3. 3
CONTENTS.
We Are 4
The Opportunity 5
Existing Campaigns 6
The Competition 7
Band-Aid: Their Advantage 8
Band-Aid: Past Ads 9
Band-Aid: Aus Campaign 10
Band-Aid: Int. Campaign 11
The Competition 12
Strengths 13
Weaknesses 14
Opportunity 15
Threats 16
The Stats: Primary 17
The Survey 18
The Stats: Secondary 19
The Target 20
Point of Difference 21
Market Map 22
The Big Idea 23
Our Method 24
Brand Extension - ‘Ready To Wear’ 27
Print & Street - “Ready to...” Campaign Phase 1 28
QR Codes & Events - “Ready to...” Campaign Phase 1 29
Online & Interactive - “Ready to...” Campaign Phase 1 30
Ambient - “Ready to...” Campaign Phase 1 32
Print - “Ready to...” Campaign Phase 2 34
Media Plan 38
4. 4
WE ARE.
director of possibilities
innovative strategic solutions
5. 5
THE OPPORTUNITY.
Elastoplast has graced us with the pleasure of allowing MADE to nurture the future of its brand.
6. 6
EXISTING CAMPAIGNS.
Elastoplast has been a famous brand in first aid and advanced wound care for
many years, therefore we expected to have a long list of past campaigns to
examine to determine the direction of Elastoplast, however this was not the
case.
Throughout this research we have come to the conclusion that there currently
is no existing campaign for Elastoplast. Communication has been lost between
this iconic brand and the market of Australia.
MADE is concentrating on Elastoplasts strong First-Aid products – which
generate the most income. We believe using these products to locate our niche
is what Elastoplast needs to revamp its brand positioning and personality.
There has been no signal of a solid rollout of any campaign throughout recent
times, including any campaignable ideas. This has left the brand in a very vulner-
able position.
7. 7
THE COMPETITION.
#1 Band-Aid
#2 Generic adhesive bandage brands
#1 Band-Aid
Established: 1920
History: Invented by a mother who consistently burnt herself whilst preparing the evening meal.
She needed a bandage that she could apply herself without assistance of someone else and with
experimentation of making the adhesive bandage sticky this product was created.
Band Aid Facts
- In 2001 Band Aid had sold over 100 billion bandages
- No.1 bandage brand in America
- Band-Aid is available to purchase in more stores than other adhesive bandage brand
Their Advantage
Brand Position
Band-Aid owns the adhesive bandage product category in Australia.
The term Band-Aid has become a generic term that is used in everyday conversation. The term Band Aid has more than one meaning this is:
1 Band Aid - A well known brand of adhesive bandage
2 Band Aid - A temporary or make shift solution to a problem created ad hoc often used with a negative connotation of a lack of foresight
8. 8
BAND-AID: Their Advantage.
The secondary definition for the term is widely used including in political related
media.
The brand Band-Aid is a trusted brand. Children grow up with the brand, and
when injure themselves ask for a Band-Aid not an adhesive bandage to
provide instant relief to their injury. The brand is trusted by families and there
belief and loyalty to the product is past through generations it is a product that
helps people - people find it to be reliable and provide immediate temporary
relief.
People keep Band-Aids in convenient places, as they don’t know when they may
receive an injury. A common place a Band-Aid is kept is in a handbag/mums
handbag, wallet, office draw, first aid kit, child care centre, home medicine
cupboards.
Band-Aid has tried to differentiate themselves from the other plaster brands
through offering adhesive bandages with various images on them. This includes
designs that are created by well known designers from overseas and also
adhesive bandages with characters which appeal to kids.
When you think of the product Band-Aid you think of kids with a minor
injury, bump, bruise or cut.
9. 9
BAND-AID: Past Ads.
Campaign: Band-Aid Almost
Type: Print
Country Created: JWT Dubai
Country Ad runs in: Dubai, UAE
Campaign: Roberto
Type: Print
Country Created: America
Country Ad runs in: America & Brazil
10. 10
BAND-AID: Aus Campaign.
