Pm Report NEWOOO

8/14/2019 Pm Report NEWOOO

1/28

Project Management Plan

For

Development of marketingcampaign for Heinz ketchup

Prepared by:

Fatima ZehraTahreem Naveed

Shafaq AnwarSaad Maqbool

Moazzam Ali TararShaffia Mansur


2/28

1. Overview:

1.1 Project Purpose, Objectives, and Success Criteria

Purpose:The purpose of a marketing campaign is to launch Heinz ketchup in the market ofPakistan on the basis of an in depth Market Research, as to create awareness amongthe buyers of ketchup about the Heinz brand through mass advertising. This wouldconvince the customers to switch to Heinz by portraying how it is better and differentthan other competing brands of ketchup.The scope of the marketing campaign is limited to the promotion of Heinz ketchup withits focus on creating Heinz image as the worlds thickest ketchup within the constrainedtime and budget.

The campaign would feature developing advertisements (for electronic and print media)and point of purchase displays. Other deliverables would be to induce all the ketchupconsumers to try the product (through free trials and sample distributions) and getcustomers feedback through questionnaire surveys to modify the marketing advertising.The success of the marketing campaign is dependent on the effectiveness of the addeveloped by the advertising agency hired by Heinz, customers, and the brandmanagement team who would be responsible to coordinate their activities. Theaccomplishments of these stakeholders would define the future success of the Heinz inPakistan.

Objectives:

In order for the marketing campaign to be successful the project must achieve thefollowing objectives:

Basic objectives:

On the basis of the feasibility study conducted through questionnaire survey tounderstand the target market in order to develop an effective marketing campaign.

Induce the target market to try the product by conducting hall tests and distributing freesamples.

Ensure Heinz convenient availability to the target market.

Convey Heinz positioning through all elements of marketing communication which

would include television and print ads.

Strategic Objectives:

Create a vivid brand image of Heinz being the worlds thickest ketchup.

Create brand loyal customers through effective mass advertising.

Gain a significant market share that would lead to profitability.

Ensure that customers feedback is taken into consideration.


3/28

Operational Business Need: To create awareness among the target market through promotion in mass media

(electronic & print ads). To generate product trials through hall tests, free sample distributions and street

promotion.

Strategic Business Need:

To create brand loyal customers

To convert ketchup nonusers to users.

Increase sales to the point of break even and then further generate profits.

Satisfaction of these needs would be found out by carrying out a research in the targetmarket through questionnaires, interviews and focus groups to get customers feedback

which would help define the level of success achieved by Heinz. Other methods wouldbe used to find out sales figures and frequency of purchases which will give a clearpicture of market trends to the key stakeholders.

Heinz is at its very initial stage in the product life cycle in Pakistan hence its launchwould be a project that would lead to many other projects in future. If Heinz issuccessful in launching ketchup in Pakistan then it would introduce many of its otherproducts too in this region which are available around the globe today.

Success criteria:

The success of the project depends upon the effectiveness of the activities of all the keystakeholders. The success of the campaign is dependent:

Upon the workings of the hired Integrated Marketing Communication agency asthe development of the integrated marketing campaign had been outsourced tothem. Upon the workings of the hired media buying house because the campaignexecution would be in the hands of the agency.

Upon the customer response to the research surveys.

Upon the customer response to the Heinz sales force efforts of trail generation. Upon the availability of Heinz ketchup to its target market which is the hands ofthe distributors. Healthy relations with retailers would facilitate smooth operations.


4/28

1.2 Project Deliverables

S. no. Deliverables Recipients DeliveryDate

Delivery Method

1 Market segmentationdocument

MR team 3-19-09 Email

2 Heinz business problemidentification document

Campaignmanager

3-20-09 Campaign kickoff meeting

3 Marketing campaignobjectives

Projectteam


4 Marketing campaign budget Campaignmanager


5 Marketing research report Campaignmanager

4-27-09 Project statusreview meeting

6 Customers analysis

document

Campaign

manager

4-27-09 Project status

review meeting7 IMC components role

documentIMCagency


8 IMC objectives & strategy IMCagency


9 Contract with an IMCAgency

Campaignmanager/accountmanager

8-24-09 Meeting with anIMC agency

10 Contract with Media buyinghouse

Campaignmanager/

mediaplanner

9-10-09 Meeting with themedia buying

house

11 Campaign Execution report Campaignmanager

10-22-09

Meeting with theCM

12 Customers feedback report Campaignmanager

11-20-09

Meeting with theCM

13 IMC agency & media buyinghouse expense report

Countryhead

11-27-09

Meeting with thecountry head

14 Campaign team membersperformance report

Countryhead

12-04-09

Meeting with thecountry head

1.3 Assumptions, Dependencies, and Constraints

Assumptions:

