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ASSIGNMENT

Gu Pudding Brand Campaign

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Marketing Communications
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2009
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UNIVERSITY


Table of Contents

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Communications Opportunity Analysis: ................................................................................................. 4
List of Barriers ..................................................................................................................................... 4

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Strong competition from Cadbury and Muller ............................................................................... 4
Aggressive marketing ...................................................................................................................... 4
More customer inclination towards Cadbury ................................................................................. 4

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List of Opportunities ........................................................................................................................... 4
Market penetration ........................................................................................................................ 4
Participatory marketing .................................................................................................................. 5
Diet chocolate product range ......................................................................................................... 5
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Diversify product range................................................................................................................... 5
Innovate distribution channel ......................................................................................................... 5
Application of Theories to Practice ......................................................................................................... 5
Classical conditioning .......................................................................................................................... 6
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Operant conditioning .......................................................................................................................... 6
Cognitive Dissonance Theory .............................................................................................................. 6
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Communication Accommodation Theory ........................................................................................... 7
The Communication Strategy ................................................................................................................. 8
Objectives: .......................................................................................................................................... 8
Strategy: .............................................................................................................................................. 8
Market penetration strategy .............................................................................................................. 8
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Main message: .................................................................................................................................... 9
Target audience: ................................................................................................................................. 9
Desired responses: .............................................................................................................................. 9
Tone of voice: ...................................................................................................................................... 9
Creative Ideas.......................................................................................................................................... 9
Poster making competition ................................................................................................................. 9
Chocolate eating competition........................................................................................................... 10
Pudding making competition ............................................................................................................ 10



Chocolate ad making competition .................................................................................................... 10
Media Strategy ...................................................................................................................................... 10
GU product communication strategy should use integrated communication vehicles to achieve its
objectives. ......................................................................................................................................... 10
TV advertisement .............................................................................................................................. 11
Internet advertisement ..................................................................................................................... 11

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Event marketing ................................................................................................................................ 11
Print advertisement .......................................................................................................................... 12

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Below-the-line Communications .......................................................................................................... 13
Direct and Digital .................................................................................................................................. 14
Campaign Evaluation ............................................................................................................................ 15
References ............................................................................................................................................ 16

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Books ................................................................................................................................................. 16
Links .................................................................................................................................................. 16
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Communications Opportunity Analysis:

A summary both of the barriers to be overcome and opportunities which can be exploited through
the use of persuasive communications which have emerged from your analysis of relevant factors in
the external environment. (Cite any sources/references to add weight/conviction to your analysis

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but your own insights with your account planning skills are also important.)

Answer:

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List of Barriers

Strong competition from Cadbury and Muller

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GU is thriving in competitive environment where market leader Cadbury has captured major
market share and already attracted target customer base.
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Aggressive marketing
The marketing campaigns of Cadbury and Muller are aggressive which leaves ever lasting
impressions on the mind of consumers which reflect in their purchase behaviour. The high
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purchasing power of consumers for Cadbury is a hurdle for GU.

More customer inclination towards Cadbury
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Consumers are more inclined towards Cadbury and less inclined towards GU (35% people
don’t know about it) due to lack of awareness about GU products. Also consumers perceive it
as expensive brand (10% felt it’s expensive) which is a barrier for GU if it won’t
communicate it properly to its target market.
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List of Opportunities

Market penetration
Market penetration should be used to opt for market penetration strategy.



Participatory marketing
It can be used to initiate participatory marketing to gauge attention of consumers which make
them feel part of GU.

Diet chocolate product range
Diet chocolate product will cater the needs of consumers who are chocolate lovers and diet

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conscious at the same time. It will be useful to enhance the consumer base and to maintain
competitive advantage.

Diversify product range

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Introduce chocolate/ fruit candy, gum, powder drink, energy nutrient bars etc

Innovate distribution channel
To start online order placement and product home delivery other than conventional modes of
distribution.
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The above discussed opportunities and barriers can be exploited through persuasive
communication by implementing the following:
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 Create awareness about GU through interactive media and social networks like
facebook, twitter, blogs etc
 For penetrating in the market, use participatory marketing techniques. Focus on below
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the line techniques to reach the masses with minimum cost like price promotion,
coupons, gift with purchases etc.
 For introducing diet product, first position it through creative brand and marketing
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strategies then use above the line techniques to position it as premium brand category.

Application of Theories to Practice
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Client will appreciate references to a range of relevant behavioral and communications theories and
concepts which underpin your thinking and approach and which link to subsequent sections of the
report. This academic material from textbooks or journals should be chosen on the basis of relevant
application to the campaign. General descriptive textbook material is not.

