BUSI4H215 Contemporary Marketing Communication1

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BUSI4H215 Contemporary Marketing Communications 1 | P a g e

Executive summary The United Kingdom has witnessed a significant surge in the prevalence of low-calorie protein bars. The advertising campaigns implemented by multinational firms in recent times have led to a significant surge in the demand for their products. "Company A" aims to enhance brand awareness, trial, and sales of its products by implementing a proficient marketing communications strategy. The marketing communication strategy being offered has three primary objectives: enhancing product awareness, altering consumer perspectives, and fostering customer loyalty among current clientele. Company A's new low-calorie, high-protein snack bar will test the waters of its advertising campaign in the Northeastern United Kingdom. Since low-calorie, high-protein snack bar is so well-liked in the UK, they have decided to test the waters with a small-scale campaign there before rolling it out nationally. The marketing strategy is supposed to take a more all- encompassing approach in this campaign. To this end, they employ a variety of promotional strategies, including advertisements, PR, social media marketing, and corporate sponsorships. Digital media, such as the company's website and social media accounts, will coexist with more traditional means, including television and radio. 2 | P a g e

Table of Contents Executive summary .................................................................................................................. 2 Market Analysis ........................................................................................................................ 4 Current Market and Forecast .................................................................................................. 4 Market Characteristics ........................................................................................................... 4 Competitive landscape ........................................................................................................... 4 Socio-cultural factors ............................................................................................................. 5 Target market ........................................................................................................................... 5 Brand image / positioning ........................................................................................................ 6 Campaign objectives ................................................................................................................ 6 The communications campaign .............................................................................................. 7 Evaluation & Monitoring ...................................................................................................... 10 References ............................................................................................................................... 12 3 | P a g e

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Market Analysis Current Market and Forecast The projected time frame is expected to witness a global growth rate of 9.3 percent in the market for protein snacks. According to projections, the global protein snacks market is anticipated to reach a value of $4.1 billion in 2022, with a significant surge expected to propel it over $10 billion by 2032. During the projected timeframe of 2022 to 2030, it is anticipated that the Global Protein Bars market would experience substantial growth ( Vinderola et al., 2019). The market is anticipated to have sustained growth in 2021 and beyond as prominent rivals persist in adopting innovative strategies. Market Characteristics Protein bars are a kind of nutrition bars characterised by a substantial proportion of protein in relation to carbohydrates or fats. Protein bars are favoured by their primary target audience due to their convenience and efficiency in protein consumption, which sets them apart from homemade alternatives. A range of meal bars is available for selection, depending on individual requirements. The predominant source of caloric content in energy bars is derived from carbs. Meal replacement bars are designed to substitute the various nutrients included in a complete meal ( Muthusamy, 2021). Protein bars have a significantly elevated protein content in comparison to energy bars or meal replacement bars, while concurrently demonstrating a reduced carbohydrate content. Protein bars are commonly consumed by athletes and anyone passionate about fitness in order to facilitate the process of muscle development. Competitive landscape The protein bar market is characterised by the presence of several foreign and local enterprises, including but not limited to the Kellogg Company, General Mills Inc., Caveman Foods LLC, Quest Nutrition LLC, and Clif Bar & Company. This is the reason why it aids in prolonging the sensation of satiety ( González-Ortiz et al., 2021). The process of digestion requires a longer duration. Although protein is typically associated with muscle building, consuming protein bars and adhering to a high-protein diet may potentially assist in preserving muscle mass under caloric restriction. 4 | P a g e

