MRK GROUP ASSIGNMENT FINAL

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Seneca College *

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Apr 3, 2024

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MRK317SAA IMC GROUP BRIEF ASSIGNMENT Mandeep Singh Sahni Charles Etanekor 181592213 Mandeep Singh Sahni 124051228 Ameera Rahaman 178877213 Mae An Panibio 1185434214 Mylene Magaoay 102697224

1. Purpose of the Brief: We are reaching out to the agency because we need to re-position our company image in the market and draw a large amount of traffic to our product. To also redesign our product packaging as well to increase sales. 2. Problem/Opportunity Statement1: Problem statement: Having a problem gaining market share and standing out from other competitors in the industry. The Shreddies' wheat dispensary is not well known in the wheat industry. There is insufficient interaction with consumers who value natural-based products. Opportunity Statement: Use many communication technologies and methods. I use the wheat dispensary's original idea to develop engaging brand experiences. Ensure to target demographic and psychographic ways of the targeted consumers based on brand awareness, engagement, and market share. Also, create an OK persuasive marketing strategy emphasizing the excellent advantages of the Shreddies wheat dispensary. Lastly, it creates an opportunity for those looking for a healthy nutrition, natural, healthy breakfast. (Darrin) 3. Situation Analysis: Evaluating various factors, such as analyzing the market trends, also involves knowing the consumer preferences and behaviors of Shreddies' targeted audience and assessing the competitive market space. Shreddies needs to check out the weaknesses, strengths, opportunities, and threats of Shreddies and their competitors; this will help the company to understand the market dynamics. An excellent situational analysis will help Shreddies know their best means of standing out in the competitive market. This will also help them position and find out the proper means of communication in the market. (Darrin) 4. Competitive Analysis: Include one paragraph analysis of at least one major competitor. Shreddies Wheat Dispensary competitive analysis would involve looking out for the major competitors in the grain industry. Which of Shreddie's significant competitors is Kellogg’s? We need to study their strategies, and by so doing, we will gain a great insight into their strengths and weaknesses. Then, check what our product is offering and who we are targeting by targeting; I mean our targeted audience and our marketing style. This can help our brand to excel. Then, we can also check our consumer preferences and market trends to understand what differentiates. Shreddies from other major competitors. Doing this will help Shreddies position itself in the right place in the market by creating an attractive ad campaign.

5. Who is our Target Audience? The younger generation of adults who are interested in healthy and nutritious food and the health- conscious individuals who value natural-based ingredients. (Robertson) 6. Consumer Insight: Customers view the product as healthier than other types of cereal, high in fiber because it contains whole grains, and suitable for either breakfast or a snack. According to the post review of one of our customers, this cereal is ideal for the entire family, including the four-legged household members. The data below shows us how well the consumers view the product. (Post Shrddies Cereal) (Post Shrddies Cereal) According to some experts, they recommend - Fibre Diets because, on average, Canadians are not consuming enough dietary fiber daily. Some studies have shown that high-fiber diets are usually lower in calories and more significant in volume than low-fiber diets. So, back to our question, Consumer Insight on Shreddies wheat should emphasize its qualities, such as utilizing whole wheat and arranging vital supplements. Shreddie Wheat should build up itself as a reliable brand that gives a filling breakfast and should target those families, young adults, and professionals who are seeking healthy nutritional meals that will help them through the morning and keep them healthy all their targeted market and be aware of what Shreddies competitors are also doing out there. (Darrin)

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Shreddie's mission is to keep its eyes on what its consumers care about by using quality ingredients from reputable suppliers and providing many choices based on specific needs for a healthy life. 7. Marketing Objective(s): Shreddies Mission Statement is to make better happen, when we make better happen, when families get a better chance to choose what they love, and that will keep them healthy. The idea is to reposition Shreddies into the market to drive consumers to their product and increase awareness of their whole creation, which is better for those who seek to have healthy meals every day. Connecting with the consumers helps grow customer loyalty, encourage sales, and grow the company. (Darrin) 8. Integrated Marketing Communication Objective: The mission here is to create brand awareness and drive traffic, and by doing this, Shreddies will be achieving its set objectives. They showcase their products and how they can be consumed differently by showing that off on their style packaging. This can be done through various media platforms they have in place already, personalization of content about the product, and doing a lot of campaigns through multiple channels to encourage awareness and drive sales by engaging in good partnerships. 9. Positioning Strategy and Positioning Statement. Venn Diagram with the winning space for brand positioning

Shreddies targeted market should help them to position their product in the right place. Who are they targeting? Whole wheat is a healthy nutritional meal, and they must make sure it targets those seeking such products; this will help Shreddies reposition themselves in the market to drive sales even among other competitors. Then, Shreddies should consider where they will play in the market, what they offer, and whole grain and fiber-rich cereal that provides energy keeps them full throughout the morning, and keeps consumers healthy. Today, people care more about what they consume; they try to stay healthy, so shredded wheat is a healthy nutritional cereal. Shreddies should consider what they stand to win: driving traffic to their products, enriching their consumers with healthy meals, and showing them why the product is best for them and how it can be consumed, such as with milk yogurt or as a topping for smoothie bowls. (Robertson) 10. What Is the Single Most Persuasive Message We Can Convey? What's the single most? Persuasive or most distinctive ‘message’ that should be integrated throughout every. Tactic, medium, activity, and plan? Key Benefit/ Promise/ Reason to Believe? The message that will attract and connect with the consumers in general. A statement that will be easy to assess. 11. Brand Character: The Shreddie brand is strong and has been in the market for a long time since 1939. is a locally made product in Niagara Falls, Ontario, Canada. For over 75 years, they have stayed in the market helping Canadians start their morning right, sending them off with good nourishment, full of energy, and ready to be their best selves. This is a powerful character of the brand, and with this, the campaign should be based on what the brand stands for and what they have achieved in the past years since the operation. So is a well-known brand for its unique products. 12. Media Strategy: First, Shreddies Wheat needs to consider its targeted audience and how best to reach them, either by radio, TV, or platforms that best convey the message to them about the product. By using other social media such as Facebook, Twitter, TikTok, Instagram, and many more, but mention a few. To help create product awareness and connect with content with the consumers at large. Shreddies can also work with influencers to help create a broader range of awareness campaigns. By monitoring and ensuring proper allocation of money across all boards of the campaign program. (Darrin)

