BUSM3061

Advertising Campaign Strategy

Assignment 2

Report
Snickers

11001138
11004171
11000230
11004471
11002764

Contents
1

1 Introduction & Consumer Insight (11001138)

3
1.1

Introduction
3

1.2 Ice-cream Industry

1.3 Snickers Tub Ice-cream Concept
3
1.4 Setting the Communication Objectives
4

2 Target Audience & Media Consumption (11004171)

5
2.1 Target Audience
2.2 Media Consumption

5
6

3 Media Strategy (11000230)

7
3.1 The Media Budget
7
3.2 Scheduling Strategy
8
3.3 Allocation of Medium Spend
8
3.4 Media Planning
9
3.5 Television
10
3.6 Cinema
11
3.7 Magazines
11
3.8 Newspapers

12

4 Media Strategy Contemporary (11004471)

13
4.1 Online Advertising
13
4.2 Radio
4.3 Outdoor
4.4 Summary of Plan Objectives
4.5 Summary of Key Plan Strategies
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4.6 Detailed Media Requirements
15

13
13
14

5 Client Communications Brief (11002764)

16

1 Introduction & Consumer Insight

11001138

1.1 Introduction
We look to focus on brand extension; allowing us to create a new product line for
Snickers and for them to compete in another area of the confectionary market
instead of just the chocolate bar section.
As we are looking at brand extension the target market, 16-34 males, will remain
the same. The success of targeting 16-34 males in their previous campaign
allowed snickers as a brand to grow by 15.9% in terms of sales than other global
Mars Brands (Lewis, 2012). However, we have also considered 18-34 women as a
secondary target audience as they are the predominant buyers of ice cream
(Clifford, 2013).

1.2 Ice-cream Industry

Ice cream is a must stock category and with Mars being the UKs favourite
confectionary brand in ice cream (Mars, 2013), this is the section of the brand
we are looking to expand. According to Clifford (2013) the ice cream market grew
by 20% between 2007 and 2013. A positive growth means that the market is
expanding and there is room for new products to enter. The two main
competitors in the ice cream tub market are Ben & Jerrys and own label brands.
Own label brands own the market with a 28% share followed by Ben & Jerrys
with 19% (Clifford, 2013). Meaning that there is space in the market for Snickers
to move into and compete.
Snickers (No Date) stated that their chocolate brand grew by 7.6% in 2012 due
to the support they had from their recent advertising campaign, and with more of
the same support promised that their Ice Cream bar would continue to perform in
the Top 20 singles throughout 2013. According to a recent Mintel report 19% of
the UK population have bought individual pots of ice cream in the last twelve
months (Clifford, 2013), however this research was based on 1500 internet users
aged 16+ meaning that it may not represent the majority. As Snickers already
have a product in the ice cream market, which is their ice cream bar containing
the unique combination of crunchy peanuts and real dairy ice cream (Snickers,
No Date), we have looked into expanding this by creating a Snickers ice cream
pot.

1.3 Snickers Tub Ice-cream Concept

Clifford (2013) states that the purchasing of ice cream is biased towards
women. Therefore we aim to change this by introducing pots to the 16-34 year
old males we are targeting. To do this we need to ensure that the ice cream pots
appeal to the males by representing their masculinity. Furthermore, consumption
of products which serve to enhance ones masculinity establishes male social
4

identity and product consumption (McNeill & Douglas, 2011). As a result we are
looking to create a fist shaped ice cream pot which symbolises masculine
activities such as boxing as seen in Figure 1 (Snickers Product Mock-up Fist Tub
Ice Cream).

