Integrated Marketing Communications Plan – Brand’s Chicken Essence
Brand’s ® aims to increase its current recognition level from 20% to 50% in the health industry market and 25% of top-of-mind awareness (TOMA) among children from five years old to 12 years old and their parents by 28 April 2010. Brand’s ® aims to sustain brand loyalty of the primary target market as their young age presents a long consumer life cycle which will be beneficial both short and long term. Ultimately, Brand’s ® aims to achieve a two folds profit margin and 40% of the market share for Brand’s Essence of Chicken for Children, age group ranging from five years old to 12 years old, by 31 March 2010.
The communication strategy will take on multiple medias, such as television commercials for ‘above-the-line’ advertising and prints for ‘below-the-line’ advertising, to engage brand awareness and recognition. The broadcast and print vehicles will be specifically targeted to the behaviours and lifestyles of the primary and secondary market, such as commercials within cartoon and educational programmes for the children, and sales promotions nd transit advertising for the parents. Visuals, attractive icons and images will be the methods used to engage attention of the primary target market. Technological prizes and ‘cool’ gifts will create a buzz for the young children to tap into as a social interest worthy of spending time and money in. Value-oriented sales and informative advertisements of the target product will be the key drivers to motivate the purchasing behaviour of the secondary target market.
Brand’s ® will also emphasis on brand equity and create a positive product attitude of better meeting of consumer’s expectations. The plan’s main motivation is to influence consumer expectations and develop positive attitudes and experiences towards Brand’s ® and its products through the channels of publicity, promotion and advertising, as well as through cultural learning. The advertising plan adopts a pulsing advertising schedule to cater to specific periods of the consumer’s media-consuming and product-purchasing behaviour.
Heavy frequency of advertisement during high consumption periods will complement moderate frequency of advertisement throughout the campaign to classical condition Brand’s ® to the consumer’s evoked set, leading to increase brand recall and purchasing of the product. Continuous advertising via the Internet will be implemented to enable constant repetition of the Brand’s ® name and its products. 1Marketing Objectives 1. 1 Marketing Objectives Brand’s ® aims to achieve a sales volume of 22320 boxes for ‘Brand’s ® Essence of Chicken for Children’ products by 31 March 2010 (Refer to Appendix A).
Product Brand’s ® believes that consumers uses physical characteristics to judge product quality, on the basis of “rational” or “objective” product choice (Schiffman er al. 2007, 163). Hence, Brand’s ® aims to achieve 50% in usage expansion and developing of new uses benefits, not only used as an occasion product for during school examination period but as a lifestyle product. Brand’s ® also wish to change on the consumer perceptions by influencing perceived quality to its target audience by the end 31 March 2010. Price
Brand’s ® will be working towards attractive packaging that will seems appealing to the primary target audience whom are often easily been attracted to the products that may catch their attention and also encourage repeat purchases. Brand’s ® will also be working towards achieving a Value-added pricing strategy whereby consumers also rely on price as an indication of product quality (Schiffman er al. 2007, 169). Place Brand’s ® aims to achieve a website traffic of 5,000 hits per month by using weblogs where a two-way communication will be achieved to better understanding of consumers beliefs.
Brand’s ® believes that on-line order channel will ease the purchase inconvenience and hence encourage more of the sales figure to increase. Promotion Brand’s ® aims to achieve product demonstrations and product trials in the 20% of primary schools within a 6 months period to educate and bring more information to our primary target audience. Brand’s ® will also be hosting regular media advertising as well as online promotion / contest to increase consumer awareness. 1. 2Sales / Profits Brand’s ® aims to achieve a two folds profit margin, improving its current bleak sales figure of $45,080 from March 2009 to May 2009 (Refer to Appendix A).
This amount was derived from the total Sales Profits for Year 2008 and also taking into the consideration of the sales figures estimated from the various markets that include Mini-mart and supermarkets. 1. 3 Market Share Brand’s ® Essence of Chicken for Children product is the only product in the Essence of Chicken industry, that caters specifically to the children market for further profits. Brand’s ® is the market leader in the Essence of Chicken industry with stiff competition from other competitors, such as New Moon and Eu Yan Sang which market the same product for all ages.
Brand’s ® Essence of Chicken for Children covers 15% of the gross Essence of Chicken products sold in Singapore market. 1. 4Long Term Potential Brand’s ® Essence of Chicken for Children is currently at the introductory stage of the product life cycle (PLC), and will represent a huge potential for market share dominance when it grows into the mature stage of the PLC. As mentioned by Williams (1974, 4), “Children are not merely as “potential people”, but as full people with unique cognitive and developmental characteristics and with immediate consumer wants, needs, and experiences which gradually evolve into adult experiences”.
