Advertising Magnum Ice Cream Presentation
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For my advertising course, we were put into teams to create an advertising plan for a hypothetical client.
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Advertising Magnum Ice Cream Presentation
- 2. a Who we are Situation Analysis Luxury Seekers Objectives Sweet Luxury Results
- 3. Who we are
- 5. Jessica Female 28 years old College Graduate HH Income of $75K Social Butterfly Female 45 years HH Income of $150K Lives in a 4 bedroom modern house in Houston, TX Stacy Audien ce Luxury Seekers Working Mom
- 6. Strengths Opportunities Threats Weaknesses SWOT $1 Billion annual sales Finest ingredients First luxury brand targeted to adults Packaging Health conscious population FDA Well known competitors Year-round market Flavor variety Vendor variety Awareness in US Nutrition Label Trojan Magnums Cost
- 7. Competi tors Strengths Brand recognition Flavor variety Stores Weaknesses High calorie Product recognition Cost Strengths Owned by Mars Luxury product Markets to more than one market Weaknesses Lack of options Chocolate Focus Cost Easily confused with Dove consumer products Strengths Established 1935 Nearly 500 flavors Strong social media presence Weaknesses High calorie Product recognition Cost
- 8. Objectives
- 9. Objecti ves Advertising: To increase comprehension by 75% and increase conviction by 55% Marketing: To increase sales by 8% by the end of 2015 Media: To make sure our target is exposed to our ad a minimum of four times throughout the campaign.
- 11. Functional Benefits Satisfies cravings Target market admires luxury Emotional Benefits Self Expressive Benefits BVP Self-esteem is boosted Provides high quality ice cream Makes them feel good about themselves Gives a sense of affluence Lets people know you care about the quality of food you eat
- 15. Media
- 17. Media Mix Televisio n The Real Housewives Beverly Hills (Bravo) Cake Boss (TLC) Good Morning America (ABC) PrintDigital Huffington Post Refinery29 USA Today Foodbuzz Spotify Allure Real Simple Cosmopolitan
- 18. Brand activation
- 19. Magnum Red January 15, 2015 #MagnumRed Social Media integration Walk the Red Carpet Brand Activation
Editor's Notes
- **OPENING… (close your eyes take a bite…first words that come to mind?) -Introductions -Agency description (Cover page from Book)
- -Who we are -Situation Analysis -Objectives -Luxury Seekers -Sweet Luxury Campaign -Results
- MATT In the fall of 2014, five Ithaca College students created an agency that is committed to the pursuit of quality and dedicated to hard work and detail. Banana Peel’s inception was a result of the evident flaws in the ways that other agencies today do business. While many agencies determine how they can reach their audience in the most economically efficient way possible, Banana Peel promises to always put the quality of our work first. Our process starts with quality research that will help us find the best solutions for our clients. A continuous level of discipline and focus on problem solving drives the rest of our creative process. Today, Banana Peel is one of the leading ad agencies in Tompkins County and has worked with internationally renowned brands such as Unilever’s Magnum Ice Cream.
- MANDA & Avishag Launched in Sweden in 1989, Magnum was the first luxury handheld ice cream. Made with the finest vanilla bean or chocolate ice cream and coated with delectable Belgian chocolate, Magnum comes in a variety of delectable flavors and is served around the globe. Following Magnum’s powerful launch in the US and Canada in 2011, Nielsen named Unilever among its 14 “Breakthrough Innovation” winners, calling the Magnum Ice Cream launch a game changer.
- MANDA/AVISHAG Magnum appeals to two similar target markets, the Luxury Seeker, female professionals 25-34, and the Working Mom, consumers 35-49 typically married with a family. Both markets are hard working females seeking a luxurious momentary break from their hectic lifestyles . Luxury seekers are women who like to try new things and whose friends would describe them as dignified and sophisticated. The Working Mom is an influencer amongst her social circle and loves spending time with her family.
- MATT/SEAN Strengths:-Established by international parent company, Unilever. -One of Unilever’s fastest growing segments. -Well established brand in Europe -Gourmet ingredients/Belgian chocolate -Approx. 1 billion annual sales worldwide -Ease of product consumption -“Only handheld ice cream brand targeted towards adults” -Unique packaging Weaknesses:-European brand, not very well-known in the U.S. -Low brand recognition. -250 cal. 16 g. fat vs. low fat competitors. -Confusion over brand name with Trojan Magnum line of condoms. -A little pricier than competing brands. -Tends to skew towards a female audience, low male recognition. - Not many bars in a box Opportunities: Can be advertised year-round, not just in the summer time Many flavor opportunities largens the market to appeal to a wider amount of people Sold in a wide variety of vendors, from trucks, to luxury restaurants Threats: -Health conscious population hurting the ice cream category -FDA regulations constantly change, requiring companies to update their ingredients and/or manufacturing procedures. -The American ice cream market is already filled with hundreds of well-known brands.
