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Group #4: Sarah Fraser W0639883 Emily Gignac W0546532 Maria Maggio - - PDF document
Group #4: Sarah Fraser W0639883 Emily Gignac W0546532 Maria Maggio - - PDF document
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
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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
- rganic 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
- f 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.
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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.
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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 average annually since 2004 Sales growth for the year was 5.4% in 2012 N/A Brand Share N/A N/A N/A TOM Brand Awareness High quality name in the yogurt market Household name in the yogurt market Probiotic alternative source SOM Brand Awareness Canada’s top greek yogurt Canada’s top probiotic yogurt Low brand awareness Brand bought most often Greek yogurt Activia Regular probiotic capsules Advertising Awareness Liberté has a low level of advertising awareness Danone has a high level
- f advertising awareness
Bio-K + has a very low level
- f advertising
awareness. Consumers’ attitudes toward the brand Premium product at premium price
- ffering a high quality
taste; Artisan brand. DANONE is considered to be the leader in the yogurt category. Being considered a family brand. Trusted probiotic supplement that is family friendly (for all ages). Distribution performance United States & Canada
- Grocery stores
- Health Food Stores
- Health Food aisle
- Wholesale stores
Sold Globally
- Grocery Stores
- Drug Stores
- Superstores
- Wholesale stores
Sold Internationally
- Health food stores
- Grocery stores
- Drug stores
- Wholesale stores
Product performance High quality and great tasting products Many line extensions and high popularity because
- f proven effectiveness
Trusted probiotic supplement
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Liberté’s Sources of Added Value
Liberté is most known for their high quality yogurt. The value they add to their products is their extensive knowledge and history of working in the dairy category. Liberté has a long history of generating cheese and cream products: since 1936. Customers have continued to purchase Liberté because it is a trustworthy brand that develops a great tasting product. Showing the consumer that Liberté will always have the same product made the same way provides trust between the consumers and the company. Liberté also offers Kefjr a unique probiotic fermented milk product, which contains 20 different kinds of bacteria and yeast. A single tablespoon (15ml) a day yields 5 billion benefjcial bacteria. In comparison, a consumer would need to consume fjve 100g Activia yogurts to receive the same amount of active bacteria.
Liberté’s Sustainable Competitive Advantage
Liberté has positioned themselves strategically with their unique Kefjr line extension, this giving them a strong competitive advantage in the probiotic category. For example when consumers are weighing
- ut their options for probiotic products, Liberté’s Kefjr offers higher probiotic levels/quantity for its
- price. This making Liberté the most advantageous for consumers when it comes to cost.
Liberté’s Current Positioning
Liberté is positioned in the dairy product category. They may also be seen as part of the digestive health sector with their growing probiotic product listing. In the mind of the consumers, Liberté creates great tasting products with added health benefjts. For many Canadians (especially those from Montreal) they will continue to proudly purchase this homegrown product.
Liberté’s Current Target Consumer
Liberté’s main target market is the health conscious high-income family. Their secondary target is a younger prosperous market that has an interest in natural foods and fjtness. Products such as their probiotic yogurt and Kifer are developed towards consumers looking for digestive health; mainly baby boomers and health conscious consumers. The different products within the Liberté brand allow them to reach a variety of target markets.
Marketing Support
Liberté’s marketing strategy is a simple one. They utilize minimal amounts of basic advertising (Print ads, out-of-home media) to promote their brand and product line. Liberté is currently very active within social media and has used this to help market their products. Liberté has recently developed a new marketing campaign with Cossette, which is targeting adults over the age of 18. This campaign marks Liberté’s fjrst ever TV buy for the brand featuring a 30 second spot. The TV ad will be supported through spots running in cinemas and digital pre-rolls. Liberté is also making an effort to build a stronger emotional tie to the consumer by providing sampling and promotion at over 250 events.
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Liberté’s Past Strategies
Product Strategy- Liberté responsibly meets consumer needs (health, allergies, packaging, quality, etc.) while transmitting their values to their consumers ensuring quality products to meet their consumer’s needs. Pricing Strategy- Since Liberté has established themselves as a high quality, premium product targeted at health conscious individuals they were given the allowance to set their own prices, which future competitors would have to match. Their higher pricing strategy enables them to produce unique, high quality products. Distribution Strategy- Liberté offers their products in many retail locations. This includes; Grocery chains, Wholesale stores, Superstores and Health food stores. This enables consumers to shop for Liberté wherever is most convenient for them. Promotion Strategy- Liberté has a low level of promotional content. However due to word of mouth and a loyal brand heartland they rely on the quality of the product to speak for itself.
Consumer Conditions
1.1 Consumers purchasing digestive health products: Today’s consumers are much more educated on the quality and nutritional value of the products they purchase, as many consumers now opt to purchase fat-free or low-fat products. However,
- ne of the main challenges facing the growing market of BFY foods in Canada is convincing
consumers that they taste great, in addition to having nutritional value. Consumers are aware food and nutrients are linked to health, with about 75% of consumers around the world expressing belief that foods can have health benefjts beyond basic nutrition. With modern society typically torn between tasty indulgences and the risks of ill effects, improving digestive health can be a struggle. If reaching and inspiring consumers to choose healthy foods and supplements is diffjcult, the regulatory challenges add complexity and challenge to companies trying to successfully bring digestive health products to the market. 1.2. Market Size: The market is dominated by probiotics, as evidenced by market data. Reported sales of probiotic foods and supplements jumped 79 percent over the past two years, settling at US$2.25 billion in July 2012.
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2.0 Product Category 2.1 Defjned Competitors Direct Competitors: Kefjr Products Competitors: Probiotic Supplements Competitors: Probiotic Yogurt
- Lifeway
- Stoneyfjeld
- Bio-K+
- HCP70
- Primadophilus
- DANONE Activia Yogurt
- Yoplait Yo+
- iOGO Probio
2.1 What the Consumer Buys Brand Sustainable Competitive Advantage Value Added by Benefjt Liberté
- Unique Kefjr line extension
- Long history of dairy products which builds
trust from consumers
- Small home grown company with the
resources of a mega corporation
- Premium quality with a great taste
- Offer a wide variety of fmavors and products
- Extensive knowledge and history of
working in the dairy category
- Offers Consumers the opportunity to
support a Canadian made product
- Liberté has partnered with a number
- f companies that support and
work towards the development of
- rganic products and farming. Giving
consumers a positive feeling when choosing Liberté. DANONE
- Leading producers and manufacturers of
yogurt and fresh dairy products.
