Client brief (1)
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The brief outlines McDonald's goal to change its image from a "junk food provider" to a place that also appeals to health-conscious consumers. It aims to connect with people aged 20-40 who enjoy socializing but also care about their health. The agency's task is to emphasize McDonald's healthier food options and brand it as a healthy, fresh, and tasty alternative through messaging that appeals to consumers' desires to stay healthy while still enjoying tasty, affordable food. The deliverables include TV, print, billboard, and online ads highlighting McDonald's new healthy image and product offerings within two weeks.
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Desai Brothers Ltd. entered the competitive packaged snacks industry in India riding on a strong distributor network. However, their brand experienced poor customer preference and perceptions of inferior quality, causing sales to plateau. LokusDesign was partnered with to provide strategic direction for growth. Through research, they transformed the brand identity to appeal to key market segments and generate customer pull. Efforts included qualitative research with 144 interviews across retailers and customers to understand consumption drivers and brand perceptions. A strategic workshop was then held to develop a new brand architecture, positioning, visual identity and packaging design system to make the brand contemporary yet authentic.
Imc Final Project Kelly
The document summarizes Diet Pepsi's marketing plan to target people wanting to maintain a healthy shape. It describes Diet Pepsi's introduction in 1964, zero-calorie formulation, and packaging in bottles and cans. The marketing plan aims to increase preference for Diet Pepsi among fitness-focused consumers through advertising, sponsorships, social media, sales promotions, and personal selling that promote Diet Pepsi's benefit of allowing people to refresh and enjoy its taste without calories. The integrated marketing strategy combines these tactics with causes like donations for diabetes and education to strengthen Diet Pepsi's image for health-conscious customers.
Young Marketers Elite 2013 - Assignment 6.1 - Phuong Vi_Nghi Nghi
This document compares and contrasts a brand communication big idea versus a campaign/advertising big idea. A brand communication big idea defines the strategic direction and unique value propositions that are communicated consistently to audiences. It remains stable over many years. In contrast, a campaign big idea is more changeable and short-term, focused on a specific campaign. The document also provides an example of an effective campaign creative brief, outlining its key components such as objectives, target audience, consumer insights, desired response, messaging, and mandatories. It includes a case study of a creative brief for a cookie brand positioning cookies as a healthy snack.
MKT345 Assignment (Oreo presentation)
This document provides information about Mondelez Inc., the parent company of Oreo cookies. It discusses the company's background, mission to be consumers' primary snack food brand, objectives like maintaining customers and introducing new products, and target market of health-conscious consumers of all ages. It also outlines Oreo's product, segmentation strategy, distribution places, promotional activities, pricing, and competitors like Nestle. The conclusion recommends a new Fancy Mini Oreo Milk's Favourite Cookies product to change perceptions and provide health benefits.
Final deck dairy queen
- Participants value fresh, customizable options when choosing a quick service restaurant for lunch. Chick-Fil-A and Chipotle were mentioned as favorites.
- Loyalty depends more on convenience than any emotional connection to a brand. Variety and the preferences of dining companions also influence decisions.
- Most participants eat at fast food restaurants a couple times a week but one prefers to avoid them. Another is a vegetarian who had a poor experience working in the industry.
- Dessert is not usually ordered with meals but some participants will go out specifically for dessert if in the mood.
- None of the participants had eaten food at D
Cadbury Dairy Milk Shots
Cadbury Dairy Milk Shots aims to introduce chocolate to non-users and increase consumption among fringe users. Its target audience is youth aged 3-25 years from middle and lower middle income urban and semi-urban areas. Cadbury seeks to position Shots as an affordable substitute for traditional sweets. Its digital strategy focuses on social media, blogs, and video ads to reach this audience and establish Shots as a brand that celebrates small occasions. Performance will be evaluated based on fan growth, video views, shares and user feedback on these platforms.
Mc donald's case study
McDonald's was founded in 1940 in San Bernardino, California. It now operates over 36,000 restaurants in 120 countries, serving around 68 million customers daily. McDonald's developed its brand equity over the years through focusing on its core values like quality food and customer experience. It has changed its products and marketing over time to suit different regions and economic conditions. However, in the 1980s, overseas expansion caused it to lose focus on its core values, leading to health issues. But it has since refocused on being more customer-centric and offering healthier options, helping it perform well even during recessions. Going forward, it may face risks from health-conscious consumers and increased competition.