1.4 Setting the Communication Objectives

To set the communication objectives there are several effects that need to be
looked at: category need, brand awareness, brand attitude and brand purchase
intention.
Selling the category need is what we aim to achieve. As we are introducing a
new product the category need has not yet been established in the minds of the
target audience, therefore we must sell the need (Percy & Rosenbaum-Elliot,
2012). Percy & Rosenbaum-Elliot (2012) suggest that the content of the
advertising requires the selling of category benefits in addition to brand
benefits; Snickers sells itself on the ingredients in their products. Therefore
combining this brand benefit and the new category benefit, the new campaign
will allow us to sell a new and delicious way to consume the crunchy nuts and
caramel ingredients.
For brand awareness we believe our consumers will recall the brand; therefore
meaning that their category need will occur (hunger) and they will remember the
brand snickers to satisfy their need.
Our brand purchase intention is to appeal to our target audience and create a
low-level of curiosity so they at least try the new product we are introducing into
the market. Creating low-levels of curiosity to try amongst our target audience
5

will work as our product has low involvement with product decisions (Percy &
Rosenbaum-Elliot, 2012).
We look to maintain Snickers brand attitude as our brand uses tend to be
relatively loyal (Percy & Rosenbaum-Elliot, 2012).
Snickers are currently
perceived as a masculine brand, with their combination of crunchy nut
ingredients and creative campaigns. In response to a positive sensory
gratification motivation which is held in the ice cream market category,
consumers could purchase any ice cream brand however; it is Snickers unique
selling point of crunchy nuts that differentiates the brand from its competitors.

Figure 2 (Percy & Rosenbaum-Elliot, 2012) illustrates the Rossiter-Percy grid

which has allowed us to come to a conclusion that we will implement a lowinvolvement transformational brand attitude strategy. Percy & Rosenbaum-Elliot
(2012) suggest that with low-involvement decisions, to initiate a positive brand
attitude, the target audience needs only to pay attention to the message and
learn something new about the brand. Moreover, the benefit is in the execution,
consumers must like the advertising when dealing with positively motivated
behaviour as the execution is what provokes the emotion within the message
(Percy & Rosenbaum-Elliot, 2012).
To reiterate what has been discussed above our communication objectives will
be:
Affective: The unique selling point of crunchy peanuts is the
motivation for consumers to buy the product; setting Snickers above
all other competitors.
Cognitive: To be aware of the new product category and of the new
way to taste the ingredients.
Conative: To create low-level curiosity amongst consumers to try the
new product.

2 Target Audience & Media Consumption Analysis

11004171

2.1 Target Audience

Our proposed target market for this campaign is males aged 16-34. This is a very
wide market which extends across many different demographic, geographic and
socio-economic segments.
One of the tools we have utilised to determine the psychographic and personality
traits of our proposed target audience is Experians Mosaic UK (No Date). There
are two profiles with a high percentage of males aged 16-34. These are group H:
New homemakers and O: Liberal Opinions. These two groups have many
characteristics in common. Both groups have a higher percentage of members
from the C1 socio-economic class, this is the socio-economic demographic our
campaign will be targeting. Both have a similar geographic profile - they are
mainly urbanites, living in inner-city and inner suburb areas.
Mosaics report showed which shops were most often used by both profiles, the
top four shops were the same for both groups, these were; Tesco Express, Tesco
Metro, Waitrose and Sainsburys local. With Tesco gaining the highest
percentage, this therefore offers us the opportunity to possibly work in
partnership with Tesco at some point to market our product in store. Group O are
regular cinema visitors, visiting twice or more a month. This makes Cinema an
important media channel for us to utilise. Both profiles tend to travel by public
transport opposed to commuting by car, ambient and outdoor advertising may
therefore be media channels that offer us the opportunity to reach a large
portion of our target market.
Men are more likely to participate in sports than women. The top three male
dominated sports are football, golf and weight training, football being the most
popular sport among 16-24 year olds. 16-24 year olds are also the most likely
age segment to participate in health and fitness activities i.e. going to the gym
(Jones et al, 2011).
According to Bakshi (No Date) male consumers tend to make their purchasing
decisions based on immediate needs and how well the product or service will
satisfy needs immediately. Meaning we would be able to market our ice cream
pot as a hunger satisfying ice cream.
As already stated women tend to purchase ice cream, (Clifford, 2013) suggesting
males do not purchase ice cream as often allowing us to use specially targeted
mediums which will change male perceptions of ice cream pots.

