Müllerlight Report

m ü l l e r l i g h t Fig 1

Amy Livesey N0682277 Word Count - 3, 429

Fig 2

Ethics clause I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project.

Signed

Date

51 57 59 61 63 67 69 71 73 75 76 77 81

01 03 05 07 11 13 17 18 19 23 25 31 33 35 40 43 47 50

C O N T E N T S

Introduction Methodology About the brand Brand history Brand health Current partnership Current strategy Core competencies Brands performance Market overview Competitor analysis Porter’s five forces STEEPLE Macro & Micro trends The consumer Pen portrait Gap analysis Ansoff Matrix

New pot design Website design Brand ambassador Pop up stores Campaign Budgeting Implementation Measure & Review Conclusion References Bibliography Appendix Illustrations

I N T R O D U C T I O N

01

This report will look at the brand Müllerlight, how it’s doing, their current position in the market and an analysis of their competition. Both primary and secondary research will be conducted in order to gain clear insights into the brand. Recommendations will then be made, as well as a three year marketing strategy plan incorporating a communication plan with on-line creative.

PROJECT HYPOTHESIS How Müllerlight will move forward with their health conscious thinking through both promotion and product development.

PROJECT AIM To propose ideas that will benefit Müllerlights sales and revenues, as well as improving the perception of the brand and its health benefits.

PROJECT OBJECTIVES - To raise awareness of the Müllerlight brand through existing social media channels and new online avenues, in order to stay ahead of competitors.

- To raise awareness of the brands partnership with British Athletics, and the healthy implications they are trying to achieve by staying on top of the health and wellness trend, in order to accomplish increased sales.

- To focus advertising health by promoting weight management in contrast to weight loss, in turn boosting sales in the Müllerlight range.

02

M E T H O D O L O G Y

Both the primary and secondary research methods are useful because they are tailored to the project’s aims and objectives. The research will enable an in depth understanding into the brand and its competitors, as well as providing both qualitative and quantitative data.

PRIMARY RESEARCH

Online survery An online survey was completed by 60 participants, with 9 questions on Müllelright and its competitors.

Quantitative Data (See appendix 1 to 9 for results)

Interviews 4 people interviewed, 2 people that eat Müllelright yogurts and 2 who don’t Qualitative Data (see appendix 10 to 13 for results)

03

SECONDARY RESEARCH

Müllerlight annual reports

Euromonitor Mintel WGSN

Müllerlight and competitors websites

Online journals and articles

04

A B O U T T H E B R A N D

Müller is owned by the Unternehmensgruppe Theo Müller, and employs around 12,000 people. Müller is the UK’s leading yogurt manufacturer, “delivering high quality, innovative food products and services” (Müller, 2017). Its range of yogurts are sold under brands Müllerlight, Müller Rice, Vitality, Amoré, Corner, and Little Stars.

05

6

CORE VALUES

Müller believe in being the best. These are their six core values that drive their ambition, bringing them together, giving them a clear sense of purpose and direction.

Fig 3

Fig 4

Win

We do as we say

The will to win

Delivering promises

Fig 5

Fig 6

Better Striving to improve

Together Stronger together

Fig 7

Fig 8

Dynamic

Pride

Passion to accomplish

Leading with pride

“Müller is a dairy company with the will to win, the drive to succeed and the ambition to get there” (Muller.co.uk, 2017).

Our Mission Müller is a family owned business delivering high quality food products. “We must bring added value to the consumer and customer for which they are willing to pay. Profit is the measure of the added value which we bring. Our purpose is for all of us to maximise this added value to ensure the long-term success of the business which will benefit us and society as a whole” (Muller.co.uk, 2017).

Our Vision To focus on profitable growth by delivering operational excellence and innovative products. “We want to be an employer of choice within the food and drink industry, and to be recognised as a great place to work. We are ambitious and determined to achieve our aspiration to build a truly diverse dairy business which is the best in the UK” (Muller.co.uk, 2017).

06

07

B R A N D

H I S T O R Y

1896

Ludwig Müller founds a small village dairy in Aretsried, Bavaria

Theobald Alfons Müller took over the company with 4 emplyees

1987

1971

Müller enters the UK market

1990

Müllerlight was launched as a fat free product

The first plant outside of Germany was opened

1992

Müller started to sell beyond Europe, launching products into Israel and Romania

2009

2008

Müller launches its products into the Polish market

Takeover of British fresh milk producer Robert Wiseman Dairies

08

2012

Fig 9

Muller is the dominant player in the yoghurt category. “Its three core brands, Muller Corner, Muller Light and Muller Rice, pull in annual sales of almost £400m”.

(Eleftheriou-Smith, 2012)

09

10

HOW WELL ARE THEY DOING? They are one of the UK’s biggest selling fat free yogurt brand, selling roughly

13.2 pots a second.

92% of people are aware of the brand (Mintel, 2017) 81% of people would recommend the products (Mintel, 2017)

22%

Primary research found that of people would choose MĂźllerlight when buying a healthy yogurt (See appendix 4) Fig 10

Fig 11

Fig 12

11

B R A N D H E A L T H

12

C U R R E N T

P A R T N E R S H I P

Fig 13

BRITISH ATHLETICS Fig 14

Müllerlight currently have a partnership with British Athletics that started in 2016, and will now be extending their association until the end of 2019. The extended partnership will see the British Athletics partnering with the dairy company for a further three events in 2018 and 2019. “Müller is very proud to support Britain’s love of athletics and we’re absolutely delighted to lace up our running shoes again, as we continue our strong relationship with British Athletics” (British Athletics, 2017).

13

Fig 15

14

Fig 16

15

“Through our Müllerlicious products and partnerships, we will empower consumers to make active and healthy lifestyle choices.”

(NFU Online, 2016)

16

C U R R E N T S T R A T E G Y PRODUCT

PLACE

Müllerlight sell fat free, no added sugar yogurts, including ranges Greek Style, Fruitopolis, Chocolate Fix, Goodies and Kremas. They can be bought both individually and in multipacks depending on preference.

Müllerlight yogurts are sold in all major supermarkets, including Tescos, Waitrose, Asda and Sainsburys.

Müllerlight yogurts range from £0.68 for individuals or up to £3.00 for multipacks, however this does depend on supermarket. Supermarkets also offer price promotions, where the more you buy the cheaper, for example at Tescos it is £0.68 for one or four for £2.00.

Müllelright promote their products both online and offline, through TV adverts, social media, website, billboards and print. They also promote their products through partnerships and aim to increase brand loyalty through competitions where holidays can be won.

