Essay
Unit 9 P5
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Essay study book BTEC Level 3 National Business Student Book 1 of Catherine Richards, Rob Dransfield - ISBN: 9781846906343 (Unit 9 P5)
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Unit 9 P5 promotional campaign IcelussesObjectives
The objective of this promotional campaign is to gain 5% market share by expanding
Icelusses’ supermarket range. They want to achieve this objective by selling their products in
national supermarkets as well.
Another objective of Icelusses is to increase brand awareness and product benefits.
Icelusses wants to achieve this objective so more people will know about their brand. And
when people know about how good the product actually is, more people will want to buy the
product. Also, when the first objective is achieved, people can buy the products of Icelusses
in more stores. This is very useful when the demand of their products rises.
Target audience
The ice cream of Icelusses is of high quality and is made with expensive ingredients. This is
why Icelusses targets people with the age 18-35, 65% female and 35% male. The reason why
Icelusses is targeting female with 65%, is because a recent study shows that female in the
Netherlands tend to buy ice cream more often than men.
Icelusses is a luxury product, and wants to be seen that way. People buy this ice cream
because they feel like they get the best of ice cream. A lot of young adults with a fair income
often want the best of the best. Young adults are also often open to new things. This means
they tend to try out a new ice cream sooner than other age groups. This is why the target
audience are young adults.
Promotional message
Icelusses wants to reach people in the Netherlands by giving a message that they are now
establishing their brand in the Netherlands. Icelusses also wants to create brand awareness
with their well-known slogan: Icelusses – more ice cream than you can eat.
Promotion
All of the promotion of Icelusses will be national, since they only want to reach people in the
Netherlands. Icelusses will use the promotion methods tastings, billboards, magazines and
social media.
Icelusses will start with organising tastings in the 10 largest cities of the Netherlands;
Amsterdam, Rotterdam, The Haque, Utrecht, Eindhoven, Tilburg, Groningen, Almere, Breda
and Nijmegen. With the tastings, Icelusses will let the people of these cities taste their ice
cream. The tastings will find place at every station of the cities, because this is a crowded
area and a lot of people walk by who would want a taste of ice cream on a warm day. The
tastings will help create a lot of brand awareness in the Netherlands. It will also help to let
people know that Icelusses’ ice cream taste good and that Icelusses is a luxurious brand.
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