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Colgate Kitchen Entrees
In the Irish Market
Audrey JASPART
Overview
1. Brand
2. Creative
strategy
3. Media -
Innovation
4. Eyes on
the prize
1. Brand
• The brand identity : Colgate
• The product: frozen ready meal
• The market of ready-meal
• The competitors anal...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Brand Identity
“World of Oral Care”
Colgate has subcat...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Brand Identity
1. Colgate Oral Care Products
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Brand Identity
2. Colgate Professional Health Care Pro...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Brand Identity
3. Colgate Personal Care Products
Colga...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Brand Identity
Brand identity prism
Personality
Cultur...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 The product
“Colgate’s Kitchen Entrees”
Launch date: ...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 The product
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Market of ready-meal
 Currently, this market includes...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Market of ready-meal
 Markets
• Consumers:
- restrict...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Market of ready-meal
Consumer trends
1. More women wor...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Competitors analysis
 Direct Market Competitors
Brand...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Competitors analysis
 Direct Market Competitors : 2 e...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Competitors analysis
 Indirect Market Competitors
The...
2. Creative
strategy
• The problem to solve
• The objectives
• The target
• The positioning
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Problem to solve
How promote the Colgate ready-
meal c...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Objectives
1. Cognitive:
– Inform consumers about our ...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Targets
Core target
• Mothers who have youngest childr...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Targets
Core target
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Positioning
 Promise of our product
Quick to cook
For...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Positioning
 Reason why
- Variety of frozen ready-mea...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Positioning
 Marketing Mix: 4P
• Product: large quant...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Positioning
Tone used
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Positioning
 Concept
Remove mom's guilt feeling who d...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Positioning
Family Gourmet
inspired by Colgate
3. Media -
Innovation
• Actions
• Annual media planning
• Budget
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions
Inform consumers and make
know the “Family Gou...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 Public Relations
Press
report
Press
c...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 In-store to attract the target
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 Celebrity endorsement : Rachel Allen
...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Media
 Television advertisements - Prime ti...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Media
 Storyboard for the TV ad
A working m...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Media
 Storyboard for the TV ad
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Media
 Magazines which target working women...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Media
 Radio
RTE Radio One and RTE Two FM:
...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Media
 Billboards
Billboards with the produ...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Media
 Billboards
Create a billboard Maud??...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions
Digital Package
 Ads on Internet/ Google Ads
...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Digital Package
 Internet
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Digital Package
 Digital: website & social n...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Digital Package
 Digital : free app
To acco...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions / Digital Package
 Newsletters
To bring nutri...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions
Create a good feeling in the
mind of our consu...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 Contest
To participate in a draw afte...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 Sponsorship
•Sponsorize “Discovery He...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 Contest: compose the new recipe
To in...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions
Attract the target on the point
of purchase/ P...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 Events
To have a stand in Irish festi...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Actions/ Tools
 Discount voucher online
To get a data...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Conclusion - Actions
 Create a Word-Of-Mouth positive
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Annual media planning
 Stage 1: Awareness / Inform co...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Annual media planning
 Stage 2: Bonding / Create a go...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Annual media planning
 Stage 3: Purchase / Attract th...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Budget
Internet banners : = 7 500 € (0,40 cts /clic)
M...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Budget
 Non Media:
Internet website (creation): 1 500...
4. Eyes on
the prize
• Evaluation/ Control
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Evaluation/Control
1. Registration on the website to p...
1.Brand
2.Creative
strategy
3.Media-
Innovation
4.Eyesonthe
prize
 Evaluation/Control
Stage 3: Purchase / Attract the tar...
Thanks for
your
attention
 Reference List
-Euromonitor (2011) „Ready meals in Ireland”, Euromonitor. Available at:
http://www.euromonitor.com/ready...
