omo active imc plan

INTRODUCTION TO ADVERTISING

IMC PLAN

Justine Cristini Nicole Loyson Jayden Heys Zara Cooper

[ P r e p a r e d b y S G J C I N C ]

Challenges and objectives:

Omo Active ‘s primary objective is to fill a gap in the current laundry detergent market

leaving sports-oriented Australians smelling fresh and feeling confident. This confidence

enables the consumer to feel freedom – a freedom from embarrassment that a normal

laundry detergent cannot provide.

With the title a ‘Sporting Nation’, Australia is one of the world’s most achieving sporting

nations per capita (Wilkins 2006, in Australia, ‘A Sporting Nation’) As such a large, sweaty,

smelly, athletic population, this will be the first product on the Australian market specifically

designed for sports-oriented consumers.

The challenge is in convincing current consumers why they should pay premium price for

this detergent over other detergents on the market. 2011 trends indicate the Australian

market current value home-brand products (Marketing to Grocery Buyers, AC Neilson 2011),

despite targeting consumers with higher incomes there will still be resilience in persuading

them to believe that they need Omo Sports for their gym wear.

SWOT Analysis

STRENGTHS (internal)

Economies of scale – large parent company Unilever demands huge buying

capability and maintain large production capacity. Parent Company can also

influence distribution relationships

Competitive advantage- there are currently no other sports specific brands readily

available in the supermarket.

Omo has been a long-term brand name, trusted by consumers for over 20 years.

This can influence purchasing habits of consumers for the new product.

Market Share – the existing market share can maximize sales for the release of the

new product by influencing purchases who prefer products from larger and trusted

brands

WEAKNESSES (internal)

Competition – New product development at risk of cannibalization of similar product

produced by brands under the parent company.

Expense – Formula is a high price detergent

Latest economy trends value home brand products, less emphasis on brands

(Marketing to Grocery Buyers, AC Neilson, 2011)

OPPORTUNITIES (external)

Successful Product – the new product will launch in the marketplace and become

successful – driving trends, sales and profits.

Self-Esteem – consumer self-esteem will influence sales of Omo Active. Driven by

confidence in body image, the new product development can profit from society’s

weaknesses.

Increased brand awareness and acceptance

THREATS (external)

Competition – from other detergent brands is high in a mature market – consumers

are brand loyal.

WIN detergent a current High Performance Sports detergent exists overseas, could

be introduced into the Australia market

Economy – potential for decrease in disposable income will decrease sales volume

as non-essential items are removed from people’s shopping lists. This also affects

importing taxes (offshore manufacturing) and exchange rates.

Key Learnings

Throughout the course of research an interesting learning discovered was that 90% of men

and 70% of women have a bacteria, known as 3-methyl-2-hexenoic acid, growing in their

under arms but are unaware of the smell (Willis,B,2001) The odour is less present in women

as they shave their underarms, however this doesn’t prevent odour from getting trapped in

clothing. This is relevant to Omo Active as it provides an opportunity to market OA as the

only solution to this problem. Consumers are already aware that bacteria is detrimental to

your health and hygiene however are unaware of the way it can be trapped within sports

clothing.

Category insight

Omo is the market leader for laundry powders in Australia. The Australian market for

laundry markets is a very competitive one and with 19% of the market purchasing Omo it

still only holds less than a fifth of the total market share (Refer to Appendix 15 pg. 39 ). Omo

is sold in all major supermarkets and is a product of multiple branding as it is owned by

Unilever as is Surf and Drive (major ‘competitors’) which together hold another 17% of the

market share.

In April of this year Unilever teamed up with Do Something (an organization who’s aim is to

make all laundry powders phosphate free) to announce they would in fact be making all

their laundry powders phosphate free. This change reduces the carbon footprint made by

the laundry detergents by around 30% (Howlett, 2011). This move is a positive one for Omo

who has previously presented themselves as a very family oriented brand (Omo Official

Website, 2011) Furthermore, Omo has been voted product of the year 3 years running (Omo

Official website, 2011) proving it has a competitive advantage over other brands in the

category.