2.2 Media Consumption

Thinkbox (No Date) states the TV consumption habits of 16-34 year old males,
channels such as Sky Sports, Sky Sports News, Channel 4 and Dave rank
amongst the most preferred channels with this segment. As well as these
mainstream channels a high percentage of males 16-34 watch programmes on
relatively smaller channels such as MTV Base, Extreme and Discovery (Television
Campaign, No Date). Although these channels have overall smaller audiences
they have a high percentage of our target audience as their viewers. ITVMedia
(2013a) reports reaching 86% of the 16-34 year old UK population, with
programmes such as Im A Celebrity Get Me Out of Here! Reaching a total of
11.9m viewers (ITVMedia, 2013b). The most popular programmes with this
segment are shows such as Top Gear (Dave), Come dine With Me (Channel 4),
Champions League Goals (Sky Sports) and Auction Hunters (Discovery)
(Television Campaign, No Date). Sports shows are also a favourite amongst this
segment.
In 2004 those age 18-30 listened to on average of 22.3 hours of radio per week,
this was much lower than that of those aged 40-55 who listened to an average of
25.4 hours per week (The Knowledge Agency, 2004). This therefore shows a
decline in young radio listeners. However, with innovations in mobile and mp3
technology an increasing number of 15-24 year olds now listen to radio via their
mobile device, this is has increased 7% year on year (RAJAR, 2013). This is the
highest percentage compared to all adults and those over 25 suggesting this is a
media channel those in our target market use, which may be a useful channel for
us to utilise. The most listened to commercial radio stations within our
demographic are KISS and Capital (RAJAR, 2013).
The top three paid male focused magazines are Mens Health, GQ and FHM,
however, all three have seen a decrease in circulation on the previous year
(Turvill, 2013). The 2013 Media Consumer Survey states that print magazines
are still attractive to consumers, however within Sports and Motoring magazines
(categories preferred by males) the proportion of respondents who read
magazines in online formats are more than or equal to that of print (Deloitte,
2013) suggesting that males are no longer reading traditional hard copies of
print magazines but instead the digital equivalent.
For newspapers, those aged 18-34 are the least likely age segment to read a
newspaper. Those in this age segment who do read a newspaper are more likely
to read publications such as The Metro, Evening Standard and The Guardian
(YouGov, 2013). The 2013 Media Consumers Survey found that this segment are
more likely to read the news on a laptop opposed to traditional printed hard copy
(Deloitte, 2013).
As this age segment is classified as millennial or generation Y (ranging from
1982-2004) (Horovitz, 2012), this generation are digital natives opposed to those

older than them labelled as digital adopters. This means online media
consumption is more predominant for our proposed target market.
53% of males aged 16-34 own a smartphone, which is double that of males aged
55+. 23% of males aged 16-34 also own a tablet, this is higher than that of
women in the same age segment and men in other age segments (Harris
Interactive, 2012). This therefore suggests that online via smartphone or tablet is
a media channel in which a large portion of our proposed target market
consumes media.
This segment are also heavy users of social media, such as Facebook, Twitter and
YouTube. The largest age group on Facebook is currently 25-34 year olds,
followed by 18-24 (Social Bakers, 2013). 49% of Facebook users are males
(Sakki, 2013), meaning this platform may be one which our target market use
regularly, especially considering 95% of those aged 18-24 and 88% of 25-34 year
olds have an active Facebook Profile (Umpf, 2013).
Males in younger age groups (16-34) are also the most likely to be daily viewers
of internet-delivered content i.e. short video clips via YouTube (Ofcom, 2013). Our
demographic may visit other websites such as Sky Sports where 61% of users
are Male (Visual DNA, No Date). Visits to ITVs website are also likely to increase
in 2014 due to them having the rights to the football world cup which is favourite
sport among our segment.

