Chic mc Powered By asiaaudiovisual Integrated Marketing Communications Proposal Case Study Only.

chic mc

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Integrated Marketing Communications ProposalCase Study Only

chic mc

Fresh Express: Integrated Marketing

Communications ProposalTeam 3:Manuel MorenoBrian PiechockiMia RubelRuchi RuparelKyra Swartz

chic mcAgenda• chic mc• Industry Insights• Consumer Insights• The “Big Idea”• TV Advertisements and

Placements• Magazine Advertisements• Online Banner

Advertisements

•Other Online Methods•Website•Sampling Methods•Outdoor Advertising•Public Relations•Evaluating Marketing Methods•Why Go chic?•Works Cited

chic mcChic Marketing Communications

(chic mc)

• Full service agency based out of Boston– Additional offices in New York, Los Angeles, and

Chicago• 175 full-time employees• Previous clients include H&M, Newman’s Own, Odwalla,

Aldo, The Coca-Cola Company (Vitamin Water and Tab Energy Drink)

• Awarded Hatch Award for Marketer of the Year and Gold Clio Award for Best Integrated Campaign.

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Industry Insights

• Fresh Express is the leader in the packaged salad product industry, with 43.4% of the market.– Dole commands 29.4% – Private label brands command 13.8%

• The industry is always evolving– Brands are constantly creating new flavor combinations– Salads are more commonly being viewed as a meal

rather than a side dish– Wider concerns for health have led to a rise in pure,

organic, and nutritious ingredients

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Consumer Insights• Positioning Statement: To single women aged 25 to 35,

Fresh Express is the packaged salad product that offers a multitude of healthy options and convenient preparation.

• 78% of women consume packaged salad products, compared to 66% of men.

• According to our ZMETs, consumers purchase based on:– Price– Freshness/Quality– Toppers/Dressings– Convenience– Variety of exciting flavor options

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The“Big Idea”• “Flavor of the Day”

– Just as a confident, young, single woman makes decisions in her romantic life, she makes decisions on what she eats.

– The campaign is light-hearted and whimsical, associating itself closely with the many choices women are forced to make in their everyday lives.

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TV Advertisements & Placements• One Complete Salad Kit featured per ad

– Woman shopping for salad products in the supermarket.

– Sees the Salsa Ensalada Supreme Complete Salad Kit and daydreams she is in a Salsa club dancing with a handsome Hispanic man.

– Cut back to the woman in the supermarket; she giggles at her thought and puts the Complete Salad Kit in her cart.

– Cut to a shot of all of the flavors, voiceover: “Fresh Express Complete Salad Kits – What will be your flavor today?”

• Ads focused on primetime programming with high female viewership– Grey’s Anatomy, Desperate Housewives, The Hills, etc.

– Product placement also featured on these programs.

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Magazine Advertisements

•Fitness magazines that target healthy females

•Self•Shape

•Fashion magazines•Vogue•Vanity Fair•Cosmopolitan

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Online Banner Advertisements• Fashion magazine

websites (Vogue, Cosmopolitan)

• TV network websites (NBC, CW, FOX)

• Health, diet, and exercise websites

• Facebook

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Other Online Methods

• Facebook “Flavor of the Day” Application– Addictive games

– Recipes

• iPhone “Flavor of the Day” App.– Recipes

– Content from Hungry-Girl.com

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Website

• Create a mini-site within the Fresh Express parent where women can: – Track their weight– Enter contacts into a "little black book”– View a "Flavor of the Day" recipe

• Make FreshExpress.com an interactive site women want to visit everyday

• Registered users will enjoy discounts, sneak-peeks and other benefits.

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Sampling Methods• Frequent Buyer

Program

• In-Store Samples

• Newspaper Wrap w/Sample

• Clippable coupons

• Restaurant Week Sponsorships– New York, Boston,

Chicago, etc.

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Outdoor Advertising

• Taxi Marquees and TVs

• SmartCar Wrap

• Billboards

• Street Team

chic mcPublic Relations

• Print and Online Placements

• “Swanky Salad Party”

• Talk Show Features– Partnership with

Lisa Lillien of HungryGirl.com

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Evaluating Marketing Methods

• Pretests and Recall Tests– Television advertisements– Print advertisements

• Google Analytics• Sales• Website Subscribers• Coupons Redeemed• Number of Press Write-Ups• Post-Sampling Surveys• Focus Groups

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Why Go chic?• Specializes in understanding and targeting single

women between the ages of 25 and 35.• Highly recognized within the industry, having received

numerous awards for creative and well executed marketing strategies.

• Offer a competitive and individualized pricing strategy.• Fresh and creative marketing strategies.• Services come highly recommended from our previous

and current clients who have yielded measurably effective results.

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Works Cited• "Bagged Salad and Salad Dressings - US - July 2008." Bagged Salad and Salad Dressings -

US - July 2008. 1 July 2008. Mintel. 7 Dec. 2008 <http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/my_reports/display/id=296577&anchor=atom#atom0>.

• "Bagged Salad and Salad and Salad Dressings." Mintel. July 2008. Oct. 2008 <http://http://academic.mintel.com.ezproxy.bu.edu/?logon&start=display&id=296577>.

• "Dole/ Products." Dole. July 2005. Nov. 2008<http://http://www.dole.com/products/products_landing.jsp?catgroupid=4>.

• Zind, Tom. "Foodservice trends: salads and salad dressings: research shows that salads are losing their plain image, as a greater variety of ingredients, flavors and dressings enter the mix. Consumers and meal providers welcome the change." Foodservice trends: salads and salad dressings: research shows that salads are losing their plain image, as a greater variety of ingredients, flavors and dressings enter the mix. Consumers and meal providers welcome the change. Nov.-Dec. 2005. BNET. 2 Dec. 2008 <http://findarticles.com/p/articles/mi_m3289/is_11_174/ai_n27861713>.

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