Marketing Communication
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Marketing Communications MKTG 1266
Executive Summary
In this report, our team came up with an Integrated Marketing Communication plan for a confectionary product named Smarties. This confectionary product has been on the shelves for a very long period of time. However, due to other rising competitors and lack of promotions, this product soon became unpopular leading to a decrease in sales.
In order to boost Smarties’s sales and improve their brand image, the team analyzed the problem that Smarties has to solve in order to be back in the Top of Mind category. The team evaluated the positioning Smarties™ tell under as well as its direct competitors namely, Van Houten Twinkles, M&Ms and Meiji Marble Chocolate. Evaluation was done historically and in the future for the product so as to understand the rationale for the brand basic marketing strategy. A Behavior Sequence Model was created to further understand and analyze the appropriate target audience and their reaction to Smarties.
In the report, the team came up with marketing and promotional objectives to further improve on the brand image and equity of Smarties. Also, an integrated communication program was created which includes the agency brief. There were budget allocations worked out for each segment of promotion. Through media, the team branch out each element and created emphasis on more important elements. However, some elements needed readdressing hence the evaluation and control section comments on possible corrective actions that may be needed to be carried out during the program.
With all areas being addressed, an Integrated Marketing Communication plan was created by the team.
Contents
Contents 3
Stage One 3 1.1 Problem Analysis 3 1.1.1 Brand Positioning Framework 4 1.1.2 Behavior Sequence Model 6 1.1.3 Communication Process 7 1.1.4 Marketing
Marketing Communications MKTG 1266
Executive Summary
In this report, our team came up with an Integrated Marketing Communication plan for a confectionary product named Smarties. This confectionary product has been on the shelves for a very long period of time. However, due to other rising competitors and lack of promotions, this product soon became unpopular leading to a decrease in sales.
In order to boost Smarties’s sales and improve their brand image, the team analyzed the problem that Smarties has to solve in order to be back in the Top of Mind category. The team evaluated the positioning Smarties™ tell under as well as its direct competitors namely, Van Houten Twinkles, M&Ms and Meiji Marble Chocolate. Evaluation was done historically and in the future for the product so as to understand the rationale for the brand basic marketing strategy. A Behavior Sequence Model was created to further understand and analyze the appropriate target audience and their reaction to Smarties.
In the report, the team came up with marketing and promotional objectives to further improve on the brand image and equity of Smarties. Also, an integrated communication program was created which includes the agency brief. There were budget allocations worked out for each segment of promotion. Through media, the team branch out each element and created emphasis on more important elements. However, some elements needed readdressing hence the evaluation and control section comments on possible corrective actions that may be needed to be carried out during the program.
With all areas being addressed, an Integrated Marketing Communication plan was created by the team.
Contents
Contents 3
Stage One 3 1.1 Problem Analysis 3 1.1.1 Brand Positioning Framework 4 1.1.2 Behavior Sequence Model 6 1.1.3 Communication Process 7 1.1.4 Marketing
References: 1. Youtube, 2010, M&M 's Cupboard - Get in the Bowl, viewed 22th January 2011, 2 3. Youtube, 2010, Smarties – Blue Cat Commercial (Longer Version), viewed 1st February 2011, 4 5. Nestle Canada, 2008, Smarties Show Your Colours, viewed 20th, 25th January 2011, 6 9. Wikipedia, 2011, Coenraad Johannes van Houten, viewed 25th January 2011, 10 11. Thomas Yang, 2006, Smarties Campaign, Behance Network, viewed 9th February 2011, 12 13. The Gale Group, Inc, 2011, Candy and Other Confectionery Products, Highbeam Business, viewed15th February 2011, < http://business.highbeam.com/industry-reports/food/candy-other-confectionery-products> 14 15. CBBC Newsround, 2005, Smarties get smart new packaging, BBC News, viewed 15th February2011, 16 17. Andy Broder, 2000, Candy, Darling, Phoenix New Times, viewed 24th February 2011, 18 19. CORPORATE & MARKETING COMMUNICATION DIVISION, 2011, IDA 's New Regulations for Mobile and Broadband Services Empower Consumers to Make Informed Choices, INFOCOMM DEVELOPMENT AUTHORITY OF SINGAPORE, viewed 11th March 2011, 20 23. Terence A. Shimp, 2010, ‘Integrated Marketing Communications in Advertising and Promotion’, 8th edn, South-Western, Cengage Learning.