Brief - Wrigley covers 80% of UK gum market and challenge is to conquered Trident Gum highest market share in UK.

1. Dissertation Trident
Integrated Marketing Campaign
University of Bedfordshire Luton I 24th September 2010

2. Agenda Trident
• Background
• Situation Analysis
• Strategy and Objectives
• Big Idea and Target Audience
• Operations
• Schedule
• Budget
• Evaluation
• Vision of the future
2

3. TASK
3

4. COME UP WITH THE BEST
COMMUNICATION
PLATFORM THAT ENABLES
TRIDENT TO ACHIEVE ITS
AMBITIOUS GOALS.
4

5. THE BIG GOAL BEHIND:
GRAB MARKET SHARE
FROM THE CATEGORY
LEADER WRIGLEY.
5

6. BACKGROUND
6

7. TO GAIN A
LARGER SHARE OF THE FUTURE
YOU NEED TO
BREAK THE
CONVENTIONS
OF THE MARKET.
7

8. 8

9. 9

10. ‘I like the way all the bits of gum are lined
‘The pack is cool, it up, it makes it feel a little bit special’
really jumps out at you’
‘I like the writing on the pack, its
funny and pretty random’
10

11. 11

12. Trident chose
pleasure
as its brand
positioning.
12

13. 13
Source: Tridentgum.co.uk/2010

14. PHILOSOPHY
‘Enjoy the long-lasting
flavours of Trident.’
‘Smile and laugh.’
14
Source: Tridentgum.co.uk/2010

15. VALUES
Joy
Pleasure
Excitement
Taste
15
Source: Tridentgum.co.uk/2010

16. CURRENT ASSORTMENT ARCHITECTURE
PeppermintStrawberrySpearmintTropical Twist FLAVOURS
•Peppermint
• Strawberry
• Spearmint
PeppermintSplashStrawberrySplashSpearmintSplash • Tropical Twist
Trident Splash: high uniqueness and exciting sensation
Trident Soft: long-lasting flavours via its soft chew formulation and texture
16
Source: Tridentgum.co.uk/2010

17. CURRENT ASSORTMENT ARCHITECTURE
PeppermintStrawberrySpearmintTropical Twist FLAVOURS
•Peppermint
• Strawberry
• Spearmint
PeppermintSplashStrawberrySplashSpearmintSplash • Tropical Twist
Trident Splash: high uniqueness and exciting sensation
Trident Soft: long-lasting flavours via its soft chew formulation and texture
17
Source: Tridentgum.co.uk/2010

18. AS TRIDENT’S BIGGEST CHALLENGE IS:
COMPETE AGAINST
WRIGLEY
18

19. 19
Source: Marketingmagazine.co.uk/2010

20. WRIGLEY
• Wrigley remains the world’s largest gum manufacturer
and stands out in the market as category leader with a
total market share of 83 percent in the UK
• Wrigley, as quasi-monopolist, virtually formed its own
categories
• Wrigley’s Extra has become the most recognised
chewing
gum in the market
20
Source: Marketingmagazine.co.uk/2010

21. • Extra is the most valuable brand within the Wrigley
product portfolio and had sales of £153.9m in 2009,
while its Airwaves variant was worth £30.9m
• With the introduction of 5, Wrigley launched a new
sophisticated, stylish and adult feeling product;
targeting teens and young adults
21
Source: Marketingmagazine.co.uk/2010

22. In comparison:
• Trident had sales of £19.1m in 2009 and holds 15 percent
market share in the UK
• Since the UK launch of Trident (2007) sales plummeted
from £26.2m in 2008 to £19.1m in 2009
22
Source: Marketingmagazine.co.uk/2010

23. TRIDENT NEEDS
TO RETHINK ITS
STRATEGY
AS THERE IS NOT JUST
WRIGLEY AS COMPETITOR.
23

24. 24
Source: Key Note Confectionery 2010

25. Mints and chewing gum are aimed at the same targets
Consumers tend to choose gum for its functional uses:
refreshment and breath freshening
A number of mint products now target the breath-
freshening and oral health care market;
sugar-free ranges offer a healthier option
25
Source: Key Note Confectionery 2010

