Marketing Communication 1266

Integrated Marketing Communication (IMC) Plan

Skippy Chocolate Peanut Butter

Members
Kee Ting Li Melissa S3625824
Michelle Liow Wei Si S3625982
Ng Audrey Kim S3564775
Phua Guan Wei Astley S3648654
Tan Ee Liang Amos S3626274

LF02
Group 1
Lecturer: Ms. Ong Chin Choo
Contents
Executive Summary ................................................................................................................... 4
1. Current Situation Analysis ...................................................................................................... 5
1.1 Internal Research & Analysis ............................................................................................ 5
1.2 External Research & Analysis ........................................................................................... 6
1.2.1 Macro Environmental Factors..................................................................................... 6
1.2.2 Competitive Analysis .................................................................................................. 7
1.2.3 Consumer Behaviour Analysis ................................................................................... 8
1.2.4 Current Brand Item Evaluation ................................................................................... 9
1.3 SWOT Analysis ...............................................................................................................10
1.4 Key Marketing Problem/Opportunity ................................................................................11
2. Key Strategic Decisions ........................................................................................................11
2.1 Marketing Objectives .......................................................................................................11
2.2 Communication Objectives ..............................................................................................12
2.2.1 Category Need ..........................................................................................................12
2.2.2 Brand Awareness ......................................................................................................12
2.2.3 Brand Attitude ...........................................................................................................12
2.2.4 Brand Purchase/Action Intention ...............................................................................13
2.3 Positioning .......................................................................................................................14
2.4 Campaign Target Audience .............................................................................................15
2.5 Campaign Budget ............................................................................................................20
2.6 Brand Personality ............................................................................................................21
2.7 Creative Brief ...................................................................................................................21
3.0 Creative Strategy ................................................................................................................22
3.1 Development of Creative idea..........................................................................................22
3.2 Detailed Explanation and Mock-ups (Tangible Executions) across all Media ...................23
3.2.1 30 Second TV Advertisement ....................................................................................23
3.2.2 Mascot ......................................................................................................................23
3.2.3 Bus Stop Billboards ...................................................................................................24
3.2.4 Magazines.................................................................................................................24
3.2.5 MRT Station ..............................................................................................................25
3.2.6 Bus............................................................................................................................25
4.0 Media Strategy ....................................................................................................................25

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 4.1 Justification of Media and Media Vehicles Selected .........................................................25
4.1.1 TV Commercial .........................................................................................................25
4.1.2 Bus Stop Billboards ...................................................................................................26
4.1.3 Mobile Bus Advertising ..............................................................................................27
4.1.4 Mass Rapid Transit ...................................................................................................27
4.1.5 Magazines.................................................................................................................28
4.1.6 Social Media .............................................................................................................29
4.1.7 Search Engine Marketing (SEM) and Internet display banner ...................................30
4.2 Media Objectives .............................................................................................................31
4.3 Media Plan ......................................................................................................................32
5. Other IMC Activities/ Elements/ Tools ...................................................................................32
5.1 Selection, Integration & Detailed Explanation/ Mock-ups of Other IMC Activities .............32
5.1.1 Point-of-Purchase Promotions...................................................................................32
5.1.2 Sales promotion ........................................................................................................32
5.1.3 Guerrilla Marketing ....................................................................................................33
5.1.4 Sponsorship Marketing / Event..................................................................................33
5.1.5 Proactive marketing public relations ..........................................................................34
6.0 Evaluation and Control ........................................................................................................35
6.1 Outline Evaluation / Tracking Techniques ........................................................................35
6.2 Demonstrate Possible Corrective Action Scenario ...........................................................36
7. Conclusion ............................................................................................................................36
Appendix A: Integrated Communication Brief Template (Creative Brief)....................................37
References ...............................................................................................................................43

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Executive Summary

The purpose of this report is to perform a detailed current situation analysis on our chosen
brand, Skippy before addressing the IMC plan. Skippy is the market leader in the nut
based spread industry in Singapore and it has a variety of peanut butter products
available in the Singapore market. Skippy’s primary competition includes company’s
dealing in the spreads industry.

Skippy is facing intense direct competition, therefore it has to differentiate itself from the
rest of its competitors. Skippy has a variation of peanut butter, which includes Chocolate
Peanut Butter. This helps Skippy to differentiate itself from its competitor in the taste
segment. Skippy aims to remain as the market leader in the industry and to also increase
market shares by 5% through increase of sales by $4,000,000.

The following IMC plan aims to focus on rebranding, remaining TOMA and also to
increase brand loyalty among consumers. A 12-month marketing campaign will be carried
out to help reposition and rebrand Skippy by introducing a new mascot and tagline, while
still maintaining the fun factor in all of Skippy’s previous campaign.

We are targeting children between the age group of 4 to 12 by learning more about their
psychographics and behaviouristics, before coming up with campaign ideas suitable and
marketable to the target market.

A comprehensive budget and media plan flowchart will map out the campaign and the
proposed measurement and evaluation plan will assess the campaign upon evaluation.

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1. Current Situation Analysis

1.1 Internal Research & Analysis

Skippy was kick started by Joseph Rosefield during the Great Depression in 1933.
Subsequently, from 1945 to about 1980, Skippy became the top brand of peanut butter
in United States. (Krampner, 2013) As of today, Skippy is owned by Hornel, which they
bought over in 2013 from Unilever (Hormelfoods.com, 2017). Skippy Peanut Butter is not
only sold locally in United States, it is available in seven other countries such as
Singapore, Japan and Indonesia (Skippy Peanut Butter, 2017).

Joseph Rosenfield wanted to switch out the old boring peanut butter thus he changed the
formula, which was less sticky and longer-lasting. Skippy is currently committed to forge
peanut butter as a fun food to consume. Skippy’s brand promise focuses on being fun-
loving, kid-friendly and health conscious. Presently, Skippy Peanut Butter is not only a
trusted brand in Singapore but a market leader for all peanut butter and spreads.

Skippy has been a familiar childhood peanut butter brand for years, currently holding 51%
(Euromonitor, 2016) of the nuts based spread market share. As peanut butter's health
benefits are more recognized in today's health conscious world, more competitors focus
on making healthier options for peanut butter. Skippy brought in the Chocolate Flavoured
Peanut Butter into the market to help it stand out from its competitors. With the same
benefits of high protein and fibre, Skippy brought it up to the next level by introducing
flavourful peanut butter to attract kids.

