Developing a Direct Marketing Campaign for a Consumer Product - Case Study Example

Develop a direct marketing campaign for a consumer product (lipton green tea). your write up should include these in the contents target audience The target audiences - It is defined as group of present and prospective customers that the company plans to entice into buying more of its products. Forty percent of the company's net profits from the period January 1, 2005 to December 31, 2005 will be used for this new personalized survey style marketing strategy and advertising in radio, television and newspapers and magazines of national circulation. Thirty percent of the net profits shown in the January 1 2005 to December 31, 2005 income statement will be given as additional incentives to the production and marketing personnel for their extra effort in this marketing process. The marketing plan will target audiences from the ages of twelve years old to twenty one years old. Only the students from high schools, colleges and university of this age group will be chosen in the first marketing phase within the Los Angeles Area . The private high schools are Loyola High School, Immaculate Heart High School, Rose and Alex Pilibos Armenian School, Windward School, Sheenway School, Daniel Murphy High School, Marymount High School, Shalhevet High School and Green Pastures Academy. The public high schools will be John Marshall High School, Los Angeles High School, Dorsey High School, Eagle Rock High School, and Belmont High School. The Colleges included in our school visits are Academy Pacific Travel College, Agape Christian University, American Barber College, American Career College, American College of Business, American Film Institute of Crafts, American Intercontinental University, Associated Technical College, Plus twenty other colleges and universities within the Los Angeles District of California. The Lipton Green Tea (LGT) will be portrayed as having the beneficial health ingredients such as the much needed vitamins and minerals and its natural production with no preservatives, additives, and food coloring thereby eliminating the possibility of having harmful side effects will be the main theme of the marketing plan. This marketing strategy to attract a particular target audience will be implemented from January 2006 to June 2006. Free one bottle samples will given to the prospective youngster. They will then fill up a survey questionnaire to determine their taste comments and other comments and suggestions. Colorful expensive brochures and flyers will be given to each free sampling student advertising the many health benefits taking the Lipton Green Tea to make them familiar with the products. The LGT will have the same selling price as a Coke product. This means the LGT will have a very optimistic projection of its marketing strategy to corner a big portion of the beverage consuming market. Coke is one of the favorite thirst quenchers gulped during snacks, breakfast, lunch, dinner and special occasions such as parties, love dates. The next batch of target marketing will be implemented from December to April 2006. The target group is composed of prospective customers relating to the ages ranging from twenty two to forty five years old that happen to pass by when the marketing function is conducted in shopping malls, bus stands, train and public transport stations within the Los Angeles District. The plan will be to attract beverage fanatics to replace their diabetes promoting beverage needs with the health giving minerals and vitamins found in LGT drinks. The prospective customers will be given expensive colorful brochures and flyers advertising the many health benefits of replacing their present beverages wants like Coke and Pepsi products with the vitamin and mineral filled LGT extract drink for the same selling price. 2.The communications choice This particular marketing strategy will concentrate on personalized or face to face giving of free LGT Extract drinks to customer ranging from twelve twenty one in schools, colleges and universities. The strategy also includes giving free samples to people with ages from twenty two to forty five in shopping malls, bus stands, trains and other public transport stations from December 2005 to June 2006. Free colorful and expensive leaflets advocating the many mineral and vitamin components plus its no preservative ( recent medical studies show that preservatives are known to cause side effects in most people). The shopping malls include West Pavilion Mall, Westchester Faire Antique Mall, Korean Shopping Center, San Vicente Plaza, Arco Plaza, University Village Shopping Center, 333 South Alambeda Corp., Top Realty, Laeroc, Income Fund, Japanese Village Plaza plus twenty other shopping mall, train or public transport areas with the Los Angeles Area. Some of the forty percent net profit will be allocated to advertising in popular newspapers with circulation in California and magazines that have give copies to almost all places with California. Permission will be asked from the proper Los Angeles school officials for placing banners and streamers within and around the school premises. Permission will be requested of the bus, shopping malls, train and other public transport stations and proper local government officials of Los Angeles to display the Lipton Green Tea banners. Advertisements in university radio stations will also be implemented. Popular commercial radio stations that can reach the entire nation will also be tapped to carry the Lipton Green Tea health benefits there. Lipton Green Tea banners will also be placed in school cafeterias during the period January 2005 to June 2005. Public transport vehicles will also be hired to display the Lipton Green Tea Extract drink outside the vehicle so the passing public can see the ads. Priority Advertisement Venues: The local newspaper will be the Los Angeles Daily News published on Tuesdays and San Bernardino Sun every Thursdays only , one fourth page, on the Youth2 Section. The font will be Cooper Black Size 72 and in Assorted colour of green and yellow. Television advertisements will be aired on local stations KABC and KJLA. This thirty second advertisement will be shown once every hour from the most watched time period 7 pm to 11 pm. Radio Advertisements will first be aired in KISS 102.7 fm, and KNX 1070 news radio once every hour for thirty seconds before going nationwide. Response