TEAM STRATEGY & BOOK PLAN
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TABLE OF CONTENTS I. Executive Summary II. Situation Analysis Product Detail Emerging Trends Competitive Environment & Positioning Social Environment
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III. Primary Research 7-11 Research Objectives 7 Private Interviews Summary 8 Survey Summary 8-11 IV. SWOT Analysis
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V. Critical Issue
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VI. Marketing Strategy 13-14 Marketing Objectives 13 Target Markets: Retailers & Shoppers 13 VII. Campaign Strategy 14-22 Phase I 14-20 Phase II 20 Social Media Strategy 21-22 VIII. Conclusion
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IX. References
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X. Appendix 25-46 A - Social Media Statistics 25 B - Personal Interview Transcriptions 26-36 C - Survey Summary 40-46
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EXECUTIVE SUMMARY
MessageWrap is a start-up company that specializes in custom-printed antimicrobial check-stand belt covers. The company transforms traditional check-stand belts into a one-of-a-kind marketing tool for advertisers, protected by Good Armor’s antimicrobial coating. MessageWrap gives advertisers and brands the ability to reach consumers in a completely new form, in the most trafficked area of any retail location, at a moment when the audience has a moment to pause. The belt surface is durable and coated in Good Armor’s antimicrobial covering which interrupts the formation of bacteria that is commonly found on grocery belts. According to various studies, grocery belts are one of the most contaminated surfaces in the supermarket environment because of their constant exposure to poultry, foods and shoppers. Compared to traditional media, conveyor belt advertising is a new way to engage and connect with consumers that has exponential global potential. There are very few competitive products currently in existence, most still in developmental stages. MessageWrap seeks to further establish their retail and brand portfolio to increase sales of the belt covering across the board.
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