GET YOUR WORK DONE BY                  www.TopGradePapers.com ASSIGNMENT  Gu Pudding Brand Campaign                       ...
GET YOUR WORK DONE BY                                                            www.TopGradePapers.com                   ...
GET YOUR WORK DONE BY                                                            www.TopGradePapers.com    Chocolate ad ma...
GET YOUR WORK DONE BY                                     www.TopGradePapers.com Communications Opportunity Analysis: A su...
GET YOUR WORK DONE BY                                        www.TopGradePapers.com Participatory marketing It can be used...
GET YOUR WORK DONE BY                                      www.TopGradePapers.com       Behavioral theories            o ...
GET YOUR WORK DONE BY                                      www.TopGradePapers.com avoid feelings of dissonance, people wil...
GET YOUR WORK DONE BY                                       www.TopGradePapers.com Therefore, accommodation theory can als...
GET YOUR WORK DONE BY                                       www.TopGradePapers.com creating increased brand interest, prom...
GET YOUR WORK DONE BY                                      www.TopGradePapers.com Chocolate eating competition Chocolate e...
GET YOUR WORK DONE BY                                     www.TopGradePapers.com       TV advertisement       Internet a...
GET YOUR WORK DONE BY                                                  www.TopGradePapers.com            Print advertiseme...
GET YOUR WORK DONE BY                                       www.TopGradePapers.com Below-the-line Communications Specific ...
GET YOUR WORK DONE BY                                      www.TopGradePapers.com Spreading awareness of product through p...
GET YOUR WORK DONE BY                                     www.TopGradePapers.com Campaign Evaluation Discuss in an informe...
GET YOUR WORK DONE BY                                      www.TopGradePapers.com                                         ...
Upcoming SlideShare
Loading in …5
×

Assignment gu pudding brand campaign www.topgradepapers.com

1,567 views
1,393 views

Published on

Published in: Business, Self Improvement
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,567
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
31
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Assignment gu pudding brand campaign www.topgradepapers.com

  1. 1. GET YOUR WORK DONE BY www.TopGradePapers.com ASSIGNMENT Gu Pudding Brand Campaign rs Marketing Communications Bosh pe Pa de rapG 2009To UNIVERSITY GET YOUR WORK DONE BY www.TopGradePapers.com
  2. 2. GET YOUR WORK DONE BY www.TopGradePapers.com Table of Contents rs Communications Opportunity Analysis: ................................................................................................. 4 List of Barriers ..................................................................................................................................... 4 pe Strong competition from Cadbury and Muller ............................................................................... 4 Aggressive marketing ...................................................................................................................... 4 More customer inclination towards Cadbury ................................................................................. 4 Pa List of Opportunities ........................................................................................................................... 4 Market penetration ........................................................................................................................ 4 Participatory marketing .................................................................................................................. 5 Diet chocolate product range ......................................................................................................... 5 de Diversify product range................................................................................................................... 5 Innovate distribution channel ......................................................................................................... 5 Application of Theories to Practice ......................................................................................................... 5 Classical conditioning .......................................................................................................................... 6 ra Operant conditioning .......................................................................................................................... 6 Cognitive Dissonance Theory .............................................................................................................. 6pG Communication Accommodation Theory ........................................................................................... 7 The Communication Strategy ................................................................................................................. 8 Objectives: .......................................................................................................................................... 8 Strategy: .............................................................................................................................................. 8 Market penetration strategy .............................................................................................................. 8To Main message: .................................................................................................................................... 9 Target audience: ................................................................................................................................. 9 Desired responses: .............................................................................................................................. 9 Tone of voice: ...................................................................................................................................... 9 Creative Ideas.......................................................................................................................................... 9 Poster making competition ................................................................................................................. 9 Chocolate eating competition........................................................................................................... 10 Pudding making competition ............................................................................................................ 10 GET YOUR WORK DONE BY www.TopGradePapers.com