PRICE

PROMOTION 17

C O R E One of Müllerlights core competencies is that it is experienced in what it does and is a leader in its field, allowing the company to provide a significant benefit to customers. However, in recent years competitors like Light & Free are catching up, the recommended improvements in this report will help keep Müllerlight on top. Another core competence Müllerlight need to work on is how they integrate multiple technologies, making them cohesive, this will be addressed in recommended features later in the report.

18

C O M P E T E N C I E S

Müllerlight is a strong and well known brand and therefore have many core competencies. They are a leading yogurt brand that are prominent in all British supermarkets, which allows high brand awareness.

Müller as a whole has an extensive history, that dates back to 1896, this encourages confidence and loyalty in consumers, allowing them to be viewed as more popular and well known compared to competitors.

19

p e r f o r m a n c e

CURRENT POSITION Müllerlight are market leaders in what they do, but are closely competing with Danone’s Light & Free brand.

FUTURE CHALLENGES - They operate in a market where penetration is high, therefore meaning continuous investment in new products and packaging is needed to keep sales increasing, as well as keeping customers loyal to their brand.

- The challenge to grow market share and to stay ahead of its main competitor Danone, who have grown through the successful development of its ‘Actimel’ and ‘Activia’ and ‘Light & Free’ brands.

- The lack of interaction and engagement with customers through online channels, such as social media sites. With more and more people each year gaining access to the internet this is a major platform for a brand to take advantage of. Social media is so powerful that, the “number of worldwide users is expected to reach 2.9 billion by 2020” (see appendix 17).

20

21

T H E M A R K E T

22

M A R K E T O V E R V I E W

Müllerlight are leaders in the yogurt market, which is worth £1.6 billion, dominating this sector with about 13% market share, followed closely by Activia with 11% (see appendix 14). Müllerlight sales in the UK yogurt market in 2016/17 were £181 million, followed by Activia with £146 million (see appendix 15). Müllerlight saw value and volume growth in 2015/16, benefiting from sustained investment in marketing for the brand.

23

Fig 17

24

C O M P E P I T O R A N A L Y S I S Müllerlight sell their yogurts in several supermarkets, meaning they have competition with other brands being sold in these stores. When looking in stores such as Tescos it is clear that Müllerlight and its close competitors such as Light and Free are often placed next to each other.

Müllerlight are also faced with indirect competition, for example Tescos own brand, selling yogurts for cheaper, these are their secondary competitors.

£1.80 Fig 18

£0.85 Fig 19

£0.60 Fig 20

Analysing Müllerlights competitors allows the brand to set itself goals. Müllerlight must monitor their competitors closely to ensure they stay competitive and relevant in the current market.

25

SECONDARY COMPETITION PRIMARY COMPETITION Secondary Competition are Müllerlights competitors that sell low-end versions of their products. These secondary competitors are any supermarkets own brand, for example ‘Tesco Everyday Value’. They are less of a threat to Mullerlight as they target an audience that is looking for a cheap alternative and isn’t worried about the brand or packaging.

Primary competition are Müllerlights direct competitors, they are targeting the same audience and have similar products and prices. These are the brands Müllerlight need to stand out against because they are their close rivals. These primary competitors include Activia and Dannon.

26

LIGHT & FREE Müllerlights largest competitor Light and Free are doing increasingly well, their brand promotes a concept of happiness and believe that “looking after yourself, being active and staying positive are the ingredients for enjoying life to the full” (Corporate.danone.co.uk, 2017). The Light & Free range of flavoured Greek-style yogurts were launched in April 2016 and were promoted as fat-free, no added sugar and only 61 calories per pot. Much like Müllerlight, Light & Free primarily target women, as they are more inclined than men to buy low fat and no-added-sugar yogurts. Light & Free promote themselves well through collaborations (Spotifiy) and online social media campaigns, where Fig 23 followers were invited to post images of themselves with a dancing silhouette and tweet the emotion the image represented.

Fig 21

Fig 22

Fig 24

ACTIVIA Müllerlights other close competitor Activia, saw volume sales decline in 2017, possibly losing sales to Müllerlight. Its shift towards a more emotion-led focus in marketing does not seem to have been enough to recover sales.

Activia have a high brand awareness and sold £146 million worth of produce from 2016 to 2017, however this isn’t as high as Müllerlights £181 million (see appendix 15). An online survey carried out as primary research showed that 14% of the people asked would choose Activia as their first choice of healthy yogurt (see appendix 4).

Fig 25

27

Values per 100g

Müllerlight

Light & Free

Activia

Price

£0.39

£0.54

£0.40

Salt

0.16g

0.23g

0.16g

Fat

0.1g

0.1g

4.1g

Sugar

7.1g

7.1g

16.6g

Carbohydrate

7.8g

6.8 g

13.6g

This diagram shows Müllerlight against its main competitors, Müllerlight comes out as the cheapest yogurt over both Activia and Light and Free.

Müllerlight and Light & Free contain both the same amount of salt and fat, this is why they are such a close competitor and Müllerlight need to make sure they stand out against them.

28

Lots of variety

No sugar

High sugar

Limited variety 29

The positioning map shows the market that Müllerlight operate in, the map also shows the growing trend of ‘health and wellness’ as more and more people are taking an interest in how much sugar is in the products they are consuming. Müllerlight are definitely conforming to this trend and are doing much better than their competitors. Activia is perceived as a healthy brand of yogurt however actually contains a large amount of sugar.

When carrying out primary research, both variety and sugar content were perceived as important factors by people when deciding what brand of yogurt to buy (see appendix 5).This is why these particular axis were chosen. Müllerlight have a large variety of flavours, sizes and multipack options, appendix 16 shows that they have more variety and options compared to its competitors. Müllerlight are also known for the fact their products contain ‘no fat and no added sugar’.

Their main competitor is Light & Free, sitting very close to them on the positioning map. Müllelright need to come up with new recommendations and ideas that are going to distinguish them and set them ahead of their competitors, as well as keeping their customers loyal to their brand.

30

P O R T E R ‘ S F I V E F O R C E S

Threat of new entry

Buyer power

medium pressure

low pressure

- Entry barriers are relatively low for the yogurt industry.

- An increasing amount of supermarket brands bringing out their own yogurts.

- Müllerlight are leaders in the yogurt market and wouldn’t be threatened by new entrants.

-The buyers aren’t very powerful as there are lots of them.

- Müllerlight have a large customer base, meaning they have the power and are in control of the market.

- Consumers have little bargaining power and put no pressure on Müllerlight.

