Creative Brief Just Veg TMKT 604 - Group Presentation

https://www.justveg.com.au/

BACKGROUND to JUST VEG.

Just Veg brand was born as an initiative to reduce food waste and to put into good use carrots that do not match retailers standards, regarding their shape, size, weight and colour. Just Veg is using carrots that did not pass the aesthetic test required by major supermarket chains to be displayed and sold in their stores, and processing them into ready to eat products carrot sticks, carrot coins and carrot shreds. The products are available in selected Woolworths supermarkets in Queensland, New South Wales and Victoria. The Just Veg brand philosophy is focused on health benefits of carrots as one of the staple fresh products in the human diet and easy to consume since they are washed, pre-chopped and ready to eat or use in cooking. Their logo is JUST VEG - Healthy Made Easy. The current market is offering a limited selection of convenience vegetables and fruits (washed, sliced, and packed fresh produce ready for human consumption). The major supermarkets in Australia are offering fruit salads, green salads, baby carrots, and sliced carrots as ready to eat products (prewashed and sliced for convenience). While other types of fresh produce are also available in pre-sliced form (watermelon, honey melon, pumpkin, cauliflower) they are not perceived by consumers as ready to eat snacks. Pre-washed, chopped and packed produce, although recognised for their convenience are perceived to be premium priced. Other concerns include packaging that contributes to waste, use of chlorine during the washing process, improper handling of fresh produce during transport or displays in stores which may significantly impact the quality or freshness of products. In your assignment you will need to provide a competitor analysis and marketing environment in which this brand operates and how will these factors influence your proposed Integrated Marketing Communications strategy.

STRATEGY

Managers of Just Veg would like to launch a brand awareness campaign that will reiterate the health benefits of this product versus other unhealthy alternatives (high sugar content, processed food, preservatives). Due to changes in lifestyle (imposed by COVID-19 protective measures) lack of exercise, and limited supplies of fresh produce during offseason periods - it is important to focus on health benefits of eating fresh carrots. The creative solutions should focus on the unique selling propositions of this product such as: freshness, nutritional value, vitamins content, and convenience such as being sliced, shredded, portable and ready to eat. The brand is not widely available and as a result it is important to limit marketing expenditure and use the most effective communication channels that will target specific market segments in those areas where the product is currently available.

TASK AND OBJECTIVES

This will be a live Group Presentation given by your group to the lecturer and class in Week 11.

For the purposes of this Group Presentation Assume that JUST VEG is yet to be commercialised.

This is a business Pitch and your Group is an agency Pitching to the owners of JUST VEG for their business.

Your task for this assessment is to design a marketing campaign for Just Veg using four different media types. The media types, media vehicles and message strategy should be proposed by a commissioned agency. The agency should propose these based on their research and targeted market segments. The objectives of this campaign are to increase brand awareness and achieve the Top of Mind (TOP) recall of the brand when it comes to healthy snacks, and to increase sales by 20% within three months. Your team will act as an agency which is commissioned to propose an Integrated Marketing Communications plan regarding the types of media which you will select and propose to the client as the most optimal option for the proposed objectives. Depending on the type of media you will need to design a plan, propose creative solutions, calculate costs based on the duration of the campaign for each outlined media type.

BRAND POSITIONING

The current brand positioning is indicating market leadership in the ready to eat fresh carrots category as the major competitor within the same category is not clearly identified. However, there are many alternative products that compete in the healthy snacks category and this is something that needs to be further explored. Your team will examine which brands and product categories are currently offered in the Australian market. Which of those represent major and minor competitors?

ACTION REQUIRED

The campaign should emphasise the benefits of heathy diet, intake of fresh produce and natural vitamins as the best option for growing young bodies and those that regularly exercise, have weight concerns, or simply want to eat healthy. It should suggest that regular intake of fresh carrots will yield various benefits therefore those that care about their children or their own health should consider including Just Veg into their regular shopping lists. It is important that proposed action is iterated in your message strategy!

SINGLE-MINDED PROPOSITION

The campaign should emphasise the following call to action every time you buy food - choose a heathy alternative, buy Just Veg carrots. Explain product features, its benefits and convenience in a way that will support the proposition statement. Your group does not have to use these words. You are challenged to come up with your own call to action.

THEME (MESSAGE)

The message should persuade the audience that fresh carrots represent a solution to their dietary problems that human bodies require fresh food (instead of processed food) and that in return their children and themselves will be healthier, will feel full of energy and will achieve or maintain their weight goals easier by consuming Just Veg carrots. TARGET AUDIENCE The primary target audience are mothers with young children (aged 1-12 years) concerned about their childrens physical development and looking for an alternative type of snacks to pack into their lunch boxes. The secondary target market are females (18-54 years) concerned with their diet with a specific lifestyle (busy schedules, with or without children, regular exercise, heathy diet, fresh products in each meal, avoiding foods with preservative, artificial colours, high sugar, fat and carbs content). If needed a new market segment may be identified (for example single full time working males aged 25-54 years that regularly exercise or keep track of consumed foods nutritional value) a new segment needs to be clearly stated and the best approach to this new market segments should be fully developed.

