Online & Social Media Marketing

Barkers of Gerald
Author’s Name
Institutional Affiliation
Date
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Table of Contents
Executive Summary.............................................................................................................................2
Introduction to......................................................................................................................................4
Marketing Strategies............................................................................................................................4
Customer Need Analysis......................................................................................................................6
Marketing Segmentation.....................................................................................................................6
Value Proposition.................................................................................................................................7
Customer Profile..................................................................................................................................7
Product Positioning..............................................................................................................................8
Differentiation......................................................................................................................................8
Brand Positioning.................................................................................................................................9
Branding Strategy..............................................................................................................................10
Pricing.................................................................................................................................................10
Promotion: Advertising.....................................................................................................................10
Promotion: Public Relations & Publicity.........................................................................................11
Promotion: Online & Social Media Marketing...............................................................................11
Conclusion...........................................................................................................................................12
References...........................................................................................................................................12
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Introduction to
Started 48 years ago from a family of farmers, Barkers of Geraldine is a thriving business making
exotic jams, chutneys, condiments & syrups. They pride themselves in making not just food but in
providing the finishing touches which complete a meal. Barkers have been successful not only in
New Zealand but have developed in the Asian markets as well. This report proposes a marketing
plan for Barkers of Geraldine to expand further into the European Market as it is a part of their
international expansion plan.
A Low-cost, low-risk plan has been proposed in this report for selling Dessert sauces and fruit
preserves such as jams & marmalade in the city of Paris, France. More than 70% of jams,
marmalades & sauces supplied in France are intra-European exports which make producers outside
of Europe finding more opportunity in supplying bulk products. Italy & Spain are the main exporters
responsible in supplying large amounts of jams, jellies & marmalade since 2017 (Cbi, 2018). France
would be an ideal country for expansion in the European market for Barkers as France is the largest
consumer of jams and marmalades in the European continent and Paris is known for its exotic taste
and appreciation for sweet and savoury foods from crème brulee to macarons. Implementing a low-
cost, low-risk plan for the country would include exporting of jams and marmalades & dessert sauces
(Golijan and Dimitrijević, 2018). This marketing plan provides a detailed explanation of markets,
competitors, strategies, promotions required for Barkers to expand into the European market.
Marketing Strategies
The European food and agriculture industry is witnessing a rapid transformation. This industry is
engaged in developing a major contribution to the economy of Europe and specially focuses over
rural and the regional economies (Hitt, Li, and Xu, 2016). There are many food processor and
producers in European industry which are interested in understanding these changes which are taking
place in the industry to analyse where the market is heading. Barkers of Geraldine are also a part of
this industry along with its competitors like Coles.
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Barkers of Geraldine are suggested to expand its business and expand to the European market in
France. A global marketing strategy is needed by Barkers where standardised marketing elements
such as product offerings, price, promotional mix and channel structure is to be made to enter France
successfully. Also a global marketing strategy must put a lot of focus over coordination and
configuration of the value chain related activities of the organisation in the new country. The
opportunities which France has to offer is analysed here so that Barkers can select the right way to
enter the market.
Political factors: There are problems and complexities associated with politics in France. The
French Revolution in the history has created a strong demarcation between the wealthy and the poor.
There has been strict control imposed by French government even in modern times. Small companies
often get intimidated by the taxation rates exercised as per fiscal policy set by government.
Economic factors: The French economy was expected that it will also be facing bankruptcy like the
rest European countries during the Global Recessing of 2008. However government intervention is
strong in France in its financial and banking sectors. As a result it did not happen. This is extremely
attractive for Barkers as it will get support of government in any such times if it takes place in the
future.
Social factors: Economy of France does impact its social class. There are enormous disparities
among different social classes in France. Workers in France often go for strikes and there are
increased crime rates overall in the nation as well. However technology and modernisation has made
life standards better. Barkers with its focus on products like Jams and Desert sauces can be
successful if they cater to the local taste and preferences (Tian and Chen, 2018).
Technological factors: The country no doubt invests a lot in technological advancements. Barkers
can leverage on the country research and development and progress in IT platform.
Environmental factors: France is a tourist hub. The scenic beauty of the place and its historical
background has made it environment friendly for tourists and hence this makes it ideal for the
Barkers of Geraldine to choose this to expand.
Legal factors: A civil legal system which bases itself on Roman law is established in France (Furrer,
2017). There are some specific styles of organisational structure within which the company must
locate itself.
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Customer Need Analysis
In European markets there is a huge demand for different kind of food and cuisines since a large
tourism activities happen in this country every single day. All such different delicacies and cuisines
require different kinds of sauces, jam preserves, dressings, and syrups and other condiments are
always rising. It is a versatile market where enormous global brands are offering western products to
French and world customers because it is the hub of tourism in Europe (Perta, 2019). There is an
increase in demand and acceptance for condiments and western sauces in France. Diversification of
the entire restaurant market, increasing income, exposure to new taste and preferences and the
growing tourism industry are all the reasons why this appears to be an attractive market which is
suggested to Barkers of Geraldine. One of the primary customer shopping channels in the French
markets is ecommerce. Hence foreign brands can easily get accessibility and acceptance in the
market (Writing, 2020)
Consumers all over the world is today opting for healthy and good tasty Jams and Sauces which have
less sugar content in them. The high content of sugar can actually make the taste and flavour of fruit
based jam preserves and sauces lose its appeal and original taste and flavour. Research and
development team of Barkers hence needs to fulfil the need of the consumers which focuses more on
fruit based products. As the internet is widespread in Europe people have exposure to all kinds of
information and this makes them aware and conscious as well. People are health conscious and hence
Barker must position the brand as a health product.
