B rendan Brown, E than Lyons, A nthony Cugini, M ichael Arcuri, S teve Danylyshyn
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Brendan Brown, Ethan Lyons, Anthony Cugini, Michael Arcuri, Steve Danylyshyn
BEAMS Building BlocksListen Research Brainstorm CreateTestExecuteEvaluate
SWOTStrengths:#1 in market shareStrong brand awarenessWide variety of productsWeaknesses:Has minimal advertising effortsDoes not have a strong convictionLow awareness of productsOpportunities:Increase conviction rateIncrease retention rateBuild more advertisingThreats:Heavy competition in marketNegative image due to pending lawsuit Competitors have strong advertising
Competitors Analysis
Campaign GoalsIncrease total sales by 8%Reach 70% of our target marketEstablish an effective frequency of 4Increase conviction by 65%
Time FrameThe campaign will continue throughout the year, beginning in March 2014 and ending in February of 2015.
The BudgetThe budget for the campaign will be a total of.$12 million dollars
Research ObjectivesDetermine overall awareness of Nature ValleyWhat does our target market like about Nature Valley?How does Nature Valley compare?Learn demographics and psychographics
ResearchPrimaryOnline surveyWord association
SecondaryExplore Nature Valley Competitor Analysis SRDS Simmons One View
Brand Value Proposition Functional BenefitsAll natural oats and nutritional Over 30 different varietiesPerfect for on the goEmotional Benefits The original healthy granola barSelf-Expressive BenefitsLife an active lifestyleHealth conscious
Target MarketPrimaryVictoria
Chelsea
SecondaryLisa
11
Campaign Strategy
The ProblemLow advertisement awarenessConsumers cant remember what was said
The Key Insight On the goSnack food
The Big IdeaWhenever You Need It
Executions
Executions
Executions
Executions
Executions
Media ObjectivesTargetFemales 25-49 w/ kids
Geographic ScopeNational
Effective Reach: 70%
Effective Frequency: 4
Media StrategiesThis campaign will follow a pulsing schedule. Advertising will be continuous throughout the year, with spikes in advertising during a few key time periods to compliment our brand activation strategies.
Media MixMagazinesPeople, Womens Health, In Touch, Cosmopolitan TelevisionABC Family, Food Network, Lifetime Network, HGTVSpecials:FIFA World Cup and 2014 Emmy AwardsOnlineHulu, Groupon, Yahoo, NY Times, WebMDRadioNPR, Americas Top 40, Delilah
Media Budget & Allocations
Brand ActivationBreast Cancer Awareness SponsorshipGoogle Suggested SearchSweet Genius: Product PlacementMothers Month Park WalkBlow In CouponsWhen You Need It: Social Media Contest
Evaluation Evaluation MonthComprehensionConvictionSalesMarch5%4%0.6%April3%2%0.3%May11%10%1.5%June9%7%1.0%July8%7%0.9%August9%7%1.0%September3%3%0.3%October11%9%1.4%November3%3%0.4%December2%2%0.3%January2%2%0.3%Februrary4%4%0.5%Totals:70%60%8%
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