Method. Online questionnaire and online feedback to get the suggestions and comments (whether good or bad) from the public regarding Lipton Green Tea. People can contact Lipton head office thru its website www.liptontea.com. People can contact Lipton thru its free customer careline hotline phone. Free postage and cut out coupons can be found in the cartons of Lipton Green Tea to get the customers comments, complaints and suggestions at no cost to the prospective and current customers. Contacts: In the advertisements the following contact information will be displayed for feedback from the inquiring public. Mailing Address: Unilever(M) Holdings Sdn.Bhd, Level 34,Menara Telekom, Jalan Pantai Baru, 50672 Kuala Lumpur, Consumer Careline: 1-800-88-1315, Contact No: 03-22462246, Fax No: 03-22822617, SMS: 012-2242246 Based on previews surveys, advertisements from radio stations reach the most number of customers. This is due to the fact that car -riding people during busy traffic turn on the radio to listen to the music and know the current news events of the day to while away the traffic hours. Most people listen to the radio because it is cheaper to buy a radio than a television. It is less costly in terms of electricity costs to use the radio than the television. The thirst factor when a busy executive is in traffic in an advertisement will sure touch the heart of the advertisement listeners or readers. 3.a creative plan The Lipton Green Tea Direct Marketing - is concerned with establishing an individual relationship between an individual relationship between the business offering a product or service and the final customer. This means that there is an actual person to person contact between a salesperson who explains the many health benefits replacing their current daily beverage requirement with Lipton Green tea Extract which is made from real tea leaves with no preservatives mixed. The advantage of this creative strategy is that the customer can be immediately helped by the salesperson on inquiries regarding the benefits, side effects, expiration date and others. A summary of the following will be included in magazines and newspaper advertisements and write ups. A briefer summary will be included in television and radio stations. Unique History of Lipton Lipton tea was originally founded by Sir Thomas Lipton of Scotland in 1880. We can clearly see that Lipton tea has been here for a long long time. This is evidence enough that Lipton tea can be trusted. Sir Thomas Lipton bought tea plantations in Ceylon during his trip there. His marketing strategy of not using middlemen from the planting, production, shipping and to the supermarkets has brought the price of tea down. Lipton tea was a big success in the United States and around the world. History of Lipton Green Tea Included in the advertisements in the newspapers, radio, television and magazines is a description of what a green tea leaf looks like in terms of color, aroma and taste. The advertisements will then show that the many health benefits of green tea will be added many fruit flavors and herbs to create a delicious energy drink. Green tea action as an antioxidants will be boldly emphasized in its many advertisement venues. Other important information that will increase sales is the Lipton Green Tea is one hundred percent natural. That means there are no preservatives or additives or even food coloring included which may cause side effects. In some remote instances, such preservatives, additives or food coloring may cause cancer. Just by letting the people take a free sip of the Lipton Green Tea extract, the increase in Lipton Green Tea sales will increase in leaps and bounds. This has been proven already by actual sales reports of Lipton Green Tea in many parts of the world. The difference in taste between a cola drink, which may induce diabetes makes a person fat thereby again contributing to high blood and cancer, the Lipton Green Tea extract drink is so truly refreshing that you will feel fully charged and more active to return to work again. Included also in the advertisements and write up of newspapers, magazines, radios and televisions are brief summaries of the mission statement of the international distributor of Lipton Green Tea Extract drink. Unilever (Lipton Tea) is well known worldwide for its many trusted household products. Unilever (Lipton Tea) mission is to add vitality to life. Lipton Tea meets everyday needs for nutrition with many popular and trusted brands that help people around the world feel good and get more out of life. Also to acquire new customers and to increase sales performance, Unilever will be described in the advertisement as a trustworthy international company that is connected to high quality products. Unilever will be shown as the worldwide company requiring the highest standards in terms of production quality and the well known corporate behavior it has towards its customers, employees, consumers, investors and the society and world that its customers live in. This is one of the many reasons Unilever fairs well against other multinational companies concentrating in the same line of products. Unilever will be shown, in the advertisements, as the company that has been for many years on the road to sustainable, profitable growth resulting in growth not only for the Unilever company but also for the stockholders and employees as well. Unilever, as the company behind the Lipton Green Tea, will then be promoted on a new marketing strategy that cares for its customers that is socially and environmentally responsible. Socially responsible because they will hiring people within the locality Los Angeles, California where its plants and offices are located. Caring for the environment thru good waste management and production of items that do not damage the environment thru smoke pollution will another marketing point to introduce Unilever. It constantly sponsors school and community activities thru banners and prizes. Unilever will be portrayed also as a corporate entity that changes as the economy and environment changes. The company gives priority to customer wants and needs and that they have an open communication line thru the internet and telephone for costumer comments suggestions and complaints. In short customers nowadays buy products from companies that they can trust with their health and money. 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