integrated marketing communications imb202€¦ · bmn consulting have performed a segmentation...

Filla Bakery’s new ‘artisanal, delicious, healthy, convenient and fresh bread’ 1 | P a g e

Integrated Marketing Communications

IMB202

Student Name: Nikita Trott

Student Number: N9447202

Tutor: Dr Barbara Gligorijevic

Word Count: 1,620


Table of Contents Executive Summary ..................................................................................................... 3

1. Introduction: Client proposal and objectives solved ................................................. 3

Potential Competitors ............................................................................................... 4

2. Situation analysis: SWOTA, PESTE (DONE) .......................................................... 4

3. Target Audience ....................................................................................................... 6

4. Branding and Positioning Strategy ........................................................................... 6

5. Marketing Communication Strategy ......................................................................... 7

Campaign Objectives ............................................................................................... 7

Message Strategy .................................................................................................... 8

IMC Tactical Strategy ............................................................................................... 8

Campaign Implementation ....................................................................................... 9

Campaign Evaluation ............................................................................................. 11

6. Marketing Materials ................................................................................................ 12

Appendices ................................................................................................................ 13

Reference List ............................................................................................................ 20


Executive Summary BMN Marketing have prepared an integrated marketing communication (IMC)

strategic plan for executives at Filla Bakery (FB) to consider. The plan recommends

the launch of a new FB product while at the same time launching a social media

campaign as well as the company’s rebranding.

This proposal has taken the clients specifications into consideration around

timeframes and budget. The plan includes an in-depth budget, project schedule,

communication strategy and clearly defined performance indicators and measurable

objectives.

Research has been performed by BMN Marketing on potential target markets and

potential competitors that guides the recommendations. These recommendations are

linked the IMC strategic plan and meet the company’s desired objectives and

outcomes.

1. Introduction: Client proposal and objectives solved Through the launch a new product this will increase brand awareness as well as sales

of the new and existing products (Aaker & Keller, 1990). Many people love freshly

baked bread but it takes time to prepare, rise and bake. The exciting launch of a new

innovative product, ‘the par-baked’ home baked bread.

The key FB objectives are to increase customer awareness of FB’s new and existing

products; achieve product tasting from 50% of regular shoppers on promotion days;

and to capture 10% share of the expanding bread market, as outlined in Table 1.

These objectives are fundamental to a strong take up of FB’s new products.


Potential Competitors It is critical to identify competitors and industry pressures ensure success of the

strategic plan. Par-baked bread is a niche area for bakeries and there are limited

competitors. Table 2 reviews the two main potential competitors and outlines the

potential impact upon the new FB product line.

2. Situation analysis: SWOTA, PESTE (DONE) At its most basic level, a unified message has more impact than a disjointed myriad of

messages (Moriarty, 2016). There is opportunity to launch a new product, and an

integrated marketing plan would align all marketing messages so as to create brand

awareness, reinforce customers’ attitudes and stimulate purchasing. Integration

focuses all points of contact between a brand, company and its customers with a

strategically consistent message and image (Moriarty, 2016).

The Consistency Triangle (Appendix 1) is used to identify inconsistency in brand

communication. Using both a SWOTA and PESTEL analysis there are strengths,

weaknesses, opportunities and threats to consider in developing the strategic plan, as

outlined in Table 4a & 4b.


3. Target Audience BMN Consulting have performed a segmentation analysis of the target audience, and

the below analysis identifies a clear description of the primary and secondary

audiences. Segmentation theory suggests that groups of consumers with similar

needs and purchasing behaviours are likely to demonstrate a more homogeneous

response to marketing programs (Tsai & Chiu, 2004; Schultz, 2002).

4. Branding and Positioning Strategy The rebranding of FB is to coincide with the launch of the new product will unify FB’s

positioning as a bakery of artisanal bread that is healthy and natural. All marketing

efforts would use the new branding and consistent marketing messages. We should

be looking to increase social media, retain loyal customers, build new customer base,

enhance customer relationships and expand the business (Marketing News, 2011).


BMN Consultants conducted a survey in May 2016, and found that 92% of those

surveyed had never heard of FB, illustrating that FB’s current brand awareness is low,

and 42% of respondents indicated that they felt there is an opportunity to increase the

brand's personality. The flagship new product, par-baked bread will take the lead to

increase awareness through the new launch.

FB has maintained the natural and healthy image since its inception and this is an

opportunity to further highlight as part of the rebranding. To enhance a product’s

image and influence a consumer’s initial perceptions, a new simple design is to be

developed (Ghosh, 2016). The new image would be crisp, clean, and simple and

represent the natural product and the pre-existing reputation of FB (New designs -

Appendix 2).

The strategy is to position the product to appeal to the female high-income earner

who regularly shop for groceries, is time poor and is aged between 25-50 years old.

