Prensentation of advertising

User Generated

111111l

Business Finance

Yale University

Description

1. Situation Analysis

Background research

SWOTs: strengths , weaknesses, opportunities, threats

Key advertising problem/s to be solved

2. Key strategic campaign decisions

Objectives

Target audience (or stakeholder targets in an IMC Plan)

Brand position: Product features and competitive advantage

Campaign Strategy: Key strategic approach or marcom tool

3. Media strategy (or Points of Contact in an IMC Plan)

Media objectives

Media selection

Scheduling

4. Message strategy

Message objectives

Message strategies

Appeals

Message design and executions

5. Other marcom tools used in support

Sales promotion

Public relations

Direct marketing

Personal selling

Sponsorships, merchandising, packaging, point-of-purchase

Integration Strategy (maximize synergy)

6. Campaign Management

Evaluation of effectiveness

Point 2, 3, 4 are answered in the PPt, you just need to cover 1, 5, 6 to the PPt, and I will up load the proposal of our company, so you can continue to finish the work. Also Please write the script of the 1, 5,6 part. Thanks!!

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HUEL POWDER CALEB YANG, DOROTHY LU, KE YING, KEYI ZHU, SHANGYI LU CONTENT 01 SITUATION ANALYSIS 02 KEY STRATEGIC DECISIONS 03 MEDIA STRATEGY 04 MESSAGING STRATEGY 05 SUPPORTING MARCOM TOOLS 06 CAMPAIGN MANAGEMEN T 07 CONCLUSION SITUATION ANALYSIS C urrent market and po s i ti o ning BACKGROUND Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. SWOT ANALYSIS & KEY PROBLEMS S • Nutr itional Value • Ex p ansio n into Retail • Co nvenience • Health and Wellness T r end s • Var iety • T ar get Market Exp ansio n O KEY PROBLEM: W • O ffl ine Availab ility • Co m p etitive M ar ket • Customer Education • Food regulations • Brand imitation • Dependency o n online platforms • Shifts in consumption preferences/trends T KEY STRATEGIC DECISIONS C ampai gn objecti v es , target market, competitive adv antage and s trategy CAMPAIGN OBJECTIVES Education Brand Recognition Engagement • Just ano ther powdered p r o d uct? • Highl ight product strengths and points of d iffer entiation • Place product on the forefront of consumers minds • Wil l encourage customer loyalty • Co nsistent engagement with co nsumer b ase and target market Target Audience: Age range 20 -45 years, value fitness/w ellness BRAND POSITIONING & CAMPAIGN STRATEGY Product Features & Competitive Advantage • Functionality: Provides necessary daily nutrients ⚬ Contains all 27 essential vitamins and minerals, essential fats, fiber, and phytonutrients • Health: weight-loss friendly, plant based ⚬ 50% less carbs, 33% more protein, zero artificial sweeteners • Affordability: Powders range from $1.49 -$4.40 per meal • Main Advertising Tool: Social Media ⚬ Target frequent viewers of fitness/health content ⚬ Utilization of brand ambassador with wide industry reach • Ideal Brand Ambassador: Chris Bumstead (CBum!) ⚬ 5x Mr. Olympia Classic Physique Champion ⚬ Heavy industry influence, well -known outside industry Main Strategy MEDIA STRATEGY Media s el ectio n, go al s , s chedul i ng MESSAGE STRATEGY Mes s aging s trategi es , appeal s , des i gn, executi o n SUPPORTING MARCOM TOOLS C ampaign objectives , target m arket, s trategy CAMPAIGN MANAGEMENT Eval uation of campai gn and s trategy effecti v enes s THANK YOU! STATISTICS Lorem i ps um dol or s i t amet, cons ectetur adipiscing el i t. Duis vul putate nulla at ante rhoncus, vel efficitur fel i s condi mentum. P roin odi o odio. 80% KEY STRATEGY & APPROACH • Lorem ipsum dolor sit amet, cons ectetur adipis cing eli t. Dui s v ulputate nulla at ante rhoncus , v e l e f f icitur f elis condimentum. P roi n odio odio. • Lore m ips um dolor s it ame t, cons ectetur adipis cing eli t. Dui s v ulputate nulla at ante rhoncus , v e l e f f icitur f elis condimentum. P roi n odio odio. CUSTOMERS KEY STRATEGY & APPROACH Mission • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. Vision 01 02 03 04 JANUARY FEBRUARY MARCH APRIL Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. NEXT PROJECT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. PROJECT 1 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. PROJECT 2 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. PROJECT 3 TESTIMONIALS Rufus Stewart Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. Morgan Maxwell Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. OUR TEAM Everest Cantu Drew Holloway Remy Marsh Ceo Of Ingoude Company Ceo Of Ingoude Company Ceo Of Ingoude Company THANK'S FOR WATCHING Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. LARANA, INC. Huel Powder, a prominent player in the health and food industry in the United States, caters to a diverse customer base, primarily encompassing individuals in pursuit of fitness goals and those on a weight loss journey. The majority of its customers fall within the age range of 20 to 45. This brand has firmly established itself as a major competitor in the relatively youthful sector of meal replacement products, offering a diverse array of flavors at a competitive price point, while simultaneously providing all the necessary nutrients in a regular meal. This makes it an enticing alternative to traditional meals, especially in an emerging and dynamic market including industry giants like Oats Overnight, Blue Apron, Optimum Nutrition, and Premier Protein, as they all vie for a slice of the market share. Huel Powder has strategically positioned itself for accessibility, making its products readily available through various platforms, and pricing its products to be much cheaper than that of a regular meal. Customers can conveniently make their purchases through online orders and delivery services at retail stores as well as on their own website. Aside from selling on their own brand website, Huel's products can be found on popular e-commerce platforms like Amazon, as well as in physical retail stores such as Walmart and Target. Additionally, a big concern among consumers in this emerging industry is the potential lack of necessary nutrients in meal replacement products. Huel overcomes this hurdle by providing and displaying the nutrients they provide in their products, making sure to include all the necessary daily nutrients required for a day’s meal. This is one of the largest competitive advantages for the brand, and will be what our marketing is based on. Our marketing strategy for Huel will focus on heightening customer awareness and understanding of the brand and providing consumers with healthy, affordable, and appetizing meal replacement options. As the United States becomes an increasingly more health-conscious consumer landscape, Huel Powder seeks to not only maintain its market presence but also to expand its reach and impact. By positioning itself as a leading provider of nutritious and convenient meal replacements, the brand aims to cater to the diverse needs of its customer base, ensuring they can easily access its products while making informed choices that align with their health and wellness goals.
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Explanation & Answer

