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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 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
Marketing Objectives • Mission • Increase sales by 5 % during test re-launch • Increase awareness by 40 % • Vision • New target market • New packaging • Dark Chocolate
Brand Image • More Appealing to Consumers • Repetition • Uniqueness
Packaging • Brighter • Appealing • Feminine • Dark Chocolate Variation New Packaging Drafts: Original Packaging:
Evaluative Criteria • Dark Chocolate • Healthier option • Different Taste • Holiday Promotions • Valentines Day, Mothers Day • Special Packaging
Positioning Plan • The Hershey Company • American Market • Patriotism • Dependable, Quality Chocolate • Reasonably Priced
Personality • Human Characteristics • Sophisticated • Hard Working • Smart • Business Women
IMC Mix Objectives • Increase Brand Awareness • Increase Demand • Increase Market Share • Increase Sales • Change Customer Beliefs and Attitudes
IMC Mix Objectives Team 3 plans on tackling these with the following strategies… • Promotions • Channels of Advertising • Personal Selling
Competitive Product Advantage • Lower calories than other leading toffee candy bars • Now offered in milk and dark chocolate • Promotional deals that will be offered
Media Plan • Television • WGAL Channel 8 • Morning and Night
Media Plan • Billboards • Trone Advertising
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
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
Reseller Support • Contests • Cooperative Merchandising Agreement
Pricing • 1.4 oz size candy bar • No King Size • $1
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
Sales Pitch • http://www.youtube.com/watch?v=4ikngU8AnQo&feature=youtu.be
Creative Approach • Objective • Purpose • Message • Audience • Promise • Support • Appeal
Website and Interactive Communications • Feminine Appeal • Simple Layout • Consistent • Informative • Fun
Commercial • http://www.youtube.com/watch?v=pB61tclVbYs&feature=youtu.be
Budget • Excel
Evaluation of Campaign • Track Promotional Codes • Number of Candy Bars • Expired Case Buy Backs