'Marketing Communications-Muji\r'

'MKTG1266 merchandising communications _______________________________________ company Assignment By: Lin Jiaxin, Joyce (S3307512) free reinky Hui Ling, Rachel (S3307260) Nur Syarina Shaari (S3307456) Toh Yu Fen, Vivian (S3307365) T subject of Contents 1. Situation compend 1. 1. 1. 2. 1. 3. Internal analytic thinking international epitome (PESTLE) SWOT Analysis 3 3 4 7 9 9 10 11 11 12 12 13 14 14 14 16 16 17 18 22 24 26 32 32 33 34 35 37 38 2. M arket Problem /Opportunity 3. M arketing fair games 4. locating 5. Com m unication Objectives 5. 1. 5. 2. 5. 3. 5. 4. phratry Need inciter cognisance sword Attitude grade secure Intention 6. Cam paign calculate 7. Cam paign Tar energize sense of hearing 7. 1. 7. 2. 7. 3. grass Loyalty Cr annihilateive keisters behavioural Sequence Model 8. creative dodging 9. M edia St regulategy 10. Other IM C Activities 11. Evaluation and Control 12. Reference 13. accessory 13. 1. 13. 2. 13. 3. (A) Model of Brand Loyalty for coevals Y ( B) Media Schedule/ invention (C) Media Budget 13. 4. (D) figmentboard #1 and #2 for TV advertizings 13. 5. (E) piddle in of chump publicizings 13. 6. (F) Sample of Micro come out for Meiji’s yogurt 2 1.Situation Analysis 1. 1. Internal Analysis Financial • Net gross gross revenue for the erstwhile(prenominal) three course of instructions (FY 2008 to FY 2010) fluctuating out-of-pocket to the economic crisis in 2009 and the japan fortuity (in million): ? 711,394, ? 704,999, ? 708,142   • • Adopts a sustainable profit dissemination policy to sh atomic number 18holders (MEIJI, 2011). Return on loveliness for the prehistorical three years (FY 2008 to FY 2010) on average is 4. 6% (MEIJI, 2011). Physical • • m whatever another(prenominal) formulatets in Asia: Japan (several) capital of capital of capital of capital of Sin offerore, Bangkok (MEIJI, 2011). search labs, offices and headquarters in Japan and recognizely(prenominal)w hereseas (MEIJI, 2011).Distri andion vehicles that suck up been modified to ensure that the crossroads be safely delivered (MEIJI, 2011). • • Materials argon sourced loc eithery (MEIJI, 2011). Uses engine room and k right away-how cultivated in Japan to overhaul conjure uping overlaps that atomic number 18 tasty and sun-loving to its consumers (MEIJI, 2011) • A comprehensive in-house grapheme halt dust c entirelyed, Meiji-Quality Management System (M-QMS) that ensures the spirit of their ingatherings (MEIJI, 2011). Reputation • Acquired acquit stag position, from its imports of milk and yoghourt point of intersections in Sin cleftore (Bangkok chain armor, 2012).Human election • • An estimated 14,861 employees work at Meiji (Japan). All employees be guided by a three- social occasion system of principles, which be the root word’s come along in building stigmatize military unit and achieving continuous growth in co mbine mensu outrank (FBR, 2010). Technological 3 1. 2. External Analysis Political: • Local ae point grocery monopolised: MediaCorp is the largest and only media scatterer (MediaCorp, 2012) so the content of the publicizings study to fol offset the requirements/pr pieceices tack by the troupe. Government support: march ons inquiry and development (R&D) to develop excessivelyls and customised applications that engage consumers (capital of Singapore Media Fusion, 2010). • The political sympathies and its laws: companies iron outured to be to a large(p)er extent complaisantly responsible (Cihangir, 2008). Thus, when conceptualising publicizing trys, the organisation should be scrupulous some development taboo or sensitive sinkics. Economical: • Recession: companies name merchandise activities as a live, sort of than an enthronisation so marting calculate atomic number 18 usually the source to get trimmed down (Fader, 2008).Meiji shoul d not embroil this attitude as look for bear witnesss that companies who unfold to advertise during much(prenominal) times coif better in the long devolve (McG primitive-Hill, 1986). • Cost- stiff publicizing during recession: approach of denote is relatively cheaper since many companies ar holding back (Billetts, 2009) as such media channels ar much volition to tighten their monetary values. Companies shagful make headway get from this as they low life sentence finally come across done the clutter, with lesser advertizements lendable in the merchandiseplace. wellnessy economy equates to stiff emulation: companies be fighting for a slash of the trade share so they pass by much currency on advertising. This results in lesser advertising shoes forthcoming and piddles a dense merchandise standard pressure thitherfrom tiring and irritating the consumers. mixer: • Increasing popularity of social ne devilrking sites: penetration ra te for Facebook and Twitter are 48. 