This document provides a media plan for Pura Milk to target Australian parents aged 30-50. It analyzes Pura's market position, competitors, and category insights. The target market works full or part-time, values family health, and is a brand switcher seeking quality and price. Objectives are to understand Pura's position, how milk fits lifestyles, suitable media, and closest competitors. Pura aims to maintain its position as Australia's favorite milk brand. The plan recommends print, television, and radio to reach time-poor parents seeking value and convenience.
In the 2019 fall semester, I was a student in Professor Scott Hamula's advertising class and was given the opportunity to rebrand any less known/advertised brand. The group that I was a part of chose to rebrand The Original Oatly. Attached below is our final project booklet about our new Advertising Campaign plan for Oatly. This project was a lot of fun and extremely thankful I got to have real life experiences in this class.
Yogurtland - Advertising Campaign for January to MarchTheodore Le
This is a MOCK advertising campaign we created for the class Advertising Management in MBA program at Chapman University.
The objective of this campaign is to boost store traffics and increase brand awareness for Yogurtland from January to March.
This document provides an overview of Oreo's marketing plan. It includes sections on the snack food industry background, key competitors like Keebler and Pepperidge Farm, Mondelez International which owns Oreo, and an analysis of the Oreo brand. Over 100 infographics provide information on the industry, competitors, company and brand. Research was conducted through a 59 question survey of thousands of customers. Customer perceptions, preferences and loyalty were analyzed using Excel to inform marketing strategy conclusions.
Columbia Sportswear is considering expanding into the snowboarding industry by acquiring a premium snowboard manufacturer and marketing snowboards under the Columbia brand name to leverage its reputation for quality outdoor gear. The plan is to target regular snowboarders in the US and Europe with high performance snowboards priced competitively that convey Columbia's values of functionality, durability, and active lifestyle. If successful, the new snowboard line could establish Columbia as a strong competitor in the $500 million snowboarding equipment industry.
The document outlines a marketing campaign called "Live ON" for State Farm insurance aimed at young adults between 18-25. The campaign focuses on positioning State Farm as a company that allows young people to continue living their lifestyle with less worry through reliable insurance coverage and agent support. A wide variety of traditional and non-traditional media placements are recommended to surround the target across magazines, television, websites and live events in order to constantly connect State Farm's "Live ON" message to their daily lives.
The document outlines a marketing campaign for IKEA's new store location in Waltham, Massachusetts. The campaign will establish an interactive website called MyIKEA that allows students to design dorm rooms and view IKEA furniture options. Social media and brand ambassadors will drive students to MyIKEA to generate buzz. The goal is to create a customer base and increase store traffic by making the shopping and purchasing process engaging and convenient through personalized services on MyIKEA.
Coca Cola has consistently held the number one position in brand value according to Interbrand's annual report. In 2011, Coca Cola's brand value was estimated at $71.9 billion, a 2% increase from 2010. Coca Cola offers over 400 brands across more than 200 countries, serving 1.5 billion drinks per day. Between 1993 and 2003, Coca Cola invested $1 billion in India, resulting in 39% volume growth and 23% industrial growth, and now plans to invest $5 billion more to increase its market share in India. On social media, Coca Cola maintains a strong presence, with over 46 million Facebook fans growing at over 5% monthly, compared to Pep
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
In the 2019 fall semester, I was a student in Professor Scott Hamula's advertising class and was given the opportunity to rebrand any less known/advertised brand. The group that I was a part of chose to rebrand The Original Oatly. Attached below is our final project booklet about our new Advertising Campaign plan for Oatly. This project was a lot of fun and extremely thankful I got to have real life experiences in this class.
Yogurtland - Advertising Campaign for January to MarchTheodore Le
This is a MOCK advertising campaign we created for the class Advertising Management in MBA program at Chapman University.
The objective of this campaign is to boost store traffics and increase brand awareness for Yogurtland from January to March.
This document provides an overview of Oreo's marketing plan. It includes sections on the snack food industry background, key competitors like Keebler and Pepperidge Farm, Mondelez International which owns Oreo, and an analysis of the Oreo brand. Over 100 infographics provide information on the industry, competitors, company and brand. Research was conducted through a 59 question survey of thousands of customers. Customer perceptions, preferences and loyalty were analyzed using Excel to inform marketing strategy conclusions.
Columbia Sportswear is considering expanding into the snowboarding industry by acquiring a premium snowboard manufacturer and marketing snowboards under the Columbia brand name to leverage its reputation for quality outdoor gear. The plan is to target regular snowboarders in the US and Europe with high performance snowboards priced competitively that convey Columbia's values of functionality, durability, and active lifestyle. If successful, the new snowboard line could establish Columbia as a strong competitor in the $500 million snowboarding equipment industry.
The document outlines a marketing campaign called "Live ON" for State Farm insurance aimed at young adults between 18-25. The campaign focuses on positioning State Farm as a company that allows young people to continue living their lifestyle with less worry through reliable insurance coverage and agent support. A wide variety of traditional and non-traditional media placements are recommended to surround the target across magazines, television, websites and live events in order to constantly connect State Farm's "Live ON" message to their daily lives.
The document outlines a marketing campaign for IKEA's new store location in Waltham, Massachusetts. The campaign will establish an interactive website called MyIKEA that allows students to design dorm rooms and view IKEA furniture options. Social media and brand ambassadors will drive students to MyIKEA to generate buzz. The goal is to create a customer base and increase store traffic by making the shopping and purchasing process engaging and convenient through personalized services on MyIKEA.
Coca Cola has consistently held the number one position in brand value according to Interbrand's annual report. In 2011, Coca Cola's brand value was estimated at $71.9 billion, a 2% increase from 2010. Coca Cola offers over 400 brands across more than 200 countries, serving 1.5 billion drinks per day. Between 1993 and 2003, Coca Cola invested $1 billion in India, resulting in 39% volume growth and 23% industrial growth, and now plans to invest $5 billion more to increase its market share in India. On social media, Coca Cola maintains a strong presence, with over 46 million Facebook fans growing at over 5% monthly, compared to Pep
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
The document analyzes several Snickers advertisements. It discusses the purpose, tone, argument, emotional appeals, logical fallacies, and implications of advertisements promoting Snickers as a solution for hunger-induced irritability and poor decision making. The advertisements generally use humor and celebrity endorsements to argue that eating a Snickers will improve mood and prevent irrational behavior when hungry.
