Strategic Media Management (YSP 511)               Presented by:              1) Noorazlin Ani              2) Tengku Adrian
Contentsi.      What a Media Planner needs to knowii.     Situation Analysisiii.    Marketing Strategy Planiv.     Competi...
What a Media Planner needs to know   Identifies the main problem.   Assesses elements of marketing such as    product qu...
Contentsi.      What a Media Planner needs to knowii.     Situation Analysisiii.    Marketing Strategy Planiv.     Competi...
Situation Analysis   Situation analysis is research prepared in document, excel    spreadsheet or powerpoint presentation...
Situation Analysis   Problem of selling sometimes because of poor    distribution not advertising.iii. Consumer of the pr...
Situation Analysisiv)Product- History of the product and how it is develop is included   in the section of the analysis, w...
Contentsi.      What a Media Planner needs to knowii.     Situation Analysisiii.    Marketing Strategy Planiv.     Competi...
Marketing Strategy PlanAfter situation analysis :1. search selling opportunities - marketing fact that exist withoutmuch m...
MSP consists of planningthat solve major problem and    take advantage of the         opportunities
Major goals in strong marketing strategy and                    plan:  Setting objective   that will solve       Decide ho...
Marketing objectivesMost marketing objective to achieve share market forthe brand or other related to communicationobjecti...
Marketing Mix & strategyThe idea: takes a number of different marketingmix element to sell product.E.g. Selling bottled wa...
BudgetEstimating cost of marketing plan involved 2 separatedcosts:          Estimating media cost         Estimating produ...
Creative StrategyCreative strategy gives direction to planner tochoose the medium and to select combination ofthe media.E....
Dealer and distributionA major factor in media decision making is theproduct geographic distribution.Dealer also influence...
Overall Sales strategyMedia planner should examine each element ofmarketing mix to determine how effect mediaselection and...
Test MarketingTest marketing situation might use three market to testbelow objectives can be attained: to gain substantia...
Contentsi.      What a Media Planner needs to knowii.     Situation Analysisiii.    Marketing Strategy Planiv.     Competi...
Competitive Media Expenditure AnalysisPlanner should assess weaknesses incompetitor media tactic. E.g. not using mediaprop...
Principal Sources of Expenditure DataMedia spending information can be obtained bysubscription to two most widely reportin...
KANTAR MEDIA & NIELSON        KANTAR MEDIA & NIELSON measure comprehensive data    measure comprehensive data   following ...
Gathering and Assembling the DataInvolves to major tasks:1. Gather and assemble Data2. Analyse data Determine how much ea...
A good starting point Three            ways analysisFive years trend of total spending in category by advertiserLast year’...
Contentsi.      What a Media Planner needs to knowii.     Situation Analysisiii.    Marketing Strategy Planiv.     Competi...
Analysing the DataUsing competitive media expenditure analyses         to understand the competition
Analysing the Data: Using Competitive Media Expenditure Analyses 1. show the regionalityand seasonality and how           ...
Contentsi.      What a Media Planner needs to knowii.     Situation Analysisiii.    Marketing Strategy Planiv.     Competi...
International Competitive AnalysisObjectives :· to describe and give an understanding of thedifferent ways of analysing co...
International Competitive Analysis:Factors affecting international competitiveness for products/commodities               ...
International Competitive AnalysisCompanies that provide international competitiveanalysis:1. Nielsen Global Ad View2. Kan...
International Competitive AnalysisPlanners seeking an international competitivereport must prepare a request for proposal(...
Contentsi.      What a Media Planner needs to knowii.     Situation Analysisiii.    Marketing Strategy Planiv.     Competi...
Managing Media Planning and BuyingThe most innovative and highlycreative advertising in the worldcan fail if it’s presente...
Managing Media Planning and Buying• Media planning: The series of decisions involved  in delivering the message to the tar...
Managing Media Planning and BuyingWorkhorse Software- Developers of MediatoolsNielsen-IMS- Developers of Brandfx* Media pl...
Managing Media Planning and BuyingMEDIATOOLS is a family of integratedcomponents that provides a seamless mediaplanning en...
Managing Media Planning and BuyingFor THE PLANNING AGENCYMEDIATOOLS includes an advanced, yet easy-to-useflowcharting tool...
