post's honey bunches of oats integrated marketing communications plan presented by grassroots...

Post's Honey Bunches of Oats

Integrated Marketing Communications Planpresented by

Grassroots Marketing Agency

The ProblemPost lacks a clear cohesive strategy

• Several changes in ownership

• Honey Bunches of Oats' current marketing communications are inconsistent, lacks focus, and fails to speak directly to a specified target market.

Marketing Objective• Increase market share by 3% within

a year

will be done by:

IMC Objectives: • Change perception• Increase trial use

Positioning Statement

“To 25 to 34 year old adults seeking a moderately healthy yet flavorful breakfast option, Honey Bunches of Oats is the one

cereal that provides a combination of deliciousness, nutrition, and variety in every

spoonful.”

Recommendations

• Television

• Social Media

• Promotion

Television

• New commercial will depict real-life situation relatable to target audience

• Simple and brief, yet delivers message

Honey Bunches of Oats

Commercial Storyboard: “Excitement in every spoonful!”

Act 1: Office Space Boredom

Act 2: Introduce Great Taste

Act 3: Spoonful of Joy

Act 4: Unbridled Office JOY!!

Social Media Campaign

• Nationwide contest

• Emphasis on taste

• Personalization

~ Optimization of social networks will ultimately result in engaged consumers.

"Love my Honey Bunches of Oats"Personal Testimonials by Consumers

- "Just like me - Perfectly sweet and nutty.”

- “I have died and gone to heaven!”

If you are the type of person that likes to crunch and crunch like I do, then you are going to love this cereal. It keeps your mouth busy with it's variety of flakes and nuggets and whole dried fruits.

- “Oatey Goodness”

Each bite is a crunchy taste of heaven sweetened with a hint of the honey flavor. The flakes are made with whole grains, and the kiss of honey adds the perfect amount of sweetness to each spoonful.

Promotions• In-store taste test

o Provide a delicious sensory experience• "Love my Honey Bunches of Oats"

contest• Guerilla marketing

o Bring Honey Bunches of Oats to the people

How Will We Do It?

Media/Budget Breakdown:

How Will We Do It? Effects of Budgeting• 1,196 TV spots on the CW, USA, FX

• 3,717,741,935 Facebook ad impressions over a year

• 1000 stores with sample booths for 18 weeks

• 52,000 bowls of cereal given out by trucks

New Beginnings....

• More Integrated IMC

• One message, one target,

• one goal!

Honey Bunches of Oats Is....

...sophistication, excitement, and

flavor in every spoonful .

Questions?