BONDS• is formed at 1915

• Is an Australian manufacturer and importer of men's, women's and children's underwear and clothing

• is a subsidiary of Pacific Brands Holdings Pty Ltd

Market Leader: Underwear industry

In Australia :Bonds

Berlei

Holepro

In worldwide:Calvin Klein

Victoria's Secret

Giorgio Armani

Livesley, J. (2010)

Product and Target Audience Analysis

Target MarketMen

Women

Maternity

Kids and hipsters

ALL ages

ALL occupations

Product categoryUnderwear

Swimwear

Sleepwear

Clothing

Socks and accessories

Target Audience Analysis “Blokes, this one's for you. Get yourself some

very comfy Bonds men's undertees and trunks and take hold of those awkward man moments” (Bonds, 2014).

Target audience

Gender: Male

Age: 20- 40 years old

Occupation: White collar, Professionals

Aspiration: Social recognition(Keogh, A ’s view criticised, 2014)

Product Analysis Importance of knowing this product

“Sometimes, without even realizing it, guys can be their own worst enemy. The moral of this campaign is to pay attention to your underwear drawer and keep things up to date.” (Keogh, A ’s view criticised, 2014)

"underwear as a mundane staple of daily life" which can satisfy people's physical needs and safety needs (Russell, 2000).

Maslow’s hierarchy of needs

(Arnould, Price & Zinkhan, 2004)

Consumers’ needs Making purchasing and selecting decisions

Foote, Cone & Belding Grid

(Davis,2012) 

“Protect yourself from yourself” Feeler ( Feel Learn Do )

Campaign:

1st Feel- Using psychoanalytic approach

Evoke audiences’ feelings of insecure,

embarrassment and inadequate

Direct response of the senses

Obtain the information (receive attention )

Functional

Underwear- safety and protection

needs

Psychosocial

Social recognition-

cool appearance

2nd Learn

Selection of information

Interpretation on the information inputs

Learn:

3rd Do

Interpreting information inputs

Making purchasing decision:

Buying underwear from Bonds

mTherefore…Maslow’s hierarchy of needs

FCG grid may

reflect the key consumer insight

“Protect yourself from yourself” campaign may satisfy consumers’ insights and attitudes toward the underwear product

Effectiveness of adv. campaign

(Bendixen,1993)

BE AWARE!!!!Regulation and Ethics in Advertising It is important for advertising industry

having the self-regulations since advertising is a powerful and pervasive form of communication (Arnett & Jensen,2006).

AVOID: Sex, sexuality and nudity portrayal

Advertising Strategy Analysis

“The global underwear industry is estimated to be worth over $30 billion. The market encompasses a range of lingerie and intimate clothing, with bras representing over 50% of the overall market, briefs around 33%, and corsetry more than 10%” (Reportlinker, 2013).

“The clothing manufacturer said top underwear labels Bonds, Berlei and Jockey had delivered an encouraging performance despite a continued tough trading environment” (The Gold Coast Bulletin,2013).

Bonds is not only facing the competitors in Australia but also the underwear companies from worldwide market. In order to capture the market share and maintain its brand within the underwear industry, Bonds needs to develop a advertising strategy with an appropriate approach.

Positioning strategiesProduct class and Product user

The most well known of Bonds brands is the Chesty Bond singlet, marketed alongside the iconic character of the same name. Apart from singlets, Bonds also markets a variety of underwear and sleepwear garments including boxers, briefs and trunk styles of underwear for men, along with light tees and polo shirts. The product line for women is more extensive, offering sports and maternity wear alongside casual clothing, and a variety of undergarments including bras and hipsters. There is also a range of apparel for kids and infants, including singlets, underwear and sleepwear.

Price : reasonable price and affordable price for different consumers from blue collar to white collar

Quality: comfort, casual

In order to capture market share and against competitors

Bonds' Exclusive Loyalty Program:

BONDS & ME is the Bonds loyalty program which gives customer an ongoing sales of everything in Bonds stores and online store

(Bonds, 2014)

The BIG IDEA

(Glenn & Deborah, 2010)

1

2

Adopting the the big idea theory, Understanding consumers’ key insight: they

consider the social recognition and the importance of their personal appearance and outlook because they are the factors that might influence their psychological needs and self-esteem needs

Inspiration: By considering human psychical and psychological factors, then using psychoanalytic approach as an advertising strategy.

