Analysis of Birds Eye Green Cuisine Marketing Campaign

This report provides a comprehensive analysis of the marketing campaign for Birds Eye Green Cuisine, a meat substitute product. It examines the marketing communication strategy, including market segmentation, target marketing, and positioning. The report delves into the positive and negative aspects of digital media within the campaign, utilizes the 'Involvement by Motivation' grid to assess the advertisement's impact, and outlines the objectives of the marketing communication. The creative strategy and tactics employed by Birds Eye are also evaluated, with a focus on the campaign's overall effectiveness and recommendations for improvement. The report concludes that the digital media campaign did not reach the target market effectively and suggests the use of television advertising to increase the product's popularity.

Running Head: BIRDS EYE GREEN CUISINE 0
Marketing Communication
Birds Eye Green Cuisine
Student Name
Number

BIRDS EYE GREEN CUISINE 1
Campaign video link: https://youtu.be/UMZTUWL42Cc

BIRDS EYE GREEN CUISINE 2
Executive Summary
Marketing communication is very important to develop the business and make products popular.
The purpose of this report is examine the marketing communication and analyses the marketing
campaign for a meat substitute product. To analyses the campaign of Birds Eye Green Cuisine,
report used marketing communication strategy which involves segmentation, target market and
positioning. Report also covered positive and negative aspects of digital media, involvement by
motivation grid and objectives of marketing communication.

BIRDS EYE GREEN CUISINE 3
Table of Contents
Introduction......................................................................................................................................4
Marketing Communication Strategy................................................................................................4
Market Segmentation...................................................................................................................5
Target marketing..........................................................................................................................5
Positive Aspects of digital media.............................................................................................5
Negative Aspects of digital media............................................................................................6
Positioning strategy......................................................................................................................6
‘Involvement by Motivation’ Grid...........................................................................................6
Objectives of marketing communication.....................................................................................7
Creative strategy and tactics............................................................................................................7
Conclusion.......................................................................................................................................8
Reference List..................................................................................................................................9

BIRDS EYE GREEN CUISINE 4
Introduction
Recently, Birds Eye developed a new meat substitute with the objectives to help people eat more
vegetables, save the planet and feed the world (Birdseye 2019). To develop this product, Birds
Eye launched a marketing campaign through digital media to aware the people about the newly-
launched green cuisine range of meat- free products. The range of products presently comprises
of three products- meatballs, sausages and burgers. These are three main segments which are
able to replace the meat products in the meat- free market (Marketingweek 2019).
(Source: BirdsEye, 2019)
Marketing Communication Strategy
The marketing communication process should begin by identifying the target audience using
segmentation, which is defining the preferences and characteristics of buyers to purchase and
dividing them into segments. The purpose of identifying target audiences is to design
promotional strategies that can more accurately meet customer expectations (Camilleri 2017).
Segmentation, Targeting and Positioning is the part of marketing communication strategy.
Proper and strategic plan provides objective and mission to company and to achieve this mission
and objective, company takes some decision through segmentation, targeting and positioning

BIRDS EYE GREEN CUISINE 5
which also known as STP. STP helps company to know about the needs of customers. With the
help of this, company also designs marketing mix to control the price, product, promotion and
place (Dibb & Simkin 2018).
Market Segmentation
Understand requirements of customers and satisfy those requirements are main part of marketing
concept. To make meat substitute product popular and achieve the success, analyze the market is
very important step for the Birds Eye because this is a new product for the customers. Every
customer has different requirements and it is difficult to satisfy every customer’s requirement. In
this condition, Birds Eye can search the part of customers those have same choice and this is
called market segmentation. With the help of market segmentation, brand can satisfy their most
of the customers with meat- free products. To increase the sale of meat- free products, Birds Eye
can target those customers who are vegetarian and who want to become vegetarian.
Recently, British families bought frozen free meat items, percentage of these customers are 35%
and total amount of people is nine million. On the other hand, 75% people use the products of
Birds eye. In the segment of meat- free products, company have clear opportunity to expand the
business. 22% of families are using non- frozen products, these customers are demographically
compared with consumers of frozen products. However, frozen products used by 10% people.
Target marketing
After the market segmentation, target marketing is the next step of market concept. Target
market is the step in which company decide the market to launch or introduce the product. Birds
Eye examined the many kinds of market segment on the base of structural attractiveness,
segment size, growth, objectives and resources. To target the customers, company introduced
new product through mass media. Digital media has many advantages as well as disadvantage.
Positive Aspects of digital media
Advertising by digital media opened the way for the growth of the company. As soon as the
digital media arrived, companies found a good medium to advertise their products. Through the
digital campaign, people get information about different types of products which also leads to
higher sales. There are many other positive aspects of digital media which are boundless reach of