26. 26
Source: Key Note Confectionery 2010

27. INSIGHT HUNTING
27

28. COMMUNICATION SOCIETY
MEDIA CONSUMER
28

29. √ √ √
Healthy living Newlifestyle DIY Mentality Family & Friends
29
Source: Key Note Confectionery 2010/ TouchPoints3 Experience 2010

30. COMMUNICATION SOCIETY
Society is more demanding
MEDIA CONSUMER
30

31. Men and women consume chewing gum and mints nearly similarly
Consumption by sex in percent
Chewing gum; Mints
61.3
54.6
47.4
44.3
Women Men
31
Source: Key Note Confectionery 2010

32. Consumption by age in percent
Chewing gum; Mints
75.9
58.5 63.3
16.4
15-19 20-24 25-34 35-44 45-54 55-64 65+
Mints users tend to have an older age profile in comparison to chewing gum
32
Source: Key Note Confectionery 2010

33. BENEFITS OF CHEWING GUM: INTERNAL
Gums…
• releasenervous energy and provide an
outlet for frustration and irritation
• helpto focus and concentrate
• helpto ease stress, tension and to
improve mood
• increaseblood flow to the brain, influence
brain activity positively
33
Source: Gumlink.com/2010

34. In today’s world of multi-tasking, lack of concentration
and increased stress are challenges that most people face
People chew gum to relieve
boredom and
tension, refreshment and breath freshening
34
Source: FRC Research Corporation/ 2006

35. ‘Chewing gum is a great way
to help me to feel more relaxed.’
28%
15%
Teens
Adults
I need to relax after a busy
day to get new energy and
ideas.
35
Source: FRC Research Corporation/ 2006

36. ‘When I am tense or
excited, chewing gum helps calm
down’
26%
15%
Teens
Adults
I like challenges and experiencing new things.
36
Source: FRC Research Corporation/ 2006

37. BENEFITS OF CHEWING GUM: EXTERNAL
Gums…
• promotehealthy teeth
• helpto reduce the risk of
dental caries
• helpto reduce plaque
• strengthen teeth
• providesfresh breath
37
Source: Gumlink.com/2010

38. Consumers choose their gum in
less than eight
seconds, highlighting the
impulsive nature of this product
and the importance of loyalty to
specific
brands and flavours.
Consumer buy what they usually
know or what catches their eye
at the counter.
38
Source: Key Note Confectionery 2010

39. Consumers choose their gum in
less than eight
seconds, highlighting the
impulsive nature of this product
and the importance of loyalty to
specific
brands and flavours.
Consumer buy what they usually
know or what catches their eye
at the counter.
39
Source: Key Note Confectionery 2010

40. COMMUNICATION SOCIETY
Society is more demanding
MEDIA CONSUMER
People need orientation
40

41. Different age groups prefer different media
15-24 25-44 45+
41
Source: TouchPoints3 Experience 2010

42. Daily media consumption in percent
1
4
19
TV
50
Radio
Internet
26 Newspaper
Magazine
42
Source: TouchPoints3 Experience 2010

43. TV reaches most people is the most used
media, however, out-of-home has a similar
reach.
43
Source: TouchPoints3 Experience 2010

44. COMMUNICATION SOCIETY
Society is more demanding
MARKETING CONSUMER
TV is main media People need orientation
44

45. 45
Source:Innova Market Insights 2009

46. Promoting the health
aspect dominates the
communication
Positioning in percent
Heath (Passive)
3 8 Heath (Active)
7
9 Age
54
Convenience
19
Pleasure
Others
46
Source:Innova Market Insights 2009

47. Promoting the health
aspect dominates the
communication
Positioning in percent
Heath (Passive)
3 8 Heath (Active)
7
9 Age
54
Convenience
19
Pleasure
Others
47
Source:Innova Market Insights 2009

48. ‘Keep your mouth extra clean’ ‘Help to fight the plaque you can’t
see’
48

49. ‘Stimulate your Senses’ ‘Kick up a Gear’
Communicate Lifestyle. For people who like cutting-edge lifestyle
products and the ultimate experience.
49

50. ‘The original Fruit Gum’ ‘It’s Fun believablebubble’ ‘Double
the Fun’
50

51. COMMUNICATION SOCIETY
Communication satisfies
different needs and wants Society is more demanding
Society is more demanding
MARKETING CONSUMER
TV is main media People need orientation
51

