StayCharged Campaign

Agenda

Marketing Strategy

Pricing Strategy

Communication Strategy

Implementation

Situational Analysis

Marketing Strategy

External Situational Analysis

Population according to size of households in which they live in 2013

External Situational Analysis

TV40%

Cinema advertisment2%

Out-Of-Home8%

Internet22%

other28%

Internal Situational Analysis

StayCharged

Marketing Strategy

Objective •Promote StayCharged batteries

Campaign•StayCharged 24 Days to Christmas

Targeting•Middle income families with children

Channels•Online and Offline

Duracell Calendar

Communication Strategy

Quality Calendar

Competition reaction is unexpected

Road Trip

Social Media

Social Media

#StayChargedForChristmas

#EnergyForChristmas

#DuracellAdventCalendar

Wednesday, December 3

Update your desktop or mobile background with a stunning photograph of Duracell’s

Bunny Santa Claus in Madrid

Internet Banner

Out-of-home advertisement

Distribution Channel

Pricing Strategy

StayCharged price for a 4-pack: 22 €

Discounts in calendar: 20 %

StayCharged Final Price: 17.60 €

TARGET REVENUE (ROI) FROM STAYCHARGED: 5,200k €BREAK EVEN IF 49% USE CALENDAR

Summarized Budget

Budget Euro

Advertising 2,591,216

Sales promotion 46,718

Direct Marketing 175,193

Internet marketing 175,193

Survey 11,680

Total 3,000,000

1 6 13 20 27 1 10 17 24 1 8 15 22 19 1 5 12 19 26

Tool Details

Advent Calendar

TV Spot writing script

TV spot production

TV spot advertisment

designing posters and bus shelter ads

Poter placement

Placing bus shelter ads

Sales discount for advent Calendar

product bundel offer for advent calendar

Direct Marketing Tour with Santa through spain

Facebook account

Instagram account

Twiter account

social media campaign adaptation

Upkeep and utilization of social media

Banner Ads

Measurement Survey

JanuaryOctober

Advertising

Internet marketing

Sales promotion

November December

Implementation Time-Scale

No price responses

Compete on qualityBuild awareness of existing features and their

benefits

Price responses

Use complex price actionsOffer bundled prices, two-part pricing, quantity

discounts, price promotions

Deploy simple price auctionsAdjust product’s regular price in response to

competitor’s price change

Tool Details Costs Date of Occasion

Advent Calendar 430,500 01-Oct-14

TV Spot writing script 116,795 01-Oct-14

TV spot production 1,167,955 06-Oct-13

TV spot advertisment 700,773 01-Dec-14

designing posters and bus shelter ads 58,398 20-Oct-14

Poter placement 58,398 24-Nov-14

Placing bus shelter ads 58,398 24-Nov-14

Sales discount for advent Calendar 23,359 01-Dec-14

product bundel offer for advent calendar 23,359 01-Dec-14

Direct Marketing Tour with Santa through spain 175,193 01-Dec-14

Facebook account 23,359 01-Nov-14

Instagram account 23,359 01-Nov-14

Twiter account 23,359 01-Nov-14

social media campaign adaptation 46,718 01-Oct-14

Upkeep and utilization of social media 11,680 01-Nov-14

Banner Ads 46,718 01-Dec-14

Measurement Survey 11,680 05-Jan-15

Total 3,000,000

Advertising

Internet marketing

Sales promotion