Managing Media Planning and BuyingFor THE AORMEDIATOOLS provides a number of tools that helpstreamline the workflow betwee...
Managing Media Planning and BuyingFor THE ADVERTISERBeneath an intuitive interface lies a powerful relationaldatabase that...
Contentsi.      What a Media Planner needs to knowii.     Situation Analysisiii.    Marketing Strategy Planiv.     Competi...
Sources of Marketing DataMajor Data Services- syndicated research servicesThe Nielsen Company (www.nielsen.com)Information...
Sources of Marketing DataOther sources of dataSales & Marketing Management Survey of Buying Power(www.salesandmarketing.co...
Sources of Marketing DataOther sources of data (cont‟d.)SRDS (www.srds.com)Marketer‟s Guide to MediaTV DimensionsCensus Da...
Case Study
Case Study:    Marketing Strategy & Media Planning-   increased overall spending for advertising by    $12,791,000 from 20...
Case Study:Marketing Strategy & Media PlanningChobani                 Fage                       ActiviaOverall ad spendin...
Case Study: Marketing Strategy & Media PlanningFindingsMost yogurt companies use magazine, network, spot,and cable televis...
Case Study: Marketing Strategy & Media PlanningFindings (cont‟d.)Outdoor, newspaper, and network radio advertising arerare...
Case Study: Marketing Strategy & Media PlanningStrategyExpand into magazine advertising because it has theadvantages of a ...
Case Study: Marketing Strategy & Media PlanningStrategy (cont‟d.)Implement a budget of $26,000,000. Increasing thebudget b...
Case Study: Marketing Strategy & Media PlanningStrategy (cont‟d.)Partner the Chobani Live Kitchen Series with FarmersMarke...
Case Study: Marketing Strategy & Media PlanningStrategy (cont‟d.)Drive the CHOmobile, from the West Coast and the EastCoas...
Case Study: Marketing Strategy & Media PlanningStrategy (cont‟d.)Locate the Chobani promotional counter next to fruit andv...
Case Study: Marketing Strategy & Media PlanningStrategy (cont‟d.)The Chobani Live Kitchen Demos, and in addition,market go...
Case Study: Marketing Strategy & Media PlanningStrategy (cont‟d.)Give canvas tote bags to market goers as non-traditionalp...
Case Study: Marketing Strategy & Media PlanningStrategy (cont‟d.)Because the farmers markets agree to partner withChobani ...
Thank You
Media is first an audiencegatherer, then an adengagement gate-keeper. Itcan assist engagement byattracting an audience sui...
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Presentation marketing strategy and media planning

  1. 1. Strategic Media Management (YSP 511) Presented by: 1) Noorazlin Ani 2) Tengku Adrian
  2. 2. Contentsi. What a Media Planner needs to knowii. Situation Analysisiii. Marketing Strategy Planiv. Competitive Media Expenditure Analysisv. Analysing the Datavi. International Competitive Analysisvii. Managing Media Planning and Buyingviii. Sources of Marketing Data
  3. 3. What a Media Planner needs to know Identifies the main problem. Assesses elements of marketing such as product quality, product uses, pricing, distribution methods, packaging, sales promotion use, personal selling activities, public relations and advertising.
  4. 4. Contentsi. What a Media Planner needs to knowii. Situation Analysisiii. Marketing Strategy Planiv. Competitive Media Expenditure Analysisv. Analysing the Datavi. International Competitive Analysisvii. Managing Media Planning and Buyingviii. Sources of Marketing Data
  5. 5. Situation Analysis Situation analysis is research prepared in document, excel spreadsheet or powerpoint presentation to provide the background to media planner to prepare plan. Must include:i) History of the market- Analysis about geographic sales distribution, market size in dollar and unit, market shares, seasonal effect and price effect. The goal to find out where are brand position now in the market share and how the got there.- E.g. pricing historyii) Distribution channel- The objective to learn how a brand and its competitor distribute product. Include shelf-facing, inventories held, out of stock situation, method of selling, display and advertising, allowances and how and why promotion is used.
