Magners Pear Cider : communication plan

Résumé du document

Magners is a brand of the C&C group, Dublin, Ireland. It's main markets are in UK and Ireland. Other C&C brands are Stag, Ritz, Frangelico and Bulmers. There are no rights for Bulmers outside Ireland. Magners was launched as an equivalent.

Extraits

[...] No rights for Bulmers outside Ireland Magners launched as equivalent 2008: overall revenue of 679mio operational profit: 125.2 mio Cider sector revenue: 470.5 mio Marketing spent Magners: 67.9 mio a year (top of the market) content situation objectives strategy tactics budget control Situation II Competitors C&C not market leader, strongest competitors: Scottish&Newcastle: Strongbow, Bulmers UK Constellation: Gaymers Olde English, Original but also: every other low alcoholic beverage (beer, ale, stout, mix drinks, even wine) Positioning rather exclusive rather expensive packaging important hq.labels glass bottles content situation objectives strategy tactics budget control Target & Objectives I Main target group: aged 24-35 socioeconomic groups: C1, C2 Singles, newly married possibly young parents psychographic features: healthy, general sporty, active, social content situation objectives strategy tactics budget control Decision Making Unit = end user/consumer 18-24: also interesting but: rather quantity than quality older: also interesting, but not core target Target & Objectives II Objectives - SMART 50% awareness of the new product “Magners Pear” amongst the target market after 3 month after 6 month. 15% trial of the new product “Magners Pear” amongst the target market after 3 month after 6 month. retrial of the new product “Magners Pear” amongst the target market after 3 month after 6 month. [...]

[...] strategy tactics budget control tasks of controlling Information - Advice and assistance to the management-board - Provision of key data systems - regular transmission of control information Control III Methods used to evaluate the effectiveness of advertisements content situation objectives Inquiry tests Recall tests Recognition tests Sales tests strategy tactics Inquiry Measure the number of inquiries or direct tests responses stimulated by advertisements. budget control Recall tests designed to assess the impression that particular advertisements have made on the memory of the target audience Recognition tests are based upon the memory Recogn. and the ability of respondents to reprocess tests information about an advertisement Sales tests Sales occur partly as a consequence of past actions Thank You . [...]

[...] Channel ITV . Radio (i.e. The Arrow Rock, Gold . Print Media: (i.e. [...]

[...] Activities:Couponing, Merchandising, POS-mat., Promotional stand Public Relation: The aims: positive reputation company&product MIA: create a good image with more credibility. Activities: Exhibition and festivals, press release, press conference content situation objectives strategy tactics budget control Tactics III Direct Marketing: Aims: Improve image, get a measurable response MIA: measurable, build a database to develop loyalty Activities: Mailings, Door to door with a “Magners cider content situation objectives strategy tactics budget control Sponsorship: use of existing sponsorships, communicate new product Internet: Aims: get closer to the costumer, listen to them, improve the data base, give add. [...]

[...] Create awareness about the reasons, expectations and aims of the company and the new product. content situation objectives strategy tactics budget control Strategy “Magners mix of all 3 strategies is the best way to attain the set objectives content situation objectives strategy tactics budget pull: to get all the target audience aware and make them try push: to secure the distribution (shops, bars . make the product available for the customers control profile: to build an image also for the new product Tactics I Communication Tools in the Media Mix Advertising: Aims: create awareness for the new product content situation objectives strategy tactics Most important advantages communicate with a big audience meet all targets creating awareness, especially in early stages. [...]