Band Aid has not conducted a lot of advertising campaigns
in Australia - The brand instead has established it’s name
and reputation through word of mouth and trust of the brand
expressed and passed down through families. Overseas a
few campaigns have been conducted: See next page to view
an overseas campaign.
12. 12
THE COMPETITION.
#2 The Generics
Generic adhesive bandage brands are gaining ground within this market.
Generic brands are offering the same product but in slightly different
packaging. Band Aid has lost a differentiating identity to these brands and now
these gernic products are being put in the shopping basket. With Economic
instability people, especially families are looking for as many ways as possible to
save money off their grocery bill.
These generic brands offer the product at a lower cost they pass on the savings
to the consumer through not spending money on promotion of this product.
13. 13
STRENGTHS.
Durability
We believe the products durability is an incredible strength for the brand. Unlike
its competitors who thrive on poor quality for a cheaper product, Elastoplast
recognises their markets intelligence. They offer a product that is trustworthy
and durable, that can be used and will prove reliable in the long run.
Variety
Elastoplast has 12 categories of products, which range from plasters,
therapeutic heating, sensitive plasters to silver healing. This shows the diversity
in its range and its ability to reach various wounds by various ages. Elastoplast
also offers a kids range of plastic strips which reiterates its message as a brand
that has the potential to be a family brand as well as a product for the younger
market.
Strong Website Ideas
One main strength for Elastoplast was its ability to interact with its customers via
online media. One example is the ‘Interactive Plaster Master’. This is a method
used by Elastoplast to help people at home decide what kind of plaster is best
for their wound. It does this by asking a few simple questions, which will take
minutes of the customers time at home.
Elastoplasts “Safety” messages online are also a great aspect of this brand.
It lists the safety precautions which should be taken to minimise the rate of injury
in households as well as businesses.
This portrays the message that Elastoplast actually cares, throughout all these
technological advancements, it is great to see a brand building a bridge
between itself and the customer at home.
14. 14
WEAKNESSES.
No clear marketing direction
MADE believes Elastoplast has great potential to grow and see their brand gain
marketshare, however without a clear marketing direction this does not have
the ability to occur. The lack of personality behind the brand leaves the market
confused about who Elastoplast are and what they do. It has been overrun by a
force, and that force is ‘bland’ Just like the taste sensation; the ‘bland’
represents the fact that our market are aware of its presence but cant find
anything to set it apart from the rest, it leaves no aftertaste, or in this case an
afterthought to allow the consumer to purchase an Elastoplast. They will instead
purchase a product from which they have seen an ad.
Not easily accessible
MADE undertook a method of its own primary research. We visited local
Convenience/7-Eleven Stores around the CBD and its neighbouring suburbs.
We alarmingly found out that not one of those stores stocked an Elastoplast
product. We feel this is limiting Elastoplasts exposure to its consumers – they
are given one option and they will readily find the competitor stocked on every
shelf. Impulse buying is a trait of our younger target market, therefore when
something suddenly occurs they will flock to those convenience stores to pur-
chase a
product to suit their busy lifestyle.
Dependency on website
Elastoplast has one medium of communication between itself and their
market – that is online. All information about Elastoplast, including giveaways
and product description is done via the website. Great promotional ideas are
visible online, however how will the consumer know to visit the website. There
was a huge lack of communication and a huge loss of product awareness due
to this ill mistake.
15. 15
OPPORTUNITY.
Solid Products
Elastoplast plaster quality is one feature that surpasses its competitors.
We need to communicate the fact that these plasters work – you will put them
on and they will not come off. Made has defined the fact that consumers will
always choose quality over price and at the moment the quality standards have
slipped for our major competitors therefore consumers are currently searching
for a durable product that does what it claims to do.
