The company operates in the consumer products industry

Marketing Management
Frellsen’s current content strategy
Their audience (preferably with a persona)
FRELLSEN’s line of business is in the retail sale of chocolate products, whose target audiences
are based in Denmark. The company operates in the consumer products industry, consumer
stable sector, and the packaged foods sub-industry. FRELLSEN distributes its chocolate products
to Denmark citizens of all ages, income levels, gender or sex, religion, geographic location, or
marital status. In particular, FRELLSEN manufactures and sales pastries, chocolate, cream puffs,
and Danish treat to children. Chocolate, bread, and other bakery products are distributed for sale
to all people. Also, brown breads are sold to those people with diabetes.
Types of content they use – and where they use it
The content marketing strategies that FRELLSEN is currently using include:
Company website: FRELLSEN relies on its website to market its chocolate products to the target
market. All products sold by the company are available and visible in the company website.
Targeted landing pages: Currently, FRELLSEN does SEO marketing by uploading its product
portfolio matched with the market prices to the company domain. SEO marketing helps
FRELLSEN for its chocolate products are ranked with in search engines.
Segmentation of audience: FRELLSEN is currently segmenting its target persona based on
product needs. This segmentation is currently done based on age, income level, empty nesters,
and marital status.
Visual identity – colors, logos, look
The product range of FRELLSEN is identified using unique colors and looks. Some current
examples include:

The logo of FRELLSEN is as below:
Tone of voice and language
Currently, FRELLSEN is dormant and does not do road show market campaigns, does not air
radio or TV adverts, and does not advertise its services using billboards. However, FRELLSEN
has been so reliable in delivering its chocolate products across all Denmark markets.
Recommendations for advanced content strategy
Based on the current content strategy, FRELLSEN needs to revisit and adopt new and more
unique strategies in order to improve market position and competitiveness. The target audience
remains the same, but content techniques must be improved.
New types of content
FRELLSEN is focused on creating and distributing relevant, valuable, and consistent content in
order to attract and retain the already existing and defined target audience. However, the existing
content strategies are not good enough to help FRELLSEN thrive as per its company objectives.
Therefore, the management should consider the following content strategies: