Downloaded 15 times
More Related Content
Similar to IMC- Campaign Plan
IMC- Campaign Plan
- 1. SAXONVILLE August 15, 2018 Preparedby: Alisha Daredia 143207173 Kim Chi Kieu 137679171 Emily Wright 137829172 Prepared for Susan McVey MKM803-MMT âNonnaâs Bestâ Italian Sausage Campaign Plan Campaign Plan prepared for Saxonville Sausage Company
- 2. 1 Contents Marketing Background ...........................................................................................................................3 ExternalEnvironments Influencing the Market..................................................................................3 Market Share...........................................................................................................................................3 Consumer Data.......................................................................................................................................4 Competitive Analysis .............................................................................................................................4 Brand Activity Assessment ...................................................................................................................5 Marketing Plan..........................................................................................................................................6 Marketing Objectives .............................................................................................................................6 Target Market Profile .............................................................................................................................6 Marketing Communications Plan.........................................................................................................6 Positioning Strategy...............................................................................................................................6 Positioning Statement............................................................................................................................7 Communications Mix .............................................................................................................................7 Budget......................................................................................................................................................7 Advertising Objectives...........................................................................................................................7 Creative Plan.............................................................................................................................................7 Creative Objectives................................................................................................................................7 Key Benefit Statement...........................................................................................................................7 Support ....................................................................................................................................................8 Creative Strategy....................................................................................................................................8 Creative Execution.................................................................................................................................9 Media Plan..................................................................................................................................................9 Budget......................................................................................................................................................9 Media Objectives..................................................................................................................................10 Media Strategy......................................................................................................................................10 Sales Promotion Plan ...........................................................................................................................12 Specific Objectives for Consumer & Trade ......................................................................................12 Sales Promotion Strategy ...................................................................................................................12 Public Relations Plan............................................................................................................................13 Public Relations Objectives ................................................................................................................13 Public Relations Strategy....................................................................................................................14
- 3. 2 Public Relations Execution.................................................................................................................14 Measurement & Metrics........................................................................................................................15 Summary ..................................................................................................................................................16 Media Blocking Chart............................................................................................................................17 Exhibit A â Current In-Store Sales Display .....................................................................................18 Works Cited.............................................................................................................................................22
- 4. 3 Marketing Background External EnvironmentsInfluencing the Market Social and Demographic Trends The Canadian population is aging. The age and sex structure of Canada's population has changed considerably in the past fifty years. Whereas in the mid-twentieth century, the population distribution was pyramidal owing to the large number of young people, by 2006 the population structure ceased to resemble a pyramid. This transformation is the result of the drop in fertility and the steady increase in life expectancy. Strong immigration to Canada in recent decades has led to a rise in the number of foreign-born persons and the portion of the population that they represent. In contrast to recent years, consumer confidence has strengthened based on an improving economy, supporting growth, albeit slow growth, in consumer spending. For a number of the challenges associated with aging, consumers can find a helpful ally in the many manufacturers and product designers who are catering to "niche markets", gearing their products specifically to address age-related needs (Statistics Canada). Nutrition and Lifestyle Trend The Attitudes Toward Healthy Eating 2017 study finds 84% of Canadian consumers believe what they eat impacts their physical health, with nearly two-thirds (63%) agreeing it also affects their emotional wellbeing. In the pursuit of healthy living, real life can often get in the way, with more than one third (35 percent) of Canadians saying their busy lifestyle makes it hard to eat healthy. Canadians are faced with a combination of different challenges when trying to make healthy choices on a regular basis, such as time for preparing more whole foods and less processed ones. Lifestyle is a barrier for adopting healthier eating habits among both 18-34 year-olds and parents. The study says meal kits can represent a ârelatively untappedâ opportunity for reaching time-strapped parents by minimizing both the prep work and pre-planning work of cooking (Mintel). Market Share Market Size and Growth â Sausage Market in Canada âą Revenue in the Sausages segment amounts to US$917m in 2018; the market is expected to grow annually by 5.8% (CAGR 2018-2021). âą In relation to total population figures, per person revenues of US$24.88 are generated in 2018. âą The average per capita consumption stands at 3.1kg in 2018 (Statista).
