CHILLCO ADVERTISING CAMPAIGN

Situational Analysis. Environmental Analysis: Industry. The baby diaper industry has grown tremendously over the years. It was valued at 48 million dollars in 2017 and is expected to rise further to an estimated 78 million in 2025 (AMR, 2018). Europe accounts for the largest market share in the industry, followed by Asia and the pacific region. Mr, 2018). Competitive Analysis. The industry has seen a rise in the entrants into the market leading to stiff competition among brands, to increase the market share. The major contenders are kimberly- Clarke, proctor and gamble, unicharm corporation and Bumkins. These industry players have created a ferociously competitive environment with Kimberly’s Huggins brand taking the largest market share from the former P&G lead, pampers in Europe and other parts of the world.

The main goal of this campaign is to promote snoofy baby's diapers to the global market, and in the process increase the consumer base and sales volume. The diaper is relatively new as compared to other competitors and as such requires a strong campaign to achieve this. Appealing to care givers and care facilities like daycares is the primary goal in order to promote the product and turn the demand into generated sales. Target audience. The target market for the snoofy baby's diapers are mothers who may also be professionals and need a product that is convenient but also gives them value for their money. Discounts and promotions. This strategy focuses on increasing sales of a product, attracting new customers and product promotion through rewarding customers.

The customers are informed of this rewards through online sites, social media, internal and external signs that convey this message. The rewards are in form of coupons and percentage discount off the initial price of a product. This not only attracts customers, but also allows them to get the product and test out its efficacy (Parente & Strausbaugh-Hutchinson, 2014). The event can be related to something the target market would be interested in like breast cancer awareness that will be able to target women and mothers and father's day that targets fathers. It offers promotional strategies that are customized depending on the target market. Media Budget. The media budget contains an estimated value of each media mix in order to prevent any shortfalls and ensure that everything runs smoothly.

A budget is supposed to bebrealustic and also attainable. This media also allows the firm to customize their campaign message to the target audience and in the process, customers can interact with the brand and develop a strong custoner- brand relationship. Consumers are also able to learn more about the product and provide accurate feedback to the company about the products. Digital media. This media utilizes digital encoding to promote a message about a product. Not only does this strategy offer a competitive advantage to a firm that employs it, but is also cost effective, the reason being that it is cheap. ADVERTISEMENT ACTIVITY MONTH EXPECTATIONS. • Advertising actions: • Print Ad • Commercials • Social media marketing • Sales promotion. • 20% off snoofy baby diapers • BOGO sale October 2018 Increased diaper brand awaremess.

Awareness of the need for snoofy baby diaper. Improved brand image. They include: ROAS This is the return on advertising spend that compares the earnings an advertising campaign brings in and the cost associated with it(Gerard,2004). It bases the value on the target market and the features of the advertising campaign and is enumerated by ROAS= advertisement Revenue Cost of Advertisement ROI This metric is essentially the cost benefit analysis of an advertising campaign. It evaluates the returns of an advertising strategy as compared to the value of investment. Through this, a firm can be able to pinpoint whether losses or profits were generated and is enumerated by: ROI= Net earnings ×100 Investment cost Customer retention rate This evaluates the success of a campaign by looking at the customer loyalty.

It pinpoints whether the brand has attracted new customers and retained the former customers. Chillco aims at targeting caregivers on the go that want a product that is efficient and cost friendly in the bid to achieve an increased global market, improved sales volume and customer base. It also aims at utilizing a mixture of communication strategies that aim to promote a message to the audience that promotes the product’s value. It also aims to effectively and efficiently utilize the right media mix to convey the promotional message to the target audience in order to achieve success. The objective is to ensure that it captures a large audience while minimizing costs. In the modern age, the success of a product is built on the trust and commitmentbof the consumers towards it.