Introducing Efficascent Oil Into The Australian Pharmaceutical Market

Regalado Gulle V111190

1. 2. 3. 4.

BSBADV507B – Develop a Media Plan (Assignment) Define media requirements Select media vehicles Determine the media schedule Produce a media plan

Mark Boer 27/08/2012

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Table of Contents:

Page

Introduction

3

Section 1 Client Profile

4

Section 2 Client Brief

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Section 3 Creative

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Section 4 Legal Requirements

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References

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Introduction: “Efficascent Oil” is a bottled liniment preparation used for relieving a wide variety of bodily aches and pains. Originally formulated in the Philippines, it has gained a solid reputation amongst Filipino households of all income brackets as the foremost home remedy for pain symptoms associated with arthritis, rheumatism, muscular cramps, sprains, stiff neck, headaches, skin irritation, and other minor ailments. It is widely perceived in the country as affordable, easy-to-administer, versatile, fast-acting, and reliably effective. Its popularity is further reinforced by its ready availability in all types of retail outlets as well as the convenience of its bottle packaging which permits handy storage whether inside or outside the home.

Efficascent Oil is the flagship product of International Pharmaceuticals Incorporated Philippines – or IPI-Phil, an enterprise started in 1959 and is presently still operating from its central headquarters in Cebu City. Although the company has since diversified to include different categories of pharmaceutical product lines in its portfolio, Efficascent Oil remains to be their most recognised and trusted merchandise. For over 50 years since the brand was first introduced in the Philippines, its sales performance has experienced continuous incremental growth. Presently, Efficascent Oil keeps on penetrating different markets and keeps on demonstrating positive potential for even more growth, having now successfully reached consumers in over 10 geographical regions outside of the Philippines. The IPI-Phil management has recently arrived at the unanimous decision that conditions are ripe for the Efficascent Oil brand to establish a presence in the Australian market, a region in reasonably close proximity to the Philippines which is seen as harbouring exceptional promise for sustainable expansion. This paper serves as the creative brief which will discuss at length the intended advertising strategy and design which can appropriately address this objective for expansion, in conformity with the overall Integrated Marketing Communications Plan for the Efficascent Oil brand’s entry into Australia.

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SECTION 1: Client Profile: International Pharmaceuticals Incorporated Philippines

During the 1950’s, the Castillo and Wong families based in Cebu City, The Philippines, pooled their expertise and resources together and conducted small-scale manufacturing operations inside home-based laboratory facilities with the intention of selling a unique formulation they developed to other households within their immediate vicinity. This concoction was intended to respond to the need among the nearby households to have quick access to an easy-to-use and affordable topical analgesic (i.e., a pain-reliever in the form of an oil or gel applied to the skin through rubbing or traditional massage techniques) which could effectively ease the symptoms and discomforts of bodily aches and pains1 typically induced by extreme physical labour and stressful activities (all the more prevalent back then because of widespread traditional techniques of farm and pasture-land cultivation). Pretty soon, the product sold by the two families became so popular that they decided to formally incorporate as a business entity, and thus International Pharmaceuticals Incorporated Philippines, or IPI-Phil, was founded in May 1959. Initially, IPI-Phil’s principal operations involved the marketing and distribution of Efficascent Oil, the very same formula developed by the company’s founding families. Because of the outstanding reception of Efficascent Oil amongst Filipino families, it eventually grew in reputation and patronage over the following decades until it became a staple medicinal item in almost all Philippine households. Until now, the Philippine presence of IPI-Phil is most strongly felt because of the continuing dominance of Efficascent Oil as the most popular local brand of topical analgesic/liniment. The company did not restrict itself to the Efficascent Oil brand. IPI-Phil has also diversified into the manufacture of antiseptics, herbal food, beverages, cosmetics, and toiletries. The company further ventured into importing a variety of medical devices into the Philippines2. Over the years, IPI-Phil has managed to institute distribution centres all over the Philippines. It went on to export its product lines to regions such as the United States, Bahrain, Brunei, Hong Kong, Iran, Japan, Malaysia, Papua New Guinea, Saudi Arabia, Sri Lanka, Trinidad and Tobago, United Arab Emirates and Vanuatu in the Pacific Islands2. As had been mentioned above, IPI-Phil is now determined to pursue Australia as its next export market. The company has expressed its vision and mission in the following manner:

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“Our Vision “To be the most innovative global market leader in the pharmaceutical industry by making consistent and positive contributions towards the enhancement of the quality of human life.”3 “Our Mission “To consistently provide customer satisfaction by offering a full line of high quality pharmaceutical products at affordable prices. “To continuously enhance linkages and business relationships with dealers, distributors, retailers and suppliers so as to establish oneness as an IPI family. “To manifest its social responsibility by aiming for the enhancement of people's lives through the production of environment-friendly products, thus protecting the environment and society. “To transcend social, geographical, and political boundaries and establish linkages so as to emerge as a significant player in the global market. “To recruit and motivate the best industry talents into the company providing them with a challenging environment, thus developing first-class employees who conduct themselves with integrity, professionalism and a strong sense of oneness with the company. “To uphold the principles of corporate governance in order to assure long term and maximum returns for all its shareholders.”4 According to the company’s internal audit, their annual sales volume across all their product lines and territories of operation reach approximately USD 100 Million-plus5.

Product Profile: Efficascent Oil The Castillo and Wong families’ liniment preparation is distilled from herb and plant extracts found in the natural environment, and then further processed with cutting-edge technology to produce Efficascent Oil. The product brand name “Efficascent” was in turn derived from the English words “efficacious” and “scent”, implying that the formulation is potent and at the same time pleasant-smelling6. The active ingredients in Efficascent Oil, as enumerated by the manufacturer, along with their properties are as follows7: 

Methyl Salicylate is oil distilled from various plants. Both menthol and methyl salicylate reduce skin irritation by initially cooling the skin and then subsequently warming it.

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Camphor is an herb-based oil which has stimulant effects. It is traditionally used in naturopathic and homeopathic medicine as a rubefacient and as a mild pain-reliever. 5

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Menthol is recognised as a reliever for itchiness as well as a low-potency anesthetic owing to its ability to induce numbness

The US Food and Drug Administration officially catalogues Efficascent Oil as a “Topical Analgesic/Counterirritant” based on its ingredients, formulation, and mode of use8. The same USFDA catalogue lists Efficascent Oil as used “for temporary relief of minor aches and pains of muscles and joints associated with simple backache (including lumbago), arthritis, strains, and sprains”. The manufacturers, however, further specify that Efficascent Oil is also effective for muscular pains from overwork, cramps, rheumatism, stiff neck, headache, gas pain, and even for irritation from insect bites, minor burns and bruises, and other types of skin irritations. Efficascent Oil is administered by applying a liberal amount on the affected area of the body through rubbing or gentle massage until skin penetration is complete. Application may be repeated up to 3 or 4 times, or as often as necessary. As with other topical analgesics and liniments, it is strictly for external use only. In the countries where it is marketed, it has been approved as an over-the-counter non-prescription pharmaceutical. The product is sold in 100-millilitre bottles, and is marketed in the US at a retail price of USD 4.75 per bottle (or approximately AUD 4.50).

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Identified Advertising Purposes 

For Efficascent Oil to acquire a profitable market share in the relevant market segment for current OTC non-prescription homeopathic/naturopathic pain remedies and pharmaceuticals market in Australia

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To successfully convey the theme and message that Efficascent Oil is “Affordable, Easy-to-use, Effective, Versatile, Fast-Acting, and Free From Unwanted Side-Effects”

Identified Advertiser Objectives 

To introduce Efficascent Oil in the Australian market by cultivating a Brand Image based on the theme and message of the overall advertising purpose

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To promote the Efficascent Oil Brand Image amongst the wider population through an information campaign, primarily using advertising which emphasises the brand’s features and benefits to the consumer

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At the same time that the market is informed about Efficascent Oil, the advertising efforts will also accommodate a persuasive campaign which will entice the prospective buyers to patronise the brand

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Further advertising efforts should drive a sustainable level of patronage for Efficascent Oil in the medium-to-long term by reminding the audience of the brand’s continuing presence and by supporting other marketing efforts

Justification for the Advertising Strategy By building a Brand Image, Efficascent Oil will be able to develop a distinct identity separate from the other competing brands upon its introduction into Australia. This is particularly necessary to initiate the Cognitive stage within the hierarchy of effects that the Efficascent Oil brand’s marketing will have to abide by. Plenty of other competing brands in the Australian market are often lumped together under generic identities; Efficascent Oil will have to avoid such an eventuality to gain an advantage. Subsequently, the successful development of a Brand Image for Efficascent Oil would not be complete without a corresponding information campaign in order to arrive at the desired Affective stage of consumer behaviour. The theme and message of the campaign contains multi-tiered product features and benefits which require expansive manoeuvring space in order to be fully communicated to the intended consumer. Without the presence of such structure, there will be smaller chances to develop costumer preference and conviction for the product. A persuasive advertising thrust can then be implemented to deliver a Conative effect, thereby creating the conditions for realising sustainable consumer purchases of the product.

