Planning Campaigns 40094622

Module Name
Planning Campaigns

Membership Number
40094622

Theme Chosen
Building a Brand Reputation

Word Count
Task 1 & 2 & 1250 words

Task 2 - 1449 words

Task 3 – 966 words

July 2022

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Planning Campaigns 40094622

TABLE OF CONTENT

T A S K 1A – O R G A N I Z A T I O N B A C K G R O U N D 3

ORGANIZATION NAME 3

ORGANIZATION INFORMATION 3

ORGANIZATION STAKEHOLDER 3

KEY CUSTOMER SEGMENT 4

CHOSEN THEME 4

T A S K 1B – C O M P O N E N T S OF A CAMPAIGN PLAN 4

THE CREATIVE BRIEF 6 EXTERNAL AGENCY 5

T A S K 1C – A N A L Y S I S ON THE INFLUENCE OF EXTERNAL AND INTERNAL FACTORS OF A CAMPAIGN PLAN 5

T A S K 2A – K E Y I S S U E S 6

OBJECTIVES OF THE CAMPAIGN 6

KEY MESSAGE STRATEGY FOR THE CAMPAIGN 6

T A S K 2B – C A M P A I G N MEDIA PLAN 7

INTEGRATION OF OFFLINE AND ONLINE MEDIA 8

RESOURCES REQUIRED TO DELIVER THE CAMPAIGN OBJECTIVE 8

DETAILED GANTT CHART OF THE CAMPAIGN 8

ENGAGING MANAGEMENT AND KEY INTERNAL STAKEHOLDER 9

T A S K 3A – C A M P A I G N MONITORING AND EVALUATION METRICS 10

T A S K 3B – I N F L U E N C E OF POST-EVALUATION ON FUTURE CAMPAIGN DEVELOPMENT 12

REFERENCES 13

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TASK 1A
1.1 ORGANIZATIONAL SUMMARY

1.1.1 Organizational Name:

Gochi Holdings Ltd

1.1.2 Type of Organization

As a company in a capitalist economy its privately owned, which makes it profit oriented. The company is focused with
production of fast-moving consumer goods in different categories which speaks to the lifestyle of the society The company
was founded in far back 2003 in Epe, Lagos Nigeria. With the commitment to producing affordable products to its customers
for all.
1.1.3 Size of the Organization
The organization has a staff strength of 1- 400 Employees as its total workforce. This comprises of three branches
within Lagos State. With an Estimated Revenue Value of $950,000

1.1.4. Gochi Holdings Product Range are as follows:

§ TEA – consists of GOgTea
§ BEVERAGES - Bonchoco
§ DIARY – Mikisi, loyallx,
§ SEASONING – Ounga chicken, Ounga classic
Table 1.0
TEA BEVERAGES DIARY SEASONING
Contributes 15% to Contributes 30% to Contributes 25% Contributes 30% to the
the Total Sales the Total Sales to the Total Sales Total Sales

1.1.5 Customer Base

Gochi holdings deals directly with the final consumers with his products. It employs a B2C , D2C approach in its
business activities .

Table 2.0 Retailers

Gochi
Holdings Depots Consumers
E-Commerce

1.1.6 Main Competitors

Table 3.0 (Data Source: Sanisphere Report Dec 2017)
TOTAL MARKET
COMPANYS SHARE COMPETITIVE ROLES STRENGTHS WEAKNESS
AWMOO 10.20% Market Innovator Strong Distribution Channel Poor Brand customer Connection
NSTLE 8.50% Market leader Aggressive Coporate drive Inefficient Secondary sales force
WMACO 4.10% Market Follower Local Manufactures Poor Product Packaging
HUEYS 3.60% Fast Mover Affordable Brands Poor Product Packaging
BAIYES 3.69% Market Nicher Strong Brand Equity No Secondary sales force
1.1.7 Stakeholders
Internal Stakeholders
The Internal Environment of the company consists of Sales Department (they are responsible for driving volumes and value
sales for Gochi holdings ) Marketers(they are responsible for driving brand awareness s for Gochi holdings ), Brand
Managers(they are responsible for improving ,modifying and growing brand packaging ). They are responsible for driving
performance for all affordable products of the company to customers and consumers in the populace.
External Stakeholders
The Pest Framework can be used to analyze what happens in Gochi Holding ltd:
Political: The Change in import regulations by the Government continue to affect available raw materials used in Production.
Economical: The current Inflation stands at 16%. It makes it difficult to gather revenue.
Social: There are individuals who believe that products with low pricing have low quality.
Technological: The need for innovation as ensured that brands evolve better to meet the needs of customer demands

