Crispy Crunch Integrated Marketing Communications Plan

Amanda Sacks, Rashin Mohebian, Dianna Valko, Wendy Cheung, Julie Ng, Eric Barrileros Florian.

Cadbury’s

Objectives and Strategies

Objectives• Increase market share to 4.1%• Raise product awareness an additional 35%• Increase repeat purchases by 10%

Strategies

• Position the product as the peanut lovers’ first choice

• The advertising campaign accounts for many objectives

• Budget allocation

Positioning Strategy Statement

To reinforce our leadership positioning in the chocolate bar market while providing fun and

enjoyment while eating our treats.

Creative PlanKey Benefit Statement Time changes everything - except your Crispy Crunch bar

Tone and Style• Upbeat, positive and humorous approach • Lifestyle positioning

Central Theme (USP)Convenience distribution, using a profile of the target market’s lifestyle.

Appeal TechniqueSimple and clear, no hidden messages, nothing abstract.

Creative Execution• Four television advertisements

• One to target men, one women, one for the upper tier of the target market, and one for the lower tier.

• Four print advertisements• Same target market customization concept as above• Placement in designated magazines and newspapers• Out of home is included (billboards and transit locations)

Sample Print Advertisement

Media Plan

Strategies• Pulse and seasonal flights• Reach, frequency, and continuity• Selection and rejection

Objectives

Who: 15-24 year olds. Our target group covers 13.3% of CanadaWhat: The message is image intensive Where: Priority for advertisement is given to major cities

Media Execution

Sales Promotion PlanObjectives• To create brand loyalty • To encourage repeat and multiple purchases• To promote sales and increase market share

Strategies• To position Crispy Crunch as an increasingly visible brand within

the market• To gain trust and familiarity from the target market through

contests and free samples

Sales Promotion ExecutionTactics• Broadcast – Television, Radio• Print – Newspapers• In Store – Posters, Flyers• Web – Interactive, Mailing List

Budget• Hotel/Air/Accommodation:

$4000 per person (4 winners)• Spending Money:

$1500.00 each contestant• Other Costs: $68,000• Total allocated funds: $90,000

Events and Sponsorship Plan

Strategies• To offer our customers a positive experience at the event• To create awareness of our product through giveaways and samples

Tactics• Site selection• Operations

Objectives• To promote positive relationships between our brand and our customers• To raise awareness of the product

Budget Summary

Total Budget - $650,000

Total Utilized - $517,000Total Surplus - $133,000

Calendar of Events Dec 31, 2006 Event - New Years Gala (Liberty Grand) Jan 15- Mar 15 Australia Contest Feb 21 Announcement of 2006 preliminary results Mar 16 10 day trip to Australia Apr 1 Launch of new product/packaging (smaller portions) Apr 14 Easter parties May 18 2007 Annual General Meeting June 24 New proposal of TV commercial rotation July 5 Sponsorship - Rolling Stones concert Aug 13 Walk for a cure fundraiser Sept 1 New advertisements in rotation for back to school Oct 31 Halloween promotions running seasonally Dec 25 Christmas promotions running seasonally* Between all events are scheduled advertising flights discussed in media plan.

Any Questions?