- A well-recognized brand with a large product
line which is recognizable due to their well- targeted marketing efforts
- Large Community involvement
working towards the betterment
- f humanity in a number of ways
(Breakfast Clubs of Canada)
- Offers online recipes and blog for
their consumers, providing creative new ways to use their products (Keeps them coming back) Bio-K+
- They offer a variety of fermented probiotic
products; Soy, Organic rice and milk. As well as different strengths of probiotic capsules.
- Developed by Scientists and used by
Medical Professionals
- The company continues to maintain the
highest level of commitment to research and development since their inception.
- Created a unique line extension targeted
towards those who travel often to avoid getting sick
- Their website offers testimonials
from health care professionals about the product
- Consumer success stories offered
- nline
- Relevant scientifjc studies posted
that reinforce Bio-K’s benefjts
- Have positioned themselves in the
community to raise awareness about colorectal cancer by organizing the Bum Run.
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2.3 Where they buy? Intermediary Description Benefjts To: Consumer Manufacturer Primary Grocery Stores Superstores Health Food stores
- Convenient locations
- Affordable pricing for
quality
- Variety
- Foot traffjc
- In-store displays
- Large distribution
Secondary Online (Bio-K)
- Convenience
- Large selection
- Reviews/Testimonials
- Additional Information
- Ability to reach
consumers globally
- Reach many
different markets with their products
- Potential for new
entrants 3.0 Key Motivators 3.1 Segments Digestive health products are consumed by people who are concerned with the following things; health, taste, quality and pricing. These products cater to two main groups of people; Baby boomers and health conscious families and individuals. These consumers may be purchasing these products at various locations. Majority of their customers live a more active lifestyle and want to promote a healthy digestive system. 3.2 Evaluative Criteria Baby Boomers Health Conscious/Modifjers
- Care about digestive health
- They expect a quality product for their money
- Habitual users
- Health conscious
- Options to satisfy people for all ages/ family
members
- Willing to pay a premium price for a premi-
um product
- Monitor ingredients listed on their food
3.3 Conclusion When looking at both of these segments it can be established that they are looking for a product they can trust. With their main focus being digestive health within their active lifestyle and healthy eating patterns, these segments require a product that offers quality assurance.
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4.0 Decision Process Problem Recognition Health Concious/Modifjers Taste Seekers Actual State Consumer is looking for a probiotic product that will help with their digestive health Consumers are looking for great tasting products (variety) Ideal State To fjnd a quality product that help digestive health To fjnd great tasting product for their money Life Changing? May succeed in helping digestive health If they fjnd a good tasting product and it is good for them it is an added bonus Distance Between the Actual State and Ideal State The two states are not far from each other. This relies solely
- n the product they choose/consume. All it takes is one great
product to reach their ideal state Level of Involvement The consumers would have a medium level of involvement as they are choosing their own product/location/variety. Information Search Sources of Information
- Website
- Store Employees
- Word of mouth
- Testimonials/Customer Reviews
Extent of Search
- Before purchase, consumers can ask
around, search health websites to fjnd which probiotic product is right for them Risk
- There is a low level of risk as it is a lower
price market
- The majority of the risk taken is focused on
the taste of the product, choice of fmavor etc.
- For most consumers, choosing Liberté
requires low risk as it is a product consumers can try on their own then begin to research the brand and product lines
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4.0 Decision Process Evaluation of Alternatives Criteria What is the price? Will it help me? Does it have a great taste? Where is the nearest location to purchase? What kind of fmavors do they offer? What is the nutritional value? Is it worth the money? Evoked Set Liberté, Activia, Bio-K Decisions Rules The product must be worth the price the con- sumers are paying. Products must taste great and give consumers health promise Complexity of Rules The rules are simple; Consumers want a good tasting product for an affordable price Actual Purchase Infmuencing Factors Things that could infmuence the purchase would be; price point, in-store product locations, store locations, taste of the product, nutritional value of the product, product value, benefjts Post Purchase Response Feedback from Consumer The consumer can provide feedback through a number of ways; online reviews, Facebook, Twitter, Blogs and other social media
- platforms. This allows the consumers to share
their opinions and experiences. Cognitive Dissonance As there is a low level of risk, cognitive dissonance is not really a factor. Where can we intervene? The best time to intervene would be during the product consideration stage; this can be done through a variety of promotional initiatives. This may include, in-store sampling, online coupons, weekly ad placement. This provides an opportunity to promote additional products and offers information to consumers about other line extensions.