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Connected Stakeholders
The activities carried in the factory are monitored by the Internal Stakeholders through its relevant departments. And this is
is also supported by resources and information available to it from the External Stakeholders. Connected Stakeholders are :
NATIONAL AGENCY FOOD FOR DRUG AND ADMINISTRATIVE CONTROL (This agency is responsible for ensuring quality of
food is maintained)
STANDARD ORGANISATION OF NIGERIA (This Agency ensures that the required metrics for checking if products produced
are fit for human consumptions irrespective of the pricing of those products.

1.1.8 Key Customer Segment

Gochi Holdings is projected towards Low-income earners who have limited purchasing power so they can have quality
and affordable products.
The Population of Nigeria stands about 211 million. The Average Nigeria lives below $1 per day which makes it
difficult to afford a quality meal for an average family. If they fall within the category of low earners. With a headcount of
those categorized as low earners of about 46.2%. This represents a total of 95 million of the total population.

1.1.9 Theme Chosen and Rational

The company aims at building a brand reputation focused on consistently delivering affordable consumer products for
low-income earners through development of New Products yearly for the ever-dynamic market. Given that Expenditure
keeps increasing compared to income earned by an average individual.
.

Task 1B
1.2 CAMPAIGNS PLANNING PROCESS

The major aim of this campaign is to consistently reach out to it target market so that they can continue to make
affordable purchases of its products from the company. To do this, it would require a marketing planning framework such as
:

1.2.1. CAMPAIGNS COMPONENTS OF THE ORGANISATION

Content Analysis:
This focusses on the company internal and external analysis on how the environment will influence the campaigns.
This involves all the activities which makes up the campaigns, the SWOT measurement of the contents of the
campaigns by the company which can serve as a future reference points.
Promotional Objectives:
The company is focused at consistently achieving a target of 20% out of 46.2% of identified low-income earners.
So, they can continue to afford purchases consistently which indicates about 43 million customers between 1st qtr.
of 2022 – Q3 2022.
Coordinated Marketing mix:
The company hope to accommodate a marketing mix that involves Sales Promotion, D2c (Direct to Consumers)
Sponsorship deals. This highlights the different channels to be adopted either online or offline media activities for
the success of the campaigns.
Evaluation:
The campaigns is usually evaluated to know the number of respondents. Also, to check the reach of the campaigns
towards meeting its target market. So that the company can determine the levels of awareness of the campaign
which can be measured by increasing purchases and repeated purchases of its products.
Implementation:
This will be monitored by the company due to the changing pattern of customers which involved focusing on the
little details. This also looks at using the GANTT Chart to maintain the brand reputation, which can be done by
measuring activities of the process of the campaigns.
Control: This looks at the measures we will use to determine Returns on Investment. Every Campaigns has got to
have some level of controls by the internal and external environment for efficiency.
Revenue Budget:
The need for budget cannot be over emphasized in the campaign. This serves as a guiding tool towards the success
of the campaigns. This helps to show how the allocation of revenue towards the different channels are being
utilized effectively for success. it helps to check expenses whether they are in line with Cash flow all through the
campaign process.

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1.2.2. CREATIVE BRIEF

Gochi Holdings is an all-inclusive company which seeks to promote customer satisfaction with affordable and quality
brands to its customers and consumers. The company also ensures timely support to its customers on logistics of its
products during their Go-to Market system.

