Final Year Project. Healthy Brief by Miranda Cheong

University of Leeds School of Design

DESN3815

Design & Technology Management Project

Supporting Documents Hei Man Cheong 200722184 Design and Technology Management 2014/2015 Year 3

Content • • • • • • • • • • • • • • • • • • • • • • • • • • • •

Healthy Brief -----------------------------------------------------------------------------------------1 Gap in the market ------------------------------------------------------------------------------------2 Problem Identified -----------------------------------------------------------------------------------2 STEPN analyses---------------------------------------------------------------------------------------3 Objectives ---------------------------------------------------------------------------------------------4 Ideas Inspiration-------------------------------------------------------------------------------------5 Idea Concept------------------------------------------------------------------------------------------5 Primary and Secondary Research ------------------------------------------------------------------6 Market Positioning ----------------------------------------------------------------------------------12 Final Idea --------------------------------------------------------------------------------------------13 Competitive Advantage -----------------------------------------------------------------------------13 About Made To Be Cool ----------------------------------------------------------------------------14 Logo Design -----------------------------------------------------------------------------------------15 Website ----------------------------------------------------------------------------------------------16 QR Code----------------------------------------------------------------------------------------------18 SWOT analysis---------------------------------------------------------------------------------------19 Porter’s 5 Forces ------------------------------------------------------------------------------------20 Customer Profile------------------------------------------------------------------------------------21 Target Customer-------------------------------------------------------------------------------------22 Marketing Mix---------------------------------------------------------------------------------------23 Product-----------------------------------------------------------------------------------------------24 Product-App-----------------------------------------------------------------------------------------26 Price -------------------------------------------------------------------------------------------------27 Place--------------------------------------------------------------------------------------------------27 Promotion -------------------------------------------------------------------------------------------28 Internet Advertising --------------------------------------------------------------------------------29 Stealth Advertising ---------------------------------------------------------------------------------30 YouTube Advertising--------------------------------------------------------------------------------31

Content • • • • • • • • • • • • • • • • • • • • • • • • •

Instagram Advertising ------------------------------------------------------------------------------32 Co-operate Website---------------------------------------------------------------------------------33 Co-operate Online Company----------------------------------------------------------------------34 Press Advertising------------------------------------------------------------------------------------35 Print Media-Brochure------------------------------------------------------------------------------36 Print Media – Postcard ----------------------------------------------------------------------------37 Print Media- Half-fold Leaflet --------------------------------------------------------------------38 Printer Media – Posters ---------------------------------------------------------------------------39 Booklet Advertising --------------------------------------------------------------------------------40 Public Relation -------------------------------------------------------------------------------------41 Co-operate Supermarkets -------------------------------------------------------------------------42 Stall promotion -------------------------------------------------------------------------------------43 Tradeshow ------------------------------------------------------------------------------------------45 Sales Promotion ------------------------------------------------------------------------------------47 Giveaway & Competition --------------------------------------------------------------------------48 Voucher Promotion --------------------------------------------------------------------------------49 Direct Marketing -----------------------------------------------------------------------------------50 Direct Mail & Newsletter --------------------------------------------------------------------------51 Parcel-------------------------------------------------------------------------------------------------52 Unique Friend code --------------------------------------------------------------------------------53 The taxonomy of marketing communication-----------------------------------------------------54 Integrated calendar of communication -----------------------------------------------------------55 Time plan --------------------------------------------------------------------------------------------56 More Suggestion ------------------------------------------------------------------------------------57 References -------------------------------------------------------------------------------------------58

Healthy Brief

The Daily Diet ‘Healthy eating can be made cool’

In this design brief, I propose to develop a strategy that can make healthy eating be cool and more appealing to young people. More importantly, to reinforce this message to the young people, ‘Healthy eating can be made cool’.

Gap in the Market Potential for addressing a real gap in the market was found by looking at the healthy eating industry, where solutions for encourage young people to eat healthily do not currently meet the target consumer completely. Existing solutions include any healthy food found is currently in poor design packaging and not appealing. This is a particularly significant problem in the UK because the poor diets are a major issue affecting young people across the UK with millions of people eating over the recommended daily amounts of sugar, saturated fat, salt etc. Finding a solution to this problem provides real potential to increase profit margins and customer base through meeting the consumerâ&#x20AC;&#x2122;s needs more comprehensively than any other product currently on the market.

