MARS Splenda Campaign- Delite Integrated Marketing Communications

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MARS Splenda Campaign- Delite Integrated Marketing Communications
Program Creative Strategy StatementThe marketing communication process begins with identifying those who.

MARS Splenda Campaign- Delite

Integrated Marketing Communications Program

Creative Strategy Statement

The marketing communication process begins with identifying those who will make up the target audience. In this case, the target audience for the MARS Splenda Campaign includes three market segments: diabetics, health conscious younger females and mothers of children between the ages of 4 and 12. The objectives that are taken in this case are as follows:

- Create awareness among 90 percent of the target audience. To do this we will use repetitive
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By using coupons to give money off bags during holidays like Easter, Halloween and Christmas. Our party size candies are also great for birthday parties. - Develop and maintain regular purchase of Delite Candy bars among 5 percent of the target audience. Use continued-reinforcement advertising on radio and television, but use a smaller amount of coupons and free prizes. Increase communication efforts to middle aged parents who just want a healthier diet candy with great taste.

The key benefits of this product, Delite, are its low calorie, contains no sugar, and is a healthy alternative to a traditional candy bar. One approach that will be taken to express the key benefits of this product is finding the inherent drama behind being a diabetic and the restrictions it places on ones life. In order to create brand identification and therefore support for this product, a logo will be created to use in all forms of advertising so that people can find uniformity in all of the ad’s. Also to support the fact that Delite is sugar free and great for diabetics a tag line will be used to bring attention to this information. The tone of these advertisements will be calm and sentimental.

The major source of communication will be television ad’s and magazine ad’s. The types of magazines we are targeting to have these ad’s put in are health magazines, diabetic-geared magazines, and parenting magazines. Integrated Marketing Communication (IMC) Mix

For the