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Marketing strategy proposal for Chiquita brand 2013
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Marketing strategy proposal for Chiquita brand 2013

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Marketing Strategy for Chiquita brand based on 50th Anniversary of the famous Blue Sticker. Or how to engage customers all over the world and create buzz in few easy steps and in cost effective way. ...

Marketing Strategy for Chiquita brand based on 50th Anniversary of the famous Blue Sticker. Or how to engage customers all over the world and create buzz in few easy steps and in cost effective way. This is about inbound and engagement marketing and why am I sure that this might work? Because it is very simple strategy.

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Marketing strategy proposal for Chiquita brand 2013 Presentation Transcript

  • 1. Marketing StrategyProposal forChiquita brand2013
  • 2. Did you know that...... the idea of stickinglabels on Chiquitabananas started in 1963?
  • 3. Yes, you did.It is the 50thAnniversary of theBlue Sticker this year!
  • 4. Did you know that......the BRAND is one ofthe most important assetof the Chiquita BrandsInternational?
  • 5. Yes, you did!This Ad campaigndemonstrate it:It is not just a banana.It is Chiquita!As for otherbananas, okay. Theyare just bananas.
  • 6. Did you know that......the people all over theworld have the samefeelings? Every Chiquitacustomer?
  • 7. Because nobodyis just a personin the crowd...Everyone of uswants tosee / hear / read hisbrand - name...e.g. On Facebook,Twitter...Or welcome messageon TV screen in thehotel room...
  • 8. Use it Chiquita!And Birthday Celebrationcan start!
  • 9. Encourage consumers to sendtheir personal birthday wishes forChiquita Sticker with theirNAMES. Do it through customercompetition. Reward the winningparticipants (e.g. boat trip).
  • 10. Create an App* which allowsChiquita to say „thank you" viaa special Blue Sticker with the NAMEof participant. Post all stickers on yourwebsite or special website, on socialmedia networks, so people can "Like”them, share them and create buzz.*Or upgradeChiquitaFanFun App.This App could allow sendingpersonalized "thank you”Blue Sticker to participants viae-mail, SMS, or RFID technology(during promotion events).
  • 11. You know, that customer´sNAME is important.The truth is, that your customersdesire to seetheir name on your product.Bring this campaign fromonline into offline: Print specialedition of famous Blue StickersWith „Thank you”and some customer´s NAMEs.
  • 12. Big surprise at the endof campaign. This willbe secret and nobodywill expect it.Deliver some Chiquita fruit* withpersonalized Blue Sticker to e.g.Mrs. Tatiana Leporis. Take picturesand videos from this deliveries. Postvideos on your website or specialwebsite and social media networks.*and so demonstrate thatChiquita is not only aboutbananas...
  • 13. Chiquita, please, do this campaignas cross-border campaign,to involve and get in touchWith many different people andto demonstrate who is the worldwideNo. UNO banana brand.
  • 14. Special edition of promotionalgifts: for small children "BlueSticker" band aid kid plasters,For „teens" anti mosquito wetwipes, condoms, etc.The Blue Sticker „Thank you”campaign should be supportedby online and offline media. Beforethe main media campaign you cantry teaser campaign.The campaign could be accompaniedby special promotions, events tailoredto each target group. e.g. for „teens"promotionson summer festivals:banana after party drink tips...
  • 15. Next campaignmay go even further.Demonstrate thatChiquita is one of us.Just create new specialedition of labels with nationalcolors on Chiquita bananasduring theice-hockey championship.
  • 16. Thank you Chiquita.Tatiana Leporiswww.tatianaleporis.sk+421 911 760 612