52. To Sum Up
√ √ √
Demand for Too many
sugar People are products Health aspect
free, healthy more crossing dominates the
products sophisticated consumer’s way marketing
52

53. THE PROBLEM
The market is highly competitive and not just Wrigley can be seen as
competitor, also the mint category must be taken notice of
Wrigley, as category leader, covers every single need with its product
portfolio in the gum market and constitutes Trident’s biggest competitor
Trident’s positioning as a ‘pleasurable gum’ is unique indeed, but does
not cover consumers’ needs and wants
Trident’s positioning over flavour and taste covers just 10 percent of
the market and is therefore not strong enough to compete against
Wrigley’s product portfolio, as the main potential can be found in the
functional category
53

54. What does that mean for Trident
54

55. Trident’s current
positioning does
not follow the THAT’S WHY…
large majority of
the market.
55

56. TRIDENT SHOULD USE
ITSDIFFEREN
CE
AND SHIFT IT TO A
MORE CUSTOMER
FOCUSED POSITIONING.
56

57. STRATEGY
57

58. STEP 1: Re-launch the brand’s product range
58

59. Chewing Gum Benefits
Source: Group Nymphenburg
59

60. Chewing Gum Benefits
Traditionally, chewing gum benefits can be found in two
‘benefit areas’. On the one hand, gums offer functional
benefits, i.e. they whiten your teeth, freshen your breath
or offer general oral care.
The functional sector covers 73 percent of the overall
market.
On the other hand, gums also offer fun/ pleasure
benefits. The chewing experience takes centre stage.
To name a few, tropical flavours or the easy use are
typical ‘fun benefits’.
Source: Group Nymphenburg
60

61. Trident’s Current Positioning
Source: Group Nymphenburg
61

62. Trident’s Current Positioning
Currently, the Trident brand is positioned in
the fun/ pleasure category and does not cover
the functional sector.
The package design, the latest marketing
activities, the claim ‘pleasurable chew’ as well
as the flavours support this positioning.
Source: Group Nymphenburg
62

63. In order to cover the whole gum market and to
compete against Wrigley it is necessary for Trident to be on
the spot in both ‘benefit areas’
To achieve this goal, Trident needs to set foot in the
functional category
As a consequence, the functional category that already
exists in the US will be launched in the UK
63

64. Launch of Trident White and Xtra Care in the UK
In order to become a serious competitor, the
launch of functional gums in the UK is an
absolute necessity for Trident
Trident White and Xtra Care enable the brand
to target the functional gum category
Trident’s ‘fun product portfolio’ is already quite
successful in the UK, therefore there is no
need for modification (Würde das
andersformulierenoderrauslassen,
oderwarumsonstmachenwireinenrelaunchwen
nalles super ist?, könntenenangriffspunktsein)
64

65. Trident goes into the functional category
Source: Group Nymphenburg
65

66. Trident goes into the functional category
Source: Group Nymphenburg
66

67. STEP 2: Re-position the brand
67

68. In order to differentiate the Trident brand from its main
competitor a new
positioning is necessary that goes
beyond traditional chewing gum benefits
The new brand positioning will span over the whole
product portfolio, i.e.over the fun and functional
category, and will concurrently exploit a gap in the
market
The positioning will be linked to the overall brand
and not to particular products
68

69. Trident’s New Positioning
Source: Group Nymphenburg
69

70. 70

71. ‘Achieve Your Little Goals’
The new Trident positioning will be established and communicated in
order to position the brand and occupy a distinct position in the
minds of consumers
The positioning is based on the well-known fact that chewing
stimulates brain activity and helps to improve concentration and
creativity, plus the factor that it takes care of the consumer’s teeth
Both categories will be communicated under this new positioning
The campaign aims at establishing the Trident brand and not
particular products in the consumers’ choice set
71

