Executive Summary
Nutella’s has been very successful in the UK market with the brand becoming a leader in sweet spread market with a share of 36 percent. The success of the brand in this market could be attributed to the company’s long experience in the UK. However, the brand’s future in this market is threatened by the perception that Nutella has saturated fats and sugar. Hence, it is important for Ferrero to investigate this problem and come up with a communication strategy that will change the image of the brand in the eyes of the current and potential customers. The change in perception will help to increase sales and expand Nutella’s market share. There are many strategic management models of analyzing an organization’s performance and strategic position. These include SWOT analysis, SOSTAC model and PESTEL analysis among other strategic management models of analysis. This report focuses on the SOSTAC model, which focuses on developing strategies that will ensure the competitiveness of an organization in the global market.
The model starts with identification of an organizations situation in terms of its current position in the market and performance, which indicates that the organization has been very successful. The second concept is the objectives concerning what need to be achieved and primarily the focus is placed on the objectives of the marketing campaign. The strategy entails an identification of the measures and channels that the organization aims to achieve to reach customers in different segments. The proposed tactics in this case include advertising using various channels, personal selling, sales promotion, direct marketing and public relation activities. The action plan illustrates the process under which the strategies and tactics will be integrated to facilitate the achievement of the desired objectives. The last concept of the model is the control, which ensure the measurability of the identified objectives and develop the process of identifying the achievement of the desired objectives.
Introduction
The report shall have six major sections: situation, objectives, strategy, tactics, action, and control. The situation section will discuss the current Nutella’s position in the market. The objectives section will identify the place the brand wants to be after the implementation of the marketing communication plan. The strategy section shall discuss how the company will achieve its goals. Tactics section will address the tools which will be used to implement the plan. Action section details the plan for each tactic that shall be used in the program. The control section will indicate how the company will track its progress and the timelines for the achievement of the goals (Derbyshire, 2014). The primary objective of this marketing communication plan is to change the perception about Nutella and grow revenue and increase its market share. The report deals with only communication aspect of marketing.
Situation Analysis
Nutella occupies a market share of 36 percent of the sweet spreads market in the UK. Consumers love the product because of its great taste and its flexibility as a spread and dipping version. However, the product is still recovering from the damage it suffered recently after the company was criticized and blamed for portraying the Nutella as proper for children to take during breakfast. Nonetheless, the product has recovered from these challenges, and it is positioned as a healthy option for many consumers. The brand has recorded positive growth, and it is the most preferred breakfast spread in the UK (Ferrero UK and Ireland, 2016). One of the challenges that the brand is facing is the perceived high quantities of fats and spread and it is necessary for the company to develop a marketing communication plan to change this wrong perception about the product among consumers.
Ferrero UK can use all elements of marketing communication mix such as advertising, public relations, social media, sampling and point of sale. Ferrero has been able to integrate these elements in its marketing campaigns in the past, and this puts it ahead of its rivals who have not succeeded in doing the same (Ferrero UK and Ireland, 2016). Additionally, Ferrero spends more in individual brands than its main competitors like Nestlé and Mars. Even when it spends less on advertisements, Ferrero focuses on fewer lines of products and use smart techniques to spend its budget.
The Nutella marketing mix has been effective as the product meets the customer needs and expectations. The company has not had any major issue with the product’s features or packaging. The price of Nutella is competitive, and this is one of the reasons the product has gained additional market share. The product’s distribution is effective as the consumers can get the product in retails shops across the UK (Derbyshire, 2014). The only aspect of the marketing mix is the promotion as the company has the allocating marketing budget to other company brands while assuming that Nutella is a mature brand which requires low investment in marketing campaigns. However, the company has been focusing on the best market segments with the right customers. Additionally, the use of social media and mass media to communicate about the product are the most appropriate for the company taking into account that they provide the company with a wide range of audiences from wide geographical locations (Wong, et. al, 2004, p. 32). Nutella is distributed through a long chain which starts with the producer to wholesaler to retailer and finally to the consumer (Ritcher, 2012, p. 45). The distribution channel is the most appropriate because helps the product to reach even the remote parts of the UK market.
The current situation of Nutella brand in the UK can be described as favorable (Derbyshire, 2014). However, it is imperative for the management to become aware of uncontrollable events that are likely to occur. For example, competitors are likely to carry out marketing campaigns to portray Nutella as the product with higher saturate fats and sugar than their brands. Such a move would reinforce the current perception about the Ferrero’s brand and lose a sizable number of customers to the competition. Other uncontrollable events include the introduction of new government regulations that touch on the brand, loss of key marketing personnel and launching of new products in the market by competitors (Ritcher, 2012, p. 26). Even though these events are uncontrollable, it would be paramount to be aware of the possibility of their occurrence and develop strategies to respond to them.