Unilever's Dove brand underwent a strategic repositioning in the 2000s. Market research found that most women had low self-esteem around beauty ideals. Dove launched its "Campaign for Real Beauty" promoting a wider range of beauty through non-traditional models. This included the viral "Evolution" video showing how digital editing transforms models. The campaign improved Dove's sales, market share, and brand perceptions of being open and confident.
This document outlines an advertising and marketing plan meeting for BluePrint cold-pressed juices. It discusses BluePrint's business background and market trends in the cold-pressed juice category. A SWOT analysis and brand assessment are presented, along with a target customer profile. The marketing objectives aim to grow market share and distribution. A multi-channel media plan is proposed, focusing on print, digital, social media, search, and local out-of-home placements to reach women ages 25-35 and position BluePrint as an everyday wellness solution beyond just cleanses.
The beverage industry in Pakistan has emerged as a progressive sector over the years, with around 170 operating units across the country. The industry includes carbonated drinks, juices, milk-based drinks, and energy/sports drinks. Pepsi Cola and Coca Cola are two major carbonated drink brands. Their core benefit is satisfying consumers' thirst with a non-alcoholic soft drink. Their point of parity is being famous soft drinks, while their point of differentiation is their brand images - Pepsi has a trendier, cooler image targeting young people and celebrities, while Coca Cola has a more emotional brand image due to their different advertising campaigns.
This marketing plan aims to introduce a new brand of frozen Greek yogurt to the Singapore market. It analyzes the market opportunity as an unsaturated market with increasing demand for healthy convenient options. However, Greek yogurt faces challenges as a niche product with only selected store availability and lack of brand awareness. The plan outlines an online and offline promotional strategy including social media, articles, sampling events and giveaways to increase revenue, educate consumers and gain market share against competition. Success will be measured by engagement and awareness metrics as well as increasing the Greek yogurt leader position in Singapore.
Oreo‘s Advertising & Communications Strategy: Is it effective? Alexandra Ashton
Oreo celebrated its 100th birthday in 2012 with a global advertising campaign called "Celebrate the Kid Inside". The campaign used a mix of advertising, promotions, public relations, personal selling and direct marketing to communicate the brand's value and build customer relationships. Oreo appeals to both rational reasons and emotions through its advertising. Its 2012 UK TV ad explained the ritual of twisting, licking and dunking Oreo cookies to a curious child, invoking nostalgia and playfulness. Oreo uses both involvement-oriented messages resonating with lifestyles and persuasive sequential processes in its campaigns.
The document summarizes a presentation on BMW's brand strategy. It analyzes BMW's current "joy" campaign, brand positioning, and performance across various brand metrics. It identifies issues like weak performance perceptions and lack of appeal to some segments. It recommends strengthening performance marketing, tailored campaigns to better target women and youth, and accepting trade-offs to focus on the most lucrative segments.
An idea collected from different sources in internet and hush-puppies website for creation of a creative brief which helps in product promotion and advertisement....
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
This document provides a marketing analysis for Kit Kat candy bars. It includes an overview of the brand's positioning as "Simply Satisfying" through television, radio, and other marketing. An environmental analysis examines social, cultural, and economic trends in the candy industry. The document also analyzes Kit Kat's parent company Hershey, product features, market share, advertising spending, consumers, competitors like Twix and 3 Musketeers, and provides a SWOT analysis and target market profile for Kit Kat. The objectives set goals around increasing market share through advertising focusing on African American women ages 18-34 in the Midwest region of the United States.
What is social media marketing? Why social media marketing and blogging is important for companies? How companies implement those strategies to better engage with customers?
The final project for my Advertising class was to create a yearlong ad campaign for a company of our group's choosing. My teammates and I picked to represent Nutella. Attached is the full campaign book that I designed using Adobe Photoshop.
Nutella is the original Hazelnut spread. Ferrero Group, Nutella’s parent company, was established in 1946. The mission of this advertising campaign is to promote Nutella as a quick and tasty meal solution for families. Our big idea, “Delightfully simple. Irresistibly easy.”emphasizes that idea, which is important because we want to reach our primary target audience of mothers between the ages 6 to 16. Our agency, rAdvertising Group, utilized print, television, and online ads, in addition to a number of brand activation methods in order to appeal Nutella to the those target demographics.
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
If your company needs to submit a Brand Launch Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/31NASCa
Many brands are misguided by so many notions around and about brand strategy. Here's a brief checklist for you to know if you are approaching your brand strategy right.
Glossier is an American beauty brand that plans to expand to Australia by offering an exclusive self-tanner product for the Australian market. Keys to success include offering quality products at competitive prices, an exclusive product, and unique in-store experiences. Glossier's philosophy focuses on natural beauty and making skincare practical. The Australian beauty market is growing, particularly in skincare, and Australian consumers value innovative, affordable products and in-store experiences.
This Brand Audit Presentation analyses the brand M&M's in the UK market, and covers the following content:
- Brand Overview,
- Brand Value Proposition,
- Current Brand Communications Audit,
- Category Audit,
- SWOT Analysis, and
- Key Recommendations.
Huda Beauty was founded in 2013 by award-winning beauty blogger Huda Kattan. It began as a blog in 2010 and has since grown to become the world's most popular beauty Instagram account with over 49.9 million followers. Huda used her social media platforms to provide makeup tutorials and tips to promote her brand's fake eyelashes, liquid lipsticks, eyeshadow palettes, and skincare products, which have all become instant best sellers worldwide. Huda Beauty's rapid growth is attributed to Huda's strategy of conducting live sessions on social media platforms like Instagram and gaining exposure through influencer marketing.
Beer market is getting stagnated, no new strategies and products are coming up, this is my take on applying principles of Marketing to revive this brand and try a different positioning
This document outlines a marketing plan for Quest Nutrition, a company that produces high-protein snacks. It begins with an overview of the company and a SWOT analysis, identifying strengths such as taste and accessibility, but also weaknesses like expense and lack of variety. Research findings show that customers prioritize flavor and ingredients when choosing snacks. The plan aims to target college students and increase brand awareness, recognition, and sales. It proposes using social media, magazines, and sponsorships to reinforce Quest as a top brand and attract new customers. The budget allocates most funds to celebrity endorsements, cause marketing, and sales promotions. Progress will be evaluated based on quantifiable social media engagement metrics.
