Dnipropetrovsk Alfred Nobel University Kremenchuk Institute Kremenchuk 2017

Dnipropetrovsk Alfred Nobel University Kremenchuk Institute Kremenchuk 2017 Antypenko J. MD-41 Scientific supervisor : Komar L. V.

Outline • Introduction. • The purpose and objectives of the advertising campaign. • Competitor Analysis. • Analysis of the target audience. • Media offer.

Introduction • Client: Nestle • Brand: Gerber • Accommodation: polyclinics (in close proximity to the offices of pediatricians and internists) • Region: Kiev and regions • Period of the campaign: February-April 20 15 ; September-November 20 15 • Budget: $ 190,

The history of the brand «Gerber» began in 1927 in the United States. Dorothy Gerber was the mother of two children, who had been recommended to start giving mashed fruits and vegetables at the age of 5 months. Gerber is now the largest baby food producer in the world with an annual turnover of over one billion dollars. The original range has expanded in several dozen times, providing a unique opportunity for mothers and babies around the world to enjoy a healthy and varied children’s nutrition «Gerber».

The goal of the campaign Expansion of knowledge and use of the product Gerber Attraction of new customers The challenge of campaign The main media for the brand is the TV and the press, but to enhance the impact of additional advertising media the placement will be in clinics in Kyiv and in the regions. Because of a limited budget to provide point impact on the target audience.

Competitor Analysis

The advertising baby food intended for children aged one to three years. The target audience of the advertising are parents who decide to purchase the baby food of a particular brand. Analysis of the target audience

Age group: Women from 20 to 35 years old Social status / education: secondary, higher Income / Revenue: average, above average

Media: poster and brochure. Media offer

Advertising media can not be ignored (they are placed in the placing a specialist’s room). Maximal hit in the target audience (25 different experts in the database). Consumers of this advertising are more susceptible to its influence. The duration of exposure to contact with the media bearer is significantly larger in comparison with other media. On average, patients expect the reception at the doctor for more than 30 minutes. Patients are paying attention the advertising posters from 30 seconds to 5 minutes. The high degree of confidence to the information.

«Sometimes I can not express my love in words. But I can do this with Gerber puree components have only natural fruits and fruit vegetables without starch, sugar or salt. They are perfect to start weaning. Gerber, pure and delicate just like a loving mother. Gerber – Mom’s love with every spoonful. «

Thank you for your attention!