Table
of
Contents
Introduction............................................................................................................... 1
Marketing
Objective .................................................................................................. 1
Situation
Analysis ...................................................................................................... 2
Stakeholders...............................................................................................................................................................2
SWOT
Analysis ..........................................................................................................................................................2
Competitive
Analysis..............................................................................................................................................4
Communications
Objectives....................................................................................... 5
Target
Audience......................................................................................................... 5
Positioning
Strategy ................................................................................................... 6
Marketing
Mix ........................................................................................................... 7
Past
Promotions......................................................................................................... 8
Marketing
Communications
Tools.............................................................................. 8
Message
Design ....................................................................................................... 11
Campaign
Theme .................................................................................................................................................. 11
Strategies
for
Stakeholders............................................................................................................................... 12
Message
Design
for
Communications
Tools.............................................................................................. 12
Message
Delivery..................................................................................................... 15
Evaluation................................................................................................................ 18
Budget
Allocation .................................................................................................... 19
Conclusion ............................................................................................................... 20
Page
1
Introduction
Fusion
Marketing
is
composed
of
a
diverse
group
of
first‐year
marketing
students.
As
requested
by
professors
Geoffrey
Bird
and
Matthew
Rockall,
Fusion
Marketing
has
been
given
the
task
of
coordinating
an
Integrated
Marketing
Communications
campaign
for
a
product
that
is
available
nationwide
and
is
celebrating
an
anniversary.
This
report
focuses
on
an
IMC
campaign
for
Kraft
Singles
who
is
celebrating
their
45th
Anniversary.
Kraft
Foods
is
the
second
largest
confectionery,
food
and
beverage
corporation
in
the
world
next
to
Nestle
(Wikipedia,
2010).
Canadian
born
James
Lewis
Kraft
founded
Kraft
Foods
in
Chicago
in
1903.
Through
many
large
mergers
and
key
acquisitions,
Kraft
has
grown
to
operate
eleven
$1
billion
brands
and
over
seventy
brands
worth
over
$100
million
in
equity
(Kraft
Foods,
2010).
Kraft
Foods
Inc.
introduced
Kraft
Singles
in
1965
(MLive.com,
2009).
These
individually
packaged
processed
cheese
slices
have
been
a
staple
in
many
households
across
Canada
for
decades.
For
years
they
have
been
the
number
one
selling
processed
cheese
slice
in
North
America
(Nuke
Search,
2009).
The
anniversary
provides
Kraft
Singles
slices
with
an
opportunity
to
regain
the
lost
market
share,
which
has
occurred
due
to
consumer
brand
switching
and
product
category
departure.
This
IMC
campaign
will
create
awareness
of
the
anniversary
and
will
follow
the
creative
theme
”Some
things
never
change”,
referring
to
the
different
eras
and
many
years
that
consumers
have
enjoyed
Kraft
Singles.
To
communicate
this
effectively,
Fusion
Marketing
has
developed
marketing
and
communications
objectives.
The
vehicles
in
which
to
deliver
these
messages
are
outlined
in
the
report,
accompanied
with
an
overview
of
the
strengths
and
weaknesses
for
each.
A
detailed
situation
analysis,
message
design,
media
schedule,
and
budget
allocation
have
been
offered
to
better
explain
each
step
in
this
IMC
plan.
Marketing
Objective
By
targeting
mothers
aged
25
to
44,
the
sales
volume
will
be
increased
by
five
percent
from
last
year’s
net
profit
of
$380,000,000
to
$399,000,000
for
the
12‐
month
period
starting
May
2010
to
April
2011
using
a
budget
of
$5,000,000.
Page
1
Situation
Analysis
Stakeholders
Kraft
Foods
stakeholders
consist
of:
• Board
of
Directors
• Shareholders
• Suppliers
and
retailers
• Customers.
• Employees
Shareholders
and
customers
make
up
the
largest
portion
of
stakeholders
for
Kraft.
With
solid
management
practices
and
rich
human
capital,
Kraft
has
been
able
to
satisfy
the
needs
of
hundreds
of
thousands
of
shareholders.
Kraft
has
been
positioned
as
a
world
leader
in
the
food
and
beverage
industry.
These
loyal
consumers
are
often
repeat
buyers
and
have
shown
brand
loyalty
going
back
decades.
SWOT
Analysis
Strengths
Kraft
is
the
largest
confectionery,
food,
and
beverage
corporation
in
North
America
and
the
second
largest
in
the
world
(Kraft
Foods,
2010).
Their
size
allows
them
to
diversify
operations
and
offer
their
products
globally
through
their
many
distribution
networks
in
over
160
countries
worldwide.
Another
strength
is
their
legion
of
loyal,
repeat
customers.
This
is
a
great
strength
because
it
shows
that
Kraft
has
great
brand
equity
and
strong
brand
awareness.
With
their
rich
history
dating
back
over
100
years,
Kraft
has
positioned
themselves
as
a
reliable
and
well‐managed
company.
This
satisfies
the
needs
of
the
stakeholders
and
proves
that
they
are
financially
healthy.
Kraft
continues
to
maintain
a
positive
brand
image
in
the
market
place.
In
the
past
25
years
they
have
managed
to
raise
770
million
dollars
in
cash
and
food.
In
addition,
they
have
created
programs
to
help
the
lifestyles
of
North
American
children
(Kraft
Promotions,
2010).
Kraft
holds
an
extended
product
breadth
and
depth.
This
enables
them
to
cover
an
extensive
target
market
and
offer
products
to
a
wide
range
of
customers.
Another
strength
for
Kraft
has
been
their
continuous
marketing
campaigns
and
their
strong
focus
on
research
and
development.
This
allows
Kraft
to
create
new
products
frequently,
and
aggressively
advertise
them.
Page
2
Weaknesses
Kraft
has
been
accused
of
false
advertisements
in
the
past.
Kraft
falsely
represented
Kraft
Singles
for
containing
as
much
calcium
as
a
five‐ounce
glass
of
milk
(Google
News,
2009).
This
has
compromised
their
brand
image.
Kraft
has
had
difficulty
launching
new
brands.
Most
of
their
growth
has
been
dependant
on
acquisitions
and
mergers.
This
demonstrates
their
dependency
on
the
success
of
other
companies.
Food
recalls
are
another
weakness
that
has
hindered
the
company’s
brand
equity.
In
June
of
2008
there
were
12,553
cases
of
Mixed
Berry
Crunch
Cereal
that
contained
nuts
that
were
not
declared.
This
is
a
serious
health
issue
that
can
cause
severe
medical
complications
and
even
death.
In
March
of
2009
they
had
to
issue
a
recall
on
pistachio
nuts
that
contained
salmonella
(Datamonitor,
2009).
