Nudie Company Marketing Objectives - Case Study Example

Student’s Name Instructor’s Name Course Date Nudie IMC Creative Brief Background about Nudies Nudie is company which deals with production and marketing of fresh and natural fruit juice products. The company began its operations way back in 2003. The main objective was to meet the needs of consumers who wanted to enjoy juice products that did not have so many additives. By then, many companies producing fruits had commercialized the entire process at the expense of their consumers. The proportion of fruits in such juice products was diminishing with time and consumers left to partake additives (chemicals). The founder, Tim was motivated to come up with a product that will eventually meet the needs of such disillusioned consumers. From a very humble background, the company has grown tremendously to get to where it is now. Currently, the company enjoys a wonderful market share across Australia and many other countries around the globe. The company is located in Balmain in Sydney. It boasts of over 5000 Nudie stockers. Moreover, the production capacity has grown to a level where it sources over 3 million fruits on a weekly basis. It also has a state-of-the-art squeezing plant. Having provided a succinct overview about this company, it is in order to lay the ground for facilitating the advertisement program desired. The company is pursuing expansion not only in the local market, but also to the global market. Therefore, the company requires a strategy that will enable it breakthrough this market. An advertisement strategy the company requires must be able to stimulate demand for its product in order to ensure control of the market share (Rossiter & Bellman 128-137). More so, the company has highlighted many other needs that have to be addressed in order to ensure that it remains on course in its pursuit of dominating the market. This is the guiding rod in the formulation of the advertising campaign. The product communication strategy must be determined fully the core needs of the company. Marketing Objectives As I had earlier on mentioned, the company has achieved a lot within just 10 years. The company is focused on achieving greater heights in some years to come. Strategic plans have been drawn to guide it into the future. Special attention is paid to the key objectives of the company. This campaign is supposed to enable the company to grow the demand for its products by over 100%. The consumption rate is expected to increase not only in Australia, but also all over the world. For instance, the current consumption of 3 million fruits on weekly basis is expected to double. Moreover, the number of outlets is also expected to double over the period. This is explains why this is a total expansion program that has to be achieved within the set period of time (Yeshim 58). Another concern is to address market segmentation strategy that will appeal to the widest customer base all over the world. This has to start in Australia and then expand to other countries. This will have to be tested for some period before it is fully commercialized. For instance, the needs of old people in connection to consumption of nudie products may be quite different from those of teenagers. The focus is to address the unique needs of each of these market segments to ensure profitability of the company. A clearly designed segmentation program will be able to enable the company remain competitive in this competitive market. Most Important Messages Nudies positioning on the market is founded on production of juice without additives as it is the norm in the current market. The advertisement campaign must be designed in manner that will make it possible to showcase this unique feature about Nudie. This differentiates these products from thousands of products on the current market (Varey 222). This is because currently producers are more concerned about profit, than they are concerned about the health aspect. This campaign must be able to bring out the fact that our focus is majorly on the health aspects and that is the reason we are dealing with naturally produced juice products. The products like kids’ nudie, nudie crushes, nudie smoothieand nudie coconut have all exemplified that it is possible to produce a juice with 100% fruits. Having discussed all these, the following is a summary of the key messages that are to be communicated through this advertisement strategy: The health benefits of consuming juice with 100% fruits The availability of such products in a very wide range Affordability as compared to any other company that has tried the same Well established supply channels Quality as a non-negotiable imperative Target Market Products are made with specific target in the mind of the producer. The same is the case for the various nudie products. While the products are suitable for the entire household, different people may have different needs in relation to consuming nudie products. The focus of the company is to meet the needs of these consumers optimally. In order to achieve this, several differentiation strategies are required to ensure that quality is maintained while meeting consumer needs in a unique manner. The Children/Teenagers: this is one the largest target segments. Nudie has kids juice containing 100% fruits. This product is special in such a way that it can last the entire day in a lunchbox. This product is known as kids’ nudie. In some way, it works magically because it does not have additives or sugar. In general, kids consume juice so much, more than the adults. Most of them go with it to school and that implies that it is consumed on a daily basis. This is quite fascinating considering the huge population of school-going kids. The best products for the kids are not only the kids’ nudie, but also other nudie products. These include the crushes which may be diluted a bit in order to meet the needs of those aged less than 10. Adults: it is clear that nudies are made for all members of the family. At family level, these products are very suitable especially after meals. Moreover, they can be consumed during weekends as well as outings. The mature people especially those above 50 years of age have to rely on fruits for a prolonged life. Therefore, they have to ensure that they do not rely again on juice with a lot of additives. This explains why this population is one of the most attractive market segments. Laying emphasis on the health benefits of these products is very important in catching this population. Creative Strategy Importance High fruit content in juice of up to 3 fruits per packet Special