As a part of Chatham Marketing Association, each year we are assigned a case competition to support a national company. For the year of 2016, Hershey asked each chapter to preform market research and create a campaign promoting their new product; Icebreakers Cool Blast Chews. This is a sample of our marketing plan:
Phase 1: Awareness
Ice Breakers will leverage digital platforms to promote their message and bring more attention to the brand. It is imperative that Ice Breakers has a strong presence online as that is where individuals between the ages of 18 and 28 spend most of their time and money. The use of digital media will help develop a relationship between the brand and the consumer, resulting in increased brand loyalty.
Social Media.
Objective: Generate buzz around the product and develop relationships between the brand and consumer with a comprehensive campaign across all social media platforms.Metrics: Likes, Shares, Retweets,
Description:
Ice Breakers Cool Blast Instagram and Snapchat accounts will be created and used along with their more established accounts such as Twitter and Facebook pages respectively. These networks will be leveraged to push the #Dare2BeCool campaign while generating consumer awareness about Ice Breakers Cool Blast. Posts will be made daily using the hashtag Dare2BeCool. Images and videos accompanying posts will have will have an icy-sophisticated look, showing young men and women “being cool” in all types of situations. Original content will be generated to fit the style and function of each platform. Phase 2: Trialability
Ice Breakers will provide opportunities for the target market to try Ice Breakers Cool Blast with limited risk for the consumer. Samples will be distributed through channels that are readily accessible by the target market.
Chegg Product SamplingObjective: Drive in-store sales by introducing them to Ice Breakers’ newest productMetrics: Number of samples distributed
Description:
Providing samples through the textbook rental company will help Ice Breakers Cool Blast to reach over 15 million college students. Ice Breakers Cool Blast will join brands such Red Bull, Sony and Dr. Pepper who participate in product sampling with Chegg. By conducting product sampling in this fashion, Ice Breakers will be reaching millennials in their student dorms and housing, allowing them to have a hands-on experience with the product. The sample will consist of a pack of each flavor along with a coupon for a ten percent discount of their next purchase of an Ice Breakers Cool Blast product. Phase 3: Purchase
Through their distribution channels Ice Breakers will conduct a final push to the consumer to drive them to purchase product
In-StoreProduct Placement
Objectives: To heighten visibility in stores and to capture sales at point of purchaseMetric: Discuss product placement with desired retail channels.
Description:
Distribution of product will be increased to allow Ice Breaker Cool Blast to be placed in channels such as, Grocery Stores, Discount Retail Stores, Drug Stores and Convenience Stores. These locations, are familiar to the target demographic and are channels where other Ice Breakers products are sold. Ice Breakers Cool Blast should be placed in the checkout aisle to leverage impulse purchasing.
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