I need to complete this assignment for part 2 for my marketing in a Global Enviornment
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FinalJWI518_Assignment_2_PartBSuccessSession082020.pptMarketing Campaign Brief
Assignment 2B
Dr. John Kautenberger “Dr. JohnnyK”
JWI 518 / Marketing in a Global Environment
Your Marketing Campaign part 2B
- Why this assignment is so valuable
- Success Factors and how to get started
- Tutorial Review
- Walk through the B2C & B2B Examples
- Q&A
Assignment 2B
KEY TERMS
TUTORIAL
BUDGET GUIDANCE
B2B Example Also
Available
Tutorial Demonstration
Tutorial found in the Marketing Toolkit
Company: Purely Inspired
Campaign: Purely Inspired New Product Launch
Product or Service: Purely Inspired Organic Plant-Based Ready-to-Drink (RTD) Protein Beverage
Marketing Director: John Smith
Chief Marketing Officer: Dr. John Kautenberger
Submitted on: February 11, 2020
CAMPAIGN PROPOSAL
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Product / Service and Features
PRODUCT / SERVICE DESCRIPTION
Instructions: Include a description of your product or service. What is its core function or purpose? Write a full paragraph.
KEY FEATURES
The product that will launch in Q2, 2018, is the Purely Inspired Organic Plant-Based Protein RTD beverage – the product is owned by Iovate Health Sciences based in Oakville, Ontario.
The product will be positioned among the brand that offers healthy lifestyle nutritional options that are formulated without artificial ingredients and use natural and organic ingredients where possible.
This plant-based RTD will be available in Chocolate and Vanilla flavors at launch and feature the following nutritional attributes:
20 grams of plant-based, organic protein per serving; 24 vitamins and minerals; 3 grams of fiber; 1-gram net carbohydrates; 0 grams of sugar – sugar free; Certified USDA organic nutrition; Non-GMO
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Instructions: Name and describe at least three key features of your product or service.
Be sure to delete all instructions from every page
| Feature Name | Description of Benefit |
| Organic, natural, non-GMO formula | Formula as “close to nature” as possible, without unhealthy processing/manufacturing |
| 20 grams of high-quality, plant-based protein | Higher-bioavailability and digestion |
| 24 vitamins and minerals | Provides a broad spectrum of daily nutrition support |
| Only 120 calories | Ideal snack or on-the-go meal replacement |
Marketing Goals
CAMPAIGN MARKETING GOALS AND DESCRIPTIONS
Instructions: Provide three to five marketing goals for the campaign. Use the five SMART elements to create a detailed description of each goal.
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SAMPLE SMART DESCRIPTIONS
Goal: Build brand awareness
- Description: Ensure 80% of target segments become aware of the offering within 6 months of launch.
Goal: Growth in market share
- Description: Capture at least 3% of the product’s category share from competitors within Year One.
Goal: Add new accounts or relationships
- Description: Increase requests for quotes (in value terms) by 10% in Year One and by 25% in Year Two.
Pick 3-5 marketing Goals
Quantify your goals
| Marketing Goal | SMART Description (Specific, measurable, achievable, relevant, time-bound) |
| Build and increase brand awareness of company and product | Ensure 80% of target segments become aware of the brand and RTD product within 6 months of product launch |
| Position the Purely Inspired brand to grow market share | Capture at least 2-3% category share in year one within the RTD segment to avoid being left behind by the closest competitors |
| Increase sales for the brand | Add an incremental $5 million in gross sales in the first six months of launch |
SAMPLE GOALS
- Build brand awareness
- Increase in number of items sold
- Growth in market share
- Capture a new target market
- Increase overall company revenues
- Increase donations to organization
- Add new accounts or relationships
- Improve ROI on advertising expenditure
- Enhance the company’s image
Target Audience and Competition
TARGET AUDIENCE DESCRIPTION
Females between the ages of 25-45 with an annual income range from $70,000 to $100,000. These consumers are considered Millennials and Gen X and include on-the-fringe of Generation Z. Social classes include Middle Class, Upper Middles, and Lower Uppers (7).
DIFFERENTIATION of your BRAND
The product is differentiated from competing products by the following: 1. Zero grams of sugar; 2. Natural sweeteners; 3. More vitamins and minerals; 4. More attractive packaging; and 5. A slightly lower price on promotion
COMPETITIVE CAMPAIGN ANALYSIS
Instructions: Search the Web for the campaigns of two competitors with a similar product or service. Using all the rows in the table below, summarize how your campaign compares to the campaigns of these two competitors.
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What are the key characteristics of your target audience?
How will you differentiate your brand from the competition?
