Advertising Skin Care And Beauty Products Media Essay

Advertising Skin Care And Beauty Products Media Essay Skin care products with whitening and lightening function have been introduced to the Asian market over the past decades years and it recorded as the best-selling product categories in the Asian beauty industry. (Ashikari, 2005)According to the study title The Quest for Beauty: Asias Fascination with Pale face (2009) stated the total whitening marketing is forecasted the market will be continuing to $18 billion and the rate of growth is around 12 per cent annually. (Deirde,B, Helen, C, Mark, D, F, 2010, p26) In South East Asia, there are more than 62 skin lightening products were introduced in year 2008. Besides, the involvement of women in the workforce increases in their income and wealth. Most of the women tend to buy the whitening product to lighten their skin. (Deirde,B, Helen, C, Mark, D, F, 2010) To fulfill the consumer needs, the whitening product was still developing to match the market demand. (August, 2008) The result of the Asian women using skin lightening products is sh own in the Table 2.1 Table 2.1: Result of Asian women using skin lightening products Asian country Estimated % of Women Using Skin Lightening Products Thailand 58 Philippine 50 Hong Kong 45 Malaysia 41 Indonesia 60-65 (Source from The Quest For Beauty: Asias Fascination With Pale Skin, p27, 2010) There are a lot of myths about fair skin tone. In the current social context, fair skin tone not only symbolizes womens beauty, but also will project womens marital prospects, job prospects, social status, and earning potential. (Ashikari 2003b; Goon and Craven 2003; Leslie 2004) One of the surveys was conducted in The Quest for Beauty: Asias Fascination with Pale face shown Malaysian men thought their partners would be more attractive with a fair skin tone. (Deirde,B, Helen, C, Mark, D, F, 2010) In the same study, it also stated that different culture may result in different interpretation on the meaning of whiteness. To provide a clearer picture, in Japan, fair skin is equal to wealth and high education level. As in Thailand, the fair skin is always associated with the higher social status and wealth. As contrast to the white, black, in Indian culture symbolize as underprivileged people and often related to dark, dirty, wrong, hell, and etc. On the contrary, Indian culture prefer l ighter skin tone as it associated with the Bright side of the culture. White, in Indian culture, is regard as a sign of beauty, purity, cleanliness, happiness, and symbol of power. (Arif 2004).Moreover, fair skin is also presented as good marriage in India. Overall, whiteness is an important predictor for presenting the positive image in the Indian society Desires for whiteness, under this chain of associations, is pursued Despite of the diverse cultural different in Asia region, they are holding the common belief to have light skin. However, some of the academics, activists and sociologists reflect the marketing of skin-lighteners as racism. (Sage, 2009; August, 2008; BBC News, 2003) In this research study, not only focus on the advertisement of women magazine in Malaysia, but also focus on whitening body care product. 2.2 Background There are several items will discuss in the session of background which included beauty products for women, the fairness is more craze, discrimination of people, advertising in general for these products, printed advertisement and magazine advertisements. 2.2.1 Beauty products for women Peoples needs and desires to be beautiful are supposed to be identical all over the world. With the aid of beauty product, people can gain confidence and stand in front of crowd without fear. In this modern society, the first impressions brought to people are crucial. People are increasingly emphasis on the appearance rather than other more durable criteria (Barthel 1988: 3) and emphasize on the decoration of the female body, with the aids of the fashion and cosmetic products (Barthel 1988: 8) Based on this reason, the latter product categories, the hair care, fragrance, and personal products are frequently used to enhance the attractiveness and the degree of sexuality on the person. Moreover, beauty also refers to traditional make-up, which included lipstick, mascara and foundation, as well as contemporary make-up, such as tinted/flavored lip balm/gloss. (Pawlowski, 2007) 2.2.2 Fairness is more craze According to Bray (2002), there are almost half of 35 to 54 years of Asians used skin care product with whitening function, some analysts have said it could be worth billions of dollars. In Asian countries, that has been a trend of growth of whitening and lightening product since that have long histories of utilizing fair skin as a key criterion of personal beauty. There is a Chinese idiom One whiteness can cover three kinds of ugliness. In people perception, fair skin is always a symbol of elegance and nobility. White jade is often used as a metaphor to describe such fairness. The preferences for white of fair skin are common in the modern Asian market. In India, for example, a significant part of many Sunday newspapers is dedicated to personal advertisements by men seeking fair-skinned brides (Leong, 2006) 2.2.3 Discrimination of people Although skin whitening product can lighten people skin tone, it may indirectly discriminate the races that have darker skin tone. For instance, that is an argument in India due to the Fair and Lovely advertisement. The advertisement showed a young, dark-skinned girls father lamenting he had no son to provide for him, as his daughters salary was not high enough the suggestion being that she could neither get a better job or get married because of her dark skin. (BBC News, 2003) This advertisement has an overwhelming responces. According to Luce and Merchant (2003), 90% of Indian women want to use whitening product and that is a phenomenal trend growth in the number of skin-lightening products. In their perception, fair skin represent good education and more likely to marry well. However, some of the sociologists and academics pointed out that is not only a wrong moral value, but also pollute the young generations mind. . (BBC News, 2003) According to Lipsitz (1998, p. 3), the power of whiteness depended not only on white hegemony over separate racialized groups, but also on manipulating racial outsiders to fight against one another, to compete with each other for white approval, and to seek the rewards and privileges of whiteness for themselves at the expense-literally-of other racialized populations. 