Topic: btec

Paper details:

Paraphrase only. It should not be similar to the original text. Please paraphrase in simple language.
Brand Promise/Look and Feel

My brand promise- “Lose weight with tasty food”

Sub-propositions- “guaranteed to experience something new and fresh”

Tone of voice- this would be friendly and polite, so it would attract people to look at the promotion ensuring it properly communicates with the target market of company.

Front style- I will use Heinz logo and picture of tasty soup

Creative style- I will use only symbolical logos of Heinz and would put some beautiful picture of soup, also I would put pictures of different varieties of soup. I want to have description in bold and I would use bright colours, as red, green and orange for promotion. It would make a difference to another products on same market, as they all use blue and black colours.

Logo-I will use a normal Heinz logo, as company already has good reputation and huge customers base, so it is well know and people would understand quality of product.

Budget

My overall budget contains 10 million of pounds. From my budget I would take 12,000 pounds for advertising for first month, so I would like to use TV and Internet promotion. Also I would try to make it each two months, so I would spend nearly 72,000 pounds for advertising. As well I would spend a lot of on products, which I am going to use for doing this soup. May be I would think about producing more advertisings on TV, but it could bring my budget for loosing 500,000 of pounds, as adverts are very expensive. Also it would be likely to me to ask superstars of movies and bodybuilding stars to promote my products, so it may bring me to 500,000 check as well. Overall I would spend on an advertising nearly 1,200,000 pounds, but it would successfully attract people to try my soup and bring me to success in sales amount and competition.
Marketing mix:
Product- low fat soup, which includes only natural and fresh products, has small amount of calories and is helpful for losing weight.
Price- Heinz put very low price, each soup is 2 pounds, so everyone is able to buy this product and it is much cheaper, than another separate products for hand made soup.
I have decided to use penetration pricing as by starting the price off low we will get lots of people trying the product because it is cheaper. Then once they realize the quality of the product we will increase the price and the customer will be happy to keep on paying as they like the product and know that it is of a good quality.

Place – The product will be sold in a number of popular supermarkets such as Morrison’s and Asda, it will also be sold in convenience stores and local shops such as Lidl and Sainsbury local. This is so that we make the product available and accessible for all customers at the different varieties of shops. We will then reach our target market.

Promotion- I think, that the best way to promote product such as soup, is using TV, Internet, social media, and billboards. In my opinion TV is the best way, because nearly everyone across UK has access to television, so mainly all people are watching it, especially people, which are target market for company. These women, who are target market of Heinz usually, watch TV during lunch and dinnertime. When they are waiting for husbands, and sent children to school, they are cooking something and watching TV, so it is the best time to promote, because it will make a huge interest, when they will hear ”low fat product”. Also it would be useful to put advertising of soup in special programs about how people could lose weight. If these programs will promote low fat soup, people would believe to company and buy it, so Heinz needs to be sure, that quality of soup is high and people would like it. Internet is famous between young generation and a lot of young girls think, that they have problem with figure, so they would be interested in low fat soup, which could be promoted at Facebook for example, or in Instagram. It is helpful, because will attract people with health problems. Also YouTube is important for advertising as well, because it is for huge audience of people and will be show from all best sides of a product, and could get lots of views. Billboard would be useful to be putted near gym, or near any supermarkets, because people, which are going to gym are looking after their own figure, so they would really interested about this and it would take their attention. Also near supermarkets it would be useful, because advertising will attract customer to find this product and try it.

Example of promotion on TV or Internet:

Also I think, that it could be useful to put this poster to diet centers and speak to doctors, so they might to promote it and advice to customers.

Example of social media advertising:

Timing

In order to show how I will time my promotional campaign I will embed a small timetable for company. It covers the period of 4.5 months from 08/03/2015 to 09/06/2015. I will use my time in a properly way and would connect to superstars, which could be able to do it, would make a video advert for this soup and would put these videos on YouTube and Facebook, what would help me to attract huge amount of people. Also I would need to produce all payments, so it will take little bit of time.

M3

But overall I could say that the advertising through the Internet is more suitable for the organisation such as Heinz, because people are likely to use internet nowadays, rather than watching TV and even the add on it.
Usually TV adverts are useless because organisation spends money on it and actually it doesn’t bring any success for the business. In order to not overspend Heinz should understand the fact that Internet websites development would be more important as it help faster to gain all those objectives above.