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| COMPARISON | COMPANY & PRODUCT/SERVICE | COMPETITOR 1 | COMPETITOR 2 |
| NAME of COMPANY and NAME OF PRODUCT/SERVICE: | Purely Inspired | Vega Protein Shake | Evolve Protein Shake |
| KEY FEATURES and BENEFITS: What are the top features of the product, from the customer perspective? | 1. Organic, natural, non-GMO; “Close to nature” w/o unhealthy processing; 2. 20 grams of high-quality, plant-based protein; 3. Zero grams of sugar; Natural sweeteners are healthier | Competitive formula that provides 20g of protein, 7g of sugar, 4g of fiber, 16 vitamins and minerals | High-fiber plant-based protein with 20g protein, 6g sugar, 10g fiber, non-GMO formulas |
| TARGET AUDIENCE: Describe the best target audience for this product. | Millennial females ages 25-45, primarily, Caucasian, income $70,000 plus | Millennial females ages 25-45, income $50,000 plus | Millennial females ages 25-45, income $50,000 plus |
| COST: What is your best estimate of the cost of the product or service? | $1.99 to $2.99 on promotion | $2.49 on promotion | $2.29 to $2.99 on promotion |
Customer Needs and Desires
CUSTOMER NEED
What customer “need” does the product or service address? Why would a customer buy it? What value does it deliver?
CUSTOMER DESIRE
What customer “desire” does the product or service fulfill? How does it reinforce the customer’s self-image? How does it connect the customer with others?
Purely Inspired is a ‘better for you’ nutritional supplement product line crafted for a healthy lifestyle. Functional needs are that it reduces risk, meaning that it is a better vs unhealthy product. The product is also a quality product which has non-GMO high quality ingredients and is also certified USDA Organic. An additional need is that the product provides sensory appeal meaning that the product is delicious.
By incorporating the drink into their busy lifestyle consumers want to feel that they are doing their best to live a healthier life. The product reinforces the consumer’s image as someone that makes healthier choices, not just in food products, but in fitness and exercise. According to our marketing research, consumers are ‘turned off’ by drinks that are high in protein that don’t provide a pleasing taste.
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Customer Values and Beliefs
CUSTOMER VALUES AND BELIEFS
What are the core values and beliefs of your target audience? What does the target market – female Millennial consumers – value?
BRAND CONNECTION TO VALUES AND BELIEFS
How will this campaign connect your brand to those customer values and beliefs?
They don’t want to drink carbonated and sugary products made by Coca-Cola and Pepsi. These consumers are disengaged in these companies’ for-profit orientation and believe that soft drinks are linked with obesity, contain carcinogenic acids, and cause cancer. Instead female millennials are looking to make healthier beverage choices from companies they respect and trust (4).
You can begin this section by saying “ the target audience (X – State your target audience) values…..”
The brand connects to the consumers’ values and beliefs with a focus on the ingredients in the drink – no-to-low sugar, fiber, non-GMO, all-natural sweeteners, and 24 vitamins and minerals. The brand is also connected to consumers’ motivations towards a healthy lifestyle as evidenced by their social media channels including Facebook, Instagram, Pintrest, Twitter, and YouTube (5). On every one of these social media platforms, the brand connects to its target market by showing inspirational quotes, images, and motivational adages.
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Marketing Messages and Story
MESSAGES
What are the key features you need to highlight in your marketing messages for this campaign?
MARKETING STORY
What is the “story” you will use to appeal to customers in this campaign?
1. Organic, natural, non-GMO formula; 2. 20 grams of high-quality, plant-based protein; 3. 24 vitamins and minerals, 4-5 more than competing products; 4. Zero grams of sugar- sweetened with stevia and monk fruit; 5. 4 grams of carbohydrates, 3 grams of fiber; 6. Only 120 calories per serving; “free from” dairy, soy, gluten, cholesterol (11).
Clare, the ‘balanced soul’ representing females 25-45 who are on the go, health-minded, with a buying style that is natural/organic-centric and willing to pay more ‘better for you’ items. Jenna, the advocate, representing Moms via both health-minded Millennials and Gen-X consumers 30-45 who want a clean, nutritious product offerings and is focused on delivering a better lifestyle to her family and herself – and ensure junk food never makes its way into her life and those lives she cares about (1).
Busy, professional single or married women, that are runners and that work out 3-4 times a week, who care about eating healthy. Families that play together. Females in the target age group shown running, working out in a luxury gym like Equinox. Energetic music (8).
WORDS AND IMAGES
What words and images will you use to “frame” your marketing story in this campaign?
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Social Media Strategy
TOP THREE ADVERTISING CHANNELS, DEMOGRAPHICS and USE of SOCIAL MEDIA
Where will you advertise to reach your target audience for this campaign?
