Marketing and media plan for Smarties to support their new product

1. Marketing Plan
Brinda Mathew
Nathan Mante

2. Target Market

3. Target Market
25- 49 age group
Women
High School graduate/Secondary and University/Non
University Certificate
Occupation - skilled/ unskilled and managers
Ontario and Quebec and BC (Higher index of 18% than
rest of the population
HHI- $35,000-$49,999 (Index 32% higher) and $100,000+
Presence of children - under 18 - 49 %

4. Characteristics
Health conscious consumers
66% of women say the strongly agree to looking for
low calorie snacks
52.8% strongly agree that they reward themselves by
having a snack consisting of candies and
chocolates

5. Marketing Strategy

6. Product
Packaging of each
box into three
compartment
s of 15
Smarties each
Calorie count: 70
per box
Place
Point of Sale
Grocery stores
Department stores
Wholesalers
Promotion
● Public
Relations
● Sales
Promotion
● Digital
Marketing
● Sponsorship
● Advertising
PriPrice
1 box - $3.48
24 boxes -$80.00
Recommendation of a Marketing Strategy

7. Promotional Strategy

8. Promotional Strategies
Press Releases:
Press releases about the new product and packaging
Sales Promotion:
Discounts of 50 cents off the new product for a limited
amount of time
Buy 5 for a discounted price of $12
Loyalty card to earn points per number of purchases of
smarties towards free gifts and chocolates
Digital Marketing
Based on ComScore, the best way to reach their
consumers are to advertise on Allrecepies.ca,
foodnetwork.com and Blogherfood.ca

9. Media
Recommendations

10. Media Choices
TV
TV is ideal as we can show experiences of
people enjoying this new healthy snack
Enables advertisers to demonstrate the
product well with selective time slots
Using channels such as Food Network,
Global and City, we would target our
preferred market
Is not recommended to target 2 broke girls
as it has a low reach percentage based
on ComScore
Print
22.6% of the target market find magazines to
be their prefered medium of choice
Ads should be inserted to magazines such as
Allure, Cosmopolitan and Essence.

11. Media Choices...
Social Media
Target market is highly involved with
this media on a daily basis
Social media can be used to target and
retarget our target market and
drive them to the store to
purchase Smarties.
Social media platforms include
Facebook, Twitter, Snapchat and
Instagram
Out of Home
As the target market consists of skilled
workers and managers, we
recommend using OOH as they
are most likely to be commuting
within the city.
Targeting them using billboards and
transit ads, would be effective

12. Costing

13. Cost Estimate for this campaign
TV
Estimate for budget would be around
$300,000
Print
Estimate cost of a 1 time full page ad would
be $8,950
Estimated cost for a double page spread is
$13,950

14. Media Choices...
Social/Digital Media
Estimated prices for CPM on a health focused
website
Leaderboard $110
Big Box $110
Skyscraper $110
Billboard $110
Estimate for Social media would be $200,000
Out of Home
Estimate budget for billboards would be for
$265,000 for billboards
Estimate for transit ads would be $400,000