Competitive rivalry

- High level of competition in the yogurt sector - The yogurt market is fairly saturated - There are lots of - Müllerlight are - Currently, the main competitor is available alternatives in a market where Dannon Light & Free who also have a of yogurt. there are a multitude wide range of healthy - There are lots of of suppliers. yogurt products. competitors within a similar - Müllerlight is likely a price range meaning it would be large or the largest customer easy for consumers to switch. of their supplier, meaning they - Müllerlight consumers tend to hold the power. be loyal to their brand.

medium pressure

low pressure

Threat of substitution

Supplier power 31

Fig 26

32

S T E E P L E Social

S

- Primary research (appendix 8) carried out shows that 33% of people rates a healthy lifestyle 7/10 (10 being the highest).

- Over the past year, “47% of the 18-34 age-group surveyed had changed their eating habits towards a healthier diet. The main enthusiasm to improve their eating habits is the increasing media coverage of healthy eating across social media” (Pwc.blogs.com, 2016).

- Women are more likely than men to have tried to lose weight in the last year, 57% compared to 39% (Mintel, 2016).

- Müllerlight is impacted by the increasing health and wellness trend, as they want their consumers to view them as a healthy brand to purchase from.

Technological

T

- There are over 39 million social media users in the UK (Statista, 2017).

- 90% of households in Great Britain have internet access, an increase from 89% in 2016 and 57% in 2006 (see appendix 19).

- The most used social media sites are Facebook, YouTube and Instagram, Instagram having 14,000,000 UK users.

- The impact technology has over people, effects how Müllerlight target their customers and advertise their products online.

- The increasing amount of social media users means Müllerlight need to use this to their advantage as a way of connecting with their consumer.

Economical

E

- The UK economy grew by 1.0% in real terms in 2017, mainly due to uncertainty caused by Brexit (Euromonitor, 2017).

- Adults who have a household income of £50,000 or more and those describing their financial situation as healthy are significantly more likely to try to eat healthily all or most of the time.

- This is great news for brands like Müllerlight which find a way into these financially confident consumers healthy eating regimes, as they can afford to spend more on healthy food.

33

E

Environmental - Recycling is one of the most common green habits consumers demonstrate, with a Mintel report showing 74% of the population recycling products all the time (Mintel, 2014).

- Reducing the use of natural resources, increasing the use of recycled materials and reducing waste is a growing challenge for any business.

- When companies behave in an environmentally friendly way by preventing physical waste and increasing energy efficiency they save money, improve profitability and enhance competitiveness.

Political

P

- Brexit caused inflation to surge and consumer spending to slow.

- Supermarkets that MĂźllerlight products are sold in will be impacted by people having less spending power.

- The political parties in UK have imposed many restrictions on the supermarkets so that a fair and competitive environment is created in the grocery industry.

Legal

L

- The government introduced a new style of food labelling so that shoppers in the supermarket can make healthy choices, there is a growing trend of organic and healthy food and various initiatives are being taken by the government to create awareness of eating healthy and nutritious food.

- Laws and regulations need to be followed in the countries from where brands buy their materials and produce.

Ethical

E

- Ethics is becoming ever more ingrained into food and drink, consumers expect good ethical practices from operators, they also expect to be informed and reassured over why they’re paying extra and where the money is going.

- Animal welfare is most widely seen as an important ethical aspect for food companies.

- Half of Brits would stop buying food from a company acting unethically, this emphasises the need for operators to ensure their operating standards are not just legally, but also ethically robust, or risk boycotts and reputational damage.

34

M A C R O

T R E N D S

HEALTH & WELLNESS TREND Fig 27

About the trend The popularity of the health and wellness trend is becoming increasingly visible, where “eating healthily, exercising regularly and monitoring one’s health have become a lifestyle choice” (Weinswig, 2017). While this trend is visible across age groups, millennials are driving its growth as they have grown up in a time of rapid change. “Seven in ten people in the UK claim they exercise regularly” (Naish, 2017).

Applying the trend Health and wellness is a real opportunity for many brands like Müllerlight, as it’s a way that the brand can differentiate themselves and find growth. Müllerlight pride themselves in the fact that their yogurts are fat free, with no added sugar. As this trend becomes more and more prominent in society, it’s increasingly important for Müllerlight to keep doing everything in their power to be perceived as a healthy brand of yogurt to buy from.

35

SMART & CONNECTED Fig 28

About the trend The smart and connected macro trend is all about consumers online engagement and the growing importance of being connected to one another. There are roughly “3,816,970,161 internet users in the world” (Internetlivestats.com, 2018), this is a cheap and easy way brands can advertise to the billions. Facebook and Instagram are the most popular social media platforms worldwide, with Instagram currently attracting “800 million monthly active users” (Saric, 2017).

Applying the trend As the world is becoming increasingly technilogical, it is important that Müllerlight keep up with this trend, making the most of all online channels. This is a cheap and easy way to promote their products and increase brand awareness. Müllerlights online presence is lacking and is something they should definitely focus on.

36

ON THE MOVE Fig 29

About the trend This micro trend goes hand in hand with the Health and Wellness trend, it is about people having busy lifestyles and constantly being on the move. People don’t have much time to stop for a break and are ‘always in a hurry’. In today’s society people don’t have much leisure time, the “British public spend a total of 12 years at work during their lifetimes” (Naish, 2017). Even if people aren’t at work they are still spending time doing chores, commuting and sitting in traffic.

Applying the trend Müllerlight should aim to adopt this trend as a way to produce a product that is suitable for people that are constantly on the move. The Müllerlight brand is about enjoying a moment and this idea could be used to give people a break from their busy lifestyles, whilst also taking the yogurt to go. Brands like Weetabix have taken advantage of this trend with their On The Go bottle.

M I C R O

T R E N D S 37

BRANDING & PACKAGING FUTURES Fig 30

About the trend As technology advances, consumers are expecting more, especially from packaging. How the product appears from colours and size, to sustainable materials plays a vital role in a consumers purchasing decision. “The past 20 years have seen significant growth in recycling throughout Europe. Cutting out waste in packaging is not only environmentally friendly but also makes commercial sense” (Fahy and Jobber, 2009). Branding is also one of the most important aspects of any brand, “an effective brand strategy gives you a major edge in increasingly competitive markets” (Williams, 2017).

Applying the trend How Müllelright portray themselves as a brand and the packaging they use is becoming increasingly important, as consumers care about the physical marketing of the brand and what it communicates visually. Müllerlight need to focus on their branding strategies to attract and retain loyal customers. The packaging is also vital to the redesign of the Müllerlight pot, including the materials it’s made from and the colour, shape and size of the pot.

38

39

T H E C O N S U M E R

40

C U S T O M E R A N A L Y S I S Target market: The target market are women who like to take care of themselves and are consciously aware of their health and wellbeing.

