Scribd Logo
Upload

Welcome to Scribd!

  • 24 views

    Introduction and Promotion (Arif)

    Uploaded by

    arif_blue27
    Magnum is launching new fusion flavors and allocating a £14 million marketing budget to promote them. The campaign will have four stages: pre-launch curiosity-building, launch events in major cities, post-launch ads highlighting the launch, and ongoing maintenance. Most of the budget will go to advertising, including TV, digital, print, and out-of-home channels. The campaign will concentrate media spending in the first three months to drive initial sales of the new flavors before reducing spending in the later maintenance phase.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content

    You might also like

    Introduction and Promotion (Arif)

    Uploaded by

    arif_blue27
    24 views4 pages
    Magnum is launching new fusion flavors and allocating a £14 million marketing budget to promote them. The campaign will have four stages: pre-launch curiosity-building, launch events in major cities, post-launch ads highlighting the launch, and ongoing maintenance. Most of the budget will go to advertising, including TV, digital, print, and out-of-home channels. The campaign will concentrate media spending in the first three months to drive initial sales of the new flavors before reducing spending in the later maintenance phase.

    Original Description:

    Magnum Ice Cream

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Magnum is launching new fusion flavors and allocating a £14 million marketing budget to promote them. The campaign will have four stages: pre-launch curiosity-building, launch events in major cities, post-launch ads highlighting the launch, and ongoing maintenance. Most of the budget will go to advertising, including TV, digital, print, and out-of-home channels. The campaign will concentrate media spending in the first three months to drive initial sales of the new flavors before reducing spending in the later maintenance phase.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    24 views4 pages

    Introduction and Promotion (Arif)

    Uploaded by

    arif_blue27
    Magnum is launching new fusion flavors and allocating a £14 million marketing budget to promote them. The campaign will have four stages: pre-launch curiosity-building, launch events in major cities, post-launch ads highlighting the launch, and ongoing maintenance. Most of the budget will go to advertising, including TV, digital, print, and out-of-home channels. The campaign will concentrate media spending in the first three months to drive initial sales of the new flavors before reducing spending in the later maintenance phase.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 4

    Introduction

    Magnum is one of Unilevers leading ice cream brand, which has


    been the market leader for years. Introduced in UK for 27 years,
    Magnum continues to innovate and has launched more that 15
    flavours to fulfill consumer needs. However, as an impulsive
    consumer goods, the brand must continue to innovate to maintain
    this excellent record. For this reason, Magnum will introduce its new
    3 variants of Magnum Fusion, combination of finest quality Belgian
    Chocolate and soothing sensation of natural ingredients.

    COMMUNICATION AND PROMOTION


    The total marketing budget for the launch is 14m, increase around
    10% from last year1. However this budget might change adjusted by
    total sales, final Share of Voice (SOV) and Share of Market (SOM), in
    the end of 2016.
    The theme would be Fusion in You, showcasing combination of
    natural taste and luxurious lifestyle. It will be devided into 4 stages
    1. Pre-Launch: using several media to create curiosity by put
    unbranded message Pleasure without Guilty? Wait in 18
    February 2017
    2. Launch: create Fusion Pop-Up Markets in 10 big cities and
    inviting 10 most popular actress in each city to be the icon of
    Magnum. At the end of the event, there are 10 lucky winner
    will be invited as special guests in London Fashion Week and
    Magnum Luxurious Fussion After Party.
    3. Post-Launch: shows new advertisement highlighting launch
    event and its hype.
    4. Maintenance: This intended to maintain the awareness and
    SOV along the year.
    Marketing Support Breakdown
    PreLaunc
    h

    Launc
    h

    PostLaunc
    h

    TV
    Magazine
    Newspaper
    Out-of-home
    Social Media
    Display & Video
    Ads
    Mobile Ads

    1 Unilever UK Ice Cream Manual 2016

    Maint
    enanc
    e

    Channels Detail
    Selected Channels
    High End Magazine
    Biggest Daily Newspaper
    Train Branding, Digital
    Billboard
    Facebook, Instagram, Twitter
    High End Websites
    Location Based Targeting,

    Banner Ads
    SEO, SEM
    Innovation
    TV Stations and Magazines
    Launching and Fashion show
    events

    Search Ads
    Digital Partnership
    Public Relation
    Events and
    Sponsorships

    Marketing Budget Breakdown

    Brand Activation; 13%

    Public Relation; 3%

    S ales Promotion; 15%

    General Admin; 2%

    Advertis ing; 50%

    Agencies Fees ; 5%
    Events and S pons ors hips ; 10%
    Content Production; 2%

    Advertising Budget Breakdown

    Digital Partnership; 7%

    S earch Ads ; 7%

    TV; 23%

    Mobile Ads ; 13%


    Magazine; 8%
    Dis play & VIdeo Ads ; 14%

    News paper; 5%
    Out-of-home; 7%

    S ocial Media; 16%

    Implementation

    Strategically, Magnum will concentrate its media power and


    marketing budget during first 3 months (Mid-Jan until Mid-Apr). Step
    into end of post-launch and maintenance stages, the budget will be
    reduced for only TV and digital video support. TV GRP level will be
    downgraded into maintenance level and digital video will only show
    in the first 2 weeks in every month.
    PreLaun
    ch
    Jan
    Social Media
    Display Ads
    Mobile Ads
    Search Ads
    Digital
    Partnership
    TV
    Events and
    Sponsorships
    Magazine
    Newspaper
    Out-of-home
    Public Relation

    Launch

    Feb

    Mar

    PostLaunch
    Apr

    May

    Maintenance
    Jun

    Jul

    Aug

    Sep

    Oct

    Nov

    You might also like