2.2.4 Advertising in general for these products Television, radio station, internet, and even outdoors advertising are categorized as broadcast media. The different promotional tools will deliver different benefits to the advertisers. Due to this reasons, majority of global advertising adopting more than one type of advertising tool to promote their product 2.2.5 Print advertisement Print advertising defined as the dissemination of advertising messages using visual, printed item, such as newspapers, catalogs, mailers, flyers and magazine advertisement. (Jade, nd) Under the strong competition with other broadcast media, such as television and radio, print advertisement still place an important role to the advertiser. Compare with other broadcast media, print advertisement allow to present more detailed information. By the way, print advertisement such as newspaper and magazine refer as a high involvement of media, it means printed advertisement is more selectivity and it can help the company reach the specific target readers and customers. 2.2.6 Magazine advertisement Through magazine advertisement, the company can reach the certain target market in and educated the reader about the product knowledge in the short period. Besides, the cost of the advertising on magazine is much cheaper compare with other communication tool, such as television and radio. From the 1880s onwards, advertising has played a vital role in shaping the form and content of womens magazines. And, it has a clear and strong relationship between advertising and womens magazines. Besides, magazines were designed as forums for national advertisements aimed for women. According to Veronica (2010), there is no indication for change in the near future as the pattern has existed for more than 100 years. Magazines advertisement is essential tool for marketer because it provides a forum for gender targeted advertising. Marketer can effectively deliver their message to the target audiences. According to McCracken (1993), womens magazines refer as a powerful advertising medium since advertising occupies up to 95 per cent of the space in some womens magazines, earning these publications the more appropriate title, womens advertising magazines. Womens magazines, are a sphere of activity that readers view as an area of freedom, free choice and free time (McCracken 1993) and the advertising within creates new wants and needs. The statement from McCracken (1993) indicates the high readership for women magazines. The role of women magazines is slowly changing to the storytelling mechanism of society because of the increase of advertising material. (Jhally 2000: 30). 2.3 Variable 2.3.1 Size of the advertisement In general, the options of the size of the magazine classified into half page, one page, double page or more than two pages.(Pu, Y,R, 2003) According to McCracken (1993), women magazines contained 50%-60% of full-page advertisement. There large size of the advertisement provides a clearer advertisement detail and advertiser more easily to correct it. In the recent article, one of the researcher, double page of the advertisement can attract more one-quarter of reader than one page and one page of size advertisement can attract more one-third reader than half page. (Print Ad Placement, 2011) Some of the marketer will prefer half page size of advertisement, if they faced the tight budget problem. In the research study of L. Wasylkiw, A.A. Emms, R. Meuse, K.F. Poirier, (2009), the one page size of the advertisement are majority which is 85%. This may due to the price of advertising is reasonable and it is more easily to attract attention. 2.3.2 Advertising layout In the study conducted by (Anna, P, Peter, W, 2006) states that are 3 components in term of layout consists in the printed advertisement, which are visual information, verbal information and brand name. Different of advertisement layout reflect the different characteristic of product. According to the study of Pu, N, R, (2003), the author found that both personal and cosmetic product present their advertisement with visual and copy layout. In general, visual consider as visual element and copy defined as words. This may due to the visual element in the advertisement can serve to the visualization and verbal element serve to the verbalization. 2.3.3 Advertising copy elements Advertisement is a tool that used by marketers to deliver the intended message to their targeted customer. It is crucial to ensure the concept of the advertisement fit with the overall marketing objectives. For print advertisement, display copy and body copy are the two elements of copy sheet. (Anna, P; Peter, W, 2006) As defined by Wells et al (2006), display copy is the entire element that the reader able to see at the first glance, such as headlines, subhead lines, taglines and slogans. In general, headline is the words in the leading position of the advertisement and it also reflects as selling idea in the advertisement. (Anna, P; Peter, W, 2006; Major elements of copy for copywriting, nd) Usually, headlines of the advertisement presented in the large size and obvious position. With the aims of enhance the readability of the message, sub headlines normally presents in the new paragraphs with larger size and bold type. (Anna, P; Peter, W, 2006) Body copy defines as the text with smaller size typed which to provide a clear and further explanation about the product. (Anna, P; Peter, W, 2006) According to the Anna, P and Peter, W (2006), slogan regarded as a motto for a campaign, brand and company. To increase the probability to recall the advertisement, marketer usually integrated the slogan in the advertisement, to better address the products attribute. (Advertising Strategy, nd) 2.3.4 Color Color is a powerful element which represent for brand identification, feature reinforcement and differentiation. (Anna, P, Peter, W, 2006) Other than that, vibrancies of color also more easily to catch the attention of the audience, provide realism, establish moods and build brand identity. (Anna, P, Peter, W, 2006) According to the Pamela S. Schindler (1986), color advertisement had the higher response rate and better recall probability when compare with the dull blank and white advertisement. In the other aspects, color can be classified to warm color tone, cool color tone and