They often: -Enjoy life and don’t worry about the future -Have a very good sense of style -Like to treat themselves to foods that are not good for them -Use diet food and drink products

Their needs: The Müllerlight consumer looks for healthy yet enjoyable and tasty yogurts, that are low in fat, sugar and calories. This means they can eat as many as they want without worrying about it. Taste and variety is central to a lot of consumers love of the brand.

How they are meeting these needs: -Taste -Variety -No added sugar -Fat free Müllerlight wins in all these aspects and this is why it is the preferred choice to any other healthy yogurt brand such as Activia or Weight Watchers (the most often bought competitors).

41

T A R G E T

Fig 31

Age:

18-30 Gender:

Female Traits:

The majority of their target consumers motivation to buy will be because of the fat-free and healthy aspect of the brand. MĂźllerlights consumer buys the brand for three main reasons, these being: - Healthy choice - Taste -Variety .

Target customers

Benefits

Value proposition

Consumers interested in healthy eating

Healthy, fat free, tasty, rich and creamy

A product that provides the health benefits the consumer wants, as well as the flavour and pleasure the consumer needs.

42

C O N S U M E R

health conscious outgoing fun

Fig 32

Fig 33

Fig 34

P E N

P O R T R A I T

Fig 36

Fig 37

Fig 35

Fig 38

Fig 39 Fig 40

Fig 42

Fig 41

Fig 44

Fig 45

Fig 43

Fig 46

Fig 47

Fig 48

43

The pen portrait shows Müllerlight’s perception of their target consumer, an 18 – 30 year old woman. Her name is Lucy and she likes to take care of her health and appearance. She likes to stay on top of trends and enjoys reading magazines, like Heat and Elle. She is also heavily influenced by celebrities sponsoring certain products.

Lucy loves to follow celebrities and brands on social media sites such as Pinterest and Instagram, and can’t leave the house without her phone. As she has such a busy lifestyle she often shops online as she rarely has time to go out and shop for herself.

At weekends Lucy loves to spend time with friends, going for meals out at Thai, Pizza and Chinese restaurants. During the week she tries to eat healthier and go to the gym in the evenings, as in the day she works in London as a graphic designer. She is constantly on her feet and Müllerlight yogurts offer a fat free snack that she can enjoy whilst she is at work or on the go. Lucy eats for pleasure even when she is trying to be healthy.

44

45

T H E F U T U R E

46

G A P A N A L Y S I S Product Price Place Promotion People Physical environment Process

MARKET SHARE

Where Müllerlight want to get to

Where Müllerlight currently sits in the market

Müllerlight want to close the gap The Gap

TIME This model shows where Müllerlight currently sits in the market and where they want to get to, the aim is to close the gap. To do this strategies have been outlined later in the report in order for Müllerlight to get to where they want to be. This will be carried out over the space of three years. These ideas include a social media campaign, pop up shops and a new website design.

These aim to increase Müllerlights market share, in order for them to stay ahead of competitors.

47

Fig 49

48

49

O P P O R T U N I T I E S

NEW MARKETS

EXISTING MARKETS

A N S O F F

M A T R I X

- Increase the amount of flavours - Increasing brand awareness through advertising and increasing the brands presence on social media - Compete more effectively online - Customer loyalty improvement, add value to existing brand and products.

- Increase sales through offers and promotions

– Design/relaunch of a new yogurt pot - Mullerlight yogurt drink that people can take with them in a rush.

- Flavours, increasing product range - Adding value to existing products

- New geographic markets - America?

- Target Men

EXISTING PRODUCTS

NEW PRODUCTS

Upon conducting an Ansoff Matrix, the two main sections Müllerlight should be focusing on are market penetration and product development. From the Ansoff matrix, two achievable opportunities were highlighted.

One of the strongest and lowest risk opportunities is to compete more effectively online, marketing their brand and products through social media platforms. This will help increase brand loyalty and brand awareness and potentially sales too. With the smart and connected trend being so relevant, this is a perfect opportunity for Müllerlight to continue targeting their existing consumers, as these are the people that are most likely to be using social media.

The product development segment finds that Müllerlight could benefit from a re-design of the pot as it is relatively low risk and if successful would have major positive impacts for the brand. Although this would involve a relatively large marketing spend, if successful will bring several positive impacts for Müllelright, including customer loyalty, excitement around the brand and increased sales.

50

N E W P O T D E S I G N The new pot design for Müllerlight has to create desire, grab consumers attention and stand out on the shelf, whilst still fitting in with what the brand is about and their ethos. Müllerlight have to continue to stay one step ahead of their consumers in what they do.

When food shopping, packaging is the first thing that engages the consumer. Primary research discovered that the three most important factors that are considered when purchasing yogurt are flavour, price and sugar content (see appendix 5). The yogurt has to taste as good as it looks, whilst still being healthy and affordable.

The pot will be a drinkable yogurt, this links with the ‘on the move’ micro trend. “Drinkable yogurts are becoming a growing favorite among consumers, thanks to yogurt’s healthy reputation and functional benefits” (Nielsen, 2016). The drinkable yogurt is great for consumers who have busy lifestyles, which is an increasing number of people in todays society. The Müllerlight brand is about enjoying a moment and this idea could be used to give people a break from what they are doing, whilst also being able to take the yogurt on the go.

The yogurt will make sure to stay in line with other Müllerlight products by being healthy, it will be fat free and contain no added sugar, “28% of yogurt buyers say that having no added sugar would encourage them to buy one product over another” (Mintel, 2016). Also the health and wellness trend being on the rise, where eating healthy and exercising have become lifestyle choices shows how important it is for the new Mullerlight products to perform in these areas.

51

Fig 50

To get some first ideas of what the new MĂźllerlight pot would look like, some Pinterest boards were created, as well as the mood board on the right to be able to look at the bigger picture.

Quick sketch of what the pot would look like

52

The pot will be limited edition and will be launched in conjunction with the campaign.

The hashtag #mymullerlighmoment will be featured on the lid of the pot to raise awareness of the media campaign.

Vegetarian friendly

Made from 100% recycable material

The yogurt pot will come in 200g bottles that are sold individually.

Stawberry flavour as this is MĂźllerlights most popular flavour, therefore is more likely to be successful and less of a risk. ÂŁ0.70 each or four for ÂŁ2.00 at Tescos

53

F I N A L I D E A

NEW

99

kca l

No ad sug ded ar

t Fa e fre

LIMITED EDITION

STRAWBERRY

54

55

I M P R O V E M E N T S

56

W E B S I T E D E S I G N D

Müllerlight lacks interactiveness, compared to their competitors like Light & Free who have a very fun website, drawing the consumer in. There is no independent website for Müllerlight and this is a major drawback for them as they have no way of distinguishing themselves from Müller as a whole. To remain in their current leading position in the market and keep up with competitors this needs to be addressed. The website needs to be made to look and feel as exciting as the brand itself. All marketing needs to be cohesive so customers aren’t confused, this includes through their social media and website, as well as the pot design itself.

