Advertising Campaign, Fat-Free Yogourt

Thèmes abordés

Advertising Campaign, Fat-Free Yogourt, food companies, civilian society

Résumé du document

Regarding to the current situation, people of industrialized countries become fatter. Most of New Year resolution, and particularly for women is about weight loss. We have seen the past few years numerous slim products invade the market and large retailers lines such as Carrefour in France or Walmart in the US. The fat-free dessert market is overcrowded with several yogurt, ice cream and cake, which use the tagline "0% fat" or "fat-free". Another big trend is also the organic or bio food, which is often mixed up in the mind of the consumers with the slim food. At the first place we can say we already have a target: women willing to become thinner, but the market is already overcrowded with a lot of competitors. Here is the big problem. The industry is led by some of the biggest food companies in the world like Unilever, Procter & Gamble, Danone etc... These are major companies and it is really hard to compete with. Anyway the increasing number of fat people in the world and the desire to slim can still be an opportunity to launch a new product.

If we consider actual concern of the civilian society, we know that nowadays the worry is about people becoming fat younger. According to the US Department of Health and Human Services the childhood obesity rate represent currently 17% of the population and it will be more than 20% in 2020 (Neutraceuticals World study: Young Americans Must Cut Calorie Intake). This audience is not really aware of the obesity problem but we can use parents concern to sell the new product as prevention to child's weight gain. If we consider the potential market, it can be important regarding to the mass of young people eating fat food at schools and snacking all the time. The fact is also that there is few competitors in this segment. This market will likely grow during the next year, and so we may have the opportunity to increase our market share, if we can support our sell with a good advertising strategy.

Extraits

[...] We will adapt the final product into a basic yogurt packaging in order to be transported and store in the supermarket. We must consider all this information to respect the government and retail industry regulation. Thereafter we must take advantage of the most relevant information to advertise our product with Final Campaign Present a completed example of an advertising/commercial/alternate media campaign. References "EBSCO" Young Americans Must Cut Calorie Intake Nutraceuticals World. Oct2012, Vol Issue p22-23. 2p. "EUROPA." Lait Cru Et Produits Laitiers. [...]

[...] The tv ad will target mainly the parents delivering a message of health care and prevention. It will also focus on the unique taste of the yogurt due to the different flavors and the happy moment shared in family at dessert time. We will also advertise a lot using our website. In addition of a display and search campaign to drive traffic to our site, we will organize contests and games in the product packaging that need to be completed online. [...]

[...] It is also a perishable product so we will operate under several regulation and restriction. This product is primary due to the European market and has to respond accordingly to the European law and regulation (European Rules 605/2010, 2010). We will have to prove the origin of the product such as milk and cereal and be able to certify the 100% natural label. The content of the product should also respect the ISO norms like or ISO 9231:2008, concerning the diary product. [...]

[...] N.p., n.d. [...]

[...] The direct marketing campaign will be supported by OOH advertising, free brochure and sample. These media are really impactful for the final consumer and it is a good way to explain our mission and vision. The tv commercial is also a powerful media that we can't avoid if we want to enter into the mass market with a large retail distribution. This is also the best media to increase the brand knowledge and awareness. We can appeal to the sense of humor and entertainment for the children and the sense of responsibility or the parents. [...]