MKTG1266 Marketing Communications
_______________________________________ Group Assignment By: Lin Jiaxin, Joyce (S3307512) Low Hui Ling, Rachel (S3307260) Nur Syarina Shaari (S3307456) Toh Yu Fen, Vivian (S3307365)
Table of Contents
1. Situation Analysis 1.1. 1.2. 1.3. Internal Analysis External Analysis (PESTLE) SWOT Analysis 3 3 4 7 9 9 10 11 11 12 12 13 14 14 14 16 16 17 18 22 24 26 32 32 33 34 35 37 38
2. M arket Problem /Opportunity 3. M arketing Objectives 4. Positioning 5. Com m unication Objectives 5.1. 5.2. 5.3. 5.4. Category Need Brand Awareness Brand Attitude Brand Purchase Intention
6. Cam paign Budget 7. Cam paign Target Audience 7.1. 7.2. 7.3. Brand Loyalty Creative Targets Behavioural Sequence Model
8. Creative Strategy 9. M edia Strategy 10. Other IM C Activities 11. Evaluation and Control 12. Reference 13. Appendix 13.1. 13.2. 13.3. (A) Model of Brand Loyalty for Generation Y (B) Media Schedule/Plan (C) Media Budget
13.4. (D) Storyboard #1 and #2 for TV Advertisements 13.5. (E) Sample of Print Advertisements 13.6. (F) Sample of Microsite for Meiji’s Yoghurt
1. Situation Analysis 1.1. Internal Analysis Financial
• Net sales for the past three years (FY 2008 to FY 2010) fluctuating due to the economic crisis in 2009 and the Japan disaster (in million): ¥711,394, ¥704,999, ¥708,142
• • Adopts a sustainable profit distribution policy to shareholders (MEIJI, 2011).
Return on equity for the past three years (FY 2008 to FY 2010) on average is 4.6% (MEIJI, 2011). Physical • • Many plants in Asia: Japan (several) Singapore, Bangkok (MEIJI, 2011). Research labs, offices and headquarters in Japan and overseas (MEIJI, 2011). Distribution vehicles that have been modified to ensure that the products are safely delivered (MEIJI, 2011). • • Materials are sourced locally (MEIJI, 2011). Uses technology and know-how cultivated in Japan to develop appealing products that are tasty and healthy to its consumers (MEIJI, 2011) • A comprehensive in-house quality control system called, Meiji-Quality Management System (M-QMS) that ensures the quality of their products (MEIJI, 2011). Reputation • Acquired top brand position, from its imports of milk and yoghurt products in Singapore (Bangkok Post, 2012). Human Resource • • An estimated 14,861 employees work at Meiji (Japan). All employees are guided by a three-part system of principles, which are the group’s approach in building brand power and achieving continuous growth in corporate value (FBR, 2010). Technological
1.2. External Analysis Political: • Local broadcast market monopolised: MediaCorp is the largest and only media broadcaster (MediaCorp, 2012) so the content of the advertisements need to follow the requirements/practices set by the company. • Government support: encourages research and development (R&D) to develop tools and customised applications that engage consumers (Singapore Media Fusion, 2010). • The government and its laws: companies pressured to be more socially responsible (Cihangir, 2008). Thus, when conceptualising advertising campaigns, the organisation should be careful about using taboo or sensitive topics. Economical: • Recession: companies identify marketing activities as a cost, rather than an investment so marketing budget are usually the first to get trimmed down (Fader, 2008). Meiji should not adopt this view as research shows that companies who continue to advertise during such times perform better in the long run (McGraw-Hill, 1986). • Cost-effective advertising during recession: cost of advertising is relatively cheaper since many companies are holding back (Billetts, 2009) as such media channels are more willing to reduce their prices. Companies can further benefit from this as they can finally break through the clutter, with lesser advertisements available in the marketplace. • Healthy economy equates to stiff competition: companies are...
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