Brand’s ® will be able to develop and sustain brand loyalty, as the young age of the primary target market presents a long customer market life cycle for the company’s future market. 1. 5Positioning Objectives Brand’s ® Essence of Chicken for Children will position itself using a Value-added pricing strategy and project a positive image of being a ‘cool’ supplement that brings benefits to a child’s lifestyle. This will enable our products to enhance its production line as well as position Brand’s ® Chicken for Children as a uniquely product to our target market. 2Target Market ; Action Objectives 2. 1Primary Target Market
The primary target market will be 55% of the 313,000 children population aged 5 to 12 years old in Singapore (Refer to Appendix B). They are mainly the Chinese, Indian and other minority races excluding Malay (as Brand’s ® have not been halal-certified). “These children, born after 1995, belong to Generation Z. They receive well education and are exposed to the Internet and the media very often” (Walliker 2008, sec. 1 par. 3). “Generation Z lives with technology and new media, they also use such mediums of television and Internet to share experiences amongst peers” (Beder 1998; Sutherland and Thompson 2003). The key here is to engage the children during their consumer socialization process in which they developed knowledge, beliefs regarding the marketplace” (Solomon and others 2007, 383). Sutherland and Thompson (2003) identified the ‘tweens’ segment, children from 8 to 12 years old, as a crucial period for marketers to create a branding impact (139). “Tweens are group-oriented, they want to fit in and conform to their desired group’s or society’s expectations” (Sutherland and Thompson 2003, 140). Ravindran (2006 sec. 1 par. ) states the potential of the purchasing power of the Singaporean children market: “Children from seven to 14 year olds have an annual spending power of at least $165 million a year. ” 2. 2Secondary Target Market The secondary target market will be 40% of parents whom children are aged 12 years old and below. These parents are in the age group ranging from 31 to 42 years old. “They fall into Generation X, mostly middle-aged parents, born between 1965 to 1976” (Wuest et al. 2008). “They fall into the lower middle and middle classes, with average household incomes of $4950” (Department of Statistics, 2008).
Nobel and Noble (2000, 294) states that “Generation X is materialistic and price oriented: concerned about the cost of individual items. ” Hoyer and Maclnnis (2001, 362) states that “However, Xers do react positively to efforts that are seen as clever or in tune with their values and attitudes. ” “Generation X takes pride in being sophisticated and wants to be seen as an outward group. Advertisements must appear sincere in appeal and must be able to portray their particular genre of familiar music and fashion to be able to influence them” (Schiffman and Kanuk 2007, 427). 2. 3Purchase Behaviour of Both Market Segments
Primary target market Solomon (2007, 120) quotes from Moses (2000) in a ‘New world teen study’ that lists Singaporean teenagers in the ‘upholders segment’: “They are deeply rooted in family and community and they like to make purchase decisions that are safe and conform to their parents’ values. ” The purchasing behavior of children lies in ‘parental yielding’, where they influence their parents’ purchasing decisions by brand name selections and preferences (Solomon 2007, 381). “These children also directly influence product purchases such as toys, food and DVDs” (Helft 2001).
Beder (1998) reiterated that young children are more liable to believe the credibility and trustworthiness of brands or products when seeing other children of the same age group in advertisements promoting them. They see advertisements as an information source that is newsworthy and accept it as given. This complies with the peer influence or social conformity of the growing up stage (sec. 5, par. 2). “Generation Z have also displayed ‘Up-ageing’ where they demand for mobiles and electronics at a much younger age than other cohorts” (Critchley 2009, sec. 1 par. 3). They are looking for a role model and this causes an interest in sports icons, celebrities and musicians” (Sutherland and Thompson 2003, 140). “They look for products to fit in but it must be noted that this generation is financially responsible and have developed a tendency to save from young” (Generation Z have strong work ethic, financially responsible 2009. sec. 1 par. 1). Secondary target market Schiffman and Kanuk (2007, 73) defined traits of Generation X: “When shopping online or in stores, convenience is especially important. They are also demand excellent service, variety or choices, and even bargain. These parents fit the ‘believers’ category under the Values and Lifestyle System 2 (VALS2) for being conservative in which Blackwell and others (2006, 218) states: “They tend to buy proven brands and products made locally”. “In relevance to the family life cycle, these parents under stage three, are better educated and more affluent, believe in getting good brands for their kids” (Schiffman and Kanuk 2007, 336). “The secondary target market falls under the ‘Full Nest II’ family segment where both parents are working and consumption patterns are heavily influenced by children” (Blythe 1997, 230). Dual-income families face a lack of quality time together and parents tend to compensate for it by letting children take a more dominant role in making purchase decisions” (Sutherland and Thompson 2003, 25). 2. 4Action Objectives Primary target market Brand’s ® aims to induce positive brand association with at least 70% of the primary target market through selective media within ten months of the campaign. Brand’s ® will aim to reach out to at least 80% of the primary target market through advertising campaigns such as advertisements on their favorite channels on television and through schools which favorably have less clutter.