- 5. 4 Consumer Data âą Canadianwomen still prepare two-thirds of all meals, do three-quarters of the grocery shopping and do the dishes more than half (57 per cent) of the time (The Star). âą When it comes to dinner, Canadians are increasingly turning to ready-made meals or eating out at restaurants, the study found. Some 41% respondents reported doing so once or twice a week, while three per cent said they did so every day (Huffington Post). âą Italian sausage is something you always have in the house because you can always do something good with it (Saxonville internal data). âą Women feel that they have to trade off time and skill to prepare an evening meal against the family members it would please (Saxonville internal data). âą Mothers use prepackaged food but do not feel good about it, preferring fresh, wholesome options (Saxonville internal data). âą September to November is when most moms are busiest and get the least sleep (Working Mother). âą Canadians decide whatâs for dinner about an hour before they start cooking and spend an average of 38 minutes cooking on weekdays â 45 minutes on the weekend â and just 28 minutes sitting down at the dinner table (The Star). Analyzing the data above, it is safe to say that our product attributes match the selected target audience (mothers with children under 12, aged 30-54) is the perfect match as they are the primary meal makers and grocery shoppers in the family. Competitive Analysis Maple Leaf and Presidentâs Choice are the two major competitors in the sausage market in Canada. Maple Leaf âą Positioning: Positions themselves as the quick âready in 2-10 minutesâ sausage product. âą Price: While making pricing decisions, the company tries to encourage consumers to buy while recouping the development and other costs associated with those products. In the retail stores such as Walmart, Maple Leafs Italian sausages are priced for $10 for a pack of 12. âą Distribution and Channels: Meat products are sold to consumers through retailers, food service and industrial channels. The Company also operates an international export business through a network of three offices located in Canada, Korea and Japan. The Company has processing plants and distribution centres across Canada with a sales organization across both Canada and the United States (Maple Leaf Foods).
- 6. 5 âą Competitive ActivityAssessment (Marketing Communications): In terms of marketing communication Maple Leaf successfully maintains engagement through its social media platforms (Facebook, Pinterest). They also collaborate with food bloggers that post recipes made using their products while encouraging audience to participate and giveaway $100 in Maple Leaf Foods Free Product Coupons. They have also partnered with Televisions that showcases culinary experts making recipes using their products. They also have discounts on their products in in the grocery stores which are communicated through flyers. Presidentâs Choice âą Positioning: The wholesome, âhealthyâ sausage option (Blue Menu sausages). âą Price: In the retail stores such as Loblaws, Presidentâs choice Italian sausages are priced for $7 for a pack of 12. âą Distribution and Channels: President's Choice products are available in Canada at Loblaws, Zehrs, No Frills, Your Independent Grocer, Fortinos, valu-mart, freshmart, Provigo, Maxi (including Maxi and Co.), Atlantic Superstore, Atlantic Save-Easy, Super Value, Dominion in Newfoundland, Real Canadian Superstore, The Real Canadian Wholesale Club, Extra Foods, Shop Easy Foods, Lucky Dollar Foods. âą Competitive Activity Assessment (Marketing Communications): Presidentâs Choice tries to engage their audience by providing recipes for their products in a video form that is creative and easy to follow. They are responsive to the comments from customers on their social media handles trying to enhance their experience. They have their own blogs on their website containing âtips and adviceâ, ârecipesâ and âhow toâsâ on different topics. While both Maple Leaf and PC have different positioning among Canadian customers, Nonnaâs Best Italian sausage will be well positioned against major Canadian sausage brands as the fresh, versatile meal-maker. Brand Activity Assessment âą Product: Saxonville produces variety of pork sausage products, predominantly fresh as opposed to smoked or semi-dried. The business consists of products: bratwurst, breakfast sausage, Italian sausage (Vivio) and both links and patties. âą Price: o Bratwurst- 15% higher SRP than competitors brands, 20% higher price than store brands o Breakfast Sausage- 5% higher SRP than competing brands, 12% higher price than store brands o Vivio Italian Sausage: Comparably priced with competitive brands with a 20% higher SRP than store brands âą Distribution and Channel: Bratwurst and breakfast products were sold throughout Canada via both national and regional brokers and distributors. While Vivio was available in just 16% of large supermarkets.
