Just Veg brand was born as an initiative to reduce food waste and to put into good
Question:
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. 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.
Require: 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.
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.
CAMPAIGN DURATION 3 months. TOTAL BUDGET $100,000 AU per each media type bundle which will include 1 traditional and 1 new media type.
Budget Breakdown: Allocation of Budget
Please list this activity Budget Breakdown: Allocation of Budget
Smith and Roberson Business Law
ISBN: 978-0538473637
15th Edition
Authors: Richard A. Mann, Barry S. Roberts