Opportunities
The
international
market
poses
a
great
opportunity
for
Kraft
to
continue
diversifying
operations
(WikiSwot,
2009).
With
the
increase
in
globalization,
Kraft
can
uphold
their
position
as
a
global
leader
in
the
food
industry.
More
acquisitions
and
mergers
are
another
opportunity
for
Kraft
to
continue
growing.
Their
strategy
has
been
proven
due
to
their
inherent
success
of
past
acquisitions
and
mergers.
There
is
potential
for
new
product
categories.
Kraft’s
size
creates
the
opportunity
to
increase
product
breadth
and
product
depth.
Threats
A
significant
threat
is
the
potential
for
unsafe
food
practices.
This
can
lead
to
an
outbreak
of
disease
and
in
the
worst
case,
death.
This
can
have
devastating
consequences
and
can
damage
a
company’s
reputation.
Recently,
22
people
died
nationwide
from
eating
Maple
Foods
Inc.
products
that
contained
the
listeriosis
strain
(Times
Colonists,
2009).
The
current
economic
downturn
is
a
threat
to
Kraft,
especially
for
the
premium
priced
products.
This
could
change
the
habits
of
loyal
customers
and
force
them
to
search
for
cheaper
alternatives.
In
the
midst
of
a
global
recession
they
are
also
faced
with
higher
production
and
food
costs.
This
is
a
threat
because
it
may
put
Kraft
in
the
position
to
raise
their
prices
and
again
steer
away
their
loyal
customer
base.
Fierce
competition
is
another
threat.
Fast
growing
companies
such
as
Heinz
and
ConAgra
Foods
threaten
to
take
more
of
the
market
share
away
from
Kraft.
This
forces
Kraft
to
constantly
be
looking
for
new
ideas
and
new
products.
Page
3
Current
trends
are
leaning
toward
healthier
food
products
such
as
organically
grown
foods.
This
poses
a
threat
to
Kraft
since
most
of
their
food
products
are
processed.
While
Kraft
does
hold
the
large
majority
of
the
market
share
for
processed
cheese,
the
category
itself
has
been
declining
over
the
previous
years
with
6,181,000
tonnes
sold
in
2008
and
only
5,987,000
tonnes
sold
in
2009
(Datamonitor,
2009).
This
has
the
potential
to
severely
threaten
Kraft’s
current
product
lines
and
may
force
them
to
consider
this
trend
in
future
endeavors
Competitive
Analysis
Table
1
compares
the
various
brands
competing
in
the
“processed
cheese
slice”
market
(Based
on
“Original”
Thick
Cheddar
(per
slice)).
Black
“No
Name”
Laughing
Cow
Diamond
Cheese
Slices
Cheese
Slices
Kraft
Singles
Cheese
Slices
Varieties
3
4
3
6
Price
$.31
$.21
$.27
$.31
Calories
90
90
85
80
Calcium
15%
10%
15%
15%
Protein
5
g
5
g
4
g
5
g
Table
1
–
Competitor
Comparison
Kraft
offers
the
most
variety
of
cheese
slices
on
the
market.
They
are
sold
under
three
separate
names;
Kraft
Singles,
Cracker
Barrel
cheese
slices
and
Velveeta
slices.
Their
“Kraft
Singles”
line
is
the
most
popular,
with
six
varieties,
“Cracker
Barrel
cheese
slices”
with
two
varieties
and
“Velveeta
slices”
with
two
varieties.
Kraft
Singles
offer
the
least
amount
of
calories
per
slice
when
compared
to
its
competitors
and
continues
to
be
the
most
preferred
processed
cheese
slice
in
Canada
(Kraft
Foods,
2010).
Kraft
Singles
held
54.2
percent
of
the
processed
cheese
market
share
in
2007.
(See
Appendix
14
for
processed
cheese
market
share.)
Kraft
Singles’
competitors
are
evenly
matched.
“Black
Diamond”
offers
good
quality
slices
at
the
same
price
as
Kraft;
however,
they
do
not
offer
as
many
varieties.
“No
Name”
brand
slices
do
not
have
as
much
to
offer
nutritionally,
or
have
as
many
varieties,
but
they
are
less
expensive.
“Laughing
Cow”
slices
are
similar
to
Kraft,
but
their
downfall
is
a
lack
of
variety.
Kraft
Foods’
number
one
competitor
is
ConAgra
Foods.
ConAgra
Foods’
annual
net
income
for
the
year
2009
was
$978
million
and
$12.7
billion
in
net
sales.
Their
common
stock
price
at
the
year‐end
was
$18.59.
ConAgra
Foods
currently
employs
26,500
workers
throughout
Canada
and
the
United
States.
Part
of
their
success
and
ability
to
compete
against
Kraft
Foods
is
their
solid
reputation
of
corporate
social
responsibility.
Page
4
Communications
Objectives
This
campaign’s
main
communication
objective
is
to
increase
repurchasing
of
Kraft
Singles
slices
by
five
percent
among
the
target
audience
consisting
of
Canadian
mothers
between
the
ages
of
25
and
44
living
in
suburban
areas.
In
order
to
effectively
reach
the
objective
of
repurchase,
the
campaign
will
go
through
the
following
stages
of
the
communication
effects
pyramid
from
May
2010
to
April
2011
(see
Appendix
3).
Awareness:
Advertisements
will
convey
to
ninety
percent
of
the
target
audience
the
message
that
it
is
Kraft
Singles’
45th
anniversary.
Knowledge:
Sixty
percent
of
the
target
audience
will
understand
that
the
Kraft
brand
has
been
a
reliable
and
memorable
part
of
their
childhood.
This
message
will
be
conveyed
through
emotional
appeal
and
inherent
drama
in
the
advertisements
involving
outdoor
advertising,
print,
radio
and
television.
Liking:
Thirty
percent
of
the
target
audience
will
be
convinced
that
Kraft
Singles
are
a
compassionate
and
generous
brand
within
the
processed
cheese
category.
Through
sweepstakes
and
charitable
public
relations,
their
brand
image
will
become
more
favorable.
Preference:
The
campaign
will
stimulate
brand
preference
for
Kraft
Singles
by
encouraging
brand
switching
and
brand‐retrial
purchase
among
15
percent
of
the
target
audience.
These
consumers
will
prefer
Kraft
Singles
to
the
competition,
due
in
part
to
social
media
such
as
Facebook
as
well
as
Mommy
blogs.
Trial:
To
stimulate
brand
trial
among
ten
percent
of
the
target
audience,
point
of
purchase
coupons
will
be
offered
as
incentives
for
new
category
users
and
brand
switchers.
