Muller Ice Cream TV/cinema adverts

 

Aim of the campaigns

The aim of this campaign is to impress the consumers with innovative flavours, and raise the consumers interest. One TV and one cinema advert will launch in the summer.

 

Advert one

 

The first cinema advert aims to promote sales in the cinema, since the advert is being shown in the cinema this is relevant and will build association between cinema and muller ice cream. If ice cream is seen as an alternative to popcorn this could help to boost sales.

 

Channel : Cinema

Target audience:

Age: 18 to 24

 

Gender: Female and Male

Occupation: Full Time Students

 

Features of Muller Ice cream: Fun to eat with special/unique favours

Student Lifestyle: 92% visit the cinema each month and annual Spend £820 on food.

 

The research shows that people within this age group are the most frequent cinema visiters. (The cinema exhibitors association limited, no date)

 

With a combined spending power of more than £10 billion and an average student spending over £5,000 each year the student market can be a highly lucrative one. Students are certainly the most profitable group of 18-24 year olds. (Marketing Minefield, no date)

 

Film selection:

 

Younger people have different tastes from older people.(David Cox, 2012) In other words, they will choose different films to watch. Therefore, the advert will be shown before the film which targets younger audience. For example, twilight and  Hangover.

 

Promotional Plan:

 

The challenge is that when the audiences watch the advert, they are not likely to go to the cinema shop to buy the ice cream because they have already sat down.   And after a whole long film, they may forget the advert. Thus, some free samples of Muller crunch ice cream will be handed out by the entrance of the cinema after the film.

  

Colours of the advert: To match the Cinema theme, the colour will be natural. such as the picture below shows

 

 

 

Storyboard:

 

The story for the advert is cinema themed, it is a playful narrative based around cinema snacks, the advert is to highlight the novelty of popcorn icecream, and also positions it alongside the most popular cinema snack popcorn. Convincing the audience that it is a better alternative.

 



Advert two

The aim of this TV advert is to relate to students as it is set in a school, however the advert also has wider appeal because the underlying concept is one of escapism from the mundane, through an innovative flavour of ice cream.

Target Audience:

Age : 25 to 34

Occupation: People who have just finished education and have started a new career.

Gender : Female and Male

The target audience for the muller TV advert is different to the advert which will show on the cinema screen. Some studys show that people who are aged 25 to 34 spent around 28 hours per week watching TV. This is a little longer than people who aged 18 to 24. (Marketing Charts, 2013)

Between the age 25 to 34, individualis are in range of different lifestages. It is a time when the line between the values of being young and the values of being parents are blurred.

Most people within this age group are in the begining of the career, and the pressure from jobs and life is high. The message behind the advert is that ' Muller will help you to escape the boring and stressful life, have a ice cream and relax!

Colour of the advert:  Dull at start Bright Summer colours at the end

Storyboard: The lecturer is teaching maths in an uninspiring way, colours are drab and boring. Students are asleep, a student sneakily tries the new tropical flavour icecream and is transported to a trpical island where the lecture on surfing techinique is far more lively and interesting.

 

Channel:

The advert will be shown on BBC three, BBC Three is targeted at 16-34 year olds (which coverd our target auidence). Those 16-34 year-olds who view BBC Three watch, on average, for longer per week than the average viewer of the channel (2h 02m vs. 1h 43m)(BBC, 2011)

 

 

Reference:

 

The cinema exhibitors association limited. (no date) UK cinema - frequency of cinema visit by age 2007.[online] Available from : http://www.cinemauk.org.uk/facts-and-figures/uk-cinema-audience-analysis/frequency-of-cinema-visit-by-age-2007/ [Accessed 4th March 2013]

 

Marketing Minefield. (no date) Student Marketing – Targeting the Student Market in general..[online] Available from :http://www.marketingminefield.co.uk/targeting-student-market/  [Accessed 4th March 2013]

 

David Cox. (2012) How older viewers are rescuing cinema. The guardian.[online] Available from :http://www.guardian.co.uk/film/2012/mar/08/older-viewers-rescuing-cinema [Accessed 5th March 2013]

.