The document provides a media plan for Pizza Hut to target millennial families. It includes a situation analysis of Pizza Hut's brand and competitors, target audience, and SWOT analysis. The media plan proposes a mix of traditional and non-traditional media including a social media event, billboard, PR event, and product placement. It recommends pulsing media spending with high reach from September to February and low reach from June to August to successfully target millennial families and establish a fresh brand image.
This media plan aims to promote Iams dry dog food using both offensive and defensive strategies. The target audience is families with dogs ages 18-54, focusing on the South and West regions. The year-long campaign stresses healthy food for dogs. Promotional strategies include regional promotions "Double Your Deal" and "Two Good" to attract impulse buyers. The media plan focuses nationally on television sports programs, with heavier advertising in September, October, February and March to promote the campaigns. The goal is to achieve strong reach and frequency with an efficient budget.
The document analyzes several Snickers advertisements. It discusses the purpose, tone, argument, emotional appeals, logical fallacies, and implications of advertisements promoting Snickers as a solution for hunger-induced irritability and poor decision making. The advertisements generally use humor and celebrity endorsements to argue that eating a Snickers will improve mood and prevent irrational behavior when hungry.
Unilever's Dove brand underwent a strategic repositioning in the 2000s. Market research found that most women had low self-esteem around beauty ideals. Dove launched its "Campaign for Real Beauty" promoting a wider range of beauty through non-traditional models. This included the viral "Evolution" video showing how digital editing transforms models. The campaign improved Dove's sales, market share, and brand perceptions of being open and confident.
This document outlines an advertising and marketing plan meeting for BluePrint cold-pressed juices. It discusses BluePrint's business background and market trends in the cold-pressed juice category. A SWOT analysis and brand assessment are presented, along with a target customer profile. The marketing objectives aim to grow market share and distribution. A multi-channel media plan is proposed, focusing on print, digital, social media, search, and local out-of-home placements to reach women ages 25-35 and position BluePrint as an everyday wellness solution beyond just cleanses.
The beverage industry in Pakistan has emerged as a progressive sector over the years, with around 170 operating units across the country. The industry includes carbonated drinks, juices, milk-based drinks, and energy/sports drinks. Pepsi Cola and Coca Cola are two major carbonated drink brands. Their core benefit is satisfying consumers' thirst with a non-alcoholic soft drink. Their point of parity is being famous soft drinks, while their point of differentiation is their brand images - Pepsi has a trendier, cooler image targeting young people and celebrities, while Coca Cola has a more emotional brand image due to their different advertising campaigns.
This marketing plan aims to introduce a new brand of frozen Greek yogurt to the Singapore market. It analyzes the market opportunity as an unsaturated market with increasing demand for healthy convenient options. However, Greek yogurt faces challenges as a niche product with only selected store availability and lack of brand awareness. The plan outlines an online and offline promotional strategy including social media, articles, sampling events and giveaways to increase revenue, educate consumers and gain market share against competition. Success will be measured by engagement and awareness metrics as well as increasing the Greek yogurt leader position in Singapore.
Oreo‘s Advertising & Communications Strategy: Is it effective? Alexandra Ashton
Oreo celebrated its 100th birthday in 2012 with a global advertising campaign called "Celebrate the Kid Inside". The campaign used a mix of advertising, promotions, public relations, personal selling and direct marketing to communicate the brand's value and build customer relationships. Oreo appeals to both rational reasons and emotions through its advertising. Its 2012 UK TV ad explained the ritual of twisting, licking and dunking Oreo cookies to a curious child, invoking nostalgia and playfulness. Oreo uses both involvement-oriented messages resonating with lifestyles and persuasive sequential processes in its campaigns.
The document summarizes a presentation on BMW's brand strategy. It analyzes BMW's current "joy" campaign, brand positioning, and performance across various brand metrics. It identifies issues like weak performance perceptions and lack of appeal to some segments. It recommends strengthening performance marketing, tailored campaigns to better target women and youth, and accepting trade-offs to focus on the most lucrative segments.
An idea collected from different sources in internet and hush-puppies website for creation of a creative brief which helps in product promotion and advertisement....
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
This document provides a marketing analysis for Kit Kat candy bars. It includes an overview of the brand's positioning as "Simply Satisfying" through television, radio, and other marketing. An environmental analysis examines social, cultural, and economic trends in the candy industry. The document also analyzes Kit Kat's parent company Hershey, product features, market share, advertising spending, consumers, competitors like Twix and 3 Musketeers, and provides a SWOT analysis and target market profile for Kit Kat. The objectives set goals around increasing market share through advertising focusing on African American women ages 18-34 in the Midwest region of the United States.
What is social media marketing? Why social media marketing and blogging is important for companies? How companies implement those strategies to better engage with customers?
The final project for my Advertising class was to create a yearlong ad campaign for a company of our group's choosing. My teammates and I picked to represent Nutella. Attached is the full campaign book that I designed using Adobe Photoshop.
Nutella is the original Hazelnut spread. Ferrero Group, Nutella’s parent company, was established in 1946. The mission of this advertising campaign is to promote Nutella as a quick and tasty meal solution for families. Our big idea, “Delightfully simple. Irresistibly easy.”emphasizes that idea, which is important because we want to reach our primary target audience of mothers between the ages 6 to 16. Our agency, rAdvertising Group, utilized print, television, and online ads, in addition to a number of brand activation methods in order to appeal Nutella to the those target demographics.
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
If your company needs to submit a Brand Launch Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/31NASCa
Many brands are misguided by so many notions around and about brand strategy. Here's a brief checklist for you to know if you are approaching your brand strategy right.
Glossier is an American beauty brand that plans to expand to Australia by offering an exclusive self-tanner product for the Australian market. Keys to success include offering quality products at competitive prices, an exclusive product, and unique in-store experiences. Glossier's philosophy focuses on natural beauty and making skincare practical. The Australian beauty market is growing, particularly in skincare, and Australian consumers value innovative, affordable products and in-store experiences.