There would not be any legal restrictions

Customers would willing participate in the research surveys


5/28

Customer response would not be biased

Sales force would get permission to conduct hall tests in hotels & in malls

No campaign would be launched by the competitor during the course of the

project

Distributors would agree to distributing Heinz ketchup

Retailers would be willing to keep this brand

Economy would revive after recession

Customers would accept the marketing campaign

There would be no unusual customer behaviors which cannot be predicted

Dependencies:

Ongoing political upheavals

Hired IMC agency operations

Hired media buying house operations

Customer response to the research & sales force team efforts

Effectiveness of distribution list of the distributors of Heinz

Relationship with the retailers

Constraints:

Schedule: Marketing Campaign of Heinz is a project having duration of 6 months.

Cost: Marketing Campaign is to be designed within the budget allocated by the Heinzheadquarter.

Staff: The availability of properly trained employees who have the experience in themarketing of ketchup.

Success Drivers:

Quality: The effectiveness of the project deliverable which is an Integrated MarketingCommunication Plan would determine the success of the marketing campaign of Heinz

Staff: A well trained staff with all the required knowledge and expertise would be avaluable asset for the project

Degree of freedom:

Features: The marketing campaign team has the freedom as to which tools of theintegrated marketing communication to use as well as in the selection of research & trialgeneration methods.


6/28

1.4 Definitions and Acronyms

Marketing campaign

The efforts of a company or a third-party marketing company to increase awareness fora particular product or service, or to increase consumer awareness of a businessor organization. A marketing campaign has a limited duration.

Integrated Marketing CommunicationSynergistic approach to achieving the objectives of a marketing campaign, through awell coordinated use of different promotional methods. It is a management concept that

is designed to make all aspects of marketing communication such as advertising, salespromotion, public relations, and direct marketing work together as a unified force, ratherthan permitting each to work in isolation.

Market sharePercentage of total sales volume in a market captured by a brand, product, orfirm.

Brand loyaltyBrand loyalty, in marketing, consists of a consumer's commitment to repurchasethe brand and can be demonstrated by repeated buying of a product or service or otherpositive behaviors such as word of mouth advocacy.

RetailerA business which sellsgoods to the consumer.

DistributorEntity that buys non-competing products orproduct-lines, warehouses them, and resellsthem to retailers or direct to the end users orcustomers.

Distribution listList of names to whom a communication should be sent.

Point of purchase displaysDevice promoting consumer purchases by providing consumer information and productadvice. These devices are normally located at convenient retail locations and are quiteattractive.

Focus group
http://www.businessdictionary.com/definition/objective.htmlhttp://www.businessdictionary.com/definition/marketing-campaign.htmlhttp://www.businessdictionary.com/definition/method.htmlhttp://www.businessdictionary.com/definition/percentage.htmlhttp://www.businessdictionary.com/definition/sales-volume.htmlhttp://www.businessdictionary.com/definition/market.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.investorwords.com/1967/firm.htmlhttp://www.answers.com/topic/brandhttp://www.businessdictionary.com/definition/business.htmlhttp://www.businessdictionary.com/definition/sell.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/entity.htmlhttp://www.businessdictionary.com/definition/buy.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/product-line.htmlhttp://www.businessdictionary.com/definition/warehouse.htmlhttp://www.businessdictionary.com/definition/retailer.htmlhttp://www.businessdictionary.com/definition/end-user.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/objective.htmlhttp://www.businessdictionary.com/definition/marketing-campaign.htmlhttp://www.businessdictionary.com/definition/method.htmlhttp://www.businessdictionary.com/definition/percentage.htmlhttp://www.businessdictionary.com/definition/sales-volume.htmlhttp://www.businessdictionary.com/definition/market.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.investorwords.com/1967/firm.htmlhttp://www.answers.com/topic/brandhttp://www.businessdictionary.com/definition/business.htmlhttp://www.businessdictionary.com/definition/sell.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/entity.htmlhttp://www.businessdictionary.com/definition/buy.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/product-line.htmlhttp://www.businessdictionary.com/definition/warehouse.htmlhttp://www.businessdictionary.com/definition/retailer.htmlhttp://www.businessdictionary.com/definition/end-user.htmlhttp://www.businessdictionary.com/definition/customer.html


7/28

Small number of people (usually between 4 and 15, but typically 8) brought together

with a moderator to focus on a specific product ortopic. Focus groups aim at a

discussion instead of on individual responses to formal questions,

and producequalitative data (preferences and beliefs) that may or may not be

representative of the general population.

