Analyze Pregnancy Women Buyer Perception – Marketing Communication Assignment Help

Assignment Task

 

Purpose: The aim of this report is to analyse Pregnancy women buyer perception toward baby skincare product for desiring their baby’s.
Methods
Results
Conclusions
Recommendations
Example : how should be written

About the Client
This report is being prepared for Thankyou Baby. The product line is selected to examine the brand’s internal strengths and weaknesses, as well as to determine the best consumer decision-making process and target audience by satisfying marketing, sales, and communication objectives in order to increase brand awareness and develop loyal customers.
In order to attain their aim, a marketing effort will be launched in Australia in October 2021 and will continue at least two years. (Case Study 2021)

Situation Analysis
Marketing Mix Analysis
2.1.1. Product: The range includes products made from natural ingredients that are sourced in a socially and environmentally responsible. The range is delivered in stylish recycling packaging. All of the information is put on the clean bottom of the white labelling with bold writing, and the 300ml life-changing phrase evokes emotions. In contrast to the competitors, a unique feature of the product range tracker ID, which each product has, displays the stories of developing projects all around the world and where their money has been spent. (Thank you 2021)
Thankyou Baby Range

2.1.2 Place: The range differs between stores. Thankyou sells the product range through the retailer’s stores or e-commerce platforms. (Thankyou 2021)

2.1.3 Promotion
There has recently been no promotion related with the Baby Care collection to promote goods on media platforms such as Facebook, Instagram, YouTube, and traditional media. (Thankyou n.d)
Thankyou Group worked with online magazine Wonderful Mama to help introduce the Baby Care range to the public. Thankyou Group spend most of the advertising budget to fund charities rather than promoting their product. Also, Topshop and Cuppa & Co advertising platforms has been used (Bennett 2016). .
Thankyou Baby range has good but less review when compared to the competitors reviews and engagement on social media.

2.2.4 Price: Thankyou Baby applies parity pricing. Prices have a meaning in the minds of consumers. If the price is low within the high involvement product category, the product is thought to be of low quality, even if the range offers high-quality. (Docters 2003). The range where is sold also influences the price of Thankyou baby products. Thankyou sells its products at a cheaper price to chemist warehouse to reach more customers – applied discount incentives 30% off. (Chemist Warehouse online 2021)

Prices at retail outlets range from $15 to $22, whereas the similar Thankyou Baby collection is priced between $6.99 to $14.00. Thankyou uses modest, fair costs to reach out to everyone, allowing them to be a part of the change in the world while also satisfying their needs and ideals.

2.2 Internal Factors
Thankyou is a well-known social enterprise brand in Australia. They apply sustainable marketing model (Thankyou n.d). The brand has limited staff resources and currently employs 12 staff members. The brand director has a dual role as a founder, which makes managing marketing obligations difficult. The organizational chart of Thankyou Baby in House Marketing Operation is prepared based on from Linkedin (Figure 5)

The brand’s weakness is the Baby range has limited market appeal in Australia. Due to the lack of in-house marketing resources, it is recommended partnering with a social media agency often becomes a necessary move in effectively and also would be cost effectively to reach more people and generate loyal customers. The agency is responsible from the campaign and their duties consist of define the ideas, manage, and run campaigns, collaborate with content creators, and measure results and achieve the objectives of the brand.
Their limited of marketing budget, Thankyou should focus on digital media to increase awareness through YouTube, Facebook, or Instagram.
The agency should be selected the criteria below:
* The quality of their team (copywriter, content creator, SEO specialist)
* Their fit with the business and team
* The quality of their strategic-level ideas
* Their proposed media mix
* The quality of their optimization tools and cross-channel reporting capabilities. (Deeb 2020)

External Factors
Customer Analysis
The ideal customers are parents who have a brand-new baby. So, they need high quality baby care products and wish to make a difference by making good decisions social and environmental benefit. The ideal customers are culturally encouraged to buy ethical products since being a member of a community can make them feel connected and belonged to (Haigh 2019). Also, who are more likely to pass on their trusted product to the next.
It has been determined that the Innovation Adoption strategy is most suited for the Thankyou Baby brand in order to create loyal consumers, reminder advertising may be needed to reinforce positive perceptions and increase brand awareness and create loyal customers. (Belch 2019)
During the first step of the IMC process “identify customers and increase awareness of the range” an explanation of how the products help their babies skin, what the components of the products are and create emotional preferences toward products to try them for generating loyal customer. They also seek thorough information about their alternatives and carefully examine the implications of each choice before making a decision. (Roy Morgan)
Brand loyalty would come from their emotions and cultural values.
This ideal customer follows a learn– feel– do sequence based on standard learning hierarchy model. According to FCB matrix, she is thinker (High involvement/Thinker). (Belch 2019)

