Central Community College Healthy Breakfast Cereals Campaign Proposal PPT

User Generated

xreelfjrrg

Business Finance

Central Community College

Description

This is the Teacher feedback I was talking about and I've attach the powerpoint i did with the template provided by the teacher also. Let me know if you need anything else. I'm was stuck between 2 or 3 days, if you can get this done within 2 day I will really appreciate and make sure I tip better than the last question you just did either way you will keep me updated, thanks

You might think about targeting even more precisely. For example, most Cheerios are not suitable for vegans because of the honey and some additives can be from animal product and Honey. However, Yellow Box Cheerios and Multigrain (which I just purchased) are indeed Vegan friendly. They confirmed the minerals are not shellfish or animal sourced. So, you could do a nice, focused campaign on Vegans to each Cheerios. You could then feature those specific attributes and drill down more into you target audience. You can also get more specific on worldview and customer values.
Just a thought!
See if you can focus your audience.
I looked at slides 1-6 but happy to give feedback on the others if you like.

Unformatted Attachment Preview

CAMPAIGN PROPOSAL Company: General mills Campaign: Healthy Breakfast Cereals Product or Service: Cheerios Marketing Director: Enter Student Name here Chief Marketing Officer: Submitted on: Enter Teacher Name here Enter Date here Cheerios is an American brand cereal product that is manufactured General Mills. The company manufactures the cereal product with the shape of a solid torus. The cereals comprises of oats, and is manufactured in different flavors to suit different customers tastes. Feature Name Description of Benefit Whole grain Oats The cereals are manufactured by 100% whole grain oats Gluten free All wheat that might have come into contact with the oat is removed Real honey Products with honey have been blended with natural sweet honey. SAMPLE GOALS Build brand awareness Increase in number of items sold Growth in market share Capture a new target market Increase overall company revenues Increase donations to organization Add new accounts or relationships Improve ROI on advertising expenditure • Enhance the company’s image • • • • • • • • Marketing Goal Smart Description Increase cheerios sales Increase sales target by 10% in the next three months. Acquire new customers Capture atleast 85% of the target segment by the end of six months. Reduce churn Ensure we maintain a customer retention rate of more then 98% at all times. Increase customer satisfaction Increase customer product rating from 4 to 5 within six months. Response: The target audience are young ranging from the ages of 2 to 19 years. The campaign also targets senior adults above the age of 65. The audience range from students to retirees. DIFFERENTIATION of your BRAND How will you differentiate your brand from the competition? Response: The packaging will be unique and decorated with unique writings and pictures to differentiate it from other brands COMPETITIVE CAMPAIGN ANALYSIS Instructions: Search the Web for the campaigns of two competitors with a similar product or service. Using all the rows in the table below, summarize how your campaign compares to the campaigns of these two competitors. COMPARISON NAME of COMPANY and NAME OF PRODUCT/SERVICE: KEY FEATURES and BENEFITS: What are the top features of the product, from the customer perspective? TARGET AUDIENCE: Describe the best target audience for this product. COST: What is your best estimate of the cost of the product or service? COMPANY & PRODUCT/SERVICE General Mills Mostly contains a picture of contents 2 to 19 years and above 65 years $2 COMPETITOR 1 Kellogg’s Contains plenty of animation to attract the children 3 to 12 years $2 COMPETITOR 2 Quaker Oats Simple and straightforward 10 to 45 years $2.5 Customer Needs and Wants CUSTOMER NEED What customer “need” does the product or service address? What value does it deliver to the customer? Why would a customer buy it? Customers value a healthy meal in the morning that will keep them energized, while still ensuring they are eating healthy. With most customers moving away from products with gluten, Cheerio cereals ensures delivers gluten free cereal products to the customer. The cereal uses honey in some of its products to ensure customers get natural and healthy product with every serving CUSTOMER WANTS What customer “wants” does the product or service fulfill? How does it reinforce the customer’s self-image? How does it connect the customer with others? Customers want a breakfast meal that will provide them with energy throughout the morning hours. Customers who use our products are seen as customers who mind their health and that of their family. The company has a social media page where customers can go chat with other customers and even engage the company on how the product satisfies their daily routine. Customer Values and Beliefs CUSTOMER VALUES AND BELIEFS What are the core values and beliefs of your target audience? Customers value and believe products that are healthy and that will add healthy amounts of calories in their body. Customers believe that breakfast is the most important meal of the day, and therefore should only consume healthy meals in the morning. BRAND CONNECTION TO VALUES AND BELIEFS How will this campaign connect your brand to those customer values and beliefs? Our brand connection to customer needs and values is realized by the provision of a healthy meal product that is fast to prepare and ready for consumption. Marketing Messages and Story MESSAGES What are the key features you need to highlight in your marketing messages for this campaign? We need a healthy morning diet. Cheerio promotes healthy growth in children. Gluten free product MARKETING STORY What is the “story” you will use to appeal to customers in this campaign? Everyone needs a healthy, active and strong breakfast meal that will ensure they have the energy to undertake the various tasks ahead of them during the day. WORDS AND IMAGES What words and images will you use to “frame” your marketing story in this campaign? Healthy, strong, active, and energy. Social Media Strategy TOP THREE ADVERTISING CHANNELS, DEMOGRAPHICS and USE of SOCIAL MEDIA Where will you advertise to reach your target audience for this campaign? Social Media Channel Universe Size Ideal Demographic(s) Cons of Channel Television Children and parents From 2 to 65 years Has a big audience YouTube Children and teenagers Between 2 to 19 years Repeated advertising. Facebook Adults 20 to 55 years Has a big audience ENGAGEMENT How will you use social media to engage your audience for this campaign? By posting tips, short clips and engaging the audience on the product. EXPAND MESSAGE How will you use social media to spread your marketing message widely in this campaign? Encourage users to share the content to their pages and friends and offer promotional discounts to encourage sharing. Marketing Metrics and Budget Allocation HOW WILL YOU ALLOCATE YOUR BUDGET FOR THIS CAMPAIGN? Over 50% of the Budget must be for Digital Marketing Channels versus Traditional. You must have a minimum of 4 Marketing Categories. SAMPLE CHART: Replace the contents of the chart below with your own budget items. Marketing Category Budget % Type Why This Category? Metric Calculation Facebook $300,000 35% Digital Most target age of 25 and above are active on Facebook Increased engagement in Facebook Weekly A high engagement may translate to a high target audience YouTube $200,000 30% Digital Capture both local and international audience Number of advertisement views and click rates. Weekly More views and click rate translates to more sales Television $150,000 25% Traditional Has a large audience Increased number of orders through phone call After two weeks TV Ads in between programs can result in increased sales. Outdoor Billboards $150,000 10% Traditional Targets parents and adults. Phone calls for ordering and inquiring Monthly To show whether the ads are effective. TOTAL $800,000 100% For Metrics, consider these questions: How will you measure your campaign’s performance? What are the key data items you need? How frequently will you collect these data items? What metrics will you calculate, based on the campaign data? Why are these metrics useful? Frequency of Data Collection Why These Metrics? Conclusion BENEFITS OF THE PROPOSED CAMPAIGN Describe the short term and long term benefits of a successful campaign Short term benefits include increased sales. Which translates to increased profits Long term benefits include higher market share and company growth. REASONS TO ENDORSE THE PROPOSAL Specify the reasons why the executive team should endorse your proposal Increased profits, better company performance, and satisfied customers. THANK YOU! Thank your audience and invite questions Thank you for being part of this presentation. I hope you have learned something. References • Your References list should reflect 7 weeks of learning and content, including textbook readings, articles, lectures, and external content you found in your research. • Berning, J., & Rabinowitz, A. N. (2017). Targeted advertising in the breakfast cereal industry. Journal of Agricultural and Applied Economics, 49(3), 382-399. • Longacre, M. R., Drake, K. M., Titus, L. J., Harris, J., Cleveland, L. P., Langeloh, G., ... & Dalton, M. A. (2017). Child-targeted TV advertising and preschoolers' consumption of highsugar breakfast cereals. Appetite, 108, 295-302.
Purchase answer to see full attachment
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

