The IMC Strategy for the New Peperami Roller - Research Proposal Example

A Case for Strategic IMC: Peperami Table of Contents Executive Summary 4 Overview of Target Market-‘Teenage Male’ 4 Definition of ‘Teenage Male’ Market 5 Demography 5 Lifestyle and Psychology and their Buying Behaviours 5 Critique of current/recent campaigns to the same target audience 6 Positioning statement 7 Phases of communication, and their objectives 7 Phase 1: Spreading Product Knowledge through Advertising 8 Phase 1: Objectives 8 Phase 1: Strategies 8 Phase 2: Test Marketing and Feedback 9 Phase 2: Objectives 9 Phase 2: Strategies 9 Phase 3: Modification, Promotions, Distributions and Purchase 10 Phase 3: Objectives 10 Phase 3: Strategies 10 Detailed consideration of media use 10 Television 10 Billboard 11 Modes of customer/company contact specified in ads 11 Content to avoid 12 Synergy in Communication Design 13 Reference 14 Bibliography 17 Appendices 18 Executive Summary Peperami now available in the market has not gained ready acceptance due to its ‘stick size’, making it imperative to alter its shape and size, so that it can fit in a lunch box. This paper presents the IMC strategy for the new Peperami Roller available in different size and shape. IMC strategy has been prepared keeping in mind the nature of target audience i.e. ‘teenage male’. Analysis of the teenage male market disclosed positive results. Internet, campaign through social network, electronic media like TV etc are important and influential medium for teenagers. The IMC plan for Peperami Roller includes positioning statement and three phases of implementation. The positioning statement is ‘Delicious Peperami Roller fits for heath and fits into lunch box’. The message reflects its objectives in an effective way. For advertising through TV, channels like the BBC 1, 2 and 3 have been selected. During the screening of programs like BBC News, ‘The Street’ ‘Miranda’ and ‘Unforgiven’, these advertisement will be telecasted. Electronic billboards will be used to attract the male teenagers. Overview of Target Market-‘Teenage Male’ In recent years, the food habit of people has changed significantly. There are several reasons behind this. Lifestyle, demography and economic conditions are the major factors that have affected the food habits of people. However, food manufacturing companies like Unilever, Kellogg’s, and McDonald etc have been able to identify the changing nature of food habit and have accordingly formulated their marketing strategy. A research conducted by Al-Mokhalal revealed that nearly 59% of the British respondents had changed their food habits whereas, 38% of respondents were unwilling to change their food habit and the rest were undecided (Al-Mokhalal, 2007, p.240). The food choice of people is determined by biological factors like palatability, satiety and hunger, economic conditions like cost, per capita income; demographical factors like culture, religion, age, education; and psychological factors like buying behaviour, stress, moods etc (The European Food Information Council (EUFIC), 2004). Definition of ‘Teenage Male’ Market For developing the IMC strategy for Peperami, the ‘teenage males’ of UK has been targeted. Before implementing the IMC strategy for Peperami, it is very important to understand the nature of target audience along with the factors that affect their food habits. The market for teenage constitute of potential customers aged between12 to 17 years old (Mediamark Research Inc, 2004). However, the teen market has been expanded to 20 years. Demography The current population of UK is around 62,348,447 and 67.1% of total population belongs to 15 to 64 years old (CIA, 2010). ‘Male to female’ ratio in UK is 95% and therefore nearly 31825 male teenagers will be available by the end of 2010 (Office for National Statistics-a, 2001). The projected population of male teenage will grow to 4043000 (Appendix 1). Literacy rate in UK is 99% and most of teenagers have passed their schools (CIA, 2010). Lifestyle and Psychology and their Buying Behaviours Teenage life style has changed significantly in UK. Teenage is the transition period of one’s life. They undergo various physical and mental changes. Not that they enjoy absolute independence, yet the exercise sufficient liberty in making their own choice when it comes to fashion and style statements. At present, teenagers are very much influenced by technology. Therefore, the marketers frame their marketing strategy from technological perspective. Self monitoring is a crucial factor that affects their attitude and buying behaviours (Yu, Chan and Choi, n.d.). Critique of current/recent campaigns to the same target audience Promotional campaigns for the teenage audience must take into account their lifestyle