Marketing Foundations Report: Sara Lee's Marketing Strategy Analysis

This marketing report analyzes Sara Lee's promotion strategy, focusing on reminder promotion to maintain brand awareness. It outlines objectives and recommends an integrated promotional mix including advertising (pioneer product advertising through print and television), sales promotion (sampling and contests), public relations (product placement and event sponsorship), and digital marketing (social media, blogs, and email marketing). The report emphasizes the importance of digital platforms and online services for reaching customers. References from various marketing journals and research papers are included to support the analysis and recommendations. The report aims to provide a comprehensive marketing strategy to ensure the company's continued success in a competitive market, considering various promotional mix tools and the current digital landscape.

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STUDENT NAME
12-16-2018

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Promotion strategy
a. Objectives for promotion
Since “Sara Lee Australia” is serving desserts from last forty years, the major objective is
“reminder promotion.” The reason for this objective is, that the customers are already
aware of the company, which means information promotion would not be relevant, but
due to various other competitors and new entrants to the industry, the company should
make people remind about the company, and their products (Petersen, 2015).
b. Promotional mix
In order to create integrated marketing communication, various promotional mix tools
can be used. Some of those are:
 Advertising
The company must use pioneer product advertising, because the company’s
objective is to remind the customers about the company and can influence them
through new products or taste, or flavors to offer. The company does not want to
show their company above any other company. The media through which
advertising can be done is through printed media like newspaper, pamphlets, and
magazines for recipes. Moreover, television could be another media, for audio-
video promotion to a large group of people (Milah, 2015) .
 Sales promotion
When it comes to desserts, the best way to remind of the company and taste is
through sampling and contests. The smaller packets can be distributed to the
target customers to remind them of the taste of the deserts and influence them to
purchase bakery and desserts goods from Sara Lee. Moreover, through contests

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like eating more and more desserts, or recognizing the flavor through the taste of
the product without seeing can be helpful in influencing people to taste the
products and remind them the taste of the Company’s food (Oral, 2014).
 Public relations
One of the ways for a public promotion that this company can use is product
placement. Since the purpose is to remind the customer about the company,
product placement through the popular television show, using the bakery in the
show can be used to promote Sara Lee bakery.
Another appropriate public relation method can be event sponsorship. A popular
event can be sponsored by the company to remind the name of the bakery to the
target audience of that event. This could result in the increased popularity of the
company (Cooper, 2016).
 Digital marketing
In this digital world, the use of social media, and digital appliances has been
increased to a large extent. This increased use can be taken as an opportunity for
the company, and target a maximum number of people at the same time. The
company can conduct digital marketing by reaching them at social media
platforms like the Facebook page, Instagram page, YouTube for recipes, Twitter,
Snapchat to influence people with tempting pictures and videos. Moreover, the
promotional videos can be circulated at Instagram frequently to remind the
customers time to time (Facebook, 2018).
Moreover, another way is to share blogs on these platforms, and email marketing,
which will include sending the new product information, or discount code for

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premium clients through email. This can be helpful in time-to-time reminder for
the pastry.
Other than these, company can target customers by providing online services to
order goods and make the goods available at the door with a click from from
mobile phones (Misra, 2017).

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References
Cooper, R., 2016. The Next Stage for Product Development Blending Agile and Stage-Gate
methods can provide flexibility, speed, and improved communication in new-product
development. Research-Technology Management,, 59(1), pp. 21-29.
Facebook, 2018. saraleeaustralia. [Online]
Available at: https://www.facebook.com/saraleeaustralia/
Milah, R., 2015. Marketing audit-a systematic and comprehensive marketing examination. Int J
Sci Technol Res, 4(7), pp. 215-221.
Misra, P., 2017. Brick and mortar store vs. online shopping experience: a study,. International
Journal of Information Technology and Management, 16(2), pp. 133-146.
Oral, C., 2014. Auditing Marketing Strategy Implementation Success. Marketing Review St.
Gallen,, 31(3), pp. 55-65.
Petersen, J., 2015. Marketing communication strategies and consumer financial decision making:
The role of national culture. Journal of Marketing, 79(1), pp. 44-63.