CARE phase for Real fruit smoothies Business Research Paper

This is a presentation + report for digital marketing.
And please write for the CARE part. No references or quote needed.
Please read the structure carefully and follow the steps in the pdf file called "requirements structure".
The SEE and DO part attached as well, you could follow and write tones like that.
And I also attached the sample for another case, you could follow the ideas from the part eight (care).
This supposed to include:
CARE Phase —Key messages, media selection, and content creation and amplification
Key message:
‘Care’ Phase Channel Selection
Content for the ‘Care’ Phase

Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. 2011 Bronze Effie Winner “The Introduction of Real Fruit Smoothies” Category: New Product or Service Introduction Brand/Client: McDonald’s Corporation Primary Agency: DDB/Tribal DDB Contributing Agencies: OMD Strategic Challenge Let’s Start With a Quick Exercise. Close your eyes. Umm…OK maybe that‟s not the best approach. So, imagine this. You‟re craving a smoothie. You can practically taste it. Fresh, ripe, succulent fruit. Sweet strawberries, tart blueberries, smooth bananas blended together in a creamy, icy, refreshing, drink. Yuummm. You can‟t take it anymore! You have to have one now! Where are you going to go?...Bet none of you said McDonald‟s. When people think of McDonald‟s the first things that come to mind are Big Macs, Chicken McNuggets and those perfectly salted, famous fries. When people think of McDonald‟s, they do not immediately think about fruit smoothies, a fresh, premium, and healthy beverage. The Evolution of McDonald’s McDonald‟s is evolving. The brand has been taking measures, including new product introductions (think Apple Dippers in your Happy Meal) and educational communication (showing people “What We‟re Made Of”) to try to change people‟s perceptions about McDonald‟s quality. One of the more major initiatives McDonald‟s has undertaken in their quest to evolve has been the launch of McCafé. Under the name “McCafé,” McDonald‟s now sells premium brewed coffee, and Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. espresso-based beverages like lattes and cappuccinos. The coffee drinks are made-to-order, use a proprietary blend of 100% Arabica beans, from around the globe, and include other premium ingredients. Launched nationally in 2009, McCafé has been a success, giving the competition including Starbucks and Dunkin Donuts a run for their money. The brand has seen an increase in brand trust measures and is building a loyal base of consumers. Evolution or Revolution? With McCafé picking up steam (pun intended,) McDonald‟s decided it was time to take the next step. Cue the launch of Real Fruit Smoothies. Now, premium coffee is one thing. Lattes, cappuccinos, and mochas are a natural extension of brewed coffee, which had been on McDonald‟s menu for years. But a fruit smoothie? This was unlike anything on the McDonald‟s menu. It would be the first non-coffee drink and the first blended ice drink to launch under the new McCafé banner. Would consumers be ready for it? Could smoothies be seen as a viable option coming from McDonald‟s? Or, would consumers consider them a huge disconnect with the brand? And speaking of consumers, new Real Fruit Smoothies would have a target that skewed towards women under the age of 25. They were health-conscious and aware of what they put in their bodies. Not ones to deny themselves, they did not often sacrifice taste for health benefits. They believed they could find foods that gave them both. We were convinced that we could deliver this to them. However, when it came to perceptions of McDonald‟s in the areas of health and quality, this group tended to be the most skeptical. We had our work cut out for us. A Blend of Challenges In addition to the question of brand fit, we had a host of other challenges. To begin with, the smoothie category is extremely competitive with several large, established players - Smoothie King, Jamba Juice, Tropical Smoothie Café – just to name a few. They are specialists and offer a wide variety of options. Smoothie King alone has 85 smoothie options on their menu (Source: Mintel‟s Menu Insights, Dec. 2009.) We‟d only have two. To add insult to injury, we were seeing the resurgence of frozen yogurt, with new players like Red Mango and Pinkberry. These guys were adding competition for customers seeking a healthy, frozen treat. Then you had the ready-to-drink (RTD) brands like Odwalla and Zola, not to mention do-it-yourself (DIY) smoothie kits like Yoplait‟s Frozen Smoothie Kit. Closer to home, we were also competing with other quick service restaurants and specialty