Problem Identified Research identified that the products currently available on the market providing healthy food and snacks offering to the same target market are often in poor design or not appealing to them. In this brief, is therefore not only about educating people about the importance of eating more healthy, but rather exploring approached and designing solutions that practically help people make better eating choices or make better choices more appealing.

STEPN analysis Socio-cultural ●Always a problem for young people to put healthy eating into practice. ● Government campaigns that promote exercise and a healthy diet (Keynote, 2013, Diet foods) ● Food Marketing Institute and Prevention Magazine indicate that consumers are increasingly looking for healthier food options. (Forbes, 2013 Food Trends) ● The demand for healthier snacks is becoming increasingly influential in the UK marketplace. ((eynote, 2014, Snacks food) ● The Government’s 5 A DAY scheme and the more general consumer desire to be healthy is an important market trend. (Keynote, 2013, Fruit & Vegetables) Technological ● Impacts on the internet that helps to reduce the communication costs and helps bringing consumer a convenience way of living. ● In the healthy eating sector such as phone apps that helps track and analyze the eating pattern to better understand their strengths and weakness to make changed in their diet. (Forbes, 2013 Food Trends) ● Tools are designed that allows food brands to organize and publish their nutritional data. Packaging have been linked with QR code, which make an easy step to get into the apps by scanning the code and get nutritional data. (Forbes, 2013 Food Trends) Political/ legal ● The regulation of health care in UK (The King’s Fund, 2013, Regulation) ● The Health Act 1999 (The King’s Fund, 2013, Regulation) ● Consumer-protection legislation (Consumers international, 2014. Consumer rights) ● Food Waste legislation (ECO food recycles ltd, 2013. Posts Tagged ) Economical ● Fresh fruit and vegetables are considered expensive optional extras, not necessarily essential to the everyday preparation of food. (Keynote, 2013, Fruit & Vegetables) ● The Food Statistics Pocketbook 2013 states that for 41% of consumers, price is the main factor regarding a potential supermarket purchase (Keynote, 2013, Fruit & Vegetables) ● Prices rose by as much as 25% between 2007 and 2011. (Keynote, 2013, Fruit & Vegetables) ● Family Food 2012 indicates that households in lower income deciles 1 and 2 continue to purchase less fruit and vegetables than other households. (Keynote, 2013, Fruit & Vegetables) Environmental ● The average UK family wasted £60 a month by throwing away almost an entire meal a day, the scale of the ongoing challenge to reduce household food waste. (The guardian, 2014. Food waste report ) ● Suggested to make everything sustainable. ● Suggested to minimize packaging as soon as possible or packaging made to be recycled.

Objectives • To develop a practical and design solution to the problem which can make healthy eating more appealing to young people. • To reinforce this message to the young people, ‘Healthy eating can be made cool’. • To encourage the young people to make better eating choice and make better choice more appealing.

Idea Inspiration The inspiration of the new design product comes from a sweet shop located in Taiwan. In Taiwan, the design team of a sweet shop created the “KUSO” packaging, which “KUSO” means make fun of something. Their creativity is to use daily use product, such as medicine bottle and skincare product, and recreate their sweet packaging refer to the daily use product. However, their target market obviously will be more adults because little kids will have different thought of the medicine bottle design. As an inspiration for this project brief, I believe healthy food can also made to be cool and also have the potential to appeal young people in the style of “KUSO”.

Idea Concept In order to encourage them to eat more healthy food and gave them a better option to choose from, healthy food need to be designed more appealing to the young people. Moreover, the recommended daily amounts of sugar, saturated fat, salt etc should be balance out by different portion a day and/or shown clearly on the packaging. This is then started by developing a new brand of healthy and fresh food with an interesting design of packaging for young people to encourage them to eat more healthy food and bring the message that ‘Healthy eating can be made cool’. The branding and packaging itself can become a strong image to address this message and to present the importance of eating healthy to the right target audience.

Primary and Secondary research Market Research & Existing Product Research into this healthy food market, there are so many existing healthy food product developed by famous brands and also brands that has weak recognition. A comparison images that show how the design of packaging of the healthy food and snack food.

