ADVERTISING AND MARKETING:
Our task was to find a solution (marketing wise), for the tampering of baby formula being imported from china. But our advertising was aimed at a New Zealand market. So here was what my team (WANA) came up with:
The problem was that the New Zealand market didn't trust the company importing baby formula anymore because of the potential havoc this companies problem could have caused to kiwi children.So the trust issue thing was the first thing we needed to work on. Although after conducting some market research/ insights we found that the whole situation was blown hugely out of proportion and the actually was no tampering done to ANY baby formula - so already this company has lost big bucks from having recall all products that they had already paid for packaging, advertising shelf space, as well as the cost of making this. Obviously if this was real; the marketing would need to be extremely effective, yet cheap as the company will always have a budget to follow. Their budget would have been lowered significantly because of the amount of money they have missed out on. So this was the first thing we needed to work on. For us the only way to do this was to re-invent the product. However through reinventing a product the audience/buyers we once had will no longer know of our existence. We are a brand new product on the market with fierce competition - how will we break through and come out on top? Our first thought was - what mediums do mothers pay attention to? We thought womans magazines, daytime AND nighttime TV, radio and possibly news papers were the best mediums to advertise through because of the attention and time woman give to them. We settled on planning mainly for a TV commercial.
We decided our demographic/target audience for our baby formula was generally young mothers aged between 18-25. Our first priority was to conduct some more market research/ insights and see what our target audience wanted from baby formula? Estimating what the reception would have been like from kiwi mothers because we didn't have the time or resources to actually conduct surveys; we concluded that some important things would be:
 CONVENIENCE. NATURAL. HEALTH. from this we came up with some ideas:
- Packaging:
>Baby formula being able to be tampered with is a problem and in order to solve it, packaging needs to be changed. Lids, need to be tighter or harder to get into, yet easy enough for mothers.
>Every container of baby formula has a cup inside with measurements as at each weight or age. We could make exact sized cups or a universal amount suitable for all ages and weights with our new health standards.
> New packaging is a must when re-inventing a product. Otherwise it will always be identified as the old product - no matter how many changes you make with what is inside the packaging, people wont notice unless it has changed visually.
 -Natural 
> 100% natural ingredients is something that is important to most Kiwis. Mother or not. A problem with this company is that it is made in china - this isn't something most New Zealanders are happy about and is mainly done by companies because of how cheap it is to produce there. If this was changed to ingredients sourced from New Zealand yet made in china (still produced there because of price), the trust will be greater. if we emphasis that it is all natural they don't need to know that it is made in china - unless they dig deeper of course. what they don't know wont hurt them.
-Health
> By including better minerals and vitamins in our baby formula we can up sales. Children's health is extremely important to mothers and families. We think that calcium is a starting point but with more market research we can figure out what nutrients are easiest to source and the importance of having them in a child's diet.

So from this we developed a rough idea as to what our advertisement would look like. Heres some insight:
SCENE ONE
We thought we would start off with a compilation of woman saying one word as to what they wanted from baby formula - the most dominant being convenience, natural, health. This could be a wordle if we couldn't obtain the actors needed. This shows that we cater to our markets wants and needs and gives audiences the idea that we actually care for them.
SCENE TWO
From this we cut to a quick compilation of babies laughing - breaking into a voice over. The voice over talks about the new vitamins and minerals your baby gets after consuming our baby formula. this scene highlights the idea that your baby will be happy when our product is in their life.
SCENE THREE
Cuts to a father (rather attractive) playing with the child. Voice over continues. The father is placed there purposely because sex sells, and when a woman sees an attractive on our add she is subconsciously presented with the idea of an American dream kind of illustration, a perfect family, a nice home etc. This will help up the sales of our products because it depicts to woman that with our baby formula - they could live the American dream.
SCENE FOUR
A compilation of the child doing intelligent things - like arranging the alphabet, writing or even being active and running around. This promotes the idea that the ingredients in our baby formula will enhance their child's education and even their life. All parents want this for their children. While this plays a voice over continues to summarise the positivities of our product.

NOTE: the words NEW AND IMPROVED are very important when it comes to re-inventing a product. WHO DOESNT WANT NEW AND IMPROVED SHIT?!

I actually love what we are learning at the moment. I feel like advertising and marketing could be something that I could actually pursue once I leave this course, especially being in Tauranga and doing the radio course. Hopefully while Im up there I can explore my options a wee bit more while not being trapped in little old shitty Invercargill. Pretty excited actually, but also really scared. Just don't want to go all that way alone.
I never expected to like the advertising and marketing side of anything really, after taking it at school I actually hated the idea of any business at all. My teacher was a total dick, it was group work and no one put any work in, none of anyones efforts were recognised and starting a business in high school is so unrealistic that everyone just thought it was a joke. It was my most hated class last year! Thats why its so weird that I'm actually enjoying it now.
However some things still confuse me, like insights for example. Why can't his just be referred to as market research? Isn't that basically what it is? I don't know why in business language everyone has to use these big words that make them sound all poncy. They're poncy without all the big words because of their big pay checks as Patrick is constantly going on about. (is he jealous?)
Anyway, these last two weeks have been pretty good, I've actually enjoyed them and haven't dreaded every class (only some). So thanks Patrick!!