‘Everyday Item’
Elastoplast is in a limited category of products which allows it to be bought on a
regular basis. There is an Elastoplast for every wound and every person. We will
need to communicate this to our market. One example may be to outline what
the Elastoplast Plastic Strip is for and what purpose the ‘Blister Plaster’ has so
the one item does not become a general product used for all wounds. Having
this as an everyday item means increased income will be generated and result in
a faster rolling cycle for Elastoplast
Summer Market Season
We have recognised the target market to have a higher spending pattern
throughout the summer season. This is mainly due to the increased social
scene, such as Music Festivals, Christmas ‘silly’ Season as well as the outdoor
activities that are undertaken at this time. We believe Elastoplast has the
products to contain the injuries and wounds created at this time, from blisters
to bruises, swelling and cuts – we are ‘Ready To Wear’. The summer season is
forecast to bring in the majority of usage as well as higher growth patterns.
16. 16
THREATS.
Band-Aid
MADE has identified one major competitor, Band-Aid. This brand is well estab-
lished within the market and currently owns market share. It has strong growth
and has become a generic brand used in many Aussie households. Although we
believe product quality is very poor, this brand gives nothing back to the con-
sumer besides an insult to their intelligence.
Cheap Generic Brands
With every product on the current market, there will be a cheaper ‘Home Brand’
alternative. Although product quality is hardly visible there are people who will
purchase this cheaper product and expect it to work. We will need to commu-
nicate to the market that cheaper does not mean better. We will need to expose
the fact that spending a portion more will mean more value for yourself and your
family. Can you put a price on trust? Well trust Elastoplast to solve your prob-
lems.
Current Financial Situation
The current economic state is in a global meltdown. Consumers are spending
less in more ways than one. The buying patterns have changed and Elastoplast
sees this as an uncontrollable threat. Not only do they have the possibility of
eliminating all ‘disposable’ purchases, consumers may lead to a cheaper com-
petitor.
17. 17
THE STATS: Primary.
1 fine day
35 people
Location Martin Place
MADE conducted a form of primary research in the central district of Sydney to
analyze current perceptions and opinions of the market. We eliminated middle- the verdict
men to better understand the wants of the people who would potentially buy the
products and to who our campaigns would be aimed at. 92% say they use plaster on a regular basis
80% could not describe an Elastoplast ad
We limited our sample size to better represent the demographic suitable for 75% would choose quality over price
Elastoplast.
80% women did not know about the ‘Blister Plaster’
The summary outlines product confusion from the consumers as well as product
opportunities for Elastoplast to consider. We have potential to see growth come 65% would embrace the Elastoplast ‘Handy Pack’
from 92% of the market from which purchase and use plasters on a regular 73% males could not relate to plaster campaigns
basis. 75% are sick of cheap knock-offs and are looking for real products that
actually work. This signals a much more intelligent market that will no longer
purchase the cheapest product on the shelf, therefore finances should be spent
to revamp the current Elastoplast to inform customers that our product does
work.
One alarming statistic is that 80% of the sample could not describe an
Elastoplast ad. This once again reiterates the point from the Existing Campaign
that the public do not know who Elastoplast are, and cannot recall the last
advertisement they have seen of the products available. MADE aims to change
this – our creative media and strategy will allow us to be heard and be
recognised.
18. 18
THE SURVEY.
1. Gender: 6. Can you recall the most recent Elastoplast ad you saw?
Male Female Yes No
If so, please describe:
2. Age Group
18-24 7. Have you heard of the Elastoplast ‘Blister Plaster’ product?
25-34 Yes No
35-44
8. Would you find it easier to carry plasters if they were readily
3. What brand of Plaster/Bandage have you heard of? Please choose available in a ‘Handy Pack’?
one from the below Yes No
Elastoplast
Band-Aid 9. Do you believe males are targeted in any current plaster
Home Brand campaigns or ads?
Other: Yes No
4. How often would you use a bandage or a related product? 10. Would you be happy to trial Elastoplast?
All the time Yes No
Regularly If so, please supply us with your email address:
Occasionally
Never
5. What factor is most important to you when deciding what brand of
plaster to use? Please choose one from the below
Quality
Price
Brand Name
Other:
19. 19
THE STATS: Secondary.
