Every marginalized group needs a champion and will automatically gravitate to what it considers to be its champion. Whereas ageism as an issue affects all genders, for women it begins much earlier even in their late thirties. Even good meaning people start whispering to women as early as 30 years that their biological clocks are ticking. The age-based marginalization and its allied stigma only get worse with time. The women between the ages of 35 and 57 are in need of a champion and Avon Products Inc. is here for the rescue. The narrative above is the foundation for the storyline that the product on focus herein shall rely upon for its integrated marketing communication campaign. On the one hand, the proposed products will eliminate telltale signs of aging by giving older women smooth wrinkle-free skin. On the other hand, the products will sell at low pricing regimen, which will help sell the hero status of the product. By presenting itself as a hero of its target customer, the proposed product will not only endear itself to its target customer thus developing a loyal customer base but also recruit those customers to market the product to their peers.
Environment
The context for market development expansion involves shining a light on a current social issue them presenting the product as a solution for the said problem. The social issue is the marginalization and stigmatization of women over the age of 35 and under the age of 57. The solution is the elimination of outer signs of aging, including wrinkles. The elimination of wrinkles is not per se a solution to the aging process, which in any event is an irreversible biological process. However, the elimination of wrinkles and other signs of aging prevents aging being the first noticeable aspect of the target group. The targeted women know that they are aging but they do not have to deal with it constantly on a day-to-day basis. Secondly, the confidence of the women on how they present themselves will increase hence lessening the burden presented to them by the aging process. Finally, there is a chance that the potential marginalization and stigmatization that comes with aging will reduce.
Delegate your assignment to our experts and they will do the rest.
The seemingly complex concept above may seem extreme for just a set of beauty products unless one evaluates the current market environment. Over the last century, the beauty product market for women has gradually saturated, including with globally acclaimed brands. It almost seems as if any beauty product imaginable is already in the market. Global conglomerates have spent fortunes in research and development. They are also continuously spending millions of dollars in complicated marketing and public relations campaigns. It would not be cost effective to try to go toe to toe with the already established product in the market. A new entrant such as the product on focus herein must seek for a means of differentiation. The current market saturation level may not allow for a differentiation strategy based on the product itself. Instead, market development will rely on a differentiation strategy based on a narrative. A story about the product that the target market can identify with and develop a connection.
The reputation of choice for the company is that of a hero, the proverbial knight in shining armor out to save the target audience. Normally, the hero saves the young woman who is just ripe for marriage to the prince. When the narrative is changed and focused on the aged niche that is considered to have passed the princess age, it will be especially attractive to them. Normally, the older woman needs to pay more to get good products, as they are the target of premium pricing. Such a market niche will be amenable to a hero who targets them with a product that they need, not just requires, yet at low prices. Based on the totality of the above, the product’s market will grow rapidly and definitively.
Story-Summary
A good story for marketing a beauty product must be relatable to the target customer without breaking rules of etiquette relating to issues such as ageism and sexism. Among the most beautiful things about being a woman, is motherhood. Motherhood is essential, to the continuity of the human species. Most importantly, the target market, women between 35 and 57 are already feeling as if age has robbed them of the ability to be mothers. The community also, actively and passively keep rubbing the issue of aging and motherhood on the faces of the target market. The combination of the above provides fertile ground for a good marketing story for the set of products on focus herein.
In 2018, one of the most famous musicians in the USA and the world, Janet Jackson, had her first child at the age of 50 years. The conception and birth brought to common discourse the issue of age and reproduction in women in the USA and around the globe. Women having children well past the traditional age of fertility has become a common trend. Indeed, most women with professional careers today were too busy either with schooling or with career building to get children in their twenties and early thirties. As they enter their late thirties and early forties, their careers blossom. It is at this seemingly late stage that the women would want to start families. At the age of 57, the upper bracket of the target market, Jane Jackson will have a six-year-old son! Hers is the beautiful story to predicate the marketing campaign of instant product.
The basic idea is not for the target market to look good for their careers or even for the men in their lives but rather for the little angels on their laps. The idea of an infant, only a few years old touching the smooth wrinkle-free face of its fifty-year-old mother. Alternatively, a five-year-old boy playing with the smooth face of its fifty-six-year-old mother will make for a wonderful story. Looking good for motherhood is not only a story that will connect with the target market but also one that is not easily associable with gender-based discrimination.
All the above features find reality in the real-life story of Janet Jackson as reflected in the picture above. At the age of 50, it is easy for her to be mistaken for a woman in her twenties. Not only was she in great shape but also has near flawless skin. Several other women have retained youthful looks through to their fifties just like Jane Jackson. The stories of these women will be a major inspiration for other women to use the very kind of beauty products the instant promotion seeks to target. Older women will seek to look good, for the sake of their children even when they do not anticipate have children in older age, simply because mothers their age look good too. The instant story will create a need within the target market, which will, in turn, provide a solid market for the beauty product marketed herein.
The Video
The video will begin with a version of Janet Jackson. An older woman with flawless skin and a newborn child or a very young child. The smooth face of the child will be touching the relatively smooth face of its mother. The voice over or prompt will tell the story of how thousands of women are electing to be mothers at a later stage in life. The story will then shift to the issue of how a child never forgets a mother’s touch and the impression the smooth face of the mother will leave in the child. As the mother continues bonding with the child, the narrator will share the secret of her flawless skin. The sad secret is definitely the products, which are the Avon Products Inc. new natural-ingredient collection. The narrator will outline the three most important aspects of the products. The first is their effectiveness inter alia in the elimination and prevention of wrinkles. The second is their natural ingredient formulation that will mitigate side effects. The third is the benignant pricing regimen that will be easy on the pockets of the customers as the products are kind to their skins. The video ends with a still shot of the array of products being marketed and information about how to access the product. It is my informed opinion that the video will not only attract the target market but also will its message convince the said group to buy the product.
Conclusion
It is evident from the totality of the above that the motherhood storyline is interesting enough to attract a target market of women between the ages of 35 and 57, and convince them to buy beauty products. Motherhood is indeed a beautiful story that resonates well with a group that can no longer take the issue lightly due to advanced age. Making older women feel young again will endear them to the product on focus herein. The extreme research and creativity put into instant assignment were eye-opening. It made me come to terms with the saying about there being a way whenever there is a will. Normally, venturing into a market niche such as beauty where multinationals dominate would require a major pecuniary investment in marketing and promotional activities. The fact that a good idea packaged in a good story can ease the marketing process portends hopes for the future of marketing.
