The base product you focus on is Little Debbie’s honey bun, for this assignment you need to make Little Debbie’s honey bun in a new flavor and make it famous in Canada. (Focus on the Canadian market)
The paragraph you need to include (more specific is in the sheet which you need to answer):
-Target parents and their children
-use nostalgic marketing
-IMC campaign focused on Canada day and celebrating
You need to use these three ideas when you answer the following questions! (Plz do not change the target, the marketing plan, and the IMC info I mention, but you can use the base idea and make deep thinking for the paragraph)
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Communication Objectives: Appropriate, Justified, Measurable What are the objectives of our campaign as they relate to brand awareness, knowledge and interest, favourable attitudes and image, and purchase intentions? |
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Target Market Profile (the Target we focus on parents and their children) (using PRIZM/secondary/ primary research) |
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Smart Positioning with Perceptual Map using competitor’s advertising (and/or using primary/secondary research |
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Behavioural Objectives for IMC Trial Purchase (Brand Trial, Brand Re-trial, Category trial, Brand switching), Repeat Purchase (purchase frequency, amount, timing), Shopping objectives, Repeat Consumption |
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SMART IMC Objectives (guided by the Communication Effects Pyramid) Category need, Brand awareness (recognition, recall), Brand Attitude (establish, maintain, increase, modify/change), Purchase Intention |
The paragraph needs to include 5 parts which I GIVE IN THE SHEET. You cannot change the base idea I GIVE WHICH BEFORE THE SHEET, but you need to use the idea I give to make a DEEPER THINKING PARAGRAPH!