The product is positioned to appeal to women who want healthy, tasty and convenient

food that does not damage the environment. This group would find the new par-

baked bread provides a solution to their needs.

The biodegradable, multi-use convenient packaging is time effective as you use the

container and place directly in oven for cooking and is good for the environment. The

packaging will include the cooking instructions and nutritional value, symbols on the

packing will include a biodegradable logo and include the new branding. The pricing

strategy would be positioned at a higher-price as the demographic have a higher net-

income and the offering is a high quality artisan bread.

5. Marketing Communication Strategy It is proposed that the FB Marketing Communication Strategy have various

components that assist in achieving the overall campaign objectives.

Campaign Objectives

The campaign objectives are:

Awareness – increase brand awareness through launch of new logo, brand image

and packaging through social media campaign (new website and social media).

Inviting product trial – creating product trials through the use of taste-tester stands

in Woolworths, for an intensive period (October 2016– March 2017).

Increased on-line traffic – through expanding FBs on-line presence, starting

Facebook page, Instagram site and updating the website. Ensure that the Facebook,

Instagram and website is continually updated with new and interesting information, to

keep the on-line traffic going.

The campaign objectives will be measurable and specific and aligned to client

objectives. As Barry et.al.(1990) states, audiences of marketing communications and


advertising respond firstly through cognitive thinking, secondly by affectively feeling

and thirdly by conatively doing (Hierarchy of Effects) which leads to brand loyalty.

It is through a long-term process that customers move through a variety of stepped

stages from unawareness to brand loyalty (Li, 2007). The taste-test sampling will

introduce customers to the new product, moving them from unaware, to awareness,

or for existing customers, moving them from awareness to loyalty. The sampling will

be followed by advertising through the Woolworth’s app, to further enforce the brand

and encourage repeat purchasing.

Message Strategy

Our marketing message strategy is to create a psychological connection with our

customers through our brand image and brand awareness (O’Donovan, 2013). This

strategy creates a personality for FB and the connection of the idea of ‘artisanal,

delicious, healthy, convenient and fresh bread’. This message clearly states what the

benefit is from purchasing the par-baked bread and is also a strong, unique and

clearly positioned message.

IMC Tactical Strategy

The IMC strategy for FB will be to focus on promotions such as direct marketing,

mobile applications and on-line social media. As per Appendix 4, an IMC Strategy

goes through stages, from development, to awareness through sampling and app to

reinforcement through social media.

Direct Marketing – Through the use of in-store sampling, we aim to introduce the

customer to the product where the objective is to achieve 50% product tasting from

regular shoppers, and to persuade consumers to trial the product. Customers like to

feel, taste and touch a product, and food sampling is important to build sales,

particularly for a new product (Stanley, 2015). People are inclined to believe their own

experiences (Chitty, et. al. 2012). As Stanley’s (2015) research on the food industry

shows that when offered, 70% of customers will sample the product and if the new

product for sale is positioned correctly to the taste testing area then 30% of tasters

will purchase.

Mobile Applications– Advertising through the Woolworth’s Fresh App

advertisement, will reinforce our communication of the FB’s Premium par-baked

bread in the online shopping section (Example – Appendix 6).

Statistics state that 90% of readers have purchased a product after seeing it in Fresh,

and 89% of Fresh reader’s state that Fresh informs them of new products

(Woolworths, 2016). Furthermore, 47% of the readership find the advertising useful

and informative (Woolworths, 2016). Readers of Fresh are regular shoppers, who

typically shop three or more times a week, with average expenditure of $163

(Woolworths, 2016).


On-line social media - For small businesses to expand and reach a larger market,

the use of Social media marketing is critical. It is inexpensive and has the ability to

reach a large number of targeted audiences.

To encourage repeat purchases; once the taste-testing stand is removed, a number

of advertising campaigns on social media would be run to further encourage re-

purchasing (Lawson, et.al., 1990).

Facebook and Instagram will be used to further communicate information and send

messages about FB’s par-baked bread. Customers can leave reviews whether

positive or negative on a Facebook page, which can then be seen by the secondary

target audience, their friends and family.

It is critical for FB to build a strong online presence, which will build brand loyalty with

existing customers and attract new customers. Therefore, a number of Facebook

advertisements will be launched to re-iterate the brand message. The Facebook

advertisements will be hyperlinked to the new and improved website. The website has

been designed to resonate with the new brand image, with modern and natural

aesthetics.

All advertising will include our new logo, branding and highlight the key

communication message of ‘artisanal, delicious, healthy, convenient and fresh bread’.

Campaign Implementation

The below GANTT chart outlines the campaign timeframe, with the pre-work being

performed in July to August 2016, followed by the taste-testing stands to start from 29

October 2016 and ending on 3 March 2017. This campaign timeline is based on the

budget limitations and timeframe requirements. To be able to meet these

requirements, only one store at a time will provide taste-testing stands.