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1.2 External Research & Analysis

1.2.1 Macro Environmental Factors

Table 1

Political and Legal Economic

 Singapore is politically stable; thus  The economy in Singapore is
it encourages investors to invest gradually and steadily increasing
into the country which benefits the over the past few years based on
organisation. (WeiZhen, 2015) Prime Minister Lee Hsien Loong
 Base on Advertising Standards (Channel NewsAsia, 2017).
Authority of Singapore (ASAS),  Progressive improvement in the
there are certain code of conduct economy suggests an increase in
that companies must abide to. purchasing power among
Thus, it ensures that acceptable Singaporeans, translating to sales
content is being exposed to the generation.
public. (ASAS, 2008)
 Skippy Peanut Butter spreads
meets Singapore’s Food and Drug
Administration (FDA).
 Skippy obtains Halal certification
on majority of their range of
Peanut Butter’s in Singapore.
 Per Advertising Standards
Authority of Singapore (ASAS),
marketing campaigns targeting
audience 12 years old and below
are to adhere to ASAS Children’s
code for advertising.

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 Socio-cultural and Demographics
 Singaporeans are increasingly
more health conscious which
results in the need to emphasize
on various health benefits that
Skippy should offer.
 Given that Singapore consists of
many different ethnic groups such
as Chinese, Indian and Malay and
with a diversity of cultures and
religions, the team will take that
into account and ensure that
marketing efforts are sensitive to
the individuals of different races
and religions so as to avoid any
ethnic conflict.
 English is the common language
used in education and work thus
our advertising campaign will be
promoted in English.
 Society norms and rules must be
abided to prevent backlash
Technological
 With the progressive increase of
Singaporeans using the internet, it
has made is easier to reach target
audiences.
 Social media such as Facebook,
Instagram, Twitter and Youtube
have been growing at an
exponential rate in recent years,
making it an efficient platform for
companies to gain a higher reach
of audiences.
 Singapore is ranked no.2 in
infocomm tech ranking (GovTech
Singapore, 2016)

1.2.2 Competitive Analysis

Direct competitors
As Skippy is the current market leader, it has various competitors in the nut-based
industry, such as Jif and Peter Pan. Skippy has more marketing campaigns and
promotions to entice consumers as compared to competitors in the Singapore market.
Furthermore, Skippy produces a wider variety of flavoured peanut butter which gives
consumers a larger selection in comparison to competitors like Jif.

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Indirect competitors
As for Skippy’s indirect competitors, we consider any bread spreads where consumers
are able to obtain to create their own breakfast or snacks. Indirect competitors can include
chocolate spread, honey, jam, butter and cream cheese. Main companies are Nutella and
Philadelphia. For example, Nutella, has a very positive brand image due to its taste and
attractive marketing campaign which acts as a substitution for our consumers.
Furthermore, customer’s taste preference is subjective and it is a factor that it’s not within
the organisation’s control.

1.2.3 Consumer Behaviour Analysis

As Skippy is a renowned brand, many Singaporeans are familiar with the taste of Skippy.
Given that majority of the current consumers of Skippy are usually families with children,
table 2 is the detailed analysis of Skippy’s current consumer.

Table 2
Demographics Family with children
Psychographics Personality:
Children Fussy eaters that will only consume tasty food without
the concern of costs and health benefits. Tend to
explore food that their peers like.
Adults Tend to pack sandwiches for breakfast to consume at
work or on the way to work.
Lifestyle

Children Active, fun-loving, dependent on adults and

surpassing a few educational milestones.
Adult Hectic, family oriented, work oriented, kids focus,
work life balance.
Activities
Children Carefree lifestyle and most of them wake up early and
return early from school. Hence, breakfast and
snacks are necessary for them.

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 Adult Work, sending children for classes, waking up earlier
to help kids get ready for school.

Behaviouristic Children Undoubtedly trust advertisements.

Restricted consumptions.
Parents are the primary decision makers.
Adults Believes in the best for their children.
Encourage healthy lifestyle for their family.

Families with children tend to purchase Skippy peanut butter due to the convenience of
making a sandwich with peanut butter spreads especially during the period when their
children wake up to the time they have to report to school. Not only do the children
consume peanut butter, adults also do consume Skippy for the convenience and the
health benefits of peanut butter, especially those who are health conscious or those who
visits the gym on a regular basis.

1.2.4 Current Brand Item Evaluation

Table 3, Marketing Mix
Product Prior to the traditional Skippy Peanut Butter, Skippy has a positive
reputation amongst consumers which is beneficial as it has created brand
awareness. Hence, Skippy Chocolate Peanut Butter can competently enter
the market and appeal to the target market.
Price Skippy Chocolate Peanut Butter costs $6.60 for 530 grams. (RedMart,
2017) Prices are competitively priced against direct competitors.
Place Skippy Chocolate Peanut Butter is widely available in Singapore as they
are carried in major supermarkets, convenient stores and hypermarkets.
The distribution of the product is massive and island wide which makes it
convenient and easily attainable whenever required.

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Promotion Engaged in enthusiastic and fun campaigns to increase the product and
brand awareness among target audiences. Compared to competitors,
marketing approaches differs as Skippy is consistently promoting and
appealing to consumers. In addition, Skippy does direct marketing by
visiting primary schools to attract and inform consumers of their current
products available.

1.3 SWOT Analysis

Table 4

Strengths Weaknesses

 Skippy is a well-established brand  Consumers’ taste preferences

with strong brand equity.
 Skippy is a market leader for all
peanut butter and spreads in
Singapore.
 Skippy’s distribution is massive and
island-wide.
 Strong marketing approaches as
compared to competitors.
 Many variety of flavours in
comparison with competitors.
towards spreads. For example,
some may be allergic to nuts or
some may prefer jams.
 Strict government rules and
regulations concerning advertising
content, therefore creativity is
restricted.
 Diverse market. Therefore, unable
to come up with specific marketing
strategy.

Opportunities Threats

 Singaporeans are becoming more  Presence of strong competitors like

health conscious.
 Able to increase marketing efforts
through multiple and new channels
with high reach and frequency (e.g.
social media).
JIF and Peter Pan.
 Easily substituted by competitors’
product.
 Target audience (children) are
generally fussy eaters.

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1.4 Key Marketing Problem/Opportunity
Problem
Due to the increase of spread brands in the industry, Skippy is facing competition. Hence,
Skippy must continuously promote itself to be the ideal consumer choice. The proposed
campaign aims to increase brand recall as well as educating the target market of the
benefits and the numerous product offerings that Skippy offers. With the use of television
commercials, new online media, point of purchase displays, posters and promotional
activities such as food truck visits to school, consumers will be aware of the product
benefits and the range of product offerings. Through the increase in frequency of
exposure, Skippy will then be able to increase brand recall in the market.