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Colgate kitchen entrees Irish market 02-08-13

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Study project - MA Marketing Dublin Business School
Date: 02-08-13
Strategy communication to launch a particular product

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Transcript of "Colgate kitchen entrees Irish market 02-08-13"

  1. 1. Colgate Kitchen Entrees In the Irish Market Audrey JASPART
  2. 2. Overview 1. Brand 2. Creative strategy 3. Media - Innovation 4. Eyes on the prize
  3. 3. 1. Brand • The brand identity : Colgate • The product: frozen ready meal • The market of ready-meal • The competitors analysis
  4. 4. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Brand Identity “World of Oral Care” Colgate has subcategorized its product into: 1.Oral Care Products 2.Professional Oral Care 3.Personal Care (Marketed as Palmolive) Oral Care Products Professional Oral Care Personal Care
  5. 5. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Brand Identity 1. Colgate Oral Care Products
  6. 6. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Brand Identity 2. Colgate Professional Health Care Products Colgate Markets a range of professional health care products some of which are prescription medicines like Perio Guard, Prevident and Phos-Flur
  7. 7. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Brand Identity 3. Colgate Personal Care Products Colgate being a subsidiary of Colgate Palmolive its Home and Personal care products are marketed by the brand name of Palmolive The products marketed are: - Shower Gels - Bath Soaps - Liquid Hand washes - Bath Foams - A Range of men‟s shaving products
  8. 8. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Brand Identity Brand identity prism Personality Culture Self Image Reflection Physique Relationship
  9. 9. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  The product “Colgate’s Kitchen Entrees” Launch date: 1982 The idea: Capitalize on the popular Colgate brand to sell a new line of frozen dinners. The idea must have been that consumers would eat their Colgate meal, then brush their teeth with Colgate toothpaste.  The problem: The trouble was that for most people the name Colgate does not exactly get their taste buds tingling. This not only failed to draw customer attention, but also reduced its sales of toothpaste.
  10. 10. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  The product
  11. 11. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Market of ready-meal  Currently, this market includes: – Canned/Preserved Ready Meal – Chilled Pizza – Chilled Ready Meals – Dinner Mixes – Dried Ready Meals – Frozen Pizza – Frozen Ready Meals – Prepared Salads
  12. 12. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Market of ready-meal  Markets • Consumers: - restrict their socialising expenditure - spend less on going out - purchase fewer experience products to eat at home • 3 price groups of ready meal: Discount, mid-range and premium
  13. 13. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Market of ready-meal Consumer trends 1. More women working, loss of cooking skills 2. Demographics and household size 3. Breakdown of the family meal with more individual lifestyles 4. Income growth See other information about the market and the environment analysis in appendices 1-2
  14. 14. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Competitors analysis  Direct Market Competitors Branded and own-brand frozen ready meals are available Own-Brand frozen ready meals :Brand frozen ready meals : -Sharwood’s, Green Isle Foods ,The Country Cooking, Company, Dawn Fresh Foods, Walsh Family Foods and Cappoquin Chickens, Silver Hill Foods, Capital Foods
  15. 15. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Competitors analysis  Direct Market Competitors : 2 examples Bird’s Eye (Brand) Wide range of breakfast, lunch & dinner Main media:Television & Bill boards Messaging: Its dinner time Tesco (own brand supermarket) Good food with a low price Main media : Television & Printing ad Messaging: Every little helps
  16. 16. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Competitors analysis  Indirect Market Competitors There are the competitors who have different products but the customers are same: – Restaurant – Fast food : burger king, subway… – Canned/Preserved Ready Meal – Chilled Pizza/ Chilled Ready Meals – Dinner Mixes/ Dried Ready Meals – Prepared Salads See other information about competitors environment in appendix 3
  17. 17. 2. Creative strategy • The problem to solve • The objectives • The target • The positioning
  18. 18. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Problem to solve How promote the Colgate ready- meal consumption even though the brand positioning and market is different?
  19. 19. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Objectives 1. Cognitive: – Inform consumers about our new product and our positioning – Indicate advantages, benefits and originality of our product‟s range – Help consumers to recognize the product‟s range 2. Affective: – Create a good feeling in the mind of our consumers – Install at the target, an image in accordance with an advertising positioning 3. Conative: – Attract the target on the point of purchase
  20. 20. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Targets Core target • Mothers who have youngest children 6 or over, with financial position better, who work and have no time to cook, who prize health and quality especially in food (customer) Primary target • Family with two or one parents, parents who work and don’t have time to cook, who prize health and quality especially in food Secondary target •young single people not living with parents or children,
  21. 21. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Targets Core target
  22. 22. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Positioning  Promise of our product Quick to cook For several people (4-5p) Good for health
  23. 23. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Positioning  Reason why - Variety of frozen ready-meal with foodstuffs good for health like vegetables, fish and meal - Large portion to feed a family - Microwaveable
  24. 24. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Positioning  Marketing Mix: 4P • Product: large quantity 4/5 persons, good for health, microwaveable • Price: premium price but reasonable for a family • Place: supermarkets such as Dunnes, Tesco, Mark & Spencer • Promotion: campaign of 1 year to promote our product
  25. 25. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Positioning Tone used
  26. 26. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Positioning  Concept Remove mom's guilt feeling who do not have time to cook, by offering products holy and balanced for the whole family
  27. 27. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Positioning Family Gourmet inspired by Colgate
  28. 28. 3. Media - Innovation • Actions • Annual media planning • Budget
  29. 29. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions Inform consumers and make know the “Family Gourmet” inspired by Colgate Awareness
  30. 30. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions/ Tools  Public Relations Press report Press conference Press release Launch: second Tuesday on September 2013
  31. 31. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions/ Tools  In-store to attract the target
  32. 32. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions/ Tools  Celebrity endorsement : Rachel Allen To generate actual purchase behavior and to promulgate the new brand image •Where: in advertising •Who: Rachel Allen, an Irish Celebrity Chef known for her work on television and as a writer. She represents the target.
