Lecturer Name: Dr. Yuri Seo Students Name: Mario Arista, Lisanne van den Berg, Ciara Gissane,Mekhriddin Khotamov,Sunil Mepani Maria Peresypkina & Arjun Sindhav IMC Group Project
Lecturer Name: Dr. Yuri Seo Students Name: Mario Arista, Lisanne van den Berg, Ciara Gissane,Mekhriddin Khotamov,Sunil MepaniMaria Peresypkina & Arjun Sindhav
IMC Group Project
Table of Content:
*Introduction*Situation Analysis Process*Objectives & Target Audience*Creative Brief*Media Plan & Budget*Conclusion*References
Brief Explanation
*The Lewis Road company was found in 2012 *Country: New Zealand *Founders: Peter Cullinane and Andrew Railton *Products: Milk, Butter & Bread
Mission Statement of the Company
*To create the world’s best dairy products *Restoring natural order to the world*Produce seriously*Improve the quality of life
External Environment
TOWSThreats:
*One Main Competitor: Arla Foods *Economic Recession & Other Economic Factors*Laws and Regulations: VAT, Import duties.*If we decide to produce the milk in Sweden…
External EnvironmentTOWS
Opportunities
*Sweden is on the second place in Europe of consuming the most milk per capita*Growth of the Population*Our Target Group: 39% of the population*If we decide to produce the milk in Sweden …
Internal Environment
TOWSWeaknesses:
*Price affordability*Unknown product and brand*Operating Costs*Distribution Channel
Internal Environment
TOWSStrengths:
*Culture: Making things better*Environmentally friendly*Traditional methods *Facilities*Packaging*Indication of Origin*Semiotics Message
Objectives*To Make the product popular in Sweden*To Increase Brand Awareness*To Achieve Brand Recognition in the 1st year*Brand Image: health & the environment*Communicate the quality of the product
Target Audience*Families who are in the middle or upper
class income bracket with children aged <12 years.
*Age: 25-50
Creative BriefMessage:*To convey to the people will be very functional and symbolic in nature.
Stratergy:*Making our brand visible by catchy slogans, advertisement, Social
Media & discount code offers
Justification:*High Milk Consumption. *Identify our brand with certain values “JINGLE” https://www.youtube.com/watch?v=qyVUbP4tDNA
Media PlanThe message we provide will be symbolic in nature highlighting the necessity of quality product among the target audience.
Three kinds of media:
*Social Media Humor*Newspaper Informative*TV Both
Television
*Large reach*Demand children
The advertisement will show a happy family, who enjoys a special family moment, e.g. picnicking in the nature
Link: https://www.youtube.com/watch?v=_zNeFQmbJqM
Newspapers
• 90% reads newspaper• Discount coupons• We will take up campaign of CSR activities
to highlight the social issues. Eg: Breast Cancer Awareness
Social Media*A wide platform for target audience *Broad-space for humor*It is cost-effective*Snowball effect
Budget Allocation Total Budget: 2,000,000 SEK
Media Percentage Amount (SEK)
Television 50% 1,000,000
Newspapers 40% 800,000
Social Media 5% 10,000
Discount redeem 5% 10,000
Source: Self-created,2016
Conclusion* Strategies used to advertise our milk products across
media channels will increase our REACH and repetition will emphasize our presence in Sweden.
* We have allocated balanced budget on the necessity of media channels to create impact on population.
* Thus, intense advertising and production tend to increase our market share by 20% in March 2017.
* In future, our success stories will lead to diversification in various dairy products and to be emerging brand in dairy industry.
References * http://www.scb.se/statistik/_
publikationer/BE0401_2012I60_BR_BE51BR1202ENG.pdf (Accessed on 10.2.16)
* http://www.indexmundi.com/sweden/age_structure.html (Accessed on 10.2.16)
* http://www.terraoggi.it/notizia/La_lezione_svedeseai_produttori_di_latte/10526/8 (Accessed on 10.2.16)
* http://www.euromonitor.com/dairy-in-sweden/report(Accessed on 10.2.16)