3 Media Strategy
11000230

3.1 The Media Budget

Snickers one-year campaign will be allocated a 12million media budget. Whilst
Snickers is a well-known brand, it is new within its extension category, therefore
must attack [competitors] with a large Share of Voice premium (Belch and
Belch 2012: p.250). Competitors, Magnum, allocated a 10million media budget
in 2012 for the new product line (Flores et al. 2012). Whilst, every budget
requires a trade-offs between reach and frequency, the additional 2million will
decrease this trade-off in comparison to competitors (Percy and RosenbaumElliott 2012).

3.2 Scheduling Strategy

The ice-cream industry has shifted toward all-year-round advertising, as icecream is now seen as a nine oclock indulgent moment; furthermore, R&R IceCream as cited by William Reed Business Media (2013) has found ice cream
sales across the winter months are understandably lower than during the
summer. However, the ever-increasing popularity of take-home ice cream, the
economic downturn and the Big Night In phenomenon [has] each kept winter
sale buoyant... The Snickers one-year campaign will use a pulsing schedule in
order to maintain a presence throughout the year, reflecting consumer complex
purchasing habits as seen is Figure 3 (Snickers Pulsing Campaign Schedule
2014). Mintel Group (2013) reports, ice-cream products tend to be seen as an
occasional rather than an habitual product; However, pots of ice-cream are the
most frequently brought (once a week) in comparison to lollies, sorbets and
cones, as seen in Appendix A (Mintel Group 2013), justifying the need to keep a
presence throughout the year.

3.3 Allocation of Medium Spend

Furthermore, Figure 4 (Snickers Tub Ice Cream High Level Media Plan in 000s)
exhibits the allocations of spend by medium throughout the one-year campaign.
In keeping with the schedule, each medium has been awarded with a higher
budget during the high peaks in the campaign. According to Avery (2000: p.193),
food is better presented in a medium that will allow the visual communication
of appetite appeal, hence our continuous presence with the television and
online mediums, as well as their frequent usage as discussed previously.

10

Percy and Rosenbaum-Elliott (2012) propose, The ability to deliver high

frequency is important for recall brand awareness as well as for low-involvement
transformational brand attitude strategies; furthermore, most fmcg products
only [require] a brief exposure time; this would suggest visual communication
media such as television and online would be the most affective for the Snickers
product. Utilising all medias, Figure 5 (Quarterly Spend by Medium in 000s
2014) displays the recommended quarterly spend, with a high focus in quarters
two and three, and presence in quarters one and four.

3.4 Media Planning

Figure 6 (Media Planning) outlines the recommended plan, whereby the gross
impressions and GPRs have been calculated as well as average frequency, CPM
and CPP. This figure indicates online and outdoor will be the most cost effective
with the highest frequency; however, both these mediums if not planned
appropriately can be placed incorrectly, resulting in unsuccessful reach of the
audience. TV is an expensive medium, as indicated in Figure 6, but has a high
average frequency therefore it is strongly recommended medium for Snickers
Tub Ice Cream Campaign.

11

3.5 Television
Whilst, the television medium is one of the most expensive mediums, it gives
one of the best opportunities for reach as television provides the brand the
ability to target specialised programming, simultaneously reaching wider
audiences and the ideal medium for integrated marketing campaigns; as
discussed by Altstiel and Grow (2010: p.220), with the exception of the internet,
no other medium does a better job combining sight and sound, resulting in high
impact.

Figure 7 (TV Campaign Analysis for one month) illustrates the gross coverage,
net coverage and opportunity to see based on BARB (2013) for one month of the
campaign, if television was to be utilised. ITV and Channel 4 give the highest
reach and frequency; however, the targeted channels Comedy Central and Sky
Sports News result in the highest OTS for the target audience. All selected
channels are suitable for the Snickers campaign, utilising these channels and
their different audiences to the campaign will insure high OTS on targeted
12

channels and high frequency on wider-population channels as seen is Figure 8

(TV Reach vs. Frequency).