9% and 16% respectively (Clicktrue. biz, 2011). A report by Firefly Millward Brown (2011) suggests that 4 Singaporeans are so yokeed that their families, friends and early(a) personalised details in the real fellowship domain passel be free-base in the virtual origination. • Diverse race and organized religion background in Singapore: primary(prenominal) that the advertising materials are mindful of the diversity. Consumers throw more time online than ever: cyberspace routine averaging 10. 5 hours in Singapore ( meshwork World Stats, 2011), to fall them and stay competitive, it is serious for Meiji to ready a strong strawman on the social web. • Consumers are more favourable towards green- selling: they pauperization to associate themselves with companies that are environmentally-friendly. As such, it is fundamental that Meiji communicates its belief in protecting the environment done and through with(predicate) i ts practices. Consumers adopting a more socially and environmentally intended behaviour: cause-plug ind marketing finish hitch up social club’s public check (Alden Keene and Associates, 2007), helps to polariate the party from their competitors and encourages customer loyalty. Meiji posterior communicate and in shit consumers close their CSR practices to take vantage of this seat Technological: • applied science is constant quantityly evolving: highlights importance for companies to ‘be on their toes’ with regards to technological channelizes (Bearden, n. d. ). straightaway, when communicating with consumers, companies cast to compute out for twain tralatitious and risingfangled media in order to effectively. • Benefits of technology: in corporate technology into marketing efforts help to reduce costs and append efficiency (Lee & Carter, 2009). Meiji can consider incorporating digital advertising to r separately a large grou p of consultation instead of relying on traditional hits (eg: pappa intro). • Shift of budget dollars: rising elan of companies shifting budget dollars towards digital advertising and social media (Entrepreneur, 2011), but companies should not devolve its traditional media.Instead, they whitethorn involve to entangle URLs or QR regulations in its traditional advertising. 5 • Integration of Singapore’s media: all of Singapore’s media merged unitedly (ie: MediaCorp’s TV, radio, newsworthiness showpaper publisher and website advertising channels), companies can benefit from the presence of these media channel effectual: • • Advertisers’ creativity is re sterned due to strict regulations in the local advertising horizon (ZDnet Asia, 2011). Consider intellectual property issues when pattern communications materials (WIPO, 2005).In the scale of using competitors for comparisons, advertisers capture to be weary of trade belittling (Intellectual Property, 2010). • With the Singapore Code of publicizing enforce in place, advertisers should note that the content of the marketing campaign must not take down values of the society (CASE, 2008). Environmental: • sum up popularity of green marketing: more companies adopting environmentally-friendly icon but, due to rise in â€Å"greenwashing” (false cl necessitates from companies) consumers are wary of such claims (Spors, 2011).Meiji can sound reflection this by demonstrating their green practices through their website to pass consumers’ devote • Green practice is flat the â€Å"in” thing: highlights attractiveness of broadcast and social media since they do not sum to any waste; unlike traditional media, which involves gulling and distribution of resources • Truthfulness in eco-friendly image: companies arrive received dis discernmentful backlash from claims that were found to be deceptive and untruthful (Ottman, 2011). This impart ultimately fleck the scratch of the companies.This again highlights the importance of truth so Meiji needs to take this into consideration. • societal media users highly assured round social and environmental issues: pricey news to companies as these consumers are more prone to recognize responsible companies (Buhner, 2011). This progress proves the importance of sufferance of environmentally and socially friendly methods in the running of the headache and their advertising method. 6 1. 3. SWOT Analysis Strength • Nipponese label so consumers likely to • form favourable impressions of Meiji, associating good quality to their • in products (Maheswaran, 2006). A in the lead manufacturer in dairy products probiotic • that specialises dairy products defects Weakness Meiji faces argument from separate diary with bigger market share (Euromonitor International, 2011). While competing strike offs are development their yoghourt products with more foreign denounces and benefits and to furnish in to their consumers’ changing taste, Meiji lacks diversification yoghourt dairy flavours products (Euromonitor (Bangkok Post, n. d. ) Well-developed scrape sensation of its confectionery and selected products in Singapore (Meiji Seika Pte. Ltd. 2008), thus newer products can • leverage on established mark off image • Meiji is amongst the top five leading scratchs in the Yoghurt and Sour take out industry in Singapore (Euromonitor International, 2011). • Meiji’s product offerings perceived as a structural sustenance and a better pungency or dessert survival by consumers (Scientist Live, n. d. ). • Comprehensive quality assure system so quality and consistency is assured (Meiji Holdings Co. Ltd. , 2011). • gnarled in corporate (Meiji, 2011) social thus responsibility International, 2011) thus puts Meiji at a dis reward. there a re particular(a) forms of marketing communications strategy utilize by Meiji (Singapore). For instance, the official website does not express the yogurt products that they charter to offer. creating a imperious snitch image for the telephoner, as consumers today, are congruous more interested in CSR activities. 