72. Simon
Positioning Statement
Trident….
72

73. NEW VALUES
Individuality
Aspiration
Carefree
Flavour
73

74. NEW VALUES
Individuality Just like its consumers the Trident brand is far away
from stereotypes or clichés. The brand has its own character traits
and goes its own, individual way.
Aspiration Trident sets its sight high. It is about bringing the best
out of the brand and offering consumers the best products possible.
CarefreeJust like its products, Trident, on the one hand, put
emphasis on taking care. On the other hand, the brand also
embodies a carefree life, full of spontaneity and fun.
FlavourWith its long lasting flavours, Trident provides its consumers
an incredible taste experience and flavours that appeal to all
senses.
74

75. CAMPAIGN OBJECTIVES
75

76. Business Objectives
Key goals:
• Compete against Wrigley and establish Trident as a serious
competitor
• Successfully re-launch and re-position the brand
• Successfully introduce a full product portfolio
• Occupy a strong position in the market
• Adapt a promising course for the future
76

77. Marketing Objectives*
• Increase annual sales by 32 percent within two years (CAGR of
15 percent; 10 percent attributed to the functional category, 5
percent to the fun category)
• Gain market share in the functional category of 5 percent in
2012
• Slightly increase market share in the fun category (+ 10
percent) by 2012
• Permanently establish Trident as the No. 2 gum brand
• Increase general awareness of the Trident brand among the
target audience by 30 percent in 2011
* UK
77

78. Marketing Communications Objectives
Communication should affect the mind of current and potential
consumers in the following ways:
• Make people aware of the re-launched Trident brand
• Create awareness for and make consumers interested in
Trident
• Determine Trident as the gum brand to choose and distinctively
position in the consumers’ minds
• Reinforce the Trident brand image
• Make consumers understand what the new Trident is all about
78

79. Overall Campaign Objectives
Decision
Choice set
Consideration set
Awareness set
Total set
79

80. Overall Campaign Objectives
Decision
Choice set
The campaign is aimed at creating awareness for the new Trident brand.
In the long term, consumers shall consider Trident a good alternative to
Consideration set
Wrigley and finally think of Trident as their first choice.
Awareness set
Total set
80

81. THE BIG IDEA AND TARGET AUDIENCE
81

82. It isn’t the big pleasures that
count the most;
It’s making a great deal out of
the little things.
- Jean Webster -
82

83. Success and happiness in life is founded
upon attention to the small
things,i.e. those every day things and
challenges that are nearest to us.
83

84. Life’s Little Challenges
Life is full of little challenges one is facing every day
It is not about life and death. Not meeting these challenges is not the end
of the world, however, a success results in a moment of personal
happiness and satisfaction
A moment of clarity, i.e. the ‘light bulb moment’, that illuminates the mind
plays a decisive role
‘Light bulb moments’ are precious. They can happen at any age, any time
and they come and go. ‘Light bulb moments’ always lead to one thing:
change
84

85. The Light Bulb Moment…is about achieving an idea and a
sudden boost of inspiration
85

86. The Light Bulb Moment… provides extra energy and creativity and
leads to the ‘final answer’ or the ‘missing piece’
86

87. The Light Bulb Moment… describes the moment where one is just
one ‘click‘ away from discovering something new
87

88. The Light Bulb Moment… opens new paths and guides into new
directions
88

89. The Light Bulb Moment… embodies an individual ‘moment of
genius’ and is particularly for the person concerned of special meaning
89

90. The Light Bulb Moment… is the moment when the clarity of thought
becomes so intense that one realises that something ‘special’ is possible
90

91. The light bulb moment embodies
a little bit of magic
since it comes out of the blue,
unexpected and surprisingly.
91

92. BIG IDEA
92

93. Tick… Tick… Click!
Discover Your Trident Moment
93

94. Tick… Tick… Click!
Is directly related to the fact that chewing gum stimulates brain activity
and expresses it in a modern way as well as is actively connected to the
Trident brand
Reflects a typical situation everybody is facing all the time
Is about a process of thinking where people try to solve a problem, even if
little, followed by a moment of enlightenment, i.e. the light bulb moment
The sub-slogan ‘Discover Your Trident Moment’ additionally supports this
while helping to establish the brand’s new brand positioning
94

95. The light
Problem Thinking
bulb Personal
occurrence process moment satisfaction
Tick… Tick… Click! Discover
Your
Moment
95

