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FIFA Malted Milk – Market Leader
Susantha WadugeBrand Manager
27th June 2015
Objective
Situation Analysis
Positioning Statement – FIFA Ginger
Agency Brief
Note to Head of Marketing
Budget for First Year FIFA Ginger Promotional Campaign
Situation Analysis
Malted Milk Category 20 years in the market Obtain 30% market share 10% Market growth for last two years Launch of FIFA ginger malt Re- launch FIFA Malt Energy
FIFA Ginger Logo
FIFA Ginger Positioning Statement
Positioning as “The Healthy Life”
“The Healthy Life” Key Features in Positioning
No artificial Flavor Less Sugar Original Ginger Fresh and Relax Healthy Life More Energetic Overall wellbeing
Positioning Maps
Positioning Map
Agency Brief
Background Information
Key Market, Customer Base, Product folio, Market Share
Competitors and Competition
Objective – Marketing & Communication
USB
Budget
Constraint
Deadline and Deliverable
Legal Agreement and Contract
Note to Head of Marketing
Our Goal – Build the image, inform, persuade
Selection process and criteria – A/C size, Experience, Media buying power, Creativity, Production capacity
Screening list of application – more time and additional expenses
Reduce list to two or three viable agency – Data base
Request creative pitch – expensive
Select an Agency – Discount, Previous experience
Budget
SUMMARY Q1 Q2 Q3 Q4 TOTALS% of
TOTAL
Research200,000.0
0 - - - 200,000.00 6.25
Appointing Agency 350000 0 0 0 350,000.00 10.94
Media Advertising 795000 110000 100000 95000 1,100,000.00 34.38
Sales Promotion 134000 104000 74000 49000 361,000.00 11.28
Events (Launch, Trade Shows, Other) 230000 230000 230000 230000 920,000.00 28.75
Direct & Channel Marketing Campaigns 29000 29000 29000 29000 116,000.00 3.63
Evaluating of Effectiveness 50000 40000 33000 33000 153,000.00 4.78
TOTALS 1788000 513000 466000 436000 3,200,000.00 100
% of TOTAL 55.88 16.03 14.56 13.63 100 100
Conclusion – The Success – Story
FIFA Ginger Malt – The Healthy Life Provide accurate and proper details for the Agency Brief Select the best agency for FIFA malt energy – Re Launch campaign Affordable successful budget
FIFA Malt
FIFA Ginger
FIFA Malt Energy
Question
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