Bi collage a&p plan

What is BiCollage1000 and what does it do?

nalysi
BiCollage1000 is a powder based dietary supplement containing Collagen and Key Vitamins.
Containing 1000mg of Collagen Peptides, BiCollage1000 aids in skin looking younger and more
beautiful. BiCollage1000 also improves body function and performance through the use of citric
acid and other essential vitamins.
BiCollage1000 is a natural product, with Collagen peptides being extracted from fish.
The product is peach flavoured and can be mixed with water or milk to drink or can be added to
food.

What is the current market position of this product
Collagen products are new to New Zealand and the market is in an early growth stage.
BiCollagen1000 has not existed previously in the New Zealand market and will be introduced as a
new product.
To the best of our knowledge, no product exists or has existed previously that is identical to
BiCollage1000. There does exist a few established Collagen products in the market, however these
products tend to be either in a pill or capsule format, or as cream / topical products.

©Copyright Influence Group Ltd. Produced on behalf of Aqua Naida Ltd. All rights reserved.

What eﬀect does the current market positioning have on our strategy?

nalysi
As Collagen products are relatively new to the market, there is a requirement for consumer
education, and thought needs to be given to this in early market approach.
As the brand is a new entry brand, early market approach needs to have suﬃcient reach and
frequency in order to create brand awareness and recognition amongst consumers. Frequency of
brand messaging should aid in developing trust within the brand.
In-store visual equity will also play a large role in consumer purchasing decisions as the brand and
product category are new to the market.

What budgetary and professional constraints exist?
Budget for creative and media is considered to be $25 - $30k per quarter. Due to the low budget
consideration needs to be placed on media channels that maximise reach at minimum CPM.
All advertising and promotion strategy should stay within ASA guidelines, submission for TAPS
prevettng should be considered.

Who is the target audience for this product?
BiCollage1000 will appeal to a wide audience in todays image conscious market, however key
target demographics exist in females aged 25+. Consideration should be placed on media channels
that are female skewed and have maximum reach.

Who are the influencers and early adopters of our target audience?

nalysi
Factors influencing female audiences have changed largely over the past few decades as lifestyles
have shifted. As always, women continue to be influenced by celebrities and media personalities,
however the lack of emerging supermodels and decline in beauty based celebrities has signalled
a shift to greater local influence. Women are increasingly influenced by perceived successful or
attractive members of their own peer group, and with beauty and image becoming a commodity
influence is increasingly attributed to women achieving career and financial success.

It is our belief that there also exists a significant sub-culture of extremely health conscious women
who are discovering new products through niche media formats. This is evidenced the growth of
health magazines and healthy living guides in both print and broadcast media. Reaching these
early adopters will be key to brand growth and consideration should be placed on these niche
media channels where budget allows.

Regionally, Auckland exerts the greatest level of influence on new product trends in New Zealand
and should be seen as a key market for initial brand promotion.


the big idea

Naturally. Beautiful.
BiCollage1000’s natural makeup will be greatly
appealing to consumers who have become more
‘ingredient conscious’ today than ever.
In formulating an appropriate tagline for the brand
we wanted something that communicated simply

Naturally. Beautiful.
and eﬀectively this aspect, as well as the beneﬁts
consumers could expect from the product. The
answer came... naturally.

The use of large amounts of free space and stark
white backgrounds will aid in communicating the
natural aspect of the product and a feeling of purity
and will hope in growing the emotional connection
between consumers and the brand.

See me in ten days campaign
arket Launc
Considering the budgetary constraints, we have devised
a campaign to maximise reach and cost efficiency.

We intend to conduct a model search in order to find the
face of our BiCollage1000 campaign. Our chosen model
will be given BiCollage to sample over a ten day period.

Working in conjunction with our Out Of Home partners
intend to erect a 30 foot tall billboard on an inbound
traffic route in central Auckland. Initially, the billboard
will simply be an image of our models face with the
message “SEE ME IN TEN DAYS”.


See me in ten days campaign
arket Launc
We intend to photograph the model every two days to
show the eﬀects of using BiCollage1000 over a ten day
period. The consecutive shots will then be used to
transition one half of our billboard, with the billboard
skin being peeled back every two days to reveal the
change in our models appearance.

At the end of our ten day campaign, the BiCollage logo
will be added along with the tagline:
“Naturally Beautiful.”


Supporting Media
During the course of our ten day photoshoot, we intend to
have our model video diary her experience using
BiCollage1000.
The models video diary will then be edited with footage of
our outdoor campaign being transitioned to create a web
video that can be distributed through an online social
networking campaign released at the end of our out of home
transition.

As stated previously, it is vital that customers are educated in
the benefits of using the BiCollage1000 product. To do this,
we intend to build a BiCollage1000 website with information
on how the increase in Collagen effects our skin as well as
information on the other ingredients in the BiCollage1000
formula, and how these effects the body's natural performance.

To promote the website and social networking presence of
BiCollage1000 we propose to produce a coupon whereby
customers can receive a ten day trial of the product at a
reduced rate if they ‘like’ BiCollage1000 on facebook.
Customers will then have the opportunity to submit photos
of their own before and after results to an online contest
where the winner receives a years supply of BiCollage1000.

POS and Instore Promotion
As stated previously, visual equity will be key to the early success of BiCollage1000 will be visual equity
instore. Ideally, key shelf positioning can be negotiated with the retailers, however this may not be
possible.
We propose to produce a series of counter talkers and posters to promote reduced trial
packages instore, using QR codes that are directed to a special mobile landing page customers will be
able to like on facebook using smartphone mobiles to receive vouchers instore.

cost estimations
Outdoor Media $8,000 -$18,000
Billboard Installs and Transitions $7,240
Photography $2,500
Post Production (Billboard Imagery and Web Video) $2,400
Web and Digital (Including social network creation and mobile landing site) $1800
Design and Visuals $1000
Print Production for Instore Materials $1500 - $2200
Concept Fee $2000

Total Campaign Cost $26,440 -$37,140

Costs listed are estimations only and are subject to change based on time required, however all care has been taken to ensure the accuracy of prices listed.
Media fees and external production are based on quotes from outside providers and Influence Group reserves the right to alter estimations based on price
fluctuations from external providers.
Media and print costs include Influence Groups standard commission charges.

All pricing is subject to acceptance within one month of the date this document was presented and is subject to the Influence Group Standard Terms of
Trade, a copy of which is available from our office. All pricing excludes GST.


Ongoing Strategy - (Q2 - Q4)

PRINT
Through all three quarters we intend to
place in Healthy Food Guide and Good
Health Magazines. Options will be
presented for editorial and Frequency
of 2+ should be saught with at least 20%
The initial market entry strategy has been designed to TARP
aid in maximising reach to a wide audience, and has
been designed in a non traditional format to help grasp

DIGITAL
consumer attention. Spending in Q1 to establish a digital
presence will mean reduced spending
Following market entry, we intend to allocate spending through Q2 - Q4. Established digital
towards more traditional format advertising, in order to presence will be further promoted
maximise frequency. through targeted digital placement with
key online providers.
We have identiﬁed a series of niche media channels

OUTDOOR
aptly directed at our target audience. We intend to place through Adshels Beauty
network for a two week period in Q2.

The proximity of the Beauty network to
Pharmacy Brands stores should aid in recall
throughout the quarter.


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