THE MAGNIFICENT 7<br />Advertising/Branding/Marketing<br />Largeenough to serve,<br />small enough to care<br />
Marketing Analysis<br />Advertising Plans<br />Creative Strategies<br />Advertising Executions<br />Media Plans<br />Billi...
Chucks Natural Foods<br />The Scooter Store<br />Bed, Bath, and Beyond<br />The Humane Society<br />Snow Drift Farms<br />...
About our potential client, Komfort Kitties<br />KOMFORT KITTIES<br />	is a small, unique, earth-friendly company offering...
       Would make purr-fect partners<br />We believe Komfort Kitties and the Magnificent 7<br />
So we’re readyTo build their brand equity<br />    By offering our client the most…<br />
THE M.O.S.T<br />Mission: Create a brand image that conveys the proper message and builds brand equity <br />Objective: In...
        That conveys the right message.<br />Advertising Mission: Create a Brand <br />We love kitties, <br />BUT……..<br />
Some days you have to take the cat off your head<br />
The “Komfort Kitties” brand addresses too narrow a client base<br />
Boo-boo?<br />
He needs a Comfort-Pack<br />
Cold feet?<br />
They need a Comfort-Pack<br />
Aching back?<br />
He needs a Comfort-Pack<br />
Labor to do?<br />
She needs lots of Comfort-Packs<br />
No matter how your audience defines a “comfort” pack<br />
We want them to think:<br />COMFORT-PACK<br />
Marketing Objective:<br />Increase Market share<br /> over the competition<br />
Electric heating pads<br />
Old fashioned mechanicals<br />
Topical chemicals<br />
The Comfort PackisSimply Superior<br />The all natural heating-pad alternative<br />Requires no electrical connection<br /...
Strategy: Two campaigns, Two Strategies.  <br />Push Campaign: Directed towards potential distributors of Comfort Packs th...
Push Campaign Strategy:The benefits of offering Comfort Packs to your customers<br />Increase your profits $$$<br />Offer ...
Push Campaign Tactic:Potential Distributers and Retailers<br />Wellness Centers<br />Health Spas<br />Chiropractors<br />M...
Push it, push it good<br />
Pull Campaign Strategy: Know your target, target your audience<br />Primary Target audience:<br />Women,  Baby-boomers (bo...
Pull Campaign Tactic:Advertise in various affordable media vehicles that target a specific audience <br />Tampa Bay Wellne...
Pull, pull it hard<br />
Evaluate<br />Finally, using quantitative data our professional team will evaluate your campaign.<br />We will find out wh...
In the meantime, we encourage you<br />
To Play Often<br />
Play Fair<br />
And when you’ve played too hard<br />
It’s time for a Comfort-Pack<br />
The End<br />TEAM MAGNIFICENT 7<br />Ron Algood<br />Alexandra Cymbaluk<br />Matthew Faubert<br />Stacia Finger<br />Teann...
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Comfort pack final

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Advertising Campaign for Komfort Kitties

