Marketing Communications-Muji

MKTG1266 trade Communications _______________________________________ Group Assignment By Lin Jiaxin, Joyce (S3307512) Low Hui Ling, Rachel (S3307260) Nur Syarina Shaari (S3307456) Toh Yu Fen, Vivian (S3307365) panel of Contents 1. Situation synopsis 1. 1. 1. 2. 1. 3. Internal compendium External Analysis (PESTLE) thrum Analysis 3 3 4 7 9 9 10 11 11 12 12 13 14 14 14 16 16 17 18 22 24 26 32 32 33 34 35 37 38 2. M arket Problem /Opportunity 3. M arketing Objectives 4. Positioning 5. Com m unication Objectives 5. 1. 5. 2. 5. 3. 5. 4. family Need stake Aw arness gull situation Brand Purchase Intention 6. Cam paign Bud bind 7. Cam paign fair game Audience 7. 1. 7. 2. 7. 3. Brand Loyalty creative Tar contributes Behavioural Sequence Model 8. Creative system 9. M edia Strategy 10. Other IM C Activities 11. evaluation and Control 12. extension phone 13. adjunct 13. 1. 13. 2. 13. 3. (A) Model of Brand Loyalty for Generation Y (B) Media history/Plan (C) Media Budget 13. 4. (D) Storyboard 1 and 2 for TV advertizements 13. 5. (E) Sample of move adverts 13. 6. (F) Sample of Microsite for Meijis Yoghurt 2 1.Situation Analysis 1. 1. Internal Analysis Financial Net gross revenue for the outgoing three years (FY 2008 to FY 2010) displace due(p) to the economic crisis in 2009 and the lacquer disaster (in meg) ? 711,394, ? 704,999, ? 708,142 Adopts a sustainable profit distribution policy to sh arholders (MEIJI, 2011). Return on equity for the past three years (FY 2008 to FY 2010) on average is 4. 6% (MEIJI, 2011). Physical umpteen a(prenominal) plants in Asia japan (several) capital of capital of Singapore, Bangkok (MEIJI, 2011). Research labs, offices and headquarters in Japan and overseas (MEIJI, 2011).Distribution fomites that ease up been modified to ensure that the proceedss atomic number 18 safely delivered (MEIJI, 2011). Materials argon sourced locally (MEIJI, 2011). Uses technology and know-how cultivated in Japan to develop challe nge proceedss that be tasty and healthy to its consumers (MEIJI, 2011) A comprehensive in-house quality chink system called, Meiji-Quality Management System (M-QMS) that ensures the quality of their convergences (MEIJI, 2011). Reputation Acquired elevation vane position, from its imports of take out and yoghourt crossings in Singapore (Bangkok Post, 2012).Human pick An estimated 14,861 employees work at Meiji (Japan). All employees are guided by a three-part system of principles, which are the separates approach in wee-wee bell ringer part and achieving continuous growth in corporate value (FBR, 2010). Technological 3 1. 2. External Analysis Political Local broadcast market monopolised MediaCorp is the largest and tho media broadcaster (MediaCorp, 2012) so the content of the ads consume to follow the requirements/pr movementices set by the partnership. Government support encourages look for and development (R&D) to develop in like mannerls and customised applications that engage consumers (Singapore Media Fusion, 2010). The regime and its laws companies pressured to be more(prenominal) kindlyly responsible (Cihangir, 2008). Thus, when conceptualising ad head for the hillss, the organisation should be careful near using taboo or sensitive topics. economical Recession companies identify selling activities as a cost, rather than an enthronization so marketing cipher are usually the first to get trimmed down (Fader, 2008).Meiji should non adopt this view as enquiry shows that companies who continue to advertise during very much(prenominal) times per manakin better in the long run (McGraw-Hill, 1986). Cost-effective publicizing during recession cost of advertising is relatively cheaper since m each companies are holding back (Billetts, 2009) as such media channels are more entrusting to reduce their prices. Companies merchant ship save turn a profit from this as they cornerstone closingly break through the clutter, with lesser advertisings available in the marketplace. healthy economy equates to stiff competition companies are fighting for a slice of the market share so they omit more money on advertising. This results in lesser advertising place available and creates a dense marketing atmosphere and so draining and irritating the consumers. Social Increasing popularity of cordial ne 2rking sites pe internetration rates for Facebook and peep are 48. 9% and 16% respectively (Clicktrue. biz, 2011). A report by Firefly Millward Brown (2011) suggests that 4 Singaporeans are so link uped that their families, friends and contrasting personal details in the real dry land laughingstock be found in the virtual world. Diverse race and religion screen background in Singapore important that the advertising materials are take heedful of the diversity. Consumers take place more time online than ever internet usage averaging 10. 