Integrated Marketing Communications Strategy for Carmen's Fine Food
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Added on 2019-10-30
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Introduction This essay is about the integrated marketing communications strategy of Carman’s Fine Foods for re-launching its Muesli business. Currently, the product mix of Carman’s Fine Foods comprises Muesli Bars, Porridge Oars, Crunchy Clusters, Protein Bars, Muesli, Nut Bars, Oat Slice, Bliss Balls etc. Now let us understand the media habits of the members of this target group; • Professionals who are health conscious- newspapers, magazines,
Integrated Marketing Communications Strategy for Carmen's Fine Food
Added on 2019-10-30
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Executive SummaryIntegrated marketing communications strategy is not just a tagline. Rather it is a concept which signifies the importance of making marketing efforts a wholesome process in place of fragmented processes. Using an unified approach by integrating all the strategies of marketing communicans organisations can make a connected, consistent and cohesive message r4egarding their brands to the end users. This paper discusses such a strategy for Carmen’s Fine Food.IntroductionThis essay is about the integrated marketing communications strategy of Carman’s Fine Foods for re-launching its Muesli business. Carman’s began its journey 20 years back and since then, the Company has carved for itself an enviable position in the fine foods business. Headed by Carolyn Creswell, this Company came into being quite by chance. It so happened that when Carolyn heard that her employer was on the verge of selling his muesli-based business, she offered to buy it out for just AUD 1,000. She was just 18 at that time and was a student in a university. Over a period, she has built her business by focussing upon the core product of her company-muesli (Kaplan.2009). Currently, the product mix of Carman’s Fine Foods comprises Muesli Bars, Porridge Oars, Crunchy Clusters, Protein Bars, Muesli, Nut Bars, Oat Slice, Bliss Balls etc. The Company is headquartered at Melbourne, Australia.Target MarketWhen muesli was first developed, it was made up of toasted whole oats, nuts, fruit and wheat flakes. Muesli has fewer calories and less sugar than its close variant, granola (Kelly, 2016). The most obvious health benefits of muesli are that it regulates the digestive system and helpsin weight control. It has also been found that muesli is an anti-oxidant and helps reverse aging. This substance also has protein and omega-3 fatty acids (Sutherland, 2013). The milk variants of muesli deliver protein. Given all these benefits, the target market of muesli comprises (Bonigala, 2010):1. Professionals who are health conscious2. Diabetics 3. School going children
4. Obese people who want to control their weight5. University studentsMembers of this target market consume different media and have varying media consumptionhabits. Most of these people live in big urban centres like Adelaide, Perth, and Sydney. Now let us understand the media habits of the members of this target group;Professionals who are health conscious- newspapers, magazines, digital devices, TVDiabetics- TV, digital devicesSchool going children- Digital devices, TVUniversity students- Digital devices, NewspaperPositioning StrategyCarmen’s Muesli-What a beautiful world Rationale- Since muesli is all about health, the positioning strategy should be about health. However, there is several other competitor brands like Kellogg’s that also speak about health benefits. So to harp on just health alone would not position the brand effectively. Since Carman’s Muesli delivers health tastefully, the positioning statement must talk about the twin benefits of health and taste in a holistic manner. The strategy should be talk about life as a whole and not just about benefits. This way, Carman’s Muesli would acquire a largerthan life platform and be at liberty to redefine the brand in future. When you describe life as beautiful, essentially you are encouraging all the unwell people to give another shot at leading a healthful life. There is a ring of optimism to this statement and it positions the brandon a plank of positivity, encouragement and warmth. People do not like to be told about health benefits in a direct manner; they consider it to be case of overselling (Stephen’s 2012).The positioning strategy of Carman’s tries to smuggle the brand into people’s lives in a non-obtrusive manner. The word, ’beautiful’ means several things to several people. For an obese person, a beautiful world is one where she can slip into her favourite dress, easily. For a diabetic, this word represents an opportunity to eat her favourite dishes without fearing about blood sugar levels. For the permanently busy professional, a beautiful world is about meeting objectives without losing health. So this positioning strategy is all about appropriating the ‘beautiful world’.Communication Goal
The main communication goal of Carman’s Muesli is to daily remind people of their health. Through, integrated marketing communication, the Company is trying to gently remind its target audience that life can be made even more beautiful by taking home a pack of Carman’sMuesli. The main communication goal is further subdivided into several sub goals:1.Message retention goals2.Benefits comprehension goals3.Top of the mind awareness goals4.Recall of commercials goals5.Units purchased goals6.Footfalls into select retailers’ shops goalsEach of these sub-goals is closely tied with the individual members of the media mix. We will see the nature of these connections in one of the subsequent paragraphs.Message Strategy and Execution Tactics While the main communication goal is the make people know that Carman’s Fine Foods is allabout a beautiful world, there are various strategies at work for achieving this goal.Integrated communication marketing strategies are not deployed round the year. They are used during a specific time period. Those periods can be related to:1.Falling market shares that lead to steps for establishing brand credibility2.Picking up sales in a particular market(Harris, 2015)3.If your target audience is spread across demographics like age, gender and profession then also the brand uses IMC.4.Sometimes, to occupy the top of the mind awareness, brands use integrated marketingstrategies.To deliver an effective IMC, Carmen’s Fine Foods must cover the following steps;1.Identify a goal and understand the limitations for achieving it- The broad goal is here to convince people that the brand is about a healthy world. Limitations can be related to budgets or manpower issues. Typically, the biggest limitation is one about budgets.2.Defining target audience- This is a critical strategy. Target audience definition happens on two levels- primary audiences are those people who buy products and secondary ones are those that influence the purchase of those products (Stealingshare, 2017).
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