Moreover, advertising will work in synergy with personal selling and public relation in order to reinforce the achievement of increasing brand awareness and potential customers in the target group. 22 Breakdown of MIMIC functions 2. 2. 1 Public relations Rip Curl cares about its brand reputation that is why Rip Curl will hire an external PR team to enhance brand reputation and increase the amount of news about Rip Curl. The new PR team will be in charge of monitoring internal and external publics and will provide positive information about Rip Curl, which will make it newsworthy (Wayne 2013).
Next, PR team will educate the Rip Churl’s employees about Rip Churl’s core values, concepts as well as its company’s background. This is to ensure Rip Churl’s customers will be able to differentiate Rip Churl’s product from other surf wear companies. Besides that, the PR team would be updating Rip Churl’s stakeholders about the new MIMIC strategy that has been developed by the company. Through public relation, the main goal is to sustain Rip Churl’s image as a premium producer of surf wear products and accessories and also active in the community within the age group 18 to 34 years old.
PR helps the company to generate a positive mage by bringing the following information to the customers: “Our brand is made for active people in any age all over the world”. Public relation can also be conducted via organizing sport tournaments and providing sponsorships to famous sportsmen. Hence, utilizing public relation will help to increase the brand awareness among the target group (Gigabit & Gillian 2013). Apart from that, the advantage of PR is that it will improve the image of Rip Curl as socially responsible corporate citizen by making several charity events.
This will create a better image for Rip Curl as well as sustain the company’s costive image, which ultimately will also help to achieve the MIMIC objective. 2. 2. 2 Personal selling In personal selling, Rip Curl will improve the work of personal selling by increasing the quality of the work of our sales representatives. In order to increase the productivity of personal selling, Rip Curl Company will train the retailers by ensuring that they are skilful, experienced and have required knowledge to create high quality customer service while introducing our brand effectively.
The customized customer service as compared to mass market is believed to be able to bring higher customer satisfaction. These sales representatives will continue to follow-up with these customers and ensure that they are well informed about the updates and provide necessary assistance (Revelers & Bucksaw 2013). In addition, all sales representatives will be wearing Rip Churl’s newly introduced products, which will encourage Rip Churl’s customers to buy these new products. All aspect of personal selling will work in synergy with the above mentioned suggestions. As such, this will be a great advantage for Rip Curl to achieve the MIMIC objective. . 2. 3 Advertising Rip Curl has decided that the best way to advertise Rip Curl would be through he internet. It was found that 67% of people online own a Backbone account (Bennett 2013). Having known the high frequency of the target market surfing the internet, this explained that the high possibility of the target group seeing the Rip Churl’s advertisement on Internet becomes the advantage of advertising. This powerful communicational tool will thus again help Rip Curl to increase brand awareness when seeing the advertisement in the Internet engages the brand with the target market (Baker 2010).
As a whole, the synergy of the MIMIC tools (public relation, advertising and personal selling) are leveled to be able to increase brand awareness significantly in the target group, which will defiantly increase the sales and market share of Rip Curl. 3. 0 Creative Strategy Rip Churl’s creative strategy focus on emphasizing advertisement and how to convey the message out from our advertisement to our target market. Hence, the first strategy involve is to reflect the preference of local markets and reflect that in the advertisement message to attract their interest.
Therefore, the whole idea of Rip Churl’s advertisement will change according to the trend and region in order to make our target market aware of Rip Churl’s product. In terms of specifying the objective, it is to increase the Rip Churl’s brand awareness and to ensure advertising message is delivered successfully to the target audience. The target audience involved are from the age segment of 18 to 34 of the Australian population. This age group has been chosen because their lifestyle, buying habit and media habit.
Our target market usual interest is active on outdoor activities. They are considered a part of big spender in Australia who easily being influence by media. Therefore, the message theme to this age segment would be based on to drive excitement among this reticular age group where the message theme will be oriented towards both rational and emotional processes. The advertisement will be design with colorful effect and music along with the tagging of Rip Curl which is the “surfing is everything” would be place in the Rip Curl advertisement.
By this the audience would be able to feel and picture the message from Rip Curl and the advertisement would be nailed in their mind as it captures their attention. In term of support, the team would bring in celebrities in the projected advertisement. Followed by the constraints, the logo of Rip Curl comes from he surfing move of ripping the curl of the wave and this is a copyright logo established by Rip Curl where it also helps in picture the brand to the audience. Next, we will choose unique selling proposition and comparative as our message strategies.
Unique selling proposition in Rip Curl would make the brand outstanding in its advanced modern technology and unique heated wet suit according to the current trend (Australian Institute of Commercialism’s 2010). Secondly, comparative advertising where TV commercial will produce in comparing Rip Churl’s quality with other no name brands to make Rip Curl brand stand out from the rest. The slice of life involve in Rip Curl would be a mimic of real life events during surf competitions where it would demonstrate the joy and excitement to our target market.
