Transcript chic mc
chic mc Powered By asiaaudiovisual Integrated Marketing Communications Proposal Case Study Only chic mc Fresh Express: Integrated Marketing Communications Proposal Team 3: Manuel Moreno Brian Piechocki Mia Rubel Ruchi Ruparel Kyra Swartz Agenda • • • • • chic mc Industry Insights Consumer Insights The “Big Idea” TV Advertisements and Placements • Magazine Advertisements • Online Banner Advertisements chic mc •Other Online Methods •Website •Sampling Methods •Outdoor Advertising •Public Relations •Evaluating Marketing Methods •Why Go chic? •Works Cited chic mc Chic Marketing Communications (chic mc) • Full service agency based out of Boston – Additional offices in New York, Los Angeles, and Chicago • 175 full-time employees • Previous clients include H&M, Newman’s Own, Odwalla, Aldo, The Coca-Cola Company (Vitamin Water and Tab Energy Drink) • Awarded Hatch Award for Marketer of the Year and Gold Clio Award for Best Integrated Campaign. chic mc Industry Insights • Fresh Express is the leader in the packaged salad product industry, with 43.4% of the market. – Dole commands 29.4% – Private label brands command 13.8% • The industry is always evolving – Brands are constantly creating new flavor combinations – Salads are more commonly being viewed as a meal rather than a side dish – Wider concerns for health have led to a rise in pure, organic, and nutritious ingredients chic mc Consumer Insights • Positioning Statement: To single women aged 25 to 35, Fresh Express is the packaged salad product that offers a multitude of healthy options and convenient preparation. • 78% of women consume packaged salad products, compared to 66% of men. • According to our ZMETs, consumers purchase based on: – – – – – Price Freshness/Quality Toppers/Dressings Convenience Variety of exciting flavor options chic mc The“Big Idea” • “Flavor of the Day” – Just as a confident, young, single woman makes decisions in her romantic life, she makes decisions on what she eats. – The campaign is light-hearted and whimsical, associating itself closely with the many choices women are forced to make in their everyday lives. chic mc TV Advertisements & Placements • One Complete Salad Kit featured per ad – Woman shopping for salad products in the supermarket. – Sees the Salsa Ensalada Supreme Complete Salad Kit and daydreams she is in a Salsa club dancing with a handsome Hispanic man. – Cut back to the woman in the supermarket; she giggles at her thought and puts the Complete Salad Kit in her cart. – Cut to a shot of all of the flavors, voiceover: “Fresh Express Complete Salad Kits – What will be your flavor today?” • Ads focused on primetime programming with high female viewership – Grey’s Anatomy, Desperate Housewives, The Hills, etc. – Product placement also featured on these programs. chic mc Magazine Advertisements •Fitness magazines that target healthy females •Self •Shape •Fashion magazines •Vogue •Vanity Fair •Cosmopolitan chic mc Online Banner Advertisements • Fashion magazine websites (Vogue, Cosmopolitan) • TV network websites (NBC, CW, FOX) • Health, diet, and exercise websites • Facebook chic mc Other Online Methods • Facebook “Flavor of the Day” Application – Addictive games – Recipes • iPhone “Flavor of the Day” App. – Recipes – Content from Hungry-Girl.com chic mc Website • Create a mini-site within the Fresh Express parent where women can: – Track their weight – Enter contacts into a "little black book” – View a "Flavor of the Day" recipe • Make FreshExpress.com an interactive site women want to visit everyday • Registered users will enjoy discounts, sneakpeeks and other benefits. chic mc Sampling Methods • Frequent Buyer Program • In-Store Samples • Newspaper Wrap w/Sample • Clippable coupons • Restaurant Week Sponsorships – New York, Boston, Chicago, etc. chic mc Outdoor Advertising • Taxi Marquees and TVs • SmartCar Wrap • Billboards • Street Team Public Relations chic mc • Print and Online Placements • “Swanky Salad Party” • Talk Show Features – Partnership with Lisa Lillien of HungryGirl.com chic mc Evaluating Marketing Methods • Pretests and Recall Tests – Television advertisements – Print advertisements • • • • • • • Google Analytics Sales Website Subscribers Coupons Redeemed Number of Press Write-Ups Post-Sampling Surveys Focus Groups chic mc Why Go chic? • Specializes in understanding and targeting single women between the ages of 25 and 35. • Highly recognized within the industry, having received numerous awards for creative and well executed marketing strategies. • Offer a competitive and individualized pricing strategy. • Fresh and creative marketing strategies. • Services come highly recommended from our previous and current clients who have yielded measurably effective results. chic mc Works Cited • "Bagged Salad and Salad Dressings - US - July 2008." Bagged Salad and Salad Dressings US - July 2008. 1 July 2008. Mintel. 7 Dec. 2008 <http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/my_reports/di splay/id=296577&anchor=atom#atom0>. • "Bagged Salad and Salad and Salad Dressings." Mintel. July 2008. Oct. 2008 <http://http://academic.mintel.com.ezproxy.bu.edu/?logon&start=display&id=296577 >. • "Dole/ Products." Dole. July 2005. Nov. 2008<http://http://www.dole.com/products/products_landing.jsp?catgroupid=4>. • Zind, Tom. "Foodservice trends: salads and salad dressings: research shows that salads are losing their plain image, as a greater variety of ingredients, flavors and dressings enter the mix. Consumers and meal providers welcome the change." Foodservice trends: salads and salad dressings: research shows that salads are losing their plain image, as a greater variety of ingredients, flavors and dressings enter the mix. Consumers and meal providers welcome the change. Nov.-Dec. 2005. BNET. 2 Dec. 2008 <http://findarticles.com/p/articles/mi_m3289/is_11_174/ai_n27861713>. chic mc Powered By asiaaudiovisual Integrated Marketing Communications Proposal QuickTime™ and a decompressor are needed to see this picture. QuickTime™ and a decompressor are needed to see this picture. Case Study Only Questions? QuickTime™ and a decompressor are needed to see this picture. QuickTime™ and a decompressor are needed to see this picture. QuickTime™ and a decompressor are needed to see this picture. chic mc Powered By asiaaudiovisual Integrated Marketing Communications Proposal QuickTime™ and a decompressor are needed to see this picture. QuickTime™ and a decompressor are needed to see this picture. Case Study Only Garuda Project QuickTime™ and a decompressor are needed to see this picture. QuickTime™ and a decompressor are needed to see this picture. QuickTime™ and a decompressor are needed to see this picture.