  3. 3. GET YOUR WORK DONE BY www.TopGradePapers.com Chocolate ad making competition .................................................................................................... 10 Media Strategy ...................................................................................................................................... 10 GU product communication strategy should use integrated communication vehicles to achieve its objectives. ......................................................................................................................................... 10 TV advertisement .............................................................................................................................. 11 Internet advertisement ..................................................................................................................... 11 rs Event marketing ................................................................................................................................ 11 Print advertisement .......................................................................................................................... 12 pe Below-the-line Communications .......................................................................................................... 13 Direct and Digital .................................................................................................................................. 14 Campaign Evaluation ............................................................................................................................ 15 References ............................................................................................................................................ 16 Pa Books ................................................................................................................................................. 16 Links .................................................................................................................................................. 16 de rapGTo GET YOUR WORK DONE BY www.TopGradePapers.com
  4. 4. GET YOUR WORK DONE BY www.TopGradePapers.com Communications Opportunity Analysis: A summary both of the barriers to be overcome and opportunities which can be exploited through the use of persuasive communications which have emerged from your analysis of relevant factors in the external environment. (Cite any sources/references to add weight/conviction to your analysis rs but your own insights with your account planning skills are also important.) Answer: pe List of Barriers Strong competition from Cadbury and Muller Pa GU is thriving in competitive environment where market leader Cadbury has captured major market share and already attracted target customer base. de Aggressive marketing The marketing campaigns of Cadbury and Muller are aggressive which leaves ever lasting impressions on the mind of consumers which reflect in their purchase behaviour. The high ra purchasing power of consumers for Cadbury is a hurdle for GU. More customer inclination towards CadburypG Consumers are more inclined towards Cadbury and less inclined towards GU (35% people don’t know about it) due to lack of awareness about GU products. Also consumers perceive it as expensive brand (10% felt it’s expensive) which is a barrier for GU if it won’t communicate it properly to its target market.To List of Opportunities Market penetration Market penetration should be used to opt for market penetration strategy. GET YOUR WORK DONE BY www.TopGradePapers.com
  5. 5. GET YOUR WORK DONE BY www.TopGradePapers.com Participatory marketing It can be used to initiate participatory marketing to gauge attention of consumers which make them feel part of GU. Diet chocolate product range Diet chocolate product will cater the needs of consumers who are chocolate lovers and diet rs conscious at the same time. It will be useful to enhance the consumer base and to maintain competitive advantage. Diversify product range pe Introduce chocolate/ fruit candy, gum, powder drink, energy nutrient bars etc Innovate distribution channel To start online order placement and product home delivery other than conventional modes of distribution. Pa The above discussed opportunities and barriers can be exploited through persuasive communication by implementing the following: de  Create awareness about GU through interactive media and social networks like facebook, twitter, blogs etc  For penetrating in the market, use participatory marketing techniques. Focus on below ra the line techniques to reach the masses with minimum cost like price promotion, coupons, gift with purchases etc.  For introducing diet product, first position it through creative brand and marketingpG strategies then use above the line techniques to position it as premium brand category. Application of Theories to PracticeTo Client will appreciate references to a range of relevant behavioral and communications theories and concepts which underpin your thinking and approach and which link to subsequent sections of the report. This academic material from textbooks or journals should be chosen on the basis of relevant application to the campaign. General descriptive textbook material is not. Answer: The GU communication campaign is discussed and analyzed under the light of four behavioral and communication theories which includes the following: GET YOUR WORK DONE BY www.TopGradePapers.com