  6. 6. Situation Analysis Problem of selling sometimes because of poor distribution not advertising.iii. Consumer of the product Profile of user that generic product type include personal demographics such as age, gender, income and occupation as well as geographic location. A consumer profile of those who buy specific brand versus those who buy competing products is important as well
  7. 7. Situation Analysisiv)Product- History of the product and how it is develop is included in the section of the analysis, when and why product change, consumer perception of the value of the various brand.v) Advertising and media analysis- Analysis media expenditure for competing brand include media classed used, named individual vehicles, creative size, gross rating point (GRP‟s) in total, etc
  8. 8. Contentsi. What a Media Planner needs to knowii. Situation Analysisiii. Marketing Strategy Planiv. Competitive Media Expenditure Analysisv. Analysing Datavi. International Competitive Analysisvii. Managing Media Planning and Buyingviii. Sources of Marketing Data
  9. 9. Marketing Strategy PlanAfter situation analysis :1. search selling opportunities - marketing fact that exist withoutmuch money or effort, sell product naturally. e.g. Brand x selling well but spend less for advertising than three other competitor. It is possible with equal budget or even lower than competitor, our sale s and share can be increase or enhance?2. problem –demand some action to correct the situation e.g.situation which brand does not have competitive advantage or losingshare of market for number of reason. Some advertiser phase itSWOT analysis.
  10. 10. MSP consists of planningthat solve major problem and take advantage of the opportunities
  11. 11. Major goals in strong marketing strategy and plan: Setting objective that will solve Decide how Determine to whom existing problem & product should be the main selling effort take advantage of sold (selling strategy) opportunities Determine how Determine what Determine roles much should be adjustment should be various elements spent made in package of marketing mix shapes or size
  12. 12. Marketing objectivesMost marketing objective to achieve share market forthe brand or other related to communicationobjectives.E.g. to increase share in an expanding segment of „X”market, to regain lost volume – increase salemaximum of 5 percent and, in turn shoot for 14percent of share market etcOutline for basic marketing strategy statement pg 146-147
  13. 13. Marketing Mix & strategyThe idea: takes a number of different marketingmix element to sell product.E.g. Selling bottled water need price, distribution,advertising and sales promotion, whileautomobile need product, price, distribution,sales promotion, public relation and advertising.
  14. 14. BudgetEstimating cost of marketing plan involved 2 separatedcosts: Estimating media cost Estimating production • Obtain from media cost research services that • Allocating given percentage provided this information of total budget for the such as SQAD for radio & purpose advertising, television cost specific production, • SRDS for cost of magazine artwork, typography, and newspaper advertising videotape or film
  15. 15. Creative StrategyCreative strategy gives direction to planner tochoose the medium and to select combination ofthe media.E.g. an integral part requires magazines, directmail, newspaper supplement, television,streaming video or other media that offer qualitycolour.
  16. 16. Dealer and distributionA major factor in media decision making is theproduct geographic distribution.Dealer also influence media decision becausethey are so important in selling at the local levelThey communicate with the agency indirectlythrough distributor, wholesales andsalespersons.
  17. 17. Overall Sales strategyMedia planner should examine each element ofmarketing mix to determine how effect mediaselection and use.E.g. media planner should choose the rightmarketing mix or combine all marketing strategyto maximize the effectiveness of media decision.
  18. 18. Test MarketingTest marketing situation might use three market to testbelow objectives can be attained: to gain substantial of each market‟s sales to determine whether the total market for the product can be expanded. to determine how many market purchases will be made to accomplish the fist three objectives within a reasonable length of time at a reasonable profit (this is requires special media planning)
  19. 19. Contentsi. What a Media Planner needs to knowii. Situation Analysisiii. Marketing Strategy Planiv. Competitive Media Expenditure Analysisv. Analysing the Datavi. International Competitive Analysisvii. Managing Media Planning and Buyingviii. Sources of Marketing Data
  20. 20. Competitive Media Expenditure AnalysisPlanner should assess weaknesses incompetitor media tactic. E.g. not using mediaproperly, dissipated advertising money in toomany media, missing important segment in themarket.This error represent opportunities in mediaselection and use and should be exploited.
