GroupMembers:

BrianO’Keeffe-12138916SamuelO’Rourke-11128194BarryNeville-12162299TaraHenebry-12154792

ModuleCode:MK4008

Lecturer:ConorCarroll

Date:07/04/2016

IntegratedMarketingCommunicationsCampaign

TableofContents1. ExecutiveSummary……………………………………………………………………………………………......12. SecondaryResearch…………………………………………………………………………………………………2

I. ContextualAnalysis………………………………………………………………………………………3II. P.E.S.TAnalysis……………………………………………………………………………………………..4

3. AnalysisofSnickersIreland……………………………………………………………………………………...54. Definedpromotionalobjectives…………………………………………………………………..…………..6

I. Creatingbrandawareness…………………………………………………………………………….7II. Stimulatingdemand……………………………………………………………………………………..8III. Establishingonlinepresence…………………………………………………………………………9

5. CompetitionsandRewardStrategy…………………………………………………………………………10I. FanCommentary…………………………………………………………………………………………11II. EatLikeAManChallenge…………………………………………………………………………….12III. EventPresence……………………………………………………………………………………………13IV. PointofSale………………………………………………………………………………………………..14V. SelfiewiththeSnickersCaveman………………………………………………………………..15

6. AdvertisingCampaign……………………………………………………………………………………………..16I. OnlineDisplayAdvertising…………………………………………………………………………..17

7. DigitalandSocialMediaCampaign…………………………………………………………………………18I. YouTube………………………………………………………………………………………………………19II. Facebook…………………………………………………………………………………………………….20III. Twitter………………………………………………………………………………………………………..21IV. Snapchat……………………………………………………………………………………………………..22

8. PublicRelations………………………………………………………………………………………………………23I. ClubHero’s………………………………………………………………………………………………….24

9. PointofSaleandSalesPromotions………………………………………………………………………...25I. Timeandlocation………………………………………………………………………………………..26II. PointofsaleandPromotionalMethods…………………………………......................27

10. OutdoorAdvertising……………………………………………………………………………………………….28I. SnickersChallengeTent……………………………………………………………………………….29II. SnickersCavemanPromotion……………………………………………………………………...30III. AmbientAdvertising……………………………………………………………………………………31IV. AudienceInteraction…………………………………………………………………………………..32

11. Scheduling………………………………………………………………………………………………………………3312. Budgets…………………………………………………………………………………………………………………..3413. ControlandEvaluation……………………………………………………………………………………………3514. Conclusion………………………………………………………………………………………………………………36

ExecutiveSummary

We at ‘Digital Marketing Consultants Limerick’ (DMCL) have undertaken an integratedcommunications campaign for Snickers. The year round campaign we have devised forSnickers,named‘GoNUTSforyour team’aimsto integrateSnickers intothe Irishsportingculturebyengagingwithfansandincreasingconsumptionthroughmemorablepromotionsandevents.This contextual analysis that DMCC undertook entails a comprehensive analysis of thecompetitive landscape, a PEST analysis, as well as an Analysis of Snickers Ireland. In agrowing market, Snickers have Ireland have a 1.7% market share. The key insights thatDMCCdiscoveredare: Irish consumers arebecomingmorehealth consciousbut still feeltheneedtoindulge&chocolatesnacksarebeingviewedasa‘boost’asopposedtoa‘treat’bythetargetmarket.DMCChaveexaminedthekeysocialnetworkplatformsthatSnickersIrelandshouldutiliseinrelationtotheconsumptionhabitsofthetargetmarket.The overall objectives of our marketing campaign are to increase brand awareness,stimulatebuyerdemand,aswellasenhancingtheonlinepresenceofSnickersIreland.Thiswill be done through competitions and activities carried out online, in store and on theground.Wewillrun2interactivecompetitionsonline;“FanCommentary”andthe“EatlikeaMan”challenge,aswellashavingapresenceatselectedsportingeventstoeasilyaccessand interactwithour targetmarket.Wearealsogoing to introduceaPointofSale (POS)competition in stores to drive consumption in stores. These competitions will serve as ameansofachievingourobjectivesbyincreasingconsumerinteractionwithSnickersIrelandonline,aswellasincreasingexposureofthebrandthroughvariouschannels.We aim to promote these five competitions online using a variety of Digital and SocialMediaplatforms.OnlineDisplayAdvertisingwillbeemployedintheformofbanneradsandcookies,andwillbedisplayedonpopularIrishsportingwebsites.Inadditiontothis,wewillutilise popular the social media platforms: Facebook, Twitter, and Snapchat. Using theseplatforms,weaimtocreatealargeamountofsharablecontentinordertostimulateviewerengagementwiththeSnickersBrand.DMCC have established a control and evaluation system that is designed to evaluateconsumerengagementanddemandstimulation.ThesystemthatDMCChavedevelopedwillenableSnickers tomonitor theeffectivenessdigitalandsocialmediaactivitiesas theyearunfoldswhichenablethemarketerstodirect theirmarketingefforts inawaythatutilizesthepromotionsandplatformsthatareprovingmostsuccessfulthroughouttheyear.

SECONDARYRESEARCHContextualAnalysisoftheChocolateConfectionaryIndustryMarketOverviewThemarketforthechocolateconfectioneryindustryinisvaluedat€621millionasof2015.Thecategorysawacontinuedreturntogrowthafterseveralyearsofstrugglingduringtheeconomic downturn. Investment in Research&development of newproducts and strongmarketingcampaignsbysomeofthemajorplayersassistedindrivingvolumesalesbackup.Theindustryispredictedtoreachavaluation€741millionin2020(Euromonitor2016).ThisgrowthisexpecteddespiteIrishconsumersbecomingmorehealth-consciousasconsumersstill feel the need for indulgence and are likely to continue to use chocolate as a treat(Euromonitor2016).Plainmilkremainedthebest-sellingchocolatetabletinIrelandin2015,accountingfor68%ofvaluesales.ThisisduetostrongsalesofbrandssuchasDairyMilkandGalaxy.Filledwasthenextmostpopularformat,witha21%valueshare(Euromonitor2016).Snickerswouldbeconsideredtobeafilledchocolatebarandtheresultsofthiscustomeranalysisshowthatconsumersarestillattractedtothefilledchocolatebar.Seasonal chocolate is predicted to see the fastest growth in the coming years. Irishconsumersassociateoccasionswithchocolate,particularlytheChristmasandEasterperiods(Euromonitor 2016). The value of the chocolate confectionary market has been steadilygrowingforthelastfouryearsasdepictedbythegraphbelow.

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2010 2011 2012 2013 2014 2015

Sizeofchocolateconfectionarymarket(€M) (Euromonitor2016)

Competition within the industry is high and it could be defined as an oligopoly as it isdominatedbyasmallgroupof largecorporations.With justa fewmaincompanies in theindustry,theactionsofeachcompanyarecommonlyknownbytheothercompanies.The3companiesthathaveacombined78.8%shareofthemarketareMondelezIreland,MarsInc.&NestleSA.Mondelez Ireland is themarket leaderswithin the industryandhasa41.5%shareof themarket. Mars Inc. have a 19.8% shareof themarket andNestle SA. have a17.5%marketshare.Mondelez&NestlewouldbeseenasthemaincompetitorstoMarsIncwith the4thmostdominantcompanywithin the industrybeingFerreroGroup,whohasa5.8%marketshare(Euromonitor2016).

CompetitiveLandscapeThere is strong competition for chocolate confectionery and the companies that sellchocolate bars would be considered the direct competitors to Snickers. As well as that,thereishugecompetitionfromothersnackingcategories,suchaschocolatebiscuitsandicecream,whichwouldbeconsideredtobethemainindirectcompetitiontoSnickers.The majority of brands operating in Ireland have an international presence, and areavailabletothemassmarket,withmanydomesticplayersoptingtofocusonthepremiumsegment, with brands such as Lily O’Briens and Butler’s. A trend that emerging is thepresence of US brands, such as Hershey’s, which are being imported into Ireland due towiderdemandfortheseglobalproductsthankstoincreasedtravel(Euromonitor2016).The chart below depicts the market share of brands in Ireland in 2015. Cadburys is theleadingchocolatebrandwitha35.5%marketshare.