Repurchase:
All
previous
steps
will
aid
in
achieving
the
communications
objective
to
maintain
regular
purchasing
patterns
of
Kraft
Singles
among
five
percent
of
the
target
audience.
Direct
mail
will
be
used
to
encourage
brand
loyalty.
The
effectiveness
of
the
campaign
will
be
measured
through
various
posttests
(see
Evaluation).
Target
Audience
Demographic:
Kraft
Singles
slices
have
traditionally
targeted
mothers
as
consumers
because
they
are
the
main
purchasers
of
processed
cheese
slices
(Kraft,
2009).
Page
5
This
campaign
will
continue
to
target
Canadian
mothers
with
young
children
because
of
their
strong
brand
loyalty
to
Kraft
(The
Integer
Group,
2009).
According
to
Statistics
Canada,
the
average
age
of
mothers
giving
birth
in
2006
was
29.3
years
old;
therefore,
mothers
aged
25
‐
44
will
be
targeted,
who
will
likely
have
children
aged
four
to
thirteen.
In
2006,
there
were
3.9
million
mothers
in
Canada
with
children
under
the
age
of
18
residing
in
their
home
(Stats
Canada,
2009).
Kraft
will
target
mothers
who
are
category
and
non‐category
users,
brand
switchers
and
brand
re‐trial
purchasers.
Geographic:
The
campaign
will
target
mothers
who
reside
in
Canadian
suburbs
rather
than
the
largest
urban
cities.
The
municipalities
on
the
outskirts
of
the
large
cities
have
seen
significant
population
growth
according
to
Stats
Canada
(2009).
Kraft
Singles
recently
launched
an
American
campaign,
which
targeted
smaller
town
American
families,
asking
them
“What’s
the
single
best
town
in
America?”
One
of
the
communications
objectives
of
this
campaign
was
to
increase
brand
switching
among
heavy
users
of
the
product
category
for
processed
cheese.
This
campaign
saw
a
great
success
with
sales
of
Kraft
Singles
increasing
by
five
percent
between
September
‘09
and
January
’10,
matching
the
communication
objective
of
the
45th
Anniversary
campaign
(Wong,
Elaine,
2010).
Psychographic:
One
of
the
main
threats
to
the
product
category
of
processed
cheese
is
that
it
is
less
nutritional
than
other
cheese.
Consumer
values
are
consistently
following
the
health
conscious
trend.
However,
individuals
living
in
cities
value
nutrition
and
health
significantly
more
than
those
residing
outside
the
cities
(Urban
Toronto,
2006).
Therefore,
mothers
from
surrounding
suburbs
will
be
more
likely
to
buy
processed
foods.
The
target
audience
has
become
increasingly
busy,
with
an
average
of
209
minutes
per
workday
spent
with
family
in
2005
compared
to
248
minutes
on
average
in
1986
(Stats
Canada,
2009).
This
shift
in
lifestyle
can
be
attributed
to
an
increase
of
mothers
in
the
workforce
and
changes
in
household
norms.
Therefore,
the
target
audience
will
benefit
from
the
convenience
of
Kraft
Singles
slices.
Positioning
Strategy
The
positioning
strategy
for
Kraft
Singles
Slices
IMC
campaign
will
be
central
positioning.
Kraft
held
54.2
percent
of
the
North
American
market
share
for
processed
cheese
in
2007
(Dorfman,
Brad,
2007).
Because
Kraft
has
been
a
consistent
market
share
leader
in
the
processed
cheese
category,
it
can
claim
on
the
most
salient
benefits
such
as
high
reliability
and
trust
which
is
among
the
most
important
concerns
for
mother
consumers
(Fortner,
Laura,
2010).
Kraft
has
a
strong
brand
image.
In
fact,
it
is
one
of
the
highest
selling
cheese
brands
globally
and
the
top
retail
value
cheese
brand
in
Canada
(Datamonitor,
2009).
Page
6
Kraft
maintains
a
premium
image
in
the
marketplace;
for
example,
a
study
has
shown
that
while
US
consumers
believe
price
to
be
the
most
important
attribute
regarding
grocery
purchases,
Kraft
is
among
the
least
likely
to
be
traded
in
for
cheaper
brands
(The
Integer
Group,
2009).
Therefore,
the
positioning
strategy
will
rely
heavily
on
Kraft’s
brand
image
within
the
marketplace.
The
campaign
will
use
reminder
advertising
to
promote
the
idea
that
Kraft
Singles
slices
have
been
an
integral
part
of
the
target
audience’s
journey
growing
up.
Marketing
Mix
Product
Kraft
Singles
was
the
first
processed
cheese
product
on
the
market.
Compared
to
imitation
cheese
slices
made
mostly
with
vegetable
oil
and
water,
each
quarter‐
ounce
slice
of
Kraft
Singles
contains
the
protein
and
calcium
equal
to
approximately
five
ounces
of
milk.
Kraft
Singles
have
been
Canada's
best
selling
processed
cheese
slices
since
they
were
first
introduced
45
years
ago
(Kraft,
2010).
Price
The
price
varies
according
to
the
different
sizes
of
Kraft
Singles
packaging.
They
are
sold
in
packages
of:
8,
12,
16,
24
and
48
slices.
With
online
sales
growing
exponentially
in
the
past
10
years,
they
now
offer
bulk
discounts
between
ten
to
45
percent
off.
(Kraft,
2010)
Kraft
Singles
are
one
of
the
most
expensive
brands
of
processed
cheese.
However,
compared
to
the
competition,
they
have
the
lowest
calorie
count.
In
addition,
Kraft
Singles
provide
a
wider
variety
for
consumers
to
choose
from.
It
has
been
priced
based
on
the
value
of
the
product
as
perceived
by
consumers.
Based
on
the
different
types
of
consumers
and
distributors,
Kraft
provides
multiple
choices
for
payment
and
shipping.
Compared
to
similar
processed
cheese
brands
such
as
Black
Diamond,
Laughing
Cow
and
other
supermarket
brand
cheese,
Kraft
Singles
has
a
strong
price
advantage
to
hold
and
control
the
processed
cheese
market
(Kraft,
2010).
Place
Almost
every
Canadian
supermarket
and
retail
store
sells
Kraft
Singles
cheese
slices.
Kraft
has
business
affiliations
with
many
school
cafeterias
and
food
courts
around
the
country
to
provide
them
with
Kraft
Singles
slices.
(Kraft
Canada
Inc,
2010).
There
are
approximately
45
warehouses
in
Canada
that
provide
30,000
tonnes
of
cheese
to
the
North
American
market.
Strong
inventory
management
has
had
a
Page
7
positive
influence
on
the
sales
of
Kraft
Singles
and
has
helped
increase
the
confidence
of
Kraft's
stakeholders.