Omo Sports Positioning

Refer to Appendix 7 pg. 32 for Product line breadth

Availability

S R O

RR OO = Omo ActiveB = Biozet Attack Front Loader Fresh &

Vibrant R = Radiant Micro Max High Performance

Top Loader 2X Ultra Concentrate S = Surf Small & Mighty Cool Fresh 2X

Concentrate

Dirt & odour removing

B

Dirt and odour removal is the unique benefit that the consumers are looking for in a washing

detergent. Omo Active is specifically designed to remove odours and bacteria from all

fabrics. Omo technology fulfils performance expectations and consumer value

O = Omo ActiveB = Biozet Attack Front Loader Fresh &



Concentrate

Total cost

B

O

R

S

The target audience is not exceedingly concerned about the cost or number of washes per

pack. (Refer to Appendix 4 pg.28) Rather, they are attracted to the best possible product

available to satisfy their needs.

Environmentally Friendly

B O




Concentrate

Number of washes per pack

Suitable for front loaders

S R

A noteworthy characteristic of Omo Active is that it is environmentally friendly. Therefore it

does not harm the area in which it is disposed. In the current climate situation in Australia,

many people use their shower water to water their garden. Omo Active will allow

consumers to use their laundry water for this purpose.

Packaging appearance

B

O

R

S

Omo Active looks different to other detergent products; its packaging follows a mature

theme, suggesting the more serious approach this new range to the contents within the

bottle. As Omo Active can be used in all models of washing machine and also for hand

washing, it does not limit the consumers of this particular laundry detergent.




Concentrate

Suitable for front loader

Product/Service insight

Primary Characteristic/Functional insight

Omo Active has ‘oxygenated’ formula that performs the functional task of removing bacteria

and odours caused by sweat during exercise. This formula is unique in Australia with no

other supermarket detergents specifically catering for sweat related bacteria.

Core Product/ Psychographic insight

Psychographically, Omo Active provides the consumer with the benefit of Personal Hygiene.

This eliminates embarrassment from the smell of sweat after exercise and gives the

consumer confidence, as they feel fresh and hygienic.

Consumer Insights

Some key insights about consumers of laundry detergents were found to aid in the

construction of a target audience

- Two thirds of the women do the majority of the house work’ (refer to Appendix)

- ‘83% of women hold the household purchasing power’ (Elks, 2009)

- ‘40% of Professional women in capital cities are childless’ (The Age, June 26, 2008)

- ‘Women spend six times longer than men doing laundry’ (Cooper, 2009, para. 6)

- Married women (especially those with kids) are less likely to partake in physical

activity than single women (Williams, D, 2011)

Target market

Market Segmentation

Demographics

Females

25-34 years of age

Not-married

Working professionals

Living in Capital cities

TOTAL PRIMARY MARKET = approximately 1.4 Million (Refer to Appendix 3, pg 27)

Psychographics:

Our target audience fall into the Roy Morgan value segment of ‘Something better’ (Refer to

appendix 2 pg. 26) they want to have it all and make purchases that demonstrate their

success. These women are very concerned about their body image, partaking in regular

exercise (Refer to Appendix 6 pg 30). They maintain a balanced diet to further promote a

healthy lifestyle. In terms of VALS they are classified as innovators as they are motivated by

ideals (Babin and Harris, 2009) they like to be the first to try new products so to maintain

“Keeping up with the jonses” mentality. They also place emphasis on their social status and

like to be envied by their peers and colleagues. They care more about quality than price

(Refer to Appendix 4, pg 28)

Omo Target Audience Profile

The typical Innovator for Omo Sports Detergent would be a female, age 28. This person is

tertiary educated and has an established career. She does not have children and has a high

disposable income. She is body-conscious and does regular exercise. With her busy lifestyle,

she participates in on-trend exercise such as Bikram Yoga and intense gym workouts, which

are quick and effective. She lives in an urban apartment with modern features. She is

materialistic, owns nice clothes, she frequently shops at large department stores such as

Myer and David Jones and is particularly brand conscious. She works in a corporate

environment that rewards ambition; striving for success in everything she does.