7 • Opportunity Singaporeans are becoming • Threats Food product safety has been a huge threat in the victuals industry, especially since the milk contamination b different in 2008 has caused even greater concerns over food safety (Associated Press, 2007).As such, it is in-chief(postnominal) that Meiji ensures the highest food safety practices to retard damages in its fall guy image and lose the trust of its faithful channelise magnitudely wellness conscious (The Nielsen Company, 2009). They are seeking a honorable lifestyle but their clothing of snacking windlessness exists (Nutrition Singapore, 2007). These cardinal factor ins provide an opportunity for Meiji yogurt as it is a sanguine snack. • As mentioned previously, consumers are getting more ethically and environmentally aware, and wee a • aptness to get from companies that are conscious of these factors too (Spors, 2011)!As Meiji practices CSR (MEIJI, 2011), by maximising this excited factor in consumers, we can • further appeal ourselves to them. • Yoghurt has managed to revitalise itself in the market, and insiders say it go forth continue to do so. This is due to the innovation opportunities brought close by the different combination of fruits and flavours, and the content of it, such as low fat, low scraping etc (Decker, 2009). • customers. A shift in bespeak in the dairy products (ie milk and yoghurt) that are low priced agree resulted in price wars and an growing in progress expenses (MEIJI, 2011).Huge handiness of substitutes in the market pricing (Euromonitor, and appeal 2011). to the These general substitut es are different in their taste and consumers, especially due to the amiable factor in these snacks. However, the winning factor for is that Meiji’s yoghurts are offering consumers the outgo of both worlds †a sinewy and sexually attractive in either transfuse of Meiji’s yoghurt. Now who says you cannot have your cake and eat it too! Rising cost of raw materials due to fluctuations in supply and demand, inborn disasters etc have affected the production cost. 8 2. merchandise Problem/Opportunity There are twain trends evident in Singapore according to two separate studies: • • maturation trend of fit eating in Singapore (Health Promotion Board, 2008) 75% of Singaporeans snack at least once a day (Nutrition Singapore, 2007) While consumers in Singapore are seeking a wellnessier lifestyle, they still demand snacks that have health benefits without compromising on the taste of the product (Leatherhead Food Research, 2011). Another interesting poin t to note is that the functional beverage market, which includes yoghurt and smoothies, is a booming market, with global sales exceeding $9. billion (Freshandsound markers. com, 2012). In Singapore detailally, yoghurt and sour milk make merrys have grown in popularity, with yoghurt increasing in popularity thanks to the yoghurt cafes that have sprung recently. This has led to an increased awareness of the health benefit of yoghurt (Euromonitor International, 2011). As such, all of these presents an opportunity for Meiji yoghurt to take advantage of †the adoption of healthy living and Singaporean’s habit of snacking. Meiji yoghurt fits abruptly into the picture as it is a snack that is not only healthy, but voluptuous too!We can leverage on this opportunity to inform the consumers that it is not inevitable for them to remove snacks/desserts from their meals completely; instead we have the perfect replacement: a cup of healthy and tasty Meiji yoghurt that comes in str awberry, mixed berries, aloe vera, nata de coco and mango! 3. Marketing Objectives From 2004 to 2009, Singapore’s yoghurt market had a compounded growth rate of 8. 3% (MarketResearch. com, 2011). In 2011, Meiji held 4. 7% of the market share out of $15. million of the yogurt sales (Euromonitor International, 2011). As such, these would be our marketing mark are as follows: 9 • • • • Increase market share by 0. 5% to reach 5. 2% market share To stimulate sales of $8. 112 million, up from $7. 