Executive Summary
We aim to make Annie’s Mac & Cheese the number one choice for boxed and/or micorawable mac and cheese for both our target markets through our creative use of telivsion commercials, print ads, social media campaigns, PR efforts, and market research. Our marketing efforts will revolve around our new tagline “Naturally Nutricious, Delightfully Delicious”.
- Target Markets
- Health conscious young adults
- Health conscious families/parents
- Time Period
- January 1st 2017 through December 31st 2017
- Campaign Objectives
- Increased brand awareness, sales volume, an market share
- Campaign Theme/Slogan
- "Naturally Nutritious, Delightfully Delicious"
- Overall Budget for Program
- $15,000,000
- Public Relations: 5%
- Broadcast Media: 65%
- Sales Promotions: 2.5%
- Direct Marketing: 7.5%
- Digital Marketing: 20%
Evaluation Program
- Before we begin our marketing campaign we plan on conducting a nationwide focus group study, containing participants from both target markets, in order to measure the current percentage of consumers who include Annie’s in their consideration set for boxed and/or micorwavable mac and cheese.
- Once the campaign is complete, we’ll conduct a similar nationwide focus group study, again containing participants from both target markets, to see if the percentage of consumers who include Annie’s in their consideration set has increased.