Fig 51

Fig 52

Müllerlight would definitely benefit from an independent website that is interactive, fun and vibrant.

The website would target a more specific consumer, this is the typical Müllerlight consumer who is 18-30 and keeps up to date with social media. The website will reflect by having various links to other online platforms such as Instagram and Facebook and will be made to appear more cohesive with all marketing channels, both online and offline. The links to its social media sites means the brand is working hard to keep up with the ever growing Smart & Connected trend and allows the brand to target the “39 million social network users in the UK” (Statista, 2018).

Fig 53

The Müllerlight website will be relatively low risk, as it will help attract more customers. It will be helpful for consumers to see the clear differences between Müller and Müllerlight. The idea would help drive sales as it gets people interested in the brand, as well as helping them to stand alone from Müller and build its perception as a healthy, fat free yogurt brand.

57

This is a prototype of what the Müllerlight website would look like, it would be very interactive to keep up with its competitor Light & Free. The website for Müllerlight wouln’t just advertise their products, but the whole aspect of the brand and everything it’s associated with, including campaigns, charity events and competitions

58

b r a n d a m b a s s a d o r Fig 54

LOUISE THOMPSON

Fig 55

59

Müllerlight should use Louise Thompson as the face of the Mullerlight brand. She is a 27 year old, British reality television personality from London.

Why Louise?

- She has a very strong online presence; her Instagram has over 1 million followers.

- Someone the Müllerlight customer can connect and engage with, as they are of similar age and have similar interests, such as social media, fashion and eating well.

- She likes to stay fit and eat well, however also likes to have fun and enjoy herself, and this is what the Müllerlight brand is all about.

- Müllerlight is widely seen as fun, vibrant and cool, much like Louise Thompson, therefore she would be relatable to the brand.

Fig 56

Her large online presence mainly on Instagram would help the brand as she is a well known figure. Social networking is one of the most popular online activities with roughly “2.7 billion social media users” (Statista, 2018). Promotion of the Müllerlight brand through her Instagram would reach over 1 million people, this is a cheap, easy and quick way of promotion that would have a massive positive impact for the brand.

Fig 58

Fig 57

Fig 60

Fig 59

Louise Thompson would be used to help promote the brands focus of weight management and not weight loss, as she enjoys good and healthy food, as well as having fun and enjoying life, and this is very much what the brand stands for. She is an outgoing, friendly and warm character who lives an active, fun and busy lifestyle and would resonate with Müllerlights target consumer.

People idolize celebrities, so when famous people are seen in advertisements promoting a new product, audiences are prompted to buy that product. Müllerlight would be able to use Louise Thompson to boost their sales and revenue.” Just one celebrity endorsement can spell an increase in sales by 4%, almost immediately” (Olenski, 2016).

60

P O P

U P

S T O R E S

Excellent way to reinforce the health trend Freebies would help to promote the brand Would remind people of MĂźllerlights ongoing partnership with British Athletics Would allow the brand to engage with current and new customers

Fig 61

61

Pop up stores are a great way to generate brand awareness and initiate excitement. The initial cost of launching a pop up store would be low which is advantageous to Müllerlight, however as this would be a yearly event it can end up being high in cost, but the outcome would be worth the money spent.

Fig 62

Seeing as Müllerlight operate in a very competitive market, the launch of a pop up store would allow the brand to stand out from the crowd and keep up with their competitors, who target a similar audience and carry comparable brand values.

An example being, Activia, one of Müllerlight’s main competitors, who regularly have sample stands in supermarkets enabling them to engage with new customers frequently and promote themselves in a cost effective manner.

“It has been found that offering customers free samples is often much more powerful than traditional methods of advertising” (Tuttle, 2011). Müllerlight will give out freebies in order to connect with new customers and most importantly encourage them to sample the array of yogurts, in turn increasing revenue and drawing in new customers.

The pop up stores would be held once a year at the Müller Anniversary Games that are held for two days in July at the London Stadium. The health and wellness trend is of vital importance to Müllerlight, and having these pop up stores at an athletic event would help get these health benefits their yogurts provide across to people, as well as reinforcing the brands link to British Athletics.

Example

Fig 63

This is a quick sketch showing the front view of a potential Mullerlight pop up store held at the British Athletics event.

Example

62

Fig 64

C A M P A I G N

P R O P O S A L

The social media campaign would be best targeted at Instagram, as it is one of the most popular and fastest growing social media sites, with 17.2 million active users in the UK, 56% of these being female and 61% being aged 18-34 (see appendix 18). This resonates with Müllerlights target audience. Mintel’s data shows that “Instagram’s daily usage levels grew from 60% in 2016 to 67% in 2017” (Academic. mintel.com, 2017). There’s a massive market for campaigns launched on social media sites, and the power Instagram can have in driving engaged users is prominent.

Fig 65

The idea People are able to take a picture on their smartphone of their Müllerlight yogurt product and then post it to Instagram with the hashtag #mymullerlightmoment.

Fig 66

Fig 68

#mymullerlightmoment

Fig 67

Fig 69

Fig 70

Louise Thompson will also get involved with the brands campaign by posting pictures of her own Müllerlight moment to her Instagram, this will reach over 1 million people, and allow people to relate to a well known public figure who will also be representing Müllerlight as brand ambassador.

63

The Instagram pictures that people post will appear on the Piccadily Circus lights and keep changing as more and more people post their pictures. This is a vibrant tourist spot where it will be seen by millions everyday. The placement of the advertisement links to the campaigns message and the trend of people being on the move, hence why the advertisement is in such a busy place where people are always rushing. The campaign is trying to get people to stop what they’re doing and enjoy a moment, a Müllerlight moment. The image below to the right shows an idea of what the billboard would look like, however the images would constantly be changing.

Fig 71

#mymullerlightmoment As the campaign grows more people would be encouraged to share their Müllerlight experiences on Instagram using the #mymullerlightmoment hashtag and will offer them a chance to win tickets to the 2020 Olympic games in Tokyo. The Müllerlight hashtag will be seen on both the pot and website so both the online and offline marketing is cohesive and resonates with each other.

Fig 72

This media Campaign will help to unite people around a common interest or experience, and ideally, creates a trend. It creates a sense of community, where peoples photos will support and encourage people to have a healthy snack, that is still enjoyable and tastes great. The hashtag will encourage customers to share their experiences whilst raising brand awareness, building a stronger relationship and increasing brand loyalty by using customer involvement.