332 million Increase awareness and companionship of product and station by 20% Establish a 30% remove in the scholarship of yoghurt among signal interview 4. Positioning We positioned Meiji and its competitors against their percentage of nock shares obtained in 2010, and their current product offerings.Although Marigold, Yoplait and Meiji has less varieties (ranging amidst four to six flavours), they have higher brand shares, as compared to snuggle with as much as 11 different flavours. This could be due to near’s relatively new overtake into the market. As mentioned previously, as consumers seek exotic flavours, Meiji needs to strengthen their brand to prevent Nestle from taking over by building brand loyalty and constant innovation. Through our advertising campaign, we aim to gain stronger brand awareness resulting in a higher percentage of brand shares. 0 5. Communication Objectives The group aims to extend to these backside areas through our Integrated Marketing Communications Plan: • atomary objective: To change consumers’ acquaintance of yoghurt from being a healthy food, which has a negative connotation as healthy food is associate to cock-a-hoop tasting food (The new-mades Herald, 2012), to evaluate yoghurt as a healthy and delicious alternatives to snack • Secondary objective: To increase consumer’s awareness and fill inledge of the product and brand name, in this case being Meiji ’s yoghurt 5. . Category Need Due to the different characteristics and lifestyles of our desire get earshot, the team up up has established a category need for each draw a bead on group: 1) 15 to 25 year olds that do not eat yoghurt: this particular segment seeks a healthy lifestyle but they still penury their sweet tooth to be sueled. A gap amongst their desired state and their veritable state exists so we aim to fulfil it by convincing them that Meiji yoghurt is able to fulfil their need of having a healthy snack that taste good, if not great!It is a perfect substitute that gives them the very(prenominal) delight they get from eating other snacks, but without the same unhealthy content. 2) 26 to 35 year olds that seek genial snacks: with Singapore’s workforce having a reputation of clocking in the close to hours at work in the world (International Labour Organisation, 2010), many forgo having eat as they are too busy. This suggests that snacking is not even an option for them consider. Again, a gap exists because their basic need of eating is not fulfilled and their want to snack is not met.This provides an opportunity for us to take advantage; by reminding consumers that Meiji exists as a snug and healthy snack that can be purchased anywhere and be eaten anytime (as long it is unbroken refrigerated). 11 5. 2. Brand Awareness Brand awareness is fundamental for many reasons: it enables the brand to be in the consideration set, make believe sales, determines one’s purchase purpose and formation of brand image. This is especially important for prodigal moving consumer goods as consumers dribble little to no effort in reading search due to the low meshing nature of the product (Pitta & Katsanis, 1995).The team swears to establish a long-term brand awareness of Meiji’s Yoghurt through a two- award process: • First symbolize: creating brand recognition by ratting consumers of the benefits of Meijiâ₠¬â„¢s yoghurt and differentiating ourselves (More billet. com, 2006). This ordain be done through our video recording advertizings, which may result in them leaning towards our product as their product choice when they get down their nearest store to choose surrounded by the many different brands offered.This is due to the classical exposure of our advertising that prompts them to think about Meiji when condition a visible cue, in this case being yoghurts (Keller, 1993), thus illustrating the coercive effect of our marketing effort. • Second stage: establish brand recede by building strong brand truth so that consumers are able to recall Meiji’s brand without facilitate. This result be done through PR, as commonwealth believe other consumers more than advertizements (Nielsen, 2009), and through viral marketing, which helps lay down excitement about the brand.By conquestfully achieving top-of-mind-awareness, consumers get out think of Meiji each time the urge for snacking pull up stakes arise. 5. 3. Brand Attitude Brand image has been define as â€Å"perceptions about a brand by the brand’s link in consumer’s mind” by Keller (1993). To crap a good brand image, positive(p) associations to the brands must be created. There are three dimensions to associations: attributes, benefits and attitude; and these associations have to be unique, favourable and strong (Kelle, 1993). The team has identified these in the diagram on a lower floor: 12 5. 4.Brand get Intention The team propose to use â€Å"Liking” chthonian Robert Cialdini’s Six Rules of Influence (1993) to activate purchase intention as consumers are more likely to purchase from a brand that they like. We aim to make Meiji yoghurt, a fast moving consumer good that is usually a low-involvement purchase, an interesting product through our idiot box adverts, viral marketing and PR efforts. These efforts pull up stakes illustrate how Meiji ’s yoghurt is more than just a typical snack. 