3.6 Cinema
Cinema is one of the most similar mediums to TV resulting in good visual
content, combining sight and sound, benefiting Snickers being a low-involvement
transformational product. Moreover, cinema has a captivated paying audience,
consequentially leading to a lack of avoidance as discussed by Phillip and Nobel
(2007). Moreover, cinema gives brands the ability to target specific markets;
forecasted 2014 films where Snickers could place adverts include, 22 Jump
Street, Fast and Furious 7, Sex Tape and Captain America. However, as seen in
Figure 6 (Media Planning), cinema has the lowest average frequency due to only
one slot of advert per film, and is the most expensive because of its competitive
market (Blomefield 2012).

3.7 Magazines
The medium of magazines gives the opportunity for high circulation, readership
and OTS as it lasts longer than any other medium (Altstiel and Grown 2010:
p.191). Magazines are also selective, specialised magazines make it easier to
target specific audience groups; hence, the possibility of a slightly larger budget
distribution between newspapers and magazines.
Figure 9 (Magazine Media Plan by Title) exhibits the use of budget for one
magazine. During the high peak of the schedule (Jun-Aug) Snickers adverts
13

should be placed 4-5 times within one magazine, resulting in high frequency and
reach, in comparison 2-3 placements for March-May and September, where
frequency will not be as high due to budgeting and the pulse schedule of the
campaign.

3.8 Newspapers
As discussed previously, weather is a factor to consumer purchasing behaviours
with the new brand extension; however, William Reed Business Media (2013)
discusses a change in industry, as recent years have resulted in purchases of icecreams on sunny days as opposed to exclusively high temperatures. Weather
reports change dramatically, sometimes over night; the use of newspapers will
enable Snickers to, perhaps, purchase media on a day where un-sunny weather
was forecasted due to the last-minute fast nature of the newspaper industry.

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4 Media Strategy
11004471

4.1 Online Advertising

Our target market is a digital native so an excellent way to target them would be
to use online advertising. The benefits of online advertising are: knowing exactly
where and when our consumers are, we can then target them when we feel is
best.
Similar to our TV campaign we want to keep an annual presence, this is due to
the combination of consumer complex purchasing habits and the consistent 24/7
uses of online media within our demographic. Our aim then is to identify when
our target market will be more receptive to online advertising, be it through
times of the day or seasonality.
Online users become more receptive to adverts from the early evening onwards.
Younger audiences (Our demographic) interests grow as the day progresses, only
4.6% of online users say that theyre likely to pay attention before 9:00AM but
after 6:00 PM this increases to 51.6% (Hall 2009).
Seasonality is key for the sales of ice creams and for the advertising too, we
want to increase the frequency of our adverts within the summer months starting
from march through to may, and then a large increase within June, July and
August. Aside from summer sales this time period also engulfs the FIFA World
Cup.
Our target market are seen to be sports fans so by utilizing the online coverage
of the world cup along with the summer sales this is an excellent time to
increase frequency.
We propose that in the winter months we maintain online activity around the
times our demographic are more receptive, so target them between 5:00 PM and
9:00PM weekdays and 2:00PM and 9:00PM weekends. We propose this because
our target market is urbanites living in inner cities this may mean they commute,
meaning that they will use online media within their journey Our target market
also act on impulse and buy products to satisfy there needs, by having online
activity at late evenings and throughout weekends this will be a key time for
impulse buys from convenience stores.
Our summer schedule will see us increase frequency starting as early as March;
this is just for the build-up of the World cup as opposed to normal summer time
build up. We will still maintain the same times but just increase frequency as
opposed to timing within the day.
In June, July and August we will increase both frequency and time to really push
our product. Online use will increase at this time for information on the World cup
as opposed to normal online use. We propose that throughout May we heavily
increase the frequency of our adverts again and still not change the times until
15

the 5th June 2014. The week before the world cup online user habits are likely to
change as squads arrive in Brazil the best time to advertise would be between
2:00 PM and 12:30 AM. This then covers all the team news and information for
the event.