  6. 6. GET YOUR WORK DONE BY www.TopGradePapers.com  Behavioral theories o Classical conditioning theory o Operant conditioning theory  Communication theories o Cognitive dissonance theory rs o Communication accommodation theory Classical conditioning pe “A process of behavior modification by which a subject comes to respond in a desired manner to a previously neutral stimulus that has been repeatedly presented along with an unconditioned stimulus that elicits the desired response.” Pa This behavioral theory has deep rooted implications in GU communication campaign designed to spread awareness about GU. This theory holds that learning is based on repetition which is applicable to communication campaign activities. de Operant conditioning “A process of behavior modification in which the likelihood of a specific behavior is ra increased or decreased through positive or negative reinforcement each time the behavior is exhibited, so that the subject comes to associate the pleasure or displeasure of the reinforcement with the behavior.”pG The implication of operant conditioning in communication campaign of GU can be positive as this theory holds that consumer learn to respond in certain ways because they are rewarding. The below the line modes of communication like price promotions or loyalty incentives are rewarding for consumers which make consumers to respond in the favorableTo manner of GU product. The mix of positive and negative reinforcement will result in desired response of consumers. Cognitive Dissonance Theory ”Cognitive Dissonance Theory argues that the experience of dissonance (or incompatible beliefs and actions) is aversive and people are highly motivated to avoid it. In their efforts to GET YOUR WORK DONE BY www.TopGradePapers.com
  7. 7. GET YOUR WORK DONE BY www.TopGradePapers.com avoid feelings of dissonance, people will avoid hearing views that oppose their own, change their beliefs to match their actions, and seek reassurance after making a difficult decision.” In GU case, the communication campaign will help to avoid any dissonance by marketing and delivering the same product which will complement the message being conveyed to its rs consumer. According to cognitive dissonance theory, a consumer may use a particular product because he or she believes the advertising for that product, which claims that the product is the most effective of its kind in the job that it does. The consumer may then see a pe competitors advertisement that seems to prove conclusively that this competitive product is better. This creates dissonance. The consumer must now relieve the uncomfortable feeling that the dissonance brings about and will often do so by switching products. The theory acts as a double-edged sword, though, because while advertisers want to create dissonance for Pa nonusers of their product, they do not want to create it for those who do use their product. Cognitive dissonance most often occurs after the purchase of an expensive item such as an automobile. A consumer who is experiencing cognitive dissonance after his or her purchase de may attempt to return the product or may seek positive information about it to justify the choice. If the buyer is unable to justify the purchase, he or she will also be less likely to purchase that brand again. In case of GU advertisement, dissonance may occur if GU ra products do not perform better than its competitors Cadbury and Muller. Consumers may switch back to Cadbury or other product if they do not get satisfy with GU products. Cognitive dissonance is a valid strategy for premium products but for GU it will not reallypG affect or create dissonance among consumers. Communication Accommodation Theory ”This theoretical perspective examines the underlying motivations and consequences of whatTo happens when two speakers shift their communication styles. Communication Accommodation theorists argue that during communication, people will try to accommodate or adjust their style of speaking to others. This is done in two ways: divergence and convergence. Groups with strong ethnic or racial pride often use divergence to highlight group identity. Convergence occurs when there is a strong need for social approval, frequently from powerless individuals. “ GET YOUR WORK DONE BY www.TopGradePapers.com
  8. 8. GET YOUR WORK DONE BY www.TopGradePapers.com Therefore, accommodation theory can also be applied to written communication to explain the relationship between the author and the reader of the message. In the communication campaign of GU, accommodation theory is applicable as it will help to communicate GU product and its further offerings in the way the consumers want it to be. rs The target market of GU is mainly youngsters and teens which better understand the message when delivered in symbols, language and tone that they can understand and assimilate easily. The above the line and below the line modes of communication suggested in GU campaign pe will be designed in a way to facilitate easy understanding and recall of GU by consumer. The price promotions, event marketing, point of sales display, loyalty incentives, TV animated advertisement, Internet advertisement etc are all intended and design in a way to Pa accommodate consumer preferences and to stimulate massive demand. The Communication Strategy de This should include SMART objectives and strategies to achieve them; main messages, target audience(s); desired responses and tone of voice. (Make assumptions if necessary.) A clear structure and brevity of expression is required. ra Answer Objectives:pG The objectives of this strategy are to increase product awareness among the target audience by 10 percent in one year and to utilize price promotions to persuade potential users and to stimulate massive demand.To Strategy: Market penetration strategy This is the best suited strategy for GU product. The communication objectives will focus towards market penetration, which is an appropriate strategy for GU’s product. The GU products are in the growth stage of the product life cycle, as a result the communication objectives will stimulate massive demand. In order to improve the outcome of GU AND FRU, it is imperative that GU develop the best message to the target market as it relates to GET YOUR WORK DONE BY www.TopGradePapers.com