coffee shops including Dunkin Donuts, Sonic, and Starbucks. RTD and DIY options had an advantage in that they provided both convenience and value. In this economy, that goes a long way. Smoothies are largely considered a discretionary item. For costconscious consumers who were cutting back (and there were many of them,) smoothies sat at the top of the list. Real Fruit Smoothies, as the name implies, were made with real fruit. That was a fact. But, as we all know, perceptions are often more powerful than facts. We would need to convince skeptical consumers that our smoothies were made with only the freshest, quality fruit and ingredients. So how does McDonald’s, a burger and fry joint with poor quality and health perceptions, convince consumers to forgo the places normally associated with great tasting smoothies, and spend their discretionary income on a product that is brand new territory for the brand? Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. Objectives Goal 1: Market Share - Grow McDonald‟s share of the Smoothie category from 0% to 5% by Q3 2010. Goal 2: Awareness & Trial - Meet/exceed McDonald‟s benchmarks for „New Product Launch, Awareness and Trial: 6 month goal‟ Awareness = 70% Tried Past 4 Weeks = 7% Goal 3: Perceptions - Increase quality perceptions significantly via communication and interaction with product. The Big Idea Believe your eyes, it‟s the real deal. An Out of the Ordinary Product Deserves An Out of the Ordinary Approach In the beginning, we weren‟t exactly sure how we were going to bring this new product to life via communication. But, there was one thing we did know. This product was a big deal for McDonald‟s and it definitely wasn‟t what you‟d expect from the brand. We wanted to mirror that sentiment in our communication. We wanted to do something big, unexpected and out of the ordinary for McDonald‟s. What Did Consumers Real-ly Think? We had questions and consumers held the answers. So, we went out and talked to them about this new product to see what they really thought. They taught us that when it came to smoothies, the most important thing was „made with real fruit.‟ For many, smoothies not only taste good but also have a health benefit and make drinkers feel like they are doing something good for their body. As such, quality becomes a highly important notion to communicate. Things like real ingredients, fresh ingredients and made-to-order or fresh preparation were all key to communicating quality smoothies. As we had imagined, this was not something we could just say and expect consumers to take at face value. There were many skeptics out there and they were concerned that McDonald‟s would not be able to pull off a fresh, made-to-order product like a smoothie. We heard it all. There was distrust: “I can’t imagine that McDonald’s will use real fruit, even if they tell you that.” And, there was doubt: “I expect they’re going to use syrup instead of fresh fruit. There won’t be fresh fruit in there.” (Source: Smoothies Qualitative Research, June 2009.) And while discouraging, this only made us more determined to prove them wrong. Seeing is Believing In addition to qualitative research, before Real Fruit Smoothies launched nationally, the product rolled out into two test markets – Bakersfield, CA and Columbia, SC. So, we were also able to get Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. real time reactions from those who had actually experienced the new smoothies. And that‟s where we saw it. Plain and clear. Distrust and doubt turned into (joyful) disbelief. One satisfied consumer told us, “I saw them using real fruit. I never would have expected that! And, my smoothie was made for me right there.” (Source: In-market research, Columbia, SC, June 2009.) Seeing is believing. We had to make them believe. And to do that, we had to make them see. In order to convince consumers, especially the skeptical ones, to try a new Real Fruit Smoothie, we would need to take the distrust and doubt that existed and turn it into disbelief before they actually were able to try one first hand. We would need to show skeptics that we were “real” in a way that made them look twice, in disbelief. Bringing the Idea to Life Is That for Real?? It starts with a white background. Several red figures come together dramatically in the shape of a strawberry. Next, blue figures form a blueberry. Next, a blackberry. Then a stream of white glides by as the fruit makes its way into what looks like a blender formed from even more figures, all in grey. It‟s like a beautiful kaleidoscope as the colored figures blend together, turn pink and emerge into a glass. It‟s a really unique way to bring this colorful, dynamic product to life on TV. But