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Post's Honey Bunches of Oats

Post's Honey Bunches of Oats. Integrated Marketing Communications Plan presented by Grassroots Marketing Agency . The Problem. Post lacks a clear cohesive strategy Several changes in ownership

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Post's Honey Bunches of Oats

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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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