EXECUTIVE SUMMARY:

ABX Hair product initially known as Experia hair company was

founded by Mr Lakuwe with the sole aim of providing quality hair
products to all women who wants to and needs to look good. However
in 1992 the company was bought by Mr Obinna and over the years has
grown to be a formidable brand in the hair market.
However over the years the company sales have fallen and not because
of bad product but rather ineffective advertising strategy.
This proposal therefore is aimed at developing creative strategy to help
ABX COMPANY remerge back as the top in the market. This strategy is
anticipated to reach out to all women who want to look good. The
campaign therefore sets out to integrate all marketing communication
techniques with the aim of positioning ABX hair company as one of the
most preferred hair extension like it ought to be. Our campaign which
will centered on the company motto which is looking good is a way of
life is intended to position ABX hair product top among its
competitors.

SITUATION ANALYSIS
HISTORY OF THE PRODUCT
ABX Human Hair COMPANY dedicates itself to providing high quality
human hair products for those who are seeking quality human hair to
enhance their looks. It was founded in 1982 as Experia hair product but
with its change of leadership from Mr Lakuwe to Mr Obinna as the
executive director in 1992, the name was changed from Experia hair
product to ABX hair company.
ABX hair company sells a wide range of hair products, brazillian, indian,
Peruvian, Malaysian, Cambodian, Mongolian, European , Chinese hair
weaves and all kinds of human hair full lace and front lace in all lengths,
styles and colours. All the above hair weaves are 100% pure remi human
hair products that come with cuticles intact, every stand of hair arranged
in same direction, so there is virtually no tangling or matting. The virgin
hair could be permed or dyed. They are incredibly versatile and long
lasting which means there is no need to treat any different
from customers own hair. We also have lace wig, ponytail, clip-on
extension etc, they are products with same texture of hair but arranged
in different way to suit customers preference.
ABX hair company provide quality hair along with top lines of beauty
products. 2012 annual turnover of ABX was 53 million Naira , and
experts project it could reach 80 million Naira in 2014.

SIZE AND SHARE OF THE TOTAL MARKET:

ABX product used to be one of the bestselling weavon and hair
attachment company. It dominated sixty per cent of the hair extension
market. However since 2013 which the market share fell from sixty per
cent to forty per cent of the market share.
TARGET AUDIENCE:
Since it is an hair product our major target audience is principally young
females and adult women from age 14 and above. These are people who
understand the need to look good in a hair they are comfortable in and
also a long lasting and durable weavon at a reasonable price.
POSITIONING:
Positioning is how target market defines in relation to competitors. With
great power in hair line, ABX company provides the highest grade hair
extensions and wigs that cater to your individual style at the most
affordable prices and also offering prompt and reliable after-sale service
has made them ranked top among their mates. The combined
positioning in terms of a particular feature that represents a competitive
advantage and with respect to brand benefits that appeal to consumer
needs. Our attribute positioning is product related to our contents which
would is second to none. These unique features are what will give the
ABX hair company a competitive advantage against other hair company.

Our target market will respond well to these features and find it easy to
join the ABX hair extension craze.
SWOT ANALYSIS OF ABX HAIR COMPANY
STRENGTH: With great power in hair line, one of the greatest strength
of the product is its mission to provide the highest grade hair extensions
and wigs that cater to your individual style at the most affordable prices.
The company also accepts various payment ways such as Paypal, T/T,
Credit Card, Western Union, MoneyGram, etc. Also the ability of the
products to be shipped world wide via UPS or DHL which is 100% safe
and guaranteed. The company also offer prompt and reliable after-sale
service. So Whether you are a salon owner, stylist or looking to start a
small business, their professional team will work round the clock to
provide you with any type of extension or hair product your business
might require. Apart from this core values the companys culture also
serves as one of its greatest strength. These companys cultural values
include:
Customer First
Integrity and Honesty
Devotion Makes Perfect
Insist On Innovation
Teamwork
Keep Passion Forever

WEAKNESS: One of its greatest weakness of the product is the way its
adverts and their placement and also the non-use of the social media in
its marketing streategy. With the current rise in the use of social media
when compared to the traditional media. It becomes imperative for one
to upgrade to the present demands. Despite the fact that the product has
a website where orders could be placed online and it would be delivered
at your door step; they still need to take advantage of facebook adverts,
twitter and also bulk sms.
OPPORTUNITIES: One of the greatest opportunities lies in the
increasing demand for hair extensions by the growing population.
People are now seeing more reasons to look good and are getting more
attracted to the use of hair extensions
THREATS: one of the major threat is the increasing number of
companies which now produce and import similar hair extensions. As at
when the product started, the number of companies producing hair
extensions were just two. Now with over 9 companies producing hair
extensions the market is very competitive.
UNIQUE SELLING POINT: The Unique selling point of the product
lies in the quality of their hair extensions and also the price. As it is the
cheapest in the market when compared quality is compared in relation
to the price.

OBJECTIVES
The short term Objectives shall be to develop added volume, achieve
profit goal and reduce losses and re-establish ABX as the top brand for
hair extensions in the market.
Long Term Objective (any prescribed period beyond the next planning
period) shall be to Increase profits, position goal, i.e., gain leadership,
develop and establish a brand or corporate image and expand line of
service or product
ADVERTISING OBJECTIVES
MEDIA OBJECTIVES
Create national awareness of the existence of ABX hair company
while staying within the one hundred and fifty million naira
(N150,000,000) budget.
To increase the awareness of the hair extension among the target
audience in the first quarter of advertising
To generate an immediate response from the target audience in the
first quarter of the year
To generate immediate conviction in the target audience towards
the hair extension in the first quarter of the year

MARKETING OBJECTIVES
To increase hair extension sales by 50% in the second quarter of
the year
To increase the hair extension patronage by 70% in the first two
months of advertising
DETERMINNG MEDIA STRATEGIES
ABX hair extension is decreasing in its sales not because of bad products
but because of the facts that its media presence is not placed strategically
to create the necessary desired awareness for its target audience. This
trauma has affected its consumer; who are the people who make use of
the hair extensions and consequently made them shift their loyalties to
other product which they feel has created the necessary awareness
required to make them purchase the product.
To revive this good old days, careful and strategic media plan need to be
outline and well monitored. The essence of this is to remind the people
who use this product why they should purchase it.
As a result of these both above the line and below the line strategies
would be utilized. Mass media such as television, radio, newspaper,
magazine, sales promotion and online media would also be utilized.