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Competitive Conditions 5.1 Competitive Set: Liberté’s Competitive Brands
- I. Direct Competitors: Dairy
- II. Substitutes: Supplements
- DANONE
- iOGO
- Yoplait
- Bio-K
- Primadophilus
- HCP70
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5.3 Competitive Strategy Chart Liberté DANONE Bio-K Health Measures Brand Share: N/A N/A N/A Resources/SCA/ Distinctive Competencies
- Unique line
extensions
- Canadian brand
- Large product line
- Highly accessible
- Offers a wide variety of
dairy products for all age groups
- Well recognized and
trusted brand
- Backed by Scientists and
Doctors
- Continues to maintain the
highest level of commitment to research and develop- ment when it comes to digestive health Segmentation
- Multi-Segment
Strategy
- Multi-Segment Strategy
- Concentrated Segment
Strategy Target
- Baby Boomers
- Health Conscious
Individuals
- Health Conscious
Families
- Active lifestyle
- Support Canadian
made products
- Medium-High
income level
- Families
- Weight Conscious
individuals
- Health conscious
individuals
- Low-Medium income
level
- Likely to enjoy outdoor
activities
- Baby boomers
- Health conscious
individuals
- Medium- High income
level
- Lead an active lifestyle
- Enjoy outdoor activities
- Monitor eating habits and
physical activity levels Personality
- Health Conscious
- Canadian
- Trusted brand
- Artisan brand
- High quality brand
- Family oriented
- Uniquely tailored
products to specifjc segments (Ex: Children, Weight Concious, etc)
- Gives back to Community
- Very educational/ scientifjc
background
- Highly knowledgeable
about the products in which they offer Mix : Product
- Yogurt (Classic,
Greek, Non-fat,)
- Goat Milk
- Organic milk
- Organic cream
- Cheese
- Butter
- Organic butter
- Tofu
- Tzatziki
- Kefjr
- Greek Yogurt: Oikos
- Probiotic Yogurt: Activia
- Drinkable Probiotic
Yogurt: DanActive
- Children’s Yogurt:
Danino, Coolision
- Weight Concious Yogurt:
Silhouette
- Dessert Yogurt:
DANONE Creamy
- Fermented Milk Probiotic
- Fermented Soy probiotic
- Fermented rice probiotic
- Probiotic capsules
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5.3 Competitive Strategy Chart Liberté DANONE Bio-K Mix: Price
- At market pricing
- At market pricing
- At market pricing
Mix: Place
- Grocery stores
- Health food stores
- Superstores
- Wholesale stores
- Grocery stores
- Superstores
- Wholesale stores
- Drug stores
- Online
- Wholesale stores
- Superstores
- Drugstores
- Grocery stores
Mix: Promotions
- 30s TV spot
recently developed
- TV spots, print ads,
- ut-of-home media,
couponing,in store sample
- Social Media platforms
(Facebook/Twitter) Porter’s Five Forces Rivalry Amongst Existing Firms: Intense rivalry; as consumers are paying more attention to digestive health, most dairy companies is seeing the benefjt of developing probiotic products. This will continue to grow, therefore resulting in the need for Liberté to increase marketing adventures. Potential Market Entrants: Currently not all yogurts are created with live bacteria cultures nor do they all have the same amount of bacteria. As the interest in probiotic products grows there stands to be more of a threat from new market entrants. Large pre-existing companies may introduce a new probiotic line extension which poses a threat to Liberté. In addition there is always the threat of new companies specializing in probiotic products entering the market. Threat of Substitutes: In this product category the main threat thrives from probiotic supplements, which has the potential to negatively affect sales, however it is unlikely that there will be a major threat to the yogurt category as some consumers include yogurt as part of their everyday ritual. Supplier Power: As Liberté was purchased by General Mills; they now have a strong manufacturer. Liberté does not own dairy farms; instead they purchase milk from different dairy federations. The support from General Mills will know provide them with access to more suppliers than ever before. Buyer Power: There are two things that are required for buyers (consumers) to exert any power over Liberté and other competitors. The consumers must be organized and concentrated. In the past this is not the case, but today it is much easier for consumers to be organized and concentrated due to social media. Conclusion: This is not an attractive category to be competing in unless you have a strong share position or a signifjcant SCA.
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Peste Analysis
- 1. Political Conditions: As a company, Liberté must follow dairy products regulations of Canada.
These specifjc regulations focus on health, safety and quality of dairy products. They must also meet the minimum grade or standard set by these regulations, which must be packaged in English and French. Fees are in place for the preparation of the export documentation by Canadian Food Inspection Agency.
- 2. Economic Conditions: In the current economic state, Liberté still has a band of loyal followers,
who don’t mind spending extra for a premium product. Their target audience (Baby Boomers, Health Conscience individuals) is content with paying for quality and can comfortably afford to purchase the Liberté products. Meaning, with these loyal customers, the economic state will not affect their current sales.
- 3. Socio-cultural Conditions: Studies show that probiotics contribute to a healthy immune
system and have been used to help patients suffering from AIDs, Chronic Fatigue Syndrome, herpes, and Cancer. Probiotics also show a tranquilizing effect on the nervous system that have shown benefjts to those who suffer from sleep disorders, depression, and ADHD. The regular use
- f Kefjr can help promote bowel movement, reduce fmatulence and create a healthier digestive
- system. With these studies trending, and promotion of healthy eating and probiotics, Liberté
falls into this health conscience and digestive health category. This is especially popular with Baby Boomers and young active adults. Furthermore, the growth population of Baby Boomers contributes to sales of probiotic products due to the fact that an older population often suffers from digestive ailments.
- 4. Technological Conditions: Liberté uses up to date Markem-Imaje 7031 HD laser coder that
permanently adds coding by removing a layer of ink from the sealed surface to apply best before dates and time of packaging. The laser coder also is linked up to the ES500 fume extractor, which instantly eliminated fumes and particles generated by laser beam. The Markem-Imeje 7031 is extremely effective in this process, yielding tops of 24 yogurt lids in less than one second on the Erca fjlling line.
- 5. The Environment: Will the company need to make changes to better suit the changing
eco-system? Liberté partners with; Etiquette (responsible consumer non-profjt network), Defj Climat (Largest civic awareness raising and mobilization against the fjght of climate change), Eco Enterprises Quebec (private non-profjt organization that represented companies that market containers, packaging and printed matter in Quebec. These partnerships establish an environmental conscience in order to better suit the changing eco-system. Based on recommendations and principles or the world wild life fun, Liberté created a new cup for their 500 grams container that will help reduce the equivalent of 330,000 plastic containers. Their objectives aim to decrease the amount of plastic use by 5% over the next three years. Liberté reduce energy consumptions by replacing computer systems with energy star qualifjed LCD fmat screens and enhancing performance of our servers.
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Liberté - SWOT Analysis Strengths Opportunities
- Continued with their traditional and artisanal
ways since 1936.
- Different fmavours and products.
- Loyal Canadian customers.
- Entered into a partnership with General Mills
which allows them to “concentrate on core competences and optimize their resources.”
- 100% organic probiotic made from milk, grain
and active bacteria.
- Contains 20 different kinds of bacteria and
yeast.
- Proven effective for digestive health.
- North America has a tremendous growth potential
because of consumers’ natural predisposition to taking supplements and consuming dairy products.
- Preventive health care is driving market growth.
- Probiotics are being positioned as a product
which can “help address specifjc conditions such as allergies, travelers’ diarrhea and nosocomial infections in children.”
- The yogurt category forms the largest segment
within the dairy sector, and has been the most dynamic and fast growing among this type of food product. Weaknesses Threats
- Low level of awareness.
- Virtually no marketing communications.
- Higher price point than your standard dairy
product.
- Bought by General Mills. This may result in
them losing brand authenticity.
- Low consumer awareness on benefjts of
probiotics.
