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SAFCOL Canned Tuna- Advertising, Media & Creative Brief

SAFCOL Canned Tuna- Advertising, Media & Creative Brief

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Published by Jaddan Bruhn

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Published by: Jaddan Bruhn on Sep 28, 2011
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07/04/2013

 
FMCG – SAFCOL Canned Tuna – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507BDevelop a Media Plan
Advertising Brief: SAFCOL Canned Tuna
Background
SAFCOL commenced operations as a co-operative formed by a group of SouthAustralian fishermen in 1945, with initial capital of £33. In the ensuing 65 yearsSAFCOL has cemented its reputation in the production and supply of premiumquality seafood including tuna, salmon and sardines throughout Australia andaround the world. In 1955 SAFCOL took control of the Adelaide Fish Market, andcontinues to manage it today.SAFCOL has earned the reputation of “The Seafood Experts”. SAFCOL is the onlyseafood company in Australia controlling all aspects of its production from “Shipto Shelf”.For its Tuna product SAFCOL uses Yellow-fin, Northern Blue-fin and Skipjack. ItsSalmon product is caught off the cost of Southern Chile, and is Medium Red,Pink, or Atlantic Salmon.SAFCOL are also pioneers in canned seafood, employing a revolutionary andunique cooking process known as ‘single cook technology’. A marked point of difference from competitors who still mainly cook their product twice. SAFCOL’sinnovative process allows for the fish to be cooked once under a steam-vacuum-pressure process, with the finished product superior in taste and succulence,retaining the nutritional and wholesome properties of the fish.In 2000 SAFCOL brought innovation to the category by becoming the first andonly canned Tuna product to be canned fresh and never frozen, giving the meata lighter, tighter texture, providing a visible quality difference.Existing competition between tinned tuna brands has increased significantly inrecent years with the introduction and growth in popularity of supermarkethouse brands. Brands compete on price and ability to produce innovativeflavoured tuna products. Packaging design and size is very similar betweenbrands, and consumers perceive there to be little quality difference betweenbrands, making their purchase decision based on in-store promotion (ie buy 5tins get the 6
th
free), spot-price reductions (ie daily specials), with consumers notidentifying with specific tinned tuna brands, and not demonstrating consistentloyalty to a preferred brand.
Marketing Objectives
Increase sales of SAFCOL canned tuna products by 11% during campaign period.Increase SAFCOL’s market share in canned tuna category by 4%.
Advertising Objectives
Increase perception of SAFCOL canned tuna as the healthiest choice for myfamily by 35% in the target audience.Increase perception that SAFCOL canned tuna is the best quality product in itscategory by 25% in the target audience.
Target Audience
Female grocery buyers, 25-45, in metropolitan Sydney.
 JADDAN BRUHNPage 1
 
FMCG – SAFCOL Canned Tuna – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507BDevelop a Media Plan
Brand History & Positioning
Based on the visible quality difference of the product and it being a premiumproduct, with the USP “you can see it’s better”.
Competitors
Greenseas, John West, Seakist.
Competitor’s Advertising
Print ads (magazines), TVC, website, social media, radio
Current Media Strategy
 TVC & print ads (magazine).
Key Message / USP
SAFCOL Tuna serves flavour straight from the sea.
Tone / Manner
Informative, bright, contemporary, enticing.
Mandatories
SAFCOL logo, online links (company website & social media), package shot,product shot.
Budget
$2,000,000
Timing
 Jan – Mar 2011
 JADDAN BRUHNPage 2
 
FMCG – SAFCOL Canned Tuna – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
SWOT ANALYSIS – SAFCOL Tuna
STRENGTHS
Heritage brand with long Australian history
High brand awareness
Controls vertically integrated supply chain
Unique cooking technique
Healthy choice product
WEAKNESSES
High resourcing cost of packaging
Brand has not diversified
Has not kept up with product extensions of competitors
OPPORTUNITIES
Product has global appeal (unencumbered by religiousor ethnic restrictions)
Market positively responsive to innovation /experimentation with flavour
Long shelf life makes product less sensitive to glitchesin supply
Strong export demand for product
THREATS
Highly competitive market with global brandscompeting in the local market
Periodic negative publicity on global fishing practicestarnishes perceptions of locally sold tinned tunaproducts
Industry as a whole very sensitive to environmentalissues and to potential cost impact of futureintroduction of ETS / carbon trading scheme
 JADDAN BRUHNPage 3

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