This Brand Audit Presentation analyses the brand M&M's in the UK market, and covers the following content:
- Brand Overview,
- Brand Value Proposition,
- Current Brand Communications Audit,
- Category Audit,
- SWOT Analysis, and
- Key Recommendations.
Huda Beauty was founded in 2013 by award-winning beauty blogger Huda Kattan. It began as a blog in 2010 and has since grown to become the world's most popular beauty Instagram account with over 49.9 million followers. Huda used her social media platforms to provide makeup tutorials and tips to promote her brand's fake eyelashes, liquid lipsticks, eyeshadow palettes, and skincare products, which have all become instant best sellers worldwide. Huda Beauty's rapid growth is attributed to Huda's strategy of conducting live sessions on social media platforms like Instagram and gaining exposure through influencer marketing.
Beer market is getting stagnated, no new strategies and products are coming up, this is my take on applying principles of Marketing to revive this brand and try a different positioning
This document outlines a marketing plan for Quest Nutrition, a company that produces high-protein snacks. It begins with an overview of the company and a SWOT analysis, identifying strengths such as taste and accessibility, but also weaknesses like expense and lack of variety. Research findings show that customers prioritize flavor and ingredients when choosing snacks. The plan aims to target college students and increase brand awareness, recognition, and sales. It proposes using social media, magazines, and sponsorships to reinforce Quest as a top brand and attract new customers. The budget allocates most funds to celebrity endorsements, cause marketing, and sales promotions. Progress will be evaluated based on quantifiable social media engagement metrics.
The document provides a media plan for Pizza Hut to target millennial families. It includes a situation analysis of Pizza Hut's brand and competitors, target audience, and SWOT analysis. The media plan proposes a mix of traditional and non-traditional media including a social media event, billboard, PR event, and product placement. It recommends pulsing media spending with high reach from September to February and low reach from June to August to successfully target millennial families and establish a fresh brand image.
This media plan aims to promote Iams dry dog food using both offensive and defensive strategies. The target audience is families with dogs ages 18-54, focusing on the South and West regions. The year-long campaign stresses healthy food for dogs. Promotional strategies include regional promotions "Double Your Deal" and "Two Good" to attract impulse buyers. The media plan focuses nationally on television sports programs, with heavier advertising in September, October, February and March to promote the campaigns. The goal is to achieve strong reach and frequency with an efficient budget.
Milky is a proposed milk brand targeting students aged 10-23. It aims to promote a milk drinking culture and create new trends among students. The brand concept focuses on milk being simple, easy to consume, active, creative and portable. The product design should align with this concept and synonymous with the brand. The document also discusses using a celebrity endorsement to engage customers emotionally by promoting milk's refreshing and energizing qualities.
Milo is repositioning itself as a family health drink for all ages. It will target consumers aged 6 and above across rural and urban areas. Milo will emphasize its nutritional benefits like calcium for healthy bones and focus on family health. It will use a multi-pronged communication strategy including TV, print, outdoor, digital and rural media to increase awareness and recall of Milo as a complete family drink.
48104 responding to a media brief 2013 Alan Fairnie
This document provides guidance to students on a controlled assessment task for a GCSE Media Studies course. Students are given a brief to create an integrated media campaign on the topic of "Putting Your Life Online." They must conduct research, create ideas and treatments for two different media forms, produce two media products, and write an evaluation. The task aims to develop students' research, planning, production, and evaluation skills. Students will be assessed on these skills and on their ability to construct media products to address the given brief.
This document summarizes an exemplar script for a GCSE Media Studies exam on action adventure films. The script received full marks across its four tasks. It demonstrated knowledge of genre conventions and audience appeal. The pitch created an imaginative idea for a family action adventure film. The rationale explained the film's universal appeal. The storyboard confidently utilized conventions to promote the film through a trailer. Overall, the script showed creativity and a strong grasp of how to analyze and design media texts.
The document provides statistics and information about the cheese market and industry in India. It discusses key players like Amul, Britannia, and Mother Dairy who dominate the market. Amul has the largest market share at around 50% and is the top selling brand in India. The consumption of cheese in India is growing rapidly at 15-20% annually and is dominated by local brands but imported cheese has around 5% market share. The urban population, particularly in cities like Mumbai, Delhi, Kolkata, and Chennai, account for most cheese consumption.
The document provides a marketing communication plan case analysis for British Petroleum (BP) to address negative publicity and public opinion over the last decade related to corporate social responsibility issues and environmental concerns. It includes an internal and external context analysis to understand what went wrong and how it affected BP. The plan proposes SMART marketing objectives, communication strategies, an implementation plan, budget, and evaluation metrics to improve BP's social standing and rebuild trust.
Unit 4 Responding to a Media Brief Sample WorkGraveney School
The document provides guidance and sample responses for a GCSE Media Studies assignment on developing a media campaign about social networking site security and personal privacy. Students are given a brief to create a two-part integrated campaign on promoting safe social networking practices. They must conduct research, develop ideas and treatments for two media forms, and produce the campaign deliverables. The portfolio and evaluation are individually assessed. Sample responses include a student presentation, storyboard, and pre-production materials that address the assignment requirements.
The "Got Milk?" campaign ran successfully for over 15 years which is quite long for an advertising campaign. Some ways they could keep it fresh include:
- Update the visuals and celebrities featured to stay current
- Expand the messages to highlight new health benefits or product innovations
- Leverage new marketing channels like digital/social media
- Run the campaign intermittently instead of continuously so it remains novel
- Conduct research to understand how consumer perceptions may be evolving
Other campaigns that ran effectively for a long time include:
- Nike's "Just Do It" launched in 1988 and is still used today.
- Wendy's "Where's the beef?" from 1984.
- Geico's "15 minutes
The document summarizes Nestle's plan to introduce flavored milk in the Pakistani market. It discusses Nestle's history and strengths in the milk industry. The plan targets the upper and middle classes of Pakistan. It analyzes competitors and discusses marketing strategies over five years to introduce new flavors, expand distribution nationwide, and increase promotions through advertisements, events, and offers.
