Marketing Communication Plan: A Deep Dive into Kinder Bueno by Ferrero

This report presents a marketing communication plan for Ferrero's Kinder Bueno chocolate bar, focusing on integrated marketing communication tactics. It analyzes the product's positioning, target audience (health-conscious adults), and marketing objectives. The report details various communication tools, including advertising, social media marketing, public relations, digital marketing, and sampling. It outlines an action plan, including identifying target customers, setting SMART objectives, crafting campaigns, and measuring success using key performance indicators and Porter's Five Forces model for situation analysis. The report also discusses the importance of relationship with intermediaries. The analysis provides insights into how Ferrero aims to reach its target audience, build brand recognition, and drive sales for Kinder Bueno.

MARKETING
COMMUNICATION PLAN

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Tactic......................................................................................................................................1
TASK 2............................................................................................................................................5
Action plan.............................................................................................................................5
TASK 3............................................................................................................................................6
Control....................................................................................................................................6
Recommendation.............................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The marketing communication is a process where companies try to make efforts that can
help in establishing communication with market. For such communication, the organisations use
various messages and contents through different mediums so that it can reach to market in most
efficient way. The present report will discuss such plans for the chosen organisation Ferrero
based in Uk. The said organisation is subsidiary firm of Ferraro which is third largest chocolate
manufacturer company in world (Dawson and et.al., 2014). This firm was launched in 1966 with
a wide and diverse range of products like tic tac, nutella, kinder surprise etc. the present report
will discuss the marketing communication plan for cited firm by applying different tactics. The
chosen product from the brand is Kinder Bueno which is chocolate bar made for health
conscious people. The report will focus on tactics along with action plan and control in context
of said product.
TASK 1
Tactic
The integrated marketing communication implies the combination of different methods of
promoting a brand and its products so it can reach till targeted customers in efficient way. The
marketing communication tools include various components according to which the tactics are
made for such communication which are as follows:
 Foundation: this stage refers to analyse the product as per the intended customers' views
(Ferrell and Fraedrich, 2014). Here, it is necessary for the planner to make necessary
steps so that the product can be assessed as per its quality and consumers so that right
positioning can be done. Besides this it is alos necessary that the competitor's moves are
also kept in consideration. In context of Kinder Bueno, the company has targeted towards
health conscious consumers who generally avoid taking sweets.
 Corporate culture: This component implies that the product should be in line with
companies culture or main vision. Therefore it is highly recommended that the products
should be made in way so that it can reflect the major objective of organisation. The
present product of chocolate is consistent with the firm's culture of producing sweets with
innovations in taste and contents (Fox and et.al., 2009).
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 Focus on brand: It is important to keep the product recognisable by its consumers that it
belongs to a particular brand. This will help in adding more customers as it will easily
attract brand loyal clients of enterprise.
 Experience: The customers get attracted from the product by its physical experience. This
is necessary for the organisation to make the product's features highly attractive so that its
sales can be enhanced and provided with good experience for consumers. The packaging
adopted by said firm is attractive with small size and also featuring its quality of
ingredients used in it which makes it safer for health conscious customers (Huckfeldt and
Mendez, 2015).
 Communication tools: This is the important part of marketing communication where
different platforms are used for channelising and marketing the products, the commonly
used tools are Facebook, twitter, direct selling, advertising etc. The said product use to
take help of almost all mediums to market the product.
 Integration tools: This is the significant stage of marketing communication where the
marketer use to make good customer relations on the basis of feedback and reviews
collected from customers. The kinder bueno takes the feedback from all adults among
which the product is famous so that improvements can be done if any (Huotari and
Livonen, 2014).
As per the above elements, the marketer use to make its tactics that can involve all the
above elements in its plan in smarter way. This helps in getting overall success so that the
product can get better outcomes. For Kinder Buenos, the plan of integrated marketing
communication will be applied in following way:
 Identify customers: The foremost step for developing the marketing communication plan
is to identify the target customers to whom the whole campaign will focus. This may
include classifying the customers on the basis of demographic factors like age, income,
population etc. afterwards, the company can think of various traits like interests of
consumers,and their values according to which firm can plan their strategy. As per this
analysis, target those class who are more in number with their preferences in the product
(Rosenbloom and Dimitrova, 2011). In context of Ferraro's Kinder Bueno, it can target
towards the adults who do not consume sweets for their health and fitness issues. Thus,
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its product with less calories that will be less harmful for fitness freaks make the
chocolate famous among them.
 Setting objectives: After knowing the customers a company wants to focus upon, it is
necessary to determine the objectives for efficient marketing communication plan. The
efforts made by firm may have different purposes through marketing communications
like to make more revenues, making brand more recognisable or expansion of services.
