Advertising and Management

Question: Discuss about the Advertising and Management. Answer: Introduction (100 words) Advertising is an integral part of modern day business. Many enterprises have used it as a tool for conveying product advantage thus gaining appeal and positive results. In other words, the perception of the consumers is dependent of the manner in which the adverts are used to convey the message about the target product. Thus, the objective of this paper is to design an advertising plan for Nestle Company in Australia. The program outlines the 7Ms of advertising up to and including innovative measures so as to ensure that the objectives of the plan are smart and achievable by the end of the advertising campaign (Bruce, Barringer, and Duane Ireland, 2006). Background Information on the Product Nestle Company acquired the full ownership of the Dreyers Ice cream company in 2006 making it the leading producers of packaged food products in the world. The brand of Dreyers ice cream in Australia is increasing gaining momentum among the young children. The company is based in Western Australian but commands the market in the entire region (Gustibus, 2013). Data from market researchers reveals that a greater percentage of Australian people love ice cream. This has made Nestle to stock several store and supermarkets with their products. Besides Reich, Paun, and Davies, (2005) outlines that Dreyers Ice cream, Nestle have over 60 brands of products registered under its name in a bid to realize their objective of catering for every need of all people across the nation. Nestle Company is the world leading producers of packaged foods including ice cream. It is seconded by Kraft and Unilever in that order. Part of the companys mission is to add vitality in life through innovation of new brand of products. Among the most loved ice cream available in the Australian market include the Dreyers, and Drumstick. Headquartered in US but have subsidiaries in different regions, Nestle commands over 18% of the world total market. However, with increasing competition from other producers such as Unilever, advertising plan remains the only option for Nestle to continue holding its market share and even expand it further. The project outlines strategies that can be employed by Nestle to extend its market share among the young generation. Target Audience (300) One of most important stages for every enterprise undertaking marketing and strategic planning is target marketing. It enables a company to separate consumers based on similarity of needs and preferences (Duncan, 2005; Mullin, 2014). When a company identifies a target group(s), it becomes very easy to conquer a market niche and increase brand loyalty. The bases of market segmentation include demography, psychographic, and behavioral pattern. For this paper, demographic segment shall be analyzed, particularly with regard to age. Outlined below is the target market for Nestles Dreyers Ice cream. Juniors (below 12 years old) Even though this segment has often been despised as having low purchasing power, its ability to influence the process of decision making on purchases cannot be overlooked. The behavioral pattern of the junior market is often reinforced by their elders who could be their parents, guardians, and/or caregivers. For examples, the parents or guardians may reward them with the ice cream or money for ice cream following an obedient act. A secondary segment to this segment is the parents of the 3 -12 year old children since they often make the purchase decision on behalf of their children. Over seventy five percent of ice cream users are children aged between 3 and 12 years, thus they form the primary users of the product. Nevertheless, it is not the children that neither do the purchases nor the actual consumers. Thus, Nestle need to target household purchasers who are often fathers, mothers, guardians, and secondarily children under close monitoring. Thus, to reach the intended market Nest le will have to intertwine with the senior markets. Another segment market for the product is the wholesalers and organizations. Wholesalers purchase the product based on sales volume and discount obtainable. On the other hand, organizations purchase the products for occasion such as meeting, gatherings, and parties. Communication Objectives To create awareness of the Dreyers Ice cream brand and product among seventy percent of the target audience after the implementation of IMC plan and the product is launched within a span of one year or two. Awareness is defined by the ability to recognize the brand logo, and identify products by the Nestle and associate the quality with the characteristics of the brand (Schroeder, 2016). Create interest in the Ice cream product in over half of the target audience one year into the implementation of IMC plan and launching of the product. To build up and position a differentiation strategy that will position Dreyers Ice cream in the mind of customers with causing confusion with other similar brands that are available in the market. Realize at least fifteen percent of the total annual sales of the Nestle Australia within the span of 12 months. Use the Dreyers product brand to gain a foot trend for Nestles Ice Cream. In other words, formulating a reposition strategy to alter the consumers long-held notion of seeing ice cream as junk food but rather as part of a dish that is nutritionally valuable for the family (Woods Marian Burk, 2010). Creative Strategies The main objective of advertising this brand is to make Dreyers ice cream the fun brand for the young generation. One of the key strategies is to increase social media presence so as to increase recognition of the brand among consumers in places such as Twitter, Facebook, Tumbler, Youtube, and Pinterest. Research has shown the ad repetition helps in facilitating learning and thus enables the consumers to get more familiar with the product. Cognitive message are recommended for when introducing products that are low involving like ice cream (Terence, 2010). Develop concepts that revolves around the using of ice cream within a family setup Create the concept of affordability that sounds expensive Remain flexible with regard to current campaign strategies Media Plan Media Media Channels Trends and Schedule in Media Channels Television National TV networks e.g The Television network were chosen based on popularity within the region and the frequency of coverage whether high that would enable potential consumers to see the product Radio The radio stations chosen are the top in the country and adverts are aired for extended period of time. Mail Order Homes, Offices, and Post Boxes Pamphlets and bronchures shall be made available to all homes across the country to create awareness of the new product and its features Newspaper The newspapers have a high reach. It is proposed that the advert will appear in the newspapers three times per week Internet Forums, websites, and fan page A personalized website shall be created alongside fan page such as facebook and forum pages such as Twitter to run during the campaign period. Conclusion The main goal of this research was to create and IMC plan for the recently launch ice cream product. It was evident that best places for targeting the parents are through promotional events, television, public relations, internet and direct mail. To gain the market share from the current competitors, Nestle will have to employ the above mentioned mediums. This will position the brand among the best ice cream products in the region. When launching a new product, there is need to solicit trails. Thus samples should be availed at different outlets. Lastly, Nestle Company must focus on ensuring that their marketing strategy campaigns are integrated. The plan has outlined five main media that can be employed in promoting the product across all targets. Bibliography Belch, G; Belch, M; Kerr, G and Powell, I., 2011, Advertising: An Integrated MarketingCommunication Perspective, 3rd Edition, Australia, McGraw Hill. Bruce R. Barringer, R., and Duane Ireland, 2006, Entrepreneurship: Successfully Launching New Ventures, NY, Pearson Prentice Hall. Duncan Tom, Ph.D. 2005. Principles of advertising and IMC, second edition. McGraw-Hill Irwin. Gustibus, D., 2013, Ice Creams Identity Crisis, The New York Times Kunz, G.I. 2005, Merchandising: Theory, Principles and Practice, Fairchild, New York, NY. Mullin R., 2014. Promotional marketing: how to create, implement and integrate campaigns that really work. Percy L., and Rosenbaum-Elliot R., 2012, Strategic advertising management. Fourth edition. Oxford University Press. Reich, D., Paun, R., Davies, S., 2005, We All Scream for Ice Cream: An Analysis of the Nestl-Dreyers Merger. Retrieved from https://www.mcafee.cc/Classes/BEM106/Papers/2005/IceCream.pdf Rossiter John R and Bellman Steven. 2005. Marketing communications theory and applications. Pearson Prentice Hall. Schroeder, E., 2016, Nestle moves to simplify ingredients in ice cream, Food Business News, Terence A. Shimp. 2010. Integrated Marketing Communication in Advertising and Promotion. International edition. South-Western Cengage Learning Woods Marian Burk. 2010. Essential Guide to marketing planning. FT Prentice Hall Financial Times