- 7. 6 âą Marketing Communicationsacross product lines: o Bratwurst: Supported annually with television advertising and a popular 10 year âHarry Brat The BBQ Guyâ campaign o Breakfast sausage: Supported by small print campaign with limited reach o Vivio Italian sausage: Not supported by advertising Hence in order to achieve the advertising and marketing objectives, Nonnaâs Best Italian Sausage has to expand its reach and create awareness among the consumers through rigorous marketing initiatives to position the product in the hearts and minds of the consumers. Marketing Plan Marketing Objectives 1. Gain market share of 4% by year end 2020. 2. Achieve share of wallet of 15% by year end 2020. Target Market Profile Primary Target Market (Superwoman): Mothers with children under 12, aged 30-54 who must balance busy working life and family life. Family is their top priority, and dinner time is especially important to her as it is where the family comes together to share quality time. They want to make wholesome meals easily on hectic weeknights. They are multitaskers, and spend a lot of time commuting to work and driving their children. They use Facebook, Instagram as entertainment in the evenings. Motivated to satisfy their individual self concept, their esteem needs; wants her family to appreciate and think highly of her. Secondary Target Market (Yo-Pros): Young professionals aged 25-34, they have busy on-the-go lifestyles. After a tiring day at work they look for easy to make whole meals for their dinner time. They like going out with friends and co-workers and use social media (tech-savvy) in their downtime. They are progressive thinkers and risk takers having stable opinions and are self-aware. Marketing Communications Plan Positioning Strategy Use a Lifestyle positioning strategy to match the busy lifestyle of mothers with Nonnaâs best - a fresh, versatile solution for dinner that is quick and easy to make.
- 8. 7 Positioning Statement For busymoms with kids seeking an easy weeknight family dinner solution, Nonnaâs Best Italian sausages are a fresh âmeal-makerâ that are versatile and easy to add to any dishes, because they are delivered twice per week to supermarkets nationwide and their taste and texture go well with all other ingredients. Possible tagline: âFRESH. Because dinner shouldnât have to come from a freezer.â Communications Mix Nonnaâs Best will use a mix of advertising, sales promotion, public relations, and digital marketing to pursue its advertising and marketing objectives. Sales promotion would include push and pull strategies (coupons, free samples, dealer display materials, etc). Public Relations would include collaborating with influencers, digital campaigns, paid search, etc to generate awareness. Budget $1.5 million CAD for 6 months. Advertising Objectives 1. To create a 65% awareness level for Nonnaâs Best Italian Sausage among mothers aged 30-54 within 12 months of launching the product. 2. To achieve a trial purchase rate of 25% among the defined target market. Creative Plan Creative Objectives 1. To position Nonnaâs Best Italian sausages as the ideal go-to weeknight dinner solution that is fresh, simple and enjoyable for the whole family. 2. To communicate in a humorous, but heartwarming manner that will resonate with busy mothers. 3. To communicate how the sausages are fresh, and superior in taste and quality compared to other sausages. Key Benefit Statement Nonnaâs Best Italian Sausages are the perfect go-to dinner solution for hectic weekdays; itâs fresh and helps you quickly prepare home-cooked wholesome meal that your family will adore.
- 9. 8 Support Nonnaâs Best Italiansausages are shipped fresh nationwide - something no other sausage maker can do. They can be used in a variety of recipes, are easily prepared and take minimal time to cook in comparison to other dinner options such as pork or salmon. Minimal culinary skill is required to make a good meal, and the superior flavour qualities possessed by Nonnaâs Best Italian sausages provide a meal that the whole family will enjoy. Creative Strategy We recommend using emotional, humour and lifestyle appeals to give off a warm, playful tone with underlying practicality. Humorous Appeal Humor in advertising is always an incentive - a bit of pleasure in exchange for the audienceâs precious time. Our target audience is busy mothers that donât have time to pay attention to mediocre advertisements. Therefore, our campaign needs to appeal to them by cheering them up, de-stressing them from hectic daily life. Using humorous appeals, we can convey the promise and benefits of Nonnaâs Best in a light-hearted manner. This also can relieve our target audiences from cooking burden by indicating that weeknight dinners can be easy and enjoyable with Nonnaâs Best sausage. Our target audiences usually use Facebook, Pinterest and Instagram as entertainment. The humour in our communications posted to these social media platforms will enable Nonnaâs Best to break through the clutter. Emotional Appeal When our target audiences look for dinner ingredients, they are trying to get a job done which is satisfying their familyâs members, and being appreciated by their families. Dinner fills a physical need, but is actually tied with numerous emotional benefits. Emotional appeal will highlight the psychological satisfaction that can be gained by using Nonnaâs Best sausage which is fresh. Lifestyle Appeal Lifestyle appeals likely connect with audiences. When an individual feels part of the lifestyle, then she is likely to view the product favourably. Mothers have a specific hectic lifestyle which differentiates themselves from other segments. Appropriate lifestyle demonstration will easily grab their attention and show the empathy with busy mothers, resulting in higher purchase intention. Appeals that should not be used: Sexual Appeal: This appeal is appropriate for some product categories: cosmetic, colognes, perfumes, lingerie, alcoholic beverage. There is no association between this appeal and our brand.