Marketing Charts. (2013) Are Young People Watching Less TV?.[online] Available from :http://www.marketingcharts.com/wp/television/are-young-people-watching-less-tv-24817/ [Accessed 5th March 2013]



 

 

BBC. (2011) BBC Audience Information.?[online] Available from http://downloads.bbc.co.uk/aboutthebbc/reports/pdf/audience_0711.pdf[Accessed 5th March 2013]

 

Muller Ice Cream Print Adverts

Ice cream market background

Ice cream is one of the most popular desserts in the UK. The competition inside the ice cream market is stiff. The chat blow summarised how these UK leading ice cream brands position themselves.

Three topically type of models:

1. High quality+ High price+ limited flavours

2. Fair quality + medium price + medium choices of flavours

3. Low quality + low price + only one or two flavours

Muller ice cream is going to be :  High quality + medium price + medium choices of  unique flavours


Target audience: ABC1 and C2DE

Age: 16 to 34

Gender: Female

Occupation: students, housewife and full time employees.

 

Attitude:

 

Consumers who would like to try the new products and are looking to enrich their lifestyle using icecream as a pleasurable break from life.

 

Interests/hobbies:

 

Consumer habits have changed with the economic crisis and they are reducing their purchasing frequency. These consumers are more likely to buy the product when it is on offer. (Key note Media centre)

Marketing and Promoting: 

 

Yoghurt and ice cream are usually thought to be in the same category, desserts. To avoid customers simply switching from Muller yoghurt to Muller ice cream, one strategy could be to link the purchases, to make it more attractive to buy both. For example Buy Muller Yogurt and get 1/2 price Muller ice cream, this deal could work both ways. Buy Muller ice cream and get 1/2 price yoghurt's, stealing sales from ice cream competitors.

Purpose of the campaigns:

 

The main purpose of the campaign is to raise awareness that ' Muller Does Icecream'. The four print  adverts aim to highlight this fact, in a bold and memorable way, then re-enforce this over a period of an ice cream selling season . This strategy relies on customer curiosity and also the addition of a tempting discount when a customer buys Muller yoghurt and muller icecream. Because the messege of 'Muller does icecream' requires maximum impact, repetition and a bold simple look. Another aim is to make use of the already existing brand awareness that Muller has, and raise awareness that 'Muller does icecream'. 

 

Location:

Outdoors on bus stops, underground stations and women's magazines, also on our own Muller ice cream vending machines. The special offer which links Yoghurt and ice cream with consist of a voucher on the on packaging of Muller Yoghurt and Muller Ice cream.

Timing:

New print adverts will be put up on the 1st of every month in the Icecream season. May, June, July August. Vouchers will be printed on packaging when required, this will be a flexible way of regulating sales.

The four print adverts will consist of the slogan 'Muller Does Icecream' written large in the distinctive Muller logo typeface  Purely  typographic advertising is on trend, and is also a very affective way of catching attention  and driving home the message. Background will be block Muller red, with simply pure muller font white lettering, distinctively Muller and eye-catching.

May: 1st

Does 

 

Icecream

June 1st

 Muller

Does

Icecream

(nicely)

July 1st

Muller 

Does

Icecream

(very nicely)

August 1st

Muller 

Does 

Icecream

(very well indeed)

The repetition will make the campaign memorable, and the addition of the quirky developing text in brackets adds a sense of fun and interest whist suggesting a positive opinion of the product.

Reference

Key note Media centre. (2013) Consumers Melt for the Occasional Indulgent Ice Cream and Frozen Dessert.[online] Available from: http://www.keynote.co.uk/media-centre/in-the-news/display/consumers-melt-for-the-occasional-indulgent-ice-cream-and-frozen-dessert/?articleId=1000 [Accessed 18th February 2013]

Mintel, 2012. Health and fitness clubs - UK. [Online]Available from: http://academic.mintel.com.atlas.worc.ac.uk/display/590224/?highlight=true [Accessed 15 February 2013].

