Company: IOGO

Creative Strategy Statement of logo Vision Statement "From here on, our task is to manage our success wisely and with a vision. More than ever, we have the obligation to surpass and renew ourselves so that we can keep offering products that meet consumers' needs. We will continue to grow and maintain our leadership in the industry by relying on our expertise, our inventiveness, and the quality of our products" Mission Statement "At Ultima Foods, we are dedicated in creating healthy yogurts and fresh milk-based products to help provide Canadians' daily dairy needs at each stage of their lives, nurture their body with health and taste, ease their lives and warm someone's heart" Reason for Campaign Igo has developed a novel marketing strategy that honors the integrity and audacity of Canadians. By sharing humorous experiences of people who dared, the "It's all fine" campaign, which promotes igo yogurt, notably the new Fruit on the Bottom line, hopes to encourage consumers to defy expectations. "This is the first time igo has worked with the lg2 agency," says Jennifer Beauchamp, marketing for igo and Olympic at Agropur. "We took the opportunity to renew our conversation with consumers and catch their attention by taking a different, more assertive tone. igo, a yogurt created by Canadian dairy farmers who are proud of their roots and care about the quality of their product, is tipping its hat to the bold decisions Canadians make every day." (Doutre.Gerry) The target audience for the campaign Igo, which now maintains a 50.4 percent share of the Canadian market, recognizes that innovation is what propels development in the fresh dairy product (FDP) sector and aspires to strengthen its distinctive brand position across diverse demographic groups. When it comes to marketing strategies, products, and packaging, Igo is a leader in this field. Since its first launch, igo has innovated to continue meeting consumer expectations. The nan spill-proof cover, 1-kilogram pouches, and single-serving snack pouches for kids that combine yogurt with real fruit puree (and even veggies!) are just a few examples. the usage of stevia, single-serving snack pouches for youngsters that blend yogurt with actual fruit puree (and even veggies! ), the nan spill-proof lid, 1- kilogram pouches, and drinkable yogurt in the form of protein drinks or smoothies. Thanks to goods that are gelatine-free and free of artificial colors or flavors, igo has delivered the most varied and natural offering on the market, staying true to its original promise. Current positioning of the product/company by the target audience The most current campaign, which was unveiled in September, places greater attention on the brand's historical roots thanks to a new trademark of "Igo." owned by Canadian dairy producers. Rmillard claims that it aims to maintain the launch's momentum while introducing new products to clients. The 0% line of Igo now includes a new yoghurt that incorporates Stevia extract, a calorie- free natural sweetener. The business is also producing six goods under its Greko label in an effort to capitalise on the popularity of Greek yoghurt, which has a market share of around 6% of the overall category in Canada.

We already outperformed all goals during the first few months of the launch, starting with an unexpected 12 percent market share. Additionally, there were 92 million media impressions of favourable publicity, 1.5 million Twitter impressions, over 50,000 Facebook fans after three months, 243,000 (unique) visitors to the igo website, and a 77 percent awareness rate. In Canada, the yoghurt category expanded by 9% from September to December as opposed to its usual 4% yearly growth. Retailers credited the igo debut with this surge; igomania lasted for a year! Positioning that the campaign needs to achieve Positioning requires understanding your focus by determining the requirements and wants of your target audience. Research is done to determine whether there are any problems that clients need a solution for as well as any demands they may have through surveys, interviews, and assessments. Customer attention and loyalty depend on paying close attention to and giving priority to their needs. Review and evaluation of the present marketing strategy Communications Marketing Integrated Marketing Mix Pushing merchandise at stores to open up new markets Pull Technique: delivering educational promotions and advertisements IMC includes public relations, sales, and advertisements. Customer perception Launch of test groups in Ontario, Vancouver, and Montreal Social media platforms like Facebook, Twitter, and Instagram Links on an online page intended for comments Persuasive idea/statement that will be used for the campaign Persuasion can be used in almost any of your marketing campaignacross television, digital, print, audio, billboards, even PPC. "IOGO, made from best for the best" Reasons that target audience might accept the idea/be persuaded Persuasion is mostly about communication at its core. But the art of persuasion involves employing a complex combination of leadership and communication skills to win people over to your ideas, suggestions, or proposals afterand only afteryou've effectively persuaded them that doing so will be in their best interests. An interesting opening A plausible, detailed claim that can be proven by evidence evidence from a wide range of reliable sources Respectfully acknowledging and outlining opposing viewpoints An acceptable linguistic style and tone for the topic and audience Limitations of the reasoning are acknowledged Appeals and Execution styles to be used Slice-of-Life: This popular approach, which is typically related to the social appeal, shows regular people having a good time because of a particular good or service. By illustrating how "they" may

have a taste of the good life if they participated in the offering, this technique aims to develop a connection to the offering. (For example, showing iogo products as a part of day-to-day life.)

