Advertising Campaign Challenge

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Requirement

Part 1. Advertising Campaign Brief
Act as a client to develop an Advertising Campaign Brief based on the product/ service of your choice to
your advertising agency.

Part 2. Creative Advertising and Media Plan
From the above Campaign Brief, acts as the creative & media agency basing on the following process to
complete a Creative Advertising & Media Plan.

Solution

Part 1.

Introduction

If someone is entering into the new market or launching new product or service into the new market, he or she needs to promote his/her product or service in the market to catch the attention of potential consumers (Zhao et al., 2016). Today business world is very competitive, and the level of competition is increasing every day. There is cut-throat competition in every business. The competition is increasing also due to the globalization. Every business needs to compete with the rival in the domestic market as well as international market irrespective of size and location. The rival firms are always struggling to kick out the rival firms from the market. There are some major factors which help the organization to stay in the market and compete with the rival firms. Those factors are quality of product or service; post-purchase service provided by the company, meeting the needs of consumers, effective promotional campaign, talented and skillful workforce, etc. Among all of these, the effective advertising campaign is very important because with the help of an advertising campaign company can make the potential consumer aware of its product offering, can induce or convince potential consumers to make a purchase (Poles et al., 2018). Therefore, it is very important to have an effective advertising campaign to make potential consumers aware of the product offering.
Hong-Kong TV Mall is a part and partial of Hong-Kong Television Network Limited which provides over-the-top entertainment and shopping center to the potential consumers. Hong-Kong Television Network was formally known as City Telecom. It was founded in 1992. The Headquarter of the Mall is in Trans Asia Center, Kwai Chung, New Territories, Hong-Kong. Hong-Kong television Network Limited is opening various online shops under the name of Hong-Kong TV Mall. The main aim of the opening of shopping centers is to provide one-stop shopping centers to the consumer 24*7. The company decided to open online shopping mall in 2014 with the aim of delivering the product within one working day or 24 hours (Hktv.com.hk. 2018). Apart from this, the company aims to provide a variety of programs to cater and entertain customers. The company wants to promote its online shopping centers to make maximum people aware of the shopping center and attract more consumers to visit the mall. Therefore, to promote the shopping center, an effective promotional campaign is needed (Hktv.com.hk. 2018).

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Mission Statement of Hong-Kong TV Mall

The mission statement of Hong-Kong TV is to provide over-the-top entertainment and shopping centers and serve the potential consumers in the best and innovative way to make them satisfied. It aims to be a Hong-Kong largest 24-hour online shopping mall and to provide a one-stop shop to the consumers (Hktv.com.hk. 2018). 

Vision Statement of Hong-Kong TV Mall

The vision statement of Hong-Kong TV Mall is to experience the emotion of the competition, winning, and crushing competitors by serving maximum consumers in the market. And fulfill the desire of self-actualization and to become everything that one is capable of becoming (Hktv.com.hk. 2018).

Market Background and Current Situation 

Hong-Kong TV Mall is a part and partial of Hong-Kong television network limited, which was started in 2014. The business aims to expand its business by providing one-stop shopping center to the consumers (Yeung et al., 2018). But according to the chairman of Hong-Kong TV Mall, the company has suffered a loss in the past years. The shopping habits of consumers are shifting to the global online shopping platform due to the availability of cheaper product on a global e-commerce platform. The Hong-Kong TV Mall opened its physical store to attract more customers who do not like to shop online. The company also opened its physical store due to the low popularity of the online store and online shopping center was also suffering loss (Yeung et al., 2018). The physical store opened with the intention to promote the online shopping platform of Hong-Kong TV Mall and attract more consumers. The population of Hong-Kong is approx. 7.4 million. The average GDP per-capita of Hong-Kong is US$ 17471.77 (Tsoi et al., 2017). The economy of Hong-Kong is also sound and experiencing growth and development. Therefore, the market of Hong-Kong is potential to serve. If the company provides goods at the lower price, it can attract more customers to its online shopping center. Currently, there is more than 700 store of Hong-Kong TV Mall which sells more than 100000 products including international brands.

Market Segmentation

Market segmentation means dividing the consumers into various categories and targeting some of the categories to serve (Cross et al., 2015). The company has classified its customers on the basis of gender and target men and women both with the preferred products. Apart from this, it has segmented its market on the basis of age and target consumers of all age group. It has targeted its consumers who have a family by providing household appliances.