.



 

.

 

Dreaming of Shanghai

  Background

Shanghai is the most populous city in China, and the largest in the world (city proper by population). Its population recorded at over 23 million in 2010. It is an International hub of commerce, fashion, culture, architecture and technology. The Shanghai container port is the busiest in the world. (Wikipedia, no date).

 

Sports in shanghai

If you are a sports student or just love to watch there are plenty of sporty opportunities, which are often cheaper than here in the UK, which is great for a tight student budget! 

Football:

 

Shanghai is home to several professional soccer teams, such as Shanghai Shenhua of the Chinese super league, one of the China;s most popular and successful. Many famous football teams come to Shanghai play promotional matches with local teams, such as Manchester United and Real Madrid.

Basketball:

 

The Shanghai Sharks of the Chinese Basketball Association developed Yao Ming before he entered the National Basketball Association (NBA). In 2012,  NBA champion Miami Heat came to Shanghai and played a game against the Los Angeles Clippers.  NBA also became the US's first professional sports association to play games in China.(Global Times, 2012)

 

 F1:

 

Beginning in 2004, Shanghai started hosting the Chinese Grand Prix, one round of the Formula One World Championship. The race was staged at the Shanghai International Circuit. In 2010, Shanghai also became the host city of German Touring Car Masters (DTM), which raced in a street circuit in Pudong.

Other Sports:

Shanghai also holds the Shanghai Masters tennis tournament, and the BMW Masters and WGC-HSBC Champions golf tournaments.

Environment

If you’re looking for a green refuge from Shanghai’s concrete jungle, there are plenty of parks to recharge your batteries in. Probably the most famous park is People’s Square Park in Downtown Shanghai it was formally a racetrack and is close to the former French Concession of Shanghai and another famous park Fuxing park. Fuxing park has French-style gardens and is surrounded by high end bars and cafes so is create for coffee breaks and leisurely strolls. For more active leisure Shanghai Disneyland  is scheduled to open in December 2015. The Project was approved by the government on 4 November 2009 and It is currently under construction. A $4.4 billion theme park and resort in Pudong will have a castle that will be the biggest among Disney's resorts. (Huffinton Post，2013)

Culture

 

Shanghai was the cultural and economic center of East Asia for the first half of the twentieth century  Because of this it has always been seen as modern, having the first motor cars and train tracks, it has always been famous for its night-life and glamour which is celebrated in many pieces of music and literature. hile the official language of china in Mandarin, Shanghainese is widely spoken throughout the city and is unintelligible with mandarin Chinese, there are two dialects of Shanghainese, one coming from a suzhou dialect west of the city and one from Ningbo area in the east, however the differences between these two are not major. It also contains words influenced by European languages.

Tourist attractions and Architecture

Perhaps one of the most romantic things to do in Shanghai is to see the sights, a trip to the bund at night-time offers fantastic views, it is also possible to travel to the top of shanghai’s tallest building and walk across the glass floored viewpoint

 

Food in Shanghai

 

Shanghai has a vast variety of local and international food, as food is at the heart of Chinese culture, and eating our in the city is a wonderful experience.

 

Welcome to Shanghai

 

 

Reference

Wikipedia (no date). Shanghai [Online] Available from:http://en.wikipedia.org/wiki/Shanghai[Accessed 10th January 2013]

Global Times.(2012) NBA sends Heat and Clippers to play in Shanghai. Global Times.[Online] Available from:http://www.globaltimes.cn/content/730649.shtml[Accessed 11th January 2013]
Huffinton Post. (2013) Shanghai Disneyland to open end of 2015. [online]
Available from:http://article.wn.com/view/2013/03/09/Shanghai_Disneyland_To_Open_At_End_Of_2015_PHOTO/#/related_news[Accessed 11th January 2013]

Creativity - Magnum Ice Cream Advertisement

Five creative Ideas for Magnum

 

Brand Background

Magnum was launched in the UK in 1987, and it was the first handheld ice cream targeted as a premium ice cream for adults. Magnum is now sold in over 50 countries worldwide. (Unilever)

Current Customer Profile

The typical Magnum consumer is a heavy Facebook user and digital media consumer. The target audience for Magnum is people between 15-35 years old, who have a love of chocolate and ice cream. These consumers value and enjoy the moment of consumption.(Cream inspring innovation)

 

One of Magnum's advert : Magnum royal treatment

Key words: posh, beautiful young lady, delicious, chocolaty, relaxing, pleasure, quality.