Primary and Secondary research Promotion touch point and promotion inspiration: From the research, there are so many touch point in a food industry. From snack food to healthy food, the company tried to advertised their best product to their target market. Kitkat is a company that did a lot of advertisement in TV, online, public area such as, train advertisement, or train display. This helped me to get inspiration for my product and company, and know what the company interacted or attracted to their target customer

Primary and Secondary research Direct competitor This is the only direct competitors that I could find from the research and it is a Canada brand which provide fresh fruit and food to their customer. Therefore it will be a nice innovative idea that can bring into the UK markets. Researching this competitors helped to see why this is still not interested to the young people and what is their weakness that I can try to improved for my product and marketing campaign. This competitors research also helped me to know what is the latest innovation from now on and what make this innovation have potential to developed more in the future.

Primary and Secondary research Indirect competitors There are a lot of indirect competitors, but the one I am most appreciated with and it is a good brands that I should get the inspiration from is this online company called graze.com. What they do here in emphasising how fresh and yummy their food is and also they do good promotion because you can seen this brand anywhere in the website and also a small flyer from your parcel etc.

Primary and Secondary research Survey: 80 responses Age: 18-23 years old This research has helped me to find out what is the eating habit of the teenagers that I am targeted on. Young adults tend to eat healthy food but they cant resist of bad and unhealthy food. And they normally have low finance due to families problem. They will buy whatever it is cheap and yummy, where the snack food is good products that satisfy their needs.

Interview: 15 responses Age: 19-21 years old This research has helped me to find out how influencing the snack food packaging appears to them. How the snack food packaging and brand is still recognized by them in different format of colour and shape. Young adults tend to attracted by the food packaging because they found it very colourful and make them want to buy it. This will be a important source that I can put this information into my design.

The attractiveness of junk food to children is explained by factors, which include taste, advertising, availability, fun and peer influence. Taste is a major influence in every food choice at any age. (C. Pires, L, AGANTE. 2011) This suggested that why snack food and also its packaging is so attractive to children.

Overall, these researches do helped me narrow down my concept and range of design that I am going to do and it was prove that young teenagers are always attracted by snack food packaging because of it appearance. Therefore, if healthy could be make as colourful as the snack packaging, it will have potential to the healthy snack market. 10

Primary and Secondary research Trademarks & Copyright Since I am going to use some of their background colour from different kinds of snack packaging, therefore a research into different colour copy right from the brand is needed in order to secure my product. From the research, there is not much colour copyright did for the food industry. Apart from the following below that I need to be sure not to include this colour. This research helped me to define which colour has copyright with it, so I wont get into trouble. From the limited research that I found, I know there will be more brands that contains colour copyright. But what I can do for this project is to ensure those colour that I am using do not have colour copyright.

Market Positioning Indirect competitors There are quite a lot of healthy food brand who sell different range of healthy snack to young age or even target to everyone. The popularity of some of the brand are even not recognised by the young adults. Some of the brands can only purchase online and not in real life, such as local supermarket. But they are still popular by its brands

Direct Competitors There are only one brand that I could found for direct competitor and it was a brand from an international company located in Canada. According from the research, UK markets is what defected, therefore, I personally found that this new innovation should be invented into the UK markets.

Final Idea Products: A new product line will be produced with healthy food/ snacks in a package that will be designed in a style of the existing brand of snack packaging. It is a solution referring why the snack packaging needs to be colourful and get attention to consumers’ eyes directly while snack food itself targets everyone in the market. This new product line includes food, such as, chips, dried fruit, yogurt, nuts etc. App: There will be a release of an app that could be downloaded in the phone which could record what people have eaten all day by scanning the barcode from the any of the food packaging. It can also help customer to measure how much they have been eaten in a day and will also have recommendation on how much more or less they should eat on the day.

Competitive Advantage •

• Bringing a new healthy message to the consumers. Entirely improved concept to the market, giving consumers a completely new change in healthy snack and food. • Offering consumers a better choice apart from snack food. • Entirely new design of packaging to get attention to consumer.

About Made To Be Cool

Company Profile: Business name: Business Website: Email for contact: Telephone:

Made To Be Cool http://miranda569abc.wix.com/madetobecool sd12hmc@leeds.ac.uk 02089367812

The Story of Made To Be Cool: Made To Be Cool is a new released brand aiming to offer a better healthy choice highly targeting for young people. Our products are of high quality standard from suppliers, aimed at offering fully a new market of ‘snack’ food to the consumers. Bringing this message ‘Healthy can be made cool’ to everyone. Don’t Just ‘Snack’. ‘Snack’ Healthily.

