Question:
Discuss About The Marketing Organizations Can Make Connected?
This essay is about the integrated marketing communications strategy of Carman’s Fine Foods for re-launching its Muesli business. Carman’s began its journey 20 years back and since then, the Company has carved for itself an enviable position in the fine foods business. Headed by Carolyn Creswell, this Company came into being quite by chance. It so happened that when Carolyn heard that her employer was on the verge of selling his muesli-based business, she offered to buy it out for just AUD 1,000. She was just 18 at that time and was a student in a university. Over a period, she has built her business by focussing upon the core product of her company-muesli (Kaplan.2009). Currently, the product mix of Carman’s Fine Foods comprises Muesli Bars, Porridge Oars, Crunchy Clusters, Protein Bars, Muesli, Nut Bars, Oat Slice, Bliss Balls etc. The Company is headquartered at Melbourne, Australia.
When muesli was first developed, it was made up of toasted whole oats, nuts, fruit and wheat flakes. Muesli has fewer calories and less sugar than its close variant, granola (Kelly, 2016). The most obvious health benefits of muesli are that it regulates the digestive system and helps in weight control. It has also been found that muesli is an anti-oxidant and helps reverse aging. This substance also has protein and omega-3 fatty acids (Sutherland, 2013). The milk variants of muesli deliver protein.
Members of this target market consume different media and have varying media consumption habits. Most of these people live in big urban centres like Adelaide, Perth, and Sydney. Now let us understand the media habits of the members of this target group;
Carmen’s Muesli-What a beautiful world
Rationale- Since muesli is all about health, the positioning strategy should be about health. However, there is several other competitor brands like Kellogg’s that also speak about health benefits. So to harp on just health alone would not position the brand effectively.
Since Carman’s Muesli delivers health tastefully, the positioning statement must talk about the twin benefits of health and taste in a holistic manner. The strategy should be talk about life as a whole and not just about benefits. This way, Carman’s Muesli would acquire a larger than life platform and be at liberty to redefine the brand in future. When you describe life as beautiful, essentially you are encouraging all the unwell people to give another shot at leading a healthful life. There is a ring of optimism to this statement and it positions the brand on a plank of positivity, encouragement and warmth. People do not like to be told about health benefits in a direct manner; they consider it to be case of overselling (Stephen’s 2012).
The positioning strategy of Carman’s tries to smuggle the brand into people’s lives in a non-obtrusive manner. The word, ’beautiful’ means several things to several people. For an obese person, a beautiful world is one where she can slip into her favourite dress, easily. For a diabetic, this word represents an opportunity to eat her favourite dishes without fearing about blood sugar levels. For the permanently busy professional, a beautiful world is about meeting objectives without losing healthcare. So this positioning strategy is all about appropriating the ‘beautiful world’.
The main communication goal of Carman’s Muesli is to daily remind people of their health. Through, integrated marketing communication, the Company is trying to gently remind its target audience that life can be made even more beautiful by taking home a pack of Carman’s Muesli.
Each of these sub-goals is closely tied with the individual members of the media mix. We will see the nature of these connections in one of the subsequent paragraphs.
While the main communication goal is the make people know that Carman’s Fine Foods is all about a beautiful world, there are various strategies at work for achieving this goal.
Integrated communication marketing strategies are not deployed round the year. They are used during a specific time period. Those periods can be related to:
Since the target audience is spread over multiple touch points, the strategy of Carman’s Fine Foods is to use media judiciously. Let us understand the media strategy of the Company;
Digital devices and platforms- Digital means different things to different people. For a young university student who is a fitness freak, digital would mean wearables like watches and other gear that track kilometres run, calories burnt, and number of heartbeats in a minute. Such kind wearables have a special chemistry with the wearer. Since the athlete trusts the stats displayed by his fitness watch, ads that appear on these platforms have also a ring of truth and credibility. There are other digital platforms as well like digital videos, news platforms, sports channels etc.
Conclusion
Carman’s Fine Foods started out as a muesli-based business nearly two decades ago out of the conviction of its founder that health based foods are here to stay. However, the biggest worry of the founder was how to take the brand to the market which had other competitors like Kellogg’s in the same category. After brainstorming on several possible solutions, it was concluded that rather than talking about the health benefits of the brand, it was preferable to dwell upon the world being a beautiful place. This positioning strategy made sense as it helped all the members of the target audience interpret the world in a different way. The next challenge was how to take this positioning statement to the TG (Wax Marketing Inc., 2015). An integrated marketing communications strategy was thought out and an over-arching communications goal was also formulated. This goal was further broken into several sub-goals. Each sub-goal was later tied to a specific media channel. The idea was to come up with a media mix that helped the Company on several levels. The IMC had several strategies and those strategies were further subdivided into various time bound tactics. Each specific media channel was chosen keeping in mind its uniqueness and its ability to deliver to the Company goal.
References
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