The USP of Magnum is the enriching experience of chocolate indulgence. The royal connotations lift the magnum brand.

 

                           

Idea One: Billboard Advert

 

Target Audience: Adult male (aged 20 to 35)

 

Lifestyle: Man with a girlfriend or wife.

 

The concept of the advert is caring, this will appear to a young male audience eager to woo women.
 

It will feature a couple walking into shot, it is very sunny and the man is holding an umbrella for the lady whilst she is eating a magnum. The lady's face expression will be like this:

She is really enjoyed the ice cream and the man is very proud to make his lady happy, his face will be a little bit like this:



Channel: outside football stadiums, phone boxes, bus-stops, sides of busses, train station and underground walkways.

Idea Two: Magazine Advert

Target Audience: Middle age women

Attitude to life: seeking for the quality of life. Middle age women with higher income.

Treat yourself. The ad could be displayed in Waitrose magazine, the concept consists of a magnum ice ream with a crown, pearl necklace and a corgi, and the tag line treat yourself.

     Idea Three: Promotional Plan

Idea Three: Teach you how to make special magnum dessert. As feature piece in Waitrose magazine a special luxury dessert could be designed with magnum as the main ingredient.

 Channel: Waitrose or M&S’s magazine. Cookery book. 



 

 

Idea Four: Online Game

Target Audience: Teenagers

 

Lifestyle: studious, playful, love to eat sweets, fun loving.

 

In fact, magnum has just launched a creative online game called ‘pleasure hunt’. (Here is the game link http://pleasurehunt.mymagnum.com/) The game allows players to control the character – a pretty woman in chocolate brown dress – taking her across a series of different websites where her goal is to collect as many chocolate bonbons she can in the least amount of time. The reward is one delicious Magnum ice cream. Have you played? I would suggest not to! It is a fun and long game, but you could play much better games on your Ipod or Ipad. I have just played it and my laptop died. Perhaps a interactive competition would be better than a time consuming game. Also we know that students are often tight on money therefore we need to give them a reason to choose the magnum brand over a cheaper alternative.

Concept: A virtual box with a combination lock is created, codes on magnum sticks can be entered in an attempt to crack the code. For every wrong guess a magnum is added to the box, winner takes all, plus a luxury magnum world tour. (MarketingHub.me)

 

 

Channel: Social Media such as Facebook and Twitter

 

 

 

                  Idea Five: TV Advert

Target Audience: Families (Parents with young kids), households with higher income, full time employees who enjoy spending time with their families at the weekend.

For this concept the advert needs to be fun, and it also needs to involve a family with which the target audience can relate to. This advert will be shown in full colour with warm summery hues. The advert is a playful interpretation of rivalry between families picnicking in the park, the magnum consumers are treated like royalty as they enter the park with a fan-fare, the other families look on enviously.

 

Reference List

MarketingHub.me (2011) Magnum launches the Pleasure Hunt campaign with a creative online game [Online] Available from: http://marketinghub.bayt.com/handpicked-articles/magnum-launches-pleasure-hunt-campaign-creative-online-game [Accessed 5th December 2012].

Cream inspring innovation (2011) Local Based Coupons [Online] Available from: http://www.creamglobal.com/17798/29430/location-based-coupons- [Accessed 5th December 2012].

Unilever (no date)  Indulge with the tempting Magnum range – combining thick, cracking chocolate and smooth delicious ice cream. [Online] Available from: http://www.unilever.co.uk/brands-in-action/detail/Magnum/298343/- [Accessed 5th December 2012].