Market Opportunities and Challenge

There are various opportunities and challenges available in the market of Hong-Kong. The opportunities of the market are as follows (Wong et al., 2014);

  1. •    Geographical advantages 

  2. •    Bilingual market

  3. •    Deep understanding in the industry of cosmetic

  4. •    Public infrastructure is well developed

  5. •    High per-capita income of the people

  6. •    Favorable economic condition

  7. •    People inclination towards one-stop shopping center

  8. •    More potential consumers 

The challenges of the market are the following (Zheng et al., 2016); 

  1. •    There is tough competition in the market 

  2. •    Entry of foreign firms are also creating challenge for existing firms in Hong-Kong

  3. •    The market of Hong-Kong is more feasible for tourism and gaming sector

  4. •    The rules and regulation of the government is complex 

  5. •    The property registration for doing business in Hong-Kong is a complex process

  6. •    One of the major challenges of the market is the culture. The market is characterized by Chines culture.

  7. •    Consumers tendency to shift from one brand to another brand

Product Positioning and Benefits

It is very important for the marketers to position the products into the mind of the potential consumers to convince them to make a purchase (Wang et al., 2016). Product positioning is a strategy used to make the consumers remember the product. It is used to communicate the attributes of a product with the target consumers. Moist Diane is being positioned in the mind of consumers by stating that the hair oil is a perfect solution which provides smoothness and softness to hair and makes the hair stylish (Wang et al., 2016). The benefit of positioning the product is that the consumers easily remember and recognize the product among the bunch of competitors’ products. Product positioning also helps in branding. The marketers use product positioning strategy to differentiate the product from the products of competitors (Reed et al., 2015). Differentiating the product gives competitive edge or advantages to the company. So, there is a huge benefit of product positioning.

Competitive Overview and Key Players Landscape 

There is very tough competition in the market. As we have discussed above that irrespective of size and location every company and product is competing with a large number of organization and products domestically and internationally (Wang et al., 2017). The Hong-Kong TV Mall is facing tough competition from the domestic as well as an international shopping platform. The major competitors of the Mall are Sephora Hong Kong, Charles and Keith, iHerb.com, ASOS, Next, Revolve clothing, ZALORA, ZARA, J Crew, and Yesstyle.com (Wong et l., 2015). All of the online shopping platforms are doing well in Hong Kong market and giving tough competition to each other.

Campaign Objectives

The objectives of promotional campaign of Hong-Kong TV Mall are the following;

  1. •    To make people aware of the online shopping center of Hong-Kong TV Mall

  2. •    To reach maximum people or cover maximum people under the promotional campaign

  3. •    To convince the people to make a purchase 

  4. •    To retain the existing customers and attract new potential customers

Target Market and Audience

A target market can be defined as a group of consumers within the serviceable market of an organization that the organization has decided to target its efforts of marketing towards (McAlexander et al., 2016). The target markets of Hong-Kong TV platform are men, women, children, and families. The company aims at attracting all the group of people especially lower-middle-class family by providing the low-priced product. It also has luxury products to attract a high-income group of people.

Key Learning from Previous Campaigns or Competitors

The previous marketing campaign was not so effective and did not produce the desired result due to some loopholes in the advertisement campaign. The following are the loopholes that were in the previous advertisement campaign;

  1. •    Target market was not mentioned clearly

  2. •    The objectives of campaign was not based on SMART approach

  3. •    The promotional campaign was not specifying the offering of the company 

  4. •    The promotional campaign was also not presenting the geographical values of the market

So, the key learning from previous campaign based on the loopholes are the following;
It is very important to mention clearly target market to target the market effectively and efficiently. The objectives of the campaign should be based on SMART approach. The SMART approach helps in setting the objectives which are attainable and achievable. The promotional campaign should cover the attribute of the product to provide authentic information about the product to the potential consumers. Apart from this, the promotional campaign should also present the geographical values of the local market to attract more consumers by affecting them emotionally with the campaign.

