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Wa itrose

Wa itrose. Communication Audit. 21 / 5 / 2013 Lily , Irina, Joe and Jack. Nottingham Trent University . Age nda. Introduction Purpose Values Situation Analysis Objectives + Strategies Storyboards Budget Implementation and Evaluation Conclusion. 4.9% market share. 2013.

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Wa itrose

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  1. Waitrose CommunicationAudit 21/5/2013 Lily,Irina,Joe and Jack NottinghamTrent University

  2. Agenda • Introduction • Purpose • Values • Situation Analysis • Objectives + Strategies • Storyboards • Budget • Implementation and Evaluation • Conclusion

  3. 4.9% marketshare 2013

  4. Because we would like to.. • Recommend an integrated marketing communications campaign • TO • Bring you a fresh, young and creative perspective and because we are here to learn from you!

  5. Values “Waitroseaimstocombinetheconvenienceofasupermarketwiththeexpertiseandserviceofaspecialistshop.WealsoofferyouaPriceCommitmenttoensureyoualwaysgetgoodvalueformoneywhenshoppingatWaitrose.” • Quality • Honestpricing • Customerservice • Ethicalresponsibility • Corporate social responsible • Care for their customers and their wellbeing

  6. Situationalanalysis–keyfindings • SWOT&TOWS

  7. ThenumberofUKpopulationin2006,2010and2016 Source:Mintel(2011)

  8. So…

  9. Objective 1: Change the price perception Target 1: Youngprofessionalsandstudents IMCtools:TVcampaign(“LifeisaJourney”), YouTube, social media Strategy 1: LOVE life andEssential ranges

  10. Nottingham London Location

  11. Storyboard:EnjoyThe Journey’ Ad Campaign Overwhelmed student in new empty accommodation, leaves house and returns, placing her Waitrose hoard on the work surface with gratification. Stressed young professional returns home from work opening the fridge in order to prepare a comforting meal, started by grating the cheese. ‘Empty Nest Mother’ puts phone down from reassuring conversation and begins pealing potatoes for the evening meal. Grandmother puts phone down and returns to the garden before browning beef minced meat. (All shown in short snippets in order to attract attention and develop mystery) Finally the four mysterious characters each sit down at individual tables revealing their individual servings of the same steaming shepherd’s pie. The camera focuses out from each meal to show the same satisfying sigh and smile of relief from each of the family members. Along with the message “Enjoy the journey” followed by the Waitrose logo. *Opportunity to re-launch a family centered Christmas campaign revisiting the relatable characters around the traditional Christmas dinner courtesy of Waitrose.

  12. “5 Factors” Campaign • Series of videos presenting 5 meals for £5 in 5 minutes • Matches objectives with the message that Waitrose is and affordable option for young professionals and students

  13. Objective 2: Increasingthe brandawarenessforlapsedcustomers Target 2:Lapsedcustomersandfamilies • IMCtools: • Directmail • TVcampaign(“HestonIn”) • Socialmedia (competition) Strategy 2 : The reason to come back to Waitrose? Healthy lifestyle for you and your children !

  14. Storyboard:Heston’sFeast The camera cuts to the children’s amused reactions and responses. The ad opens to Heston leading a cookery class in a school in a jovial manner accompanied by appropriate uplifting music Whilst Heston’s voiceover goes on to describe the competition the following shot will be displayed alongside social media and competition information The audience is then presented with Heston talking to camera about the importance of our children's health etc.

  15. Budget Waitrose's success is topped by the recent Easter campaign from this year, when you won out of all the supermarkets, in terms of the budget for advertising, by upping the spend by 142%  13.9% increase in sales Concluding that there is enough accessible budget for implementing and evaluating our strategies.

  16. ImplementationandEvaluation 50 2~3

  17. Conclusion • Objective 1  W in O • Objective 2 T in O • Review of recommendations : • Take into consideration the students and young professionals category  combined they represent a significant segment. • Change their price perception and increase awareness by targeting them with LOVE life, Essential  justifying the ranges match with their income and lifestyle. • Reduce the number of lapsed customers to half and increase their awareness by 50% • Promote a healthy lifestyle among families and in primary schools • IMC tools to use: • -> Objective 1 : TV campaign : “Enjoy your Journey + YouTube : “5 Factor” + social media • -> Objective 2: TV campaign: “Heston`s Health Kick” + direct mail + social media

  18. Thank you! Happy to answer your questions!

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