Woolsworth Advertising Campaign: Assignment
Added on 2021-06-15
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Running Head: AdvertisingWOOLSWORTHAdvertisingCampaign ProposalExecutive Summary
Advertising-Campaign ProposalPage | 1The marketing problem here is manifold, reduction in the dairy farm milk produce, marginal income of the farmers and the biggest problem here being less reliability on the current milk labels in the country. Reduced transparency in milk production makes people look for other option like milk powder as an alternative to milk which reduces their nutrient intake on a daily basis. Farmers own milk want to tackle this particular problem.The marketing objectives here are to increase the brand awareness, create a top of the mind recall of Farmers own milk, increasing revenue and sales for the company, building trust and relationship with Australian population and urging people to drink the superior quality, pure and nutrient rich milk from the farmland of Australia-Farmers Own Milk.The brand positioning of Farmers own milk is to be transparent, trust propelling and a company whose product can be treated as an embark of trust, purity and quality, in short an Ageless product.The target audience of Farmers Own Milk is people falling in middle class to upper class range. It is an ageless product and does not have any gender bias. Thus, implying that the entire population of Australia falling in the middle to upper class range.The proposition statement of Farmers Own Milk is to create an environment of healthy and happy Australia by serving them the best quality milk from the farmland of Manning Valley.The advertising objectives are manifold here:Creating transparency by showing how the milk is being produced at the Farms.Creating trust by making people aware of how the quality is ensured.Increasing the penetration of Farmers Own Milk.Creating business sustainability and improving the conditions of the dairy farmers.
Advertising-Campaign ProposalPage | 2Table of ContentBrief Background.............................................................................................................................................4Creative Strategy..............................................................................................................................................5Concept of the Creative Strategy...........................................................................................................5Advertising Appeal......................................................................................................................................5Personal Appeal.......................................................................................................................................6Pain Solution.............................................................................................................................................6Creative Technique.....................................................................................................................................6USP to Execution of the Creative Idea- A journey...............................................................................6Creative Rationale............................................................................................................................................7Media Plan..........................................................................................................................................................8Media Objectives..............................................................................................................................................8Media Mix........................................................................................................................................................9Budget................................................................................................................................................................10Creative Execution........................................................................................................................................11References........................................................................................................................................................16
Advertising-Campaign ProposalPage | 3Brief BackgroundWoolworths is one of the largest supermarket/grocery store chains in Australia which is privately owned by Woolworths Limited. The company which was founded in the year 1924 specialises in selling groceries(vegetables, fruit, meat, packaged food, etc.), besides this the company also sells DVDs, Magazines, health & beauty product, household product, pet and baby supply, dairy items and stationary items. Thus, it is a one stop solution for all the shopping needs of the customers. Woolworths along with Coles have occupied over 80% of the Australia’s retail market (Bailey, 2017).Farmers’ Own’ is an initiative of a number of Australian dairy farmers who have joined hands together and collaborated with Woolworths to bring out the fresh and tasty quality milk to the inhabitants of Australia. The company was found couple of years back in 2013 with the bunch of farmers from the Manning valley in the New SouthSales. The company which was started initially with just 12 stores in Sydney and NSW has now expanded into Victoria, Queensland, WA, SA and NT and has built strong relationship with famers directly to maintain an adequate supply of the milk (Restrepo, Lelea & Kaufmann, 2016).The purpose of the assignment here is to create a proposal for the Farmers’ Own’Brand in the Australian market. The assignment will focus on the creative concept for the campaign, creating a rationale behind the idea, media strategies and schedule, media mix and the media vehicle to be used in the fulfilment of the campaign objectives.
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