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Comfort pack final

  1. 1. THE MAGNIFICENT 7<br />Advertising/Branding/Marketing<br />Largeenough to serve,<br />small enough to care<br />
  2. 2. Marketing Analysis<br />Advertising Plans<br />Creative Strategies<br />Advertising Executions<br />Media Plans<br />Billing and Payment Processing<br />Integrated Marketing Communications<br />75 years of offering our clients these 7 valued services<br />
  3. 3. Chucks Natural Foods<br />The Scooter Store<br />Bed, Bath, and Beyond<br />The Humane Society<br />Snow Drift Farms<br />Sweet Tomatoes<br />Safety Harbor Resort and Spa<br />Our satisfied clients include<br />
  4. 4. About our potential client, Komfort Kitties<br />KOMFORT KITTIES<br /> is a small, unique, earth-friendly company offering hand-crafted, whimsical, soothing "Hot/Cold Packs" for a safe, therapeutic experience. Its loving philosophy is based on human respect and environmental consideration. Thehot/cold packs come in several all-natural configurations:<br />Cats & Kitties, Dogs & Puppies<br /> Hearts, Owls, & Specialty items<br />
  5. 5. Would make purr-fect partners<br />We believe Komfort Kitties and the Magnificent 7<br />
  6. 6. So we’re readyTo build their brand equity<br /> By offering our client the most…<br />
  7. 7. THE M.O.S.T<br />Mission: Create a brand image that conveys the proper message and builds brand equity <br />Objective: Increase market share by highlighting our client’s brand superiority versus its competition<br />Strategy: Implement a push-campaign targeting potential distributers, while simultaneously running a pull-campaign targeting consumers<br />Tactic: Potential distributers will include specific retail, health, and service centers.<br /> For consumers, specific media vehicles will target primary and secondary audiences<br />
  8. 8. That conveys the right message.<br />Advertising Mission: Create a Brand <br />We love kitties, <br />BUT……..<br />
  9. 9. Some days you have to take the cat off your head<br />
  10. 10. The “Komfort Kitties” brand addresses too narrow a client base<br />
  11. 11. Boo-boo?<br />
  12. 12. He needs a Comfort-Pack<br />
  13. 13. Cold feet?<br />
  14. 14. They need a Comfort-Pack<br />
  15. 15. Aching back?<br />
  16. 16. He needs a Comfort-Pack<br />
  17. 17. Labor to do?<br />
  18. 18. She needs lots of Comfort-Packs<br />
  19. 19. No matter how your audience defines a “comfort” pack<br />
  20. 20. We want them to think:<br />COMFORT-PACK<br />
  21. 21. Marketing Objective:<br />Increase Market share<br /> over the competition<br />
  22. 22. Electric heating pads<br />
  23. 23. Old fashioned mechanicals<br />
  24. 24. Topical chemicals<br />
  25. 25. The Comfort PackisSimply Superior<br />The all natural heating-pad alternative<br />Requires no electrical connection<br />They’re Reusable<br />Handmade in the U.S.A.<br />Available in several shapes and sizes<br />Freezes in one hour<br />Microwaves in two minutes<br />
  26. 26. Strategy: Two campaigns, Two Strategies. <br />Push Campaign: Directed towards potential distributors of Comfort Packs that demonstrates the benefits and rewards of offering an all-natural product to consumers<br />Pull Campaign: Directed towards consumers within the primary and secondary target audiences by way of various media vehicles that best represent those markets <br />
  27. 27. Push Campaign Strategy:The benefits of offering Comfort Packs to your customers<br />Increase your profits $$$<br />Offer consumers a unique product<br />Participate in Co-Op Advertising<br />Participate in PR events<br />Greater exposure for your company<br />No conflict of interest<br />Create raving fans (repeat customers)<br />
  28. 28. Push Campaign Tactic:Potential Distributers and Retailers<br />Wellness Centers<br />Health Spas<br />Chiropractors<br />Medical Supply Stores<br />Fitness Centers<br />Day Spas<br />Acupuncture Clinics<br />
  29. 29. Push it, push it good<br />
  30. 30. Pull Campaign Strategy: Know your target, target your audience<br />Primary Target audience:<br />Women, Baby-boomers (born 1946 – 1964)<br /> We believe the brand name, Comfort-Pack will convey the right message to the main target group, women.<br />Secondary Target Audience:<br />Men of the same age <br /> We believe the Comfort-Pack will be an attractive alternative to electric heating pads for the aging baby-boomer population.<br />
  31. 31. Pull Campaign Tactic:Advertise in various affordable media vehicles that target a specific audience <br />Tampa Bay Wellness magazine <br />Tampa Bay Women Newspaper<br />Twitter<br />Interactive Website<br />Facebook<br />Gulf Coast Family Newspaper<br />Senior Connection Newspaper<br />
  32. 32. Pull, pull it hard<br />
  33. 33. Evaluate<br />Finally, using quantitative data our professional team will evaluate your campaign.<br />We will find out what worked best, so your next campaign will be an even greater success.<br />
  34. 34. In the meantime, we encourage you<br />
  35. 35. To Play Often<br />
  36. 36. Play Fair<br />
  37. 37. And when you’ve played too hard<br />
  38. 38. It’s time for a Comfort-Pack<br />
  39. 39. The End<br />TEAM MAGNIFICENT 7<br />Ron Algood<br />Alexandra Cymbaluk<br />Matthew Faubert<br />Stacia Finger<br />TeannahSingleton<br />Krista West<br />

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