Marketing Plan focusing on Media Plan for Batiste Dry Shampoo

CL2PresentationBatiste-BUS510.pptx

Home >Business & Finance homework help >Marketing homework help >Marketing Plan focusing on Media Plan for Batiste Dry Shampoo

The Media Plan

“Asia Pacific is expected to increase with highest CAGR of 9.4% over the forecast period (2019-2025) because of the rising demand for beauty and natural care products”

- Dry Shampoo Market Size, Share & Trends Analysis Report

Agenda

Identification of the Target Audience

Design the Communication Message

The Media Communication Mix

#E-commerce & Performance Marketing

#KOL Marketing

#Social Media Marketing

#Content Marketing

Promotion Budget

Part 1: Media Plan for Chinese Market

Part 2: Media Plan for US Market

Design the Communication Message

The Media Communication Mix

#Advertising

#Sales Promotion

#Public Relation and Publicity

#Direct Marketing

Promotion Budget

1. Identification of the Target Audience

Part 1:

Market Segmentation

Demographic Segmentation

Psychological Segmentation

Behavioral Segmentation

Identification of the Target Audience

Ladies with long hair over the neck

(Iankova, Davies, Archer-Brown, Marder, & Yau, 2019).

college students and young professionals between 18-30

Perfect for ladies who care about appearance and can easily accept appearance

(Iankova et al., 2019)

2. Design the Communication Message

Part 1:

Connect with Potential Customers

Reach

Engage

Ecommerce Platform Advertising

Place diamond display, direct search and other paid ads inside Taobao and Tmall to recruit more customers

KOL Marketing

KOL cooperation on main social medias to display brand characteristics.

Social Media Marketing

Official social media accounts to cultivate fans.

Content Marketing

Production recommendation, Little Red Book, content generation channels with KOLs to touch potential customers.

3. The Media Communication Mix

Part 1:

E-commerce Platform Advertising

On-site Paid Ads

Diamond Place (CPM)、Pin Xiao Bao、Direct Train (CPC)…

On-site Content Marketing

Recommendation、Must Buy List、Taobao Live Streaming…

Taobao & Tmall are the largest e-commerce website in China owned by Alibaba Group

By combining on-site paid ads and content marketing, directional matching the target audience、competitors、product key words，precise marketing to gain new customer and reach previous customer；through graphic content、short video、live streaming, and so forth of various content marketing method，multi-dimensional brand display、product features and selling points，and increase the conversion rate.

KOL Marketing

What is KOL Marketing?

KOL = Key Opinions Leader = Influencer

KOLs become communicators between a brand and its target audience. It leverages word of mouth to achieve promotional effects.

Why using KOL Marketing especially in China?

Builds Trust (Word-of-Mouth)

Homogeneous Audience

Strong ROI (Return on Investment)

More Affordable Than a Celebrity Endorsement

Platforms for KOL Marketing

Blogging platforms

Short video platforms

Live-streaming platforms

Source: Dragon Social Limited

Top 1 KOL in China – Jiaqi Li

Known as the “King of Lipstick” in China

Close to 40 million fans on Douyin (Tik Tok)

He brought Alibaba more than US$145 million worth of sales on 11.11

Once sold 15,000 lipsticks in 5 minutes

In 2019, Li set a Guinness record for “the most lipstick applications to models in 30 second (Huang, 2020)

Live Streaming Sales – Jiaqi Li vs Jack Ma

Top 4 Social Media in China

Official accounts need to be created to build and push brand and product awareness to public for fans accumulation. Works with e-commerce platform to promote brand awareness and fan operations in the Chinese market.

Social Media - WeChat

WeChat is an all-in-one platform in China, offering everything from messaging to e-payments. KOLs on WeChat are more like bloggers. The content they post is longer and is usually made up of a combination of text and visuals. WeChat KOLs post regularly with most of them either contributing to or managing their own WeChat Official Account. KOL marketing on WeChat is better for more informative content as users are more willing to read.

One unique feature that WeChat offers is KOL advertising. This allows brands to place banner advertisements within the content of a KOL’s posts. Brands must negotiate with KOLs individually to purchase this form of WeChat advertising.

Social Media – Weibo

Weibo is the Chinese version of Twitter. With a large and stable user base, KOL marketing on Weibo helps raise brand awareness. According to a report by Weibo with iResearch, 53.9% of all the influencers’ followers are aged under 25.

If your business targets a younger audience, Weibo might be the platform for you. Weibo is a highly visual platform so ensuring that you have high-quality visuals as well as interesting content is very important for success on the platform.

Social Media – Little Red Book

Xiaohongshu influencers are a bit more varied when it comes to the types of content that they share. KOLs on Xiaohongshu mostly share personal stories, testimonials, product reviews, or even live-streams. The authentic and relatable content makes it a suitable platform for building brand awareness, trust, and increasing sales.

