* Produce a professional client report and presentation * Critically analyse the strengths and weaknesses of various appropriate media vehicles * Apply appropriate media statistics to make recommendations for media selections * Critically assess the marketing communications context in relation to a given organisational scenario. * Apply objectives and strategies to targeted groups efficiently and effectively

1. BUSM 3629
Advertising campaign
Assessment 1

2. TEAM MEMBERS
Kristyna
Krivanova
Dominika
Matejkova
Kate
Parkinson
Rebeka
Tunegova

3. THE BRAND
• Premium ice cream brand
• Founded in 1961 by Reuben Mattus
in the USA
• In the UK owned by General Mills Inc.
• Vision to make the best ice cream in
the world
(Häagen-Dazs 2016)

4. Ice cream industry
MARKET SIZE
Current market value £m 1,116
Forecasted future growth of the market

5. Ice cream industry
MARKET SIZE
Tubs and blocks continue to dominate with a 58% share of volume sales in 2016

6. 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 4rd Qtr 4th Qtr
Brand choice
MANUFACTURERS’ SHARES IN THE UK
General
Mills 4%
R&R Ice
cream 9%
Own
label
33%
Other
manufacture
rs 8%
Unilever
42%
Nestlé 4%
VALUE:
• Unilever 42%
• R&R Ice cream 9%
• General Mills 4%
Leading manufacturers’ shares in the UK ice cream retail market, by value, 2015/2016

7. Unilever R&R Ice
cream
General
Mills
Mars
food
Mackies
4.5%
0.92%
36
%
13
%
Magnum Carte d'Or Häagen-DazsCornetto
4.5
%
4.46%
10.4
%
4.47
%
COMPANY SHARES
OF ICE CREAM 2016
BRAND SHARES
OF ICE CREAM 2016
%
%
BRAND CHOICE
Based on Mintel report Based on Mintel report
7.4%
4.8
%
Ben &
Jerry's

8. Ice cream industry
COMPETITVE LANDSCAPE
Market leader is Unilever – its share of 42% in value and 33% in volume sales (Mintel 2016)
Leading brands: Magnum, Ben & Jerry’s, Wall’s and Carte d’Or

9. Premium ice cream market
CURRENT POSITIONING
‘Nothing is better than real’
POSITIONING
Prestige and richness
Product and image differentiation
Romantic and sensuous image
‘Vermont’s finest ’
Emphasis on real ingredients
High level of innovation and
range of flavors
Image of fun and originality
Strong support of social issues
Eco-friendly brand

10. Premium ice cream market
CURRENT POSITIONING
‘Nothing is better than real’
POSITIONING
Prestige and richness
Product and image differentiation
Romantic and sensuous image
‘Luxury ice cream, guilt
free indulgence’
Emphasis on real ingredients
Delivery of taste and health
Humor approach
Low fat and sugar content
Made of healthy
alternatives: coconut
oil/stevia leaf

11. CURRENT TARGET MARKET
01
02
03
04
05
Younger groups driven by
under 25s
Consumers from higher-
income households.
Individuals seeking for a
strong, fun and vibrant image
(trendy sharing experience).
Creative individuals (creative
names for their products)
Consumers conscious of social
and environmental issues
behind the products .
01
02
03
04
05
Financially independent adults
(higher income to spend on
luxuries)
Approaching couples
(relating flavors with romance)
„Need“ of being members of
this brand category (premium)
„Need“ to feel special and
different.
Consumers conscious of using
real, natural ingredients.

12. £803
mil
£2,229
mil
2014 2015
doubled by £177,60 mil
BRAND SPEND

13. • print
• TV
• word of mouth
• social media
• Promotion
• sponsorships
and events
MEDIA USED

14. • Promotion:
events
• Cinema
• Print
• TV
• Socia lmedia:
Instagram
Facebook
Twitter
Youtube
MEDIA USED BEN & JERRY'S

15. • Print
• Social Media:
Facebook
Instagram
Twitter
• Celebrity
endorsement
• Promotions:
Events
MEDIA USED OPPO

16. 1
2
3
4
5
6
CURRENT ADVERTISING
HÄAGEN-DAZS
Stripping everything down to
essentials
Occasional campaigns – „Real
Questions“ for Valentine‘s day
2015
Hollywood actor Bradley Cooper
Doubled adspend in 2015
Treating layout like the very high-
end fashion brand
Focus on clean aeshetics – „less is
more“ strategy + soft piano music

17. 1
2
3
4
5
6
CURRENT ADVERTISING
BEN & JERRY‘S
Outspoken brand on social
issues
Call to action campaigns –
earth‘s climate, social,
economic equity
Among the first advertising
on Instagram
Investment more than £1,2m
in 2015 mainly on TV
Focus on showcasing new
flavours & sponsoring
events
Cartoonish illustrations &
stories to tell behind the ice
cream

18. PRINT ADVERTISING

19. PRINT ADVERTISING

20. PRINT
ADVERTISING

21. TV ADVERTISING

22. CELEBRITY ENDORSEMENT

23. FACEBOOK
3,7M FOLLOWERS 8,4M FOLLOWERS
SOCIAL MEDIA ADVERTISING

24. Brand choice
ICE CREAM CONSUMPTION
Spring/Summer months Winter months
• 49% adults eat ice cream once a week
• just 5% do not eat ice cream during
summer months
• unpredictable summers may be limited
factor
• ice cream usage is significantly lower
• 83% do not eat ice cream this time
of year
• just 21% being weekly eaters

