Dime Bar Presentation

Dharma Initiative Advertising Agency bringing your campaign, success.

Advertising Plan Proposal Kraft Foods Daim Bar Presented By Monday 30th of April 9:00am

Darryl Hall / William Bindloss-Gibb / Michael Olver / Victoria Stroud

Summary of Advertising Plan

bringing your campaign, success.

o Changing decline and stagnation to growth and progress o Re-introducing past customer to the brand o Increasing revenue and in turn advertising budgets o Launching new marketing and advertising campaign o Loosing the A and adding an E. - Back to Dime Bar

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Current Market Position

bringing your campaign, success.

Product Life Cycle

Predicted

Maturity

Growth Decline

New Growth August 2005 Dime changed to “Daim”

Introduction

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ReIntroduction

Current Market Position

bringing your campaign, success.

Market Position - Current Market Outlook, 28% decrease in sales since 1994

Declining market position

Pricing Strategy - Our Plan

Past Marketing Communications Methods - Harry Enfield - TV, Radio, Magazines, Other media

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Target Market bringing your campaign, success.

o Geographic - The U.K & R.O.I

o Demographic - Lower-Middle class, 16-25

o Psychographics - Easy going, youthful people, students and young professionals

o Behavioural - Want to be associated with fun so target this group using humor.

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Target Objectives

bringing your campaign, success.

Short Term 1. Revert back to original brand and gain 50% increase in awareness within 6 months.

2. To increase sales up to 35% in first 12 months.

3. To set up a Dime bar website and gain 40,000 visitsfrom potential customers in 6 months.

4. Enter the Frozen desert market

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Target Objectives

bringing your campaign, success.

Long Term 1. To reach the same sales as the peak period in the mid 90’s.

2. Increase on these sales within this 5 years 3. Strengthen the brand through more advertising‌

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What we intend to achieve…

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bringing your campaign, success.

Create the same sort of hype around the product as in the mid 90’s.

Reaffirm the brands’ position in the confectionary market.

Increase your sales by 50% in the next 5 years Keep sales at a high level by reassuring consumers with fresh advertising.

Media Objectives bringing your campaign, success.

Our objectives for reach in the first 6 months are the following: - One day reach of 10,000 per million by 1st month.

- One day reach of 50,000 per million by 6th month.

- 2 minute weekly reach through Television Advertising

o Reach and Frequency of Exposure being 2 of the most important statistics in Advertising Management

o 100 GRP, based on 5 x 20%

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Media Objectives

bringing your campaign, success.

launch campaign with television advert start radio campaign advert in monthly magazines Tasks

money of promotions outdoor and poster campaigns May-11

Jun-11

Jul-11

Aug-11

Sep-11

Oct-11

Months in which tasks will be completed

TV radio magazine promotion outdoor

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Media Communications

bringing your campaign, success.

Media objectives: o Re introduce dime bar to the UK market - Both to new customers - Old customers

o Create brand appeal o Create product awareness o Influence purchases

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Media Communications

bringing your campaign, success.

Types of media that are available:

• Television •Sound & vision, large audiences •Short exposure, expensive, unspecific.

• Magazines •Magazines credibility, read by vast amounts of people •Dependant on location, hard to gain attention

• Radio •Audio, low cost, segmented audiences

•Low cost, long life span, seen more than once

•No visual, short exposure

•Short exposure time, unspecific audience

• Newspapers •Can be localised, large audience •Expensive, cant be creative, short life span

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• Outdoor

• Websites/ internet •Low cost, large audience •Spam, not reliable

Media Communications

bringing your campaign, success.

o The media that we will use to communicate to the target audience o Television – Ads places between 6pm and 10pm to reach the specific target audience – The ads will be between 30-40secs long – Will be placed on terrestrial TV – Using celebrities i.e. Harry Enfield.

o Radio – Using stations the target market listen too e.g. hip local stations

o Magazines – Using specific magazines that reach target audience (zoo and nuts) – Money off coupons

o Outdoor – Low cost – Will enhance design of adverts

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90’s Adverts bringing your campaign, success.

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Advertising Message bringing your campaign, success.

o Re introduce same design ideas as old adverts o Use of celebrities (Harry Enfield) - New TV show

o Same brand values and image introduced to new UK market.

o Design shown throughout other advertising

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Concept TV Adverts

bringing your campaign, success.

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The “Chocolatier” concept T

Concept Adverts bringing your campaign, success.

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Concept Adverts bringing your campaign, success.

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The Advertising Budget

bringing your campaign, success.

Certain considerations needed - Confidence of Consumers - Disposable Income - Availability of “Dime” Bar and competition

FMCG based budget - 8-10% standard industry rate - Cannot work with current revenue

Alternative Budget Method - Periodic Market Research - Finance from parent company “Kraft” - Watching for increase of awareness

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Media Costs bringing your campaign, success.

o Media Outlets o Goals o Audience

o Strategy o Penetration o Competitive State of the Market

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Evaluation Methods

bringing your campaign, success.

o Evaluation Methods - Meeting objectives

- Cost Management - Feedback - Actual Sales - Other evaluation methods we’ll use

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Evaluation Methods

bringing your campaign, success.

Conclusion

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Evaluation Methods

bringing your campaign, success.

Questions

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