  9. 9. GET YOUR WORK DONE BY www.TopGradePapers.com creating increased brand interest, promoting positive attitude towards the GU products and executing purchase decision from consumers. Main message: rs “GU brings exciting and delicious flavours of chocolate pudding and fruit truffle for its naughty and fun lover consumers. GU welcomes you to the world of chocolate roller coaster where you dare to get lost in immense chocolate pleasure. Be the first to grab unlimited pe chocoholic fun!” Target audience: The target audience includes mainly youngsters and teens but anyone who is chocolate Desired responses: Pa obsessive or love chocolate products come under audience. To increased product sale and more customer base. de Tone of voice: The tone of voice should be passionate, confident and daring. It should depict the thrill and pleasure one feels taking the GU product. ra Creative IdeaspG Provide a rationale i.e. how the creative is supposed to work and sell the idea(s) and range of executions to the client persuasively. You are not expected to be a finished artist! Simple expression of creative ideas and their relevance to the strategy is required. These will be expected to relate mainly to the advertising campaign. They can be expressed in a variety of forms including simple illustrations and/or storyboards, scripts, mailings, press releases etc. Some further examples of creative work may be placed in an appendix.To Answer The creative ideas for advertising and promoting GU product should include the following student level competitions: Poster making competition Poster making competition will aim at designing a poster on GU pudding theme. A product prototype in the form of paper or picture will be given to candidates who will design the poster. The poster that will best communicate the product will be the winner. GET YOUR WORK DONE BY www.TopGradePapers.com
  10. 10. GET YOUR WORK DONE BY www.TopGradePapers.com Chocolate eating competition Chocolate eating competition aims at promoting GU product through this fun eating activity. Pudding making competition Pudding making competition will target mothers who will make pudding in minimum time and the best recipe will be awarded a supply of GU product which serves as another tactic to rs attract or retain consumers. Chocolate ad making competition pe These small event competitions are aim at spreading awareness and getting in touch with consumer. It will also help to get the consumer insights about GU product especially through poster making and ad making competition. In the broader context these small level activities will complement the main advertising campaign. Pa All of the above discussed competitions and activities are consistent with the strategy as these activities represent individual events which when advertise will add value to the GU product. de Media Strategy Persuasively argue the case for your chosen media vehicles to reach your target audience/s in particular, rather than discussing media strengths and weaknesses in general. Also provide a ra schedule of suggested media activity. A total recommended budget figure for above -the-line media is also required including your approach to budget setting, and a clear presentation of media costs citing sources of information. Make any assumptions necessary.pG Answer Media strategy is used as in the advertising industry has concerned with how messages will be delivered to consumers. It is involving identification of the characteristics of the targetTo audience, to whom message should be send and define the characteristics of the media that will be used for the delivery of the messages with the intent to influence the behavior of the target audience with relevance to initial briefings. GU product communication strategy should use integrated communication vehicles to achieve its objectives. GU media strategy is a plan of action for bringing advertising messages to the attention of consumers through the use of appropriate media. The communication vehicles suggested for GU product includes the following: GET YOUR WORK DONE BY www.TopGradePapers.com
  11. 11. GET YOUR WORK DONE BY www.TopGradePapers.com  TV advertisement  Internet advertisement  Event marketing  Print advertisement TV advertisement rs The suggested TV commercial for GU product is animated series which will depict the features and personality of GU product through persuasive story telling. The animated series pe should be of 5 to 8 minutes duration. Animated series are different way of communicating message to the consumer. In case of GU product, animated series will be best suited to communicate the product to the target market. Pa GU product may also use sponsorship to serve a complex set of communication objectives. It will raise awareness of GU brand, and it will also be used tactically, rotating the products and promotions features. The sponsorship may also be used to launch brand extensions such as fruit truffles, chocolate bars etc. The TV show with a strong audience delivery, should be de sponsored to spread awareness about GU. The budget of television advertisement is discussed in the media plan table. ra Internet advertisement The advertisement as Google ads can be effective in communicating the message of GU and spreading awareness about it. Another way of internet advertising is through company GUpG website by making it interactive and user friendly. Event marketing Event marketing is yet another good way of promoting and advertising the GU products. Events can hold different competitions based on fun and excitement involving consumersTo with product. Event marketing is advantageous as it involves direct contact with consumer and establish consumer –product contact at the first sight. Different types of small competitions can be arranged under event marketing which includes:  Chocolate eating competition  Poster making competition  Pudding making competition GET YOUR WORK DONE BY www.TopGradePapers.com
  12. 12. GET YOUR WORK DONE BY www.TopGradePapers.com Print advertisement Different brouchers, posters and flyers will be printed and issued to cater the target market. The purpose of these brouchers, posters and flyers will be to aware consumers about the offers and promotions of GU. The schedule and budget for ATL is given in the table below: rs pe Total Budget Month Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec $10,000.00 Frequency/day 5 5 4 4 4 3 3 3 2 2 2 2 MEDIA SOURCE TV (animated series) 8000 660 Pa 660 660 660 660 660 660 660 660 660 660 660 de Internet Ad 500 42 42 42 42 42 42 42 42 42 42 42 42 Social 0 0 0 0 0 0 0 0 0 0 0 0 0 Networks Event ra 1000 500 500 0 0 0 0 0 0 0 0 0 0 marketing Print 500 500 0 0 0 0 0 0 0 0 0 0 0pG Ad(Broucher) Total $10,000 1702 1202 702 702 702 702 702 702 702 702 702 702To GET YOUR WORK DONE BY www.TopGradePapers.com