Attached.

HUEL
POWDER
CALEB YANG, DOROTHY LU, KE YING, KEYI ZHU, SHANGYI LU

CONTENT
01

SITUATION ANALYSIS

02

KEY STRATEGIC DECISIONS

03

MEDIA STRATEGY

04

MESSAGING STRATEGY

05

SUPPORTING MARCOM TOOLS

06

CAMPAIGN MANAGEMEN T

07

CONCLUSION

SITUATION ANALYSIS
C urrent market and po s i ti o ning

BACKGROUND
Huel Powder is a major US health and food
company. The company sells nutritional,
quick, and economical meal replacements.

Healthy people who want to receive nutrients
quickly and easily use Huel Powder's goods.

BACK G ROUND
Huel Powder is a major US health and food
company. The company sells nutritional,
quick, and economical meal replacements.
Healthy people who want to receive
nutrients quickly and easily use Huel
Powder's goods

SWOT ANALYSIS &
KEY PROBLEMS

S

• Str o ng brand recognition
• D iver se product line
• Co mp etitive pricing
• Nutr itious and convenient products
• Read ily available through various
platforms

• Ex p ansio n into Retail
• Health and Wellness T r end s
• T ar get Market Exp ansio n

O

KEY PROBLEM:
• Limited brand awareness:
• Consumer perceptions of
unappealing products
• Competition from established
brands

W

• O ffl ine Availab ility
• Co m p etitive M ar ket
• Cu sto mer Ed ucatio n
⚬ Lack of brand awareness among
some consumers
⚬ Some consumers perceive Huel
Powder products as unappealing

• Food regul atio ns
• Brand imitatio n
• Dependency o n online platforms
• Shifts in co nsumption
preferences/trends
• Economic D o wnturns

T

SWOT ANALYSIS
Strengths: Strong brand awareness, extensive product line,
competitive pricing, healthful and convenient products, available
across platforms
Weaknesses: Due to brand ignorance, some consumers find Huel
Powder items unpleasant.
Opportunities: Growing meal replacement market, consumer health
awareness, development into other markets
Threats: Other meal replacement companies, changing consumer
preferences, and economic downturns.
Key Advertising Problem: Promote Huel Powder as the premier
source of nutritious and convenient meal replacements, address
consumer perceptions of unappealing products, and raise brand
awareness among target consumers.