Secondary target market Brand’s ® aims to communicate the benefits of Brand’s ® Essence of Chicken for Children to 70% of secondary target market through multiple media within 10 months of the campaign. Brand’s ® will aim to engage involvement of at least 80% of the secondary target market through advertising and promotional campaigns (such as roadshows, prints and television commercials). 3Marketing Communication Objectives 3. 1Category Needs Primary Target Market In a typical nuclear family, the physiological and safety needs of children are taken care of by their parents as shown in Maslow’s Hierarchy of Needs.
When physiological and safety needs are taken care of, social needs, the need of love and belonging surfaces (Boeree 1998, sec. 3 par. 7). Seneca Valley Child Development (2007, sec. 1, par. 3) states under the social need that: “A child must feel loved, and feel like they can belong to a social group in order to feel comfortable within their surroundings”. In addition, they are also concerned with affection and acceptance. Thus, children desire for affiliation in friendships within ‘the children world’, as well as love from their family members.
Studies have shown that children need money as expenditures to purchase the things that they desired or of special interest, such as games, snacks and hobbies (Williams 1974). Generally, parents will provide them the monies. Secondary Target Market Parents born in Generation X fall under the ‘Conventional Family Life’ segment of Roy Morgan Values Segments model (Chitty, Barker and Shimp 2008, 86). Parents will provide their families better opportunities than they had in their own childhood (Chitty, Barker and Shimp 2008, 86).
This shows that they have a tendency to provide the interest of their children who are the central focus of their life. They also have a sense of safety, cognitive, functional and symbolic needs, thus “highly emotive visual and jingles, particularly to children” will appeal to them (Chitty, Barker and Shimp 2008, 87). Generation X feels that “Job satisfaction is typically more important than salary” (Schiffman et al. 2007, 401). They need and do purchase good and credible products with response to sincere advertising (example: down-to-earth advertising) by trustworthy companies (Schiffman et al. 2007 and Chitty et al. 008). They are also concerned with pricing. Generation Xers have an eye for ‘value for money’ products and this serves as a powerful influence on their purchase behaviour (Hall et al. 2001 and Porritt 1994). 3. 2 Brand Awareness Brand’s ® aims to increase its current recognition level from 20% to 50% in the health industry market, through the channels of publicity, promotion and advertising, as well as through cultural learning. The intense exposure of stimuli will encourage classical conditioning behaviour, constituting to a higher evoked set of the brand name and leading to increase purchasing of the product.
Brand’s ® aims to achieve 25% of top-of-mind awareness (TOMA) among the primary and secondary target market through influencing consumer expectations by 28 April 2010. “The pinnacle of brand name awareness exists when a company’s brand is the first brand that consumers recall when thinking of a particular product category” (Chitty, Barker and Shimp 2008, 16). Brand’s ® will take on its positioning as a market leader, and hope to be the first brand consumers think of when deciding to purchasing essence of chicken products. 3. Brand Attitude Brand’s ® aims to achieve an enduring attitude change by increasing the perception by 30% in the primary and secondary target market that it produces hassle-free health supplements that enriches a family lifestyle to increase purchasing behaviour by 28 April 2010. It also aims to be perceived as a credible brand that provides quality and safe health supplements. To appeal to its primary target audiences, Brand’s ® will project fun and tangible products like toys and collectibles that relates to their ‘children’s world’.