(Kraft
Canada
Inc,
2010)
Kraft
utilizes
the
online
service
to
handle
the
large
volume
of
orders
nationwide.
Their
distribution
network
is
so
advanced
that
an
order
placed
online
can
be
delivered
to
the
consumer
within
36
hours.
Past
Promotions
In
2007,
Kraft
held
the
“Have
a
Happy
Sandwich”
contest.
It
invited
people
to
create
their
own
ten
to
fifteen
second
interpretation
of
a
Kraft
Singles
“Have
A
Happy
Sandwich”
commercial.
The
winner
received
$50,000
and
had
their
video
brought
to
life
as
a
national
commercial.
Kraft
was
using
a
creative
strategy
to
get
customers
involved
into
the
commercial
making
process,
which
increased
the
brand
awareness
(Kraft
Foods,
2010).
In
2008,
Kraft
made
a
series
of
commercials
to
emphasize
that
Kraft
is
not
only
a
healthy
product,
but
inexpensive
as
well.
At
that
time,
the
world
economy
was
down,
so
Kraft
was
making
great
efforts
to
change
their
brand
image.
In
2009,
Kraft
collaborated
with
Disney
to
promote
Kraft
Singles.
By
buying
Kraft
Singles,
customer
got
the
chance
to
get
a
free
song,
a
video,
and
an
exclusive
poster
from
the
“Jonas
Brothers”
(Disney,
2009).
Marketing
Communications
Tools
LEAD
TOOLS
Advertising
is
the
lead
marketing
communications
tool,
which
incorporates
television,
print,
radio
and
outdoor
advertising.
Some
media
objectives
of
advertising
are
to
promote
brand
awareness,
category
need
and
a
positive
brand
attitude
among
the
target
audience
through
sufficient
campaign
exposure.
This
communication
tool
will
increase
awareness
among
90
percent
of
the
target
audience
that
it
is
Kraft
Singles
Slices
45th
Anniversary.
It
provides
the
campaign
with
the
greatest
reach
and
coverage
among
mothers
aged
25
‐
44.
From
a
creative
standpoint,
advertising
is
the
most
effective
media
tool
to
execute
the
intended
emotional
response
from
the
target
audience.
Advertising
will
allow
Kraft
to
zero
in
on
certain
television
and
radio
channels,
which
mothers
will
likely
tune
in
to.
Page
8
Strengths:
• Various
advertising
media
provides
widespread
access
to
the
target
audience
• Helps
increase
awareness
among
90
percent
of
the
target
audience
which
meets
the
communication
objectives.
• Increases
knowledge
and
enhances
the
perception
for
a
favourable
brand
attitude
to
60
percent
of
the
target
audience.
Weaknesses:
• Advertising
is
a
costly
medium.
• It
is
difficult
to
measure
whether
or
not
the
target
audience
has
received
the
message
(selective
attention/retention).
• Clutter
and
noise
can
lead
to
a
misinterpretation
of
message.
The
second
lead
communications
tool
is
promotional
activities,
which
includes
sweepstakes
and
point
of
purchase
coupons.
According
to
a
survey
conducted
by
the
Retail
Advertising
and
Marketing
Association
(2009),
companies
providing
promotions
and
discounts
have
a
large
influence
on
consumer
mothers.
Promotional
activities
will
prompt
brand
trial
and
re‐trial
purchase
as
well
as
brand
switching
among
the
target
audience.
With
the
instability
of
today’s
economy,
consumer
trends
have
shifted
towards
comparison‐shopping.
Because
Kraft
Singles
are
more
expensive
than
many
competitors,
they
will
need
to
offer
promotions
as
incentives
for
trial.
A
study
done
by
The
Integer
Group
in
2009
concluded
that
approximately
80
percent
of
consumers
seek
products
that
are
on
sale
and
shoppers
older
than
35
are
likely
to
use
point‐of‐purchase
coupons
(The
Integer
Group,
2009).
Strengths:
• Helps
to
achieve
the
communication
objective
of
a
10
percent
increase
in
brand
trial.
• Creates
a
buzz
and
stimulates
word
of
mouth
amongst
mothers,
which
is
very
important
for
this
specific
target
audience
(Fortner,
Laura,
2010).
• Helps
match
the
communications
objective
of
increasing
liking
by
30
percent.
Weaknesses:
• Over‐exposure
could
lead
to
inefficiency
(wasted
coverage).
• Is
a
costly
means
of
communication.
SUPPORTING
TOOLS
To
support
the
campaign,
Kraft
will
use
E­marketing
through
Facebook,
Mommy
blogs
and
the
Kraft
website.
Page
9
There
is
a
high
use
of
social
networks
and
mobile
“texting”
and
web
browsing
among
this
target
audience
(Fortner,
Laura,
2009).
Women
with
children
at
home
are
60.3
percent
more
likely
to
use
Facebook
than
average
adults.
Furthermore,
mothers
with
young
children
are
likely
to
surf
the
Internet
in
search
of
deals
(Retail
Advertising
and
Marketing
Association,
2009).
A
study
released
by
BabyCenter
in
2009
found
that
the
number
of
mothers
who
use
social
media
had
jumped
462
percent
since
2006,
proving
that
mothers
are
becoming
more
technologically
savvy
and
offering
E‐marketers
a
massive
opportunity.
E‐marketing
will
meet
the
communications
objective
of
a
15
percent
increase
in
preference
(Retail
Advertising
and
Marketing
Association,
2009).
Strengths:
• Sixty‐three
percent
of
mothers
use
the
internet
(SoftPedia,2009).
• E‐marketing
is
cost
effective.
• It
is
convenient
for
mothers.
• There
are
no
boundaries
geographically.
• The
scheduling
is
flexible.
• There
are
tracking
capabilities
available
through
online
website
trackers.
Weaknesses:
• It
is
easy
for
mothers
to
discard
the
message.
• Technical
difficulties
may
impede
on
internet
marketing
efforts.
• Messages
may
get
lost
or
overlooked
amongst
other
ads.
Another
supporting
communications
tool
for
Kraft
Singles
Slices
is
Public
Relations.
This
method
will
help
to
attain
the
communications
objective
of
achieving
a
30
percent
increase
of
brand
liking
among
the
target
audience.
In
today’s
market
place,
there
are
many
brands
competing
for
consumers,
so
being
able
to
find
brands
which
mothers
can
trust
is
very
important
to
them
(Fortner,
Laura,
2010).
Strengths:
• Public
relations
helps
increase
the
liking
of
the
company
and
the
brand.
• Can
build
good
rapport
with
traditional
non
users.
• It
is
a
useful
means
of
damage
control.
Weaknesses:
• It
must
be
direct
and
avoid
misleading
the
public.