- There are many alternative probiotic strains in the
market which have similar properties (improving gut health, enhancing the immune system)
- Brands like DANONE have many different line
extensions at a cheaper price. (Activia, DaninoGo, Oikos, Silhouette ) Liberté Kefjr - Strategy Alternative Strength: Entered into a partnership with General Mills, which allows them to be concentrated on core competences and optimize their resources. Threats: Brands like DANONE have many different line extensions at a cheaper price. Strategy Alternative: As Liberté is now partnered with General Mills they have more resources at their disposal to work on increasing their line extensions and offer more choices to the consumers. Strength: Proven effective for digestive health. Opportunity: Preventive health care is driving market growth. Strategy Alternative: The market for digestive health products is continuously growing and proves to be an ideal market for Liberté to be positioned in. Weakness: Virtually no marketing communications. Threat: There are many alternative probiotic strains in the market which have similar properties (improving gut health, enhancing the immune system Strategy Alternative: Due to the fact that there is high competition in this market, Liberté needs to consider improving their marketing communications initiatives to allow for differentiation between themselves and others.
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Unit Two
Liberté -Mission Liberté Kefjr is a fermented milk product that contains over 37 billion bacteria per 100ml, more than any yogurt in the competitive probiotic milk beverage category. With regular use of this dietary solution, Liberté Kefjr can help relieve all intestinal disorders, promote bowel movement, and create a healthier digestive system. Liberté’s mission is to create value for their key stakeholders, consumers, team members and
- community. They aim to market natural and delicious products and provide a comfortable work
environment in which every team member has the opportunity to grow and learn. Artisans are 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
- ffer. Natural artisans bring their passion for Liberté right to your table, conveying delight, fmavour,
richness and the satisfaction that comes with providing natural products. Liberté, inhabits their values by producing the best in healthy, high quality, natural and organic products manufactured in Brampton Ontario and St. Hubert Quebec. Liberté -Vision Our daily challenges and commitments Liberté’s commitment to social responsibility is focused on four major objectives:
- 1. Reducing the environmental footprint of our operations
- Innovate by adopting the life cycle approach
- Reduce our waste at source and curb our use of natural resources
- 2. Working with and for employees:
- Innovate by adopting the life cycle approach
- Reduce our waste at source and curb our use of natural resources
- 3. Strengthening Our Social role in the food sector:
- Responsibly meet consumer needs (health, allergies, packaging, quality, etc.)
- Transmit out values to our business customers
- 4. Developing Socially-Responsible Corporate Management Policies
- Enhance our performance by implementing socially-responsible
governance practices
- Ensure socially-responsible internal management practices
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Unit Two
Liberté -Marketing Strategy Liberté Kefjr currently has virtually no marketing strategy for their product. The majority of the marketing the company produces is for Liberté Greek, or Liberté Classique. Promotions for Kefjr are limited to the Liberté website as well as in store signage and displays. This product reaches new consumers mainly through word of mouth or health/digestive blogs online. In order for Liberté Kefjr to become the leading competitor in their market they need to utilize a more active marketing strategy. Source of Business Liberté Kefjr is currently in the growth stage of the product life cycle, and has yet to achieve full consumer acceptance. This is due to the fact that they have positioned themselves in such a niche market. Liberté Kefjr is placed in the maturity stage of the product life cycle. Since they are leaders in probiotic drinks, they experience competition from companies who strive to reach their status. Competing products may be similar, containing life active bacteria cultures. Liberté Kefjr emplaces effort into the product knowledge towards customers and converting non-users into customers as well encouraging daily intake. Competition Liberté Kefjr faces is other probiotic products that fall into their category (Activia, Probiotic supplements etc.) Liberté Kefjr is considered a probiotic icon, meaning their competitive advantage is giving the consumer the most probiotics with the best price. Liberté Kefjr Source of Business: Primary – Health Modifjers Secondary – Baby Boomers
- Health Modifjers: Liberté Kefjr Primary motivation was to eat foods that fulfjlled a healthy
- lifestyle. Consumers looked for decreased fat, cholesterol, calories, salt, artifjcial ingredients
and increase probiotic supplements and cultures. These shoppers presented a higher level of involvement than for regular grocery shoppers due to specifjc interests in the amount of probiotics.
- Baby Boomers: Primary motivation is to obtain healthy gut regularity and overall better health.
These users also displayed a high level of involvement due to the relationship of the products with the importance of the motivational product knowledge.
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Unit Two
Source Strategic Source Objective Current Users
- 1. Heartland
Health Modifjers Maintain Loyalty
- 2. Somewhat Loyal
Health Modifjers Increase Loyalty
- 3. Vulnerable
Baby Boomers Prevent defection
- 4. Lapsed
Bring Back Current Users
- 1. Infrequent Users
Baby Boomers Use more often
- 2. Heaviness of Use
Health Modifjers Use more each time
- 3. Occassion of Use
Health Modifjers New Uses Non Users
- 1. Not yet adopters
- 2. Competitive Users
- a. Direct
Health Modifjers Baby Boomers Differntiate
- b. Indirect
Health Modifjers Baby Boomers Differentiate Liberté -Target Liberté Kefjr’s brand heartland is health conscious individuals who mainly focus on digestive
- health. This demographic consists of baby boomers located in Ontario and Quebec. When
describing the baby boomer demographic, it is important to understand who they are and what they believe. Due to baby boomers established incomes and lifestyles, they outpace all other generations when it comes to buying power and expectations. With baby boomers experiencing digestive/gut health issues, Liberté Kefjr provides a dietary solution unlike any other probiotic
- alternative. Seeing that as we age, we are more susceptible to disease due to a lower immunity,
probiotics can help improve the immune system, help reduce the risk of infectious diseases and improve digestive health. Another target audience Liberté Kefjr serves to is the health modifjers, which are Adults 25+. Their lifestyle is highly affected by what they eat and the activities they participate in. This segment doesn’t mind spending extra money for a high quality product when they know it will provide substantial health benefjts. They are upper to middle class individuals who lead an active work and lifestyle. These individuals may have families in which they are trying to establish healthy eating habits to benefjt them in the future. Since this target audience lives an active lifestyle, providing a digestive health product with high probiotic levels that can be taken on the go is ideal.