KEY STRATEGIC
DECISIONS
C ampai gn objecti v es , target market,
competitive adv antage and s trategy

CAMPAIGN OBJECTIVES
Education

Brand Recognition

Engagement

• Just ano ther powdered
p r o d uct?
• Highl ight product
strengths and points of
d iffer entiation

• Place product on the
forefront of
consumers minds
• Wil l encourage
customer loyalty

• Co nsistent
engagement with
co nsumer b ase and
target market

Target Audience:
Age range 20 -45 years,
value fitness/w ellness

BRAND POSITIONING &
CAMPAIGN STRATEGY
Product Features &
Competitive Advantage

• Functionality: Provides necessary daily nutrients
⚬ Contains all 27 essential vitamins and minerals,
essential fats, fiber, and phytonutrients
• Health: weight-loss friendly, plant based
⚬ 50% less carbs, 33% more protein, zero artificial
sweeteners
• Affordability: Powders range from $1.49 -$4.40 per meal

• Main Advertising Tool: Social Media
⚬ Target frequent viewers of fitness/health content
⚬ Utilization of brand ambassador with wide industry
reach
• Ideal Brand Ambassador: Chris Bumstead (CBum!)
⚬ 5x Mr. Olympia Classic Physique Champion
⚬ Heavy industry influence, well -known outside industry

Main Strategy

MEDIA STRATEGY
Media s el ectio n, go al s , s chedul i ng

MESSAGE STRATEGY
Mes s aging s trategi es , appeal s , des i gn, executi o n

SUPPORTING
MARCOM TOOLS
C ampaign objectives , target m arket, s trategy

SUPPORTING
MARCOM TOOLS
C ampaign objectives , target m arket, s trategy

Other Marcom Tools Used in Support

• Sales promotion: Offer discounts and coupons to encourage trial
and purchase, partner with retailers to run in-store promotions
• Public relations: Issue press releases and pitch stories to media
outlets, host events and participate in industry conferences,
build relationships with key influencers
• Direct marketing: Collect customer data and use it to target
email and direct mail campaigns, create personalized marketing
messages that resonate with individual consumers

Other Marcom Tools Used in Support cnt…

• Personal selling: Train sales staff to effectively communicate the
benefits of Huel Powder products, provide sales staff with tools and
resources to support their efforts
• Sponsorships, merchandising, packaging, point-of-purchase: Sponsor
events and activities that align with the brand's target audience,
develop branded merchandise to increase brand awareness and
loyalty, design packaging that is eye-catching and informative, create
engaging point-of-purchase displays to attract consumers
• Integration Strategy (maximize synergy): Ensure that all marketing
messages

CAMPAIGN
MANAGEMENT
Eval uation of campai gn and s trategy effecti v enes s

CAMPAIGN MANAGEMENT
Evaluation of Effectiveness:
Effective campaign management requires ongoing evaluation to measure the
success of the campaign and make adjustments as needed. Here are some
key metrics to track:
• Website traffic: Monitor website traffic to see if the campaign is driving
more visitors to the brand's website.
• Social media engagement: Track social media engagement to see if the
campaign is generating interest and discussion on social media platforms.
• Brand mentions in media: Monitor brand mentions in media outlets to see
if the campaign is generating positive media coverage.
• Sales: Track sales figures to see if the campaign is driving more sales of
Huel Powder products.

CAMPAIGN MANAGEMENT
Strategy Effectiveness:

Evaluating a marketing strategy's effectiveness ensures campaigns meet goals and maximize resources. Key factors to
consider when measuring strategy effectiveness:
❑ Assess whether the campaign's strategies match marketing goals and objectives. Are techniques and approaches
achieving desired results?
❑ Determine how well the marketing is reaching its target audience. Do the chosen media and messaging reach the
desired consumer segments?
❑ Track campaign success KPIs. Website traffic, social media engagement, lead generation, sales conversions, and
brand awareness are examples.
�...


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