This assignment is in report format. I am an advertising manager of the chosen company Nivea Sunscreen. My task is to conduct an analysis of the current situation of the company and industry, and on this basis, to develop three recommendations for Major Advertising and Creative Strategies Campaign.

1.0. Introduction and Company Background

1.1 Introduction

Context to the Industry and Category and what is happening in the market

Purpose of the report - What is this report about?

Structure of the report - Approach to task

Context-

Purpose/ Aim -

Argument -

Outline -

1.2 Company Background

Who is the company? What is there reach and scale?

Are they a strong and established brand?

Begin by searching the company's website and About Us page

Additionally, look at other relevant sites for this information - Size, where is it based, overview of progress over time to be established in the market?

Consider depth of distribution and power of the brand etc?

Think about the company in a marketing and branding context to give an overview of it in the marketplace.

2.0 Background and Situational Analysis

2.1 Industry Analysis

Provide an overview of the Size, Growth or Decline, Opportunities and Trends in the "market/industry" in Australia. Back up all points with a citation with ideas from your research of the facts and stats from Passport, IBIS World, Company 360 and other quality Reports / Website like Roy Morgan and ABS.

Firstly, you should gather information on the industry as a whole. For example:

What is the size of the industry in Australia?

What are recent trends in the industry?

What is the industry potential?

2.2 Competitor Analysis

Now you need to determine who are the main competitors in the industry. For example:

Who are the key players?

What are their points of similarity and difference?

How do the main competitors differentiate themselves in the marketplace?

What are the most common forms of the main competitors' communication strategies e.g. TV, magazine, in-store promotions, etc.?

What are the most common forms of Advertising Approaches among the main competitors? Include images of how they advertise and what channels they mostly use.

Make a large vertical table with only max 3 competitors per page (ie: you might like to have 2 tables with 2-3 in each

Put the first column as the brand / product itself then create 5 others for a mix of direct and indirect competitors

2.3 Consumer Analysis

Now you need to provide a description of the consumer market associated with the product category. For example:

Who are they? (e.g. their demographic, psychographic, geographic and behavioural characteristics)

What are the issues facing consumers of this product category?

What are the factors important to consumers when making the purchase/consumption decisions in this market?

Are they influenced by others? Do they make the purchases themselves?

Are there particular consumer needs not being met in the current marketplace?

Try to research on Roy Morgan and also look at consumer trend reports on issues with your category eg: single use plastics, eco friendly, health conscious consumers etc.

Additionally, make a Mood Board and insert say 3-10 pictures that represent the consumer persona

3.0 Advertising and Creative Strategies Campaign Analysis and Opportunities

3.1 Advertising and Creative Strategies Campaign Analysis

This section should include the following points:

Strengths and weaknesses of the current Major Advertising and Creative Strategies Campaign of your chosen company and the likely outcomes of this approach.

The focus of the current Major Advertising and Creative Strategies Campaign and the company's profitability because of this approach.

3.2 Analysis of Opportunities related to Future Campaign Development

This is where you build on the Background Analysis section. You need to list at least THREE market opportunities that your company could take advantage of, improve or adapt. These ideas will feed directly into your ideas in your recommendations below for your future plan for your campaign pitch.

4.0 Recommendations and Conclusion

4.1 Recommendations - Explanation of action/solution to address the issue related to the stakeholder via recommendations (Major Advertising and Creative Strategies Campaign)

THREE recommendations (Major Advertising and Creative Strategies Campaign).

Please provide justifications for each recommendation using the analysis of market opportunities.

5.2 Conclusion

Passport Sun_Care_in_Australia.pdf

BeiersdorfAustraliaLtd.pdf

OD5413 Sunscreen and Other Skincare Product Manufacturing in Australia Industry Report.pdf

https://www.reuters.com/article/us-beiersdorf-results-idUSKBN22H0IM

https://www.businesswire.com/news/home/20181009005455/en/Global-Sun-Care-Products-Market-2018-2022%C2%A0--Growing-Demand-for-Multi-Purpose-Sun-Care-Products-to-Boost-Growth---Technavio

https://www.beiersdorf.com/brands/brand-history/nivea

https://www.euromonitor.com/sun-care