Cereal Dinos

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Executive Summary

The purpose of this assignment is a proposal of an integrated marketing communication campaign for “Cereal Dinos” that offers a healthy and nutritious cereal for kids in the Malaysian market. Cereal Dinos with a tagline of “Kids Love, Moms Approve!” cereal products are made with healthy vitamins, essential nutrients and natural flavorings only. The product planned for this report is a fruity cereals shaped in dinosaurs which contains high fibre, low in sugar and fortified with wholesome vitamins that supports children’s growth and development. Cereal Dinos also came up with adorable dinosaur designs on the box, a printed game behind the cereal box and a colourful easy zip bag that contains the cereal for easy child handling.

This report will focus on the strengths, weaknesses, opportunities and threats of Cereal Dinos in the Malaysian market. Then, segmenting targeted groups of consumers which are kids, mothers and teenagers but only one group is selected as Cereal Dino’s market. Moreover, four communication objective and sales objective will be discussed along with a creative strategy. Then, the media vehicles selections are chosen and explained to achieve Cereal Dinos’s objective with a media timetable and a presented RM1 million summary budget table.

Table of Contents

Executive Summary        

1.0 Introduction        

2.0 IMC Situation Analysis        

2.1 Internal Analysis        

2.2 External Analysis        

3.0 Segmentation, Targeting and Positioning.        

3.1 Segmentation        

3.1.1 Mothers        

3.1.2 Young Kids.        

3.1.3 Teenagers        

3.2 Targeting        

3.3 Positioning        

4.0 IMC Objectives        

4.1 Communication Objectives        

4.2 Sales Objectives        

5.0 Creative Strategy Statement        

5.1 Message Strategy Statement