INTEGRATED MARKETING COMMUNICATIONS 202 (Tutorial 6)

INDUSTRY BACKGROUND Singapores total population as at end June 2009 was 4,987,600 (Population Trends 2009, 1) with food and food serving services and transport accounted for over 60% of the monthly household expenditure (Singapore Department of Statistics 2009, 15). The Ministry of Trade and Industry (MTI) announced that it expects the Singapore economy to grow by 7.0 to 9.0 per cent in 2010 (Ministry of trade and industry. 2010, 1). Singapore's focus on the food and nutrition industries and unique positioning as a strategic base for companies to innovate and test new ideas primed for Asia, are key reasons why Singapore continues to be a compelling partner to many of the global leaders in the food and nutrition sector looking to tap into Asia's market (EDB Singapore, 2010). Singaporeans are more health conscious and are now more aware of healthy food and they would prefer to eat at home (Eat healthy, stay Fit. 2009). The increase consciousness about food safety and hygiene creates an increase in sales of packaged food and healthy products (Business Monitor International 2010, 8). With the proliferation of consumer choices and increased concerns for their health, consumers these days look to food not just for taste and enjoyment but they also seek the added dimension of nutrition to help them manage their overall well-being as well. COMPANY SNAPSHOT
As the world's leading food company, Nestl is dedicated to providing the best nourishment to people each day, throughout their lives (Nestle Singapore 2010).

Nestl, together with Singapore-based traditional Chinese medicine company, Eu Yan Sang, jointly created and launched Yang Sheng Le, a novel range of concentrated herbal soups. Yang Sheng Le, in Chinese, means joy of keeping in good health. This is one of the first of its kind in Singapore and Nestl hopes to gauge consumer reaction to the herbal soups by introducing the product in a sophisticated consumer base like Singapore. Our target market would be consumers between 24 to 60 years old women whom are working professionals, housewives and consumers with time constraints.

DESCRIPTION In Singapore, 92% of packaged grocery shopping was done in modern market (Nielsenwire, 2010).An online Nielsen survey 2010 revealed one thing in common: people continue to place importance on looking good and feeling their best. Yang Sheng Le is an all-natural herbal experience. Backed by more than a century of combined expertise Eu Yan Sang in Traditional Medicine and MAGGI in providing great tasting yet convenient food solutions. With four different variants, families are now able to enjoy the natural benefits of Chinese herbs without the hassle of looking for the right ingredients and proportions,consumers can savour the delicious goodness of herbal soup in less than 20 minutes (Nestle Singapore 2010), not to mention the long hours of preparation needed.

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INTEGRATED MARKETING COMMUNICATIONS 202 (Tutorial 6)

Perceptual Map
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COMPETITIVE REVIEW Direct competitors of Yang Sheng Le would be the Chinese Medical Halls and indirect competitors would be our tonics such as Essence of Chicken, Fish Essence etc and Soup mix Maggi, Knorr, A1, Campbell, etc. Yang Sheng Le current distribution and advertising model; Distribution y Sold in major supermarkets and convenience stores. (i.e. 25 outlets in NTUC, 13 outlets in Shop and Save, 5 outlets in Giant, 20 outlets in Cold Storage, Yu Ren Sheng, Cheers) Advertising y The major tabloids (i.e. The Straits Times, LianHe ZaoBao, The Berita Harian, My Paper and Today y Magazines (i.e. Womens Weekly and Simply Her) y SMRT platform door ads in Raffles City Sales Promotion y Outdoor roadshow y Health & You event y Thematic Display ie. Mothers Day, Chinese New Year y Promoter Sampling Message Strategies, Live Well with Herbal Goodness BUYER ANALYSIS

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INTEGRATED MARKETING COMMUNICATIONS 202 (Tutorial 6)

Faced with many demands on their time and energy, Frits (2008) realised that consumers are increasingly open to the offer of short cuts, of ways to improve the efficiency of time and energy. Yet at the same time, they are also seeking more natural products and desire authentic traditional foods as well. Therefore user profile of Yang Sheng Le would be consumers who seek fast, convenience and healthy products.

Promotional Program Situation Analysis y Distribution: Currently Yang Sheng Le is only found in 25 outlets in NTUC. NTUC has a total of 230 outlets including Cheers convenience stores, to serve the varied needs of people from all walks of life (NTUC Fairprice 2009). This distribution arm is underutilised and Nestle should work with NTUC to tap into all their outlets to maximise their distribution network. Advertising: There were no spokesperson used for Yang Sheng Le and it was only featured in major newspaper and magazines during the initial launch and there were no continuity in the advertisements.

MARKETING OBJECTIVES/GOALS Our marketing objectives are as follows: To inform the public and capture 20% more market share (overall) during the next twelve months with aggressive and extensive campaigning To increase the male target segment by 10% in six months To increase revenue by 20% over the next twelve months

COMMUNICATION OBJECTIVES As the campaign is primarily targeted at women, the chosen message mediums needs to be carefully chosen to convey and appeal to the female audience. The communication objectives seek to: - Reach out to its target market through advertising in a variety of channels - Appeal to women through campaigns such as S.E.Y.E.S. (Stay Engaged, Youthful, Energised & in-Style) - Build brand recognition and loyalty OVERALL OBJECTIVES Our proposed campaign aims to create the following; Awareness: of the brand Knowledge: of the brands product Liking: of the campaign and the brand image that has been conveyed Conviction: of the brand, product and image 3

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INTEGRATED MARKETING COMMUNICATIONS 202 (Tutorial 6)

Purchase: tracking market share, revenue and profit through increased consumption.