and other factors the influences their buying behaviours. Some of the important considerations include the use of technology, electronic media, websites, promotions in colleges and other institutional areas where teenagers are easily available. The target audience for Peperami is the male teenagers. In this respect, the use of internet is inevitable. This particular segment has often been termed as ‘tech savvy’ as they keep themselves updated regarding the latest electronic devices. Kraut et al. has identified reasons behind the increasing popularity of internet. Over exposure to it has been a significant reason. For example, the male teenagers use internet for selling, e-shopping, advertising etc (Kraut et al, n.d.). For effective promotional strategies, companies targeting the teenage customer primary focus on web promotions activities. The social networking sites are becoming popular and are used for various promotional activities by the marketers. The effects of social networking sites are more prominent among the teenagers and school goers. According to a survey in Midwestern school district, nearly 19.8% and 11.5% of total respondents (students) are heavily affected by mobile texting and social networking sites (Johnston, 2010). However, a study by Louise Kelly, Gayle Kerr, and Judy Drennan disclosed that promotional campaigns through social networking site are not very effective in influencing the teenage audiences. Cho and Cheons (2004) have presented a model (appendix 2) showing various avoidance factors in online advertising. These avoidance factors are likely to create a negative impact on promotional campaigns (Kelly, Kerr and Drennan, 2010). Teen magazines are also effective communication media. However, it has limited scope for promoting the ‘Peperami roller’. Teen magazines are more popular among female teenagers. Just like alcohol, billboards are effective in influencing the teenagers. It is a negative aspect of billboard advertising but it can be used for non-harmful products also (University of Minnesota, 2009). The AXE deodorants are very famous in teenage male. The company uses very effective and humorous commercial advertisements in TV. These ads try to make effect on senses of main target consumers (Krishna, 2010). Therefore, for Peperami products such concepts will be developed to attract teenage males. Positioning statement Positioning statement is helpful in specifying the marketing objective of a firm. “A positioning statement is one to two sentences that clearly and succinctly articulate the company, product or services definition” (Perry and Wisnom, 2003, p.50). Peperami is planning to launch ‘Peperami roller’ that will easily fit in the lunch boxes of teenagers. The positioning statement for ‘Peperami roller’ is given below. ‘Delicious Peperami Roller fits for heath and fits into lunch box’ Phases of communication, and their objectives Communicating is the most important tool in marketing as well as in integrated marketing strategy (IMC). In order to develop a proper communication with the target market, Peperami must follow proper stages to promote its new packaged Peperami Roller. This product will be re-packaged in a new way that will fit into the lunch boxes of teenage school goers. Peperami Roller is expected to be launched in the market within 18 months. In order to launch Peperami Roller, three major steps has been developed that will be executed within 18 months. These tasks are expected to complete within 18 months, and projected time schedule for each task has been shown through a Gantt chart given in appendix 3. Phase 1: Spreading Product Knowledge through Advertising Despite the delicious taste of Peperami, it is not running as expected due to its present package, size and shape. Hence, it will be made available in a new shape. In this respect, spreading awareness regarding the new Peperami Roller is the first step. The target audience is the male teenage and their parents. Phase 1: Objectives The existing loyal customers will be informed about the Peperami Roller. Information regarding Peperami roller will also be conveyed to new potential customers. It will aim to develop positive views about Peperami Roller among the parents groups of teenagers. Phase 1: Strategies The new changes in present Peperami must be communicated to the existing loyal customers. Generally, loyal customers do not nurture any complain regarding the existing product. However, their response must be taken into account before initiating product development. For communicating with them, the messages regarding the new product will be printed on the wrapper of the existing product. Besides pamphlets and vendors is also an effective medium. For new potential customers, TV and newspaper are the best medium. TV