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Reminder advertising efforts will also be prepared in conjunction with future marketing and promotional projects being developed in the pipeline. Such programs will ensure that Efficascent Oil’s sales performance and brand awareness amongst the markets will be kept to optimum levels even after advertising expenditures eventually settle down after reaching their peak.

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SECTION 2 (Client Brief): Efficascent Oil Australia Purpose Statement: For over 50 years, International Pharmaceuticals Incorporated Philippines (IPI-Phils) has been helping millions of people feel better with Efficascent Oil, an affordable, easy-to-use, fast-acting, and reliable liniment/topical analgesic that relieves the discomfort of almost all bodily aches and pains afflicting people of all ages and all walks of life. From its humble beginnings during the late 1950’s, Efficascent Oil has continually grown and has now become the most dominant brand in pain relief all over the Philippines. Recently, Efficascent Oil has been reaching out to customers beyond its country of origin and has now established its presence in over 10 regions all over the world, including the United States, Bahrain, Brunei, Hong Kong, Iran, Japan, Malaysia, Papua New Guinea, Saudi Arabia, Sri Lanka, Trinidad and Tobago, United Arab Emirates and Vanuatu in the Pacific Islands. Today, as part of its ever-growing momentum of expansion, IPI-Phils seeks to secure a foothold in the Australian OTC, non-prescription pain-relief pharmaceutical market, in pursuit of its vision to remain a globally-relevant innovator in pharmaceutical products.

Efficascent Oil Australia Advertising Objectives Statement: Given that Efficascent Oil will be introduced and marketed in Australia as an entirely new product, it would be prudent to employ an advertising approach that time and again has proven to be effective for previously introduced products which have gone on to become fixtures in the Australian market. Such an approach and its underlying objectives would follow the progression as outlined below: Phase One  Disseminate a Brand Image to the target market segment so that Efficascent Oil will cultivate a unique identity separable from other competing brands in the same category. This Brand Image will have the same characteristics as that of Efficascent Oil’s recognised “traits” in other territories outside Australia, which can be described as:     

Principally feminine Mature, caring, and concerned Dependable and reliable Easy to approach and always cheerful Uses physical affection to convey care

The parallels of the traits mentioned above with the stereotypical attributes of an ideal mother is of particular significance for the intended market segment to be targeted, as will be explained in much more detail later.

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The propagation of Efficascent Oil’s Brand Image amongst the wider population will be facilitated through informative advertising which emphasises the brand’s features and benefits to the consumer and its unique selling position relative to the competition. A twofold process will involve both face-to-face contact as well as external media channels for wider distribution of the advertising message amongst the relevant market segment.

Phase Two 

The informative advertising method will also be gradually making room for persuasive strategies which will entice the prospective buyers to purchase the brand. The media to be used for this phase are of the highest impact to the target market as determined by marketing research, and the executional framework will be at the sufficient level of emotional appeal and resonance.

Phase Three 

The informative and persuasive advertising approaches will be further supported by action-encouraging strategies aimed at driving a sustainable level of sales volume for Efficascent Oil in the medium-to-long term by reminding the audience of the brand’s continuing presence in convenient store outlets.

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Additionally, the other marketing efforts to be implemented by IPI-Phil for Efficascent Oil will be complemented by reminder advertising which will also maintain an encouragement to the market segment for purchase of the product.

Key Marketable Characteristics of the Product: The characteristics of Efficascent Oil enumerated below are to be emphasised to the target customers as part of the general effort to enhance the product’s marketability. 

Very affordable, priced as low as the cheapest competitor – “Goanna Heat Rub” and “Dencorub”, would normally both have an average suggested retail price of AUD 4.50 per 100milligrams; Efficascent Oil can well enter the market with a pricing scheme just as competitive.