96. Trident helps to get over life’s little challenges
Trident gum will be portrayed as the ‘little helper’ that helps to clear life’s
little hurdles
It is not only about increasing concentration and striking on an idea. It is
about discovering a personal moment of happiness and satisfaction, i.e.
‘Your Trident moment’
The campaign’s message will be conveyed in a humorous way. Situations
will be shown where normal people discover their individual and perfect
solution to typical challenges of everyday life
96

97. Everyday challenges of:
Caitlin & Andrew &
The Crew Julie
The College The
Clique Anderson
97

98. OPERATIONS
98

99. TV Print Ambient Media
POP Online Out of Home
Sales
PR Sponsorship
Promotion
99

100. Media choice
By using a variety of communication tools the campaign seeks to address
the whole range of potential consumers, old or young
Mass media will ensure that the re-launched brand will generally find a
sympathetic ear and a maximum amount of attention
More targeted media will guarantee that Trident permanently occupies an
important place in the consumers choice
One comes across life’s little challenges anytime and anywhere. Hence, it
is always time for a ‘Trident moment’. What matters is that the campaign
message and the new Trident brand reaches the ‘right’ consumers
100

101. Not sureif Ann
meine m
pfeilen, hab e
beim zwei
Media choice Sponsorship begriffen
PR
meinst..aberi
gut, vielleic
Online
man d
Sales Promotion nenbissloffen
Out of Home
machen, wenn
Awareness Consideratio Decision ega
Choice Set
Total set Set n
Set
-Awareness- -Interest- -Desire- -Purchase-
TV
Point of Purchase
Ambient
In order to equally target potential consumers as well as existing consumers and
to take account of the buying decision making process the media mix is geared to
cover all stages of this process.
101

102. Integration across all media guarantees a
consistent look and feel and a consistent brand
experience across all brand touch points.
In addition, synergy between various marketing
disciplines can be created.
102

103. The Campaign
The campaign uses everyday situations to suggest an everyday
challenge, but the outcome is always something humorous and
unexpected.
It works because the idea or the ‘Click moment’ works for that individual
but might not work to anyone else (Sounds a bit funny, would change the
sentence)
The positioning somehow needs to relate to both categories, i.e. the fun
and the functional category
‘Function’ will be communicated by suggesting that Trident helps the
consumer to reach his/her ‘Click moment’
The campaign will incorporated ‘fun’ by the use of humour with the
adverts
The ‘Click moment’ is always unique and personal for the characters
within the adverts. Therefore the outcome shows a glimpse of their
humour and character 103

104. TV commercial – 15 sec
TV spots on major TV channels will help to introduce the new Trident
brand and to easily convey the campaign message
Six TV commercials, i.e. six different scenarios, will be produced. All of
them will show typical challenges of everyday life. Each scenario will be
targeted at a specific age group. The ‘Trident Moment’, i.e. the characters’
individual solution to their challenge, will take centre stage
TV spots will also be shown on the ‘Your Trident Moments’ YouTube
channel, the Facebook page and the Trident website
104

105. TV commercial – ‘Greg‘ just to giveoneexample
Greg is sitting in front of three people in an interview. One of the interviewers asks
him…
‘So what would you The next few sec. Tick… Tick… Click! Greg’s funny idea is to take
consider your Greg is struggling to word strength a little bit literally and pulls of his
greatest strength?’ find the right answer shirt to flex his muscles. The interviewers look
as he knows it impresses and burst out laughing. This is Greg’s
needs needs to be Trident moment, his unique way of leaving an
unique to impress impression.
the bosses
The last thing you see is the Trident logo and a voice over saying ‘Discover Your Trident
Moment’
105

106. A serious examination of the myth of TV viewing
(WARC – MarketLeader,2010)

107. Social Grade for targeting the right and reliable TA for Trident
campaign as per TV channels we will select. This are the Top 5
best channel across UK with millions of viewer

108. Do we need to
The mentionTV ishows
specifically
Best But think
shows?
of top 5 TV channel with millions
will b reliable and viewers I don’t know can we place our
effectful advert in BBC 1 & 2 have best show
TV Channel Shows Time (Mon – Fri) Viewer (000)’
BBC One East Enders 20:00 9283
BBC One What Do You Think 21:00 5972
what you are?
BBC One 10’0 News 22:00 4950
Channel 4 Big Brother 22:35 3042
BBC Two Top Gear 21:31 (sun) 5089
BBC Two Athletes 18:04 3624
BBC Two Dragon Den 21:02 3022
FIVE CSI MIAMI 21:02 2624
FIVE Neighbours 17:30 1452
Five Film 21:35 1351
BARB, 2010

