PowerPoint Presentation

**OPENING

(close your eyes take a bitefirst words that come to mind?)

-Introductions-Agency description(Cover page from Book)

Agenda

Who we areSituation AnalysisLuxury SeekersObjectivesSweet Luxury Results

-Who we are-Situation Analysis-Objectives-Luxury Seekers-Sweet Luxury Campaign-Results

Who we are

MATT

In the fall of 2014, five Ithaca College students created an agency that is committed to the pursuit of quality and dedicated to hard work and detail. Banana Peels inception was a result of the evident flaws in the ways that other agencies today do business. While many agencies determine how they can reach their audience in the most economically efficient way possible, Banana Peel promises to always put the quality of our work first. Our process starts with quality research that will help us find the best solutions for our clients. A continuous level of discipline and focus on problem solving drives the rest of our creative process. Today, Banana Peel is one of the leading ad agencies in Tompkins County and has worked with internationally renowned brands such as Unilevers Magnum Ice Cream.

Situation Analysis

MANDA & Avishag

Launched in Sweden in 1989, Magnum was the first luxury handheld ice cream. Made with the finest vanilla bean or chocolate ice cream and coated with delectable Belgian chocolate, Magnum comes in a variety of delectable flavors and is served around the globe.

Following Magnums powerful launch in the US and Canada in 2011, Nielsen named Unilever among its 14 Breakthrough Innovation winners, calling the Magnum Ice Cream launch a game changer.

JessicaFemale28 years oldCollege GraduateHH Income of $75KSocial Butterfly

Female45 years HH Income of $150KLives in a 4 bedroom modern house in Houston, TX

StacyAudienceLuxury SeekersWorking Mom

MANDA/AVISHAG

Magnum appeals to two similar target markets, the Luxury Seeker, female professionals 25-34, and the Working Mom, consumers 35-49 typically married with a family. Both markets are hard working females seeking a luxurious momentary break from their hectic lifestyles . Luxury seekers are women who like to try new things and whose friends would describe them as dignified and sophisticated. The Working Mom is an influencer amongst her social circle and loves spending time with her family.

StrengthsOpportunities ThreatsWeaknessesSWOT$1 Billion annual salesFinest ingredientsFirst luxury brand targeted to adultsPackagingHealth conscious populationFDAWell known competitorsYear-round marketFlavor varietyVendor varietyAwareness in USNutrition LabelTrojan MagnumsCost

MATT/SEAN

Strengths:-Established by international parent company, Unilever.-One of Unilevers fastest growing segments.-Well established brand in Europe-Gourmet ingredients/Belgian chocolate-Approx. 1 billion annual sales worldwide-Ease of product consumption-Only handheld ice cream brand targeted towards adults-Unique packaging

Weaknesses:-European brand, not very well-known in the U.S.-Low brand recognition.-250 cal. 16 g. fat vs. low fat competitors.-Confusion over brand name with Trojan Magnum line of condoms.-A little pricier than competing brands.-Tends to skew towards a female audience, low male recognition.- Not many bars in a box Opportunities:Can be advertised year-round, not just in the summer time Many flavor opportunities largens the market to appeal to a wider amount of people Sold in a wide variety of vendors, from trucks, to luxury restaurants

Threats:-Health conscious population hurting the ice cream category-FDA regulations constantly change, requiring companies to update their ingredients and/or manufacturing procedures. -The American ice cream market is already filled with hundreds of well-known brands.

CompetitorsStrengths

Brand recognitionFlavor varietyStores

Weaknesses

High calorieProduct recognitionCost

Strengths

Owned by MarsLuxury productMarkets to more than one market

Weaknesses

Lack of optionsChocolate FocusCostEasily confused with Dove consumer products

Strengths

Established 1935Nearly 500 flavorsStrong social media presence

Weaknesses

High calorieProduct recognitionCost

ZACH

**PLACE BRAND IMAGES INSTEAD OF BRAND NAMES

Dove Ice Cream Bars:

Strengths:Part of Mars CorporationLuxury ProductMarkets to more than one audience/market

Weaknesses:Not as many ice cream bar optionsMore focused on chocolate productsMore expensive than most other ice cream productsEasily confused with Dove consumer products

Blue Bunny: Strengths:Nearly 500 flavorsOwned by largest family owned ice cream company in U.S. (Wells)Established since 1935Strong social media presence

Weaknesses:Not well-known globallyLow awareness and brand loyalty

Haggen Daz: Strengths:Strong brand recognitionLuxury ProductVariety of flavorsHaggen Daz stores Weaknesses:High calorie productHaggen Daz bars are not as well known Cost

Objectives

MATT

Quantitative Benchmarks [Just state marketing and communication goals]Time frame [One year]Budget [Just state total dollars, not allocations yet]

ObjectivesAdvertising: To increase comprehension by 75% and increase conviction by 55%

Marketing: To increase sales by 8% by the end of 2015

Media: To make sure our target is exposed to our ad a minimum of four times throughout the campaign.