earth color tone. Red, orange and yellow are the example of warm color tone; green, blue and violet are present in cool color tone and earth color tone reflects neutral color. The different colors always associated with different characteristics. Due to the same advertising pattern, some of the color associated in the characteristics of femininity, cultural interpretations or even emotional responses. (Pamela S. Schindler, 1986) For instance, the use of the color red symbolizes love and passion, while the color white generally signifies purity and virginity. (Pawlowski, 2007) Pink is seen to be very feminine which can also be deemed as sexual while pastel type coloring generally refers to non-sexual. (Pawlowski, 2007) 2.3.5 Visual element The roles of visual element in the advertisement not only for catches the attention of reader, but also importance of creating brand awareness and brand beliefs (John R. Rossiter, 1982) According to Kosslyn and Alper, 1977; Kosslyn, 1980, larger size of the visual element can produce the better learning . And, other than memory responses, the visual size also influence on the evaluative responses. (Rossiter and Percy (1978; 1980) and Mitchell and Olson (1977; 1981) 2.3.6 Language Today, English is regarded as an international language. It acts as an important and common language in the world, you can used English in every part corner of world. The statement proved by 72 of in flight-magazine around the world used English as main language. (Veronica, 2010) Although English is a universal language, but the advertiser of some countries, such as Taiwan, South Korean, and United States still prefer their local language to present the message of the advertisement. (Jaehee, J Lee, Y,J, 2009; Veronica, M, S, 2010) As global company advertises their product globally, the languages they used are vary according to the social context. They are usually ignoring the local nuance, and translate directly from their original copy. (Veronica, 2010) Communication with customers is essential in the marketing perspective. The local language can integrate with the local community effortless. In the multi cultural country such as Singapore and Malaysia, there is a diverse market opportunity for each of the races. Hence, by targeting different group of customers, the publisher have to publish different languages of magazines to better address the need and wants of the different groups of people. By publishing different languages of magazines, they can better deliver the message to their reader by the languages that they are familiar to. 2.3.7 Type of Appeal Generally, there are two type of appeal which is rational appeals and emotional appeals. In advertising, rational appeals defined as the element used to motivate consumers through information and logical arguments. (Jeon, George, Bruce, Joseph, 1999) Visual elements were coded as rational if the advertisement contained picture of the brand, before and after comparisons, product demonstrations, or comparatives portraying the competition. The use of rational appeals can be apply by reduce the uncertainly requires, distinct logical, and direct information from the communicator. (Zandpour etal. 1994) Nevertheless, emotional appeals reflect the images and feelings to mold consumers perceptions toward the brand. Among the emotional appeal are storytelling, metaphors, and aesthetics. (Jeon, George, Bruce, Joseph, 1999) Advertising appeal usage can be applied in different product types. According to Cutler and Javalgi (1993), the overall content of the advertisement can be categories into rational, emotional or both. In the past research, the authors found that advertisement for durable goods tend to presents more information than advertisement for nondurable goods. (Abernethy and Franke 1996) However, service advertisement is more emphasize on emotional appeals. (Abernethy and Butler 1992; Cutler and Javalgi 1993) In the research conducted by Golden and Johson (1983), they examined the impact of thinking versus feeling appeal in print ads on various measures of advertising effectiveness. The author defined thinking appeal as appealing to the rationality of the receiver, and feeling appeal as creating a mood and appealing to the emotions. (Golden and Johson, 1983) In this study, they concluded that the underlying reason for the popularity of thinking appeals is the rich of product information, and elicit higher purchasing intentions. (Golden and Johson, 1983) According to a research conducted by McGuire (1969), he denied the effectiveness of emotional appeal in the advertisement after directly comparing the rational and emotional appeal from the advertisement. Based on his research, neither of the rational and emotional appeal outperform of each other. The core idea behind this is that emotional message can also be rational, and vice versa 2.3.8 Product Categories Product categories in the advertisement can be divided into 22 categories. (Nelson Paek 2007) Beauty product was defined broadly, which consisted cosmetic, jewelry and clothing. In addition, special group of products such as womens apparel, perfume and cosmetic categories occupy large portion of total marketing costs. (Veronica, 2010) In the recent study, the authors classified apparel product, perfuse and cosmetics as self-image projective product. (Veronica, 2010) The targeted market segment would affect the marketing strategies applied in different market. (Veronica, 2010) In the other researches, product categories can be categories into hedonic or utilitarian element. (Crowley, 1992) Hedonic products are primarily related to sensory attributes and concentrate on consumatory effective gratification whereas utilitarian products are mainly associated with functional and non-sensory attributes and focus on fulfillment of instrumental needs. (Crowley, 1992) According to the research of Jung and Lee (2009), Korean and United Stated beauty magazines consisted a lot of body-related products than non-body related products advertisement, with a ratio 91.1 to 8.9. The body-related products include clothing, beauty product, diet services, and accessories. 2.3.9 Product origin The country of production has certain degree of influence on the consumers decision making process. Zhou (2004) provided some evidence in study that Chinese consumer is willing to pay more on the western product, mainly because of the common belief to reflex the prestige and social status. There is some opposite point of view from Nelson(2004). He stated that there is growing population who are supporting the local product and cultural identity. 