The rising star of Russian cinema - Svetlana Ivanova - has been chosen to be the face of Neutrogena Wave's advertising campaign in Russia. She possesses a very natural kind of beauty and looks very good even without any makeup - which is exactly what our customers dream of.
Here we present a very rough draft of how the actual advertisement will look like:
Here we present a very rough draft of how the actual advertisement will look like:
Just for the interest, did you have other candidates for the role of ambassador of Neutrogena Wave in Russia among whom you have been chosing?
ОтветитьУдалитьT.
Yes we had, it was Ktistina Asmus, But we rejected her because of scandals near her name and her photo session to Maxim magazine.
ОтветитьУдалитьGood morning, dear Neutrogena team!
ОтветитьУдалитьI think you've done a great thorough job, by taking undo consideration many different factors that will influence the success of the Neutrogena brand in Russia.
I totally agree with you that there is most likely a huge potential demand for such product in Russia, and i support your positioning and promotion technique chosen.
As for my concerns, as I have mentioned during your presentation in class, maybe you need to choose several spokespersons as Svetlana Ivanova might not be known among young teenagers, and/or considered as a role model in terms of beauty, (she is probably a very good role model when it comes to moral and standards). As the prime segment of your target audience is quite young (I would think that prime segment is 16-23 years old girls), the younger and "crazier/sexier" spokesperson is needed for them. But it is only my personal opinion. I think in order to investigate better, a field research/consumer survey has to be carried out. Apart from that aspect, I support your marketing strategy,
Thank you for doing such an interesting project!
Cheers,
Elena
Dear Elena,
УдалитьThank you very much for all your remarks.
We are disagreeing with your concerns due to several reasons:
1) Our target audience are not only girls from 16-20, but it is 16-30, if we would chose an ambassador according to your advice it will harm the brand of Neutrogena. The brand should not be associated with sex or craziness, we are not selling underwear or Jeffrey Campbell shoes, and we are not targeting men as well to use sex as a tool. Our team is girls 20-23 and we fit in group of target consumers. We wouldn't be attracted by sex/crazy ambassador; because not girls 16-23 feel such passion about sex drugs and rock & roll. Some girls can have some other interests in completely opposite area.
2) We consider women from 30-55 as potential customers and it will be crucial mistake if we use crazy/sexy ambassador because it will revolt women 40-55. The ambassador should fit into general philosophy of the company and attract both young girls and adult women.
3) Also during the session you mentioned that she is not well promoted. We would disagree with you here as well. It is enough you read the filmography of the actress to be sure that she participated in many movies which are targeting young audience and in movies which target adults as well. Moreover she is well promoted on federal channels. This is another advantage of this ambassador.
Dear Elena, it is so pleasant for us that you paid so much attention to our blog and that you followed each our post, and we appreciate your comments and remarks! We tried to consider your remarks and improve some parts of your project accordingly.
Angelina.
Dear team members!
ОтветитьУдалитьI would like to thank you for your work and presentation in class! For me, it was a pleasure to work with your team, and to communicate with you on Neutrogena project. Hope, my work as a consultant was helpful for you, and my comments contributed to your project!
Tania