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Admedia Paper

A. Plan Title
Vit Naturelle Media Plan
B. Introduction
Vit Naturelle is a whitening cream that contains Glutathione and Vitamins A, C, and E from natural botanical essences that whiten skin and at the same time keeps it younger looking. Vitamins A, C, and E are well-known anti-oxidants which will help clear away impurities that can cause skin aging while Glutathione will reduce melanin formation to effectively whiten skin. Results are visible in seven days.

Summary of Marketing & Advertising Objectives and Strategies
Marketing Objective
To gain at least 6% of the market of the facial cream segment at the end of a one year period from the date of launch
Advertising Objective
To create at least 60% awareness of our new product, and to at least gain 45% product trial

Source of Business and Role of Advertising
The role of advertising is to create awareness of the product. It should create interest and desire for it. Various above and below-the-line media will be utilized to create desire and product trial. Also, activation through product sampling and sponsored events will be executed to initiate consumer action. Eventually, advertising and promotions should convince non-users to use our product, and convert trial users into loyal users.

Current-Year Activities and Plan
The brand is being launched this year. Campaign starts on October 2009. Heavy advertising will be utilized on the first three months, using TV and print, as well as out-of-home media. Activations through product sampling and various skin wellness fairs will be executed on the first two months.
Flighting and pulsing execution on TV will be utilized from the fourth month onwards, while still maintaining heavy print and out-of-home media.

Consumer Awareness Levels and Attitudes
Consumers are aware of the existence of whitening products however, they are not aware of the brand. Most of the consumers would associate whitening beauty creams with the brands Pond’s, Myra E and Olay....