- 10. 9 Positive, Negative, Actual,Comparative Appeals: These appeals are effective to emphasize the benefits of Nonnaâs Best, however, it is unlikely to attract our target audienceâs attention due to the lack of association, and impressiveness and wouldnât set an appropriate tone. Creative Execution Tactical & Product Considerations âą Endorsement given by food related organizations: Canadian Agriculture and Food Industry Association, Canadian Health Food Association. o The endorsement from these organization will have substantial impact on our target audience, reinforcing their belief in Nonnaâs Best and building brand and product trust. âą Product as a hero: o Nonnaâs Best can be position as a hero who save your weeknight dinners, making it wholesome and easy. o The advertisement will present the weeknight dinner problems typically encountered by mothers which is quickly solved when Nonnaâs Best appear. âą Some product presentation tactics should not be used: o Product demonstration: Sausage is a simple product, requiring no explanation. o Testimonials: Although testimonials can help to prove the versatility of Nonnaâs Best, the unique selling point of Nonnaâs Best is its freshness, which is intangible. o Endorsed by celebrity: this tactic can be helpful, however it will be costly. Possible message execution styles include: lifestyle, personality symbol. Media Plan Budget Medium Expenditure % of Total Budget TV $441,000 29.40% Radio $456,000 30.40% Online $355,000 23.67% Influencers / Bloggers $25,745 1.72% OOH $216,000 14.40% Contingency $6,255 0.42% Total (CAD) $1,500,000 100%
- 11. 10 Media Objectives 1. Toefficiently reach mothers aged 30-54 with children under 12, living in Canadaâs major urban markets. 2. To communicate that Nonnaâs Best Italian Sausages are the perfect go-to dinner solution for hectic weekdays; itâs fresh and helps you quickly prepare home- cooked wholesome meal that your family will adore. 3. To reach a national audience in September 2019 with increased messaging during weekday afternoons leading up to dinner. Media Strategy Use a combined shotgun / profile-matching strategy. Our target customers are mothers with children under 12, aged 30-54 which is relatively general. Therefore, it is suitable to use a shotgun strategy. However, our research uncovered some characteristics about this target market which are: hectic lifestyle, prioritize family and dinners, want to make wholesome food, spend a lot of time commuting to work and driving their children, use social media to entertain, want to be appreciated by her family. This research result is useful understand our customerâs behaviors and media consuming habit. Therefore, profile-matching strategy should be used in combination with shotgun strategy to achieve our goals. TV and radio and OOH will be used for awareness, and online and in-store communications will be used for awareness and trial. Reach: Nonnaâs Best is a new brand penetrating Canadian market which was dominated by Maple Leaf with around 70% of market share. Therefore, in order to achieve the marketing objectives of 4% market share and 15% share of wallet, firstly we need to achieve the target of awareness level at 65%. Then the suitable, attractive creative strategy will encourage them to purchase. Frequency: High frequency of exposure is critical within the first three months. Average amount of times that our audience should be exposed to our messaging is five times. Impression: The reach and frequency is set quite high. Along with appropriate creative strategy, impression is also expected to be substantially positive. Continuity: Because we already set high frequency and reach, long continuity is not required. Continuity is set at 6 months from Sep 2019 to March 2020. This campaign will be intensive in a short time of 6 months. Engagement: It is difficult to create engagement from radio, TV, OOH, in store mediums. Therefore social media, blogs, online site will be considered to aim to create
