Group #4: Sarah Fraser W0639883 Emily Gignac W0546532 Maria Maggio W0018927 Denise McGaughey W0643462 Michelle Morris W0640185 Heather Ryan
Table of Contents Unit One SITUATION ANALYSIS: INTERNAL CONDITIONS………………………….………………....................................PAGE 3-7 CONSUMER CONDITIONS………….………..…………………………………..……………........................................PAGE 7-11 COMPETITIVE CONDITIONS…………………………………………………………………..........................................PAGE 12-14 PESTE………………….……………..............................................………………………….……….............................PAGE 15 SWOT& STRATEGY ALTERNATIVE……….………………..….........................................................................PAGE 16 UNIT ONE APPENDIX..........................................................................................................................PAGE 64 Unit Two MISSION & VISION………………………….………………...............................................................................PAGE 17 MARKETING STRATEGY & SOURCE OF BUSINESS ………….………..……….......……...................................PAGE 18-19 POSITIONING…………………………………………………………………................................................................PAGE 20 UNIT TWO APPENDIX........................................................................................................................PAGE 64 Unit Three ROLES OF MARKETING COMMUNICATIONS TOOLS ………………………….………………............................PAGE 21-25 Unit Four MARKETING COMMUNICATION TOOLS BREAKDOWN ………………………….………………........................PAGE 26-29 CONSUMER & TRADE ………….………..……….......……................................................................PAGE 26 ADVERTISING ………….………..……….......…….............................................................................PAGE 27 EVENT & PUBLIC RELATIONS………….………..……….......…….......................................................PAGE 28 MOBILE MARKETING, E-MAIL MARKETING & SOCIAL MEDIA…..……….......……......................PAGE 29 Unit Five CREATIVE ELEMENTS………………………….………………...........................................................................PAGE 30 TRADITIONAL MEDIA............................................................................................................PAGE 30-37 DIGITAL MEDIA ………….………..……….......…….........................................................................PAGE 38-56 MOBILE MARKETING………….………..……….......…….................................................................PAGE 57 EVENT MARKETING………….………..……….......……....................................................................PAGE 58 KEY PERFORMANCE INDICATORS………………………….……………….........................................................PAGE 58 MEDIA BUDGET………………………….………………...................................................................................PAGE 59-62 MEDIA CALENDAR………………………….………………................................................................................PAGE 63 2
Unit One Situation Analysis: Internal Conditions Company Overview Liberté is a dairy products manufacturer that fjrst entered the market in Quebec in 1936. The company is owned by Yoplait SAS, a world leader in dairy products processing, which is controlled by General Mills. Liberté manufactures an extensive line of dairy products including: •Goat Milk •Yogurt •Greek Organic Yogurt •Organic milk/Organic cream •Cheese •Sour Cream •Butter/Organic butter •Tofu •Tzatziki •Kefjr Mission Liberté strives to offer dietary solutions to consumers as well as sustainable benefjts to its main partners. The company therefore aims to market natural and delicious products and provide a comfortable work environment in which every team member has the opportunity to grow and learn. Liberté also focuses on reducing its environmental footprint by supporting the development of organic products and farms, implementing sustainable work methods and sharing this information with consumers. The company therefore plays and active role in the community through various projects. Competencies Consumers in North America are focusing on digestive health care due to the increasing amount of gastric issues in today’s day and age. In the dietary supplement category, probiotics have shown the highest growth rates. In both Canada and the United States, the niche Canadian brand Liberté, is playing a pivotal role in this growing market. By fjnding a hole in the highly competitive yogurt category, Liberté has established themselves as Canada’s top purveyors of Greek yogurt; a natural fjt for its organic, natural brand identity. 3
Unit One Other Competencies Include • Liberté was able to implement energy effjcient measures to better control costs and reduce its energy consumption • They have been manufacturing cream and cottage cheeses since 1936, this showcasing the quality and purity of the Company Availability of Resources For over a decade now, Liberté has been creeping into the digestive health category and has seen signifjcant growth. This growth captured the attention of a big player in the diary category: General Mills. This new partnership has given Liberté the “opportunity to acquire a strong market position in a new and rapidly growing market segment.” Becoming a part of General Mills will provide Liberté with the resources necessary to expand their product line, distribution, and increase customer/employee satisfaction. Company Cultures/ Values Liberté is best defjned as natural artisan. With Artisans at the heart of the corporation’s activities, carrying out their professions with passion. Wholesome and natural simple pleasures, Liberté products truly embody all that nature has to offer. Natural artisans bring their passions for Liberté right to your table, conveying delight, fmavor, richness and the satisfaction that comes with providing natural products. It goes without saying that Liberté artisans create only high quality products. Aversion to Risk In the past, Liberté has been able to effectively manage their growth by communicating with their employees; actively responding to their questions, and addressing their uncertainties. As they have recently been purchased by General Mills, Liberté is at risk of losing touch with their employees and therefore breaking down the company culture. In addition to company morale, the takeover from General Mills puts Liberté in risk of losing their homegrown company feel and trust from their consumers. To avert this Liberté must continue to produce the highest quality of digestive health products and strengthen the brands image. 4
Unit One The Brand Health Measures Measure Liberté DANONE Bio-K + Sales in Dollars $173.9 million (2009) $3.5 billion (2009) Sales in Units N/A N/A N/A % Change units Growing 13% on Sales growth for the year N/A average annually was 5.4% in 2012 since 2004 Brand Share N/A N/A N/A TOM Brand High quality name in Household name in the Probiotic alternative Awareness the yogurt market yogurt market source SOM Brand Canada’s top greek Canada’s top probiotic Low brand Awareness yogurt yogurt awareness Brand bought Greek yogurt Activia Regular probiotic most often capsules Advertising Liberté has a low Danone has a high level Bio-K + has a Awareness level of advertising of advertising awareness very low level awareness of advertising awareness. Consumers’ Premium product DANONE is considered Trusted probiotic attitudes toward at premium price to be the leader in the supplement that is the brand offering a high quality yogurt category. Being family friendly (for all taste; Artisan brand. considered a family ages). brand. Distribution United States & Sold Globally Sold Internationally performance Canada -Grocery Stores -Health food stores -Grocery stores -Drug Stores -Grocery stores -Health Food Stores -Superstores -Drug stores -Health Food aisle -Wholesale stores -Wholesale stores -Wholesale stores Product High quality and great Many line extensions and Trusted probiotic performance tasting products high popularity because supplement of proven effectiveness 5
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