Lewis Milk Road Case Study,

1. Lecturer Name: Dr. Yuri Seo
Students Name:
Mario Arista, Lisanne van den Berg,
Ciara Gissane,Mekhriddin Khotamov,Sunil Mepani
Maria Peresypkina & Arjun Sindhav

2. *Introduction
*Situation Analysis Process
*Objectives & Target Audience
*Creative Brief
*Media Plan & Budget
*Conclusion
*References

3. *The Lewis Road company was found in 2012
*Country: New Zealand
*Founders: Peter Cullinane and Andrew Railton
*Products: Milk, Butter & Bread

4. *To create the world’s best dairy products
*Restoring natural order to the world
*Produce seriously
*Improve the quality of life

5. Threats:
*One Main Competitor: Arla Foods
*Economic Recession & Other Economic Factors
*Laws and Regulations: VAT, Import duties.
*If we decide to produce the milk in Sweden…

6. Opportunities
*Sweden is on the second place in Europe of consuming
the most milk per capita
*Growth of the Population
*Our Target Group: 39% of the population
*If we decide to produce the milk in Sweden …

7. Weaknesses:
*Price affordability
*Unknown product and brand
*Operating Costs
*Distribution Channel

8. Strengths:
*Culture: Making things better
*Environmentally friendly
*Traditional methods
*Facilities
*Packaging
*Indication of Origin
*Semiotics Message

9. *To Make the product popular in Sweden
*To Increase Brand Awareness
*To Achieve Brand Recognition in the 1st year
*Brand Image: health & the environment
*Communicate the quality of the product

10. *Families who are in the middle or upper class
income bracket with children aged <12 years.
*Age: 25-50

11. Message:
*To convey to the people will be very functional and symbolic in
nature.
Stratergy:
*Making our brand visible by catchy slogans, advertisement, Social
Media & discount code offers
Justification:
*High Milk Consumption.
*Identify our brand with certain values
“JINGLE”
https://www.youtube.com/watch?v=qyVUbP4tDNA

12. The message we provide will be symbolic in nature
highlighting the necessity of quality product among the
target audience.
Three kinds of media:
*Social Media  Humor
*Newspaper  Informative
*TV  Both

13. *Large reach
*Demand children
The advertisement will show a happy family, who enjoys
a special family moment, e.g. picnicking in the nature
Link: https://www.youtube.com/watch?v=_zNeFQmbJqM

14. • 90% reads newspaper
• Discount coupons
• We will take up campaign of CSR activities to
highlight the social issues. Eg: Breast Cancer
Awareness

15. *A wide platform for target audience
*Broad-space for humor
*It is cost-effective
*Snowball effect

16. Total Budget: 2,000,000 SEK
Media Percentage Amount (SEK)
Television 50% 1,000,000
Newspapers 40% 800,000
Social Media 5% 10,000
Discount redeem 5% 10,000
Source: Self-created,2016

17. * Strategies used to advertise our milk products across media
channels will increase our REACH and repetition will
emphasize our presence in Sweden.
* We have allocated balanced budget on the necessity of
media channels to create impact on population.
* Thus, intense advertising and production tend to increase
our market share by 20% in March 2017.
* In future, our success stories will lead to diversification in
various dairy products and to be emerging brand in dairy
industry.

18. * http://www.scb.se/statistik/_publikationer/BE0401_2012I60_BR_BE51BR1202ENG.
pdf (Accessed on 10.2.16)
* http://www.indexmundi.com/sweden/age_structure.html (Accessed on 10.2.16)
* http://www.terraoggi.it/notizia/La_lezione_svedeseai_produttori_di_latte/10526/
8 (Accessed on 10.2.16)
* http://www.euromonitor.com/dairy-in-sweden/report(Accessed on 10.2.16)