- 12. 11 engagement with ourtarget audiences by encourage comments, shares, and customerâs experiences with Nonnaâs Best. Flexibility: Social media and blogs are quite flexible in terms of the media spending plan. It doesnât take time to adjust the spending for these mediums if there is any change in the budget. However, mediums of TV, radio, OOH, in store are quite inflexible in term of media spending plan, they require a certain amount of time for notification of cancellation. However, these medium are effective and necessary to reach desired amount of customers. In conclusion, we need to carefully plan our creative due to the inflexibility of potential chosen medium. Because if there is any decrease in the budget, the media spending adjustment is not much. Key market plan: Due to the large geographic of Canada and budget constraints, it is unrealistic to implement national coverage. Key market plan is the benchmark, because it allow us to maximize reach and campaignâs effects. Moreover, Canadaâs population is largely urban, Toronto, Edmonton and Vancouver account for almost 25% of the total population. The adequate level of reach, frequency, continuity are planned in both cities. Media time and space will be purchased from local market radio, television station, social media, newspaper, OOH (as recommended above). Best time to reach target: Blitz schedule starting in September 2019 Media Execution Media Selection Process Type of media: In order to meet the goal of reach at 60%, a combination of media should be considered: âą Mass medium: Radio, TV. o This media is really useful to reach the high number of customers due to the high exposure. o Especially, our target audiences spend a lot of time commuting to work and driving their children. An appropriate radio channel broadcasted in cars in the morning and afternoon is the most suitable media to reach our target audiences. âą Outdoor: Catching eyes outdoor advertisement is necessary to raise awareness within both our primary and secondary target customers. âą Internet & Social Media: In general, this media is one of the most popular channel to consume information. Likewise the number of our target customers using Internet and social media is extremely high. Moreover the cost for this media is affordable, they should not be excluded. *Newspapers and magazines are not considered because it is not the channel our customers use to consume information: in their hectic life, mothers donât spend much of their time to read printed press.
- 13. 12 Class & ParticularMedia Selection: We use profile matching strategy to target our customers. Therefore, our campaign should be placed in media whose viewers, listeners have a similar profile to that of our target customers. âą Radio: Fresh Radio 93.1; Kiss Radio 94.5; Fresh Radio âą TV: Food Network, W Network Besides, we also use shotgun strategy to target customers, Nonnaâs Best sausage need to have widespread appeal. The media selected can be general in nature âą Social media: Facebook, Instagram, Pinterest âą Blogs: Moms & Munchkins, Mommy Moment âą OOH near school and community centres âą New sites: Huffington Post Canada Sales Promotion Plan Specific Objectives for Consumer & Trade 1. Generate trial purchase among mothers with children under 12, aged 30-54 within first 4 weeks of product launch. 2. Generate repurchase among mothers with children under 12, aged 30-54 within 3 months of product launch. 3. Secure merchandising support and additional listings from top grocers in Canada by year end 2020. Sales Promotion Strategy In order to achieve the sales promotion objectives outlined above, we recommend using a combined push and pull strategy to create demand, encouraging grocers to carry and consumers to purchase Saxonvilleâs âNonnaâs Bestâ Italian sausages. Pull Strategy To create demand for Nonnaâs Best Italian sausages, we plan on using the following to entice and attract consumers: âą Coupons - given out in store flyers, online, and at brand activation events in Toronto, Vancouver and Edmonton to encourage trial purchase âą Free product samples - given out at brand activation events that will be held in September in Toronto, Vancouver and Edmonton when product launches, and in- store (Costco, other local supermarkets such as Loblaws and Fortinos) to encourage trial purchase âą Loyalty programs - offer extra PC Optimum points at applicable grocery locations such as Loblaws to encourage trial purchase and repurchase We do not recommend using the following tactics: âą Contests, sweepstakes and games - contests usually attract current customers of a product, and Nonnaâs Best Italian sausages have yet to launch in Canada,