1.5 Evolution of the PlanAs the project proceeds changes in the external or internal environment may give rise tothe need to modify the project plan. Regular project meetings involving all the membersof the project team would be held weekly or when any major deliverable is achieved inwhich any required changes or updates would be identified and would suggest waysregarding how it would be done. The following modifications can occur:

Positioning of Heinz can change as a result of research about the target marketsneeds.

Modify the scope of the Marketing Campaign as a result of change in thepositioning of Heinz

Identification of other constraints as the project proceeded

Assumptions might not hold true during the course of the project

An essential member of the project team leaves in the middle of the project

The project management plan would hence evolve as the project proceeds till the time itis completed.

2. Project Organization

2.1 External Interfaces:

The external entities for the marketing campaign of Heinz are the following:

Integrated Marketing Campaign Agency:

Once the planning is done and the campaign designed it is handed over to the IMCagency in the form of a creative brief which includes the objectives and strategy of themarketing campaign. It serves as a written agreement between the Account Plannerand the marketing campaign team. The first point of contact between the two parties isa briefing session which is an interactive session which together helps them define adirection to the campaign. Follow up meetings are then held on and off with the AccountManager and Account Planner from the Agency to keep track of the campaignexecution. This would also provide a platform to the campaign team to suggest anyrequired changed or updates to the campaign.
http://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/topic.htmlhttp://www.businessdictionary.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/response.htmlhttp://www.businessdictionary.com/definition/produce.htmlhttp://www.businessdictionary.com/definition/qualitative-data.htmlhttp://www.businessdictionary.com/definition/beliefs.htmlhttp://www.businessdictionary.com/definition/representative.htmlhttp://www.businessdictionary.com/definition/population.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/topic.htmlhttp://www.businessdictionary.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/response.htmlhttp://www.businessdictionary.com/definition/produce.htmlhttp://www.businessdictionary.com/definition/qualitative-data.htmlhttp://www.businessdictionary.com/definition/beliefs.htmlhttp://www.businessdictionary.com/definition/representative.htmlhttp://www.businessdictionary.com/definition/population.html


8/28

Value Chain:

All the participants of the value chain add value to Heinz ketchup. The success of theMarketing Campaign depends indirectly on the role played by the distributors and

retailers as the goal of Marketing Campaign is to create awareness among the targetmarket which would eventually compel them to purchase Heinz Ketchup. But if it is noteasily available and reachable to the target market due to the inefficiency of thedistributors and retailers then the purpose of the Marketing Campaign would not havebeen achieved.

Communication with the target market is through the elements of the integratedmarketing campaign that we aim to develop. This includes promoting a Heinz imagethrough mass advertising, direct selling, sales promotion, personal selling and publicrelations. It is essential to build and maintain healthy relationships with the distributorsand retailers in order to ensure that Heinz reaches the target market effectively. Since

Point of purchase displays are important part of Heinz marketing campaign, it must beused extensively. Only a good relation with retailers would allow Heinz to do so asretailers have the authority of giving permission for it. Such a relation can be establishedby offering the retailers and distributors some reasonable profit margins and incentivesthat would keep them motivated.

Departments within the company:

The marketing campaign is planned out by the marketing department but itseffectiveness is determined by its coordination with all the other departments too. Thebudget will be approved by the Finance department needed for the execution of the

plan. If there are any changes in the budget requirements, they are communicated tothe Finance department through a revised project proposal which would be presented tothe Finance Manager in the review meeting.

Developing a marketing campaign for Heinz is a tedious job that requires expertise thatis required to be externally hired for the project. An integrated Marketing CampaignAgency would be hired by the Human Resource Department.

Senior management at Heinz headquarter would be provided with regular updatesregarding the Campaign proceedings. Once it is made, the final plan would be approvedby them at the end which would bring the project to its execution phase in the projectlifecycle.

Media Buying House:

Once the marketing campaign of Heinz is developed by the IMC agency, the domain ofmass advertising is handed over to a Media Buying House who is hired for the buyingand placement of advertisements with the media channels.


9/28

2.2 Internal Structure

Since developing a marketing campaign is purely the domain of the marketing & salesdepartment, hence we adopt a functional organization structure in which one

department plays a dominant role. The Marketing Campaign team would comprise ofthe Campaign Manager and other members from the Marketing & Sales Department.Coordination with the other departments would occur through the communicationchannels already established.

