Creative Brief
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This creative brief outlines objectives for an advertising campaign to increase market share for Blue Band margarine in Kenya. The campaign aims to increase awareness of Blue Band's health benefits compared to substitutes, highlighting that it contains omega-3 and omega-6. The target market is lower to middle income families. The message will position Blue Band as healthy and essential for children's growth. Evaluation will focus on increasing overall sales by 15% through improved product and market knowledge.
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Dabur is a 100+ year old Indian FMCG company with a turnover of Rs.1899.57 crore. It has power brands like Dabur Amla, Chyawanprash, Real, Vatika, and Hajmola. To increase growth, Dabur restructured in 2004 into three SBUs and focused on five power brands. It changed its branding strategy from umbrella to key brands and did product line extensions. Dabur has strengths in its heritage and market leader positions. It aims to increase market share through new products, markets, and promotions utilizing celebrities and events.
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This document contains information about two confectionery companies - Cadbury and Nestle. It provides details about their history, products, market share, competitors, strengths, weaknesses, opportunities and threats. It also analyzes their marketing strategies.
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Cadbury manages a crisis with integrated marketing communication
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Britannia is India's largest biscuit manufacturer with a 38% market share. It has successfully rebranded and diversified over the past few decades from just biscuits to also include dairy products like milk, butter and cheese. Its branding strategies focus on quality standards, differentiating products through nutrition and innovation, and community involvement through its nutrition foundation. Going forward, Britannia aims to participate in more consumption moments and educate consumers while maintaining its focus on customers and quality.
Analysis of Marketing Mix & STP of Cadbury's
John Cadbury founded Cadbury in Birmingham, UK in 1824. It is now the largest confectionary company in the world with over 70,000 employees. In India, Cadbury began operations in 1948 and today has 5 manufacturing facilities and 4 sales offices. Cadbury's leading brand is Cadbury Dairy Milk, which has over 70% market share in India. The company aims to be the world's largest confectionary company through revenue growth, expanding stores worldwide, and continually improving product quality.
Ideal Brand Plan Format
The brand plan for Gray's Cookies outlines strategies to increase awareness and trial among mainstream consumers. Key issues include whether to prioritize new users or frequency among loyalists. Strategies include advertising Gray's "stay in control" positioning to appeal to health-conscious consumers and using a sales blitz to expand distribution from 62% to 72%. A competitive defense plan aims to attack competitors' credibility by highlighting Gray's lower calorie count. Goals are to increase penetration to 12% and awareness to 42% through sampling and advertising targeting "Proactive Preventers".
Marketing of Milk
This document outlines a business plan for a milk company called Fresh Milk. The company aims to provide affordable and nutritious milk directly from farms to consumers. It will target urban areas of Pakistan. The main product is Fresh Milk sold in tetra packs with a 3-month shelf life. The company faces competition from Nestle and Olpers but aims to differentiate based on quality and nutrition. The plan discusses marketing segmentation, positioning, distribution, pricing, and promotional strategies. Societal marketing and branding are also covered.
Unilever - Principles of Hospitality Management
Principles of Hospitality Management
An detailed overview about Unilever
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Nestle Maggi
Nestle is a Swiss FMCG company founded in 1886 that started by meeting the need for milk during World War 1. Maggi, one of Nestle's brands, was created in 1872 in Switzerland and includes products like instant noodles, soups, sauces, and seasonings. Maggi noodles were launched in India in 1982 and created the instant noodles category. Over the years, Maggi has launched various products in India and become popular for its "Easy to cook, good to eat" tagline and ability to be cooked in just 2 minutes. However, some of Maggi's new product launches like Dal Atta noodles failed to gain traction in India.
Summer Internship Project Report on Study on Retailing Techniques in Cargill ...
