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
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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.

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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

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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

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 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

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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).

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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

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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

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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