Amoy Food Limited Marketing: Advertising and Media Campaign Plan

This report presents a comprehensive advertising and media plan for Amoy Food Limited, a Hong Kong-based manufacturer of sauces and frozen foods. The campaign aims to address declining sales and increase brand awareness through a temporary pop-up store strategy and promotional partnerships. The report outlines the brand's mission and vision, market background, product positioning, and competitor analysis. Key campaign objectives include generating awareness, attracting customers, and exploring consumer tastes. The target market encompasses a broad demographic, with a focus on individuals interested in new food flavors and convenient options. The plan incorporates a detailed timeline, deliverables such as promotional offers and display banners, and measurement criteria to assess campaign success. Furthermore, the report emphasizes the importance of various elements in achieving campaign goals, including target market identification, product benefits, and competitive analysis. The creative and media plan involves a proposition statement, actionable objectives, a defined target audience, effective messaging, a call to action, budget allocation, and a media mix incorporating display banners, social media, and YouTube. The overall goal is to enhance brand visibility, drive sales, and foster customer engagement through a strategic and well-executed advertising campaign.

Advertising and Media
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Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1 Advertising campaign Brief...............................................................................................3
A Brand's mission and vision.......................................................................................................3
b Market background and current situation.................................................................................3
C Products and service positioning..............................................................................................3
D competitors overview...............................................................................................................4
E campaign objective...................................................................................................................4
F Target market............................................................................................................................4
G Key learning from previous campaign or competitors.............................................................4
H Timeline...................................................................................................................................4
I Deliverables...............................................................................................................................5
J Measurement Criteria................................................................................................................5
Important elements of accomplishing campaign goals................................................................5
PART 2 Creative and Media Plan....................................................................................................5
A Proposition statement...............................................................................................................6
B Objectives to actionable deliverables.......................................................................................6
C Target audience........................................................................................................................6
D Crafting an effective message..................................................................................................8
E Creating a call to action............................................................................................................8
F Budget allocation......................................................................................................................9
G Media mix................................................................................................................................9
H Timeline.................................................................................................................................10
I Track methods for campaign outcomes...................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
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INTRODUCTION
Advertising media refers several media channels by whcih an organization perform
advertising activity in an efficient manner Dekoulou & Trivellas, (2017). This study is based on
Amoy food limited which is a manufacturer of cooking sauces and condiments in Hong-Kong.
Frozen food and instant food for heating are also offered worldwide. This study is going to show
some elements involved and followed in an advertising campaign such as the main aim and
mission of the brand, aim of campaigning, message to customers, target market to which
company wants to attract, budgeting, timelines and all features of its new product. It will also
show importance of follwoing all element and steps in a sequence manner as it helps an
organization in completing tasks in timely manner with quality.
PART 1 Advertising campaign Brief
A Brand's mission and vision
Mission- to bring enjoyment to its global customers by producing reliable and delicious food
products.
Vision - to offer qualitative products and make consumers feel happy.
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b Market background and current situation
distribution over 40 countries including US, UK and other countries.
Amoy food limited specialized and known for manufacturing of sauces and frozen foods. This
company has produced new products in the year of 2001 for providing varieties to its customers
and satisfying them. It now offers steamed dim sums, water dumpling, soy, oyster as well as
convenience sauces. It was acquired by CITIC group of China.
4

C Products and service positioning
The company provide variety of sauce and other food items to people. It has positioned
products in such a way that people are able to buy through stores. Also, the benefit of Amoy
sauce is it is available in different flavours. Besides that, by opening a pop store and doing
promotion with 7- 11 it will be able to increase brand awareness. This will be established
temporary to attract customers.
D Competitors overview
There are several numbers of competitors of Amoy food which offers variety of
qualitative food around worldwide. Mullins food, B&G foods, Tyson foods are the main
competitors.
The facts
MFp revenue generated is $500 million and is giving tough competition to Amoy.
However, B&G revenue is twice that of Amoy an GSf is leading the food industry in Asian
market.
Campaign objective
The problem- As company provide sauce and food products throughs stores so there is decline
in their sales. They are not able to attract more customers and generate revenue. Also, there is not
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such a great awareness among them regarding variety and flavor of sauce and other foods items
available.
Our goal- Amoy food want to do promotion by opening a temporary pop store. It will help in
generating awareness and attracting customers. Beside that, company want to explore taste and
need of people. Hence, they will be able to identify types of products available.
Key insight – the objective is to provide an opportunity for people to taste variety of retain food
and flavor of sauce. They will get to know about Amoy products. However, it will be easy for
people to identify company product and buy easily. Moreover, brand awareness will be
generated through it. In this way promotion can be done.