This is line with investors and key holders’ commitment to improved product performance with great quality.
BENEFITS
§ Good products with Improved quality
§ Assist internal and External environment to promote brand relevance
§ Increase Customer awareness for the brand.
§ Increases Customers commitment to driving growth for the brand through patronages

1.2.3. EXTERNAL AGENCIES

The company has a third-party Agency known as TEQUILA, KESEKESE on standby to assist in promoting its objective. Though
we might not be needing them due to our strong policy of ground initiatives to promote local or internal contents
The Agency would ensure that all his achieved through brand exposure and awareness for the company.
1.2.4 Roles to play by the Agency
- The Agency will be responsible for innovative ideas which is poised at improving the awareness of the company to low-
income earners
- The Agency would provide different Channels of media preferences to reach out to the company target customers
- They would exploit available means which can serve as a better campaign process for the company

TASK 1C
ANALYSIS ON THE INFLUENCE OF EXTERNAL AND INTERNAL FACTORS OF A CAMPAIGN PLAN

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TASK 2A
2.1. KEY ISSUES OF THE CAMPAIGNS
In relation to the Company Analysis for Internal and External Environment certain issues raise concerns for the campaigns:

2.1.1. Internal Issues

There are usually bottlenecks experienced amongst managements when a new entry into the market is in process. To
determine the meeting up standards for consumptions. There are usually back and forth discussions from CEO through the
MD to Research and Development and the production department on any new product. Which is not finally complete until,
it must have passed through quality checks. The timeline between research and quality to determine a product takes a long
process before it gets to the marketing departments. Who are solely responsible for driving awareness through relevant
agencies for the brand.
To reduce the bottlenecks New Products are deliberated on with research, quality, and production team in
communication before the final product is presented to management for commercial purpose.

2.1.2 External issues

The company customer base commitment to providing top quality and affordable products are influenced by competitive
activities. Which involves large spendings by this competitive brand to outdone each other. Due to this, the available
products in the market are known for high prices and not affordable. While some brands are of low prices and low quality.
But Gochi Holdings is focused with achieving and promoting customer and consumer satisfaction which are affordable
at good prices and great quality are ever present to mitigate such price wars.

2.1.3 OBJECTIVES
This campaign will be for a duration of three months between Q3 of 2022 July- August.

2.1.4 To consistently build new NPDs for key segments who are eager for quality and affordable products:
The need to evolve continuously cannot be over emphasized thus with quality brands being produced. The population
is ever increasing; thus, customers want changes with time. The campaigns will be about being able to consistently have a
reputation which speaks to the minds of the new and existing consumers.

2.1.5 To constantly be the product customers can leverage on with good quality offerings at affordable pricing:
With the increasing rate of expenditure and the value of money being reduced. Consumers will be focused on
purchasing products with low pricing which still possess the same quality as others. The campaign will seek to influence
consumers decisions on how to maintain their taste for quality products without paying more.

2.1.6. To increase its target markets for quality products for all:
To drive growth month on month, the company will look towards campaigns which will not only meet its target
audience of low-income earner within its data base but, discover new opportunities to leverage on new ones.

3.0 KEY MESSAGES FOR THIS CAMPAIGNS

This will speak to the heart of the customers with low income. It would help them to understand that they can still
have the satisfaction they need for good products.
The Various message strategies to adopt will be:
3.1.1 Quality and Affordable products for Customers.
3.1.2. Get More quality pays less.
3.1.2. You can have it, just for a token
3.1.3. Cheap Product offerings that give you more

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TASK 2B

4.0 ALL MEDIAs TO BE USED

The company in its aim to sell quality and affordable products would explore channels such as Online and offline media
activities to drive growth and performance. Using online medias such as (Radio Jingles, TV Commercials, company website,
blogs, social media feeds, Bulk SMS feeds). And Offline media process for the company can be Indirect Selling, Personal
Selling, Posters, Ads

REASONS REQUIRED:

Would be to deliver customer satisfaction or products.

Give timely support for sales team to drive the market.

The need for GOCHI Holdings to provide quality and affordable products while being able to stay in business. This needs
involvement of Agencies who would help drive the vision of the company.
The Agency known as KESEKESE seeks to use certain method which serves as channels to reaching out to its extensive
customers which cover for almost 50% of the population. Such as

4.1 Social Media Channels:

The different methods of applying different categories such as Tik Tok, Facebook, Social media blogs. It highlights different
ways whereby campaigns can be run and monitored effectively.