109. Print ads
Magazine and newspaper ads will provide the opportunity to reach a mass
audience and to effectively deliver the campaign message
Ads in nationwide newspapers will support the Tick… tick… Click!
campaign at the beginning of the campaign
Later, advertisements will run in more targeted weekly and monthly
magazines
Print ads will deliver a clear understanding of Trident’s new positioning
and will, amongst others, run in the following newspapers and magazines
are:
109

110. Print Magazine
Top Trident TA Resonance for considering best among others with the quality
buying content and generating higher revenue from adverts
behaviour mag
Top Gear UK highest selling CAR magazine
Vogue Lifestyle Magazine
TV Choice One of the highest selling TV magazine Y-O-Y
Men’s Health Men’s best magazine
Vanity Fair Specially mean Hollywood fans and Women’s lifestyle, fashion
ELLE Women’s highest purchasing mag
Cosmopolitan Lifestyle and everything stuff
FHM Sexy, fun, gadgets, sports and extra
Audit Bureau Circulation (ABC) report card, 2010

111. National Morning Quality content Newspaper
circulation
• Daily Telegraph 678,391
• Financial Times 378,497
• The Guardian 277,246
• The Independent 183,975
• The Scotsman 42,850
• The Times 502,588
Average circulation 2,115,729
Source: ABC, 2010

112. 112

113. Out-of-Home
Out-of-Home activities present further brand touch points and ensure that
the new Trident message will be adequately delivered
For this purpose, billboards and posters will be put into use in crowded
areas around major UK cities as well as in the London underground
Out-of-Home advertising will help to grab the public’s attention and to
convey the campaign message outdoors
Just like print ads, billboards and poster will show typical scenarios of day-
to-day life
‘Light bulb moments’ can occur anywhere and anytime. Hence, the focus
is on highly frequented areas in order to effectively convey the campaign
message
113

114. 114

115. 115

116. Online
Online activities offer the opportunity to cost effectively spread the new
Trident message, to reinvigorate the brand and to create a dynamic, one-to-
one dialogue with current and potential consumers
All online activities will be matched in a way that they strengthen the Trident
brand as they constitute an interactive and experiential brand touch point
The Trident website and Facebook page will be updated and matched to the
look and feel of the campaign
A YouTube channel (‘Your Trident Moments’) will be launched. Thereby
customers will be actively involved by showing/ uploading their own ‘Trident
moments’
Online banners supplementary support the campaign
116

117. Trident Website
117

118. Online Banners
118

119. ‘Your Trident moment’ YouTube Channel
119

120. Sales Promotion / Point-of-Purchase (POP)
Sales Promotion (SP) and POP activities will be used in order to affect the
later stages of the customers’ buying process and thereby generate trials
or increase usage
SP, a cost-effective, below-the-line tool, will be applied in the form of a
competition. Prizes can be won that are related to the Trident theme, e.g.
trips to discover some of the greatest light bulb moments in the history of
mankind (e.g. the Louvre in Paris) or ‘Snap Lamps’ (sound sensitive
lamps that can be switched on by snapping the fingers)
The importance of the POP, with regard to low-involvement FMCG in
particular, will be taken into account. Displays at the checkout counter or
in the aisles will be matched to the look and feel of the campaign in order
to ensure consistency and the achievement of the campaign’s objectives
120

121. 121

122. Ambient Media – The ‘Click Tunnel’
Ambient media is used, in conjunction with the marketing mix, in order to
effectively push the brand message in a highly interactive and exiting way
The ambient media activity will create a ‘buzz’ while generating publicity in
the form of PR to gain comprehensive media coverage
Pedestrians will enter the ‘Click Tunnel’ at 2min intervals. As they walk the
tunnel will be dark, but as they click their fingers lights will turn on. Posters
containing short audio text will then play. The text and imagery will be those
of great inventors, scientists, artists and so on that have on thing in
common: they all had at least one great ‘Click moment’
The ‘Click Tunnel’ will be presented in major cities. It allows Trident to
interact with consumers. The tunnel will enable them to discover the
greatest ‘Click moments’ of mankind while making them curious about the
new campaign
122

