Post on 18-Jan-2018
description
Post's Honey Bunches of Oats
Integrated Marketing Communications Planpresented by
Grassroots Marketing Agency
The ProblemPost lacks a clear cohesive strategy
• Several changes in ownership
• Honey Bunches of Oats' current marketing communications are inconsistent, lacks focus, and fails to speak directly to a specified target market.
Marketing Objective• Increase market share by 3% within
a year
will be done by:
IMC Objectives: • Change perception• Increase trial use
Positioning Statement
“To 25 to 34 year old adults seeking a moderately healthy yet flavorful breakfast option, Honey Bunches of Oats is the one
cereal that provides a combination of deliciousness, nutrition, and variety in every
spoonful.”
Recommendations
• Television
• Social Media
• Promotion
Television
• New commercial will depict real-life situation relatable to target audience
• Simple and brief, yet delivers message
Honey Bunches of Oats
Commercial Storyboard: “Excitement in every spoonful!”
Act 1: Office Space Boredom
Act 2: Introduce Great Taste
Act 3: Spoonful of Joy
Act 4: Unbridled Office JOY!!
Social Media Campaign
• Nationwide contest
• Emphasis on taste
• Personalization
~ Optimization of social networks will ultimately result in engaged consumers.
"Love my Honey Bunches of Oats"Personal Testimonials by Consumers
- "Just like me - Perfectly sweet and nutty.”
- “I have died and gone to heaven!”
If you are the type of person that likes to crunch and crunch like I do, then you are going to love this cereal. It keeps your mouth busy with it's variety of flakes and nuggets and whole dried fruits.
- “Oatey Goodness”
Each bite is a crunchy taste of heaven sweetened with a hint of the honey flavor. The flakes are made with whole grains, and the kiss of honey adds the perfect amount of sweetness to each spoonful.
Promotions• In-store taste test
o Provide a delicious sensory experience• "Love my Honey Bunches of Oats"
contest• Guerilla marketing
o Bring Honey Bunches of Oats to the people
How Will We Do It?
Media/Budget Breakdown:
How Will We Do It? Effects of Budgeting• 1,196 TV spots on the CW, USA, FX
• 3,717,741,935 Facebook ad impressions over a year
• 1000 stores with sample booths for 18 weeks
• 52,000 bowls of cereal given out by trucks
New Beginnings....
• More Integrated IMC
• One message, one target,
• one goal!
Honey Bunches of Oats Is....
...sophistication, excitement, and
flavor in every spoonful .
Questions?