SLIDE 1
Communication Plan
Team A2 December 1, 2017
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Our Team
Josh Brauer Austin Easler Eilidh Hajost David Ritter Kyle Walsh
Accounting Finance Marketing Finance MIS
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Communication Plan Team A2 December 1, 2017 A Our Team Josh - - PowerPoint PPT Presentation
Communication Plan Team A2 December 1, 2017 A Our Team Josh - - PowerPoint PPT Presentation
Communication Plan Team A2 December 1, 2017 A Our Team Josh Brauer Austin Easler Eilidh Hajost David Ritter Kyle Walsh MIS Finance Marketing Accounting Finance A Agenda A Situation A Situation Same Ingredients, Better Taste
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Agenda
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Situation
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Situation
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- Same Ingredients, Better Taste
- Increase Target Markets
- Strengthen Bonds
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Bottom Line
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This packaging change will help the growth and awareness of your product.
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Target Markets
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Target Markets
1. 2. 3. Trailblazing Competitors Fitbits Casual Cathy A
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Trailblazing Competitors
Who Are They? Wants & Needs Concerns
- High quality
- Prefer function over taste
- Scientifically backed claims
- Brand loyal
- Not price sensitive
- Product credibility
- Elite athletes
- Obsessed with working out
- Well-informed
- Hyper-social
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Fitbits
Who Are They? Wants & Needs Concerns
- Stay on top of latest trends
- Social aspect
- Supplement healthy diet
- Limited knowledge
- Brand packaging &
labeling
- Younger parents
- Moderate exercisers
- Social
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Casual Cathy
Who Are They? Wants & Needs Concerns
- Prefer natural products
- Noncommittal attitude
- Driven by convenience
- Lean and fit
- Natural health & wellness
- Delicious and beneficial
- No brand loyalty
- Flavor & packaging
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Recommendation
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Recommendation
Co-Op Marketing
1. Currently partnered with US Skiing and Snowboarding teams
2. 3. 1.
Co-Brand with the olympic team, or places
- f distribution
Brand Awareness synonymous with places of Co-Op Marketing A
30% split among target markets
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Recommendation
Point of Purchase Promotions
2. Show that calcium and protein is a needed part of a healthy lifestyle, show that Rockin Protein is the best way to do it
2. 1. 3.
35% Fitbits, 45% Trailblazers, 20% Casual Cathy’s Use in store training of employees both in distributions chains and in places of exercise in order to refer to our product with coupons A
Cheapest
Drink out of the competition
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Recommendation
Strategic Sampling
3.
2. 1. 3.
Delivered samples in the 10 biggest cities in the United States Even Split of 33% for each market Free samples offered by our distribution cars targeting
- ur 3 target markets
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Samples have boosted sales up to
2000%
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Communication Strategy
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Communication Strategy
Point of Purchase Strategic Sampling A 1. 2. 3.
Trailblazing Competitors Fitbits Casual Cathy’s
Co-Op Marketing
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Communication Strategy
A Strategic Sampling Co-Op Branding
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Communication Strategy
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- Trailblazing Competitors
- Fitbits
- Casual Cathy
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Response
Timeline
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Timeline
FINISH START
Dec 7, 2017 Feb 1, 2018 Mar 1, 2018 Jan 1, 2018 Feb 9, 2018 Apr 1, 2018
Begin distributing coupons at places of exercise Distribute Shamrock cars among top 10 US cities, giving out samples Place product in geographically targeted places of exercise, at point of purchase Implement co-branding with US ski & snowboard, using product placement and Twitter Start collecting response data. With initial results start planning for extension of recommendations. A
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Budget
Response
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Budget
TOTAL: $2,202,010
Education of Employees: $1,000,000 Car/ Sample Expenses: $602,010 Social Media Costs: $600,000 A
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Return on Investment
Response
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Coupons/Places of Exercise Shamrock “Muscle” Cars--sampling Co-branding with Olympics
- Promotion toward
target markets
- Increased protein
drink sales
- Nationwide brand
awareness
- Heightened customer
appeal toward brand
- Increase in repeat
customers
- Patriotism purchasing
- Brand awareness with
new customer base
Return on Investment
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Summary
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Summary
- Hit Target Markets
- Increase Brand Awareness
- Marketing Strategies
- Under Budget
Trailbl azing Compe titors Fitbits Casual Cathy Point of Purchase Strategic Sampling Co-Op Marketing
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Appendix
1. Situational Analysis 2. Target Markets a. Trailblazing Competitors b. Fitbits c. Casual Cathy 3. Recommendation a. Co-op Marketing b. Point of Purchase Promotions c. Strategic Sampling 4. Communication Strategy 5. Response a. Timeline b. Budget c. Return on Investment 6. Summary
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Conclusion
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