organically promote the product.

Sport star picture in-store promotion

This will have Instinct 3-in-1 positioned on a table by itself will simple
surrounding with the statement, “Quick and easy hair care that leaves you
looking fresh and suave in under a minute”. This does not have much about the
product but may promote customers to search the product online leading them
to social media adverts about the product. It may also trigger curiosity in not
only the men, but females in the store that either want a gift for males or want to
help their partners take care of their hair and appear sleek after each shower.
Free samples will also be available in store to help potential customers try before
they buy. Finally, in-store promotion helps customers identify where to buy it
from and how the product is natural, eco-friendly, and considerate of the
environment.

6.6 Implementation plan

This strategy will be implemented through the different platforms at different
times. The advertising for the product would start about a month before the
Spring Racing Carnival. This allows enough knowledge to build around the
product before the marquee opening. The advertising will start with in-store
promotion, television, and social media advertising. This will begin the entrance
of the product to the market. Kyle Chalmers will build knowledge and hype
around the product. Finally, the Spring Racing marquee and sponsored events
will be the final advertising strategy implemented to complete the creative
strategy and round out the knowledge and entrance of Instinct 3-in-1 to the
market.

This implementation plan focuses on creating a sense of excitement and fun

around Instinct 3-in-1 rather than just throwing it into the market and hoping it
will survive. As Grzegorz Zasuwa (2015) suggests, building how the consumers
view the product before it is released will positively impact how well the target
audience receives it. So, the implementation plan will focus on building the hype
around the product to lead to a successful product launch and positive outcomes
for the product. Once implemented the focus will shift to maintain the positive
image Instinct 3-in-1 holds in the minds of the consumers.

7. Media Plan
7.1 Measuring the Results of The Body Shop IMC Plan for Instinct 3-in-1

18
7.2. Media Schedule and Budget
X

19
8. References

Arora, A & Sahu, K 2013, ‘Celebrity Endorsement: An effective marketing tool’.

International journal of management prudence.’ Vol. 5, No. 2, pp. 27-32
https://search-proquest-com.ezproxy.lib.swin.edu.au/docview/1490677428?
rfr_id=info%3Axri%2Fsid%3Aprimo

Bawa, K, Shoemaker, R 2004, ‘Effets of free sample promotions on incremental

brand sales’, Journal of Marketing Science, vol. 23, no. 3, pp345-363
http://web.a.ebscohost.com.ezproxy.lib.swin.edu.au/ehost/pdfviewer/pdfviewe
r?vid=1&sid=dec69b1b-d9f8-4662-b1fb-f9367880fdbc%40sessionmgr4008

Deloitte 2016, ‘Media Consumer Survey’, Deloitte Australia

http://landing.deloitte.com.au/rs/761-IBL-
328/images/Media_Consumer_Survey_Report.pdf

Dwivedi, A, Johnson, L.W & McDonald, R.E 2015, ‘Celebrity endorsement, Self-
brand connection and Consumer-based brand equity’, The journal of product and
brand management’. Vol. 24, no. 5, pp. 449-461 https://search-proquest-
com.ezproxy.lib.swin.edu.au/docview/1700061667/fulltextPDF/8DAE4452E80
F486APQ/1?accountid=14205

Erdogan, BZ 1999, 'Celebrity Endorsement: A Literature Review', Journal Of

Marketing Management, 15, 4, pp. 291-314, Business Source Complete,
EBSCOhost, viewed 1 October 2017.

Google 2017, ‘The Millennials’, Consumer Barometer with Google

https://www.consumerbarometer.com/en/stories/millennials

Guisado-Gonzá lez, M, Guisado-Tato, M, & del Mar Rodríguez-Domínguez, M 2014,

'Testing the relationship between product innovation and process innovation. A
comparative analysis of tourism and manufacturing sectors', European Journal Of
Tourism Research, 8, pp. 66-82, Hospitality & Tourism Complete, EBSCOhost,
viewed 1 October 2017.

Kim-Shyan, F, Merrilees, B, Richard, JE & Jozsla, L 2011, ‘In-store Marketing: A

Strategic Perspective’, Asia Pacific journal of Marketing and Logistics, vol. 23, no.
2, pp. 165-176 https://search-proquest-
com.ezproxy.lib.swin.edu.au/docview/861089486?rfr_id=info%3Axri%2Fsid
%3Aprimo

Lo, B 2017, Organic cosmetic and toiletry retailing in Australia, IBIS world
industry report OD5475

Mennen, M 2003, The Body Shop, Strategic Business Management, Munich,

viewed 1 October 2017 from, <http://www.grin.com/en/e-book/163567/the-
body-shop>.