5 hours in Singapore (Internet adult male Stats, 2011), to hold them and stay competitive, it is important for Meiji to nurse a strong mien on the societal web. Consumers are more favourable towards green-marketing they demand to associate themselves with companies that are environmentally-friendly. As such, it is important that Meiji hands its belief in protecting the environment through its practices. Consumers adopting a more kindlyly and environmentally informed behaviour cause-related marketing brush aside boost alliances public moving picture (Alden Keene and Associates, 2007), dishs to differentiate the social club from their competitors and encourages customer committedness. Meiji can communicate and inform consumers close their CSR practices to take payoff of this point Technological engine room is constantly evolving spunkylights importance for companies to be on their toes with regards to technological changes (Bearden, n. d. ). right away, when communicating with consumers, companies bewilder to look out for both handed-down and juvenile media in magnitude to effectively. Benefits of technology integrating technology into marketing efforts help to reduce cost and increase efficiency (Lee & Carter, 2009). Meiji can consider incorporating digital advertising to stimulate a larger group of auditory modality instead of relying on tralatitious forms (eg POP display). Shift of budget dollars rising trend of companies shifting budget dollars towards digital advertising and social media (Entrepreneur, 2011), but companies should not neglect its handed-down media.Instead, they whitethorn extremity to include URLs or QR codes in its traditional advertising. 5 Integration of Singapores media all of Singapores media structured together (ie MediaCorps TV, radio, new-fangledspaper and website advertising channels), companies can benefit from the presence of these media channel Legal Advertisers creativity is restricted due to strict regulations in the local advertising scene (ZDnet A sia, 2011). Consider intellectual property issues when calculating communications materials (WIPO, 2005).In the case of using competitors for comparisons, advertisers realize to be weary of dish out defamation (Intellectual Property, 2010). With the Singapore economy of ad Practice in place, advertisers should melodic phrase that the content of the marketing case mustiness not subvert value of the society (CASE, 2008). Environmental Increased popularity of green marketing more companies adopting environmentally-friendly scene but, due to rise in greenwashing (false claims from companies) consumers are wary of such claims (Spors, 2011).Meiji can counter this by demonstrating their green practices through their website to light upon consumers trust light-green practice is now the in thing highlights attractiveness of broadcast and social media since they do not contribute to any waste unlike traditional media, which involves printing and distribution of resources Truthf ulness in eco-friendly image companies pose authoritative severe backlash from claims that were found to be misleading and untruthful (Ottman, 2011). This entrust finally tarnish the fool of the companies.This again highlights the importance of truthfulness so Meiji engages to take this into consideration. Social media users highly conscious about(predicate) social and environmental issues hot news to companies as these consumers are more devoted to rewarding responsible companies (Buhner, 2011). This further proves the importance of adoption of environmentally and socially friendly methods in the running of the business and their advertising method. 6 1. 3. SWOT Analysis Strength Japanese note so consumers likely to form favourable impressions of Meiji, associating good quality to their in yields (Maheswaran, 2006). A leading manufacturer in dairy ingatherings probiotic that specialises dairy products smirchs Weakness Meiji faces competition from other journal wi th bigger market share (Euromonitor International, 2011). While competing notes are develop their yoghourt products with more exotic bulls eyes and benefits and to cater in to their consumers changing taste, Meiji lacks diversification yoghourt dairy flavours products (Euromonitor (Bangkok Post, n. d. ) Well-developed bell ringer ken of its confectionery and selected products in Singapore (Meiji Seika Pte. Ltd. 2008), thus newer products can leverage on established cross out image Meiji is amongst the top five leading pits in the Yoghurt and Sour Milk sedulousness in Singapore (Euromonitor International, 2011). Meijis product flings perceived as a summercaterctional food and a healthier insect bite or pleasurable choice by consumers (Scientist Live, n. d. ). Comprehensive quality control system so quality and consistency is assured (Meiji Holdings Co. Ltd. , 2011). Involved in corporate (Meiji, 2011) social thus responsibility International, 2011) thus puts Meij i at a disadvantage. there are express forms of marketing communications strategy used by Meiji (Singapore). For instance, the official website does not show the yoghourt products that they have to offer. cr consume a authoritative brand image for the company, as consumers today, are becoming more interested in CSR activities. 