Outdoor advertising is an effective way for food brands to reach consumers for several reasons:
1. It has a wide reach, with 97% of UK adults seeing outdoor ads in the past week.
2. Outdoor advertising allows brands to target specific audiences like commuters, students, and shoppers near point of purchase locations.
3. Research shows outdoor builds brand recognition and complements other advertising media like TV and online.
4. It can stimulate impulse purchases, especially among young mobile audiences who are likely to shop spontaneously.
GLUCO biscuit product Marketing Plan - MBA 437 MarketingStuart Gow
Product
The company will launch an all new product into the Fiji and South Pacific Regional marketplace. It is aimed primarily as a Glucose Biscuit for the School Lunch Market.
The company seeks to fulfill the following benefits with the GLUCO biscuit product:
Healthy alternatives to candy: aimed at mothers looking for a lower sugar and added health benefits in a snack for their children
Conveniently packaged in individual packs for daily lunch pack use
Weekly packs of 5, buying size for ease of budgeting and buying decision (5 schooldays a week)
Added Iron, Calcium and Vitamins (similar to breakfast cereals claims) as an added value
Company Background
GAKKS Ltd already has an established packaged foods business that has been successful in Fiji for over 15 years.
Packaged goods already produced: dried noodles, packet soups, herbs and spices.
Current factory operations management has found the space and the capital to produce the new biscuit line, and has produced costing as included in this Marketing Plan.
MBA 437 Marketing (Core Course)
Principles of marketing are discussed with reference to South Pacific products and services. Topics covered include: the role of marketing in the organisation and society, the marketing environment, customer markets and buyer behaviour, marketing research, market segmentation and positioning, the marketing mix, product life cycle, marketing planning, and the ethical consequences of marketing actions. The marketing function is regarded as a key ingredient in management and strategic planning. Continuous reference is made to both the domestic and international marketplace.
http://www.usp.ac.fj/index.php?id=mba437
Students
Anchiemona Latu
Georgina Atalifo
Karan Pranesh
Kirti Prasad
Stuart Gow
GLUCO biscuit product Marketing Plan - MBA 437 MarketingStuart Gow
Product
The company will launch an all new product into the Fiji and South Pacific Regional marketplace. It is aimed primarily as a Glucose Biscuit for the School Lunch Market.
The company seeks to fulfill the following benefits with the GLUCO biscuit product:
Healthy alternatives to candy: aimed at mothers looking for a lower sugar and added health benefits in a snack for their children
Conveniently packaged in individual packs for daily lunch pack use
Weekly packs of 5, buying size for ease of budgeting and buying decision (5 schooldays a week)
Added Iron, Calcium and Vitamins (similar to breakfast cereals claims) as an added value
Company Background
GAKKS Ltd already has an established packaged foods business that has been successful in Fiji for over 15 years.
Packaged goods already produced: dried noodles, packet soups, herbs and spices.
Current factory operations management has found the space and the capital to produce the new biscuit line, and has produced costing as included in this Marketing Plan.
MBA 437 Marketing (Core Course)
Principles of marketing are discussed with reference to South Pacific products and services. Topics covered include: the role of marketing in the organisation and society, the marketing environment, customer markets and buyer behaviour, marketing research, market segmentation and positioning, the marketing mix, product life cycle, marketing planning, and the ethical consequences of marketing actions. The marketing function is regarded as a key ingredient in management and strategic planning. Continuous reference is made to both the domestic and international marketplace.
http://www.usp.ac.fj/index.php?id=mba437
Students
Anchiemona Latu
Georgina Atalifo
Karan Pranesh
Kirti Prasad
Stuart Gow
Introducing our 2015 FMCG trend report. We have looked at all the recent global and local trends on the FMCG category across the Consumer and Food Services industry. Enjoy!
The Future of Food Communications: Winning Share of Mouth in the Conversation...MSL
In this edition of the People’s Insights Series, MSLGROUP explores Six Communication Drivers for Winning Share of Mouth in the Conversation Age. This publication features the voices of experts from inside and outside MSLGROUP who examine current food trends, consumer food behavior and how food technology can enable food companies to be at the forefront of innovation.
If you are looking for a partner to bring a contemporary perspective to communicating around your business and brand, then let’s start a conversation today. Get in touch with us for a customized diagnostic workshop. We hope you enjoy reading this report and invite you to share your feedback and tips with us @PeoplesLab or reach out to us on Twitter @msl_group.
Marketing may be regarded as comprising four key elements known as the 4 Ps product, price, place and promotion. Food marketing describes any form of advertising used to promote the purchase and or consumption of a food or beverage. It can influence food behaviors by moderating socio cultural elements of the food environment. This paper provides a primer on food marketing. Matthew N. O. Sadiku | Tolulope J. Ashaolu | Sarhan M. Musa ""Food Marketing: A Primer"" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-4 , June 2019, URL: https://www.ijtsrd.com/papers/ijtsrd23640.pdf
Paper URL: https://www.ijtsrd.com/other-scientific-research-area/other/23640/food-marketing-a-primer/matthew-n-o-sadiku
Making the case. Making the case for comms, workshop, 22 October 2014.CharityComms
Seamus O’Farrell, director, Forward Thinking
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
UK FMCG Consumers' Perspectives on Brand Content | New Research from Me.jpmhMe.jpmh
A summary of highlight findings from a 2014 consumer study including:
Levels of Consumer Trust in Brand Content
Influence on Purchase Decision Making
Comparative Impact versus Advertising
Content Preferences by Product Category
Content Preferences by Platform
Brand Voice for Brand Content
Introducing our 2015 FMCG trend report. We have looked at all the recent global and local trends on the FMCG category across the Consumer and Food Services industry. Enjoy!
