5.

0 Communication objectives (SMART objectives)

Our messages conveyed is to meet the objective of increase the overall sales of Munchy’s by 10% at the same
time to target on attracting larger pool of Favorable Brand Switchers (FBS) and Other Brand Switchers (OBS)
category user and other brand switcher. Our campaign is executed for 6 months allowed us to have sufficient
time to attract as much customers as possible.

Communication objective Favorable Brand Switchers (FBS):

1) To create category need among 10% of new Favorable in Munchy’ as the biscuits choice by 6 months
of campaign
2) To increase brand recall by 10% in Munchy’ as the biscuits choice within 6 months of campaign.
3) To increase brand preference by 10% in Munchies as the biscuits choice within 6 months of campaign.
Communication objective for other Other Brand Switcher (OBS):

1) To create category need among 10% of other brand switcher user in Munchy’ as the biscuits choice by
6 months of campaign
2) To increase brand recall by 10% in Munchy’ as the biscuits choice within 6 months of campaign.
3) To increase brand preference by 10% in Munchy’ as the biscuits choice within 6 months of campaign.

(SMART) S M A R T
Criteria SPECIFIC: MEASURABLE: ATTAINABLE: REALISTIC: TIME-BOUND:
Objective To increase Able to increase 5% Communicate with To attain the Execute this
number repeat monthly sale of our customer to maximum campaign for 6
purchase sales purchase advertise Munchies amount of months with an
by 10% by integrating TV, engagement with
increment of sales
Able to increase radio and social customer by
10% of the entire media giving which is reviewed
sales. brochures’, each month.
samples which
requires them to
ask for more
details if they are
interested
Action Able to retrieve Evaluate and Track data on Evaluate on the Evaluate based
Objective repeated Focus on month- received likes and come back on on customer’s
purchase by end sales to see a subscription in asking for more action for the 6
knowing those continues social media. details on the sale months campaign
customers bring incremental in period.
the coupon sales. Distinguish
received from comment section in
previous Implement social media
purchase will customer service platform and
able to receive upon check-out to monitor feedback.
special ask customer
discounts. feedback.