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Honey Bunches of Oats IMC: Engaging Strategy for Market Growth

Grassroots Marketing Agency presents an Integrated Marketing Communications Plan for Post's Honey Bunches of Oats. The plan addresses inconsistent marketing, sets clear objectives, and implements strategies to target the 25 to 34-year-old demographic. Recommendations include TV commercials, social media campaigns, and in-store promotions to increase market share by 3%. The aim is to evoke excitement, sophistication, and flavor in every spoonful, resonating with the specific target audience. The detailed media/budget breakdown outlines the planned tactics to reach and engage consumers effectively for brand growth.

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Honey Bunches of Oats IMC: Engaging Strategy for Market Growth

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  1. Post's Honey Bunches of Oats Integrated Marketing Communications Plan presented by Grassroots Marketing Agency

  2. The Problem • Post lacks a clear cohesive strategy • Several changes in ownership • Honey Bunches of Oats' current marketing communications are inconsistent, lacks focus, and fails to speak directly to a specified target market.

  3. Marketing Objective • Increase market share by 3% within a year will be done by: IMC Objectives: • Change perception • Increase trial use

  4. Positioning Statement “To 25 to 34 year old adults seeking a moderately healthy yet flavorful breakfast option, Honey Bunches of Oats is the one cereal that provides a combination of deliciousness, nutrition, and variety in every spoonful.”

  5. Recommendations • Television • Social Media • Promotion

  6. Television • New commercial will depict real-life situation relatable to target audience • Simple and brief, yet delivers message

  7. Honey Bunches of Oats Commercial Storyboard: “Excitement in every spoonful!”

  8. Act 1: Office Space Boredom

  9. Act 2: Introduce Great Taste

  10. Act 3: Spoonful of Joy

  11. Act 4: Unbridled Office JOY!!

  12. Social Media Campaign • Nationwide contest • Emphasis on taste • Personalization ~ Optimization of social networks will ultimately result in engaged consumers.

  13. "Love my Honey Bunches of Oats"

  14. Promotions • In-store taste test • Provide a delicious sensory experience • "Love my Honey Bunches of Oats" contest • Guerilla marketing • Bring Honey Bunches of Oats to the people

  15. How Will We Do It? Media/Budget Breakdown:

  16. How Will We Do It? Effects of Budgeting • 1,196 TV spots on the CW, USA, FX • 3,717,741,935 Facebook ad impressions over a year • 1000 stores with sample booths for 18 weeks • 52,000 bowls of cereal given out by trucks

  17. New Beginnings.... • More Integrated IMC • One message, one target, • onegoal!

  18. Honey Bunches of Oats Is.... ...sophistication, excitement, and flavorin every spoonful .

  19. Questions?

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