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Happy Kids Meal

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MARK940 Page 1 MARKETING COMMUNICATIONS “Integrated Communication Plan” For UAE Market LECTURER: DR. RAVINDRA P. SAXENA STUDENT NAME: NOUR O.Y. DABABANEH STUDENT ID: 5735967 DATE: 27 TH NOV 2011 Nour O. Y. Dababneh - 3753967
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Page 1: Happy Kids Meal

MARK940 Page 1

MARKETING COMMUNICATIONS

“Integrated Communication Plan” For UAE Market

LECTURER: DR. RAVINDRA P. SAXENA

STUDENT NAME: NOUR O.Y. DABABANEH

STUDENT ID: 5735967

DATE: 27TH NOV 2011

Nour O. Y. Dababneh - 3753967

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INDEX Pages

1 Executive Summary 3

2 Product description 4

3 Target Market 5

4 Competition 6

5 Advertising campaign objectives 7

6 Creative Strategy 6.1 The message 8 6.2 The creative idea 8 6.3 The Appeal 8 6.4 The attention tactics 8 6.5 The spoken personality 9 6.6 Pre – testing draft 10

7 Media strategy 7.1 sales promotion / public relation/ personal selling 11 7.2 Selection of media vehicles and how it will support the IMC plan 11 7.3 Scheduling pattern 12

8 Measurement criteria and the methods 13

9 References

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1. EXECUTIVE SUMMARY

Gulf News, May 05,2001; “According to later survey conducted by the beat obesity campaign third of Dubai student are obese or overweight’s, as this survey covered eighteenth private and government schools, and the tests conducted on 1,071 students of whom 343 kid’s came under the obese category”.

The main reasons of obesity are lack of exercise and the top reason is the unhealthy food that contains a lot of fat and calories, when the spreading of the fast food restaurant like McDonald, Wendys, and Burger King, the parents nowadays prefer to take their kids to eat at these places instead of cooking a healthier meals at home or choose healthier food from a different restaurants.

Purpose – Therefore, the author trusts that our United Arab Emirates market (UAE) needs to have a healthier meal options spreading in the UAE market (schools, stores, gas stations) , attractive as much as the kid meals in the fast food restaurants and also in a competitive prices.

Product Name- THE HAPPY MEAL (FIGHT THE OBESITY) Approach – Integrated Marketing plan

Findings – as the market needs of healthier meal options, this product will be successful as its great option to fight the obesity with affordable price. Limitations – The product is new in the UAE market and the competition is high with very strong brands as McDonald, Wendys, and Burger King.

Keywords – Integrated Marketing Plan, Target Market, message strategy.

Paper type – assignment

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2. PRODUCT DESCRIPTION

The Happy Meal boxes mainly balanced meals contain all the basic components of healthy food for the purpose of losing weight and fight obesity, and we recommend having it as a lunch or dinner meal:

To fight the obesity, the basic components of the Happy Meal Box should contain the right amount of:

Protein (found in fish, meat, poultry, dairy products, eggs, nuts, and beans) Fat (found in animal and dairy products, nuts, and oils) Carbohydrates (found in fruits, vegetables, pasta, rice, grains, beans and other legumes, and

sweets) Vitamins (such as vitamins A, B, C, D, E, and K) Minerals (such as calcium, potassium, and iron)

The Happy Meal designed to be attractive option for the kids and the teenagers as it is:

Product:1- Healthy with the right amount of Protein, Fat, Carbohydrates, Vitamins, Minerals, and basically

contain Sandwich of Ham, Chicken or Cheese, Desserts, and Drinks.2- Come with four Main flavors (desserts and the drinks) to provide the market with a variety of

attractive options.FRUITYYYYY : Fruit salads and fresh JuiceBANANOOOO: Banana cocktail and Banana sweet CHOCHOOOO: Bar of chocolate and Chocolate Milkshake MIXITOOOOO: Mix flavored Cake and Mix Cocktail

3- Fresh ready meal with a short expiry date to assure the food value validity. 4- Attractive packaging designed to draw the kid’s attention and to be recognizable in the market

place.5- An Animated Cartoon Character speaking the product message also could be used to give healthy

tips to the kids and their parents.

Price: affordable price as each meal don’t exceed AED 15, also design special offers for school cantinas.

Place: point of sell and distribution through grocery shops, gas stations and directly to school restaurants. Promotion: one voice message to reach all over the UAE market that the Happy Meal is a great idea to fight obesity, as we will use the local newspapers, Local radio station, and the social publicity to communicate the message efficiently because we need healthier lifestyle for our kids.

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3. TARGET MARKET

To establish and communicate the distinctive benefits of our product we located our target market

geographically in United Arab of Emirates, and as demographically we identify our basic target

market as the following:

1. Kids and teenagers age in-between six to eighteen years old as influencer and users who influence their parents to take the purchasing decision.