Like Weibo, Xiaohongshu has a young audience with over 70% of Xiaohongshu’s users being born in post-1990s. However, unlike Weibo Xiaohongshu has a user base that is almost entirely female, with a report from iResearch claiming that over 80% of Xiaohongshu users are female.

Social Media – DouYin (TikTok)

Tiktok is the #1 short video platform in China, and the first Chinese social media platform to gain any traction abroad. Videos on TikTok have a strict limit on their length, the longest allowed being only 15 seconds!

Due to how short the videos are, content posted on the platform is often seen quickly and has a high potential to go viral. KOL marketing on Tiktok is like viral marketing, better for raising brand awareness and promoting events as opposed to driving sales. Tiktok has an even younger audience when compared to Xiaohongshu and Weibo with 50% of its users being born post-1995.

Social Media - DouYin

As the top short video platform in China, advertisements to the target audiences through short video content have been the main part of advertising channels for many brands.

Create Short Video Content

DouYin content making mainly divided into 3 categories: Brand Own Short Video Materials（Brand ads、Product video、Live streaming、Outtake）、ordinary people cooperation short video and KOL cooperation short video

Brand Own Short Video

Ordinary People Short Video

KOL Short Video

News Feed Ads

Except for publishing ads from official account to fan（KOL cooperation short video reaches KOL fan, brand could use DouYin news feed ads to reach target audiences.

Content Marketing Examples

Super Recommendation : Taobao

Little Red Book

Weibo

DouYin

Super Recommendation、Little Red Book, Weibo Blog and so forth. KOL graphic content such as outfit and life scenes. Reach the target audiences through KOL fans and public traffic.

From the view of the development trend of content marketing，short video and live streaming will continuously grow in 2020，In addition to the more vivid display of designs and quality advantages，benefit of content marketing is more interactive with fans

4. Promotion Budget

Part 1:

Promotion Budget

Platform content marketing expense (Taobao)		Cost (RMB)
Diamond Place		CPM
Super Recommendation		CPC
Headline shopping guide	1 article	1000
Headline new product review	1 post	1000
Good product review platform	5 reviews	3000
Micro Taobao recommendations	5 reviews	1000
Micro Taobao subscription	5 posts	3000
Taobao customer community	1 post	1000

Outside platform content marketing expense
PR	100 articles mainstream media release	30000
Little Red Book	150 pieces	40000
Mid-Tier KOL Short Video/Live Streaming	3 post	30000
Total Cost without CPM & CPC		110,000 RMB = 15,565 USD

Article

KOL Marketing: The Key to Success on Chinese Social Media - TDA. (2020, April 9). Retrieved from https://topdigital.agency/kol-marketing-the-key-to-success-on-chinese-social-media/

Explanation of the KOL Marketing

Benefits of the KOL Marketing

Types of KOL Marketing

Social Media Platforms Introduction

How to Choose the Right KOL for Business

Average Price for KOL Marketing

1. Design the Communication Message

Part 2:

Design the Communication Message

Message design starts with research about Church and Dwight Company needs.

Revisits objectives and its positioning to reaffirm outcomes that communication messages will achieve (Mane, 2020).

It is crucial for the company to review already available types of messages to understand the company’s identity, voice, and values.

Once the company is aware of the values, time of focus, and that the target audience is teenage girls. The leaders will come up with various types of messages to deliver information to their customers, investors, and employees (Mane, 2020).

The company should develop a marketing message that figures out keywords and ideas associated with their brands, services, or product messaging.

Research on company’s needs.

Revisits objectives and its positioning to reaffirm outcomes that communication messages will achieve (Mane, 2020).

Review types of messages which are already available to understand the company’s identity, voice, and values.

Focus on the target audience

Produce various types of messages to deliver information to their target customers, investors, and employees (Mane, 2020).

Develop a marketing message that figures out keywords and ideas associated with their brands, services, or product messaging.

2. The Media Communication Mix

Part 2:

The Media Communication Mix

“Direct marketing, personal selling, advertising, discounts, and promotions are the most prominent elements of media communication mix applied by the company”

- (Samran, Wahyuni, Misril, Nabila, & Putri, 2019)

Advertising

Advertising methods that Church & Dwight Company using:

Internet

Television

Publications

Social media

Radio

Church and Dwight Company employs different methods of advertising to effectively reach the targeted market. The methods include the internet, television, publications, social media, and radio.

Magazines and social media are an effective way to promote Batiste dry shampoo because the age-targeted is between 20 and 30 (Kumar, 2020).

Teenagers who use Batiste are very active on social media and love reading magazines.

