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The Target Market
Needed: Consumer Media Insights
Psychographics Media Consumption Media Attitudes and Relationships
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Consumer Media Insights
Proprietary tools In-depth research providing intimate
discussions with the consumer to bea part of a day in his life, to under-stand his relationship with media anddetermine how advertiser/brand canconnect with him even better.
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Methodology Define target consumers based on
Core demographic groups Product usage (users v non-users) Geographic location
Recruit representative consumers/respondents Carry out the in-depth interview
Venue: consumers natural habitat(in-home visit, place of work/business,point of purchase/shopping/leisure,while traveling/mobile/on the road)
Take note of information blocks assources of insights (participantobservation, audio-video recording)
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Methodology
Provide respondents with diaries to recordtheir daily activity
Respondents to record their dailyactivities in to diaries on an hourly basis
giving special attention to mediaconsumption Respondents to take snapshots of their
daily activities, ideally.
Minimum data collection period - twoweeks
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Methodology
Data needed
Daily activities (weekday and weekend) Time spent on each activity (start and
end time) Location (home, school, work,
restaurant, etc) Who with (family, friends, co-workers,
etc) If in transit, method of transportation
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Methodology
End result
Deeper understanding of the brands
target consumers Identification of consumer-centriccommunication strategies
More sharply tuned media plans basedon real lives
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Media Brief
Skin Whitening
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Skin WhiteningMedia rief
Marketing Background The female facial care category is an P8
Billion market.
Whitening products are advertised heavily.The most active whitening brand is thesegment leader Ponds with high end lineFlawless While and mass based line WhiteBeauty.
A popular trend in skin whitening isGlutathione.
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Skin WhiteningMedia rief
The Product A whitening cream that contains
Glutathione, Vitamins A, C and E to whitenskin and at the same time keep it younger
looking. Vitamins A, C and E are well-known anti-
oxidants which will help clear awayimpurities that can cause skin aging while
Glutathione will reduce melanin formationto effectively whiten skin.
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Marketing Objective To launch skin whitening product and
achieve at least 10% trial during Year 1.
Communications Objective To establish brand as a superior product in
whitening and maintaining youthful skin.
Skin WhiteningMedia rief
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Target Market: Females, aged 18 to 25 from BC income
homes, current users, non-users or lapsedusers of whitening products
They are conscious about their looks andwill take measures to ensure that they havegood-looking skin. They believe that thewhiter the skin is, the more beautiful theybecome and the more beautiful onebecomes, opportunities will open for her,both in terms of finding jobs and finding
prospective male partners.
Skin WhiteningMedia rief
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Advertising Message elements
Before and after usage transformationto glowing white and youthful skin
Skin WhiteningMedia rief
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Regional Considerations Metro Manila & key cities Cebu, Bacolod, Iloilo,
DavaoCompetition Major player is Ponds Whitening Cream Campaign Period January December 2014Budget P50 Million
Skin WhiteningMedia rief
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Do you listen to Radio? ________________________
When do you listen to Radio? ____________________ What stations do you usually listen to? ___________ Do you access the internet?_____________________ Where do you access the internet? _______________ How much time do you spend on the internet? ______ What are your favorite internet activities? (research,games, communicating through emails, chat, socialnetworking, etc.)_______________________________ What are your favorite websites? _________________ Other interests _______________________________ Do you go out during weekdays? _________________ Where do you go? _____________________________ Who are you with? ____________________________ How do you spend your weekends? _______________ What do you think about your life? _______________ How will you compare it with your life a few years
back? _____________________________________ How do you see the future? _____________________
Are you dark? Or fair?__________________________ Do you think that color/complexion discriminationexists and that you have been missing a lot of opportunities because of it? _____________________
Are you using a whitening product? _______________ Why/why not? ________________________________ If not, are you interested in using a whitening product?
Why/why not? ________________________________ Do you have a motto in life? _____________________
Profile Of ____________________________________
Age: ____________ Civil Status:________________ If married, number of children: ___________________ Residence: ___________________________________ Tel. No. ___________ Cellphone No. _____________ Occupation: __________________________________ Monthly income range (please check):
P50,000 and up ______P30,000 to P50,000 ______
P15,000 to P29,999 ______P8,000 to P14,999 _______Below P8,000 _______
Do you read any publication? ____________________ If yes, what publications do you read? Please indicatetitle.
Newspapers ________________________________ Magazines _________________________________ How many times each week do you read:
Newspapers ________________________________ Magazines _________________________________ Where do you get your copies of these publications? Newspapers ________________________________ Magazines _________________________________ Do you watch TV? _____________________________ When do you watch TV? _______________________ What programs do you usually watch? ____________ What programs will you never miss? ______________
Skin WhiteningIdentification and Profiling Questionnaire
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Time 500- 530am
530- 600am
600- 630am 630- 700am
700- 730am 730- 800am
800- 830am 830- 900am 900- 930am
930-1000am1000-1030am
1030-1100am1100-1130nn
1130-1200nn1200-1230pm1230- 100pm
100- 130pm 130- 200pm
200- 230pm
Date: Friday, August 8Description
Wak e up.
F ix br eakfast.
Wash di shes Watch TV with Baron
Tak e a bath
Cook food for l unch
F eed Baron Give Bar on a bath
Watch TV
Put B aron t o sl eep/Tak e a nap
230- 300pm
300- 330pm 330- 400pm 400- 430pm
430- 500pm 500- 530pm 530- 600pm
600- 630pm
630- 700pm 700- 730pm
730- 800pm 800- 830pm 830- 900pm
900- 930pm
930-1000pm1000-1030pm1030-1100pm1100-1130pm
1130-1200mn1200mn - up
Wak e up from nap
Prepare snacks for Baron
Bri ng Baron out to play
Wath TV
Prepare dinner
Eat dinner
Get Baron ready for bed
Wash di shes
Watch TV
Go to bed
Focus on media touchpoints. Identify mediachannels/vehicles, other people consuming media, etc.
Skin WhiteningDiary