Module: MARKETING COMMUNICATION

Question: As a well-regarded marketing communications professional, you recognise the importance of breaking through the clutter with cut-through ideas.

1. a) Explain the remote conveyor theory of creativity, and in doing so, identify what you believe Yeos Kids key benefit claim (major proposition) should be, and suggest a possible creative idea for the campaign. You must include and explain a suitable remote conveyor that could be used for a key or overarching campaign theme (creative idea) and present your rationale for whether the central or peripheral route to persuasion would play a more important role and why? (9 marks)

STATE ANY ASSUMPTIONS YOU MAKE WHEN ANSWERING Yeo Hiap Seng (Yeo's) is a brand synonymous with the food and beverage industry, both locally and interationally. From a little shop making soya sauce, these humble beginnings proved the right springboard for the leading home-grown food and beverage company it is today. Yeo's was founded by Yeo Keng Lian in Zhangzhou in the Fujian Province of China who set up shop in Singapore in 1935 at the Yeo Hiap Seng Sauce Factory. From its infancy. this company was renowned for its quality product, a practise that is vividly upheld till today. Yeo's main priority is innovation, making a name for itself as a pioneering brand For example, the first to offer canned curry chicken to consumers, the first to offer conveniently bottled Soya Bean Milk and Chrysanthemum Tea for mass consumption, the first in the world to package its Asian drinks in Tetra-brk aseptic containers using the UHT process. Yeo's has also diversified into different food and beverage categories and consumer options, from a series of Asian traditional beverages made from natural ingredients and herbs to a wide range of products, including chilli sauce, soy sauce culinary sauce, sesame oil and instant noodles. The company's rich heritage of innovation remains at the core of business operations today. Yeo's has a long heritage and leadership position in the Asian drinks market. More recently. Yeo's Malaysia serves as an important manufacturing centre for the company's global distribution efforts, including into Australia, New Zealand, Europe and the US. It is the leading food and beverage company with an international presence. As part of RMIT/SIM's Linkedin involvement, your department becomes aware of the significant positive impact that Marketing Communications students had on the product development and marketing communication environment in Australia and were impressed by your resume. Congratulations, you are the newly appointed "Marketing Communications Manager" for Yeo's in Singapore. After undertaking a thorough analysis of the situation facing Yeo's in the food and beverage industry. you discover that Yeo's faces three main issues. First a significant consumption pattem shift away from canned foods as consumers are getting more health conscious. While canned foods can be a nutritious option when fresh foods are not available, and the convenience associated with cans. canned foods can be a significant BPA source, which may cause health problems. There has also been a consumer trend to produce food in more traditional styles and fuse local and multicultural food traditions, as evidenced by the popularity of the television show MasterChef Singapore. Second, the company faces increased competition from other manufacturers, including Coca-Cola and Pokka Singapore who are also looking to capitalise on the demand for healthy beverage options and the MKTG1256. Final Assessment Task (Singapore) Semester 1, 2021 Page 1 of 4 emergence of a wider variety of low-calorie, healthy beverages options. Third, the company does not have as strong a digital media presence as its competitors and is potentially, missing out on many opportunities for meaningful consumer engagement. True to Yeo's innovation heritage, and with the assistance of your product development team, you are looking to develop a response to competitors to ensure Yeo's leadership position. The product development team have created a product innovation in terms of the process of creation and the packaging for a brand new product. The team have created a new unsweetened herbal tea drink containing chamomile, ginger and mint, for toddlers called "Yeo Kids". The new process combines traditional methods for infusing herbs with a new cooling process which results in a more nutritious drink for young children. Further, the product packaging is unique in that it combines Tetra packaging technology with a Sippy cup design made of silicone, so plastic free, BPA free and 100% recyclable. However, some of Yeo's previous campaigns have not performed their best your research leads you to believe that point of purchase has been underutilised. You consider POP to be a critical element of an IMC strategy to increase sales, bring attention to new products and an excellent means of attracting last-minute purchasers. Yeo's Kids will be aimed at Singaporean-based parents, although the option of rolling out into the other markets could be a future goal. Your research shows that Singaporean parents, especially Mothers, are tech-sawy and highly educated Singaporean mothers are a networked group connecting with other Mothers through online parenting groups and other information providers and brands. Given that their children are growing up in an increasingly digital world, savvy Singaporean mothers are finding ways to make technology their ally for raising their children With this in mind, you begin the process of briefing a panel of respected full-service agencies with the intent of selecting the agency that both assists you formalise the