Canada Dry Ginger Ale - Mktg Communications Presentation
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Canada Dry Ginger Ale - Mktg Communications Presentation
- 1. Canada Dry Ginger Ale XMS&S: Minneapolis The Holiday Beverage
- 5. Communication Objectives Top Priority : Increase understanding, liking and ultimately use (or purchase) by women over 35 with a household income above $60,000 for holiday celebrations and parties that they host. Secondary Priority A : Transform understanding of CDGA from that of a sickness beverage to that of a holiday or celebration beverage among current and potential users of the product. Secondary Priority B : Leverage the preference/use of CDGA during the holidays by the group towards whom we are positioning our communications in order to increase understanding among consumers with whom we are not already communicating.
- 15. We invite the opportunity to party with you! “ Redefining the business of building strong brands” XMS&S: Minneapolis
Hinweis der Redaktion
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- Me In order to break through the confusion and fragmented understanding of Canada Dry’s image.
- Me Three priorities building from the strategy: -To build the position of the product for the particular target that we’re looking at. -Work to reduce the erroneous, but existing perception of the only appropriate use of CDGA as a sickness remedy. -But then even further than that, we are trying to affect a larger group through them and the understanding that.
- Me How it’s used, by whom for what
- John
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- Me Reaching the consumer in the right time. Everyone has to actually go to the store to purchase, now is the time to convince you to buy. Regardless of whether you’ve been affected by previous marketing communications or your understanding has shifted, this is the proximate opportunity for us to convince you through experiential marketing tactics to buy…and to buy within minutes of trying the product and seeing it’s uses. 2-lt is the coupon because of the type of gathering that we’re positioning it for.
- Me Searching on websites for recipes on sites like FoodTV and Epicurious.
- Me Internet savvy segment, not looking at the corporate message and they listen to the word on the street. The internet is becoming the “street” and we are using Mommy blogs as a way to shape mothers understanding and then proliferate it further with their help to a larger consumer audience that will be exposed to it through the mother’s shopping habits. Practical element: Targeting 1000, but we realize that we won’t get all of them…we’re trying to see who responds and how well we can leverage the bloggers that wil try us out and engage us. Credible content that we’re paying for and new sources of recipes. It’s a form of engagement that goes beyond just employing the market mavens, but gets the average consumer involved and helps mothers to identify with and trust their input.
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