60 %
40 %
Information about Extra-Final

Published on April 30, 2009

Author: xojenn



The Propaganda Pandas

AGENDA 1. Why Extra? 2. Situation Analysis 3. Positioning Strategy 4. Campaign Objectives 5. IMC Recommendations 6. Conclusion

THE DILEMMA How is the brand currently positioned?  Introduction “Extra gum, Lasts Longer Than That™”  Situation Underpositioned—haven’t created  Analysis niche for themselves Positioning Strategy  Why? Campaign Target market is ambiguous  Objectives  Brand image: not meaningfully IMC Proposals differentiated  Low brand equity: packaging/ads not Conclusion distinctive

WHY EXTRA SHOULD REPOSITION Loser brand  Introduction  No competitive advantage Situation  Doesn’t motivate consumers to want Analysis brand Positioning Strategy  Notan issue of awareness Campaign  May have attractive features customers Objectives may not be aware of IMC Proposals Conclusion

RESEARCH Phase I: Focus Groups  Introduction  Phase II: Surveys Situation Analysis  Uncover: What attributes important Positioning  Enough to position on? Strategy Campaign Objectives IMC Proposals Conclusion

SITUATION ANALYSIS Strengths Weakness Introduction Possess Positive Gum Experience Neutral Brand Personality 54% of Respondents Satisfied with No Distinctive Brand Personality Situation Extra’s Taste & Flavor Analysis 76% of Respondents consider Taste Seen as a gum for older generation Positioning & Flavor important-General Strategy Campaign What is your main purpose for chewing What health benefits are Objectives gum? important? Other 50% 45% 3% IMC 40% 35% Curbs Proposals 30% Taste hunger 25% 13% Oral Fixation 17% Enjoyment 20% 7% 7% 15% 10% Conclusion 5% 10% 20% 47% 30% 37% 3% 0% Freshens breath 53%

SITUATION ANALYSIS Opportunity Threats Introduction Appeal our product to Potential The Third most Favored Gum Customer Brand Situation 20% of Respondents did not tried 37%- Orbit, 33%-Trident, and 27% Analysis Extra Extra Positioning Chew Gum over Mint (Substitutes) Fiercer Competition Strategy Campaign On average, how often do you What are your favorite gum brands? purcahse gum? Objectives 40% 35% 60% 30% 50% IMC 25% 40% 20% Proposals 15% 30% 10% 20% 5% 13% 10% 27% 27% 13% 13% 37% 33% 7% 7% 10% Conclusion 10% 0% 7% 20% 50% 10% 13% 0% Daily Weekly Montly Yearly Other

TARGETING OBJECTIVES Primary target audience: Males and  Introduction females ages 18-25 Situation  In college, or starting new career Analysis Positioning  Active, social lifestyle Strategy  Concerned about breath/mouth in Campaign Objectives social situations IMC Proposals Conclusion

POSITIONING OBJECTIVES Extra will provide a unique gum-  Introduction chewing experience to 18-25 year Situation olds. Extra will be positioned versus Analysis other popular gum brands as the one Positioning Strategy to give them confidence in social Campaign situations because of the fact that it Objectives has long-lasting flavor, provides fresh IMC Proposals breath, and has health benefits. Conclusion

EFFECTIVE POSITIONING Extra’s current image  Introduction  Outdated Situation  Irrelevant Analysis Positioning Our target audience  Strategy  Confidence is a theme they can relate Campaign to Objectives IMC Position of competing brands  Proposals  Attribute-based Conclusion  No point of differentiation

MARKETING OBJECTIVES Length: 1 fiscal year  Introduction  January 2010 to December 2010 Situation Analysis 45% trial by end of second quarter  Positioning  75% market share by end of 2010 Strategy  Increase sales volume by 15% Campaign Objectives IMC Proposals Conclusion

COMMUNICATIONS OBJECTIVES Already high awareness  Introduction  Focus on changing attitudes of Situation consumers and create emotional Analysis appeal Positioning Strategy  Different approach than competitors Campaign “Extra Long-Lasting Confidence” Objectives  IMC  Provided through existing benefits Proposals important to target audience Conclusion

CREATIVE STRATEGY STATEMENT Differentiate our advertising  Introduction  Stimulatingemotion from consumers Situation  Emotions that lead to confidence Analysis Positioning Strategy “Extra long-lasting confidence.”  Campaign Objectives IMC Proposals Conclusion