• The
brand
could
possibly
be
lost
or
forgotten
within
the
communications
process
due
to
noise.
• It
is
difficult
to
measure
whether
or
not
the
target
audience
has
received
the
message
(selective
attention/retention).
Page
10
The
final
supporting
tool
will
be
Direct
Mail
where
Kraft
will
communicate
their
appreciation
to
their
customers.
This
will
increase
brand
loyalty
among
the
target
audience
and
help
to
attain
the
communications
objective
of
repurchase
among
five
percent
of
the
target
audience.
Mother
consumers
value
companies
who
make
them
feel
part
of
that
brand
(Fortner,
Laura,
2010).
By
communicating
through
Direct
mail,
mothers
will
realize
that
they
are
an
integral
component
of
the
company.
Strengths:
• There
are
tracking
capabilities
through
subscriptions
for
Kraft’s
“What’s
Cooking”
magazine.
• Feedback
capabilities
are
possible
through
surveys
and/or
questionnaires.
• The
accessibility
of
mail
allows
for
scheduling
flexibility.
Weaknesses:
• Can
be
intrusive
for
a
busy
mother.
• Can
be
easily
discarded
or
overlooked
amidst
other
flyers
or
ads.
• High
frequency
can
be
costly
for
the
company.
Message
Design
Campaign
Theme
Forty‐five
years
ago,
Kraft
Singles
cheese
slices
were
introduced
as
the
convenient,
calcium
filled,
cheese
snack
perfect
for
any
classic
grilled
cheese
sandwich
at
any
occasion.
As
styles
change,
trends
develop
and
inventions
change
the
way
people
think
about
the
food
industry,
the
classic
grilled
cheese
sandwich
has
been
significantly
timeless
throughout
the
years
of
the
target
audiences’
lives.
Using
emotional
appeal
through
nostalgia,
the
campaign
theme
for
Kraft
Singles’
45th
anniversary
is:
“Some
Things
Never
Change”,
with
the
French
translation
“Quelques
choses
ne
changes
jamais”.
To
increase
repurchase
of
the
product
among
the
target
audience,
memories
of
mothers
childhoods
will
remind
them
that
this
classic
product
should
be
purchased
once
again
for
their
children.
In
order
to
convey
this
emotional
message
to
consumers,
the
campaign
will
feature
characters,
who
can
be
depicted
through
the
IMC
campaign
growing
up
through
the
1960’s
to
2000’s,
enjoying
Kraft
Singles
grilled
cheese
that
remains
the
same
while
they
continue
to
change,
as
well
as
the
atmosphere
and
setting.
Page
11
Strategies
for
Stakeholders
Customers
–
Customers
will
be
reached
through
advertisements
and
promotional
activities
as
lead
tools,
with
supporting
tools
of
public
relations,
E‐marketing
and
direct
mail.
Suppliers
and
Retailers
–
Suppliers
and
retailers
will
be
informed
well
ahead
of
time
in
order
to
be
able
to
gain
an
understanding
of
the
campaign
and
enhance
their
performance
during
the
campaign
through
a
detailed
e‐mail.
Employees
–
Employees
will
be
given
an
informative
lecture
regarding
the
campaign
so
they
are
familiar
with
concepts
during
the
course
of
their
work.
Board
of
Directors
–
The
board
of
directors
will
be
the
first
to
hear
and
approve
of
the
campaign
through
a
detailed
e‐mail
and
will
assist
in
the
implementation
process.
Shareholders
–
Shareholders
will
be
informed
of
the
campaign
prior
to
its
launch
through
a
detailed
memo.
Message
Design
for
Communications
Tools
Advertisements
The
print
advertisements
for
the
“Some
Things
Never
Change”
campaign
will
be
featured
in
the
channels
seen
below.
Print:
Magazines
In
the
selected
magazines
(see
Media/Message
Delivery),
the
print
advertisements
will
consist
of
one
page
with
a
character
from
each
era
from
the
1960’s
through
2010.
The
ads
will
be
in
black
and
white
and
have
settings
corresponding
to
the
era,
along
with
the
character
in
his
appropriate
attire.
The
mother
will
have
clothing
based
on
the
era.
However,
the
grilled
cheese
will
remain
unchanged
to
draw
attention
and
to
depict
through
the
image
that
while
everything
changes
around
the
character,
the
grilled
cheese
does
not,
keeping
the
theme
in
mind.
The
logo
will
be
featured
in
color,
as
well
as
a
call
to
action
to
the
website
for
the
integrated
promotion.
Print:
Bus
Stop
and
Skytrain
The
target
audience
is
frequent
public
transportation
users.
(Lamar,
2010).
The
bus
stop
advertisements
will
feature
one
version
from
the
print
sequence
(1960’s
version,
1970’s
version
etc.).
At
the
selected
sky
train
stops,
the
same
idea
of
the
print
sequence
will
apply
to
four
skytrain
advertisement
panels
in
a
row,
each
with
its
respective
version
to
tell
the
story
in
the
few
short
minutes
waiting
for
their
train.
Television
The
selected
television
channels
(see
Media/Message
Delivery)
will
bring
life
to
the
print
advertisements
through
the
use
of
inherent
drama.
As
seen
on
the
story‐
board
(see
Appendix
9)
the
30‐second
commercial
begins
with
a
child
eating
a
grilled
cheese
sandwich
prepared
by
his
mother.
Page
12
As
with
the
print
ads,
the
grilled
cheese
remains
in
color
while
the
story
begins
in
black
and
white
and
gradually
becomes
colorful
by
the
end.
The
commercial
follows
the
character
throughout
his
life
with
Kraft
Singles,
ending
with
him
serving
his
own
daughter
the
classic
snack.
The
end
of
the
commercial
features
the
tagline
“Some
Things
Never
Change”
and
a
call
to
action.
This
commercial
will
also
include
information
on
the
sweepstakes
in
the
first
phase,
and
details
on
the
public
relations
charity
involvement
in
the
third
phase
of
the
campaign.
Radio
The
selected
radio
stations
(See
Media/Message
Delivery)
will
consist
of
a
short
radio
spot
that
will
feature
a
mother’s
voice
reciting
a
story
of
her
life,
and
how
Kraft
Singles
has
been
one
factor
that
has
not
changed
while
the
rest
have.
The
radio
advertisement
will
be
in
English
in
all
provinces
except
for
Quebec,
which
will
be
in
French
(See
Budget).
(See
Appendix
6
for
Radio
Scripts).
Promotion
Along
with
implementing
the
“Some
Things
Never
Change”
campaign,
the
promotional
activity
to
celebrate
Kraft’s
45th
anniversary
will
be
launched
while
keeping
integrated
with
the
overall
theme.