A budget has been developed (Appendix 7) that estimates the costs associated with

implementing BMN Consultant’s recommended campaign.


Campaign Evaluation To understand if the communication campaign objectives are met, it is important

during the planning stage to develop relevant and realistic evaluation metrics.


6. Marketing Materials The following Table 6, outlines the materials that need to be purchased, so as

to meet the IMC objectives. Our proposal offers savings on the original budget

of $10,000, with a budget estimate of $8,704.61, as per Appendix 7.


Appendices

Appendix 1 – The Consistency Triangle

http://slideplayer.com/slide/5681061/


Appendix 2 New product packaging, logo with baking tray


Appendix 3 Sampling Stand Design Portable / Flat Pack


Appendix 4 IMC Strategy


Appendix 5 New Design Website


Appendix 6 Woolworths’ on-line Advertisement


Appendix 7 - Budget


References

Aaker, D.A. & Keller, K.L., (1990), Customer Evaluations of Brand Extensions,

Journal of Marketing, Vol. 54, No. 1 January 1990, pp 27-41.

Barry, T. E. & Howard, D. J. (1990) 'A review and critique of the hierarchy of

effects in advertising'. International Journal of Advertising, 9: p. 121-135.

Bhasin, H., (2014) Behavioural Segmentation, Marketing Management,

Retrieved from: http://www.marketing91.com/behavioral-segmentation/

Chitty, W., Luck, E., Barker, N., Valos, M., & Shimp, T. A. (2014). Integrated

marketing communications(4th ed.). South Melbourne, Vic: Cengage

Learning.

Franciscy, D.M., McArthur, L.H. and Holbert, D. (2004), "College men and

their interest in food purchasing and preparation", Journal of Family and

Consumer Sciences, Vol. 96 No. 2, pp. 28-36.

Ghosh, B. (2016). Impact of Packaging on Consumer's buying Behaviour.

KIIT Journal Of Management, (Vol-12(I).

Krishna, A., (2009), Sensory Marketing, February 2011\

Lawson, M., McGinness, D. & Esslemont, D., (1990), The effect of in-store

sampling on the sale of food products, Marketing Bulletin, 1990, Article

1, p. 1-6.

Li, C. (2007). adaptation and application: Hierarchy of effects models and

internet advertising. American Academy of Advertising. Conference.

Proceedings (Online), , 82.

Marketing News, (2011), RMI Reveals new product line branding, Marketing

Weekly News, 5 Nov 2011, p. 1097

Morgan, R. (2016). Values Segments. Roy Morgan. Retrieved 24 May 2016,

from http://www.roymorgan.com/products/values-segments

Moriarty, S.E., (2016), The Strategic Consistency Triangle, The Public

Relations Strategist, IMP Graduate Program, University of Colorado.

O’Donovan, W., (2013), Six Messaging Strategies to market your practice,

Marketing Insights.

Stanley, J., (2015) Customer Inclusion. - Just Taste it, 20 June 2015,

Retrieved on 23 May 2016, from www.johnstanley.com.au/

Schultz, D. (2002), "Behavior changes: do your segments?", Marketing News,

Vol. 36 No. 15, pp. 5-6.

Tsai, C.Y. and Chiu, C.C. (2004), "A purchase based market segmentation

methodology", Expert Systems with Applications, Vol. 27, pp. 265-76.

http://www.marketing91.com/behavioral-segmentation/

http://www.roymorgan.com/products/values-segments

http://www.johnstanley.com.au/


Image References

Bourolias, Gregory (2015) Table setting Retrieved from unsplash.com/photos/JdYd6CDm3-c

FTE oven liner (2015)Exampe Tin Foil Tray Retrieved from:

http://www.ptfeovenliner.com/replacement-bbq-foil-liner/

Kent Paper (2016). 200mm × 375mm + 85mm Gusset | Kraft Design Paper

Window Bread Bags retrieved from: https://www.kentpaper.com.au/loaflarge/

Prayers for Business (2015)Silhouettes Retrieved from http://askadifferentquestion.com/category/business-prayers/page/2/

Prayers for Business (2015)Silhouettes Retrieved from http://askadifferentquestion.com/category/business-prayers/page/2/

Sandroun, G. & Sandroun, D. (2016). Turkish Design. Jerusalem. Retrieved from unsplash.com/photos/Po2GsmeN8hu

Simms, Jez (2016) Cheese platter in ad creative. Retrieved from: unsplash.com/photos/gmw2n27jgreKaty Km Olenka (2015) Bread and falafel balls.

Retrieved from unsplash.com/photos/iRguZkRTQya

'Travel Coffee Book' (2015) Travel Coffee Book Retrieved from stocksnap.io/photo/75501OE4B2Vitamante, Liene (2015) Bread

Woolworths(2015)Woolworth's Fresh Media Kit infographic Retrieved from https://www.woolworths.com.au/content/content/Fresh-Mag-Guidelines.pdfP

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