  21. 21. Principal Sources of Expenditure DataMedia spending information can be obtained bysubscription to two most widely reporting services:1. Kantar Media intelligence2. Nielsen Monitor Plus These service do not provide a perfect picture of every dollar in every medium for every product The best way to asess the accuracy of competitive media report is to compare the finding of this report to actual media used for the product you have planned and placed in media. The accuracy depends on the level of granularity – how close you look
  22. 22. KANTAR MEDIA & NIELSON KANTAR MEDIA & NIELSON measure comprehensive data measure comprehensive data following 17 major data: following 17 major data:• NETWORK TV • National consumer magazines• SPOT TV • Local consumer magazines• CABLE TV NETWORK • Sunday supplements• NATIONAL SYNDICATION TV • Local newspapers• HISPANIC NETWORK TV • National newspaper• HISPANIC CABLE TV • Outdoor• NETWORK RADIO • Free standing Inserts (FSI)• SPOT RADIO (nationally • Online display advertising (for placed) search , impressions only)• SPOT RADIO (LOCALLY PLACED)
  23. 23. Gathering and Assembling the DataInvolves to major tasks:1. Gather and assemble Data2. Analyse data Determine how much each competitor spends annually in each medium and the five year trend of spending. To make data meaningful analyze expenditure for individual brand rather than total expenditure to the company
  24. 24. A good starting point Three ways analysisFive years trend of total spending in category by advertiserLast year’s spending by medium by advertiseLast year’s spending by month by advertiser
  25. 25. Contentsi. What a Media Planner needs to knowii. Situation Analysisiii. Marketing Strategy Planiv. Competitive Media Expenditure Analysisv. Analysing the Datavi. International Competitive Analysisvii. Managing Media Planning and Buyingviii. Sources of Marketing Data
  26. 26. Analysing the DataUsing competitive media expenditure analyses to understand the competition
  27. 27. Analysing the Data: Using Competitive Media Expenditure Analyses 1. show the regionalityand seasonality and how 4. Infer from where the these factors are money is being spent changing for all competitive brands. 7. Essential to estimate cost 2. Give a fix on ad budget 5. Watch spending (for new- size and media mix, patterns of the product and market by market competitors line-extension planning)3. Use the data to spot new- product tests and to track 6. Make better decisions new-brand rollouts. on how to compete
  28. 28. Contentsi. What a Media Planner needs to knowii. Situation Analysisiii. Marketing Strategy Planiv. Competitive Media Expenditure Analysisv. Analysing the Datavi. International Competitive Analysisvii. Managing Media Planning and Buyingviii. Sources of Marketing Data
  29. 29. International Competitive AnalysisObjectives :· to describe and give an understanding of thedifferent ways of analysing competition· to show how to develop strategies based oncompetitive analysis and· to give examples to ensure understanding ofthe techniques.
  30. 30. International Competitive Analysis:Factors affecting international competitiveness for products/commodities Factor Vector Market research Income, tastes, resources and strengths of competing, suppliers, work patterns, population clusters, price, elasticities Macroeconomics and sector Terms of access and trade, price policies policies, fiscal and monetary policies, tariff and non tariff barriers Natural resources and human Geological resources, labour, capital climate, experience Physical, technical, and social Transport, credit, market infrastructure information, extension, communications, marketing extension, post harvest facilities Micro marketing relationships Quality control, efficiencies of management- buying, selling, handling, production, marketing, promotion, credit coordination, market research, risk analysis, relationship building.
  31. 31. International Competitive AnalysisCompanies that provide international competitiveanalysis:1. Nielsen Global Ad View2. Kantar Media3. Xtreme Information
  32. 32. International Competitive AnalysisPlanners seeking an international competitivereport must prepare a request for proposal(RFP) from the 3 services, listing: - the countries; inclusive dates; report frequency; media to be reported; and advertisers or product category to be tracked.
  33. 33. Contentsi. What a Media Planner needs to knowii. Situation Analysisiii. Marketing Strategy Planiv. Competitive Media Expenditure Analysisv. Analysing the Datavi. International Competitive Analysisvii. Managing Media Planning and Buyingviii. Sources of Marketing Data
  34. 34. Managing Media Planning and BuyingThe most innovative and highlycreative advertising in the worldcan fail if it’s presented to thewrong audience, or if it’spresented at the wrong time, or ifit’s presented in the wrong place.