2. The parents as the decision makers who control the pay as buyers as deciders.

3. The schools management who are buyers and decider too, as they control what type of products to be supplied in the school restaurants.

4. Local Media as influencer on the local society and UAE market place (Local and expatriates).

5. Local small/ mega groceries and gas stations as distributors.

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4. COMPETITION

Our major competitors are the fast food restaurant like McDonald, Wendys, and Burger King who are spreeding in UAE market and offer variety of kid’s meals throughout their restaurants.

The author trusts that SWOT analysis (Strength, weakness, opportunities, and threats) with the competitors is an effective method to predict our product future position in the UAE market.

The Happy Meal / SWOT Analysis

Strength Weakness1- No real existing competitor as it is new

product idea target the kids in school time hours and their parents.

2- Product is a proposed solution for a one of the community problems that affect our kid’s future health.

3- High product value as healthy food fight obesity in affordable price.

4- Varity of flavors.5- Effective distribution to reach the

target market in their locations.

1- Branding and the product not exist in the customer brands evoked sit.

2- The competitors strong brand image in the market place.

3- The product not tested yet.

Opportunities Threats

1- New product (Monopoly) in the market which is a superior solution for one of our local society major problem that affect our kid’s future health.

1- Obesity problem recognition level in the local market, as the customer should believe in the need for healthier food options for their kids in schools.

2- Lack of awareness of the obesity problem in the UAE market.

Therefore, we predict a successful future positioning for our product if our IMC plan was able to address clearly the product values in addition to successfully increased the local community awareness of the obesity problem in the UAE.

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5. ADVERTISING CAMPAIGN OBJECTIVES

Since our product is new in the UAE market, our marketing objectives are the following:

1. Successfully introduce the happy meal in the local market.

2. Communicate the Happy Meal value as healthy meal for the kids to fight obesity with affordable price and variety of flavors suits all tastes.

3. Build a brand image for the happy meal all over the UAE market.

4. Build a friendly image attractive for the kids and their parents.

5. Increase the society awareness to the obesity problem and its influences on our kid’s future health.

As our Advertising Theory based on Means-end chain by communicating the Happy Meal benefits to our kids health and connect these values to the personal value of being strong, healthy, and good looking.

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6. CREATIVE STRATEGY

6.1 The message

The message should be cognitive to communicate clearly the happy meal Unique Selling Proposition as it is mainly balanced meals contain all the basic components of healthy food, help our kids to fight obesity, with affordable prices, and variety of flavors suits all tastes, exclusively all in The Happy Meal

6.2 The creative idea• The objective (Our objectives are to communicate the Happy Meal attributes and to raise

the awareness of the increased obesity problem in UAE market)• The target audience (Kids and Parents) • The message theme (USP) suggestion

Control your weight.Enjoy the FUN flavors AND pay only AED15/- ALL TOGETHER exclusively in THE HAPPY MEAL

• The supportWe can add healthy tips to get more attention to the product, addressed to the parents how to fight the obesity and educate their kids to the benefits of healthy foods

6.3 The Appeal

• Should be a combination in between the MORAL APPEAL to direct the target market sense of what is right and wrong in junk food consumption to support social cause of fighting the increased obesity and improve our kid’s future health, and EGO APPEAL where the appeal relates directly to our kids physical appearance.

6.4 The attention tactics • The creative design should focus on the uniqueness of the Happy Meal as a support of a

social cause by using eye-catching pictures of healthy kids eating the Happy Meal with headlines address the obesity problem in UAE.

• Format characteristic (Healthy kids for all genders and different nationalities (since there are so many nationalities living in the UAE market and we need to address our message to every one in the society).

• Communicating with the cartoon animation character the Happy Meal attributes and why they Happy to eat it)

• Bold colors as each color relate to a different flavor ( Red for FRUITYYYYY, Yellow for BANANOOOO, Brown for CHOCHOOOO, Rainbow colors for MIXITOOOOO)

• The attractive packaging

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6.5 The spoken personality

We are going to utilize a cartoon animated charterer associated and invented specially for The Happy Meal, as this character will be the spoken personality who communicate directly with the kids and their parents, as the communication method based on humor and funny advertisements, as studies showed that kids are influenced by cartoon representatives as they consider them as role models inspired with their opinion and attitudes, since we are basically trying to affect and change the kids behavior to the junk food and increase their interest in the healthy foods options by convincing their parents to buy the branded product.

6.6 Pre – testing draft

The Happy Meal Box:

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MEDO: Dog Cartoon Character and he is a chef, he is Funny, Friendly, like to help, thinker, and active.

He speaks the advertisement message, tips about healthy food, how to choose your meal, how to cook healthy meal, …. ext.