Answer:

The GU communication campaign is discussed and analyzed under the light of four
behavioral and communication theories which includes the following:



 Behavioral theories
o Classical conditioning theory
o Operant conditioning theory
 Communication theories
o Cognitive dissonance theory

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o Communication accommodation theory

Classical conditioning

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“A process of behavior modification by which a subject comes to respond in a desired
manner to a previously neutral stimulus that has been repeatedly presented along with an
unconditioned stimulus that elicits the desired response.”

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This behavioral theory has deep rooted implications in GU communication campaign
designed to spread awareness about GU. This theory holds that learning is based on repetition
which is applicable to communication campaign activities.
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Operant conditioning

“A process of behavior modification in which the likelihood of a specific behavior is
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increased or decreased through positive or negative reinforcement each time the behavior is
exhibited, so that the subject comes to associate the pleasure or displeasure of the
reinforcement with the behavior.”
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The implication of operant conditioning in communication campaign of GU can be positive
as this theory holds that consumer learn to respond in certain ways because they are
rewarding. The below the line modes of communication like price promotions or loyalty
incentives are rewarding for consumers which make consumers to respond in the favorable
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manner of GU product. The mix of positive and negative reinforcement will result in desired
response of consumers.

Cognitive Dissonance Theory

”Cognitive Dissonance Theory argues that the experience of dissonance (or incompatible
beliefs and actions) is aversive and people are highly motivated to avoid it. In their efforts to



avoid feelings of dissonance, people will avoid hearing views that oppose their own, change
their beliefs to match their actions, and seek reassurance after making a difficult decision.”

In GU case, the communication campaign will help to avoid any dissonance by marketing
and delivering the same product which will complement the message being conveyed to its

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consumer. According to cognitive dissonance theory, a consumer may use a particular
product because he or she believes the advertising for that product, which claims that the
product is the most effective of its kind in the job that it does. The consumer may then see a

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competitor's advertisement that seems to prove conclusively that this competitive product is
better. This creates dissonance. The consumer must now relieve the uncomfortable feeling
that the dissonance brings about and will often do so by switching products. The theory acts
as a double-edged sword, though, because while advertisers want to create dissonance for

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nonusers of their product, they do not want to create it for those who do use their product.

Cognitive dissonance most often occurs after the purchase of an expensive item such as an
automobile. A consumer who is experiencing cognitive dissonance after his or her purchase
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may attempt to return the product or may seek positive information about it to justify the
choice. If the buyer is unable to justify the purchase, he or she will also be less likely to
purchase that brand again. In case of GU advertisement, dissonance may occur if GU
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products do not perform better than its competitors Cadbury and Muller. Consumers may
switch back to Cadbury or other product if they do not get satisfy with GU products.
Cognitive dissonance is a valid strategy for premium products but for GU it will not really
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affect or create dissonance among consumers.

Communication Accommodation Theory

”This theoretical perspective examines the underlying motivations and consequences of what
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happens when two speakers shift their communication styles. Communication
Accommodation theorists argue that during communication, people will try to accommodate
or adjust their style of speaking to others. This is done in two ways: divergence and
convergence. Groups with strong ethnic or racial pride often use divergence to highlight
group identity. Convergence occurs when there is a strong need for social approval,
frequently from powerless individuals. “



Therefore, accommodation theory can also be applied to written communication to explain
the relationship between the author and the reader of the message.

In the communication campaign of GU, accommodation theory is applicable as it will help to
communicate GU product and its further offerings in the way the consumers want it to be.

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The target market of GU is mainly youngsters and teens which better understand the message
when delivered in symbols, language and tone that they can understand and assimilate easily.

The above the line and below the line modes of communication suggested in GU campaign

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will be designed in a way to facilitate easy understanding and recall of GU by consumer. The
price promotions, event marketing, point of sales display, loyalty incentives, TV animated
advertisement, Internet advertisement etc are all intended and design in a way to

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accommodate consumer preferences and to stimulate massive demand.

The Communication Strategy
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This should include SMART objectives and strategies to achieve them; main messages, target
audience(s); desired responses and tone of voice. (Make assumptions if necessary.) A clear structure
and brevity of expression is required.
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Answer

Objectives:
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The objectives of this strategy are to increase product awareness among the target audience
by 10 percent in one year and to utilize price promotions to persuade potential users and to
stimulate massive demand.
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Strategy:

Market penetration strategy
This is the best suited strategy for GU product. The communication objectives will focus
towards market penetration, which is an appropriate strategy for GU’s product. The GU
products are in the growth stage of the product life cycle, as a result the communication
objectives will stimulate massive demand. In order to improve the outcome of GU AND
FRU, it is imperative that GU develop the best message to the target market as it relates to



creating increased brand interest, promoting positive attitude towards the GU products and
executing purchase decision from consumers.

Main message:

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“GU brings exciting and delicious flavours of chocolate pudding and fruit truffle for its
naughty and fun lover consumers. GU welcomes you to the world of chocolate roller coaster
where you dare to get lost in immense chocolate pleasure. Be the first to grab unlimited

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chocoholic fun!”

