banks dih
Lecturer: Mr. Alvin Bowen
Group Members
Maritza Ramcharran 10/0803/ _________________________
Martina Rambarran 09/0803/ _________________________
Godfrey Stoby 10/0803/ _________________________
Yohanse Wyles 10/0803/ __________________________
Melroy Stephenson 10/0803/0171 __________________________
TABLE OF CONTENTS
EXECUTIVE SUMMARY………………………………………………… 2
SITUATIONAL ANALYSIS ……………………………………………… 3
OBJECTIVES………………………………………………………………. 8
BUDGETING………………………………………………………………. 9
STRATEGY………………………………………………………………. 10
EXECUTION …………………………………………………………….. 11
EVALUATION …………………………………………………………....14
SAMPLE IMAGE …………………………………………………………15
REFERENCES ……………………………………………………………18
EXECUTIVE SUMMARY
TROPICANA Juice presents an affordable and unique way for consumers to maintain healthy eating habits in an on-the-go environment. The brand has relied on its healthy share of the market since its inception in 1998 and has recently become the sales leader in the country. However, TROPICANA Juice does not enjoy the same market share nationally. As TROPICANA Juice looks to maintain its position as a sales leader, Demerara Distillers Limited has designed a comprehensive plan to raise awareness among markets in the Northwest, Coastal Atlantic regions of the country. Our campaign goals are to raise product awareness and increase sales among 18-24 year-old in these regions. Our advertising efforts will emphasize the all natural ingredients in the juice as well as the one pound of fruit in each bottle. By promoting what makes TROPICANA Juice unique from its competitors, Demerara Distillers Limited is confident that this campaign will be a success.
SITUATIONAL ANALYSIS
HISTORICAL CONTEXT
Tropicana Fruit Juices was started in 1947 by Anthony T. Rossi. It was adopted under flag ship company Demerara Distillers Limited as a local subsidiary under the
Group Members
Maritza Ramcharran 10/0803/ _________________________
Martina Rambarran 09/0803/ _________________________
Godfrey Stoby 10/0803/ _________________________
Yohanse Wyles 10/0803/ __________________________
Melroy Stephenson 10/0803/0171 __________________________
TABLE OF CONTENTS
EXECUTIVE SUMMARY………………………………………………… 2
SITUATIONAL ANALYSIS ……………………………………………… 3
OBJECTIVES………………………………………………………………. 8
BUDGETING………………………………………………………………. 9
STRATEGY………………………………………………………………. 10
EXECUTION …………………………………………………………….. 11
EVALUATION …………………………………………………………....14
SAMPLE IMAGE …………………………………………………………15
REFERENCES ……………………………………………………………18
EXECUTIVE SUMMARY
TROPICANA Juice presents an affordable and unique way for consumers to maintain healthy eating habits in an on-the-go environment. The brand has relied on its healthy share of the market since its inception in 1998 and has recently become the sales leader in the country. However, TROPICANA Juice does not enjoy the same market share nationally. As TROPICANA Juice looks to maintain its position as a sales leader, Demerara Distillers Limited has designed a comprehensive plan to raise awareness among markets in the Northwest, Coastal Atlantic regions of the country. Our campaign goals are to raise product awareness and increase sales among 18-24 year-old in these regions. Our advertising efforts will emphasize the all natural ingredients in the juice as well as the one pound of fruit in each bottle. By promoting what makes TROPICANA Juice unique from its competitors, Demerara Distillers Limited is confident that this campaign will be a success.
SITUATIONAL ANALYSIS
HISTORICAL CONTEXT
Tropicana Fruit Juices was started in 1947 by Anthony T. Rossi. It was adopted under flag ship company Demerara Distillers Limited as a local subsidiary under the
References: 1. Bowen. Alvin (2009) How to prepare an advertising plan 2. Lecture notes 3. Belch. G E (2001) Advertising and Promotion (5th Edition) New York McGraw Hill Companies Inc 4. http//: www.wikiedia.com/tropicana juice images