Objectives
The mission of this marketing campaign is to change the perception about the Nutella among the current and potential consumers of the product. The business objectives of this communication campaign are to increase market share and grow revenue generated by the brand. The marketing objectives shall be to communicate with the current consumers about the ingredients used to make the product and to inform potential customers about the health benefits of using Nutella (Ritcher, 2012, p. 32). Even though Nutella is currently the leader in its market category, it is followed closely by its main rival and if nothing is done to change the public perception of its quality it may be overtaken shortly. The campaign should help to attract more revenues for the company to justify the investment that will be made by the management. The negative perceptions about the contents of the product have been developed for the consumers and potential customers because of misinformation by rivals and lack of clear communication by Ferrero (Parente and Strausbaugh-Hutchinson, 2014, p. 23). Thus, it is important to conduct thorough communication campaign to provide accurate details on the ingredients used to make the product.
Marketing communication objectives shall be to reach more than 30 million people in the UK through advertisements in social media, TVs, radios, and prints. The ultimate goal of the marketing communication plan is to increase Nutella’s market share in the UK from the current 36 percent to 40 percent in the next one year. The revenue generated from this product is expected to grow at 15 percent per year in the next five years. The revenue growth is expected to be accompanied by a 20 percent in the number of consumers of the brand per year. The objective of the communication campaign is to reach 10 million social media users and 20 million through the traditional communication channels such as TV, radio, and print media (Ferrero UK and Ireland, 2016). The marketing team which will implement this plan can achieve these objectives taking into account they have been involved in similar activities in the past about other company brands such as Tic Tac, Ferrero Chocolates, and Kinder Kids. The objectives are realistic as well as other companies with fewer resources that Ferrero has achieved more results through their marketing communication campaign. Additionally, Nutella is a favorite brand in the UK and, many consumers trust is after using it for many decades without any major health complications. Thus, it will be easy to change the perception of those who still do not believe in the quality of the produce (Derbyshire, 2014). The Marketing Director of Ferrero in the UK shall appoint a committee which will monitor the implementation of the campaign to ensure that objectives set at the beginning are achieved, and any problems encountered in the process are addressed in time. The committee shall come up with measurements to be used to assess the achievement of the goals.
Strategy
The market will be classified into five geographical areas: Northern region, Southern region, Western region, Eastern region and the Central region. The communication strategies adopted for each region shall be designed in a way they achieve the best results possible. It is important to have market segmentation because consumers have varied interests towards different products. Nutella is used by consumers of all age groups, and it is difficult to segment the market using demographic characteristics. Additionally, the product is affordable to consumers of all income levels, and it would be ineffective to segment the market based on consumer income (Weistein, 2013, p. 54). Thus, geographical segmentation is the most appropriate strategy for ensuring that the campaign reaches as many people as possible and the activities are properly coordinated. Nonetheless, it is essential to carry out market segmentation as this will help in devising suitable communication strategies that will resonate with tastes and preferences of consumers in those particular markets. Segmentation will also help to understand the needs of customers in each of these markets and create messages for each of them (Parente and Strausbaugh-Hutchinson, 2014, p. 32). For example, Northern region may not require the same types of messages as the Southern region. Hence, the marketing communication plan needs to be more focused and specific to ensure that it achieve the best results (Thorson and Moore, 2013, p. 41). Therefore, by geographically segmenting the target market, the marketing team shall be able to communicate with target market at the right time and with the right channels (Ferrell and Hartline, 2007, p. 36). For example, consumers located in the remote areas can be reached properly through radio and television advertisement while those in urban areas can be communicated via social media and print.
The marketing communication plan targets all the five segments because Nutella’s perception needs to change in the whole of the UK. Additionally, by targeting all the segments, the marketing efforts will be more effective than ignoring some markets. Nutella wants to be perceived as a healthy spread that does not contain saturated fats and sugar. Currently, Nutella is perceived as a product with a high level of saturated fats and sugar by a section of consumers in the UK (Weistein, 2013, p. 18). The perception has been created by the competitors who want to take up Ferrero’s market share through their misinformation in their promotional campaigns. Moreover, Ferrero has not been able to create awareness about the true attributes of the product. In fact, if it were not the customers’ loyalty that the company has developed in the last seven-decade, Nutella would have lost a bigger market share. Hence, the ultimate goal of the communication plan is to change this perception across the UK (Derbyshire, 2014). If the perception is changed, the brand is likely to gain more customers and increase total revenue. Therefore, the communication plan should help to improve the image of Nutella in all the market segments identified in this plan.