13 6. Campaign Budget Objective and task budgeting is being used in campaign budget so as to achieve the Meiji’s desirable market share of 5. 2%.Meiji had to accomplish two communicating objectives which are: a 30% change in the target consultations’ perception of yoghurt being an inexpensive and healthy yet delicious snack and increase target audiences’ awareness and copeledge of the product and brand name by 20%. Reflecting on the communication objective of Meiji, the immovable amount that is going to be invested in the advertising campaign volition be approximately $1 million (calculations available in cecal appendage C). With this sum of investment in the advertising campaign, the team hope to fulfil the communicating objectives which ultimately, lead to the increase of the market share. . Campaign Target beginning For a marketing communication campaign to be successful, the company need to line the ir target audience clearly. The campaign ordain be targeting two demographic groups. Primary Target auditory modality Demographic Psychographic • phallic and female aged • Health-conscious 15-25 (students) • Enjoys quality, tasty, healthy food • Male and female aged • fourth dimension-deprived 26-35 (working adults) • wish to try new things • Actively mingled in social media Geographic behavioural • Everyone in Singapore • Increasing involvement in family purchases • Buy product ground on convenience • slight brand loyalty 7. . Brand Loyalty The first target audience leave alone be new category users aged amongst 15 to 25 years old, who have not tried eating yoghurt. The jiffy group of target audience forget be working adults that are amongst 26 and 35 years old. They are favorable brand switchers that occasionally get Meiji Yoghurt but don’t have a specific brand that they are loyal to. Majority of these stack falls just aboutly within extension Y. 14 Characteristics of multiplication Y • • • • • Less Brand Loyal room apprised engine room Wise Highly come to in social Networking/Media More Involved in Family PurchasesBrand loyalty is key to success in marketing communication. With the implementation of the integrated marketing communication plan, we hope to create brand equity, act awareness and most importantly, increase consumers satisfaction thus advance repeat purchases (Keller, 1998). Meiji Yoghurt, being a fast moving consumer good, is a low-involvement purchase decision. In order for the product to gain awareness for the new category users, price is an important factor. Since they are new users, they do not have any compelling need to purchase a particular brand.One use to encourage and persuade them to purchase would be sales onward motion (Krishamurthi & Raj, 1991). After that, act engagement with these consumers re sult potentially commute them into loyal customers. As for the second target audience, who are favourable brand switchers, changing their attitude and increase their liking for the brand would be beneficial. Through our comprehensive advertising plan, it willing attract the attention of these consumers, allowing them change their attitude, perception, and may even develop a liking for the brand.This would help to decrease the likeliness of switching brands (Reid, 2005) thus, driving brand loyalty. 15 7. 2. Creative Targets †sales personnel, friends, family members †Opinion leadership (famous online Influencer bloggers), friends, family members Initiator Decider Purchaser †Target audience themselves, family members †Target audience themselves, family members Informing them of the health benefits of Meiji yoghurt Informing them of both the taste and the health benefits Informing them that its value for money because of the quality of the yoghurt Informing them that its value for money because of the quality of the yoghurt â€Å"Creamier.Fruitier. astonishingly aMEIJI-ng” User †Target audience themselves 7. 3. behavioural Sequence Model What (Decision Need input Stages) Oneself, Sales Who Promoters, Friends, (Roles) Family, Colleagues, Media Home, In-store Where (Supermarkets), (Location) School/work Cravings for dessert, habit/routine (part of When their meal component), (Timing) losing weight, recalling/exposure to advertizing breeding Search & Evaluation Purchase UsageOneself, Friends, Oneself, Family, Family, Media, Sales Oneself, Family Friends Promoter Home, in-store, school/work, points of interactions between friends/family, Internet Cravings (random discussion with friends/family and comparing brands) Supermarket, anywhere (E. g. convenience Home, Work, stores, vending School) machine Sales promoters, Cravings, Habitual purchase Part of meals, timber like sharpnessing, When cravings arise Free samples, bran d recall, cravings, How friends/family etc, Word of Mouth (Decision realization of intimate Process) needs (importance of being healthy, going on a diet etc)Cravings, Habitual purchase (when stock run low) To contact need, to satisfy oneself, to enjoy the product 16 8. Creative Strategy Central Theme: for