- ZACH **PLACE BRAND IMAGES INSTEAD OF BRAND NAMES Dove Ice Cream Bars: Strengths: Part of Mars Corporation Luxury Product Markets to more than one audience/market Weaknesses: Not as many ice cream bar options More focused on chocolate products More expensive than most other ice cream products Easily confused with Dove consumer products Blue Bunny: Strengths: Nearly 500 flavors Owned by largest family owned ice cream company in U.S. (Wells) Established since 1935 Strong social media presence Weaknesses: Not well-known globally Low awareness and brand loyalty Haggen Daz: Strengths: Strong brand recognition Luxury Product Variety of flavors Haggen Daz stores Weaknesses: High calorie product Haggen Daz bars are not as well known Cost
- MATT Quantitative Benchmarks [Just state marketing and communication goals] Time frame [One year] Budget [Just state total dollars, not allocations yet]
- MATT IMAGES** Through the Sweet Luxury campaign, we plan to increase sales by 8% by the end of December 2015. We will build brand awareness by reaching a consumer comprehension of 75%, conviction of 55% and an effective frequency of 4. By using a national campaign we will reach Luxury Seekers throughout the United States. State time frame and budget.
- AVISHAG Brief introduction of F/E/SE benefits of Magnum
- AVISHAG Functional: There are many reasons a customer may pick up a Magnum ice cream bar. The main functional benefit, though, is satisfying a hunger craving for ice cream. The rich taste of Magnum's creamy ice cream and Belgian chocolate shell fulfills the customer's taste buds to keep coming back again and again. Magnum's luxurious nature attracts the needs of our target audience of women 25-49.
- MATT & SEAN The Sweet Luxury campaign will kick off in December 2014 and will run straight through the end of December 2015. There will be heavier advertising during the holiday and summer months, as we want to focus on times of the year when our target is most likely to purchase frozen luxury treats.
- MATT/SEAN
- CREATIVE EXECUTIONS
- MANDA AND ZACH Magnum’s $11 million budget will be spent primarily on a digital campaign (44%) with an equal emphasis on print (26%) and television advertising (25%). The budget will be spent entirely on a national pulsing campaign.
- ZACH By using a combination of traditional and new media we plan to reach Luxury Seekers and Working Moms in different ways. Our research has shown that our target audience is technologically savvy, loves pop culture and are socially connected with one another. We will reach our target audience through various methods of digital advertising, print media and TV commercials.
- AVISHAG—INTRODUCTION TO BRAND ACTIVATION
- MANDA/AVISHAG Every year, a new flavor of magnum ice cream is brought out. In January, Magnum will introduce a brand new ice cream flavor, inspired by the infamous red carpet, called Magnum Red. The bar will have a red chocolate shell on the outside, with vanilla bean ice cream with strawberry swirls on the inside. From December-Feburary, consumers will have the chance to enter into the sweepstakes, in which they would need to share a picture of themselves with the Magnum Red bar doing what makes them feel luxurious. When posting their picture throughout social media, they will use the hashtag #magnumred. The winner of the sweepstakes would be flown out to the Academy Awards, and have a chance to walk the red carpet and attend the show. Using Pinterest, Instagram, Twitter & FB
- AVISHAG/MANDA During the summer months, Magnum ice cream trucks will be driving through various metropolitan areas. The trucks will be out for lunch time and after work for the luxury seeker/working mom in need for that luxury moment. Combining nostalgic feeling of ice cream truck and childhood with adult luxury the salesperson will be formallyy dressed selling the magnum bars. For the months of May-August there will be special promotions and deals for the Magnum Truck. The Magnum truck will have it’s own Twitter account @MagnumTruck where we will post different locations and promotions POP- 50% of supermarket sales come from impulse buys…POP will increase Magnum sales through in store promotions -throughout national supermarket chains, Magnum will continue to be featured in the front of the freezer section..a small brown carpet with the magnum logo will lead to the designated section Sticker: Luxury Tastes This Sweet.. 5th Ave Windows: During the holiday times 5th ave has the best window displays in the world, where better to advertise the most luxurious treat than the most luxurious destination? Magnum ice cream will be incorporated in windows throughout Saks, Bloomingdales and Tiffany’s