Brand’s ® will also use humorous and childlike icons that easily engage the children and simplified their understanding to develop a cool and positive attitude towards the brand and its products. To appeal to the secondary target audiences, Brand’s ® will aim to leverage on high brand equity, such as communicating the benefits and strengths of its product quality and value. For instance, Brand’s ® will build on its trustworthy corporate image with company history of more than a decade, and advertise Brand’s ® Essence of Chicken for Children to be perceived as an essential daily and pre-exam health supplement for children. . 4 Purchase Intention Primary Target Market Children would purchase the product for its delicious taste and attractive packaging. Children’s shopping behaviours are influenced by socialisation agents: peers, media and schools (Moschis 1981 and Ozgen 2003). Their social need of conformity urges them to long to be part of a group, and when their friends discusses about the product, they will want to purchase it to fit in. Likewise, they are attracted by attractive images and symbols of the brand and will be curious and develop a special interest towards trying the product.
Secondary Target Market Parents would purchase the product due to their cognitive beliefs for the product. For example, they make purchase to improve their children’s body immune system. They usually “look for value for money in their purchases, thus pricing is also one of the factors influencing their purchase intention” (Chitty, Barker and Shimp 2008, 87). Because Brand’s ® has already obtained a positive evoked set in these group of audience previously, they might purchase the product to minimize post-purchase dissonance.
Additionally, they are also being affectively influenced by persuasion from their children. 3. 5Purchase Facilitation Brand’s ® will have consistent advertising to reinforce repetitions, yet take campaign measurements to caution against the ‘sleeper effect’. Primary Target Market Brand’s ® will incorporate the product purchase with riddle contests with prizes to encourage high consumer involvement leading up to brand loyalty. Point-of-purchase (POP) sampling points will also be set up at supermarkets or at events to give out free samples for tasting to potential consumers. Sampling can be an effective approach to stimulate trial purchasing” (Chitty, Barker and Shimp 2008, 331). Brand’s ® will also employ joint promotion with goodies from Ben Ten or Power Rangers, to act as attractive stimulus for purchase motivation. Secondary Target Market Brand’s ® will employ sales promotion strategies to deal with this group of price-sensitive and loyal audience. Special price promotion is effective to reward and encourage them to stockpile (Chitty, Barker and Shimp 2008, 337).
Brand’s ® will use value deals such as ‘bonus packs’, which allows the consumer to buy six for the price of four, to attract their ‘value-for-money’ mindset. Lucky draws, road shows and health fairs will also be conducted to create greater brand and product exposure. Brand’s ® will distribute cutout coupons from magazines and on-packs to facilitate trial and repeat purchase, as well as to measure for campaign evaluation. On-pack coupons redemption rates are high because the coupons are received by brand users (Chitty, Barker and Shimp 2008, 334). 4Communication & Positioning Strategies . 1Communication Strategies Primary Communication Strategies Brand’s ® will use heart-warming advertisements where family values like care and concern will be brought in to enhance the hedonic needs of both the target audiences. It will use a hybrid of the resonance and brand image strategy. Brand’s ® will enhance the primary and secondary target market’s motivation by using resonance strategy and benevolence value, portraying a family-orientated and caring lifestyle. By doing so will increase the relevance of Brand’s ® products to real-life usage relating to parents and children.
It is also to be seen as a cultural element within the traditional value. Brand’s ® will associate itself with a healthy and familiar symbol as a brand image strategy to stand out from the other competitors. Brand’s ® will encourage its primary target audience to join its Brand’s ® Junior Club, for motivational involvement and ease of delivering advertising messages and facilitating future market development. Secondary Communication Strategies At an early age, consumers begin to acquire from their social environment a set of beliefs, values and customs that constitutes their culture (Schiffman et al. 007, 359). Thus, culture can be learnt, and Brand’s ® aims to apply values and traits that embeds in the minds of the primary target audiences that drinking Brand’s ® gives them strong and healthy bodies. The message will be delivered in a fun, playful and vibrant manner, in order to attract and get the children’s acceptance. In future, these children will grow up with a belief in the brand, thus, promoting long term potential in the market. Brand’s ® will incorporate music or popular tunes to attract attention and influence a receptive and pleasant mood towards the advertisement.
Brand’s ® will meet the informational needs of the parents through elaborating the attributes of Brand’s ® Essence of Chicken for Children and repetition of its benefits. 4. 2Brand Positioning Strategies Brand’s ® will position itself as a credible market leader in health supplements industry by building on its strong and established cultural status. It wants to be perceived as a dynamic company that offers a wide range of quality healthcare products catering to the needs of consumers, and taking care of their welfares and concerns by providing expert advisors to address health-related questions.
