Samuel Levinson Creative Planning Exercise PRODUCT: Vlasic 3-inch i!

e Dill Pic"le Chi#$

%E& '(CT: )e* #ro!uct+ ten times *i!er in com#arison to the normal !ill #ic"le chi#+ an! the #ic"le *ill sta, on the ham-urger$ PRO.LE/ T0E (DVERT1S1)2 /UST SOLVE: Creating a cam#aign in or!er to a!vertise the ne* #ic"le to the #u-lic is the goal$ The ne* 3oo! item must -e intro!uce! to the #u-lic through a!vertising+ *ith clever techni4ues in or!er to create -ran! recognition an! esta-lish the #ro!uct$ (DVERT1S1)2 O.5ECT1VE: The o-6ective is to success3ull, mar"et the ne* item+ ca#turing the attention o3 the vie*er+ so the, *ill -e li"el, to #urchase the ne* variet, o3 #ic"le$ The #ic"le shoul! -e esta-lishe! -, the a!vertising+ so that customers *ill -e li"el, to inclu!e the #ic"le as a ne* necessit, 3or their ham-urger$ CRE(T1VE STR(TE2& PROSPECT DE'1)1T1O): Vlasic shoul! rel, on their -ran! recognition an! their re#utation as a #ro!ucer o3 #ic"les$ The com#an, has o33ere! high 4ualit,+ !elicious #ic"les 3or man, ,ears+ an! the #u-lic trusts the -ran!$ The #elican mascot shoul! -e utili7e! 3or this ne* a!vertising cam#aign+ in or!er to #resent a 3amiliar element to the #u-lic+ *ith a ne* #ro!uct o33ere!$ The 3-inch *i!e !ill #ic"le chi# is similar to the 8Ovals9 ham-urger #ic"le$ PR1)C1P(L CO/PET1T1O): There are several -ran!s o3 #ic"les that Vlasic must com#ete *ith$ 'or exam#le+ Claussen is one o3 Vlasic:s com#etitors+ there3ore+ Vlasic *ill have to -ecome more #o#ular or at least e4uall, #o#ular to consumers 3or this #articular "in! o3 #ic"le$ This is a #ossi-ilit,+ an! although Vlasic is a success3ul com#an, *ith goo! #ro!ucts+ the, must al*a,s -e a*are o3 the com#etition in the mar"et#lace$ %E& PRO/1SE: Vlasic shoul! rel, on their -ran! recognition in their a!vertising cam#aign$ The, *oul! -ene3it -, creating at least t*o !i33erent a!vertisements that ma, -e -roa!cast on television$ The content o3 each *oul! -e !i33erent+ ho*ever+ the #rimar, in3ormation o3 3eaturing the ne* #ic"le *oul! -e the same$ The #romise to the consumer is that the #ic"le *ill -e satis3actor, to consumers+ the #ro!uct *ill #rovi!e a rich 3lavor+ -lan"et the ham-urger it is #lace! on+ an! it is high in 4ualit,$ The -u,er shoul! have con3i!ence in their #urchase an! "no* the, *ill not -e !isa##ointe! *ith the #ic"le$ This ma, not -e !irectl, state!+ ho*ever+ the a!vertising shoul! #rovi!e close-u# shots o3 the #ro!uct on the ham-urger+ an! the attitu!e shoul! -e #ositive an! inviting$ (n internet cam#aign an! the creation o3 3ull-#age color a!vertisements 3or maga7ines shoul! -e another strateg, use! -, the com#an,$ The content shoul! match that o3 the television a!vertisements+ *ith the #ic"le !is#la,e! to the customers$ Consistent messages to the consumer are im#ortant in this cam#aign$

RE(SO) 0&: The cam#aign is *orth*hile 3or Vlasic to -uil! -ran! recognition 3or this ne* item$ ithout #ro#er a!vertising+ the customers ma, not "no* a-out the #ic"le+ or the, ma, 3in! the item -, chance *hile sho##ing at their local grocer, store$ 1ncreasing sales is the "e, to this a!vertising cam#aign+ an! the a!vertisements shoul! -e memora-le an! catch the attention o3 the consumer$ The reason to #urchase the #ro!uct is that it *ill im#rove one:s ham-urger+ #rovi!ing a satis3,ing ex#erience 3or the consumer$ The Vlasic #ic"les that man, in!ivi!uals en6o, shoul! -e a #art o3 the a!vertising ex#erience+ in that man, customers ma, "no* o3 the high 4ualit, that is ex#ecte!$ /()D(TOR1ES: The #ro!uct shoul! -e !irectl, 3eature! in the a!vertisement+ *ith a signi3icant amount o3 time on sho*ing a close-u# shot o3 the #ro!uct$ The last shot in the television commercial shoul! sho* the #ic"le on a ham-urger+ *ith a clear shot o3 the #ic"le -ottle$ ., sho*ing the #ac"aging+ the consumer *ill "no* *hat to loo" 3or at their local grocer, store$ The #ro!uct shoul! -e 3eature! as an exciting ne* item that *ill -ene3it the consumers