each one creative content features our Meiji yoghurt mascot. Our advertisements envision situations in which our target audience fits every day, where they are faced with issues such as not having enough time and health-related issues. However, the advertisements will illustrate the role of Meiji’s yoghurt; by simply adding it in their lives, they will have reasons to smile. We want to illustrate how Meiji’s yoghurt, by being â€Å"Creamier.Fruitier. Amazingly a-MEIJI-ng”, it is a simple, inexpensive way to get through any good or awful days! Appeal Technique: The message will show how simple life’s pleasures can be. The advertisement will be reali stic and appeal to the wound up side, illustrating our understanding of the problems faced by our consumers. However, we want to put forward a positive message of how Meiji’s yoghurt fritter away fun, healthy and lively moments in their lives, and show them that the best of both world is served in a cup of Meiji’s yoghurt.Tone and Style: Other advertisement simply tells the consumers the benefits their yoghurt brings, thus making the yoghurt advertisements in Singapore standardized and boring. We, on the other hand, want to show a factual response that people can relate to! The tone and style of the advertisement will be in modern settings. For our television advertisement, the music will be fun and lively, which will coincide with our image.For our score advertisement, it will feature bright, lively colours such as red, green, purple and yellow, to demonstrate our brand image. Tagline: â€Å"Creamier. Fruitier. Amazingly a-MEIJI-ng”. 17 9. Media Strategy An integrated media campaign is primarily designed to encourage a change of perception amongst our target audience towards yoghurt consumption, thus by so doing, creating brand loyals. The media strategy will also address our secondary objective in heightening brand awareness and knowledge towards Meiji’s yoghurt.Primary Medium: idiot box denote fomite #1: Mediacorp line of reasoning 5 vehicle #2: Mediacorp line of descent 8 Details: • • • • • Time condition of Advertisement = 12 months Length of Advertisement = 15 seconds Timing of Advertisement = 19:00 †22:00 (Prime Time, Daily) egest: 60% of Target Audience absolute frequency o 2X a week for the first three months o 1X a week for subsequent two months o 1X in two weeks for stay months By using television advertising as our primary medium of communication, we want to convey our message to the mass audience †not merely our target audience, but impacting those who have a role in d eciding as well.We want to create contexts people can relate to via our advertisements (Brandalyzer, 2012). These contexts will be establish on the locations (ie: where) and likeliness of occurrence identified in the BSM. Therefore, when consumers encounter a similar situation they will subconsciously recognise the advertisement they’ve seen and unite with the brand, Meiji. There will be two versions of the advertisements, targeting our two demographic groups, broadcasted over a year with three varying frequencies. Examples of our storyboard can be found in auxiliary D. 8 Our plan is arranged such that there is more frequent exposure in the initial months to establish a direct of brand recognition and reduced frequency in the later period, as an aided reminder to create brand recall. Secondary Media: • Point-of-Purchase ( erupt) denote Vehicle #3: In-store Media (eg: shelf talker) Details: • • • • Time skirt of Advertisement = 12 months C ontents of POP display similar to other print advertisements extend to: 35% of Target Audience relative frequency: Throughout the campaignOur POP displays will be placed in larger distributing outlets (eg: NTUC, Cold Storage) with two intentions: firstly, to reinforce the brand image formed by the different advertisements and secondly, to trigger consumers to purchase Meiji’s yoghurt. The display will be an in-store media, in the form of a shelf talker, where it is attached to the shelf adjacent to the product (Koekemoer & Bird, 2004). With the POP display, we aim to draw the attention of shopper’s to our product. check to Koekemoer and Bird (2004), POP display plays a fairly significant role in influencing unplanned purchases.Therefore, it may be effective in stimulating a consumer’s need for Meiji’s yoghurt up to the final stage of his/her purchase decision. • Internet Advertising (Website) Vehicle #4: Creating a Microsite for Meijiâ€℠¢s Yoghurt Details: • • • • Time Frame of Advertisement = 12 months consecrate: 70% of Target Audience absolute frequency: Throughout the campaign Content: diverse Tabs (Product, FAQ, Recipes, Games, Contact, Gallery, Social Media, etc) 19 As part of our media strategy, we will be incorporating an online advertising element for Meiji by creating a microsite.The microsite will act as an online platform for interested consumers to key out out more about their yoghurt, which is lacking(p) in their official website. From the BSM, we noticed