2.3.10 Whitening function of the product Skin whitening product is a global trend throughout the world. There is a huge market opportunity for Europe, Asia and the United States market. (Deirdre, B, Helen, C, Mark, D, nd) According Ashikari (2005), whitening and lighten product growth rapidly in Asia which influence by the Asian wealth and growing consumer cultures. Mostly, the whitening function of product can classified to UV features, whitening effect and function in both way.UV features of product can decrease the damage and protect the skin from ultraviolet rays and long time exposure under the sun. In additional, the role of whitening effect shows the product focus on lightening complexion of womens skin, which from the yellow or darker skin color to white and fair skin color. (Johanson, 1998) The example of products with whitening effect are Kose, Za, Olay, Lancome, Nivea and Sk II, normally we can found it in shopping mall. With the trend of whiteness, a lot of companies introduce a lot of whitening and UV function of product, and then customer can kills 2 birds with one stone with the multi-functional product. 2.3.11 Degree of sun protection factor (SPF) In the market, there is a lot of cosmetic and skin care product contained sun protection factor (SPF), which can protect our skin from the direct ray from the sun. The different degrees of SPF have different functions. In the research conducted by Autier et al. (1999), they assessed the impact of the 2 different degree of sunscreen sun protection factor (SPF) of unlabeled product on the duration of sun exposure in two groups of young people. They concluded that the volunteers who used SPF 30 were exposure 25% longer than these who used SPF 10. The result of the finding is not surprising. The doubt in this research is on the basis of increased exposure, there was no difference in sunburn or skin-reddening episodes in the two study groups. 2.3.12 Origin of model Model can be classified into different ethnic groups, such as Asian (Chinese/ East Asian, Malay or Indian), Caucasian, or mixed. In the study by (Eric P. H. Li, Hyun,J.M, Kimura, J, Russell, W. B, Bahl, S, 2008; Cheng, H, Katherine, F, Shaw, P, 2005; ), authors found that most of the Asian beauty product advertisements using Caucasian model. The underlying reason is the globally recognized beauty standard. According to Goon and Craven, the popularity of Caucasian and Eurasian models reflects the postcolonial structure of commoditization and consumerism and is still influenced by a colonial past. In the other study, it also revealed 70.2% Caucasian model was used frequently in Korean advertisement to promote their product. (Jaehee, J, Lee, Y, J, 2009) This phenomenon happened because the fair skin has been aggressively marketed across Asian culture over this past decade. According to (Sean, R, 2003), white women with those characteristics such as lean, pure and radiant images are representing the feminine ideal and identification. Whiteness also presumes the ideas of purity, integrity, decency and auspiciousness. (Russell, Wilson, and Hall 1992; Sean, R, 2003) By the way, model of the advertisement always plays an important role to deliver the message to the targeted audiences and it pervasive to our daily life. The particular magazines readers will project themselves as the models appear in the magazines advertisement, which enable them to make a positive impact to them, and inevitably make a good evaluation to the product. Besides, the researchers also found that Caucasian women were more willing presented in sexual portrayals which compare with Asian women. (Cheng, H, Katherine, F, Shaw, P, 2005; Christina N. Baker1, 2005) This reason may due to the Asian women are influence by the Confucian culture and philosophy of them has not yet been prepared. (Cheng, H, Katherine, F, Shaw, P, 2005) 2.3.13 Demographics of model Age of the model of the advertisement also acts as a factor influence the consumer behavior. (Chang, C, C, 2008) People are keen to be fresh, beauty and look younger than their actual age. If the model of the advertisement is forties or old featured, then the young generation of consumer may categorized the product as not for me based on this factor. (Chang, C, C, 2008) The result analysis of Women Stereotypes Portrayed in Print Ads by Luxury Fashion Brands found that most of the young model are majority in the advertisement of magazine which is 72.7% (15 and 30 years old). (Carlos, M, M, Paloma, D, S, 2008) 2.3.14 Celebrities Used Celebrity endorsement is the growing trend in the magazine advertisement. A celebrity endorser is defined as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. (McCracken 1989, pg. 310). Credibility and attractiveness are the two important criteria to improve the persuasiveness of the advertisement. Hence, the companies are strike to determine the element of credibility and attractiveness to present their advertisement to public. (Kahle and Kahle 2006). Furthermore, Friedman and Friedman (1979) showed that celebrities endorsement is more eyes catching than expert or typical consumer endorsers in advertisement recall and brand name recall, in spite of the product type. In the other research also showed there are a positive effect between adolescents word-of-mouth intentions and brand loyalty among the celebrity sports athletes. (Bush, Martin, and Bush 2004) Besides, female teenagers word-of-mouth intentions are more affected by female celebrities than male celebrities, and female teenagers agree more than male teenagers that they are affected by celebrities in buying certain brands. (Bush, Martin, and Bush 2004) By applying attribution theory, Mowen (1980) used it to explain on the effectiveness of celebrity endorsement. The effectiveness of celebrity endorsement is largely correlated to the consumers willingness to understand the causal reasons for a celebrity to endorse the product. The celebrity endorsement strategy works best if consumers think that the celebrity endorses the product because the celebrity can symbolize the product, rather than the financial incentives. Mowen (1980) Furthermore, Asian celebrity perceived their success is highly related to their fair skin. (Eric, Hyun, Russel, Junko, Shalini, 2008) 2.3.15 Appearance of model Based on the research conducted by Thomas and Treiber (2000), the advertisers prefer to use gorgeous model to represent their product. It can indirectly inform the reader they can as beautiful as the model after them using the product. In the research study named Real Beauty in Advertising: Fab or Fad, appearance was the main subject. It usually used to refer the link between the usage of the particular product and the consequences after of using that product. According to the research, model likes to apply the heavy makeup, such as applied lipstick and particular perfume to become more attractiveness and appeal to public (Reichert Lambaise, 2003, p126). 