Logo Design At first, there was a “TO BE” in the logo, but found it too complicated and so much to read from, so just make it simple as that.

The outer layer actually looks like a shape of bananas after shaping it.

Slogan to bring the message to the consumer. Don’t Just Snack. But Snack Healthily.

Added a outer layer to the “MADE COOL” to make it as a logo instead of leaving it as blank, which I found it work great and feeling more security.

Play around with the fruit and font and found that orange is quite a “cool” way to combine both image and word together.

This logo matches with a lot of different colour and its still work great on it.

Website http://miranda569abc.wix.com/madetobecool Below is the visualisation of the website that people will see in the computer. The website included the story and concept of this company, the products and also the app that is made by our brand. Also information of latest event and also location will be find in this website

Website http://miranda569abc.wix.com/madetobecool

QR codes The QR code market can be used in our products, and other promotional material such as, brochure, flyers etc. This QR code will then directly link consumers to the official website of MADE TO BE COOL, where people can find information and store location and also the detail of downloading apps.

SWOT analysis Strengths

Weaknesses

-Innovative product with specialized design packaging -New Brand -New concept -Designed with healthy in mind -Affordable Brand -Quality -Eco-Friendly

New brand: -Lack of trust and loyalty (no existing customer base) -Low finance (less budget for marketing) -Lacking strong Brand identity -Small in size - limits expansion

Opportunities

Threats

-First to the UK market, be the brand to start a new trend -Expansion: - partnership with other brands. - More potential development

-Other better known brands may copy idea -Higher than expected start up costs -Legislation surrounding -Is product easy to recycle?

From this SWOT Analysis, it was identified that the main strength is the product itself, which is a completely new innovative concept to bring this idea into the UK market. While being a new brand may mean a lack of trust and loyalty, being the first to market brings first mover advantage. While a lack of budget associated with the start-up business may make it harder to promote both the brand and the product, if promotion is done carefully and cleverly it is likely to increase brand recognition greatly and reduce the success of any copy products produced by competitors.

Porterâ&#x20AC;&#x2122;s 5 Forces

1. Threat of New Entrants -It will be expensive for a new brand to enter the market (Financial problems) -It will not get attraction to the customers when launch -Patents -Economics of sale 2. Power of Suppliers -Similar products in the market, but not as innovation and attractive as this new innovation -Different types of packaging needed (batch production) 3. Power of buyers -There are powerful buyers in this market -Products and service are made aiming at one target audience directly, which mean that it will be more focusing in the market rather than targeting everyone like other healthy eating sector does. 4. Availability of substitutes -The new innovation is very unique, which will help to raise up and be attractive in the healthy eating market 5. Competitive rivalry -There are only one direct competitor that I can find in the international market (e.g. the Bolthouse Farm) -There are many indirect competitors in the market (e.g. Graze, The Food Doctor etc) -Direct competitor is a Canada Company which there is nothing like the innovation in the UK market. 20

Customer Profile Name: Holly He Gender: Female Age: 18 Education: High school Occupation: Student Holly is a high school student, she always think that the food in the canteen do not taste good. Therefore, she usually get food from the supermarket near her school. She mention that the school try to promote healthy eating and they do sell healthy food and snack in the canteen. But everyone think that the food do not taste good because of the boring packaging. Therefore, she did not get any attention of the healthy snack that sell in the canteen.

Name: Olivia McHale Gender: Female Age: 20 Education: Undergraduate Occupation: Student Olivia is a university student who try to eat healthy food, however, she find it hard because of the thousand choices of food and snack in the market. Also, She canâ&#x20AC;&#x2122;t resist the snack food, every time when she were in the supermarket. The packaging of snack food easily get attention. She want to be healthy but she is too shy to ask for suggestion about what food and exercise that keeps her healthy from professional people and nutrionists. 21

Target Customer Young adults, as a highly consumption-oriented society, usually have increasingly become aware of new products and brands. They are triers and spend hours shopping for themselves. In order to attract the young adults effectively, we need to concern what influencing their behaviour todays. The young adults used to have their mobile phone on hand and also internet (this includes 3G, 4G and WiFi). Some of them even claim that they cannot live without internet and phone nowadays. For my brief, I am going to targeting the young adults who are studying in high school and also university, who wants to have a better choice of healthy eating snacks rather than the bad snack food. This are often the age where they want to change their lifestyle and eating habit because they are more independent and responsible for themselves. Also, they are the age that they have the opportunities to prepare/buy their own food. Different target segment here will have different promotional methods because they both have different issues need to concern: High school students: Do they have credit card? Where do they usually get lunch or snack? University students: Do they use social media, online shopping? Changing their lifestyle?