BrandShares2015(Euromonitor2016)

201020112012201320142015

Mondelez Ireland: remained the leader in chocolate confectionery in 2015, with a valueshareof42%.Despitetheoverallmarketshareofthecompanyfallinginthelastfewyears,its overall sales continued to rise due to the strengthof theCadbury brand in particular.Investment in new product development and the branding of its core product offeringhelpedittomaintainitsdominantposition(Euromonitor2016).Anothercontributingfactorto its strongperformance is the successof its seasonal chocolate andboxedassortmentswith the Cadbury Roses and CadburyHeroes brands (Euromonitor 2016). In terms of thecompaniesmarketingstrategy,Mondelezisshiftingmoreandmoreofitsmarketingspendsintodigitalwhichincreasinglymeanssocialandmobile(Carruthers2014).

NestleIreland: Intotal,Nestlehavea17.5%marketshareinIrelandwithitsmostnotablebrandsbeingthe‘KitKat’&‘Areo’whichtogetheraccountedfor8.5%ofthetotalchocolateconfectionary products sold in Ireland in 2015.However, both the Kit Kat andAero haveseen a gradual decline in sales over the last five years. Importantly, Nestle is a massivebrandgloballyandwouldhavetheresourcesto leverage itsbrands intoamoredominantpositionifitcanbemoreaffectivewithitsmarketingcampaignsinIreland.

Mars Ireland: are a global leader in confectionery,with a particularly strong presence inchocolate confectionery and gum (euromonitor 2016). With a 19.8% market share, thecompanyisthesecondmostdominantcompanyinIreland.Marshavemanyconfectioneryproducts within its brand portfolio that would be considered direct competitors toSnickers,thebiggestofthesebrandsincludeMaltesers,Galaxy,CelebrationsandtheMarschocolate bar. Brand equity helps to protect the market share of the brand within itsportfolio.

PESTAnalysisoftheChocolateConfectionaryIndustry

PoliticalSomeof themajor retailers, includingTescohavestoppeddisplayingconfectioneryat thecheckouts,replacingitwithhealthieralternativesduetodemandfromgovernmentbodies(Euromonitor2016).AnotheroccurrencethatislikelytohaveanegativeeffectonthesaleofconfectionaryproductsinIrelandistheaffectsof‘OperationTransformation’.Thishealthand fitnessprogrammeairsonthegovernmentownedtelevisionchannelRTEOneandaswell as 2FM and RTE.ie. The showwas created in an attempt to reduce obesity levels inIreland and is hugely popular. These revelations represent a limitation to the type ofadvertisingthatSnickerswillbeabletodointhefuture,ashealthisanowasensitivetopic.

EconomicalTherehasbeenincreaseintheamountofvaluepacksbeingofferedbyretailers.Inthepast,oncethesnackswerealleaten,thatwas it fortheweek,butnowit ismoreaffordabletohavesnacksinthehouseonanongoingbasis,thiscouldmeanthatfamilypacks&funsizeSnickerscouldseeariseinsalesnextyear.Anothereconomicalissuethatispresentinthechocolate confectionary industry is the riseofpricesof chocolatebars. Theunitpricesofconfectioneryareontherisedespitesomebrandsengagingindiscountingandpromotionaloffers(Euromonitor2016).

SocialThe social factors that affect Irish consumers are constantly changing and companiesoperatinginIrelandshouldbepro-activetothesechanges.MigrationisprevalentamongstIrishpeopleandwithmorepeople travelling,newtastesarebeingdiscovered fromothercountriesandbroughtbackhome.Thishasresultedinanexplosionofchoicewithingroceryand expanding offerings from familiar brands andproducts,with the rise of internationalproducts on shelf (BordBia 2016). The increasing competition is of a course a threat toSnickersIreland.OneofthemosttopicalissuesinIrelandatthemomentistheobesityepidemicwhichexistsin the country. People are becoming more informed, there is a definite realisation thathealthandwellnessisimportantandthereisaneedtofightagainsttheobesityepidemic.The youngerdemographic inparticularwere informedaboutnutritionandhealthyeating(BordBia 2016). Consumers are engaging in healthier lifestyles and opting for less sugaryfoods and better portion control. However, there is still demand for indulgent spendingbroughtaroundbyimpulsebuying,particularlywithinconvenienceoutlets.Irishconsumersmay be buying chocolate less frequently, but when they do, they treat themselves.(Euromonitor2016).Another factor that is affecting this industry is the way in which people are consumingchocolate confectionary products. Many consumers are buying confectionery to shareinsteadofjusttoconsumeontheirown.Themajorityofbrandsareofferingvaluepacksinordertofacilitatethisneed.Mostofthesevaluepacksarenowalsoresalabletomakethemevenmoreattractivetoconsumers.(Euromonitor2016).Aswellasthat,wearestartingtosee a new emerging role for snacks amongst the younger demographic. Snacks are nowincreasinglybeingseenbythemasaboostasopposedtothetraditionalmindsetwhichisseeingsnacksastreat‖(BordBia2016).ThefivekeyneedstateswereidentifiedinBordBia’s2015reportforthesnackingwere:toenergise(26%),asahabit(22%),toindulge(21%),tonourish(18%)andforhealthandwellbeing(13%).

(Euromonitor2016)Having an understanding of when customers consume snacks can enable marketers toorganise promotional events according to the most prominent purchasing times of theconsumers.The2014‘SnackinginIreland’reportnotedthatenergisingsnackingdoesoccurthroughoutthedaybutmostnoticeablypeakingintheafternoonfrom3pm-6pmwith23%ofsnackconsumptiontakingplaceduringthisthreehourperiod.Physicalenergyboostingsnacksareoftenconsumedonanad-hocbasissinceitisahighlyfunctionaloccasion(BordBia2016).BasedonanadultstudycarriedoutinthesameBordBiareportitturnsoutthatwe snack evenly throughout the week and our snacking needs decline slightly at theweekenddue tomore later rising timesand longermeals.Utilising thesekey insights isadefiniteopportunityforthe2017Snickersmarketingcampaign.

TechnologicalTechnologyisadvancingrapidlywhichmeansthatmarketersneedtobeuptodatewiththemosteffectivewaysofmarketingtheirproductsinordertostayaheadofthecurve.HavingasoundgraspoftechnologyisimportantinmarketingandemergingtechnologiesrepresentopportunitiesforSnickersIrelandtotakeadvantageof.Thetechnologicallandscapewithindigital&socialmediaisquitebroadandoneofthemostimportantaspectsofmanagingacompanies integrated communications strategy is identifying the social media platformsthat represent the consumption habits of the target market. Almost 70% of Irish SocialMedia users follow brands and businesses on Social (Media Kane 2015). Below is anoverviewofthemostpopularsocialmediaplatforms:Facebook: There are 2.4million Irish people using Facebook eachmonth, 87% of whomregularlylogonviamobile(Patterson2015).Themajorityoffacebookusersusetheirprofile

Whyconsume?

•Immidiateredressofblood-sugarlevels

•Throughcontinuityof'keepinggoing'&redressinglowbatteries

•Futurefocussedorpro-activesyamina/endurance

HowConsume?

•Adhocconsumption(atornearpointofpurchase)

•Alldaygrazingforsome,tokeepenergytoppedup.

•Highfunctional:seekingimmediatereactionorsustainedenergyboost.

WhatActivities?

•Manyconsiderparticularreleventbeforeandaftersports,oractivities.

asaprivateaccountandarenotwillingtoengagewithbrands.77%ofadultfemalesareonthe site and66%of adultmales haveprofiles (Patterson2015). Facebook is still thepostsocialmediaplatforminIreland.1.8millionIrishPeopleuseFacebookeverysingleday.Thelargestagedemographic in IrelandthatusesFacebook is25-34yearoldswhichmakesuparound29%of theaudience (Kane2015).18-24yearolds represent36%ofall themalesusing Facebook,which is themost out of anymale age group using Facebook (Patterson2015).

Twitter:Thereareapproximately700,000peopleloggingontoTwittereverydayinIreland.As a country we send 1million tweets per day (Kane 2015). Twitter is the secondmostpopularsocialnetwork in Ireland intermsofregularusageandcommunication. It isoftenthe first port of callwhen consumers have issueswith,want to praise or simplywant tolearnaboutbusinesses.ItisamorecommunicativeandopenplatformthanFacebooksoitpresentsa realopportunity toget toknowyouraudienceand toengagewith them. ThehighestagedemographicinIrelandusingTwitteris15-24yearoldswhichrepresent53%oftheAudience.(Kane2015)WhilethenumberofdailyusersissignificantlylowerthanthatofFacebooktheimpacttheseusershaveismorenotable.