  13. 13. GET YOUR WORK DONE BY www.TopGradePapers.com Below-the-line Communications Specific ‘below-the-line’ communications recommendations such as public relations, sponsorship, event marketing etc are required with a justification as to why and how they ‘fit’ your target audiences and with evidence of module learning. No budget figures required. rs Answer pe The following below the line modes of communication are required to cater the target market of GU product.    Price promotion Pa Frequent user/loyalty incentives Point-of-sale displays de  Event marketing  Public relations/sponsorship Price promotions are also commonly known as" price discounting". These can be done in two ra ways; one is discount to the normal selling price of GU product, and the second is to offer more of the GU product at the normal price. Price promotions usually increase customer base as one customer spread it through word of mouth.pG By offering loyalty incentives to loyal customers, the customers will retain and also communicate the product benefits to potential customer. The point of sale displays plays an important role in communicating product to the customer.To It also triggers impulse buying so GU also focuses on attractive point of sales display. The event marketing is yet another cost efficient way of advertising product to the target consumers. By organizing small competition based events and inviting target customers on these events, the product will leave impression on the minds of the target market which later on will translate in to purchase behaviour. GET YOUR WORK DONE BY www.TopGradePapers.com
  14. 14. GET YOUR WORK DONE BY www.TopGradePapers.com Spreading awareness of product through public relation can be achieved through participatory marketing in which a direct contact with public can be developed. This way a direct message can be transferred to the target market. In these times of high inflation and more and more channel surfing, BTL are proving to be a very cost effective tool. rs Direct and Digital pe Demonstrate how the agency plans to use direct marketing communication tools including digital media to stimulate individual consumer interaction, involvement and positive word of mouth demonstrating module learning. No budget figures required. Answer Pa The agency plans to use direct marketing communication tools according to the requirement and objective of communication strategy. If strategy is to penetrate in the market then the de desire is to reach masses for which an integrated mix of tools is required. For that objective to achieve, a mix of direct marketing communication tools are evaluated and used according to need. Direct marketing communication tools includes direct selling, TV marketing, door to ra door selling, couponing, telemarketing, e-marketing and integrated campaigns. Every tool is evaluated before final decision. The evaluation is based on the required response rate of target market on given channel of communication. In GU product case, the suggested strategypG is market penetration and the objective is to communicate the product to masses. The most effective of all is digital media which includes mainly TV commercials. By using digital media and displaying animated series (story telling) the target market can be capture easily. Animated series campaign on television, big motion screens on malls or streets will beTo attractive to its target audience and trigger consumer involvement. The agency can plan to use direct marketing and digital marketing tools based on the communication objectives and communication strategy outcome. Both direct and digital can be evaluated and selected according to the need. GET YOUR WORK DONE BY www.TopGradePapers.com
  15. 15. GET YOUR WORK DONE BY www.TopGradePapers.com Campaign Evaluation Discuss in an informed, authoritative and professional way how the success of this particular communications campaign should be evaluated in the context of the current climate of ‘accountability’. Recommended research techniques are required and evidence of module learning. Answer rs The first stage consists in formulating the communication campaign evaluation is by means of discussion with everyone involved in the communication strategy: research team or pe practitioners, local partners, resource persons and groups of participants. This involves a sorting process: identifying those points on which an opinion is required, and formulating them in terms of questions. Secondly, try to identify the information needed to respond to Pa each of these questions. Thirdly, determine where to find that information. The communication campaign can be evaluated by:  Identifying what we want to evaluate and formulate the questions we need to answer. de  Identifying the information needed to answer those questions.  Identifying a procedure for collecting that information. ra The success of communication strategy can be evaluated by considering number of factors. The first factor is the desired response rate and preference of consumer towards GU product reflected through their purchase pattern. The second factor is sales which will depict thepG validity of communication strategy when consumer buy GU product after getting awareness through selected mediums of communications for GU product. The evaluation process starts from analyzing the objectives, then comparing the actual outcome of communication campaign with the expected outcome. After that correctiveTo measures can be taken to improve the performance of communication strategy, if desired result is not achieved. GET YOUR WORK DONE BY www.TopGradePapers.com
  16. 16. GET YOUR WORK DONE BY www.TopGradePapers.com References rs Books pe  Leon Festinger, (2001), Theory of Cognitive Dissonance, Stanford University Press  Gerard J. Tellis, (2003), Effective Advertising: Understanding When, How, And Why Advertising Works.  Links Pa Guy Cook, (Jul 2001), The Discourse of Advertising, Routledge; 2 edition de  http://allpsych.com/psychology101/conditioning.html  http://www.wagntrain.com/OC/ ra  http://changingminds.org/disciplines/leadership/theories/behavioral_theory.htm  http://www.colorado.edu/communication/meta-discourses/Papers/App_Papers/Jean.htmpG  http://www.mhhe.com/mayfieldpub/westturner/student_resources/theories.htm  http://en.wikibooks.org/wiki/Communication_Theory/Uncertainty_Reduction  http://www.persuasivecom.com/To GET YOUR WORK DONE BY www.TopGradePapers.com

×