NEW PACKAGING Introduction Situation Analysis Positioning Strategy Campaign Objectives IMC Proposals Conclusion

MEDIA PLAN/BUDGET Introduction Situation Analysis Positioning Strategy Campaign Objectives IMC Proposals Conclusion

INTERNET Website  Introduction Product information  Forum sections  Situation Contests & Events  Analysis Blogs  Positioning Webisode  Strategy Commercial plots  Campaign Scenes with characters chewing Extra gum  Objectives Internet Banners  IMC Proposals   Conclusion

TELEVISION Introduction Situation Analysis Positioning Strategy Campaign Objectives IMC Proposals Conclusion

PRINT: MAGAZINES Cosmopolitan  Introduction  Sports Illustrated Situation Analysis Positioning Strategy Campaign Objectives IMC Proposals Conclusion

OUTDOOR Bus Billboards   Introduction  Train  Cab Tops Situation Analysis Positioning Strategy Campaign Objectives IMC Proposals Conclusion

SALES PROMOTION University Career Fairs  Introduction  Career fairs Situation  Information sessions Analysis Positioning  Resume workshops Strategy Sampling  Campaign Objectives  Gum in taxi cabs IMC Coasters  Proposals  Popular bars in selected cities Conclusion

OTHER MEDIA Product Placement  Introduction  The Hills Situation Analysis Positioning Strategy Campaign Objectives IMC Proposals Conclusion

CONCLUSION/SUMMARY Current Positioning  Introduction  Research  repositioning Situation Analysis  IMC recommendations Positioning Strategy Campaign Objectives IMC Proposals Conclusion

The Propaganda Pandas

Add a comment

Related presentations

Boat chandlery

Boat chandlery

October 26, 2014 We offer a ... Moori...

Silver bar!

Silver bar!

October 21, 2014

Pretty similar to gold bars are these silver slabs. Silver is considered as the mo...

Gold coin prices!

Gold coin prices!

October 21, 2014

If you are an investor of gold bars and coins, one of the major things that you ou...

CyberSecurity's social media stats for one week as of Oct 21st 2014

CyberSecurity's social media stats for one week as of Oct 28th 2014

Related pages

160127 digitalindex2015 extra FINAL

Sonderveröffentlichung D21-Digital-Index 2015 für die Veranstaltung am 28. Januar 2016 »Arbeiten in der digitalen Welt – Mensch – Organisation ...
Read more

EXTRA ( final part ) - YouTube EXTRA conceived and performed by Lilith Primavera ( performed the 15th of may 2010 for LadyfestRome in CaseMatte 3e32, L ...
Read more

extra for final flashcards | Quizlet

Vocabulary words for extra for final. Includes studying games and tools such as flashcards.
Read more

Kate Extra | FINAL FANTASY XIV - Der Lodestone

Fate/EXTRA じゃなくて Kate Extraです。 ウチノコを、お人形を見るような気持ちで可愛がっています。 小さくて可愛い ...
Read more


Halo 2 Anniversary MCC Full Mission 13 FINAL MISSION BOSS FIGHT + EXTRA CUTSCENE ENDING WALKTHROUGH - Duration: 25:03. KreativeKill 15,074 views
Read more

Extra Final at St. Norbert College - StudyBlue

Study online flashcards and notes for Extra Final including Due Process Clause: laws must be reasonable and fair, and that those accused of breaking the ...
Read more

Final Presentation - extra final

Internet hucksters vs the brand police Thomsen Trampedach We ran the numbers on brand protection on the internet Total analyzed 25 luxury brands
Read more

Signature Completions Extra-final - National Student ...

National&Student&Clearinghouse&Research&Center& –&Signature Completions&Extra& & & & ... Microsoft Word - Signature Completions Extra-final.docx Author:
Read more

Kamen Riders' Extra Final Forms - Kamen Rider Wiki - Wikia

Kamen Riders sometimes possess a stronger or alternate version of their Final Form or gain a new final form when they lose their original one. Fourze and ...
Read more

Service Conditions - Extra FINAL - Toll Intermodal | Toll ...

SERVICE CONDITIONS – EXTRA 1. Definitions 1.1 In these conditions: "Charges" mean TOLL's quoted charges for Services calculated under its rates schedule ...
Read more