MARKETING COMMUNICATIONS PLAN <ul><li>ARTEM GRANKIN </li></ul><ul><li>CLAUDIA GUTIERREZ </li></ul><ul><li>SUNJAY KUMAR KAU...
CORPORATE BACKGROUND <ul><li>Frozen Yogurt Franchise </li></ul><ul><li>Target Market: 16 – 30 year old </li></ul><ul><li>N...
SITUATION ANALYSIS BLOG ≠ SPOON ME COMPETITION STRENGHTS WEAKNESSES OPPORTUNITIES THREATS
STRATEGIC POSITIONING <ul><li>COMPETITIVE ADVANTAGE </li></ul><ul><li>Earth friendly </li></ul><ul><li>A lending hand </li...
MARKETING STRATEGY ANALYSIS [ MARKETING MIX ] P R O D U C T P L A C E P R I C E P R O M O T I O N
NEW TARGET MARKET <ul><li>Geographic </li></ul><ul><li>Calgary </li></ul><ul><li>Kensington & Area </li></ul><ul><li>Post ...
Media Tool Selection Door Hanger <ul><li>Great Existing Material </li></ul><ul><li>However, Company Does Not Implement It ...
Media Tool Selection C-Train Ad
Media Tool Selection Social Network Hand Outs Print AD (FFWD)
Budget Door Hangers………….………………………………………$355.52  C-Train………………….……………………………………..$756 .00 Facebook..………………………………….………………….$2...
Media Schedule
Evaluation <ul><li>3 Key Measures </li></ul><ul><ul><li>% of Coupon Usage </li></ul></ul><ul><ul><li>Quantity Sold </li></...
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Marketing Communications project

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Integrated Marketing Communications campaign for a regional retailer, Spoon Me. The slides were designed using Microsoft PowerPoint and the images were edited by utilizing Photoshop. All of the advertisements and creatives were made by our group members. (My particular contribution of creative was the FFWD newspaper advertisement)

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Marketing Communications project

  1. 1. MARKETING COMMUNICATIONS PLAN <ul><li>ARTEM GRANKIN </li></ul><ul><li>CLAUDIA GUTIERREZ </li></ul><ul><li>SUNJAY KUMAR KAUSHAL </li></ul><ul><li>PAWEL NOWAK </li></ul><ul><li>JOO YOUNG (ANSEL) YOUN </li></ul>
  2. 2. CORPORATE BACKGROUND <ul><li>Frozen Yogurt Franchise </li></ul><ul><li>Target Market: 16 – 30 year old </li></ul><ul><li>Natural ingredients </li></ul><ul><li>Philanthropic mind </li></ul>
  3. 3. SITUATION ANALYSIS BLOG ≠ SPOON ME COMPETITION STRENGHTS WEAKNESSES OPPORTUNITIES THREATS
  4. 4. STRATEGIC POSITIONING <ul><li>COMPETITIVE ADVANTAGE </li></ul><ul><li>Earth friendly </li></ul><ul><li>A lending hand </li></ul><ul><li>Personalized service </li></ul><ul><li>“ Spoon Me! It’s my birthday!” </li></ul>BIODEGRADABLE
  5. 5. MARKETING STRATEGY ANALYSIS [ MARKETING MIX ] P R O D U C T P L A C E P R I C E P R O M O T I O N
  6. 6. NEW TARGET MARKET <ul><li>Geographic </li></ul><ul><li>Calgary </li></ul><ul><li>Kensington & Area </li></ul><ul><li>Post Secondary Residents near Calgary </li></ul><ul><li>Demographic </li></ul><ul><li>Young Male & Female </li></ul><ul><li>Age: 18-25 </li></ul><ul><li>Low ~ Mid Level of Personal Income </li></ul><ul><li>Higher Level Disposable Income </li></ul><ul><li>Psychographic </li></ul><ul><li>Very Busy Lives </li></ul><ul><li>Work, School & Life - Juggling It All </li></ul><ul><li>Conscious about: </li></ul><ul><li>Health, Environment & Budget </li></ul><ul><li>Behavioral </li></ul><ul><li>Medium Users </li></ul><ul><li>Potential Heavy Users In Summer Months </li></ul>
  7. 7. Media Tool Selection Door Hanger <ul><li>Great Existing Material </li></ul><ul><li>However, Company Does Not Implement It Through Media </li></ul><ul><ul><li>Lack of Exposure </li></ul></ul><ul><li>Stayed in tune with Spoon Me’s Material </li></ul><ul><li>Focus  Maximum Exposure Through Various Media </li></ul>
  8. 8. Media Tool Selection C-Train Ad
  9. 9. Media Tool Selection Social Network Hand Outs Print AD (FFWD)
  10. 10. Budget Door Hangers………….………………………………………$355.52 C-Train………………….……………………………………..$756 .00 Facebook..………………………………….………………….$200.00 Twitter .........………………………………………………………..N/A Handouts……….……………………………………………...$841.40 FFWD.………………………………………………………...$1689.00 Total: $3841.92
  11. 11. Media Schedule
  12. 12. Evaluation <ul><li>3 Key Measures </li></ul><ul><ul><li>% of Coupon Usage </li></ul></ul><ul><ul><li>Quantity Sold </li></ul></ul><ul><ul><ul><li>Criteria  Liters Sold </li></ul></ul></ul><ul><ul><li># of Members in Twitter & Facebook </li></ul></ul>
  13. 13. Thank You

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