Positioning Statement

Primary Target Market: “Something better”

To high achieving professional women

Who are self conscious about their body image

Our Omo Active

Is a sports tailored detergent

That removes bacteria caused by sweat in sports clothes

Proposition

Omo Active is the only detergent that will eliminate deeply embedded bacteria from sports

clothes

Support for proposition

Omo Active has a unique oxygenated formula that is tailored to specifically remove dirt and

odour caused by sweat when you exercise. Omo is also an already established and trusted

brand which will minimize consumer skepticism and enhance believability. In 2010 Omo was

voted as the most trusted laundry detergent brand in Australia by Reader’s Digest readers

(Omo Official Website, 2011)

Brand attributes

INTANGIBLE ATTRIBUTES

STYLE Similar to other Omo products, Blue and white with

sports-related images

QUALITY High quality

IMAGE For the Modern active woman, helpful, unique

PERSONALITY Sophisticated, powerful, empowering

BENEFITS Biodegradable, Phosphate Free

VALUES Image conscious, Heathy, Active, Successful, Family

oriented.

REPUTATION Well respected and trusted in every home for its

quality and reliability.

SERVICES Hotline for consumer queries or complaints

ASSOCIATIONS Do Something

Brand benefits

Hygiene: Omo Active provides consumers with the hygienic benefit by removing dirt and

bacteria trapped in clothing that can build up over time.

Confidence: The unique formula gives consumer confidence as it leaves clothes smelling

fresh enhancing self-esteem.

Trustworthy: Omo is established brand; consumers know the quality to expect.

TANGIBLE

SIZE 750 mL

FORMULA Three active enzymes and a specialised oxygenated

formula

FEATURES Can be used on all colours, fabrics, with all washing

machines and for hand washing.

COLOUR Dark Blue

DESIGN Internal lip to direct flow of product.

NAME Omo Active

AVAILABILITY All major supermarkets

Brand personality

If you were to meet Omo Active on the street it would come across as:Sophisticated

Powerful

A High-achiever

Brand essence

Omo Active is fresh, clean and scientifically formulated. Our intention is that when

consumers think or see the brand they associate it with power and freshness knowing it is

the best sports detergent available to them.

2.0 MEDIA PLAN

Communication objectives

Establish awareness of Omo Active as part of the Omo Range

Make consumers aware of bacteria that can build up in sports clothes

Establish OMO Active as the #1 detergent for sports activists and gym go-ers.

Increase OMO’s sales as a brand by 10% during the campaign

Media objectives

As Omo Active is a new product, there are no previous reach and frequency benchmarks. For

the product to launch successfully we require both high reach and frequency.

-Objective to achieve optimum reach of 80% with frequency of 5.0 during first few weeks of

campaign

-Maintain a 60% reach with frequency of 3.0 for remainder of campaign

Media Mix Rationale

Considering the target audience has no prior knowledge of the product, it is essential that

advertising engages the consumer and raises awareness of the message that ‘Omo Active is

the only laundry detergent that kills the odor causing bacteria other detergents leave

behind’. To accommodate this strategy, we have selected 3 above the line medias that will

provide us with maximum reach and frequency with our target audience. These strands are

TVC, Radio and Magazine.

TVC TVC has been selected as the primary medium for the campaign as it has the highest reach

and allows for target market segmentation. TV has also been revealed to be a more credible

source of advertising (Wells et al, 2011) which is advantageous when launching a new

product with no awareness. Research has indicated that the target audience are

moderate/high consumers of TV (Refer to Appendix 9, pg, 33), the most popular programs

they watch are Packed to the Rafters, Desperate housewives, Home and Away, Talkin’ bout

your generation and So You Think You Can Dance (Refer to appendix 10, pg 34) Secondary to

the TVC’s ability to reach our TA, is the inherent trust gained through TV advertising as

oppose to other mediums.

MagazineResearch indicates that the TA are high consumers of this medium, reading 3-4 magazines a

week (Refer to appendix 11, pg 35) therefore increasing reach and frequency as magazines

are often skimmed through more than once. Magazines also have a high level of audience

receptivity (Wells et al 2011) aiding in our objective of high reach for potential customers.

Magazines also has excellent visual quality which will appeal to the target who are relatively

materialistic. The target primarily reads magazines such as women’s Weekly, Woman’s Day,

NW (Refer to appendix 12 pg 36) however Good health will also be used to appeal

specifically to active, health conscious women.

