MKTG 306: Semester 1, Mr. Rogers Marketing Strategy Report

This report presents a marketing strategy developed for Mr. Rogers, focusing on promoting its "Local Brand" of spices, herbs, blends, and seasonings. The report outlines key objectives, including attracting new customers and increasing sales. The creative concept centers on a video and photo-based advertising campaign targeting health-conscious consumers. A detailed media plan allocates a budget of £4500 across Facebook, Instagram, Twitter, magazines, and newspapers for a six-month campaign. The report includes a method for evaluating the campaign's success, comparing revenue against advertising expenses to calculate ROI. The calculated ROI for the campaign is 77.77% and the report includes references to supporting literature.

Marketing strategy

Table of Contents
TASK 1......................................................................................................................................3
Marketing background...........................................................................................................3
Creative concept.....................................................................................................................3
Media plan..............................................................................................................................3
Evaluation..............................................................................................................................4
TASK 2......................................................................................................................................4
Calculation of ROI.................................................................................................................4
REFERENCES...........................................................................................................................5

TASK 1
Marketing background
To provide best and natural taste experience in the meals is the foremost requirement
of every family and in the same way, Mr. Rogers is also providing the best and natural
ingredient that change the taste of the food. Thus, company’s marketing strategy is to
highlight the products “local brand” i.e. spices, herbs, blends and seasonings to the current
market to attract range of customers.
Mr. Roger plan objectives
 To attract at least 20% ne customers to visit the website of Mr. Rogers in the month of
August- February, 2020.
 To enhance the sales and growth of the company up to 30% within next 2 years
 To gain new market share by using advance technique of marketing within 6 month of
launching new site.
Creative concept
The quote firm creative concept is to launch new advertising campaign name “Local
Brand” which offer range of new and natural ingredient for meal that provide best and live
experience in the meal. For that, the combination of videos and photos ads is used because
the target market of the company is heath conscious people who are ready to invest in this. As
majority of the customer are busy and that is why, company chooses modern and digital
technology in order to promote the products that is why, it help to quickly attract range of
new customers towards it. That is why, company chooses to launch a new post in the existing
website, social media such that Facebook, Instagram and Twitter name as “local brand” to
attract range of new customers.
Media plan
People in UK spend an average of 2 hour on social media daily that is why, it is better
for the better to use social media as a promotional tool for the company because it is
reasonable in rate and the budget which is assign for this project is £4500 for 6 months. The
plan is executed in June 1st, 2020 until 31st December, 2020. Thus, the company is decided to
spend £960 on Facebook advertisement, £980 on Instagram, £630 on magazine, £860 on
Twitter and £570 on newspaper advertisement (Barnes and Higgins, 2020). Rest of the
amount is to SEO who design the advertisement.

Evaluation
Company is set an objective to generating the revenue of £8000by the end of
campaign and this is further evaluated whether the campaign has attain the define objectives
by comparing the actual sales with advertising investment, so if the sales is exceeded to
expenses then it is success (Kearns and Lewis, 2019). When the campaign is ends, company
predict the positive impact on the future marketing and analyze that there are positive impact
of using effective marketing strategy so that people will come to analyze the product offer by
Mr. Rogers. On the other side, if company chooses traditional mode of advertisement then it
affect the sales and even the define aim are also nit attained.
TASK 2
Calculation of ROI
ROI = Revenue – Advertisement expenses/ Advertisement expenses
ROI = 8000-4500/4500 * 100
ROI = 77.77%.

REFERENCES
Books and Journals
Barnes, F. and Higgins, D.M., 2020. Brand image, cultural association and marketing:‘New
Zealand’butter and lamb exports to Britain, c. 1920–1938. Business History.62(1).
pp.70-97.
Kearns, R.A. and Lewis, N., 2019. City renaming as brand promotion: exploring neoliberal
projects and community resistance in New Zealand. Urban Geography. 40(6). pp.870-
887.