Metrics:
- Bounce Rate: This represents the percentage visits into social media sites or blogs, and the measured by the
amount of time visitors spend on the pages viewed
- Share of Voice: This measures the percentage value organizations promotional spend in response with
competition activities
- Response Rate: This checks the response value for customers towards rewarding promotional activities. Their
commitment towards every online activity by companies
- Customer Satisfaction Score: Using customer engagement to check whether the needs and desires of consumers
and customers are effectively met.
- Reach: The total number of consumers and customers a promotional activity can connect with or to within a
specified period
- Recall: This is used by marketing Agency to check the longevity of it campaigns to the different customers minds
and ability to look at certain brands above others

Website and Downloads

It important the organization can monitor whether its website attracts a large amount of traffics(online). This helps
to check the efficiency of any campaign methods being used.

Metrics:
- Page Impressions: This helps the company website tracks the number of views it has over time due to regular visits
by its customers
- Post Per Clicks: The company looks at giving payments to its customers based on the number of clicks on its
products
- Cost per Order: This looks at the value for each order made by every customer on a site visit for purchase of the
company’s product s and the returns for profits for each order.
4.1.1 Integration of Offline and Online Media
Customers who visit the company’s location will be required to fill in forms which would carry their basic information to be
able to reach out to the customers on their feedback on purchases on made. This would allow easy dissemination of
information from the company to the customers.
As a result, the company can send Bulk SMS messaging to customers which would include complaint lines where issues
experienced can be relayed through.
Poster ads which carry full information of current events for the company would be shared to the public This would
also entail promote massive awareness of the brand and increase its reputation. To ensure that the customers are seen to
be carried along in all its activities, Customers experiences through radio programmers will be aired so that individuals can
call in on any feedback they may have for the brand. It presents an opportunity to increase reach through offline and online
means.
Online and offline surveys will be carried by employed individuals to get an accurate data for all information
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4.1.2. Resources required to deliver the campaigns

The campaigns still required certain resources which would ensure its success. And these are human and financial

4.1.3 Financial Resources:

The required budget for this campaign is estimated to be around #7,250,0000. This would cover the cost of
Logistics, online and offline ads. The ratio at which each what would be invested all through the campaign will be 30%: 60%:
10% respectively. This would cover both offline, Online and Agency participation to integrate both.
4.1.4 Human Resources:
An Employed team of Agency REPS will be required to organize Road shows, Hot zone points where activations will be
carried out. This would include a team of 20(twenty individuals) that would be involved in direct to consumers selling, Poster
ads sharing to create awareness, creative displays to gather people to the respective road show locations. These activities
would have a specified number of days.
4.3.1 Gannt Chart with time of Events scheduled days of the campaigns Detailed

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Engaging Management and Key Internal Stakeholders

To ensure an effective campaign, Management of the company must be carried along to ensure efficiency with Constant
mails or sms would be sent to the Board on all activities before the campaign, during and after the campaign. It will be
shared with Top Executives to efficiently engage them on their feedback, views and opinions of the camapaigns.

4.3.3 - There would be Scheduled meeting wth departmental Team Leads to get their inputs on the launched campaigns by
the company

4.3.4. - Daily Reports on Camapigns activities will be shared on set up platforms to monitor the On-going activies in Real
Time.

4.3.5 - Staff will be engaged on the campaigns activities who would also have fore knowledge of timing of campaigns and
how to follow up.

4.3.6. - Premiums like Pens, Notepads, wristbands, Posters will be shared wiith Wall papers as themes or backgroud effects
of campany systems to build awareness towards the campaigns

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TASK 3A

3.0. The Metrics by which the campaigns will be evaluated and monitored

There are also three major metrics the organization can use to ensure its campaign for driving profitable and affordable
products for low-income earners. Three Major metrics to focus on can be the following:

3.1 REVENUE / ROI:

Processes to ensure that Revenue generated is constant by the organization. There is a continuous Return on
investments after month-on-month deduction is done on expenses generated by the organizations mostly operational.
The primary objectives of stakeholders such as Heads of Department, Shareholders would ensure this is achieved.