Opportunity
A marketing opportunity for Skippy is to be more prominent than its competitors by
repositioning its brand. Aiming for Skippy to portray a fun image and to entice children,
we will be having a new mascot and a new tagline “Have a Fun-Tastic Time”. In addition,
interactive engagements will be conducted in schools to introduce to the students Skippy
Chocolate Peanut Butter and to emphasize on peanut butter’s health benefits. These new
opportunities will help us to improve brand image and increase brand equity.

2. Key Strategic Decisions

2.1 Marketing Objectives

Skippy aims to follow through a 12-month marketing campaign starting from January
2018, and focuses on increasing 5% in market share by January 2019 through increase
in sales by $4,000,000 or 1,000,000 units sold. Skippy aims to improve brand equity within
the nut-based spread industry against our direct competitors; Jif, and indirect competitor;
Nutella. To ensure that these aims are being met, Skippy will conduct various marketing
activities through traditional and new media vehicles to enhance stronger presence and
increase in awareness amongst consumers. Finally, to achieve 90% in customer
satisfaction and repeat purchases.

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2.2 Communication Objectives
Regarding the Hedonic Experiential Model (HEM), our marketing campaigns conducted
will be scaled towards providing visuals, images and positive feelings that consumers
may interpret from which connects consumers to the product and brand. For example,
our tagline “Have a Fun-tastic Time” is to give our consumers the perception of fun
through our products.

2.2.1 Category Need

The main objective is to create a want or desire among our targeted consumers to
purchase Skippy’s Chocolate Peanut Butter Spread and to educate consumers of
Skippy’s health benefits. This will be achieved by increasing consumer’s exposure to
Skippy’s Chocolate Peanut Butter and thus improving awareness among consumers.

2.2.2 Brand Awareness

This campaign aims to achieve a 40% increase in the brand loyalty in the brand category
by the 4th quarter of this year by exposing consumers to television advertisements, bus
stop bill boards, social media and Skippy’s food truck. By exposing consumers to Skippy’s
products, consumers are likely to place Skippy’s Chocolate Peanut Butter in their evoked
or consideration set as compared to other competitors’ brands before making a
purchasing decision (Hoyer & Brown, 1990). Essentially, once consumers recall Skippy’s
brand, it is an evidence of our campaign being successful as objectives have been met.

2.2.3 Brand Attitude

Brand attitudes are defined as consumers’ overall evaluations of a brand (Keller, 1933).
This is important because it forms the basis for consumer’s purchasing behaviour towards
a brand.

As Skippy is a market leader in the industry, we aim to retain customers, remain Top-of-
Mind Awareness (TOMA) and prove to customers that there is consistency in quality of
our products offered by creating a new mascot and incorporating bundle purchases. For
example, Skippy can introduce lunch boxes in bundle packs alongside with our spreads.

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Furthermore, with the use of more visuals, it allows Skippy’s messages to communicate
faster and be retained in audience’s long term memory (Gutierrez, 2014).

2.2.4 Brand Purchase/Action Intention

Behavioural
 Offering point of purchase displays and in store promotions
 Make sampling available at supermarkets to enable personal selling
Affective
 Using innovative advertisement to stimulate the feelings of the consumers
 Applying interactive marketing to promote the positive brand image of dove
shampoo
 When launch a new product, provide samples for customer to give a try
Cognitive
 Making roadshows to expose the advantages of shampoo

As per above flowchart, we aim to convince consumers to purchase Skippy Chocolate

Peanut Butter by launching advertisements, sales and promotions and bringing food
trucks to schools. Samplings will also be distributed in supermarkets.

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2.3 Positioning
Positioning is the key feature, benefit, or image that the brand stands for in the target
audience’s collective mind. Ever since Hormel Foods took over Skippy, they have been
trying to develop the brand into something fun and exciting for the consumers. Skippy
aims to promote both functional (health benefits) and experiential needs (fun and
interaction through various platforms and the product itself). Peanut butters are usually
seen as a fast, economical product that are consumed conveniently anywhere and
anytime. In order put itself in the TOMA category of the consumer’s minds, Skippy must
position its product differently from their competitors.

Skippy and their direct/indirect competitors have always been placed on the Perceptual
Positioning Map based on their health benefits and price. In comparison, the price of a
peanut butter jar by Skippy costs $6.15 (500g) and Jif $8.25 (453g). However, the reduced
fat version for both costs $6 for both brands with a little weight difference. The chocolate
flavoured peanut butter is at $6.60 (530g). On average, Skippy’s products are lower in
price compared to Jif. Benefits wise, Skippy and Jif are arguably on the same track as
they both came up with reduced fat versions of their product. Due to the similarity in both
products, there isn’t a clear line drawn between both brands in terms of competition within
the market. As there was a lack of innovation and excitement in both brands, thus, Skippy
aims to reposition their brand a little differently to get ahead of its competitors.

We aim to position our product to target children between ages 4 – 12. Given that children
are unaware of the importance of a healthy diet, we thus aim to educate them and at the

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same time, bring in the element of fun into their diet. We will also focus on showing our
consumers the flexibility of our product as it can be consumed in a lot of different ways
as well as a variety of flavours offered. The difference between our competitors (Jif, Peter
Pan, etc.) and Skippy is that Skippy focuses on the element of fun and aim to elicit feelings
of enjoyment, happiness and amusement.

Skippy has always been a renowned and popular brand in the Singapore market. With its
consistency in its products and interactive marketing campaigns, it will be able to capture
the attention of new consumers as well as keeping the current ones, thus, attaining brand
loyalty.

2.4 Campaign Target Audience

Table 5
Role Consumer Action IMC Action(s)

Initiators Children (age 4-  Be informed of  Host school events

12) Skippy through along with food
traditional media truck to introduce
(TV, posters, Skippy to target
banners). audience.
 School events,  Show
Interactive media advertisement prior
(The Nutcracker, to movies and TV
Facebook, programmes.
YouTube,  Putting up of
Instagram, banners and
Google posters near places
AdSense). children are likely to
 Attracted to go to (School,
Skippy’s fun playground,
personality. arcades).

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  The Nutcracker –
an interactive
vending machine
located in
supermarkets to
entice consumers.

Influencers Friends  Word of mouth  Finding the right

Family advertising. local celebrity:
Local celebrity  noticing others Joseph Schooling
consuming (can be an
Skippy. inspiration and role
 Ambassador. model to children,
incorporates the
idea of Skippy
being healthy and
nutritious).
 The curiosity when
seeing their friends
consume Skippy
might induce them
to want to try it.

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Deciders Parents  Get informed  Notify parents of
about Skippy’s Skippy’s nutritional
nutritional values benefits.
and benefits.  Attitude towards
 Pestered by Skippy must be
children to positive.
purchase.  Attract children so
that parents will
gain product
.awareness when
mentioned by their
children.