Structure-Tactics
Ferrero should adopt a well-integrated method of marketing through the application of the marketing communication tools to achieve the desired objectives. The task at hand requires a multi-disciplinary approach and therefore mixed methods such as advertising, public relations activities, sales campaigns, direct marketing and online marketing will be employed in the marketing campaign. In the effort to employ the tactics, it is critical to identify the targeted segments of the market so that the communication tool chosen is responsive to the needs of the particular group of the customers. The rationale to differentiate the marketing communication is based on the fact that not all the people in the market would be interested in the Nutella spread brand. The communication has to be done in such a way that it caters to the unique needs of the customers. The communications should be done in a way that arouses the interest of the clients in the market and at the same time penetrate new markets. The central concept of the communication is to highlight the benefits that the consumers will accrue from purchasing the Nutella spread brand (Thorson and Moore, 2013, p. 41). In consideration of the challenges that Nutella brand is experiencing it will be appropriate to simultaneously apply the brand communication tools as a measure to yield the desired revenues in line with the objectives of the marketing plan.
Advertising
Advertising is one of the critical tools as it is very active in brand promotion. In the application of the device, the method will help Nutella spread brand achieve an extensive customer base within a short period in consideration of the market situation in the country (Belch and Belch, 2003). The method will achieve the desired outcomes within the shortest time possible. The use of the television, radio, and the billboards will produce the desired results within a shorter period putting into account the wide audience captured by the media. The use of the television, radio, and the billboard will convince the customers to believe in the Nutella spread brand and also motivate them to become loyal clients in the long term which will keep them hooked to the brand (Singh, Veron-Jackson and Cullinane, 2008, p. 286). The application of advertisement will increase the consumption of the product and also create the brand awareness among the existing and the customers. The strategy will ensure that message reaches the right customers at the right time (Parente, and Strausbaugh-Hutchinson, 2014, p. 42). The advertisement should be created in such a way that the message is appropriate for all the target segments of the customers.
Sales Promotion
The Nutella brand can employ the use of discount coupons to promote the product as a measure to capture a wider segment of the market. The use of the loyalty clubs and membership cards should be explored as it encourages loyalty to the brand (Singh, Veron-Jackson and Cullinane, 2008 p. 289). The use of the incentive plans offers attractive packages to the loyal customers. The promotions should be designed in such a way that rewards the long-term clients as well as make an effort to penetrate new market (Trimble and Rifon, 2006, p. 43). The Nutella brand will also be promoted through the application of the banners, danglers and the newspaper inserts positioned in the appropriate sections and places. Other avenues for effective promotion campaign tools include wobblers.
Personal Selling
Personal selling would be an effective way to develop direct positive relationships with the customers. The direct interactions ensure the clients acknowledge that they are valuable and appreciated by the company (Castronovo and Huang, 2012, p. 128). Such a strategy will strengthen the relationship between the brand and the clients. In the personal selling the prospecting will be crucial to assist the marketing team to establish the right contacts with the potential clients and make an effort to achieve the objective (Folse, Niedrich, and Grau, 2010, p. 298). The making of the first contact should be done through the emails or phone calls to make appointments with the clients. The personal contact will also involve the sales calls so that the company service executives share all the information about the brand. The idea is to convince the customers about the value benefits they will achieve by investing in the Nutella Spread brand (Burton, Miller and Shea, 2015, p. 54). The personal selling will also involve objection handling so that the customer care staff answer all questions related the Nutella brand. Closing the deal is also crucial in the personal selling, so the sales executives do not leave until they close the deals with the distributors. It is important to offer time so that the clients think and decide about the intended deal.
Direct Marketing
In the direct marketing, Nutella brand will be able to communicate directly with the consumers of the products. The company should explore the use of the technology to leverage on the existence of the social media as it is cost effective and reaches a broad audience within a very short time (Gil-Or, 2010, p. 12). The use of bulk emails, catalogs and brochures should also be applied to engage directly with the consumers. The method is crucial as it will make the customers' appreciate the efforts of the company to reach them and hence provide an appropriate avenue for engagement and exchanges which will have an influence on the demand for the Nutella brand.