  35. 35. Managing Media Planning and Buying• Media planning: The series of decisions involved in delivering the message to the target audience.• Media plan: The actual document detailing media planning decisions.• Media objectives: Objectives of media plan.• Media strategies: action plans to reach objectives.• Medium: channel such as print, broadcast.• Media vehicle: Specific carrier in a media category (television, magazines).
  36. 36. Managing Media Planning and BuyingWorkhorse Software- Developers of MediatoolsNielsen-IMS- Developers of Brandfx* Media plans laid out in Excel spreadsheet
  37. 37. Managing Media Planning and BuyingMEDIATOOLS is a family of integratedcomponents that provides a seamless mediaplanning environment for advertisers andadvertising agencies.
  38. 38. Managing Media Planning and BuyingFor THE PLANNING AGENCYMEDIATOOLS includes an advanced, yet easy-to-useflowcharting tool for media planners to prepare andcommunicate media plans.Extensive plan management functions including versioncontrol and the ability to check plans in and out of theMEDIATOOLS database help organise the planningprocess.
  39. 39. Managing Media Planning and BuyingFor THE AORMEDIATOOLS provides a number of tools that helpstreamline the workflow between media planning andbuying groups.Buyers can populate cost sources with planning cost-per-point information or Print Insertion data and selectivelyshare it with planners.All modifications to cost sources are logged, andMEDIATOOLS can be configured to alert planners byemail when new costs are available.
  40. 40. Managing Media Planning and BuyingFor THE ADVERTISERBeneath an intuitive interface lies a powerful relationaldatabase that provides a reliable and secure receptaclefor planning information.Uniquely capable of providing advertisers with the timelyand accurate information they need.Customizable ad-hoc reports can analyse and compareplanned, authorized, and even post-buy data, grouped ina virtually unlimited number of ways.
  41. 41. Contentsi. What a Media Planner needs to knowii. Situation Analysisiii. Marketing Strategy Planiv. Competitive Media Expenditure Analysisv. Analysing the Datavi. International Competitive Analysisvii. Managing Media Planning and Buyingviii. Sources of Marketing Data
  42. 42. Sources of Marketing DataMajor Data Services- syndicated research servicesThe Nielsen Company (www.nielsen.com)Information Resources, Inc. (IRI) (www.infores.com)- single-source researchMediamark Research & Intelligence, LLC (MRI)Experian Simmons
  43. 43. Sources of Marketing DataOther sources of dataSales & Marketing Management Survey of Buying Power(www.salesandmarketing.com)1. Population and household data2. Effective buying income and spending statistics3. Retail sales data by broad product classes
  44. 44. Sources of Marketing DataOther sources of data (cont‟d.)SRDS (www.srds.com)Marketer‟s Guide to MediaTV DimensionsCensus DataMedia Studies of Special MarketsAdvertising Trade PublicationsAssociationsMiscellaneous Sources
  45. 45. Case Study
  46. 46. Case Study: Marketing Strategy & Media Planning- increased overall spending for advertising by $12,791,000 from 2009 to 2011.- To increase awareness - advertised on network, spot, syndicated, and cable TV in 2011 to keep up with competitors.- Competitors: 1. Fage 2. Activia
  47. 47. Case Study:Marketing Strategy & Media PlanningChobani Fage ActiviaOverall ad spending: $63,000,000$12,791,000 $4,263,6662011 campaign “Plain” commercial -entitled “Real Love sets itself apart with aStories” - two TV poetic and metaphoriccommercials, digital commercial, completeand OOH ads. with detailed computer animations.Advertised onnetwork, spot, Print campaign - targetsyndicated, and cable market - youngTV in 2011 to keep up women.with competitors.
  48. 48. Case Study: Marketing Strategy & Media PlanningFindingsMost yogurt companies use magazine, network, spot,and cable television advertising.“Magazine advertising offers high quality production andcolor, flexible scheduling, selective readership, andflexibility in format. Readers can linger overadvertisements, developing a more lasting effect withpotential customers. Television allows the use ofdemonstration and visuals, has mass coverage, has abigger impact on consumers with the combination ofsight and sound, is versatile and has a higher repetitionrate”.