Users  Family  Consumes the  Advertising over

product and social media
providing platforms (Youtube,
feedbacks and Facebook) allows
reviews to their feedback /
friends comments (might
(Classmates / be positive /
Colleagues). negative).
 Parents can  Commercials must
affect deciders, be broadcasted
and children can during appropriate
affect initiators timings and
(word of mouth). content.

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Groups  Tweens  Consumes the  Conduct school
 Students product and events.
providing  Eye-catching
feedbacks and marketing stunts
reviews to their (The Nutcracker).
friends
(Classmates),
acting as an
influencer via
word of mouth.

Table 6
Market Segmentation
Demographic Children Full Nest Household - Delayed Full Nest
s (Young couple with Household - (Older
young children) couple with young
children)
Age 4 - 12 Under 35 35 - 64
Gender Both Both Both
Occupation Students Various professions, Employed, Unemployed,
housewife, unemployed Housewives
(Typically, dual income)
Income None Average – Above Above average – High
average (More capital and
possessions)
Education Currently Educated to a certain Highly educated
studying extent
(Nursery,
Kindergarten,
Primary school)

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Psychographics
Social Class N.A Working Class, Lower Working Class, Upper
Upper Class, Middle Class, Upper Lower
Class, Lower Class Class, Middle Class
Values Fun oriented, Sense of family Sense of family
Studies responsibility responsibility
Activities Studies Full / Part-time work, Full / Part-time work,
Hobbies, Social Hobbies, Social
interactions, interactions,
entertainment entertainment
Lifestyle Family, School Family, Work Family, Work
Interest Fun, adventure, Family, Friends, Family, Friends,
excitement Recreational activities Recreational activities
Behaviour
Occasion Daily Daily consumption Daily consumption
consumption
Benefits Tasty Health of their children Health of their children
User status Potential users, Potential users, New Potential users, New
New users users users
Brand loyalty Not very loyal Very loyal (As long as Likely to be loyal (high
(might switch to the benefits outweigh chance of switching
newer / more the cost and between brands due to
creative products) competitors) spending power)
Cannot decide
which brand the
deciders
(parents)
purchase

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2.5 Campaign Budget
Skippy will be using the “Objective-and-Task” method. Our campaign budget for all
promotional and IMC activities will be set at SGD$1 million.
Table 7

Activity Estimated Cost

Media advertisements Outdoor Advertisement $350,000

Magazine Advertising $20,000

TV Advertisements (30s) $200,000

Online Advertisements $200,000

Promotional Activities Food Truck (Multiple Schools) $15,000

Skippy Vending Machine (The $20,000

Nutcracker)

Point-of-Purchase Promotion Display $5,000

School Visits/ Talks (Speakers, $3,000

Transport, etc.)

Skippy Inter-School Sports Food Truck (One-time event) $3,000

Competition / Carnival
Guest Star (Joseph Schooling) $20,000

Prizes and Awards $5,000

Booking of event venue $1,000

Logistics $8,000

Game Booths (Cashiers, Facilitators, $10,000

tentage, etc.)

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 Budget ($1,000,000)

Total Estimated Spending $860,000

Spare budget $140,000

After a breakdown of the estimated cost of advertisements and promotional activities,

there is a spare budget of $140,000 which will be used in case of an activity that has gone
over budget.

2.6 Brand Personality

Skippy has always associated its products with the word “Fun”. In 2014, Skippy
introduced @TheFunNut on twitter, part of Skippy’s interactive marketing campaigns.
@TheFunNut has been engaging with its followers (11.3k) for about a year. From this, it
can be inferred that Skippy has been promoting itself as a brand that is fun and interactive,
compared to our competitors.

Base on a journal regarding Brand Personality (Ahmad & Thyagaraj , 2015), brands can
be used as a medium for consumers to express their personalities. Consumers may
sometimes choose a brand over others because they receive a different emotional
connection. To create this symbolic connection with our consumers, Skippy came out with
mascots, taglines and interactive ads. Out of the 5 dimensions of Brand Personalities,
Skippy aims to position its brand to consumers as “Sincere” and “Exciting”. Enhancing
our image with a new mascot, tagline and interactive campaigns, we hope to stay in the
long-term memory of our consumers and achieve TOMA when they think of peanut butter.

2.7 Creative Brief

Please refer to appendix A for creative brief

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3.0 Creative Strategy

3.1 Development of Creative idea

The new campaign will aim to inform consumers about the health benefits of peanut butter
in a fun, tasteful and experiential manner. To further enhance this, the campaign will be
using bright and vibrant colours to attract the attention of our consumers. The campaign
will be focusing on the connectedness, appropriateness and novelty elements (CAN
elements). As children are very active and have short attention spans, we aim to ensure
that our campaign captures their attention through our ads. We want to create a bond
with our consumers to increase brand loyalty. The campaign will be pertinent to our
brand’s positioning and to flaunt our strengths to the consumers. To increase brand recall
and purchase intentions, our ideas must be unique and fresh. Hence, we need to ensure
that the message communicated across remains in their long-term memory, encouraging
brand recall, leading to TOMA.

Skippy adds a unique selling proposition and emotion to their advertisement by making a
stand that their products are healthy, delicious, playful and fun. Skippy’s new tagline
“Have a Fun-tastic Time” and mascot will be featured on our ads to associate fun with our
brands so that when consumers think of fun, they will think of Skippy.

Posters along bus stops and MRT will be expressed in comical art with bright colours. TV
ads will portray a joyful tone with the message concentrating on the taste and benefits of
Skippy’s product. By exposing this campaign to our targeted audience, it creates a sense
of familiarity which results in favourability towards Skippy’s products. This is based on the
“liking” principle in the 6 principles of persuasion by Dr. Robert Cialdini. (CIALDINI, 2007).

We will be using Elaboration Likelihood Model (ELM) as a framework to better

comprehend attitude development and variation with respect to product and services
(Petty & John T. , 1981). Skippy will be taking on a more peripheral route by persuading
our targeted audiences with positive cues instead of chunks of information. Given our

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targeted audiences age range, they will be more inclined towards visuals and colours,
hence our approach.