4.2 Radio
As part of our radio advertising we propose a mixture of both digital and
terrestrial radio stations within the major cities of the UK. This is due to the way
our target market consume radio. Although our target market listen to terrestrial
radio they consume online and digital radio more.
The cities we want to cover with terrestrial radio are London, Manchester,
Edinburgh and Cardiff; these cities cover most of Scotland, most of wales and
also the north and south of England. Digital radio will target most of our market,
as it will be nationwide.
We propose that we advertise mainly within the journey to and back from work
as well as increased times within the summer. The increase in the summer is a
combination of the sales of ice cream and also more people will be off work for
summer holidays.
We propose adverts between 6:30 AM and 10:00 AM weekday mornings and 4:00
PM and 7:00 PM weekday evenings by using the drive time shows we will get
more coverage. On weekends we will utilize radio throughout more of the day as
it will be used freely throughout the day as opposed to just driving to work and
back, these times will be 11:30 AM to 4:30 PM, this covers weekend activities
such as shopping and any activities at home.

4.3 Outdoor
By using outdoors advertising it will allow us to target our inner city market, we
could use a combination of transport and also billboard signs. For this we
propose that we advertise March through to September, this utilizes the summer
months and also the build-up the UK has for its summer with hot spells from the
end of March.
We want to use our advertising in major cities around the UK, by using their
transport systems and billboards. The majority of the budget will go towards the
major four cities used in the radio ads, with London getting the most.
Within London we want to use the tube network, buses and also the billboards
that get high amount of reach.

4.4 Summary of Plan Objective

Our main goals in order to advertise to our target audience are to get high levels
of reach. We aim to do this by using the media channels that are incorporated in

16

the lifestyles of our target audience. By using these specific channels with a
specific schedule we know that we can reach our target audience.
We have identified patterns in the market and have also identified customer
trends that allow us to know when sales are likely to increase and decrease. We
have decided to use this to implement when we shall increase frequency.

4.5 Summary of Key Plan Strategies

We have developed a schedule that allows us to be active year round. We have
decided to do this so that we can get at two potential markets. These markets
are the summer time market that comes with ice cream and also the winter
market that comes with the big night in phenomenon.
We want our advertising campaign to be effective within inner city locations and
big towns. This is due to a mixture of our target markets being urbanites and also
the fact our target market are likely to be out of the house within summer
months. This is an excellent way to incorporate outdoor advertising within the
media mix.
Due to our target market being more technologically savvy this has influenced
our media selection. We have still used traditional forms of advertising such as
TV, Cinema, Print and Radio despite the decline in effectiveness they are still
very influential media channels.
We have heavily used online media as this is considered the most effective form
of advertising no other media does a better job of combining sight and
sound.(Alstiel and Grow 2010). Our target market is more likely to get their
information this way so have used this as an integral part of our media selection.

4.6 Detailed Media Requirements

We want to increase our frequency within the summer months; this is where our
campaign would be most heavily weighted. By increasing spend at the end of
June and start of July it captures the world cup and increasing again just in
August catches the summer holidays. This can be seen by looking at figure 10
which shows how we would increase our weighting by week.

17

Summer
Schedule
ONLIN CINEM OUTDO
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18

FOUR
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Figure 10: Summer weighting schedule 2014

5 Client Communications
Brief

11002764
Client: MARS Inc.
Product: SNICKERS brand

Project Concept
We want consumers to know that SNICKERS have created a manly tub ice
cream that can be bought as a masculine cold snack it is essentially cold
SNICKERS in a tub. It can be consumed as a film snack, comfort eat, cold food on
19

a hot day or just a simple delicious ice cream fix that they know will provide the
same hunger satisfaction that SNICKERS chocolate bars do.

Brand Considerations
Brand Identity/Brand Capsule
-

Snickers core message and identity is a masculine, yet good-humoured get

some nuts message with a current campaign tagline of youre not you when
youre hungry reflecting the satisfaction and full-up feeling consumers have
after eating Snickers.
Get Some Nuts has become a brand capsule for Snickers as the phrase has
gone viral and now has a direct association with our brand.

Brand Values/Brand Vision

-

Snickers has a strong affiliation with its heritage, for example, Snickers was
the name of the chocolate-bar creators favourite race horse, and strives to
be the worlds bestselling chocolate bar.
Snickers core values lay within the products convenience, the satisfaction of
hunger and the fun, easy-going and masculine connotations it offers.