Media buying house

IMC Agency

Account

Account

CreativeMarketing

Marketing &

Finance

Human

Country

Heinz Headquarter

Manufacturing

ExternalInternal

IMC Agency

Account

Account

IMC Agency

Account

Account

IMC Agency

Account

Account

IMC Agency

Account

Account

IMC Agency

Account

IMC Agency

Account


10/28

Campaign Manager

Financial Analyst

Sales Manager MR Head

Brand Manager

Sales force team-12 salespersons

MR team-12 field researchers

Media buying house

Creative Department

Account Planne

IMC Agency

Account Manager

Media buyer

Media planner

Copywriter

Designer

Visualize


11/28

2.3 Roles and Responsibilities

Campaign Manager:

Responsible for team coordination and managing the development of the IMC, ensures

alignment with Heinz global strategy; removes roadblocks during the execution of themarketing campaign. Owner of the IMC process and author of the final IMC document.

Marketing research team:

The team comprises of 12 members and is headed by the MR Manager. The team isresponsible for carrying out an analysis at a macro and micro level for competitors,environment and target market. In charge of developing a market research report whichwould give an insight into Heinz market.

Financial Analyst:Responsible for developing the campaign budget, management reserves and handlingall the cash release process, payments and preparation of the financial report during theclosure phase of the project.

Sales force team:

The team comprises of 12 members and is headed by the sales manager. The teamrepresents sales priorities and objectives; provides input into the campaigndevelopment process; also communicates Heinz marketing campaign status to the restof the project team.

Brand manager:

Responsible for developing Heinz business problem and analyzing the customersrelationship with the Heinz brand.

HR consultant:

Ensures that the campaign team had the personnel with required skill set available

when the need arises.

Country manager:

Responsible for providing an interface between the campaign manager and Heinzheadquarter.


12/28

Heinz Headquarter:

Responsible for approving and prioritizing the campaign plans and resolving escalatedissues that impact the successful execution of the campaign

IMC agency:Account Manager:Responsible for keeping contact with the Campaign Manager and keeps a check on thecampaign execution so that it is according to the given requirements.

Account Planner:Keeps a check on the creative department and ensures that market research that hasbeen conducted is used in the campaign development. Devises a strategy for theimplementation of the core plan given to him.

Visualizer:Decides where and how the visuals should be placed along with the text.

Designer:Designs the layout of the advertisement.

Copywriter:Writes the text for the advertisement.

Media buying house:

Responsible for developing a media planning & media buying plan by designing themarketing media strategies and tactics.

3. Managerial Process Plans

3.1 Start-Up Plans

3.1.1 Estimation Plan:

Heinz has used the bottom up technique for cost estimation for the marketingCertain assumptions have been taken during the estimation process which includes thefollowing:

Some activities will not incur any monetary cost as only time and effort would berequired to accomplish them.

Project will be completed under normal circumstances; no external event isexpected to occur that will have a major impact on the estimation.


13/28

The estimation process would be headed by the financial analyst who would ensure theaccuracy of the estimates. He would also make sure that all the key stakeholderscontribute to the process. These stakeholders include the following:

Campaign manager

Brand manager Research team

Sales force team

IMC agency

Media buying house

Confidence level of estimation for each of the activity in the WBS would be determinedwhich would reflect the probability of its deviation from the estimations established. Ahigh confidence level for an activity would mean that the estimations are thought to beaccurate and are not expected to change. A low confidence level on the other handwould represent that estimation for the respective activity would change over the course

of the project due to the nature of the activity. The confidence level for the costestimations for the IMC agency and Media Buying House is low since the activitiesassociated are outsourced they are not in control of Heinz. It would be hard to keeptrack of the cash outflows hence the cost estimations are bound to change resulting in alow confidence level.Confidence level for the activities that are comparatively in greater control of Heinz ishigh. This includes all MR activities. Budget estimations are thought to be accurate asthe MR team is trained enough to complete their activities in the assigned budget.

These estimations would be revised in regular review meetings conducted by theproject manager. These meetings would be held after the accomplishment of every

milestone and before starting off with the next one. The budgeted and actual would becompared and changes would accordingly be made to the estimations of the rest of theproject to reflect any deviations that occurred in the plan.

Contingency buffers have been established to cater to any unexpected costrequirements during the course of the project. Management reserves have been setaside for this purpose as part of the contingency plan.