3.2 Detailed Explanation and Mock-ups (Tangible Executions) across all Media

3.2.1 30 Second TV Advertisement

3.2.2 Mascot

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3.2.3 Bus Stop Billboards

3.2.4 Magazines

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3.2.5 MRT Station

3.2.6 Bus

4.0 Media Strategy

4.1 Justification of Media and Media Vehicles Selected

4.1.1 TV Commercial
According to Mediacorp (Mediacorp, 2016), there are 2.4 million viewers weekly (aged
15+) on Channel 8 and 1.9 million viewers (aged 15+). In addition, OKTO is the number
1 children/lifestyle TV channel watched among housewives, parents and woman.
Furthermore, OKTO focuses mainly on children and youth, thus, we aim to publish a 30

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seconds advertising in attempt to attract our young consumers and teach them the health
benefits of Skippy’s products.

Table 8

Channel 5 Channel 8 OKTO Channel

Duration 30 Seconds 30 Seconds 30 Seconds

Month January, March, June January, March, June June, November,

December

Frequency One week in a month One week in a month Two weeks in a

month

Time Slot During 6pm - 8pm During 7pm - 9pm During 6pm - 8pm

This selected timeframe is the optimal time to launch the advertisements as our targeted
audience will be at home and thus advertisement will be exposed to them. Furthermore,
the time slots for channel 5, 8 and OKTO will be during 6pm - 9pm as this is the prime
time where majority of their viewers are having dinner while tuning into these channels.
Thus, these various time slots will serve as a good time for us to promote our product.

4.1.2 Bus Stop Billboards

As per Land Transport Authority’s statistics, there were 3.9 million bus passenger trips
(Tan, 2016). Thus, on top of television advertising, we will be placing advertisements on
billboards at bus stops. This will provide an ongoing advertising presence to our target
audience as bus stops have heavy human traffic. A total of 100 bus stop billboard
advertisements will be strategically placed across Singapore, near heavy traffic areas
such as shopping malls, schools and food places.

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Table 9 below shows rates for billboard advertising. (OOH Media, Mediacorp 2017)

Advertising Location Period No. of Media Cost Production

Format Faces/Units Cost

6-Sheet Suburbs 8 Weeks 100 $35,000/2 $3,300

(Kids) Weeks

Total Cost $143,300

4.1.3 Mobile Bus Advertising

Another media vehicle to be used will be mobile bus advertising where consumers will be
exposed to Skippy’s Chocolate Peanut Butter. This will help to provide wider coverage of
communicating our marketing message to consumers. Furthermore, mobile bus
advertising provides consumers a higher opportunity to be exposed the advertisement
and it cannot be avoided as many consumers engage in public transport to commute to
and fro destinations.

Table 10, rates for mobile bus advertising (SMRT, 2016)

Advertising Format Duration Cost per Production Total Cost

Week Cost (per bus)

Double Decker Bus 12 Weeks $1,800 $3,650 $25,250

(Wholly Painted)

Single Deck Bus (12m) 12 Weeks $700 $2,000 $10,400

Total $35,650

4.1.4 Mass Rapid Transit

Skippy will work with SMRT to place print advertisements on train stations’ platform
screen doors. The advertisements will be placed within the “hub” category where it covers
areas such as, Pasir Ris, Newton, Braddell, Botanic Gardens, Bartley, Tai Seng and
Mountbatten. Both the main line and circle line within the “hub” category covers more

27
destinations which thus able to communicate the marketing message across to
consumers effectively. Given the large number of commuters daily, the marketing
campaign will garner a large number of exposure during the peak hours.

Train stations under “Hub” Category (SMRT, 2016)

Table 11, rates for MRT advertising

Advertising Duration Cost per Week Total Cost

Format

Main Line 12 Weeks $6,500 $78,000

Circle Line 12 Weeks $4,500 $54,000

Total $132,000

4.1.5 Magazines
The team will be working with Singapore’s Child publication to publish our advertisements
on KidZone magazine. KidZone magazine is bundled together with Singapore’s Child
publication and are sold together. Singapore’s Child readers are parents with children
aged 3 to 12 years old which also falls within Skippy’s target audience age range.
Singapore’s Child attracts an estimated amount of 240,000 readerships and circulates
around 60,000 copies. (Key Edition, 2016)

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4.1.6 Social Media

Social media has become an integral part of everyone’s everyday life. In this wired
generation, most people have easy access to the Internet and spend sizeable time on
platforms such as Facebook, Youtube, Instagram and Twitter. Given the increase in social
media usage these days, advertising on social media is now an influential and effective
tool to reach out to a significant number of audiences. Below is the statistics of active
social media users (Tan, 2017).

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On top of that, it is less costly to advertise on social media as compared to traditional
media. Although Skippy has existing social media accounts and website, we will be
realigning them so that it will match our new campaign as well as to increase awareness
and educate our target audience about the benefits of peanut butter. These platforms will
be constantly updated with ongoing promotions, latest flavours and upcoming events.

4.1.7 Search Engine Marketing (SEM) and Internet display banner

SEM will be used and the chosen platform is Google AdWords. With this, Internet users
will be directed to Skippy’s website when related keywords such as ‘Peanut Butter’, Rich
in proteins’ and ‘Spreads’ are entered. SEM allows Skippy to place our website above all
of our competitors thus, giving ourselves a business advantage. Being the first link that is
displayed, Internet users are more likely to view our site and thus the likelihood of
purchase increases as well. Skippy’s website is informative thus the potential consumers
are able to find out more about the products and the health benefits. Given that the
website can be accessed 24/7, this form of advertising takes place the entire day. With
display banners on over two million websites and in over 650,000 apps, Skippy can reach
out to its audience as well as to increase the traffic on Skippy’s website.
Cost of advertisement:

Strategy Total Cost

Pay Per Click budget set at $1000/day $1000 x 30 days x 6 months = $180,000

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4.2 Media Objectives
Skippy’s campaign will spread across 12 months in the year 2018. The various objectives
are as follow:

Reach
Skippy’s aim is to reach 80% of the targeted population by using the various media
platforms and vehicles. This will be well distributed across 12 months starting in January
2018.

Frequency
The estimated frequency that our targeted audience will be exposed to our campaigns
will be three times daily. Given that our primary targeted audience are between the age
of 4-12, our advertisements will mainly consist of more animated cartoons and with the
use of more visuals. This will capture their attention and allowing visuals to stick in their
long-term memory.

Weight
GRP is used to identify the total advertising volume that is needed in order for the reach
and frequency objectives to be met.
GRP = Reach x Frequency = 80% x 3 = 240

Recency
Television advertising will air during the prime time of 6pm - 9pm where majority of our
targeted audience are tuning into these various platforms during dinner time. This can
reach a higher number of viewers and thus communicates the marketing message to
them. In order to achieve recency, the advertisement will be broadcasted during different
period of time across various channels.