Public Relation Activities
The Nutella brand should employ all the kinds of the public relations activities to promote the brand. In that endeavor, the Nutella brand promotion should apply press release and public appearances in public events (Thorson and Moore, 2013, p. 34). The company's executives in the public relations department should always strive to present the company in the best light in a deliberate attempt to enhance the reputation of the enterprise. The company should position itself to ensure it forms news items through participation in the public events (Burton, Miller, and Shea, 2015, p. 78). It is crucial that the brand is visible to the public frequently with an aim to capture the imagination of the public and hence elevate the brand.
Structure-Action plan
In the creation of the market plan, it is critical to define the company's buying cycle as it provides relevant information on the behavior of the customers regarding the Nutella spread brand. Therefore it is crucial to establish the level of awareness so that the clients who are aware of the existence of the corporation's products but are not yet convinced. The move ensures that the goods are evaluated to establish whether they fit the needs of the customers. It is also critical to determine the discovery stage to find out when the customers figured out about the existence of the Nutella brand (Folse, Niedrich and Grau, 2010, p. 302). It is also important to establish the level of the active clients, referral clients and the positive ones as all that information is entirely relevant to the adoption of the action plan. Due to the nature of business of the company a market research should form a major component of the marketing action plan. Although the marketing research is a continuous practice in the firm, it is necessary for the current reorganization and the marketing promotion exercise to be undertaken. The market research is needed to establish the customers' demographics, their needs, purchasing power and the lifestyles. The acquired data will be useful in the creation of tactics that responds to the specifications of the customers (Burton, Miller, and Shea, 2015, p. 45). The research will also borrow heavily from the sales records, the social media engagements with the clients and the analysis of the websites with the related information to establish the views of the customers about the Nutella spread brand. It is important to know what the customers are researching, buying and doing, so that all the marketing strategies adopted consider their behaviors about the Nutella brand in the market (Ferrell, and Hartline, 2007, p. 36). The use of the third party sources would also be necessary to determine the areas to target during advertisements (Wong, et al 2004, p. 45). For example, the census data for the UK would be crucial as it helps evaluate the targeted number of customers in line with the various age brackets for the each particular market.
Developing a marketing plan will be the next action plan. After establishing what the customers want and where they spend most of their time, a marketing plan will be essential to reach them based on the available information. The information is necessary to develop the nature of the promotion campaigns to target each segment of the customers. Therefore the outdoor advertising, TV, radio, online pay –per-click, public relations, and the social media will be applied to deliver the product messages to the customers (Kotler et al 2015, p. 26). At this stage the focus will be on the budget as the most viable plans should be implemented. The use of the TV advertisement should be minimized due to the high costs involved. The budget will focus on the most productive avenues as suggested by the research. The marketing plan will only cover the next financial year as the current one had already been budgeted (Weistein, 2013, p. 53). The goal of the marketing plan is to promote the brand and ensure that the Nutella spread brand becomes the most popular spread in UK market, up from the current 36%.
The creation of the marketing calendar would be the next action plan whereby the marketing plan is broken down in a calendar that depicts the type of the marketing plans to be implemented each day, week and month. The marketing calendar will also include the advert placements, the use of the social media, and the public relations campaigns among all other marketing plans (Folse, Niedrich, and Grau, 2010, p. 306). Declaring the marketing plans on the calendar will ensure that the marketing plan is implemented as designed so that there are no surprises which could interfere with the achievement of the desired results.
The measurements of results will constitute the next stage of the action plan to ensure that the marketing plans deliver the objectives of the marketing campaign. For example the use of code to establish the number of the online audience who access the adverts will be critical in keeping track of the number of the online users who mention the code (Wechsler, et al 2003, p. 486). It will also be crucial to employ analytics to establish the ads that most capture the attention of the customers in the site. The information will also be necessary for tracking the number of clients who eventually purchase the Nutella brand (Pickton and Broderick, 2001, p. 42). The exercise should be carried out once a month and will be crucial to establishing the marketing approaches that will contribute to achieving the targeted sales volumes and which ones do not.
Control
The budget will be one of the tools used to monitor the effectiveness of the marketing campaign. The company should commit a specific amount to the marketing campaign based on the dynamic cost analysis of each campaign tool. For example, the budget for the TV advertising will be highest among the various advertisement methods used in the campaign. Ideally, the TV advertising should constitute 60% of the total amount allocated for the purpose. A budget is a necessary tool as it limits the efforts of the marketing depth (Gil-Or, 2010, p. 11). The amount allocated to marketing plan will be divided based on the budgetary limits established for each component (Kotler, et. Al, 2015, p. 24). The money is allocated based on the estimated costs from each marketing activity. The budget will be used as a control measure as the marketing team will have to justify the spending on each marketing item.
