Media Strategies for Nescafe in the UK - Essay Example

Media Plan for Nescafé in the UK Nowadays, mixed media advertising is used by most companies to effectively establish the company’s brand and image to its target customers. Because of this, Nescafé UK will also utilize mixed media advertising to promote the coffee product to its customers worldwide. Mix media advertisement for Nescafé in the UK will specifically involve integration of the following forms of media: 1.) television, 2.) radio, 3.) internet promotion, and 4.) print media. As such, this paper will demonstrate how Nescafé products will be promoted in the UK through mixed media advertising. First, the company’s promotional message will be explored to establish the quality of content in Nescafé’s advertising campaign. Second, each identified advertising medium will specify how the advertisements will be implemented. Lastly, the cost of implementation and challenges to the campaign will be discussed as an overview of the plan. A. The Advertising Message As currently stated on their website, Nescafé UK is launching a worldwide campaign to promote responsible farming, production, and consumption. In this effect, Nescafé wants to push the message of not only providing the best coffee in a cup, but also to “go beyond the cup”. With this, it is important that the message for the campaign will focus on this particularly tagline to show the uniformity in concept of the entire campaign message. As such, the theme, “go beyond the cup”, should represent these three areas which Nescafé currently puts its focus on. B. Mixed Media Advertising Mixed media advertising means equally utilizing both the traditional and modern media for product promotion. With today’s technology-driven society, Nescafé’s mixed media plan will include the use of internet in targeting young consumers (aged 18 - 45 years old) who mostly subscribe to modern forms of communication. On the other hand, Nescafé will also continue placing advertisements to radio, print, and television because it recognizes the fact that these traditional forms of media, given their significance in advertising, will become more effective if it is integrated by the new media. 1. Traditional Media Advertisements in print, radio, and television remain a competitive form of product promotion because it gives lasting impression to consumers and establishes a stronger brand identity. Because of this, Nescafé will showcase in TV, print, and radio advertisements in major broadcast networks in the UK. First, Nescafé will tap two television companies, ITV2 and SKY1, to showcase the advertisements of the company. These TV networks contain regionalized service of the network which targets all local programming across the UK. Nescafé’s campaign will be broadcasted for one year, starting January, in time for winter when people usually crave for a cup of coffee for warmth, and ending the same month the following year. Specifically, advertisements will be aired twice daily on ITV2 from January to June and on SKY1 from June to December. TV Station Frequency Shows Duration ITV 2 Twice Daily X-Factor UK, Coronation Street January to June SKY 1 Twice Daily NCIS, The Simpsons July to January Second traditional advertising method for Nescafé will be through various radio channels with national coverage such as Absolute Radio and BSBF Radio. Below is a tabular representation of the radio advertisement for the company. Radio Station Frequency/Dates Shows Duration Absolute Radio Twice daily on Tuesday, Thursday, Saturday News Jan-June BSBF Radio Twice daily every Monday, Wednesday, Friday News July -Jan When it comes to print advertisement, Nescafé will tap the The Daily Telegraph, the highest selling broadsheet in the country, and advertise a mix of full page, half page and smaller ads for six months. Nescafé’s advertisement will appear during Monday, Wednesday, and Friday to match the days when TV advertisements will not be aired. During Sundays, a special magazine issue of Nescafé will be shown on The Sunday Times where advertisements will appear on a mix of half page and smaller ads for the entire year. Print Media Type Frequency Details Duration The Daily Telegraph Newspaper Mon - Sat Mon-Wed- Fri (half-page) Tue-Thurs-Sat (small ad) 6 mos. (Jan – June) The Sunday Times Magazine Sunday Alternate: full & half page ads 6 mos. (July - Jan) 2. New Media Internet marketing for Nescafé will target consumers who are young and into web surfing. Nescafé will utilize the popularity of social networking sites such as Facebook and Twitter in order to communicate more to the buyers. Its Facebook page, for example, should be updated daily with relevant content about Nescafé’s campaign to promote responsible farming, production, and consumption. The company will also create a YouTube page where TV commercials will be aired on the site. Moreover, it will also post its paid advertisements on social media sites such as Facebook and other relevant websites about environment conservation, and other cause-oriented sites. Lastly, Nescafé will compress all of its contents to its main website which will announce latest promotions and activities of the company. Planning and Budget For Nescafé’s media plan to succeed, it should hire the best creative agency that will produce an effective portrayal of the company’s product and advocacies. For years, the top advertising agency McCann Erickson has handled Nescafé’s commercials and has won various awards for the company (AdMedia, 1999). As such, Nescafé will still tap McCann Erickson as its advertising agency for the campaign because it has known the brand for many years and with this, it can easily work with the media plan having familiarized itself the company’s marketing and strategies in the past. The second consideration for Nescafé is to allot a higher budget for the commercials to succeed. In 2009, the company allotted £43 million to its year-long “coffee at its brightest” campaign (Sweeny, 2009). This year, Nescafé will push for more than 25% increase in its previous budget, making an allotment to be at £53 million. This increase in budget is justifiable considering that Nescafé aims to entirely change its advertising campaign with a new theme. Below is the tabular representation for the media plan budget of Nescafé UK. Company Budget 100% Station  £53 M  Frequency / Type of Advertisement  Price TV (45%) 25% ITV2 £13.25 M Daily spots from Jan - June  6 spots for £10,000*   20% SKY1 £10.6 M Daily spots from July -January  50 spots for £10,000* Print           - daily newspaper 25% The Daily Telegraph £13.25 M Mix of full Page, half page & Smaller Ads for 6 mos.  Full page Ad for £30,000* - weekend magazine 5% The Sunday Times £2.65 M Mix of full Page, half page & Smaller Ads for 6 mos.  Half page Ad £20,000* Radio 15%   Absolute Radio & BSBF Radio £7.95 M Various Radio Spots and Sponsorship  Price per 1000 impact is £2,5000* Online Marketing 10%   £5.3 M Daily Updates on Social Networking Sites and Online Promotions   *refer to cited sources for the price reference Sources Cited AdMedia. “Extra Smooth”. Trade Publication. July 1999. Web. 26 March 2012. Sweeny, Mark. “Nescafé launches £43m ad push”. The Guardian - UK. 31 August 2009. Web. 26 March 2012. radioadvertising.co.uk. “Radio Advertising Costs - How much does it cost to advertise on the radio?”. Web. 28 March 2012. marketingminefield.co.uk. “Newspaper Advertising Costs”. Web. 28 March 2012. tvadvertising.co.uk. “TV Advertising Costs - How much does it cost to advertise on TV?”. Web. 28 March 2012. Read More