This website uses cookies to ensure you have the best experience. Learn more

Marketing Plan For Planer's Peanuts Essay

3597 words - 15 pages


Promotion Management

Final Assignment:
Planter’s Peanuts Campaign

Table of Contents
1 Purpose 2
2 Situation Analysis 2
2.1 Consumer Behavior and Segmentation 2
2.2 Competitive Analysis 3
2.3 Target Market 5
2.4 Market Positioning 5
3 Communication Objectives 6
3.1 Key Benefits 6
3.2 Marketing Objective 7
4 Creative Development 7
4.1 Vehicles 7
4.1.1 Television 8
4.1.2 Magazine Ad 8
4.1.3 Social Media 11
4.1.4 Discounts 13
4.2 Budget 13

1 Purpose
Core Advertising has been contacted to create an integrated marketing communications campaign for Planters Peanuts. We as a firm conducted extensive research and we recommend the following strategic plan for ...view middle of the document...

In the last year, peanut consumption has risen 7.7 percent according to the National Agricultural Statistics Service. However, according to the NY times, meat and poultry consumption has fell 12.2 percent. As a result, it is likely consumers are replacing meat products with peanuts.
Lastly, a new type of consumer has taken over the peanut market, those who take great value in living a healthy lifestyle. Many consumers are concerned about the shocking statistics associated with obesity in the United States. In the last 30 years, childhood obesity has more than tripled. Consumers need a healthy alternative to fatty meats. Since peanuts are packed with vitamins and protein, many people are turning to peanuts as their daily source of protein. The nuts are packed with many important B-complex groups of vitamins such as riboflavin, niacin, thiamin, pantothenic acid, vitamin B-6, and folates. A hand full of peanuts per day provides over the recommended levels of phenolic anti-oxidants, minerals, vitamins, and protein. Consumers find a great deal of value in products that are high in vitamins and minerals.
2.2 Competitive Analysis
Recently, Planters has found new competition in the food industry. Due to the rough economy many consumers are turning to peanuts as a source of protein over meat. Although meat is the main source of protein for many Americans, peanuts are an inexpensive, healthy alternative. For instance, one cup cooked, diced beef contains approximately 35.28 grams of protein and 10.36 grams of saturated fat. One cup of peanuts has 37.67 grams of protein and 9.97 grams of saturated fat. Both are very similar in terms of level of protein. Peanuts however are rich in antioxidants, vitamin E and potassium. They also help reduce the risk of cardiovascular disease without weight gain. By replacing meat products with peanuts, consumers can achieve a high protein, antioxidant and vitamin rich diet.
Peanuts are also a great value. They are a low cost item in comparison to meat products and have a longer shelf life than meat. As a result of rising production costs, meat prices are on the rise. In the last year the average price of beef has risen 12.4 percent, turkey up 5.4 percent and pork up 10 percent. The average cost of a pound of beef is $3.87. In comparison, the average price of a jar of peanuts is approximately $3.00. As a result, peanuts are a great alternative to expensive meat products.
Although Planters is the leading seller of Peanuts in the United States, the poor economy has lead consumers to start choosing store brands over Planters. According to researcher SymphonyIRI Group, Planters sales at U.S. stores dropped 12 percent from 2005 to 2010. Its share of the snack nuts market fell from 32 percent in 2006 to 24 percent in 2011. However, Planters is known for having a higher quality product over the competition. To support this, Planters can rely heavily on its brand recognition. Planters is the most well-known brand of peanuts in...

Other Papers Like Marketing Plan for Planer's Peanuts

Marketing Plan for Wellness Program Essay

1717 words - 7 pages MARKETING PLAN for WELLNESS PROGRAM in: FRANKLIN COUNTY (Columbus, Ohio) HSM-430 Planning and Marketing for Health Service Organizations Instructor Jason Thompson – DeVry University Submitted by: Marsha Brofford October 11, 2009 TABLE OF CONTENTS GOALS 3 OBJECTIVES 3 STRATEGIES 6 PRICE 7 REFERENCES 8 GOALS With many small business owners having difficulty paying higher insurance premiums finding ways to improve

Marketing Plan Audit For Nokia Essay

6819 words - 28 pages Executive Summary This Marketing Plan Audit provides an analysis of the brand situation, current strategies and provides suggestions and implementation plan for Nokia Corporation. Nokia is a Finish manufacturer of mobile devices, which makes a full range of cellular phones for all major consumer segments worldwide, including Internet-enabled devices enable people to experience music, maps, media, messaging and games. Company has over 132,000

Marketing Plan for "Multi-Functional Plastic Floder"

2659 words - 11 pages Marketing plan for “Multi-functional plastic folder” TABLE OF CONTENTS 1.0 INTRODUCTION…………………………………………………………................................3 2.0 THE COMPANY.…………………………………………………………………………………….4 3.1 Concept 3.2 Products 3.0 CURRENT SITUATION......…………………………………………………………………......4 3.1 Competition 3.2 Market Trend 3.3

