Introduction
Aveeno is a globally recognized brand in the skin and hair care products, based in the USA, the company was launched in 1945, and since then the brand has been unlocking and discovering nature’s powers to provide products that nurture and transforms the skin from health and beauty perspective (About Aveeno, 2016).
The mission of the company is to use the most effective natural ingredients in the products that create a relationship based on trust with the community and also health professionals vouching for Aveeno’s product’s effectiveness.
The most impressive aspect of Aveeno is their regard for the environment, and as part of the Johnson & Johnson Family of consumer companies, the goals are set and met in relation to improving constantly the formulations and improving the packaging by using less material and Aveeno incorporates and advocate the utilization of the recycled and recyclable material (About Aveeno, 2016).
The Products
The carefully selected Aveeno product line is for the Body, Face, Sun, and Hair and for the Baby, the baby product line is promoted as helping protect, nourishing and soothe baby’s delicate skin in a healthy and effective manner, the statement on the product page showcase the intent of the company, Jennifer Aniston is the face of the brand, giving the products a global face with a major celebrity endorsement (Our Products, 2016).
The baby product line is pediatrician recommended, specially formulated with ACTIVE NATURALS® Oat, and the shampoos, lotions and body wash, all provide the recommend solution for a newborn (Aveeno Baby, 2016).
Creative Strategy
The premise of the creative strategy is to create and develop a communication plan to launch Aveeno Baby products in china, the plan will be to develop a 360º integrated communication to connect with the primary target market, i.e. Mothers.
The baby care products sector has shown strong growth signs, and the reasons are in view of the large numbers of newborn in China and also, the growth in the average household disposable income, the focus on Aveeno Baby products from a creative standpoint will be to focus on the environmental friendly and pediatrician approved attributes of the baby line by launching the shampoo, lotion and body wash.
The communication of the creative strategy will take into account the statistics, that China has reached an annual 15 million deliveries a year and the relaxation of the Chinese Government in relation to the one child policy and with more than 700,000 families wishing a second child, the market is there for the taking for Aveeno baby products (Daxue Consulting, 2016).
Key Objective of the Communication Plan
The objectives of the communication plan are to be divided into two parts, i.e. strategic and tactical objectives.
Strategic
The strategic objectives will be to position the baby products as a source of providing the baby the required nourishment and soothing.
The development of the brand concept revolving around the ‘Pediatrician’s recommended and environmentally friendly’ since China’s environmental issues has developed a strong sense of environmental policing in the consumers.
Creating a new category in the retail market based on the communication messages.
Tactical
An emotional connection with the primary target market, i.e. Mothers.
Building the brand identity by developing the brand’s equity, that is different from the other competing products in the huge Chinese market and resonates with the core consumers.
Pay tribute to Mothers on the communication to strengthen the brand equity.
Creative Plan:
The focus of the creative plan is to focus on the following:
Problem Solution with the Communication
The solution that the Aveeno Baby product communication will focus on will be the ‘Child’s Best Friend’, the focus of the advertising will be to create a connect and showcase a satisfied baby having fun with the primary target, i.e. Mothers, with shots of shampoo, lotions and body wash. The intent will be to solve a new mother’s biggest issue that is to get the best of the best in everything, starting with new born baby products.
The main issue to a new born are the skin issues and with baby Eczema therapy cream, soothing relief creamy wash, baby calming lotion and bath, moisture lotion and baby wash & shampoo on the portfolio, the communication’s main aim will be showcasing all the options effectively.
Target Audience
The primary target audience, are the Mothers, with an extended, target audience in Fathers, however, the communication focus will be on the mothers, in view of the fact that, Chinese mother’s have absolute control over the consumption for their babies and in a study by the China Internet Watch, (Cecilia, 2014), the percentage calculated is a whopping 92.5%, besides, they are also fans of cross border products and shop online for baby products.
This will give Aveeno products a great head start in terms of connecting with a target audience to induce trial and subsequent loyalty as a satisfied consumer.
The demographics will be young and mature women, aged 20-40, the psychographics personality will be confident, modern, expressive, and energetic; with the interests focused on having fun in life and taking care of the family in the best way possible.
Communication Objective
The communication objective as discussed earlier, will focus on the following channels of communications, that will form the brand launch strategy program.
The communication objectives, promotional plan through different channels will start with the Pre launch programs that will include, PR Campaigns with newsletters, social media accounts, and the mobile app development for mothers.
The Launch program will initiate with an advertisement, showcasing the products as the ‘Childs best friend’, the communication launch will entail a tactical objective of a free medical checkup with a local hospital to create an emotive connect with the launch program.
Brand activation in malls, with free check up and also reaching out to mothers and to be mothers with samples to generate a mini trial, in view of the competition Aveeno needs to be aggressive with the strategies to launch the baby products in China.
The post launch will focus promotions and consumer research and strong retail strategy to be able to create a presence that will result in awareness, sales and eventual loyalty for the Aveeno Baby Products and with Johnson & Johnson the number one player in the market, the strategic input will help a great deal in the launch success.
The launch plan of Aveeno is a step in the right direction, since the forecast is that an increase of 15%, amounting to $244 billion will take place by 2020, in the businesses serving mothers and babies in China (Carew & Osawa, 2015).
References
Aveeno Baby (2016). Aveeno Active Naturals. Retrieved from
http://www.aveeno.com/category/our+products/baby.do
About Aveeno (2016). Aveeno Active Naturals. Retrieved from
http://www.aveeno.com/category/about+aveeno.do
Carew. R & Osawa, J. (2015). Chinese Baby-Goods Market Grows Up Fast. The Wall Street Journal.
Retrieved from http://www.wsj.com/articles/infant-formula-baby-business-in-china-is-growing-up-fast-1447619404
Daxue Consulting (2016). The Baby Care Products in China. Retrieved from
http://daxueconsulting.com/the-baby-care-products-in-china/
Our Products (2016). Aveeno Active Naturals. Retrieved from
http://www.aveeno.com/category/our+products.do