1

2

• Become a big idea • Create an advertising campaign

(Glenn & Deborah, 2010)

Evaluation

(Fill, Hughes & De Francesco, 2012) 

1st Strategic development

Planning: as mentioned before at positioning strategies part which is the starting point and belongs planning of strategic development 2nd Campaign

development “Protect yourself by yourself” as the advertising

campaign message and idea which is the communication objection and convey it to receivers and audiences via traditional advertising campaign - Television advertising in order to enhance audiences’ and potentials customers’ awareness to bonds’ products

(Fill, Hughes & De Francesco, 2012) 

3rd EvaluationsPost-campaign evaluation:

Sales Objections

Communication Objections

VS

(Fill, Hughes & De Francesco, 2012) 

According to the pyramid of communications effects:

Awareness actions: Benefits of Bonds’ brand

Competitive advantages

Encourage potential customers to choose

(Fill, Hughes & De Francesco, 2012) 

Creative Strategy Analysis

1. Message strategies

(Wells, Burnett & Moriarty, 2006) 

USP: Unique Selling Proposition

- makes a unique proposition based on functional attribute of product : Bonds underwear can help people get rid of the feelings of embarrassment in public and workplace , for example underwear products from Bonds may cover the private parts well and products are made by breathable materials which contribute to the functional attribute of product

1. Message strategies

(Wells, Burnett & Moriarty, 2006) 

Inherent drama

- uses the drama within the product to portray its benefits: the “protect yourself from yourself” advertising campaign shows the drama of protecting men safety in order to protect mean from embarrassment in public and workplace

2. Message appeals

Personal states or feelings

• Safety and security

• Self-esteem

Social-based feelings

• Embarrassment

(Wells, Burnett & Moriarty, 2006) 

• Personal states or feelings + Social-based feelings“Protect yourself from yourself” advertising campaign adopts the safety, security and self-esteem factors as the message appeals since Bonds is trying to tell audiences that Bonds underwear can make people feel safe, secure when they wear on Bonds in the public and workplace. Meanwhile, Bonds can protect men from embarrassments and comfortableness in order to make them feel successful, confident and adequate, therefore it may enhance people’s self-esteem from this advertising campaign.

(Wells, Burnett & Moriarty, 2006) 

3. Executional techniquesSlice of life Humor

Product (Bonds underwear) solves problems and embarrassments in a real-life, everyday situation:

Uses humor to appeal to target audiences and evoke their feelings of inadequacy and embarrassed

• Emotional appeal: make customers feel comfortable and confident and hence it will enhance customers’ self-esteem.

• Rational appeal: Bonds underwear is a necessary item in a real life as it can help people to cover private parts well.

• Rational appeal: Bonds underwear is a necessary item in a real life as it can help people to cover private parts well.

(Fam, Grohs & Waller,2011)

Effective advertising campaign

They are also tapped target audiences’ key insight: people consider the social recognition and the importance of their personal appearance and outlook because they are the factors that might influence their psychological needs and self-esteem needs

“Protect yourself from yourself” campaign is an effective advertising campaign because it tapped audiences’ key insight successfully and Bonds can help male customers to maintain an appropriate appearance and outlook in order to satisfy customers’ or potential customers’ functional and psychological needs.

***It is recommended that extending to target audiences to female since there are lot of embarrassments in our real life no matter male and female.

(B&T, 2014)

Media Strategy Analysis

Traditional Advertising Campaign :TV Advertising

• “Protect yourself from yourself” promotes Bonds' Flexits Undertee and Guyfront Trunk with two executions – one of a young officer worker who sabotages his own presentation every time he raises his arms, and another featuring a guy inadvertently flashing his butt crack to a girl in the park.

• the TV campaign consists of two 30-second and two 15-second TVCs.

(AdNews, 2014)

Recommendations on Media Strategy Nowadays, the information and communication technology is so advanced with the highly developed technology . People are keen on using internet to do business and communicate with others. Hence, it is recommended that Bonds can launch advertisement via the social media, such as Facebook, Twitter, Linkedin and forums as the content online are continuous, lasting and always discoverable .Therefore, it may…..

(Evans, 2012)

Capture more audiences from the younger group like Gen Y (new target audience)

Have a stronger relationship between Bonds and audiences, engage customers to take part in it become a 2-way conversation

Be more flexible and convenient, internet with time restriction (24/7)

(Evans, 2012)

As a result, it would be a more effective and efficient method to promote Bonds’ band and enhance customers’ awareness of Bonds in order to capture and widen its market share