Communication Plan Team A2 December 1, 2017 A
Our Team Josh Brauer Austin Easler Eilidh Hajost David Ritter Kyle Walsh MIS Finance Marketing Accounting Finance A
Agenda A
Situation A
Situation ● Same Ingredients, Better Taste ● Increase Target Markets ● Strengthen Bonds A
Bottom Line This packaging change will help the growth and awareness of your product. A
Target Markets A
Target Markets 1. 2. 3. Trailblazing Casual Cathy Fitbits Competitors A
Trailblazing Competitors Who Are They? Wants & Needs Concerns ● Brand loyal ● Elite athletes ● High quality ● Not price sensitive ● Obsessed with working out ● Prefer function over taste ● Well-informed ● Product credibility ● Scientifically backed claims ● Hyper-social A
Fitbits Who Are They? Wants & Needs Concerns ● Stay on top of latest trends ● Limited knowledge ● Younger parents ● Social aspect ● Brand packaging & ● Moderate exercisers ● Supplement healthy diet labeling ● Social A
Casual Cathy Who Are They? Wants & Needs Concerns ● Lean and fit ● Prefer natural products ● No brand loyalty ● Natural health & wellness ● Noncommittal attitude ● Flavor & packaging ● Delicious and beneficial ● Driven by convenience A
Recommendation A
Recommendation 1. Co-Op Currently partnered with US Skiing and Marketing 1. Snowboarding teams Co-Brand with the olympic team, or places 2. of distribution Brand Awareness synonymous with places of 3. Co-Op Marketing 30% split among target markets A
Recommendation 2. Point of Purchase 1. 35% Fitbits, 45% Trailblazers, 20% Casual Cathy’s Promotions Use in store training of employees both in distributions 2. chains and in places of exercise in order to refer to our product with coupons Cheapest Show that calcium and protein is a needed part of a 3. Drink out of healthy lifestyle, show that Rockin Protein is the best the way to do it competition A
Recommendation 3. Strategic 1. Even Split of 33% for each market Sampling Free samples offered by our distribution cars targeting 2. our 3 target markets 3. Delivered samples in the 10 biggest cities in the Samples have United States boosted sales up to 2000% A
Communication Strategy A
Communication Strategy 1. 2. 3. Trailblazing Casual Cathy’s Fitbits Competitors Point of Co-Op Strategic Sampling Purchase Marketing A
Communication Strategy Strategic Sampling Co-Op Branding A
Communication Strategy ● Trailblazing Competitors ● Fitbits ● Casual Cathy A
Response Timeline A
Timeline Dec 7, 2017 Feb 1, 2018 Mar 1, 2018 Begin distributing Distribute Shamrock Start collecting coupons at places of cars among top 10 US response data. exercise cities, giving out samples START FINISH Apr 1, 2018 Jan 1, 2018 Feb 9, 2018 Place product in With initial results Implement co-branding geographically targeted start planning for with US ski & snowboard, places of exercise, at extension of using product placement point of purchase recommendations. and Twitter A
Response Budget A
Budget TOTAL: $2,202,010 Car/ Sample Expenses: Education of Employees: Social Media Costs: $602,010 $1,000,000 $600,000 A
Response Return on Investment A
Return on Investment Coupons/Places of Exercise Shamrock “Muscle” Co-branding with Cars--sampling Olympics ● Promotion toward ● Nationwide brand ● Patriotism purchasing target markets awareness ● Brand awareness with ● Increased protein ● Heightened customer new customer base drink sales appeal toward brand ● Increase in repeat customers A
Summary A
Summary ● Hit Target Markets Trailbl Casual Fitbits ● Increase Brand Awareness azing Cathy Compe titors ● Marketing Strategies ● Under Budget Point of Co-Op Strategic Purchase Marketing Sampling
Appendix 1. Situational Analysis 2. Target Markets a. Trailblazing Competitors b. Fitbits c. Casual Cathy 3. Recommendation a. Co-op Marketing b. Point of Purchase Promotions c. Strategic Sampling 4. Communication Strategy 5. Response a. Timeline b. Budget c. Return on Investment 6. Summary
Conclusion Thank you jbrauer1@email.arizona.edu davidritter@email.arizona.edu austineasler@email.arizona.edu ehajost@email.arizona.edu kylecwalsh@email.arizona.edu A
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