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Rubbermaid Ice Cube TraysRubbermaid CubespirationsCampaign for the year 2014
1Table of ContentsPage #1 Executive Summary 2 2 Agency Philosophy 3 3 Introduction 4 3.1 Company Background 4 3.2 Product Information 7 4 Industry Background 8 5 Company Snapshot 9 6 Competitive Review 6.1 Direct Competition 6.2 Indirect Competition 11 11 12 7 Buyer Analysis 13 7.1 Buying Decision Process 13 7.2 Demographics 13 7.3 Psychographics 14 7.4 Behavioral 14 8 SWOT 15 9 Promotional Program Situational Analysis 17 10 Positioning and Target Market 18 10.1 Positioning 18 10.2 Target Market 18 11 Creative Recommendations 19 11.1 Advertising Objective 19 11.2 Message Strategy and Appeal 19 11.3 Rationale for Creative Recommendations 20 12 Media Recommendations 21 13 Internet Recommendations 22 14 Public Relations Recommendations 23 15 Direct Selling Recommendations 16 Measurement and Evaluations 17 Campaign Flowchart 23 24 25 18 Budget 19 Conclusion 26 27 20 References 28 21 Appendix 29
21 Executive Summary Rubbermaid is a company well known for providing high quality home storage and food storage solutions. Rubbermaid focuses on building Brands that MatterTMby understanding the needs of consumers and using those insights to create innovative, highly differentiated product solutions that can offer superior performance and value. Rubbermaid offers an extensive line of food storage options. The following campaign will focus on Rubbermaid Ice Cube Trays. The goal will be to reposition Ice Cube Trays by illustrating the benefits of using Rubbermaid Ice Cube Trays in a way that consumers may have never thought of before. This campaign will create a new image for this product as being a time and money saver, as well as a product that can be used to live a healthy life style. The major target market for the Rubbermaid Ice Cube Tray includes head-of-household females between the ages of 25 and 40 who are responsible for feeding multiple people. Another segment of the target market includes singles between the ages of 20 and 30 who are consistently preparing food for one. The Rubbermaid Cubespirations Campaign involves Media, Public Relations, and Direct Marketing promotions that are planned through out the year of 2014. The objective of the Cubespirations Campaign will be to: •Increase brand and product awareness by 20% •Increase sales by 15% in the Home Solutions segment of Newell Rubbermaid This campaign will also address and offer solutions to problems faced by Newell Rubbermaid by (1) focusing on direct sales and decreasing the company’s reliance on retail firms, (2) rebranding the Ice Cube Trays to create new demand for the product, and (3) develop deeper customer relationships through the new website and social media to create a consumer-meaningful brand. The success of the Cubespirations Campaign will be measured by: •The increase in brand and product awareness •The increase in sales from website and retail sales •Customer involvement in the website (number of profiles created) and social media applications (number of likes, re-tweets, and pins)