The company wants to achieve the following objectives with the IMC program: 1. To increase brand awareness among consumers 2. To drive sales of the company's products and services 3. To build brand loyalty among consumers 4. To increase the company's market share Media Objectives 1. To increase awareness of the Ultima Foods brand among the general public in Canada 2. To increase awareness of Ultima Foods products and services among potential customers in Canada 3. To increase brand loyalty among Ultima Foods customers in Canada 4. To increase sales of Ultima Foods products and services in Canada Media strategy 1. To increase brand awareness for Ultima Foods, we will focus on digital marketing channels including social media, online advertising, and email marketing. 2. To drive traffic to our website and increase online sales, we will invest in search engine optimization (SEO) and pay-per-click (PPC) campaigns. 3. To create brand loyalty and repeat customers, we will offer discounts and promotions, as well as create valuable content that educates and informs our target audience about our products and services. Tools of the Promotions Mix 1. Advertising: The objective of advertising is to create awareness of the Ultima Foods company and its products. Advertising will help to reach potential customers and create an interest in the products. 2. Public relations: The objective of public relations is to build a positive image of the Ultima Foods company. Public relations will help to create a favorable impression of the company and its products. 3. Sales promotion: The objective of sales promotion is to increase sales of the Ultima Foods products. Sales promotion will help to generate interest in the products and encourage customers to purchase them. 4. Direct marketing: The objective of direct marketing is to promote the Ultima Foods products directly to potential customers. Direct marketing will help to reach potential customers and generate sales. 5. Event marketing: The objective of event marketing is to create awareness of the Ultima Foods company and its products. Event marketing will help to reach potential customers and create an interest in the products. 6. Sponsorship: The objective of sponsorship is to build a positive image of the Ultima Foods company. Sponsorship will help to create a favorable impression of the company and its products. Execution The Execution cost is the amount of money that a company spends to produce and deliver a product or service. The Coverage is the amount of money that a company has available to spend on marketing and advertising to reach its target audience Cost The cost of placing an ad in a national newspaper can vary depending on the size and placement of the ad, but typically ranges from $200-$2000. The cost of radio advertising

can also vary depending on the length and placement of the ad, but typically ranges from $100-$1500. The cost of TV advertising can also vary depending on the length and placement of the ad, but typically ranges from $500-$5000. Coverage The target audience that Ultima Foods wants to reach is people who are interested in healthy and organic food. They want to reach people who are interested in eating healthy and staying fit. They also want to reach people who are looking for an alternative to processed foods. Ultima Foods wants to offer a healthy option for people who want to eat healthy and live a healthy lifestyle. To reach this target audience, Ultima Foods will need to use marketing channels that are frequented by health-conscious individuals. This could include health food stores, gyms, and health magazines. Ultima Foods will need to create marketing materials that highlight the health benefits of their products. They should also partner with health and fitness influencers to promote their products to this target audience. The Execution timing blocking chart is a tool that helps managers and employees understand and plan the execution of tasks. The chart lists the tasks to be executed, the order in which they should be executed, the time required to execute each task, and any blocking that may occur. Blocking is anything that prevents a task from being executed, such as waiting for a resource or waiting for another task to be completed. The chart can be used to plan the execution of tasks, to identify potential problems, and to find ways to improve the efficiency of the execution process. The chart is divided into four columns: task, order, time, and blocking. The task column lists the tasks to be executed. The order column lists the order in which the tasks should be executed. The time column lists the time required to execute each task. The blocking column lists any blocking that may occur. Task: 1. Plan the execution of the tasks. 2. Identify potential problems. 3. Find ways to improve the efficiency of the execution process. Order: 1. Plan the execution of the tasks. 2. Identify potential problems. 3. Find ways to improve the efficiency of the execution process. Time: 1. Plan the execution of the tasks. 2. Identify potential problems. 3. Find ways to improve the efficiency of the execution process. Blocking: 1. Plan the execution of the tasks. 2. Identify potential problems. 3. Find ways to improve the efficiency of the execution process.

Please answer the following:

a. Prepare agency/marketing department presenting IMC plan to the client (this is a Plan Defense)

b. a client (company who needs an IMC plan to promote their new product to the market) (this is a Team Evaluation)

1. As an agency team present your IMC plan to your client:
2. IMC plan must be based onthe Situational Analysis, Media Plan and Creative Brief
3. As client team you must:
   1. come up with 6 relevant to IMC plan questions; questions must be related to IMC plan, not other P's from the 4P's
   2. evaluation of the presented plan