- 14. 13 meaning that Saxonvillehas no Canadian customers yet; they are vehicles to encourage continued purchase and that reward loyalty o Contests may also take the focus off of the product and onto the contest, and at this point the focus should be on launching the product âą Rebates - best used in the mature stage of the product life cycle to encourage multiple purchases or increase frequency of purchase âą Premium offers - provides added value to customers, and are best used with a product that has already established itself in the market Push strategy To secure merchandising support and additional listings, we plan on using the following to appeal to distribution channels: âą Performance allowance - encourage retailers to perform specific merchandising functions including centrally-located in-store demo and display and place unique shelf-talkers and channel strips in meat department âą Retail in-ad coupons - offering branded products at lower prices is attractive to retailers and will encourage them to buy more and sell more of Nonnaâs Best Italian sausages âą Dealer-display material/point-of-purchase advertising - shelf-talkers and channel strips at main store fridge in meat section (see Exhibit A), branded portable display fridge on wheels located in high-traffic area of select local grocery stores where cook will be cooking and giving out free samples âą Trade shows - participate in food and meat expos (ex: Meat Industry Expo in Niagara Falls) and trade shows to generate channel awareness and to showcase Nonnaâs Best Italian sausages, having a cook on-site to cook and distribute free samples; opportunity for salesforce to develop prospect list and secure more listings âą Branded promotion merchandise - give out branded cooking utensils at trade shows and the brand activation events to be held in September We do not recommend using the following tactics: âą Cooperative advertising allowances - very expensive to pay for portion of retailerâs advertising to ensure that Nonnaâs Best Italian sausages are featured as part of the storeâs weekly specials; would take up too much of the budget âą Dealer premiums - are controversial and often perceived as unethical âą Collateral material - product is not complicated and does not require additional data Public Relations Plan Public Relations Objectives 1. Generate awareness of Nonnaâs Best Italian Sausages through paid, earned, social and owned media among mothers with kids at home.
- 15. 14 2. Encourage trialpurchase through product activation events and earned media among mothers with kids at home. 3. Build brand recognition & trust among mothers with kids at home. Public Relations Strategy Given the shrinking media landscape in Canada covering launches, we recommend hosting a brand activation that would grow awareness and encourage people to sample and purchase Nonnaâs Best Italian sausages. We can use these events to generate publicity and will be able to secure media coverage for the events in advance. It will also help us to reach both the primary and secondary audiences outlined. We will reach out to influencers and known mommy bloggers to get them to post about Nonnaâs Best Italian sausages. Simultaneously, we will have a digital and social media plan to to meet our objectives of generating awareness, building brand recognition and trust, and encouraging trial purchase among target audiences. Public Relations Execution September 2019 Launch Events We will host launch events at the Eaton Centre in Toronto, West Edmonton Mall in Edmonton, and Metropolis at Metrotown in Vancouver. At these events, three renowned Canadian chefs will be grilling Nonnaâs Best Italian sausages with unique and simple samples for the public while telling stories of how these are the meals they love to make their families when in a pinch, or on a tight schedule. Events will be in September right when advertising will be heaviest (using blitz strategy), thereby reinforcing the advertising and in-store sales promotion campaigns. Possible chefs to contact include Elia Herrara in Toronto, Alison Bieber in Edmonton, and Andrea Carlson in Vancouver (Food Network). Influencers & Bloggers Have key bloggers and influencers write about event and Nonnaâs Best Italian sausage, posting recipes that use them. Social Media Post on Facebook, Pinterest and Instagram to create buzz, and each day at 2-6pm post about dinner suggestions -and recipes using Nonnaâs Best Italian sausage. Website Set up unique landing page.
