Keelings Integrated Marketing Communications Plan

Keelings Integrated Marketing Communications Plan

Project description
Assignment specification:

Devise and create an Integrated Marketing Communications Campaign
Assignment:

Your team is required to develop an Integrated Marketing Communications campaign combining traditional and non-traditional promotional methods with special focus on digital media for the Keelings brand. The main objective of this campaign is to drive online consumer engagement leading to in-store purchase, while supporting the Keelings brand proposition ‘Love to Grow’

 

Task One – Market Research:

o Identification of a key consumer insight that will drive product purchase and repeat purchase as obtained through primary and / or secondary research.

20 marks

Task Two

o Formulation of an offline and online strategy to engage the target audience in a meaningful way while communicating the single minded selling proposition of Keelings

60 marks

Task Three

o Your team is required to present the IMC strategy to a panel of marketing lecturers clearly detailing the contents of your proposal, providing rationale and clarity to the information presented.
20 marks
?(100 marks)

(Where appropriate use drawings, sketches, charts, photographs, diagrams, videos etc. Be creative!!)

 

 

Background:

Keelings is a family business based in St. Margaret’s in North County Dublin

• The company is a grower of a range of fruit and vegetable products while also importing fruit and vegetables from hand selected suppliers

• Keelings was historically an own label supplier to multiples nationally and ventured into the branded space is 2009

• The Keelings brand is now well known and well liked by Irish consumers as a result of good brand investment in recent years.

• Fruit and vegetables deliver a consumer benefit in the form of the provision of the required ‘five a day’.

• Keelings grow Strawberries, Blackberries, Blueberries, Raspberries, Apples, Peppers, Lettuce and Aubergines – the product is sold to consumers in clear punnets and in 2013 Keelings launched fruit snack pots which are designed as single serve units

• Eating fruit and vegetables every day is vital for good health. There is lots of scientific evidence showing that higher consumption of fruit and vegetables is linked to lower rates of cancer, heart disease, stroke and other serious illnesses.

WHY 5 A DAY?
Eating fruit and vegetables every day is vital for good health. It increases your intake of nutrients allowing your body to function at its best. What’s more, studies show that they help protect against numerous conditions and diseases like heart disease, stroke, high blood pressure, some cancers and problems with digestion.
Target Audience

Mums with kids (30-45 years)
Needs, attitudes & priorities:

• Full & busy lives
• Mobile centric (always out & about)
• Knowledgeable about dietary needs
Insight :

My family is important to me and fruit and vegetables are natural products which positively effect their nutritional requirements

Single Minded Selling Proposition:

Love to Grow!
Competitors:
Own label and other snacking products

Tone of voice:

Honest, Engaging, Community

2013 Activities

January ?In-store promotion using the theme “Januberry’ offering consumer a free recipe diary when they purchased two punnets
May/June?Tie in with Bloom, offering €5 off entry in addition to instant win free admission tickets. This was supported through sponsorship of a garden at Bloom
October?In-store promotion offering €5 off at easons.com (with every purchase over €50) in addition to instant win education fund valued at €3,000

Tactical online activity has also taken place on Facebook

Business Objective:

The business objective for Keelings in 2014 is to grow branded product sales by 20%. The market is still underdeveloped with room for expansion in penetration and consumption, healthy trends, Irish Family and locally grown when in season, lots of distribution opportunities.

Objectives 2014

Primary

• To engage our audience in a meaningful way while communicating the single minded selling proposition
• Build social media engagement (this is not about ‘likes’, it’s about dialogue)
• Create mass awareness and talkability around Keelings
• Stimulate sales across the Keelings range
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