2.3.16 Apparel of model There are different degree dressing of the model, however nudity of the model becomes a rising trend in the advertisement of the magazines; it also associated with the idea of sexual attractiveness. (Bridgette Desmond, nd) Generally, there are 4 categories of the nudity which are demure, suggestive, partially clad and nude. (Jaehee, J, Lee, Y, J, 2009) According to (Jaehee, J, Lee, Y, J, 2009 Reichert, T, Carpenter, C, 2004), demure dress was defined as everyday dress which included walking shorts, but excluded short-shorts or underwear. Suggestive dress defined as partially exposed the upper body, such as unbuttoned blouses or muscle shirts. (Jaehee, J, Lee, Y, J, 2011; Reichert, T, Carpenter, C, 2004), According to the studies conducted by scholars, Models were considered partially clad if they were shown in underwear or bathing suits. (Jaehee, J, Lee, Y, J, 2011; Reichert, T, Carpenter, C, 2004) Nude was represent models were holding only a towel or if the photograph was composed so that genitals were concealed. (Jaehee, J, Lee, Y, J, 2011; Carpenter, C, Reichert, T, 2004) Sex approach is more appeal to the male consumer, given the evidence that in year 2003, four out of five women who are appeared in the advertisement were suggestively dress, partially clad, or nude. (Bridgette Desmond, nd) An interesting study conducted by the Desmond, B (2008) stated that society nowadays becomes more sexually explicit and adapt with the high degree nudity level in the advertisement. Even so, there are some the magazines also prefer demure dress, since they target the wider variety of groups. (Bridgette Desmond, nd) 2.3.17 Hairstyle of model In the judgment female beauty, hair color, hair length, and hair style plays a vital role in positive rating on attractiveness. In the research of Mbure, 2009, 63.6% of models, 63.6% had long hair length, and 36.4% of model had short hair length. Besides, in the same research, the author found that 70.8% of model had straight hair and 29.2% of model non-straight hair style, such as kinky, wavy, medium curly, braided and so on. (Mbure, 2009) 2.3.18 Degree of models whitening Skin color stratification is a crucial sociological issue, which included the difference between lightness and darkness of skin tone. (Micaela, 2005) According to Hunter (2002), light skin tone works as capital to women. Moreover, it symbolizes status, educated person, and high income. Light skin tone also associated with sexual attractiveness. In her analysis, it showed that light skin of African American women represent the higher personal earnings and higher spousal status. According to the other research, the author found that prominent models were more likely prefer to be light skin tone than medium skin tone or dark skin tone. However, models minority were less likely to be seen in the workplace than whites but more likely to be portrayed in leisure places and school than whites. Low volumes of studies emphasize on the interpretation of white beauty idea among Asian female. Meanwhile, Sahay Piran (1997) also revealed that the desire to be light skinned was higher the darker am ong South Asian-Canadian females. In the research title Comparisons of Cosmetic Advertisements: Strategies for cultural adaptation in Womens Magazines in Taiwan also shown that most models in Nong-Nong and Elle Taiwan magazines were displayed in a light skin tone; regardless whether the model was western or Asian looks. (Pu, Y, R, 2003) Furthermore, in another research also reflects that light skin tone is ideals in advertising. It were advanced using a diversify of strategies consisting the promotion of benefits related to skin lightening such as skin related (e.g. Increased moisture), emotional (e.g. Increased self confidence) and relational/social (e.g. increased attention from the opposite sex). Mak (2007) Furthermore, among 58 models, 30 models were light skinned, 16 models had medium brown skin tone (mid-point of dark and light brown) and only 9 models were dark skinned. (Mbure, 2009) 2.3.19 Most frequently shown body part Study of Carlos, M, M, Paloma, D, S, (2008) defined human body as dressed body, and the external appearance, such as hand, neck and face play an important role of the first impression while meeting someone. On the same time, different kind of body part shown in the magazines advertisement conveyed the different kind of messages that convey messages to the magazines reader. Most often, marketer emphasized certain body display based on the product categories, such as face with skin care product or upper body part with body care product. In the recent study, researchers found that the advertisement in Korea and Taiwan more focus on the models face rather than body. (Jaehee, J, Lee, Y.J, 2009) 2.3.20 Number of models Number of model in the advertisement plays crucial roles to present the product message. That is a significant relationship between th

Sanitarium Marketing

