Please join the Scrabble Media team for a three-course event to excite your taste buds. 6th of May from 11am in W240 We hope to see you there! Carl, Emily, Ashley and Genny Scrabble Media
Scrabble Media CARTE D'OR® Creative Proposal Date: Monday 4th of May 2015 Client: Carte D'Or Word Count: 2,961 Scrabble Media Contents Situational Analysis Account Manager: Carl Garner-Watts Email: carlscrabblemedia@gmail.com Mobile: +44 (0) 7952 805 355 Page 4-5 Page 2 of 28
Competitive Environment Brand Pyramid Target Audience Target Audience Profile SWOT Analysis Research Method Findings Purchase Behaviours Brand Recognition Consumer Perceptions Key Insight Perceptual Map Objectives Proposition Page 12 Creative Positioning Creative Idea Media Plan Budget Through the Line (TTL) Promotional Strategy Page 16 Page 16 Social Media Twitter Page 16 Instagram and Pinterest Page 16 Snapchat Page 17 Online Page 17 Pre-Roll Video Page 17 TV Advertising & Video on Demand Page 17 Channel 4 Page 17 Page 19 Media Plan Execution Key Performance Indicators Timings Page 19 Why It Will Work Glossary of Terms Page 20 References Page 21 Appendices Page 22-28 1.0 Situational Analysis Scrabble Media Page 4 Page 5 Page 6 Page 6 Page 7 Page 8 Page 8-10 Page 8 Page 8-9 Page 9 Page 10 Page 11 Page 12 Page 12 Page 13-15 Page 16-18 Page 16 Page 18 Page 19 The UK ice-cream market is worth an estimated £634 million (Euro Monitor 2014) with Unilever holding a majority market share, with brands such as Ben & Jerry's, Walls and Carte D'Or under their belt. Carte D'Or was first established exclusively in French Page 3 of 28