RadioRadio has been chosen as secondary medium to increase frequency. Research has shown

that the TA are moderate/high consumers of this medium, roughly 78.1% (Refer to Appendix

13, page 37)of them listening to the radio in the car each day. Radio allows for audience

segmentation and selectivity (Lamb et al 2010) which is advantageous as we are able to talk

directly to the target market. Radio is also a low in cost which makes it an effective

supplementary medium

Below the line mediums have also been used to help create ‘buzz’ around the product

launch and promote Omo Active outside of traditional Advertising mediums.

AmbientAmbient is being used to attract consumer’s attention when they are not expecting it. This

will allow Omo to stand out from the clutter and target the audience when they are on the

go i.e at the gym

Events

Because the target is active, Public Relations will be utilized to set up a sporting event for

charity. This will enhance Omo’s brand image and tie into the personality of Omo Actiive.

This strategy will help in shape a positive attitude towards Omo Active, which is important,

as it is a new product that the consumers may be skeptical towards. The event will also get

consumers involved with the brand, actively seeking to participate.

Schedule pattern and rationale

A blitz media strategy is a pattern where advertising is at its heaviest during the campaigns

launch to generate buzz and awareness of a new brand or product. This works well to

achieve the objective of gaining high reach and frequency and making consumers aware of

the new product as a part of Omo’s existing range. Blitz strategies are recommended for the

launch of new products in order to achieve a share of voice (Well et al.,2011) This strategy

will be implemented during summer months when the consumer is more conscious of the

sweat and bacteria generated through exercise in the heat. Because the product is most

likely to be used on a weekly basis it is important to have advertising year round however

during off-peak seasons it will act merely as a reminder,

instigating sales from regular users.

Blitz Strategy very heavy advertising during first few weeks that then tampers off for

remainder of campaign

Budget

The Unilever 2010 Annual report revealed that 6 billion pounds were spent on advertising

worldwide during 2010 with an increase of around $1billion from the previous year (Unilever

Annual Report, 2010)

With Omo grossing between $75-100m per annum in Australia alone (AdNews, 2006) a

percentage of sales method has been used to determine the budget, although no advertising

budget for Australia specifically, was disclosed in the annual report, we thought 3% of sales

would be a reasonable budget for the initial campaign.

Equating to approximately $3.5 million

Based on consumer habits this budget has been distributed as follows:

$2,017,575 TV

$1,034675- Magazines

$224,800- Radio

$75,000- Ambient

$150,000 Event

Total= $3,502,050

59%30%

7%

0%

4%

Budget

Television Magazines Radio Ambient Event

3.0 BIG IDEA/OVERALL CONCEPT

The big idea utilized to fulfill the proposition is “Omo Active works as hard as you” This

concepts alludes to the fact that Omo works its hardest to remove bacteria but also

recognizes the consumer who is somebody constantly working hard to be and do their best.

The idea/ tagline will further reiterate the proposition with visuals and copy that will take an

almost “Nike-esque” approach that is sophisticated and show independent women’s

endurance in sport and exercise. The idea is to re-position Omo specifically for Omo Active

moving away from the typical ‘Mother with kids’ marketing.

Television

The TVC follows a woman as she partakes in a number of physical activities, getting

chronologically more strenuous. The first shot starts with her walking the dog, next we see

the same woman doing yoga, a quick cut to her at aerobics, followed by spin class and then

rigorous running on the beach. We can see her getting sweatier which each activity. The TVC

ends with the woman arriving home after the run and putting her clothes into the washing

machine. A voice over introduces Omo Active and describes its functionality. Throughout the

commercial only diegetic sounds are heard i.e panting of dog, a deep hum for yoga, aerobics

claps and 2,4,6,8 count, sound of the bike at spin class and feet pounding against the

pavement. The TVC takes a very simple and lively approach, understanding the activities the

consumer partakes in so they can place themselves in the commercial.

Sample storyboard of TVC images and order

Magazines

The magazines capture the essence of the TVC depicting strong, confident women frozen in

the midst of action. The idea is to show modern exercise trends such as yoga and kick-boxing

as well as a more athletic activity such as tennis re-iterating Omo Active is for those who are

truly active. The images are in black and white to capture the sophisticated brand

personality. The text accompanying the images uses persuasive copy describing the brand

benefits.