Communication strategy.pptx
Crescent Pure is repositioning itself in the energy drink and sports drink market by launching new organic products in Vancouver and Toronto at a retail price of $2.75. The communication strategy aims to (1) create brand recognition and reposition Crescent Pure competitively, (2) differentiate products, and (3) reestablish Crescent Pure as an organic energy and sports drink manufacturer. Crescent Pure will target health-conscious consumers ages 18-45 by positioning itself as an affordable yet premium organic energizing drink with natural flavors. The marketing mix will involve influencer collaborations, appealing advertisements, and bright packaging to promote the products across retail stores, websites, and social media.
Coil presentation final 123
The document outlines the objectives, mission, vision, target market segmentation, positioning, products, placement, pricing, and promotion strategies for a company that produces healthy brownies. The company aims to be a market leader in healthy desserts by satisfying busy customers' needs for easy, healthy snacks. It will target health-conscious children, teenagers, young adults and adults in Lima, Peru and Orlando, Florida by selling single-serve brownie packages for $1-3 at gyms and grocery stores, while promoting the healthy recipes on social media.
Coil presentation final
The document outlines the objectives, mission, vision, target market segmentation, positioning, products, placement, pricing, and promotion strategies for a company that produces healthy brownies. The company aims to be a market leader in healthy desserts by satisfying busy customers' needs for easy, healthy snacks. It will target health-conscious children, teenagers, young adults and adults in Lima, Peru and Orlando, Florida by selling single-serve brownie packages for $1-3 at gyms and grocery stores, while promoting the healthy recipes on social media.
Restaurant idea
Dipanjal Rakshit proposes opening a restaurant called Perfect Place near a diabetic hospital in Chattogram, Bangladesh that caters to diabetic and health-conscious customers. The restaurant will offer healthy yet tasty meals at reasonable prices. It will employ nutritionists to help customers make choices and chefs trained in healthy cooking. Financial projections estimate the restaurant will earn a profit within the first month and recover startup costs within 2.5 years, allowing salaries and new branches to increase over time.
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Client brief (1)
- 1. Client Brief
- 2. BRAND & PRODUCT ESSENTIALS • McD Brand is about spreading happiness. • The product is about its good quality at cheap price and quick service.
- 3. BACKGROUND • Good: It satisfies the customers as far as quality, price, taste and service is concerned. • Bad: It has a bad image of being a “junk food” provider and not preferred by the health conscious people.
- 4. AGENCY TASK • To connect the brand to the people who are calorie conscious. • Give them information and benefits of the products introduced for them and connect to them at emotional levels. • So it needs to be associated with an healthy image.
- 5. TARGET AUDIENCE • A person within the age of 20 to 40 who is fun loving and likes socializing and hangout with friends or family. • Who is concerned about their future and hence is responsible while choosing outlets to eat. • who takes care of his/her health and is conscious while eating food outside.
- 6. OBJECTIVE • To change the image of the brand in the consumer’s mind from a “Junk food outlet” to a place which also satisfies the health freaks.
- 7. BRAND VISION • The brand to be a healthy, fresh and tasty food provider.
- 8. • Consumer insight :Consumers want to stay healthy and risk free about their future and McD does not compliment this. • Unique Brand Offer: The brand delivers them healthy nutritious products which takes care of their health that they desire.
- 9. BRAND PERSONALITY • Healthy, cheap, quick and tasty food provider.
- 10. Mandatories • Emphasise on its better deliverables-healthy food items available through its healthy image and service that can be trusted.
- 11. The Big Idea • Stay healthy & riskfree • Wants to avoid junk food Consumer Desire • Tasty & delicious food as well as healthy & low on calories Brand Offering
- 12. Brand Vision Building Blocks • Why do people find me appealing ?
- 13. • Cheap, quick and tasty food provider What is my personality? • People who like hanging out, look for quality with service, who prefer spending less and look for value for money Who do I appeal to? • Friendly and trustworthy What relationship do I have with them?
- 14. • Cheap price and fast food provider which satisfies all kinds of customers Why am I different? • Happy as the tagline suggests ”I m loving it” How do I express myself? • I need to change the perception of being a junk food provider to a more healthy one How do I need to change?
- 15. • Make people understand that McDonalds is not only a junk food provider but it has food items for the health freaks as well. • McDonald’s understands that one person in your group who is a complete health freak and who is always conscious on calories. • McDonald’s understands that one person in your group who is a complete health freak and who is always conscious on calories. • To everyone who – • Enjoys eating fast food • Think of their future and Take care of their health
- 16. Backside of the Postcard • • •
- 17. Deliverables • 30 sec TV ad scripts in Hindi, Quarter page newspaper ads containing product details in English and regional languages, 20*10 billboards in English, internet banner ads in English within 2 weeks.