13. Mandatories: Organizational values should be adhered to. How do we make it better happen? It starts with our values. They guide our decisions and our behaviors. This means that food regulations and product design requirements should be followed 100 percent and ensure the set rules of the government are followed. The policies that guide the company should apply at every given stage of the campaign. It ensures effective product distribution across all retail stations, setting up good customer services to handle any related issues encountered—good placement of product display for better view by the customers to assess the product for consumption. (Darrin) 14. Budget: The budget of the Shreddies Wheat should be based on the marketing campaign plan, the intended goal to reach out through advertising, and other channels that will be used for this campaign and the marketing campaign's objectives in general. Shreddies wheat should also investigate the overall budget for production. This amount will be used for creating development, the type of media channels, and promotional engagement. This should also be flexible during the campaign, and it should follow the policies of the brand company. 15. Geographic Region: The brand is made in Niagara Falls, Ontario, Canada, and its headquarters is in Toronto, Ontario. But has other operations across Canada’s cities, rural areas, and the United States in North America. 16. Agency Partnerships: Shreddies need partnerships with agencies that are truly good at remodeling the idea and giving the campaign the required touch of designs and good visuals that will be eye-catching to consumers to stand out in the market and compete with their competitors. And they can also bring in valuable suggestions that will help drive traffic and product positioning in the market against brand competitors. (Darrin) 17. Timing Key Dates:  Agency ‘Creative Concept and Development Recommendations Presentation to Client: The Presentation should be around March-April so that it is not too early and there is enough time to make amendments if needed. Presentation to client date is crucial since it gives the agency the chance to showcase creative concepts and development suggestions for the Shreddies Wheat Dispensary campaign. To allow for a thorough conversation with the client, gathering of feedback, and any necessary adjustments, this presentation should be scheduled at least 6 to 8 weeks prior to the product launch date. The goal is to make sure that the creative direction of the campaign is in line with the goals and vision of the client.

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 Product Launch Date: The store opened on June 9 th and ran through the weekend.  Sales Force Promotional/Ad Material Requirements: The campaign kicked up on May 23 with digital ads hinting at the debut of its wheat dispensary in Toronto's Queen West neighborhood. 18. Appendix: Shreddies offer a huge lineup for different products which are consumed by every age group, and also have products that specialize in all age groups. Each of these are listed below:  Original Shreddies The traditional Shreddies cereal is weaved in a special way and is comprised of whole wheat. It is promoted as a whole grain source and a healthy breakfast option. The cereal normally has a square shape and can be found in several sizes, including conventional and tiny Shreddies.  Frosted Shreddies This Shreddies variant is covered in a sweet icing, making it a tastier and more decadent choice. It's made to appeal to people who want a sweeter cereal.

 Honey Shreddies Honey flavoring gives Honey Shreddies their sweet and somewhat nutty flavor. They are frequently touted as a delicious and healthy cereal option.  Cocoa Shreddies Customers who want a chocolaty breakfast cereal are the target market for Cocoa Shreddies, which have a chocolate flavor.  Shreddies Protein People who want to boost their protein intake in the morning will find that this variety of Shreddies is enhanced with additional protein which is also good for the muscles.

 Shreddies Bites These are bite-sized Shreddies, which are a practical and appealing snack choice for both children and adults. Shreddies Advertisements Advertisements for Shreddies have typically emphasized the cereal's distinctive knitted appearance and the nutritional advantages of whole grains. They frequently include jingles or simple, memorable slogans. What you might see in Shreddies commercials generally is as follows:  “Knitted By Nanas”: One of Shreddies' renowned marketing campaigns was based on the idea that the cereal was "knitted by Nanas," suggesting that it was manufactured with love and expertise, just like a knitted sweater. This highlights the notion of pure, handcrafted quality.  Nutrition and Whole Grains: Shreddies' nutritional advantages and whole grain content are emphasized in advertisements. They also emphasize on the value of eating a nutritious breakfast to start the day off well.  Family-Oriented Message: Shreddies frequently promotes itself as a cereal that is good for families. Advertisements also features families eating breakfast together and cereal as a choice for parents looking to feed their kids a wholesome meal.  Variety of Flavours: Advertisements for flavored varieties of Shreddies, such as Frosted Shreddies, Honey Shreddies, or Cocoa Shreddies, highlight the distinctive flavors and their attraction to various tastes.

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Works Cited Darrin, Moss. "Canadian Breakfast Tradition/Post Consumer brand." PostConsumer.ca (2023). 10 10 2023. <https://www.postconsumerbrands.ca/company/>. Post Shreddies Cereal. "Post Shreddies Cereal." Chickadvisor (2019). 11 10 2023. <Post Shreddies Cereal. (2019). Retrieved October 12, 2023, from Chickadvisor.com website: https://www.chickadvisor.com/item/post-shreddies-cereal-1/>. Robertson, Graham. "How to figure out your brand positioning." Beloved Brands (2012). 09 10 2023. <https://beloved-brands.com/brand-positioning/>.

MRK GROUP ASSIGNMENT FINAL

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