Thus, after determining objectives it is necessary to give it the shape according to
SMART criteria. The Ferraro believes that the marketing communication can help in
selecting best products that are appropriate as per nutritional diet for customers. Thus it
frames its objective of providing best food and beverage product that are tasty as well as
healthy (Swani, Milne and Brown, 2013). In context of Kinder Bueno, the SMART
objectives are set with the above mentioned purpose so as to satisfy more number of
customers.
 Crafting campaign: After successfully setting goals and identifying right target
customers, the company makes plans to design the campaigns so as to communicate with
customers about the products. This the essential step where firm has to take decision for
selecting the appropriate channel for making the product advertised among the
consumers. Marketing communication makes the company able to prepare contents for
campaign which can be used through different channels of advertising. Thus, by using
uniform content in the message within different mediums, it helps in creating a cohesion.
The selection of tools for effective marketing communication is a necessary step which
needs the detailed analysis of various factors so that right medium can be used to make
communication. Some of the important mediums that are used by said company for
marketing communication is as follows:
a) Advertising- This method uses various mediums through which a large number of
audience can be communicated at once (Tao, Li and Xu, 2011). This medium is
somewhat expensive but an efficient tool for marketing. Different mediums used in this
method are television, newspapers, billboards, internet and so on. The Kinder bueno has
launched its first ad on TV where it showed employees in morning break were facing the
automatic machine and had to make a choice. Finally, they chose Kinder Bueno bar
following its all benefits. Thereby, it used many other ads using famous faces of sports
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like Didier Drogba and Boris Diaw. Thus, it featured the benefits of products by TV ads
which helps in making the products more recognisable among public. Timely changes in
these tv ads will help in getting more attention which is necessary part of advertising.
b) Social media marketing- Due to increased trend of using various social media sites, the
mentioned enterprise took the opportunity to market the product through this medium.
Many youngsters who are the target customer for cited product use internet most of the
times for accessing social media suites like Facebook, Twitter etc. (Royle and Laing,
2014). Therefore to get more closer with consumers, the mentioned company celebrated
its anniversary by launching a campaign on its Facebook page and official website of
organisation. This type of marketing helps in reaching to customers in quick way with
latest techniques.
c) Public relations: This method is used widely by many organisations where the firm
attempts to make a mutual relationship with public. According to this, said product
launched 'Love Bueno' campaign where consumers were allowed to get their money back
if they don't like the taste of bar. But if they like it, they can win prize through a lucky
draw. This campaign helped aforesaid enterprise to make trustworthy relationship with
customers. Some more tactics can be used by company to sell more products like giving
prizes to these customers who have a perfect health and fitness (Truong and Simmons,
2010). This will help to promote the main theme of product popular among public.
d) Digital marketing: This kind of marketing communication helps in making the products
popular among customers through internet. The cited firm can launch an app of the
company where all products can be displayed with their unique features and prices.
Consumers can be allowed to post their pictures with various chocolates of brand and
sharing their experience regarding taste. Besides this, clients can be allowed to post their
feedback as well with some suggestions as well so that organisation can know about its
performance as well.
e) Sampling- The sampling is the better method of reaching existing customers and making
more new consumers. The said company can use this method by giving free samples of
new flavours of chocolates or any other product so that buyers can make decision to
purchase more effectively (Martin and Todorov, 2010). Besides this, method is useful as
it can assist ion making more cohesive relationship with clients.
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 Relationship with intermediaries: The Ferraro use to sell its products to intermediaries or
middlemen at initial level and from there all products are distributed to final consumers.
This makes the role of middlemen more important for company. The mentioned
enterprise can make use of campaigns through which it can sponsor different event
whereby company can make relations with different owners of stores and booths who can
keep the products of Ferraro and can allow to have some part of profit to store owners.
This will help the company to make its all products more accessible by customers.
 Measuring success: Before the launch of campaign, organisation should make some key
performance indicators on the basis of which, firm's performance regarding marketing
and making revenues can be measured (Cain, 2012). By the cited entity, this can be done
by tracking the visitors of websites, comparing the sales ratio with past performance and
analysing the feedback of customers.
For situation analysis, Porter's five force model can be applied:
Porter five force model can help to identifying strength or weakness and also help to provide
information about the external competitive market. These forces are:
 Threat of Entrant: In this point fear about the new entrants in recently establishing in the
marketplace, fear about the new government policies which is related to concerning
business.
 Competitive Rivalry: In this point company had existing barriers like relative size of
competition, increase number of competitor which can be affect the business
productivity.