  33. 33. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions / Media  Television advertisements - Prime time (30 sec) RTE News, CNN News: the ad will be shown in the mornings when working people usually leave scan the news before leaving for work and in the evenings when they come back from work and usually have free time to relax. RTE One and RTE Two : they are the most popular channels in Ireland Nickelodeon : it’s a kids channel and working mothers usually spend time with their children watching television.
  34. 34. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions / Media  Storyboard for the TV ad A working mother (Rachel Allen) is sitting in her office and is almost getting prepared to leave for home. She is worried, irritated and tired. She is thinking about how tough and tiring it would be for her go back home after a tough day and having to cook for her family. She is thinking about it all the way how her husband and her kids will be screaming and frustrated at being hungry. She reaches home, opens the door and heats up “Family Gourmet” inspired by Colgate. Her husband and her kids are happily enjoying their meal. The frozen ready meal is on the table next to the microwaves. Product slogan comes on the screen.
  35. 35. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions / Media  Storyboard for the TV ad
  36. 36. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions / Media  Magazines which target working women Positive Life- Nearby one of the major articles in the magazine (three-monthly) Easy Health- On the front page of this magazine , since our product is health oriented and people usually take their eating preferences by referring to it (monthly) Red magazine- It is a women’s special magazine (monthly) Women and Home- A popular Irish magazine (monthly)
  37. 37. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions / Media  Radio RTE Radio One and RTE Two FM: Both popular channels in Ireland. The timings would be 7:00 to 10:00 in the morning and 4:00 to 8:00 in the evening when working women are usually leaving for work (15 seconds)
  38. 38. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions / Media  Billboards Billboards with the product slogan and picture will be strategically places across Where: •The city centre •Near all Retailing Units •On major motoring highways where it will be visible while driving down. •On Major buses with routes around the city. •Nearby corporate offices.
  39. 39. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions / Media  Billboards Create a billboard Maud?? See the billboard in appendix 4
  40. 40. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions Digital Package  Ads on Internet/ Google Ads  Website and social network  Free app  Newsletters
  41. 41. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions / Digital Package  Internet
  42. 42. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions/ Digital Package  Digital: website & social network • Where: Thanks to our own website www.familygourmetbycolgate.ie and our Facebook page “Family Gourmet inspired by Colgate” To question a nutritionist about our frozen ready meal and to give nutrition information to consumers  affective objective
  43. 43. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions / Digital Package  Digital : free app To accompany women throughout the day for they remember the brand • Where: free apps on Smartphone downloadable from the website • What: an electronic calendar where women can write their family tasks for each day
  44. 44. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions / Digital Package  Newsletters To bring nutrition information to our target access on “Family Gourmet” inspired by Colgate and the family • Where and when: Thanks to a three-monthly newsletter send our target and available on the website. •What: the newsletter present our product
  45. 45. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions Create a good feeling in the mind of our consumers and attract them / Bonding
  46. 46. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions/ Tools  Contest To participate in a draw after answering 3 questions on nutrition • Where: thanks to the Facebook page and our website Information of the game relayed on the packaging •Who: women/moms •For what: to win a body care/ relax care •Good way to complete the database Special Mother’s Day
  47. 47. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions/ Tools  Sponsorship •Sponsorize “Discovery Health” on the Discovery Channel •Since the product aims at healthy food, sponsoring it would position our product as healthy in the minds of our consumers
  48. 48. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions/ Tools  Contest: compose the new recipe To involve consumers • What: to compose the new recipe of ready meal “Family Gourmet”. The 3 best recipes selected by Colgate will be propose on the facebook page where fan could be vote for their favorite. •Who: family game •For what: to win a travel and one year of “Family Gourmet” products
  49. 49. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions Attract the target on the point of purchase/ Purchase
  50. 50. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions/ Tools  Events To have a stand in Irish festivals where people can taste our product  Irish food festival  Taste festival
  51. 51. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Actions/ Tools  Discount voucher online To get a database • Where: on our website : www.familygourmetbycolgate.ie , customers •How: on the packaging of “Family Gourmet” product, customers are invited to join us in our website to receive a discount voucher  They have to complete information about us.