The message The campaign is to do with people always being on the go, the new yogurt pot design is drinkable but allows the consumer to stop and enjoy a moment. Müllerlight are trying to get people to stop and take a moment for themselves.

64

Fig 73

Fig 74

Fig 75

Fig 76

AWARENESS

INTEREST

DESIRE

ACTION

- Promotion through social media and the brand ambassador helps increase brand awareness.

- Will gain peoples interest by getting the hashtag trending on social media, this will create a buzz around the brand.

- The products are desirable because they are low in sugar, fate free yet are rich creamy tasting and packed with flavour.

- The campaign is a way for the brand to encourage customers to get talking and build a stronger relationship between brand and consumer.

- Having a simple yet powerful message that M端llerlight consumers feel impacts them, therefore it will grab their attention.

- M端llerlight yogurts are about enjoying a moment and this is desirable to many consumers.

- The campaign will provoke the desire to buy within consumers, this is then transferred into an action, that is, the purchase.

- Business to consumer marketing is used, it is important to focus on the benefits the product provides, this being a healthy snack that is enjoyable and can be drunk on the go.

- The platforms that will be used are both online and offline, the online being Instagram and the offline being a billboard in London.

- The message the campaign will portray is about people taking a moment to stop and have a moment of pleasure and then sharing this moment with others to build a sense of community and togetherness.

- The campaign interacts personally through the Instagram hashtag, creating a closer relationship between the brand and consumer.

- The information is available throughout their online presence including social media and the website, as well as offline (billboard).

- The emotional connection is made by people posting their pictures onto Instagram and this helps to build a sense of community as people are sharing their moments with each other.

- The billboard goes hand in hand with the online marketing strategy. It would stand out and connect with the consumers who see it because of the message, inspiring people to get involved.

- The campaign creates a sense of community, where peoples photos will support and encourage people to take time out of their busy lifestyles to have a healthy yet enjoyable snack.

- The content must deliver what the consumers want and need, as well as helping the brand to differentiate themselves from competitors.

65

- Consumers are able to browse products and view prices on the new M端llerlight website.

- The social media sites and website will be closely linked so people are able to move swiftly from one platform to the other.

- The website also allows consumers to subscribe, meaning they will be sent emails of any new products, campaigns or discounts going on in the M端llerlight brand.

Fig 77

66

67

B U D G E T I N G

Risk

Idea

Cost

Website design

Low risk

£1,400

Pop up stores

Medium risk

£75,000

Brand ambassador

Pot design

High risk

High risk

£135,000

£120,000

Breakdown Relatively low cost, however the website would have to be reviewed at a later date to make sure it is delivering.

High cost, £75,000 is the price for the three years.

Each year the pop up stores would cost £25,000.

Very high cost, the brand ambassador would be used for all three years, costing £45,000 a year.

High cost as it takes time and effort, this price includes designing and manufacturing of the pot.

Social Media Campaign

Online - Instagram

Low risk

£3,000

Offline - Billboard

Medium risk

£41,600

Total £376, 000

68

Low cost as the campaign on Instagram should be mainly run by consumers, however will cost to get the campaign up and running.

Müllerlight will have their advertisement on the billboard for a year. It will cost the brand roughly £800 a week because of its location.

I M P L E M E N T A T I O N

Research Analyse research

Design and produce products for pop up events Website design Launch Brand Ambassador Produce pot prototype Launch new pot in stores Launch Social Media Campaign Launch pop up store Gather feedback

69

Month 12

Month 11

Month 10

Month 9

Month 8

Month 7

Month 6

Month 5

Month 4

Month 3

Month 2

Month 1

YEAR 1

Month 6

Month 7

Month 8

Month 9

Month 10

Month 11

Month 12

Month 7

Month 8

Month 9

Month 10

Month 11

Month 12

Month 4 Month 4

Month 6

Month 3 Month 3

Month 5

Month 2 Month 2

Month 5

Month 1 Month 1

YEAR 2

Gather feedback Analyse feedback Brand Ambassador Pot in stores Pop up store

YEAR 3

Brand Ambassador

Analyze how well website is doing Make changes if needed Pop up stores

All the ideas have been broken down into a 3 year plan, the new website design will come first as this needs to be up and running for when the campaign starts. It is also important to launch the brand ambassador at an early stage to familiarise people with her link to the brand. The new pot design will then be launched in supermarkets, along with the social media campaign in month 6 of the first year.

Month 7 of every year will be designated to the pop up event at the MĂźller Anniversary Games.

70

M E A S U R E & R E V I E W

On the new Müllerlight website people will be offered the chance to subscribe, they will be emailed about any brand events, competitions and valid discounts, as well as occasional surveys on what they like and dislike about the website. This helps Müllerlight review the website and make any relevant improvements. Surveys will be sent out six months after the new website has been launched.

At the pop up stores customers would be asked to fill out quick feedback forms to help the Müllerlight team understand what people think is good about the brand and what could be improved. Their feedback would be in exchange for incentives such as freebies. The feedback would also help shed light on what people liked about the pop up stores and whether or not it would make them more interested in purchasing a yogurt. This will be carried out at the pop up event each year.

Once the social media Campaign has been launched, it will be closely monitored and success measured by keeping watch on online activity and if social media followers have increased. Three months into the campaign, revenue will be looked at to see if the Campaign has had an impact on sales and if so how big or small and does anything need to be changed.

71

Fig 78

72

Fig 79

Müllerlight are a well loved brand with a strong market share and brand awareness, as well as great potential for growth and expansion. Even though they are such a popular yogurt brand it doesn’t guarantee their success, especially with increasing competition from other brands.

The three year strategic plan and new pot is a way for Müllerlight to create excitement around their brand, in order to increase revenue and popularity. The implementation of the features over the three years would allow Müllelright to continue connecting with their existing consumers, as well as creating new ones. To make sure Müllelright remain the leaders in their field, continual improvement and evaluation is required.

73

C O N C L U S I O N

74

R E F E R E N C E S Academic.mintel.com. (2017). Yogurt and Yogurt drinks. [online] Available at: http://academic.mintel.com/display/844871/?highlight#hit1 [Accessed 17 Dec. 2017].

Academic.mintel.com. (2016). Yogurt and Yogurt drinks UK. [online] Available at: http://academic.mintel.com/display/844871/?highlight#hit1 [Accessed 17 Dec. 2017].

Academic.mintel.com. (2017). Social and Media Networks. [online] Available at: http://academic.mintel.com/display/836941/?highlight#hit1 [Accessed 9 Jan. 2018].

