Conestoga College MKT2065: Pringles Advertising Plan Presentation

This presentation outlines a comprehensive marketing plan for Pringles, addressing the advertising challenge of maintaining market share and introducing new flavors in Canada. It identifies the target audience as teenagers and students, detailing their socio-economic and behavioral characteristics. The brand positioning strategy emphasizes product quality, attractive packaging, and competitive pricing. The presentation sets SMART advertising objectives, including increasing repeat purchases and attracting competitors' customers. The 'BIG IDEA' involves a communication strategy using the slogan 'Choice of the aware mother and talented youth.' The media plan includes television, social media, billboards, and in-store advertising, with detailed budget allocation and media strategy decisions. The presentation also includes a media blocking chart and references.

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

 Attractive label that will attract the teenagers effectively and the children as well
 Toys inside the packets to attract the children
 Additional offer to win attractive prizes for the teen
There is numerous kinds of competitors prevailing to compete the introduction of this campaign
and they are very strong in the marketing segmentation and management with the customers.
These are providing the cost in high, but the Pringles focus to provide the lowest pricing to the
targeted customers.
 Lays French onion dip
 Lays Smooth Ranch
 Tostitos Smooth and Cheese
 Tostitos Salsa Con Queso
 Tostitos Cream Spinach Dip
 Tostitos Chunky Salsa
 Promotion Strategy-
Advertising Objectives (2 or 3) – SMART format
To ease the acquisition of almost 50% of reoccurring purchase and product retrial for the identified
target market consumer within the allocated period of campaign
S- This objective will be specific to manage its focus on teenagers 13-19
M- The objective is measureable to reach
A- Aim of the purchase is based on the reoccurring of purchase and product
R- The nature of this objective is reliable because its positioning in the market
T- Time allocated for this objective is 6 months
- To attract approximately 15% of competitors’ product customers to try the new product within the
first 8 to 11 months along with Goods sold Target = 1,000,000 units to be sold by the end of the
campaign
S- Specific to attract approximately 15% of competitors’ product customers
M- The Objective is measurable in the percentage
A- Aim is to lead the challenging position
R- resources to deal this challenges are selling and pricing

T- time specified is 8-11 months
Pringles has the ability to spread the diversity that exists in the culture and cuisine of Canada. It gives
individuals the ability to also try other international tastes through its flavours.
- It is evident that over two thirds of Pringles are consumed outside North America
- The brand has a history of 100 different flavours world wide
The BIG IDEA
BIG IDEA selected for the campaign is to use the communication strategy with the customers through
the brand positing strategy and effective attractive advertising. This can help to reach the audience
direct to the shop and mall. Belief of the mother invested in the product can attract the more mother to
buy the product. The key benefit statement in the campaign will be the messages that will make the
buyer to trust the product.
Campaign Slogan/tagline- “ choice of the aware mother and talented youth”
The tone of the campaign will be motivating to buy the chips in the market. To the customers this will
be healthy tasty and satisfactory.
Kind of message appeal this will use the mothers trust to make the buyer to take an emotional message
that will attract the buyers.
The source of the message will be the campaign on the social adverting, you tube and commercial
advertising this will be credible and attractive to the audience
Execution tactics will you use
Media Plan Decisions
Media styles and Budget

There will be a two times television advertisement which will run for a period of four months and a
three months break period. This will ensure that the potential customers are made aware of the brand
and during the break period the results of the TV advertisement will be evaluated.
TV advertisement Budget= $700,000
Social media advertising will also be put into consideration, where Instagram stories, skyscraper style
and YouTube banners will be utilizes.
Social media advertising budget =$200,000
Traditional billboard advertising = $500,000
In-store advertisement budget = $100,000
Magazine Advertisement = $500,000
Total................................. $ 2,000,000
Media Strategy
What forms of PAID media are most suitable for your target audience and campaign? Why is each
suitable?
Specific Media Rationale/Secondary Source Support
.
Insta
Primary to target mothers
Skycrapper
secondary

Youtube
primary for the youth
Media Buy
As this campaign have the budget of $2,000,000. Based on the media objectives and strategy above,
that are taken for the advertisement following are the management of the cost to buy rights to advertise
for the advertising campaign.
The detailed calculations regarding the ad specifications (size, length) that are planned to buy, the cost
per unit and total cost for each media vehicle is calculated to manage the expansion in the given
budget.
Specific
Media
Vehicle
Ad Specifications
(Size, placement,
etc.)
Cost per Unit
# of Ads you will
run during the
campaign
Total
Cost
Insta 50000 Social post 50000
Skycrapper 60000 Pictures with
information 60000
Youtube 90000 Advertisement
videos 90000

As based on the selected media channel to promote the advertisement with detailed information for the
Reach & Frequency for each media vehicle. Calculate the GRP’s and CPM for each.
TOTAL UNIVERSE:
Specific Media
Vehicle
Reach (total
Impressions)
Frequency (total times
used during
campaign)
GRP’s
CPM
(Frequency X
Ratings)
Insta 30% 10 times in 5 months 3 50000
Skycraper 20% 15 times in 5 months 3 60000
Youtube 50% 5 times in 5 months 2.5 90000
Budget Summary
insta skycrapper skycrapper
Media Blocking Chart
Hamany
Lunch Media
Ad
specification Markets cost Jan Feb Mar Apr May Jun Jul Aug Sep Oct
No
v Dec
Broadcast
Media
Insta Videos social 200000

media
market
Skycraper
Youtube
Print Media
Newspaper
Print
awareness
Print
market 500000
Magzine
Out of Home
Media
Twitter social post
social
media
market 100000
Websites

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