Socio-cultural factors The relationship between food and health is one that scientists have made enormous efforts in unravelling. Consumers have come to see an inherent link between their emotional state and the foods they consume. Because of this, more and more individuals are looking for healthier diet choices. This might have both good and bad results for the food industry, but it does mean that the current businesses will have to adapt ( Simmonds et al., 2021). For example, fast food chains may need to start offering salads and other healthy alternatives to their traditionally fried and high-calorie fare. In addition to a more sophisticated knowledge of which foods are healthy and which are not, consumers also have a better grasp on the specific limitations that apply to them. The hazards of gluten for those with Celiac disease have been brought to the attention of the general public. As a result, consumers have begun placing more expectations on those who work in the food industry ( Anirudh et al., 2022). This is not a bad development in and of itself, but it does indicate that the food industry will have to change to meet the demands of consumers. Target market Company A young people, teenagers, and health-conscious middle-aged and senior citizens of both sexes are the primary demographics addressed. Because of their growing awareness of the health advantages of natural and functional bars, these demographics are prime marketing targets. Demographics Media Habits  18–30 (Millennials and young adults).  30-60-year-old group.  College or higher (healthy food knowledge).  In urban and suburban regions.  All genders.  Young people between 18 and 30 are continually seeking for healthy food and drink ideas on Facebook, Instagram, and Twitter.  Older adults test new products and attend popular eateries. Most of their media comes from traditional outlets ( Svedlund et al., 2022). Psychographics Buying Habits  They have a high opinion of themselves and actively seek out nutritious options.  They will probably look for information online to learn more about the world.  They are pioneers in the field.  Younger consumers are more open to trying novel items.  Healthy or organic beverages appeal to the target audience.  Quality, not cost, is what keeps them away ( Otero et al., 2022). 5 | P a g e

Brand image / positioning This relates to the general opinion of the Company. Focus specifically on the value that customers attribute to the products and services offered by the Brand. Location is also a factor in what sets the Brand apart from its competitors. Company A has to differentiate its Fruit-flavored protein snack from the competition in order to get into the UK market. Company A's marketing plan is to establish the company's beverage brand as universally recognised as the gold standard in health and nutrition. Advertising slogans like "open happiness with Company A" and "shaping the world of beverage" will be used to promote our products ( Romero Ferreiro et al., 2021). Company A's goal is to attract the attention of its target market by offering a wide selection of new flavours at affordable prices and without the use of alcohol. Products and brands can be positioned attractively in the eyes of consumers via differentiating themselves from competitors and offering lower prices. This is so due to the correlation between client satisfaction and a company's financial performance. A new product line with three more tastes has been developed by Company A. The drink will also offer a nutritious replacement for the sugary bars already available ( Camilleri, 2020). The services provided by Company A will improve not only your digestive health but also your gut health and the cleansing of your cells. Campaign objectives The marketing communication strategy encompasses a set of objectives are as follows-  They want to increase Company A's brand awareness in the United Kingdom by 16 percent over the next three months. Company A will be successful in their endeavour because of their intensive and constant use of advertising and marketing.  Changing how customers see Company A's health services can boost revenue by 11% in only three months ( Buhalis and Volchek, 2021). Company A hopes that by launching this advertising campaign, their product will become the soft drink of choice for American households.  Within three months of the product launch, Company A's recurrent purchases should increase by 12%. Customers' need for healthy products, consistent marketing, and the perceived health benefits are all factors that should lead to a growth in product awareness, acceptability, and ultimately sales ( Ali et al., 2019). 6 | P a g e

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The communications campaign Bringing in new business is a time-consuming and often fruitless endeavour. The goal of the publicity strategy is to increase Company A's revenue by attracting a larger customer base. Getting, keeping, and adding to Company A's client base is an urgent need. The communication strategy must consider the client's perspective and needs to ensure the client is responsive to communication and motivated. Various theories of communication have served as inspiration for today's communication design ( Smith et al., 2019). This has also impacted consumers' perspectives on communication. Marketing Communication Theories/Models The AIDA Model was utilised to shape the approach to communication by detailing the several stages a client goes through in response to an advertising. The acronym is useful for developing a shorthand that meets their particular needs for communication. The "A" represents "attention" or "awareness," or how much the message or ad intrigues the recipient. Effective marketing relies on three pillars: creating a need for the product (the "D"), attracting customers' attention (the "I"), and motivating them to act (the "A"). Customers, in accordance with the strong theory of the strong and weak theory, go through four stages (AIDA) as they gain expertise with the product and different viewpoints ( Oltarzhevskyi, 2019). Ads have such an effect on consumers, the theory goes, that even those who are on the fence about a purchase will end up buying. The weak hypothesis, on the other hand, contends that advertising is not nearly as effective as the strong theory would have us believe. However, because advertising has the effect of reinforcing existing attitudes and ideas, customers are more likely to remember the brand. Commercials may entice people to try a product for the first time and bring back customers ( Anabila, 2020). Integrated Marketing Communication Tools and Techniques to be used  Advertising If they have an instant need to communicate with many people, this is the method to employ. Company A's beverage ads will feature real people just like them. TV shows on major networks that don't have commercials are featured on one of the highlighted channels. Since many households already have their TVs set up to receive FTA channels, this strategy makes sense. The channel will increase faith in the company by means of both sound and sight. 7 | P a g e