Buyer Persona:
29019513271500Rachel is 28 years old and lives in city. She is well-educated and working full time from home. She is married and mum of a baby.
She goes yoga once per week. She is always busy and always connected via their smartphones and Facebook and Youtube. She researches products on social media before purchasing them, follows brands, and reads product reviews. She reads magazines once a week. She likes looking for parenting tips on YouTube videos. She is image conscious and closely follow trends throughout fashion media.
She is concerned about the quality of baby care products and worried about providing high quality environment. She needs high quality products with the greatest possible environmental and social benefit. She wants to be more conscious of what, and who, they are purchasing from. She takes a lengthy information search, brand comparisons, and judgements based on product benefit, price, and sustainability.
She compares the quality of the ingredients, the packaging, how easy it is to use, ethical principles, cost, and the product’s availability online. Their decisions are heavily influenced by social media, as they follow vlogs, bloggers, and influencers for product and application technique information (Mordor Intelligence 2021)
2.3.2 Competitor Analysis
Thankyou Baby’s three direct competitors are Eco-store Baby, Gaia Baby, and Aveeno Baby . Competitors are identified based on quality of product, ethical principles with in similar stores , and price bracket.
Competitors
Eco store Baby
Gaia Baby
Aveeno Baby Thankyou Baby
Determinant Attributes
*Natural ingredients
*Dermatologically tested
*Cruelty Free
*Vegan-no nasties
*Made in New Zealand
*Natural & Organic ingredients
*Dermatology tested
*Cruelty Free-no nasties
*Made in Australia
*Natural and active ingredients
*Hypoallergic
*Made in Korea – Canada
*Natural and active Ingredients
*Dermatologically tested
*Cruelty Free, Vegan, nasty chemicals, no nasties, hypoallergic
*Tracker ID
*Stylish recycling packaging
*Made-in Australia
Brand Strength/
Qualities
*New Zealand brand
*Environmentally conscious brand *Australian brand
*Award winning *Well-known , American brand by Johnson &Johnson *Australian brand
*Environmentally and socially conscious
*Transparent and ethical principles
Positioning Strategy
Attributes and benefits Price /Quality Price/Quality Attributes and benefits
Promotional Tactic
Price incentives
Donations Brand ambassador Free samples Brand Ambassador YouTube
advertising Price incentives
Donations
Pricing and Price Strategy $7.99– $17.00
Penetrative Pricing $2.99 – $17.95
Parity Pricing $7.69 – $15.39
Penetrative Pricing $6.95 – $9.99
Parity pricing

2.3.3 Environmental Analysis
Pestel Analysis Political /Legal The claims made in package inserts, advertising, and especially product labels inform the customer about the intended purpose of the product. (Therapeutic Goods Administration 1997)
Economic The Australian baby care products market is expected to grow 3.07%. (Knowledge Sourcing Intelligence 2020) . It is expected to increase birth rate in majority of the women who postponed having their first or second baby over 2024. (Ibisworld 2021)
Social/Cultural
Consumers are increasingly looking for products that are sourced in a more sustainable manner. They need a more favourable image of corporations that support social or environmental issues. (Michael 2019).
Technology The growth of the industry has largely come from technological change and online shopping platform innovation. (Ibis World 2021) Revenue in the Online Baby Product Sales market is predicted to increase by 27.6 % in 2020-21. (Ibisworld 2020) People are shifting to online shopping and e-commerce.
Natural Environment Environmental issues are seen as Australia’s main concern (Roy Morgan 2019). Mostly Millennials and Gen Z are worried about climate change, drought and bushfire (Ipsos 2020). Consumers in Australia, they are concerned about how products are made. (Manson 2019).
2.3.4 SWOT Analysis
Strength
Lower price points appeal to householders
Transparent and socially conscious brand
Eco-friendly and recyclable packaging
High customer satisfaction on media
Rich story of the brand – Made in Australia
Tracking ID show the development of life-changing stories. Weaknesses
Minimum display in stores
Negative perceptions of quality because of low price
Limited presence on media
Lack of marketing promotional tactics
Opportunity
It is expected to increase birth rate in Australia who postponed to a child till 2024. Run marketing campaign on digital media (Facebook and Youtube) to target new mums
Focus more on healthy and social life styles
More social media engagement with audiences
More communication about cultural values
Develop its presence on ecommerce platforms Threats
Heavy promotional tactics of competitors
Well-known international brands
Target Marketing
Market Segmentation
Table 1: Segmenting the market for Thankyou Baby (Micro-Segmentation Approach) (Belch 2020)
Segment name Worriers Something Better Socially aware
Principle Benefit sought Shared moment and develop wellbeing Price Social conscious, skin friendly products
Demographic Larger Families
Lower and middle income
Living outer suburbs of Queensland and Victoria
Experienced mums Women
35-45
Well-educated
Middle income Well-educated
New Mums, Mum-to-be
25-35 years-old
Middle -upper income
Behavior Heavy users
Watching commercial TV – reality TV and sport Light users
Heavy social media users
Light – Medium user
Heavy social media users
Brands favored Aveeno Baby Gaia Eco-Store Baby
Personality
characteristics High self-involvement Individualist and ambitious High sociability
Lifestyle characteristics Conservative
Family -oriented Active Value-Oriented
Target Market
Target market has been chosen “Socially Aware” audience. Approximately 85% of mothers used skin care products for their babies in the neonatal stages. This illustrates how brands should raise awareness for early reaching moms-to-be before using the product instead of waiting until the baby arrives. (Zahra Media Group 2019) Pregnant women who have a middle income, live a busy and social lifestyle, are socially conscious, use social media extensively, and prefer mostly shopping online. They do yoga during their pregnancy.
Target Audience
Australian women who are mostly 25-35 years old, live-in big cities and mostly in Melbourne, Sydney. They are planning baby in 2 years, or their baby is on the way. They are independent consumers and they like indulgence themselves (Hofstade Australian Values). The audience is constantly on the look-out for something new and unusual, as well as new things to learn.
Position Statement
Thanks Baby Care range offers premium baby skin care products for babies. Unlike other brands, the Thankyou Baby line showcases how customers are changing society, thereby making the Socially Aware audience feel better. Each unique Tracker ID code is designed to show progress in the community.

