Professional Documents
Culture Documents
Please note that a number of assumptions have been made in response to this brief and as such this presentation is based on these.
The HEALTHY FOOD market is predominantly associated with females because of the way products are positioned and the celebrities used to endorse products
GREGGS
738,000 73,000
SUBWAY
Pret a manger
Strength: Strong brand awareness,value Weakness: Perception of high fat content products, sales down Opportunity: Target new markets and new channels of distribution Threat: New entrants and product substitutions
Opportunity: Introduction of Drive-thru format Threat: Localisation of competitors, British farmed produce
79,420 51,066
1,665,532
66,660
2. Build trust and reputation with new and existing Measurable through social media monitoring, customers qualitative research, loyalty scheme, store footfall and sales revenue 3. Broaden appeal of Greggs brand to increase market share
Measurable through share value, sales revenue (like-for-like), sales volume, competitor performance
Stakeholder
Employees
Message themes
Purpose of new product range Highlight background and research Detail launch and campaign objectives Their role as brand advocates to help sell product and build consumer loyalty Regular and timely feedback of results Purpose of new product range quality, health benefits, USPs Key stats about healthy eating, honest, British, down to earth Stamp of approval from recognised industry bodies Clear personality of brand built through celebrity association
Consumer
Keep Satisfied
Shareholders Industry bodies
Manage Closely
Employers Consumers Media
Shareholders/Investors
Purpose of new product range sales, market share, brand awareness, innovation, moving forward to meet changes in consumer demand, corporate social responsibility (CSR) Highlight background and research Regular and timely feedback of results and performance messages
Promote expertise and research findings with press and marketing sector Leader in market Innovation, moving forward to meet changes in consumer demand
Monitor
Competitors Pressure Groups Government
Keep Informed
Creditors Suppliers Partners Investors
1. 2. 3.
Build PR from within by engaging employees throughout the campaign by implementing an internal PR plan Build strong media relationships consisting of an overarching national solution, supported by regional media Engage target audience at key touch points in their day by creating a fully integrated campaign aligned to adjacent marketing activities to encourage repeat purchases from new and existing consumers
1.
Build your PR from within by engaging employees throughout the campaign by implementing an internal PR plan
TACTICS
1. Launch an internal PR campaign engaging staff before , during and after the launch create two flow of communication rather than a top-down approach reinforcing key messages of campaign 2. Allow employees to be a part of the journey by building a team of PR champions, who actively seek new opportunities and give feedback to help shape future communications 3. Conduct a selection of back to the floor retail visits with James Corden to increase motivation and morale 4. Invite employees to a potential product launch 5. Use employees to push messages out both offline and online - give them a preview of ads and messages; provide them with the social media tools to share and create unique content that they can distribute on their own
2. Build strong media relationships consisting of an overarching national solution, supported by regional media
TACTICS
1. Build strong media contacts on both national and regional levels utilising online channels. Be creative in the approach to distributing news 2. Offer non-competing exclusive news to key media across TV, radio, online and press before mass distribution 3. Be different and create a national day or unique event turn campaigns viral and let consumers do the talking
3. Hold a launch event inviting key media journalists and influencers in the sector. Involving them from the
start will enable them to feel part of the journey whilst helping you to sell in follow up articles 4. Create photo opportunities across the UK involving James Corden to generate interest regionally 5. Know your market - keep an eye on the competition & adapt PR plan accordingly 7. Be ready for a crisis, look at potential scenarios and build a reactive plan whats the worst that could happen?
3. Engage target audience at key touch points in their day by aligning PR as part of a fully integrated campaign to encourage repeat purchases from new and existing consumers
TACTICS
1. 2. 3. 4. 5. 6. 7. Work closely with other colleagues to align a proactive PR plan which supports other marketing activities at precise times Create Tweet Sheets formulating fun and creative social media communications making sure you say the right things at the right time, involve customers Drive traffic to social media pages or a microsite where you can promote messages more firmly and capture insight Sponsor local events and use sales promotion teams Involve customers in new product development - tell us what food you want to see at Greggs Create point of sale and discount incentives which drive consumers repeat purchases Gain insight from the target market and follow them through usage and rebuy thought processes
One shop was closed every hour last year on Britain's troubled High Streets as the shutters came down on 7,300 stores - Daily Mail article, February 2013 In the UK Mums the word for men who diet - www.dietsinreview.com Disposable income figures - Asda Income Tracker Sep 2013 your.asda.com/press-centre/asda-income-tracker-september-2013