and newspaper will also be helpful in attracting parents group. For teenagers, social networking sites can be used as an effective medium and promotional activities will be conducted in schools and other institutions. Phase 2: Test Marketing and Feedback After creating awareness among the target audience, test marketing will be conducted. “Test marketing means to put the product in the market for test before it is introduced in the market commercially” (Jain, 2009, p.202). Test marketing will be useful for realizing the reaction of the target audience and new customers. In this phase, sample product will be launched. Phase 2: Objectives The utility of new package and shape of Peperami will be communicated to target audience. The feedbacks from loyal customers, teenagers and parents will be taken into account. Drawbacks of new Peperami Roller will be identified. Phase 2: Strategies For successful test marketing, some specific number of new Peperami Rollers will be manufactured and delivered in the market. Some portion will be distributed as complementary only for the loyal customers. It will also be distributed at various promotional programs that will be held in schools. For the new target audience, it will be made available at minimum price. The feedbacks will be obtained from retailers, internet and by conducting a field survey. Phase 3: Modification, Promotions, Distributions and Purchase After obtaining the feedback from the target audiences, the product will be re-modified as per the demand of the target audience. The feedback will be analysed after taking into account the shape and package of the new Peperami Roller. Phase 3: Objectives The product will be modified as per the feedback gathered from the target audience. The re-modified product will be manufactured, promoted and distributed commercially in the market. Phase 3: Strategies Based on the feedback of test marketing, the product will be re-modified. At this stage, the product package or shape may be changed further. However, the execution of these changes may incur extra cost resulting in the development of new pricing strategy. In order to promote the final commercialized products; TV, internet, magazines, billboard etc will be used. Direct selling will be executed for better promotional activities. The distribution challenges will be planned as per the market demand and customer preferences. Detailed consideration of media use Television Advertisement aired through TV channels is an effective way of promoting Peperami Roller. In this respect, the interest of the target audience should be taken into consideration. For mass communication activity, TV is a very effective medium (Lincoln and Thomassen, 2008, p.200). Since the target audience is the teenagers and their parents, the family TV channels will be used for promoting Peperami Roller. TV will be helpful in presenting the new shape and package of the product in a more titillating way. The ‘BBC News” which is telecasted everyday at 17.20 is not only popular in UK but also around the world (UK Net Guide, 2010). During this time, advertisements will be shown that will likely to influence the parents of teenagers. The drama and comedy series like ‘The Street’ ‘Miranda’ and ‘Unforgiven’ are popular among teenagers and these series are broadcasted in various channels like BBC and ITV. Therefore, TV advertisements for Peperami Rollers will be telecasted during these programs. (British Academy of Film and Television Arts, 2008-2010). These above series and programs are telecasted around 8pm to 11 pm and this is the proper time for telecast the commercial ads. Nearly four times, the commercial ads be telecasted within a span of 30mins. Billboard Billboard is an important advertising medium for influencing the teenagers. Therefore, it is important to choose the correct place for billboards. The billboard will be colourful and will portray an impressive image of Peperami Roller. Electronic billboard will be more suited as it attracts the attention of the people even after the sunset (Cost, 2005, p.164). Modes of customer/company contact specified in ads For an effective integrated marketing communication strategy (IMC), it is very important to develop a two way communication system with the target audience. In a two way communication system, a firm must listen to its customers’ feedbacks and complaints regarding the product offering (Cardone, 2009, p.106). The target consumers will be provided with a proper e-mail address, toll-free telephone number. In case customers want any information or want to complaint about the product, they can contact the concerned official executives who will address it within two weeks. Content to avoid While formulating proper positioning statements and promotional strategy, some