British Athletics. (2017). British Athletics confirms Muller extension to 2019. [online] Available at: https://www.britishathletics.org.uk/news-and-features/british-athletics-confirms-muller-extension-of-major-athletics-partnership-to-2019/ [Accessed 10 Jan. 2018].

Corporate.danone.co.uk. (2017). Light & Free. [online] Available at: http://corporate.danone.co.uk/en/discover/our-businesses/fresh-dairy-products/brand-detail/?tx_bidanonesitemarques_pi1%5Buid%5D=325&cHash=7e54d48e31fee163cf743ca8e343e32f [Accessed 11 Jan. 2018].

Euromonitor.com. (2017). Health and Wellness in the United Kingdom. [online] Available at: http://www.euromonitor.com/health-and-wellness-in-the-unitedkingdom/report [Accessed 16 Jan. 2018].

Fahy, J. and Jobber, D. (2009) Foundations of Marketing. 3rd ed. McGraw-Hill. Williams, J. (2017). The Basics of Branding. [online] Entrepreneur. Available at: https://www.entrepreneur.com/article/77408 [Accessed 15 Jan. 2018].

Internetlivestats.com. (2018). Number of Internet Users (2016) - Internet Live Stats. [online] Available at: http://www.internetlivestats.com/internet-users/ [Accessed 21 Jan. 2018].

Mintel.com. (2014). UK consumer trends for 2014 | Mintel.com. [online] Available at: http://www.mintel.com/press-centre/social-and-lifestyle/uk-consumertrends-for-2014 [Accessed 17 Jan. 2018].

Müller, U. (2017). Müller UK. [online] Muellergroup.com. Available at: http://www.muellergroup.com/en/group/our-companies/overview/mueller/mueller-uk/ [Accessed 4 Jan. 2018].

Muller.co.uk. (2018). About Muller: Müller Website. [online] Available at: https://www.muller.co.uk/about-muller/ [Accessed 4 Jan. 2017].

Eleftheriou-Smith, L. (2012). Brand Health Check: Muller. [online] Campaignlive.co.uk. Available at: https://www.campaignlive.co.uk/article/brand-health-checkmuller/1114637 [Accessed 13 Jan. 2018].

Naish, J. (2017). How much time do you spend on different activities across a lifetime?. [online] Mail Online. Available at: http://www.dailymail.co.uk/news/article-4186598/How-time-spend-activities-lifetime.html [Accessed 8 Jan. 2018].

NFU Online. (2016). Müller Announces Title Partnership With British Athletics. [online] Available at: https://www.nfuonline.com/sectors/dairy/dairy-news/ m%C3%BCller-in-title-partnership-with-british-athletics/ [Accessed 17 Jan. 2018].

Nielsen, B. (2016). 2016 Food Trends: Drinkable Yogurt on the Rise. [online] Grandecig.com. Available at: https://www.grandecig.com/blog/2016-food-trendsdrinkable-yogurt-on-the-rise [Accessed 6 Jan. 2018].

Olenski, S. (2016). Forbes Welcome. [online] Forbes.com. Available at: https://www.forbes.com/sites/steveolenski/2016/07/20/how-brands-should-use-celebritiesfor-endorsements/#1b23edf15593 [Accessed 20 Jan. 2018].

Pwc.blogs.com. (2016). Healthy eating is increasingly on consumer’s agendas, with millennials leading the way - Press room. [online] Available at: http://pwc.blogs. com/press_room/2016/08/healthy-eating-is-increasingly-on-consumers-agendas-with-millennials-leading-the-way.html [Accessed 16 Jan. 2018].

Saric, M. (2017). [online] Available at: https://www.business2community.com/instagram/instagram-reaches-800-million-monthly-active-users-01933201 [Accessed 12 Jan. 2018].

Statista. (2018). UK: number of social network users 2015-2022 | Forecast. [online] Available at: https://www.statista.com/statistics/553530/predicted-number-ofsocial-network-users-in-the-united-kingdom-uk/ [Accessed 19 Jan. 2018].

Statista. (2017). Topic: Social media usage in the UK. [online] www.statista.com. Available at: https://www.statista.com/topics/3236/social-media-usage-in-the-uk/ [Accessed 13 Jan. 2018].

Tuttle, B. (2011). The Power of Freebies: Why Companies Pay to Give Free Samples to Supermarket Customers | TIME.com. [online] TIME.com. Available at: http:// business.time.com/2011/02/17/the-power-of-freebies-why-companies-pay-to-give-free-samples-to-supermarket-customers/ [Accessed 3 Jan. 2018].

Weinswig, D. (2017). Forbes Welcome. [online] Forbes.com. Available at: https://www.forbes.com/sites/deborahweinswig/2017/06/30/wellness-is-the-new-luxuryis-healthy-and-happy-the-future-of-retail/#11ddec568323 [Accessed 18 Jan. 2018].

75

B I B L I O G R A P H Y Books Jobber, D. and Fahy, J. (2009) Foundations of Marketing. 3rd ed. McGraw-Hill.

Kotler, P. and Armstrong, G. (2014) Principles of Marketing. 15 ed. Pearson.

Posner, H .(2011) Marketing Fashion. 1st ed. Laurence King.

Articles FRESHLINC, R. (2017). Traxx banner change completed for Muller’ 2017 campaign. [online] RGVA Vehicle Graphics. Available at: https://rgva.co.uk/news/muller-campaign/ [Accessed 10 Jan. 2018].

Gorman, J. (2017). MÜLLER ANNOUNCES BRITISH ATHLETICS BRAND AMBASSADORS. [online] Mynewsdesk. Available at: http://www.mynewsdesk.com/uk/muller-wiseman/pressreleases/muller-announces-british-athletics-brand-ambassadors-1895454 [Accessed 17 Dec. 2017].

Joseph, S. (2013). Müller details marketing plan to regain momentum - Marketing Week. [online] Marketing Week. Available at: https://www.marketingweek.com/2013/01/21/muller-details-marketing-plan-to-regain-momentum/ [Accessed 20 Jan. 2018].

Mazza, E. (2018). The next big health and wellness trends for the year ahead revealed. [online] Mail Online. Available at: http:// www.dailymail.co.uk/femail/article-5227599/Next-big-health-wellness-trends-2018-revealed.html [Accessed 16 Jan. 2018].

Nielsen, B. (2016). 2016 Food Trends: Drinkable Yogurt on the Rise. [online] Grandecig.com. Available at: https://www.grandecig. com/blog/2016-food-trends-drinkable-yogurt-on-the-rise [Accessed 7 Jan. 2018].

