Quin'Os marketing communications mix

Résumé du document

This delicious new age recipe is the perfect complement to our modern diets.
Quin'Os is a cookie made of Quinoa flour which are rich in proteins and roasted Quinoa grains which impart crunchiness. The oil used is Canola oil, the good oil that makes a health difference compared to the commonly used palm oil. The sweetness comes from crystallized honey and the flavour ingredient is fresh vanilla. It has a diameter of 4 inches.

There will be an advertisement so the name does not need to be transparent. Though we have "Quin" that is close to the main ingredient of the cookie: Quinoa; and O's is a reference to the usual tasty cookies such as: Oh Cookies, Oreo, Chip Ahoy, NewMan-O's.The name is still not descriptive or associative for customers to understand the product, so there will have to be a lot of investment to make the name known to popularize the brand.

The problem with the launch of a new cookie is the strong competition. The cookie market is enormous but the number of brands answers well to the demand so the space for a new cookie is very limited. Moreover, the competitors are multinationals with much experience and massive budgets: NabiscoWorld with 29 brands (operated by Kraft Food), Nestle, LU (also KraftFood), Cadbury (also KraftFood) etc. Another problem is the "slow food" movement and other associations that are against any form of snacking, especially cookies; this movement promotes good health and fights obesity. However this problem could play in our favour if we launch a healthy cookie, it becomes the kind of product that an increasing amount of people are looking for. Let's look at the SWOT analysis before creating a successful new cookie.

Extraits

[...] The NewYorker, website, http://www.newyorker.com/humor, accessed on the 15th of December 2010 Seminar, Advertising and Communications & 11th December 2010. Professor Nathan J. Sambul. JSWalker & Company, Inc, PDF Case Study, http://www.jswcoinc.com/Docs/KK_CS_FINAL.pdf, accessed on the 9th of December 2010. [9]MSNBC, associated Press article: “Krispy Kreme using TV, radio to sell treats” 2/2/2006, http://www.msnbc.msn.com/id/11144425/ns/business- us_business/, accessed on the 9th of December 2010 T. Howard, Candy bar breaks Crispy new ground USA Today, quotation from B. Gamgort general manager of Chocolate for M&M/Mars, 06/04/2001, http://www.usatoday.com/money/advertising/2001-06-04- snickers.htm, accessed on the 9th of December 2010. [...]

[...] There will also be a more humour oriented communication, to translate the adventure. A business man eating a Quin'Os could be surrounded by jungle, a grandmother eating a Quin'Os could be on a roller coaster, a boy eating a Quin'Os could be flying a spaceship . The billboards will be in buses, on ZipCars, on subways. In full ads in cooking magazines because the potential Quin'Os customers read cooking magazine. The page can communicate clearly about the healthy part and uncommon ingredients because that secretively what the “Cultural Creatives” women look for. [...]

[...] Marketing Communications Mix Quin'Os will not be commercialized on television. Though we want to sell a maximum of cookies, the main target will remain the same: “Cultural Creatives” Women. These women don't watch much television, moreover going on the screen means competing face-to-face with the mega brands. Our target prefers radio, cooking magazines, public transportation, music festivals . The mix will need to combine: Frequency and Appropriate Reach. So the campaign will be long and constant. So there will be radio ads with a repetitive jingle that promotes taste, palate development, crunchiness . [...]

[...] The Quin'Os will be doing a lot of Press & Public Relation work to announce the soon arrival in Europe. For the launching event, one temporary shop will be situated in every capital of the European Union; the great Cookie from the USA will embrace the image. The Cookies will be sold in the metal boxes that will be different for every country. Instead of tracing a flash of history, like we do for the family size boxes in the USA, every box will focus on the capital of the country it is sold in. [...]

[...] A great publicity would be to have a National Geographic documentary about the Quinoa road, from harvest to export to Quin'Os bakery to the distribution. National Geographic would contribute to the brand value and credibility of Quin'Os. The best way to attract this kind of journalist is to remain a very transparent company, opened to questions, visits, generous and welcoming . The point of eating quinoa would help South American populations to make good business again. There could be a communication argument that promotes the good health of the quinoa region thanks to the loyal Quin'Os consumers. [...]