Main message
The best food ietms around you can taste
F Target market
The target market will be all customers of age and gender. These people will be able to
taste those variety of sauce and other food items. Besides that, those people who are fond of
eating fast food can also taste it. However, by opening pop store brand awareness will be
increased. Amoy can do promotion as well by offering products with 7- 11 concept.
G Key learning from previous campaign or competitors
In previous campaign people were not attracted towards new product. They did not like the
taste of sauce. So, new product will not be included in campaign.
However, people did not get attracted as store location was not identified easily. Apart
from it, free products by provided by company to customers. So, it did not go well.
B&G delivered high quality services and solve customer issues quickly. They were
offering gods at low cost. Also, pop stores was opened in high streets, malls, etc.
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H Timeline
First
Week
Monday Tuesday Wednesday Thursday Friday Saturday
Display
banner
10 am –
2 pm
11am to
12pm
3 pm – 5
pm
Social
media
8am to
10 am
12pm to 8pm 9pm to
10pm
YouTube
(short
video clips
)
11am to
12pm
8pm to
10pm
10 pm to
12am
Second
Week
Monday Tuesday Wednesday Thursday Friday Saturday
Display
banner
10 am –
2 pm
11am to
12pm
3 pm – 5
pm
Social
media
8am to
10 am
12pm to 8pm 9pm to
10pm
YouTube
(short
video clips
)
11am to
12pm
8pm to
10pm
10 pm to
12am
Third
Week
Monday Tuesday Wednesday Thursday Friday Saturday
Display
banner
10 am –
2 pm
11am to
12pm
3 pm – 5
pm
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Social
media
8am to
10 am
12pm to 8pm 9pm to
10pm
YouTube
(short
video clips
)
11am to
12pm
8pm to
10pm
10 pm to
12am
I Deliverables
They will be as follows :-
7- 11 promotion
Buy 2 at $10.
Free samples
Display banner of various size
250 * 250 meter square
500 * 250 leaderboard
120 * 210 display banner
J Measurement Criteria
The campaign outcomes will be measured with certain criteria such as:-
Number of people who purchased products- those people who purchased products.
Enquiry about products- the people who enquired about sauce or took pamphlet.
Number of visitors- Those who visited store in one day.
Important elements of accomplishing campaign goals
Advertising campaign is an important and somehow critical task as it consists of several
steps which need to be followed in a sequence. Some important elements which are important in
making a campaign of product promotion successful. Identifying target market, product benefits,
objectives of the campaign, developing a message, knowing the actual position in the market and
intensity of competition in the market. All these elements play an important role. It can be said
that the main function which can help the company in completing most of the steps is analysing
internal and external environmental factors Lagazio & Querci, (2018).
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PART 2 Creative and Media Plan
For promoting a new product, it is important to create a media plan after creating an
effective advertising plan. A media plan consists of several elements and steps on which, the
success of content marketing depends. A marketing media plan can be defined as a tool in which
company needs to select channels for content distribution as well as developing frequency. A
media plan is implementation of media strategy Katz, (2016). The main aim of Amoy food
limited is to analyse the performance of its new product and content across several media.
A Proposition statement
Theme – Buy any 2 @ $10
B Objectives to actionable deliverables
Specific – to open 10 pop stores in high street, malls and other places
Measurable – to generate 10% brand awareness among people.
Achievable – to increase sales up to 8%.
Realistic- to increase brand awareness in local market.
Time bound – it will require 2 months to achieve these objectives
C Target audience
The target audience is determined on basis of their needs and wants. Here target audience
is
Demographics: customers of all age and gender.
Geographic: the pop stores will be opened within 50 KM range of Honk Kong city.
Attitudes and motivation: the people who frequently use variety of sauce and retail food items
in want to taste new flavour as well. Thus, their attitude changes when new flavour is launched.
So, pop store will be useful in generating brand awareness within people and encourage to buy
new products.
Media habits: people who visit high street and malls for shopping. Also, in large stores and
markets they are not able to find different food items. Due to it their habit change and also they
are not aware about food items available.
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Culture: the cultural background of people is they live a healthy and wealthy lifestyle. Basically,
mix tradition is followed in country that is Han Cantonese ethnic culture of South east China.
Also, western culture prevails within nation. People speak Cantonese language.
Consumer insights: in recent times, people need and taste has changed. they want new taste ad
variety of goods. However, all items are not available in same store. Alongside, people are not
aware about type of food items available.
D Crafting an effective message
An effective and unique message is crafted to generate awareness among people regarding
food items. So, by opening pop store it will be easy to provide food items in high streets, malls,
etc. where local shops are not available. Furthermore, products are available at high price in
retail outlets. Thus, promoting with 7- 11 will attract people to buy items at low cost.
The message is :
“Get products at low price”
This means to provide food items at low price to people.
