OMO Active IMC Plan

INTRODUCTION TO ADVERTISING IMC PLAN

[Prepared by SGJC INC]

Justine Cristini

Nicole Loyson

Jayden Heys

Zara Cooper

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 sporti ng

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 production capacity. Parent Company can also influence distribution relationships



Competitive advantageadvantage- 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.

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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)

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Competition – New product development at risk of cannibalization of similar product produced by brands under the parent company.

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Expense – Formula is a high price detergent

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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.

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Increased brand awareness and acceptance

THREATS (external) 

Competition – from other detergent brands is high in a mature market – consumers are brand loyal.

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

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 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 fro m 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 advantage over other brands in the category.

Omo Sports Positioning

Refer to Appendix 7 pg. 32 for Product line breadth

Availability S

R RR

O O B

O

R

Dirt & odour removing B

S

= Omo Active = Biozet Attack Front Loader Fresh & Vibrant = Radiant Micro Max High Performance Performance Top Loader 2X Ultra Concentrate = Surf Small & Mighty Cool Fresh 2X Concentrate

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 performance expectations and consumer value

Total cost B O B Number of washes per pack

O

R S

R

= Omo Active = Biozet Attack Front Loader Fresh & Vibrant = Radiant Micro Max High Performance Top Loader 2X Ultra Concentrate = Surf Small & Mighty Cool Fresh 2X Concentrate

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 Suitable for front loaders

O B R S


SR

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 water to water their garden. Omo Active will allow allow consumers to use their laundry water for this purpose.

Packaging appearance

B

O B

O

R Suitable for front loader

S


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.

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, 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, 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)

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‘83% of women hold the household purchasing power’ (Elks, 20 09)

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

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

-

Married women (especially (especially those with kids) are less likely l ikely to partake in physical activity than single women women (Williams, D, 2011) 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 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 i nnovators 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 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 i n 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 tr usted 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 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

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.

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 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 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.

Magazine Research 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.

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

that the TA are moderate/high 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. Ambient Ambient 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, Active, which is important,

as it is a new product that the consumers may be skeptical 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

Budget Television

Magazines

Radio

Ambient

0% 7%

4%

30% 59%

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 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 Throughout the commercial 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 and lively approach, understanding the activities 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 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 Act ive’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. t agline. 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 s et 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 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-testing Pre-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) 2011) and to diagnose how e emotionally motionally involved 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 consumer will be asked: asked: “When thinking about laundry detergent what comes to mind?” “Do you remember seeing any detergent or ex ercise advertisements last night?” “Do you remember any ads for Omo?” O mo?” “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 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 memory test the likeability test will more focus on the experiential experiential feeling the consumer got from the advertisements, 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. 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 i f 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 Advertising Assignment 3 - Creative Brief template

Client: OMO Active Team name: SGJC inc

BACKGROUND Relevant informatio i nformation n

Brand: OMO

Project deadline: 14 / 10 / 11

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 market share. Omo is sold in all major supermarkets and 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 AUDIENCE What 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 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 OBJECTIVES What is the communication expected to do?

PROPOSITION What is the campaign intended to promise?

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 market share by 5%

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

SUPPORT Important 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.

TONE Desired tone of voice

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

DESIRED RESPONSE Summarise 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 nd Practice, 2 edition, Pearson, Australia Free Future: www.gmagazine.com.au , viewed on on 1/10/11 Howlett, C 2011, A Phosphate Free : http://www.g http://www.gmagazine.c magazine.com.au/news/ om.au/news/2529/phosph 2529/phosphate-free-future ate-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 – Women Ahead of Men by Degrees, The Elks, S. 2009 More Women are Bachelors – Women th th Australian, 30 January, viewed 14 September 2011, http://www.theaustralian.com.a http://www.theaustralian.com.au/news/nation u/news/nation/women-ahea /women-ahead-of-men-b d-of-men-by-degrees/stor y-degrees/storyye6frg6nf-1111118705812 th

Cooke, D, 2008 ‘Specialist women top list of childless’ The Age, June 26 , viewed September

14th 2011, http://www.theage.com.au/n http://www.theage.com.au/national/speci ational/specialist-women-topalist-women-top-list-of-childlesslist-of-childless20080625-2wvi.html Babin, B & Harris, E 2009 CB, 2009 edn, South-Western South-Western Cengage Learning, Mason st

Lamb, C., Hair, J., McDaniel, C., Summers, J., & Gardiner, M. 2009, MKTG 1 Asia Pacific edn, Cengage Learning, Melbourne Willis,B, 2001, Armpit Odour, Worsley School Science, viewed September 20th 2011, http://www.worsleyschool.net/sc http://www.worsle yschool.net/science/files/a ience/files/armpit/odour.html rmpit/odour.html th Exercise Statistics, Range of motion, blog, May 12 , viewed Williams,D, 2011, Australian Exercise September 20th, http://www.rangeofmotion http://www.range ofmotion.net.au/blog/a .net.au/blog/australian-exerciseustralian-exercise-statistics statistics th

th

AdNews, 2006, Top Brands, AC Neilson Special Report, January 13 , viewed October 4 , au.nielsen.com/trends/documents/AdNewsTop100lowres.pdf AdNews, 2011 , Marketing to grocery buyers, AC Neilson Special Report, July 29th, viewed September 14th, http://au.nielsen.com/site/ http://au.nielsen.com/site/documents/Ma documents/MarketingtoGrocer rketingtoGroceryBuyersADNEWS yBuyersADNEWSJuly292011.p July292011.pdf df

th

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

Unilever Annual Report, 2010, Annual Report and Accounts Accounts 2010, Unilever, United kingdom, nd viewed cotober 2 2011, http://www.unilever.c http://www.unilever.co.nz/Images o.nz/Images/Unilever_AR10 /Unilever_AR10_tcm72_tcm72260444.pdf

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.ro http://www.roymorgan.c ymorgan.com/products om/products/values/valuessegments/values-segments.cfm)) 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/p http://www.roym organ.com/products/value roducts/values-segments/so s-segments/something-better.cf mething-better.cfm m

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

Social Trends 2009, ABS Website, (Australian Bureau of Statistics, 2010, ABS Australian Social th viewed September 15 , 2011, http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features40 March%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 Positioning Breadth of Product Lines Viewed on September 17th Coles Supermarket, Prahran 303 Chapel St, Prahran VIC 3181 Ph (03) 9510 1510 Breadth of Line WIN Detergent: 1 Biozet: 2 Radiant: 6 Surf: 5

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

Appendix Detergent

8- Laundry characteristics

th

Source: City West Water, 2010, City West Water Website, viewed vi ewed September 15 , 2011, https://www.citywestwater.com.a https://www.citywestwater.com.au/about/do u/about/docs/Results_table cs/Results_table_for_web.pdf _for_web.pdf

Appendix 9- Medium TV viewers

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

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

Laundry powder customer customer profiles, (Source: Roy Morgan Research, 2011 , Roy Morgan Laundry st viewed October 1 2011, http://www.roymorgan.com/roymorgan/index.cfm?0A32C60E50BA-1DC3-65B4-2D80E212E75D )

Data for finding TARPS TARPS X CPT Cost 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 2 nd 2011 http://www.screenaustralia.gov.au/research http://www.screenau stralia.gov.au/research/statistics/wftvtopdrama.asp /statistics/wftvtopdrama.asp

Magazines Rates

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

Radio rates calculations Cost per Run of Station package, package, 30 second ads 2DAY + NOVA= SYDNEY FOX=MELBOURNE MMM= BRISBANE

(Source: Neil Stagoll Radio buying notes, 2010)

OMO Active IMC Plan

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