20
Nicholls, J.A.F, Roslow, S & Laskey, H.A 1994, ‘Sports event sponsorship for brand
promotion’, Journal of Applied Business Research, vol. 10, no. 4, pp. 35-40
https://search-proquest-com.ezproxy.lib.swin.edu.au/docview/227578804?
rfr_id=info%3Axri%2Fsid%3Aprimo

Pantea, A & Pop, N.A 2010, ‘Email Marketing Campaigns: The easiest path from
Organizations to Consumers’, Journal of Economic Science, vol. 19, no. 1, pp. 737-
742 http://anale.steconomiceuoradea.ro/volume/2010/n1/116.pdf

Pennelli Faro 2017, 5 Top Trends for the cosmetic market 2017-2018, Pennelli
Faro https://www.pennellifaro.com/en-ww/the-5-top-trends-for-the-cosmetic-
market-2017-2018.aspx

Richardson, A 2017, Cosmetic and toiletry retailing in Australia, IBISworld

industry report G4271b

Ristevska-Jovanovska, S 2017, 'AN EFFECTIVE VIRAL MARKETING STRATEGIES',

Research In Physical Education, Sport & Health, 6, 1, pp. 11-17, SPORTDiscus
with Full Text, EBSCOhost, viewed 16 October 2017.

Sena, M 2017, Beauty Industry Analysis 2017, Franchise Help

https://www.franchisehelp.com/industry-reports/beauty-industry-report/

The Body Shop 2012, The Body Shop Australia’s social and environmental report,
The Body Shop http://www.thebodyshop.com.au/cms/assets/images/the
%20body%20shop%20social%20web%20public%20report.pdf

Zasuwa, G 2015, 'BASIC VALUES AND ATTITUDES TOWARD CAUSE-RELATED

MARKETING', Research Papers Of The Wroclaw University Of Economics / Prace
Naukowe Uniwersytetu Ekonomicznego We Wroclawiu, 387, pp. 215-228,
Business Source Complete, EBSCOhost, viewed 16 October 2017.

9. Appendix

21
 Appendix 1. Perceptual Map of Competitors

Holistic

The Body Shop

Nivea
L’Oreal Environmentally
damaging

Environmentally
friendly

Lush
Clinique

Clarins

Specific

Appendix 2. Mood Board plan with Kapferer’s Prism

22
Appendix 3. Persona 1

23
Psychographics: Persona 1

Lifestyle Plays Footy on the weekends, Plays video games in

between work and uni

Favourite sources of Social Media, Network of Friends, Marketing collateral,

information:

Turn-offs: Spending lots of time using different products, Products

appearing too manufactured or unnatural.

Turn-ons Having a Fast, efficient shopping experience that requires

little browsing.

Purchasing Habits:

Level of control over High

purchase decision:

Has purchased similar Not a lot of experience with this type of product.
product in past?

Number of people 1
involved in the purchase
decision:

Experiences/preconcepti That beauty focused products are for females

ons that may affect the
audience’s opinion of the
Product:

What people or groups of Family, Friends and society places pressure on looking
people influence the good, thus having more pressure to use products like this.
audience’s purchase
decisions, and how:

Appendix 4. Persona 2

24
Psychographics: Persona 2

Lifestyle Works full time in industry as an office worker. Between

work hours, after hours meetings, social life and
relationship, subject has little time to spend on anything
non essential.

Favourite sources of Social Media, Network of colleagues, some friends, partner,

information:

Turn-offs: Spending lots of time using different products, and lots of

time using any product. Products being sustainable and or
natural.

Turn-ons Things working as intended, in a fast manner.

Purchasing Habits:

Level of control over High

purchase decision:

Has purchased similar Decent amount of experience with this type of product,
product in past? Most likely already have favourites established.

Number of people 1-2

involved in the purchase
decision:

Experiences/preconcepti That beauty focused products are for females, That

ons that may affect the beatification products take time to use.
audience’s opinion of the
Product:

What people or groups of Spouse places pressure on looking good and using
people influence the particular products.
audience’s purchase
decisions, and how:

Appendix 5. Persona 3

25
Psychographics: Persona 3

Lifestyle Works full time in industry as an office worker. Between

work hours, after hours meetings, social life and
relationship, subject has little time to spend on anything
non essential.

Favourite sources of Social Media, Network of colleagues, some friends, partner,

information:

Turn-offs: Spending lots of time using different products, and lots of

time using any product. Products being sustainable and or
natural.

Turn-ons Things working as intended, in a fast manner.

Purchasing Habits:

Level of control over High

purchase decision:

Has purchased similar Decent amount of experience with this type of product,
product in past? Most likely already have favourites established.

Number of people 1-3

involved in the purchase
decision:

Experiences/preconcepti That beatification products take time to use.

ons that may affect the
audience’s opinion of the
Product:

What people or groups of Spouse places pressure on looking good and using
people influence the particular products.
audience’s purchase
decisions, and how:

26