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4.3 Media Plan

5. Other IMC Activities/ Elements/ Tools

5.1 Selection, Integration & Detailed Explanation/ Mock-ups of Other IMC

Activities

5.1.1 Point-of-Purchase Promotions

Point of Purchase (POP) display racks will be placed in supermarkets in Singapore to
increase brand awareness and exposure to shoppers. The display will be decorated with
cartoon figures and Skippy’s mascot along with bright colours to attract the attention of
children shopping together with their families. This point of purchase promotion will
ongoing for the 3 months of our marketing campaign

Along the display racks there will be pamphlets on the side to showcase the health
benefits of Skippy along with the schedule of other on-going promotions such as the food
truck, Skippy’s special vending machine, sales promotion period, so that customers are
aware of upcoming events and promotions.

5.1.2 Sales promotion

Consumer Sales Promotion (Sampling) - Besides display racks, booths will also be set
up in supermarkets to allow shoppers to taste test our chocolate flavoured Skippy peanut
butter. This is to help increase our product awareness and to induce first time buyers who
are unsure of the product.

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In-pack premiums - for a limited time of 3 months, Skippy’s Chocolate Peanut Butter will
come with 20% more peanut butter but at the same price. The extra premiums are added
into a slightly bigger bottle to prevent extra packaging cost. This promotion will be in effect
during the last three months of the marketing campaign, to reignite the consumer’s
purchase intention.

5.1.3 Guerrilla Marketing

Many companies are relying on innovative and fresh marketing ideas; therefore, Skippy
decided to incorporate a vending machine, The Nutcracker, where there is an interactive
screen showing our mascot, a squirrel, making peanut butter from the nut itself. It will take
place during the fourth month of our media plan. Firstly, consumers must purchase a
token and a special Skippy peanut butter jar from the cashiers at the respective
supermarkets at the cost of $6.50 before the proceeding to the vending machine.

Consumers will then insert a token into the machine and place the jar under the nozzle
where chocolate peanut butter will be dispensed. During this process, there will be a short
animated scene showing Skippy’s mascot collecting peanuts and blending them together
with chocolate, while explaining the health benefits of Skippy’s peanut butter. Overall, the
theme of the whole scene will be more about fun. This vending machine is targeted at
families with children, giving them an alternative way to purchase their peanut butter and
providing a fresh, entertaining and educational experience for the children. It will not only
attract the target market but to also help our product stand out amongst our competitors.

5.1.4 Sponsorship Marketing / Event

Skippy will also host a carnival-like event, Skippy Cup, along with various inter-school
sports competitions to encourage friendship and sportsmanship between children in
primary schools. It will be a friendly competition where the children from different schools
come together for a day of fun. This event will be communicated to the children during
our school visits and parents will be invited to come along with their children.

On top of the interschool competitions, there will also be game booths set up for all
children present at the event, like a carnival. Skippy will be providing a food truck where

33
Skippy’s Chocolate peanut butter sandwiches will be distributed. There will also be a
booth specifically meant for the selling of Skippy’s products to the public.

We will also invite local Olympic Gold medallist, Joseph Schooling, to inspire the children
and also to talk about the benefits of Skippy Peanut Butter and how peanut butter is useful
for active people such as himself. He will also be giving out prizes and awards, sponsored
by Skippy, to the winners in the interschool competitions.

5.1.5 Proactive marketing public relations

Skippy will send out representatives and a food truck to various schools in Singapore to
raise awareness of the health benefits of Skippy’s peanut butter and the various ways to
incorporate Skippy into other recipes instead of using it as a plain bread spread. We will
be engaging the students during their assembly time with mini games and quizzes
regarding Skippy.

After the fun and engaging session during the assembly time, we will be inviting students
to proceed to our food trucks where the different recipes using Skippy’s peanut butter will
be distributed to students. The food truck can help generate interest and make the
students feel more favourable towards Skippy.

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6.0 Evaluation and Control

6.1 Outline Evaluation / Tracking Techniques

In the hope of understanding the impression and perception of Skippy in our consumer’s
eyes towards the campaign, evaluation is done before and after campaign by conducting
focus groups and self-administered online survey to assess our campaign effectiveness.

Qualitative research - Focus group sessions

As mentioned above, focus groups will be one of the qualitative technique to assess
impression and perception of Skippy on our target audience before and after the
campaign. The main purpose is to collect information and feedbacks in order to make
improvements according to their needs and what media channels to use that are most
effective.

Quantitative research - Online Survey

Another way chosen to evaluate our campaigns would be online surveys. This is a
desirable technique due to its accessibility and convenience where participants can fill up
the survey whenever they are available. In addition, a larger amount of people would
come across our survey and it is one of the most cost effective ways. The survey assists
to measure our brand awareness and brand image through the questions asked by
methods like ranking orders, and whether they came across any of our advertisements.

Measures on sales report

We can also interpret from our sales report and monitor if there is any increase in sales
before and after the marketing campaign. A significant increase in the sales will reflect to
us that our marketing campaign is effective.

Measures on social media marketing

The reason to use more than one evaluation technique is because it gives a more
comprehensive analysis. Hence, the techniques used are the most ideal and
approachable to conduct for the results we require.

35
6.2 Demonstrate Possible Corrective Action Scenario
In the peanut butter spread industry, there are a few major direct competitors against
Skippy that are similar or have the same benefits. To be able to mitigate the problem of
consumers switching to another competitor’s brand of peanut butter spread, Skippy can
register under Health Promotion Board to be able to display the “Healthier Choice” symbol
on Skippy Chocolate Peanut Butter packaging. This in turn gains consumers trust and
portray our peanut butter to be the healthier choice among Skippy’s competitors.

In addition, Skippy’s interactive platform, mainly on Facebook, will allow consumers to

directly communicate to other consumers or Skippy. Any concerns or positive feedbacks
will be addressed which will assure consumers that their experiences are heard. Hence,
this allows Skippy to gain trust and reliability through this open platform.

7. Conclusion
An effective and efficient integrated marketing communications plan integrates all forms
of external contacts, such as advertising and promotions, into one message that will help
Skippy boost its market share and brand image between January 2018 and December
2018. The objectives in this IMC plan are carefully thought out and researched on to
improve the branding and position of the company. Objectives and tactics of our IMC plan
coincides with Skippy’s motto of fun. Many of the strategies are implemented with more
than one goal, making each strategy more cost efficient.

36
Appendix A: Integrated Communication Brief Template (Creative Brief)

Details
Document your Brand Item & Group Members.
(Brand Item: Skippy's Chocolate Flavoured Peanut Butter)
Group members: Ng Audrey Kim, Tan Ee Liang Amos, Michelle Liow Wei Si,
Kee Ting Li Melissa, Phua Guan Wei Astley

1 Key Fact/Background/Overview
What's the big picture? What's going on in the market? What is the primary catalyst
that has lead to the campaign? Often this information can be gleaned from the
SWOT analysis and consists of a strength, weakness, opportunity, or threat (e.g.,
cultural, marketplace or category trends, the economy, product innovation,
seasonality, competitive activity, target lifestyle changes).