Portfolio analysis powerpoint presentation slides db ppt templatesSlideTeam.net
The document outlines a portfolio analysis process that includes four key sections:
1. Analyzing client objectives such as taxes, risk tolerance, liquidity needs, and income requirements.
2. Performing fundamental economic analysis including interest rate forecasting, duration and maturity risk assessments, and timing of investment decisions.
3. Conducting technical market analysis of supply and demand trends, historical spreads, and yield curve movements.
4. Carrying out specific security analysis including independent credit reviews, identifying undervalued/overvalued securities, and ensuring investments align with client goals.
The portfolio is then actively managed based on the results of this analysis process.
Asian Media Landscape Series - Hong Kong, Taiwan, Singapore and MalaysiaPR Newswire APAC
PR Newswire has issued the first Asian Media Landscape Series white paper, a document providing useful information on Asia's local media landscape for PR and corporate communications professionals across the region. Register for the free report here: http://prna.co/1j1pCST
This document discusses various portfolio analysis models including the BCG growth-share matrix, GE nine cell matrix, and product-market evolution matrix. It explains how to analyze a company's portfolio by assessing market share, market growth, industry attractiveness, and business unit strength. The models can help identify strategic business units that should be grown, held, harvested, or divested to ensure a balanced portfolio that maximizes cash flow and future success. An example analysis of Apple's business units is provided to demonstrate how the frameworks are applied.
It contains the Media Plan as to how Fastrack can plan for the communication of its new product.
It consists of the Marketing Objective, Target Audience and Communication Task.
It also include the measurement of the result of the communication strategy. The measurement is on the basis of Action, Involvement and Communication.
The document presents a project on HUL's media plan in India. It analyzes the various media used by HUL to promote its products. Key findings are that HUL uses a diverse range of media including television, print, radio, internet and rural campaigns. TV shows like "Wheel Smart Shrimati" target housewives during prime time. Print ads appear in newspapers like Times of India and Indian Express. HUL's media strategy effectively reaches both urban and rural audiences across India.
Video Games Marketing: Representations Across a CampaignGraveney School
This document discusses representation in video game marketing campaigns and provides tasks for analyzing representations of gender in Grand Theft Auto V. It begins with defining representation and stereotypes. It then discusses the large budget for GTA V's marketing and some facts about the game. Next, it asks the reader to take notes on how female characters are represented in comparison to males in GTA V's marketing materials, specifically three character trailers. It provides a link to further information on stereotypes and asks the reader to write a 1-3 paragraph analysis of any common media representations found and explain why media stereotypes exist by referencing at least three theorists.
This document summarizes a seminar on portfolio analysis presented to a professor. It discusses key concepts related to portfolio analysis including diversification, asset allocation, risk analysis, systematic and unsystematic risk, and risk management. It provides definitions and explanations of these terms. The document also outlines the contents, introduction, advantages and disadvantages of portfolio analysis.
Amul ppt Presentation - largest food brand in India & AsiaAjay Kumar Gupta
This ppt presentation explain about Amul- Largest food brand in India and Asia. this is a in-depth analysis of GCMMF.
This ppt has been prepared during my PGDM.
The document summarizes Danone's strategic plan for its operations in Turkey. It identifies key threats like rising milk prices, shortage of quality milk supply, and aggressive competition from private labels and discounters. The top three strategic priorities are defending against the discounter threat, expanding the consumer base, and adjusting supply and demand imbalance. Four strategic directions are proposed: expanding value-added products, blockbuster innovations, base category leadership, and street sales expansion. Specific initiatives presented include a new cheese line and "Healthy Snacks" product line.
Amul is a dairy cooperative in India owned by millions of milk producers. It has grown to become the largest food brand in India through a unique business model that collects milk directly from farmers and converts it into branded products. Amul uses a low-cost marketing strategy, emphasizing low prices and advertising campaigns like the iconic Amul girl. It faces competition from other major brands but has expanded its product range and international markets to maintain its leading position in India's dairy industry.
nestle milkmade
the sucess story of nestle milkmaid with SCPS APPROACH ( sector , sub sector , company , products & services)
SWOT analysis of company (nestle) and product (milkmaid)
This document provides a summary of competitive activity in butter markets globally and in specific countries. Key trends highlighted include increasing health awareness, convenience culture, and the growth of social networks and digital media. Market analyses and advertising campaigns for major butter brands in countries like Greece, Poland, Denmark, Russia, Australia, and Israel are reviewed. Most ads emphasize family themes and position butter as natural, tasty, or recommended by chefs.
Amul is a dairy cooperative in India owned by millions of milk producers. It produces dairy products including ice cream and markets them nationally and internationally. Amul follows a unique cooperative business model where it collects milk directly from farmers and converts it into branded products. It has a large market share in India and spends only 1% of revenue on promotions, relying on the iconic Amul girl advertisements. Amul aims to expand further in India and internationally by targeting Indian communities abroad and introducing new products.
This document contains a marketing plan for a new children's food product called Superbaby Milk Cubes (SMC) produced by Superbaby Foods Limited. The plan includes an executive summary, background on the company and product, analyses of the market environment, competitors, customers, and target market. It outlines goals to establish the company as a challenger, maximize profits, and achieve customer loyalty. Tactical plans include extensive advertising and promotions over 6 months to build brand awareness and image for the new SMC product line.
Shakarganj Food Products has developed GoodMilk, an UHT milk that is collected fresh from farmers daily, processed using advanced technology, and aseptically packaged in Tetra Pak with a 90-day shelf life without refrigeration. GoodMilk comes in 1L, 500ml, and 250ml packages. The marketing report analyzes GoodMilk's competition, including Nestle and Engro Foods, and recommends introducing new flavored milk varieties to capture market share in the growing packaged milk industry in Pakistan. Key issues include centralized decision making and a lack of strategic planning.
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MARKET
AND
CATEGORY
ANALYSIS
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PRODUCT
Pura Milk Regular Full Cream
SITUATIONAL ANALYSIS
This Pura Milk campaign focuses on Australian parents between the ages of 30 - 50.