Objectives
4.1. Marketing Objectives
To increase Thankyou Baby’s sales to 3.5% by September 2023
4.2 Sales Objectives
To increase monthly revenue from $63M to $66.5M from October 2021 to September 2023.
4.3 Communication Objectives
To increase awareness of the Thankyou Baby range amongst 60% of socially aware audience by 30 April 2022
To build understanding amongst 45% of the socially aware audience that Thankyou shows development projects via ID Tracker by 30 April December 2022.
To obtain trial amongst 10% of the socially aware audience of Thankyou Baby range in the next January 2023
To achieve repeat purchase of the Thankyou Baby range amongst 5 % of socially aware audience by September 2023.Promotional Plan B
5. Budget
Bottom-up budgeting has the primary advantage of being very accurate. Individuals in each department are best positioned to understand their department’s costs, resources, expenses, and requirements. This type of budgeting method promotes corporate morale and employee engagement because the entire team participates in budget creation and takes greater ownership of meeting budgeted goals. (Gaffney 2018)
(See the Budget Skeleton Appendix ………..)
The assignment start from here need to be done as a continue the promotional plan.
6. Message Strategy
6.1. Key Messages 6.2 Source
6.3 Advertising Objectives:
To increase awareness of the Thankyou Baby range amongst 60% of socially aware audience by 30 April 2022
To build understanding amongst 45% of the socially aware audience that Thankyou shows development projects via ID Tracker by 30 April December 2022.
To obtain trial amongst 10% of the socially aware audience of Thankyou Baby range in the next January 2023
To achieve repeat purchase of the Thankyou Baby range amongst 5 % of socially aware audience by September 2023
6.4 Target Audience:
Selected target audience for this campaign is “Socially Aware” consists of Australian social conscious pregnant women, live in mostly Melbourne and Sydney.
They are millennials mum-to-be, their baby is on the way. While they are career focused, also community minded and socially active (Roy Morgan- Helix Persona).
They are motivated to buy ethical sustainable products to help a good cause.
As a first-time parents they are worried about the quality of baby skin care products.
They are seeking out information constantly from midwifes, trusted experienced mums on Facebook. Therefore, they find social media extremely helpful to their parenting. (B&T Magazine). Their decisions are heavily influenced by social media (Facebook, Instagram, and YouTube), as they follow vlogs, bloggers, and influencers for product and application technique and product information (Mordor Intelligence 2021).
6.5 Product Description
The range utilizes stylish premium design. The Baby range funds 100% profit child and maternal health services for mothers and their babies living in extreme poverty. The product exit for this purpose. The range
Every Thankyou Baby product has a unique tracker code. This unique code, when entered thankyou.co/projects, shows the exact project the product is assigned to fund complete with GPS coordinates. One the project has been completed; Thankyou send the customer a Final Field Report. (Thankyou 2017) With this technology, customers can see and feel the positive impact in the society their created. (USP) Once a Track Your Impact profile is created, the customer may review their total tracks and keep track of the communities and countries they have changed over time. Also, the feature allows to show whole impact created.
6.7 Major selling idea) – can be changed?
Babies save the world.
Thankyou’s key benefit claim of; helps change lives and makes them feel-better. Because Thankyou’s Baby range funds 100% child and maternal health projects for mums and their bubs living in extreme poverty.
A socially aware audience (pregnant women) seeks out baby skincare products that have the greatest social and environmental change.
The range differentiates itself the feature of product Tracker ID to save them all real impact they created with every purchase.