YouTube, Instagram, Twitter, Snapchat, and Facebook are effective social media accounts since most ladies’ love surfing YouTube whenever they are bored (Kumar, 2020).

Advertising

Magazines and social media are an effective way to promote Batiste dry shampoo because the age-targeted is between 20 and 30 (Kumar, 2020).

YouTube, Instagram, Twitter, Snapchat, and Facebook are effective social media accounts since most ladies’ love surfing YouTube whenever they are bored (Kumar, 2020).

Instagram - @Batiste_US

Facebook - https://www.facebook.com/batisteus/

YouTube - https://www.youtube.com/playlist?list=PLfqfCUH6U8DCJ_mLgMFNs69fJKB3rdUfZ

Church and Dwight Company employs different methods of advertising to effectively reach the targeted market. The methods include the internet, television, publications, social media, and radio.

Magazines and social media are an effective way to promote Batiste dry shampoo because the age-targeted is between 20 and 30 (Kumar, 2020).

Teenagers who use Batiste are very active on social media and love reading magazines.

YouTube, Instagram, Twitter, Snapchat, and Facebook are effective social media accounts since most ladies’ love surfing YouTube whenever they are bored (Kumar, 2020).

Public Relations and Publicity

Methods:

Newspaper

KOL Marketing

Social Media Marketing

Sponsorship to the Events

The company has teamed up with music events and festivals, where it announces competition and offers free tickets to the events (Yulia, 2020)

Sales Promotion

Methods:

Sampling Events

Groupon

Church and Dwight Company has established mutual understanding and goodwill with the public because of the good management of communication and relationships (Chandrasekaran, 2020).

Direct Marketing

The delivery systems

Emails

Text

Mails

The company uses direct employees in the distribution of dry shampoo to consumers (Kharouf, Sekhon, Fazal-e-Hasan, Hickman, & Mortimer, 2019).

Middlemen have been eliminated; hence direct marketing is used through selected individuals to reach teenage girls and young professionals (Kharouf et al., 2019).

Direct marketing has enabled the Church and Dwight Company to achieve specific actions for selected groups.

The company uses direct employees in the distribution of dry shampoo to consumers (Kharouf, Sekhon, Fazal-e-Hasan, Hickman, & Mortimer, 2019).

The delivery systems used are emails, texting, and mails.

3. Promotion Budget

Part 2:

Promotion Budget

References

Batiste: https://www.batistehair.com/

Chandrasekaran, S., & Narayanan, S. M. (2020). Impact of Digital Marketing on Consumer Purchase Decision in Madurai City. Studies in Indian Place Names, 40(71), 66-72.

Dry Shampoo Market Size, Share & Trends Analysis Report By Form (Spray, Powder), By End User (Men, Women), By Distribution Channel (Online, Offline), By Region, And Segment Forecasts, 2019 – 2025 https://www.grandviewresearch.com/industry-analysis/dry-shampoo-market

Huang, A. (2020, March 9). Who is Li Jiaqi, China's millionaire 'Lipstick King'? Retrieved from https://www.scmp.com/magazines/style/news-trends/article/3074253/who-millionaire-li-jiaqi-chinas-lipstick-king-who

Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019). A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81, 169-179.

Kharouf, H., Sekhon, H., Fazal-e-Hasan, S. M., Hickman, E., & Mortimer, G. (2019). The role of effective communication and trustworthiness in determining guests’ loyalty. Journal of Hospitality Marketing & Management, 28(2), 240-262.

KOL Marketing: The Key to Success on Chinese Social Media - TDA. (2020, April 9). Retrieved from https://topdigital.agency/kol-marketing-the-key-to-success-on-chinese-social-media/

Kumar, V., & Mittal, S. (2020). Mobile marketing campaigns: practices, challenges and opportunities. International Journal of Business Innovation and Research, 21(4), 523-539.

Mane, S., Raskar, M. A., & Devkate, M. A. (2020). A Study on Impact of Online Marketing on Real Estate Business with Special Reference to BVG Nivara. Studies in Indian Place Names, 40(26), 187-198.

Samran, Z., Wahyuni, S., Misril, M., Nabila, R., & Putri, A. (2019). Determination of Digital Marketing Strategies As Effective Communication Techniques For GoOntravel Brand Awareness. Journal of Research in Marketing, 9(3), 752-757.

Yulia, R., Yuniastuti, R. M., & Astuti, H. W. (2020). IMPLEMENTASI PENGAMPUNAN PAJAK (TAX AMNESTY), UNDANG-UNDANG PERPAJAKAN, DAN SANKSI PERPAJAKAN TERHADAP KEPATUHAN WAJIB PAJAK ORANG PRIBADI DI KPP BANDAR LAMPUNG. Jurnal Bisnis Darmajaya, 6(1), 1-11.