“Some
Things
Never
Change”
Sweepstakes
The
campaign
will
feature
incentives
for
the
target
audience
to
purchase
the
product,
thus
accomplishing
the
marketing
objective
to
increase
sales
by
five
percent.
An
integrated
sweepstakes
promotional
activity
allows
consumers
to
get
involved
with
a
contest
that
both
mothers
and
children
will
be
excited
about.
The
“Some
Things
Never
Change”
sweepstakes
allows
consumers
to
enter
into
in
a
contest
to
win
a
family
trip
to
Disneyland
by
being
the
first
to
collect
and
mail
in
all
five
Kraft
Singles
Decades
Cards.
In
each
package
of
Kraft
Singles,
there
will
be
a
card
with
a
photo
depicting
a
certain
year
and
a
related
image
(see
Appendix
8).
When
a
consumer
collects
all
five
and
mails
them
in
on
the
collection
sheet
distributed
at
grocery
stores
where
Kraft
Singles
are
sold,
they
will
enter
a
draw
to
win
the
trip
for
their
family.
This
gets
children
excited
about
the
card
collection
and
trip,
while
the
parents
benefit
from
the
savings.
The
deadline
will
be
December
first
2010,
and
the
winner
will
be
randomly
selected.
Second
and
third
place
prizes
will
be
awarded
as
well,
some
of
which
are
a
new
car
and
kitchen
set
(See
Budget
for
details).
“Some
Things
Never
Change”
Point
of
Purchase
Discounts
During
phase
three
of
the
campaign
(from
January
2011
until
April
2011),
point
of
purchase
discounts
of
20
cents
will
be
allowed
to
celebrate
the
45th
anniversary
of
Kraft
Singles.
This
is
expected
to
generate
large
profits
during
the
sweepstakes
prior
to
this
activity.
While
the
sweepstakes
draws
in
monetary
profit,
the
point
of
purchase
discount
allows
Kraft
Singles
to
capture
potential
favorable
brand
switchers.
All
grocery
stores
and
retailers
will
be
informed
of
this
well
in
advance.
Page
13
Public
Relations
Public
relations
will
be
covered
through
charity
work
with
Osteoporosis
Canada.
This
will
generate
a
positive
brand
image
during
the
designated
month
within
the
yearlong
campaign.
“Some
Things
Never
Change…But
You
Can
Make
One.”
C.S.R.
Plan
Through
Corporate
Social
Responsibility,
Kraft’s
Campaign
will
work
with
Osteoporosis
Canada
to
celebrate
their
anniversary
during
the
month
of
March
2011.
For
years,
Kraft
Singles
has
been
featuring
the
benefits
of
milk
and
calcium
in
their
slices,
relating
perfectly
to
Osteoporosis.
Kraft
will
donate
$500,000
from
packages
sold
to
this
charity
as
a
way
to
give
back.
This
will
be
heavily
featured
through
the
campaign
as
“making
a
change”
in
the
lives
of
an
osteoporosis
patient.
At
the
end
of
the
month,
media
will
cover
Kraft
Singles
as
they
donate
the
large
cheque
to
Osteoporosis
Canada,
increasing
liking
towards
the
brand
by
30
percent
to
meet
the
communications
objective.
E­Marketing
The
E‐marketing
aspect
of
the
campaign
will
utilize
the
Kraft
Singles
website
as
well
as
social
media
tools.
Kraft
Singles
Website
The
website,
with
the
address
www.Kraftsingles.com/anniversary,
will
have
all
the
information
about
Kraft
Singles
as
a
product,
the
history
behind
it
through
the
years
and
of
course
details
about
the
campaign.
This
will
include
how
to
send
in
your
sweepstakes
decade
cards,
information
on
the
charity,
and
a
creative
layout
relating
to
the
characters
from
the
campaign.
For
a
screen
shot,
see
Appendix
4.
Social
Media
Kraft
Singles
will
set
up
a
free
monitored
Facebook
profile
for
the
“Some
Things
Never
Change”
anniversary
campaign.
This
high
traffic
website
will
allow
Kraft
to
post
information
directly
about
the
company,
sweepstakes
and
other
aspects
of
the
campaign
to
increase
awareness
to
those
members
of
the
target
audience
who
are
active
Facebook
users.
Direct
Marketing
Candidates
who
submit
their
entry
to
the
Kraft
Single’s
“Some
Things
Never
Change”
Sweepstakes
will
receive
a
letter
or
e‐mail
sent
to
their
corresponding
address
with
a
free
subscription
to
‘What’s
Cooking?’.
This
not
only
satisfies
those
customers
who
did
not
win
through
thank
you
letters,
but
also
increases
Kraft’s
customer
database
for
future
direct
marketing
endeavors.
Page
14
Message
Pretesting
The
messages
will
be
pretested
with
focus
groups
consisting
of
members
of
the
target
audience
living
in
select
cities
in
Canada.
The
locations
selected
are
situated
in
close
proximity
to
large
Canadian
cities.
They
are
as
follows:
• Outside
Vancouver
(Langley)
• Outside
Edmonton
• Outside
Montreal
(Gatineau)
(Drumheller)
• Outside
Toronto
(Sudbury).
• Outside
Regina
(Saskatoon)
These
locations
were
chosen
because
the
target
audience
resides
in
suburban
areas
as
opposed
to
central
metropolitan
cities.
This
pre‐testing
will
take
place
three
months
before
the
launch
of
the
campaign
to
make
necessary
changes
if
concerns
or
any
form
of
disliking
become
issues.
Kraft
can
also
discern
from
the
pretests
which
regions
will
be
more
favorable
towards
the
“Some
Things
Never
Change”
campaign
and
what
aspects
are
not
received
well
with
consumers.
The
cost
of
pre‐
testing
can
be
found
in
the
Budget.
Message
Delivery
Contact
points,
message
sources,
and
specific
vehicles
are
key
variables
in
delivering
the
right
message
in
a
marketing
promotions
plan.
Each
variable
relies
on
another
to
support
them
in
making
each
other
symmetrical.
Television
Media
vehicles
used
in
this
campaign
will
include:
• The
Food
Network­
A
39.3
percent
share
of
all
moms’
that
watch
top
cable
networks
regularly
tune
into
the
Food
Network
(Marketingcharts,
2009;
Watershed,
2009)Kraft
commercials
will
be
aired
once
a
day
for
a
12‐week
period
of
time
at
5pm.
• Slice
Network‐
The
Slice
Network
is
the
premier
television
station
catered
specifically
to
women.
Being
so,
a
great
deal
of
the
target
audience
for
this
campaign
will
be
exposed
to
the
television
ads.
