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Product

- Burt's Bees Overnight Intensive Lip Treatment provides long lasting moisturisation for soft, smooth, healthy looking lips.

-The intense lip moisturising treatment with natural emollients, waxes and oils shields your lips from dryness while hydrating when you sleep and gets them ready for your favourite lip colour.

Prospects

Demographics:

·        teenagers, Young adults and adults.

·        Specifically, women between the age of 13 to 60.

·        Middle to high income.

Psychographics:

- Individuals with dehydrated, dry and dark lips caused by lipstick or smoking.

Competitor

Sugar lip treatment

Advantages:

-  Gives plump lips

- comes in a chapstick form

Disadvantages:

-More expensive than Burts and bees
- less in quantatity that Burts and bees

Ad Objective

Problem:

·       Burts and bees is a luxury brand, normally people can go for vaseline. The price range is a bit high compared to the mass market product. However this is not for niche market either. People with medium income can afford it.

Goal of ad:

·        To attract and gain loyal customers, by redefining the target audience.

·        Provide product information to a wider scale of audience.

Strategy

Create ads that focus on the product's uniqueness and value  that  potential consumers often overlook. Also reach a wider audience. Take influencers testimonials and have them promote.

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Product
- Vital Bracelet
- Fitness watch with a companion/pet
- Keeps you active and healthy with a companion that exercise with you
-Having a pet without the many hassle of one.

Prospect
Demographics :
-Teenagers to young adults ages (13-26)

Psychographics :
- Those who are fitness focused
- people who cares a lot about their fitness
- Those who want a pet / companion without the hassle of owning one
- Those who wants to be accompanied during exercises.

Competitor
- Fitbit , Xiaomi

Advantages
- exercise with a companion
- accurate pulse and heart beat checker  with a step counter
- record exercises
- affordable price
- variety of pets fitting to the owners taste
- interactability with other users

Disadvantages
-smaller wrist size
- limited amount of colours
- battery life is shorter

Strategy
- listing down the benefits of the product as well as having it in ads. Also by having customer feedback we could increase awareness of the product

Big Idea / Outstanding Proposition :

Never exercise alone with the Vital Bracelet!

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Clinique Moisture Surge 100H Auto-Replenishing Hydrator

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Product

·        Moisture Surge 100H Auto-Replenishing Hydrator is a refreshing, lightweight, oil-free gel-cream moisturizer with exclusive Aloe Bioferment + HA Complex, that sinks into skin for deep, long-lasting hydration.

·        Its auto-replenishing technology helps skin create its own internal water source to continually rehydrate itself, then locks in moisture.

·        Soothes the skin with hydration and keeps it glowing.

Prospects

Demographics:

·        Young adults and adults.

·        Specifically, women between the age of 20 to 60.

·        Middle to high income.

Psychographics:

·        Individuals with dehydrated and dry, or oily skin.

·        Those whose natural moisture barrier of the skin is starting to weaken

·        Individuals who have a sensitive skin.

Competitor

Neutrogena Hydro Boost Water Gel

Advantages:

·        Does not contain Caffeine, with can gradually reduce the production of collagen in the long run.

·        Contains Hyaluronic Acid formula, that holds 1000x its water weight so there will also be a slow release of water into the skin all day long.

·        Targets and reaches a larger market.

·        Cheaper.

Disadvantages:

·        Does not contain Aloe Vera, which is really what absorbs into the skin so it can retain its moisture.

·        The effect will only last for a day and have to keep reapplying.

·        The release of moisture is thinner.

·        it can be only worn under the makeup.

Ad Objective

Problem:

·        Clinique Moisture Surge product price is actually competitive for a luxury skincare brand, as it contains one of the best ingredients and the fact that the product is released over time, yet it is still within the range of a mid-tier skincare brand. However, since the brand itself, generally targets audience with a higher income, this Moisture Surge product is inevitably presumed as expensive and unaffordable.

Goal of ad:

·        To attract and gain loyal customers, by redefining the target audience.

·        Provide product information to a wider scale of audience.

Strategy

Create an ad that emphasises the uniqueness and value of the product, that is usually overlooked by potential consumers. Furthermore, broaden the target market and aim for a wider audience. Having celebrity endorsements and real-life testimonies.

Big Idea or Outstanding Proposition

"Great skin can be created."