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Unit Two
Liberté -Positioning In order to create and maintain brand loyalty a company must have an acute awareness of where they are positioned in the marketplace, what their demographic is and how to appeal to that group
- f people. Liberté Kefjr has positioned itself as a complex fermented milk product containing
bacteria and yeast with over 37 billion bacteria per 100ML. It is the champagne of probiotic milk beverages. Kefjr has several different fmavors with a refreshing effervescent uniformity. Consistency is a key component to branding. The consumer knows exactly what to expect when they purchase a Liberté Kefjr product. The company consistently keeps customers satisfjed and regularly purchasing Kefjr. Since a dose is recommended daily for its full benefjts to take effect, Kefjr becomes a habitual eating pattern for the consumer. The company appeals to consumers as a health product used to treat intestinal issues and digestive health.
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Unit Three
Roles of Marketing Communications Tools Each of the Marketing Communications tools we are recommending have been chosen to help achieve the Marketing Objectives for the campaign:
- 1. Increase sales in units by 5% to 400,000 cases; increase of brand share from
5% to 15%.
- 2. Achieve sales of 300,000 units from potential consumers who have not yet purchased
any brand in the category; that is, new users to the category.
- 3. Increase sales among our existing users by 50,000 units.
- 4. Steal sales of 50,000 units from our competitors.
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Unit Three
Role of Consumer Promotion The role of consumer promotion is to generate trial use of the product for non-users. We can offer information about the health benefjts and why they should use the product. We can then offer incentives to the consumer so they can try the product themselves. In order to reach both non-users and the brand heartland, the incentives we offer can include both multi-buys (for brand heartland) and dollar-off discounts (non-users). Role of Advertising The role of advertising for Liberte Kefjr is to create awareness and differentiate themselves from competing pro-biotic brands (Activia, Bio-K). This will be done by promoting the health benefjts consumers will receive and will aim to solve their digestive health issues. We can advertise Liberte Kefjr through magazine, television, and digital platforms. Each medium will be affectively utilized to target our potential consumers. Role of Social Media The role of social media is to use various platforms to create the best community for potential and loyal users to interact and share their experiences with Liberte Kefjr. Social networks can be used to endorse products through both Liberte Kefjr accounts and various consumers. Social media allows brands to connect with their consumers while providing insightful resources to educate potential consumers. Role of Events The role of events are to attract attention to the brand and create a positive buzz about the product throughout Canada. We recommend that this be done by connecting the brand with cause-related events and sponsorships (ex. Canadian Digestive Health Foundation). Partnering with such a foundation will provide credibility for Liberte Kefjr from a well established source. Furthermore, events can allow the brands to be seen as an expert in the digestive health category while providing proof of their superiority. Role of Trade Promotion The role of trade promotion is to negotiate the future listings within new stores and expand shelf space in existing stores for Liberte Kefjr. To negotiate new store listings, Liberte can offer trade incentives to retailers who have the potential to sell their products. For example, offering potential retailers price reductions against invoices, stocking allowances and purchase bonuses. Role of Email Marketing The role of Email Marketing is to gain email subscribers through their website by offering incentives (%-off etc.). The users will reach the website through various advertising means, where they will then be prompted to subsribe.They could also reach out to the Canadian Digestive Health Foundation create a partnership and been seen as a digestive health advocate. This partnership can help Liberte gain access to CDHF’s subscribers and offer a way to reach them with Liberté Kefjr’s message. These subscribers will receive information about contests, events, product extensions (fmavours etc.) and educational white papers.
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Unit Three
Role of Mobile Marketing The role of Mobile Marketing is to utilize Liberte Kefjr’s potential partnership with the Canadian Digestive Health Foundation and their app. The CDHF app will allow consumers to view recipes, locate restaurants and retail locations that offer products that will benefjt people with digestive conditions such as Irritable Bowel Syndrome, Crohns Disease or Lactose Intolerance. This app will be benefjcial to Liberte Kefjr because it can promote the product as a suggestive alternative. Role of Public Relations With the role of Public Relations, Liberté Kefjr can utilize the media to build relationships, gain trust, advance, promote and benefjt the reputation of the brand. With the use of press kits and white papers, Liberte can inform third parties about the benefjts, quality and artisan process that goes into their products. With the use of digestie health experts, Liberte can utilize their infmuential impact to promote Kefjr and offer insight about the product benefjts. Positioning Strategy: In order to create and maintain brand loyalty a company must have an acute awareness of where they are positioned in the marketplace, which their demographic is and how to appeal to that group of people. Liberté Kefjr has positioned itself as a complex fermented milk product containing bacteria and yeast with over 37 billion bacteria per 100ML. It is the champagne of probiotic milk beverages. Kefjr has several different fmavors with a refreshing effervescent uniformity. Consistency is a key component to branding. The consumer knows exactly what to expect when they purchase a Liberté Kefjr product. The company consistently keeps customers satisfjed and regularly purchasing Kefjr. Since a dose is recommended daily for its full benefjts to take effect, Kefjr becomes a habitual eating pattern for the consumer. The company appeals to consumers as a health product used to treat intestinal issues and digestive health. Liberté Kefjr’s main approach is a differentiation strategy. It is understood that Liberte Kefjr leads all competing brands (that offer pro-biotic supplements) with their amount of active bacteria. In one single tablespoon of Liberte Kefjr, there are 5 billion benefjcial bacteria which equal 5 containers
- f Activia yogurt. This making Liberté the most advantageous for consumers when it comes to
- cost. Not only does Liberté Kefjr offer a unique pro-biotic supplement but a long history of creating
quality dairy products with an artisan approach. The artisans are at the heart of the corporation’s activities, carrying out their professions with passions. Liberté Kefjr can position themselves as a necessity for an overall healthy lifestyle. With their SCA and marketing efforts, Liberte can reach potential consumers and change the way they think about their overall health.