Youtube:isthesecondmostpopularsearchengineintheworldonlybehindGoogleandisthemostpopularvideosharingplatformintheworld.YouTubeisagreatwaytoreachoutto consumers, as long as you are providing something intriguing and relevant to youraudience.77%ofIrishYouTubeusersaccessthesiteatleastonceaweek.Aswellasthat,1in3peoplespendasmuchtimewatchingYouTubeastheydoTV(Kane2015).Instagram:Withover300millionuserssharingover60millionphotoseveryday,therapidgrowth in this user basemakes it an increasingly popular network for brands (Patterson2015). 53% of the user base is between the ages of 18-29. The dominant gender on thephoto-sharing site is female. 29% of online females use Instagram whereas only 22% ofmales use Instagram. Users canengage publicly by commenting,liking or sharing theircontent. InstagramrecentlygavebusinessestheabilitytoreachconsumerswithInstagramAds.Snapchat: With100 million daily active users, there are 400 million snaps sent per day(Gotter2015).70%ofsnapchatusersarefemale,and71%ofusersareundertheageof25.Engagementamongstusersisprivate.Theplatformisseenasafunwaytosharemomentsfrom your lifewith your friends.WithSnapchat, it’s all about the timing; businesses thathave done well on Snapchat understand how toharness good timing and urgency inpromotions (Gotter 2015). The platform was launched in 2011 and with only 1% ofbusinesses currently using Snapchat as a marketing tool, there’s a lot of room forbusinessestograbholdoftheiraudiencewithoutworryingabouttheloomingcompetition.Aswellasthat,theageprofilethatisusingSnapchatisontherise.

Instagram and Snapchat have more similarities than just being photo sharing platforms.They also have some commonality in how they both appeal to younger age groups, aremobile-drivenandhave largeportionsof theiraudienceuse theappsdaily. SnapchatandInstagram share the same basic purpose.Whilemany businesseswant to knowwhich isbetter formarketing, thetruth isbothhavevalue(Gotter2015)andselectingtheoptimalplatformdependsontheobjectiveofthemarketingcommunicationsstrategyofthespecificcompany.

AnalysisofSnickersIreland

Marketshare:TheSnickersbrandhasa1.7%marketshareinthechocolateconfectionaryindustryandarecurrentlythe11thmostpopularchocolatebrandinIrelandasof2015(euromonitor2016).The company specifically targets youngmale adults. The brandpositions themselves as a‘’blokeybrand’’targetingyoungmalesfromasyoungas16yearsold(Miller2015).ProductEvaluation:Thechocolatebarisaverysimpleproductandislargelyunchangedsinceitwasinventedinthe 1930’s(Miller 2015). The Snickers is a chocolate bar filledwith peanuts, caramel andnougatandcoveredwithmilkchocolate.Thesnickersdistributionstrategyissimilartothatofitsmaincompetitors.TheSnickerschocolatebariswidelyavailableinshopsthroughoutIrelandinGrocerystores,conveniencestores,supermarkets,discountersaswellasvendingmachines. As the graph below depicts, Snickers have steadily increased its market sharesince2012.

MarketshareofSnickers(Euromonitor2016)

ProductPositioning:Snickerspositionsitselfasahungersatisfyingenergybarwhichisexemplifiedbythecurrent‘’you’renotyouwhenyou’rehungry’’ campaign that is running in92marketsworldwide.Snickers,alreadyahugelysuccessfulglobalbrand,hadbecomeevenmoresothankstoclearstorytelling(Carruthers2014).Snickerswereshowntobeabrandthatisassociatedwitha‘physical energy boost’ through the aforementioned qualitative associating exerciseconductedbyBordBia.Thereportalsomentionedinrelationtothehungermanagementofitsconsumers,snickersareconsumedmoreoutofthehome.Currentcommunicationscampaign:The current communications model is centred on a creative device that can ultimatelydeliver local fame. Michael Magee, the vice president of Mars UK, emphasises theimportanceofreachasadriverofgrowthforFMCGbrandsandsaidthiswasatthecoreoftheMarsphilosophy(Carruthers2014).Thecompanywantedtocreateauniversalinsightsotruethatitresonatedwithallconsumers.The‘you’renotyouwhenyou’rehungry’whichisaccompanied by the slogan ‘Go nuts for Ireland’ currently being promoted by SnickersIreland through its social media platforms. The company have they havealmost 1.4kFacebookfollowers&thetwitterpage‘@SnickersIE’has1,098followers.Bothplatformsarecurrently running a campaign centered on co-creation. The platforms are driving userengagementbyaskingfanstosharetheirfavouritesportingmomentsforthechancetowina‘VIPRugbyExperience’.TargetDemographicTheprimarycustomersegmentforSnickersIrelandismalesbetweentheagesof15-24.Thisis accounts for 6.3% of the Irish population and equates to 292,962males (IndexMundi2016).Whenthecomapanyhasbeenat itsbest, theyhavebeentalkingaboutsportsandgirlsandbanterandguyshangingout(Miller2015).Thereisanunwrittenuniversalcodeofbehaviorthatguyslivebyinordertomaintaintheirpositionintheirpackofmates(Miller2015). This is a universal insight that has broad appeal and is understood by the wideraudienceofgirlfriend,sisters&mothersofyoungmales.However,despite thismasculinelean,wediscovered that the Snickers storymust be told in amanner that is relatable tobothmenandwomen(BBDO2011).Whenitcomestothesnacksthatyoungadults(16-24year olds) consume, 31% of the purchases are made by others which includepartners/spouses & parents. Another key insight DMCC discovered is that 79 % of all

snackingbyyoungadults(16–24years)isdoneonweekdayswithpeaksnackingbeendonebetween3pm-6pm(Euromonitor2016)

DefinedPromotionalObjectives

Increasing Brand Awareness:

Ouroverallbrandawarenesswillbeincreasedthroughour5differentcompetitions

thatwewillberunningaspartofourmarketingcampaign.Thefancommentary

competitionwillberecordedinaSnickerssponsoredbooth,withplentyofbrandlogos

spreadthroughthebooth.ThenoncethesevideosaresharedviatheSnickersFacebook

andYouTubechannels,consumerswillbeexposedtothebrand.Whenpeoplewatchthe

videos,theywillbeentertainedbythecommentators,butalsowillnotbeabletoavoid

takingnoticeofthesnickersbackgroundandlogos.Theaimisforthefansistobecome

“localfamous”fromtheirvideosbeingshared,whichwillalsobeofgreatbenefittoour

campaign,andspreadingouroverallmessagewhenseeingthesemen“GONUTS”for

theirteam.

Weaimtoincreasebrandawarenessalsobyhavingalargeincreaseinourpresenceat

sportingeventsandothereventsthatwillbeattendedbyourtargetmarketmalesports

enthusiasts.Wewillhavea“SnickersTeam”attheeventswhowillconduct“manly”

competitionsandproductgiveawaystoengagethecustomersattheevents.Wefeelthat

thisisamajoropportunityforcustomerengagementasthereisnothinglikethison

offeratsportingeventsatthemomentbyanycompetitors,orbyanyothercompanyfor

thatmatter.

Attheendofallofthecompetitionstheprizeonofferwillalsospreadourbrandvalues

andincreasepeople’sexposuretotheSnickersbrand.The“MANCAVE”–TheUltimate

FanexperiencebySnickers,willbeforthewinnersofourcompetitionstocome

togetherandenjoyadayaseverydaymen,todomanstuff.Drinkbeer,eatsnickers,play

videogames,enjoythegamelive.Photosandvideosoftheirexperiencewillbeshared

onthesocialmediaplatformslikeFacebookandYouTube,thusmakingthewinners

“localfamous”onceagain,andincreasethebrandpresenceonline.