7 Opportunity Singaporeans are becoming Threats Food product preventative has been a huge threat in the food industry, especially since the draw befoulment problem in 2008 has caused even greater concerns over food safety (Associated Press, 2007).As such, it is important that Meiji ensures the highest food safety practices to prevent damages in its brand image and lose the trust of its faithful change magnitudely health conscious (The Nielsen Company, 2009). They are seeking a healthier lifestyle but their manipulation of eating still exists (Nutrition Singapore, 2007). These dickens factors provide an prospect for Meiji yoghourt as it is a healt hy snack. As mentioned previously, consumers are getting more ethically and environmentally aware, and have a tendency to rule from companies that are conscious of these factors too (Spors, 2011)As Meiji practices CSR (MEIJI, 2011), by maximising this stirred factor in consumers, we can further appeal ourselves to them. Yoghurt has man old to revitalise itself in the market, and insiders say it result continue to do so. This is due to the innovation opportunities brought about by the different combination of fruits and flavours, and the content of it, such as low fat, low dent etc (Decker, 2009). customers. A shift in demand in the dairy products (ie milk and yogurt) that are low priced have resulted in price wars and an increase in packaging expenses (MEIJI, 2011).Huge availability of substitutes in the market pricing (Euromonitor, and appeal 2011). to the These planetary substitutes are different in their taste and consumers, especially due to the sweet factor in thes e snacks. However, the winning factor for is that Meijis yoghurts are offering consumers the best of both worlds a healthy and delicious in each cup of Meijis yoghurt. Now who says you cannot have your cake and eat it too Rising cost of raw materials due to fluctuations in supply and demand, inborn disasters etc have affected the production cost. 8 2.mart Problem/Opportunity There are two trends evident in Singapore according to two separate studies Growing trend of healthy eating in Singapore (Health Promotion Board, 2008) 75% of Singaporeans snack at least once a day (Nutrition Singapore, 2007) While consumers in Singapore are seeking a healthier lifestyle, they still demand snacks that have health benefits without compromising on the taste of the product (Leatherhead Food Research, 2011). Another interesting point to demarcation is that the functional beverage market, which includes yoghurt and smoothies, is a booming market, with world(a) gross sales exceeding $9. billion (Freshandhealthybrands. com, 2012). In Singapore unique(predicate)ally, yoghurt and sour milk drinks have grown in popularity, with yoghurt increasing in popularity convey to the yoghurt cafes that have sprung recently. This has led to an increased sensation of the health benefit of yoghurt (Euromonitor International, 2011). As such, all of these presents an opportunity for Meiji yoghurt to take advantage of the adoption of healthy living and Singaporeans habit of snacking. Meiji yoghurt fits perfectly into the picture as it is a snack that is not still healthy, but delicious tooWe can leverage on this opportunity to inform the consumers that it is not necessary for them to remove snacks/desserts from their meals completely instead we have the perfect replacement a cup of healthy and tasty Meiji yoghurt that comes in strawberry, mixed berries, aloe vera, nata de coco and mango 3. merchandise Objectives From 2004 to 2009, Singapores yoghurt market had a compounded growth rate of 8. 3% (MarketResearch. com, 2011). In 2011, Meiji held 4. 7% of the market share out of $15. million of the yogurt sales (Euromonitor International, 2011). As such, these would be our marketing intent are as follows 9 Increase market share by 0. 5% to reach 5. 2% market share To stimulate sales of $8. 112 million, up from $7. 332 million Increase awareness and knowledge of product and brand by 20% Establish a 30% change in the perception of yoghurt among direct auditory sense 4. Positioning We positioned Meiji and its competitors against their percentage of brand shares obtained in 2010, and their menstruum product offerings.Although Marigold, Yoplait and Meiji has fewer varieties (ranging among four to six flavours), they have higher(prenominal) brand shares, as compared to Nestle with as much as 11 different flavours. This could be due to Nestles relatively new entrance into the market. As mentioned previously, as consumers seek exotic flavours, Meiji needs to confirm their brand to prevent Nestle from taking over by building brand loyalty and constant innovation. Through our advertising social movement, we aim to gain stronger brand awareness resulting in a higher percentage of brand shares. 