  49. 49. Case Study: Marketing Strategy & Media PlanningFindings (cont‟d.)Outdoor, newspaper, and network radio advertising arerarely used.“Outdoor advertising requires a short message, limitingcreativity and legal restrictions. Newspaperadvertisements offer poor production quality and radioadvertisements offer no visuals and are easily ignored.Yogurt companies want their products to look appetizingand delicious, which is not easily depicted in newspaperor radio advertising.”
  50. 50. Case Study: Marketing Strategy & Media PlanningStrategyExpand into magazine advertising because it has theadvantages of a flexible schedule, a higher quality ofproduction, flexibility in format, and selective readershipthat permits segmentation.Use more non-traditional media like adding coupons togrocery store flyers with newspapers to get newcustomers to purchase product for the first time.
  51. 51. Case Study: Marketing Strategy & Media PlanningStrategy (cont‟d.)Implement a budget of $26,000,000. Increasing thebudget by $13,000,000 is a realistic estimate consideringChobani‟s rapid growth and market share increase overthe past year.“And while Chobani sits atop the yogurt category, theexplosive growth of the Greek-yogurt trend means aninflux of competition by big marketers with hefty adbudgets.
  52. 52. Case Study: Marketing Strategy & Media PlanningStrategy (cont‟d.)Partner the Chobani Live Kitchen Series with FarmersMarkets in the top ten healthiest cities in the U.S.: SanFrancisco, CA; Sacramento, CA; Portland, OR; Seattle,WA; Denver, CO; Minneapolis, MN; Boston, MA;Hartford, CT; Washington, D.C. and Virginia Beach.* Organic yogurt users are more likely to live on the WestCoast and in the North East. Minneapolis, Boston,Portland, Denver, San Francisco, Hartford, WashingtonD.C., Virginia Beach and Sacramento are the cities withthe healthiest and fittest residents (Kim, 2011).
  53. 53. Case Study: Marketing Strategy & Media PlanningStrategy (cont‟d.)Drive the CHOmobile, from the West Coast and the EastCoast, to visit these ten different Farmers Markets on thefirst and third Saturday of the month from April to August,the prime market months.Hold events in April in San Francisco (Ferry PlazaFarmers Market, April 7, 8 a.m.- 2 p.m.) then Sacramento(Sunrise Mall, April 21, 8 a.m. - 12 p.m.; “Ferry,” 2005and Milado).
  54. 54. Case Study: Marketing Strategy & Media PlanningStrategy (cont‟d.)Locate the Chobani promotional counter next to fruit andvegetable stands for live cooking demonstrations thatincorporate both Chobani yogurt and fresh produce fromthe Farmers Market.Give out free samples to market goers to taste andwitness the versatility of the product.Chobani chefs doing live demonstrations also talk aboutChobani yogurt‟s health benefits.
  55. 55. Case Study: Marketing Strategy & Media PlanningStrategy (cont‟d.)The Chobani Live Kitchen Demos, and in addition,market goers turn in recipes for the most unique anddelicious use of Chobani yogurt for a chance to add theirrecipe onto the Chobani website.The Chobani Kitchen Live Series that promotes healthyeating as well as the Chobani product - kitchendemonstrations at farmers markets because people whoattend these activities are concerned about their healthby choosing fresh produce and participate in outdoorfamily activities.
  56. 56. Case Study: Marketing Strategy & Media PlanningStrategy (cont‟d.)Give canvas tote bags to market goers as non-traditionalpromotional advertising..In addition to this non-traditional promotional advertisingidea, place ads in traditional media. Emphasiseadvertising through social media networks to provide infoand pictures for followers and update them on theChobani Live Kitchen events.
  57. 57. Case Study: Marketing Strategy & Media PlanningStrategy (cont‟d.)Because the farmers markets agree to partner withChobani to launch the Chobani Live Kitchen Series,donate $5,000 to the Farmers Market Coalition, anonprofit organization.This donation continues Chobani‟s reputation as acompany that gives back to the community and showsChobani‟s support for family events and healthy eatingthrough farmers markets.
  58. 58. Thank You
  59. 59. Media is first an audiencegatherer, then an adengagement gate-keeper. Itcan assist engagement byattracting an audience suitedto the message and bykeeping them attentive ... ornot. – Erwin Ephron, US advertising author
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