Challenges
We were not allowed to explicitly state the core benefits & claims (i.e. "Drinking BEC will make you more alert.") due to legality reasons regarding BEC being registered as a food, not health supplement.​
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Our primary challenge, and why Brand's came to us, was due to its unique positioning which also seemed to be a burden for their growth goals. Brand’s is a 185+ year old company and extremely well-established as a household name brand across Asia, but because of this, it makes it hard to shift such a strongly established perception of the brand.
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BEC, typically perceived as a product enjoyed and primarily consumed by the elderly and sick, needed a revival in its image among younger generations, responsible for billions of dollars in buying power today.
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What
How can we develop an effective & comprehensive marketing campaign for Brand’s in order to increase engagement, shift brand perception to be more current, and make customers more aware of Brand's Essence of Chicken (BEC) core benefits for the younger generation market segments?
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Context
During my abroad semester at NTU, in my Integrated Marketing Communications course, our final assignment was to devise a comprehensive marketing strategy to help Brand’s, the leading Essence of Chicken company across Singapore, effectively break into the younger market with their Essence of Chicken product.
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Research Findings
Through performing focus group discussions, surveying, and a SWOT analysis of the situation, we came across several key findings to focus on when ideating for our marketing strategy.
Target Market
Before moving on, we narrowed the scope of our target market by identifying key attributes to align our strategy to.
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Communication Objectives
We laid out three specific goals to help guide us in what we wanted our marketing strategy to target and achieve.
Final Strategy Components
Our research, analyses, creativity, and collaboration culminated in a multifaceted plan consisting of three elements: ​
Interactive Polaroid Pop-Up Machine
Mock-Up Themed Polaroids
#Brands10Steps TikTok Challenge
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