THINK / FEEL ASPECT OF THE MARKETING CAMPAIGN

The focus of this campaign can or may feature the following themes: healthy snack, fresh, easy and convenient, energy booster, packed with vitamins, low calories, ready to eat, prepacked convenience, grown in Australia. However, your group must decide which theme you believe is best.

Can you think of another?

CAMPAIGN DURATION 3 months. TOTAL BUDGET $100,000 AU per each media type bundle which will include 1 traditional and 1 new media type.

IMC Strategy and Implementation Plan for (client)

REPORT STRUCTURE (all written submissions are to be between 1,500 2,000 words)

Executive Summary Introduce your brand, topic and reason for being. Summarise and capture all critical data (facts, figures, information, data and more) and information in this 1 page or less Document. Emphasise why it is the best approach to achieve the objectives relevant to the primary and secondary target market and what are the expected outcomes. (One paragraph included in The Executive Summary) When reading an Executive Summary, a person should be able to read it and understand what is contained in the following report. It is basically the major parts of the report without padding, fluff and rhetoric.

TABLE OF CONTENT

INTRODUCTION (INTRODUCE THE PROPOSED IMC STRATEGY)

Explain a situation/problem that the client is facing, draw a picture about the current marketing condition (explain the clients industry, product type, brand philosophy, brand positioning, past or current marketing campaigns, major and minor competitors, marketing and advertising trends in this product category). List the objectives of the proposed campaign and explain why the proposed selection of media channels, media vehicles and message strategy in relation to the targeted segments will be the best option for this client and their IMC objectives.

IMC STRATEGIC PLAN

1. Outline all dimensions of your proposed IMC plan;

2. Provide details how the proposed activities will be implemented;

3. Explain why the proposed marketing approach will deliver the results for the outlined objectives;

4. Describe how the proposed plan will be executed (regarding the target market segments, type of advertising and promotions, media selection, media vehicles, schedule and milestones, cost and key metrics).

i. Explain the big, overarching creative idea (theme) of the campaign how you propose to integrate this idea (theme) to all aspects of the proposed marketing activities, and achieve integration across all communication channels.

ii. Explain what type of marketing activities you are proposing, sketch a timeline, how long it will take to deliver all phases of the campaign. Identify the IMC goals clearly and suggest how to measure the success / failure of the campaign (e.g. if xx goal is achieved by yy, the goal will be completed / or it will fail if not achieved by zz)

iii. If specified goals are not achieved (as suggested above) due to unforeseeable factors - in that case a different course of action (a new campaign) should be taken. (You need to have a plan B ready in case something goes wrong with plan A).

This section should include some relevant references from the IMC literature use them as supporting arguments to convince the reader that you are able to synthesise the knowledge from different sources: IMC textbook (s), academic journal articles, industry reports, trade publications, government reports, any other relevant sources or data sets. This section should combine the proposals with the analysis and findings presented in the sections above. Use those finding as supporting arguments why your proposed marketing tactics will work. There should be a clear link between the objectives and the proposed solutions for this campaign.

IMPLEMENTATION PLAN - BUDGET, TIMELINE AND EXECUTION

While this section will provide an approximate budget (based on realistic costs) the timeline and execution are limited (3 months long campaign). It must be clear how do you plan to implement the proposed IMC strategy (Where? When? What is the media/message strategy or IMC tool?). Provide a list of advertising or promotional activities, media selection, execution schedule, cost, timeline, and benchmarks or expected results.

You can create a Gantt chart for the purposes of this section. Explain how you will use the available budget and break down the cost per item (you can present this in a table). Check the actual market prices, get quotes, and list the providers or suppliers (if possible).

This section should clearly outline how to deliver aspects of the proposed IMC strategy and achieve the stated sales goals. The client (Just Veg) needs to have a clear picture about the proposed solutions, and that this is a valid proposal which will work for their brand. You need to be convincing and provide evidence based arguments in this section.

CONCLUSION

Briefly list the major creative ideas behind this plan: proposed marketing solutions, type of activities (advertising/promotions), outlined market segments, primary and secondary target markets, expected outcomes.

This section can be delivered in bullet points very briefly, and to the point. The conclusion could simply be with this IMC plan and the proposed budget, the sales objectives will be achieved in xx months (do this for each proposed IMC strategic solution).

LIST OF REFERENCES

APPENDIX:

there are no limitations regarding the number of appendices in this assignment.