Stimulating Demand:

Fortheretobeademandforproductsandservices,theremustbeconsumerneedand

motivation.Thefieldofpsychologydefinesmotiveastheinnerdriveorpressuretotake

actiontosatisfyaneed.Motivesproducegoals,whichcanbepositiveornegativeforthe

individual.Inallcases,theneedmustbearousedorstimulatedtoahighenoughlevelso

thatitcanserveasamotive.Itispossibleandcommontohavelatentneedsthatdonot

serveasthemotiveofbehaviour.Thesourcesofthisarousalmaybeinternal(suchas

hunger);environmental(viewingaSnickersadvertisement);orpsychological(thoughts

aboutfood,whichcancausehunger).Formotivationtobeusefulinstimulatingdemand

forproducts,brandsmustunderstandwhatmotivesandbehavioursareinfluencedby

thespecificsituationinwhichconsumersengageingoal-directed,problem-solving

behaviour.(Boundless,2016)WeaimtostimulatedemandoftheSnickersproducts

throughenvironmentalandpsychologicalmotivation.Forenvironmentalmotivationwe

willworkoffoureventpresenceandchallengesandinteractiononsocialmedia.By

seeingpeopleeatingSnickersinfrontofthemduringchallengesatourSnickersstandat

eventsweaimtoinspireotherstodothesame,andtomakethemwantonefor

themselves.Thesamecanbesaidforour“EatlikeaMan”onlinechallenge,wherewe

willpsychologicallymotivatecustomerstoeatSnickersfromseeingothersenjoyinga

barintheirvideoentryinallsortsofextravagantandentertainingways.Aswellasthis

ourfancommentaryandanyonlineadvertisingwillfeaturetheSnickerslogo

prominentlysoastokeepthebrandandbarinconsumersheadsasmuchaspossible.

Establishing Online Presence:

AsofnowtheSnickersIrelandonlinepresenceisquitebasicinreality.Theyhavea

TwitterandaFacebookaccount,withjustover1,000followersonTwitterandjustover

1,300followersonFacebook.Oneofourobjectivesistodoublethefollowingonbothof

these,aswellasestablishingaYouTubeandaSnapchataccounttocoincidewithour

competitionideas.ThoughthesetwoSnickersIrelandaccountsareactivequite

regularly,theydonotmakemuchimpressionorhavemuchinteractionwithits

followers.Ourcompetitionswhichareoutlinedindetailbelowconcentrateon

increasingthesefollowerinteractionsaswellasprovidingentertainingcontentthathas

thepotentialtospreadandreachbeyondjustSnickersdirectfollowers.Fanswillhave

tosharecompetitioncontentontheirpersonalprofilesonFacebookandYouTubefor

example,whichwillbeviewedbyfriendsetcthatmaynothavealreadyfollowedthe

Snickerssocialmediapages,thussharingtoawideraudiencethatwaspreviouslynot

accessible.

CompetitionsandRewardStrategyWewillrun5differentcompetitions,throughvariousdifferentplatforms.Online,atthe

PointofSaleandalsothrougha“Snickerspromoteam”atselectedevents.These

competitionsthatIwilldiscussingreaterdetailbeloware“FanCommentary”,“EatLike

aManchallenge”,“TheSnickersCavemanSelfies”,aswellasapresenceateventsanda

PointofSaleoffer.

Fan Commentary:

Applicantswillhavetocreateashortvideoofthemselves,outliningwhytheythinkthey

aretheircountiesbiggestfan.Theaimbehindmakingpeopledoavideoapplicationis

thatitwillbeeasyforustorecognisepeoplewiththebestsenseofhumouraswellas

anentertainmentfactor.Wewillpickthepeoplewhowethinkwillentertainthe

viewersofthefancommentary,andwillhavethebiggestpotentialtogoviral.Theaim

forthecontestantsisto“GONUTSFORYOURTEAM”,whichisouroverallbrand

message.Theywillcommentateonalivegameagainstarivalcountyrepresentativeina

Snickerssponsoredbooth(inSnickersHQ?),whichwillberecordedinfull,beforebeing

condensedintoa“bestbits”YouTubevideo.Therewillbe10contestantsforboth

hurlingandfootballgames,givingatotalof40commentatorsoverthecourseofthe

monthsoftheGAAchampionship.Thematchestheywillcommentateonwillbe;eachof

the4provincialfinals,theAllIrelandQuarterFinals,andtheAllIrelandSemiFinals.

TherewillbenocommentaryonthedaysofthetwoAllIrelandFinalsasitwillbethe

daythattheoverallprizewillbeoffered.Afterthefanshavecommentatedontheir

givenmatch,wewillcondensetheirhighlightvideoandpostitontheSnickersYouTube

andFacebookchannels.Thefanswillthenhavetosharetheirvideototheirfriendson

Facebookinanattempttowintheoverallprizebygettingthemost“likes”ontheir

video.Thereisahugepotentialforentertainingvideostogo“viral”whichwouldcreate

brandhypeandincreasebrandawarenessonaverylargescale.Italsoputsthe

emphasisonthefan,andwouldmakethem“localfamous”intheircountyandpossibly

onalargerscale,whichisoneofthemainaimsforthisidea.Themostlikesonavideo

afterall20havebeenfinishedandreleasedwillwintheUltimateAllIrelandFinalFan

experienceintheSnickerssponsoredhospitalitysuiteattheAllIrelandFinalinCroke

ParkinSeptember.

Eat Like a Man Challenge:

TheideabehindthischallengeisSnickersfansrecordthemselveseatingaSnickersbar

inthe“manliest”waypossible,withextrapointsforanentertainmentfactorandsetting

etc.ThentheymustsendtheirvideototheSnickersFacebookprofilewithachanceto

beabletojointhewinnersofthefancommentaryintheUltimatefanexperienceinthe

“MANCAVE”.Unlikethefancommentatorparticipantstheywillnotbeinvolvedina

sportingchallengesotheywillhavethechoicewhethertheywouldliketoattendthe

hurlingorthefootballAllIrelandfinal.TheSnickersdigitalmediateamwillselectthe

twovideoswhichtheyfeelarethemostworthywinners.Again,bygettingfanstoshare

thecontentwiththeSnickersFacebookprofile,itincreasesthisfaninteractionthatwe

haveemphasisedatincreasinginourobjectivesearlier.Thesevideosoftheapplicants

enjoyingaSnickersbarwillalsobeseenbytheirfriendsandalsobyeveryonethathas

likedtheSnickersFacebookprofile,thustriggeringthispsychologicalmotivationthat

wementionedinourobjectiveofstimulatingdemandforthebrand

Event Presence:

Havingapresenceateventswhereourtargetmarketwillbegatheredisamajor

opportunityforthecompany.Snickerscanexposethemselvestothefansatsporting

eventsinparticular,andspreadthebrandmessageaswellasengagingpotential

customers.Wearegoingtoberunningcompetitionsatasnickersstandorbooththat

willengagethepassersbyoutsidethestadiumsbypartakingin“manchallenges”.Doing

thehammerchallenge–hittingthehammersimilartoonethatwouldbeseenat

circuses,andmakingthesnickersbarringthebellbyhittinghardenough.Therewill

alsobeatugofwarandahangingendurancetestfromapullupbar.Thepurposeof

doingthese“manchallenges”isthatitwillalignwithourbrandvaluesofbeingareal

“blokeybrand”,whilemakingthefan“localfamous”infrontofthecrowdsthatare

outsidethegames.Therewillbesnickersgiveawaysatthestandalso,withgoodiebags

etcbeinggiventothesuccessfulchallengers.

Point of Sale:

Inlinewithourbrandmessageof“GONUTSFORYOURTEAM”,wewillhavecardboard

standsingroceryandconfectionaryshops(budgetallowing),withimagesoffansgoing

wildwiththeirclubcoloursorjerseyson.Thecompetitionrunningatthepointofsale

willbeaQRcodeneedingtobescannedontheinsideofthewrapper–similartoWilly

Wonkaandthegoldentickettypescheme.Thiswillbeaneffectivewayforshoppersto

seethebrandmessageofgoing“nuts”,aswellasdisplayingtheadvancesintechnology

thatsnickershaveadaptedto,ratherthanstickingtotraditionalmethodsofgiveaways.

Therewillbeanumberofwinnersfromthispointofsalegiveawaythatwillbeoffered

ticketstoGAAmatchesinCrokePark,andSoccerandRugbyticketstomatchesinthe

AvivaStadiuminDublin.

Selfie with the Snickers Caveman:

Intheoverallbrief,Snickersmentionedthe“everyman”typebrandmessageandvalues

thatthebrandhasasawhole.Toalignthisandourspinonthe“blokeybrand”,wethink

havingsomepublicitystunts/competitionsrunatsportingeventswithacaveman

wouldcoverthesevalueswiththeoriginalman.Theideaisthatpeoplearemadeaware

thatthe“SnickersCaveman”willbeattheeventsthattheyareattendingthroughsocial

mediainteractiononFacebook,Twitteretc.Thenattheeventsstands,peoplewillbe

remindedtotakeaselfiewiththecavemaniftheyseehiminsidethematch,andsend

theirselfietothesnickersFacebookorInstagramaccount.Thiswillbringthepre

historicageinthemodernera!Thefirst20peopletosendtheselfieintotheSnickers

socialmediaaccountswillbeabletocollecttheirgoodiebagofsnickersmerchandiseon

thewayoutofthematchorevent.Thereisalsohugepotentialformediacoverageofthe

“SnickersCaveman”asheisnotsomethingyouwouldnotregularlyseeateventsandis

boundtosurprisepeoplewiththewayheisdressed.