Assignment 1. 1 Overview and Situation Analysis – Sanitarium evolution of marketing A brand that down any New Zealand supermarket? s breakfast cereal aisle which dominates the shelves†¦ that is Sanitarium! Sanitarium Australia and Sanitarium New Zealand are owned and operated by Australian Health & Nutrition Association and New Zealand Health Association. The company produces over 150 products and employs approximately 1700 people in the manufacturing and distribution sites throughout Australia and New Zealand. The company is leading manufacturer of breakfast cereals, soy beverages plant based meat alternatives, , and yeast spreads.Sanitarium – the maker of Kiwi staples Weet-Bix and Skippy Cornflakes – has evolved into a giant of the local food manufacturing sector over the last century. They are proud to be a group of people who believe passionately in the potential of every New Zealander. The potential to be healthy: physically, mentally and emotionally. T hey believe this journey all begins with good nutrition. â€Å"What you feed your body and your mind, changes the  way you feel. † Sanitarium's range of healthy breakfast options not only includes Weet-Bix, which is New Zealand's favorite cereal, they also offer something for everyone in the family. for example, products like beverages, spreads and another kinds of cereal†¦ all of them focused to sell the idea to be and eat healthy. Following that conception, Sanitarium is always looking at ways of sourcing ingredients and making products on a local level, to help minimize our impact on the environment. They do care about sustainability! The commitment to sustainability don? t stop at the farm gate but covers the entire supply chain and life cycle of foods, from inception, through manufacturing, to minimization of waste and the disposal of any waste, being inclusive of all resources that they control within the supply chain.Sanitarium’s mission is to lead, inspi re and resource the experience of happy health living in the community. For any business, growth is a significant element of being competitive within their industry and as discussed prior Sanitarium holds the largest portion of the market. The ability to create revenue allows Sanitarium the cash flow needed to put into costs such as marketing, advertising, and development of new products and brands. Without this Sanitarium’s life cycle would be short as even the cereal market will not lasts forever. In this segmentation, Sanitarium marketing has been improved.The company promotes events like â€Å"The  Sanitarium Weet-Bix Kids Tryathlon† which  is a community-based event that encourages Kiwi kids, aged from 7 until 15, to participate in a fun day out, to encourage exercises in a healthy life. There is also the program called â€Å"KickStart Breakfast†Ã‚  which was recently established by Sanitarium and has been recognised by Prime Minister John Key with an a ward as the ‘Best New Initiative' at the annual Prime Minister's Social Heroes Awards. These awards acknowledge businesses supporting charitable purposes as well.The company? s advertising has been always inspiring the community to make healthier food and lifestyle choices, with this proposal, Sanitarium invests a significant portion of resources into providing the community with free nutritional information and diet related advice by a team of nutritionists, receipts. All healthy information can be found in the company? s website. One of the recent marketing opportunities for Sanitarium was well done. The company had a perfect time to maximize its decade-long sponsorship in the 2011 Rugby World Cup.Rather than promote the Up;Go and Weet-Bix brands individually, Sanitarium decided on a parent-brand approach for its Game Plan campaign. However, it knew there would be an onslaught of companies jostling for in-store space and consumer attention in such a key year. The solution wa s thinking bigger, so Sanitarium had a display concept in mind that used 3. 2m goalposts in-store. They had used effective displays to demonstrating Sanitarium’s support for the team, and driving the sales required to meet business objectives.Another recent marketing activity, was the return of their Marmite. Sanitarium and their advertising agency Saatchi ; Saatchi made the most of Marmite's long-awaited comeback, with a Facebook countdown. Marmite (brand that is protected by trade mark laws) is back in production and supermarket shelves. A full year after it disappeared, Marmite has returned in a marketing campaign that included free jars sent to politicians and media types, recipes and a midnight supermarket opening that generated queues around the block in some centres.Sanitarium's marketing prowess could yet desert the company, however. One of the risks involved in taking the product off the shelves for a year could be that Kiwis lose the taste for Marmite – possi bly lowering their sodium levels at the same time. Anyway, Sanitarium must continue to provide and create value in the short term and long term future and also focus on three main of areas being: product development with market demands, communication regarding products, operations, services and refocus its attention around charity and community involvement.REFERENCES Sanitarium Game Plan – retrieved 2013 http://www. everythingmarketing. co. nz Christopher Adams article – retrieved Jun,30 2012 http://www. nzherald. co. nz Ben Fay / News – retrieved Mar,20 2013 http://www. stoppress. co. nz/tags/sanitarium Sanitarium News – 2013 http://www. sanitarium. co. nz/about-us/sanitarium-news/2013 Press Release: Weetbix Tryathlon – retrieved Jan,30 2013 http://www. scoop. co. nz

Project Management and Internal Function Essay

The HRIS project is necessitated by two factors which support our business needs. One of these factors is the need to keep up with the demand for our product within the marketplace. The second factor is actualizing a business that works as hard for its employees as hard as the employees have worked for the business. Our business has increased by two fold in the last 18 months, which means that we must create a new way of doing business. As a result of this growth, we had to revamp the financial system, which has actualized its contribution through showing up as time savings achieved through automation. As a result of implementing the financial system, we received our return on investment six months earlier than anticipated. How does it get any better than that? It is with the same dedication that the HRIS project is being given life and endorsed by the stakeholders, which support this project. Description As a result of this growth, we have just completed the transition of incorporating the financial system and it has been a smashing success. This new growth demands of us that we do business a little differently now. It is our intent through this project to improve the employees’ workplace and space in addition to addressing the changes that come about from expansion. There has been a marked and appreciable demand for our products over the last two years. As a result of this growth, we now require a better way of doing business. The HRIS project will take an outside and inside approach in order to create the space for transition and a better way of doing business. The approximate savings through this project would be actualized within the two quarters alone. Objective The objective for this project supports our goal of achieving a more robust production environment for our customers in addition to providing a better environment for future growth for our employees. It is our intent to support this project in the following ways: 1. Payroll will be automated and this will produce a faster and easier way for the employees to be reimbursed or to make changes to the auto pay options. 