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MKT 325: Integrated Marketing Communications Presentation

MKT 325: Integrated Marketing Communications Presentation. Elijah Klunk , Matt Jessup, Jennifer Fourhman , Amanda Wenger. Target Market . Target Consumers 25 to 44 year old women Busy career oriented women Test Markets York/Hanover and Lancaster metro region Psychographics.

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MKT 325: Integrated Marketing Communications Presentation

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  1. MKT 325: Integrated Marketing Communications Presentation Elijah Klunk, Matt Jessup, Jennifer Fourhman, Amanda Wenger

  2. Target Market • Target Consumers • 25 to 44 year old women • Busy career oriented women • Test Markets • York/Hanover and Lancaster metro region • Psychographics

  3. Marketing Objectives • Mission • Increase sales by 5 % during test re-launch • Increase awareness by 40 % • Vision • New target market • New packaging • Dark Chocolate

  4. Brand Image • More Appealing to Consumers • Repetition • Uniqueness

  5. Packaging • Brighter • Appealing • Feminine • Dark Chocolate Variation New Packaging Drafts: Original Packaging:

  6. Evaluative Criteria • Dark Chocolate • Healthier option • Different Taste • Holiday Promotions • Valentines Day, Mothers Day • Special Packaging

  7. Positioning Plan • The Hershey Company • American Market • Patriotism • Dependable, Quality Chocolate • Reasonably Priced

  8. Personality • Human Characteristics • Sophisticated • Hard Working • Smart • Business Women

  9. IMC Mix Objectives • Increase Brand Awareness • Increase Demand • Increase Market Share • Increase Sales • Change Customer Beliefs and Attitudes

  10. IMC Mix Objectives Team 3 plans on tackling these with the following strategies… • Promotions • Channels of Advertising • Personal Selling

  11. Competitive Product Advantage • Lower calories than other leading toffee candy bars • Now offered in milk and dark chocolate • Promotional deals that will be offered

  12. Media Plan • Television • WGAL Channel 8 • Morning and Night

  13. Media Plan • Billboards • Trone Advertising

  14. Sales Promotion Plan • “Hawaiian Score,” Skor Bar Contest • 1 winner receives paid vacation to Hawaii • 1 winner receives a year’s supply of Skor Bars • 50 sets of Hershey Park tickets each week • Two Skor Bars for cheaper than competitive prices • One at standard prices, but two for just a few cents more than the first

  15. HAWAIIAN SCORE SKOR BAR CONTEST JUST PURCHASE A SKOR BAR, RETRIEVE THE PROMO CODE IN WRAPPER, ENTER IT ONLINE, AND YOU COULD WIN! OTHER PRIZES RANDOMLY SELECTED WEEKLY DETAILS AVAILABLE ONLINE AT WWW.SKORBAR/CONTEST.COM 5 DAYS & 5 NIGHTS YOU ALWAYS SCORE WITH A SKOR BAR

  16. Reseller Support • Contests • Cooperative Merchandising Agreement

  17. Pricing • 1.4 oz size candy bar • No King Size • $1

  18. Personal Selling Strategy Major selling responsibilities of Hershey’s Sales Representatives…. • Selling and maintaining distribution of products • Assuring salability of current and new products • Implementing promotional programs • Building displays • Be credible and make follow-up appointments

  19. Sales Pitch • http://www.youtube.com/watch?v=4ikngU8AnQo&feature=youtu.be

  20. Creative Approach • Objective • Purpose • Message • Audience • Promise • Support • Appeal

  21. Website and Interactive Communications • Feminine Appeal • Simple Layout • Consistent • Informative • Fun

  22. Website:

  23. Twitter:

  24. Facebook Page:

  25. Calendar

  26. Calendar

  27. Calendar

  28. Storyboard

  29. Commercial • http://www.youtube.com/watch?v=pB61tclVbYs&feature=youtu.be

  30. Print Advertisement

  31. Print Advertisement

  32. Billboard Advertisement

  33. Non-Traditional Concepts

  34. Budget • Excel

  35. Evaluation of Campaign • Track Promotional Codes • Number of Candy Bars • Expired Case Buy Backs

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