ENGAGEMENT
How will you use social media to engage your audience for this campaign?
The new customer path will show the target audience enjoying the product using personas matching the target audience through
engaging videos promoting coupons and discounts, and feature stories-testimonials of actual consumers (9).
Provide online discounts and coupons based on social media usage; partner with Groupon to spread additional coupons and discounts.
Engage micro-influencers to promote the product to their followers.
EXPAND MESSAGE
How will you use social media to spread your marketing message widely in this campaign?
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| Social Media Channel (2) (12) | Universe Size (3) | Ideal Demographic(s) | Cons of Channel (6) |
| 2.41 billion users (Q2 2019); ~28,000 Facebook followers of Purely Inspired | Female Millennials | Wide number of Facebook daily users; potentially hard to target specific users | |
| 500 million users (2019); ~9,600 Purely Inspired followers | Female Millennials | Medium number of Instagram followers; mostly pictures vs videos | |
| ~330 million monthly active users (2019); 390 followers | Female Millennials | Small number of Twitter followers |
Marketing Metrics and Budget Allocation ($1MM)
HOW WILL YOU ALLOCATE THE $1MM BUDGET FOR THIS CAMPAIGN? (NOTE: YOU MUST SPEND THE FULL $1MM)
A Minimum of 75% of the Budget must be for Digital Marketing Channels versus Traditional. You must have a minimum of 4 Marketing Categories.
SAMPLE CHART: Replace the contents of the chart below with your own budget items.
For Metrics, consider these questions: How will you measure your campaign’s performance? What are the key data items you need? How frequently will you collect these data items? What metrics will you calculate, based on the campaign data? What is your rationale for using those specific metrics?
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Depending on your product/service, you do NOT have to use $1M
Get specific about your target audience and your metrics
| Marketing Category | Budget (13) | % | Type | Why This Category? | Metric | Frequency | Why This Metric? |
| $300,000 | 30% | Digital | Largest number of target age of 23-45 | Increased number of Followers-Likes | Weekly | Increased number of ‘followers’ indicative of BAR metric | |
| $300,000 | 30% | Digital | 2nd largest number of monthly users | Increased number of Followers | Monthly | Increased number of ‘followers’ indicative of BAR metric | |
| $250,000 | 25% | Digital | Because Female Millennials follow the company for new product releases | Increased number of Followers, Retweets and Favorites | Monthly | Retweets and Favorites show the importance of advocacy sharing content | |
| In store promotions with free trials and discount coupons | $150,000 | 15% | Traditional | Target audience shops at health food stores | Number of coupons redeemed | Weekly | Indicative of PAR |
| TOTAL | $1,000,000 | 100% |
Conclusion
BENEFITS OF THE PROPOSED CAMPAIGN
Describe the short-term and long-term benefits of a successful campaign
REASONS TO ENDORSE THE PROPOSAL
Specify the reasons why the executive team should endorse your proposal
The short term benefits of this campaign are that it supports the launch. It will drive $5M incremental revenue within the first six months
The long term benefit is that it lays the foundation for an entire new product line of ready to drink offerings.
Specify reasons:
By endorsing this campaign, you will enable the company to enter a completely new product line of ready to drink beverages. According to MarketWatch, this market is projected to grow at a 6% CAGR through 2023. Early entry into this category will give us competitive advantage (10) (14).
Conclude your presentation:
Thank you for attending today’s presentation. Can we count on your support for this campaign? When can we get started?
THANK YOU!
Thank your audience and invite questions with a strong call to action
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References
Seth Godin. 2009. All Marketers Tell Stories.
Week 2 Lecture Notes: Customers in the Digital Marketplace
Week 4 Lecture Notes: The Transition to Digital Marketing
Week 6 Lecture Notes: Personas and Productivity Metrics in Marketing
Kotler et al., Chapter 1: Power Shifts to the Connected Customers
Kotler et al., Chapter 2: The Paradoxes of Marketing to Connected Customers
Kotler et al., Chapter 3: The Influential Digital Subcultures
Kotler et al., Chapter 4: Marketing 4.0 in the Digital Economy
Kotler et al., Chapter 5: The New Customer Path
Kotler et al., Chapter 6: Marketing Productivity Metrics
Welch & Welch, Chapter 6: What to Make of Marketing
Murray et al., Social Media Marketing
Snap Agency, How Much Should You Spend on Digital Marketing?
https://www.marketwatch.com/press-release/cagr-of-61-ready-to-drink-market-is-expected-to-grow-2019-2023-consumer-research-analytical-research-report-business-forecast-by-types-by-applications-2019-07-22
List all the external research that went into your Campaign Proposal
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Questions?