Im the brand

I am
        the
               brand
 

Creative Industries

What are the creative industries? I view every industry as creative, and there are opportunities for creativity everywhere. To create a new look or feel can help you to stand out from the crowd, just like these wacky cake designs, which catch the customers attention. Uniquely designed cakes bring individuality to the market place.  

Things that make me different (My USP's)

• Multilingual

I come from a multicultural city – Shanghai. This city boasts an inclusive and open culture where eastern and western civilisations meet and form a unique economic and cultural landscape. A diverse cultural environment has granted me linguistic talent. I can speak Chinese (mandarin), Shanghaiese, and English.  Speak both languages enable me to be open to jobs in the English speaking world as well as China, or even working for foreign companies in China and vice verse.

 

(Suzanne Kennedy, 2011)

• Available worldwide

China is an exiting place to do business. The creative industries market in China, whether in film, TV, animation, performing arts, design, publishing or music, is expected to grow rapidly.(Marco Forgione, 2012) Although from my experience moving to the uk I can say that I would relish an opportunity to adapt and thrive in a completely new culture and marketplace.  Growth in China has helped me to understand the market needs and the trend of popularities. For example, Sina weibo is the biggest microblogging service in China and now has 300,000,000 registered users.(Duncan Hewitt,2012) As a loyal fan of sina weibo, I’m blogging every day and use the platform to discuss hot topics. I have managed to accumulate nearly 1000 fans. Here is my Weibo link:

http://weibo.com/ccwilliams

 

(RB Worldwide, no date)

• Rich work experience

Like many people I am a hard worker but what sets me aside is the variety of work experience.

I was an assistant manager trainee in one of the top companies in the world - General Electric where i worked under intense pressure with pharmaceuticals. This forced me to develop skills to handle stress and maintain harmonious relationships with my colleagues. I was also an assistant manager at the Down Under coffee shop, this gave me independence as i was often left alone to run the place. Currently, I’m a student ambassador of Worcester University, this role gives me a positive buzz when helping new or prospective students and representing my university.

 

 

Brunel University London. (2013)

 

 

• Personality

Every brand has a personality as every person has a personality. If I were to match my personality to a brand’s personality I would chose emirates. Firstly, it is international and adopting a global community. Secondly, it is innovate and brave to face the challenges. For example, while most of the world’s airlines have spent the past year slashing costs and trimming services. Emirates emphasises quality and value.(Rafi-uddin Shikoh, 2005)

Reference
 
Rafi-uddin Shikoh. (2005) Global Branding the Emirates Way. Dinar standard. [online] Available from: http://dinarstandard.com/marketing/global-branding-the-emirates-way/ [Accessed 10th September 2012].

Marco Forgione (2012) The creative industries in China [online] International Visual Communications Association. Available from : http://www.ivca.org/ivca/live/news/2010/develop-your-business-in-china-join-the-ivca-trade-mission-to-shanghai/IVCA_Report_-_The_Creative_Industries_in_China.pdf [Accessed 9th September 2012]

Duncan Hewitt. (1st August 2012) Weibo brings change to China. BBC News. [Online] Available from: http://www.bbc.co.uk/news/magazine-18887804 [Accessed 10th September 2012]

Local Government (2009) where are the creative industries? [Online] Available from:  http://sitetest.idea.gov.uk/idk/core/page.do?pageId=10079557  [Accessed 10th September 2012]

Suzanne Kennedy.(2011) Drupal 7 Multilingual: What's new in i18n. [online] Available from: http://evolvingweb.ca/fr/story/drupal-7-multilingual-whats-new-i18n [Accessed 10th September 2012] 
 
RB Worldwide. (no date) Operations around the world.[online] Available from: http://www.rb.com/rb-worldwide/operations-around-the-world/canada [Accessed 11th September 2012]
 
Brunel University London. (2013) The Postgraduate Taught Experience Survey 2013. .[online] Available from: http://www.brunel.ac.uk/services/graduate-school/news-and-events/news/ne_274621[Accessed 11th September 2012]