0 5. Communication Objectives The team aims to achieve these objectives through our Integrated Marketing Communications Plan Primary objective To change consumers perception of yoghurt from being a healthy food, which has a negative connotation as healthy food is associate to bad tasting food (The intelligence service Herald, 2012), to accepting yoghurt as a healthy and delicious alternatives to snack Secondary objective To increase consumers awareness and knowledge of the product and brand name, in this case being Meijis yoghurt 5. . Category Need Due to the different characteristics and lifestyles of our desired target audience, the team has established a category need for each target group 1) 15 to 25 year olds that do not eat yoghurt this crabbed s egment seeks a healthy lifestyle but they still want their sweet tooth to be fulfilled. A gap between their desired country and their actual state exists so we aim to fulfil it by win over them that Meiji yoghurt is able to fulfil their need of having a healthy snack that taste good, if not greatIt is a perfect substitute that gives them the alike(p) delight they get from eating other snacks, but without the same sunburnt content. 2) 26 to 35 year olds that seek convenient snacks with Singapores workforce having a reputation of clocking in the some hours at work in the world (International Labour Organisation, 2010), legion(predicate) forgo having luncheon as they are too busy. This suggests that snacking is not even an option for them consider. Again, a gap exists because their basic need of eating is not fulfilled and their want to snack is not met.This provides an opportunity for us to take advantage by reminding consumers that Meiji exists as a convenient and healthy snack that can be purchased anywhere and be eaten anytime (as long it is kept refrigerated). 11 5. 2. Brand ken Brand awareness is important for umteen reasons it enables the brand to be in the consideration set, create sales, determines ones purchase decision and arrangement of brand image. This is especially important for fast moving consumer goods as consumers pass away little to no effort in randomness search due to the low involvement nature of the product (Pitta & Katsanis, 1995).The team applys to establish a long-term brand awareness of Meijis Yoghurt through a two-stage process First stage creating brand recognition by informing consumers of the benefits of Meijis yoghurt and differentiating ourselves (Morebusiness. com, 2006). This go forth be done through our telly advertisements, which may result in them leaning towards our product as their product choice when they visit their nearest store to choose between the many different brands offered.This is due to the shee r moving picture of our advertising that prompts them to think about Meiji when given a visible cue, in this case being yoghurts (Keller, 1993), thus illustrating the prescribed effect of our marketing effort. Second stage establish brand recall by building strong brand equity so that consumers are able to recall Meijis brand without supporter. This leave alone be done through PR, as populate believe other consumers more than advertisements (Nielsen, 2009), and through viral marketing, which helps create excitement about the brand.By successfully achieving top-of-mind-awareness, consumers give think of Meiji each time the urge for snacking bequeath arise. 5. 3. Brand billet Brand image has been defined as perceptions about a brand by the brands association in consumers mind by Keller (1993). To create a good brand image, positive associations to the brands must be created. There are three dimensions to associations attributes, benefits and attitude and these associations ha ve to be unique, favourable and strong (Kelle, 1993). The team has identified these in the diagram infra 12 5. 4.Brand Purchase Intention The team propose to use thirst under Robert Cialdinis Six Rules of Influence (1993) to motivate purchase plan as consumers are more likely to purchase from a brand that they like. We aim to build Meiji yoghurt, a fast moving consumer good that is typically a low-involvement purchase, an interesting product through our television advertisements, viral marketing and PR efforts. These efforts give illustrate how Meijis yoghurt is more than near a typical snack. 13 6. Campaign Budget Objective and business budgeting is being used in campaign budget so as to achieve the Meijis desirable market share of 5. 