Marketing and communications to women 18 to 50

Objectives

To positively shift attitudes and perceptions of younger women towards the dairy industry and its products.

3 year plan focus

  • Replaces projects P221 Marketing to Young Singles and Couples, and P222 Marketing and Communication to Adults 50+.
  • This project has been redefined since the reduction in overall promotion investment to focus on younger women who are more influenced by fads and trends but also active influencers.
  • Channels that reach Balanced Mums do not necessarily reach younger women and therefore a specialised project to target and influence this group has been put in place.
  • A communications program that falls under the umbrella of “It’s amazing what dairy can do” will be developed and implemented in 2016/17.