3rd Party Research
Where Roy Morgan Single Source
When 07.07.08
Who 18 to 34 YO
Our Secondary Research outlines the opportunity Elastoplast
will aim to target. Our market is in need of a plaster product
the verdict that looks and stands for something young and stylish, which
follows the marketing direction of Elastoplast.
51.5% enjoy tough physical activity Our target are busy, and live full happy lives filled with physical
activity. It also outlines the broad view our market takes –
75.3% try to look stylish
they will give a product the opportunity to prove themselves
60% live a full and busy life and prove this product does what it states, however our
65% are willing to try different products research also found that impressions dramatically changed if
73% will not try the same product after a negative experience the first experience was a negative one.
20. 20
THE TARGET.
MADE has recognised a potential target market to better suit the new direction
Elastoplast is heading.
This market includes females and males aged between 18 and 35 years of age.
They are classified as ‘Generation Y’ and the money spending generation. This
market is known to have fewer worries than their older counterparts. They live to
play and believe the ultimate gain from life is to have fun and live it to its fullest.
They are the ones that will work a very busy week with minimal sleep, although
don’t expect them to catch up on any rest on the weekend because they are
out shopping, at the beach, playing a sport or just socialising with friends. They
would earn an average income, although most would be disposable.
MADE specifically targeted these demographics as we felt there was a gap in
the market which Elastoplast could own by following certain creative steps.
21. 21
POINT OF DIFFERENCE.
MADE has identified one major component of Elastoplast which sets it apart
from other plaster brands on the market and this is the durability. We believe the
strongest message we can portray to the market is the fact that this product
actually works. The fabrics and plastic used is generated from the highest
quality to fight against water resistance, body perspiration and physical activity.
Consumers are more intelligent than ever, therefore if the advertising message is
that this product works and in reality it does not meet our markets needs, they
will automatically turn to another brand. If this does occur, regaining trust from
a disappointed market is almost impossible – this will prove detrimental to the
overall positioning of Elastoplast.
22. 22
MARKET MAP.
! IDENTIFIABLE
MADE has outlined the current market
situation of Elastoplast and its competitors.
We have noticed a market gap where great Opportunity Here
quality products and an identifiable brand
coincide. This is recognised as the
Elastoplast opportunity to which we see
!
room for movement and growth.
POOR QUALITY GREAT QUALITY
!
!
UN-IDENTIFIABLE
23. 23
THE BIG IDEA.
everyday convenience
Elastoplast can be an elegant, sleek and fashionable...
MUST HAVE
24. 24
OUR METHOD.
MADE is proposing to Elastoplast to spread their wings and capture markets
that have rarely been thought about or specfically targeted.
We are going to target a time poor, high disposable income, socially active & the
fashion savvy. Ths will generally target the more youthful markets.
This is a segment which are high users of ‘plasters’, unknowingly. These con-
sumers generally have 1 - 2 ‘plasters’ in their wallets, purses or handbags. More
than often, these ‘plasters’ end up dirty, and unhygienic.
Again, the challenge is to make carrying these ‘plasters’ more hygienic whilst
being in transit, and to keep it convenient and as unintrusive as possible.
The solution to this, is to extend Elastoplast’s brand identity and to broaden it’s
appeal to a wider audience, other than family households and sports related
segment.
We will instigate a brand extension, and create a line that is both fashionable,
convenient and hygienic.
This brand extension will be met with a strong strategic integrated advertising
program.
27. Brand Extension - ‘Ready To Wear” Handy Pack 27
The ‘Ready To Wear’ handy pack is a compliment to our everyday Psychologically consumers will see this as a revitalised look and
convenience promise. This will be a beautifully presented slimline tin feel compared to the traditional cardboard packaging, and will
with a sliding lid. This tin is perfect for any occasion, and is compact automatically engage with the new product.
enough to keep in your wallet, purse, or handbag. It is so compact
that you won’t even notice it’s there, and as a bonus we’ll throw in This is the first step in moving towards building and extending
some hygiene! Elastoplasts revitalised brand identity.