The
Slice
Network
will
host
one
Kraft
Singles
ad
spot
daily
at
7pm
throughout
the
12‐week
television
advertising
campaign.
• CTV‐
Commercials
will
be
aired
once
a
day
at
6pm
during
one
of
the
most
widely
viewed
news
broadcasts
in
Canada
for
12
weeks.
The
source
of
these
television
spots
will
indirectly
be
Kraft
Foods.
The
“Some
Things
Never
Change”
television
campaign
will
generate
memories
of
times
past
in
the
eye
of
the
specific
target
audience,
which
in
turn
will
produce
a
positive
brand
and
media
image.
Contact
points
will
include
home
and
office
viewing.
Page
15
Radio
QMFM,
a
Vancouver
based
radio
station,
as
well
as
similar
stations
throughout
Canada
have
been
selected
for
the
specific
vehicle
to
deliver
the
message
to
the
target
audience.
Contact
points
for
this
advertising
medium
will
be
at
home,
in
the
car,
or
in
a
shopping
mall
at
8am
or
5pm.
Selecting
these
times
will
ensure
maximum
amount
of
target
market
listeners
during
morning
and
evening
commute.
A
voice
will
act
as
the
source,
and
will
directly
deliver
the
message,
which
will
in
turn
promote
a
cognitive
and
emotional
response,
which
reinforces
brand
attitude
and
leads
to
purchase
intent
from
the
target
audience.
Outdoor
Advertising
The
Skytrain,
Skytrain
stations,
and
billboards
are
the
outdoor
media
vehicles
that
were
also
chosen
to
lead
this
campaign.
Contact
points
will
include
Skytrain
indoor/outdoor,
and
bus
shelters.
Selecting
this
medium
of
advertisement
will
expose
the
campaign
to
countless
amounts
of
people
within
the
target
audience.
Promotion
will
be
heavier
at
and
around
stations
of
the
average
income
demographic
using
researched
geographic
statistics.
The
source
of
each
ad
is
Kraft
who
will
indirectly
deliver
the
message
with
a
short
tag
line
as
well
as
humor.
This
will
trigger
a
short
emotional
response
connecting
the
target
audience
to
the
brand.
Print
Media
Vehicles,
and
contact
points
to
support
the
print
campaign
are
as
follows:
Chatelaine
–
This
Consumer
based
woman’s
magazine
has
a
total
average
circulation
of
586,136
readers
per
issue
across
Canada
(George
E.
Belch,
2008)
This
long
life
span
medium
has
been
proven
to
be
one
that
is
retained
by
a
consumer
for
further
reference
or
even
passed
on
to
another
consumer.
Taking
space
in
a
magazine
of
this
prestige
will
also
boost
media
image
within
the
target
market.
Contact
points
will
include
households,
magazine
stands,
and
doctors/dentist
offices.
Ad
space
will
be
purchased
for
six
issues
during
the
Kraft
45
Year
anniversary
campaign.
What’s
Cooking
–
Kraft
has
its
own
magazine
to
promote
and
display
their
own
products
while
also
supplying
people
with
great
recipes
to
use
with
their
products.
Contact
points
will
include
households
and
point
of
purchase
sales.
Kraft
Singles
will
be
promoted
in
What’s
Cooking
throughout
the
45th
anniversary
campaign.
Much
like
the
Outdoor
Advertising,
the
source
will
be
Kraft.
The
message
will
also
be
given
indirectly
with
a
short
tag
line
and
humor,
which
will
trigger
a
short
emotional
response
connecting
the
target
audience
to
the
brand.
Sweepstakes
The
contact
point
for
sweepstakes
segment
of
the
marketing
campaign
will
take
place
at
the
point
of
purchase.
Page
16
Kraft
Singles
packages
will
act
as
the
media
vehicle
for
this
portion
of
the
campaign,
and
a
sweepstakes
card
will
act
as
the
source
which
will
directly
deliver
the
message
to
the
target
audience.
A
cognitive
and
emotional
response
will
be
generated
through
this
segment
of
the
campaign.
Point
of
Purchase
Coupon
With
84
percent
of
shoppers
seeing
brand
name
products
as
more
expensive
(Boomer,
2009;
Watershed,
2009)offering
a
discount
to
try
a
product
that
a
consumer
would
not
normally
purchase
is
an
effective
strategy.
The
target
market
has
also
proven
to
be
the
most
coupon
hungry
demographic.
As
the
consumer
walks
by
the
dairy
section,
he/she
will
notice
a
coupon
directly
connected
to
the
Kraft
Singles
display.
The
display
will
act
as
the
contact
point
while
the
coupon
will
act
as
the
media
vehicle
to
directly
deliver
the
message
from
Kraft
of
instant
savings
to
the
consumer.
A
cognitive
response
is
created,
as
the
consumer
assesses
the
pros
and
cons
of
purchasing
Kraft
Singles
as
opposed
to
the
other
leading
brand.
Although
Kraft
Singles
may
be
the
most
expensive,
this
coupon
will
give
people
the
chance
to
enjoy
Kraft
Singles
at
a
price
that
is
now
similar
to
the
competition.
Direct
Marketing
Kraft’s
monthly
magazine
“What’s
Cooking”
will
be
the
vehicle
of
multiple
messages
directed
at
the
target
audience.
Kraft
will
act
as
the
source
to
directly
outline
multiple
messages
surrounding
the
campaign
such
as
sweepstakes
information,
Kraft’s
plans
for
the
future,
and
information
on
how
Kraft
is
helping
to
fight
osteoporosis.
The
consumers’
mailbox,
as
well
as
inside
households
will
act
as
the
contact
point
for
this
vehicle.
It
will
produce
a
number
of
different
responses
including
emotional
and
cognitive
towards
these
messages.
E­Marketing
Contact
points
will
include
any
point
where
online
viewing
is
possible
including
home,
phone,
work
and
Internet
kiosks.
The
Vehicles
chosen
for
this
segment
of
the
campaign
are
as
follows:
Facebook
‐
With
over
400
million
active
users
as
of
February
2010,
more
than
20
million
people
becoming
fans
of
pages
per
day,
and
having
the
average
user
a
fan
of
at
least
13
pages
(Hepburn,
2010).
Facebook
is
at
the
pinnacle
of
social
media
for
this
campaign.
A
fan
Page
will
outline
the
company
profile,
campaign,
sweepstakes,
and
charity
work.
Kraft
will
be
the
source,
and
will
directly
deliver
the
message.
Both
cognitive
and
emotional
responses
will
be
produced
towards
the
45th
anniversary
campaign.
Twitter
‐
Twitter
has
also
proven
itself
to
be
a
viable
vehicle
for
marketing.
