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Danette Marketing Activity Plan 2012

V
Vicky Theodorou

This business plan outlines Danette's marketing strategy for 2012. It has three main goals: 1. Support the existing Danette brand ("support the base"). 2. Bring exciting new products to market, including a new Danette Oreo flavor based on consumer research, with a marketing push including TV ads, sampling events, and social media recipes. 3. "Go beyond" by entering a new product category to leverage the Danette brand and drive incremental sales volume, though this new project remains confidential. The plan details advertising, sampling, in-store promotion, and social media activities to execute the "You deserve a Danette" campaign across multiple quarters of 2012.

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Business Plan 2012 July 2011
2012 STRATEGY Support the 恢温壊艶1
Activation platform You deserve...a Danette Insight: Despite the small difficulties I face daily, there are so many other things I do which make me feel good and that I certainly deserve a Danette for them! Great taste for unique moments of absolute indulgence!
ATL Activities TVC communicates: Modernity Energy & dynamism Notion of reward Indulging taste Humour Radio ad to base on same platform You deservea Danette Target Group: Adults 25 45 years old
BTL Activities - Outdoor Been already 3 times at the gym this week?...You deserve a Danette Just missed the bus, but you are still smiling...You deserve a Danette Despite the 8 stops on your way back, you are daily giving a big hug to your kids at home...You deserve a Danette Target Group: Adults 25 45 years old
BTL Activities - Sampling Reach our target consumers where they are and reward them. They deservea Danette You managed to stay in for 2 nights to study...You deserve a Danette You just watched Conan the Barbarian for him...You deserve a Danette Its 5pm and you still have 100 e-mails to read, but you keep calm...You deserve a Danette Target Group: Adults 25 45 years old Universities Cinemas Offices
BTL Activities - In store POP on other categories shelves for cross selling effect: e.g. Cleaning products You will be cleaning the house all day for your parents visit ... You deserve a Danette Target Group: Adults 25 45 years old Personification on shelf & visibility
BTL Activities Social Media Online recipe book: You deserveeven more Danette Facebook campaign Post on your wall a good reason you think you deserve a Danette and enter a weekly draw to win the Danette you really deserve! Target Group: Adults 25 45 years old Coupons
360属 PLAN TV RADIO SOCIAL MEDIA PRINT OUTDOOR You deserve... a Danette 1ST hit: Mar/Apr 12 2nd hit: Sep/Oct 12 IN STORE - POP CINEMAS UNIVERSITIES GYMSCOMPANY OFFICES SAMPLING S/M
2012 STRATEGY Support the 恢温壊艶1 Bring exciting news!2
Qualitative Study (focus groups) Nov 2010 Qualitative research: New product concepts evaluation Most winning
Qualitative Study (focus groups) Nov 2010 Qualitative research: New product concepts evaluation Chocolate Caramel Pistachio Cookies (Oreo) Brownies Petit Beurre Mastic Grand Marnier Tiramisu Profiterol Cheese cake Almond Apple Pie Red fruit Tart
New Launch Danette Oreo New packaging design to be developed + = Marketing support TVC - Oreo tag Sampling POP in store Social Media Oreo recipes Leverage the shelves of Oreo biscuits
` ` ` ` ` `` Total Danette Activity Plan 2012 Q1 Q2 Q3 Q4 PROMOINNOATLBTL ` Oreo Launch In store tastings & coupons POP On pack trial initiave for Oreo Mar/Apr Mar/Apr Sep/Oct March GYMS May CINEMAS Oct UNIs Sep OFFICES Jun In store key account activities Sampling events In store key account activities In store tastings & coupons Launch of confidential project In store tastings & coupons Sampling events
2012 STRATEGY Support the 恢温壊艶1 Bring exciting news2 3 Go beyond
Confidential Project Enter a new category bring incremental volume. Leverage the brand equity of Danette.
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Danette Marketing Activity Plan 2012

  • 3. Activation platform You deserve...a Danette Insight: Despite the small difficulties I face daily, there are so many other things I do which make me feel good and that I certainly deserve a Danette for them! Great taste for unique moments of absolute indulgence!
  • 4. ATL Activities TVC communicates: Modernity Energy & dynamism Notion of reward Indulging taste Humour Radio ad to base on same platform You deservea Danette Target Group: Adults 25 45 years old
  • 5. BTL Activities - Outdoor Been already 3 times at the gym this week?...You deserve a Danette Just missed the bus, but you are still smiling...You deserve a Danette Despite the 8 stops on your way back, you are daily giving a big hug to your kids at home...You deserve a Danette Target Group: Adults 25 45 years old
  • 6. BTL Activities - Sampling Reach our target consumers where they are and reward them. They deservea Danette You managed to stay in for 2 nights to study...You deserve a Danette You just watched Conan the Barbarian for him...You deserve a Danette Its 5pm and you still have 100 e-mails to read, but you keep calm...You deserve a Danette Target Group: Adults 25 45 years old Universities Cinemas Offices
  • 7. BTL Activities - In store POP on other categories shelves for cross selling effect: e.g. Cleaning products You will be cleaning the house all day for your parents visit ... You deserve a Danette Target Group: Adults 25 45 years old Personification on shelf & visibility
  • 8. BTL Activities Social Media Online recipe book: You deserveeven more Danette Facebook campaign Post on your wall a good reason you think you deserve a Danette and enter a weekly draw to win the Danette you really deserve! Target Group: Adults 25 45 years old Coupons
  • 9. 360属 PLAN TV RADIO SOCIAL MEDIA PRINT OUTDOOR You deserve... a Danette 1ST hit: Mar/Apr 12 2nd hit: Sep/Oct 12 IN STORE - POP CINEMAS UNIVERSITIES GYMSCOMPANY OFFICES SAMPLING S/M
  • 10. 2012 STRATEGY Support the 恢温壊艶1 Bring exciting news!2
  • 11. Qualitative Study (focus groups) Nov 2010 Qualitative research: New product concepts evaluation Most winning
  • 12. Qualitative Study (focus groups) Nov 2010 Qualitative research: New product concepts evaluation Chocolate Caramel Pistachio Cookies (Oreo) Brownies Petit Beurre Mastic Grand Marnier Tiramisu Profiterol Cheese cake Almond Apple Pie Red fruit Tart
  • 13. New Launch Danette Oreo New packaging design to be developed + = Marketing support TVC - Oreo tag Sampling POP in store Social Media Oreo recipes Leverage the shelves of Oreo biscuits
  • 14. ` ` ` ` ` `` Total Danette Activity Plan 2012 Q1 Q2 Q3 Q4 PROMOINNOATLBTL ` Oreo Launch In store tastings & coupons POP On pack trial initiave for Oreo Mar/Apr Mar/Apr Sep/Oct March GYMS May CINEMAS Oct UNIs Sep OFFICES Jun In store key account activities Sampling events In store key account activities In store tastings & coupons Launch of confidential project In store tastings & coupons Sampling events
  • 15. 2012 STRATEGY Support the 恢温壊艶1 Bring exciting news2 3 Go beyond
  • 16. Confidential Project Enter a new category bring incremental volume. Leverage the brand equity of Danette.