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Exceptionally versatile indications – Efficascent Oil is primarily indicated for the relief of typical muscular aches and pains such as back and muscular pains from overwork, cramps, rheumatism, lumbago, arthritis, sprains, stiff neck and headache. It also has multiple uses in sports injuries. However, the manufacturers have also specified that the formula has far more household uses aside from what they originally intended; it can relieve discomfort of gas pain, insect bites, and even alleviate the pain of minor burns and bruises, and skin irritations. It has also been

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found effective over loosening chest and back tightening, as well as clogged nose, owing to colds and fever. 

Easy and convenient to use – Practically anyone in the whole family will find Efficascent Oil easy to administer on themselves and on others.

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Fast-acting and effective – The formulation of Efficascent Oil promptly relieves pain and discomfort symptoms within minutes.

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Can be used by the whole family –Efficascent Oil can be used by everyone in the household, from babies to the elderly.

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No need for prescription – The formula is sold over-the-counter with no need of a prior prescription from a medical practitioner.

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Its natural ingredients have no side-effects – Having been developed from mild ingredients found naturally in the environment, Efficascent Oil has no known harmful effects from proper use.

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Available in many locations within easy distance – Efficascent Oil can be marketed in all types of retail outlets, so it can easily be purchased in multiple locations.

Competitive Factors and Market Situation According to figures from 2003, the major brands with influential market share in the Australian OTC topical analgesic pharmaceutical market would be Voltaren with 48% market share, Feldene with 9%, Difflam with 6%, Metsal with 5% , and Dencorub also with 5% 9. More recent figures for market share distribution amongst the competing brands have been difficult to obtain because of the extreme confidentiality within which pharmaceutical companies have been guarding their market reports. However, for the purposes of this paper, it would be enough to emphasise that “Goanna Heat Rub” and “Deep Heat”, the two products which would come closest to Efficascent Oil’s pricing scheme, have been so far sustaining a profitable presence in Australia for a significant period of time. The “Deep Heat” formula was introduced to Australia in 1956 and continues to be marketed up to the present10, while “Goanna Heat Rub” was first marketed in 1910 and has been able to maintain a good level of profitability until now11. The outlook for topical analgesics in Australia is expected to get even more competitive from 2012 onwards. However, market analysts also incline towards the prospect of strong growth in topical analgesic purchase volumes owing to the corresponding increase in the population of elderly Australians, projected to increase from 2.8 million-plus in 2011 to around 3 million plus by 2016. This trend is expected to drive growing demand for pharmaceutical products that respond to problems involving arthritis and other forms of muscular, bodily, and joint pains brought about by advancing age12. Such a momentum holds big promise for new products entering the market like Efficascent Oil. 11

In another aspect to the market, there are strong indications that, amongst countries with Western-style and Anglo-Saxon cultures, government, and populations (in which Australia belongs), an increasing number of 50-year-old individuals would possibly be caring for younger offspring and elderly parents (or partners) at the same time in the same household. This trend has emerged recently because of the tendency of contemporary couples in these countries to bear children later in life (at around 30 plus years of age), while at the same time assuming care of their parents who are living longer and thus require caring for a longer period. Research additionally indicates that a significant percentage of individuals in their 40s may also be in the same set of circumstances13. This implies that a healthy number of households in Australia would most likely be in need of pharmaceuticals which have versatile uses across household-members of all ages. Efficascent Oil would have a healthy prospect of meeting that need.

Summary Information on the Target Audience Geographics: Located within any Australian State or Territory, either as a Resident or Visitor Demographics:  Female  25 years old and above (determined 5 years below the average age of Australian mothers currently documented at 30 years old14)  Annual income of AUD 25,000 and above  With at least one child  Single mother, married, in a de-facto relationship, separated, divorced, widowed

The choice of the female customer as the most viable market segment to be targeted is based on relevant data pertaining to household habits on purchase-decisions relating to pharmaceutical products, which is described in the Psychographic Profile on the next page. The significance of the female customer who is fulfilling a caring role either for children, her partner, or parents takes into consideration the contemporary circumstances facing women as discussed in the section above on “Competitive Factors and Market Situation”.

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Psychographics: The most relevant psychographical data on the female target market for the purposes of Efficascent Oil’s marketing would be the prevalence amongst households in permitting the females to primarily decide on the expenditures for pharmaceuticals and OTC drugs as shown in the diagram below.