This is a refreshng new take on the classic tin packaging. The designs
on the tin will vary, according to which sex we are trying to reach, this
way no one is excluded.
28. Print & Street - “Ready to...” Campaign Phase 1 28
The “Ready to...” campaign will kick
start with the “Ready to... Party”
strapline where we will be promoting
one of the obvious benefits of the
‘Ready To Wear’ handy pack range,
that is, its sheer convenience and
slimline packaging that enables it to
be stored in the smallest of spaces.
The imagery used in these print
items are very experiential based,
which allow for viewers to gain an
insight into the various positive
attributes this new range holds.
These images will be seen on bus
shelters and magazines. The
magazines chosen will be targeted,
and will include titles such as Mens
Health, Madison, YEN, Grazier &
Shop Til’ You Drop.
The campaign will feature a
technology quite new to Australia,
the Quick Response (QR) code. This
code allows for data such as WAP
site addresses and address book
details to be transferred immediately
to your phone. We will use this to
direct consumers to the “Ready to...”
campaign WAP site, and will have a
data capture capability.
Consumers will then have access to
Left: “Ready to... Party” Advertisement targeting males. regular updates on Elastoplast secret
Top Right: “Ready to... Party” Advertisement targeting events and the latest product news.
females - shown on street furniture.
Bottom Right: QR Code on bus shelter.
29. QR Codes & Events - “Ready to...” Campaign Phase 1 29
The roll out of the “Ready to...”
campaign will consist of QR codes,
WAP sites and special events and
promotions at these events. This use
of QR codes is quite unique and is
an interesting way to communicate
with our tech savvy audience.
The reason for these special events
is to create a new outlet to give out
samples of the ‘Ready To Wear’
handy packs during the beginning
outdoor! QR code! data retrieval! stages of the lauch. It is very im-
portant to connect with our target
audience in the environments and
situations which they are naturally
drawn to, hence the use of events.
These events are not limited to clubs,
they could be music festivals and
smaller concerts as well. We build
meaningful relationships through
understanding their needs and
wants.
The use of creating events or
having strategic alliances with exist-
ing organisers and promoters will
Ready To Wear pack samples given out! party time!! allow further recognition in the brand
and Elastoplasts core products. This
means that Elastoplast will be their
first choice when they need a
bandage.
30. Online & Interactive - “Ready to...” Campaign Phase 1 30
The My 24/7 website provides the
correct demographic and psycho-
My 24/7 Website Sponsorship graphic audience for the Elastoplast
ready to campaign.
This site provides content relevant to
Elastoplast’s campaign. Elastoplast’s
campaign is about people socialising
and the my 24/7 website is about
finding bars, clubs and events that
are on in your state.
Details of Website Vistors
Elastoplast sponsorship across Age 18-39
the My 24/7 website would provide Social
Elastoplast added reach to the target (74% go out at least fortnightly)
audience 18-35 year olds. Affluent with high-disposable income
(23% with a household income of
Alignment with a social site is over $100K)
positioning Elastoplast in the right Savvy
area of people who are wanting to Connected
socialise. This creating Elastoplast
to be top of mind when people are
planning where they are going out to.
Elastoplast could sponsor certain
areas of the site to promote their
secret events they are holding
throughout the proposed campaign.
31. Online & Interactive - “Ready to...” Campaign Phase 1 31
‘Ready To Wear’ Web Portal
The ‘Ready To Wear’ range will have their own feature
web portal where it will incorporate the various elements of
the current “Ready to...” campaign collatoral. These includes
‘Ready To Wear’ news, updates on events, advice and
interactive games.
The dedicated web portal supplements the campaign
message, and takes it past national boundaries and
into cyber space and beyond.
