Bus 465 presentation

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werthers

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  • Bus 465 presentation

    1. 1. LYNDSEY HUTCHENS, KRIS GOWER, HOPE HEMBY, CLAIRE BARNES
    2. 2. CONTENTS 1. Company Background 2. Product 3. S.W.O.T Analysis 4. Creative Plan 5. Marketing Strategy 6. Package Redesign 7. Facebook Page 8. Facebook 9. Website 10.YouTube Channel 11.YouTube Page 12. Print Ad13. Digital/Outdoor Budget 14. Print Budget 15. Media Calendar 16.Video 17. Questions
    3. 3. The CompanyWerther’s Steam Confectionary Factory wasfounded in 1903 by August Storck in Germany.Gustev Nebel, one of Werther’s first employees iscredited with creating the first Werther’sOriginal.Offers many varieties of its traditional caramelhard candy.
    4. 4. THE PRODUCTA low sugar, low calorieindividually wrappedtraditional sweet hardcaramel candy made ofwholesome ingredients.
    5. 5. Well Strong Traditional established, Strengths resonance with Unique Simplicity without having 45+ to advertise. As its The product Currently demographic does not appeals to an ages, the No advertisingWeaknesses resonate with aging company has or campaigning younger demographic. seen a decline generation in sales Create a Increase Expand market cohesive advertising Reposition itself share by campaignOpportunities budget to in the targeting new targeting generate marketplace. demographic younger & awareness older Popular Company’s such as An aging chocolates, Life Savers with Traditional Threats demographic fruity hard more brand Vision candies etc. awareness
    6. 6. CREATIVE PLAN
    7. 7. MARKETING STRATEGYTarget a younger demographic without isolating theoriginal 45+ demographic.New advertising campaign.Introduce Facebook, and YouTube social mediacampaigns.Introduce outdoor advertisingCreate a new websiteRedesign package to appeal to younger generation.
    8. 8. New SloganBe Original. Package Redesign New modern packaging
    9. 9. FACEBOOK PAGEUse Facebook as a means of connecting with theyounger target market.Run the “Show Us Your Originality” campaignMust pass through a “Like” gate to upload originalpictures.Use most original pictures on future Werther’sOriginal packaging and send a free bag of Werther’sOriginals to the winning submitters.
    10. 10. Be Original.Show us your originality.
    11. 11. Be Original. BE ORIGINAL.
    12. 12. YOUTUBE CHANNELCreate a YouTube channel for Werther’s Original tofeature our video/commercial.Use the YouTube channel to promote Be Originalcampaign.Update channel with new original videos monthly.
    13. 13. Werther’s Original Channel 10,824
    14. 14. print BE ad ORIGINAL• Introduce Print ad in .magazines bi- monthly
    15. 15. TIMELINE & BUDGETS
    16. 16. Digital Budget Breakdown Outdoor Budget Breakdown $2.6 Million $400,000 $750,000 $300,000 $750,000 $100,000 $500,000 $500,000 Markets: Los Angeles, Chicago, New York, Boston, Atlanta, Dallas, Houston, Philadelphia, Washington D.C., SanSearch $100,000 Francisco Total Digital/Outdoor Budget: $3 Million
    17. 17. PRINT BUDGET MEDIA TYPE JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DECPRINTCosmopolitan $100,000 $100,000 $100,000 $100,000 $100,000 $100,000Men’s Health $100,000 $100,000 $100,000 $100,000 $100,000 $100,000People $100,000 $100,000 $100,000 $100,000 $100,000 $100,000Seventeen $100,000 $100,000 $100,000 $100,000 $100,000 $100,000Sports $100,000 $100,000 $100,000 $100,000 $100,000 $100,000Illustrated Total Budget: $3 Million
    18. 18. Media Calendar MEDIA JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TYPEPRINTCosmopol XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXXitanMen’s XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXXHealthPeople XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXXSeventeen XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXXSports XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXXIllustratedWeb AdsBanners XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXXWebsites XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXXOutdoorBillboard XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXXBus Stop XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXXSocialMediaYouTube XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXXFacebook XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX
    19. 19. Be Original.
    20. 20. Any Questions?

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