products designed for kids Wide variety of products from which various consumers can make their selection Up to 6 months storage in the cardboard Easy to carry around without affecting the quality of the products Nudie fruits are GMO free hence another health guarantee Free from any kind of additives including sugar Approved by a number of nutritionists in Australia Key Preposition In our company, it is all about going an extra mile to ensure that the essential needs of our consumers are fully met. We are more concerned about your health more than we are concerned about our finances. Anything that meets the health of our consumers is worthy. It is our commitment to ensure that our customers access the best of these products in terms of nutrient content and overall quality. Reasons Why What sets this company apart from other companies is the quality of the products. While many companies can produce juice fruits, not many can produce 100% fruits content juice. This is very unique and it makes it quite difficult for other companies to mobilize resources in order to stimulate tough competition on the market. Moreover, the company has a range of products that support the needs of many consumers. Tone of the Brand For over 10 years the company has been functioning, many consumers, especially households have known it as a natural company. This is based on the consistency on the side of the company in relation to production of juice that is 100% natural. This has been the company’s market positioning strategy in the past. The relationship that has been established over time is worth maintaining. This is the reason the company will do everything to ensure that it strengthens its brand name and image among consumers (Egan 238-261). Therefore, Nudie will continue investing a lot of resources in fresh fruits from Australia and other nearby places. Key Considerations in Relation to this Campaign The campaign to be launched must put into consideration the current trends especially relating to technology. This is one way of ensuring that the company does not lag behind in embracing technology. Embracing new technological trends makes it easy catch up with young consumers who are very flamboyant. For instance, using social media to reach to millions of consumers all over the world is very critical. This is influenced by the current increase in the use of social media. Both Facebook and Twitter attracts a large number of followers and therefore this campaign must be designed in a way that allows the best exploitation of such sites. More so, the company ought to take part in specific promotions that target a particular segment in the market. For instance, back to school promotions can introduce many kids and young people to the consumption of these products. Various schools and children centers will begin to embrace and certify these products with time. In addition, the participation of this company in social responsibility affairs is very critical. It helps bring the company close to the society. This is how it all begins before every household starts using nudies. Notable Lessons from the Past Media Campaigns Having undertaken other media campaigns before, it is good to highlight some of the lessons learnt that can be important for decision making currently. Previously, the flops that were experienced were as a result of inappropriateness of the media campaign strategy. The strategy that was chosen did not meet the needs of the targeted consumers. This time there is a need to ensure that the chosen strategy is suitable. In addition, the newly evolving media campaign strategies must be carefully evaluated to understand their fruitfulness. For instance, there must be a clearly laid methodology of assessing the success of social media campaign. Media Schedule In designing the required campaign strategy, special attention is paid to the manner through which the consumer will come in contact with such adverts. This is crucial in ensuring an integrated marketing communication in any company. Every time a marketing communication strategy misses out on the preferred interface with the customer, the entire campaign is considered a flop. The choice of the media campaign has been based on the knowledge that there is a platform where the advert can be delivered to the consumer. The social media has been found to be quite influential. The following on the social media is very impressive considering many people access Facebook for almost 24 hours. For 24 hours, consumers all over the world are able to see the advert and express their feelings without any fear. The company can monitor the views presented on the page all the time and come up with ways of addressing genuine issues. There is also the back to school promotions. This is supposed to be undertaken when students are going back to school. This is a special target to children and school-going young people. The company expects to increase its sales volume during such periods. This calls for the company to ensure proper timing so as to align all the needs of students with the desired nudies. During such periods, the production capacity of products like kids’ nudies will definitely rise. Another target is in line with social responsibility projects. The company will develop social responsibility programs through which the products of the company can be advertised. Such programs will ensure that the name of the company is known among many consumers (Thomas 650-681). Such projects may include sponsorship to less-privileged children and their families. Since media is most likely to highlight such a story, it becomes easier for the name of the company to be known. Moreover, the company can also take part in some sporting competitions aimed at reaching a particular goal. For instance, a sports event that is organized to mobilize funds to be used for cancer screening in a certain state can be a great avenue. Through such an event, the company’s brand can be well marketed whenever the company is part of such an arrangement. The company has a special role of spotting such events in order to design marketing strategy of that nature. Budget The funds required for the entire campaign will depend upon many factors. For instance, the length of the campaign program is very important (Fill 191). Of the many campaign options available, the most costly are the commercial ones. For instance, TV ads will attract more funds probably above any other option. Nevertheless, the budgeting must be done according to the company’s financial abilities as well as the current needs. Therefore, in order to ensure to ensure that marketing costs are