second year from three year program

MARKETING COMMUNICATION PROGRAM FOR
CHEESE AND OTHER DAIRY PRODUCTS
second year from three year program
Identification of program
Marketing program for cheese and other dairy products
Identification of program
๏ Name: Marketing communication program for cheese and other dairy
products;
๏ Initiative: biedrība “Siera klubs”;
๏ Executive: SIA “Mārketinga komunikāciju aģentūra Ad Astra”;
๏ Budget: 347 978 EUR (244 573 LVL);
๏ Timing: years 2010, 2011, 2012;
๏ First years utilization: 108 068 EUR (75 955 LVL)
Objectives of the program
Marketing program for cheese and other dairy products
Objectives of the program
๏ Increase consumption of cheese and other dairy products, specially
among youth;
๏ Introduce consumers with wide variety EU produced dairy products
that are less known in Latvia;
๏ Enhance trust and loyalty to cheese and dairy products;
๏ Encourage consumers to try new sorts of dairy products;
๏ Improve the image of dairy category in minds of consumers,
emphasizing the valuable consistence and origin of the dairy products;
๏ Increase the production of cheese and dairy products by fostering dairy
category diversity.
Completed activities
Marketing program for cheese and other dairy products
First year, first quarter
๏ 16 radio “Milk and cheese” news
development.
๏ 8 radio news (3 min) and 24 promo spot (20
sec) broadcast.
๏ 8 print article content development (Articles:
Products that feed and nutrition. Skeleton will
thank you. The healty path of cheese. The
grand family of cheese. Unique dairy product
- quark. Purchasing the piece of art - cheese.
Cheese in culinary. Six stories about yoghurt.)
๏ 3 print placements in magazines “Mājas
Viesis”, “Latvijas Avīze”, “36.6”.
Second quarter
๏ 15 product tastings in schools of Latvia.
๏ Give aways.
๏ 13 000 units brochure.
๏ 3 000 units notebooks.
๏ 1 000 units reflectors.
๏ 8 radio news (3 min) and 24 promo spot (20
sec) broadcast.
๏ 5 placement of press articles in “Mājas viesis”,
“Praktiskais Latvietis”.
Product tasting in schools
Product tasting stand
Clothing
Reflectors
Note book
Brochure
Third quarter
๏ Opinion leader seminar.
๏ 70 participants, 8 lectures, product tasting
and cooking demonstration;
๏ 80% from particpants opinion leaders in
education segment;
๏ TV clip development. 3 clips, 2 languages.
๏ Saving 14 325.17 LVL (“Māmiņu klubs”,
“Dzīvīte”)
TV clips - cheese, milk, yoghurt
Forth quarter
๏ 10 product tasting in largest retail stores of
Latvijas (~ 10 000 visitors)
๏ 7 shows in program “Dzīvīte”. Length 15 and
19 min (with 14 repetitions).
๏ 10 shows in program “Māmiņu klubs”. Length
7 min (with 15 repetitions).
๏ TV broadcast in television channels LNT, LTV1,
LTV7. Period: oct-dec.
๏ Brochure with product recipes 3000 units.
๏ Research to evaluate the program (1588
respondents).
Product testing in stores
๏ Product sourtiment - 30 units
๏ Retail chain: RIMI (1 TOP)
๏ Cities: Rīga, Liepāja, Smiltene,
Jelgava, Daugpavpils
๏ Days: thursday/ friday/
saturday/ sunday
๏ Stores: Spice, Alfa, Mols,
Valdemāra, uc.
๏ ~ 10 000 visitors
๏ Given out ~ 6000 brochures
Second year
Marketing program for cheese and other dairy products
Second year, first quarter
๏ TV broadcasting LNT, LTV1, LTV7. Periods:
February. Budget 8000 LVL. 212 spots.
Frequency 5.4. Reach 1+ 59%. Reach 3+ 38%.
๏ Opinion leader seminar for students. March 3.
6 hours. Participate 23 schools, aged from 17
to 25 years. Cooking contest.
๏ 8 radio news “Milk and Cheese” development.
๏ 8 radio news (3 min) and 24 promo (20 sec)
broadcast.
TV broadcasting LNT, LTV1, LTV7
TV channel share in target group 15-60
TV broadcasting LNT, LTV1, LTV7
Target group affinity (effectiveness index).
TV broadcasting LNT, LTV1, LTV7
Average GRP sec. price for comparison
Average price in
the market
Opinion leader seminar for students
Seminar
Seminar
Seminar
Seminar
Seminar
Radio news “Milk and Cheese”
Radio stacija
AQH%
Reach %
AQH Share
Latvijas Radio 2
2.3
24.12
19.04
European Hit Radio
0.7
13.99
5.61
Radio Skonto
0.9
13.98
7.7
Latvijas Radio 1
1.3
13.95
10.97
Star FM
0.5
12.4
4.54
๏ AQH%
- average 15 target
a u d i e n ce. Pe rce nt of t a rg et
audience who have listed at least
8 minutes from 15.
๏ Reach%
–
audience
the % of target
from total radio
audience.
๏ AQH
Share - how many % target
0.7
12.18
5.91
audience spend listening to
Krievijas Hiti (Russkoe Radio) 0.7
11.38
6.02
radio listening time.
Latvijas Radio 4
9.84
5.53
Radio SWH
0.7
specific radio from total 100% all
Radio news “Milk and Cheese”
Radio news “Milk and Cheese”
Second year, second quarter
๏ Product testing in retail stores. 12 units.
Largest key account chain RIMI and 1 TOP.
Approximate ~ 15 000 visitors. Given out 3300
brochure. Participation in RIMI “Cheese days”
from May 4 to 8.
๏ Brochure with product recipes production.
4500 units.
๏ 6 print article content development.
๏ 6 print placements in magazines “Latvijas
Avīze” and “Mājas Viesis”.
๏ Production of short 30 min education film for
pupils.
Product testing in stores
Brochure with
receipies
Publication in magazines
Publication in
magazines
Education film for pupils
Second year, third quarter
planned activities
๏ 12 radio “Milk and cheese” news development.
๏ 12 radio news (2 min) and 36 promo spot (20 sec)
broadcast.
๏ 4 print article content development.
๏ Organization of Cheese festival in Limbaži. 23.
jūlijs.
Second year, forth quarter
planned activities
๏ TV clip adaptation.
๏ TVC broadcasting.
๏ Press media placement.
๏ Product testing in schools.
Conclusion
๏ Program is executed effectively in line with defined strategies.
๏ Reaching the target audience most effectively with the thorough
message and in line with budget.
๏ All tactics defined in program has been carried out.
๏ Program planing and reports are meeting their deadlines.
๏ Continue with goal driven strategy to popularize cheese and other
dairy products among target audience;