IMC Campaign for Muller: A Strategic Marketing Communications Plan

This report provides an analysis of an integrated marketing communications (IMC) campaign for Muller, a yogurt company operating in the UK dairy industry. It examines Muller's current brand positioning, marketing communication objectives, target market, and market segmentation. The report delves into the concept of integrated marketing communications, utilizing models such as the Behavioural Sequence Model (BSM) and the TCB (Target, Category, Benefit) model to develop a promotional campaign. It explores the application of integrated tools, outlines an IMC strategy, and suggests media channels for the campaign. The campaign focuses on targeting children with new product ranges and communicating the health benefits of yogurt consumption. Finally, the report includes an evaluation plan for the proposed IMC campaign, aiming to increase brand awareness, market share, and consumer relationships.

Running head: INTEGRATED MARKETING COMMUNICATIONS OF MULLER
Integrated Marketing Communications of Muller
Name of the University:
Name of the Student:
Authors Note:

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

6INTEGRATED MARKETING COMMUNICATIONS OF MULLER
prefer having healthy substitutes for their snacks that will include parents particularly the
mothers in UK market.
Target Audience
Sales Pitch for Muller’s Yoghurt
Customer
Who are the target
consumers
Children between age group of 5-17 years. Parents and particularly mothers
in the UK market
What are major needs of
consumers
Parents look for healthy snacks for their children. Children look for catchy
offers or new flavours offered by any brand
Consumer demographics Children will belong to age group of 5-17 years those belong to middle to
high income group. The targeted parents will belong to medium to high
income group and reside in popular areas in UK
Market
General product category Yogurt with new flavour variants
 Maple pancake
 Butter popcorn
 Pina colada
 Nutty yogurts
 Red liquorish
 Caramel
 Cheese cake
 Bacon

7INTEGRATED MARKETING COMMUNICATIONS OF MULLER
 Yogurt with Chocó crunches in them
Typical competitors Dairy UK and First Milk are major competitors those offer organic yoghurt
and pro-biotic yoghurts which attracts attention of parents to purchase them
for their children
Concept of Integrated Marketing Communications
Integrated marketing communications is a concept which makes sure that all types of
communications along with messages are carefully associated together. In addition, IMC
indicates integrating all the promotional tools in a manner that they work together in a better
manner. IMC plan is a strategy that is focussed on attaining objectives of a marketing campaign
by means of well-coordinated application of promotional techniques those are intended to
reinforce one another (Caywood 2016).
Behavioural Sequence Model

8INTEGRATED MARKETING COMMUNICATIONS OF MULLER
The above diagram indicates the BSM model that is deemed to be built upon stages
associated with the choice of brand, recognizing the touch points where the marketing
communications is likely to impact Muller decision of brand promotion positively. From analysis
of the aspects described in the above grid it is evident that as Muller is making decision to deeply
penetrate its products within the UK market and the quality of its newly developed products with
new packaging s considered to support the sales growth of the company’s products (Caywood
2016). As the target consumers of the company are observed to be the children segment it will
promote its use of natural ingredient in its products. The table above also explains that re-
packaging if its major branded goods by imprinting children’s favourite cartoon character within
the products which can also ensure the benefits they associate with the brand. The dairy company
will also consider advertising with the cartoon characters that the yoghurt product offerings of
Muller has no sugar, artificial sweetener, preservatives have 100% real fruit content (Fill and
Turnbull 2016).
Moreover, the advertising campaign of this product is also focused on promoting the
yogurt through developing a cartoon video for target children consumer group in order to make
them aware of their healthy eating habits. In addition, cross promotions can also be done by
Muller through the products packaging in the form of claiming health benefits and great flavour
through child-oriented cartoon graphics. Moreover, the child oriented graphics that can be used
for persuading the process of children’s arousal, visiting store, deciding on the preference of the
yogurt brand and them purchase it (Gambetti and Schultz 2015).

