Post's Honey Bunches of Oats Integrated Marketing Communications Plan presented by Grassroots Marketing Agency.

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Presentation transcript:

Post's Honey Bunches of Oats Integrated Marketing Communications Plan presented by Grassroots Marketing Agency

The Problem Post lacks a clear cohesive strategy Several changes in ownership Honey Bunches of Oats' current marketing communications are inconsistent, lacks focus, and fails to speak directly to a specified target market.

Marketing Objective Increase market share by 3% within a year will be done by: IMC Objectives: Change perception Increase trial use

Positioning Statement “To 25 to 34 year old adults seeking a moderately healthy yet flavorful breakfast option, Honey Bunches of Oats is the one cereal that provides a combination of deliciousness, nutrition, and variety in every spoonful.”

Recommendations Television Social Media Promotion

Television New commercial will depict real-life situation relatable to target audience Simple and brief, yet delivers message

Honey Bunches of Oats Commercial Storyboard: “Excitement in every spoonful!”

Act 1: Office Space Boredom

Act 2: Introduce Great Taste

Act 3: Spoonful of Joy

Act 4: Unbridled Office JOY!!

Social Media Campaign Nationwide contest Emphasis on taste Personalization ~ Optimization of social networks will ultimately result in engaged consumers.

"Love my Honey Bunches of Oats" Personal Testimonials by Consumers - "Just like me - Perfectly sweet and nutty.” - “I have died and gone to heaven!” If you are the type of person that likes to crunch and crunch like I do, then you are going to love this cereal. It keeps your mouth busy with it's variety of flakes and nuggets and whole dried fruits. - “Oatey Goodness” Each bite is a crunchy taste of heaven sweetened with a hint of the honey flavor. The flakes are made with whole grains, and the kiss of honey adds the perfect amount of sweetness to each spoonful.

Promotions In-store taste test o Provide a delicious sensory experience "Love my Honey Bunches of Oats" contest Guerilla marketing o Bring Honey Bunches of Oats to the people

How Will We Do It? Media/Budget Breakdown:

How Will We Do It? Effects of Budgeting 1,196 TV spots on the CW, USA, FX 3,717,741,935 Facebook ad impressions over a year 1000 stores with sample booths for 18 weeks 52,000 bowls of cereal given out by trucks

New Beginnings.... More Integrated IMC One message, one target, one goal!

Honey Bunches of Oats Is sophistication, excitement, and flavor in every spoonful.

Questions?