Dole Fruit - Winter Advertising Campaign

Marketing Plan # 100907

Advertising > Industry-Specific
Advertising > Product-Specific
Business > Companies
Business > Marketing
Medical and Health > Nutrition and Exercise

An examination of Dole Fruit's winter marketing campaign.

1,641 words () | 5 sources | APA | 2006 United States

Paper Summary:

This paper examines the Dole Fruit ad campaign set to target a group of consumers whose lives are busy and whose lifestyles do not allow them to make the wisest nutritional choices possible. The paper explains that Dole wants to encourage their consumers to trust and take advantage of the added nutritional values that the Dole products have and the affordability they offer.The writer explains the SWOT analysis and discusses the company's objective (as set in the SWOT analysis) - to remind the consumer that Dole offers a superior product at a very competitive price. The writer also discusses the costs involved in the marketing plan and explains that the budget must be approved before final approval of the campaign can be made.

Outline:
Objectives
SWOT
Target Market
Campaign Message
Tracking, Feedback and Control
Effective Feed Back Mechanism
Campaign Distribution
Feedback Mechanism
Costs

From the Paper:

"The advertising campaign should be set for the winter months starting in November and set to run approximately 3 to 4 months. Also the target groups of this campaign are those who wish to maintain the nutritional benefits and benefit from cost savings. They are concerned with trying to maintain healthy diets and offer this same to their families (i.e. children, spouses, parents, and friends)."

Sample of Sources Used:

Advertising Media. (2006). MSU. Retrieved November 21, 2006 from www.bsu.edu/web/adinfo/media%20plan%20essentials.html
Canned and frozen fruit provide winter nutrition. (2002, October). USA Today Magazine, 131, 5.
Davids, M., & Newcomb , K. (2006, July). Planning for Marketing Success: Turning the "Wheel". Debt Cubed, 21, 22-25.
Dole Food Company, Inc. Dole.com. Retrieved November 21, 2006 from www.dole.com/CompanyInfo/AllAboutDole/pdfs/dole-anniversary-book.pdf
How canned fruits and vegetables stack up. (1996). Masterfile Premier database: EBSCO.

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APA Citation:

Dole Fruit - Winter Advertising Campaign (2012, January 15). Retrieved February 10, 2012, from http://www.academon.com/Marketing-Plan-Dole-Fruit-Winter-Advertising-Campaign/100907

MLA Citation:

"Dole Fruit - Winter Advertising Campaign" 15 January 2012. Web. 10 Feb. 2012. <http://www.academon.com/Marketing-Plan-Dole-Fruit-Winter-Advertising-Campaign/100907>