Explanation & Answer

Please find attached the power point. I did my best to make it more relevant. Had to change the content on almost all the slides.

CAMPAIGN PROPOSAL
Company: General mills
Campaign: Healthy Breakfast Cereals
Product or Service: Multi Grain Cheerios
Marketing Director: Enter Student Name here
Chief Marketing Officer:
Submitted on:

Enter Teacher Name here

Enter Date here

Cheerios is an American brand cereal product that is manufactured General
Mills. The company manufactures the cereal product with the shape of a solid
torus. The cereals comprises of oats, and is manufactured in different flavors to
suit different customers tastes. The specific product chosen is

Multi Grain

Cheerios.

Feature Name

Description of Benefit

Vegan Friendly

The yellow box cereals are manufactured without animal fat

Gluten Free

The product does not contain any form of gluten from wheat, barley, rye, etc.

Whole grain

The multigrain cheerios is made from 5 whole grains

Good source of fiber and Calcium

Dietary fiber and Calcium are needed for preventing lifestyle related diseases

SAMPLE GOALS
Build brand awareness
Increase in number of items sold
Growth in market share
Capture a new target market
Increase overall company revenues
Increase donations to organization
Add new accounts or relationships
Improve ROI on advertising
expenditure
• Enhance the company’s image









Marketing Goal

Smart Description

Increase the market share of
multigrain cheerios by
targeting

The people with Celiac disease and other gluten
related medical conditions will be specifically
targeted and the market share would be increased
by 10 %.

Increase brand awareness
regarding Multigrain Cheerios

Increase the name recognition by 30 percent for
multigrain cheerios.

Increase customer satisfaction
rates

Increase the rates of customer satisfaction from 80
percent to 90 percent in three months time

Capture the vegan friendly
market

Multigrain cheerios must be able to capture 90
percent of the vegan free market in the next three
months.

Response: The target audience are health conscious as well as aware individuals in the age g...


Anonymous
Great! Studypool always delivers quality work.

Studypool
4.7
Trustpilot
4.5
Sitejabber
4.4