Kit_Kat_Marketing_Plan_Singapore.docx

Advertising advertising objective to better build

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Advertising Advertising Objective To better build brand image and maintain customer relationship with the existing customers. The advertising strategies target consumers aged 18 to 24, who are busy with their life and deserve a break. Aim to increase reach out to 95% of the targeted market for the first half of publicity campaign. Through the relevant advertising tools, we aim to instil a consistent and clear message to the target consumers. YouTube Advertisements It has been observed that there is a large increase in the number of people consuming more time on the web than before, especially the young adults aging from 18-24. Our targeted segment consists of consumers who are students aging from 18 to 24. YouTube advertisements are delivered by impressions and, keyword search are chosen to reflect brand attributes. For example, new flavour, snack, chocolate, etc. Cinema Screening Past studies has proven that people observing an entertainment event, such as movies, experiences a profound emotional reaction when looking at commercials in a theatre setting. Spectators tend to be greatly engaged in a cinema theatre. Hence, the thought is to reach out to target customers by screening commercials at specific movie timings of films that attract this target segment. SMRT Media Billboards It is highly unlikely for consumers to overlook a billboard as travelling consumes 21% of people’s day. In order to grab hold of the larger mass, SMRT Media’s advertising services will be employed for four months over a period of one year. New KitKat flavours will be advertised in train panels, which combine motion, sight and sound. Places with high human traffic slow will be the targeted location for advertisements. 38
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MKTG 1199 – Marketing Principles (LF02, Group 2) Magazines Consumers are more open to new ideas when they are the purchaser and user of the magazine. Hence, magazines demonstrate to be an effective stimulus for word-of-mouth among consumers. Advertisements will be printed onto magazines that will appeal to the target consumers, such magazines are, 8 Days, Simply Her, and Woman's Weekly. Social Media With advancement in technology, the world has evolved to be interconnected and consumers are able to instantly tap into information instantly on the go through social media platforms. Having our own IT & Marketing department feed information to customers on a daily basis reaching out to the public featuring updates about the brand, social & environmental sustainability, products or any relevant Nestle KitKat information on Facebook, Twitter and Instagram (@KitKat). This not only create brand awareness & product awareness, but at the same time communicate with targeted group of consumers. Consumers will also be able to connect with us sharing their experiences of using the product with us forging a friend to friend relationship.
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