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Introduction

1. Introduction This report serves the formulation of an Advertising Communications Strategy for 'KJM Food Ltd.' [KJM] - a German blender and supplier of tea and speciality teas. KJM wants to launch a new black tea brand, named 'SOUL' into the UK market. Black tea is one of the most popular hot beverages in Europe and originates from the 'Camellia Sinensis Tree'. It is derived from its leaves that have been withered, rolled, fermented, and then fired. Due to the nature of the product SOUL will be launched after the summer months. KJM has consulted the advertising agency 'Flavour' to assist in this matter and the following report summarizes the agency's recommendations based on results of several marketing examinations which can be found in detail in appendices attached. Flavour will define a clear, consumer-relevant USP, clear positioning against the market competition and recommendations for an effective Brand Media Strategy as the basis of an integrated marketing concept. Further more, the theory that "all advertising communications should be designed with a particular target market in mind, created to achieve specific objectives, and undertaken to accomplish the objective toward the target market within budget constraints" [Terrence Shimp] is followed through. 2. Situation Analysis In order to prepare an Advertising Communications Strategy for the launch of the new black tea brand 'SOUL' all relevant market and corporate dynamics need to be considered since they are likely to determine or influence the marketing process. This report is build upon a situation analysis, by means of PEST and SWOT analyses, which are looking at internal and external factors affecting KJM and their new brand launch. Both analyses help identifying the environment, markets, customer as well as the competition. PEST and SWOT analyses are based on secondary data and detailed results can be found in appendices 1 and 2 on pages I to III. 2.1 Market size and trends Cultural changes towards a faster lifestyle have proven to distract people from tea and a health and fitness ethic is strengthening. ...read more.

Middle

Support for product sales X. Build a brand's and company's image More generally, the main ultimate objective of any marketing communications strategy is to initiate action from customers and potential consumers. The above advertising objectives accomplish SOUL'S present introduction stage in its life cycle [as shown in figure 4.1] and represent an expression of the management consensus. They are a fundamental guide for KJM personnel with regards to tasks, timing, budgeting, message and media aspects. Further more, set objective provide standards against which results can be measured at the stage of campaign evaluation. Set objectives are not to be achieved in a particular order and they all are highly interrelated. However, certain objectives can not be achieved without some others. For instance, in the FMCG sector it is vital to first convince and pitch retailers [e.g. ASDA, TESCO etc] in order to get a foot into the market. Without the support of the retail trade a product is doomed to fail. Consequently, KJM initially has to convince British retail giants to facilitate the introduction of SOUL prior to reaching end consumers. Figure 4.1 The normal product lifecycle 5. Advertising Strategy The present chapter deals with the advertising strategy for SOUL and is based on the so-called 'Copy Strategy' - a creative brief guideline by Ogilvy & Mather [widely acclaimed worldwide advertising agency]. Copy Strategy is a composition and design strategy which constitutes a comprehensive approach for positioning. It is the basis and starting point for the visualisation and verbalisation of the message to be communicated. The following steps are of consideration within Copy Strategy. Some have previously been given thought in more detail - therefore will only refer to previous chapters - while others are examined directly at this point: i. Starting point: Situation/ Background In order to develop an advertising strategy the business' situation should be clearly identified. This has been completed by means of 'Situation Analysis' in Chapter 2 in order to launching the new brand. ...read more.

Conclusion

The interview relies on group discussion to generate data. The AIDA approach [by E. K. Strong, 1925] to understand how SOUL's advertising and selling supposedly works is used as a base. The assumption is that the consumer passes through several steps in the influence process. First, Attention must be developed [advertising], and be followed by Interest, Desire, and finally Action [purchase]. If focus groups give positive response and show an interest and desire for SOUL as well as stating they would purchase it, the advertising is effective. 7. Campaign evaluation The following section gives recommendations on how to research effectiveness of SOUL's advertising after the first year running and thereafter in regular periods. Each component of advertising communications strategy has a different monitoring technique that will be used. During the pre-test stage message research has been used in order to eliminate ineffective advertising. The campaign evaluation will include similar qualitative research by means of post-testing and 'usage and attitude studies'. This assists in determining whether the message achieved its established objectives and to understanding the consumer. For media research KJM will use Magazine audience measurements, Radio audience measurement and Television audience measurements. Attitude measure Further measurements chosen evaluate effectiveness in terms of sales volume generated by advertising. As mentioned earlier, objectives have set precise and quantitative benchmarks of what the presented advertising communications strategy is determined to accomplish. Consequently, results will be compared with standards set through objectives in order to determine whether this advertising strategy accomplished what it was intended to do. KJM will also use secondary internal data to run graphs [e.g. sales, inquiries etc.] and market share data and monitor competitor actions to execute comparison. This mean of monitoring and tracking will verify what is happening with the product and its marketing process and shows important changes in the environment [e.g. opportunities, threats etc.] Finally, consumer panels will be used to convey depth of trial, repeat purchase and migration analysis and hidden observation - to study shopper's movement pattern in store - will be conducted in selected supermarkets to back up the above forms of research. 1 of 19 ...read more.

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