W5A

Advertisement Report

Advertisement Report

Objective of Proposed Campaign

There exists a large market for food in the retail market due to various consumer preferences. It is common to encounter people that prefer poultry products over other types of products due to its savory and nutritious factors. The campaign shall aim to provide consumers with the desired products depending on the inherent personality and ages of consumers. The campaign’s slogan shall be “21 spices and African Salads”. The aim of this campaign is to inform the broad market of the benefits of incorporating East African spices in preparation of food from the local poultry. It is clear that the current business environment has not fully embraced delicacies from the African continent. Majority of food prepared and preferred by consumers is focused on local recipes. For this reason, there is a productive business opportunity in the incorporation of African delicacies and numerous spices. Critical analysis of the current market led to the development of this positioning statement: “Family poultry seasoning provides the finest, real ingredients for customers looking for delicious food that’s ethically sourced and freshly prepared. The firm cultivates a better world by using multiple spices and east African salads to create uniqueness within the industry.”

Types of Customers

The target consumers for the product is recently married couples and teenagers. The two groups offer a wide market due to their less restrictive spending habits. The metrics that guided selection the two groups are impulse spending and preference for new products. To focus on impulse spending, this metric has been on of the primary factors for the success of new products. Many people attribute purchase of new products as a mood booster since it serves the current desires. The fact that newly married couples were selected due their impulse spending habits is beneficial to the entire campaign. Most recently persons purchase products that they are not familiar with as they learn their partners’ personality. The relationships between newly married people is bound to change when they enter a marriage setting. As such, introduction of “21 spices and African Salads” into the food market will produce more quality time between couples as they discover unfamiliar restaurants products to taste. The overall impact shall be development of comfort between couples as they spend more time together (Oesch, 2012) while discovering the new products offered by the new spicy poultry product.

In the perspective of new products, teenagers are always in the search for unfamiliar things that fulfil their curiosity. Majority of teenagers engage in numerous social activities such as concerts, road trips, and visits to many unfamiliar locations. Another factor that influences teenagers is the search of “intimate dinners” for celebrations with their peers (Medeiros & Salay, 2013). These activities promote the capability of “21 spices and African Salads” to impact the wide teenage market. Teenagers have also embraced cultural diversity after the boom in mediated communication. Social media sites such as Facebook, Twitter and Instagram have influenced teenagers’ cognizance of the numerous cultural groups worldwide. More and more of American teenagers have developed interactions with their peers from other countries. As such, it is easier for them to consume the proposed product since it has promised to acquire taste from cuisines in the African continent.

Proposed Products and Services

The campaign shall focus on advertising the main product which is a “spicy delicacy prepared using poultry products, vegetable salads and African spices.” The focus shall be on this single product and waiter services since the food is unfamiliar to the American market. The campaign shall incorporate a large image the savory product so that consumers would be aware of what to expect. The main communication technique shall be to distribute images of the product on social media, billboards and posters. The message accompanying the image shall include phrases that inform viewers that the product was prepared in utmost hygienic environment and offers a new savory taste worth trying.

Measurement of Success

It is imperative to develop tactics of measuring the success of the new food product to determine viability in the business environment. An example of metric to apply is analysis of social media engagement (Michail, 2015). The proposal of the campaign includes application of social media in the advertising of the new product. Social media is this century’s most effective advertising tool due to the millions of users that engage with the numerous applications every day. “21 spices and African Salads” campaign slogan shall be introduced to social media as a hashtag since this is the new technique of pushing viewers to follow a trend. User engagement shall be discovered to determine whether consumers posted pictures of the product and the location where they purchased it.

Campaign Budget

Since the product is new, the campaign budget shall be determined from the available capital. It is imperative to note that the advertising tools proposed are social media, billboards and posters. The price of billboards and posters depends on the company enlisted to facilitate the advertisement. The budget for social media includes influencers employed to post the product’s pictures on their accounts and analysts or analytical software that would study the products impact on social media. For the “21 spices and African Salads” campaign, the proposed budget is $5,000 per year since this amount shall cover all the advertisement channels proposed. The new product has a positive possibility of getting adopted into the American market since the current competitors, McCormick and Unilever, do not offer the range of spices that this new business proposes. Projected sales of the product are approximately $100, 000 per year in the first year of business. For this reason, it is easier to acquire “5 %” (Williams, n.d.) of the proposed sales and use this to fund the campaign.

Reference

Medeiros, C., & Salay, E. (2013). A Review of Food Service Selection Factors Important to the Consumer. Food And Public Health, 3(4), 176-190. doi: 10.5923/j.fph.20130304.02

Michail, N. (2015). Look beyond big sales to measure product success. Retrieved 28 October 2020, from https://www.foodnavigator.com/Article/2015/07/17/Look-beyond-big-sales-to-measure-product-success

Oesch, N. (2012). The Dating Mind: Evolutionary Psychology and the Emerging Science of Human Courtship. Evolutionary Psychology, 10(5), 899-909. doi: 10.1177/147470491201000511

Williams, R. Calculating Your Ad Budget. Retrieved 28 October 2020, from https://www.entrepreneur.com/article/54436