Target audience:
The target audience includes mainly youngsters and teens but anyone who is chocolate

Desired responses:
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obsessive or love chocolate products come under audience.

To increased product sale and more customer base.
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Tone of voice:
The tone of voice should be passionate, confident and daring. It should depict the thrill and
pleasure one feels taking the GU product.
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Creative Ideas
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Provide a rationale i.e. how the creative is supposed to work and sell the idea(s) and range of
executions to the client persuasively. You are not expected to be a finished artist! Simple expression
of creative ideas and their relevance to the strategy is required. These will be expected to relate
mainly to the advertising campaign. They can be expressed in a variety of forms including simple
illustrations and/or storyboards, scripts, mailings, press releases etc. Some further examples of
creative work may be placed in an appendix.
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Answer

The creative ideas for advertising and promoting GU product should include the following
student level competitions:

Poster making competition
Poster making competition will aim at designing a poster on GU pudding theme. A product
prototype in the form of paper or picture will be given to candidates who will design the
poster. The poster that will best communicate the product will be the winner.



Chocolate eating competition
Chocolate eating competition aims at promoting GU product through this fun eating activity.

Pudding making competition
Pudding making competition will target mothers who will make pudding in minimum time
and the best recipe will be awarded a supply of GU product which serves as another tactic to

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attract or retain consumers.

Chocolate ad making competition

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These small event competitions are aim at spreading awareness and getting in touch with
consumer. It will also help to get the consumer insights about GU product especially through
poster making and ad making competition. In the broader context these small level activities
will complement the main advertising campaign.

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All of the above discussed competitions and activities are consistent with the strategy as these
activities represent individual events which when advertise will add value to the GU product.
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Media Strategy

Persuasively argue the case for your chosen media vehicles to reach your target audience/s in
particular, rather than discussing media strengths and weaknesses in general. Also provide a
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schedule of suggested media activity. A total recommended budget figure for above -the-line media
is also required including your approach to budget setting, and a clear presentation of media costs
citing sources of information. Make any assumptions necessary.
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Answer

Media strategy is used as in the advertising industry has concerned with how messages will
be delivered to consumers. It is involving identification of the characteristics of the target
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audience, to whom message should be send and define the characteristics of the media that
will be used for the delivery of the messages with the intent to influence the behavior of the
target audience with relevance to initial briefings.

GU product communication strategy should use integrated communication vehicles to
achieve its objectives.
GU media strategy is a plan of action for bringing advertising messages to the attention of
consumers through the use of appropriate media. The communication vehicles suggested for
GU product includes the following:



 TV advertisement
 Internet advertisement
 Event marketing
 Print advertisement

TV advertisement

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The suggested TV commercial for GU product is animated series which will depict the
features and personality of GU product through persuasive story telling. The animated series

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should be of 5 to 8 minutes duration. Animated series are different way of communicating
message to the consumer. In case of GU product, animated series will be best suited to
communicate the product to the target market.

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GU product may also use sponsorship to serve a complex set of communication objectives. It
will raise awareness of GU brand, and it will also be used tactically, rotating the products and
promotions features. The sponsorship may also be used to launch brand extensions such as
fruit truffles, chocolate bars etc. The TV show with a strong audience delivery, should be
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sponsored to spread awareness about GU.

The budget of television advertisement is discussed in the media plan table.
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Internet advertisement
The advertisement as Google ads can be effective in communicating the message of GU and
spreading awareness about it. Another way of internet advertising is through company GU
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website by making it interactive and user friendly.

Event marketing
Event marketing is yet another good way of promoting and advertising the GU products.
Events can hold different competitions based on fun and excitement involving consumers
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with product. Event marketing is advantageous as it involves direct contact with consumer
and establish consumer –product contact at the first sight.

Different types of small competitions can be arranged under event marketing which includes:

 Chocolate eating competition

 Poster making competition

 Pudding making competition



Print advertisement
Different brouchers, posters and flyers will be printed and issued to cater the target market.
The purpose of these brouchers, posters and flyers will be to aware consumers about the
offers and promotions of GU.

The schedule and budget for ATL is given in the table below:

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Total Budget Month Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

$10,000.00 Frequency/day 5 5 4 4 4 3 3 3 2 2 2 2

MEDIA
SOURCE

TV (animated
series)
8000 660
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660 660 660 660 660 660 660 660 660 660 660
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Internet Ad 500 42 42 42 42 42 42 42 42 42 42 42 42

Social
0 0 0 0 0 0 0 0 0 0 0 0 0
Networks

Event
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1000 500 500 0 0 0 0 0 0 0 0 0 0
marketing

Print
500 500 0 0 0 0 0 0 0 0 0 0 0
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Ad(Broucher)

Total $10,000 1702 1202 702 702 702 702 702 702 702 702 702 702
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Below-the-line Communications

Specific ‘below-the-line’ communications recommendations such as public relations, sponsorship,
event marketing etc are required with a justification as to why and how they ‘fit’ your target
audiences and with evidence of module learning. No budget figures required.

