The document outlines the brand concept and target audience for the I-Healthy brand. I-Healthy aims to provide fresh, healthy foods to promote an active lifestyle and clear mind. The target audiences are athletes, younger professionals, older adults, and business owners. A marketing campaign is planned over six months using television, radio, outdoor, internet, magazine, email/SMS, and social media. Celebrity spokesperson Jennifer Aniston and talk show host Ellen DeGeneres will promote the campaign message of "I-Healthy, to be body wealthy." The objectives are to gain market share and brand awareness. The implementation strategy includes buzz marketing, mini-series on health benefits, expanding retail locations, and

1. Eng. Abdulrahim Nukta
Ma in Business Administrator
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2. 1-1 BRAND CONCEPT
• The Brand I-Healthy is aimed to provide to customer’s fresh
foods to have active status body and concertation mind.
• I-Healthy comes from “I Want to Be Healthy” sentence that
create a mind pulse encouraging the sub-concision.
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3. 1-1 BRAND CONCEPT
• I-Healthy believes that natural
ingredients are from the mother
earth so that it will be a suitable
and not harmful for the human.
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4. 1-1 BRAND CONCEPT
• I-Healthy brand oriented to the vital competitive advantage that
provide nutrition values and where organic food come from by
scanning barcode by your mobile phone Iphone or Andriod to
have easy access to the values without count it and to store it
on the mobile application.
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5. 1-2 TARGET AUDIENCE
• Our Primary target market for the people who tend to be on
health body either younger people that lifestyle in business or
they have office work or Athletes who attend sports or gym to
boost the energy or older people from age 50-60 to provide
vital Vitamin and Minerals for increase metabolism and keep the
muscle strength and the body power.
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6. 1-2 TARGET AUDIENCE
Type
buying level of
motivations
Buying values
Buying
Demographics
Buying
Psychographics
Buying Trends
ATHLETES
Post-purchase Suitability Men
Women
Being Active
YOUNGER
PEOPLE
Interest Comfort and
Convenience
Between the
ages of 20 and
40
Feel
Confidence
RETAILS
Awareness Desire for Gain Business
Owners
Creating New
Market
OLDER
PEOPLE
Consideration: Life Instinct Between the
ages of 20 and
40
Keeping in
good Health
This is what called Buyer Persona 6

7. 1-3 Means-End Theory
TYPE PRODUCT ATTRIBUTES PRODUCT’S BENEFITS PERSONAL VALUES
Sea Food Ready to eat
Time saving Personal
Accomplishment
Organic Juice Vitamins Healthy
Self-respect
Social acceptance
Brown Rice Low Carb Be Fit Pleasure
• Choosing these types of I-Healthy Brand because they are the most wanted
and needed by the target audience.
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8. 1-3 (B) Sequence in Hierarchy Of Effects Model
Affective: The Feeling Stage
that’s when the consumer feeling
to like toward the brand and
preferring it beside other brands
else.
WHY ? Because our brand is
100% organic and it’s taste better
and feels better that’s why it’s
more expensive than other brand
It’s all about make sure that’s the
client can put us the first name on
the consideration list of hisher
buying decision.
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9. 1-4 - Campaign Tag-line
• Our Campaign tag-line is :
I-HEALTHY, TO BE BODY
WEALTHY
Creating the change by health
change to become better.
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10. 1-5 Campaign Planning & Executing
• The Need of Campaign is creating the new brand presence
and making new market and increase the present market.
• The Executing of the campaign is taking the same period as
planed.
• Reliability with AD agency is the vital consideration of
dealing with I-Healthy
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11. 1-5 Campaign Planning – Standards
• The Campaign Duration : Six Month.
• Campaign insight of customer analysis & competitor behavior.
• Every Ads must design with the visual identity guidelines.
• Goal setting and tracking : Selecting Goals as “SMART” strategy.
• The Creative Brief should considering as an theme of executive.
• Integration into media mix streams Planning & Implementation.
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12. 1-5 Campaign Planning - Objectives
• Reach %20 market share.
• Become the second brand in the first year.
• Make “Jennifer Aniston “ the Advertising Appeal.
• Make “Ellen DeGeneres” Spokesperson.
• Make the campaign tag-line the word of mouth .
• Increase Brand Perception of the customers.
• Creating Seasonal Push Offers for product range.
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13. 1-5 Campaign Planning –Target Audience
• Male, Ages 25-45,
• Female , Ages 25-45,
• Females, Ages 24-34, Business Women , Fitness Lifestyle.
• People, ages 40-65, Keeping on good health.
• Parents, Need to Nurture.
• Males, âges 18-45, Females, ages 18-45, Egocentric
Fulfillment
CONCERN FOR SAFETY
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14. 1-5 Campaign Planning – Media Choices
Stream Times
Per
Duration
From To Repeat Goals Estimated
Budget
Television 5 ads 1st Month 6th Month 1/Every
Month
Make Brand
Image
20,000 $
Radio 16 ads 3rd Month 6th Month 1/Every
week
Recall promoted 2,000 $
Outdoor Ads 12 ads 1st Month 6th Month 2/ every
15 days
Increase Brand
Awareness
5,000 $
Internet (Blogs/
Forms}
100 2nd Month 5th Month 20/
every
month
High
segmentation
potential
2,000 $
Magazine 6 ads 1st Month 6th Month 1/Every
Month
Large visuals
possible
3,000 $
E-Mail & SMS 200,000
ads
1st Month 6th Month 1/ Every
day
Define key Driver 3,000 $
Social Media 180 ads 4th Month 6th Month 2 / Every
day
Strong audience
interest
1,000 $
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15. 1-5 Campaign Planning – Fees
• Any extra fees will added for the Spokesperson and the
advertise appeal, ect. is will be taken a part.
• The campaign price will be paid all when the agreement choice.
• Mobile SMS service & Direct Mail could be size & cost
customized according to the customer demographic
engagement variation .
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16. 1-5 Campaign Planning – Implementation –
Men Power
• Design Team need Duration Time for creating designs.
• Customer Care need to be trained for getting more
satisfaction and Comforts.
• Sales Team need time for training for the campaign
• Logistic Team Needed to be provide with the plan &
objectives.
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17. 1-5 Campaign Planning – Implementation
Strategies
• Buzz Marketing Tactics used with the Organic Juice in short-period with offered cost.
• Jennifer Aniston Makes the audience attract to campaign by saying : “I-HEALTHY, TO BE
BODY WEALTHY”. Because Jennifer present the most popular character that’s takes her
health in “Friends” Series.
• Ellen DeGeneres will has mini-series on TV by talking about the benefits of organic foods
and the impacts on the body, Because she is on the most person that hosted high rating of
TV show talk program , has the happy impression & delivering the campaign message with
smoothly way.
• Expanding the market share of the products by providing new retails and malls to reach
20%.
• Getting the market size more and get the brand multi-national by online ads and online
offers to increase the sales leads to become the second brand in the year.
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18. 1-5 Campaign Planning – Implementation
Strategies
• Create offers for mini-package for brown rice and juice for
every week with the support with five stars café.
• I-Healthy CSR for Teenager with too many high weight to give
them diet program to decrease the teenage suicide annual rate.
• I-Healthy deals with specific more visited retails to promote
suitable package depending on the weather season.
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