Incorporating a review system in the implementation of the marketing plan will serve as a control measure as the marketing plan is the guiding blueprint during the prior and the implementation stage. The reviews will include the assessing measures to adjust the marketing plan so as to accommodate any emerging issues (Davis, 2012, p. 51). The unexpected issues could include the changes in the budget as well as disappointments in the scheduled timelines. The reviews within the marketing team will ensure the group does not deviate from the intended objectives (Burton, Miller, and Shea, 2015, p. 48). The use of the checklists will be applied to make sure that all the items of the marketing plan are employed. The primary marketing plan will provide to guidance to adhere to the scope of the scheme.
The customer feedback will also be a necessary control tool for the commercialization plan. The customers will provide details on the effect that the marketing campaign will have on them, and there assist the marketing team in making any necessary adjustments based on the negative or the positive feedbacks. The feedbacks can be achieved through the emails, social media, and phones or with application of the surveys (Castronovo, and Huang, 2012, p 118). The customer's feedback provides a guide to the marketing team on where most of the resources should be directed.
An efficient analysis of the activities of the competitors will also be a critical control tool. For example, the study will provide the information about the demographic segments served by the customers and the marketing approaches employed to capture their share of the market (Davis, 2012, p. 53). The information will also provide the details on the areas that the competitors enjoy a competitive advantage which will assist the marketing team on the specific segments ignored by the competitors (Belch and Belch, 2003, p. 61). The idea is to enable the direction of a proportion of the budget to the particular parts of the budget they are profitable while ignoring areas that will not realize reasonable revenues for the company. Such analysis is critical as it will eradicate the issue of price wars based on the strategies employed by the competitors.
The measurements that will be used to measure achievement of objectives include revenue, market share, the number of customers and customer satisfaction. The Director of Marketing shall appoint a committee which will be responsible for the measurements of achievement of objectives (Ferrell, and Hartline, 2007, p. 31). Some of the roles of the Committee shall be to monitor the progress of the implementation of the plan, to identify areas of variations between actual and planned results and recommending for the rectification where the actual activities differ from plans (Davis, 2012, p. 52). The Director of Marketing shall hold the ultimate responsibility for ensuring that the plan is successfully executed. The measurement committee shall prepare monthly reports which will be evaluated by the Marketing Director who will make recommendations on how to address issues that may be arising in the course of that particular month.
The measurement of the progress of the implementation of the plan shall be done on a monthly basis. It is essential to have short intervals between measurements to ensure that variances are identified as soon as possible so that correction actions are taken before the problems can magnify. On the other hand, it is reasonable to allow reasonable time for measurements to allow the marketing team to carry out their activities without interruption of the measurement committee (Davis, 2012, p. 63). The committee will need both financial and human resources to carry out their mandate effectively. The financial resources will be required to purchase items need for customer survey and analysis of financial statements. The human resources shall be needed to measure the achievement of the goals and recommend for necessary changes in case there are variations between expectations and the realities.
Measurements may require being reviewed in the process if they prove not to contribute to the achievement of the goal. During the implementation, some aspects of the plan which may not have been envisioned during the preparation of the marketing communication plan may develop. Hence, it may be necessary to carry out a review of measurements to ensure that they help to achieve the objectives of the initial plan. The measurement committee shall be responsible for any review of measurements. However, the implementation team may also make their recommendations to the committee for any changes they would feel necessary for the measurements. The committee shall evaluate those proposals, and if they find that they are reasonable, they will include them submit them to the Director of Marketing for approval (Castronovo, and Huang, 2012, p. 119). If they are approved, the committee shall use them to change their measurement approaches to ensure the new measures are applied as well.
Conclusion
The decision to apply the integrated campaign is based on the fact that no single method can achieve the desired outcome efficiently. The Nutella brand communications are therefore necessary to express the intentions of the company in the spread of the quality Nutella brand in the market at competitive prices through the implementation of the integrated marketing communication. It is crucial for Nutella Spread brand marketing team to express the plan to the customers as a deliberate measure to inform how the products benefit the consumers. It is explicit that the active promotion will lead to more demand for the Nutella spread brand and increase the demand of the product in the UK market.
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