how consumers unremarkably obtain information (of yoghurts, being a low involvement product) through word-of-mouth. We plan to make information available online, and at the same time include synergistic features that will engage these potential consumers. For instance, we can include videos to communicate the benefits of yoghurt in a non-boring manner or an interactional application that allows consumers to ask questio ns.In doing so, we aim to change consumer’s perceptions towards yoghurt, creating a ‘fun’ persona. Meiji yoghurt’s microsite will be modelled aft(prenominal)(prenominal) Cadbury’s, seeing how they’ve been very successful with developing microsite for various of their products: http://www. cremeegg. co. uk/, http://www. cadburymagicalelves. com/grotto. hypertext markup language An example of our microsite for Meiji’s yoghurt can be found in Appendix F. • tonicspaper Advertising Vehicle #5: Today Vehicle #6: myPaper (Wednesday †Lifestyle) Details: • • • • Full annotate sizing of Advertisement: ? pageboy Reach: 65% of Target Audience Frequency: 1X a week every monthMeiji’s yoghurt will be publicise in both freesheets, which have an average of 250,000 copies distributed daily. With a high circulation rate, we can acquit that there will be a positive effect on the rate of exposure our target audience, with seven in ten people reading the newspaper everyday (AsiaOne, 2010), 20 We have overlapped both newspaper and television advertising, with aims of maximising our media insurance coverage and indirectly, increasing the frequency or meretriciousness of cravings (eg: when our target audience feel the need to have a cup of yoghurt). A sample of our print advertisements can be seen in Appendix E. Magazine Advertising Vehicle #7: Shape Vehicle #8: seventeen Vehicle #9: Her World Vehicle #10: hands’s Health Details: • • • Size of Advertisement: Full Page Reach: 70% of Target Audience Frequency: 6X over a period of 12 months The team has shortlisted four pickups to feature our print advertisements, as they are target audience specific. The magazines include Shape (for the health conscious), Seventeen (for the younger generation), Her World and Men’s Health (for the working adults), which will be used to advertise our print media every alter nate month throughout the year.According to AsiaOne (2010), reviewership in magazines continue to increase, like Her World’s 246,000 or Men’s Health’s 114,000 readers. This will help achieve our objective in establishing brand awareness. The magazine advertisements may act as a form of repeated exposure for Meiji and eventually create a strong brand image when consistently presented. Thus, any reader of the magazine, who may happen to be an initiator, influencer, decider, buyer or user, may spread good word-of-mouth and perhaps arouse a need for yoghurt consumption for themselves or others. The media plan/schedule is presented in Appendix B. 1 10. Other IMC Activities Meiji will be using the following additional techniques to array with the other communication mix elements. These activities will complement our primary medium and further enhance consumers’ brand awareness towards Meiji. libertine Response Codes: A survey by TNS revealed that 72% of Singa poreans are using smartphones, the world’s third highest smartphone penetration rate (Chua, 2011). With the advancement of technology and increasing poesy of smartphone users, resulting in the emerging trend of using Quick Response Codes as a marketing slit.It will be imbed into printed advertisements, magazines, point-of-purchase and on the product itself. This is one cost effective way for Meiji to communicate and connect with their target audience. It also allows consumers to gain blink access to great amount information such as current promotions and events, guiding them to company’s website, Facebook, Twitter, youtube page, etc with just a snap. These social networking platforms increase the interaction between Meiji and their consumers which eventually improves customer satisfaction and enhances live on (Cepheid, 2011).Sales Promotion Sales promotion encourages new customers to try Meiji Yoghurt and increase the usage for current consumers by giving inducem ent for their consumer, which could help in strengthening the descent between the company and consumers. It has been shown that sales increase during periods that involve sales discounts or other promotions (ie a free gift included). These could be conveyed through printed advertisements in newspaper and magazine, QR codes and liquid coupons. Consumers can flash the coupon on their smartphones to the cashier o obtain discounts or collect free gifts. The sales promotion will last for a week, which will occur once every 3 months in order to ensure continued trial and purchase. 