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Planning Campaign Assignment

Milly Fruits Processor Limited is a fruit processing company in Kenya that produces fruit pulp and concentrate. It has 550 employees and an annual turnover of 2.5 billion Kenyan shillings. MFPL's main competitors are Del Monte Kenya and Highlands Drink Limited. The company wants to raise its brand awareness through a marketing campaign due to increased competition and changing consumer preferences. A campaign plan will identify relevant marketing channels to reach customers and influence them. An external creative agency will be important to the campaign's success by developing compelling creative content within budget constraints.

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193 views

Planning Campaign Assignment

Milly Fruits Processor Limited is a fruit processing company in Kenya that produces fruit pulp and concentrate. It has 550 employees and an annual turnover of 2.5 billion Kenyan shillings. MFPL's main competitors are Del Monte Kenya and Highlands Drink Limited. The company wants to raise its brand awareness through a marketing campaign due to increased competition and changing consumer preferences. A campaign plan will identify relevant marketing channels to reach customers and influence them. An external creative agency will be important to the campaign's success by developing compelling creative content within budget constraints.

Uploaded by

pauline mburu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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PLANNING CAMPAIGNS MARCH 2023 CIM NO.

40103164

To: Senior Management Team

From: Marketing Management

Date: 25th March 2023

Subject:

Task 1A; Organization Background.

Organization Name: MILLY FRUITS PROCESSOR LIMITED

Type and Size of organization

Milly fruits Processors Limited (MFPL) is a fruit


processor company started in late 1988, located
in Mtwapa, Kenya. It produces single strength
pulp from the fruits and also a double strength
concentrate which is more economical for
international shipping. The processed fruits are
all sourced from local farmers in which enables
to support the local economies and also to
beable to trace our fruits from farm to factory.
See figure 1.1
MFPL has approximately 550 employee, who
are highly engaged. It has annual turnover of 2.5
Billion.Figure 1.1 Figure 1.1 Fruits out-source from local farmers

Product and Services.

Milly Fruits Processor Limited is a multi-fruit processing line


with the capability to process Mango, orange, pineapple, passion
and guava and other tropical fruits severed in an iconic glass
bottle which is available today. See Figure 1.2

Figure 1.2 Picana Juice Glass Bottle


Customer Base.

Milly Fruits Processor Limited caters to both B2B and B2C, majority of the revenue coming from
B2B. MFPL supply chain begins from the manufacturer to the distributor who transports the
product to the Modern Trade sector which is to the Super Markets, whereas some take to the
PLANNING CAMPAIGNS MARCH 2023 CIM NO. 40103164
General Trade which the restaurants, stockists, retailers through which reaches to the
consumer.

Main Competitors

Del Monte Kenya Limited is multi-national fruit maker founded 99 years ago have farms in Thika
With over 10 000 acres of pineapple plantation. The company is Kenya's largest single
manufactured exporters. Del Monte’s competitive advantage operates in the cultivation,
production, and canning of pineapple products, production is juice concentrate, and milling of juice
sugar, which earns the company annual revenues of approximately KSh.4.5 billion.
Highlands Drink Limited is a giant competitor who have diversified their revenue streams by
going into the soda market with their flagship brand ‘Club Soda’ a truly Kenyan high quality
soft drinks brand which means like a surefire bet.

Stakeholders

Below is Milly’s Fruit


Processor Limited
Mendelow’s power of
interest Matrix which
shows the potential
influence Key Internal and
Key External stakeholders.
See Figure 1.3

Figure 1.3 Mendelow Power of Interest Matrix


Key Customer Segment

Milly Fruit Processors Limited will primarily target men and women between the ages of 18 – 65
who enjoy and maintain an active and healthy lifestyle, college students, working professionals
and families. This group of people are very active on digital platforms getting the latest
information.

Theme Chosen: Raising Brand Awareness.

Rationale for Choice

Due to the stiff competition in the market and changing consumer taste and preferences, the
research has been conducted for Milly Fruits Processor Limited is has been noted that it’s brand
awareness has dropped, impacting the overall organizations revenue, hence the need to raise
brand awareness.
PLANNING CAMPAIGNS MARCH 2023 CIM NO. 40103164
The Role of a Campaign Plan

The role of planning a campaign is to identify relevant, integrated, marketing trends and
channels that will reach Milly Fruits Processor Limited objectives as well as influencing
customers through engaging and sharing campaign concept that utilizes both online and
offline marketing communications tools.

The Role of a Creative Brief

In reference to Bibliu Planning Campaign book, “A creative brief is a document that covers
all aspect of the communication strategy in an outline form.” Its role in this case, is to
outline a creative message appropriate for Milly Fruits Processor Limited, ensuring
everyone in the creative team(external/ internal) understand Picana as MFPL’s brand and
product its vision and Milly Fruit Processor Limited as the organization in order to
understand the target audience and to inspired to produce effective communication.

The Role of External Agencies in Supporting a Campaign

An agency is an out-sourced organization paid to provide a particular service, with great


experience and creativity. With a well prepared creative brief, in keeping within the budget, agency
will pull a compelling campaign intended to engage the attention of potential customers. Agency are
more cost effective and time saving. To best raise brand awareness at Milly Fruits Processor Limited, it
is important to have get support from a full service agency Graphic designers and copywriters who are
vital to an ad program for effectiveness of a campaign.

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