9INTEGRATED MARKETING COMMUNICATIONS OF MULLER
T C B Model
TCB model stands for Target, Category and Benefit that facilitates in brand positioning
of Muller’s yogurt products as well as its new packaging. This model implementation in the
company can facilitate in identifying the target audiences based on whose preferences the
cartoon character based packaging will be developed (Manser Payne, Peltier and Barger 2017).
Category aspect of this model will consider finding a content niche, highlighting the unique
value of a company’s products and creating compelling video game based on the favourite
cartoon characters along with promoting the Yogurt brand. Benefit aspect of this model will
facilitate the company to communicate the benefit of the products to its consumers (Munoz-
Leiva, Porcu and Barrio-García 2015). TCB model for Muller’s Company is prepared below that
can facilitate in communicating brand promotion message for its newly packaged flavour
variants in Yogurt offered.
 Target- 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 (Andrews and Shimp 2017). The target audience of the company
includes children in UK and generally belong to the age group of 5-17 years. These target
audiences’ areas also deemed to have increased preferences for chilled yoghurt products
and constantly look for flavour variants. 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 (Batra and Keller 2016). Based on the
motivation factors for children, new video game on their favourite cartoon characters and

10INTEGRATED MARKETING COMMUNICATIONS OF MULLER
with creative concepts from new yogurt flavours can be developed which can facilitate in
endorsing the products with cartoon hero describing health benefits of the product. These
target children audience base is observed to attain increased attention through cartoon
hero endorsements and video game launches in the market (Allida et al. 2018).
 Category- The innovate product ranges of Yogurt from Muller will come with different
flavours that can include cola, salted caramel, cheese cake, maple pancake, bacon, yogurt
with Chocó crunches in them, nutty yogurts, red liquorish, butter popcorn and Pina
colada. The company is observed to have issues with decreased sales margin, less product
development initiative and low investment in promotional strategies (Bruhn and
Schnebelen 2017). 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.
 Benefit- Through implementing mentioned marketing communication strategies, Muller
can consider promoting its goods through explaining the health benefits of consuming
each new flavour variants in Yogurt introduced by Muller within the UK market. The
cartoon heroes will facilitate in promoting the benefits of this brand through
communicating the health benefits of having yogurt in all its flavour variants (Andrews
and Shimp 2017). This advertising strategy can also promote the brand with
communicating that consumption of Muller’s Yogurt can make children avail a wide

11INTEGRATED MARKETING COMMUNICATIONS OF MULLER
range of essential nutrients. The fats and carbohydrates in Yogurt can provide energy,
protein that is necessary for growth along with calcium and phosphorus that can support
the development of teeth and bone ad necessary vitamins that can help children in
fighting infections.
Application of Integrated Tools
Integrated Marketing Communication model considers using advertising and Public
Relations (PR) for Muller. The suitable advertising and Public Relations models that will be
analyzed in case of this company includes BSM model and Rossiter Percy grid.
Low Involvement High Involvement
Informational Products
 Maple pancake
 Butter popcorn
 Pina colada
Consumers
 Brand loyal
 Switchers of brand
 New category users
Products
 Nutty yogurts
 Red liquorish
Consumers
 Brand loyal
 Switchers of brand
Transformational Products
 Caramel
 Cheese cake
Consumers
Products
 Bacon
 Yogurt with Chocó
crunches in them

12INTEGRATED MARKETING COMMUNICATIONS OF MULLER
 Brand loyal
 Children
Consumers
 Experimental
consumers
 Switchers of brand
Bansal and Bharti (2014) defined Rossiter Percy grid as an advertising or public relations
campaign through casting the products offered by the brand into low-involvement made high-
involvement goods. These researchers also stated that the term involvement is directly associated
with purchase in which the low-involvement brands are considered as low-risk purchase goods
based on which the marketers get to decide the suitable advertising strategy for their offerings
from transformational and informational advertising strategies. Transformational is considered to
provoke positive observations to purchase a good and informational is associated with invoking
the negative motivations to promote the brand (Batra and Keller 2016). The Percy grid for
Muller Company is indicated in the table above from which it can be stated that a new consumer
segment will be the people those brand loyalty is low for the yogurt brands.
The products of the company might be appealing for the children sector as healthy and
energy fuelling snack to children (Tsekouropoulos, Andreopoulou and Misso 2015). The product
is so developed that it changes or appeal to a new segment and packaging can be changed as
well. In the advertisement strategy offering cartoon character images with vibrant graphics with
each yogurt might be appealing for the consumers so that children have to collect all players for
the England national team or even club teams therefore influencing them to buy more until they
collect all (Belch et al. 2014).