Business A will let customers know where to buy its wares in brick-and-mortar stores and on radio ( Othman et al., 2020). Company A's products will be advertised on Brand's website, with claims made about their health advantages and nutritional value. Finally, billboards will be utilised in outdoor advertising. Brand recognition will skyrocket in the UK's main cities immediately after this. To effectively disseminate the Brand's message, billboards are effective since they grab the attention of passing motorists and pedestrians. The decision to switch to this style of marketing was grounded in the belief that it would boost both brand recognition and sales ( Davies and Hobbs, 2020).  Public Relations and Publicity In addition to raising the brand's visibility in the media, this marketing ploy will send a crystal-clear message to customers. The goal of the campaign is to increase brand recognition of Company A and its various advantages among the intended audience. Press releases will highlight the benefits of the Kombucha product, riding the wave of interest in antioxidant- rich tisanes. A lasting impression of the product will be made on consumers' brains with the help of guerilla marketing ( Villanova et al., 2021). Promotional materials will include hashtags for customers interested in learning more. At school events, Company A will give away free samples of their products in the hopes that the children would tell their friends about them.  Social Media Marketing This method of communication is so cheap that it will soon replace all others. Marketing on social media has shown to be an effective way to reach many people in recent years. There are 4.6 billion individuals connected to the internet right now, and 2.5 billion of them are active Facebook users. Therefore, the Brand may reach a sizable target audience not just in the UK, but all around the world. Facebook, Instagram, Twitter, and YouTube are just a few examples of possible channels. Young people, with their innate sense of humour, will make up the vast majority of the meme audience ( Hajarian et al., 2021). Users will be given access to brief movies detailing the product. Infographics and other visual representations will be utilised to communicate with people of all ages, not only children. By tailoring content to the specific needs of each platform, can ensure that their audience has access to the most recent and relevant information at all times. Finally, social media marketers will leverage celebrity endorsement and influencer marketing since consumers 8 | P a g e

place a great value on what celebrities say about a product ( Vinderola et al., 2019). There has to be strong regulation of celebrity endorsements to prevent the erosion of confidence.  Sales Promotion This strategy will be implemented at the end of the campaign as a quick fix to boost brand awareness and sales after the introduction of a new product. To boost product sales, they will use persuasive methods. Firm A plans to spread the word about the great new flavour of their product through free samples, promotions, and event sponsorships to bring in more customers ( Muthusamy, 2021). If consumers have a great experience with the product, they are more likely to buy it and spread the word about Company A. This marketing plan is supposed to pay off in the end by increasing brand recognition, increasing income, and setting the firm apart from the competitors. By using a variety of channels, Company A has been able to raise awareness of their brand. This ensures that people who are unable to watch the advertisement on television may nevertheless experience it through their other senses, including taste ( González-Ortiz et al., 2021). In addition, clients will receive helpful reminders via connected communications at strategic points in the purchase process. Campaign Plan: Implementation, Scheduling, and Costing 9 | P a g e

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The Gantt chart presented above offers a comprehensive examination of the schedule and budget of the campaign. The completion of the majority of the campaign's promotional and advertising endeavours should ideally occur within the designated three-month timeframe ( Simmonds et al., 2021). The evaluation of the campaign's performance will be conducted at several stages, encompassing both its duration and post-campaign period. Evaluation & Monitoring The assessment plan will be put into action three months after the launch of the campaign to evaluate how well the set objectives were met. Plan progress, including the feasibility of marketing Company A's Fruit-flavoured protein bar Product in the United Kingdom, will be reviewed fortnightly, with a final appraisal occurring in the last week of March 2023. Company A's degree of success may be gauged by looking at the amount of conversation about their product online ( Anirudh et al., 2022). It will be easier to track the number of people who join their business networks and express an interest in the services provided by Corporation A as a result of our personal interactions with them. With the use of the reach measure, we can get a ballpark figure for how many people, on average, have seen our content across all channels. An analysis of the data they supply might reveal the scope and success of their operation. Feedback from our website, social media platforms, and in-person contacts will be analysed to determine the success of our advertisements, social media campaigns, and public relations activities ( Svedlund et al., 2022). Implementation success is more likely for well supported plans. Company A anticipated an uptick in revenues after the product's release because of the positive response it had become from consumers. 10 | P a g e