 Threat of substitutes: In this point company fear about the relative price of substitute and
substitute of quality and services. That can be affect switching buyer cost.
 Power of supplier: In this point discuss importance of industry to suppliers. they can
perform for the organisation and sale their products.
 Power of buyer: in this point buyers are the dynamic user. Buyer use multipal source of
related product. They switch one product to another product so that can be affecting our
business.
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TASK 2
Action plan
The action plan refers to a document which enlists different steps that are necessary to
take for accomplishing the goals of organisation. This includes details of various required
resources along with the timeline that can specify the time on which particular tasks should be
completed. The Ferraro has the plan according to which it specifies that all its products will be
produced with only palm fruit oil. Besides this, for achieving all the above discussed tactics, the
company use to make an action plan so that firm can have timely achievement of objectives.
For the above objectives to be fulfilled in a systematic manner, the marketing manager is
entrusted with different responsibilities of making the product established ion market effectively.
The manager use to make a deep market researched which helps in getting detailed information
regarding target customers, their preferences, choices etc. (Mitic and Kapoulas, 2012). On this
basis, the marketer has assessed the need of launching a product that is useful for health
conscious people. Thereby, the Kinder Bueno is launched and made calorie free chocolate bar.
Further, the manager has set objectives to make brand recognisable among customers by availing
diverse range of goods and services. Moreover, accordingly, the manager has selected various
mediums for advertising. The major focus is on social media marketing and digital mediums as
these are in latest trend and most effective way of reaching target customers. This stage will be
supported by financial department as well so that right budget can be developed to allocate funds
required for different tools of communication. At the end, the manager will have to make
measurement of success by analysing its key indicators.
Thus, the whole process of action plan conducted by marketing manager will help in
deciding the effectiveness of tactics. Moreover, this will also be helpful in getting the campaigns
in right way (Ferrell and Fraedrich, 2014).
TASK 3
Control
The major objectives of control plan is to focus on some of the points which are shown
below:
 Avoiding costly mistakes
 Evaluation of alternative strategies
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 Working towards enhancement of efficiency in marketing communication tools
 Setting effective budget
The foremost step of Kinder Bueno should be towards avoiding mistakes that can prove
to be very costly for company. This can be done by monitoring the processes of organisation to
check the flow of money. The managers should keep monitoring that how and where the money
is being spent. This will help in reducing the wastage of money on unproductive operations by
utilising more potential processes. After this, the cited organisation can evaluate alternative
strategies. For this evaluation, the firm can take help of researches so that a comparison can be
made to apply most applicable strategy on organisation (Huckfeldt and Mendez, 2015). Besides
this, it will also help in making efficient communication with wider vision so that the
organisational goals cannot be disturbed. Finally, the cited firm should make budgets so that all
functions of the enterprise can be developed in right way. This will also help in making proper
allocation of funds on different activities. For this, the cited venture can make association with
different advertising companies that can provide better exposure with less cost. Further, the
budget making can be done by adopting either of two methods that is a percentage of revenue or
random allocation. In the former method, manager can allot 1 to 10% of revenue to marketing
functions. Thus, there will be a direct relationship between marketing and revenue generation.
This method is helpful as it can provide more benefits by adjusting the expenditure as per the
revenue earned (Rosenbloom and Dimitrova, 2011). As per the second method, the manger can
make allocation on random basis as per the situation of company's performance. Thus, this
method allows a flexibility in making budgets for marketing communication process.
Recommendation
The whole report has analysed the process of integrated marketing communication plan
where the tactics have been made for Kinder Bueno. The tactics discussed in the report is made
as per the suitability of organisation. On the basis of plan, it can be recommended that the firm
should have more focus on campaigning through digital platforms. Besides this, it is also
necessary for cited venture to become more focussed on internet and web based marketing.
Further, key performance indicators should be based on open door policy where scopes can be
developed to make improvements on continuous basis. This can be done through emphasising
more on customer's feedback which is the most suitable tool for measuring performance and
making improvements. Moreover, the action plan should be made by marketing manager by
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conducting proper research to collect more information on current market activities. Besides this,
manager should make efforts to control the plan by setting budgets through random allocation.
This method provides more flexibility for making adjustments in expenditures of marketing.
CONCLUSION
The present report is based on integrated marketing communication which is based on
Ferraro company of UK for its chocolate Kinder Bueno. This chocolate is specially made for
fitness conscious people and hence it has made various tactics of marketing like advertising,
social media marketing, free sampling etc. Besides this, the action plan have been created by the
marketing manger who develops plans for proper allocation of timing and funds for campaigns.
The proper control on cost have been imposed by making budgets and monitoring flow of funds.
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