Skippy has been a familiar childhood peanut butter brand for years. It's
currently holding 51% of the nuts based spread market share. Peanut
butter's health benefits are more recognized in today's health conscious
world. As competitors focuses on making healthier options for peanut butter,
Skippy brought in Chocolate Flavoured Peanut Butter into the market to help
it stand out from it's competitors. With the same benefits of high protein and
fibre, Skippy brought it up to the next level by introducing flavourful peanut
butter to attract kids. This campaign will aim to attract children to increase
awareness of Skippy's unique product and health benefits, leading to
increase in market shares.

2 Problem/Opportunity/Prospect Need
How is the above marketplace situation affecting the consumer? What issues are
they facing? What is the problem that advertising can solve? Or opportunity that it
will address (e.g.need for information, search for solutions, fulfillment of wants).
Consumers have a variety of peanut butter spread to choose from retailers.
Many companies are leaning towards the healthier choice to entice people to
try their product. Skippy's Chocolate Flavoured Peanut Butter separates
itself from the competition by using taste as one of its strong features,
leading to a competitive advantage against their competitors. This product is
mainly aimed at children to allow them to have a fresh perspective in
contrast of consuming regular peanut butter. This campaign aims to promote
Brand Awareness and a strong Brand Attitude to enhance Brand Equity for
Skippy.

3 Marketing Objectives

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Marketing objectives are specific to the numeric elements surrounding a
company's "bottom line," that is, increases in profit in terms of dollars, units sold,
size of profit margin, and so forth. In short, these objectives nearly always refer
back to the "almighty dollar," which is one of the most significant measures of a
company's success. e.g. to increase sales by 1.4 million units in the health and
beauty segment by the end of the campaign. Marketing objectives need to be
specific, measureable, achievable, realistic and over specific timeframe.
(1) To increase market share by 5%, up sales by $4,000,000 or 1 million units
in 12 months. (2) To improve brand equity in the competitive nuts-based
spread market against strong competitors such as Peter Pan, Nutella, Jif,
and Planters (3) To achieve 90% customer satisfaction and repeat purchases.
(4) Cost of marketing will be high and will be promoting skippy as a fun and
exciting brand, and taste is not compromised for the healthier choice

4 Communication Objectives/Desired Attitude or Behavioral Change

Why are we advertising? What is the purpose of the ad? Clearly state the
communication objectives. Provide a concise statement of the effect the ad should
have on consumers. Typically expressed as an action. And frequently focused
either on what you want them to think, to feel, or to do (e.g. increase awareness,
create preference, induce trial, reward brand loyalty). Communication objectives
also need to be SMART. Include a quantitative benchmark and time frame.
Purpose of the ad is to increase brand recognition and ensuring that
customers are aware of the benefits and numerous product offerings that we
have. Objectives are to increase market share, increase customer
satisfaction and retention and increase sales which can be achieved using
the HEM and CPM approach. Skippy aims to achieve a 15% increase in brand
awareness, achieving Top-Of-Mind Awareness (TOMA) in the brand category
by 4th quarter of the year.

5 Corporate and/or Brand Positioning

Taken from the corporate and / or brand line positioning. You must remind
creatives that their creative work must reflect the brand’s established positioning
against competitive brands. Include a simple positioning statement: To the target
customer, Brand X is the brand of category need that offers the key benefit(s)
of....?
Corporate positioning aims to remain as the market leader. Focuses on
promoting healthy eating, an outstanding fun brand that corporate partners
will remember in the spreads industry. Skippy also aims to differentiate itself
from other spreads by incorporating more "fun" element and marketing
campaigns associating our products. Brand positioning focuses on ensuring
that consumers remember Skippy as a fun brand and nutritious spread. Not
just a simple fun product, but to position ourselves that our spreads can also
be consumed in many different ways. We aim to grow our consumer base
with continuous interactions with our consumers through marketing
channels.

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6 Brand Character/Personality
The key phrases or terms which describe the personality the brand should
consistently portray. How do you want to speak to your target audience? You need
to think as if your brand was a person, how would you describe them? You should
communicate what the voice and personality of the campaign will be.
Healthy, Delicious, Fun and Convenient. Skippy has an upbeat, fun-loving
and sincere personality that cares about the buttery goodness and
nutritional values. Skippy has always been portraying a fun and bubbly
image. We aim to maintain that image while promoting good healthy eating
habits to kids while they are young. We will use a more children oriented
approach to better communicate with our target audiences through
interactive activties such as school vists and fun-loving commercials.
Consumers must be able to differentiate Skippy Peanut Butter's brand name,
logo and new tagline "Spread The Fun", along with the new and improved
packaging.

7 Target Audience Profile/Segment(s)

Who are we talking to? Who are our most promising prospects? The more precise
and detailed the description the better. If possible, go beyond general
demographics and psychographics to create a brief, but rich narrative around the
target segment. Build a personalized profile that paints a picture of the audience.
Be specific where you can.
Skippy Peanut Butter's focused target audiences are children aged between
4 to 12 years old - toddlers, primary school students. The target audience are
still growing and requires nutrition, hence the chosen age group. The price
of the brand is affordable (ranging from $6 to $7 per jar), attracting all
incomes. The children's lifestyle involves play and education. Activity-filled
school days may result in children neglecting their mealtimes and a rushed
morning may result in children neglecting their breakfast. Skippy Peanut
Butter is a savoury and convenient spread that is suitable for consumption
at any time of the day.

8 Consumer Insight/Sweet Spot

What is the consumer mindset? What do they currently think? Where are they
coming from? What are the ' little human truths ' that can we tap into that will make
an emotional connection that is relevant and memorable with the target? (e.g.,
habits, lifestyle snippets the reality of their hopes, fears, dreams, interactions,
usage situations, aspirations)?
Breakfast is an important meal of the day however, consumers may find it a
hassle to prepare a copious breakfast in the typical fast-paced Singaporean
lifestyle consumers thus they might tend to look for spreads as a quick and
easy solution. Sandwich with spreads like Skippy Peanut Butter will be a
good substitute due to its nutritious value. The act of searching for spreads
is low involvement while the spread itself is a low risk product. Many
consumers are familiar with Skippy's product given that it is known for a
childhood spread, hence creating brand loyalty. Along with its high

39
accessibility, Skippy creates the image that it is always there when you need
it.