2%.Meiji had to effectuate two communicating objectives which are a 30% change in the target audiences perception of yoghurt being an inexpensive and healthy provided delicious snack and increase target audiences awareness and knowledge of th e product and brand name by 20%. Reflecting on the communication objective of Meiji, the decided list that is going to be invested in the advertising campaign will be approximately $1 million (calculations available in accessory C). With this sum of investment in the advertising campaign, the team hope to fulfil the communicating objectives which ultimately, lead to the increase of the market share. . Campaign Target Audience For a marketing communication campaign to be successful, the company need to identify their target audience clearly. The campaign will be targeting two demographic groups. Primary Target Audience Demographic Psychographic male and female aged Health-conscious 15-25 (students) Enjoys quality, tasty, healthy food Male and female aged cadence-deprived 26-35 (working adults) Like to try new things Actively involved in social media Geographic Behavioral Everyone in Singapore Increasing involvement in family purchases Buy product based on gadget slig ht brand loyalty 7. . Brand Loyalty The first target audience will be new category users aged between 15 to 25 years old, who have not tried eating yoghurt. The second group of target audience will be working adults that are between 26 and 35 years old. They are favorable brand switchers that now and again buy Meiji Yoghurt but dont have a specific brand that they are loyal to. Majority of these people go mostly within Generation Y. 14 Characteristics of Generation Y Less Brand Loyal Style Conscious Technology Wise passing Involved in Social Networking/Media More Involved in Family PurchasesBrand loyalty is key to success in marketing communication. With the implementation of the integrated marketing communication plan, we hope to create brand equity, continued awareness and most importantly, increase consumers satisfaction thus encouraging repeat purchases (Keller, 1998). Meiji Yoghurt, being a fast moving consumer good, is a low-involvement purchase decision. In order for the product to gain awareness for the new category users, price is an important factor. Since they are new users, they do not have any compelling need to purchase a particular brand.One activity to encourage and persuade them to purchase would be sales promotion (Krishamurthi & Raj, 1991). After that, continued engagement with these consumers will potentially convert them into loyal customers. As for the second target audience, who are favourable brand switchers, changing their attitude and increase their liking for the brand would be beneficial. Through our comprehensive advertising plan, it will attract the tutelage of these consumers, allowing them change their attitude, perception, and may even develop a liking for the brand.This would help to decrease the likelihood of switching brands (Reid, 2005) thus, driving brand loyalty. 15 7. 2. Creative Targets Sales personnel, friends, family members Opinion leaders (famous online Influencer bloggers), friends, family members Initia tor Decider Purchaser Target audience themselves, family members Target audience themselves, family members Informing them of the health benefits of Meiji yoghurt Informing them of both the taste and the health benefits Informing them that its value for money because of the quality of the yoghurt Informing them that its value for money because of the quality of the yoghurt Creamier.Fruitier. Amazingly aMEIJI-ng exploiter Target audience themselves 7. 3. Behavioural Sequence Model What (Decision Need foreplay Stages) Oneself, Sales Who booster stations, Friends, (Roles) Family, Colleagues, Media Home, In-store Where (Supermarkets), (Location) School/work Cravings for dessert, habit/routine (part of When their meal component), (Timing) losing weight, recalling/exposure to advertisement Information Search & Evaluation Purchase UsageOneself, Friends, Oneself, Family, Family, Media, Sales Oneself, Family Friends Promoter Home, in-store, school/work, points of interactions between fr iends/family, Internet Cravings (random discussion with friends/family and comparing brands) Supermarket, Anywhere (E. g. convenience Home, Work, stores, vending School) machine Sales promoters, Cravings, Habitual purchase Part of meals, liveliness like Snacking, When cravings arise Free samples, brand recall, cravings, How friends/family etc, Word of Mouth (Decision fruition of intrinsic Process) needs (importance of being healthy, going on a aliment etc)Cravings, Habitual purchase (when stock run low) To satisfy need, to satisfy oneself, to bang the product 16 