The objectives of this campaign include:
- Understanding Pura Milk’s position among Australian milk consumers
- Determining how milk fits into the target audience’s lifestyle
- Discovering which media would be most suitable for targeting the audience
- Determining our closest competitors
CLIENT
Pura Milk is a part of National Foods Ltd; the only milk and juice company that
services the entire Australian market (National Foods online). AC Nielsen’s Top 100
Brands reported that in 2004/2005 Pura Milk was in the number 1 position in the
category ‘fresh milk’ (2010). However, in the same report conducted in 2008, Pura
Milk came second to Pauls Milk in the same category. Currently, Pura Milk is
Australia’s favourite milk (Dairy Ausralia, 2005). Pura Milk is Pauls Milk closest
competitor and is looking to maintain its glory as Australia’s number one milk.
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CATEGORY/MARKET
Category: Fresh Milk (FMCG)
Market Share: National Foods current value share 38% in
Australia. Pura Milk leading brand of drinking
milk product with 19% value market share, also
within Australia. (Euromonitor, 2010)
Major Competitors: Pauls Milk, Dairy Farmers (Euromonitor, 2010)
Indirect Competitors: Supermarket/generic brands such as You’ll Love
Coles, Coles Smart Buy and Woolworths
(Euromonitor, 2010).
Seasonal Sale Variation: Sales fairly steady year round, drinking milk
products consumed throughout the day, though
warm beverages (i.e. coffee) consumed more
during cooler seasons (Euromonitor, 2010).
Geographic Differences: Milk sales are generally higher in Victoria and
Sydney (Euromonitor, 2010).
Socio-economic concerns: Easing commodity prices in milk, bringing
down unit prices.
Indulgence a key factor in driving growth, with
chocolate based products a favourite among
Australian consumers (Euromonitor, 2010).
PLACE
Pura Milk is sold in supermarkets and milk bars Australia wide.
PRICE
2L = $3.65 (CHOICE 2009)
BRAND
Branding that emphasizes the honesty and dedication of Pura Milk to continue being
Australia’s favourite milk brand and also a brand that is committed to the health of all
Australian families.
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SWOT ANALYSIS
STRENGTHS WEAKNESSES
- Sourced from Australia - advertising predominately for
- Australia’s favourite milk (top Light and No Fat brands
100 brand) - awareness of generic brands
- Top of mind brand increasing
- prices mid range
OPPORTUNITIES THREATS
- growing awareness of need for - generic milk has 43% of market
more calcium in daily life share
- people drinking more milk based - target audience becoming more
products i.e. coffees and thrifty
smoothies. - price increases due to interest rate
hikes
CATEGORY AND BRAND INSIGHTS
Dairy Australia reports that the dairy industry is recovering from the economic
downturn, with prices recovering in 2009. 60% of farmers remain positive for the
future of the milk industry (Dairy Australia, 2009).
However, Dairy Australia also reports there has been negative growth in the category
of branded milks and a very positive growth of the volumes of generic milks being
bought by consumers (about 5%) (Dairy Australia, 2009).
While Australian Food News is predicting that world prices will remain relatively
stable, Australian prices for 2010 – 2011 will rise to try and recover from a low
experienced in mid 2009.
The dairy industry is a world competitive industry, however consumers like to think
that they are buying locally sourced dairy products to support their nation (Dairy
Australia, 2009).
Recently, several current affair television programs have conducted reports on the
differences between branded milks and generic milks. This has heightened awareness
to the sameness of branded and generic milks and pushed several consumers to opt for
the cheaper un-branded milks (CHOICE 2009).
Where Pura Milk is in Australia
Pura Milk is Australia’s favourite milk brand according to the Nielsen Top 100
Brands Report (2009). However, in 2008 Pauls Milk claimed 14th position in Adnews
top 100 grocery brands ahead of Pura which was 17. Currently, Pauls Milk is Pura
Milk’s closest competitor.
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Fig 1. Euromonitor, Drinking Milk Products – Australia, Company Shares.
[National Foods (Pura) 2008 Company Shares at 38.3%. Parmalat (Pauls)
13.4%]
Why Pura Milk is here
- To provide the consistency in milk products that keeps it Australia’s top milk.
- To give Australian consumers a no fuss brand they can trust.
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TARGET MARKET INSIGHTS
Research indicates that the primary buyer of milk is the grocery buyer of the family,
who is in most cases the head of the household aged between 30 -50 (Euromonitor
2009).
According to an Emerald Insight report, the primary grocery buyer makes their milk
buying decision based on the following factors (in no particular order): price,
freshness, good taste, lack of preservatives, health reasons and nutrition (2001).
The grocery buyer of the family is looking to buy the best for their family at a decent
price.
The target market we are looking at are the primary grocery buyers of the family and
are aged between 30 – 50 years, predominately female. This age bracket was chosen
because research states that this is the age where most people have started a family
and are earning the most money from their chosen careers. They are within the B and
C1 social status hierarchy (Euromonitor, 2009).
The following statements were made based on research from sites Euromonitor,
Australian Bureau of Statistics and Emerald Insight.
Education and work
The primary grocery buyer works either part time, full time or not at all. And
generally has children. They have completed high school and some have a tertiary
degree. They hold down a typical office job and are of middle class income.
Psychographics
The target audience are constantly searching for ways to make life easier, but feel
guilty when this means compromising their family’s health and well-being. The target
audience wants the best they can provide for their family, at a reasonable cost.
Leisure and Entertainment
The target market values the spare time they manage to get. Usually this is spent
reading magazines and watching television dramas and lifestyle shows. The target
audience makes a conscious effort to remain active.
Consumption Habits
The grocery buyer is a brand switcher with grocery staples such as bread, milk, toilet
paper, but will stay loyal if the item delivers consistency in quality and price.
Media Consumption
PRINT
Herald Sun, The Age, Courier Mail, SMH, Better Homes & Gardens, Super Food
Ideas, Women’s Weekly, That’s Life, Royal Auto, New Idea.
TELEVISION
Channels 10, 9, 7 and ABC.
News, early fringe, prime time.
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RADIO
Sydney (drivetime) – 2DAY, NOVA 96.9, 2MMM
Melbourne (drivetime) – FOX FM, 3MMM, NOVA, GOLD 104.3
Brisbane (drivetime) – NOVA, B105, 4MMM, 97.3 FM
OTHER
Online
Transit/OOH
Direct Mail
COMPETITOR ANALYSIS
Fig. 2 CHOICE, Generic Brands and Prices
A 2009 CHOICE article reports that within several supermarkets of Melbourne,
Sydney, Brisbane and Adelaide, more than 80 different brands of milk were found.
