Client Brief Individual Assignment PDF

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Individual Comprehensive Client Briefing Document NAME: DEWAN ALI H. SYED

Student Number: 143 – 772 – 168 PROFESSOR | STEVE JOAKIM

Project Name: Integrated Marketing Campaign for Brawny

Date: March 24, 2018 Prepared by: Dewan Ali H. Syed /

Title: Head of Brawny Marketing Team / Approved by: Brawny HQ VP Marketing: Dewan Ali H. Syed Purpose of the Brief: To Develop an Integrated Marketing Plan for Brawny Paper Towels. Opportunity Statement: Brawny Paper Towel would like to increase brand awareness, customer loyalty and attract new customers by re-imaging the brand. Brawnys Paper Towels can use women’s history month as an opportunity to reposition their brand in the mind of consumers. This will create personal value for our brand, through an emotional appeal by showing Brawny supports the rights of women who are also our largest consumer demographic. Situation Analysis: Of the 10 leading paper towel brands of the United States in 2017. Brawny was the fifth leading paper towel brand with about 184.7 million U.S. dollars’ worth of sales in 2017 (Sales of the leading 10 paper towel brands of the U.S. 2017). A 2014 survey revealed that 44% of Americans purchased name-brand paper towel products. (U.S.: Number of Rolls / Packages of Brawny Paper Towels Used within 30 Days). There is an average of 40 million consumers in the United States who purchased Brawny Paper Towels every 30 days (Sales of the leading 10 paper towel brands of the U.S. 2017). Competitive Analysis Brawnys main competitors are Bounty and Privately Labeled paper towels (Appendix A-C, Figure 1). They offer almost identical products though Bounty has advertised itself as having certain features such as: Superior product technology, improved quality and higher absorbance capacities. The price for a standard 6-roll paper towel pack of Bounty is between $912, whereas Brawny offers a 6-roll pack for $7-8 (Refer to Appendix A-C Figure 2). Target Audience Upscale & White-collar North American women aged 30+, Suburban House-wives, with household income over $30,000. Family size 3+. Usage Rate: Medium to Heavy. Seeking High Quality, User Status: Prospective, First-time & Regular Users. Medium to strong Brand-Loyalty. Consumer Insight: 1.

2.

I really enjoy the "pick-a-size" paper towels, as often a whole "regular" size is more than I need. These are very similar to the Bounty equivalent "select a size" variety. The double rolls are convenient as previously I got the single rolls of paper towels and was burning through them very quickly. (Amazon Review) So happy to see this in the store. Bravo @Brawny! And to strong women everywhere (Tina, Krissy, Laurea, Ash, Sophie, Molly & Mom), thank you! #Shero #StrengthHasNoGender (@ SeedhouseDesign)

Marketing Objective(s): To increase Current market share in the paper towel industry from 16% to 20%. To increase Sales Volume by USD $25,000,000. Current sales volume: USD $184,700,000 per annum in 2017. (Sales of the leading 10 paper towel brands of the U.S. 2017)

Integrated Marketing Communication Objective(s): To utilize advertising platforms such as YouTube, & T.V. to advertise the new product-image. Also, to utilize digital communication in the form of the Brawny official website, Twitt er (Hashtags e.g. #StrengthHasNoGender) & Instagram to engage the customer by requesting them to share their own experiences in relation to our campaign & Women’s History Month. Positioning Strategy and Positioning Statement. At Brawny we want women to feel more empowered than ever before! That’s why we’ve changed our logo to strong & successful women, because together we’ll break barriers holding women from achieving more, and give them the tools to feel empowered. What Is the Single Most Persuasive Message We Can Convey? NOT ALL HEROES ARE A "HE". It's time to recognize courageous, strong and resilient women and hear their stories. This Women's History Month, tell us the story of your shero with #StrengthHasNoGender and tag a friend to do the same. Brand Character: Descriptive words, “Who’s your Shero”, “Strength has No Gender”. Creative Strategy: using twitter hashtags to engage the customer such as: #StrengthHasNoGender, #BrawnyWoman #WhosYourSHERO. Tone is empowering and strong. Style is masculine to demonstrate the female’s ability to achieve anything a male can. Appeal is primarily towards women, usually Caucasian and from upscale suburban families. Media Strategy: The campaign will be for the duration of Women’s History Month from March 1st, 2018 to March 31st, 2018. The products will be carried in all major grocery stores in North America who carry our product lines. An Assorted media strategy will be used for several advertising platforms such as Brawnys official website, Television, YouTube, Instagram, celebrity endorsements & Point of Purchase ads to reach the desired target market. Mandatories: Partnership with Girls Inc. Refer to “Appendix A-C, Figure 3 & 4” for packaging details & Logo. Budget: A task/objective method will be used to determine the budget for Brawnys temporary re-branding strategy. Costs include: Special packaging, design & printing, using an Assorted media strategy for advertising platforms such as Brawnys official website, Television, YouTube, Instagram, celebrity endorsements & Point of Purchase ads. (in the form of in-store advertisements). The selected agency will be compensated by a Payment by Results structure. Total Budget is an estimated $5,000,000 USD. Geographic Region: The campaign will be on a national-level, targeting United States & Canadian consumers. English will be the primary language chosen, with sub-text in Spanish & French. Desired Agency Partnerships : “The WPP Group”, a Media Buying Service. “Rethink Communications”, a creative boutique. Partnering with Girls Inc. A non-profit organization that encourages all girls to be "Strong, Smart, and Bold" through direct service and advocacy.

Timing Key Dates: ➢ ➢ ➢

Product Launch Date: March 1st, 2018 – March 31st, 2018. Creative Concept and Development Recommendations Presentation to Client: January 1 st, 2018. In-store/Ad/Coop Deadlines: April 28th, 2018. Approved by: Dewan Ali H. Syed Chief Marketing Officer, Vice President of Marketing and Sales

Appendix A-C

Figure 1, Sales of the leading 10 paper towel brands of the United States in 2017 (in million U.S. dollars)

Figure 2, Comparison of price between Brawny & Bounty Paper Towel from Walmart.

Appendix A-C

Figure 3, Campaign Logo’s, https://www.brawny.com/

Figure 4, Package Design.

Works Cited Tuckwell, Keith. Canadian Advertising in Action. 11th ed., Pearson Canada Inc., 2018. “Sales of the Leading Paper Towel Brands of the U.S. 2017 | Statistic. (New York residents only).” Statista, 1 Apr. 2017, www.statista.com/statistics/188691/top-paper-towel-brands-in-the-united-states/. “U.S.: Number of Rolls / Packages of Brawny Paper Towels Used within 30 Days 2017 | Statistic.” Statista, 1 Sept. 2017, www.statista.com/statistics/289452/rolls-packages-of-brawny-paper-towels-used-in-the-us/. “Brawny Consumer Insights and Demographics.” Infoscout.co, 1 Jan. 2015, infoscout.co/brand/brawny.

“Check out Brawny Paper Towels & Wipes.” Brawny, www.brawny.com/. “Amazon Customer Review.” Amazon , 9 Oct. 2017, www.amazon.com/productreviews/B0759KS66K/ref=cm_cr_arp_d_paging_btm_2?ie=UTF8&reviewerType=all_reviews&pageNumber=2. @SeedhouseDesign. “So happy to see this in the store. Bravo @Brawny!” Twitter, 5th March 2018, 2:08PM https://twitter.com/SeedhouseDesign/status/970783074438008833...