appropriate campaign strategy and integrated campaign idea. As part of this process, you must darty a range of thinking that wil form the foundation of the work. It is especially important to you that the successful agency fully understands integrated marketing communication and the myriad of tools (communication touch points) available. STATE ANY ASSUMPTIONS YOU MAKE WHEN ANSWERING Yeo Hiap Seng (Yeo's) is a brand synonymous with the food and beverage industry, both locally and interationally. From a little shop making soya sauce, these humble beginnings proved the right springboard for the leading home-grown food and beverage company it is today. Yeo's was founded by Yeo Keng Lian in Zhangzhou in the Fujian Province of China who set up shop in Singapore in 1935 at the Yeo Hiap Seng Sauce Factory. From its infancy. this company was renowned for its quality product, a practise that is vividly upheld till today. Yeo's main priority is innovation, making a name for itself as a pioneering brand For example, the first to offer canned curry chicken to consumers, the first to offer conveniently bottled Soya Bean Milk and Chrysanthemum Tea for mass consumption, the first in the world to package its Asian drinks in Tetra-brk aseptic containers using the UHT process. Yeo's has also diversified into different food and beverage categories and consumer options, from a series of Asian traditional beverages made from natural ingredients and herbs to a wide range of products, including chilli sauce, soy sauce culinary sauce, sesame oil and instant noodles. The company's rich heritage of innovation remains at the core of business operations today. Yeo's has a long heritage and leadership position in the Asian drinks market. More recently. Yeo's Malaysia serves as an important manufacturing centre for the company's global distribution efforts, including into Australia, New Zealand, Europe and the US. It is the leading food and beverage company with an international presence. As part of RMIT/SIM's Linkedin involvement, your department becomes aware of the significant positive impact that Marketing Communications students had on the product development and marketing communication environment in Australia and were impressed by your resume. Congratulations, you are the newly appointed "Marketing Communications Manager" for Yeo's in Singapore. After undertaking a thorough analysis of the situation facing Yeo's in the food and beverage industry. you discover that Yeo's faces three main issues. First a significant consumption pattem shift away from canned foods as consumers are getting more health conscious. While canned foods can be a nutritious option when fresh foods are not available, and the convenience associated with cans. canned foods can be a significant BPA source, which may cause health problems. There has also been a consumer trend to produce food in more traditional styles and fuse local and multicultural food traditions, as evidenced by the popularity of the television show MasterChef Singapore. Second, the company faces increased competition from other manufacturers, including Coca-Cola and Pokka Singapore who are also looking to capitalise on the demand for healthy beverage options and the MKTG1256. Final Assessment Task (Singapore) Semester 1, 2021 Page 1 of 4 emergence of a wider variety of low-calorie, healthy beverages options. Third, the company does not have as strong a digital media presence as its competitors and is potentially, missing out on many opportunities for meaningful consumer engagement. True to Yeo's innovation heritage, and with the assistance of your product development team, you are looking to develop a response to competitors to ensure Yeo's leadership position. The product development team have created a product innovation in terms of the process of creation and the packaging for a brand new product. The team have created a new unsweetened herbal tea drink containing chamomile, ginger and mint, for toddlers called "Yeo Kids". The new process combines traditional methods for infusing herbs with a new cooling process which results in a more nutritious drink for young children. Further, the product packaging is unique in that it combines Tetra packaging technology with a Sippy cup design made of silicone, so plastic free, BPA free and 100% recyclable. However, some of Yeo's previous campaigns have not performed their best your research leads you to believe that point of purchase has been underutilised. You consider POP to be a critical element of an IMC strategy to increase sales, bring attention to new products and an excellent means of attracting last-minute purchasers. Yeo's Kids will be aimed at Singaporean-based parents, although the option of rolling out into the other markets could be a future goal. Your research shows that Singaporean parents, especially Mothers, are tech-sawy and highly educated Singaporean mothers are a networked group connecting with other Mothers through online parenting groups and other information providers and brands. Given that their children are growing up in an increasingly digital world, savvy Singaporean mothers are finding ways to make technology their ally for raising their children With this in mind, you begin the process of briefing a panel of respected full-service agencies with the intent of selecting the agency that both assists you formalise the appropriate campaign strategy and integrated campaign idea. As part of this process, you must darty a range of thinking that wil form the foundation of the work. It is especially important to you that the successful agency fully understands integrated marketing communication and the myriad of tools (communication touch points) available