important areas needs to be taken into consideration. The advertisements will be developed catering to the interest of the parents. The parent’s groups are mainly concerned with the health of their child. The effect of Peperami on teenagers must be communicated to the parents. The ingredients will be printed on the wrapper and cooking method and safety guideline will be given on the website of Peperami. Maintaining proper transparency will enhance the effectiveness of the communication strategy. The IMC strategy must match the positioning statement and it must correlate with marketing strategy of the company. Otherwise, it will misguide the target consumers and positioning statement might fail to achieve its objective. Besides, the colour of new package must be selected in accordance with the attitude and psychology of teenagers. TV advertisements must focus on the new shape and package of Peperami Roller rather than its taste, as the process of product development is more concerned with the former. While using the Billboard for advertising, some important factors should be avoided. The colour and picture of billboard must meet legal obligations. Governments often impose certain restrictions for using political, religions, and racial offensive remarks and pictures. These mistakes may hinder the entire planning of IMC for Peperami marketing. Hence, the company must avoid hurting any people and government through its billboard advertising and should meet standard advertising policies imposed by government agencies (Key, 1992, p.135). Synergy in Communication Design The above IMC strategy strives to attract the target audience. The paper has taken into account the crucial factors that affect teenage buying behaviours. Firstly, it has analysed the demography and lifestyle of teenagers. It helps to evaluate the availability of male teenagers in UK. Additionally, it helps to analyse the communication mediums that can effectively influence the teenagers. The positioning statement clearly states the objective of IMC for the new Peperami Roller. Communicational plans also help to fetch synergy for the Peperami. Basically, the communicational design has been presented as per the demands of the teenage consumers. However, this strategy is also helpful in attracting new consumers. Peperami’s brand image value will definitely be enhanced by implementing this communication design. The various modes of advertisements are used to influences the different kind of customers. For example, many teenage do not like to watch TV instead they prefer to hang out with their friend. For such potential customers, the billboard will be an effective mode of advertisement. For promoting the Peperami, this advertising mix proposed in this paper is very helpful in increasing the sales and brand perceptions. Reference Al-Mokhalal, J. February 08, 2007. Factors influencing Sudanese food habits in Britain. [Online]. Available at: http://journals.cambridge.org/action/displayFulltext?type=1&fid=669180&jid=PNS&volumeId=41&issueId=02&aid=669172. [Accessed on December 04, 2010]. British Academy of Film and Television Arts. 2008-2010. Awards Database. [Online]. Available at: http://www.bafta.org/awards-database.html?year=2009&category=Television&award=false. [Accessed on December 04, 2010]. Cardone, M. 2009. Business with Soul: Creating a Workplace Rich in Faith and Values. Thomas Nelson Inc. Cost, F. 2005. The new medium of print: material communication in the Internet age. RIT Cary Graphic Arts Press. Jain, A. 2009. Principles of Marketing. FK Publications. Johnston, C. 2010. "Hypertexting" teens more likely to abuse drugs, alcohol. [Online]. Available at: http://arstechnica.com/science/news/2010/11/hypertexting-texting-teens-more-likely-to-abuse-drugs-alcohol.ars. [Accessed on December 04, 2010]. Kelly, L. Kerr, G. and Drennan, J. 2010. Avoidance of Advertising in Social Networking Sites: The Teenage Perspective. [Online]. Available at: http://jiad.org/article129. [Accessed on December 04, 2010]. Key, W. B. 1992. Subliminal ad-ventures in erotic art. Branden Books. Kraut, R. et al. No date. Why People Use the Internet. [Online]. Available at: http://homenet.hcii.cs.cmu.edu/progress/purpose.html. [Accessed on December 04, 2010]. Krishna, A. 2010. The Sense(s) and Sensibilities of Marketing. [Pdf]. Available at: http://www.bus.umich.edu/NewsRoom/BusinessSchoolPubs/DividendAlumniMagazine/SPR10_TIA_Krishna.pdf. [Accessed on December10, 2010]. 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Appendices Appendix 1: Projected Population of Male Teenage in UK (in thousands) (Source: Office for National Statistics-b, 2006) Appendix 2: Advertising Avoidance Online Model (Source: Kelly, Kerr and Drennan, 2010) Appendix 3: Gantt Chart for IMC implementation. Read More