Burton’s Foods has extended its flagship Maryland biscuit brand with the launch of Maryland Specials, a new range of “indulgent” cookies. Maryland Specials contain real fruit and nuts and are positioned as a premium product. Burtons have already allocated significant funds for its advertising campaign (mainly TV advertising) for the launch of Maryland Specials in the UK. Your task is to recommend a promotional plan for the rest of the promotional mix. Your plan should include reference to the following: ? Target market ? Objectives ? Message(s) to be communicated ? Promotional tools use Tips: The brand is already successful -premium product -big budget for TV advertising objectives-> What u want to accomplish ? sales ? Marketshare?Awareness(Propably awareness cause the brand is already successful) Messages-> “its real fruit and nuts” (its a premium product-Healthy) -Promotional tools-> TV?Radio? why?support it. In the main body also try to talk about the product, what makes the biscuit special or what is the difference with other products..
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