5. Jessica
Female
28 years old
College Graduate
HH Income of $75K
Social Butterfly
Female
45 years
HH Income of $150K
Lives in a 4 bedroom
modern house in
Houston, TX
Stacy
Audien
ce
Luxury
Seekers
Working Mom
6. Strengths
Opportunities Threats
Weaknesses
SWOT
$1 Billion annual sales
Finest ingredients
First luxury brand
targeted to adults
Packaging
Health conscious
population
FDA
Well known competitors
Year-round market
Flavor variety
Vendor variety
Awareness in US
Nutrition Label
Trojan Magnums
Cost
7. Competi
tors
Strengths
Brand recognition
Flavor variety
Stores
Weaknesses
High calorie
Product recognition
Cost
Strengths
Owned by Mars
Luxury product
Markets to more than
one market
Weaknesses
Lack of options
Chocolate Focus
Cost
Easily confused with
Dove consumer
products
Strengths
Established 1935
Nearly 500 flavors
Strong social media
presence
Weaknesses
High calorie
Product recognition
Cost
9. Objecti
ves
Advertising: To increase
comprehension by 75% and increase
conviction by 55%
Marketing: To increase sales by 8%
by the end of 2015
Media: To make sure our target is
exposed to our ad a minimum of four
times throughout the campaign.
11. Functional
Benefits
Satisfies cravings
Target market admires
luxury
Emotional
Benefits
Self Expressive
Benefits
BVP
Self-esteem is boosted
Provides high quality ice
cream
Makes them feel good
about themselves
Gives a sense of
affluence
Lets people know you
care about the quality of
food you eat
17. Media
Mix
Televisio
n
The Real Housewives
Beverly Hills (Bravo)
Cake Boss (TLC)
Good Morning America
(ABC)
PrintDigital
Huffington Post
Refinery29
USA Today
Foodbuzz
Spotify
Allure
Real Simple
Cosmopolitan
**OPENING…
(close your eyes take a bite…first words that come to mind?)
-Introductions
-Agency description
(Cover page from Book)
-Who we are
-Situation Analysis
-Objectives
-Luxury Seekers
-Sweet Luxury Campaign
-Results
MATT
In the fall of 2014, five Ithaca College students created an agency that is committed to the pursuit of quality and dedicated to hard work and detail. Banana Peel’s inception was a result of the evident flaws in the ways that other agencies today do business. While many agencies determine how they can reach their audience in the most economically efficient way possible, Banana Peel promises to always put the quality of our work first. Our process starts with quality research that will help us find the best solutions for our clients. A continuous level of discipline and focus on problem solving drives the rest of our creative process. Today, Banana Peel is one of the leading ad agencies in Tompkins County and has worked with internationally renowned brands such as Unilever’s Magnum Ice Cream.
MANDA & Avishag
Launched in Sweden in 1989, Magnum was the first luxury handheld ice cream. Made with the finest vanilla bean or chocolate ice cream and coated with delectable Belgian chocolate, Magnum comes in a variety of delectable flavors and is served around the globe.
Following Magnum’s powerful launch in the US and Canada in 2011, Nielsen named Unilever among its 14 “Breakthrough Innovation” winners, calling the Magnum Ice Cream launch a game changer.
MANDA/AVISHAG
Magnum appeals to two similar target markets, the Luxury Seeker, female professionals 25-34, and the Working Mom, consumers 35-49 typically married with a family. Both markets are hard working females seeking a luxurious momentary break from their hectic lifestyles . Luxury seekers are women who like to try new things and whose friends would describe them as dignified and sophisticated. The Working Mom is an influencer amongst her social circle and loves spending time with her family.
MATT/SEAN
Strengths:-Established by international parent company, Unilever.
-One of Unilever’s fastest growing segments.
-Well established brand in Europe
-Gourmet ingredients/Belgian chocolate
-Approx. 1 billion annual sales worldwide
-Ease of product consumption
-“Only handheld ice cream brand targeted towards adults”
-Unique packaging
Weaknesses:-European brand, not very well-known in the U.S.
-Low brand recognition.
-250 cal. 16 g. fat vs. low fat competitors.
-Confusion over brand name with Trojan Magnum line of condoms.
-A little pricier than competing brands.
-Tends to skew towards a female audience, low male recognition.
- Not many bars in a box
Opportunities:
Can be advertised year-round, not just in the summer time
Many flavor opportunities largens the market to appeal to a wider amount of people
Sold in a wide variety of vendors, from trucks, to luxury restaurants
Threats:
-Health conscious population hurting the ice cream category
-FDA regulations constantly change, requiring companies to update their ingredients and/or manufacturing procedures.