wait! Could it be? Are my eyes playing tricks on me? Those figures are all real people! Real people choreographed to create this beautiful scene! They‟re not animated. They‟re not electronically created. They are 100% real. Just like our smoothies. It Can’t Be! It starts with a black background. Slowly, two bananas fall from the top of the screen. Down they fall. And when they hit the bottom? Boom! They break into pieces. Explode. Next, two strawberries fly in from the sides of the screen. When they hit the middle? Boom! Explode into tons of little pieces. And so on. Again, this can‟t be for real. Surely, these images are computer-generated. Made to look real but actually artificial in their nature. Nope. Think again. This was all about real fruit and real fruit is what we used. Nothing else would do. These bananas, strawberries, blackberries were completely real. They were then treated with liquid nitrogen, which froze the fruit, allowing it to burst when it hit the floor, wall, etc. Pretty amazing. You almost can‟t believe it. Well believe it. Because it‟s true. Just like our Real Fruit Smoothies. Look Again. Whenever our consumers encountered Real Fruit Smoothies in the media space, we strived to make them “look again.” Beautiful kaleidoscopes of fruit showed up in print ads. Online banners encouraged people to “take a new look at fruit,” and to “see fruit in a whole new way.” In addition, we resurrected an old favorite – Spin Art! An online application let you create your own “smooth masterpiece.” Each creation resulted in a kaleidoscope of fruit color, reminiscent of bursting fruit. Each one was complex and unique, allowing you to look again and again, always discovering something new and different. Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. Pleasing More Than Just the Eyes. In addition to communication, McDonald‟s had a sampling effort designed to get Real Fruit Smoothies in the hands and mouths of our customers. Smoothie trucks and teams on Segways handed out small samples to get people excited and prove to them how delicious and real our smoothies really were. Communications Touch Points TV Spots Branded Content Sponsorship Product placement Radio Spots Merchandising Program/content Print Trade/Professional Newspaper Consumer Magazine Print partnership Direct Mail Email PR Events Packaging Product Design Cinema Interactive Online Ads Web site Viral video Video skins/bugs Social Networking sites Podcasts Gaming Mobile Phone Other_____________ OOH Airport Transit Billboard Place Based Other_____________ Trade Shows Sponsorship Retail Experience POP Video In-Store Merchandizing Sales Promotion Retailtainment Guerrilla Street Teams Tagging Wraps Buzz Marketing Ambient Media Sampling/Trial Consumer Involvement WOM Consumer Generated Viral Other ____________ Other TiVo Gol Additional Marketing Components: Couponing; As a trial tactic, coupons were distributed via Sunday supplements, online banners, in print ads and on cups in-store Reach: National. Total Media Expenditure: $20-40 Million. Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. Results Goal 1: Market Share Grow McDonald‟s share of the smoothie category from 0% to 5% by Q3 2010. By the end of August, McDonald‟s had already reached a market share of 20.14%, four times our goal. Despite the fact that they were such a late entrant to the market, after McDonald‟s launched Real Fruit Smoothies, the category as a whole increased 128%. And, with the exception of Starbucks, all of McDonald’s key competitors saw a decline in market share. This was well above even McDonald‟s expectations. As Don Thompson, President and COO of McDonald‟s put it, “the company is blowing away the high-end projections we had for smoothie sales Goal 2: Awareness & Trial Meet/exceed McDonald‟s benchmarks for „New Product Launch, Awareness & Trial: 6 mo. goal.‟ 6 mo. product awareness benchmark = 70% Only one month after launch, product awareness was 86%, 16 percentage points above goal. 6 mo. tried past 4 weeks benchmark = 7% One month after launch, tried past 4 weeks was 11%, 4 percentage points above our goal. Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. Goal 3: Perceptions Increase quality perceptions significantly via communication. In addition to metrics and measurements, there were several other things that happened throughout the course of our smoothies launch that showed it was a success. First, GRPs had to be cut back mid-campaign, to ensure that we could keep supply up with demand. Then, McDonald‟s had to cancel a national, in-restaurant sampling event for the same reason. But even more interesting was the reaction we got from the competition. Seems Jamba Juice was so rattled by the introduction and the threat of losing share to McDonald‟s, that they retailiated with a tounge-in-cheek ad for a “Cheeseburger Chill Smoothie.” This viral spoof asks consumers, “why chew when you can sip” and talks about a new offering they have - a “delightful mix of real beefy goodness, smothered in cheese, loaded with your favorite condiments and blended to creamy perfection." Apparently name calling wasn‟t enough to assuage their fears. During the time McDonald‟s was promoting new smoothies, Jamba Juice accepted McDonald‟s coupons in their own store. Then, our “100% Sipping Fun” print ad was named one of the most effective print ads of 2010. This is based on research by GfK MRI Starch Communications, which evaluated what print ads created the highest purchase intent. And, 79% of readers “considered purchase/purchased” a Real Fruit Smoothie after seeing our ad. The category average is only 50%. Additionally 22% of readers said they‟d recommend Real Fruit Smoothies to someone. Looks like McDonald‟s really shook up the smoothie marketplace. Anything else going on that might have helped drive results? Local markets were allowed to overlay our efforts with their own. Special training was given to store employees who helped to promote new Real Fruit Smoothies.

1 MARK5814 T1 2020 DIGITAL MARKETING Group Project (30%) Connectivity Plan Length: 20 pages Due in Week 10 (before midnight 23 April 2020) 1. The Purpose You are required to create a Connectivity Plan for this Group Project for a given brand (McDonald’s) for three months (see Group Project Scenario – McDonald’s). You are required to work in a group consisting of maximum 5 members. You are free to choose your own group members in your Tutorial Session. 2. Recommended Structure of Group Project Report A sample for reference is available on Moodle Executive Summary 1. Introduction 1.1. Overview of the brand Briefly provide basic information about the assigned brand (use information from the assigned scenario). 1.2. The strategic challenge Describe the strategic challenge (use information from the assigned scenario). 2. Objectives 2.1. Business, marketing, and brand objectives Goals 1, 2, and 3 in the assigned scenario are the business, marketing, and brand objective respectively. 2.2. Objectives of four phases in the See-Think-Do-Care model of the Connectivity Plan Specify primary objectives, secondary objectives, and KPIs for each phase and corresponding consumer insights. 3. The consumer persona Craft a consumer persona by answering the following questions in sections 3.1, 3.2, and 3.3 3.1. General information Who are you talking to? (e.g. name, gender, age, occupation, household income, education) 3.2. Media profile: answer the following questions to build a media profile of the target. What types of content and format she prefers? When does she get online? When does she most/least need your product? Where does she find advices/story/inspiration everyday? 2 Where does she go online? Which media channels are influential? 3.3. Attitudinal profile answer the following questions in the below map to build an attitudinal profile of the target. 4. Big idea Specify a big idea for the Connectivity Plan. Justify your selection. 5. SEE Phase – Key messages, media selection, and content creation and amplification* Specify key messages, media selection, and content creation. Justify your selection using RSACLC and STEPPS principles. 6. THINK Phase – Key messages, media selection, and content creation and amplification* Specify key messages, media selection, and content creation. Justify your selection using RSACLC and STEPPS principles. 7. DO Phase – Key messages, media selection, and content creation and amplification* Specify key messages, media selection, and content creation. Justify your selection using RSACLC and STEPPS principles. 8. CARE Phase – Key messages, media selection, and content creation and amplification* Specify key messages, media selection, and content creation. Justify your selection using RSACLC and STEPPS principles. 3 9. Campaign Timeline Develop a 3-month timeline for the campaign. Source: smartsheet.com 10. References 11. Appendices * Note for Sections 5, 6, 7, and 8  Select media channels (e.g. paid, owned, earned, shared) and partners for each phase to reach your target customer. Justify your selection. Below is a description of different types of media for your reference.  