The data for the diagram was compiled by AC Nielsen in 2011, gathered from a sample of females all over the world, including Australia15. Behavioural: According to the same Nielsen report, women are more likely to acquire a positive opinion about products if they were recommended by people she personally knew. However, the effectiveness of learning about products (in terms of their presence, features, benefits, and value proposition) from other forms of media can also play a significant part in cultivating purchase decisions in women. The diagram on the next page taken from the Nielsen report would indicate how females were also attuned to other forms of media aside from personal recommendations when responding to different forms of advertising. The green bars in the diagram would be more applicable to the circumstances of females in Australia, the country being classed as “Developed”. As the diagram shows, web advertising, newspaper advertorials, and TV ads continue to influence women’s perceptions of products.

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Just as significant, there is a marked tendency among Australian women to principally gather information about new products through TV advertising, as shown in the table below.

Because Efficascent Oil has to be introduced into Australia as a new product, it is very important for the advertising strategy to accommodate the high potential of using approaches involving TV, internet searches, and word-of-mouth propagation. Furthermore, such approaches should fit in with the scenario that women are the primary decision-makers when purchasing products that fit into the household medicine cabinet, which would subsequently be used by all the other household members regardless of age, gender, or income.

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Schedule of Proposed Activities 

First Sunday running indefinitely  Launch website www.efficascent.com.au

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First 3 Sundays simultaneous with website launch  Half-Page Ads will appear in The Sun-Herald in Sydney and The Age Melbourne announcing the launch of Efficascent Oil in major shopping centres with free massage services and giveaways

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For Two Weeks Following the Newspaper Ads  Formal Launching of Product with booths featuring Free Trials with free massage by staff in 50 Key Locations Distributed in Sydney and Melbourne shopping centres

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Audio-Visual Support will be provided in each booth through LCD displays which will show animated video of Efficascent Oil’s features, benefits, and retail price

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The booths will also have billboards showing Efficascent Oil as promotional support

For 1 month after shopping centre launch  Free TV blitz o Efficascent Oil infomercials will be featured in Seven Network’s The Morning Show which will use footage from Product Launch in Australian shopping centres; the emphasis will be on the testimonials from the customers who patronised the free massage and product giveaways o

Short 30 second ads will then be aired on The Morning Show featuring the product’s message theme

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SECTION 3 (Creative): Message Theme of the Intended Campaign Efficascent Oil will be presented to the consumer as an exceptionally affordable, effective, fast-acting, easy-to-use, gentle and side-effect free medicine for relieving everyday minor aches and pains which is as potent and complete as a mother’s concern for her child. In terms of the Means-End framework, the significance of the product to people’s lives can be outlined through the table below: Attributes Low-priced Fast-acting and effective Easy-to-use Gentle, side-effect-free

Benefits Affordable Pain-relief Can be used by all Safe for external use

Personal Values Security Pleasure Freedom Inner peace

The message theme will be presented utilising a predominantly emotional appeal, and will be contained executional frameworks which are either slice-of-life or testimonial.

Description of the advertising content 

First Sunday running indefinitely  Launch website www.efficascent.com.au

The website for Efficascent Oil Australia will be the first milestone in the advertising campaign. Closely mimicking the content of the original Philippine website, it will contain voluminous information for the Australian consumer and will also serve as the central reference for all activities of Efficascent Oil in the country.

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First 3 Sundays simultaneous with website launch  Half-Page Ads will appear in The Sun-Herald in Sydney and The Age Melbourne announcing the launch of Efficascent Oil in major shopping centres with free massage services and giveaways. Consistent with building a brand image, the ads will have an emotional appeal, and in one viewing will give the impression of a caring, dependable, and gentle brand identity. Complementing the ad will be the announcement of the formal product launch in 50 key shopping centres featuring giveaways and free trial massages to willing participants. A sample of the poster is shown below for reference.

Do You Have Arthritis? Backpain? Headache? Stiff Neck?

Suggested Retail Price of Only $4.50 Available Everywhere www.efficascent.com.au

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

For Two Weeks Following the Newspaper Ads - Formal Launching of Product with Free Trials with free massage by staff in 50 Key Locations Distributed in Sydney and Melbourne shopping centres 

The product launch will feature booths staffed by highly-experienced masseurs who will be attending to voluntary customers for free, using Efficascent Oil. Bottles of the product will also be given away for free to willing recipients.

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Audio-Visual Support via LCD displays in the booths will show animated video of Efficascent Oil’s features, benefits, and retail price Billboards will also be placed strategically for the booths to reinforce the presence of the launching to passers-by.