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Unit Three
Positioning Statement Format: To: Health Modifjers & Baby boomers A set of people who share core needs, wishes, wants and desires Brand Name: Liberté Kefjr Put in your brand’s name Is the: Digestive Health Product Frame of reference: category defjnition That: Provides pro-biotic benefjts The brand’s promise: the brand’s singularly fo- cused claim of superiority, differentiation. Because: 5 billion active bacteria per tablespoon The brand can make this promise because of the attributes and /or functions it offers to the con- sumer. So that the consumer: Saving money and pro- mote positive digestive health
- Benefjt. The rational or emotional result of using
the brand, which addresses the unmet need of the consumer. Brand Personality: Great tasting pro-biotic sup- plement made by Canadian artisans What human characteristics do you want you brand to project. 3.1 The Role of Advertising Awareness: Awareness of Liberté Kefjris very low. Increase Awareness from 7% of pro-biotic users to 50% of pro-biotic users. Differentiation: Lack of awareness of pre-biotic effects on the pro-biotic cultures. We have to position Liberte Kefjr as the only supplement for pro-biotic users to buy. Of the 50% of pro-biotic consumers now aware of Liberte, we need to convince 25% of them that it is the best pre-biotic supplement to use. 3.2 Brand Advertising Creative Strategy Target: Who are we talking to? Liberate Kefjr’s brand heartland is health conscious individuals who mainly focus on digestive
- health. This demographic consists of baby boomers located in Ontario and Quebec. When
describing the baby boomer demographic, it is important to understand who they are and what they believe. Due to baby boomers established incomes and lifestyles, they outpace all other generations when it comes to buying power and expectations. With baby boomers experiencing digestive/gut health issues, Liberté Kefjr provides a dietary solution unlike any other probiotic
- alternative. Seeing that as we age, we are more susceptible to disease due to a lower immunity,
probiotics can help improve the immune system, help reduce the risk of infectious diseases and improve digestive health.
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Unit Three
Target Audience: Another target audience Liberté Kefjr serves to is the health modifjers, which are Adults 25+. Their lifestyle is highly affected by what they eat and the activities they participate in. This segment doesn’t mind spending extra money for a high quality product when they know it will provide substantial health benefjts. They are upper to middle class individuals who lead an active work and lifestyle. These individuals may have families in which they are trying to establish healthy eating habits to benefjt them in the future. Since this target audience lives an active lifestyle, providing a digestive health product with high probiotic levels that can be taken on the go is ideal. Insight: What is the hidden or universal truth? At the age of 25+, many Canadians experience digestive health issues. At this point in their lives, they are searching for a long-term solution to maintain their intestinal balance. Key Message: What is the ONE single-minded thing we need to say? Liberté Kefjr contains the highest levels of bacteria per serving when compared to other pro-biotic competitors. Proof: Why should they believe us? The proof is on each container of Liberté Kefjr .The packaging states: A single tablespoon a day yields 5billion benefjcial bacteria (you will need to consume 5-7 containers of Activia to receive the same amount of active bacteria). There is also proof that are living bacteria by the domed aluminum lid. Brand Personality: Liberté Kefjr is a true Canadian brand that exudes artisan quality. At their core they believe in wholesome and natural simple pleasures. With products that embody all that nature has to offer, conveying delight, richness, fmavour and satisfaction. Here are links from the descriptions of Liberte’s brand personality. http://www.liberte.ca/en/company/artisans/ https://www.youtube.com/watch?v=G1b8o6T_Iwo&feature=player_embedded#t=9
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Unit Four
The following are the tactics and plans derived from the marketing communication tools included in unit three, as well as the previously determined strategies. Campaign Name: “The Digestive Wellness Tour” Campaign Period: April 1st- 30th Campaign Locations: Halifax, Montreal, Quebec City, Ottawa, Toronto, Vancouver, Calgary, Winnipeg, Regina, Liberté Kefjr, in partnership with the Canadian Digestive Health Foundation is presenting the ‘Digestive Wellness Tour.’ Visiting major cities throughout Canada, this event will provide an
- pportunity for those with Digestive Health issues to learn all the information necessary to better their
- bowel. The event will include a variety of discussions with knowledgeable infmuencers, promotional
merchandise, and health activities that promote complete digestive wellness. Consumer Promotions: Intended Goals
- To generate trial use for non-user.
- Increase Awareness.
- Offer in-store coupons through signage and placement in local fmyers
- Consumers will be able to check into the event with their email [consumer will have
registered for the event online with their email] via iPad, they will then be given a personalized ID card.
- Each attendee will receive a blue Liberté Kefjr tote bag with the following items inside:
- Canada Digestive Health Foundation information booklet.
- Info card with details about the Digestive Wellness App.
- Trial size of Liberté Kefjr [Peel off sticker for $2 off Kefjr].
- Recipe Book [Guide your Gut, Recipes for better digestive health].
- Journal & Pen [Attendees can take notes].
Trade Promotions: Intended Goals
- Acquire listings with stores.
- Expand shelf-space in existing stores.
- Create a partnership between Liberté and Canadian Digestive Health Foundation.
- Increase Liberté Kefjr employee knowledge and involvement.
- Liberté Staff will be chosen to travel on the tour as Brand Ambassadors
- Volunteers and included staff are able to experience the brand fjrst-hand and offer knowledge to
attendees
- Invite existing and potential retail management to the event in the corresponding cities
- Liberté will be the sponsor for the tour; creating a relationship with the CDHF and establishing
Liberté as a partner.
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Unit Four
Advertising: Intended Goals
- Differentiate Liberté Kefjr from competing probiotic brands.
- Create awareness about Liberté Kefjr and the Digestive Wellness Tour
- To utilize media that will help satisfy the marketing objectives by positioning Liberte Kefjr as THE
solution to digestive health issues.
- To concentrate media spending in major urban and suburban markets in Canada.
- To provide media advertising support through the key campaign period of March through April, with
event promotion beginning in April.
