promotional strategy mktg 380 presentation amy barnes carrie beasley vincent francal christophe...

Promotional StrategyPromotional StrategyMKTG 380 PresentationMKTG 380 Presentation

Amy BarnesAmy Barnes

Carrie BeasleyCarrie Beasley

Vincent FrancalVincent Francal

Christophe JaubertieChristophe Jaubertie

Julien MalmontJulien Malmont

Target MarketTarget Market

• Target MarketTarget Market- ActiveActive- Bachelor’s degreeBachelor’s degree- Ages 22-44Ages 22-44- Goal-orientedGoal-oriented- Enjoy the luxuries Enjoy the luxuries

of lifeof life

• LocationLocation MetrolinaMetrolina- MecklemnburgMecklemnburg- GastonGaston- YorkYork- RowanRowan- UnionUnion- CabarrasCabarras- LincolnLincoln= 150,000 people= 150,000 people

Channel StrategyChannel Strategy

• OroOro™ has a simple distribution ™ has a simple distribution channel:channel:

Manufacturer > Grocery and convenience stores > ConsumerManufacturer > Grocery and convenience stores > Consumer

Oro™Oro™ > Walgreens, Harris Teeter…> Walgreens, Harris Teeter… > Consumer> Consumer

Advantages of that strategy are to cut Advantages of that strategy are to cut costs and to be aware of our target costs and to be aware of our target markets needs and wants.markets needs and wants.

Media Vehicles StrategyMedia Vehicles Strategy

•Newspaper Ad

•Billboard

•Brochure

•A Press Release

•Specialty Advertising Item

•Coupon

•Self-Liquidating Premium

•Magazine Ad

•Direct Mail Piece

•Newspaper Insert

Newspaper Newspaper AdvertisementAdvertisement

• Placed in Placed in The HeraldThe Herald and and The Charlotte ObserverThe Charlotte Observer• Published every Wednesday throughout June, July, Published every Wednesday throughout June, July,

and Augustand August• 4 1/2” x 5”4 1/2” x 5”

Gourmet Taste On The Go!Cafe Pronto is a single serving of rich coffees, in a

variety of flavors that offers a new way to drink coffee on the go. Just open the packet, pour the contents into

a cup, add hot water, mix, and pronto...you’ve just made yourself a cup of great-tasting coffee.

Ask for us at your local grocery and convenience stores.

BillboardBillboard

• 20 billboards 20 billboards

• Located around the Metrolina AreaLocated around the Metrolina Area

BrochureBrochure

• Placed in local grocery stores and Placed in local grocery stores and convenience storesconvenience stores

• 1,000 distributed equally throughout 1,000 distributed equally throughout the Metrolina Areathe Metrolina Area

Press ReleasePress Release

• Store event set up at the Charlotte Store event set up at the Charlotte Bi-Lo during the first month of our Bi-Lo during the first month of our promotional campaign promotional campaign

• Give out samples of Cafe’ ProntoGive out samples of Cafe’ Pronto

• Collect donations for the American Collect donations for the American Red CrossRed Cross

Specialty Advertising ItemSpecialty Advertising Item

• Magnets Magnets

• Contains our logoContains our logo

• One will be placed in each package One will be placed in each package of Cafe’ Pronto during the first month of Cafe’ Pronto during the first month of our promotional campaignof our promotional campaign

• Approximately 1,000 will be Approximately 1,000 will be distributeddistributed

CouponCoupon

• Placed on the back of the packagePlaced on the back of the package

• Offers 75 cents off of the consumer’s Offers 75 cents off of the consumer’s next purchasenext purchase

Offer Expires 12/31/03

Save $.75 off your next purchase

Self-Liquidating PremiumSelf-Liquidating Premium

• Coffee MugCoffee Mug

• Contains our logo and sloganContains our logo and slogan

• Customer can receive a mug once Customer can receive a mug once they mail in 5 proofs of purchasethey mail in 5 proofs of purchase

Magazine AdMagazine Ad

• Placed in Placed in The Charlotte MagazineThe Charlotte Magazine

• One page adOne page ad

• Published once a monthPublished once a month

Direct Mail PieceDirect Mail Piece

• Letter sent out to Metrolina County Letter sent out to Metrolina County residentsresidents

• Introduces our product and invites Introduces our product and invites people of the area to our store event people of the area to our store event at Bi-Loat Bi-Lo

• Sent out to approximately 1,000 Sent out to approximately 1,000 residentsresidents

Newspaper InsertNewspaper Insert

• Placed in the newspapers once a Placed in the newspapers once a monthmonth

• Contains area for customers to bring Contains area for customers to bring in the insert to the local grocery in the insert to the local grocery stores and convenience stores to get stores and convenience stores to get stamped for every purchase of Cafe stamped for every purchase of Cafe ProntoPronto

Media Schedule-JuneMedia Schedule-June• June 1: coupon placed in newspapers; press release to

Charlotte Observer

• 4: newspaper ad

• 7: premier at Bi Lo

• 8: coupon placed in newspapers

• 11: newspaper ad






Media Schedule-JulyMedia Schedule-July

• July 2: newspaper ad


• 9: newspaper ad



• 20: coupon placed in newspapers20: coupon placed in newspapers




Media Schedule-AugustMedia Schedule-August

• August 3: coupon placed in newspapers

• 6: newspaper ad








Promotional CampaignPromotional Campaign“Gourmet Taste On-The-Go”“Gourmet Taste On-The-Go”

• Where?:Where?: Outdoor, magazine, and newspaper ads; Outdoor, magazine, and newspaper ads; premiums…premiums…

• Why?: to attract consumers interest in our product. Our Why?: to attract consumers interest in our product. Our target market includes consumers that lead busy lives.target market includes consumers that lead busy lives.

• The message: it had been developed to promote our The message: it had been developed to promote our image of luxurious and rich tasting coffee, that is easy to image of luxurious and rich tasting coffee, that is easy to make for people “On-the-go”.make for people “On-the-go”.

Gives them both the gourmet taste they seek and the Gives them both the gourmet taste they seek and the ease they need to be able to carry on their active lives ease they need to be able to carry on their active lives while still enjoying a great cup of coffee. while still enjoying a great cup of coffee.

Creative PlanCreative Plan

• Our logo was creatively designed to encompass the idea of gourmet coffee and is colorful to attract attention.

• The brand name is Café Pronto, which is Spanish for ‘ready coffee.’

• Our slogan “Gourmet Taste On-The-Go” also describes what our product offers, while being short and unique enough to remember.

• Our promotional campaign should prove to be effective in getting our product recognized because we have strategically placed it in the Metrolina Area focusing on our target market.

promotional strategy mktg 380 presentation amy barnes carrie beasley vincent francal christophe...

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