Source: Busy Kids 2016
6.8 Advertising Appeal and Selling Styles
6.9 Advertising Execution
6. 10 Supportive Information
Brand Logo:
Social Media Touchpoints:
URL: https://thankyou.co/categories/baby-care
291396220246400Outlets where the products are sold:

Disclaimer: Recommended patch testing before use.
6.11 Advertising Creative
It has been prepared a storyboard that suitable for internet advertising and radio advertising script.
You are required to draft two advertisements. These may include:
• A script (suitable for radio/podcast or similar)
• An outdoor advertising concept 
• A storyboard (suitable for TV, cinema, internet or similar) 
7. Media Plan
Medium
Digital Media: Online Digital Social Media Advertising
Outdoor BilbordMagazines
Sales Promotion
Direct Advertising
Media Mix and Vehicles
7.3 Coverage
According to Roy Morgan Research, Socially Aware audience mostly lives in Melbourne and Sydney. Therefore, the coverage is limited to first two popular cities.
Media Vehicle Coverage
Magazines Mother and Baby
Practical Parenting Melbourne & Sydney
Digital & Social MediaYouTube ads
Google ads.
Facebook ad.
Instagram ad.
Website Banner ad. Melbourne & Sydney
Public Relations
Earned Media YouTube video upload
Website
Thankyou Baby Facebook
Thankyou Baby Instagram
7.4 Reach and Frequency
As a high involvement baby care product category, a certain level frequency is needed to achieve effective reach. According to three expose theory, the ad frequency should be between three to ten exposures (Belch 2020 p:324).
According to the innovation adoption model, the reach and frequency aim to increase the awareness of the target audience and reach them directly through media vehicle aims to encourage the Thank You Baby range to try.
High frequency level is needed to achieve for the new campaign. More than 10 times exposure frequency occurs negative exposure. (Belch et al 2020 p 325-326).
It is determined a high level of reach to generate loyal customer (repeat purchase) high frequency is often required. Because of limited budget it is recommended to reach by fewer people more often (frequency)’ (Belch et al 2020 p:330) rather than reach many people less effective exposure. Therefore, Socially Aware audience who lives in Melbourne and Sydney will be exposed to high frequency. It is recommended that media buy frequency average of 6 exposures.
7.5 Scheduling
Continuity approaches is best suited for the campaign. Because the demand is not changing during the years. The range is consumed on an ongoing basis of baby’s needs. It refers to the campaign placed every day, every week, or every month. The main advantages are constantly reminder to the target audience. On the other hand, the disadvantages are potential overexposure and higher cost. (Belch et al 2020 p327).
(Appendix………)
8. Evaluation
Sales Objective Evaluation
To increase monthly revenue from $63M to $66.5M from October 2021 to September 2023.
Tactic:
Evaluation method:
Evaluation carried out by Thankyou Baby marketing managers.
Communication Objectives Evaluation
To increase awareness of the Thankyou Baby range amongst 60% of socially aware audience by 30 April 2022
Tactics: Parental magazine advertisements, publicity in parental magazines, run ad Facebook and Youtube. radio advertisement
Evaluation Method:
To build understanding amongst 45% of the socially aware audience that Thankyou shows development projects via ID Tracker by 30 April December 2022.
Tactics:
Evaluation Method:
Evaluation is carried out by external agencies
To obtain trial amongst 10% of the socially aware audience of Thankyou Baby range in the next January 2023
Tactics :
Evaluation:
Evaluation
To achieve repeat purchase of the Thankyou Baby range amongst 5 % of socially aware audience by September 2023
Tactics :
Evaluation:
Evaluation
9. Conclusion
10. Appendices
Tactic When Cost and Production ($) Media Total
Advertising
Magazine Monthly X XXX XX XXX XX XXX
Promotional Products
Product Sampling (yoga studios) XX XXX X XXX X XXX
Internet
Website Banner ad
Google Ads Always available Internet
(Facebook & Instagram)
Content: parental tips, usage of products
Every week
Publicity
Sponsorships Well-known Mum influencers (Hannah Polites)
Contingency (6%)
Skeleton Budget (Appendix 1 )