9 Promise/Takeaway/Major Proposition/Key Benefit Claim

What do we want them to think? In other words, what's the single most persuasive
or competitive idea that we can convey? What is the key response we are looking
for? This should be a simple sentence. Most commonly, it is a statement that
articulates the emotional payoff of using the product/brand (Key Benefit). Avoid
both empty verbiage and overpromising-they can result in generic or implausible
creative executions. Use audience language. In essence, this is the target's net
impression, what you would want them to 'relay back to you in their words' after
encountering your campaign?
Skippy focuses on using the Hedonic Experiential Model(HEM) and the
Consumer Processing Model(CPM) to communicate to the target audience.
The main aim is to communicate to the market that our brand is tasty, fun,
healthy and satisfying. The emphasis is that Skippy Peanut Butter has the
perfect texture, flavourful and beneficial to consumers. Consumers will
realize that the benefits of our products are reliable and valid after being
exposed to our advertisements. With the aid of the fun factor, it will attract
the attention of the target market leading to purchase. We want our brand to
be instilled in their long-term memory.

10 Support/Substantiation/Source of Authority & Credibility

What are the ' reasons to act or believe'? List the rational and emotional reasons to
for the target market to find credibility in the claims made. Commonly, these can
be grounded in attributes and benefits of the brand item. Include all major copy
points in order of relative importance toward backing the promise. Ordering key
points helps copywriters to prioritize when time and space are limited.
Majority of consumers who eats peanut butter would choose Skippy Peanut
Butter over it's competitors because it is consistent in taste and quality. The
emphasis of Skippy's products are mainly three factors, preservatives free,
no artificial flavorings and colourings, and cholesterol-free. These factors
tends to assure consumers emotionally and rationally. It communicates a
healthier lifestyle and fun factor for the consumers which attributes to them
positively. In addition, Skippy Peanut Butter has been around since 1932,
which has created an affirmative reputation. Hence, consumers has a higher
sense of trust and confidence towards the brand.

11 Creative Guidelines/Executional Elements/Mandatories

Include any 'must haves' that must be present in the advertising. (e.g ., logo,
product shot/ packaging, company website, address, phone number, new or
existing tag line, legal disclaimers.

40
Advertisements should prominently portray the brand logo and product
packaging, along with the main factors, "free of preservatives, no artificial
flavors and colors and cholesterol-free" as the main headline with the
emphasis that it is chocolate flavoured. In addition, the Healthier Choice
symbol must be visible to consumers to influence purchase decisions.
Furthermore, a new Skippy Peanut Butter mascot is a must to be used to
advertise in supermarkets and schools to appeal to a larger sum of our
target audience, in this case, are children. Advertisements must be colourful
and noticable from a distance.

12 Mood/Tonality/Voice
If there are any restrictions regarding the tone of voice the advertising, express
them here. Remember that all brand communication should be consistent with its
aforementioned personality (e.g., humorous, lighthearted , professional,
knowledgeable, edgy, hip). Tone can affect word choice and writing style within the
ads themselves, as well as the overall feel of the campaign. ie. no humour, no
innuendo, needs to be professional but edgy, etc.
The tone of the message needs to be dynamic, communicative, bubbly,
warm, interactive and high in production value. The message needs to bring
out Skippy's lively and playful nature. Colours play an important role and the
ad should be in bright colours which complements Skippy peanut butter jar.
Skippy is a fun and warm brand in the eyes of the consumers and the
campaign should focus on sharpening that image and retaining its positive
impression in consumers' minds.

13 Deliverables
What do you need from the creative (communication) team(s) and when do you
need it? You may prescribe a 1 x TVC, 2 x 30 s radio ads , supporting social media
presence (Facebook and Twitter) and other required IMC activities. You may also
want to give agencies the freedom to present IMC activities in addition to those
prescribed.
Skippy will be focusing on (1)engaging kids at their schools by using food
trucks with different recipes as a way of interaction and for them to try our
products. (2)We also would like to create a new mascot to further boost our
fun image to kids. (3)30 seconds TV ads in the evening where kids usually
watch TV. (4) Posters to be posted at bus stops and train stations near the
school zones to increase awareness to kids. (5)Booths to create Skippy
inspired snacks to allow testing at supermarkets. (6)Use of SEO and Google
Adwords so kids can find us easily on the web. (7)Endorsement by influential
personnel. Final drafts for the artworks are required to be checked by
management teams before printing.

14 Budget
Creative, Media, New Media, Production etc. Emphasise that concepts that cannot
be produced within budget should not be presented. You do not need to
demonstrate how you calculated your budget, just provide the budgetary amount.

41
If you have prescribed required IMC activities (deliverables), you may feel it
important to breakdown the budget across those activities.

We will be adopting the objective-and-task method. Our objective is to

increase our market shares by 5% by the end of 2017. Budget includes costs
for the final sketches, completed 30 seconds TV ads, posters for bus stops
and train stations cleared by management, media rates and schedules, SEOs
and research reports. Creative and media works will be outsourced to media
agencies along with the sales promotions and campaigns. We will also use
the budget for focus groups and surveys, food trucks and booths, creation
of a new mascot, as well as for endorsements.

42
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 MKTG1266 Marketing Communication
Group Peer Review - IMC Plan

Groups should complete a peer review form in order to receive a grade for their IMC Plan. All
group members should discuss their contribution, fill out a single peer review form and include this
form with their IMC Plan. A clear explanation needs to be provided for any group member that
has not participated in this process.

In determining your group’s assessment, please consider the following:

Did the team member…

 Attend all or most of the team meetings?

 Come to team meetings prepared?
 Follow through on the work assigned to him or her?
 Submit their work as per the agreed deadline?
 Submit work of acceptable quality?
 Communicate well with other team members (i.e. proactively)?
 Provide constructive feedback to others on their work?

Groups must agree as to the percentage value of each member’s contribution to the various
elements of the assignment when completing the peer review form. Please note: your tutor MAY
ADJUST your individual grade for the IMC Plan based on your team members’ rating of your
performance. It is in students’ best interest to actively contribute to the success of their respective
groups.
Any individual group member that disagrees with the group’s assessment will need to
communicate with their tutor. Your tutor will ask the team for evidence of members’ relative
contribution and make a decision on whether the individual’s grade should be adjusted to reflect
this differential in contribution.
Percentage Signature of all
Group Member Mark group
Allocation members
Kee Ting Li Melissa 100% Melissa Kee
Michelle Liow Wei Si 100% Michelle Liow
Ng Audrey Kim 100% Audrey Ng
Phua Guan Wei Astley 100% Astley Phua
Tan Ee Liang Amos 100% Amos Tan
100%

Specific Commentary

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