Advertising Report - Cravendale Milk
CONTENTS
1.0 Introduction
1.1 Company / Brand Overview
1.2 Campaign Overview
2.0 Problems Identified
2.1 Lack of product awareness in advert
2.2 Maturity of Advert
2.3 Lack of relevance
3.0 Intended Strategy
3.1 To portray product as fun and exciting
3.2 Portray Cravendale as premium product
3.3 Viral advert with a social media platform to build on
4.0 Market and Competitor Analysis
4.1 Previous Campaigns
4.2 Current Successful Campaigns
4.3 Competitor Analysis
5.0 Alternative Marketing Communications Campaign
5.1 Campaign Strategy & Overview
5.2 Who campaign will target
6.0 Outcomes
6.1 For the Organisation
6.2 For the Consumer
7.0 References
8.0 Appendix
8.1 ‘Cats With Thumbs’ Advert
1.0 Introduction
1.1 Company / Brand Overview
Cravendale milk is produced by Swedish based food co-operation ‘ARLA Foods’; a dairy company who pledge their commitment to nature and offer healthy products improving customer well-bring through “bringing people closer to nature through fresh produce”. As well as producing products such as Anchor cream and Lurpack butter, ARLA pride themselves in their innovative brand of ‘Cravendale Milk’.
In Cravendale, ARTA produce finely filtered milk, removing bacteria to increase not only the shelf life of the product but also the length of time it can be consumed once open. Cravendale can stay ‘fresh’ for up to 21 days and is unique from its milk counterparts not only due to the length of time the product can last, but also its ‘fresh creamy taste’. The milk is produced in 500ml, 1 litre and 2 litre bottles and distributed to most major retailers in whole, semi-skimmed and skimmed varieties. The whole milk especially is known to consumers as the creamiest milk amongst major retailing brands.
As well as going through its filtration process to remove bacteria, Cravendale is sold in white plastic bottles, opaque, unlike its transparent competitors, in order to protect UV rays from the sun
1.0 Introduction
1.1 Company / Brand Overview
1.2 Campaign Overview
2.0 Problems Identified
2.1 Lack of product awareness in advert
2.2 Maturity of Advert
2.3 Lack of relevance
3.0 Intended Strategy
3.1 To portray product as fun and exciting
3.2 Portray Cravendale as premium product
3.3 Viral advert with a social media platform to build on
4.0 Market and Competitor Analysis
4.1 Previous Campaigns
4.2 Current Successful Campaigns
4.3 Competitor Analysis
5.0 Alternative Marketing Communications Campaign
5.1 Campaign Strategy & Overview
5.2 Who campaign will target
6.0 Outcomes
6.1 For the Organisation
6.2 For the Consumer
7.0 References
8.0 Appendix
8.1 ‘Cats With Thumbs’ Advert
1.0 Introduction
1.1 Company / Brand Overview
Cravendale milk is produced by Swedish based food co-operation ‘ARLA Foods’; a dairy company who pledge their commitment to nature and offer healthy products improving customer well-bring through “bringing people closer to nature through fresh produce”. As well as producing products such as Anchor cream and Lurpack butter, ARLA pride themselves in their innovative brand of ‘Cravendale Milk’.
In Cravendale, ARTA produce finely filtered milk, removing bacteria to increase not only the shelf life of the product but also the length of time it can be consumed once open. Cravendale can stay ‘fresh’ for up to 21 days and is unique from its milk counterparts not only due to the length of time the product can last, but also its ‘fresh creamy taste’. The milk is produced in 500ml, 1 litre and 2 litre bottles and distributed to most major retailers in whole, semi-skimmed and skimmed varieties. The whole milk especially is known to consumers as the creamiest milk amongst major retailing brands.
As well as going through its filtration process to remove bacteria, Cravendale is sold in white plastic bottles, opaque, unlike its transparent competitors, in order to protect UV rays from the sun
References: Packaging News. (2009). Cravendale packs communicate product benefits. Available: http://www.packagingnews.co.uk/packsclosures/news/886334/Cravendale-packs-communicate-product-benefits/. Last accessed 22nd March 2011. The Inspiration room. (2007). Cravendale Milk Matters Animated. Available: http://theinspirationroom.com/daily/2007/cravendale-milk-matters/. Last accessed 22nd March 2011. New Media Age