Magazine copy concept:

Unlike regular detergents, Omo Active’s unique oxygenated formula is tailored to remove

odor causing bacteria from sports-wear. You no longer need to feel worried about sweat

soaked clothes building up an unpleasant smell over time, because Omo Active will go the

extra mile to keep you feeling fresher for longer.

Radio

Our radio ad directly address the consumer and asks them if they are sick of how they smell

after a work out, it gives us an opportunity to tell them the benefits of Omo Active in a more

private and exclusive way. The radio copy follows:

Supportive female voice

“Are you tired of gym clothes that smell musty, even after several washes? Most

detergents target stains but leave behind odour causing bacteria that become

embedded deep within sweat soaked fabrics. Omo Active’s scientifically designed

oxygenated system directly targets stains and hard to move odours, leaving your

work out clothes fresh and ready to go again and again and again, Omo Active,

Works as hard as you do”

Ambient

The ambient concept creates a visual representation of the tagline. Stickers with the Omo

Active logo will be produced and distributed to specific gym chains such as Fitness First to be

stuck onto treadmills and exercise bikes so Omo Active can appear to be working as hard as

you do.

Event

As a form of PR, an event titled “The Spin Cycle” will be set up and sponsored by Omo, it will

take the form of a Triathlon around Melbourne’s inner city region raising money for the

Paralympic Preparation Program Australia. Omo Active sports wear will be created for the

event and one wash sample packs will be handed out.

4.0 RISK ASSESMENT

The campaign could face the regulatory issue pertaining to mis-leading or deceptive conduct

(Wells et al. 2011) as some consumers may get the false perception that Omo Active will

stop them from smelling after a work-out when in-fact the product is only promising to

remove bacteria and odour from sports-wear and results may vary.

5.0 ADVERTISING CAMPAIGN EVALUATION

Pre-testingPre-testing will be implemented prior to the campaigns launch in order to gage consumer

response to nearly finished ads. Focus groups will be shown the series of advertisements to

test the strength of the messages on the target market.

Moment by moment testing will also be implementing to ensure the ad has the power to

break through clutter (Wells et al, 2011) and to diagnose how emotionally involved the

consumer is with the commercial. Print and audio. This will allow us to see which key

moments stood out to the consumer so if advertisements need adjustment before being

run/printed they can be.

Post-testing

After the execution a series of post tests will be implemented to analyse if the campaign has

been successful in meeting objectives. Memory tests will be used to see if consumers can

recall seeing advertisements, this will allow use to find out if the advertising message was

memorable. During this test the consumer will be asked:

“When thinking about laundry detergent what comes to mind?”

“Do you remember seeing any detergent or exercise advertisements last night?”

“Do you remember any ads for Omo?”

“If so do you remember what the product was called?”

“What did the ad show and how did it make you feel?”

A likeability test will also be distributed in survey form asking consumers questions relating

to how relevant the brand is to them and if the ad ‘stimulates interest or curiosity’ (Wells et

al 2011) Unlike the memory test the likeability test will more focus on the experiential

feeling the consumer got from the advertisements, with a product like this our aim is for the

product is to get consumers feeling like it will meet a need, post-testing will reveal whether

this need has become apparent.

In market tests will also be used in supermarkets in order to track consumer purchases.

Consumers will be invited to join a panel and fill in a questionnaire (Wells et al 2011) Each

person is assigned an ID number which will make it easy to see if they are a repeat purchaser

of Omo Active, providing quantitative consumer information. Qualitative data will be

collected via the questionnaire response.

Creative Brief

MKTG 1208 Introduction to AdvertisingAssignment 3 - Creative Brief template

Client: OMO Brand: OMO Active

Team name: SGJC inc Project deadline: 14 / 10 / 11

BACKGROUNDRelevant information

Omo is the market leader for laundry powders in Australia. The Australian market for laundry markets is a very competitive one and with 19% of the market purchasing Omo it still only holds less than a fifth of the total market share. Omo is sold in all major supermarkets and is a product of multiple branding as it is owned by Unilever as is Surf and Drive (major ‘competitors’) which together hold another 17% of the market share. Omo is predominately marketed towards Mother’s with children.

