The key benefits of this product, Delite, are its low calorie, contains no sugar, and is a healthy alternative to a traditional candy bar. One approach that will be taken to express the key benefits of this product is finding the inherent drama behind being a diabetic and the restrictions it places on ones life. In order to create brand identification and therefore support for this product, a logo will be created to use in all forms of advertising so that people can find uniformity in all of the ad’s. Also to support the fact that Delite is sugar free and great for diabetics a tag line will be used to bring attention to this information. The tone of these advertisements will be calm and sentimental.
The major source of communication will be television ad’s and magazine ad’s. The types of magazines we are targeting to have these ad’s put in are health magazines, diabetic-geared magazines, and parenting magazines.
Integrated Marketing Communication (IMC) Mix
For the Splenda advertising campaign, we will mostly be using television and consumer magazine advertisements. The target markets will receive most media emphasis, focusing more strongly on the diabetics. The main objectives are as follows:
Create brand awareness and continue to increase brand awareness over an 8 month period though:
-broadcast media to provide coverage to 75% of the target market over an 8 month period and in that same period reach 50% of the target market at least three times.
-consumer magazine media to provide coverage to 45% of the target market over a 6 month period
The budget that is allocated for spending on IMC in the United States totals $3.3 million dollars. Seventy-five percent, or $2,250,000, will be spent on broadcast media while the remaining $750,000 will be spent on magazine advertisements and other unmeasured forms of advertisements. A total of $300,000 will be spent on promotions which will include sampling nationwide and signage/special packaging for initial low prices.