Product launch advertising
04 Creative Brief
Strength
From our analysis, previously LIGO lacks in consumer engagement and also advertising of features. This will indirectly cause the brand awareness drop in the market compare to LIGO's competitors.
Weakness
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Opportunities
The price and the quality of LIGO stay competitively in the market in terms of price and package sizes.
Competitors taking modern approaches e.g using their own website for consumers to purchase or advertise.
Threats
Competitors
05 Campaign Strategy Proposal
SWOT ANALYSIS
Strength
LIGO is one of the raisins brand that can be easily found in supermarkets.
It's comes in various packaging sizes and the price of this raisins is affordable for any range of consumers.
From our analysis, previously LIGO lacks in consumer engagement and also advertising of features. This will indirectly cause the brand awareness drop in the market compare to LIGO's competitors.
Weakness
​
Opportunities
The price and the quality of LIGO stay competitively in the market in terms of price and package sizes.
Competitors taking modern approaches e.g using their own website for consumers to purchase or advertise.
Threats
Competitors
Radiant
Pricing
RM 13.90 / 250g = RM 0.06 / g
x 30g =RM 1.80
SunMaid
Pricing
RM 9.40 / 125g =RM 0.08 / g
x 30g =RM 2.40
Country Farm
Organic
Pricing
RM 18.90 / 300g =RM 0.06 / g
x 30g = RM 1.90
Target Audience
Target Audience
Target Audience
Adults who like natural foods and are looking for ways to use raisins in meals.
Children and adults who want to have a healthier diet and are seeking ways to incorporate it in their daily routine.
Adults who are conscious about their health conditions and are seeking foods to improve it.
Strength
- Easily found in supermarkets and the company’s website.
- Certified as organic.
Weakness
-Only comes in a big box of 250g.
Strength
- Easily found in supermarkets.
- Advertises as snacks on packaging.
- Provides different sizes.
Weakness
- Only 1 type of raisin.
- Unable to purchase from their website.
Strength
- Certified as organic.
- Easily found in supermarkets and their company’s website.
Weakness
- Only comes in tubs of 300g.
- Only available as pairs with other products in some supermarkets.
Target Audience
Demographics:
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Young adults
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Ages 18 - 35 (Late Gen Z - Early Gen Y)
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Urban and suburban areas
Psychographics:
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Health conscious
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Wants to establish their body image
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Wants to start eating healthily
Behaviouristics:
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Likes to snack in between meals often
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Does not consider raisins as a snack, thinks it is for old people
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Likes to include healthy ingredients in their meals
Campaign Strategy
To introduce to young adult customers, age 18-35, a healthier option to their snacking habits. Rather than snacking on unconventional and unhealthy snacks such as candies, biscuits, chips, etc, which they would end up feeling guilty about it because they are aware it is not good for neither their health nor their weight, raisin is a natural and healthier option to satisfy their need for snacking, while providing numerous nutrients and benefits such as regulating their diet so they may actually eat lesser than usual. A habit is hard to break, thus, the strategy is to switch the stereotypical perspective that snacking is always unhealthy into being that it can be healthy.
Tagline
Healthy snackin’, Healthy livin’
Key Visual