8. Creative Strategy Central Theme for each one creative pass indications our Meiji yoghurt mascot. Our advertisements show situations in which our target audience encounters each day, where they are faced with issues such as not having sufficiency time and health-related issues. However, the advertisements will illustrate the office of Meijis yoghurt by simply adding it in their lives, they will have reasons to smi le. We want to illustrate how Meijis yoghurt, by being Creamier.Fruitier. Amazingly a-MEIJI-ng, it is a simple, inexpensive way to get through any good or bad days bring up Technique The message will show how simple lifes pleasures can be. The advertisement will be realistic and appeal to the emotional side, illustrating our understanding of the problems faced by our consumers. However, we want to put forward a positive message of how Meijis yoghurt inject fun, healthy and alert moments in their lives, and show them that the best of both world is served in a cup of Meijis yoghurt.Tone and Style Other advertisement simply tells the consumers the benefits their yoghurt brings, thus making the yoghurt advertisements in Singapore standardized and boring. We, on the other hand, want to show a genuine response that people can relate to The tone and style of the advertisement will be in modern settings. For our television advertisement, the music will be fun and lively, which will coinci de with our image.For our print advertisement, it will feature bright, lively work such as red, green, purple and yellow, to demonstrate our brand image. Tagline Creamier. Fruitier. Amazingly a-MEIJI-ng. 17 9. Media Strategy An integrated media campaign is primarily designed to encourage a change of perception amongst our target audience towards yoghurt consumption, thus by so doing, creating brand loyals. The media strategy will also address our thirdhand objective in heightening brand awareness and knowledge towards Meijis yoghurt.Primary Medium Television advertizement vehicle 1 Mediacorp Channel 5 Vehicle 2 Mediacorp Channel 8 Details Time body-build of Advertisement = 12 months Length of Advertisement = 15 seconds Timing of Advertisement = 1900 2200 (Prime Time, Daily) Reach 60% of Target Audience relative frequency o 2X a week for the first three months o 1X a week for subsequent two months o 1X in two weeks for remain months By using television advertising as our special median(a) of communication, we want to convey our message to the mass audience not however our target audience, but strikeing those who have a role in deciding as well.We want to create contexts people can relate to via our advertisements (Brandalyzer, 2012). These contexts will be based on the locations (ie where) and likelihood of occurrence identified in the BSM. Therefore, when consumers encounter a identical situation they will subconsciously pull in the advertisement theyve seen and connect with the brand, Meiji. There will be two versions of the advertisements, targeting our two demographic groups, broadcasted over a year with three varying frequencies. Examples of our storyboard can be found in Appendix D. 8 Our plan is consistent such that there is more frequent exposure in the initial months to establish a level of brand recognition and reduced frequency in the later period, as an aided reminder to create brand recall. Secondary Media Point-of-Purchase (P OP) Advertising Vehicle 3 In-store Media (eg shelf talker) Details Time Frame of Advertisement = 12 months Contents of POP display similar to other print advertisements Reach 35% of Target Audience frequence Throughout the campaignOur POP displays will be placed in larger distributing outlets (eg NTUC, Cold Storage) with two intentions firstly, to reinforce the brand image formed by the different advertisements and secondly, to trigger consumers to purchase Meijis yoghurt. The display will be an in-store media, in the form of a shelf talker, where it is attached to the shelf neighboring to the product (Koekemoer & Bird, 2004). With the POP display, we aim to draw the attention of shoppers to our product. concord to Koekemoer and Bird (2004), POP display plays a fairly significant role in influencing unplanned purchases.Therefore, it may be effective in stimulate a consumers need for Meijis yoghurt up to the final stage of his/her purchase decision. Internet Advertising (Web site) Vehicle 4 Creating a Microsite for Meijis Yoghurt Details Time Frame of Advertisement = 12 months Reach 70% of Target Audience oftenness Throughout the campaign Content Different Tabs (Product, FAQ, Recipes, Games, Contact, Gallery, Social Media, etc) 19 As part of our media strategy, we will be incorporating an online advertising element for Meiji by creating a microsite.The microsite will act as an online platform for interested consumers to bugger off out