BIRDS EYE GREEN CUISINE 6
business, money saver, fast result and sales and quick responds. These specifications allow a
quick promotion to business and it is also helpful to grow the business.
Negative Aspects of digital media
With the positive aspects, it has some negative aspects also which exposes the key facts of
business which create copycats and high competition for the business. Today's products are sold
in the market through advertisements. Some companies are selling their products through digital
media, but digital media advertising is not able to reach the majority of people because even
today a large part of the population remains busy on television and cannot see digital media
advertising.
Positioning strategy
To analyze the position of product, it is very important to know about the competitors. In these
days, this is a highly competitive sector and main competitors for the Birds Eye are Quorn, Linda
McCartney and Beyond Meat. These competitors have high share in the market which creates
problem for the Birds Eye. To create a position in the market, Birds Eye can differentiate the
products in a few ways from other competitors.
The way to present the product in campaign is good but the campaign did not get that position
which set by the company and the biggest reason behind it is the high competitors of company.
Although the campaign was much transformed and highly involved in the market.
‘Involvement by Motivation’ Grid
Birds Eye green
cuisine

BIRDS EYE GREEN CUISINE 7
(Percy 1991)
The advertisement of Birds Eye green cuisine is transformational with high involvement.
Objectives of marketing communication
Marketing communication is designed to create positive perceptions among the affected. In the
context of campaign, objective of marketing communication is aware the customer about the
launch of meat- free product. Campaign of Birds Eye Green Cuisine wants to communicate
about the new range of meat- free products which become very popular in these days. Marketers
use advertising to expose their products to influencers (Porcu et al. 2017). They attract their
attention through effective publicity, including unique headlines and publicity stunts.
Subsequently, business owners use influencers to create awareness about their brand. And the
company must fully satisfy these affected with quality products to maintain their products and
continue their influence (Samu & Wymer 2014).
Creative strategy and tactics
Birds Eye used very creative campaign to introduce the product. The company has used the
vampire look in this advertisement and it is shown in the advertisement that when the vampire
eats the meat-free burger he is surprised that Vegetarian burger is also tasty.

BIRDS EYE GREEN CUISINE 8
(Source: BirdsEye, 2019)
Conclusion
It can be concluded from the above report that the campaign was not as successful as the
company had thought. The communication piece digital media selected by Birds Eye for the
campaign of meat- free product did not gives popularity to the product and it did not reach the
target market effectively and efficiently. In this situation, It can be recommended to the company
that to make campaign more successful, company can advertise the product through television
also because most of the people love to watch TV whether they are of any age.

BIRDS EYE GREEN CUISINE 9
Reference List
Birdseye 2019, Our mission, viewed 17 August 2019, <https://www.birdseye.com/our-story/our-
mission/>.
Camilleri, M. A. 2017, Market Segmentation, Targeting and Positioning, 1st edn, Springer, NY.
Dibb, S. & Simkin, L. 2018, Market Segmentation Success, Routledge, New York.
Marketingweek 2019, Birds Eye hopes vampires will help take its new meat-free range
mainstream, viewed 17 August 2019, <https://www.marketingweek.com/birds-eye-meat-
free-marketing-campaign/>.
Percy 1991, STRATEGIC ADVERTISING GRID, viewed 18 August 2019,
<https://www.warc.com/fulltext/jar/images/6569f01.html>.
Porcu, L., Del Barrio-García, S. & Kitchen, P. J. 2017, 'Measuring integrated marketing
communication by taking a broad organisational approach', European Journal of
Marketing, vol. 51, no. 3, pp. 692-718.
Samu, S. & Wymer, W. 2014, 'Cause marketing communications', European Journal of
Marketing, vol. 48, no. 7/8, pp. 1333-1353.