Mona Communication Plan
Mona Communication Plan
Basics of Marketing Communication
[pic]
7.10.2011
Turku University of Applied Science
Mathilde van Stappershoef
Index
Introduction 1
Current State Analysis 2 History 2
Mission & vision statement 4 Mission 4 Vision 4 SWOT Analysis 5 Objectives 6 Media mix 7 Message 8 Execution plan 9 Campaign evaluation 10
Target audience 10
Method of contact 10
Message 10
Responses 11
Response 12
Value of the sale 12
Review 12
Introduction
Mona is a brand of the company: FrieslandCampina. The company produces different kinds of dairy products under different brand names. The main brands of FrieslandCampina are: Friesche Vlag, Chocomel, Fristi, Dutch lady, Appelsientje, Milner, Campina, Landliebe, Optiwell and of course Mona. FrieslandCampina produces custard, yoghurt and puddings under the name Mona.
The brand Mona was created in 1970. FrieslandCampina, back then called: Melkuni, produced a delicious affordable fruit yoghurt in the Netherlands. One year later mona-custard was added to the assortment. Another two years later in 1973, the first Mona puddings as we know them now were produced. Puddings with the tastes: vanilla and chocolate were produced. Mona has continued to made these first puddings ever since, because they are still quite popular.
In January 1993, Mona introduced something new: ‘het toetje van de maand’ translated to: the dessert of the month. The puddings were only sold in one month. These desserts are always different kind of puddings, it is only called dessert for the name. This was an entire unique concept as no other producers in the dairy industry had this in the Netherlands. It was to make them more unique and stand out from the competitors.
Later the dessert of the month was also used to build a stronger relationship between the company and the customers. This was done by holding a monthly survey of what tastes
Basics of Marketing Communication
[pic]
7.10.2011
Turku University of Applied Science
Mathilde van Stappershoef
Index
Introduction 1
Current State Analysis 2 History 2
Mission & vision statement 4 Mission 4 Vision 4 SWOT Analysis 5 Objectives 6 Media mix 7 Message 8 Execution plan 9 Campaign evaluation 10
Target audience 10
Method of contact 10
Message 10
Responses 11
Response 12
Value of the sale 12
Review 12
Introduction
Mona is a brand of the company: FrieslandCampina. The company produces different kinds of dairy products under different brand names. The main brands of FrieslandCampina are: Friesche Vlag, Chocomel, Fristi, Dutch lady, Appelsientje, Milner, Campina, Landliebe, Optiwell and of course Mona. FrieslandCampina produces custard, yoghurt and puddings under the name Mona.
The brand Mona was created in 1970. FrieslandCampina, back then called: Melkuni, produced a delicious affordable fruit yoghurt in the Netherlands. One year later mona-custard was added to the assortment. Another two years later in 1973, the first Mona puddings as we know them now were produced. Puddings with the tastes: vanilla and chocolate were produced. Mona has continued to made these first puddings ever since, because they are still quite popular.
In January 1993, Mona introduced something new: ‘het toetje van de maand’ translated to: the dessert of the month. The puddings were only sold in one month. These desserts are always different kind of puddings, it is only called dessert for the name. This was an entire unique concept as no other producers in the dairy industry had this in the Netherlands. It was to make them more unique and stand out from the competitors.
Later the dessert of the month was also used to build a stronger relationship between the company and the customers. This was done by holding a monthly survey of what tastes