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:

Facebook: Facebook is the most common social media platform in Denmark. FRELLSEN should
thus create a Facebook page and invite target consumers to like the page where it will be posting
new products offers, discounts, and updates. Facebook is a cost effective content marketing
method and above all FRELLSEN will be able to reach a broader target audience in the country.
Instagram and YouTube: These two are also common social media platforms that are highly used
in Denmark. Also, they are inexpensive to any company that makes their use in product
marketing. In the two platforms, FRELLSEN should create the pages or channels where it
uploads appealing videos about their chocolate product offers so that consumers can be aware.
There should also be Ads and links leading to checkout.
SEO marketing: I suggest that FRELLSEN creates a simple blog and integrates it with unpaid
SEO plugins where they post their new deals and products. This will ensure that whenever a
customer searches for a product in Google, and FRELLSEN offers that chocolate product, then it
appears on top in the search engine and FRELLSEN is able to grasp that customer and thus
increase market coverage. This content strategy is easy to use, and its results are 100 percent
guaranteed.
Changes in visual identity
Currently, FRELLSEN is doing well when it comes to visual identity. However, infographics
need a major change:
Infographics: The target audience of FRELLSEN needs to better visualize the company data
such as statistics in order to understand the reason why their chocolate products have a better
value to those of competitors. An appealing infographic is needed
Also, FRELLSEN needs to capture the company’s vision and mission statements in its logo; the
key words should be included to increase the meaning of the company to the target market.

Tone of voice and language
In order to improve the relevance, reliability, and quality of marketing message, FRELLSEN has
to change the tone of voice and language used in sending the marketing messages to the target
consumers. The message should be brief, unique, and straight to the point. Also, the voice and
language used should reflect the core values of the company. Last, the language used in
Facebook Ads should be friendly, catchy, and appealing in order to easily draw audience
attention.