more about their yoghurt, which is lacking in their official website. From the BSM, we noticed how consumers normally obtain information (of yoghurts, being a low involvement product) through word-of-mouth. We plan to make information available online, and at the same time include interactional features that will engage these potential consumers. For instance, we can include videos to communicate the benefits of yoghurt in a non-boring manner or an interactive application that allows consumers to look questions.In doing so, we aim to change consumers perceptions towards yoghurt, creating a fun persona. Meiji yoghurts microsite will be modelled after(prenominal) Cadburys, seeing how theyve been very successful with developing microsite for various of their products http//www. cremeegg. co. uk/, http//www. cadburymagicalelves. com/grotto. html An example of our microsite for Meijis yoghurt can be found in Appendix F. discussionpaper Advertising Vehicle 5 Today Vehicle 6 myPaper (Wednesday Lifestyle) Details Full Colour coat of Advertisement ? page Reach 65% of Target Audience oftenness 1X a week every monthMeijis yoghurt will be advertised in both freesheets, which have an average of 250,000 copies distributed daily. With a high circulation rate, we can expect that there will be a positive effect on the rate of exposure our target audience, with seven in ten people reading the newspaper everyday (AsiaOne, 2010), 20 We have overlapped both newspaper and television advertising, with aim s of maximising our media coverage and indirectly, increasing the frequency or intensity of cravings (eg when our target audience feel the need to have a cup of yoghurt). A sample of our print advertisements can be seen in Appendix E. Magazine Advertising Vehicle 7 figure of speech Vehicle 8 Seventeen Vehicle 9 Her World Vehicle 10 manpowers Health Details Size of Advertisement Full Page Reach 70% of Target Audience Frequency 6X over a period of 12 months The team has shortlisted four clips to feature our print advertisements, as they are target audience specific. The magazines include modulate (for the health conscious), Seventeen (for the younger generation), Her World and Mens Health (for the working adults), which will be used to advertise our print media every alternate month throughout the year.According to AsiaOne (2010), readership in magazines continue to increase, like Her Worlds 246,000 or Mens Healths 114,000 readers. This will help achieve our objective in establi shing brand awareness. The magazine advertisements may act as a form of repeated exposure for Meiji and in the end create a strong brand image when consistently presented. Thus, any reader of the magazine, who may happen to be an initiator, influencer, decider, purchaser or user, may spread good word-of-mouth and perhaps arouse a need for yoghurt consumption for themselves or others. The media plan/schedule is presented in Appendix B. 1 10. Other IMC Activities Meiji will be using the following superfluous techniques to co-ordinate with the other communication mix elements. These activities will complement our primary medium and further enhance consumers brand awareness towards Meiji. Quick repartee Codes A survey by TNS revealed that 72% of Singaporeans are using smartphones, the worlds third highest smartphone penetration rate (Chua, 2011). With the advancement of technology and increasing numbers of smartphone users, resulting in the emerging trend of using Quick solution Cod es as a marketing tool.It will be embedded into printed advertisements, magazines, point-of-purchase and on the product itself. This is one cost effective way for Meiji to communicate and connect with their target audience. It also allows consumers to gain instant access to great amount information such as current promotions and events, directing them to companys website, Facebook, Twitter, youtube page, etc with just a snap. These social networking platforms increase the interaction between Meiji and their consumers which eventually improves customer satisfaction and enhances experience (Cepheid, 2011).Sales Promotion Sales promotion encourages new customers to try Meiji Yoghurt and increase the usage for current consumers by braggy incentive for their consumer, which could help in strengthening the relationship between the company and consumers. It has been shown that sales increase during periods that involve sales discounts or other promotions (ie a free gift included). These c ould be conveyed through printed advertisements in newspaper and magazine, QR codes and officious coupons. Consumers can flash the coupon on their smartphones to the cashier o obtain discounts or collect free gifts. The sales promotion will ending for a week, which will occur once every 3 months in order to ensure continued trial and purchase. 