Market Communication for McCain Package †Free Sample

Question: Construct a Creative Brief for a fast-moving consumer good (consumer packaged good) for an advertising campaign for the Singapore market? Answer: Background: Singapore is one of the Asias largest imports of food product. McCain package product of FMCG sector advertising campaign in the Singapore market (Micheaux, 2000). McCain owned the subsidiary in Canada. It aim is to provide a good and delightful fresh food, and product maintain its impeccable standard of quality. Here the job is to analysis the FMCG product in Singapore market. Since the product of McCain is French fries, smiles, chili garlic potato bites etc here the main ingredient is potatoes and the market of potatoes in Singapore is very good, the product enjoy a favorable import in Singapore which remain potatoes in fair price. FMCG industry is one of the most popular industries as per the report of Singapore. Since Singapore is known for the best growing for potatoes and my core ingredient is potatoes so thats why we launched my product in Singapore market. Target audience: STP is the major process in marketing and it relates to the 4Ps of marketing that is product, price, place promotion (Robertshaw, 2000). This 4Ps of marketing help the company to identify its target market and the strategy to place their product in consumer mind. Segmentation process helps the industry to assess their target market by using demographic, geographic, psychographic and behavioral. These are the some major steps which helps the industry cover to cover their segmentation part. STP Process (Liu Wu, 2013) Segmentation bases Target customer segment of fast food industry Geographic Region Singapore , Canada Age All age category Gender Male, Females and others Demographic Social status Working class, higher class, college students. Family size single, nuclear, joint family Psychographic lifestyle Modern occasions Regular and other festive seasons Behavioural Benefits price advantages occasions Parties, Birthday, festive seasons (Kim, Lee Chon, 2010) Targeting: After creating a different market segments, it time for the company to create target market and assessing analyzing which segments it will cater (Gough, 2013). Selection of the target market: Selection of target market helps the company to gain large market via brand classifications. This concept will help the company to gain strategies which will help to create niche products and services. Choose the alternatives: As per the product life cycle stage, company must look to change its strategies in order to cater the changing demand of customers (Kim, Lee Chon, 2010). Sonically responsible market targeting: While creating target plan, ensure that product is sold by the companies must be sustainable and socially responsible. Thoughts and Feelings After creating the different market segments, it time to create a target market and analyzing the segments. In this stage the companies must look to analyze the size of the market patterns and its competitors. Here my target audience is working class, college student (Kim, Lee Chon, 2010). First of all you need to create the vision and mission of the product because vision describe what you want from the company were as mission describes the purpose of the company, then the next step is essence because essence speaks the emotions that you want from the customers to feel when they experience the brand, after that the major part is personality like human personality, there is also a brand personality which speaks about the brand and the last part is brand positioning which define were your brand exists and also cite a clear product or services benefit, and also set your brand apart from you customer. Focus group is where a group of people are asked about their view points and attitude about the product, packaging etc. Objectives and Measures Here my target audience is a working class people or school student or college student etc while McCain is a package food which we can cook very easily. Obviously your target audience will feel good about your product because your product satisfied them (Hirschman Bartos, 1983). The objective toward your brand McCain is: McCain target audience is to deliver good food made with high quality and safety to their customers around the world. Their Global supply chain is to supply their customer from anywhere they want to operate. McCain aim is to invest more on science, technology which helps them to develop innovative product which will simply satisfied their target audience. Potatoes are the main ingredient of McCain, as we know potatoes is a major part and many of them dont know how to use potatoes and make different product from that. McCain use it very well and it is the global food company ranging from their normal product to pizza product. Their innovation interests are developing their platform and fulfill the needs of their target audience (Hirschman Bartos, 1983). Pricing strategy is low enough to sale their product on the other hand high enough for profit (Hu, Li Shi, 2015). Place describe B2B channel market; B2B is business to business which will help the product to get into the market. Promotion is McCain is belonging to an ethical position (Schimmel Nicholls, 2005). The main objective is to increase the positive attitude of mothers, who always say their children that potatoes are beneficial. McCain measure the environmental impacts for their operations, to set their targets audience for performance improvement and also monitor their progress against their target audience (Schimmel Nicholls, 2005). Energy unit 6% Packaging 9% Freight warehousing 14% Potatoes 28% Indirect goods and services 19% Other food ingredients 24% Behavioral Outcomes We work every day to satisfied our customer and make them smile. We keep on improving our product and our business. We keep on coming up with new idea and we dare to be different so they can satisfy their target audience. We share our idea and valued team worked. The feedback from their target audience about the particular product is McCain is easy to cook food and the pricing strategy is low and they always here to satisfied their customer and fulfill the needs of their customers. The business objectives of McCain are to maximize the profit, achieve a target market share, match with the competition etc. Positioning The positioning strategy is to create niche market for its product in the existing market which also known as the brand value of the products. Positioning help to build brand value of the product worldwide (Srivastava Thomas, 2010). Positioning strategy create the USP of the products among its competitors. It refers to the target consumers to buy your brand in preference to other. Brand positioning must sure about its unique vs. competitors, it should appropriate to all major geographic markets and businesses. Message and Medium Message created by McCain to reach their target audience is its all good, it is the message that is embedded in all aspects of McCain food. Their product is not only look good and good in test but also they provide a good quality of product which addresses consumer concerns about issues regarding their health and their origin (Schimmel Nicholls, 2005). Medium created by McCain to reach their target audience is they come up with the ad showing how easy to make and also gave the family feel the food is from outside. They came up with interesting ads campaigns and they entered a nonexistent market and it is one of the largest players in the category (Hirschman Bartos, 1983). Strategy Strategy is a method or a plan which choose you to bring about a desired future, and help you to achieved goal or give solution to a problem. Strategy are divided into different level of business are corporate strategy, Business unit strategy and operational strategy (Dalman Min, 2014). Marcom strategy is the form of marketing communication. Such as television, newspapers, internet etc. They are targeted interaction with customers and prospects of using one or more medium (Petersen, Kushwaha Kumar, 2015). Yes McCain use this marcom strategy they promote their product through television, newspapers etc. For the product McCain here describe some of the promotional strategy according to the table: Promotional program Commonly used Effective at product movement Effective at increasing store sales Would negotiate to increase funds Most likely to obtain retail support Paperless coupons ++ ++ + + Co-op television + + + ++ ++ Frequent shopper programs +++ ++ ++ + In store advertising + In ad coupons + + ++ Internet programs + Premium giveaways (Podolyakina Popova, 2014) Nitty Gritty Details Implementation of a promotional strategy Particular Week1 Week2 Week3 Week4 Seeking client approval 1 Promotional strategy 1 Testing 1 Implementation 1 1 Budget: Promotional program Expenses Amount($) Paperless coupons 30,000 Co-op television 45000 Frequent shopper programs 20000 In store advertising 15000 In ad coupons 10000 Internet programs 35000 Premium giveaways 9000 (Inadomi, 2006) References Dalman, M., Min, J. 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