3.1.2 Staffing Plan:

The following is the list of roles required to develop the marketing campaign for Heinz:

Campaign manager

Brand manager

Financial analyst

Research team (12 field researchers) Sales force team ( 12 Heinz salesperson)

IMC agency

Account manager


14/28

Account planner

Creative department

Designer

Visualizer

Copy writer

Media buying house Media planner Media buyer

Internal sources of project team members from the marketing department of Heinz:

Campaign manager

Brand manager

Research team (12 field researchers)

Sales force team ( 12 Heinz salesperson)

Internal sources of project team from the finance & accounting department of Heinz:

Financial analyst

External sources of project team from the finance & accounting department of Heinz:1. IMC agency

Account manager

Account planner

Creative department

Designer

Visualizer

Copy writer

2. Media buying house Media planner

Media buyer

3.1.3 Staff Training Plan

The campaign manager who is the head of the marketing department of Heinz Pakistanwould have the necessary skills required to conduct the marketing campaign project. Itwould be his responsibility to ensure that the project team members have the right skillsset required to achieve their designated responsibilities.

Since the research and sales force team would be responsible to gather response fromthe market, hence they would be the focus of Heinz training program for the marketingcampaign.

Training needs:Sales force would be trained on the following grounds:

Communication skills ( speaking in the language of the target market)


15/28

Selling models ( AIDA, information processing model, hierarchy of effects model)

Emotional intelligence ( instantly acknowledge the customer emotions to increasethe chances of closing the sale)

Research team would be trained on the following grounds:

Target market ( approach the right segment in the market)

Research methods ( primary & secondary)

Effective use of marketing intelligence tools ( analyze competitors reports & useof spying techniques)

Customer response models ( FCB model, elaboration likelihood model,alternative response hierarchy model)

Casual relationship techniques

Training methods employed:

Workshops conducted by selling & research consultants

Online lectures given by the sales & research experts from the Heinzheadquarters.

Hiring a sales & research expert who would serve as a mentor to the teams.

3.1.4 Resource Acquisition Plan

The major resource required for our campaign is the human capital.See section 3.1.2 for details.

3.1.5 Project Commitments

S. no. Commitment Made By Made To Due Date

1 Brand businessproblem

Brandmanager

Campaignmanager

3-20-09

2 Marketing campaignbudget

Financialanalyst

Campaignmanager

3-27-09

3 Marketing researchreport

MR head Campaignmanager

4-27-09


16/28

4 Creative brief Campaignmanager

IMC agency-Accountmanager

4-27-09

5 Development of TV

ads & billboards

IMC agency-

Accountmanager

Campaign

manager

8-5-09

6 Reserve time & spacefor ads

Mediabuyinghouse

Campaignmanager

9-10-09

7 Generation of trials Salesmanager

Campaignmanager

10-22-09

8 Financial report Financialanalyst Campaignmanager 11-23-09

9 Sales report Salesmanager

Campaignmanager

11-23-09

10 Marketing campaignreport

Campaignmanager

Country head 11-25-09

11 Customer, competitor& environment riskprofile

MR head Campaignmanager

11-26-09

12 Cost risk profile Financialanalyst

Campaignmanager

11-28-09

13 Human capital riskprofile

HR manager Campaignmanager

11-29-09

14 Risk profile IMC agency-Accountplanner

Campaignmanager

11-30-09


17/28

15 Risk profile Mediabuyinghouse

Campaignmanager

12-1-09

16 Risk management

plan

Campaign

manager

Country head 12-5-09

3.2 Work Plan

WBS

Marketing Campaign of Heinz Ketchup "$1,285,000.00"

Identify the target audience $0.00Segment the market on the basis of ketchup benefits $0.00Identify Heinz business problem $0.00Define the purpose of the marketing campaign $0.00Define marketing campaign objectives $0.00Set Basic objectives $0.00Set Strategic objectives $0.00Allign objectives with Heinz global marketing strategy $0.00Set the total marketing campaign budget $0.00Use affordfable pricing method $0.00Carry out marketing research to define IMC objectives" $100,000.00"

Carry out environmental analysis "$10,000.00"Conduct Secondary research "$10,000.00"Study Heinz company record "$5,000.00"Gather data from the internet "$5,000.00"Carry out competitor analysis "$50,000.00"Conduct secondary research "$5,000.00"Analyse competitors financial statements "$5,000.00"Conduct primary research "$45,000.00"Gather reports from research agencies "$15,000.00"Conduct market surveys "$15,000.00"Use marketing intelligence "$15,000.00"

Carry out customer analysis "$40,000.00"Study trade channels "$10,000.00"Carry out interviews with distributors "$5,000.00"Study directories "$5,000.00"Study consumers "$30,000.00"Conduct secondary research "$5,000.00"Study customer survey in advertising magazines "$5,000.00"Conduct primary research "$25,000.00"


18/28

Carry out questionnaire surveys "$7,500.00"Conduct focus groups "$10,000.00"Conduct street interviews "$7,500.00"Study the customers relationships with Heinz brand $0.00Use Response Hierarchy Model to gauge product involvement $0.00