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PRODUCT

- Apple iWatch SE Nike Edition
- Helps keep you active, connected, healthy and safe.
- Thousand of applications
- First fitness service powered by Apple Watch

PROSPECT
*Demographics
-  Individuals aged from 15 and above

*Psychographics
- Those who want to count their calories, heart rate and at the same time know the time
-Those who want to keep track of their health

COMPETITOR
- Samsung Galaxy Watch

ADVANTAGES
- Counts your heart rate
- Calls for help when you need it
- Waterproof
- Allows menstrual cycle tracking

DISADVANTAGES
- In-app purchases
- Expensive
-  Only works if you own an iPhone
- Low battery life

AD OBJECTIVE
* Problem
- People believe they don't need an Apple iWatch because they just want to look at the time and can purchase a regular watch for that
- People with an iPhone already think that owning an iPhone is expensive, so they would not get an iWatch as it is also little too pricey

* Goal of Ad
- To prove to people that the Apple iWatch is worthy of buying as it has many advantages

STRATEGY
- Show how effective the Apple iWatch is
- Use customer reviews

BIG IDEA / OUTSTANDING PROPOSITION
- It's always worth it!

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Product:
- Save consumers everyday by killing 99.9% of bacteria.
- Dettol's trusted anti-bacterial ingredients kill 99.9% of harmful germs.
- Protects from a wide range of unseen germs.
- Soft, textured fabric gently cleanses your skin without irritation.
- Pre-moisturised with purified water.
- Alcohol free, optical brightener free, formaldehyde free.

Prospect:
Demographics
- Individual
- Aged 20- 60

Psychographic
- Cleanliness people
- People often use disinfecting wipes for everyday use on children's toys, furniture, and etc.

Competitor:
Pureen Anti-Bacterial Wipe

Advantages:
- Ideal for fast and effective cleaning, Dettol Cleansing Surface Wipes kills 99.9% of bacteria and viruses* including E. coli, salmonella, MRSA and the flu virus.

- All Purpose Disinfectant: Dettol Antibacterial Surface Cleansing Wipes are suitable for use on most hard, non-porous surfaces, including food preparation areas, baby equipment, furniture, fridges, taps, sinks, doorknobs, kitchen and bathroom surfaces, floor cleaning and electronics.

Disadvantages:
- It can cause skin problems leading to a set of symptoms like itching, burning sensation, irritation, and rash.

Ad objective:
Problem: Consumer find out that Dettol Anti-Bacterial Wipes are too wet.

Goal of ad: To show people that it has it reason to become wet due to advance the level of Anti-Bacterial ingredient concentration to have the accuracy of killing 99.9% of germs.

Strategy:
To show the features and benefit of Dettol Anti-Bacterial Wet Wipes kill 99.9% of harmful germs and protect anytime, anywhere!

Big idea/ outstanding proposition:
It can protect the consumer daily lifestyle.

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Izz
Sahar

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Product

Visibly tightens and tones skin in only a month.

Contains collagen and elastin to improve skin’s texture.

Moisturises for 24 hours.

Ginseng and Vitamin E help soften and relieve stressed skin.

Prospect

- Demographic: Middle aged women from the ages 36-55 years old

- Psychographic: Those becoming more conscious of their skin which may have become drier and less elastic due to age.

Competitor

Nivea Light Firming Body Lotion

Advantages:

Firms skin and improves elasticity

Moisturises skin for 48 hours for a smooth skin feeling

Disadvantages:

- Formula is reviewed by customers to feel oily and greasy.

- Customer reviews state that the scent of the formula can be too overpowering and unsuitable for sensitive noses.

Ad objective

Problem: Those becoming more conscious of their skin which may have become drier and less elastic due to age but do not believe Cocoa Firming Butter could deliver results.

Goal of ad: To convince this group of people that Cocoa Firming Butter delivers results efficiently.

Strategy

Aside from only listing the benefits and characteristics of Cocoa Firming Butter, the idea for my ad is to also include real-life customer reviews from those who are satisfied with the product.

Big idea/outstanding proposition:

Use Cocoa Firming Butter, for a revitalised you.

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Product:
-Universal, continuous LED light source with a daylight temperature of 5600K.

-Well suited for filming and photography.

-The light provides high brightness and color accuracy.

Prospect:
Demographics:
-Individuals age16 and above
-Middle class

Psychographic:
-Beginners in photography/videography
-Photographers who want better image quality

Competitor: Aputure

Advantages:
-High color accuracy of daylight temperature 5600K
-High quality with durable and long lasting aluminum housing.
-A rear LCD display and a knob to adjust the brightness.