Marketing Mix 23

Products These are the mocks up and real model of the final products line. It includes the vegetable sticks with McDonalds French fries package, Pringle inspired with fruit chips inside, Haagen Dazs inspired fruit yogurt pot, and healthy crisps and also chocolate raisin healthy snack food. The packaging design was inspired by the appearance of the snack food, colourful design. Colour will easily catches people attraction.

Products - App There will be a release of an app that could be downloaded in the phone which could record what people have eaten all day and by scanning the barcode from the any of the food packaging, they will be able to capture the calories from the food. It can also help customer to measure how much they have been eaten in a day and will also have recommendation on how much more or less they should eat on the day. Since, nowadays, there so many young people trying to keep a diet, but they do not know if they have eaten the right amount of food in the day. Therefore, this app is very suitable for the young people especially those who want to have a diet and also have a balanced lifestyle.

Price Since the product line is a food product, what I need to consider is not only the price of the packaging, but also the food inside. Having a batches of the snack to put inside will also help to reduce price, so higher profit will be gain. The products will be between ÂŁ0.5 to ÂŁ3.5 and because the products are developed for student, therefore, it must be in a affordable and reasonable price in order to persuade them to buy it.

Place Since, I am targeting into two different segments for this brief, the young adults who studying in high school and also those who studying in the university as a undergraduate. It will be obviously targeting into different place. Firstly, for the high school student, our products will be mainly selling directly in the canteen and might be also to the near supermarket if possible. Secondly, for the undergraduate, our products will be selling online by co-operate online shopping company and also local supermarket. Both of the areas have different methods of purchasing because high school student might not be able to purchase online since they are not permitted to get a debit card, therefore, it will be more suitable to sell in their nearest supermarket and also inside the canteen. And for the age when they are in university, they will be able to shop online, and university students tend to do a lot of online shopping which it shows selling online is a convenient method for them to received their items.

Promotion

Integrated Marketing Communication

Internet Advertising Internet / Mobile advertising are a must in targeting the young adults. This includes advertising on common social media nowadays: everyone especially the young adults using this social media every day when they are free. Apart from the official website, social media is another important part to young adults, it can be social, casual and also business related, including: YouTube, Facebooks, Twitter, and Instagram etc.

Stealth Advertising Social Media such as Facebooks and YouTube is a good platform to include this method since these both social media often used by the young audlts

MADE TO BE COOL

GET 5% OF YOUR FIRST ORDER

YouTube Advertising Apart from Facebook, YouTube is a very good platform which interested so many young adults to use and watch their favorite thing and also youtubers that they love. They always inspired by the people who uploaded their videos. Recently, healthy life style, work out and eating habit is a big influence where we can find a lot of videos mention them from famous youtubers, which are also same ages between 18-25, who teaching and sharing what their daily routine is. Products from our company can be delivery to some of the famous youtubers with the same ages and also have many followers of the same ages, which they could do a review on the products and try to encourage more people into our brand to eat more healthy. And also sharing them what they have eat in a day for snack with our brands. This platform is very suitable to let others people gain awareness of our brands.

Instagram Advertising Instagram is another very good platform which did interested so many young adults to use and share their daily life to people. They always inspired by the people who they followed and try to copy their pattern such as the healthy eating and also fitness routine. Made To Be Cool company can produce an instagram account where it will shows people about our products, latest event and giveaway event. In addition, we will be sharing different kinds of healthy food receipts and different fitness routine that can help the people who wants to change their lifestyle a little bit healthier. Products that are co-operate with online company will also be included.

Co-operate Website For more convenience for the university student, we will be getting our products to the local online supermarket such as Tesco, Ocado etc, and other online website that sell healthy product to customers such as Holland and Barrett. This is another methods to get contact with the student who studying in the university and lazy to get out of the dorm to get food.

