adv100creative briefcatherinebrown7199139

8/3/2019 ADV100Creative BriefCatherineBrown7199139

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IndividualAssignment Coversheet(Online version)

DETAILS OF ASSIGNMENT

STUDENT NAME Catherine Brown ID NUMBER 7199139

EMAIL ADDRESS [email protected] PHONECONTACT

449116701

UNIT CODE *NAME

ADV100 Principles of Advertising

ASSESSMENTTITLE

Creative Brief

TUTORS NAME: Dr Scott de Francesco DATE OFSUBMISSION:

13th January2012

.

DECLARATION

I declare that ( the first four boxes must be completed for the assignment to beaccepted):

-This assignment does not contain any material that has previously been submittedfor assessment at this or any other university.

-This is an original piece of work and no part has been completed by any otherstudent than signed below.

- I have read and understood the avoiding plagiarism guidelines athttp://www.swinburne.edu.au/ltas/plagiarism/students.htm and no part of this work hasbeen copied or paraphrased fromany other source except where this has beenclearly acknowledged in the body of the assignment and included in the reference list.

- I have retained a copy of this assignment in the event of it becoming lost ordamaged.

- (optional) I agree to a copy of the assignment being retained as an exemplar forfuture students (subject to identifying details being removed).

Studentacknowledgement ( by typing yourname you agreeto the above):

Catherine Brown Date:

13th January 2012

DETAILS OF FEEDBACK
mailto:[email protected]://www.swinburne.edu.au/ltas/plagiarism/students.htmmailto:[email protected]://www.swinburne.edu.au/ltas/plagiarism/students.htm


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Office Use Only

Date Received Received by

Total Mark /Grade

Marker

Situation Analysis

Rainbow Sandals is a brand that was established in the mid 70's in America but has only beenintroduced to the Australian market more recently, in September 2010 by an Australian company,Malua Point Holdings who own the exclusive distribution rights for the Australia/New Zealandregion.

Rainbow Sandals are a leather thong that boast top grain leather or hemp upper, stitched usingparachute-grade thread and technique as well as a sponge rubber base that is triple glued and

moulds to the wearers foot. This design has been perfected over 35 years and ensures maximumquality and comfort which is backed by the Rainbow Sandals Guarantee which gives the brand thecompetitive advantage.

Whilst the sales of Rainbow Sandals reach $50 million in the US, Rainbow Sandals Australia hasstruggled to position itself in the Australian footwear market due to the retail climate, the seasonalfactors that affect their prime retailers, surf stores and the strong brands in direct competition.

Major competitors with similar product include Reef, Havaianas and Sanuk. Each of these arewidely stocked amongst target retailers and popular among the target market.

With a strong surf culture heritage behind the brand, Rainbow Sandals is a 'surfer's brand' andtargets men and women aged 18-35 of the beach culture, through surf retail stores.


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Creative Brief

Why are we advertising?

To increase awareness of the brands availability in Australia and carry out the objectives of thepositioning strategy to communicate the high end, high quality nature of the product.

To whom are we advertising?

To men and women involved in beach/surf culture, aged 18-35.

What do they currently think?

Rainbow Sandals aren't widely known in Australia as yet, although those that are aware of the brandfrom it's Californian origins are more often than not, loyal to the brand for its high quality nature.

What do we want them to think?

We want to more effectively introduce the brand to the market and highlight it's existence in themarket. We want this to result in the same loyal following of the brand in Australia as it has in theUS which has been built over the brand's 35 year history and sustained due to the high quality, longlasting design of the product.

What is the single most persuasive idea or Unique Selling Proposition about our product?

The Rainbow Guarantee. Rainbow Sandals is so confident in it's design and construction, that theyoffer a free repair service or replacement (if repairable) for any manufacturing based problems,

provided that the top layer of the upper and the bottom layer of the sole have not been wornthrough.

Why should they believe it?

Because the company believes in it and backs that belief with their Rainbow Guarantee.

What is the personality of the product or service?

The heritage of the brand is strongly connected with the beach and surf cultures so the personalityof the brand communicates a laid back, leisurely nature as well as being environmentally concious.

What media do we need to transmit this message effectively?


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A coordinated mix of print (magazine) digital media (banner ads and social media) and billboard(outdoor advertising) would communicate the message of the campaign as well as enable theadvertising to be targeted efficiently.

adv100creative briefcatherinebrown7199139

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