Disadvantages:
-Camera lights are heavier than competitors
-Portability is no more convenient than the competition
-The fan of the camera light is noisy

Ad objective:
Customers will think that cheap studio lights will not have as accurate color temperature and poor quality.

Goal of ad:
Prove that the color temperature of our light is accurate and the price is only 1/2 of other brands and the quality is not inferior to other brands.

Strategy:
Moving to a new market, target photographers/videographers who are just getting started know about the light. Inform them the studio lights won't be expensive, but the cheap ones won't be poor quality and the color temperature won't be inaccurate.

BIG IDEA/ outstanding proposition:
Cheaper than other brands but not inferior in quality.

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Product:

Made with natural essential oils

Beautiful room-filling fragrance

Amazing quality from beginning to end

Evenly melting soy wax blend

Prospect :

Demographic:

Individuals aged 18 and above.

Middle-Higher class

Psychographic:

Candle Enthusiasts

People who struggle or have no time to deal with their stress

Competitor:

Yankee Candle

Ad Objective:

Problem:

Consumers struggle with relaxing and handling stress. As well as maintaining a sense of comfort in their space.

Goal of Ad:

To target a different audience who have trouble dealing with stress.

Strategy:

By clearly listing the contents or the candle within the advertisement. This will help the audience better understand how the product contributes to its purpose.

Big idea / Outstanding proposition:

A breath of relief all within a flick of a match. Let Bath & Body Works take your stress away with their new aromatherapy candle!

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Faber Castell – Ballpoint pen Click X5 0.5mm

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Product:

-        Water-resistant ink that would not allow writings to be smear.

-        Super smooth - low viscosity ink is quick to dry.

-        Retractable pen to minimize the hassle of closed and opened with the click of a button at the side or top of the pen.

Prospect:

Demographic

- both gender

- individual ages 13 and above

- lower class

Psychographic

-        Left-handed people that suffer from inks smudges.

-        Fast writers.

Competitor: Pilot pens

Pros (Faber Castell) :

-        Handwriting does not smear due to their quick drying ink.

-        high quality

-        affordable as it cost below RM1 per pen,

Cons (Faber Castell) :

-        Have limited colours (only black, blue and red)

-        Considerably fragile as dropping it causes air bubble to form within the ink tube, leaving the pen to not perform as well as it is.

Ad objective

Problem: Society perception on low price item cannot produce high quality products. Hence, affecting the way people perceive the quality of my product.

Goal of ad: To increase the recognition of the product’s quality by showcasing its details (Retractable pen, Super smooth - low viscosity ink, Water-resistant ink, High colour intensity ink).

STRATEGY: Besides stating the features and benefits, I will find buyers that has purchase the pen to get their comment/review on it.

Big idea/ outstanding proposition: Enjoying a high-quality item at a low price.

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Faber Castell – Ballpoint pen Click X5 0.5mm

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product:
helps to revitalize and tone the complexion.

exfoliate the surface layer of skin, unclog pores and visibly re-texturize the complexion.

prospect:
Demographics:
-Young adults.
-Teenagers.

Psychographic:
- sensitive skin people.
- People are interested in cosmetics.

competitor:
-The inkey List.

Advantages:
-Alcohol, oil, gluten, and silicone-free.
-Vegan and cruelty-free.

disadvantages:
- Expensive.
- Might cause harm if not used properly.

AD objective:

Problem: people might not know that the product is entirely organic and might also feel the want to buy it because of the price.

Goal of ad: To create a better and safer image for the ordinary to ensure the younger and older generation that the product is safe and organic.

strategy:
Skin enthusiasts and young adults will be targeted because they already understand the product which will give a door for teenagers to follow after seeing how safe the product is since it is used by older and trusted people.

Big idea or outstanding proposition:

Entirely vegan, environmentally friendly, and free from any toxicity making your skin feel like a newborn, ready to face the real world with a brand new skin.

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d'Alba White Truffle Double Serum & Cream

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Product

-Use by adjusting the ratio to suit your skin condition

-Vegan certified products excluding animal ingredients

Prospect

Demographics: Middle-class women between the ages of 20~40

Psychographics: People who prefer vegan products and people with sensitive skin

Competitor

Innisfree Green Tea Seed Cream, Serum

Advantage:

-Green tea scent

-Have a large capacity for the price

-Very moisturizing

Disadvantage:

-Have to buy two products to use cream and serum together

-People with oily skin feel too oily and uncomfortable after applying cream

Ad Objective

Problem: Consumers may feel uncomfortable because it is a product that they have to mix themselves.