TARGET AUDIENCEWhat insights do we know?

Women 25-34 that are working professionals living in capital cities. They are concerned with their body image and social status, making purchases to demonstrate their success. They value quality over price and are innovators that like to be the first to trial new products.

A key insight discovered is 70% of women have bacteria generated by sweat in their underarms however are unaware of the smell as their brain filters out familiar odours

COMMUNICATION OBJECTIVESWhat is the communication expected to do?

Establish awareness of Omo Active as part of the Omo RangeMake consumers aware of bacteria that can build up in sports clothesEstablish OMO Active as the #1 detergent for sports activists and gym go-ers.Increase OMO’s market share by 5%

PROPOSITIONWhat is the campaign intended to promise?

Omo Active is the only detergent that will eliminate deeply embedded bacteria from sports clothes

Omo Active has a unique oxygenated formula that is tailored to

SUPPORTImportant information that backs-up the proposition

specifically remove dirt and odour caused by sweat when you exercise. There are currently no other detergents like this readily available in supermarkets so Omo Active will be the first Australian product to fill the gap in the market.

TONEDesired tone of voice

The message should be expressed in a sophisticated supportive manner that motivates the consumer to feel more confident and active.

DESIRED RESPONSESummarise the desired consumer response

Have consumers feeling more confident and hygienic and become regular weekly purchasers of OMO Active.

MANDATORIES OMO Active logo, blue and white

CAMPAIGN REQUIREMENTS

TVC, Magazine, Radio, Ambient, Event

References

Wells, Spence-Stone, Crawford, Moriarty, Mitchell, 2011, Advertising: Principles and Practice, 2nd edition, Pearson, Australia

Howlett, C 2011, A Phosphate Free Future: www.gmagazine.com.au, viewed on on 1/10/11: http://www.gmagazine.com.au/news/2529/phosphate-free-future

Cooper, C. 2009, Women still do majority of housework: report, ABC News Stories, viewed 14th September, 2011 http://www.abc.net.au/news/stories/2009/03/25/2525756.htm

Elks, S. 2009 More Women are Bachelors – Women Ahead of Men by Degrees, The Australian, 30th January, viewed 14th September 2011, http://www.theaustralian.com.au/news/nation/women-ahead-of-men-by-degrees/story-e6frg6nf-1111118705812

Cooke, D, 2008 ‘Specialist women top list of childless’ The Age, June 26th, viewed September 14th 2011, http://www.theage.com.au/national/specialist-women-top-list-of-childless-20080625-2wvi.html

Babin, B & Harris, E 2009 CB, 2009 edn, South-Western Cengage Learning, Mason

Lamb, C., Hair, J., McDaniel, C., Summers, J., & Gardiner, M. 2009, MKTG 1st Asia Pacific edn, Cengage Learning, Melbourne

Willis,B, 2001, Armpit Odour, Worsley School Science, viewed September 20th 2011, http://www.worsleyschool.net/science/files/armpit/odour.html

Williams,D, 2011, Australian Exercise Statistics, Range of motion, blog, May 12th, viewed September 20th, http://www.rangeofmotion.net.au/blog/australian-exercise-statistics

AdNews, 2006, Top Brands, AC Neilson Special Report, January 13th, viewed October 4th, au.nielsen.com/trends/documents/ AdNewsTop 100lowres.pdf

AdNews, 2011, Marketing to grocery buyers, AC Neilson Special Report, July 29th, viewed September 14th, http://au.nielsen.com/site/documents/MarketingtoGroceryBuyersADNEWSJuly292011.pdf

Unilever Australasia, 2011, Which Product Will You Need?, website, viewed September 12th 2011, http://www.omo.com.au/products/products.aspx