13INTEGRATED MARKETING COMMUNICATIONS OF MULLER
The innovative product development idea will come with different flavors that can
include cola, salted caramel, cheese cake, maple pancake, bacon, yogurt with Chocó crunches in
them, nutty yogurts, red liquorish, butter popcorn and pina colada. The advertising campaign will
involve changes within the packaging of the company’s products that can even be a video game
where children can enjoy a fresh energy tasty yogurt providing that can provide health nutrients
(Bhupathi 2016). The informational strategy that can be considered by Muller is to generate
awareness and desire to purchase product within the target market, the children needs to be
approached with a persuasive message of marketing communications that focuses on the
importance of pure ingredients containing effective health benefits are used in developing the
rich range (Raju 2014).
Promoting such health benefits can be done by the company to children through
portraying the health benefits of having their yogurts by advertising through cartoon characters
in the UK market. In addition, the transformational strategy that can be considered by Muller
through changing it packaging that will be designed with famous cartoon characters, each
promoting each flavour variants newly developed by Muller (Blakeman 2018).
Using attractive colourful packaging with children’s favourite cartoon characters on the
Yogurts can attract children’s attention trough visualizing the content and flavour variants
offered by Muller in a fun and engaging manner. Use of cartoon characters can make the
products of the brand recognizable in the market. As the cartoons can facilitate in providing the
emotions among children to get attracted towards all the flavour variants in yogurts offered by
Muller along with provoking purchase intention among them as they get associated with the
brand (Bruhn and Schnebelen 2017).

14INTEGRATED MARKETING COMMUNICATIONS OF MULLER
Integrated Marketing Communications Strategy
Integrated Marketing
Campaign of Muller
Competitors and their
Positioning
Competitive advantage of
Muller’s Products
TV advertisement with
celebrity: Such advertisement
will promote through promoting
a statement that to children that
“consuming Muller’s yoghurt
will give you superhero powers”.
Moreover, famous superhero
celebrities will promote the brand
on TV advertisement.
Dairy UK is one of the major
competitors of Muller that offers
exceptionally packaged goods
through promoting the brand as
“hygienic and rich in quality”.
The company has attained huge
consumer base through
innovative advertising strategies
attaining them wider reach such
as television ads and billboards.
The competitive advantage that
will be attained by Muller’s is to
promote its brand to mothers and
children with its brand
positioning statement “Muller
yogurt is the yogurt that families
and children love”
Offering free football player
toy: Muller’s will offer free
football player celebrity toy to
children each time they purchase
the company’s product. This will
encourage children to purchase
the company’s products.
First milk is another major
competitor of Muller that
promotes its brand as “taste and
enjoyment with super snack”
along with using advertising
campaigns like television and
social media advertisements with
eye-catching visual imagery that
promotes appetite.
Competitive advantage of Muller
Company in comparison to its
competitors is that it has
introduced new flavours
introduced first time in the
market along with packaging the
flavours with vibrant coloured
cartoon characters that can attract
children consumers.

15INTEGRATED MARKETING COMMUNICATIONS OF MULLER
Media for Campaign
For developing an effective integrated marketing communications campaign for Muller
along with analyzing the effectiveness of the campaign will consider implementing two vital
models such as hot air balloon and TCB.
Hot air balloon strategy can be used by Muller in communicating its brand promotion
message to the children. To attain increased attention from this target audience group, Muller can
consider promoting the brand through developing hot air balloons of the cartoon characters in
UK such as of Mr. Bean, Horrid Henry, Sponge Bob Square Pants, Tom and Jerry and Bob the
Builder. These cartoon character shaped balloons will depict the new flavours of Yogurts
introduced by Muller (Karjaluoto, Mustonen and Ulkuniemi 2015). This marketing
communication strategy is deemed to be suitable in promoting the new packaging design of
Muller as it is highly visual, cost effective, media friendly, attention grabbing and highly
engaging. The hot air balloons will have the logo of the yogurt brand and the hot air balloons are
considered to be highly visible by thousands of people as it flies over them (Pluta-Olearnik
2018).
Hot air balloons for Muller is observed to be highly engaging and interacting for
enhancing interest among the target audience and acting as an unique marketing vehicle. The
products of the company might be appealing for the children sector as healthy and energy
fuelling snack to children (Kelly, Jones and Hagle 2015). The product is so developed that it
changes or appeal to a new segment and packaging can be changed as well. In the advertisement
strategy offering cartoon character images with vibrant graphics with each yogurt might be
appealing for the consumers so that children have to collect all players for the England national
team or even club teams therefore influencing them to buy more until they collect all (Kitchen

