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  • The Pitch - Final

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    Chinmay Tamhaney
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    This document outlines a marketing campaign for a UK carton packaging company. It discusses conducting consumer research on paper versus plastic packaging perceptions. The campaign aims to target UK smartphone users aged 25-44 earning over £50,000 through augmented reality interactions on packaging enabled by scanning a QR code. The budget outlines costs of around £211,620 for various communication channels like conferences, magazines, public relations, and digital/social media to reach over 5 million people.

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    This document outlines a marketing campaign for a UK carton packaging company. It discusses conducting consumer research on paper versus plastic packaging perceptions. The campaign aims to target UK smartphone users aged 25-44 earning over £50,000 through augmented reality interactions on packaging enabled by scanning a QR code. The budget outlines costs of around £211,620 for various communication channels like conferences, magazines, public relations, and digital/social media to reach over 5 million people.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    8 views8 pages

    The Pitch - Final

    Uploaded by

    Chinmay Tamhaney
    This document outlines a marketing campaign for a UK carton packaging company. It discusses conducting consumer research on paper versus plastic packaging perceptions. The campaign aims to target UK smartphone users aged 25-44 earning over £50,000 through augmented reality interactions on packaging enabled by scanning a QR code. The budget outlines costs of around £211,620 for various communication channels like conferences, magazines, public relations, and digital/social media to reach over 5 million people.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 8

    UK

    Carton

    [IN] T ANGIBLE.ASSETS

    PITCH

    A Psychological Perspective
    Bangor University, Consumer Psychology:! Charlotte Alexander, Daniel Beltran, Chinmay Tamhaney!

    ORGANIZED BY!

    &

    THE

    UK Carton

    The Experiment
    Paper vs. Plastic!
    5.00! 4.00! 3.00! 2.00! 1.00! 0.00! Likeabilty! Eco-friendliness! Taste! Paper! Plastic!

    UK Carton

    Integrated Campaign

    Retailers!

    Brand! Managers!

    Consumer!

    UK Carton

    Launch Plan

    UK Carton

    Consumers

    SCAN!
    Consumers! scan logo on! products!

    ENGAGE! SHARE!
    Consumers interact with ! packaging using Augmented Reality! Users share their experience on! Social Media!

    UK Carton

    Target Market and Goals


    Target Size!
    12% of UK smartphone users scanned! a QR CODE!
    Men & Women! Age: 25 44! Average household income is + 50,000!

    Characteristics!

    Our Goal!
    to get these engage with our campaign !

    3.6 million people to

    UK Carton

    Brand Managers
    How to communicate :!
    Partner with Umbrella Brands The Carton Conference
    Trade ! Magazines!

    What to communicate:! !
    Rights to the Logo! Branding Opportunity! Mere Exposure Effect!

    !!

    UK Carton

    Budget
    Communication Strategy! BPIF Conference! Manufacturing Trade Magazines! PR Launch! Logo PR! You Tube! Augmented Reality! Facebook page! Twitter! Website! Brand Manager Pitch! Total! Cost! 6,420 ! 1,200 ! 100,000 ! 80,000 ! 1,000 ! 5,000 ! 2,000 ! 1,000 ! 5,000 ! 10,000! 211,620 ! Exposure*! 3,250 ! 169,161 ! 500,000 ! 500,000! 1,100,000! 1,000,000 ! 825,234 ! 105,351 ! 180,000 ! 1,108,800 ! 5,491,796!
    *in Number of People

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