Brand Personality
-

Snickers, as a brand, has always maintained a light-hearted tone of voice,

that is now maintained throughout the entire global strategy to ensure
consistency and clarified messages.
Snickers have always been involved with sporting events and have built a
personality based on celebrity endorsements and sports stars this
personality includes characteristics such as trustworthy, popular and
confident.

Objectives
Communications objectives:
1.

To create a 60% awareness of SNICKERS tub ice cream amongst current

SNICKERS consumers within 6 months of launching the campaign.
2. To become market leader in confectionary brand ice cream within 18
months.
3. To challenge the stigma attached to tub ice cream being a female orientated
product and increase male tub ice-cream purchases by 10% in 18 months.

Single Minded Proposition/Benefits

SMP: Men need cold snacks too stay manly with a man size SNICKERS tub icecream.

Strategic benefits:
20

Functional benefits
-

A delicious nut-filled ice cream product that satisfies hunger.

Emotional/Self-expressive benefits
-

Masculinity projected through the SNICKERS brand and through the

packaging of the ice cream.

Audience
Primary
Gender: Male
Age: 16-34
Mosaic UK Profiling: New Homemakers, Liberal Opinions
Socio-economics: Primarily C1/C2
Geographic: Urban generally inner city and inner suburb areas
Typical Consumer Description: Jonathan aged 23 from Cardiff. Jonathan works
locally as a bricklayer for a small firm which primarily takes on domestic jobs
within the area, that also only employees three other tradesmen. He is single
and lives in a rented apartment with his friend and flat mate, Paul. In his spare
time, Jonathan enjoys playing football, socialising in pubs and spending time with
his male friendship group. Jonathan would purchase SNICKERS tub ice-cream as a
cold snack after playing football on a summers day.

Secondary
Gender: Female
Age: 18-34
Mosaic UK Profiling: New Homemakers, Liberal Opinions
Socio-economics: Primarily C1/C2
Geographic: Urban generally inner city and inner suburb areas
Typical Consumer Description: Chloe aged 27 from Braintree, Essex. Chloe
works as a sales adviser in a town branch of Thomas Cook travel agents. Chloe
lives with her boyfriend Steven who is a sales assistant. She enjoys going out
with her female friends on a weekend whilst her boyfriend has his friends round
to watch films, sports and play on the Xbox. She is the main food shopper in the
household and would look at products like SNICKERS tub ice-cream as a TV snack
to purchase for Steven and his friends.

Assumption & Research

Brand context
These elements/characteristics must be maintained:
Logo: Original logo must be used.
Tone of voice: Light-hearted, humorous, jovial, and tongue-in-cheek
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Tagline: Standardised tagline of Get some nuts

Celebrity: Celebrity endorsement must be used as it is part of the brand
personality. Although no specific celebrity, it is specified that it be characters
such as Mr. T or male sports stars.
Consumer insights:
- Tub ice cream makes up 38% of the ice cream, sorbet and frozen yogurt
market.
- Ice-cream sales are not restricted to the summer months, 32% of ice-cream
sales took place from September 2012 to February 2013.
- Women are the primary purchasers of tub ice-cream.

Competitive Landscape
Nestle
SNICKERS main competition with Potz, a range including the Aero,
Smarties, Rolo and Toffee Crisp brands.
Retails at a third of the price of premium tub ice-cream brands such as
Haagen-Dazs and Ben & Jerrys.
Nestle partnered with Love Film to promote the launch of their new icecream product in 2010 by creating an above-the-line campaign, using Love
Film to carry money-off vouchers, branded materials on and offline, targeting
its 4million customer base aged 18-44.
The aim of the campaign was to target a significant number of financially
cautious consumers who seek entertainment at home rather than going out.
Ben & Jerrys
Not a confectionery brand competitor, but they have a market share of
19%.
There creative work is high-profile, with a fun, easy-going tone of voice that
focuses heavily on their support of fair-trade.

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