Sample MKTG204 PitchProject
MKTG204 Pitch Project
Contents
Introduction and background Page
Campaign Objectives Page
Consumer Insights Page
Positioning, Creative Ideas and integration Page
Creative Executive Page
Media Strategy Page
Conclusion Page
Reflection Page
Group Members
Ashlee Millingham 43290205
Rowan Prosser 43290612
Christopher Summerhays 42526922
Jesse Gong 42870445
Omaet Velasco
Sarah Beale
MKTG204 Pitch Project
Introduction & Background
The Australian Wholefoods Company specialises in producing ready-to-eat meals for supermarkets and stores. It is a well recognised home brand that has a variety of ready-to-eat food products ranging from quiches, lasagnas and now to wonton noodles. It is due to the growth in the ready-to-eat meals market that the Australian Wholefoods Company has launched a new ready meal product under the new brand of Lee. Within the brand Lee, The Australian Wholefoods company has created a ready-to-eat Wonton Noodle Soup, which will be sold under the brand name “Canoodles”. The target audience which has been tested for this new product is 18 to 25 year old Sydney residents. Due to their busy lifestyles we believe this product will be successful because it is quick and easy. If the product is successful it will be available nationwide. The company undergoes extensive research and development continually in order to capture and understand the tastes and preferences of its consumers. As a result the Australian Wholefoods Company have become one of the market leaders. From research compiled on Lee’s Canoodles intended target audience, we believe we have an effective marketing communications campaign in place to reach the designated objectives and become a well known home brand for many consumers.
Campaign objectives
The three major objectives of this marketing campaign include; raising brand awareness from 0 to 30 per cent within three months,
Contents
Introduction and background Page
Campaign Objectives Page
Consumer Insights Page
Positioning, Creative Ideas and integration Page
Creative Executive Page
Media Strategy Page
Conclusion Page
Reflection Page
Group Members
Ashlee Millingham 43290205
Rowan Prosser 43290612
Christopher Summerhays 42526922
Jesse Gong 42870445
Omaet Velasco
Sarah Beale
MKTG204 Pitch Project
Introduction & Background
The Australian Wholefoods Company specialises in producing ready-to-eat meals for supermarkets and stores. It is a well recognised home brand that has a variety of ready-to-eat food products ranging from quiches, lasagnas and now to wonton noodles. It is due to the growth in the ready-to-eat meals market that the Australian Wholefoods Company has launched a new ready meal product under the new brand of Lee. Within the brand Lee, The Australian Wholefoods company has created a ready-to-eat Wonton Noodle Soup, which will be sold under the brand name “Canoodles”. The target audience which has been tested for this new product is 18 to 25 year old Sydney residents. Due to their busy lifestyles we believe this product will be successful because it is quick and easy. If the product is successful it will be available nationwide. The company undergoes extensive research and development continually in order to capture and understand the tastes and preferences of its consumers. As a result the Australian Wholefoods Company have become one of the market leaders. From research compiled on Lee’s Canoodles intended target audience, we believe we have an effective marketing communications campaign in place to reach the designated objectives and become a well known home brand for many consumers.
Campaign objectives
The three major objectives of this marketing campaign include; raising brand awareness from 0 to 30 per cent within three months,
References: Elder, R. S., & Krishna, A. (2012). The visual depiction effect in advertising: Facilitating embodied mental simulation through product orientation. Journal of Consumer Research, 38(6), 988-1003. M Eisend, “A meta-analysis of humour in advertising’, Journal of the Academy of Marketing Science, 37, 2009, pp. 191-203. Poor, M., Duhachek, A., & Krishnan, H. S. (2013). How images of other consumers influence subsequent taste perceptions. Journal of Marketing, 77(6), 124-139. Reis A, J, Trout, ‘Positioning: The Battle for Your Mind’, McGraw-Hill, New York, 1981 Sengupta, S, ‘Brand Positioning: Strategies for Competitive Advantage’, McGraw-Hill New Delhi, 2005 Statistics Brain Zhang, Y, G, Zinkhan, 2006, ‘Responses to Humorous ads: Does Audience Involvement Matter?’ Journal of Advertising, 35, 4, pp. 113-127 Appendix