Integrated Marketing Communications of Muller

Running head: INTEGRATED MARKETING COMMUNICATIONS OF MULLER
Integrated Marketing Communications of Muller
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1INTEGRATED MARKETING COMMUNICATIONS OF MULLER
Abstract
Muller Company is positioned as a yoghurt company that operates in the dairy industry and
ensures through its effective brand positioning statement that consumer requirements of smaller
pot and lower fat content yogurt. The marketing communication channels those are analyzed for
Muller includes PR or advertising strategies along with use of marketing communication models
such as TCB, BSM, hot air baloon and Percy grid. It was gathered from the paper that to attain
the brand loyalty from a new consumer base, Muller can make the decision of targeting new
consumer segment that is children that remained un-served and new product ranges will be
offered to this market segment as they are observed to look for variations in their snacks.
Moreover, through offering these product variants, Muller will communicate the health benefits
of consuming yogurt for children along with explaining unique value offered by the company
different from its competitors.

2INTEGRATED MARKETING COMMUNICATIONS OF MULLER
Table of Contents
Introduction......................................................................................................................................3
Current Positioning..........................................................................................................................3
Marketing Communication Objectives............................................................................................4
Target Market..................................................................................................................................5
Market Segmentation.......................................................................................................................5
Target Audience...............................................................................................................................6
Concept of Integrated Marketing Communications........................................................................7
Behavioural Sequence Model..........................................................................................................7
T C B Model....................................................................................................................................9
Application of Integrated Tools.....................................................................................................11
Integrated Marketing Communications Strategy...........................................................................14
Media for Campaign......................................................................................................................15
Evaluation of the Planned Integrated Marketing Campaign..........................................................19
Conclusion.....................................................................................................................................20
References......................................................................................................................................22

3INTEGRATED MARKETING COMMUNICATIONS OF MULLER
Introduction
Muller is positioned as a dairy producer in UK that is attaining increased profits in the
nation. The organization is a subsidiary of German Dairy giant Muller Group is one of the largest
manufacturers of chilled yogurt. The company offers a wide range of yogurt based products such
as Muller Light, Muller rice, Corner and Little Stars (Muller.co.uk 2018). The dairy company
also manufactures dairy-potted desserts and some other dairy beverages. The consumer base of
this organization has increased to develop convenience stores that indicate its strategy to market.
Implementing effective integrated marketing communications strategy can facilitate the company
in developing a loyal consumer base in the UK market (Allida et al. 2018).
The objective of this paper is to analyze the integrated marketing communications
strategy developed for Muller in order to develop an effective promotional campaign and grab
increased target consumer attention. It will also analyze the integrated marketing communication
models those can be implemented in promoting the new packaging of Muller within a new
market to attain an increased consumer base within the target market. The marketing
communication channels those will be analyzed for Muller includes PR or advertising strategies
along with use of marketing communication models such as TCB, BSM, hot air baloon and
Percy grid.
Current Positioning
Muller Company is positioned as a yoghurt company that operates in the dairy industry
and ensures through its effective brand positioning statement that consumer requirements of
smaller pot and lower fat content yogurt. The brand positioning statement of the company is “To

4INTEGRATED MARKETING COMMUNICATIONS OF MULLER
offer tasty and healthy yogurt through making the most of the world now”. Through promoting
this brand positioning statement, Muller joined within the dairy market by selling its yogurt
brands as healthy and tasty food. This indicates that innovation has been its major spirit in
promoting its brand. After successful launch of this company, Muller turned out to be a market
leader in UK dairy industry. For attaining a leader advantage, the company attempted to add
more services through launching different product lines. To promote its brand positioning
statement, Muller innovated its service and product offerings to add more yogurt products that
includes Muller Light low-fat yoghurt) and Muller Crumble Corner (a two-split pot yoghurt)
with the rowing years of its business. In addition, Muller also established its processing chain
within the UK region and it owns its dairy to offer most of the raw materials in order to position
its brand as “lowest cost, higher price” in the upcoming years of its business.
Marketing Communication Objectives
The marketing communication objectives those are set for Muller based on the review of
its brand are indicated below:
 To increase awareness of the Muller brand after developing promotional strategies for the
UK market by 10% in the first year of the company’s launch of new promotional strategy
 To increase brand awareness among the target consumers by 5% in the first year of the
company’s launch of new promotional strategy
 To grow the market share of the Yogurt products of Muller by 15% in the first year of the
company’s launch of new promotional strategy
 To enhance consumer relationships by 10% in the first year of the company’s launch of
new promotional strategy through innovative packaging of its products

5INTEGRATED MARKETING COMMUNICATIONS OF MULLER
Target Market
The target market of Muller is divided into a broad target market and within different
segments through taking into consideration the demand characteristics along with addressing
precise products, services and marketing strategies along with the demand characteristics. The
target audience of the company includes children in UK and generally belongs to the age group
of 5-17 years. The packaging of the Yoghurt will be based on the consumers’ interests and new
celebrity characters they follow. Moreover, the target audiences will also belong to the medium
income group and prefer having healthy substitutes for their snacks that will include parents
particularly the mothers in UK market. These target audiences are also deemed to have increased
preferences for chilled yoghurt products and constantly look for flavour variants for instigating
healthy habits among their children (Andrews and Shimp 2017). As the company will change its
packaging to include cartoon characters in their products, it is considered that the target
consumers are fan of cartoon characters and are highly motivate to purchase goods those comes
with packaging of their favourite cartoon character. Moreover, its target audience also includes
the consumers those have a busy life schedule and seek for healthy and readymade food from the
dairy companies (Schultz, Kim and Kang 2014).
Market Segmentation
The target market of Muller is divided into a broad target market and within different
segments through taking into consideration the demand characteristics along with addressing
precise products, services and marketing strategies along with the demand characteristics. The
target audience of the company includes children in UK and generally belongs to the age group
of 5-17 years. Moreover, the target audiences will also belong to the medium income group and