It reaches millions of potential customers with a touch of
a button, and is customisable to do whatever we please.
Our proposed target market is tech savvy and connected.
In order to with this audience, we must recognise that the
only way to build and maintain meaningful relationships with
these consumers is to meet them where they feel at ease
and in control.
32. Ambient - “Ready to...” Campaign Phase 1 32
‘Ready To Wear” Handy Pack Sampling - Product Awareness Phase 1
Product sampling is key in the introduction of new The added bonus of this method is that, in order to Above: Martin Place with
‘Ready To Wear’ sampling
ranges, especially in FMCG goods. At MADE, we receive a free pack of the new ‘Ready To Wear’ range
vending machines
believe that the traditional methods of sampling, such plasters, the person has to send their details to
as using promotional staff and the use of magazines Elastoplast HQ. In return for the details, they will
was just not effect or inventive enough, so we pushed instantly receive details on upcoming Elastoplast
it further. Our plan is to have our very own Elastoplast events and a unique code to enter into the vending
vending machines strategically positioned in key high machine. This also deters repeat offenders which will
pedestrian areas that are vistied by our determined guarantee one sample per person.
target market in order to expose the new
‘Ready To Wear’ range.
33. Ambient - “Ready to...” Campaign Phase 1 33
We have devised the use of key landmarks to gener- The notion behind the use of this medium was to not
ate interest & intrigue for the “Ready to...” campaign. exclude anyone. This big impact idea will generate
The result of this method will drive more people to the hundreds of thousands of consumers to the campaign
campaign website, where they will be able to view the website, and as a result they will be put through an
variety of events and activities on offer. “education process” that is the campaign website
(www.readytowear.com.au) & its parent website
Top Left: Sydney Harbour Bridge
For example, by placing a giant ‘plaster’ on the side (www.elastoplast.com.au). This “education process” ‘Plastered’. Top Right: Sydney
of the Sydney Harbour Bridge, it would immediately will set the foundation for future ‘plaster’ purchases, Tower ‘Plastered’
draw attention from all areas of society, from the press where one will think of Elastoplast first, and the rest are
and media, and from the general public and politicians all substandard imitations.
alike.
34. Print - “Ready to...” Campaign Phase 2 34
The idea behind this concept was to play on pop culture, and its Above: “Ready to... Hold” print advert
ever changing trends. Featured, is a portrait of a family with their
“emo” son. Hair style, and big side fringes complement the “emo
look”, and thus we have used a Elastoplast plaster to illustrate how
this “emo” child has utilized the product.
35. Print - “Ready to...” Campaign Phase 2 35
We have gone with the simple notion of being able to fix anything Above: “Ready to... Mend” print advert
with a plaster.
36. Print - “Ready to...” Campaign Phase 2 36
Creation... isn’t it a great feeling? What if, by chance, your glasses Above: “Ready to... Create” print advert
broke and you had a very important task to do and you needed
your glasses? If you had an Elastoplast plaster on the ready, you’ll
be saved!
37. Print - “Ready to...” Campaign Phase 2 37
Imagination, we all have it, it just comes down to how we choose to Above: “Ready to... Imagine” print advert
use it.
We have created an ad where we let the viewer use their imagina-
tion to work out what is happening in the scene.
There is a sweaty arm, under bed sheets, reaching for an
Elastoplast which is in the draw next to a packet of condoms...
we’ll let you work it out the rest.
38. 38
MEDIA PLAN.
BUS SHELTERS QR CODES MOBILE ONLINE
Who AdShel What Quick Response What Mobile Sponsorship What Integrated Ad
Where Metro Bus Shelters Codes Who My 24/7 Placements
When Weekly Cost $1000/week Where Everywhere Who My 24/7
Cost $1000/week Cost $2500/month Where www.my247.com.au
Production $2000 x 1 Cost $3000/month
MAGAZINES
Who Various
Where National
When Weekly/Monthly
Cost $4000 - 40000
(dependent on size & frequency)
