Archive for the ‘Marketing Strategy’ Category

Rivalry between Waitrose and Distributor Ocado or Good Feeling All Round?

Friday, July 1st, 2011

Following a 10 year deal with Ocado which prevents Waitrose from delivering goods in London city, up to the M25, Waitrose have pulled out all theWaitrose Delivery Van - Marketing Communications stops on a new all singing, all dancing marketing campaign.  The campaign in question “we shop like you shop” will include a huge push on free delivery for orders over £50 if consumers order online.  According to Marketing Week’s report this will not take effect until the end of June when the agreement with Ocado has expired.  Waitrose will need to gain rights to deliver to the London city area to compete against Ocado.  But also not forgetting direct competition, what are supermarket brands doing…?

Waitrose comprehensive marketing campaign is set to include advertisements on Waitrose delivery vans, direct marketing via direct mail and emails, door drops, online advertising, social media campaigns as well as promotion in individual branches.  Other supermarkets such as Sainsbury’s have also ramped up their online offerings with their click and collect service which allows customers to order non-food products and collect the following day from over 300 locations in the UK.  This reflects the movement to online purchasing for supermarket products, whether this is food, or non-food goods.

According to the BBC the push to online activity is also reflective of Ocado’s support for the brand to encourage online purchasing.  Ocado view the shift to online shopping as beneficial to their business model.   Waitrose are taking advantage of their new position and are pushing the free delivery offer on the website.  Let’s hope they can break into London’s lucrative home delivery market…it’s all resting on their campaign to get the message out to the Londoners who are currently using other brands and distributors. 

Kronenbourg hedging its bets…NO!

Monday, June 6th, 2011

Back in 2010 confident brand, Kronenbourg 1664 launched a TV ad featuring Motorhead star Lemmy in a bid to push them as the drink which has “rich flavour and provenance”.  Their branded YouTube channel has since been a place for discussion, a showcase for social media campaign’s and TV advertisements.

The new branded Kronenbourg is pitching the drink as the Slow the Pace drink with recent association with Dave Gorman’s Sunday show, a credible music environment and Sunday Leisure show.  According to a recent report from Marketing Week the brand’s strategy is to target men between the ages of 35 and 44, who listen to the show and consider music and entertainment to be a huge part of their lives! The brand has developed on air and online material to support the show…Are Kronenbourg targeting a niche audience and pushing away  potential consumers who do not fall within this age bracket?- YES…basically, if you are not into Motorhead or AC/DC then the drink is not for you!

Although Kronenbourg’s strategy is targeted to what they currently consider is their primary audience they are missing a trick in the long term.  With the website design being solely dedicated to social media, with links to Facebook and YouTube, they are assuming the target audience will be excited by the prospect of commenting on new adverts and discussing the music online, however statistics show that the largest percentage of users are aged between 17 and 24 in the UK, of which there are more female users than male.  This pattern is evident on a global scale.

This is reflected in Marketing Communications: A Brand Narrative Approach which focuses on brand positioning and although brands maybe positioned within a particular age/ social brand they are also reaching a wider audience and expanding their customer base (see chapter 6 for further details).   This is key to long term marketing strategies surely? Hopefully the strength of the brand and quality of the product itself will not agitate consumers who are not within the clearly specified age group…I say bring on some new indie bands for the next TV ad!

Who should Tizer be targeting with their new energy drink?

Friday, June 3rd, 2011

So far this year we have seen British pop drink Tizer revamp their brand, calling it ‘the great british pop’.  More recent marketing activity has shown a push towards a more healthy drink, with heavy emphasis on ‘no artificial colours’.  A press release from the brands holding company reports that, due to an increase in the low calorie drinks marketing, brands like IRN-BRU have decided to change the name in line with the markets demands.   With the launch of their recent marketing campaigns and redesigned website, Tizer are not only competing with soft drink brands Coca Cola, Pepsi and Sprite they are now pitching the brand as a sports associated drink.

The brands ownership company, AG Barr claims that this is to be the first energy drink targeted specifically for women.   Does this put Tizer more in a line with health associated energy drinks such as ‘Lucozade’ and ‘Britvic’? Yes…, Tizer’s new womens drink has been carefully branded (rockstar pink!) to target women who are full of energy and who live an active lifestyle.  This is portrayed really well and the message is conveyed in the packaging.

Lucozade’s brand is renowned for its association with sport whilst according to AG Barr’s head of marketing; it is Tizer’s new product mission to suit an array of occasions for women, from exercise to a girls night out.  Could this be considered as sending mixed messages to consumers?

Marketing Communications: A Brand Narrative Approach expose an interesting take on consumers who switch from one brand to another, this is referred to as ‘Other Brand Switchers’ (OBSs).  The chapter explores unfavourable OBSs, this reflects consumers who do not switch because of negative associations with a brand (chapter 4, page 83).  The question is that, would a woman who enjoys fitness want to drink this product after a workout when they are aware of its association with a night out…?

The Apprentice show demonstrates to marketers what not to do!

Thursday, May 19th, 2011

Last week’s episode should be a lesson to brands out there who just produce mobile applications as a matter of ticking all the boxes instead of actually investing time in creating an innovative application that has a real marketing strategy behind it.  This week’s Marketing Week reports on the failure of the lad’s app creation, Slangatang, What was its purpose? The emphasis should have been on what exactly the application does and how the brand can offer real value to the consumer.

There are some good apps out there though, Tesco have launched the first supermarket iphone app that allows consumers to shop on the go.  There is a rationale behind the campaign, consumers are always looking at more efficient ways to shop and make life easier for themselves.   Tesco is reported to have put significant budget behind the app advertising campaign; however the results show very strong ROI as they have received 1.5 million downloads across the app range so far.

It is clear that Tesco have provided more than just the novelty factor, they have created an app that could potentially change the way the majority of people shop. This is a platform that has been built to be fit for purpose- it’s very clever and in the words of Sir Alan “Business-wise right now, this is pretty much where it’s at.”

The buzz around last week’s episode is immense and only highlights what Marketing Communications: A Brand Narrative Approach focuses on, and this is that the message needs to be clear in order for the call to action to be effective and for the brand to connect with the consumer (refer to chapter 2, page 38 for further information).