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Sample MKTG204 PitchProject

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MKTG204 Pitch Project Contents Introduction and background Page Campaign Objectives Page Consumer Insights Page Positioning, Creative Ideas and integration Page Creative Executive Page Media Strategy Page Conclusion Page Reflection Page Group Members Ashlee Millingham 43290205 Rowan Prosser 43290612 Christopher Summerhays 42526922 Jesse Gong 42870445 Omaet Velasco Sarah Beale MKTG204 Pitch Project Introduction & Background The Australian Wholefoods Company specialises in producing ready-to-eat meals for supermarkets and stores. It is a well recognised home brand that has a variety of ready-to-eat food products ranging from quiches,…show more content…
This company is emphasising how their product is an authentic Asian dish and the yellow and red brand colours they incorporate in their logo is used to highlight their authentic background. Another range of competitors would include 2-minute noodle companies such as ‘Maggi’, ‘Indomie Mi Goreng’, ‘Nissin 's Demae Ramen’, and ‘Nong Shim 's Shin Ramyun’. Although Lee’s Chilled Meals produces a slightly different product, companies like Maggi are well established within the ready-to-eat noodle market and have an established consumer base. An online survey was created and distributed to 693 people (347 males and 346 females) between 18-25 across Sydney. Numerous key insights were identified as a result of this research, one of the most important was when creating an advertisement image of the product to not simply show a bowl of noodles on a table in front of any empty seat. Through the use of multiple place settings and another bowl of noodles and by showing two people consuming the product, this can evoke the idea in the mind of the consumer that the product is one to be shared and enjoyed with other people, hence creating a positive experience. The use of the ‘visual depiction effect’ to subtly manipulate the positioning of utensils and cutlery to match that of the viewers dominant hand provokes mental stimulation and generates mental association towards the use of the product. Elder and Krishna concluded from a study
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