Even though the market is mostly dominated by the two milk giants Parmalat and
National Foods. Most milks sold fall under one or more of the following categories.
• Full cream makes up nearly half of all fresh milk sales. To qualify it needs to contain at least
3.2% fat, as specified by the Food Standards Code. Most brands contain about 3.4% fat and
3.3% protein.
• Light/low-fat is the second-biggest category (30% of fresh milk sales). To qualify for the
description, milk should contain no more than 1.5% fat, with most brands containing 1.3% to
1.4%. Often this milk has skim milk powder added to it, which makes it taste creamier and
also boosts the calcium content.
• Skim Food can be labelled “fat-free” if it contains less than 0.15% fat, and most brands of
skim contain about 0.1%. Again, most brands contain extra skim milk powder which makes
the milk taste creamier and gives it extra protein and calcium.
However there are also organic milks, flavoured milks, goats milk, private label milk and several
other milks claiming to have additives that will aid growth or prevent disease.
CHOICE claims that branded milk is no different from generic milk, having the same
qualities and half the price.
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The following figure is a snap shot of competing milks in the full cream category.
Most importantly the table shows competitor prices and unit sizes bought.
For the purpose of this brand analysis, we will only be looking at other 2L brands.
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BRAND ANALYSIS
Pura Milk has an entire range of specialized milks that include the more promoted
brands such as Pura Light Start and Pura Tone. There are other specialized milks
including Pura Boost, Pura Gold, Pura Hilo, Pura Skimmer, Pura Cafe, Pura
HeartActive and Pura Kids.
According to the AdNews Top 100 Grocery Brands Insights (2010), Pura is 25th in the
category of Top 25 Purchased Brands, being the only one in its category of ‘Fresh
White Milk’. In the last Top 100 conducted in 2008, Pura came in at 17th position,
below Paul’s Milk, which was in at 12th. This rivalry between the two dairy giants;
Parmalat and National Foods has always been close being that they are the two
market leaders (Euromonitor, 2010).
MEDIA OBJECTIVES
The media chosen for this campaign reflects the media consumption of the target
audience who spend their leisure time watching lifestyle programs and reading
magazines. This campaign is a maintenance campaign, focusing on keeping Pura Milk
at top of mind status by reinforcing the family values and health benefits that make it
Australia’s favourite milk.
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THE
CREATIVE
BRIEF
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CLIENT: National Foods
BRAND: Pura Regular Full Cream Milk
RATIONALE FOR RE-LAUNCH
Current Pura Milk advertising campaigns focus primarily on Pura’s range of low fat
milks, as opposed to its regular milk. This is because consumers are becoming more
conscious of their bodies and fat intakes. Although sales for its regular milk is strong,
a maintenance campaign needs to be implemented so that sales for Pura Regular do
not plateau or drop due to the sales of low fat milks or the substitute generic milks
which are also gaining a steady market share. At the moment Pura Regular is in its
‘mature’ lifecycle and risks losing top-of-mind awareness as Pauls Milk, Pura’s
closest direct competitor are increasing their market share.
CAMPAIGN OBJECTIVES
To maintain top-of-mind awareness within Target Market
Aim is to keep the Target Market drinking Pura and reassure them of the brand’s
presence within the milk market.
To increase brand loyalty by 10%
We want to encourage the Target Market to keep drinking Pura Milk by averting their
buying away from generic label brands.
CATEGORY & BRAND INSIGHTS
Where Pura is in Australian milk market
• Pura is the leading brand of milk bought in Australia, closely followed by
Paul’s Milk.
• Current affair programs have blurred the lines between branded milk and
generic milk
• Generic milks are gaining a steady market share.
Why Pura is here now
• The Pura Regular campaign will reassure consumers of Pura’s presence in the
dairy market.
• Pura Regular has not advertised in a long while
• Pura risks losing sales to generic milk brands
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COMMUNICATION OBJECTIVES
- To re-establish Pura as a top of mind brand
- To reassure consumers of Pura Regular’s brand presence
- To gain brand loyalty among 20% of target audience
NOW FUTURE
“I know that when I buy
“I’m starting to think all
THINK Pura I am guaranteed a
milks are the same”
quality product”
“In the end it’s just milk “Pura is the only milk I
FEEL
after all” can give my family”
“I buy only Pura because I
DO “I switch milk brands” trust and rely on the
product and brand”
EMOTIONAL REWARD
“I feel satisfied knowing I am giving my family the best”
END BENEFIT
Calcium intake, healthy as a part of a balanced lifestyle
BRAND BENEFITS
Trusted brand, consistent quality, reliable
BRAND ATTRIBUTES
Locally sourced, supports the Australian dairy industry
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TARGET AUDIENCE
Demographics
Grocery buyers/parents, mostly female, aged 30 – 50
B and C1 social status hierarchy
Have started a family
One of the grocery buyers work part time, full time or not at all
Psychographics
Makes milk buying decision based on price, freshness, good taste, lack of
preservatives, health reasons and nutrition
They are constantly searching for ways to make life easier, but feel guilty when this
means compromising their family’s health and well-being. The target audience wants
the best they can provide for their family, at a reasonable cost.
Fears and thoughts
Not having enough time for themselves
Not enough time in the day
Work/family balance
Worry they are not getting enough exercise and eating well
Drinks Pura Regular Milk
They consume Pura Regular because it’s apart of their routine
Give to their children to give them calcium and nutrients
Feels Pura Regular
Pura is a trusted brand and delivers consistency and quality in all of their products
Competitors
Pauls Milk (direct)
Generic Label Milk (direct substitute)
Low fat, skinny, no fat milks (indirect)
POSITIONING STATEMENT
Pura Regular is a trusted brand that will deliver consistency and quality.
SMP
Pura Milk is there for me throughout the day.
BRAND BENEFITS
Pura Regular Milk is a trusted and consistent milk that will deliver whenever you
choose to drink it.
BRAND PERSONALITY
Motherly, Understanding, Perceptive.