Brand’s ® aims to sustain the ‘biggest player status’ amongst other competitors in the market. Brand’s ® will position its products to be of suitable for lower middle class or middle class consumers which are generally health conscious. Occasionally, Brand’s ® will do sales promotion to attract trial or price-sensitive consumers. Brand’s ® will project positive and healthy images of young children and adults. It will also focus on the use of cultural influences, so that the brand will evoke messages such as the product’s effects, as well as its trustworthiness of the brand throughout generations.
Brand’s ® also project the product as a routine supplement where consistent intake of it will enhance vitality and alertness. 4. 3Creative Strategies Brand’s ® will be introducing six and 12 months product subscription at a price bundling rate, inclusive of complimentary monthly delivery. This will encourage regular consumption patterns and generating faster revenue, aiming at secondary target market. Brand’s ® will be adopting a tie-in promotion with book publishers and educational events during pre-examination period as part of its promotion effort.
It aims to collaborate and offers a wider brand and product exposure as both corporations shared the same target markets. Brand’s ® will create uniqueness on prints advertising. For example, introducing die-cut design inserts or printing on special paper in magazines. The purpose is to break away from other advertising clutters. Brand’s ® will invest in distributing trial samples to primary schools. This will increase positive overall brand and product awareness, and promote pleasant perception and evaluations in the primary target market.
It increases purchase motivation in these primary target audiences and able to influence their parents, the secondary target audiences. Brand’s ® will conduct health talks and sponsorship marketing at health fairs or forums, children’s charity and children’s educational programmes. This will increase public awareness and facilitate publicity. It will also promote corporate social responsibility that will influence positive consumer’s perception on corporate image, reputation and credibility, and in turn, contributes better to corporate financial performance (Pfau et al. 2008). 5Media Selection 5. 1Exposure
Brand’s ® will adopt the three-exposure hypothesis, exposing both the target markets to have an opportunity to see (OTS) the advertising message thrice (Chitty, Barker and Shimp 2008, 277). Being a mature brand, Brand’s ® advertising mainly serves as a reminder to enhance the target market’s evoked set. As such, Brand’s ® will do intensive advertising through various media to “refresh” our target market mind as well as to engage them actively. 5. 2Communication Effects Primary Target Market Brand’s ® will use advertisement messages that will appeal to the children’s emotions by communicating fun and peer experiences.
It will play on the needs of children – the third tier, Love / Belonging, according to Maslow’s hierarchy of needs (Wagner, 2009). Brand’s ® will also adopt Television Commercials (TVCs) and other form of advertisements, for further create product / brand recall and awareness. Secondary Target Market Brand’s ® will tap on the psychological influences of secondary target market and create a strong message that drinking Brand’s ® Essence of Chicken for Children promotes health and body immune systems especially during these H1N1 outbreak period where children’s health is very important. . 3Target Market Actions The long-term success of manufacturer marketing actions often depends not only on consumer response, but also on retailer and competitor reaction (Pauwels, 2007). Thus, Brand’s ® will prompt frequent reminders to its target audience in order to enhance brand recall position. Primary Target Market Brand’s ® will be placing television commercials on Mediacorp Okto channel which airs children programme, at early fringe daypart (4pm to 7pm) during weekdays, and at daytime daypart (10am to 4pm) during weekends which children tend to tune in.
The commercials serve to satisfy the primary target market’s need for colourful attraction and visual stimulation. Secondary Target Market Brand’s ® will be placing television commercial on Mediacorp Channel 8 at prime time daypart (8pm to 10pm) to the parents watching variety shows and drama series during this time slot. According to Roy Morgan Values Segments (Chitty, Barker and Shimp 2008, 87), people who fall in the category of Conventional Family Life tend to be influenced by highly emotive visuals and jingles, particularly relating to children who are the central focus of their life.
In addition, Brand’s ® will also provide information of the product to appeal to the cognitive needs of our secondary target audience to enhance response as they have more purchasing power. 5. 4Annual Budgets Using the percentage-of-sales budgeting method, Brand’s ® will set aside 35% of its profit of $1. 2 million (Cerebos Pacific Limited, 2008) amounting to advertising usage of $410,000. The budget will be mainly used for all the media advertisement which includes TV advertisement, in-train advertisement, transit advertisement, magazine advertisement, and newspaper advertisement, as well as billboard advertisement.