Advertising Campaign:

Online Display Advertising: InorderforustomaximiseSnickers’onlineexposuretoourtargetmarket,wewillalsoinvestinaseriesofonlinedisplayadvertisements.Morespecifically,wewillbeutilisingbanneradsandcookies.Toaidinpromotingthe‘ManCave’,andtomakethispotentialexperiencedesirable,wewilldesignadvertisementsthataimtocatchtheeyeofindividualsthatvisittheparticularwebpage.Inanefforttoattainthiseye-catchingappeal,ouradvertisementswillcontainmostlycolourful,masculineimagesandSnickersbranding.Wewillcouplethiswithbrieftextinsertssuchasourslogan,‘GoNutsforYourTeam’,ourhashtagsrelevanttotheparticularpromotionbeingadvertised,oreye-catchingwordingsuchas‘Free’,‘Wintickets’etc.Inordertomaximisetheeffectoftheseadvertisements,wewillaimtosayasmuchaswecanaboutthe‘ManCave’campaign,whileusingtheminimalamountoftext.Supportthis?Therefore,theseadvertisementswillpromotecampaignfeaturessuchastheSnickersCaveman,the‘EatlikeaMan’challenge,andthefancommentarybydisplayingimageryandlanguagerelativetotheparticularfeatureinquestion.Forexample,whenpromotingtheSnickersFanCommentary,theimagerycouldbetwopassionatefanswearingheadsetsandhystericallyscreamingintomicrophones(bothSnickersbranded)againstabackdropofacrowdedstadiumwiththe#GoNutsForYourTeam,andabrieftextinsertappealingfortheviewertoclickthroughtowin.Consideringourtargetmarketaremalesportsenthusiasts,ouraimistodisplaytheseadvertisementsonpopularIrishsportingwebsitessuchasJoe.ie,RTESecondCaptains,andSetantaSports,alongwithvariousbookmakersandfantasyfootballplatforms,allofwhichwewillensureareoptimisedforeffectivebanneraddisplayonalltechnologicalplatforms.Whenaviewerclicksthroughourbannerads,theywillthenberedirectedtoourSnickers‘ManCave’landingpage.Thislandingpagewillbecompletelydedicatedtosellingthe‘ManCave’concepttotheviewer.ItwillcontainpicturesofaSnickers-customisedcorporatebox,abriefclipofthe‘ManCave’inaction,alongwithalistofalltheamenitiesavailabletotheluckywinners,anddetailsofthepotentialeventsatwhichthewinnercouldavailofthisonceinalifetimeopportunity.Oncetheviewerissoldonthe‘ManCave’idea,therewillthenbesocialmedialinksatthebottomofthelandingpagetomoreinfoforeachoftheSnickerschallenges,atwhichpointthevisitorwillbepromptedwithacookierequest.Whilethismaybeviewedasadeterrent,wehavefoundthatwhenanindividualisevenremotelyinterestedinthepagescontent,theywillagreetothiscookierequestwithoutmuch

thought.Supportthis?Alldisplayadsarisingfromcookieswillreflectthesamecontentasthebanneradsmentionedpreviously.Whileourtacticofutilisingcookiesdoesinvolveapop-upcookierequest,thisonlyoccursoncetheviewerhaspassedallofthecontentand,hopefully,hasboughtintothe‘ManCave’concept.Thisisincontrasttosimplyusingpop-upadvertisements,wherenopreviousinformationhasbeenprovidedfortheviewer.ThisadvertisingmethodtendstoannoywebsitevisitorsandcanpotentiallycreateresentmentnotonlytowardstheSnickersbrand,butalsotowardsthewebsiteinwhichthepop-upsoccur.Support?Assuch,wehavedecidedagainstutilisingpop-upadvertisementsinthiscampaign.

Digital & Social Media Campaign: Havingidentifiedourtargetmarkettobemalesports-lovers,wehavechosentoallocateasignificantamountoftimeandeffortintosubstantiallydevelopingSnickersIreland’sonlinepresence.Thisisduetothefactthatasignificantportionofourmarketsegmentisviewedasthe‘digitalgeneration’,andismostaccessibleonlineandonsocialmediaplatformssuchasFacebook,Twitteretc.ThroughtheuseofSocialMediaMarketing,weaimtogeneratealargeamountofcustomerengagementbypromotingtheSnickers‘ManCave’inthefollowingmethods:

YouTube:

YouTubehasapivotalroletoplayinourmarketingcampaignasitwillbetheplatformforalargeamountofvideocontentgeneratedbothbySnickerspersonnel,andbycompetitioncontestants.Inanefforttoeffectivelydeliverourcampaignmessage,agreatdealofvideocontent,suchasFanCommentarybestbitsand‘EatlikeaMan’attempts,willberequiredacrossallformsofsocialmediainordertocapturetheattentionoftheviewer,andensurethattheydonotoverlookourcontent.Assuch,wewillbeuploadingvideocontentthroughYouTube,whichwillcontaintagsrelativetoourcampaignmessage,suchas#GoNutsForYourTeamand#EatLikeAMan,andwillthenbelinkedincampaignpostsonFacebookandonTwitter.

Inadditiontouploadingcontent,thiscampaignwillalsoinvolvetheuseofYouTubeadvertising.Wewilltargetin-streamadvertisementsonpopularIrishsportingchannelssuchas‘RTESport’,and‘OfficialGAA’.AsthispaidadvertisingwillbegearedspecificallytowardspromotingtheManCave,thesearethechannelswhichwefeelwillgainusthemostexposuretoourtargetmarket.Inanefforttoovercomethe‘5-secondskip’,thesein-streamadvertisementswillinstantlyrevealtheopportunitytowinticketstosportingeventsakintothosethattheyareviewingatthetime.Webelievethat,bydoingthis,wecouldintriguetheviewerandencourageengagementwithourcampaign,whichinturn,wouldencourageconsumptionthroughchallengeattemptsandproductexposure.

Facebook: FacebookwillbethesocialmediaplatforminwhichwebelieveSnickerswillhavethemostaccessandappealtoourtargetmarket.ThisisduetothefactthatFacebookispredominantlyusedbyindividualswithinthisageprofile.Assuch,weaimtotargetthismarketbyfirstlyencouragingthemtoliketheSnickersIrelandpagethroughthegenerationofsharablecontent,purchasingadvertisingslots,andadvertisingthroughotherdigitalmediachannels.ThegoaloftheSnickersIrelandFacebookpagewillbetogenerateinterestinthe‘ManCave’competition,andtoaidtheviewersintakingpartintheSnickerschallengesbyprovidingthemwithcontinuousreal-timeupdatesonallaspectsofthecampaign.WhetheritisthewhereaboutsoftheSnickersCaveman,Fancommentarybestbits,orsimplytherepostingofaqualitychallengeattempt,theSnickersIrelandFacebookpagewillbetheactivityhubforallaspectsoftheSnickers‘GoNutsforYourTeam’campaign.

Twitter: MuchliketheFacebookpage,theSnickersTwitteraccountwillbeusedprimaryforprovidingreal-timeupdatestothepubliconallaspectsofthe‘GoNutsforYourTeam’campaign.However,theattractivenessofusingaSnickersIrelandTwitteraccountismadeevidentinthecompany’sabilitytotrackalluser-generatedcontentrelativetoourcampaign,andnotjustthetweetssentdirectlytotheSnickersIrelandaccount.Whilethistypeofanalyticalsupportisavailableonothersocialmediaplatforms,itissimplynotasefficientanduser-friendlyasthemethodusedonTwitter.Throughtheanalysisofparticular

hashtagsandkeywords,wewillbeabletotrackunfilteredpublicopinionandadaptourcampaignaccordingly.Shouldthisbeingreaterdetail??