2. Our employees will be in a better position to pursue and create a career track for them that aligns with their own goals. 3. The HRIS process will allow for more transparency in hiring for those on the outside. 4. Potential employees will be able to see and apply for open positions. 5. Management will be in a better position to ensure that the potential applicants are well-qualified. 6. Additional funding now available from the implementation of the financial system can fund more research and projects to improve the workplace. Success Criteria or Expected Benefits The success criteria came from the various stakeholders and sponsors. The CEO of the company, Rory Genhardt, commissioned a project manager to spearhead the HRIS project. The project manager conducted several interviews of various stakeholders and sponsors in order to obtain measurable project objectives. The reports disseminated will include information gathered from the individual SMEs. It is this information that was used to present information to the stakeholders, sponsors and participants through reports, presentations, written, verbal and oral communications. The expert judgment provided by these various individuals was invaluable. They are outlined for the HRIS project as targets. Specifically identified from the various stakeholders of the expected benefits of the implementation of this project are the â€Å"recruiting capabilities† and â€Å"succession planning† for the CEO. Per the HR Director, â€Å"vacation and sick time and sick leave linked to attendance instead of years of services†, in addition to â€Å"tracking of certification and education requirements† would be a benefit from the implementation. The VP of Marketing would receive benefit from the â€Å"employee database and the e-forms†. The VP of Finance would be appreciative of the â€Å"payroll capabilities†. The most beneficial aspects for the VP of Manufacturing would be the â€Å"performance review management and compensation capabilities†. â€Å"Position control† and the â€Å"recruiting capabilities† would be beneficial to the Plant Managers. Funding Some of the funding available for this project was generated per the information contained in the GenScoop newsletter. The CEO of GenRays states, â€Å"extra savings will fuel additional growth and expansion to the company, as we are able to fund more research and projects to improve our workplace.† In addition to the growth experienced from the total sales in the last quarter, GenRay is in a solid position to support funding for this project as stated by the VP of Finance with a contribution of $103,000. Should additional funding be required for this project, the Information Technology Director will be sought out as they have approximately $360,000 available for hardware and software upgrades in addition to technical staff being available for assistance. Major Deliverables The following deliverables contained in this project charter were derived from interviews with the stakeholders who said: âÅ"â€" The CEO requires that commencement of the project is to begin after the W2s are issued per a request from the CEO as time is critical for the introduction of this project. The actualization of this project will create more â€Å"research and projects to improve our workplace.† âÅ"â€" Per the executive sponsors and the CEO, there is a request to complete the project with all the system elements being functional before the year-end closing as the anticipated savings will provide company additional funding for R&D projects on the horizon. This is an internal function of the project outcome and a desired product to the end user. âÅ"â€" In order to keep the project on schedule, incorporating compatible team members during the performing stage will help to keep the project running smoothly and decrease down time. This is an internal function of the project outcome. This deliverable creates a stable foundation for the commencement of the project. âÅ"â€" The VP of Manufacturing requires integration of the searchable performance feature so that managers can review potential candidates who can be selected for the management program. This is an internal function of the project outcome and a desired product to the end user. The phase in the project allows for the HR, Plant Manager, VP of Finance and Marketing to have access to and use this information. âÅ"â€" The Director of Human Resources requires an awareness of which team members require additional time to move through the forming, storming and norming stages. This is an internal function of the project outcome. âÅ"â€" The CEO requires that the software has recruiting capabilities. The information derived will screen qualified candidates who are applying for positions. This is an internal function of the project outcome and a desired product to the end user. The phase in the project allows for management to have access to and use this information. âÅ"â€" The CEO also requires an integrated computerized system, which tracks the performance review information, to include certifications, experience and educational requirements which can be used for succession planning. This is an internal function of the project outcome and a desired product to the end user. The phase in the project allows for the HR, Plant Manager, VP of Finance and Marketing to have access to and use this information. âÅ"â€" The Plant Manager from Manufacturing Site 1 requires a self-serve employee database which will track and update the information on each employee. This is an internal function of the project outcome. The phase in the project allows for management to have access to and use this information. âÅ"â€" The VP of Marketing requires the implementation of business forms which populate E-forms for the ease of inter-commerce for more standardized processes among the organization. This is an internal function of the project outcome and a desired product to the end user. âÅ"â€" The VP of Finance requires an automated self-service payroll in order to save time and