Timeline of Campaign

It is very important to have a detailed timeline of promotional campaign to execute the promotional campaign effectively and obtain a better result. The timeline of the promotional campaign includes the timing from planning to executing and evaluating the effectiveness of the promotional campaign. It gives a direction to execute every step of promotional campaign systematically and effectively. Here is the timeline for promotional campaign of Hong-Kong TV Mall.

Deliverables

The deliverables of the promotional campaign are the following;

  1. •    Message of campaign

  2. •    Tagline of the company

  3. •    Attributes of the campaign 

  4. •    Catalog 

  5. •    Brochure 

  6. •    Product sample (sometimes)

  7. •    Values and commitment

  8. •    Promise to offer

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Measurement Criteria

Measuring the effectiveness of the promotional campaign is also very important. It provides an insight into the strengths and weaknesses of the promotional campaign. It also highlights the area of improvement to reach the maximum people in the target market (Soltani et al., 2016). The effectiveness of promotional campaign can be measured by the following criteria:

  1. •    The first criterion for measuring the effectiveness of the promotional campaign is the reach of the promotional campaign. 

  2. •    Number of new consumers affected by promotional campaign 

  3. •    Retention of existing consumers by the promotional campaign 

  4. •    Increase in sales of the product

  5. •    Consumers feedback or inquiry about the product

Part 2.

Creative Advertising and Media Plan

Every organization creates a promotional campaign and formulate media plan to launch the promotional campaign to harvest the best result effectively. But very few companies become successful in harvesting the best result (Kelley et al., 2015). Others fail because their promotional campaigns are neither creative nor effective. So, it is essential to create a promotional campaign creative and innovative. The media plan is also one of the major factors for the success of the promotional campaign (Kelley et al., 2015). Selection of the best media to deliver the promotional message is crucial to the success of the promotional campaign.

Proposition Statement

The proposition statement depicts a clear and true picture of what the company or product has to offer to its potential consumers (Goldring, 2017). Therefore, the proposition statement should clearly paint the picture of the products to attract more consumers. The proposition statement of the company is “We provide our consumers one-stop shopping centers to fulfill their needs and demands at their door-step at a lower price without compromising the quality of product and post-purchase service to the consumers."

Objectives

Translating objectives into actionable deliverables;

  1. •    Create and  define campaign message which should be attractive and engaging to seek the attention of the potential consumers 

  2. •    Determine promotion mix in order to have different methods of effective promotion to capture the largest market of maximum potential consumers

  3. •    Select appropriate communication channels to deliver the promotional message to the consumers

  4. •    Integrate communication channels to produce effective result

  5. •    Implement the promotional campaign to harvest the result

  6. •    Monitor the promotional campaign to make it reach maximum people

Target Audience and Participant Communities Profiling
Demographics:
Age: 5-12, 13 18, 19-30, 31+
Gender- Male and female both
Income: lower-middle and upper-income group
Race- every person irrespective of race
Religion: every person irrespective of religion
Occupation: every person irrespective of occupation
Education: every literate person
Geography: 
The New Territories, Hong-Kong
Climate: Monsoonal and subtropical with wet and hot summer and dry and cool winter
Attitudes and Motivation: 
As the economy of Hong Kong is growing, more and more people are becoming rich. Although, number of the rich is not more or almost majority of the population of Hong Kong are not rich, but they prefer luxury goods (Cheung et l., 2014). The luxury goods or the demand for luxury goods is high in the market of Hong-Kong. The people of Hong Kong prefer luxury goods and the luxury goods motivate the people to make a purchase. The spending of consumers on luxury goods is increasing even the poor also spend some part of their wealth on the luxury goods (Cheung et al., 2014).
Media Behavior:
Hong Kong is being digitalized. The people of Hong Kong are very active on social media. Almost 96 % of the total population use a smartphone and browse social network. The popularity of social media is increasing significantly in Hong Kong. Almost 64% of the total population remains active on social media every time (Song et al., 2016).  Apart from social media, press, radio, and television also enjoy huge popularity in Hong Kong. The people of Hong Kong uses print media as well as broadcast media for information as well as entertainment.
Culture:
The culture of Hong Kong is a mixture of Chines culture as well as western culture. The culture of Hong Kong was born in a sophisticated mixture of West and East. The culture of Hong Kong is very diverse, and the people are also open -minded to accept diversity in the culture. In Hong Kong people from Cantonese, British, Shanghaies, Jews and Indian live. The culture of Cantonese is the mainstream in Hong Kong (Ku et al., 2016). The language is also very diverse, and the government has adopted the trilingual policy. The official languages are Chinese and English, but spoken languages are Cantonese, English, and Chinese Mandarin. Food is also combined with flavor as Chinese cuisine, and western cuisine is used (Ku et al., 2016).
Call to Action:
It is a statement which is developed and designed to receive an immediate response from the consumers or target population. It is also a marketing strategy to get the target market to respond through action (Diaz et al., 2015).   The Call to Action of Hong Kong TV Mall is “You do not need to visit several places in order to fulfill your needs and desire. Here, we are providing one-stop shopping center to fulfill your all needs and desire on a single platform. Visit and fulfill your dream”.
Budget Allocation:
Allocation of the budget is very important because it is the only source to implement and back-up the strategy and plan. The allocation of the budget is a very complex process. So, it is very important to allocate budget efficiently and effectively to avoid any possible issue related to budget allocation (Pferschy et al., 2014). 