Gauge customers purchase involvement using the consumer buying behaviour model$0.00Derive the role of IMC components (derive the role of promotional tools) $0.00Advertising $0.00Use print ads$0.00Use electronic ads $0.00Display media $0.00Use Billboards $0.00Generate trials $0.00Conduct hall tests $0.00Distribute free samples of Heinz $0.00

Derive IMC objectives & strategy $0.00Define proportion of each IMC component $0.00Allocate budget to each component $0.00Define how each component would achieve its role $0.00Develop the creative brief $0.00Hire an IMC Agency"$720,000.00"Present the creative breif to the agency in a briefing session $0.00Objectives set by the IMC agency$0.00Message Development by the agency "$30,000.00"Develop the message content "$10,000.00"Decide message format "$10,000.00"Develop message structure "$10,000.00"Chose media for each IMC component "$135,000.00"Use newspapers and magazines "$50,000.00"Use radio and television "$10,000.00""Use billboards, posters and signs" "$50,000.00"Use Heinz official website "$5,000.00""Arrange shows, seminars and ehibitions" "$20,000.00"Select the message source "$155,000.00"Contact the chosen celebrity source "$5,000.00"Make contract with celebrity "$150,000.00"Production of ad "$400,000.00"Ensure production requirements fulfilled "$400,000.00"Contact a Media buying house "$405,000.00"Contact media channels "$5,000.00"Planning & Buying "$100,000.00"Reserve time & space "$300,000.00"Campaign Execution "$35,000.00"Ads goes on air $0.00Billboards installed $0.00


19/28

Generate Trials "$35,000.00"Distribute free Heinz saches "$20,000.00"Conduct hall tests in shopping malls "$15,000.00"Gather feedback from customers "$25,000.00"Analyse Consumer behaviour "$10,000.00"

Conduct Satisfaction surveys "$10,000.00"Gather sales patterns "$5,000.00"Make payment to the IMC Agency & Media Buying House $0.00Collect payment reciept to be kept in company's record $0.00Release the campaign team members $0.00Adjust the team members in positions in the marketing & sales department$0.00

3.3Control Plan

The campaign manager would be responsible for controlling the marketing campaign.For this status meetings would be held by the CM after achievement of each milestone.Also meetings would be held if a special event (deliverables took more time or cost thanallocated) occurs that would require a change in the campaign plan. Attendance wouldbe mandatory by all the project team members whether internal or external. Thepurpose of the meetings would be to keep a check on the project by analyzingdeviances from the project baseline and taking corrective measures accordingly.

3.3.1 Data Control Plan:

Following is the list of documents to be prepared over the course of the campaign: Business problem documented by the brand manager. Marketing campaign objectives documented by the campaign manager.

IMC objectives & strategy developed by the CM.

Creative brief developed by the CM.

IMC agency objectives defined by the account manager. Marketing research reports compiled by the research team.

Sales report compiled by the sales team.

Also approved changes in the campaign plan would be properly documented accordingto the agreed format and communicated through project status meetings.The agreement made with the IMC agency & media buying house would contain aclause that would ensure complete secrecy of all the documents prepared or handedover to them. Research report compiled by the research team would be copy write toprotect it from imitation. Same would be the case with internal project team members.Severe penalties would be given if any member of the campaign team would disclosecampaign information outside the company.


20/28

All the documents prepared would be submitted to the campaign manager in therespective project status meetings. The same process would be followed for distributingthe required documents to the other team members.

3.3.2 Requirements Control PlanThe campaign manager would be responsible to tackle with any changes that wouldcome along the course of the project.Prospective changes:The human resource required for a campaign would increase if the research scope isamplified in order to complete the campaign on time. The campaign manager wouldhave to confer with with the HR consultant to hire more research team members. TheMR Head would have to report campaign manager that more people are required andthus he would then hire them.The objectives of the IMC campaign would change if a competitor launches hiscampaign during the development of Heinz campaign. Likewise if there is a major shift

in customer preferences then it would also lead to a change in the IMC objectives.Campaign manager would have to report this change to the IMC agency to make therequired modifications.The campaign manager would have to update the campaign plan as change isapproved. Likewise the campaign budget & schedule plan would also be updated.

3.3.3 Schedule Control Plan

It would be the campaign manager responsibility to control the campaign schedule.Status meetings held after the accomplishment of each deliverable would be used forthis purpose.

