Concept Statement
Product Description- Cream of Wheat offers cereal that is easy to prepare, good to taste and healthy to eat.
Target Market- Families with young children.
Why to Buy (USPs)
Contains the essential nutrients vital for the growing children.
A perfect blend of health, convenience and taste.
Reasonably priced and readily available. Order online or pick up offline.
A quality product from the brand ‘Cream of Wheat’, trusted by millions for more than 100 years.
4Ps Strategy
Product- Since the product has essential nutrition required for the growing children, health of the children will be the focal point of the publicity campaign.
Price- Price is reasonable and acceptable to the people. Further, clubbing of more units at the discounted price will be done for boosting the quantity sale.
Place- Retail outlets are the best place, where it will be provided the maximum visibility. The negotiations with the retailers to allot the exclusive space to the product will be another priority. Maximum online sale on the shopping sites like Amazon will also be ensured.
Promotion (The Focussed Activity)
Since it’s a recent product from Cream of Wheat, extensive promotion is required. The promotion will be aimed at targeting the ‘working mothers’ who want their children, in the morning, to get all required nutrition in a food prepared in the least amount of time. It will be a pull strategy to draw customers to the place of purchase. During the promotion, the brand value of ‘Cream of Wheat’ will be emphasized too. Following promotional activities will be undertaken to put across the product’s benefits to the prospective customers.
Advertising Message- Quick to make with nutritional intake.
Brand Ambassador- A woman celebrity will be roped in to endorse the product’s message to the mothers.
Sampling- Distributing free samples of the product will be undertaken at the big retail outlets. Our associates will also be present there to explain the Unique Selling Points to the potential customers.
Mass Media Publicity Campaign - It is the product of mass consumption, so it will be publicized through the mass media like TV, Newspapers and internet.
TV Ads- TV ads, especially in the morning, featuring a mother feeding her children before going to school will be the most appropriate content. While choosing TV channels, the channels beaming the cartoon programmes will be preferred.
Morning Newspapers- Ads on the first page in the leading morning newspaper will reinforce the message given by TV. The feedback coupons will also be attached with the ads to receive the customer’s response.
Internet- The reach of internet is widening and it is inexpensive also. Plus, the effectiveness of the medium can be easily found by the number of clicks and hits. The Google and YouTube will be the target channels. To facilitate the Google search, the Search Engine Optimization will be ensured by using the suitable keywords.
5. Feedback Mechanism- After the launch of this product, feedback of the customers will be of utmost importance. To accomplish this, the toll free numbers, email address, postal addresses will be made available through the ads and on the company’s websites. There will be a close watch on the effectiveness of the different publicity channels. Consequently, the most effective channel will be given the maximum attention.
