Advertising CampaignAdvertising Campaign

Who We Are…Who We Are…

• Reino Jarvinen• Jen Iskierski• Jonathan Gervacio• Zewdy Gebremedhin

OrganzaOrganza

New medium-sized organic grocery store

Vital link between producers, suppliers, consumers and the ecology.

Emphasizes its high quality specialty products.

Prepared to seize the growing market of organic food consumers in Winnipeg

Focus on Product based advertising.

Environmental AnalysisEnvironmental Analysis

StrengthsCentral location at Confusion CornerKnowledgeable staff to assist customers

OpportunitiesOrganic Food industry is growing rapidly

at an average annual rate of 20% in the US

Potential synergy with Dandelion Eatery

Environmental AnalysisEnvironmental Analysis

Weaknesses Perception of big box

store and “selling out” Issues with location

change Threats

Competition from big box stores

Limited product suppliers

Marketing StrategyMarketing Strategy

New Direction: Focus on creating brand awareness within Winnipeg

Target Market: Health-conscious single people and families Ages 18-99 Educated and earn an above-average income Those who value a greater shopping experience

Marketing StrategyMarketing Strategy

Brand PositioningThe premiere organic grocer in WinnipegOffering high-quality healthy productsKnowledgeable staff and managementCustomer-oriented company

Marketing Research is accomplished through a data mining program.

Communications StrategyCommunications Strategy

Target of Brand Awareness amongst the Target Market: 50%

Since Organza is a smaller company, $75,000 will be asked for as an advertising budget

Media StrategyMedia Strategy

Advertisements will be launched through print and radio media

Print Advertisers:Winnipeg Free PressWinnipeg Sun

Radio Advertisers:Hot 103 FM (Younger Audience)99.9 BOB FM (Older Audience)

Creative ObjectivesCreative Objectives

Use high-quality products and customer service as starting point to build from.

Developing a long-term relationship with its customers through brand awareness.

Highlight its existing strengths, and build more goodwill.

Organza must communicate who and what it is to its target market through a slogan.

Three-Step StrategyThree-Step Strategy

Step 1: Current stage - Product based advertising initiated through information based appeals and knowledgeable staff.

Step 2: Brand Corporate Image - Consumers identify with a positive brand image and relate this to high-quality organic products.

Step 3: Promotional Incentives - Reinforcing positive image builds a loyal customer base.

Organza SloganOrganza Slogan

This message conveys a long-term vision for the organic food industry and implies that Organza will be a leader in the future of healthy living.

What Fit Is Right?What Fit Is Right?

Keep building on positive customer relations and

make others aware of knowledgeable staff & wide product base.

TV will be too expensive and not effectively reach Organza’s target markets as successfully as other mediums.

Radio AdvertisingRadio Advertising

2 Radio Advertisements: 1) Targets 35 +

- Change in lifestyle due to arising health issues. - Slice of life-emotional appeal - Play twice a day for basic awareness on BOB FM

between work hours of 9am-5pm

2) Targets younger health conscious individuals. - Incorporates shopping as a social event (way of life).

- Play twice a day, and will reside on HOT 103. between 3pm - 9pm.

Brand-Focused Print AdsBrand-Focused Print Ads

#1 The silhouettes convey the

message that healthy living is for everyone, and therefore the advertisement purposefully lacks

an identifiable face

Brand-Focused Print AdsBrand-Focused Print Ads

#2 Depicts the connection of organic products with the name

Organza.

Evaluation PlanEvaluation Plan

The success will be based on how Brand Awareness has increased amongst the target market

Methods:Consultation on ratings and circulation

numbersVoluntary customer surveysMeeting with Organza Management

Thank You!!!Thank You!!!

Thank you for Listening.Any Questions?