The second part of the research is devoted to the development of an integrated marketing communication campaign, based on a literature review, promotional goals, consumer needs and personal conversations with the general manager, Mr. Turkamo in the fall of 2011. The findings of this study enable the company CoreFinland Ltd to analyze consumer needs and the current position of the product and provide valuable advice for the implementation of an integrated marketing and communication campaign.
Introduction
Background for the research
CoreFinland Ltd started 2006 with Rye snacks, 2011 expanded with "Vege Chips" as a snack innovation on the Finnish market and "Bio Pops" organic breakfast. Such rational decision-making in adult snacking remains limited in practice, and CoreFinland Ltd needs to market itself around consumer perceptions of key choice attributes for each consumer group, addressing them in product, packaging and merchandising to effectively position more “healthy” or “ natural" snacks to increase sales.
Objectives and research question
The core objective of this study is to use an integrated approach in developing the marketing communications campaign for CFL's Vege Chips product. IMC will be used to raise awareness of the Vege Chips and promote future sales.
Research methods and limitations of the study
The research question defines what kind of marketing communications campaign the case company needs to gain more customers and strengthen the business. This thesis provides suggestions for the case company for the promotion of Vege Chips using the integrated marketing approach.
Concept of integrated marketing
Marketing communications alone cannot guarantee success, nor can they be separated from business or customer management. If the marketing mix is not in balance, communications may not reach the right audience at the right time (communication imbalance), or customers may not be able to buy the product when they want because it is out of stock. distribution imbalance), or the price of the product is out of their reach (price . imbalance), or even worse, the product does not meet customers' expectations (product imbalance).
Traditional marketing vs. internet marketing
The amount of money charged for a product or service, or the sum of value that consumers exchange for the benefits that come with or use the product or service. Buyers buy a certain product, and in addition to some money, they also spend some time, effort and energy, which represent the total cost of the buyer.
Context analysis
Moreover, there are certain limitations of SWOT analysis that are not in the control of management, such as price increase, legislation or economic environment (Hill, T. & R. Westbrook 1997, 50). In addition, SWOT analysis will be made for Vege Chips product to identify potential marketing strategies.
Company and product analysis
In the service sector, the company also provides services such as - entry and hosting of Sinfos product data, package design and consulting, market entry planning, reporting on sales and marketing activities, including competitors' activities, product introduction to retail chains, logistics in Finland . , warehousing in Finland, CD model warehousing services (labeling, collection, etc.), sales material design, translation services, brand management, nationwide sales teams, product development (sampling and sensory research and analysis) (CoreFinland 2010). Vege Chips are an alternative to traditional potato chips, fried with 100% sunflower oil from the best vegetables. Vege chips are already well known around the world, but in Finland they are a real novelty on the snack market.
Then the vegetables are cooked in sunflower oil under reduced pressure and thanks to the new cooking method, there is less fat. RIPS vegetable chips are rich in fiber (20%) and do not contain artificial flavors, colors or preservatives.
Competition analysis
The SWOT analysis will provide the information that will be useful for CoreFinland Ltd in matching resources and capabilities to the competitive environment in the snack market in Finland. According to the personal experience of Mr. Turkama, CEO, consumers in Finland have more trust in domestic products than imported ones. Vege Chips may have a better chance of developing a competitive advantage by identifying a fit between strengths and future opportunities.
Despite the tough competition, RIPS Vege Chips have a great chance to win the leading positions. Consumer behavior and eating habits in Finland will be analyzed to get an in-depth analysis of environmental issues.
Segment and environmental analysis
These arguments are highly appreciated by consumers, especially in Finland, where people prefer to have a healthy lifestyle. According to euromonitor.com (2010), growth rates within foodservice are expected to range from stagnant to healthy, by product category. Euromonitor (2010) points out that in Finland people also became interested in healthier indulgence products as varieties of organic, low-sugar, low-lactose, low-fat and high-fibre products, as well as those containing natural ingredients and fewer artificial flavors and colors tended to receive considerable attention.