Goal of ad: Show customers how the features of this product they mix and apply are effective.

Strategy: Persuade by showing reviews of consumers who used it according to their skin.

BIG IDEA/ outstanding proposition: Cosmetics that you use at once by adjusting the ratio of serum and cream according to your skin condition

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Innisfree Black Tea Youth Enhancing Ampoule 

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Product (features and benefits)

A specialised Black Tea infused ampoule that provides intensive anti-aging care that relieves skin fatigue after a long, exhausting day and rejuvenates the skin’s radiance overnight.

Improves 5 major signs of skin aging.

Leaves the skin looking refreshed and moisturised as if you’ve had a good night’s sleep.

Prospects

Demographics: Working women between the ages 20 to 55 years old with middle-high income.

Psychographics:

Individuals who want their skin to look young, firm and wrinkle-free.

Individuals who have dry skin.

Individuals who put emphasis on their skin conditions.

Competitor

Estee Lauder Advanced Night Repair Synchronized Multi-Recovery Complex Serum

Advantages:

Has stronger customer/brand loyalty since it was launched in 1982.

Has a larger audience reach.

Suitable for all skin types.

Disadvantages:

Clogs pores.

Does not have lasting effects.

Expensive.

Ad objective (The task and problem about the product that the ad you create could solve).

Problem: It is a newly released product with lesser audience reach compared to an establish product from a different brand that has larger brand recognition.

Goal of ad: To create and target a newer generation of customers that swears by Innisfree Black Tea Youth Enhancing Ampoule.

Strategy

Target at a new market consisting of women that have yet to try or swear by an anti-aging skincare product. The ad will include real life testimonials, how to’s and recommended products that can be paired with Innisfree Black Tea Youth Enhancing Ampoule presented in a simple, minimalistic and straight-forward way.

Big idea or outstanding proposition

Instantly relieves skin fatigue– leaving your skin looking radiant, refreshed and bouncy making you look and feel younger overnight.

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Product:
- Fulfil daily Vitamin C intake with a glass of juice.
- Get a high dose of antioxidants, minerals and fibre.
- Get to enjoy a glass of juice with low calories and with no added sugar.

Prospect:

Demographic

- Mothers
-ages 18 and above
-both genders.

Psychographic

- Health-conscious people.
- Juice enthusiast.

Competitor:
Tropicana Twister Orange Juice

Advantages
- Contains nutrients that are beneficial for heart health
- One glass gives a whole day's Vitamin C requirement.

Disadvantages
- Has a concentrated source of sugar which is not ideal for health-conscious people.
- Doesn't contain much fibre, hence eating the orange fruit is better.

Ad objective:
Problem: People might think that Marigold Peel Fresh is full of sugar since it tastes sweet.

Goal of Ad: Show people that the Marigold Peel Fresh juice has no added sugars and has health benefits for their consumers.

Strategy:
Making the ingredient list more clear and transparent to their consumers.

Big Idea/ outstanding proposition:
Gives health benefits while enjoying a nice glass of orange juice.

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Colgate Sensitive Pro Relief Original Toothpaste

Product:
- reduces peoples' teeth sensitivity towards tactile, pressure, and cold air
- significantly whitens and brightens teeth with calcium carbonate
- instant relief when applied directly to sensitive teeth/tooth
- clinically proven to help with sensitivity

Prospect:
Demographics: Individuals aged 16-55 regardless of gender from middle - lower class

Psychographics: People who suffer from teeth sensitivity and may not be able to frequently drink cold beverages

Competitor:
Sensodyne Rapid Relief Toothpaste

Pros:
- relieves tooth pain
- protects teeth from cavities
- stops sensitivity

Cons:
- users experience heavy side effects such as oral discomfort or serious allergies
- causes irritations for sensitive teeth and gums after using for awhile
- contains sodium lauryl sulfate which is a skin irritant

Ad objective:
Problem: People think that the Colgate Sensitive Pro Relief does not help with pain or sensitive relief and is all just bluff or a marketing gimmick.

Goal of ad: To show that the Colgate Sensitive Pro Relief does provide pain relief and actually helps people to reduce sensitivity.

STRATEGY:
Rather than just showing the features and benefits, we will present real life examples/reviews/testimonies from customers who have used the toothpaste.

Big idea/outstanding proposition:
It drastically reduces hypersensitivity after 1 week of using it.