money. This is an internal function of the project outcome. âÅ"â€" The Plant Manager from Manufacturing Site 1 requires analyzation of the position control of the data entered by salary, grade and job title so as to provide equitable compensation to the employees throughout the site. This is an internal function of the project outcome and a desired product to the end user. âÅ"â€" The Director of Human Resources requires a capability which mines the data contained within performance review data and training records in order to ensure that the proper candidate is matched with most compatible candidate. This is an internal function of the project outcome and a desired product to the end user. The phase in the project allows for management to have access to and use this information. âÅ"â€" The Director of Human Resources requires the capability of self-service of employee’s information, which is then used and approved by their management in order to streamline the hiring process. This is an internal function of the project outcome and a desired product to the end user. The phase in the project allows for management to have access to and use this information. âÅ"â€" The Director of Human Resources requires migration of the older databases in addition to streamlining the information received into a consolidated database to include financial, employee, vacation, benefits, training, education and certification. This is an internal function of the project outcome and a desired product to the end user. Acceptance Criteria Per the CEO of GenRays, the major acceptance criteria is, â€Å"The project must be complete with all system elements functional before year-end closing.† In addition to that the following criteria are: âÅ"â€" The CEO’s acceptance is that the actualization of this project will create more â€Å"research and projects to improve our workplace.† âÅ"â€" Per the executive sponsors and the CEO, the acceptance criteria for them is having all the system elements be functional so that the company will have additional funding for R&D projects on the horizon. âÅ"â€" The CEO requires that the software have recruiting capabilities, the phase in the project allows for management to have access to and use of this information. âÅ"â€" The CEO also requires an integrated computerized system, which tracks the performance review information. This phase in the project allows for the HR, Plant Manager, VP of Finance and Marketing to have access to and use this information. âÅ"â€" HR requires incorporating compatible team members. This criteria creates a stable foundation for the commencement of the project. âÅ"â€" The Director of HR’s acceptance requires an awareness of which team members require additional time to move through the forming, storming and norming stages. This is an internal function of the project outcome. This phase ensures completion of the project without personnel complications. âÅ"â€" The VP of Manufacturing’s acceptance requires a searchable performance feature which allows for the HR, Plant Manager, VP of Finance and Marketing to have access to and use this information. âÅ"â€" The VP of Marketing’s acceptance requires the implementation of business forms. This is an internal function of the project outcome and a desired product to the end user. âÅ"â€" The VP of Finance requires an automated self-service payroll in order to save time and money. This is an internal function of the project outcome. âÅ"â€" The Plant Manager from Manufacturing Site 1 requires a self-serve employee database. The phase in the project allows for management to have access to and use this information. âÅ"â€" The Plant Manager from Manufacturing Site 1 requires analyzation of the position control of the data entered by salary, grade and job title. This is an internal function of the project outcome and a desired product to the end user. âÅ"â€" The Director of Human Resources requires a capability which mines the data. This is an internal function of the project outcome and a desired product to the end user. The phase in the project allows for management to have access to and use this information. âÅ"â€" The Director of Human Resources requires the capability of self-service of employee’s information. The phase in the project allows for management to have access to and use this information. âÅ"â€" The Director of Human Resources requires migration of the older databases. This is an internal function of the project outcome and a desired product to the end user.

The Industrial Revolution Was A Right Place At The Right

The Industrial Revolution was a right place at the right time opportunity. For many years and even decades Europe was in constant turmoil or war. The Industrial Revolution happened to arise from England a nation mostly at peace in comparison to the rest of Europe during the time the Industrial Revolution was happening in England. This allowed for free time and time for innovation ingenuity and inventions to happen. This time of peace within England led to prosperity and invention. During times of peace as seen many times throughout history prosperity and innovation forms to usher in turning points. The Industrial Revolution was arguably the biggest turning point in history after the Renaissance. Many things went in to creating the†¦show more content†¦The next question is who was responsible for this invention that would make such a splash in the stagnant pool of European innovation. There are a couple men responsible for it. The first person to mention is â€Å"Thomas Newcomen who invented a simple engine that used steam to pump water out of coalmines in1708.† With this creation it seemed as though the work needed to be done would be minimized for man and put more work on the engine and machines it ran. Well this engine worked well enough during its primitive days but wouldn’t last long before maintenance needed to be done to it since the high temperatures would cause the engine parts to overheat. While this was a problem there was a second man that expanded upon Newcomen’s invention. The man responsible for making the steam engine last longer and remain in service without as frequent of maintenance was a man by the name of James Watt (1736-1819). The major invention from James Watt that turned the steam engine into a more efficient machine was the steam cylinder in 1765. â€Å"How he did it was that he added a second cylinder or chamber. 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