Media Strategy and Media Mix

Media strategy is also a very important component of the promotional campaign. Without proper media strategy, the effectiveness of promotional campaign reduces significantly. Therefore, there should be proper media strategy to select the right mix of media to reach out a maximum number of potential consumers (Young, 2014). The promotional campaign should cover whole Hong Kong. The advertisement should be delivered intensively in the morning and night because most of the people plan to shop in the morning and night. So it will work as a reminder. But on social media and online it would be running throughout 24 hours.

Media Mix

As the people of Hong Kong are actively using the social platform, it would be effective to use social media such as Facebook, Twitter, Linked In, Whatsapp, etc. Apart from social media, Hong Kong TV Mall should select print and broadcast media because the people of Hong Kong use print as well as broadcast media for information and entertainment. In print media Newspaper, Magazine, and banner ads and broadcast media Television and radio should be used by the Hong Kong TV Mall to promote its online shopping centers.
Campaign Timeline

Key Performance Indicator and Tracking Methods

Key performance indicators are types of measurement to measure the effectiveness of performance. The key performance indicators of promotional campaign of Hong Kong TV Mall are;

  1. •    Number of new steps in the mall or number of new customers in the mall

  2. •    Rate of increase in sales revenue

  3. •    Rate of retention of existing consumers

  4. •    Landing page conversion rates

  5. •    Social media traffic

  6. •    Leads, mobile traffic, and conversion rates

References

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  • Poels, M., van Stel, H. F., Franx, A., & Koster, M. P. (2018). The effect of a local promotional campaign on preconceptional lifestyle changes and the use of preconception care. The European Journal of Contraception & Reproductive Health Care, 1-7.

  • Hktv.com.hk. (2018). HKTV - Hong Kong Television Network Limited > Company Profile. [online] Available at: http://www.hktv.com.hk/eng/about/profile.htm [Accessed 5 Feb. 2018].

  • Hktv.com.hk. (2018). HKTV - Hong Kong Television Network Limited > Vision. [online] Available at: http://www.hktv.com.hk/eng/careers/vision.htm [Accessed 5 Feb. 2018].

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  • Yeung, S. and Yeung, S. (2018). Can HKTV survive with its new online shopping mall business?. [online] EJ Insight. Available at: http://www.ejinsight.com/20150804-can-hktv-survive-with-its-new-online-shopping-mall-business/ [Accessed 5 Feb. 2018].

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  • Soltani, S., & Davanloo, K. G. (2016). Understanding Sales Volume Antecedents: Measuring the Role of Consumer-oriented Selling and Sales Promotion in Iran FMCG Industry. Journal of Creating Value, 2(2), 287-304.

  • Kelley, L., Sheehan, K., & Jugenheimer, D. W. (2015). Advertising media planning: a brand management approach. Routledge.

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  • Song, H., Omori, K., Kim, J., Tenzek, K. E., Hawkins, J. M., Lin, W. Y., ... & Jung, J. Y. (2016). Trusting social media as a source of health information: online surveys comparing the United States, Korea, and Hong Kong. Journal of medical Internet research, 18(3).

  • Ku, A. S. (2016). Postcolonial Cultural Trends in Hong Kong. Crisis and Transformation in China's Hong Kong, 343.

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