Lecturer Name: Dr. Yuri Seo Students Name: Mario Arista, Lisanne van den Berg, Ciara Gissane,Mekhriddin Khotamov,Sunil MepaniMaria Peresypkina & Arjun Sindhav

IMC Group Project

Table of Content:

*Introduction*Situation Analysis Process*Objectives & Target Audience*Creative Brief*Media Plan & Budget*Conclusion*References

Brief Explanation

*The Lewis Road company was found in 2012 *Country: New Zealand *Founders: Peter Cullinane and Andrew Railton *Products: Milk, Butter & Bread

Mission Statement of the Company

*To create the world’s best dairy products *Restoring natural order to the world*Produce seriously*Improve the quality of life

External Environment

TOWSThreats:

*One Main Competitor: Arla Foods *Economic Recession & Other Economic Factors*Laws and Regulations: VAT, Import duties.*If we decide to produce the milk in Sweden…

External EnvironmentTOWS

Opportunities

*Sweden is on the second place in Europe of consuming the most milk per capita*Growth of the Population*Our Target Group: 39% of the population*If we decide to produce the milk in Sweden …

Internal Environment

TOWSWeaknesses:

*Price affordability*Unknown product and brand*Operating Costs*Distribution Channel

Internal Environment

TOWSStrengths:

*Culture: Making things better*Environmentally friendly*Traditional methods *Facilities*Packaging*Indication of Origin*Semiotics Message

Objectives*To Make the product popular in Sweden*To Increase Brand Awareness*To Achieve Brand Recognition in the 1st year*Brand Image: health & the environment*Communicate the quality of the product

Target Audience*Families who are in the middle or upper

class income bracket with children aged <12 years.

*Age: 25-50

Creative BriefMessage:*To convey to the people will be very functional and symbolic in nature.

Stratergy:*Making our brand visible by catchy slogans, advertisement, Social

Media & discount code offers

Justification:*High Milk Consumption. *Identify our brand with certain values “JINGLE” https://www.youtube.com/watch?v=qyVUbP4tDNA

Media PlanThe message we provide will be symbolic in nature highlighting the necessity of quality product among the target audience.

Three kinds of media:

*Social Media Humor*Newspaper Informative*TV Both

Television

*Large reach*Demand children

The advertisement will show a happy family, who enjoys a special family moment, e.g. picnicking in the nature

Link: https://www.youtube.com/watch?v=_zNeFQmbJqM

Newspapers

• 90% reads newspaper• Discount coupons• We will take up campaign of CSR activities

to highlight the social issues. Eg: Breast Cancer Awareness

Social Media*A wide platform for target audience *Broad-space for humor*It is cost-effective*Snowball effect

Budget Allocation  Total Budget: 2,000,000 SEK  

Media Percentage Amount (SEK)

Television 50% 1,000,000

Newspapers 40% 800,000

Social Media 5% 10,000

Discount redeem 5% 10,000

Source: Self-created,2016

Conclusion* Strategies used to advertise our milk products across

media channels will increase our REACH and repetition will emphasize our presence in Sweden.

* We have allocated balanced budget on the necessity of media channels to create impact on population.

* Thus, intense advertising and production tend to increase our market share by 20% in March 2017.

* In future, our success stories will lead to diversification in various dairy products and to be emerging brand in dairy industry.

References * http://www.scb.se/statistik/_

publikationer/BE0401_2012I60_BR_BE51BR1202ENG.pdf (Accessed on 10.2.16)

* http://www.indexmundi.com/sweden/age_structure.html (Accessed on 10.2.16)

* http://www.terraoggi.it/notizia/La_lezione_svedeseai_produttori_di_latte/10526/8 (Accessed on 10.2.16)

* http://www.euromonitor.com/dairy-in-sweden/report(Accessed on 10.2.16)