The marketing objectives for Dunkertons will be:
- To increase the market share in the cider segment by 15% by the end of the season
- To increase sales by 25% to the target market in the coming season
- To increase net profit by 10% by the end of the season
- To enlarge the market by working against the competitors this includes: Beer, Wines, Spirits, Alcopops and other me to products
As to meet these marketing objectives, following objectives for marketing communications are defined:
- To increase brand awareness by 30% by the end of the season
- To increase “top of mind” for the brand by 20%
- To increase the brand loyalty
- To retain 50% of the first time buyers
- Extend reach through PR initiatives to motivate consumers
- Develop credible sponsorships and stable customer base
- To inform and educate the secondary target audience about the brand and the product.
4) APPROPRIATE MARKETING COMMUNICATIONS STRATEGIES – INCLUDING IDENTIFICATION AND ANY DESCRIPTIONS OF ANY PUSH, PULL AND PROFILE STRATEGIES CHOSEN
The marketing communications strategy will directly target the customers, delivering the compelling reason to buy the product and the integrated approach will be maintained.
By maintaining the integrated approach means that the main strategy will be the combination of push, pull and profile strategies.
PUSH:
- Emphasis will be given on personnel selling
- While serving in a restaurant/bar Dunkertons cider will be recommended to the customers
- Retailers will be given special incentives on selling the certain amount of Dunkertons cider.
- Discount schemes will be introduced for the wholesalers
PULL:
- Sales will be generated by increasing the awareness of the brand
- It will cover the aspects of advertising
- It will lead the consumers to on the spot buying
- It will help in creating and maintaining a relationship between the brand and the consumer. E.g. registering at the Dunkertons website will convey the message “Welcome to the Dunkertons family”
PROFILE:
- Public relations will take place under this part of strategy
As said earlier, the main strategy will be consisting upon these three sub strategies which will make it as an integrated approach towards completing the marketing communications objective.
5) AN EFFICIENT AND EFFECTIVE INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN – TO INCLUDE DESCRIPTIONS OF ANY INDIVIDUAL ELEMENTS OF THE MARKETING COMMUNICATIONS MIX CHOSEN. TO INCLUDE AN INDENTIFICATION OF PRIORITISED TARGET MARKETS FOR COMMUNICATING THESE MESSAGES.
TARGET SEGMENT:
The target segment for launching the campaign will be A-B-C1 men and women of age group 25-44 which includes the heavy, medium and light users of the cider.
TARGET MARKET:
The target market to launch the campaign will be the specialist boutique ciders which is a sub market of the premium ciders.
It will be positioned in the south east and south west part of the UK, the primary areas will include:
- London and greater London
- Kent
- Oxfordshire
- Surrey
- Essex
- Eastern and western part of Sussex
- Buckinghamshire
- Gloucestershire
- Somerset
The product will be placed in large superstores and premium cider shops, apart from these, Dunkertons cider will also be placed in the high end restaurants of the targeted areas and will be applying push strategy as it will be recommended by the management with the dinner.
In the BTL activity of hiring a celebrity chef, piggy backing approach will be made so as to associate the Dunkertons cider with the specific cuisines and dishes, e.g.
- Sweet with desserts
- Bittersweet with fish or poultry
- Bittersharp with robust meats
- Sharp with fatty meats
BUDGTING
- Budget for the campaign: £100,000.00
Description of expenditure
- Length of campaign (ATL activities): 4 months (April, May, June, July)
- As per the seasonal demand of the cider, the campaign will run for four months.
- ATL activities include the TV ads, print insertions, internet ads and cinema ads.
- BTL activities will also be a part of the campaign which includes the stalls in the food and cooking exhibitions.
- Advertorials will be published by the opinion formers regarding the promotion of the cider, which will help in developing the brand, these advertorials will be published in the health, fitness and lifestyle magazines specifically to cover the female cider market.
MEDIA DESCRIPTION
*the circulation data is not given.
6) SUITABLE EVALUATION AND CONTROL MECHANISMS
The last stage of the marketing communications plan is control and evaluation which helps us in deciding the results of the campaign.
For the Dunkertons following points will be considered in order to make sure that campaign will be a hit.
CONTROL:
- During and after the campaign sales and profit will be measured, and if during the campaign desired result would not be coming then the campaign will be stopped and re-launched.
To evaluate the campaign results during and after the campaign following measures will be taken:
EVALUATION:
To conduct a research in order to evaluate the campaign, following methods can be used.
- Focus Groups
- Market Research
- Audience Research
All the above mentioned three methods would be both prompted and unprompted.
For drawing conclusions from the campaign surveys were made, with approx 20 participants, selected at random from each area.
In general there are two types of research to be taken:
Pre-Testing Research:
Pre-Testing research is conducted before the campaign launched. It help in knowing the target audience and to make sure whether the campaign has achieved the absolute deliverance of the message.
Unprompted awareness will be measured
e.g. Unprompted awareness for Dunkertons cider was only 1%
Promoted awareness will be measured
e.g. however once prompted almost 61% of the participants knew Dunkertons cider.
Post Testing Research:
Post testing research is conducted after the launch of the campaign. This research is to measure whether the objective of the campaign has been achieved or not.
Following variables are considered in the post testing research:
- Media Objectives
- Awareness
- Sales
Following are the key points of post testing research:
- Top of mind
- Unprompted ad awareness
- Unprompted brand awareness
- Prompted awareness
- Enhanse consumption and sale
Appendix-I
Preferred TV channels
Appendix-II
Preferred Newspapers
Contacts
Circulation
Rates
Production
Contacts
Circulation
Rates
Production
Appendix-III
REFERENCES:
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Baker, M.J. (2006). Marketing An Introductory Text. Westburn Publishers Ltd.
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Kotler, P. & Armstrong, G. (2006). Principles of Marketing. Pearson Education, Inc.
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Smith, P. R. & Taylor, J. (2006). Marketing Communications. Kogan Page Ltd.
- Media numbers are taken from Brad website.