Snapchat:

Snapchatisasocialmediaplatformwhichisusedbytheexactdemographicthatwearetargetingforour‘GoNutsforYourTeam’campaign.Assuch,weaimtoutilisethisplatformbycreatingaSnickersIrelandsnapchataccount,andengagingwithourtargetmarket.WewilldothisbyadvertisingourSnapchatusernameinoursocialmediapostsanddisplayadvertising.TheprimaryfunctionoftheSnickersSnapchataccountwouldbetoupdateall‘friends’onthestatusofvariouscampaigneventsthroughoutIrelandviathe‘story’option.TheexistenceofaSnickersSnapchataccountsuchwouldalsoenablereal-timeupdates,suchasthewhereaboutsoftheSnickersCaveman,howtointeractandwinetc.Thesereal-timeupdatescanalsoarrivefromtheuser’send,enablingthemtosendvideostotheSnickersaccountsuchasimpromptu#EatlikeaManattempts,orinteractionswiththeSnickersCaveman.

PR Campaign: Whileweareconfidentthatthemarketingcampaignoutlinedabovehasthepotentialtogainasignificantamountofpublicrelations(PR)exposureforSnickersIreland,wehavealsodecidedtoincorporateadegreeofCSRintoour‘GoNutsforYourTeam’campaign.Weusetheterm“adegree”asthiswillnotconsistofalongtermcommitmenttoanyparticularorganisation,butratheraone-timefinancialcontributiontoafewluckyorganisationsaroundIreland.Bydoingthis,theSnickersIrelandbrandcouldnotonlyattainnationalPRexposure,butcouldalsoestablishitsmuch-desired‘localfamous’brandreputation.Wehaveentitledthisinitiative‘ClubHeroes’.

Club Heroes:TheClubHeroesinitiativeisanincentivewhichhasasignificantroletoplaywithintheFanCommentarysectionofourproposedmarketingcampaign.Whilethetopprizeforthiscompetitionwillbeticketstothemuchsought-afterManCave,theluckyparticipantswillalsohavetheopportunitytobecomea‘clubhero’andwin€500worthofequipmentfortheirlocalGAAclub.Allthattheymustdoinordertowinthisprizeissimplytriumphintheirrespectivecommentarymatchup.Howdotheydothis?By‘GoingNuts’fortheirteamwhentheirtimecomesinthecommentarybooth.EachindividualFanCommentaryperformancewillberecordedandcompiledintoarefined‘BestBits’videoanduploadedtotheSnickersFacebookaccount.Thewinningvideoswillthenbedecidedbytheamountof‘likes’theyreceivebetweentheuploaddateandtheweekoftherespectiveManCaveevent.Thisinitiativehasthepotentialtobeaverysuccessfulcomponentinourmarketingcampaignduetoanumberofreasons.Firstly,applicantsfortheFanCommentarycompetitionwilllikelyreceivealargelevelofsupportfromtheirlocalGAAclubs.ThiscouldresultinanumberofhighlyentertainingapplicationvideoswhichcouldlaterbeusedasinvaluablecontentontheSnickersIrelandsocialmediaaccountsasthesharingofthiscontentwouldbepermittedbytheapplicantintheapplicationprocess.Thisclubsupportwouldalsobeevidentonsocialmediaasmemberswillvotefortheirrespectiveparticipantandsharethevideo,gainingalargelevelofexposureforourcampaign.Secondly,whileGAAunquestionablyboaststhemostpassionatesportingfollowers,thereisalwaysthepossibilitythatsomeindividualswillnothavethedesiretoattainManCaveticketsduetoworkscheduleclashes,alreadyhavingticketstotheAll-IrelandFinaletc.Theinclusionofthe‘ClubHeroes’initiativeensuresthattheFanCommentarycompetitioncaterstoallofourtargetmarket.Finally,the‘ClubHeroes’initiativewillhavealargeroletoplayinSnickersachievingitsdesired‘localfamous’brandimage.Competitionentrantscanachievelocalfamebywinningthecashprizefortheirclub,deliveringamemorableperformanceintheFanCommentarybooth,orsimplybycreatingahilariousapplicationvideo.Snickersmeanwhilebecomeslocalfamousbyfacilitatingthiswinningcombinationofunforgettablecontent,fantasticprizes,andextensivemediaexposure.

Pointofsale/Salespromotions

TimeandLocation:

“Promotional efforts are recognized as a potent tool for managing brands, with in-storedisplays, feature advertising, and temporary price reductions key components of atraditionalpromotionalmix.”(BlattbergandNeslin1990).Weuncoveredanumberofwaysinwhichtoboostsnickerssalesinstore,andhavefurtherdevelopedtheonesinwhichwefelthadthemostpotentialtobeeffective.

Firstly,wewilldisplayandusepointofsalepromotionsforthemonthsJanuary,February,March andApril. The reasons for this being, firstly that people are less inclined to eat asmuchchocolateasawholeduringthesummermonths,inparticularsuchaheartychocolatebarasSnickers.Secondly,wewanttousetheinstorepointofsaleandsalespromotionstostart draw awareness to the ‘Go NUTS for your team’ campaign before the GAA matchseasonwhichbeginsinMay.

Forthelocationofourpointofsaleandpromotionswehavecarefullyselectedfourpurchasepoints.Storesinwhichwefeelwecanbestpromoteourproduct.Astoavoidallocatingourentirebudgettopointofsaleandpromotionsandspreadingourselvestoothin,wefinditwouldbemorebeneficialtofocusourpointofsaleincertainplaces.WehavechosenSupervalu(222stores),Tesco(142stores),Centra(450stores)andSpar(370stores),collectivelygainingaccessto1,184storesnationwideandthereforeprovidingforamorethansufficientreachacrossIreland.WeselectedtwosupermarketswhichwefindbroadlycoversallareasofIreland,butalsotwoNewsagentsasit’sapparentthatpeopletendtopurchaseandimpulsebuymorechocolateatpetrolstationswhenonlystoppinginoneitemoriginally.Wefeltitwasveryimportanttouseinstorepointsofsaleandpromotionsasfromourresearchwediscovered''79%ofallsnackingbyyoungadults(16–24years)isdoneonweekdayswithpeaksnackingbeendonebetween3pm-6pm.''Thisisprimetimeinwhichpeoplewillgointotheshop,afterschoolorwork.

Pointofsalepromotionmethods:

“Marketingpromotionscanhavelong-termeffectsonabrand’ssales...”(Slotegraaf,R.J.andPauwels,K.,2008.)Marketinginvolvestheabilitytoalsocommunicatethroughnon-verbalmeans,includinggraphicsandproductdisplays.InordertomakeSnickersstandoutfromtheshelfamongotherchocolatebarsandenticecustomers instore,wehave identified threesimpleaestheticallypleasingpointofsalemethodstodrawattention;

(1) Promotional frame: Inorder tohighlightSnickersbrandandmake theproducts standoutamongsttherestofthechocolateontheshelf,weplantoputapromotionalframearoundthechocolatebarsontheshelf.Theframewillbeanimageofagoals,withtheslogan“GoNUTSforyourteam”writtenaboveit.Thissimplepromotionaltooltendstograbthecustomersattention.Theframeswillbefeaturedin200oftheselectedstores.

(2) Promotionalcardboardstand:Thestandwillhavethreetiersinwhichthebarscanbeheldandpresented.Itwillholda120snickersbars,40ateachlevel.Thestandwillbecolourfulandvisuallypleasing, itwill featuretheCavemanmascotonthesideand ‘GoNUTSforyourteam!’sloganandthemeontop. Itwillbeplaced inasuitable location,whichwillbeprominentuponentry into thestoreandeasilyaccessiblebycustomers,therefore drawing them towards it. Customers are usually lured to new promotionalfixturesinstoreandtendtoimpulsebuyonthese.Thestandswillbelocatedin100oftheselectedstores.

(3) Shelf-wobblers:Weplantoputshelf-wobblersontheshelfsabovetheSnickersbarstomake them pop from the shelf and catch the customer’s eye. A shelf-wobbler is apromotional signwhich is extendedout and hangs from the shelf above the product.Thesignwillfeaturetheslogan‘GoNUTSforyourteam’,animageofaSnickersbarandthevariousIrishsportingballstomaintainthetheme.Shelfwobblersthoughsimplistichaveproventobesuccessful inthepast, inattractingcustomer’sattention.Thesewillbedisplayedin200oftheselectedstores.

(4) ProductGuidance:Weplantostickatrailofstickersintheformofcavemenfootprints

upthesweetaisleoftheshopfloors,toleadtotheSnickersbars.Customersgoinguptheaisleorevenwalkingpast itwillbe intriguedastowheretheyleadandfollowthefootprints to the snickers,where consumersmaybemore inclined topurchase them.Wewillfeaturethesein200oftheselectedstores.