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THE BIG IDEA
To increase brand loyalty and stay top-of-mind with our consumers we need to
reassure them that Pura Regular is still in the market and thinking of its consumers.
Pura will reassure them through the:
Pura ‘Regular’ Moment
The ‘regular moment’ is all about the routine that our family has throughout the day
that involves milk. This includes the morning coffee, the afternoon tea, the after
school milkshake – all the little habits we have all use milk and it is this fact we wish
to draw on. This campaign will create a familiarity between the consumer and Pura
Regular Milk and through the ‘motherly’ tone, remind the consumer of Pura’s
presence and assure them that Pura is still here and still understands their needs.
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MEDIA RATIONALE
Advertising is weighted heavily through the cooler months due to more people
drinking hot drinks such as coffee and hot chocolate and also heavily during the
busier and warmer months of October through to December due to people preparing
for the holiday an Christmas season (Euromonitor 2010). The months targeted are
also working months, therefore it will be highly likely commuters will see outdoor
advertising. Months featuring television and newspaper/magazine advertising are in
the winter months because it is likely due to the colder weather people will be indoors
and are able to see ads.
No advertising has been allocated in the months of April and September. This is
because these months are right on the edges of the winter and holiday periods
respectively and it is believed that the budget would be better spent having a heavy
advertising presence during direct periods of milk consumption than in slower sales
months.
Although January and February are considered to be holiday months, advertising
presence is low in these months (only online, POP and competition used) because
2009 sales figures showed that milk buying experienced a low point here (Dairy
Australia 2009). Also as many families travel during these periods metropolitan and
suburban targeting would be wasted.
Target Audience:
Australian parents (grocery buyer in particular) aged 30 – 50.
Where?
Metropolitan and suburban Melbourne and Sydney.
When?
During the winter months (June, July and August) and busy spring/summer months
(November, January and February).
Approach?
Through the line approach chosen to target the audience in different medias they
peruse in order to gain maximum reach and frequency.
How will we reach them?
PRINT: Newspapers – Herald Sun and Sydney Morning Herald
Magazines – Better Homes and Gardens, New Idea, That’s
Life! and Super Food Ideas
OUTDOOR: AdShel bus shelters
TELEVISION: 30 second free to air primetime –
Channel 10 during Masterchef
Channel 9 during TODAY show
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POINT-OF-
PURCHASE: Shelf wobblers, trolleys
COMPETITION: Enter online or by mail (using competition entry forms on
shelf)
ONLINE: Banner Ads on taste.com and bhg.com
How often will Target Audience see the campaign?
Flighting media schedule allows Pura to get audience’s attention at peak times
without bombarding them.
Campaign Length:
12 months
Time Period:
April 2011 – March 2012
Reach:
8,750,057 people
Allocated Budget:
$2,500,000
Budget:
$2,420,564.73
MEDIA STRATEGY AND TACTICS
PRINT
Newspapers are still mainly read by the 30 – 50 demographic (Herald Sun 2009),
thereby giving Pura an optimum medium to target their audience. Advertisements for
Pura Regular will be 1/3 and ¼ page ads, featuring in lifestyle sections and
food/cooking sections of the newspapers.
Magazines selected (two monthly, and two weekly) allow for Pura to maintain a solid
presence within the Target Audience’s mind.
Both newspapers and magazines will work alongside each other within the winter
months time frame. This time frame was chosen because the target audience is far
more likely to be inside reading a newspaper or magazine and enjoying a little ‘me-
time’ with a cup of tea or coffee. We want to engage the consumer while they are
actively consuming a milk product and make them think about the milk that was used
in that product.
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A magazine campaign will run during the Spring/Summer months to complement
online presence Pura Regular will have during that time. The magazines will carry
promotional recipes using Pura Regular. These recipes will be holiday/Christmas
based and will get consumers thinking about purchasing more Pura products.
OUT-OF-HOME
AdShel offers excellent location specific positioning of their bus shelters in high
traffic areas. More people travel into the city by catching public transport during
Spring/Summer time for Christmas parties, meeting up with friends and for events
held in the city. Therefore by advertising in this time frame, bus shelters and trams
will prove to be effective.
TELEVISION
We aim to advertise during both primetime and daytime spot to target specific
audiences at different times. The daytime position will target viewers of Channel 9
during the TODAY show and the primetime position will target viewers of Channel
10 during Masterchef. The daytime spot looks to target the stay at home mother or
parent who is perhaps maintaining the house while having the TV on in the
background. The primetime spot looks to target our audience who is perhaps sitting
down after dinner with the whole family.
ONLINE
More and more people are using the Internet everyday and our Target Audience is no
exception. They are interested in lifestyle and cooking and are frequently searching
these sites for new recipes and ideas for the home. We are looking to put banner ads
on both taste.com and bhg.com (Better Homes and Gardens) to encourage the
consumer to click-through to get free recipes using Pura Regular Milk and also to
enter the competition to win $200 a fortnight.
POINT-OF-PURCHASE
Shelf wobblers and trolleys will be used as a subtle reminder to purchase Pura
Regular Milk. They will also serve to promote the competition running in the
Spring/Summer months. The shelf wobblers will be located in dairy section along
with entry forms for consumers who wish to enter via mail.
COMPETITION
The competition promoted through Point of Purchase and Online media encourages
the Target Audience to submit their ‘Pura Regular Moment’. The idea of the ‘Pura
Regular Moment’ is a routine of consumption where Pura Regular is used. The ‘Pura
Regular Moment’ complements the print, television and outdoor campaigns and
encourages the consumer to get involved with the advertising.
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REFERENCES
AdNews 2008, Top 100 Grocery Brands, 11 January 2008, viewed 23 March 2010,
<http://au.nielsen.com/site/index.shtml>
AdShel 2009, Panel Rates, viewed 4 May 2010,
<http://www.adshel.com/content.aspx?ID=37&ParentID=30&MicrositeID=0&Page=
1>
Armstrong G., Durkin M., Hollywood L., Using Behavioural and Motivational
Thinking in Food Segmentation, Emerald Insights, viewed 15 March,
<http://www.emeraldinsight.com.ezproxy.lib.rmit.edu.au/Insight/ViewContentServlet
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