Benefits: This is done so that the Organization continues to stay in business without making losses. This I believe
would be major driver to stay as an organization without making losses

3.2. LEAD GENERATION:

The organizational website looks at not just sharing information on what goes on every day. But it also looks at
informing customers of what the organization is about. It creates a scenario that makes customers satisfied and build brand
loyalty over time.
This can be measured by the number of visits to the organization website page. It also monitors repeated visits using online
tools to analyze the frequency of the visits which are checked daily. The data managers are responsible for checking and
calculating collated data.
Benefits: It provides good analytics on customers insights on how the organization makes and impact in the
society.

3.3 SALES PER DAY:

This can be measured by the company using various parameters to measure how effective sales activities by the
organization can be measured. it involves the marketing department and the sales. Using various parameters such
as Total calls for the day, Productive calls made, coverage measures. This helps the organization gather data and
use them effectively.
Benefits:
It helps to make the right decisions or offer the needed support to continuously drive brand reputation
The importance of Evaluating the campaigns helps us to understand if we are achieving our goals and visions for
the organization.
It also looks on how we can improve in different areas. Therefore, we would be looking at three basic methods of
monitoring our campaigns

TASK 3B
3.1. The Influence of post-Evaluation for the campaigns is to check how successful the campaign was and the roles
played by the different stakeholder. This would be carried out using these processes.

3.1.2. FEEDBACK LOOP:

When this is not present, it’s impossible to predict the customer behavior. The feedback loop helps us to have a
first-hand information on low-income earners responses to the company’s products. Without knowing what leads
to success, the organization might just be moving in different directions.

That is why the Board of Directors, Shareholders, Top management are responsible for driving policies which
would in turn create a large ROI. This is further explained to external stake holders who would in turn have to
monitor ways of tracking products being consumed by the low-income earners.

With different stages, it requires constant checks to know what’s working and what is not. Which tends to reflect
on the organization day to day activities.

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Table 5.0

3.1.3. Balance Score Card:

It’s a tool used to link business goals and objectives. It is a tool that helps the organization to know how to
allocate resources, focus on business targets, improve customer satisfaction, and create room for learning. The Balance
score card will be used to increase the total number of low-income earners who purchase the company’s products by 20%
out of the 46% of the total number of low-income earners in the populations. The financial perspective of the campaigns will
be influenced by the Return on Investment made by the company. It would also influence the perception of the low-income
customers and improve the brand reputation.
The scorecard can provide information about the firm as a whole when viewing company objectives. An organization may
use the balanced scorecard model to implement strategy mapping to see where value is added within an organization. A
company may also use a BSC to develop strategic initiatives and strategic objectives.This can be done by assigning tasks and
projects to different areas of the company in order to boost financial and operational efficiencies, thus improving the
company
There are many benefits to using a balanced scorecard. For instance, the BSC allows businesses to pool together information
and data into a single report rather than having to deal with multiple tools. This allows management to save time, money,
and resources when they need to execute reviews to improve procedures and operations

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Evaluation Report for Stakeholders

A marketing dashboard is a visual reporting tool that allows marketers to evaluate in real time their campaigns' performance
and progress. A thoroughly thought through marketing dashboard can potentially save your marketing department a lot of
time and money.

This helps management make effective policies on how to drive growth for the organization. which will in turn improve
the organization returns on investments.
The organization to use this tool is to check and monitor day to day activities which the business is centered on.
The Dashboard can monitor the progress of the organization in three basic areas:
Strategies:
Where policies implement by internal factors such as department heads, CEO are done to produce increasing ROI, Revenue
and Profit

Operational:
The organization sets up Agencies to monitor the flow of the marketing campaigns and give advice on what’s working and
what is not for Gochi Holdings

Tactical:
These are the usage of CRM tools to checks how the results are generated. Data is collected by the marketing campaigns for
the organization. This is usually used by the organizations sales department.

RECOMMENDATIONS:
Campaigns for the organization should not just be researched and implemented, but detailed reports on the ongoing
activities that make it up daily should be monitored for efficiency.

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REFERENCES

1 ;https://www.business2community.com/consumer-marketing/customer-feedback-loop-critical-01509181

2 ; https://www.researchgate.net/figure/The-Balance-scorecard-Harvard-Business-School-Press-9_fig2_41891703

3 ;https://www.investopedia.com/terms/b/balancedscorecard.asp

4; https://www.sisense.com/dashboard-examples/marketing/marketing-dashboard/

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