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IMC Plan
David, shepherd,Killed Goliath, a threatening giant,By throwing a stone with his sling,in the giant’s head, hitting the brow.
David and Goliath
Companies : global, strong and greedy GoliathMore than 30 different brands of soft drinks and over 200 flavours in Canada
Canadian soft drink market was valued at $4.5 billion
Source : Statistic Canada and Agriculture & Agri-Food Canada (2009)
Excessive sugar consumption among youth in Quebec, Goliath’s head
13-18 y.o. as the biggest consumers of sugar-sweetened beverages(daily amount of sugar : 172g > 100g recommendation)
Source : Cqpp : Weight Coalition of Quebec
Ministry of Health of Quebec : local, legitimate and powerful David
Strategic plan for 2015-2020 : promotion of healthy lifestyles, prevention of health problems
Perceptual map :where David stands
Ideal, expected and healthy daily behaviour :
Water >> Sugary drinks
Reduce the consumption of sugary drinks among male teenagers and young adults
of Montreal in age of 13 to 18by 5% within a year of launched campaign
Survey : 50% of children in Montreal have everyday access to SD at home,comparing to just 20% households with SD available only on special occasions
Marketing objective : hit the head
+ Brian Ancuta+ Sergueï Bécoulet+ Omar Jimenez
A+ Integrated Marketingfictional agency
Aiming at the brow : mothers, main decision makers « Nag factor » : influence of children on parents
Source : Cqpp : Weight Coalition of Quebec
Raise awareness of negative effects of an excessive consumptionof sugary drinks on health, among low-income families of Montreal
with male teenagers and young adults in age of 13 to 18by 15% within a year of launched campaign,
in order to encourage them to decrease their consumption of sugary drinks
and change their children's drinking habits.Survey : Emphasizing the health problem related to the excessive consumption seems to
be a more persuasive and more effective method of changing the behavior, over increasing
prices.
Communication objective : hit the brow
“
”
If you, parents, monitor your children’s sugary drinks
consumption, they will grow and live healthily.
The USP, our message, our stone
Visual
Metaphors
pity
innocence vulnerability
discomfort
Our strategy : which weapon ?
Advertising
Public Relation
s
Sales promoti
onEvent
« Buzz »throughStreet
marketing
Increasing
popularity on
social media
Opinionleaders
Reaching alarge
audience
OFFLINE ONLINE
Choice of media : which model of sling ?
Print media
(Subway, magazines)
AdvertisingAdvertising
Choice of media : which model of sling ?
Print media
(Subway, magazines)
Advertising
Spokeperson
(website /facebook blogger)
Public Relation
sAdvertisi
ng
Print media
(Subway, magazines)
AdvertisingAdvertising
Choice of media : which model of sling ?
Contest(facebook)
Sales promotio
n
Print media
(Subway, magazines)
Advertising
Spokeperson
(website /facebook blogger)
Public Relation
sAdvertisi
ng
Print media
(Subway, magazines)
AdvertisingAdvertising
Choice of media : which model of sling ?
Print media(Subway,
magazines)
Advertising Public Relations
Sales promotion
Spokeperson(website/facebook blogger)
Contest(facebook)
Choice of media : which model of sling ?
Contest(facebook)
Sales promotio
n
Print media
(Subway, magazines)
Advertising
Spokeperson
(website /facebook blogger)
Public Relation
sAdvertisi
ng
Print media
(Subway, magazines)
AdvertisingAdvertising
Earned media(blogs,
newspapers, WOM)
Event
Visual metaphors :Street marketing
Media calendar : when do we shoot ?
Measuring effectiveness : medical exams for Goliath
• PMB (2016-17)
• Sales ofsugary drinks
Costs : price of our sling
To reduce the children’s excessive consumption in Quebec, the Ministry of Health sends a preventive message at mothers, with an online oriented approach,
Summary