“Make people aware”
Here, aim is to generate awareness among people regarding sauce and other foods items.
E Creating a call to action
A call to action is a statement which is being developed and designed to get an immediate
response from customers and all those people who read and hear it. It is called an important
element of marketing strategy in order to get target market to respond through action in order to
know effectiveness of products and media planning. Campaign monitoring will be the best for
creating a call to action. There are several steps by which Amoy food limited can create an
effective call to action plan such as:
Resources – the campaign will require many types of resources like HR, finance, software and
computer system, etc.
Human resource – for this 5-10 employees will be required that possess technical and
communication skills. Also, for hiring them 1 weeks will be required.
Finance- funds will be needed for the campaign. In this total fund of $8250 is required. The
access to funds will be from profits of company.
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Material resources – there are some other resources required as well. For making video camera,
computer, etc. are required.
Using a strong command verb: Having a string command and clear message via using less
characters and letters is the main factor need to be followed in creating a call to action. The main
aim of this step is to let target people to know that what the company wants them to do. There
are several more steps by which it can be followed such as: opening pop store in markets where
there is large number of footfalls. It will be easy to make people aware about product. They can
buy it at low price. Along with it, using 7- 11 promotion is a method to offer products at low
cost.
Using an effective word to provoke emotions: There is a requirement for Amoy food company
to make itself able to get a strong response from target market as a result of their enthusiasm. If
CTA of an organization is enthusiasm then people will be enthusiastic as well. For this, company
can use 7- 11 promotion concept.
Giving reasons to target market to give action: In this step, company needs to provide a
reason to customers and bind them to buy products as by purchasing products they can taste
good, save money etc. It can help the company in unique selling point Creating a Call to Action,
(2014).
Taking advantage of FOMO: Fear of missing out is one of the important and effective step of
creating a CTA. It is the way of attracting people as people think that they might lose an
opportunity which will not come around again and by thinking this they buy products. For this,
Amoy can attract it via Buy any 2 @$10.
Knowing the best tool: For creating an effective or killer call to action, it is important to give all
information to customer and keeping no secrets. For providing information and getting
immediate response, company needs to select the best platform and device from which it can get
and give response to customers. For example: in pop store brochure can be provide containing
info of all Amoy products.
F Budget allocation
Activities Amount
Logistics $500
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Rent $2000
License fees $1500
Setting up pop store $1000
Store design $750
Salary of workers $1000
Promotion $500
Maintenance $1000
Total $8250
G Media mix
Here, both online and offline media will be used.
You tube- this media is highly used by people of Hong Kong. So, through this media video of
pop store can be displayed. It will help in attracting people about nearest store opened in their
region.
Display banner- it is offline media that will be used. In that image can be used to advertise pop
store at high street or malls. So, people can easily recognise it.
Social media platforms- there will be various social media platforms used such as Facebook,
Instagram, etc. as online media. Here, pop store advertisement will be done. also, theme of Buy
ay 2@ $10 will be promoted.
Format – pop store will be established in campaign to generate awareness and do promotion.
Tactics – here, tactics used will be to buy any 2 items at low cost.
Tools – for this pop stores will be used as tool to spread campaign message.
H Timeline
First
Week
Monday Tuesday Wednesday Thursday Friday Saturday
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Display
banner
10 am –
2 pm
11am to
12pm
3 pm – 5
pm
Social
media
8am to
10 am
12pm to 8pm 9pm to
10pm
YouTube
(short
video clips
)
11am to
12pm
8pm to
10pm
10 pm to
12am
I KPI’s
Number of people who purchased products- those people who purchased products.
Enquiry about products- the people who enquired about sauce or took pamphlet.
Number of visitors- Those who visited store in one day.
Sales recorded- number of sales recorded from opening till closing of store.
CONCLUSION
From the above study it has been summarized that advertising media or making an
effective use of different and effective media channels played an important role in promoting
new product of an organization. This study has shown some importance of advertising campaign
plan which consists of several steps like brand's mission, market background, positioning of the
company and its new products and messages of advertising for attracting wider range of
customers. Further, it has shown a media marketing plan which also consists several steps which
requires to be followed in a sequence. Some important steps shown in media marketing plan
includes: target market, media message, budget allocation to each step, knowing consumers
insights by which it can retain and make them believe that new product of the company has
several unique features. Lastly, it has shown some ways of knowing and measuring effectiveness
of media and advertising plan as whether it helped in accomplishing goals or not.
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Online
Amoy's Competitors. 2017. [Online]. Available through
<https://www.owler.com/company/amoy1>
Creating a Call to Action 2014. [Online]. Available through
<https://www.wordstream.com/blog/ws/2014/10/09/call-to-action>
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