98725582 Crispy Crunch Integrated Marketing Communications Plan3148
Cadbury’s
Crispy Crunch
Integrated Marketing
Communications Plan
Amanda Sacks, Rashin Mohebian, Dianna Valko, Wendy
Cheung, Julie Ng, Eric Barrileros Florian.
Objectives and Strategies
Objectives
•
•
•
Increase market share to 4.1%
Raise product awareness an additional 35%
Increase repeat purchases by 10%
Strategies
• Position the product as the peanut lovers’ first choice
• The advertising campaign accounts for many objectives
• Budget allocation
Positioning Strategy Statement
To reinforce our leadership positioning in the chocolate bar market while providing fun and enjoyment while eating our treats.
Creative Plan
Key Benefit Statement
Time changes everything - except your Crispy Crunch bar
Tone and Style
• Upbeat, positive and humorous approach
• Lifestyle positioning
Central Theme (USP)
Convenience distribution, using a profile of the target market’s lifestyle.
Appeal Technique
Simple and clear, no hidden messages, nothing abstract.
Creative Execution
•
Four television advertisements
•
•
One to target men, one women, one for the upper tier of the target market, and one for the lower tier.
Four print advertisements
•
•
•
Same target market customization concept as above
Placement in designated magazines and newspapers
Out of home is included (billboards and transit locations)
Sample Print Advertisement
Media Plan
Objectives
Who: 15-24 year olds. Our target group covers 13.3% of Canada
What: The message is image intensive
Where: Priority for advertisement is given to major cities
Strategies
• Pulse and seasonal flights
• Reach, frequency, and continuity
• Selection and rejection
Media Execution
Sales Promotion Plan
Objectives
•
To create brand loyalty
•
To encourage repeat and multiple purchases
•
To promote sales and increase market share
Strategies
•
To position Crispy Crunch as an increasingly visible brand within the market
•
To gain trust and familiarity from the target market through contests and free samples
Sales Promotion
Crispy Crunch
Integrated Marketing
Communications Plan
Amanda Sacks, Rashin Mohebian, Dianna Valko, Wendy
Cheung, Julie Ng, Eric Barrileros Florian.
Objectives and Strategies
Objectives
•
•
•
Increase market share to 4.1%
Raise product awareness an additional 35%
Increase repeat purchases by 10%
Strategies
• Position the product as the peanut lovers’ first choice
• The advertising campaign accounts for many objectives
• Budget allocation
Positioning Strategy Statement
To reinforce our leadership positioning in the chocolate bar market while providing fun and enjoyment while eating our treats.
Creative Plan
Key Benefit Statement
Time changes everything - except your Crispy Crunch bar
Tone and Style
• Upbeat, positive and humorous approach
• Lifestyle positioning
Central Theme (USP)
Convenience distribution, using a profile of the target market’s lifestyle.
Appeal Technique
Simple and clear, no hidden messages, nothing abstract.
Creative Execution
•
Four television advertisements
•
•
One to target men, one women, one for the upper tier of the target market, and one for the lower tier.
Four print advertisements
•
•
•
Same target market customization concept as above
Placement in designated magazines and newspapers
Out of home is included (billboards and transit locations)
Sample Print Advertisement
Media Plan
Objectives
Who: 15-24 year olds. Our target group covers 13.3% of Canada
What: The message is image intensive
Where: Priority for advertisement is given to major cities
Strategies
• Pulse and seasonal flights
• Reach, frequency, and continuity
• Selection and rejection
Media Execution
Sales Promotion Plan
Objectives
•
To create brand loyalty
•
To encourage repeat and multiple purchases
•
To promote sales and increase market share
Strategies
•
To position Crispy Crunch as an increasingly visible brand within the market
•
To gain trust and familiarity from the target market through contests and free samples
Sales Promotion