123. 123

124. 124

125. Sponsorship
Sponsorship of‘Good Ideas Salon’will help to achieve Trident’s
communications objectives
The event looks to reward candidates for progressive thinking
Sponsorship activities will increase awareness and enhance the image of
the new Trident brand. In addition, it will engage the target audience in a
relaxed atmosphere of goodwill and also create a dialogue with them
The sponsorship of‘Good Ideas Salon’will help to rebuild and reposition
the Trident brand image through the associations of the actual event. In
addition, there is a firm link between the theme of the event, Trident’s new
positioning and the ‘light bulb moment’
The sponsorship also enables sampling activities
125

126. 126

127. PR
Press releases should include in no more than one
PR activities will help to create an environment inthe five it is easier to
to two pages which W's and an H: WHO is
market the new Trident brand involved WHAT happened WHEN did it happen
WHERE did it happen WHY or HOW did it
happen.
Press releases about the Ambient Media activities/ publicity stunts as well
as about the sponsorship will be distributed to the right editors at the right
time in order to support the overall campaign objectives
PR activities, first and foremost, will be used to credibly and cost-
effectively raise visibility for the re-launched Trident brand and motto
(corporate PR)
127

128. SCHEDULE
128

129. Time schedule - Time period: September 2010 – August 2011
Press releases send out in August to inform the press, media, retail about the new
campaign and Trident’s product re-launch start in September 2010
Campaign kick-off start in September with TV commercial (15 sec) and reminder (5
sec), as TV is different from all other media in that it demands visual presentation and
can deliver a strong emotional message to the mass audience.
Print in magazines, out-of-home media, online activities and sales promotion will
support the campaign.
The POP will used to attract the customers over the whole campaign period via new
packaging, displays and instore promotions
129

130. Time schedule*
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234
2010 2010 2010 2010 2010 2011 2011 2011 2011 2011 2011 2011 2011
TV XXX XXX XXX
X X X
Print XX XXX XX XX XXX XXX
X X X
Out-of-home
XX XX XX XX XXX XXX
Ambient X X
Online X
Sales Promotion XXX XXX XX XX XXX XXX
X X X X
POP
XXX XXX XXX XXX
X X X X
PR
XXX XXX XXX XXX XXX XXX XXX XXX XXX XXX XXX XXX
Sponsorship X X X X X X X X X X X X
XXX XXX XX XX XXX XXX
X X X X
XXX
X
* Thereis a detailedschedule in theappendix
130

131. BUDGET
131

132. Field Position Total
TV 15 sec £ 2,430,000
£ 368,000
POP/ Sales Promotion Supermarket and Bars
£ 1,190,760
Out-of-home + Ambient Billboards, Banner
£ 643,800
Online Websites and widgets
Mobile i-Phone appl £ 10,000
£ 50,000
PR PR press release
Sponsorship Good Idea Salon £ 1,523,000
Cinema 15 sec spots £ 272,500
Print Magazine + Newspaper £ 680,833
£ 7,168,893
£ 1,792,224
£ 8,961,117
Including 25% agency fee, production
* There is a detailed budget plan in the appendix
132

133. Budget allocation
0.5%
7%
TV
Cinema
22%
44% Print
Online
Out-of-home
12% Mobile
POP
10% 5%
133

134. EVALUATION
134

135. Evaluation
Business Objectives
Analysis of brand awareness/Direct opinion measurement/ Image study
Feedback from customer satisfaction survey
Marketing Objectives
Sales analysis/ CRM/ Quantitative research (e.g. questionnaire analysis)
Cash flow statements
Market share analysis/ Feedback from customer satisfaction survey
Analysis of brand awareness/Direct opinion measurement/ Image study
Marketing Communication Objectives
Feedback from customer satisfaction survey
Brand awareness analysis/ CRM/ Post-testing (e.g. recall-tests / advertising
awareness tests)/ Quantitative research (e.g. attitude scales)
135

136. Thank You