25. Ice cream industry
CHOICE FACTORS
Large ice cream pots – the most popular format
Decision making factors leading with a favorite flavor, special offer & well-known brand

26. Ice cream industry
CURRENT TRENDS
Tubs and pots
- most popular
format
Premium brands
continue to see
strong sales
Current value growth
Frozen yogurt-
strongest value
growth of 10% in
2016
Demand for
lower calorie
content and size
reduction
Dairy-free and
gluten-free
products
expected to
perform well
Health and
wellness trend &
level of obesity
Demand for higher
protein content
Trends

27. SWOT ANALYSIS FOR HÄAGEN-DAZS
S W
O T
Weaknesses
• Increased prices of ingredients
(chocolate, vanilla)
• Super premium price
• Narrow target market
• High caloric content
• Product seasonality (low consumption
during winter)
Threats
• Increased competition (offering lower
prices)
• Trend towards health-consciousness
• Concerns over level of obesity in the
UK
• Economic crisis – ice cream products
not a priority
Opportunities
• Increased demand for low fat/sugar
alternatives
• Increased demand for higher protein
content
• Demand for individual portions of ice cream
• Possible ways how to increase
consumption during winter
• Ice cream market growth in developing
countries
Strengths
• well-recognized brand name (global presence)
• premium high-quality product
• Brand loyalty
• High focus on innovation (new flavors)
• Real, natural, high-quality ingredients
• Elegant and sophisticated appeal

28. 4.Alcoholic Drink
Inspired Ice
Cream
• Limited editions
5.Low Sugar Ice Cream
• 43% of adults agreeing
that there are not enough
low-sugar desserts
available
2.Protein Ice Cream
• Demand for higher
protein content
1.Frozen Yougurt
• Sees strongest current value
growth of 10% in 2016
• Health trend is rising
3.Ice Cream with Heatable
sauce
• Lower ice cream
consumption during winter
months
POTENTIAL BRAND EXTENTION

29. The starting point of all
achievement is
desire.
Lorem Ipsum is simply dummy
text of the printing and
typesetting industry. Lorem
Ipsum has been the industry's
standard dummy text ever since
the 1500s, when an unknown
printer took a galley of type and
scrambled it to make a type
specimen book. It has survived
not only five centuries, but also
the leap into electronic
typesetting, remaining
essentially unchanged.
• focus on current target market to increase
consumption during winter months
• adding value to the product by attaching
“festive” Christmas recipes to each pot of the
ice cream
Promotion:
• social media → asking consumers to use
hashtags with their Häagen-Dazs dessert
creations
• organising promotion stands on
Christmas markets around the UK
HEATABLE SAUCE

30. Promotion:
• social media
• fitness bloggers/youtubers
• fitness exhibitions and fairs
• billboards near fitness centres
Change in target market:
• mainly men aged 16-24
• gymgoers
• fitness enthusiasts
• more health concious individuals
(from higher income households)
HIGH
IN PROTEIN
HIGH PROTEIN ICE CREAM

31. 16-24 25-34 35-44 45-54 55+
60%
86%
41
%
43
%
76
%
16-24 25-34 35-44 45-54 55+
50%
40%
55
%
58
%
47
%
Weekly use of online news sources, by age, 2015Weekly use of traditional media to consume news, by age, 2015
TRADITIONAL MEDIA ONLINE SOURCES
%
%
MEDIA CONSUMPTION
Based on Mintel report Based on Mintel report

32.  Häagen-Dazs vs Ben&Jerry‘s search interest in the last 12 months
MEDIA CONSUMPTION
Google Trends

33. Media Consumption
SOCIAL MEDIA
Facebook
%
9
7
10
47
86
Twitter
Reddit
Tumblr
Other social media
Use of social media sites or apps to find out about news in a typical week, December 2015
“In a typical week, which of the following social media sites do you use to find out about news?“
Based on Mintel report
 FACEBOOK
has the greatest
influence among
social media sites
in the UK

34. Media Consumption
ONLINE MEDIA
Consumption of short online video, by age
16-24 and 25-34 age groups are the most frequent users of online videos

35. SOCIAL NEWSFEED
TIMELINE
EMAIL ADS
BANNERS/POP-UP
ADS
Media Consumption
DIGITAL ADVERTISING FORMATS
SEARCH ENGINE ADS
ONLINE VIDEO
(YOUTUBE/ITV)
45% users clearly noticed mainly display advertising when browsing online

36. MEDIA ACTIVITY FREQUENCY
43% - watch TV 37% - watch video
online
33% - read print
magazines/newspapers
24% - read online
Media Consumption

37. Measuring success
MEDIA METRICS
Measuring the success
of social media campaign: .
1.Number of monthly
impressions
2.Engagement rates +
frequency
3.Conversion rates
(monthly)
4.Time spent on site
(website + social media)
5.Follower/subscriber
growth each month
Measuring the success
of promotion campaign: .
1.Number of visitors
2.Visitor engagement on
particular event
3.Event reach  linked to
social media

38. Ice Cream
BREAK
Thank you
Come, let us have some
ice cream and continue
to talk about happy
things.