  52. 52. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Conclusion - Actions  Create a Word-Of-Mouth positive
  53. 53. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Annual media planning  Stage 1: Awareness / Inform consumers and make know the “Family Gourmet” inspired by Colgate Media Name September October November December TV (30s) RTE One/ Two RTE News/ CNN News Nickelodeon Magazines Positive life (3-monthly) X X X X Easy Health (monthly) X X Red magazine (monthly) X X Women and home (monthly) X X Radio RTE Radio One RTE Two FM Billboards On bus Urban / city Internet Banners on blog and website related with food Digital package website, social network, apps, newsletter Public Relation press conference, report In-store point of purchase and packaging Sampling Celebrity endorsment Rachel Allen
  54. 54. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Annual media planning  Stage 2: Bonding / Create a good feeling in the mind of our consumers and attract them Media Name January February March April TV (30s) RTE One/ Two RTE News/ CNN News Nickelodeon Magazines Positive life (3-monthly) X X X X Easy Health (monthly) X X X Red magazine (monthly) X X X Women and home (monthly) X X X Radio RTE Radio One RTE Two FM Billboards On bus Urban / city Internet Banners on blog and website related with food Digital package website, social network, apps, newsletter Contest: Mother's Day Sponsorship The programme Discovery Health Celebrity endorsment Rachel Allen
  55. 55. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Annual media planning  Stage 3: Purchase / Attract the target on the point of purchase Media Name May June July August Internet Banners On blog and website related with food Digital package Website, social network, apps, newsletter Contest: new recipe Events Irish Food festival and Taste Festival X x Discount voucher online Celebrity endorsment Rachel Allen See the complete media-planning in appendix 5
  56. 56. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Budget Internet banners : = 7 500 € (0,40 cts /clic) Magazines: 4510 € / right full page color = 36 080 € (4 mag, 2 months) 2900 € / right half page color = 34 800 € (4 mag, 3 months) Radio: 7am-10am : 20 €/s = 1800 € (3spots /day) 4pm-8pm: 18 €/s = 1080 € (2spots/day) = 950 000 € (5 months) TV: 7am-9am & prime time = 46 M€ (5months) Billboards: Bus 220 000 € (7days, 2 600 faces) = 461 340 € Urban 850 000 € (7 days, 14 000 faces)= 18 M€ (5 months) ≈ 66 M €  Media
  57. 57. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Budget  Non Media: Internet website (creation): 1 500 € App: 2 000 € Events: 8 000 € (goodies, place, staffs…) Contest (Mother day’s) 2 500 € Contest (New recipe) 5 000 € Discount voucher 100 000 € Celebrity 10 M€ 10 119 000 € ≈ 76 M € (Media, non-media)
  58. 58. 4. Eyes on the prize • Evaluation/ Control
  59. 59. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Evaluation/Control 1. Registration on the website to participate at our contest : “compose the new recipe”  Data base 2. Send the Newsletter at our data base and invite us to participate at ours contests 3. Comments in the social network  how people feels with the product (complaints, thanks…) 4. Freefone ® number Stage 1: Awareness / Inform consumers and make know the “Family Gourmet” inspired by Colgate Stage 2: Bonding / Create a good feeling in the mind of our consumers and attract them 1. Number of visit on our website and number of fans on our facebook page 2. Registration on the website to have discount, samples, newsletter, apps  Data base
  60. 60. 1.Brand 2.Creative strategy 3.Media- Innovation 4.Eyesonthe prize  Evaluation/Control Stage 3: Purchase / Attract the target on the point of purchase 1. Customers survey about why they buy the product, what they think about, period, quantity….  Available and send: facebook, data base, newsletter, website 2. Number of discount vouchers used 3. Study if our commercial operation permitted to increase sale  More sells after an operation ?  Look on number of sells
  61. 61. Thanks for your attention
  62. 62.  Reference List -Euromonitor (2011) „Ready meals in Ireland”, Euromonitor. Available at: http://www.euromonitor.com/ready-meals-in-ireland/report (Accessed: 03 March 2013) -Datamonitor (2011) “Ready meals market in Ireland to 2014?”, Datamonitor. Available at: http://www.datamonitor.com/store/Product/ready_meals_market_in_ireland_to_2014?productid=DBCM877 9 (Accessed: 03 March 2013) - http://www.colgate.co -Henchion (no date) “Ready meals: The Revolution in Convenience”, Marketing Group, The National Food Centre [online] (Accessed: 04 March 2013) -Haig, M. (2003) Brand failures : the truth about the 100 biggest branding mistakes of all time. London: Kogan Page Ltd. -http://www.surveymonkey.com/mp/lp/freesurveys-1/
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