The start and finish time of each activity which could be compared with the actualduration of each activity. The schedule would be modified when there would bedeviation in the actual and planned duration of the activity. This change in scheduleswould be then communicated to other team members in the review meetings.A time buffer would be allocated to activities with minimum slack or critical activities.

3.3.4 Budget Control Plan

The financial analyst who would be responsible for all the financial and accountingissues of the campaign would have to make sure that each activity is completed withinthe budget allocated to them. The team member responsible for each activity would

report to the financial analyst as soon as he feels that more budgets are required tocomplete the activity successfully.Any overruns in budget allocation of activity would be communicated to the campaignmanager by the financial analyst.A management reserve would be maintained to accommodate budget overruns toensure the campaign operations are run smoothly. It would be the responsibility of thecampaign manger to decide when to use the reserve to meet budget requirements.


21/28

3.3.5 Communication, Tracking, and Reporting Plan

S.No

Type ofcommunication

Communicationschedule

Typicalcommunication

mechanism

Whoinitiates

Recipient

1 Requirementchanges

When changesare to beimplemented

Campaignstatus reviewmeetings

Campaignmanager

Teammembers

2 Budget orschedulechanges

Cost or timeoverruns

Campaignstatus reviewmeetings

Financialanalyst

Teammembersinvolved inactivity

3 Marketingresearch report

After thecompletion of

MR

Campaignstatus review

meetings

MR head Teammembers

4 Financial report After payment tothe IMC agency& media buyinghouse

Email Financialanalyst

Campaignmanager

5 Sales report After campaignexecution

Email Salesmanager

Campaignmanager

6 Project team

membersperformancereports

After project

completion

Face to face Campaign

manager

Country

head

7 IMC agency &Media buyinghouseperformancereports

After projectcompletion

Face to face Campaignmanager

Countryhead

8 Risk

managementplan

At the start of

the campaign

Meeting Campaign

manager

Team

members


22/28

3.3.6 Metrics Collection Plan

Research quality:The MR Head would be responsible for analyzing the quality of various researchmethods used.The questions to be asked in focus groups, interviews and questionnaires would be

pretested through piloting technique to check whether the response from thequestionnaires can be analyzed.Sales quality: sales manager would be responsible.Sales quality would be analyzed to check

Whether there is target market traffic in locations of hall tests

Whether the incentives offered are according to target market preferencesIMC campaign quality:

Media selection quality:

3.4 Risk Management Plan To increase the chances of successful completion of the marketingcampaign, a risk management plan is incorporated in the marketingcampaign plan.Several procedures would be followed to identify potential risks to thecampaign:

Campaign manager held meeting with all the project members to holdbrainstorming sessions for the purpose of risk identification.

A SWOT analysis carried out by the research & sales team.

IMC agency & media buying house were asked to carry out their risksassessment to be submitted along with their proposal.

Risks profiles would be submitted to campaign manager by:

Research team-risks associated with customers, competitors &environment.

Sales force team-risks associated with customers response to trials

HR consultant-risks associated with HR capital

Financial analyst-risks associated with budget

IMC agency

Media buying house

The risk assessment would be performed by developing a Risk assessmentform which would help to categorize risks according to their impact &probability of occurrence so as to develop appropriate response strategiesfor all the risks identified.


23/28

Risk response matrix would be used to develop risk response strategies andcontingency plans for the risks identified.Risk management plan would be updated to accommodate approved changerequests by the campaign manager. Changes would be brought up andanalyzed in the project status review committee.

Appendix A contains a risk management plan.

3.5 Issue Resolution Plan:

Potential issues that could arise during the course of the campaign:

Issues Decision makersIncrease/limit the campaign budget Financial analyst after consulting the

country manager

Lay off/hire team members Campaign manager after consulting theHR department

Increase/limit the scope of research MR head after consulting the campaignmanager

Locations for conducting hall tests &distributing samples

Sales manager after consulting the MRhead

Increase/limit the training of research &sales force team

Campaign manager after consulting theassigned mentors

Increase/limit the independency of thecreative team of the IMC agency

Account manager after consulting thecampaign manager

Increase/limit media penetration Media planner after consulting thecampaign manager

3.6 Project Close-Out Plan

Preparation of several reports would mark the closing of the campaign:Financial analyst would be responsible for compiling the complete financial report (allthe costs incurred by the campaign along with cost baseline).


24/28

MR Head would be responsible for compiling all the research findings whether primaryor secondary so they can be used in future similar projects.Sales manager would be responsible for compiling sales data from all over the countryinto a sale report.Campaign manager would be responsible for filing a comprehensive report to the

country manager of Heinz covering the following areas: Financial report

Sales report

MR report

Project team members performance reports

IMC agency & Media buying house performance reports

After the execution of the campaign, payments would be made to the IMC agency &Media buying house by the financial analyst. This would automatically lead to thecompletion of the contract with the IMC agency & media buying house thereby releasingthe agency & media house of their duties to the Heinz marketing campaign team.