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Answer

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The following below the line modes of communication are required to cater the target market
of GU product.

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Price promotion Pa
Frequent user/loyalty incentives
Point-of-sale displays
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 Event marketing
 Public relations/sponsorship
Price promotions are also commonly known as" price discounting". These can be done in two
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ways; one is discount to the normal selling price of GU product, and the second is to offer
more of the GU product at the normal price. Price promotions usually increase customer base
as one customer spread it through word of mouth.
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By offering loyalty incentives to loyal customers, the customers will retain and also
communicate the product benefits to potential customer.

The point of sale displays plays an important role in communicating product to the customer.
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It also triggers impulse buying so GU also focuses on attractive point of sales display.

The event marketing is yet another cost efficient way of advertising product to the target
consumers. By organizing small competition based events and inviting target customers on
these events, the product will leave impression on the minds of the target market which later
on will translate in to purchase behaviour.



Spreading awareness of product through public relation can be achieved through participatory
marketing in which a direct contact with public can be developed. This way a direct message
can be transferred to the target market.

In these times of high inflation and more and more channel surfing, BTL are proving to be a
very cost effective tool.

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Direct and Digital

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Demonstrate how the agency plans to use direct marketing communication tools including digital
media to stimulate individual consumer interaction, involvement and positive word of mouth
demonstrating module learning. No budget figures required.

Answer
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The agency plans to use direct marketing communication tools according to the requirement
and objective of communication strategy. If strategy is to penetrate in the market then the
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desire is to reach masses for which an integrated mix of tools is required. For that objective to
achieve, a mix of direct marketing communication tools are evaluated and used according to
need. Direct marketing communication tools includes direct selling, TV marketing, door to
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door selling, couponing, telemarketing, e-marketing and integrated campaigns. Every tool is
evaluated before final decision. The evaluation is based on the required response rate of
target market on given channel of communication. In GU product case, the suggested strategy
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is market penetration and the objective is to communicate the product to masses. The most
effective of all is digital media which includes mainly TV commercials. By using digital
media and displaying animated series (story telling) the target market can be capture easily.
Animated series campaign on television, big motion screens on malls or streets will be
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attractive to its target audience and trigger consumer involvement.

The agency can plan to use direct marketing and digital marketing tools based on the
communication objectives and communication strategy outcome. Both direct and digital can
be evaluated and selected according to the need.



Campaign Evaluation

Discuss in an informed, authoritative and professional way how the success of this particular
communications campaign should be evaluated in the context of the current climate of
‘accountability’. Recommended research techniques are required and evidence of module learning.

Answer

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The first stage consists in formulating the communication campaign evaluation is by means
of discussion with everyone involved in the communication strategy: research team or

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practitioners, local partners, resource persons and groups of participants. This involves a
sorting process: identifying those points on which an opinion is required, and formulating
them in terms of questions. Secondly, try to identify the information needed to respond to

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each of these questions. Thirdly, determine where to find that information.

The communication campaign can be evaluated by:

 Identifying what we want to evaluate and formulate the questions we need to answer.
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 Identifying the information needed to answer those questions.
 Identifying a procedure for collecting that information.
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The success of communication strategy can be evaluated by considering number of factors.
The first factor is the desired response rate and preference of consumer towards GU product
reflected through their purchase pattern. The second factor is sales which will depict the
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validity of communication strategy when consumer buy GU product after getting awareness
through selected mediums of communications for GU product.

The evaluation process starts from analyzing the objectives, then comparing the actual
outcome of communication campaign with the expected outcome. After that corrective
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measures can be taken to improve the performance of communication strategy, if desired
result is not achieved.



References

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Books

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 Leon Festinger, (2001), Theory of Cognitive Dissonance, Stanford University Press
 Gerard J. Tellis, (2003), Effective Advertising: Understanding When, How, And Why
Advertising Works.



Links
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Guy Cook, (Jul 2001), The Discourse of Advertising, Routledge; 2 edition
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 http://allpsych.com/psychology101/conditioning.html

 http://www.wagntrain.com/OC/
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 http://changingminds.org/disciplines/leadership/theories/behavioral_theory.htm

 http://www.colorado.edu/communication/meta-discourses/Papers/App_Papers/Jean.htm
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 http://www.mhhe.com/mayfieldpub/westturner/student_resources/theories.htm

 http://en.wikibooks.org/wiki/Communication_Theory/Uncertainty_Reduction

 http://www.persuasivecom.com/
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