STRATEGIC PLAN
A launch of the new adverts of the product would be carried out. The
essence of this is to stimulate and arouse the consciousness of the users
of the hair extension. This re-launch would be carried on all media (ie
print, broadcast and social media). A new advert would also launched
and two brand ambassadors would also be unveiled. Omotola Jalade
and Tiwa Savage have carefully been choosen as they represent what the
product hopes to bring to the live of its user which is to bring out the
confident side of you
SELECTING THE MEDIA
TELEVISION: The television station choosing for this campaign is NTA ,
STV, AIT. These channels were choosing because of their reach and also
their ratings. NTA network has coverage in the whole 36 states of
Nigeria. Stv has high ratings and when it comes to fashion and style, it
your nonstop station. AIT also has a sizeable about of reach while
channels has a high rating.
RADIO: Cool FM and Rhythm Fm because of their appeal to fashion and
style and also their ratings
The advertisement on the television and the jingle on radio will appear
five (10) times in a day in each radio throughout the planning period
and five times a day on television on strategically choosing programmes.

TRANSIT ADVERTISEMENT: Transit advertising shall be done through

The LAG bus and BRT are good mean to achieving this. Also, interstate
private transport service such as ABC, CHISCO transports are essential
to could be employed as transit advert as well.
ONLINE ADVERTISEMENT: Advertisement shall be placed on leading
online platforms such as Linda Ikeji, SaharaReporters and
PremiumTimes.
MEDIA STRATEGY
Burst strategy
Burst strategy is a method adopted in a campaign when a new or old
product has just been introduced to the market. The impact of this
strategy is that the brand would have made enough noise to create the
expected impression on the minds of the people.
Television Advertising
Advantage
There is room for demonstrations, the impact is massive as it combines
sight and sound, mass coverage and exposure, extensive viewer time; its
technique are so effective as audience members gets involved
Radio Advertising

It is timely and flexible, it is economical, it penetrate into all homes, it

complements other media; it can reiterate and supplement campaign,
and at the moment of impact, there is no competition; especially good
for small retailer.
Newspaper Advetising
It has a great reach, it is engaging, has local coverag and very affordable.
One of the strong benefits of newspaper advertising is that newspapers
offer a variety of ways to target a particular audience. Whether its
zoning inserts by zip code or using a niche publication to target a certain
ethnic group or behaviorally targeting a certain group on a newspaper
website, newspaper products offer a wide range of products to target
any audience an advertiser is looking to reach. Also Newspaper
companies offer their readers a variety of platforms to choose from in
which to receive their news and advertising content. Readers highly
value the ability to consume newspapers in the format that is most
convenient and useful depending on the time and place.
BILLBOARD ADVERTISING: Wide coverage of local markets, high
frequency, largest print ad available, geographic flexibility, and high
summer visibility.
ONLINE ADVERTISING: Its timely, it has broad reach and it appeal to
all kinds of people, it has wide coverage especially among the youth. It
can reach over a million internet users within few seconds.

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OTHER EXPENSES INCLUDES

FLYERS: 874,000
ROAD SHOWS IN FOUR SELECTED STATES : 12,000,000 (3 MILLION
FOR EACH STATE)
OTHER EXPENSES: 3,000,000
To bring the total to 150,000.

EVALUATION
The measurement of the effectiveness of a media plan will be conducted
by the research department of the advertising agency, using methods
such as surveys, feedback, tracking, and observation. Each method has
its strengths. For example, surveys will be conducted among a sampling
of the target audience in the different periods of a media campaign, such
as in the beginning, the middle and the end of the campaign. The
Surveys will ask questions about the target audience's media behavior,
advertising recall, brand attitudes and actual purchase. Monthly
surveys on advertising recall of radio commercials will be conducted
whereby target audience will be ask which radio commercials they
remember hearing in the first quarter of the month base on the burst
strategy adopted in advertising the product.

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Besides surveys, feedback will also be collected to measure the media

and ad exposure of the target audience. Feedback devices such as reply
cards, toll-free numbers will be provided to estimate the impact of
advertising and how many people are exposed to the advertisement.
One of the advantages of surveys over feedback devices is that surveys
reach people who have taken no action on the product, whereas
feedback devices require the consumer to mail back, click or call a tollfree number. In this way, surveys will help media buyers evaluate the
effectiveness of an advert in relation to other advertisement, whereas
feedback devices help them evaluate the effectiveness of one media
vehicle over another.
CONTINGENCY PLAN
If the survey doesnt work under evaluation tracking will be used.
Tracking is measurement method media buyer used to track the
effectiveness of online advertisement. When a user visits a Web site or
clicks on a banner advertisement, Web servers automatically log that
action in real time. The logs of these visits and actions are very useful for
media buyers, because the buyers can use them to estimate the actual
interaction of audience members with the interactive media. For
example, a banner ad may have a code for each Web site where the
advertisement is placed. Media buyers can compare the click-through
rates of the banner advertisement across all Web sites daily, to estimate

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the effectiveness of each Web site. Media buyers are making more use of
the tracking method given the increasing use of interactive media.

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