With
usage
jumping
over
740
percent
from
2008‐2009
(Phillips,
2010),
and
64
percent
Page
17
of
its
users
over
the
age
of
35
(Buzz,
Age
Distribution
On
Social
Networks,
2010)
this
vehicle
fits
snug
within
the
target
audience.
Updates
will
be
sourced
directly
from
Kraft
alerting
users
of
sweepstakes
proceedings
and
general
information
on
Kraft
Singles.
Kraftcanada.com
‐
Using
this
vehicle
as
a
base,
Kraft
acts
as
the
source
and
is
able
to
directly
deliver
the
message
to
a
consumer
for
the
45th
anniversary
campaign.
Mommy
Blogs
–
44
percent
of
“Tech
Savvy”
mothers
use
social
media
for
word‐of‐
mouth
recommendations
on
brands
and
products.
In
addition
to
the
previous
statistic,
73
percent
feel
they
find
trustworthy
information
about
products
and
services
through
online
niche
communities
such
as
parenting,
and
family
blogs.
(Watershed,
2009)
www.dooce.com
and
www.coolmompicks.com
were
selected
as
the
specific
vehicles
of
the
message
due
to
the
overall
nature
and
traffic
of
the
sites.
Dooce.com
outlines
facts
and
helpful
hints
on
parenting,
while
coolmompicks.com
gives
mothers
insight
on
new
products,
as
well
as
offering
coupons
for
avid
sponsors.
Kraft
will
act
as
the
source
of
the
message
on
the
banners
ads
and
will
indirectly
deliver
the
message
though
coupons
offered.
Both
cognitive
and
emotional
responses
will
be
triggered
through
this
method
of
advertising.
Evaluation
To
measure
whether
the
communications
objectives
were
met,
print
ads
and
broadcast
commercials
will
be
evaluated.
Print
ad
posttests
‐
The
print
ads
will
be
tested
heavily
using
the
recognition
method.
The
impact
of
the
ads
will
be
assessed
in
each
magazine
across
the
time
the
ads
are
published
using
the
“Starch
Ad
Readership
Report”.
This
report
will
allow
us
to
see
on
average
how
many
readers
remember
seeing
the
ads,
and
how
many
readers
can
identify
the
brand.
Broadcast
commercial
posttests
‐
The
most
beneficial
information
to
the
company
will
come
from
tracking
studies.
This
will
measure
consumer’s
awareness
of
the
brand,
and
more
importantly
their
attitudes
towards
the
brand.
To
do
this,
various
interviews
and
surveys
will
be
done
with
different
sample
sizes
of
consumers
every
quarter.
To
measure
whether
the
marketing
objectives
were
met,
sales
will
be
evaluated.
Sales
‐
In
addition
to
evaluating
how
much
sales
have
gone
up
from
last
year,
single­source
tracking
studies
will
be
conducted.
This
allows
the
company
to
see
how
beneficial
the
campaign
and
the
money
spent
on
the
budget
were
through
sales.
Page
18
Budget
Allocation
(For
further
budget
breakdown
refer
to
the
Appendix.)
Communication
Tools
Advertisement
Television:
Production
Food
Network
Slice
CTV
Total
Television
Schedule
Radio:
Production
(English
and
French)
QMFM
(13
Similar
Stations)
Total
Radio
Outdoor:
Production
Transit
Total
Outdoor
1
17
Weeks
15
Weeks
17
Weeks
$250,000
$700,000
$600,000
$700,000
$2,250,000
1
1/D
5D/29W
$1,400
$522,000
$523,400
1
29
Weeks
$1,400
$193,213
$194,613
1
7
Months
12
Months
$1,400
$343,000
$0
$344,400
17
Weeks
18
Weeks
$25,000
$770,000
$100,000
$895,000
Print:
Production
Chatelaine
What's
Cooking
Total
Print
Sales
Promotion
Production
Point
of
Purchase
(30%
redeem
rate)
Sweep
Stakes
Total
Sale
Promotion
Direct
Marketing
What's
Cooking
Subscriptions
Total
Direct
Marketing
E­Marketing
Production
Kraftfood.com
Mommy
Blogs
Social
Media
Total
E‐Marketing
1
Month
$0
$0
1
12
Months
12
Weeks
12
Months
Public
Relations
Cost
$20,000
$0
$2,132
$0
$22,132
Corporate
Social
Responsibility
Total
Public
Relations
1
Month
$500,000
$500,000
Testing
&
Miscellaneous
Costs
Grand
Total
Allocated
Budget
$100,000
$4,807,413
$5,000,000
Under
‐$192,587
Page
19
Conclusion
Kraft
Singles
are
undoubtedly
one
of
Canada’s
most
timeless
snacks,
shown
by
their
market
share
through
their
45
years
of
activity
in
the
industry.
The
“Some
Things
Never
Change”
anniversary
campaign
will
match
perfectly
the
marketing
and
communications
objectives
to
reiterate
the
timelessness
of
the
product
to
the
target
audience
and
thus
instigate
repurchase.
The
course
of
their
lifetime
in
the
industry
has
allowed
Kraft
Singles
to
develop
many
stakeholders
who
will
benefit
greatly
from
the
celebration
of
this
anniversary.
With
a
budget
of
five
million
dollars,
certain
amounts
of
money
will
be
allocated
to
each
communication
tool.
Through
the
lead
tool
of
advertisements,
the
message
will
have
an
emotional
appeal
on
the
audience
and
effectively
reach
them
based
on
research
of
their
viewing
habits.
The
promotion
will
attract
favorable
brand
switchers
and
therefore
satisfy
a
large
range
of
consumers
to
the
brand
based
on
the
“back
to
school”
season
in
which
the
promotion
will
begin.
The
sweepstakes
promotion
also
enables
Kraft
Singles
to
develop
a
larger
database
of
information
to
use
in
the
direct
mail
field
of
their
company.
Through
public
relations,
brand
image
will
increase
for
the
better
and
indirectly
relate
to
Kraft
Singles
past
positioning
strategy
by
working
with
Osteoporosis
Canada,
a
condition
related
to
calcium,
which
Kraft
Singles
heavily
featured
for
the
past
45
years.
The
“Some
Things
Never
Change”
campaign
will
in
fact
make
a
large‐scale
change
to
Kraft
Foods
and
certainly
Kraft
Singles
as
a
product.
45
years
later,
Kraft
Singles
is
still
a
household
name
for
cheese
slices
despite
opposition
and
increasing
competition
in
the
field.
Through
a
campaign
that
celebrates
a
long
term
achievement
by
giving
back,
increases
participation
of
consumers,
and
generates
sales
and
liking,
Kraft
Singles
will
prove
to
be
the
timeless
snack
it
has
always
been
for
years
to
come…because
some
things
never
change.
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20