Student advertising strategy report
...h market (16-25yrs) as the brand has been perceived as old fashioned, boring and unsexy. Opportunity: To give Bonds a contemporary appeal and target youth audiences by using an Australian celebrity to endorse the extended range of women underwear. Threats: The female underwear market is highly cutthroat and cluttered. Using celebrities can be risky, the audience may be cynical and assume the celebrity doesn’t like the product but has been bought, and the audience might remember the celebrity while forgetting the product. Competitive Activity and Spends. Bonds main competitors are also owned by Pacific Brands. Pacific Brands own names like Bonds, Holeproof, Jockey, Red Robin, Razzamatazz, No Knickers, Rio, Antz Pantz, Love Kylie x, Explorer, Underdaks and Kayser. Pacific Brands is Australia’s leading player in Underwear and Hosiery; it holds either the largest, or a leading market share in each category in which it operates. Pacific Brands leads the sock market with over 50% of retail sales, and has the major share of all supermarket sales of hosiery with Razzamatazz. Holeproof Early 2002 Holeproof released a campaign for their sub-brands, including No Knickers, Antz Pants and Underdaks. The advertising campaign incorporates 10 new TVCs to run over the six months and used humour to tie Holeproof’s sub-brands together. The campaign was based on a series of comedy sketches and features stunts involving “members of the public”. “The ads involved [among others] a giant walking, talking sock, a sheep booking in for a haircut, a reporter trying not to be killed by a gang of Scotsmen in kilts and a Chinese dragon. Lovable In September 2002 the Gazal Corporation spent 1.5m to relaunch Lovable lingerie, the aim was to increase their market share (2). The integrated campaign appeared on TV, Print and Outdoor starring Samuel Johnson from the “Secret Life Of Us”. The brand is currently running print work for its revamped range in the December edition of Cosmopolitan, and the updated range is targeted at women aged 18–25 and is available through Kmart stores. Triumph In 2001 Triumph International used outdoor to reposition its “All Women All Woman” campaign to reach the widest possible audience. The campaign focused on presenting images that were beautiful, accompanied by text that was realistic and humorous Product Awareness and Attributes Bonds Company’s focus is to live up to its core values and deliver on the consumer promise of quality at a good price. The underwear is Australian, casual and authentic. The Women's Wear include • Everyday Bra • Hipsters • Shapers • Vests • Size Charts. “When asked to name a brand of underwear, 70% of Australians say ‘It’s gotta be Bonds’ before any other.”(3) Competitive Consumer Benefits • Holeproof Are market leaders in Australia, manufacturing high quality socks, underwear and sleepwear for men, women and children • Love Kylie x Released in 2002, Love Kylie x has established itself as one of the most exciting labels in Personally designed by Australia's own Kylie Minogue, the Love Kylie x ranges are a reflection of that distinctive Kylie style - pert and provocative but still stylish and sophisticated. • No Knickers ,Underdaks and Antz Pantz Their target market is everyday women seeking supportive, comfortable and fashionable underwear. Consumer Purchase Habits Australia's multi-million dollar lingerie industry. Bonds female underwear bought on impulse and planned purchases. The underwear is affordable so it isn’t a one off buy, Bonds is a brand that has loyal customers who would stock up on their underwear regularly. Target Audience • Primary Middle class female’s aged between 16-25yrs. This modern young lady is confident, independent and energetic who need underwear that is comfortable, cute and reasonable priced. • Secondary Female aged between 25-35yrs Mothers with children who are within a budget. They are looking for value for money, quality at a reasonable price. Advertising Strategy. To launch Bonds summer and winter campaigns by combining the brand, which is an Australian icon with a celebrity that has the same vibrancy, energy and look that women in Australia want. Sarah O' Hare was chosen as the perfect fit for the brand and new ambassador of Bonds. Sarah O’Hare is an idol to many young Australians; she is a woman with brains, looks and just happens to be married to one of Australian most eligible men Lachlan Murdoch. Hipster Fly Front: TVC, was aired from 27th October. Features Sarah O’Hare promoting the new styling in women’s underwear that sees the girls wearing the pants this summer! The look is masculine with a definite feminine twist. In the upcoming BONDS television ad, BONDS ambassador Sarah O’Hare wears her hipster ...