CLE AN SK INAD S

GIRLDIRECTOR

PRESENTED BY:MIAO-YI KUANG

CHRIS LONGDUANE NEWELL

KAYOKO SHIBATAALICE SULLIVAN

MARKETING PLAN

MISSION STATEMENT

The one stop shop for advertising!

CORE COMPETENCIES COMPETITIVE ADVANTAGE New to the market which

makes them stronger by giving…

It’s a great solution for companies, individuals and products …

Their aim is to make an impact in the marketing industry…

Their clean skin collections are contemporary and cover a large range of topics…

Girl Director sells more than just pre-made commercial, the company is a full-service organisation …

ENVIRONMENTAL ANALYSISPEST

Social/ Cultural

Incorporating the future trends with motion design technologies. Increase in a Healthy Image in today’s society – Cleanskins could incorporate healthy images into their ads

Social trend- positive impact for girl director could be the phasing out of the traditional advertising industry to an industry more like girl directors- motion design.

Technological

As modern technology is constantly increasing clean skins could incorporate mobile phone technology to reach a wider market

Legal/ Government

Girl Director will need to consider terms and conditions when renting/selling ads to cover the business and clients rights

OH & S regulations will need to be thought out to prevent injury for all employees

MARKET ANALYSIS

PRODUCT LIFE CYCLE

Clean Skin Ads is in the Introduction Stage

MARKET POSITION

Niche whereby it is currently a small part of the existing advertising market including one other major player, Pixel Dreams Advertising.

The beauty of pre made footage is you get the emotional kick straight away.

MARKET SEGMENT

Clean Skin Ads specialises in one exclusive product which is a full-service organisation which edits and customises the brand to the clients’ needs

MARKET STRUCTURE

The internet allows high quality digital content to be distributed directly, instantly, and inexpensively between buyers and sellers all over the world.

As the flood gates opened, the supply of digital content skyrocketed, causing pressure on prices. This immediately increased the supply of contributors by several orders of magnitude.

Long term growth will be contingent upon the agency's ability to reengineer it's thinking and processes to promote brands in our rapidly changing business climate and fluctuating economy. The traditional structure of Clean Skin Ads needs to be re-evaluated to embrace flexibility, responsiveness, integrated work teams, integrity and technology.

INDUSTRY ANALYSIS

Threat of New Entrants

Bargaining Power of Suppliers

Bargaining Power of Buyers

Threat of Substitutes

Competitive Rivalry

Target market

Customer Analysis Demographics Size of the business Middle;20-99 employees *

Annual Income $100,000 to less than $5m*

Geographic Domestic, Urban/ rural area

Psychographics Product class Shopping/ SpecialtyLifecycle Growth stage

Product Involvement Low to MiddleEgo Risk High*Price Above average

Industry Horizontal, High end business*

Behavioural Web Behaviour Own original web site*

Buying Behaviour

Looking for the most effective ways to promote their product.Looking for different, new, sophisticated commercials/ short films

CRITICAL SUCCESS FACTORS

COMPETITORS...

SWOT ANALYSIS

Goals and Objectives

• To boost the awareness of Cleanskin ad’s and their quality by 2008 in order for Girl Director to recruit and retain its customer base.

• To complete the Girl Director website by January 2008 in order for Girl Director to be able to market itself.

 

• Increase profit by the end of 2008 financial year and create multiple business streams.

 

• To design more creative adverts, clips, opening titles, and a huge catalogue of ‘clean skins’ ads by March 2008

Marketing Strategy

BCG Module:

STAR Leader

Cash COW

Question???

DOG

Marketing Tactics

PRICE

PLACE

INDIRECT DISTRIBUTION

Promotion:

>> Web 2.0 Execution>>Create a hub with communities>>WOM campaigns>>Target eDM

MySpace

Share items of interest both individually and publicly

Flickr

You drive traffic and you’re not being too commerical.

Yes, you have commercial motivation, but you’re adding value at the same time.

YouTube:

>>Hotlinks from all social networking sites back to original site

CHECK OUT http://www.girl-director.com

Facebook

Conversations are communities: FanPages

+ Who are they and what do they need?+ How can you help them connect?+Think about serving their needs

Facebook cont... Create a hub around your brand for content and interaction the same way with your profileDon’t just use it as a directory entryCreate a social experience where friends can give honest feedbackSuck in stories from affiliated sites

SPECIAL EVENTSPROMOTIONS

People: Physical evidence:Manage Relationships

• Alliances with:• Big Pond• Sony• Channel Ten & Seven• ABC Channel

Strongest ally *Carnival Films*

Helping clients with their modifications, advising and giving their clients 110% of their commitments.

Having informal meetings, Sharing ideas on the table.

Communication Plans

•Create a database through service and perceived value•To develop a customer base and work towards building customer loyalty•To communicate with prospects how this service will help their business•To engage through use of the new website.

IMPLEMENTATION AND EVALUATION

CONCLUSION

Increase awareness of the product

Building databases and assessing marketing practices before, during and after campaigns

Evaluate customer experience and how we can better brand association with our staff

Increase awareness of the product

Building databases and assessing marketing practices before, during and after campaigns

Evaluate customer experience and how we can better brand association with our staff

THANK YOU.

At last … its OVER!!!

REFERENCES

•APM Training Institute, Develop and Manage a Marketing Plan 2007 Lecture Notes, Lecturer Suzanna Mahinder

•Crush, Peter, The Little Book of Mobile Marketing, Marketing Direct, http://www.mxdirect.co.uk, 2004

•eMarketer, Engagement Marketing, WebTrends, 2007Mobile Marketing Association, Unknown Article Name, http://www.mmaglobal.com/modules/article/view.article.php/297, viewed on 17 September, 2007

•RIx, Peter Marketing: A practical approach, 5th ed, McGraw Hill, 2005