Pitching UHT Milk to America
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A presentation I created for my advertising course at the UW Business School in which our task was to develop a strategy to advertise UHT Milk to Americans.
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Answer any 5 of the 6 following questions:
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5. In the class lecture it was stated that market penetration is a key to success for CPG products.
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6. What are the top business career opportunities according to US News and World Report for 2015 in Marketing? Of the skills reported as most important for interviewers for marketing hires which are your top 3 strengths? Which are the 3 you need to work on the most? Why is it important to develop a marketing plan for yourself for life after school?
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5. In the class lecture it was stated that market penetration is a key to success for CPG products.
What are the two requirements described in the lecture to achieve high market penetration rates and how is the “Law of double jeopardy” related? (Use your notes and if you want Wikipedia).
6. What are the top business career opportunities according to US News and World Report for 2015 in Marketing? Of the skills reported as most important for interviewers for marketing hires which are your top 3 strengths? Which are the 3 you need to work on the most? Why is it important to develop a marketing plan for yourself for life after school?
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Pitching UHT Milk to America
- 1. MilkSmart Are you MilkSmart? IQ Consulting Brandy Thiesson Laura Cooper Michael Beebe Carson Locke Nancy Ma
- 2. Research of Advantages Challenge: Americans extremely apprehensive of the idea of consuming a dairy product that hasn’t been refrigerated
- 3. Target Market Businesses Consumers
- 4. Market Positioning The US milk industry is extensive, yet recent years have exposed a divide among consumers of whole, low-fat, and other milk-alternative products. Survey
- 7. Product Placement Viewers already like the shows and hosts Hosts are seen as experts in cooking and baking fields Spots on Rachel Ray, Martha Stewart, Food Network
- 8. In-store Promotions In-Store Promotions
- 11. Frequency of Exposure Frequency of Exposure Both magazines & online reach audiences who are interested but may have missed the show
- 12. Magazines Magazines All three target a female audience with a different lifestyle
- 13. Online Sites Internet Ads All online advertisements will appear twice during the month MilkSmart is used on the show
- 14. Push & Pull Push & Pull
- 15. Implementation Schedule Implementation Schedule
- 17. Benchmark: At least 3 exposures, coupon usage of 20%, and retailers agreement to carry MilkSmart
- 18. Thank You! Any Questions?