-The American ice cream market is already filled with hundreds of well-known brands.
ZACH
**PLACE BRAND IMAGES INSTEAD OF BRAND NAMES
Dove Ice Cream Bars:
Strengths:
Part of Mars Corporation
Luxury Product
Markets to more than one audience/market
Weaknesses:
Not as many ice cream bar options
More focused on chocolate products
More expensive than most other ice cream products
Easily confused with Dove consumer products
Blue Bunny:
Strengths:
Nearly 500 flavors
Owned by largest family owned ice cream company in U.S. (Wells)
Established since 1935
Strong social media presence
Weaknesses:
Not well-known globally
Low awareness and brand loyalty
Haggen Daz:
Strengths:
Strong brand recognition
Luxury Product
Variety of flavors
Haggen Daz stores
Weaknesses:
High calorie product
Haggen Daz bars are not as well known
Cost
MATT
Quantitative Benchmarks [Just state marketing and communication goals]
Time frame [One year]
Budget [Just state total dollars, not allocations yet]
MATT
IMAGES**
Through the Sweet Luxury campaign, we plan to increase sales by 8% by the end of December 2015. We will build brand awareness by reaching a consumer comprehension of 75%, conviction of 55% and an effective frequency of 4. By using a national campaign we will reach Luxury Seekers throughout the United States.
State time frame and budget.
AVISHAG
Brief introduction of F/E/SE benefits of Magnum
AVISHAG
Functional: There are many reasons a customer may pick up a Magnum ice cream bar. The main functional benefit, though, is satisfying a hunger craving for ice cream. The rich taste of Magnum's creamy ice cream and Belgian chocolate shell fulfills the customer's taste buds to keep coming back again and again. Magnum's luxurious nature attracts the needs of our target audience of women 25-49.
MATT & SEAN
The Sweet Luxury campaign will kick off in December 2014 and will run straight through the end of December 2015. There will be heavier advertising during the holiday and summer months, as we want to focus on times of the year when our target is most likely to purchase frozen luxury treats.
MATT/SEAN
CREATIVE EXECUTIONS
MANDA AND ZACH
Magnum’s $11 million budget will be spent primarily on a digital campaign (44%) with an equal emphasis on print (26%) and television advertising (25%). The budget will be spent entirely on a national pulsing campaign.
ZACH
By using a combination of traditional and new media we plan to reach Luxury Seekers and Working Moms in different ways. Our research has shown that our target audience is technologically savvy, loves pop culture and are socially connected with one another.
We will reach our target audience through various methods of digital advertising, print media and TV commercials.
AVISHAG—INTRODUCTION TO BRAND ACTIVATION
MANDA/AVISHAG
Every year, a new flavor of magnum ice cream is brought out. In January, Magnum will introduce a brand new ice cream flavor, inspired by the infamous red carpet, called Magnum Red. The bar will have a red chocolate shell on the outside, with vanilla bean ice cream with strawberry swirls on the inside. From December-Feburary, consumers will have the chance to enter into the sweepstakes, in which they would need to share a picture of themselves with the Magnum Red bar doing what makes them feel luxurious. When posting their picture throughout social media, they will use the hashtag #magnumred. The winner of the sweepstakes would be flown out to the Academy Awards, and have a chance to walk the red carpet and attend the show.
Using Pinterest, Instagram, Twitter & FB
AVISHAG/MANDA
During the summer months, Magnum ice cream trucks will be driving through various metropolitan areas. The trucks will be out for lunch time and after work for the luxury seeker/working mom in need for that luxury moment.
Combining nostalgic feeling of ice cream truck and childhood with adult luxury the salesperson will be formallyy dressed selling the magnum bars. For the months of May-August there will be special promotions and deals for the Magnum Truck. The Magnum truck will have it’s own Twitter account @MagnumTruck where we will post different locations and promotions
POP-
50% of supermarket sales come from impulse buys…POP will increase Magnum sales through in store promotions
-throughout national supermarket chains, Magnum will continue to be featured in the front of the freezer section..a small brown carpet with the magnum logo will lead to the designated section
Sticker: Luxury Tastes This Sweet..
5th Ave Windows:
During the holiday times 5th ave has the best window displays in the world, where better to advertise the most luxurious treat than the most luxurious destination? Magnum ice cream will be incorporated in windows throughout Saks, Bloomingdales and Tiffany’s