Marketing Communications-Muji
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
2
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
_______________________________________ 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
2
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
References: 1. Advertising agencies. (2007). Advertising Media Planning: A Primer. Retrieved march 1, 2012, from http://www.admedia.org/ 2. Asiaone. (2010). SPH took top spots in Nielsen Media Index 2010SPH took top spots in Nielsen Media Index 2010 from http://marketing.wharton.upenn.edu/documents/research/consumer_shopp ing_behaviors_20001.pdf 8. Bsaikrishna. (2012). Television Advertisements – Brand Awareness and Brand Relevance Company is Responsible. Retrieved March 12, 2012, from http://www.knowtheflow.com/2011/social-media-users-willing-to-pay-morewhen-company-is-responsible/#more 10 Profits. Retrieved March 10, 2012, from http://www.freshandhealthybrands.com/our-brands/juice-zone-smoothiesfranchise.aspx 18 Don 't Skimp on Their Ad Budgets. Retrieved March 2, 2012, from http://bx.businessweek.com/advertising-in-arecession/view?url=http%3A%2F%2Fknowledge.wharton.upenn.edu%2Fa rticle.cfm%3Farticleid%3D2101 http://www.buseco.monash.edu.au/mgt/research/workingpapers/2007/wp28-07.pdf 24. Leatherhead Food Research. (2011). Leatherhead reveals 2012 food and drink trends http://www.leatherheadfood.com/leatherhead-reveals-2012-food-anddrink-trends 25. Maheswaran, D. (2006). Country of Origin Effects: Consumer Perceptions of Japan in South East Asia http://w4.stern.nyu.edu/emplibrary/mahesh006.pdf 26. Marketing-interactive.com. (2009). Traditional Media Still Tops In Singapore, But Web Keeps Rising http://www.marketing-interactive.com/news/15920 27. Market Research.com. (2011). Yogurt Market in Singapore to 2014 (Dairy Food) http://www.marketresearch.com/Datamonitor-v72/Yogurt-Singapore-DairyFood-6373596/ 28. Mind Power Marketing. (2008). The Science of Robert Cialdini’s Six Rules of Influence Meiji Co. Ltd and its Production Capacity Expansion. Retrieved March 7, 2012, from http://www.meiji.com/english/pressrelease/2011/detail/pdf/110519_01_e.p df 37 Supplements - Two Thirds on a Daily Basis. Retrieved March 6, 2012, from http://sg.nielsen.com/site/20090304.htm 42 and Virtual Strangers the Most. Retrieved March 9, 2012, from http://blog.nielsen.com/nielsenwire/consumer/global-advertisingconsumers-trust-real-friends-and-virtual-strangers-the-most/ 43. Nutrition.com.sg. (2007). Snack Attack. Retrieved February 7, 2012, from http://www.nutrition.com.sg/he/hesnack.asp 44. O 'Grady, S. (2009). Cost of TV ads falls to lowest in decades as recession