MARS Splenda Campaign- Delite Integrated Marketing Communications Program Creative Strategy StatementThe marketing communication process begins with identifying those who
MARS Splenda Campaign- Delite
Integrated Marketing Communications Program
Creative Strategy Statement
The marketing communication process begins with identifying those who will make up the target audience. In this case, the target audience for the MARS Splenda Campaign includes three market segments: diabetics, health conscious younger females and mothers of children between the ages of 4 and 12. The objectives that are taken in this case are as follows:
- Create awareness among 90 percent of the target audience. To do this we will use repetitive advertising in magazines, on television, on the radio and billboards. Keep the message short and simple. Make people aware of the difference between sugar and Splenda.
- Create interest in the brand among 70 percent of the target audience. Inform people that it contains no sugar but Splenda so it is healthier for your children but also tastes good and may also be eaten by diabetics.
- Create a favorable attitude about the brand among 40 percent and preference among 25 percent of the target audience. Do this by conveying the information about the difference between sugar and Splenda in all ads and on the package. Each time you purchase you have a chance to win cool prizes from our online gift shop. Refer people to the website about the benefits of Splenda over sugar.
- Obtain trial among 20 percent of the target audience. By using coupons to give money off bags during holidays like Easter, Halloween and Christmas. Our party size candies are also great for birthday parties.
- Develop and maintain regular purchase of Delite Candy bars among 5 percent of the target audience. Use continued-reinforcement advertising on radio and television, but use a smaller amount of coupons and free prizes. Increase communication efforts to middle aged parents who just want a healthier diet candy with great taste.