Competitions&Prizes:

TogetcustomersmoreinvolvedandexcitedaboutSnickers,wewillholdaninstorecompetitioncalled‘Go NUTS for match tickets’. This will involve 15winning bars being dispersed around Ireland at

WINNERCode-uqdzxb3

Go NUTS for your team!

randomwithintheselectedSupervalu,Tesco,SparandCentrastores.Thewinningbarswillbedistinguishedbyaspecial insidetotheirwrapper,containingauniquecode.Customerswhopurchaseoneof the15barswill thentextSnickerswiththecodeprovidedandtheirdetailstowintwotickets,fortheultimatematchviewing.

Customerengagement:

To increase awareness and sales in store we will have two Snickers sales teamrepresentatives visit the stores, as well as selected stores located near college campusareas,suchasSparlocatedhereatUniversityofLimerick.Therepresentativeswillbefullytrainedandinformedonallsnickerspromotionsandeventstobeabletoengagefullywiththecustomers.Theywillgoto12ofthemostprominentshoppinglocationsandspend3-4hours there. The two representativeswill hand out flyers (information of Snickers prizes,competitionsandspecialoffers)andfunsizesnickersbars.Oneoftherepresentativeswillbe the Snickers Caveman mascot, customers who take their photo with the SnickersCavemanandpostittotheirsocialmediawillreceivesnickers‘ManPack’goodiebags.

AccordingtoKeller(1993),wedefinethebenefitsofsalespromotionastheperceivedvalueattached to the sales promotion experience, which can include both promotion exposure(e.g. seeing a promotion on a product) and usage (e.g. redeeming a coupon or buying apromoted product). This definition implies that consumers respond to sales promotionsbecause of the positive experience they provide or, consistent with Holbrook’s (1994)definition,becauseoftheircustomervalue.

Outdooradvertising

SnickersChallengeTent:

Wewillhavea ‘SnickersChallengeTent’outsidethethreebiggeststadiumsin Ireland,theRDS, the Aviva and Thomond Park, for the largest matches in hurling, rugby and Gaelicfootball.ThetentwillbeSnickersbranded,withtheSnickersCavemanstandingoutsideit,so customers know that they are going to a Snickers sponsored event andwill receive aSnickers ‘Man Pack’ goodie bag. In the tent, there will be four ‘manly challenges’, (1)Hammerchallengei.e.hitthehammerashardasyoucanandifithitsthetopanddings.(2)Atug-of-warchallengei.e.twogroupsofguysortwosinglybraveguyswillpulleithersideofaropeuntilonepullstheotheracrossalinedrawnbetweenthem.(3)Pullupbari.e.youhangoffthepullupbarforaslongaspossible.Weenvisionanotheropportunetimetodothiswouldbeatcollege‘RagWeeks’inwhichwecouldsetupour‘SnickersChallengeTent’,tocreatecustomerengagementandcreatefurtherbrandawareness.Fanswillbeabletobeable to engage in a unique and enjoyable experience with Snickers. “The entertainmentbenefitencompassesboththeactiveplayandreactiveaestheticvaluesofHolbrook’s(1994)typology.”

SnickersCavemanPromotion:

Inside the stadium, we want to continue the promotion of Snickers. A Snickersrepresentative along with the Snickers Caveman will be walking around the stadium,particularlyathalf-time,engagingwithfans.Theywillbehandingoutfunsizesnickersbarsand promotional flyers. Fans upon heading into the stadiumwill be aware the SnickersCavemanwillbeinside,snickersrepresentativeswilltellfans“rumourhasit,thecavemanissomewhereinside.BuyaSnickerssoyoudon’tmissout.”Thefirst50fansthatgouptotheSnickerscavemanwith theirsnickersbar, takeapicturewithhimandpost it toFacebookwiththehashtag#IMetTheSnickersCaveMan,willreceiveaSnickers‘ManPack’goodiebag.Therefore fans will be going out of their way tomeet the Snickers Caveman and take apicture. This could both encourage consumption, and generate a large amount of socialmediaengagementwithintherespectivestadium,andwithviewersathome.

AmbientAdvertising:

AmbientAdvertising is a particular formof advertising inwhich, “it is integrated into ournatural surroundings and catches our attention in places we least expect it to. It’s fun,exciting, targeted and therefore engaging.Not only that, it represents a clever way forbrandstogetthepreciousattentionofconsumersalreadysaturatedbyadvertisingthroughtraditionalchannels.”(CucoMarketingAgency)Weplantoplaceoutdooradvertisementsintwolocationswithinthestadiums.Firstlybanneradvertisementsabovethetunnelswheretheplayerscomeout.Thebannerwillbeintheshapeofalargesnickersbarwiththeslogan‘GoNUTSforyourteam’intheplaceofthetypical‘Snickers’.Secondly,weaimtoadvertiseanimageofasnickersbarwiththesamesloganaboveitalongthepitchboarders.Thesewillbe seen by all fans within the stadium and will also likely be shown on TV. Theadvertisementsencouragethefanstoshoutandshowsupportfortheirteamuponcomingoutontothepitchandalsocreatesbrandawareness.

AudienceInteraction:

Weplantohavea‘Scream-O-Meter’,togagetheloudnessofthefansscreams.Theloudestfanwillwinaprizeofasnickers‘ManPack’goodiebag.Asnickersteamrepresentativewillgo around to fanswho think they are the loudest supporter. At half time, even gage theroarsfromtheopposingsupporters,toseewhichteamhastheloudestandbestfans.Thistypeof interactionorsocializationofexperienceandmemoryholdsvalue for the fanandconsumer. A key marketing aim for Witnness was, “that in every instance (every event)consumers should either feel ‘I was there!’ or ‘I wish I was there!’” (Musselbrook, 2000,Moor,E.,2003).

lyearcampaignSchedule

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

1) SocialMedia:Facebook,SnapchatandTwitterwillbeutilisedthroughoutthecampaignyeartokeepthefansengagedanduptodatewitheventsandpromotions,howeverYouTubewillonlybeupandrunningstartinginMay,whentheSnickersCommentarybegins.

2) Pointofsale:Pointofsaleandin-storepromotionswillbegininJanuaryandrunthroughtillMay,todrawawarenesstothe‘GoNUTSforyourteam’campaigninitiallyandgetfansexcited.

3) OutdoorAdvertisement:TheChallengeTent,bannerandborderadvertisementswillrunfromMaytoSeptemberduringtheGAAmatchleaguestofurtherenhancethe

Socialmedia-Facebook-YouTube-Snapchat-TwitterPointofSaleIn-storepromosOutdoorAdvertisement-ChallengeTent-Caveman-Banner&stadiumborderPublicRelationsCSR–ClubKitsCompetitions-Snickerscommentary-Eatlikeaman-Spotthecaveman-Gonutsformatchtickets

Snickersmatchexperience,whilethecavemanwillfeaturethroughouttheyearsohisassociationwithSnickersiscleartothefans.

4) PR:TheCSRforClubKitswillbegivenoutfromSeptembertoDecember,whentheSnickersCommentaryisfinishedandrecipientshavebeenestablished.ThisalsoallowsfortheSnickersbuzztocarryonafterthecompetitionsandpromotions.

5) Competitions:EatlikeamanandGonutsformatchticketswillruntogetherfromJanuarytoMay,whiletheSnickersCommentarywillrunfromMaytoSeptemberandSpotthecavemanwillfeatureyearround.