CoreFinland aims to bring new healthy food culture to Finland, the company is environmentally friendly, which is shown by making the packaging harmless by saving energy by printing less and working more online. CoreFinland is the company that deals with the core business of related companies (customers) in Finland".
Customer feedback analysis
Respondents from the age group over 30 find the price of Vege Chips affordable for them. Women from both age groups recommended reducing the percentage of fat (6%) and salt in Vege Chips. Vege Chips are mentioned in regular CFL advertisements (radio Summer FM, press releases in ELLE, ET, Sport, Eeva).
According to Mr Turkama, Corefinland Ltd has not yet started a proper advertising campaign for Vege Chips and the company's website does not include Vege Chips. For Vege Chips, product integrated approach will be implemented and marketing communication campaign will be based on both theoretical framework and empirical data.
Promotional objectives
Results of customer feedback will help CoreFinland Ltd to market around consumer perceptions of key choice attributes for each consumer group, addressing them in product, packaging and merchandising, to effectively position more "healthy". For that matter, the company's financial and numerical objectives are difficult to define, as CoreFinland Ltd does not have information on the number of customers. Although vital and necessary information is not available, the general economic objective is to increase the number of customers, increase product awareness and increase the demand for Vege Chips.
Since CoreFinland Ltd is a relatively new company, Mr. Turkama is concerned about the image and reputation of the company. The long-term goal for CoreFinland Ltd is a market position as a domestic producer of high-quality and healthy snacks.
Promotional strategies
Leverage Social Media – CoreFinland Ltd shall allow users to actively interact with the RIPS brand on social networks and start tracking conversations involving relevant keyword phrases such as “Healthy snacking”. Start blogging – CoreFinland Ltd can create a blog and add content that users will find interesting, such as cooking recipes, sports trends or crazy dressed fans eating Vege Chips. CoreFinland Ltd successfully used these tactics while organizing in-store promotions for Ruis snacks.
Event participation and in-store promotions were effective for CoreFinland Ltd to make people aware of its existence. According to Mr. Turkama, CoreFinland Ltd has not yet started an online advertising campaign for Vege Chips, and Vege Chips is not on the company's website.
Online marketing
According to the survey results, the most active buyers of Vege Chips are people around the age of 30 with healthy eating habits. According to iProspect.com, 90% of Internet users use search engines to find products, services or information. Search engine optimization (SEO) is important because optimizing a website around the key phrases helps the business attract internet traffic.
By understanding what phrases the audience is searching for, CoreFinland Ltd can use the website, social media and photos with these phrases. According to environmental analysis, consumers in Finland pay special attention to the origin of the product as well as its health benefits.
Social media marketing
It also offers affordable, targeted, cost-per-click advertising options that can be targeted to the specific city, age group or interest group. The content of the Vege Chips Facebook page should correspond to the product's website, with more interactive elements. On the wall on the site, consumers can have a free discussion or blog about healthy snacks and their own eating habits.
Since one of the promotional goals for CoreFinland is to increase the brand awareness of Vege Chips, online marketing tools and social media should be. According to the survey, 83% of consumers who left the feedback are active Internet users and potential distributors of the product information to their friends and families.
Guerrilla marketing
Based on survey results, the typical buyer of Vege Chips is a middle-aged person with an average income. Buyers of Vege Chips are concerned about their health and appreciate low-fat natural eating. Buyers of Vege Chips are active and social and like to share a packet of chips with friends and family.
It is important that on the packet of Vege Chips customers will see the logo of CFL, the company they already trust. It could be a pack of colored Vege Chips with the same slogan about healthy snacking.
Schedule and budget
The aim of this study was to develop an integrated marketing communication campaign for CoreFinland Ltd., a company that produces small snacks. This study suggests concrete marketing communication activities that CoreFinland Ltd. develops further. The main reason for conducting this study was my personal interest in integrated marketing communication.
Perhaps continued work for CoreFinland Ltd. supplement proposed marketing communication campaign, as well as define possible schedule and budget. Procedural research was the right method for this study, as CoreFinland Ltd needs to analyze buying preferences of each target group and use subjective ideas and opinions to launch the new marketing communication campaign.
Customer feedback form