regulated, the company will put the costs at $80,000 as the maximum. Timing & Timeframe I. The inception of this creative brief was on 15th of August, 2013. II. Evaluation of the progress will take place from the day of inception up to about 160 days III. This creative brief will have to be approved by the head of department within 3 weeks IV. After that, final approval will be issued to various groups V. Immediately after approval, the applicable campaign strategies will be undertaken VI. After various campaign strategies have been launched, monitoring and evaluation will take place to ensure actual outcome is quantified VII. The report will be written and directed to the head of department detailing key results that the company ought to consider for future use SWOT ANALYSIS Strengths Already established brand name The company is known for healthy products Recent financial stability is a great breakthrough Readily available market for the current products There is adequate source of fresh fruits which is the main ingredient in the production of nudies Products’ price stability has ensured continued demand Wide variety of products Talented team of young and creative employees Weakness Low penetration rates in the global market Change in the senior management has acted as an impediment to optimal growth Slow expansion that is caused by low capital reserves in the past High costs of operation have led to reduction in the marginal profits Exports are becoming more affected by foreign exchange rates Opportunities Adjusting of bilateral trade relations with most of the countries has been a great advantage Lack of awareness in line with the market by our competitors is an advantage Increased production of fruits after training of most farmers in the country Increased knowledge on the need to rely on natural fruits as an alternative for the current products Improved rules in the money market Threats Seemingly increasing competition on the market Some restrictive rules are still in operation in many countries Changes in whether is affecting productivity of fruits NUDIE CREATIVE STRATEGY MAP Currently (the behavior of current consumers) Some still cannot differentiate between 100% fruit juice from those with additives Some consumers have no idea of the consequences of the excessive additives to human health Most consumers are ignorant of the kind of ingredients in their juice products Most consumers buy based on convenience as opposed to critical selection of juice products Most consumers are price sensitive and therefore any positive deviation will put them off Some consumers still do not believe that Nudies are 100% fruits and no additives at all Future (future behavior of target consumers) To know that Nudies offer a wide range of naturally prepared juices Consumers to be evaluative in their purchase of juice products Consumers should try out on our products to establish the authenticity of our claims Consumers should read the ingredients section to tell the nature of additives in every juice Currently Think (Why target customers not considering our products) There is lack of awareness Some are overly sensitive with price because they are ignorant of the content Some mature people tend to think fruits are meant for young people Most consumers completely don’t believe that Nudies contain 100% fruits Poor marketing and distribution Bad image caused by some earlier struggles Future Think (what do you want the future target customers to think) The price charged on product is directly proportional to the ingredients that we have included People should understand that fruits are suitable for health needs of all people in the society Our products are do not have chemicals or any additives whatsoever Health is guaranteed when they consume our products Conclusion Indeed the development of creative brief requires a lot of planning. The marketing campaign that is approved must have the ability to meet the needs of the current and future consumers. The preparation of IMC creative brief for Nudies has taken into consideration most of these aspects in order to ensure that the campaign is a success. The strength of this company is founded on the fact that it sells purely natural juice. Such products have higher chances of attracting demand based on the current trends. The diet-related medical complications that have been quite prevalent in the recent past have made many to seek natural food products. In the selection of the media campaign options, the selection has also been undertaken as determined by the current trends around the globe. For instance, the use of social media could not be ignored based on the current trends in line with the same. For instance, Facebook is one of the social media sites that are used by the highest number of people in the world. At the same time, the use of social responsibility is an avenue that is also quite timely. By doing so, the company is slowly building a brand name that may boost the company many years to come. References Chernatomy, Leslie. From Brand Vision to Brand Evaluation: A Strategic Process of Growing and Strengthening Brands. Oxford: Elsevier, 2006. Print. Egan, John. Marketing Communications. London: Cengage Learning EMEA, 2007. Print. Fill, Chris. Marketing Communications: Interactivity, Communities and Content. New York: Financial Times, 2009. Print. Fill, Chris. Essentials of Marketing Communications. New York: Financial Times, 2011. Print. Fill, Graham. CIM Course book 08/09 Marketing Communications. Oxford: Butterworth- Heinemann Title, 2008. Print. Pelmesmacker Patrick, Bergh Van Den and Geuens, Maggie.Marketing Communications: A Europeans Perspective. New York: Financial Times, 2010. Print. Pickton, David & Broderick, Amanda.Integrated Marketing Communications. New York: Financial Times, 2004. Print. Rossiter John R. and Bellman Steven.Marketing Communication. New York: Prentice Hall, 2005. Print. Schultz Don E, Tannenbaum Stanley I. and Lauterborn, Robert F. Integrated Marketing Communications: Putting It Together & amp: Making It Work. New York: McGraw-Hill, 1993. Print. Smith Paul and Taylor Jonathan.Marketing Communications: An Integrated Approach. London: Kogan Page Ltd, 2001. Print. Smith PR and Zook Ze.Marketing Communications: Integrating Offline and Online with Social Media. London: Kogan Page, 2011. Print. Thomas, Duncan R. IMC: Using Advertising & Promotion to Build Brands. New York: McGraw-Hill, 2002. Print. Varey, Richard. Marketing Communication: A Critical Introduction. New York: Taylor & Francis, 2002. Print. Yeshim, Tony. Advertising. London: Cengage Learning EMEA, 2006. Print. Read More