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Agenda
Marketing Strategy
Pricing Strategy
Communication Strategy
Implementation
Situational Analysis
Marketing Strategy
Marketing Strategy
Objective •Promote StayCharged batteries
Campaign•StayCharged 24 Days to Christmas
Targeting•Middle income families with children
Channels•Online and Offline
Social Media
#StayChargedForChristmas
#EnergyForChristmas
#DuracellAdventCalendar
Wednesday, December 3
Update your desktop or mobile background with a stunning photograph of Duracell’s
Bunny Santa Claus in Madrid
Pricing Strategy
StayCharged price for a 4-pack: 22 €
Discounts in calendar: 20 %
StayCharged Final Price: 17.60 €
TARGET REVENUE (ROI) FROM STAYCHARGED: 5,200k €BREAK EVEN IF 49% USE CALENDAR
Summarized Budget
Budget Euro
Advertising 2,591,216
Sales promotion 46,718
Direct Marketing 175,193
Internet marketing 175,193
Survey 11,680
Total 3,000,000
1 6 13 20 27 1 10 17 24 1 8 15 22 19 1 5 12 19 26
Tool Details
Advent Calendar
TV Spot writing script
TV spot production
TV spot advertisment
designing posters and bus shelter ads
Poter placement
Placing bus shelter ads
Sales discount for advent Calendar
product bundel offer for advent calendar
Direct Marketing Tour with Santa through spain
Facebook account
Instagram account
Twiter account
social media campaign adaptation
Upkeep and utilization of social media
Banner Ads
Measurement Survey
JanuaryOctober
Advertising
Internet marketing
Sales promotion
November December
Implementation Time-Scale
No price responses
Compete on qualityBuild awareness of existing features and their
benefits
Price responses
Use complex price actionsOffer bundled prices, two-part pricing, quantity
discounts, price promotions
Deploy simple price auctionsAdjust product’s regular price in response to
competitor’s price change
Tool Details Costs Date of Occasion
Advent Calendar 430,500 01-Oct-14
TV Spot writing script 116,795 01-Oct-14
TV spot production 1,167,955 06-Oct-13
TV spot advertisment 700,773 01-Dec-14
designing posters and bus shelter ads 58,398 20-Oct-14
Poter placement 58,398 24-Nov-14
Placing bus shelter ads 58,398 24-Nov-14
Sales discount for advent Calendar 23,359 01-Dec-14
product bundel offer for advent calendar 23,359 01-Dec-14
Direct Marketing Tour with Santa through spain 175,193 01-Dec-14
Facebook account 23,359 01-Nov-14
Instagram account 23,359 01-Nov-14
Twiter account 23,359 01-Nov-14
social media campaign adaptation 46,718 01-Oct-14
Upkeep and utilization of social media 11,680 01-Nov-14
Banner Ads 46,718 01-Dec-14
Measurement Survey 11,680 05-Jan-15
Total 3,000,000
Advertising
Internet marketing
Sales promotion