Create and amplify content to execute the messages in each phase. You are required to create content that is persuasive and contagious. Use RSACLC principles and STEPPS (see below) to justify the created content. By-content means stories, news, information, ideas, messages, audio, video. See below different types of content and examples for your reference. By persuasive means to have an active attempt to change beliefs, attitudes, preferences and behaviour. Six essential persuasive principles as universals that guide human behaviour include: Reciprocity, Scarcity, Authority, Consistency, Liking, Consensus (RSACLC principles). See the key reading – The science and practice of persuasion. 4 By-contagious means to spread from person to person via word-of-mouth and social influence. To be talked about, shared, or imitated by consumers, co-workers, and constituents. Six key factors, or STEPPS, that explain what drives word of mouth, both online and offline include: social currency (e.g. making people feel like insiders) and are triggered (e.g. stimuli that prompt people to think about related things), emotional (e.g. very surprising, entertaining), public (e.g. making things more observable), practically valuable (e.g. save time, improve health, save money), and wrapped into stories. See the key reading – Contagious: why things catch on. 3. Due date  Before midnight 23 April 2020 (Week 10)  Submit a word document including a maximum 20-page report (excluding References, Tables, Figures, Appendices, and Bibliography)  The reports must be single space, in 12 font size, Times New Roman.  Name your report as Tutorial_Group number_Project.doc (or .docx). For example: T09A_Group 3_Project.doc Below are the marketing criteria for the Connectivity Plan - (30%) CRITERIA FAIL PASS CREDIT DISTINCTION HIGH DISTINCTION Structure and organise writing to express complex ideas or contexts Disjointed and poorly sequenced paragraphs and ideas make reading and comprehension problematic. Key issues are not identified. Text is repetitive. Text has unclear focus. Paragraphs and ideas show basic organisation with some logic. Text has basic focus with some repetition. Some key issues have been identified. Paragraphs and ideas are logically organised to form an integrated whole. Text has clear focus with minimal repetition. Key issues are logically and clearly presented. Sound and logical presentation of paragraphs and ideas with a good flow of thoughts. Text has clear focus with no repetition. Key issues are logically and clearly presented. Focus of text is immediately apparent. Arrangement of paragraphs and ideas constitutes a smooth flow from issues to conclusions and builds and maintains the interest of the reader. 0-6 6.5 7-9 10 11-13 Use words and sentences to persuade or communicate Choice of language fails to make meaning clear or impedes Choice of language generally articulates an Choice of language is effective in articulating an Choice of words and sentence structure is precise and Choice of words and sentence structure is precise and 5 CRITERIA FAIL PASS CREDIT DISTINCTION HIGH DISTINCTION intended meaning in writing understanding because of errors in usage. Sentences are simplistic and disjointed. Text does not clearly articulate an argument or a cogent conclusion. Text has many spelling and grammatical errors. argument and a conclusion, or communicates intended meaning. Text is generally characterised by competent use of language. Meaning is generally clear and unambiguous. Some spelling and grammatical errors are evident in the text. argument and a conclusion, or communicating intended meaning. Text is characterised by competent use of language and varying sentence structure. Meaning is clear and unambiguous. Minor spelling and grammatical errors are evident in the text. demonstrates command of discipline-specific language skills. Text uses accurate language to articulate its purpose. Spelling, grammar and syntax are generally errorfree. compelling and demonstrates outstanding command of discipline-specific language skills. Text uses fluent and accurate language to articulate its purpose. Spelling, grammar and syntax are errorfree. 0-6 6.5 7-9 10 11-13 Use writing style and layout appropriate to purpose, context and audience Use of language and/or layout indicates minimal attention has been paid to the context, audience and purpose of the assigned writing task. Use of language and layout indicates some consideration has been paid to the context, but not sufficiently to audience and/or purpose of the assigned writing task. Use of language and layout indicates adequate consideration has been paid to the context, audience and purpose of the assigned writing task. Use of sound and logical layout and disciplinespecific language indicates a sound understanding of the context, audience and purpose of the assigned task. Use of appropriate layout and discipline-specific language indicates a comprehensive understanding of the context, audience and purpose of the assigned task. 0 1 2 3 4