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Such a product launch is necessary to respond to the Behavioural Profile of the target market (as described in a previous section) which dictates that purchase preference can be bolstered by word-of-mouth recommendation

For 1 month following the end of the shopping centre launch 

Efficascent Oil will make its presence felt on Television, principally as part of the broadcast of Seven Network’s The Morning Show. This is necessary for a wider dissemination of information introducing the new brand. As was also mentioned in a previous section, the female market to be targeted most often gathers information on new products from television.

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Infomercials produced in Philippines using footage from the Product Launch in Australian shopping centres will be shown with special emphasis on the testimonials from the casual individuals who voluntarily availed of the massage services and free Efficascent Oil giveaways. Emphasis will also be placed on the Efficascent Oil Australian website for the benefit of viewers who would like more information. These infomercials will serve as informational and persuasive advertising.

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Short 30 second ads with a slice-of-life executional framework will also appear on The Morning Show breaks to reinforce the infomercial 18

presence. Such ads will be primarily persuasive, making full use of the brand personality by way of the situations and characters presented. It is also essential for the scenarios to use the emotional appeal.

Pitch or appeal for the product The appeal of Efficascent Oil is enshrined in the tagline “Feeling better just got easier”. This is the core principle of the message theme, in which the product is conveyed to give ease and comfort in all aspects. Besides being easy to use and easy to acquire, it lessens the burden of pain, it is very affordable, and its dependability and proven potency (as testified to by its users) gives a sense of peace and assuredness. In later campaigns, other slogans may also be used to reinforce this message, such as “Because you care”, “Pain, pain, go away!” for the younger users, and “Trusted for over 50 years”.

Supporting information required for consumer understanding of the product    

Efficascent Oil is a non-prescription pharmaceutical and is sold OTC The ingredients in Efficascent Oil are mild and non-allergenic, which makes it effective and safe to use by everyone in the household Efficascent Oil is to be used externally The product will be made available in a wide range of retail outlets, not just in chemist shops

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Budget for the creative work Item Phase One Website www.efficascent.com.au Sun-Herald Half-Page Ad

Unit Price

Quantity

AU$500.00 AU$19, 605.52

The Sunday Age Half-Page Ad

AU$10,486.00

N/A AU$500.00 3 (Once AU$58,816.56 every Sunday for 3 Sundays) 3 (Once AU$31,458.00 every Sunday for 3 Sundays)

Phase Two – On-Site Product Launch Massage Staff, Giveaways, lease for booths etc.

Audio-Visual Support (through LCD displays in booths) – including all DVD output materials for all 50 locations; 3-minute graphic animation production to be rendered in Philippines Billboards for booths A-Frame Sandwich boards as quoted from http://www.australiasigns.com.au/onlinepricing/signscalc.htm Phase Three – Television Launch Featured infomercial in Seven Network’s The Morning Show – Infomercial produced in Philippines using footage from Phase Two On-Site Product Launch in Australian shopping centres Short 30 second ads in The Morning Show – Produced with Affordable Media Australia http://www.affordablemedia.com.au/ BUDGET TOTAL

Total

N/A – to be shouldered by IPI-Phils AU$ 75, 000

N/A

AU$0.00

1

AU$ 75, 000

AU$129.90

50

AU$6,495.15

AU$75,000 for N/A production costs + AU$500,000 in airtime cost AU$11,990.00+ N/A AU$1,000,000 in airtime cost

AU$575,000.00

AU$1,011,990.00

AU$1,759,259.71

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Deadline for the creative work (Timetable)