Co-operate Online Company For university student, they always do online shopping on beauty and clothes etc. There are several online companies that do monthly box of food and beauty products and target to who want to try something new and healthy. Our company can do a co-operate business partner with them where they can offer our products into these monthly boxes to sent to customers. Birchbox is a company who do a mixture of healthy snack and beauty product which is a good company to co-operate with. And the Life Box is a company who do healthy snacks and food in a box and target to those who want to change their life style. This can helped to bring new customer who are interested in our product and also let people to know our brand. It is also a good thing to be co-operate because each of this monthly box can include some brochures or little note to give to the company.

Press Advertising Press advertising will be another advertising technique to focused on. We should make used of the material and facilities' that provided from the high school and university to integrate our product to present the best to our target audience. 35

Print Media-Brochure The brochure is a good press advertising that the company can present their story and products that they can find in our company. There will be two versions of size: one will be approximate 10 x 13 (cm), which is a small brochure (shown below) that can given to people in the parcel and the other one will be a bigger size of brochure which will have more detail of the product and also specification of different function in the app. This larger brochure will be using for the tradeshow or other meetings that is more professional to deal with.

Print Media- Postcard A free postcard that is free to pick up in the student union working place, such as the reception inside the student union and also in the tradeshow. These postcards will be emphasizing the products and services that can be found in our company. Making batches of postcard will also narrow down the price.

Half- fold Leaflet A half-fold leaflet is a good option for a start up business which they donâ&#x20AC;&#x2122;t have so much information at first. The leaflet can be given out during open day, parent days or other normal day to the student to introducing them to a new release brand and encouraging them to eat healthy.

Print Media-Posters Poster is a cheap advertisement method when dealing with students, because there will be some memo board inside the school where you can put any poster of events on there to get student awareness.

Booklet Advertising Magazine advertising is not very suitable for my products line, therefore, I choose the booklet advertising which could be find easily in student union in the university. MADE TO BE COOL brand will be advertised in any booklet that is free to passed it to the students. For example, the Give it a go booklet, where students who take it will be interested in interesting thing and event. Therefore, advertisement could be done inside these kind of booklet for both university student and high school student.

Public Relation

Stall Promotion and Tradeshow is a good platform to bring our product and company to the public and also target audience. This allows them to known more about the healthy lifestyle nowadays within the young adults and how we could encourage them.

Co-operate Supermarkets Getting our products to the local supermarket is another methods to get contact with both students studying in high school and university. From research, in order to get products into local supermarket, we need to do a face to face interview or meeting with the department and give samples of our products, brochure, flyer and also a product stand display design which can be used in the supermarket. (A design draft of the stand display is shown below).

The colour using in this stand should be colourful and full of fruit colours.

A big logo on the top of the display stand to stand out in the supermarket and also attract people to come and see it.

There will be different slogan to put in this area, for example, healthy eating can be make cool and snack healthily etc. It can be remove and change, so it give people awareness.

This is some fruit display that can be change or remove, it is just to light up the whole display stand.

This is a small tray where all the products will be display here to let people see clearly what type of product is selling in this display stand.

There will be leaflet holder on the side for people to take it.

This is a few storage which products will be put inside to sell for who are interested. The drawers will have different number (small one will have three and larger one will have more) due to the orders of the product that the supermarket 42 let us to put inside

Stall Promotion For the stall, there will be two stall design which is suitable according to different situation. There will be a outdoor stall and a indoor stall which is easy to made with easy structural design of the stall. For the outdoor stall, the design will be in the style of a tent, with a board that can paste and wrote stuff on it at the back and also a large desk. And for the indoor stall, it will just have the board and desk. For high school student, the indoor stall will be easy and convenient to put in either inside the canteen or any corridor in the school everyday when its break time or also lunchtime. Also when it is Open day or Result day that parent and students will be joining and perhaps staying for a long time, both design of stall is also suitable for them. For university student, both stalls are very suitable located inside and outside the student union, where there will be so many students around. Also fresher weeks and event week that there will be many stall located near the student union, therefore it is also a good platform for our product to get some awareness.

Outdoor Stall

Inside Stall

Stall Promotion Inside stall which can be in the student union for university students and also near the canteen for high school students.

Outside stall which can be outside the student union, fresher fairs for university student and open days for high school students.

