Table of Contents 1 Purpose 2 2 Situation Analysis 2 2.1 Consumer Behavior and Segmentation 2 2.2 Competitive Analysis 3 2.3 Target Market 5 2.4 Market Positioning 5 3 Communication Objectives 6 3.1 Key Benefits 6 3.2 Marketing Objective 7 4 Creative Development 7 4.1 Vehicles 7 4.1.1 Television 8 4.1.2 Magazine Ad 8 4.1.3 Social Media 11 4.1.4 Discounts 13 4.2 Budget 13
1 Purpose
Core Advertising has been contacted to create an integrated marketing communications campaign for Planters Peanuts. We as a firm conducted extensive research and we recommend the following strategic plan for Planters based on our findings.
2 Situation Analysis
2.1 Consumer Behavior and Segmentation
Peanuts are widely popular product among consumers of all ages, genders and races. However, those who purchase peanuts can be broken down into specific segments. Consumers ages 25-44 are the largest consumer of peanuts in the US. The average person consumes approximately 6.4 lbs. of peanuts a year. Studies show women are the main consumers of peanuts in the US. Women also tend to be the main purchasers of groceries and are responsible for 85% of all consumer purchases. This can be linked to the fact many moms are purchasing peanuts as a way to introduce a healthy snack to family members.
As a result of the poor economy, many consumers are purchasing peanuts as an inexpensive protein substitute for meat. Due to the low cost of peanuts, they tend to be the most popular among middle and lower class families. Middle class families are suggested to have suffered the most from the downturn in the economy, with an 8 percent decrease in median income over the last three years. More and more Americans are looking for a way to save money and the grocery store is no exception. Marketers of peanuts have
