Marketing Plan Report 2022

Conestoga College
MARKETING PLAN
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ADVERTISING PLAN PRESENTATION
TEMPLATE | MKT2065 Winter 2020
Contents
Introduction....................................................................................................................................... 2
Advertising Challenge......................................................................................................................... 2
Loud Mighty Margherita Pizza......................................................................................................... 3
Sour Cream & Onion....................................................................................................................... 3
Target Audience Profile...................................................................................................................... 3
Brand Positioning Strategy.................................................................................................................. 3
Advertising Objectives (2 or 3) – SMART format.................................................................................. 4
The BIG IDEA................................................................................................................................... 5
Media Plan Decisions.......................................................................................................................... 5
Media Strategy................................................................................................................................... 6
Media Buy......................................................................................................................................... 8
Budget Summary................................................................................................................................ 9
Media Blocking Chart......................................................................................................................... 9

Introduction
This report aims to deliver the further discussion over the marketing plan and strategies useful for the
advertisement in Canada for Pringles, the potato chips industry in the Canada. The product holds a
very important place and share in the Canadian market, and the new campaign of this will aim to
manage the effective brad promoting and strengthening in the targeted population. This campaign of
the advertisement aims to launch and introduce the all new flavored in the potato chips that will
increase the market demand. The objective of this report is to develop the advertising strategies and
media promotion that will help the organization to manage the effective campaign and attract the
investors. This report presentation will includes the challenges possible to arise during the presentation,
targeted population, brand positioning strategy and management of the expenses and frequency of the
advertisement to manage the effective control over the campaign.
Advertising Challenge
It is assumed that market growth in the Canada for Pringles, Pringles covers a market share of 9.6% in
the United States and a global scale of 2.2% and the future estimation of the overall rate of growth in
the next campaign about 4.4%. There are many challenges possible to lead issues in the promotion of
the products as the new competitive strategies from the prevailing competitors and will engage in
process to manage it with introduction of the new flavors. The flavors of the world selected for this
campaign are-
BBQ
Loud Super Cheesy Italian

Loud Mighty Margherita Pizza
Sour Cream & Onion
Target Audience Profile
Social economic characteristic of the target customers
- Gender- Both male and female (teenagers of both gender are known to eat chips)
- Age- Teenagers (13-19 Years) (they usually like snacks, have purchasing power and are not
health conscious)
- Occupation – Students (usually looking for a quick alternative for food because of their busy
lifestyle)
- Income - Low to medium income level (Pringles dips are usually cheap and affordable to a
teenager financial plan. Parents can also buy them for their children.
- schooling - High School (they are known to attend parties and are usually heavy users)
Behavioral characteristics
- Benefits sought – satisfies hunger and good tasting
- Usage rates – heavy users
- Lifestyles- self-indulgent
The selected targeted customer segment is very friendly to accept the new test and these are very spicy,
healthy and made to satisfy the hunger. The tagline itself attract the customer that is “Open Grab Eat
Repeat” this reflect the choosing the Pringles will make you to choose it again.
Brand Positioning Strategy
Product strategy
This will represent the various kind of the characteristics of the selected products flavored chips
as
 Fresh, quality ingredients
 Will be available in family size and single use size