22 Public traffic Another technique will be using the media to convey the message the company want their target audience to know. Meiji will be send out press release like information about benefits of eating yoghurt (featuring Meiji Yoghurt), companys recent activities and events to a targeted range of newspapers and magazine publishers (i. e. Mind Your Body and Mens Health) for coverage.Public relations is a good and cost-effective way to advertise a product or brand as news and stories featured are seen to be more liable to the readers as compared advertisements. However, the company has no control on what will be reported and when the article will be published. Risk of misinterpretation and refutal may also occur. Viral Marketing Word-of-mouth is a effectual marketing tool as consumers usually trust friends and family members above experts when it comes to product and brand recommendations (R, 2008).Hence, viral marketing is one activity a company could execute to help them to reach their objectives. Our company will create an online campaign to generate buzz and excitement. Creative videos will be emplacemented on Meijis YouTube channel and embedded onto the companys website and Facebook page for the message to be spread. 23 11. Evaluation and Control In this report, there are various media chosen to create awareness and change the perception of Meiji yoghurt. It is important that we evaluate and measure the dominance of the media vehicles.In the given of 12 months period, the team will carry out a pre-testing evaluation method to determine whether we have achieved the objectives (Ramjee, 2009). Using this m ethod, the company can compare the before and after effects of implementing the media vehicles and either eliminate or make amendments. We have identified specific evaluation methods for each of the vehicle and a focus group to test all the vehicles. Sales promotion Pre- and post-test analysis of shelf blank space given by the retailer glitter the effectiveness of sales promotion as more shelf space given suggests a successful sales promotion Television advertisementPre, during and post evaluation of advertisements carried out through surveys by examining consumers perceptions of the advertisement and brand and the awareness level of the Meiji yoghurt (Neuez, 2003). Any shortcomings highlighted can be amended pronto to increase the effectiveness of the advertisements. Television advertisement ratings and awards able to know how many people have been exposed to the advertisement, based on the reach, track the awareness level of the advertisement (Nikerson, 2007) and nominations (ie Nielsen Superbrand, Singapore Advertising Hall of Fame etc), which suggests a positive liking from consumers. Point-of-Purchase (P. O. P) Advertisement Observe the sales figure on a weekly basis Using the sales figures prior and during the P. O. P advertisement period to trace if there is any extra sales generated and how much more sales had been generated (Liljenwall, 2004). 24 Print advertisement 1. Ask customers find out if they know the brand and how how they learn about the brand and product on a regular basis (Roggio, 2009) to test the effectiveness of the advertisement and the media vehicle, which verifies if they have used the right media vehicle. . Monitor the sales figure after the printed advertisement has been published comparison can be done with the sales figures prior and after the print advertisement being released (Roggio, 2009). If sales figures have improved, it shows that the communication objectives had been accomplished. 3. Use QR code and mobile coupon as track device once they have scanned or redeem it, the company will know the response rate. Internet Advertisement (Website)Web traffic or hits indicates how many visitors visit the site, the duration they have spent in the site, the page they visited and which specific page they stopped, which helps in establishing the level of awareness being captured by the target audiences. Focus Group Focus group should be conducted with our target audiences on a regular basis. This is to find out whether they have seen any of our advertising campaigns (such as of television advertisings, print advertisement, sales promotion, P. O. 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Appendix A Model of Brand Loyalty for Generation Y 32 Appendix B Media Schedule/Plan Media/Months Jan Channel 5 / 8X 12 months Channel 8 / 8X 12 months POP Ad / 12 months Today / 4X 12 months myPaper / 4X 12 months Public Relations (Mind Your Body) Seventeen / 6 months Mens Health / 1X 6 months Shape / 1X 6 months Her World / 6 months QR Codes in Print Media Sales Promotion Feb 8X 8X Mar 8X 8X Apr 4X 4X May 4X 4X Jun 2X 2X Jul 2X 2X Aug 2X 2X family 2X 2X Oct 2X 2X Nov 2X 2X Dec 2X 2X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X