Savoury Ice Cream Pr Brief - 3268 Words

Opening statement We are the Skyline consultancy and the Savoury Ice Cream campaign is designed and planned by:....... Our client is Bill and Joey’s (â€Å"BJ†), a newly formed British company who are planning to produce a savoury ice cream product for the UK market. Executive summary The skyline consultancy has been asked to plan a campaign for the BJ Company which will be launching a range of savoury ice cream in the UK. We will carry out market analysis which identifies the target market, followed by the communications strategy and target market objectives. The budget allocated is  £ 50,000 for a national PR campaign. Skyline background Skyline is a marketing consultancy and Public Relation (PR) Agency. Skyline was†¦show more content†¦Political factors The political factors to consider are firstly the Food Standards Agency, who is responsible for the health and hygiene for all food which are produced within Britain. Changes in legislation are another political aspect we need to recognise which may affect our business. The coalition government amended the equal opportunity act this year, as well as introducing further changes in corporation tax amongst other measures which BJ will have to monitor. Economical factors The increase in VAT to 20% is a major issue for our concept, as it results increases in cost of goods. This is due to the coalition’ government’s policies of reducing Britain’s budget deficit, causing reduction in disposable incomes as wages stagnate. (Finch, 2010) This will fuel higher inflation which at 3%, is above the 2% target, fuelling higher costs for basic goods. Furthermore unemployment averaging 7% is an important issue to take into consideration for our business. The consequences of unemployment results with consumers struggling with daily expenses, therefore unable to purchase premium goods. Social factors In relation to social factors this table see appendix 3, emphasises the culture of UK lifestyles with consumers admitting that due to busy lifestyles they have neglected their health. In relation to the long working hours within Britain, A large amount of people admit to consume food without checking nutritional content, fuelling obesity. ConsequentlyShow MoreRelatedSwot Analysis25582 Words   |  103 Pagesinternal marketing strategies of Dick Smith Foods, which contributed to the success of the new business in such a short period of time. In fact, Dick Smith is not just a person; his name is a brand name to many Australians. This case starts with a brief look at Dick Smith’s life. †¢ Born on 18 March 1944 in Roseville, New South Wales, Australia. †¢ Founded Dick Smith Electronics in 1968 and sold his interests to Woolworths in 1982 to go into publishing, exploration, aviation and philanthropy. †¢ Named