Marketing Segmentation
Barkers of Geraldine are recommended to position its Dessert sauces and fruit based jam preserve
products in the healthy segmentation in the new country France. The organisation can work on the
ingredients and come up with real fruit concentration with less sugar and fats. Hence such products
will be attractive to customers who are health conscious, vegetarians or even diabetics.
Targeting the youth segments in European markets is also a good idea for Barkers of Geraldine.
Appealing young customers aged between 15 and 40 years of age is important as it is a major market
in France (Roshan and Afsharinezhad, 2017). Moreover, the lifestyle of the young people is such that
they are busy in work and hence rely more on quick and readymade food. Condiments, sauces, and
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dressings go very well to the young. The company must ensure to work on its marketing
communications effectively so that the message for the Dressings and Chutneys product of Barkers
reaches the right audience.
Value Proposition
The eating pattern of people with life style which is too busy is making the increase in demand for
condiments and dressings and sauce market in France. The momentum with which such markets are
enhancing is extremely high and this is encouraging brands to penetrate such markets continuously.
The preferences of young people towards more consumption of fast good are also the reason why the
value for condiment market is high in France (Thomas, 2018). People are also eager to use products
which are good flavoured, varied in taste as well as healthy so that they can use it as dips and
toppings in almost all their meals. Enhanced urbanisation and increasing disposable income is no
doubt valuable for Barkers of Geraldine to shape up its future in the French market.
Customer Profile
Every business organisation which is expanding globally must invest a lot of time as well as
resources to create the consumer profiles so that they can analyse the ideal customers. Such profiles
help describing the consumers on the basis of varied categories so that the brands can group them
together with the aim of promoting and marketing their products effectively. Target based
advertising focus on market segmentation makes marketers and companies find effective strategies to
attain success and have sustainable profits as well (Devault, 2020).
In Europe the population is versatile and dynamic. Due to enormous tourism activities all age groups
engage in food and consume products related to food. Barkers easily can target customers who are
very young and can also target the adult and elderly. Market for Barkers products is saturated and at
the time it is evolving and creating opportunities. Here is the customer profile suggested or
forecasted.
a) Age profile is changing: Constantly young population is experimenting with new styles of food.
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b) Income changes: People and specially the income groups are constantly evolving. They are
spending more on food and delicacies.
c) Economic background: Middle and upper level customers are targeted.
Product Positioning
Barkers of Geraldine are aiming to position itself in France. In order to strengthen the footprint of the
brand in European markets and also in related developing markets Barkers is needed to appeal to the
local palates effectively. The firm must also aim to position its products in such a way so that non
mainstream European customers and customers of all cultures and countries since a lot of tourists
enter and leave Europe every single day (Kim, 2016). Segment on, targeting and positioning is
helpful.
Segmentation: The market of Europe with respect to the enormous food consumption and culinary
activities is age old. The entire market is matured and has a high enthusiasm for new entrants. There
are many local as well as global brands already in the market (Janiszewska, 2020). Proliferation of
supermarkets and hypermarkets has opened new segmentation for new brands.
Targeting: The target for the sauce and jam market in France is broad. Barkers of Geraldine has
product ranges which are specialised in different niches such as its fruit based preserve jams, sauces
and chutneys and different kind of syrups and juices. The firm can adopt differentiated product ideas
for the new market.
Positioning: The marketing strategy of Barkers will be its primary tool which will differentiate it
from its competition (Camilleri, 2017).
Differentiation
Product is the tangible good which will be fulfilling the requirements of the customers in France
where Barkers will penetrate. Jams and Desert sauces are being introduced in France by Barkers of
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Geraldine. Different kind of flavours and beautiful packaging and styling is what the brand can focus
on to create a differentiation in the market.
Variety: The products will be launched in variation of flavours. Banana and Mango can be the first
launch in France since these are flavours which go with a majority of the potential customers
(Dawar, and Bagga, 2019).
Quality: Quality is conditional, perceptual ad also a subjective matter. Different people can perceive
quality differently. The main question to ask here is whether or not Barker Jam and Desert Sauce are
perceived as good quality products in Europe. Hence consumer need and expectation towards healthy
food is taken in commiseration here. Less sugar based jams, preserve and sauces with genuine fruity
taste is to be introduced. Moreover, the products must be free of formalin or pesticides and only
focus towards natural ingredients.
Name of brand – Barkers of Geraldine and its products - Dessert sauces and fruit preserves like
fruity jams & marmalades.