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The newspaper Advertisements

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7. MEDIA STRATEGY

We will use integrated promotions tools to deliver the product message, as pre-launch the product we will use sales promotion campaigns, public relation, and the personal selling, afterward the product launching we will mainly use the mass media tools.

7.1 sales promotion / public relation/ personal selling

We will support our IMC plan with the below and the below methods should be used before the official product lounch in the market

1. Sales promotion: as we will distribute for selected schools free meals as samples in the first quarter, also will offer price – off on all schools canteens in the first quarter.

2. Public relation media : by contact public media sponsor and events as Cause-related marketing to fight the obesity problem, public media will assist increasing the positive brand image and communicate the cause of introducing the Happy meal in the market, as we can sponsor public events ( diabetes day public event).

3. Personal Selling: by sending our representatives to meet the school management and the

parents in the school parents day, to communicate the benefits for their kids, persuade corporate sell, and to give free samples.

7.2 Selection of media vehicles and how it will support the IMC plan

We will use the below Mass Media vehicles in our IMC plan in order to build the brand image and increase the awareness of obesity problem, and communicate the Happy Meal benefits in fighting the obesity.

1- Local Television Channels (Dubai and Abu Dhabi TV) as it is highly reach method and have highly frequency potential to our local target market, taking into consideration when is the peak times.

2- Local Radio Channels (STAR FM, SAWA FM), as it is lower cost per spot than television, low production costs and we could can use it to educate the customers about the increased obesity problem in the local community, and keep the brand in our customer evoked sit.

3- Local Newspapers ( Gulfnews, Khalij times) as there is priority for local ads, high credibility media method, strong audience interest in newspapers advertisement, and we have creative opportunities based on our advertisement designs.

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7.3 Scheduling pattern

As we will divide the yearly plan quarterly, in first quarter we will advertise daily in all media vehicles after we will evaluate the responds percentages from the sales records and we will restructure the schedule pattern accordingly.

Here below the 2012 yearly schedule patter.

Media vehicles

Pre product Launching

1st Quarter 2nd Quarter 3rd Quarter 4th Quarter

Frequency / spots / Ads

Frequency / spots / Ads

Frequency / spots / Ads

Frequency / spots / Ads

TV / Dubai TV

Sales promotion / Public relation media/ Personal Selling

2 times daily / afternoon and in the evenings

1 time / daily in the evening

3 times a week / evening

3 times a week / evening

TV / Abu Dhabi

Sales promotion / Public relation media/ Personal Selling

2 times daily / afternoon and in the evenings

1 time / daily in the evening

3 times a week / evening

3 times a week / evening

Radio SAWA

Sales promotion / Public relation media/ Personal Selling

4 spots daily/ morning / afternoon / evening / night

3 spots daily/ morning / afternoon/ evening.

2 spot daily / morning/ evening

2 spot daily / morning/ evening

Radio STAR FM

Sales promotion / Public relation media/ Personal Selling

4 spots / morning / afternoon / evening / night

3 spots daily/ morning / afternoon/ evening.

2 spot daily / morning/ evening

2 spot daily / morning/ evening

GulfNews

Sales promotion / Public relation media/ Personal Selling

Daily 1 page adv

4 times a week Adv

4 times a week Adv

4 times a week Adv

Khalij news

Sales promotion / Public relation media/ Personal Selling

Daily 1 page adv

4 times a week Adv

4 times a week Adv

4 times a week Adv

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8. EVALUATION CRITERIA AND THE METHODS

We going to execute Message evaluation techniques and Respondent behavior evaluations techniques to determinate the successful level of our IMC plan.

Evaluation should be executed quarterly and modify quarterly if needed.

Message evolution techniques:

1- Recognition tests after ad has been launched by conducting survey with closed/ Opened - ended questions on respondents shown marketing.

2- Emotional reaction tests anytime during or after ad development also by conducting surveys, as well as using observation methods on customers shopping in the market place, and the kids reactions when they see the product in market place.

3- Attitude and opinion tests anytime during or after ad development, survey with opened – ended question to allow the respondent to express their opinions, feelings and needs.

Respondent behavior evaluations:

1- Changes in sales as sales should be increased after the first quarter.

2- Number of inquiries on advertisements and can be measured by numbers of calls.

3- The increment in number of signed contact through the distribution channels (schools, groceries, gas stations).

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9. REFERENCES

1- “A third of Dubai students are obese: study” Emirates 24/ 7 News, May 05, 2011, viewed 23 Nov 2011.

http://www.emirates247.com/news/emirates/a-third-of-dubai-students-are-obese-study-2011-05-05-1.389286

2- “Childhood obesity“ fattruthblog, June 22, 2009, viewed 23 Nov 2011.

http://fattruthblog.jeeran.com/English/categories/childhood_obesity/

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