Wk1

Wk2

Website Finalised Newspaper Ads Finalised

Wk3 Website Launch Newspap er Ads Released

Produce Billboards/Video Support for Onsite Promo in Shopping Centres

Wk4

Wk5

Newspaper Ads Released

Newspaper Ads Released

Finalise Billboards/Video Support for Onsite Promo in Shopping Centres

Wk8

Wk9

Wk10

Wk11

Produce Infomercial for The Morning Show

Produce Infomercial for The Morning Show

Produce Infomercial for The Morning Show

Produce Infomercial for The Morning Show

Produce 30-second spot for The Morning Show

Produce 30-second spot for The Morning Show

Produce 30-second spot for The Morning Show

Wk6

Wk7

Start of OnSite Promo in Shopping Centres

End of Onsite Promo in Shopping Centres

Wk12

W13

Wk14

Wk15

Broadcast Infomercial for The Morning Show

Broadcast Infomercial for The Morning Show

Broadcast Infomercial for The Morning Show

Broadcast Infomercial for The Morning Show

Broadcast 30-second spot for The Morning Show

Broadcast 30-second spot for The Morning Show

Broadcast 30-second spot for The Morning Show

Broadcast 30-second spot for The Morning Show

Produce 30-second spot for The Morning Show

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SECTION 4: Regulations governing the marketing and advertising of OTC Pharmaceuticals in Australia As per the policies of the Therapeutic Goods Administration, one of the government bodies in Australia regulating the sale and use of pharmaceuticals in the retail industry, all marketing and advertising activities must abide by the following standards and codes of conduct laid out by the Therapeutic Goods Advertising Code of 200516 (taken verbatim): 1) An advertisement for therapeutic goods must: comply with the statute and common laws; and contain correct and balanced statements only and claims, which the sponsor has already verified 2) An advertisement for therapeutic goods must not: Be likely to arouse unwarranted and unrealistic expectations of product effectiveness; Be likely to lead to consumers self-diagnosing or inappropriately treating potentially serious diseases; 3) Mislead directly or by implication or through emphasis, comparisons, contrasts or omissions; 4) Abuse the trust or exploit the lack of knowledge of consumers or contain language which could bring about fear or distress; 5) Contain any matter which is likely to lead persons to believe that they are suffering from a serious ailment; or that harmful consequences may result from the therapeutic good not being used. (Sunscreen preparations are exempted from the latter if the claims made in the advertisement are consistent with current public health messages). 6) Encourage inappropriate or excessive consumption; 7) Contain any claim, statement or implication that it is infallible, unfailing, magical, miraculous, or that it is a certain, guaranteed or sure cure; 8) Contain any claim, statement or implication that it is effective in all cases of a condition; 9) Contain any claim, statement or implication that the goods are safe or that their use cannot cause harm or that they have no side-effects; or 10) Be directed to minors, with certain exceptions.

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References: 1

Anonymous, “Our Story”, Web Article, http://www.efficascent.com/memoirs/, Undated

2

Anonymous, “About Us”, Web Article http://www.ipiphil.com/htmls/us.php?PHPSESSID=e7ae4b9c947f90cc57bfab5170612ade, Undated

3

Anonymous, “Our Vision”, Web Article, http://www.ipi-phil.com/htmls/us.php, Undated

4

Anonymous, “Our Mission”, Web Article, http://www.ipi-phil.com/htmls/us.php, Undated

5

Wong, Jelbert, “Trade Capacity—Company Profile”, http://www.alibaba.com/member/91780/company_profile/trade_capacity.html, Undated

6

Anonymous, “Our Story”, Web Article, http://www.efficascent.com/memoirs/, Undated

7

Anonymous, “Our Commitment”, Web Article, http://www.efficascent.com/lifework/, Undated

8

Anonymous, Web Article, “Genuine Efficascent Oil—USFDA Listing”, http://dailymed.nlm.nih.gov/dailymed/fda/fdaDrugXsl.cfm?id=28027, Undated

9

Ram, Sanyogita, “Application To The Medicines Classification Committee for Reclassification of A Medicine - Proposal To Exempt From Scheduling Ibuprofen In Preparations For External Use”, Boots Healthcare New Zealand Ltd, 29 January 2003 10

Davis, Belinda et al, “Action Plan for the Australian Packaging Covenant”, Mentholatum Australasia Pty., March 2011 11

Anonymous, “Goanna Heritage – The Goanna Brand”, http://www.grabthegoanna.com/goanna-heritage, Undated 12

Anonymous, “Country Report – Analgesics in Australia”, Euromonitor International, http://www.euromonitor.com/analgesics-in-australia/report, February 2012 13

Rennie, David, “Generation Xhausted”, Bagehot Blog Section Entry, The Economist Online Edition, http://www.economist.com/node/21560546, August 18, 2012 14

Anonymous, “Average Age for Australian Mums Reaches 30”, Web Article, hica.com.au, http://www.hica.com.au/health-insurance-news/average-age-for-australian-mums-reaches30, December 30, 2011 23

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Anonymous et al, “Women of Tomorrow: A Study of Women Around The World”, Marketing Report, AC Nielsen, June 2011 16

Anonymous, Healthcare Advertising, Web Article, http://www.communicationscouncil.org.au/public/content/viewCategory.aspx?id=646, Undated

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