2.0 Promotion Opportunity Analysis
In this phase we are going to introduce the opportunity analysis that is in fact the foundation of the rest of the campaign development. It is really important to analyze the key target markets which apply in the following: •
Demographics -> from the facts given from Nestle company we can figure that demographics form as following: we make a separation among 60% of households & 40% of singles.
Income -> we refer to people with average monthly salary between 500,00 to 700,00 €.
Social Class -> Almost all social classes are included regarding the fact that our product has an approachable price.
Phychographic Variables -> the main variable of this part that we can refer on is the fact that in the case of families, Clusters ™ consist a first need consuming product, so it is bought rather unsolicited. On the other hand, singles that also consist a part of our target market, are a group that become repeating buyers in the case that are really satisfied by the product .
2.1 Communication Analysis
In this part we are going to identify and analyze the marketing environment as well as the communications that takes place into this. This will come up through PEST and SWOT Analysis.
According the usage of the above tools we have the following:
economic recession in our cases pushes
competitive price among other similar products positive because of the competitive price
Trends & modern social models enhance
new technologies allow mass communication breakfast establisment as a more healthy
to potential & existing customers way of life
From the PEST Analysis we can figure that political, social and environmental factors are positive to our product’s relaunch, and the environment is positive to accept new data for Clusters ™.
* established product
* Big competitor with quite similar product * consumers trust the big brand (Nestle)
* new edition with bigger amount of nuts
* New imported brands * nutritional studies that show how important breakfast is
*more & more people take care of their nutrition
Furthermore analysis, of opportunities, strengths, weaknesses and threats shows that we may have to face an established competitor but changes such as our new edition or the general trade that promotes a way of life that includes good nutrition and exercise, enhance our attempt to rise our market share.
Media vehicles that are going to be used in order to promote will be the following: •
TV ( including commercials played among programs that refer to nutrition and healthier way of life) •
Magazines (such as “Forma” & “ Shape” that also refer to nutritional and digestion matters will include inserts and full-page advertisements)
2.1.1 Competitive Analysis
Competitive analysis features elements that characterize our product in the market and differentiates it among its main competitors. In parallel, marketing techniques that are going to be used in order to promote it to potential customers, are also going to be referred in this part. Data that was given from the company, and that also occurred from the market survey that took place showed the following: Our marketing strategy summarizes the following really important benefits. GDA (Guideline Daily Amounts) as well as the nutritional values that our cereals have, are approved by organizations that control...
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