References Ali, F., Park, E., Kwon, J. and Chae, B., 2019. 30 Years of contemporary hospitality management: uncovering the bibliometrics and topical trends. International Journal of Contemporary Hospitality Management , 31 (7), pp.2641-2665. Anabila, P., 2020. Integrated marketing communications, brand equity, and business performance in micro-finance institutions: An emerging market perspective. Journal of Marketing Communications , 26 (3), pp.229-242. Anirudh, J., Dhineshkumar, V. and Sangeetha, T., 2022. Whey as crucial component in rejuvenating athlete health-a review. Journal of Postharvest Technology , 10 (4), pp.135-155. Buhalis, D. and Volchek, K., 2021. Bridging marketing theory and big data analytics: The taxonomy of marketing attribution. International Journal of Information Management , 56 , p.102253. Camilleri, M., 2020. Higher education marketing communications in the digital era. In Strategic marketing of Higher education in Africa (pp. 77-95). Routledge. Davies, C. and Hobbs, M., 2020. Irresistible possibilities: Examining the uses and consequences of social media influencers for contemporary public relations. Public Relations Review , 46 (5), p.101983. González-Ortiz, A., Xu, H., Ramos-Acevedo, S., Avesani, C.M., Lindholm, B., Correa-Rotter, R., Espinosa-Cuevas, Á. and Carrero, J.J., 2021. Nutritional status, hyperkalaemia and attainment of energy/protein intake targets in haemodialysis patients following plant-based diets: a longitudinal cohort study. Nephrology Dialysis Transplantation , 36 (4), pp.681-688. Hajarian, M., Camilleri, M.A., Díaz, P. and Aedo, I., 2021. A taxonomy of online marketing methods. In Strategic corporate communication in the digital age (pp. 235-250). Emerald Publishing Limited. Muthusamy, D., 2021. Dairy Snackification–the Future Trend. Available at SSRN 3987039 . Oltarzhevskyi, D.O., 2019. Typology of contemporary corporate communication channels. Corporate Communications: An International Journal , 24 (4), pp.608-622. 11 | P a g e

Otero, D.M., Mendes, G.D.R.L., da Silva Lucas, A.J., Christ-Ribeiro, A. and Ribeiro, C.D.F., 2022. Exploring alternative protein sources: Evidence from patents and articles focusing on food markets. Food Chemistry , 394 , p.133486. Othman, B.A., Harun, A., De Almeida, N.M. and Sadq, Z.M., 2020. The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of Umrah travel services in Malaysia. Journal of islamic marketing , 12 (2), pp.363-388. Romero Ferreiro, C., Lora Pablos, D. and Gómez de la Cámara, A., 2021. Two dimensions of nutritional value: Nutri-Score and NOVA. Nutrients , 13 (8), p.2783. Simmonds, L., Brownbill, A.L., Zee, A. and Netting, M.J., 2021. Health-related marketing messages on product labels of commercial infant and toddler food packaging in Australia: a cross-sectional audit. BMJ paediatrics open , 5 (1). Smith, R., Kelly, B., Yeatman, H. and Boyland, E., 2019. Food marketing influences children’s attitudes, preferences and consumption: a systematic critical review. Nutrients , 11 (4), p.875. Svedlund, N., Evering, S., Gibson, B. and Krogerus, K., 2022. Fruits of their labour: Biotransformation reactions of yeasts during brewery fermentation. Applied Microbiology and Biotechnology , 106 (13-16), pp.4929-4944. Villanova, D., Bodapati, A.V., Puccinelli, N.M., Tsiros, M., Goodstein, R.C., Kushwaha, T., Suri, R., Ho, H., Brandon, R. and Hatfield, C., 2021. Retailer marketing communications in the digital age: getting the right message to the right shopper at the right time. Journal of Retailing , 97 (1), pp.116-132. Vinderola, G., Reinheimer, J. and Salminen, S., 2019. The enumeration of probiotic issues: From unavailable standardised culture media to a recommended procedure?. International Dairy Journal , 96 , pp.58-65. 12 | P a g e

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