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Contents The ‘DRINK MORE GRAPE’ campaign 2014

Natasha Freeman . Rebecca Heneghan . Stephanie Massie . Mathilde Trouillet . Marica Scevlikova

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Budget

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References Appendix 1 - PESTLE Diagram Appendix 2 - SWOT Diagram

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Situation

brands in the market.

PESTLE Analysis

Porters Five Forces Model Analysis

SWOT Analysis

is much stronger brand, meaning that the imported products that are made produce juice similar to Welchs, other than the

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Objectives

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• To generate at least one piece of online media for each target audience, from 10 online press releases

Media Content Analysis

campaign, from the start of the retained contract.

products.

Key Performance Indicators

Primary Research

having never bought a Welch’s product.

Volume

monitors are page likes, post reach, and visits. campaign to see

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Audience

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Depth 8

Strategy / Key Messages Engagement

such as facebook.

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Tactics

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Facebook

2. Pintrest 3. Facebook •

Pinterest

-

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tails

-Facebook

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blogs. and online media. Mocktail recipes. -

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ble.

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1. Blogs 2. Website products

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Timings

October - December

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Pintrest

Facebook 2. Mulled Welch’s Wine recipe

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Budget

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Evaluation

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report. Figure 1: Division of the the ÂŁ2,500 budget per month therefore create a clear outline to the success and value of the campaign.

budget.

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References

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References

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Bacon

html audiences.html

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Appendix

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Appendix 1 - PESTLE Diagram

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Appendix 3 - Porters Five Forces

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household income is ÂŁ55,000 and lives in a 5-bedroom house in Hampshire.

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degree.

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degree.

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Welches drink more grape campaign 2013