- Target markets
Sandwiches are eaten by a huge variety of people, especially during lunch time which is the ‘golden hour’ of the sandwich industry. However as we are a new company we hope to shock the public, and thus become recognized, much in the same way that the ice cream shop in central London introduced the breast milk flavor ice cream. Our sandwiches will range from normal flavors to strange and unheard of which will be daring people to try them. The type of people who will be most persuaded to try these products will be young people, who are not ‘stuck in there ways’ so to speak and so are more viable to try something new. These sandwiches will also be placed in the premium range, as well as normal priced sandwiches being available. We also encourage stylish people to eat in our bar as it will be furnished in a stylish and sophisticated manner.
My client intends for the product to be tested and tried by young people in particular and it’s our duty as an advertising agency to bring that to fulfillment and I personally have taken it as a point of duty to be reminded about their plans and aims as well as not letting them down. It is an easy process but deserves a lot of planning. By planning we would determine what communication channels is most beneficial, e.g, face to face meeting, telephone contact
- Promotional/advertising objectives.
Advertising objectives are the communication tasks to be accomplished with specific customers that a company is trying to reach during a particular time frame.
As an advertising agency we aim to communicate tasks to be accomplished with specific customers that this company is trying to reach during a particular time frame, we strive to reach one of these four objectives: trial, continuity, brand switching and switchback.
By using trial we hope to be able to encourage customers to make an initial purchase of a new product. The reason is simple, without the first trial of a product by customers; there will not be any repeat purchases.
By using continuity we hope to strategize to keep current customers coming using the particular and initial product and promoting it before moving on to something new.
- Promotional/advertising proposition
Each of our advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: "Buy this product, and you will get this specific benefit.", and that’s what we aim to establish.
The proposition we are using is unique, and as an advertising agency we have gone out to confirm that it is really unique although we have quite a number of competitors, we know they don’t offer as good quality as out and the price cannot be compared because we will sell at the best of quality but cheapest of prices.
We are also using a very strong proposition that will pull a mass million as we are experienced enough for such, we are creating a unique identity that hasn’t being seen anywhere else and distinguishes us from others.
- Support
Support will be given to me by my client in the area of taking pictures and samples of the sandwich to advertise with, people who have worked in the market of food in particular before and how the excelled and succeeded triumphantly will be introduced to me by my client.
- Tone of voice
The product being advertising is unique, unusual and uncommon. Our target group is moved by thrilling adverts and eager to try new things so we could either be gentle or entertaining while advertising, entertaining by using funky tunes or the music in vole.
- Mandatory inclusions
A few would contain nuts.
M3
Why is the campaign taking place?
The campaign is taking place because it is important. If a marketing campaign saying one thing and think it's too good to be true then it probably is. Business owners and dealers know and understand the importance of an effective marketing campaign like advertising flyers for example.
A successful marketing campaign can make or break the impression you create with your target customers. It is therefore crucial that you do everything in their power to develop a marketing campaign that your target customers would have a difficult time to resist. So what to do to get your message to your target customers? You get the professionals and experts to help you create your advertising medium.
Why do you think the campaign will be successful?
I suggest my campaign will be successful because I have taken some specific steps into consideration in other to achieve my goals, which are:
- Assessing marketing communication opportunities:
It is important in this step to examine and understand the needs of your target market and to find out who the message you’re sending is going out to, current users, influencers among individuals, decision makers, groups or the general public?
- Communication channels to be used:
This information will assist you in deciding which communication channels such as face to face meeting, telephone contacts, or even a personal sales presentation, otherwise newspapers, magazines, direct mail, fliers and posters could work better.
- Determine Your Promotion Mix
In this case you will need to allocate resources among sales promotion, advertising, publicity and personal selling. Awareness has to be made among buyers in other for the promotional campaign to succeed.
- Finally determine campaign effectiveness:
After marketing communications are assigned, the promotional plan must be formal defined in a written document. In this document should include situation analysis, copy platform, timetables for effective integration of promotional elements with elements in your marketing mix. It will also need to determine how you will measure the effectiveness once it is implementing. How did the actual performance measure up to planned objectives. You'll need to gather this information by asking your target market whether they recognized or recall specific advertising messages, what they remember about the message, how they felt about the message, and if their attitudes toward the company was affected by the message.
Once all these steps are taking into consideration you will end up with a successful campaign.
D2
What is the “national marketing campaign” you are using? Give a brief description of it.
I will be using the domino’s pizza national marketing campaign. This national marketing campaign is good in the sense that the main people in charge have an interest in food especially what they are doing and they are eager to try out new experiments that seem to always work out.
What were the positive aspects of this campaign?
The positive aspects of this campaign are:
- The people involved know what they are doing as they have an interest in food and pizza in particular as it is impossible to lead a food based company without a passion or love for it as stated in the video
- The became the world’s fastest growing pizza company at that time
- They had the opportunity to listen to the bad comments of individuals and customers and tried to make changes.
- They care about the interest of their buyers and aim to satisfy their customers.
What were the negative aspects of this campaign?
The negative aspects are not as much as the positive, they are:
- Their change of ideas and plans might not still sooth their customers
In other for domino’s pizza to overcome the challenge they are facing concerning the sale of their products, some needs need to be met, which are:
- Effective communication: The ability to communicate with their customers effectively, knowing what they want and their exact choice.
- Knowing the market: domino’s as a food company need to know customer’s choice as there are loads of other competing stores out there. E.g. pizza hut and papa johns, those are the main competitors.
- co