- To select media that will achieve an increase of sales for Liberte Kefjr and position themselves as the
most advantageous probiotic in the market. Medium Rationale Television 30 second and 15 second commercials will be aired on Networks across Canada including Conventional and Specialty stations during shows that correspond with Liberté Kefjr’s target audience Provide high frquency and reach for the campaign Digital Skyscraper, pop-under and super banners
- n various news and health/lifestyle
websites including: www.nationalpost.com www.montrealgazette.com www.allrecipes.ca www.cbchealth.ca www.shoppersdrugmart.ca www.rexall.ca www.ctv.ca www.foodnetwork.ca High reach for the campaign to a very target market Radio 15 second commercials on local radio sta- tions in corresponding cities the tour will be traveling at Provide high frequency and reach for the Art of Balance campaign Newspaper 1/3 page advertisements in select newspapers corresponding to digestive wellness tour locations; Vancouver Sun, Calgary Herald, Regina The Leader Post, Winnipeg Free Press, Ottawa Citizen, Toronto Star, Montreal Gazette, Quebec Le Soliel, Halifax The Chronicle Herald Specifjc campaign dates can be targeted by region to the consumers
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Unit Four
Events Intended Goals
- Attract attention to brand across Canada
- Generate excitement with the brand across Canada
- Allow Liberte to be seen as an expert in the digestive health category
- Connecting the event with a cause-related sponsorship (CDHF)
Ticket Price: $30 (To Cover the costs of location rentals, food and digestive experts)
- Question and Answer Session
- A panel of experts in the digestive health fjeld will be available throughout the day to
answer questions from the audience. Schedule times will be available in the event itinerary and on the social media platforms.
- Luncheon
- Guests will be provided with a gut-healthy meal and snacks throughout the day to
promote the variety and taste .
- Yoga
- Yoga sessions will be available for attendees during scheduled times. The yogi will
focus on positions that promote digestive well-being.
- Kefjr Bar
- Liberté sample bar will offer their extensive line of Kefjr products for attendees to try.
- The tour will begin and conclude in Montreal (where Liberté was founded) with a party celebrating
the conclusion of the tour. In attendance will be Liberté employees, CDHF representatives, various media and retail/grocery chain management, local health professionals from various hospitals and clinics. Public Relations Intended Goals
- Utilize the media to build relationships, gain trust, advance, promote and benefjt the
reputation of the brand
- With the use of press kits and white papers, Liberté can inform 3rd parties about the
benefjts, qualities and artisan process that goes into their products.
- A press release will be sent to local media in corresponding cities to spread the word
about the event.
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Unit Four
Mobile Marketing Intended Goals
- Create a useful App that will be a resource for the user
- In partnership with the CDHF, consumers will be able to view recipes, locate restaurants and
retail locations that offer products that will promote digestive health.
- The App will have an interactive map that will allow the consumer to follow the tour, view
locations and register for the event.
- The App will be benefjcial to Liberté Kefjr because it can promote the product as a suggestive
alternative. E-Mail Marketing Intended Goals
- Gain subscribers (including their information)
- To be a source of information
- Offer a way to reach consumers
- Consumers are required to sign-up for the event by providing their email address via the
event web page.
- Liberte and the CDHF will send out email newsletters before and after the event, highlighting
digestive wellness and when and where the tour will be rolling through next.
- Acquired email addresses will be used for future marketing initiatives.
Social Media Intended Goals
- To be the BEST online community for digestive health information
- Platform for loyal users to interact and share their experiences
- Directly connect with consumers while providing relevant insightful resources
- Facebook, Twitter & Instagram will be used simultaneously before and after the event to
connect with consumers.
- These social media platforms will be used by Liberte and the CDHF to answer and
questions offer information about the upcoming event
- These platforms will also be used as an outlet for an informative community.
- These platforms will be used to offer live updates during the event so consumers who aren’t
able to attend can still be involved.
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Unit Five
Creative Elements Traditonal Media: Newspaper Advertisement The main purpose for the Newspaper ad is to generate awareness for the event within each city the Digestive Wellness Tour will be visiting. By reaching the target demographic through a vareity
- f mediums they will have high exposure to the event and the product. Since the newspaper
advertisement is a resource that many consumers use as their source of news and events, it will be a means of reaching potential consumers so they are made aware with enough time in advance to register for the event and add it to their calendars.
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Unit Five
Creative Elements Traditonal Media: In-store fmyer The main purpose for the fmyer is to generate awareness for the Liberte Kefjr, by featuring it during Digestive Wellness week. This aims to reach Liberte’s target audience to promote trial use as well as introduce them as a leading digestive health product.
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Unit Five
Creative Elements Traditonal Media:Shelf talker The main purpose for these shelf talkers are to compliment the fmyer that features Liberte Kefjr. It connects consumers by giving them the opportunity to scan the QR code and recieve a discount towards their purchase of the product.
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Unit Five
Creative Elements Traditonal Media: Television Advertisement
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Client:Liberte Kefjr Tie Art of Balance Time: 30 seconds VIDEO PICTURE AUDIO Opening scene: Older woman (young looking precious grandmother, grey haired) is power walking with friends Skips to a active woman (wearing active wear, looking very relaxed and at peace) doing a “digestive health” yoga move Start of upbeat music Male voice: “Sometimes in life, we search for something more” Start of upbeat music Male voice: “We search for balance” Music continues to play
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Unit Five
Creative Elements Traditonal Media: Television Advertisement
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Client:Liberte Kefjr Tie Art of Balance Time: 30 seconds VIDEO PICTURE AUDIO Skips to Grandparents (an
- lder man with grey hair
and an older woman with grey hair) playing with Grandkids at a park Music continues to play Male Voice: “ We search for our youth” Skips to Husband and Wife (Health modifjers) urban gardening on their roof. Music continues to play Male voice: “We search for hope”
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Unit Five
Creative Elements Traditonal Media: Television Advertisement
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Client:Liberte Kefjr Tie Art of Balance Time: 30 seconds VIDEO PICTURE AUDIO Music continues to play Male voice: Sometimes we fjnd that the simplest change can have the biggest impact on our lives Skips to a split screen Half Screen with old man sitting down at breakfast and his wife pours Kefjr into a glass Half screen with young couple making a smoothie with Kefjr, laughing and smiling. Skips to White screen with a shot of the product (grouping of all the difgerent types of products) When male voice begins to say “Restoring” black simple text shows the word and as he continues the word balance, youth and hope fade in and out. Music will stop playing Male Voice: Liberte Kefjr is a unique 100% organic probiotic product that contains 20 difgerent kinds of bacteria and yeast. Adding a single tablespoon a day contains 5 billion benefjcial bacteria. Restoring balance, youth and hope.
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Unit Five
Creative Elements Traditonal Media: Television Advertisement
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Client:Liberte Kefjr Time: 15 seconds VIDEO PICTURE AUDIO Digestive Wellness Tour bus rolls into a blank canvas scene, as female speaks a list
- f all the locations pop up.
