IMC PLAN - PURINA PRO PLAN - Assignment Example

Integrated Marketing Communication Campaign Plan – PURINA PRO PLAN of IMC Campaign Plan – PURINA PRO PLAN Corporate Growth ObjectiveMake Purina Pro Plan, a market leader in Pet food market.Come up with product diversification, food for more pets after cat and dogs. Reinforce emotional bonding with buyers and their pets by ads and associate the relation with the Brand.Gain more big official sponsors.Analysis of the Promotional Program SituationHistory: Purina Pro Plan was formed in 2001 after the acquisition by Nestle, providing best quality, energetic and nutritious food range for cats and dogs (Pushing Pet Nutrition Forward - Purina Pet Food & Product).

Industry: In pet food industry it is operating as the largest company in the United States and second largest in the world. Competitors: Major competitors of Purina Pro Plan are Pedigree and Eukanuba.Market: Purina Pro Plan’s product has a market in many countries of North America, Latin America, Asia, Africa, and Europe. SWOTS: IMC campaign creates high demand in sales. W: Campaign is going to be run on social networking sites. In that case, company has to bear loss of non-users. O: Opportunity to get Airline sponsorship for the long run.

T: Competitor of Purina might start a similar campaign in other states.Product-Market ObjectivesIncrease brand equity and sales.Engage buyers through ad campaigns to create an association with the brand to build brand resonance stronger.Target Customer ProfileTarget audience for the campaign belongs to both the genders of age group 18 years to onwards, especially those who are not living in their home state because they are student or working and they often travel but cannot carry pets along due to the airline fares for pets.

Marketing AuditThere are many giant brands running campaigns online and gaining a bright response. Purina Pro Plan had already run few successful campaigns too in the market, and this drive also has a potential to gain probable customers and can increase sales. Brand AnalysisPurina Pro Plan is a trustworthy brand from the experts’ point of view and has apparently an image of healthy and nutritious pet food over pet keeper’s mind, providing complete range of cat and dog food. Communication Goals and ObjectivesBig IdeaCampaign name: “My Purina Star Pet”The idea to generate this campaign is that people find difficulties in carrying their pet in flight, a campaign of Purina Pro Plan is offering a two-way fare on International travelling with the validity of 45 days.

The company will print two series of code; one in descending order and other one in ascending order. Every pack will have a hidden code. For example: any customer has 67899 and other will have 99876. A person has to post their pet’s picture with his pet food pack, using hashtag #mypurinastarpet and code number. When two people can match their inverse series they can claim with picture and code number to the company and then both pet keepers can have a two-way international ticket for their pet with validity of 45 days.

The campaign is going to run in few States of America for eight months initially.AIDAAttention: teasers of campaign on social networking websites to create attention.Interest: interest is going to be developed by looking other people posting pictures with their pet and #mypurinastarpet. Desire: People look forward to participating in the campaign, besides code competition, pet keeper want their pets to be praised which delights them psychologically.Action: People will get influenced and start purchasing.

Increases salesThis campaign will increase the sales with the rate of 5% bi-annually.Communication ObjectivesCommunication and continuous interaction between the company’s personnel and Purina Pro Plan buyer will increase the visibility of a Brand in the market, it will help to retain brand loyalty and Potential buyers will switch to this Brand. Budget“My Purina Star Pet” campaign will cost $50,000. Overview of IMC Promotional MixThe company is going to run its Advertisements via traditional and nontraditional ways, Internet marketing through social media ads, direct marketing and fliers in college and university campuses and bus stops, teaser advertisements on TV and radio.

In nontraditional, Picture booth will be placed at bus stops, public places and at veteran hospitals. Monitoring, Evaluation and ControlThe company’s personnel will look over sales, before the campaign start and compare with every passing month. Social engine optimization tool will be used on regular basis to check the users’ response. In case of low engagement, more attractive ads and content will be posted that pulls the attention towards the campaign. If two-way airline fare idea not succeeds, same strategies will be used to offer a new deal of having pet food free for next two months as well as the fare of pet.

ReferencePushing Pet Nutrition Forward - Purina Pet Food & Product. (n.d.). Retrieved from https://www.purina.com/#/pet-navigation