Unilever Annual Report, 2010, Annual Report and Accounts 2010, Unilever, United kingdom, viewed cotober 2nd 2011, http://www.unilever.co.nz/Images/Unilever_AR10_tcm72-260444.pdf

http://www.unilever.co.nz/Images/Unilever_AR10_tcm72-260444.pdf

http://www.unilever.co.nz/Images/Unilever_AR10_tcm72-260444.pdf

http://www.omo.com.au/products/products.aspx

http://www.rangeofmotion.net.au/blog/australian-exercise-statistics

http://www.worsleyschool.net/science/files/armpit/odour.html

http://www.abc.net.au/news/stories/2009/03/25/2525756.htm

Appendix

Appendix 1- Roy Morgan Values Segments

Source: Source: Levine, M, 1997, Roy Morgan values Segments, Roy Morgan Research and Colin Benjamin of The Horizons Network, Figures are derived from Roy Morgan Single Source: January — December 2010 viewed on September 12th 2011 (http://www.roymorgan.com/products/values-segments/values-segments.cfm)

http://www.roymorgan.com/products/values-segments/values-segments.cfm

Appendix 2- Roy Morgans Values Segments “Something Better”

Source: Levine, M, 1997, Something Better, Roy Morgan Research and Colin Benjamin of The Horizons Network viewed on September 12th 2011 http://www.roymorgan.com/products/values-segments/something-better.cfm

http://www.roymorgan.com/products/values-segments/something-better.cfm

Appendix 3- Population of females 25-34

Australian Bureau of Statistics 2006, 2006 Census of Population and Housing, Cat. No. 2068.0, ABS, Canberra, viewed September 15h 2011, http://www.abs.gov.au

Source: Roy Morgan Single Source Australia, July 2008-June 2009, sourced from Asteroid database September 26th 2011)

Appendix 4- Believe in quality over price


Appendix 5- ABS: Australian Social Trends 2009

(Australian Bureau of Statistics, 2010, ABS Australian Social Trends 2009, ABS Website, viewed September 15th, 2011, http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features40March%202009)

Appendix 6- Roy Morgan Exercise statistics

Source: Roy Morgan Single Source Australia, Jan 2007-Dec 2008, sourced from Asteroid database September 26th 2011)

Appendix 7- Product line breadth

Laundry Detergent PositioningBreadth of Product Lines Viewed on September 17th Coles Supermarket, Prahran303 Chapel St,Prahran VIC 3181Ph (03) 9510 1510 Breadth of LineWIN Detergent: 1Biozet: 2Radiant: 6Surf: 5

Runcolo (2009); Ozfreestuff.com (2009); Lanfax (2009); Unilever (2010);

Appendix 8- Laundry Detergent characteristics

Source: City West Water, 2010, City West Water Website, viewed September 15th, 2011, https://www.citywestwater.com.au/about/docs/Results_table_for_web.pdf

Appendix 9- Medium TV viewers


Appendix 10- TV shows most viewed


Appendix 11- Medium Magazine readers


Appendix 12- Magazines most read


Appendix 13- High radio listeners


Appendix 14- Radio shows most listened to


Appendix 15- Brands of laundry powder purchased

(Source: Roy Morgan Research, 2011, Roy Morgan Laundry powder customer profiles, viewed October 1st 2011, http://www.roymorgan.com/roymorgan/index.cfm?0A32C60E-50BA-1DC3-65B4-2D80E212E75D)

http://www.roymorgan.com/roymorgan/index.cfm?0A32C60E-50BA-1DC3-65B4-2D80E212E75D

http://www.roymorgan.com/roymorgan/index.cfm?0A32C60E-50BA-1DC3-65B4-2D80E212E75D

Data for finding TARPSTARPS X CPTCost per TARP for target= $1050

(Source: Neil Stagoll Media Buing notes, 2010)

(Source Neil Stagoll Media buying notes, 2010)Dixon, C 2002, Mechanical design 2: project resource material, course readings fromMIET1068, RMIT University, Melbourne, viewed 22 July 2005, RMIT University Library.

(Source: OzTAM; compiled by the Australian Film Commission (AFC) sourced from Screen Australia, viewed October 2nd 2011 http://www.screenaustralia.gov.au/research/statistics/wftvtopdrama.asp

Magazines Rates

(Source: Australian Consolidated Press, Rates, 2011 http://www.acp.com.au/magazines.htm viewed october 2nd 2011 )

http://www.acp.com.au/magazines.htm

Radio rates calculations

Cost per Run of Station package, 30 second ads2DAY + NOVA= SYDNEYFOX=MELBOURNEMMM= BRISBANE

(Source: Neil Stagoll Radio buying notes, 2010)

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