The breakdowns on the individual usage are tabulated in the (Refer to Appendix C). 6Media Schedules 6. 1Frequency Brand’s ® will establish a pulsing advertising schedule, mainly to increase advertising in high consumption months such as pre-exam period (Refer to Appendix D). Brand’s ® will adopt the following media frequency: For primary target audience, TVC will be placed on Channel Okto for 6 weekdays/month, 6 times/day and 4 weekends/month, 4 times/day. For secondary target audience, TVC will be placed on Channel 8 for 6 weekdays/month, 4 times/day. . 2Reach and Readership Brand’s ® aims to reach 85% of both target market segments in the time frame of four weeks, using seven forms of multiple media. The Straits Times has a readership of 1. 44 million and circulation of 374,000 on the average (Singapore Press Holdings, 2008). 6. 3Target Audience Rating Point Brand’s ® takes reference from the ten programmes from Channel Okto and Channel 8 which will produce a total of 80. 8 target rating points based on the recent television programme (Refer to Appendix E). Campaign Monitoring & Evaluation 7. 1What will be measured? Brand’s ® aims to achieve brand recognition in 80% of its primary target audience within ten months from the implementation of the advertising campaign. Children aged five to 12 years old have to be made aware to the brand and then recognize the colors and form positive attributes surrounding the brand. Brand’s ® aims to achieve brand recall in 70% of its primary and secondary target audience within ten months from the implementation of the advertising campaign.
Brand’s ® will build strong, favorable unique images in the target market’s minds and be the first brand they think of in the Chinese health-products industry. 7. 2When will they be measured? A pre-campaign evaluation will be done one month before the campaign to determine the present brand recognition and recall levels of Brand’s ® amongst the target markets. This will form the baseline that will be compared against the post-campaign evaluation to determine the ultimate advertising effectiveness (Chitty, Barker and Shimp 2008, 173).
With the intense advertising exposure in mind, the media campaign will take on a continuous monitoring to be done every quarterly to check whether advertising messages need changes or various vehicles are not performing as well as expected. 7. 3How will it be measured? In line with the marketing, advertising and positioning objectives, three measures of consumer responses will be carried out to evaluate advertising effectiveness. The evaluation will also compare the outcomes of the various mediums and determine the most effective ones to reach out to the target audience.
The measurement will be monitored closely with the intense schedule to derive accurate prediction of advertising effect or sales promotion towards sales response. Measure of recognition and recall Brand’s ® will adopt the ‘Bruzzone testing’ research method, as it is a relatively inexpensive and reliable copy testing method, to validate effectiveness of the advertisements (Chitty, Barker and Shimp 2008, 174). The media selection of television commercials will require Bruzzone testing to research on its effects towards marketplace performance. Measure of persuasion
One of the aims of the campaign is to develop a positive relationship between Brand’s ® and the primary target market. As such, ‘The Ipsos-ASI Next *TV method’ will be conducted to assess consumer’s attitudes towards the brand (Chitty, Barker and Shimp 2008, 178). This method is suitable as it focuses on television commercials and, most importantly, questions on the consumer’s intent to purchase. Measure of sales response Evaluation on the media campaign will focus on measuring advertising recall and response, both of which will ultimately result in increase in sales volume.
Nielsen’s SCANTRACK is able to track the amount of purchases of a household and during which period purchases are made (Chitty, Barker and Shimp 2008, 184). It timely response and data collection also allows record of any influences that will affect purchase decisions. Assumptions The total population for children in Singapore aged from 5 to 9 years old is 229,500 and 10-14 are 225,300 (Department of Statistics, 2008). The age groups were broken down into different ethnic groups as Brand’s ® Essence of Chicken products are not yet Halal certified (Refer to Appendix B).
As for the sales figures, Brand’s ® took reference of the product’s pricing from various supermarkets and mini-marts. The assumed calculations of the product pricing are shown in Appendix A. Brand’s ® will make use of its market share, 15% for Brand’s ® Essence of Chicken for Children, to assume a current brand recognition level of 20%. The demand for health supplements will increase due to recent outbreaks such as H1N1 flu virus where consumers being more health conscious will consume more health products (Yeo and Tan 2009). Sales and brand awareness will increase with more health concerns being raised.
It is assumed that Brand’s ® had created a positive and enduring brand and product awareness to the generation of secondary target audience previously. Thus, most of them are loyalists to the brand. Koh (2009, 1) states findings from a Mastercard Worldwide Survey on Consumer Purchasing Priorities and Index of Consumer Purchasing Resilience that shows that “Consumers are unlikely to cut back their spending over the next six months”. Brand’s ® will assume healthy consumer sales rate throughout the media campaign period and take a positive stand in consumer’s willingness to purchase.