MATT

IMAGES**

Through the Sweet Luxury campaign, we plan to increase sales by 8% by the end of December 2015. We will build brand awareness by reaching a consumer comprehension of 75%, conviction of 55% and an effective frequency of 4. By using a national campaign we will reach Luxury Seekers throughout the United States.

State time frame and budget.

Brand Value Proposition

AVISHAG

Brief introduction of F/E/SE benefits of Magnum

Functional BenefitsSatisfies cravings

Target market admires luxury

EmotionalBenefitsSelf ExpressiveBenefitsBVP

Self-esteem is boosted

Provides high quality ice cream

Makes them feel good about themselves

Gives a sense of affluence

Lets people know you care about the quality of food you eat

AVISHAG

Functional: There are many reasons a customer may pick up a Magnum ice cream bar. The main functional benefit, though, is satisfying a hunger craving for ice cream. The rich taste of Magnum's creamy ice cream and Belgian chocolate shell fulfills the customer's taste buds to keep coming back again and again. Magnum's luxurious nature attracts the needs of our target audience of women 25-49.

Sweet Luxury Campaign

MATT & SEAN

The Sweet Luxury campaign will kick off in December 2014 and will run straight through the end of December 2015. There will be heavier advertising during the holiday and summer months, as we want to focus on times of the year when our target is most likely to purchase frozen luxury treats.

Sweet LuxuryPrint Executions

MATT/SEAN

Sweet LuxuryDigital Executions

CREATIVE EXECUTIONS

Media

Media Budget/Schedule

PrintDigitalTelevision

MANDA AND ZACH

Magnums $11 million budget will be spent primarily on a digital campaign (44%) with an equal emphasis on print (26%) and television advertising (25%). The budget will be spent entirely on a national pulsing campaign.

Media MixTelevisionThe Real Housewives Beverly Hills (Bravo)

Cake Boss (TLC)

Good Morning America (ABC)

PrintDigitalHuffington Post

Refinery29

USA Today

Foodbuzz

Spotify

Allure

Real Simple

Cosmopolitan

ZACH

By using a combination of traditional and new media we plan to reach Luxury Seekers and Working Moms in different ways. Our research has shown that our target audience is technologically savvy, loves pop culture and are socially connected with one another. We will reach our target audience through various methods of digital advertising, print media and TV commercials.

Brand activation

AVISHAGINTRODUCTION TO BRAND ACTIVATION

Magnum RedJanuary 15, 2015

#MagnumRed

Social Media integration

Walk the Red Carpet

Brand Activation

MANDA/AVISHAG

Every year, a new flavor of magnum ice cream is brought out. In January, Magnum will introduce a brand new ice cream flavor, inspired by the infamous red carpet, called Magnum Red. The bar will have a red chocolate shell on the outside, with vanilla bean ice cream with strawberry swirls on the inside. From December-Feburary, consumers will have the chance to enter into the sweepstakes, in which they would need to share a picture of themselves with the Magnum Red bar doing what makes them feel luxurious. When posting their picture throughout social media, they will use the hashtag #magnumred. The winner of the sweepstakes would be flown out to the Academy Awards, and have a chance to walk the red carpet and attend the show.

Using Pinterest, Instagram, Twitter & FB

Magnum TruckBrand Activation

POP5th Ave. WindowsPOP

AVISHAG/MANDA

During the summer months, Magnum ice cream trucks will be driving through various metropolitan areas. The trucks will be out for lunch time and after work for the luxury seeker/working mom in need for that luxury moment.

Combining nostalgic feeling of ice cream truck and childhood with adult luxury the salesperson will be formallyy dressed selling the magnum bars. For the months of May-August there will be special promotions and deals for the Magnum Truck. The Magnum truck will have its own Twitter account @MagnumTruck where we will post different locations and promotions

POP-50% of supermarket sales come from impulse buysPOP will increase Magnum sales through in store promotions-throughout national supermarket chains, Magnum will continue to be featured in the front of the freezer section..a small brown carpet with the magnum logo will lead to the designated sectionSticker: Luxury Tastes This Sweet..

5th Ave Windows:During the holiday times 5th ave has the best window displays in the world, where better to advertise the most luxurious treat than the most luxurious destination? Magnum ice cream will be incorporated in windows throughout Saks, Bloomingdales and Tiffanys

Luxury tastes this sweet.

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