Brand Positioning
Barkers of Geraldine are referring to a lot of online surveys, published materials about health
conscious people. It is often witnessed that whenever people talk on social media or any other digital
or non digital media about health products they also speak about fruit. Hence there is some kind of
association of fruit and healthy emotions. This showcases that there is a lot of positive feeling of
customers towards fruit based products in the European market. In general customers do complain
about preservatives, sugar and colour. They love fruit and products which has authentic fruit as their
primary ingredients. Barkers of Geraldine hence must position its Desert sauce and Jam in fruity
flavours healthy and low sugar category in France. The product must have no additive of any kind of
sugar and also avoid the use of preservatives if it wants to perform well among health niche in
France (Roxana-Denisa, Gabriela, and Adina, 2016). The brand must also focus on proper and stylish
packaging so that people who are in France and people who come to travel in France are attracted by
its good looks. Each flavour must be packaged with unique product packaging which will portray
classy style.
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Branding Strategy
The Barkers of Geraldine brand itself is an inspiring story of innovation, youthfulness and fun in
entrepreneurship and growth. Hence stories are considered to be extremely popular and inspirational
among the young customers. Stories can stimulate an action effectively. The Barkers launch in
France will strategically keep its customers as their companion in their entire production process
(Durmaz and Yasar, 2016). The brand will use varied channels to showcase the entire production
process they go through right from plucking fruits from plantation fields till the finished package jam
and sauces reach the market. Hence the commitment to produce only fresh fruits as ingredients is
showcased to the customer in this manner.
Customer relationship management is the most important brand strategy or Barkers in this launch.
Building and maintenance of successful customer relationship and providing superiors satisfaction
and value to the end user will offer h brand a high competitive position in France.
Pricing
When making the product offering in French market it is important to understand the pricing which
will go well with this country. The price related determinants will be impacting the company profit
margins, demand, supply and the entire remarketing strategy being suggested. Pricing strategy
suggested to Barkers must be competitive. The market of sophisticated jams and desert sauce in
Europe comprises a premium pricing with significant discounts given to attract the attention of the
customers when they visit the stores (Santoro, 2017). The same is applied for Barkers a well. In order
to penetrate a new market and enhance visibility Barkers can lower its pricing at first. However this
must never erode the profit margins for the brand.
Promotion: Advertising
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Promotion is the increasing awareness of customer about the Barkers product in France so that
customers can being using them and sales are generated and a brand loyalty is created. This is one of
the crucial elements of the marketing mix which is going to aid Barkers in its global expansion in
France.
There are different ways in which Barkers of Geraldine will advertise itself in France. Direct
marketing via television commercials, product catalogue, kiosks, magazines and newspapers are
popular mediums in which the brand can advertise its products and new launch in France (Frolova,
2019). Catalogue of the entire product range can be displayed in target shopping malls, restaurant
and fats food joints near to famous tourist attractions in France is a great idea to increase visibility
and awareness of the potential customers.
Promotion: Public Relations & Publicity
Barkers of Geraldine must boost their public image by the use of press releases and regularly
publishing in news articles. The literate and classy customers and audience of French must be made
aware about the advantages and uniqueness of the Barker Desert sauces and fruity jam preserves
(Apuke, 2018). Health proposition is used as the target brand strategy by Barker in its market
penetration and winning the favour of the customers. Unique tools are to be used in the public
relations and publicity campaign of Barkers launching in France. The firm during its products launch
campaign aims to have a press conference so public can be educated about the products and its
uniqueness. The company must aim in bringing in dieticians and nutrition and fitness experts to
promote and educate the public about the content of the product and its health impacts. The focus
given on the nutritional value of the products will allure a lot of new customers (Rastogi, 2020).
Publishing news articles online and offline about the products and promoting them as condiments to
accompany breakfast tables will be a great tool and will amplify the presence of the brand in France.
Promotion: Online & Social Media Marketing
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Digital marketing technology and advancements has transformed the way business entperises operate
(Thakur and Kumar, 2018). Barkers of Geraldine will also use online and social media digital
marketing techniques parallel to the traditional advertisement techniques motioned above. The main
target is the customers who are young and comes from model and upper economic segment. These
are the age group which uses gadgets such as computers, laptops, tablets and smarty phones
regularly. Hence smart devices are where the brand name must be preset and the targets can be easily
achieved by relying on social media (Hajli, 2017). Social media marketing channels such as
Facebook and Youtube is suggested for Barkers of Geraldine. The company web site will also act as
the ecommerce portal from where customers can check the product portfolio and order.
Conclusion
The Desert sauce or Jam products are no doubt not the first to be introduced in France. Barkers of
Geraldine with their enormous innovation and experience have been marketing its products in a
successful manner for all these years. Product however is different from its competitors in terms of
its health proposition, packaging and flavours. Using some modern and advanced advertisement and
digital marketing technique and using support from nutritionist an dieticians the brand can educate
the customers in the new nation effectively. Making sure that the consumer understands the nutrition
value will be instantly beneficial for the brand. Although it is going to be priced in premium pricing
range soon the Jam and Desert Sauce will attract and retain customers since variety of flavours will
cater to majority of audience in France.
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