This Study gives you an overview of the various aspects related to Distribution & Sales Management; with emphasis on customers, competitors, dealers and employees. The study throws some light on the overview of Cargill Foods in India, as well as in the Global Scenario. Founded in 1865, Cargill is one of the largest international providers of food, agriculture and risk management products. With more than $120 billion turnover and operations spread across 67 countries, Cargill today employs more than 1, 60,000 people across the world and is trusted across for its commitment of an Cargill’s people. In India, Cargill has an access over 1000 towns and 2, 50,000 retail outlets. Since its inception in 1987, Cargill has been a part of Cargill lives with the most innovative and best quality products. Cargill Refined Oils India imports, refines, sells and markets a wide range of vegetable oils and fats to wholesale trade, industrial and household consumers across India. We own and operate Cargill vegetable oil refining facilities – three are located on east and west coast ports of India, the other is located in western India. Refined Oils India markets a range of refined sunflower, soy, palm, olive and ground nut oils, hydrogenated fats and bakery shortenings under Cargill national brands, Nature Fresh, Gemini, Purita™, and other region-specific brands
Similar to Creative Brief (20)
Marketing strategy followed by three popular products slide share
Marketing strategy followed by three popular products slide share
Britannia Company - Success story of a brand in a developing country
Britannia Company - Success story of a brand in a developing country
Summer Internship Project Report on Study on Retailing Techniques in Cargill ...
Summer Internship Project Report on Study on Retailing Techniques in Cargill ...
Creative Brief
- 2. BACKGROUND Blue band margarine is one of Unilever's well known and used brand since 1955. Commonly seen on breakfast tables for school children and as a constant companion in their lockers to supplement the taste of food and spread on their loaves of bread. Blue band has the largest market share of the breadspreads in Kenya.
- 3. CONT... • Recently, there has been increased competition from other blue band substitutes such as Biddy's, prestige, Gold band and butter products and hence the need to advertise blue band. • Also the perception that blue band is unhealthy and has added chemicals.
- 4. OBJECTIVES: Corporate objective Increase market share of blue band margarine from 15% to 25% by end of December 2016. Increase annual profits to £200. Advertising Objective Create awareness of the blue band margarine, highlighting it's benefits and availability. Change perceptions that blue band is unhealthy and has added chemicals.
- 5. CONT... • Remind the target market of the blue band health benefits. • Persuade the first time trials to buy the margarine.
- 6. EVALUATION CRITERIA • Increase in overall sales from 10% to 15% - may result from increased product knowledge and market knowledge
- 7. UNIQUE SELLING PROPOSITION • ' with omega 3 & 6 ' is the USP for the blue band margarine. • This is due to emergence of other margarine substitutes that Unilever had to differentiate it from the rest.
- 8. STRENGTH • Unilever is the world's leading manufacturer of margarine and hence blue band is well known in this regards. • Effective and attractive packaging • Innovative aspect- seen through the proportioning ' with omega 3&6' • Quantity and variety
- 9. WEAKNESSES • High prices • Availability of substitutes - prestige, Biddy's • Increase adaptation of healthy eating foods and choices.
- 10. TARGET MARKET • Demographic • Families • Lower - middle income earners • Behavioral • Usage- blue band has various uses, spread, baking, cooking.
- 11. MESSAGE • Blue band is healthy and helps in children growth and development. Enriched with omega 3&6 and other essential 6 vitamins. Tone: Energetic.. in a voice that is friendly and entertaining.
- 12. CUSTOMER TAKE OUT • Know where to buy blue band. • Change perception that blue band is unhealthy and has added chemicals- by pointing out it contains omega 3&6 which are essential for growth. • Blue band has various uses.
- 13. SUBSTANTIATION • Blue band is enriched with good fats and omega 3&6. All which are essential for growth and development.
- 14. REQUIREMENT : AD AGENCY • Have good portfolio in which I can have a reference from. • Well trained and equipped staff • Required resources • Flexible and can negotiate price • • Media Agency • Run campaign when consumers are most receptive E.g morning hours
- 15. TIMEFRAME • 3 months – the campaign will run for 3 months in TV, radio, print and out- of -home channels.
- 18. • Blue band
- 19. THANK YOU