- 16. 15 Measurement & Metrics âąPre Testing: Pre-testing to be used to analyze which campaign, commercial is the best fit for our target audience before the final production or media placement. o Recall Testing: Respondents will be tested for awareness, as to if they can recall parts from the advertisements. Nonnaâs Best Italian sausage would test the recall for elements like our tagline âFRESH. Because dinner shouldnât have to come from a freezerâ, or primary selling points- âfreshâ, âversatile meal-makerâ âą Post Testing: Post testing measures will be undertaken to measure the effectiveness of the advertisement or campaign run by Nonnaâs Best Italian sausage to improve the future advertising plan o Inquiry Test: It is important to understand if our advertisements actually influence the buying patterns of the defined target market. We will be running two advertisements at the same time with same coupon offer (the coupon being pre-coded differently for each of the two ads). The number of coupons redeemed for each ad may be indicative of the relative strength of the overall ad. This would help us to give a clear picture of which advertisements resonate with our target audience. âą Business KPIs: o Market share o Share of wallet o Brand preference score o Sales revenue âą Digital KPIs: o Shares, likes, comments, mentions (especially after event) o Click-through rate o Time spent on page âą Traditional Media KPIs: o Impressions from TV and radio
- 17. 16 Summary This campaign willpromote Nonnaâs Best sausage brand in Canada through (1) generating awareness and engagement among Saxonvilleâs customers, encouraging them to interact with our brand through social media, (2) increasing 25% purchase within primary target audiences, (3) achieving brand preference score of 20% among primary target audiences. Primary target customers for Nonnaâs Best are: Mothers with children under 12, aged 30-54, that have a hectic life, prioritize familyâs dinners, prefer wholesome food but easy to cook, want to be highly appreciated by familyâs members, are entertained through Facebook, Pinterest and Instagram and spend a lot of time commuting to work and driving their children. We recommend using a lifestyle positioning strategy to match the busy lifestyle of mothers with Nonnaâs Best Italian sausages. Emotional, humour and lifestyle appeals will be used in the creative strategy to effectively attract customerâs attention. A media strategy with wide range of mediums is recommended to maximize the effect of the campaign and reach the objectives. The campaign will use a mix of advertising, sales promotion, public relations, and direct marketing to pursue its advertising and marketing objectives. Sales promotion would include push and pull strategies (coupons, free samples, dealer display materials, etc). Public Relations would include collaborating with influencers, digital campaigns, and a product activation event in three of Canadaâs major cities to generate awareness and encourage trail purchase. Results will be measured by comments, shares, mentions on social media platforms, impressions on traditional medium and units sold, and the brand preference score.
- 18.
- 19. 18 Exhibit A âCurrent In-Store Sales Display July 17, 2018 â No Frills Meat Section
- 20. 19 August 14, 2018â Loblaws Meat Section
- 21.
- 22.
- 23. 22 Works Cited âSome Factsabout the Demographic and Ethnocultural Composition of the Population.â Average Counts of Offenders in Federal Programs, Canada and Regions, Government of Canada, Statistics Canada, www150.statcan.gc.ca/n1/pub/91-003- x/2007001/4129904-eng.htm. âHealthy Eating Impacts Canadians' Well-Being.â Mintel, www.mintel.com/press- centre/food-and-drink/healthy-eating-impacts-canadians-well-being. âSausages - Canada | Statista Market Forecast.â Statista, www.statista.com/outlook/40020200/108/sausages/canada. âJohnsonville Sausage: âWelcome to Johnsonville, Wisconsin.ââ The Journal of Advertising Research, Journal of Advertising Research, www.journalofadvertisingresearch.com/content/Johnsonville-Sausage. âMaple Leaf Foods: Meat Category Market Share 2015 | Statistic.â Statista, www.statista.com/statistics/530342/maple-leaf-foods-market-share-meat-categories/. McKnight, Zoe. âHow Canadian Families Eat.â Thestar.com, Toronto Star, 17 Mar. 2016, www.thestar.com/life/food_wine/2016/03/17/how-canadian-families-eat.html. Chin, Jessica. âCanadian Food Habits, Attitudes Towards Meals Are Shifting: Dalhousie Study.â HuffPost Canada, HuffPost Canada, 19 May 2017, www.huffingtonpost.ca/2017/05/19/canadian-food-habits_n_16704852.html. âCelebrating 12 Female Chefs from Coast to Coast | Food Network Canada.â Foodnetwork.ca, www.foodnetwork.ca/dining-out/photos/female-chefs-restaurants- canada/#!Ruby-Watchco-dish. Comar, Daniel. âFood Love Stories.â Activation Ideas, 7 Aug. 2018, activationideas.com/blog/food-love-stories. Heald, Erika. âHow Much Should You Pay Social Media Influencers?â Sprout Social, Sprout Social, 10 July 2018, sproutsocial.com/insights/paying-social-media-influencers/. âMaple Leaf Food Incâ Annual Report, February 21, 2017. âThe Time of the Year When Moms Sleep the LEAST Is When Dads Sleep the Most.â Working Mother, www.workingmother.com/time-year-when-moms-sleep-least-is-when- dads-sleep-most.