Display stand can be place in the shop inside the student union for university student and canteen for high school students.

Tradeshow In order to let more people know about the brand. Tradeshow is a good platform to share the innovation to the world. There are so many opportunities to share ideas together. For example, IFE, the UKâ&#x20AC;&#x2122;s largest food and drink event will be a option to show our products and to get interest from others because it will have a lot of people in the event and it will get quite a lot of awareness. Also the BE:Fit London is also a good tradeshow to show out product since out product is a healthy snacks version to encourage people to have a better choice to eat healthy.

Tradeshow The things that our company would be prepare in the tradeshow.

Samples of products -which is a small version of our products line which could give the people a try on our product. Goodie bag (tote bag) -in order to get the goodie bag, they should sign up our newsletter to get their data for further contact information on advertising. These are the things will be inside the goodie bag: Brochure Fitness Calendar Key ring Postcard Voucher Business card

Sales Promotion Sales promotion is a must when targeting with young adults, because young adult love to have discounts and free items. This is also something that Made To Be Cool can do, such as giveaway and competition and discount vouchers. 47

Giveaway & Competition Instagram can usually do a giveaway competition by follow the rule, for example #hash tag competition and giveaway event could have a lot of potential in this social media. For example, sharing our competition photos to their own account and hash tag like #madetobecool, #healthyeating etc. would get a chance to win a box contains our products. These giveaway event could be also advertising through the stealth method in the YouTube and face book page.

Voucher Promotion Vouchers can be distributed in the Open Days or fresher fairs, also this could be found inside the booklet which is free to get in the student union or school for student.

Direct Marketing

Direct Marketing is a must when targeting with young adults, this suggested that the customer are involved with our company by sending them direct mail and email etc, to update our latest information. 50

Direct Mail & Newsletter Made To Be Cool personalise to every single customer. This can make customer feels that they are getting involved. This can be done by writing their name on emails and also direct mail or postcards to them , this could update them our latest information.

Parcel Every time a customer purchased our product, the parcel will be sent off with a scratch card which they can test their lucky to see what they can win. (Example, these prizes will be discount and money off from the next purchase, or products of future co-operate company etc.) Every card will contain at least 10 % discount on their next purchase. Also a brochure introducing our products will be included as well.

Unique Friend code Also a unique friend code will be given to subscribed members and who purchase products. This friend code will work when the members introduce products to another friend who purchases as well by checking out with the friend code. This will save the member at least 5%-10% off on their next purchase. This idea is to get return customers involved with our company more often and also to get new customer to join or notice the our brand.

The Taxonomy of marketing communication

Integrated calendar of communication

Time Plan June

July

August

Preparation: -Social Media -Press Media -Monthly box -Stall design

Preparation: -Social Media -Press Media -Goodie bags -Samples

Product Launch

January -Press Media -Social Media -Giveaway and Competition

September

-Tradeshow -Social Media

February -Press Media -Social Media -Stall in local supermarket

-Social Media -Fresher week -Open days -Stall in local supermarket

March -Press Media -Giveaway and Competition -Email and post card sent -Open days

November -Tradeshow in London -Booklet advertising -Press Media

April -Press Media -Social Media -Open days -Giveaway and Competition

December -Press Media -Giveaway and Competition -Email and post card sent -Parents Day

May -Tradeshow in London -Booklet advertising -Press Media

●Made To Be Cool are going to aim for the School month first in order to get more people to know about the brand which will be starting from September. ● Before the product launch, it is going to be the preparation for the Social Medias such as Facebooks, Instagram and stealth advertising, these will be non stop operating throughout the years. ● The stall promotion will be apply on the fresher fairs and open day and also the weeks when our product is first introduce to the local supermarkets ● The promotional advertising will be concentrated when the school week starts. Leaflet, giveaway competition and booklet will be operate in the first few months as well. ● Voucher will be given out to those who sign up in the tradeshow, fresher week and open days through email or direct mail.

More Suggestions ● Arrange some talks with the student about healthy eating on high school and university. Also talk about our product line and introducing them how our product help them to keep healthy and encourage them to stay away from snack fruit.

● Co-operate with the famous celebrity that are famous within the young adults and always cook or encourage to eat healthy food, such as, Jamie Oliver. ● Co-operate with the canteen and refectory in high school or university respectively to import our product line to their food area

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