SnickersCommentarymatchguide

Antrim

Armagh

Cork

Limerick

Dublin

Kilkenny

Sligo

Mayo

Antrim

Sligo

Galway

Kildare

Kilkenny

Tipperary

Limerick

Antrim

Limerick

Kilkenny

Galway

Limerick

Kilkenny

Tyrone

Limerick

EXPENSES

Quantity

PricePerUnit

Total

MANCAVE

HospitalitySuite

2

€32,500

€65,000

ManCaveMerchandising

-

-

€1,500

GamesConsole

1

€500

€500

Food&BeveragesforCompetition

Winners

12peopleperevent

€100perhead

€1,200

€68,200

P.O.S

PersonalisedCardboardStand

1,184

€20

€23,680

ShelfWobbler

1,184

€1

€1184

InStoreMarketingMaterials

1,184

€5

€5920

€30,784

EVENTPRESENCE

Overheads(Hammer+Bar)

1

€5,000

€5,000

Merchandiseforgiveaways

25bagsat10events

=250

€10

€2,500

SnickersStaff

10Events

€500

€5,000

€12,500

DIGITALMEDIAADVERTISING

OnlineDisplayAdvertising

Avg.WebsiteVisits

(8,860,000)

€2.80CPM

€24,808

YouTubeInStreamAdvertising

40“BestBits”

Videos

Avg.CostPerViewof€0.04x25,000Viewers

€40,000

€64,808

CSR

ClubMerchandiseForFanCommentaryWinners

20

€500

€10,000

€10,000

MISCELLANEOUS

OtherPrizes&Giveaways

-

€5,000

€5,000

€5,000

TotalSpend

€191,292

BUDGET

ControlandEvaluation

OverviewControlandmeasurementof thecampaignshouldbeadjustedthroughoutthe12monthsaccording to customer reactions to various promotions. This will enable the team toeffectively measure the performance of each our proposed marketing strategies byanalysingKeyPerformanceIndicatorsofeachsocialmediaplatform.Itwillalsoenablethemarketerstocapitaliseonthemostsuccessfulelementsofthecampaign.Theobjectivesofthis campaign are primarily concernedwith digitalmarketing platforms,whichmean thattheyarequiteaccessibleintermsofmeasurement.Themainobjectivesofthecampaignasoutlined in the ‘Objectives’ section of the report and thatwill need to be controlled andevaluatedare:demandstimulation,brandawarenessaswellastheadvertisingcampaign.Metric1:StimulatedemandDemand stimulation is central to this campaign. There are a wide range of marketingmetrics available such as ‘brand awareness metrics’ and ‘customer satisfaction metrics’however, thesemetricsoftenhaveaweakcorrelationwithsaleswhichwedeemtobetomosttellingmetric.Demandstimulationwillhavetobemonitored inrelationtothesalesreportsoftheSnickersbarInordertomeasurethetrueROIofthecampaign.ThesalesofSnickers bars in 2017will also bemeasured relative to sales of 2016with regard to thetimelineof the IMCcampaigndevised in this report.During themonths that theSnickerscampaignismostprevalent(JuneJuly,August)heavyspikesinsalesthatcoincidewiththemajor promotions carried out by the Snickerswill enable tomarketers to attribute extrasalesinSnickersbarstotheoveralleffectivenessofparticularpromotions.

Metrics2:Brandawareness&CustomerengagementAsstated in theobjectivesof this campaign, increasingbrandawareness is central to thiscampaignasiscustomerengagement.Settingsocialmediatargetsisimportant,wehavesetS.M.A.R.Tgoals in this campaignbycomparingcurrent socialmedia statswith thatof themarket leader ‘Cadburys Ireland’byutilisingtheanalyticalwebsitewww.socialbakers.com.ThisanalysisenabledustogathersufficientdataonthesocialmediaplatformsofSnickers&Cadburysandestablishbenchmarksforourmetrics.Thethemeofourmetricsisqualityoverquantityandweareseekingtoattractandacquireactivefansthatarelikelytopurchasetheproduct.Gaining‘followers’isthemostsoughtaftermetricasthisisproventobethemosteffective in terms of converting fans to customers. We have selected 5 social mediaplatformsthatwedeemtobethemostsuitableforSnickersIrelandtouseinconsiderationtothetargetmarketandthenatureofthedevisedcampaign.Justifyingtheeffectivenessof

social media outlets through analysing key metrics will be important and can be donethroughthefollowingplatforms:Facebook:TheoverallKeyPerformance Indicator (KPI)assetout in theobjectives for the2017 campaign is to gain 2000 Facebook followers, which is a straightforwardmetric tomeasure.CadburysIrelandhas155,000Facebookfollowerswhichisthebenchmark intheindustry.UtilisingFacebookanalytics,SnickerIrelandwillbeabletoanalyzethepromotionalcontent in various ways by monitoring the ways in which fans are interacting with thevideos.FacebookanalyticswillalsoenableSnickerstodetermineuniqueviewers,minutesofvideowatchedandthegeographicallocationsoftheviewers,allofthesemetricswillassistSnickersinfinetuningthecontentasthecampaigndevelops.AssnickersIrelandhasasmallFacebookfollowingofjust1,400fansatthemoment.buildinguponthisfigurewillbecriticalinordertoincreasetheoverallbrandfollowing.

Twitter:Withonly1,100Twitter followers,theobjectiveforthe2017campaignwillbetogain2000followers.Otherkeymetricsthatwillbemonitoredthroughoutthecampaignarefan interactionswiththesnickersbrandandthiswillbemeasuredthroughtheamountof‘favourites’ and ‘retweets’ that the brand gets in relation to campaign promotions.Monitoring these interactionswill enable themarketers at Snickers Ireland to adapt andoptimisethecampaignasitrollsout.MuchLiketheFacebookfollowingforSnickersIreland,it’s Twitter following is quite low in contrastwith the other Countries that have Snickersfollowings.Themarket leaders,Cadburysaverage100 interactionsper1000 followerspermonthwhichisanimpressivenumberforSnickerstoaimfor.

Youtube:ThiswillbeanewplatformthatSnickersIrelandwillbeutilizingandanthetargetaquizitionforthisplatformis500‘subscribers’asstatedintheaforementionedobjectives.Faninteractions(likes,dislikes&shares)willbemonitoredinrealtiontothefanvideosthatarepromotedviaYoutube.Cadburysonlyhave4,000YoutubesubscriberssothereisroomfortheSnickersleverageitsbrandinthisplatform.

Snapchat:Utilizingthisplatformrepresentsanexcitingaspectofthe‘gonutsforyourteamcampaign’.Thegoal is straightforward,gain2000Snapchat followers in12months.OtherKPI’sthatwillbemonitoredinrelationtothepromotionalcontentonthisplatformarethetotal unique views, video completion rate and screenshots, which are all informativeindicatorsofhowthecontentisbeingperceivedbythefans.ThereisnonativebrandtoolsformeasuringanalysingdataonSnapchatyet,but simpledatagatheringmethodscanbemonitoredusingtheplatformscurrentinterface.

Advertisingcampaign:Inrelationtotheadvertisementsof thiscampaign, theKPIwillbetheClick-ThroughRate:CTR = (Clicks/Impressions) x 100. This will also enable us to gauge if the amount ofcustomersthatarevisitingthewebsiteandtheprofilesofthesecustomers.MonitoringtheCTRwillallowthemarketerstoevaluatetheeffectivenessofvariousadvertisementsasthe

yearunfoldswhichenablethemarketerstodistributetheadvertisingmoneyaccordingtowhichadvertisementsareprovingmostsuccessfulthroughouttheyear.

ConclusionDMCLbelievethatwehavecreatedacampaignthatisalignedwiththecurrentintegratedmarketingcommunicationscampaignofSnickerIrelandandsatisfiesthecreativebrieffor2017.Thecampaign‘Gonutsforyourteam’isfoundeduponkeyinsightsthatweregatheredonthetargetmarketinrelationtotheconsumptionhabitsofchocolateconfectionary.ThecampaignutilizestechnologicaladvancementsindigitalandsocialmediaandhasthepotentialtocomplementandenhancethecurrentmarketingstrategybeingimplementedbySnickersIreland.InthehighlycompetitivethattheSnickersbrandisoperatingin,DMCCbelievethatinordertostandoutfromthecrowdbyeffectuatinganoriginalandboldcampaignthatstemsfromauthenticcontentcreation.Creatingauthenticexperienceswithfanscanhelpmarketersmakeasignificantconnection(Donnelly2016).TheideasDMCChavedescribedthatwillappealtothetargetmarketandbasedonthesuccessofmarketingcampaignsthatutilize‘localfame’inameaningfulway,DMCCbelievethatvideosofthe‘fancommentary’willhavethepotentialtogoviral.Mostimportantly,DMCCbelievethatimplementingthiscampaignwillincreasethedemandfortheSnickersbar,whichwillultimatelyincreasethemarketshareofSnickersIreland.

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Moor,E.,2003.BrandedSpaces,Thescopeof‘newmarketing’.JournalofConsumerCulture,3(1),pp.39-60.

Boundless.“StimulatingDemand.”BoundlessMarketing.Boundless,08Jan.2016.Retrieved01Apr.2016fromhttps://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/understanding-promotion-82/stimulating-demand-411-10600/

Appendix

(Euromonitor2016)whatyear?*changeDMCC(CL),say‘gonutsforyourteamcampaign’insteadof‘thecampaign’

SpendingBreakdown

ManCave

P.O.S

EventPresence

DigitalMediaAdvertising

CSR

Miscellaneous