CAMPAIGN OBJECTIVES / GOALS Increase awareness amongst our target audience of women who are between 24 to 60 years old. Promote our message S.E.Y.E.S (Stay Engaged, Youthful, Energised & in-Style)

IMC STRATEGIES Message Strategy - Increase Yang Sheng Le brand image - Promote Yang Sheng Le as the only healthy and convenience soup available Message Execution - The advertisement campaign, promote through channels such as TV, internet and print, is planned around a schedule that targets women and men. - The campaign tagline S.E.Y.E.S (Stay Engaged, Youthful, Energised & in-Style) aims to; o TV: Spoke person sharing the benefits of the soup and the convenience of cooking it in 20 minutes. o Print Ad: Promoting Yang Sheng Le as a healthy soup to be enjoyed with the whole family and keep the family members engaged. Whole family having dinner and enjoying Yang Sheng Le soup together. PR CAMPAIGN o Press releases and conferences are held to spread the campaigns launch and message o Place recycle stations at selected supermarkets to encourage consumers to return Yang Sheng Les empty jugs for recycling and give a free bottle of Yang Sheng Le for every 6 empty bottles returned. IMC OBJECTIVES Agency Philosophy The MIT Performance Agency with our mission statement Make it happen believes in using the best, innovative ideas to deliver the most effective communication to help company increase sales, market share and profit.

REFERENCES

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INTEGRATED MARKETING COMMUNICATIONS 202 (Tutorial 6)

Business Monitor International. 2010. Singapore Food & Drink Report Q1 2010. http://www.businessmonitor.com/food/singapore.html ((accessed Oct 05, 2010) Eat healthy, stay Fit. 2009. AsiaOne/Health. http://www.asiaone.com/Health/Eat+Right/Story/A1Story20090109113572.html(accessed Oct 05, 2010) EDB Singapore. 2010. Appetite for growth. http://www.sedb.com/edb/sg/en_uk/index/news/articles/appetite_for_growth.html (accessed Oct 05, 2010) Frits, V. D., 2008. Nestle. Opportunities and Priorities. http://www.nestle.com/Resource.axd?Id=4515EBB9-1AC4-44A1-9137-520F66F211CE (accessed 16 Oct, 2010) Ministry of trade and industry. 2010. MTI Revises 2010 Growth Forecast to 7.0 to 9.0 Per Cent. http://www.singstat.gov.sg/news/news/advgdp1q2010.pdf (accessed Oct 2, 2010) Nestle Good Food, Good Life. 2009. Opening Remarks by Mr. Paul Bulcke Group Chief Executive Officer Nestle S.A. Asian Media Conference, Singapore. http://www.nestle.com/Resource.axd?Id=E278762D-A9E7-4AA9-BB48B112DD3399A2 (accessed Oct 05, 2010) Nestle Singapore. 2010. Nestle Singapore Home. http://www.nestle.com.sg (accessed Sept 26, 2010) NTUC Fairprice. 2009. NTUC Online stores, stores locator. http://www.fairprice.com.sg(accessed Oct 16, 2010) Nielsenwire. 2010. Asia Pacific Retail: A Decade of Massive Change, With More to Come.http://blog.nielsen.com/nielsenwire/consumer/asia-pacific-retail-a-decade-ofmassive-change-with-more-to-come/(accessed 29 Sept, 2010) Nielsenwire. 2010. Global Health & Beauty Trends.http://blog.nielsen.com/nielsenwire/consumer/global-health-beautytrends/(accessed 29 Sept, 2010) Nielsenwire. 2010. The State of the Global Consumer: Spending Trends. http://blog.nielsen.com/nielsenwire/consumer/the-state-of-the-global-consumer-spendingtrends/ (accessed 29 Sept, 2010) Population Trends 2009. Singapore Department of Statistics http://www.singstat.gov.sg/pubn/demo.html (accessed Sept 26, 2010) Singapore Department of Statistic. 2008. Food and Beverage Services. http://www.singstat.gov.sg (accessed February April 06, 2010)

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INTEGRATED MARKETING COMMUNICATIONS 202 (Tutorial 6)

APPENDIXES

SWOT ANALYSIS Strengths  Advertise Yang Sheng Le as, born of 2 proud parents MAGGI and Eu Yan Sang is the first and only in its league Campaigns are advertised in both English and Mandarin language which caters to most Singaporeans and foreigners. Nestle did not do much advertising and promotion to advertise Yang Sheng Le presence and as a result didnt manage to acquire much market share. Current campaigns are not impactful and do not leave an impression in consumers mind. As Yang Sheng Le is easy to use and cater to those with intermediate cooking skills, we should also be tapping into the male segment to help the brand grow. If well received it opens doors for more marketing opportunities to women and men, both locally as well as overseas. Launch of similar products by competitors

 Weaknesses

 Opportunities

Threats

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INTEGRATED MARKETING COMMUNICATIONS 202 (Tutorial 6)

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