Marketing Plan for a Mock Company

5605 words - 23 pages . Weaknesses 6 C. Opportunities 7 D. Threats 7 MARKETING OBJECTIVES 8 MARKETING STRATEGIES 9 A. Target Market(s) 9 B. Marketing Mix 9 MARKETING IMPLEMENTATION 10 A. Marketing Organization 10 B. Activities, Responsibility, and Timetables for Completion 11 EVALUATION AND CONTROL 12 A. Performance Standards and Financial Controls 12 B. Monitoring Procedures 12 Works Cited 13 Wolverine Software, Inc., Marketing Plan

Marketing Plan For Cadillac Escalade Hybrid

5275 words - 22 pages are our brand image, parent company – General Motors, first ever luxury hybrid SUV, and country of origin effect. Weaknesses include: lack of channel relationship, auto size, and bureaucratic corporation. Our marketing plan will address four major opportunities: technology driven economy, growing interest in eco-friendly products, high demand for hybrid vehicles and threat of new entrants. The main threats we must counter are intense competition

Marketing Plan for the Apple iPod

2244 words - 9 pages Assessment task Marketing Plan Apple Ipod Contents Executive Summary____________________________________________3 Situation Analysis -Market Analysis_______________________________________________3 -Product Analysis_______________________________________________4 -SWOT Analysis_______________________________________________ 4 -Competitor Analysis ___________________________________________ 6 Marketing

Marketing Communication Plan for Kiara Designs

1676 words - 7 pages maQuestion 2 Marketing Communication Plan for Kiara Designs By [Your Name] [Instructor’s Name] [Institution’s Name] [Institution’s State] [Date] Report Overview This report serves as a digital communication plan for a fictional fashion retailing brand named, Kiara Designs. This plan will help marketers achieving organizational goals of Kiara based on information at hand regarding online marketing and shopping trends in Pakistan

Sample Of Marketing Plan For A Business

814 words - 4 pages are exposed to them - Instagram- since we provide products it is extremely convenient for the customer to scroll up and down pictures to have the easiets closest experience to a catalog. thus we take great deal in taking care of instagram profile by keeping it updated. *Marketing plan for small businesses such as ours is best planned annually ;Things change, people leave, markets evolve, customers come and go. -Situation Analysis

Marketing Plan For Hallmark New Product

6824 words - 28 pages research on the internal and external environment of Hallmark, we eventually came up with a marketing plan for a whole new service line with the name of Eventian, which focuses on providing special event design service. To prove the feasibility and profitability of Eventian, in-depth marketing analysis and comprehensive marketing strategies will be presented in this report. 2. Situation Analysis 2.1 Company

Marketing Plan for Cosmetic Good in Vietnam

2574 words - 11 pages responsibility. 4.2. Indirect marketing * Communication through the internet, the media, advertising(Facebook, website…) * Posting articles on the internet * Advertising in magazines * Advertising on television programs related to fashion, beauty. * Outdoor advertising through posters or pano. * Sponsored for some events. 5. Action plan 5.1. Timing: Start from 9/2013 to 8/2014 5.2. Three periods: 9/2013-12/2013

A Marketing Plan for Blackberry Bold 9900 in the Hispanic Market

3707 words - 15 pages Student: Instructor: Class: Date: A Marketing Plan for Blackberry Bold 9900 in the Hispanic Market Executive summary The population of the Hispanics in the United States is growing tremendously. In 2010, the population hit 50 million constituting of 16.3% of the total united state population. At that time, it became the second largest group in terms of population. The population grew by 43% since 2000 and projections for the trend are high

Related Essays

Marketing Plan For Hsc Essay

5236 words - 21 pages Markets ……………………………………………. 15 Marketing Strategies …………………………………………………….. 16-18 Developing Financial Forecasts ……………………………………… 19-21 Implementing, Monitoring and Controlling …………………… 22-23 Revising the Marketing Plan ………………………………………….. 24 Reference List ……………………………………………………………….. 25 Appendices …………………………………………………………………… NIL Executive Summary For the best part of 11 years, Tupper-Won’t-Wear has been striving to

Marketing Plan For Kfc Essay

3050 words - 13 pages integration of international, European and American cuisine is increasingly favored in Vietnam. However, Vietnam is a country with a long cultural tradition with core cultural values ​​handed down from many generations now. This is one major challenge for the foreign marketing penetrates into Vietnam market, especially for firms such as KFC fast food. 3. SWOT analysis 4.5 Strengths * Strong product supported by great tasking meals with a

Marketing Plan For Trojan Vibrations Essay

3444 words - 14 pages Marketing Plan for TROJAN VIBRATIONS By EXCELF Table of Contents 1. Executive Summary 2. Background 3. Objective 4. Methodology 5. Environmental Analysis 5.1 Macroenvironment 5.2 Microenvironment 6. SWOT Analysis 7. Marketing Mix Strategy 7.1 Product 7.2 Price 7.3 Promotion 8. Limitation 9. Conclusion 10. References 11. Appendixes 1. Executive Summary Today’s market for sex toys are

Marketing Plan For New Product Essay

2428 words - 10 pages product’s reputation in the ECO-Friendly market, exploring into neighbouring foreign markets is the final objective in this one year marketing plan. The aim is to secure and expand distribution in strategic and geographic areas in the whole of South East Asia. Situation Analysis Industry Analysis Trends When the whole world is passing the word around to save the earth, more and more companies are answering the call to go green and fulfill