Montreal, Ottawa, Toronto, Calgary, Vancouver, Winnipeg, Halifax, Quebec City and Regina. At the bottom of the ad all of the Social Media icons pop up as well as the website. Sound of a Horn “Beep Beep” Sound of a bus rolling in Female voice “Learn how to restore digestive balance in your life! Follow the digestive wellness tour this April, rolling through Canada, and fjnd us on Facebook , Twitter and Instagram. Tie Digestive Wellness Tour
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Unit Five
Creative Elements Traditonal Media: Radio Advertisement
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Unit Five
Creative Elements Digital Media: Banner Advertisement #1 Size 120x60 The goal of the banners is to inform consumers about Liberte Kefjr as a product, as well as the Digestive Wellness Tour. The banner is broken down into a four panel visual in which each is intended to capture interest and intrigue to click and learn more about the product (or tour). “Probiotic” has become a major buzzword in today’s society, with consumer’s having a positive connotation with this term; Kefjr is the perfect product to introduce them to.
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Unit Five
Creative Elements Digital Media: Banner Advertisement #2 Size: 300x600
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Unit Five
Creative Elements Digital Media: Banner Advertisement #3 Size: 160x600
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Unit Five
Creative Elements Digital Media: Banner Advertisement #4 Size: 468x60
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Unit Five
Creative Elements Digital Media: Kefjr Website Sitemap
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Unit Five
Creative Elements Digital Media: Kefjr Website Home page The revised website for Liberté Kefjr is developed to showcase the product attributes, increase brand awareness, and generate more organic visitors. Through the use of Headlines, Keywords, Links and Images, the Liberté Kefjr website has been created in a way that will be pleasing to search engines and users alike.
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Unit Five
Creative Elements Digital Media: Kefjr Website Product page
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Unit Five
Creative Elements Digital Media: Kefjr Website Health & Wellness page
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Unit Five
Creative Elements Digital Media: Kefjr Website Recipes page
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Unit Five
Creative Elements Digital Media: Kefjr Website Community blog page
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Unit Five
Creative Elements Digital Media: Kefjr Website News & Events page
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Unit Five
Creative Elements Digital Media: Kefjr Website Newsletter Landing page The landing page version of the website is developed strictly to entice an action out of the user. For example, ‘Register for our Newsletter’ or ‘Register to Attend.’ Specifjc keywords in web searches will lead the consumer to the landing page, which will then link further to the website. The content developed for these website pages is engaging, and develops and interest with the consumer, therefore encouraging them to act.
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Unit Five
Creative Elements Digital Media: Kefjr Website Digestive Wellness Tour Landing page
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Unit Five
Creative Elements Digital Media: Blog post We decided to keep the blog post relatively succinct because we wanted the consumers to be engaged throughout the entire blog post and not be overwhelmed with too much addition
- information. The title was used to catch the reader’s eye and encourage them to continue reading
the rest of the article. It leaves the reader with suspense and curiosity, while the body of the post answers the question asked in the title. The visual we chose for the introductory blog post was taken directly from the Liberte Kefjr
- website. We believe it encompasses the entire article and the title by displaying the brand logo
and a visual of a tablespoon.Our opening statement engages the consumer by posing the question how much they are spending for a probiotic supplement. In the body of the blog, we touch on the health benefjts and advantages of choosing Liberte Kefjr over the leading competitor. We incorporate their main website for further information and
- resources. At the end, we list their social media pages involve in the Liberte Kefjr community. The
tagline relates with the rest of the campaign through our closing statement “Restore Balance. Restore Hope. Restore Youth.”
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Unit Five
Creative Elements Digital Media: Blog post
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Unit Five
Creative Elements Digital Media: Introductory E-mail The purpose of this introductory email is to welcome the Liberte consumers to the companies email newsletter. It is used to introduce the brand elements and let consumers know what to expect in further emails. The content provides information on how to reach Liberté via social media, and elements that will be listed when the email is sent out weekly. An unsubscribe button and verifjcation of preference details are included to ensure customer satisfaction. With this feature, it allows the consumer to choose the appropriate email preferences to their liking.
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Unit Five
Creative Elements Social Media: Twitter This Twitter post informs the consumers about Liberte Kefjr and provides them with a small fact regarding what Liberte Kefjr offers. We then hash tagged the Liberte Art of Balance and it coincides with our campaign and allows other people on Twitter to use the same hash tag in their posts. We also provided a destination link to the offjcial website of Liberte for consumers to learn more about the benefjts if they are interested in the Tweet. The post is 128 characters long, ensuring the post is no longer than the maximum of 140 characters. The goal of this post was to provide readers with a quick snippet of what benefjts Liberte Kefjr offers, and gain awareness for their offjcial website and campaign hash tag (#LiberteArtofBalance).
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Unit Five
Creative Elements Social Media: Instagram Instagram will be an important tool in promoting the Digestive Wellness Tour before, during, and after the tour is complete. Liberte can post photos from each destination and remind other destinations that the tour will be visiting next. Instagram can also be used to promote the different ways people can use Kefjr in their daily meal routines. Adding some Kefjr recipe photos can spark interest in followers and give them information on what Kefjr actually is and what it can be used for.
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Unit Five
Creative Elements Social Media: Facebook Our goal was to inform the consumers about the benefjts of Kefjr, as well as engage them with knowledge on the products taste and the physic value they will be receiving. The post is an appropriate length, which provided enough information, but will also keep the reader engaged and excited about the product.
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Unit Five
Creative Elements Mobile Marketing: App Design
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Unit Five
Creative Elements Event Marketing: Tour Bus Design The goal of the tour bus wrap is to create buzz around the event and increase awareness about Liberté Kefjr. This travelling bus will capture attention for consumers all across Canada, and encourage them to go online, check out the event, and register. The bus wrap includes product placement, the sponsors of the tour as well as the website they need to visit to register or explore the event’s activities/locations. Key Performance Indicators: A number of measures will be used to track the success of the Art of Balance campaign. These indicators will include
- Examining whether there was an increase in followers on Facebook, Twitter and Instagram
- Examining whether there was an increase in likes/favoriting on photos, images, tweet
- Examining number of participants at Digestive Wellness Tour event, compared to number of trial
users who frequented the Kefjr Bar
- Examining an increase in newsletter subscribers
- Examining redeption rate of both newsletter and in-store coupons
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Media Budget
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Media Schedule
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