Magners Pear Cider : communication plan

Extract

[...] No rights for Bulmers outside Ireland Magners launched as equivalent • 2008: overall revenue of 679mio € • operational profit: 125.2 mio € • Cider sector revenue: 470.5 mio € • Marketing spent Magners: 67.9 mio € a year (top of the market) objectives strategy tactics budget control Situation II Competitors C&C not market leader, strongest competitors: • Scottish&Newcastle: Strongbow, Bulmers UK • Constellation: Gaymers Olde English, Original • but also: • every other low alcoholic beverage (beer, ale, stout, mix drinks, even wine) Positioning • • • rather exclusive rather expensive packaging important hq.labels glass bottles content situation objectives strategy tactics budget control Target & Objectives I content Main target group: situation • • • • aged 24-35 socioeconomic groups: C1, C2 Singles, newly married possibly young parents psychographic features: healthy, general sporty, active, social Decision Making Unit = end user/consumer 18-24: also interesting but: rather quantity than quality older: also interesting, but not core target objectives strategy tactics budget control Target & Objectives II Objectives - SMART • 50% awareness of the new product “Magners Pear” amongst the target market after 3 month after 6 month. • 15% trial of the new product “Magners Pear” amongst the target market after 3 month after 6 month. • retrial of the new product “Magners Pear” amongst the target market after 3 month after 6 month. [...]

[...] strategy objectives tactics Activities: Couponing, Merchandising, POS-mat., Promotional stand • Public Relation: The aims: positive reputation company&product MIA: create a good image with more credibility. Activities: Exhibition and festivals, press release, press conference budget control Tactics III content • Direct Marketing: Aims: Improve image, get a measurable response situation objectives MIA: measurable, build a database to develop loyalty Activities: strategy Mailings, Door to door with a “Magners cider car” • Sponsorship: use of existing sponsorships, communicate new product tactics • Internet: Aims: get closer to the costumer, listen to them, improve the data base, give add. [...]

[...] tasks of controlling Information - Advice and assistance to the management-board - Provision of key data systems - regular transmission of control information strategy tactics budget control Control III content Methods used to evaluate the effectiveness of advertisements situation objectives Inquiry tests Recall tests Recognition tests Sales tests strategy tactics Inquiry Measure the number of inquiries or direct tests responses stimulated by advertisements. Recall tests designed to assess the impression that particular advertisements have made on the memory of the target audience Recognition tests are based upon the memory Recogn. and the ability of respondents to reprocess tests information about an advertisement Sales tests Sales occur partly as a consequence of past actions budget control Thank You . [...]

[...] • Create awareness about the reasons, expectations and aims of the company and the new product. content situation objectives strategy tactics budget control Strategy content “Magners Pear”: • pull: mix of all 3 strategies is the best way to attain the set objectives to get all the target audience aware and make them try situation objectives strategy tactics budget • push: to secure the distribution (shops, bars . make the product available for the customers • profile: to build an image also for the new product control Tactics I content Communication Tools in the Media Mix • Advertising: Aims: create awareness for the new product situation objectives strategy tactics Most important advantages communicate with a big audience meet all targets creating awareness, especially in early stages. [...]

[...] Channel ITV . Radio (i.e. The Arrow Rock, Gold . Print Media: (i.e. [...]