The Future of Food Communications: Winning Share of Mouth in the Conversation...MSL
In this edition of the People’s Insights Series, MSLGROUP explores Six Communication Drivers for Winning Share of Mouth in the Conversation Age. This publication features the voices of experts from inside and outside MSLGROUP who examine current food trends, consumer food behavior and how food technology can enable food companies to be at the forefront of innovation.
If you are looking for a partner to bring a contemporary perspective to communicating around your business and brand, then let’s start a conversation today. Get in touch with us for a customized diagnostic workshop. We hope you enjoy reading this report and invite you to share your feedback and tips with us @PeoplesLab or reach out to us on Twitter @msl_group.
Marketing may be regarded as comprising four key elements known as the 4 Ps product, price, place and promotion. Food marketing describes any form of advertising used to promote the purchase and or consumption of a food or beverage. It can influence food behaviors by moderating socio cultural elements of the food environment. This paper provides a primer on food marketing. Matthew N. O. Sadiku | Tolulope J. Ashaolu | Sarhan M. Musa ""Food Marketing: A Primer"" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-4 , June 2019, URL: https://www.ijtsrd.com/papers/ijtsrd23640.pdf
Paper URL: https://www.ijtsrd.com/other-scientific-research-area/other/23640/food-marketing-a-primer/matthew-n-o-sadiku
Making the case. Making the case for comms, workshop, 22 October 2014.CharityComms
Seamus O’Farrell, director, Forward Thinking
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
UK FMCG Consumers' Perspectives on Brand Content | New Research from Me.jpmhMe.jpmh
A summary of highlight findings from a 2014 consumer study including:
Levels of Consumer Trust in Brand Content
Influence on Purchase Decision Making
Comparative Impact versus Advertising
Content Preferences by Product Category
Content Preferences by Platform
Brand Voice for Brand Content
2. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past week (TGI) Its strength is to keep a brand message in front of millions of consumers every day
3. Ability to target a specific audience The wide range of formats and environments means a wide range of audiences to target As well as housewives, you can target students, drivers, airline travellers, commuters, nurses, bar goers, cinema aficionados...
4. Outdoor is a proven brand builder Outdoor is the most visual medium and can place a tasty visual image in front of consumers That image carries through to point of sale and triggers packshot recognition
5. Point of sale placement It’s the medium which places an ad closest to the point of purchase Outdoor delivers the twin virtues of recency and proximity In an Ipsos study, more than 90% of shoppers had seen Outdoor in the half hour before shopping
6. Outdoor complements other media Research shows that outdoor works well with all other media Outdoor can add cover and frequency to every TV, press or online campaign What is more, Outdoor makes both TV and press campaigns more effective* *Brand Science Econometrics research
7. Outdoor drives impulse purchase More than any other medium, Outdoor can stimulate an impulse buy Outdoor can prompt a spontaneous purchase or remind of a planned one The more mobile the consumer, the more spontaneous the shopping* *Source: CBS Outdoor The Mobile Pound
8. Outdoor audience is young, mobile, likely to eat on the hoof The outdoor audience is predominantly young, and likely to be studying or in full time employment Being mobile, they shop spontaneously and can be influenced by strategically placed messages *Source: CBS Outdoor The Mobile Pound
9. Outdoor creates iconic brand images Outdoor’s iconic sites offer the most colourful branding opportunity anywhere Vibrant imagery gives extraordinary scale and impact to the brand Special builds and 3-D creativity can bring the campaign further to life
10. Outdoor delivers high ROI Research has shown that outdoor offers high ROI Brand Science econometric research suggests that Outdoor should be given between 16% and 22% share for FMCG campaigns
11. Proven effective Research has shown that Outdoor really works to drive food sales In 2009 Brand Science econometric study, Outdoor was found to be as effective as TV
12. Outdoor audience is a ready made large audience for foods and snacks Adult 000s Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
13. Outdoor audience spends most on snacks £ millions Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
14. Word of Mouth: Outdoor audience most likely to influence others about foods Adult 000s Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
15. Leading food advertisers trust outdoor Top spending 50 food advertisers in outdoor (average spend £896K) Tesco, Kellogg’s, Nestle, Cadbury Trebor Bassett, Unilever, Muller Dairy, Mars Confectionery, Burtons Foods, Arla Foods, McCain, Ferrero UK, Kraft Foods, General Mills, Mars UK, Innocent, Dairy Crest, Quality Meat Scotland, Lofthouse of Fleetwood, Wrigley, HJ Heinz, Warburtons, Kerry Foods, Weetabix, Green & Blacks, Premier Foods, United Biscuits, Campina, GU Chocolate Puddings, Lake District Cheese, Perfetti van Melle, Tayto, Yeo Valley, Krispy Kreme, Robert Wiseman Dairie, Procter & Gamble, Albert Bartlett, Eblex, AB Worldfoods, Fresh Del Monte Produce, Bongrain, Omsco Organic Milk, Baxters of Speyside, Milk Marketing Forum, Linwood Foods, Global Ethnic Food, States of Jersey, Ping Pong, Peru Avocados, Kettle Foods, Bahlsen, RH Amar, Ye Olde Oak Foods, English Provender Co, James Allan Butchers Source: Nielsen Media Research