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Unit 9 P5 M3 - P5 – Design a promotional campaign for a given product/service to meet the needs of a given campaign/creative brief M3 – Provide a rationale for a promotional campaign£3.49
Unit 9 P5 M3 - P5 – Design a promotional campaign for a given product/service to meet the needs of a given campaign/creative brief M3 – Provide a rationale for a promotional campaign
P5 – Design a promotional campaign for a given product/service to meet the needs of a given campaign/creative brief M3 – Provide a rationale for a promotional campaign
P5 – Design a promotional campaign for a given product/service to meet the needs of a
given campaign/creative brief
M3 – Provide a rationale for a promotional campaign
Background
The product that is going to be promoted is called naturmo bars, the unique name was
devised by combines the words natural and molasses (natural being the core principal).
Naturmo bars are designed as a healthier option to cookies and chocolate bars, they are
sweetened using molasses which is a natural and healthier alternative to sugar. Molasses
are rich in “iron, copper, magnesium, zinc, calcium, and potassium”i, therefore, offering
benefits other than a quick sugar fix. Naturmo bars come in different flavours and sizes.
They are designed for younger people whose parents are health conscious and are
worried about the negative effects of excessive sugar intake, they are also designed for
adults who do not wish to continue eating sugar in the common forms of sweets, cakes
and chocolate.
Campaign objectives
To introduce the range of products to the public through advertising. At least 20% of
the general population in Kent should know about the product. This should be
completed after three months of advertisement.
To promote the healthy aspects of the products by setting up sample booths in
shops and towns in Kent, the sample booths should be set up in busy areas and
should be open for at least four hours every day for two weeks. The people offering
the samples should be explaining to people that are interested about the natural
minerals that occur in the product. This should happen after two and a half months
of advertisements.
To offer introductory prices to allow people to sample the products, which should
create a group of core buyers of the product, this should happen after two month of
introductory pricing. At least fifty cases of the product should be sold each month to
ensure that there are a group of core buyers.
Target market
The target market is 16 and above year olds, that are looking to live a healthy life, are on a
middle income and are living in Kent. These aged people that want to lead a healthy life will
be interested in the product because it allows them to have indulgent-like food without the
guilt as the product contains many healthy minerals.
Product/service specification
The product will be sold at the main grocery stores (Tesco, Asda, Sainsbury’s, and
Morrisons) in Kent. The product differs from the other main chocolate bars that are sold in
the same place because they are produced locally and contain naturally occurring minerals
that are vital for the body to function. Naturmo bars are also great tasting and available in
many different flavours from berries to natural chocolate. The bars are also eco-friendly as
the wrappers are bio-degradable.
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