Campaign manager would then oversee the reassignment of the internal project teammembers.

Technical Process Plans

4.1 Process Model

The development & execution part of the marketing campaign project would beoutsourced to the IMC agency and Media buying house respectively.

Project status meeting would be held after the accomplishment of each deliverable.In the planning and closure phase the meetings would be attended by all the internalteam members.During the development phase campaign manager would hold meetings with theaccount manager and account planner. And during the execution phase campaignmanager would hold meetings with the media buying house.

4.2 Methods, Tools, and Techniques

Research methods used by the MR team:

1. Primary research: Questionnaire survey

Focus groups

Interviews2. Secondary research

Customer surveys in advertising magazines Reports from research agencies

3. Marketing intelligence


25/28


26/28

Account manager would keep the campaign manager updated about the campaigndevelopment status. He would also communicate any changes in the Heinz campaignrequirements to the account planner.

Account plannerwould have to ensure that the creative team develops the campaignaccording to the Heinz requirements. He would make sure that the creative team usesthe marketing research done by the Heinz MR team in the message development.

MR Head would have to ensure that the media buying house: Place the ads on media channels to which the target market is exposed.

Put up the billboards in areas with maximum target market traffic.

Testing:The campaign would be tested before its execution. The final components of thecampaign would be:

TV & radio ads Billboard designs

Point of purchase displays designsAll these components would be tested to gauge whether the customer perceived themessage as intended by Heinz. This would be done by:

Organizing focus groups. Participant would be chosen from the target market.

Using projective techniques.

4.5 Documentation Plan

Document Template

or

standard

Created by Reviewed

by

Target

date

Distribution

Target market

segmentation

document

As

specified

by

campaign

manager

Brand

manager

Campaign

manager

Team

members

Business problem

document

As

specified

by

campaign

manager

Brand

manager

Campaign

manager

Team

members


27/28

IMC objectives &

strategy

___ Campaign

manager

Country

Head

IMC agency

Creative brief ___ Campaign

manager

Brand

manager

Account

manager

Risk management

plan

___ Campaign

manager

___ Team

members

MR report As

specified

by

campaign

manager

MR Head ___ Campaign

manager

Sales report As

specifiedby

campaign

manager

Sales

manager

___ Campaign

manager

Financial report As

specified

by

campaign

manager

Financial

analyst

___ Campaign

manager

Team members

performance

report

As

specified

by country

head

Campaign

manager

___ Country

Head

IMC agency &

media buying

house

performance

report

As

specified

by country

head

Campaign

manager

___ Country

Head

4.6 Process Improvement Plan

There are two main process performed by the internal Heinz campaign team.


28/28

1. Market research performed by the MR team2. Trials generation by the Heinz sales force teamSee section 3.1.3 for details.

References Sir Saqib Bhatti, marketing professor in FAST NU Islamabad.

Principles of marketing, by Philip Kotler, chapter & edition

Designing an advertising campaign

www.heinz.com

www.heinz.com/our-food/products/ketchup

www.ketchupcreativity.com

www.entrepreneur.com/encyclopedia/checklists/article81950.html - 34k

www.businessdictionary.com

www.answers.com
http://www.heinz.com/http://www.heinz.com/http://www.heinz.com/http://www.heinz.com/http://www.heinz.com/our-food/products/ketchuphttp://www.heinz.com/our-food/products/ketchuphttp://www.heinz.com/our-food/products/ketchuphttp://www.heinz.com/our-food/products/ketchuphttp://www.heinz.com/our-food/products/ketchuphttp://www.heinz.com/our-food/products/ketchuphttp://www.heinz.com/our-food/products/ketchuphttp://www.ketchupcreativity.com/http://www.ketchupcreativity.com/http://www.ketchupcreativity.com/http://www.ketchupcreativity.com/http://www.entrepreneur.com/encyclopedia/checklists/article81950.html%20-%2034http://www.businessdictionary.com/http://www.answers.com/http://www.heinz.com/http://www.heinz.com/our-food/products/ketchuphttp://www.ketchupcreativity.com/http://www.entrepreneur.com/encyclopedia/checklists/article81950.html%20-%2034http://www.businessdictionary.com/http://www.answers.com/

Date post:	30-May-2018
Category:	Documents
Upload:	ahmedhassankanju
View:	215 times
Download:	0 times

Pm Report NEWOOO

Documents