16INTEGRATED MARKETING COMMUNICATIONS OF MULLER
and Tourky 2015). The brand positioning statement of Muller’s for its target consumers will be
“Muller yogurt is the yogurt that families and children love”. This positioning statement will
reflect the company’s commitment to deliver a positive food future through offering healthy
yoghurt in constantly innovative flavour variants.
1. Television advertisements:
Theme: Television Advertisement using Hello Kitty Cartoon Character that will develop interest
among target audience to purchase an innovatively packaged good. The advertisement would be
completely animated and would contain animated creature.
Time duration of advertisement: 6 months through TV channels like Pogo and Cartoon
Network
Target consumers: Children and mothers
A dummy:
2. Physical toys:

17INTEGRATED MARKETING COMMUNICATIONS OF MULLER
Theme: Toy of Football Player “Leo Messi” that will be free with Mullers Yoghurt that will
motivate people to purchase the brand than its competitors
Distribution: In retail shops. Free offer will be for 6 months duration.
Target consumers: Children and mothers
A dummy:
3. Youtube/ video advertisement:
Theme: You Tube Advertisement of Muller’s Yoghurt which will portray consuming Muller’s
Yoghurt will give children superpowers
Duration: 6 months advertisement
Target consumers: Children and mothers
A dummy:

18INTEGRATED MARKETING COMMUNICATIONS OF MULLER
3. Hot air balloon advertisement:
Theme: Hot air balloon Advertisement of Muller’s Yoghurt which will portray consuming
Muller’s Yoghurt will make children feel light with consuming all natural ingredients. This will
attract attention of mothers those look for healthy snack substitute for their children.
Duration: 6 months advertisement
Target consumers: Children and mothers
A dummy:

19INTEGRATED MARKETING COMMUNICATIONS OF MULLER
Evaluation of the Planned Integrated Marketing Campaign
The success of implementation of such integrated communications can be analyzed
through observing increase in the sales of newly packaged yoghurt with varied flavour variants.
Moreover, the success of this marketing strategy can also be evaluated through observing
increase in the loyalty of the children consumer segment after implementation of creative
advertising strategy. Moreover, positive response to such marketing campaign can also be
observed through analyzing an increase in brand awareness aiming children through becoming
the scene of attention (Lovelock and Patterson 2015). A huge population of children and their
parents in UK are observed to visit children parks during the weekends. Considering the same,
Muller can promote new packaging of its unique yogurt flavours to the children through
promoting its brand in the large outdoor events in children parks and near the retail shops where
parents visit the most (Shkurkinet al. 2016).
This strategy is deemed to generate extensive media coverage for its new and re-
developed packaging of yogurts within a year. In addition, this relative advertising strategy will
serve as airborne generator of social media content which generates an emotional connection
among the target consumer group (Luxton, Reid and Mavondo 2015). The success of this
marketing communication campaign can also be used through analyzing the number of people
those took photographs of Muller’s balloon media advertising campaign and liked the company’s
yogurt products on social media sites such as Facebook, Tumblr, Flicker and Twitter within a
year.

20INTEGRATED MARKETING COMMUNICATIONS OF MULLER
Conclusion
The objective of this paper was 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 has been gathered from the paper that 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. In the advertisement strategy offering a single football player icon toy or
something with each yogurt might be appealing for the consumers so that children have to collect
all players for the England national team or even club teams therefore influencing them to buy
more until they collect all. 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. It was also revealed that the advertising campaign will involve changes within the
packaging of the company’s products that can even be a video game where children can enjoy a
fresh energy tasty yogurt providing that can provide health nutrition. Using attractive colourful
packaging with children’s favourite cartoon characters on the Yogurts can attract children’s
attention through visualizing the content and flavour variations offered by Muller in a fun and
engaging manner.

21INTEGRATED MARKETING COMMUNICATIONS OF MULLER

22INTEGRATED MARKETING COMMUNICATIONS OF MULLER
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