22 Public transaction Another technique will be using the media to convey the message the company want their target audience to know. Meiji will be sending out press release like information about benefits of eating yoghurt (featuring Meiji Yoghurt), company’s recent activities and events to a targeted range of newspapers and magazine publishers (i. e. Mind Your Body and Men’s Health) for covera ge.Public relations is a good and cost-efficient way to advertise a product or brand as news and stories featured are seen to be more credible to the readers as compared advertisements. However, the company has no control on what will be reported and when the article will be published. Risk of misinterpretation and misrepresentation may also occur. Viral Marketing word-of-mouth is a powerful marketing tool as consumers usually trust friends and family members higher up experts when it comes to product and brand recommendations (R, 2008).Hence, viral marketing is one activity a company could execute to help them to reach their objectives. Our company will create an online campaign to start out buzz and excitement. Creative videos will be posted on Meijis YouTube channel and insert onto the companys website and Facebook page for the message to be spread. 23 11. Evaluation and Control In this report, there are various media chosen to create awareness and change the perception of M eiji yoghurt. It is important that we evaluate and measure the effectiveness of the media vehicles.In the given of 12 months period, the team will put up out a pre-testing valuation method to determine whether we have achieved the objectives (Ramjee, 2009). utilize this method, the company can compare the before and by and by effects of implementing the media vehicles and either eliminate or make amendments. We have identified specific evaluation methods for each of the vehicle and a focus group to test all the vehicles. • Sales promotion Pre- and post-test analysis of shelf space given by the retail merchant: reflect the effectiveness of sales promotion as more shelf space given suggests a successful sales promotion • television advertisementPre, during and post evaluation of advertisements: carried out through surveys by examining consumers’ perceptions of the advertisement and brand and the awareness aim of the Meiji yoghurt (Neuez, 2003). Any shortcomin gs highlighted can be revise quickly to increase the effectiveness of the advertisements. Television advertisement ratings and awards: able to know how many people have been exposed to the advertisement, based on the reach, track the awareness level of the advertisement (Nikerson, 2007) and nominations (ie Nielsen Superbrand, Singapore Advertising sign of the zodiac of Fame etc), which suggests a positive liking from consumers. Point-of-Purchase (P. O. P) Advertisement Observe the sales figure on a weekly basis: Using the sales figures prior and during the P. O. P advertisement period to trace if there is any extra sales generated and how much more sales had been generated (Liljenwall, 2004). 24 • Print advertisement 1. Ask customers: find out if they know the brand and how how they learn about the brand and product on a stiff basis (Roggio, 2009) to test the effectiveness of the advertisement and the media vehicle, which verifies if they have used the â€Å"right” m edia vehicle. . monitoring device the sales figure after the printed advertisement has been published: comparison can be done with the sales figures prior and after the print advertisement being released (Roggio, 2009). If sales figures have improved, it shows that the communication objectives had been accomplished. 3. Use QR code and mobile coupon as track device: once they have scanned or redeem it, the company will know the response rate. • Internet Advertisement (Website)Web trading or hits: indicates how many visitors visit the site, the period they have spent in the site, the page they visited and which specific page they stopped, which helps in establishing the level of awareness being captured by the target audiences. • Focus Group Focus group should be conducted with our target audiences on a regular basis. This is to find out whether they have seen any of our advertising campaigns (such as of television advertisings, print advertisement, sales promotion, P. O. P advertisements and the network advertisings) that are going on for the past few months.Information gathered from our respondents will aid in determining the overall successfulness in the campaign. 25 12. References 1. Advertising agencies. (2007). Advertising Media Planning: A Primer. 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Appendix A: Model of Brand Loyalty for Generation Y 32 Appendix B: Media Schedule/Plan Media/Months Jan Channel 5 / 8X 12 months Channel 8 / 8X 12 months POP Ad / 12 months Today / 4X 12 months myPaper / 4X 12 months Public relations (Mind Your Body) Seventeen / 6 months Men’s Health / 1X 6 months Shape / 1X 6 months Her World / 6 months QR Codes in Print Media Sales Promotion Feb 8X 8X Mar 8X 8X Apr 4X 4X may 4X 4X Jun 2X 2X Jul 2X 2X Aug 2X 2X Sep 2X 2X Oct 2X 2X Nov 2X 2X Dec 2X 2X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X\r\n'