Lastly, in term Of advertising appeals, the appeal which would be used would be music appeal (Miller 1985). This is because the age segment of 18 ;34 emphasize more interest in it. When music attracts our target market and make them remember the brand especially the up-beat of music would influence them to purchase products of Rip Curl. 4. 0 Media Strategy For MIMIC plan, the team has chosen advertising as primary communication for attracting the target market in the age group of 18-34 of Australian population.
The primary goal is to create brand awareness and to inform future customer about Rip Curl unique brand. All of the advertisements will be based on MIMIC creative strategy that was discussed on previous section. 4. 1 Television Firstly, it will start by placing ads on television programs such as ‘Utilization Your Generation’, ‘So You Think You can Dance and ‘Rove’ in March 2014 due to the channels high popularity to the age of 18 -? 34 group (refer to appendix 2). The time period involved will be during March, April, May, June, July, August ND September 2014.
The team will be putting 2 spots of advertisement in each month in the mentioned television program. This is because those months are most suitable seasons for surfing in Australia (Swallows n. D. ). At night will be a good time for advertisement placement because the target group will tend to watch television before heading to bed. Television advertising can help to increase brand awareness by reaching majority of our target market (Clot & Aback 2012). 4. 2 Magazine Studies shown that many of our target market read Cosmopolitan magazine and Cleo magazine (refer to appendix 3).
Therefore, it is decided that Rip Curl advertisements will be featured in the mentioned magazines. The team will start placing Rip Curl advertisements in March and continue to do so until September 2014. The placement of the advertisement is very important in magazine. The team will place black and white half page advertisement in the bottom right hand of the magazine to attract the reader attention when they flip the page. Two advertisements will be placed in the mentioned magazines monthly. Moreover, the team will also consider other alternative magazines as time travels.
Clot and Aback (2012) stated that advertising in magazine examine brand exposure, this is because consumers pay longer attention in magazine advertisement than other advertisements, hence facilitate the intent to purchase in their mind. 4. 3 Radio Thirdly, the team will place Rip Curl advertisements in three different radio stations, namely The Today Network (Fox FEW Melbourne, day FM ;Sydney), RAN National Network(RAN – Classic Hits Network-Adelaide, RAN – MiX/AC Network-Sydney) and DMS National Network ((DMS – Nova Radio Network- Sydney, Five-Aided).
Based on the research conduct, the target market are the three radios station primary audience in Australia (refer to appendix ). Advertisements will be on-air starting from March 2014 to September 2014 in the morning time from 7-am and also in the afternoon 4-pm. The team will place 4 spots of ads, 2 spots in the morning 2 spots at night from Monday to Friday. By placing ads on the particular timing will allow the media to reach to the target market more efficiently.
Because in the morning 7-am, this is the time when the target market are heading to school and work, the probability in listening to the radio is higher compare to other timing. 4-pm will be the time where they are back from school and work, it will be the good miming for advertising on that time period. Nonetheless, radio advertising helps to narrow the target market and provide high segmentation potential to reach our target market efficiently (Clot & Aback 2012). 4. 4 Internet As per internet, the team will create new Rip Curl website which targets Unloving men and Women aged 18-34.
This website will be set up and ready January 2014. The name of our website is Ripcord. Gene-Y. Com. This is because the target group of 18-34 men and women are known as the Generation Y. The website specially caters for them. The design of the Bessie will be in black and red with the latest pop-songs in the plastic. The website includes all the Rip Curl Surfing products which are available at all stores wide. Since nearly all of the people in the target group are active internet surfers, they can easily do online shopping on Rip Curl surfing products without going to the nearest Rip Curl retail store.
Moreover, there are plenty of Rip Curl advertisements and news in this website. As such, it is proven that Internet website helps to increase Rip Curl brand exposure to our target market. 4. 5 Newspaper Based on our research we found that a big group of people age 18-34 read Herald Sun on weekdays and Saturdays as well as read Sunday Telegraph on Sundays(refer to appendix 5). Advertising in newspaper will commence from March 2014 to September 2014. It is planned that the team will promoted brand Rip Curl in full page advertisement twice a month in the mentioned newspapers.
The team will keep continuity in the advertisement design and message. Because it is important for consumer to have Rip Curl brand in their evoked set just as they are contemplating a purchase. As a result, the team will do so by placing repetitive advertisements in all media such as Television, Magazine, Radio, and Newspaper. Refer to appendix 6 for the complete list of team proposed communication advertising vehicle schedule as reference. 6. 0 Budget Advertising media involved in this MIMIC plan which are television, radio advertising, newspaper, magazine and internet. The total amount spent on advertising is estimated as ADD 2,642,541.
The total revenue of Rip Curl company in year 2012 is ADD 41 2012). Hence, the advertising expenditure is 0. 63% of the total revenue. The reason of these advertisements conducted is to increase the awareness from the target audience. The biggest spending part on advertising is radio advertising. According to appendix 7, the total amount that is spent on radio advertising is estimated as ADD 924,000, which is 34. 97 percent of the total advertising expenditure. This amount of expenditure is allocated to three radio stations which are The Today Network, RAN National Network and DMS National Network.