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Paws Communications Final Very

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Paws Communications Final Very

  1. 2. Elizabeth Davies Louis Ackerley Katherine Hesselby Steph Holloway Adam Burns
  2. 3. Pragmatic Pro-Active Energy Enthusiastic Creative Flair Experience Fun
  3. 5. <ul><li>Political </li></ul><ul><li>Advertising Legislation . </li></ul><ul><li>Packaging Laws. </li></ul><ul><li>Economic </li></ul><ul><li>Recession= Luxury? </li></ul><ul><li>Budget. </li></ul><ul><li>Brand Loyality? </li></ul><ul><li>Social </li></ul><ul><li>Positioning the brand in the Easter celebration. </li></ul><ul><li>Growing concern for environment. </li></ul><ul><li>Recession busting with pleasurable chocolate. </li></ul><ul><li>Providing Easter activities </li></ul><ul><li>Technological </li></ul><ul><li>Using our website is educational </li></ul><ul><li>Encourages children to be interactive </li></ul><ul><li>Accessing social networking. </li></ul>
  4. 6. Analysis <ul><li>Strengths </li></ul><ul><li>Market Leader </li></ul><ul><li>Strong recognisable brand </li></ul><ul><li>Recognised taste </li></ul><ul><li>Customer loyalty </li></ul><ul><li>Nestle CSR campaign is unique </li></ul><ul><li>Weaknesses </li></ul><ul><li>Competitive environment </li></ul><ul><li>Chocolate is unhealthy </li></ul><ul><li>Unethical- Baby water!! </li></ul><ul><li>Price </li></ul><ul><li>Green issues “Who cares?” </li></ul><ul><li>Egg looks smaller </li></ul><ul><li>Opportunities </li></ul><ul><li>Seasonal events </li></ul><ul><li>Global Recession </li></ul><ul><li>Social media is cheap </li></ul><ul><li>Innovative “green” campaign </li></ul><ul><li>Threats </li></ul><ul><li>Competitors </li></ul><ul><li>Global Recession </li></ul><ul><li>People becoming less religious </li></ul><ul><li>Obesity epidemic!! </li></ul>
  5. 8. Method: Questionnaire Conducted: Thursday 15 th October Successful “green” campaigns and their affect. Communicating “green” messages. Market test our ideas. What were we hoping to find out?
  6. 15. 8 points 6 points 6 points 4 points 2 points
  7. 16. Children up to age of 16 Mothers and Fathers Extended family and friends
  8. 22.
  9. 23. <ul><li>Using the software available to us at our university we used to draw up a provisional media list. </li></ul><ul><li>Please refer to your booklets to view the media list. </li></ul><ul><li>This is where we will target our press release and competition. </li></ul>
  10. 30. May to July- Analysis of issues Set design briefs Primary and Secondary Research Creativity workshops Establish Budgetary Requirements Market test our ideas Aug to Sep- Create Media lists Set brief for website design Target events for “Where's Bluebell? Target events for Recycling Road show Build relationships with schools Approach major supermarkets
  11. 31. Oct to Jan- Target advertising space for “Where’s Bluebell?” Target sporting and environmental event Prepare to launch campaign on three fronts January to Apr- Begin school assemblies. Begin to implement “Where’s Bluebell?” stunts Shortlist 10 finalists Maximise regional coverage on finalists April- Launch advert Announce winner Bus road show in full swing Evaluation of results
  12. 33. Website Local/National coverage Social Networking Tour Bus