There are a lot of supermarkets, which could be useful to my product as a promotional campaign, but I would like to choose ALDI, because this supermarket chain is enough famous and nearly takes first place on the market. Also ALDI has a special program, called “Like Brands”, which helps to them to promote their products and brand name through different methods. One of the most useful is a small TV advert, on which company describes their product fully and compare it to another nearly same product, which is produced by another company. It means, that company wants to show, that their products have same quality, as all huge and well-known brands, but price is slightly different, as ALDI put cheap prices. They are doing this process to order to prove, that quality could be high as well, but with much cheaper prices for same product, so give people understanding, that they are paying half of price for brand name. Using another brands is one of the main objectives of ALDI, as they are showing, that ALDI sell same products with same quality, but well known brand put higher prices, so in this way ALDI try to get as much profit as they can. They could maximise their sales, because people would see on the advert, that products are same, same ingredients were used as top brand use, quality is absolutely same, but price is much less, so it would attract people to go to ALDI. This method would help to increase customers base of company, target audience and would bring to company a lot of potential customers. The advert, which company produces is done on the highest level, so it gives a lot of information; it is easy to understand and mainly is attractive, so company would achieve results, which they are waiting. Also usually these adverts are done in a funny way, so people enjoy it and it makes products more trustful, because advert cause good emotions. This will develop a more prominent client base and accordingly build the brand to well known and increasing profit from higher deals. This makes ALDI more thorough, more alluring by the clients and competitive in connection to the next general store chains, as the adverts represent popular products from top brands, which are equal on the quality to ALDI products. This serves to attract more potential clients, as those who watched the adverts, retained the message of the same high quality and generally low costs, so more people would visit ALDI shops in order to buy these products. I understood the fact, that ALDI build customer loyalty and trust to business through high quality of products and frequent humor.

There are a lot of different types of advert, but ADLI use only three of them. B?sides than the TV – adverts, which was proposed to advance ALDIS items, additionally incorporates promotions in different magazines and newspapers keeping in mind the end goal to attract even a bigger target group of customers and pass on the message: “Like Brands, Only Cheaper”. Newspapers and Magazines might be updated more often than TV, so people across hall world could see their advertising in different varieties, what would increase a customer base of ALDI. This company has won Aldi a present for “Swap and Save”. A few facts and numbers that helps the effectiveness of Aldi’s include development in sales amount after straightly successful advertising in which an elderly lady says: “I don’t care for tea, I like gin!”. That was in 2011, and this gave Aldi a help of right around 30% in deals up to £2.76 billion and 57.8 million of income. Today ALDI is developing; open a lot of new stores and aims to increase their profit as much as it is possible. Nowadays company rise their market share from 2.3% to 2.5%, what gives to business extra 130£ million of profit. Whilst superseding their rivals Morrison’s and Tesco, which sales continue to fail, Aldi’s market share has developed from 3.7% to 4.8% to £1.2 billion of profit.
However their overall industry is much greater than Aldi’s is.
In any company would happen different dangers, such as in the case of “Like Brands” the weaknesses are that it is not ensured that it would increase customer base and continue attracting more potential clients. This may happen by numerous reasons, one of which is that company becomes boring and monotonous, as there are no advertising, no business advancements, BOGOF,no vouchers, coupons or promoting procedures. In wording TV and YouTube channels as wellsprings of media, individuals may essentially skip the adverts, change the channel, or the advert may not influence a few individuals by any means. Considering those dangers, moreover, there are high expenses, as using TV to promote the items, as through the media is extremely expensive and high CPM (costs per mile). Besides, the higher expenses the organization pay for demonstrating advert on the TV. Else, it will be skewed in the TV projects stream, which again makes it considerably more expensive to be effective and profitable. For Radio – they don’t have any visual segments, which makes it less compelling than the TV as a wellspring of media, as individuals are not completely focused on the radio stations’ shows, adverts, and usually people listen radio on the road during driving process, when they are focused on the road. It is hard to attract certain group of people, as a lot of random people could see it in the social medias, by TV or Radio, so it might not bring to company hug amount of customers.
In this manner I would propose to produce more adverts in order to achieve advancements to be more effective. This way might be, as ALDI would pay to starts for promotion on the TV, so people would be sure, that products are high quality, as they sure, that start are not using bad goods. Also this would help to improve a brand image and customer base would increase.

CLICK BUTTON TO ORDER NOW