Thornton, J. (2014). Cover Story: Mullerlight. [online] Campaignlive.co.uk. Available at: https://www.campaignlive.co.uk/article/ cover-story-mullerlight/225391 [Accessed 3 Jan. 2018].

Westbrook, G. (2012). 10 Global Macro Trends for the Next Five Years. [online] Euromonitor International Blog. Available at: https://blog.euromonitor.com/2012/11/10-global-macro-trends-for-the-next-five-years.html [Accessed 14 Jan. 2018].

Writer, S. (2010). Mullerlight is Inspired. [online] Talking Retail. Available at: https://www.talkingretail.com/products-news/ chilled/mullerlight-is-inspired-28-06-2010/ [Accessed 5 Jan. 2018].

Other sources Academic.mintel.com. (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Available at: http://academic.mintel.com/display/844871/?highlight#hit1 [Accessed 12 Jan. 2018].

LS:N Global. (2018). LSN : Macro Trends. [online] Available at: https://www.lsnglobal.com/macro-trends [Accessed 10 Jan. 2018].

Muller.co.uk. (2017). Müller Yogurt & Desserts brands: Müller Website. [online] Available at: https://www.muller.co.uk/nc/ourbrands/mueller-yogurt-desserts-brands/brands/all/filter/subbrand/11/ [Accessed 10 Jan. 2018].

76

A P P E N D I X APPENDIX 1

APPENDIX 2

APPENDIX 3

APPENDIX 4

APPENDIX 5

APPENDIX 6

77

APPENDIX 7

APPENDIX 8

APPENDIX 9

APPENDIX 10

APPENDIX 11

Interview 1 -Lisa Livesey

Interview 2 – Ellie Bell

Do you eat Müllerlight yogurt?

Yes Why do you buy this brand?

I am health conscious, and I love the fat the yogurts are fat free whilst also tasting great, and such a range of flavours Would you recommend this brand?

Yes! I buy them for my children What is your favourite flavour?

Chocolate orange Do you ever buy from other yogurt brands?

No, Müllerlight have always been so god so why look anywhere else What could Müllerlight improve on?

More discounts maybe?

Who would you like to see promoting the brand?

Someone relatable

Do you eat Müllerlight yogurt?

Yes Why do you buy this brand?

I love the flavours, and am always seeing the adverts which makes me want to buy them. It’s the first brand I will go to in the store.

Would you recommend this brand?

Definitely What is your favourite flavour?

Strawberry definitely, simple but the best Do you ever buy from other yogurt brands?

Not really, however I have bought from Light & Free before when Tescos didn’t have the Müllerlight yogurt I wanted What could Müllerlight improve on?

More stock in stores Who would you like to see promoting the brand?

Someone who does lots of fitness blogging

78

APPENDIX 12

APPENDIX 13

Interview 3 – Rebeca Livesey

Interview 4 – Molly Jones

Do you eat Müllerlight yogurt?

No What yogurt brand do you eat?

Activia Why? Love the taste and health benefits What would make you consider buying Müllerlight?

Less sugar in their yogurts

Do you eat Müllerlight yogurt?

Used to but not anymore What yogurt brand do you eat?

Onken Why? The variety of flavours they offer What would make you consider buying Müllerlight again?

More flavour selection of their big pots

APPENDIX 14

APPENDIX 15

79

APPENDIX 16

APPENDIX 17

APPENDIX 18

APPENDIX 19

80

I L L U S T R A T I O N S Fig 1 - Andygrimshaw.com. (2015). Cite a Website - Cite This For Me. [online] Available at: http://andygrimshaw.com/wp-content/uploads/2015/10/Muller-Light-Range.jpg [Accessed 16 Jan. 2018].

Fig 2 - Mynewsdesk. (2015). Muller logo. [online] Available at: http://www.mynewsdesk.com/uk/muller-wiseman/images/muller-logo-480674 [Accessed 12 Jan. 2018].

Fig 3 - Andygrimshaw.com. (2015). Cite a Website - Cite This For Me. [online] Available at: http://andygrimshaw.com/wp-content/uploads/2015/10/Muller-Light-Range.jpg [Accessed 16 Jan. 2018].

Fig 4 - - http://2.bp.blogspot.com/-SjbGeMCi0C4/T6WzHwth2mI/AAAAAAAABYg/xMPTrFKV3bI/s1600/ OneLieSmall.jpg Fig 5 - Vinylsilhouettes.com. (2018). Cite a Website - Cite This For Me. [online] Available at: http://www.vinylsilhouettes.com/content/images/thumbs/0002907_bodybuilder-4-weightlifting-workout-decor-silhouette-decals.gif [Accessed 12 Jan. 2018].

Fig 6 - Uspto.gov. (2016). Cite a Website - Cite This For Me. [online] Available at: https://www.uspto.gov/inventors/independent/eye/201304/assets/images/ORG_large.jpg [Accessed 12 Jan. 2018].

Fig 7 - Best-match.grohe.com. (2018). Cite a Website - Cite This For Me. [online] Available at: http://best-match. grohe.com/images/icons/par-big-hearth.png [Accessed 12 Jan. 2018].

Fig 8 - Ae01.alicdn.com. (2017). Cite a Website - Cite This For Me. [online] Available at: https://ae01.alicdn. com/kf/HTB1AbgFJFXXXXX.XVXXq6xXFXXX2/8-Colors-Happy-Face-Smiley-Face-Funny-Car-Sticker-ForTruck-Window-Bumper-SUV-Door-Kayak.jpg [Accessed 11 Jan. 2018].

Fig 9 - Mycardioexpress.com. (2017). Cite a Website - Cite This For Me. [online] Available at: http://mycardioexpress.com/wp-content/uploads/2017/08/Yogurt.jpg [Accessed 20 Jan. 2018].

Fig 10 - Facebook.com. (2017). Müller UK & Ireland. [online] Available at: https://www.facebook.com/Muller/ [Accessed 8 Jan. 2018].

Fig 11 - Facebook.com. (2017). Müller UK & Ireland. [online] Available at: https://www.facebook.com/Muller/ [Accessed 8 Jan. 2018].

Fig 12 - Facebook.com. (2017). Müller UK & Ireland. [online] Available at: https://www.facebook.com/Muller/ [Accessed 8 Jan. 2018].

Fig 13 - Telegraph.co.uk. (2018). Cite a Website - Cite This For Me. [online] Available at: http://www.telegraph.co.uk/content/dam/athletics/2017/02/28/Dina-AS-BritishAthletics0412f-xlarge_trans_NvBQzQNjv4BqZgEkZX3M936N5BQK4Va8RWtT0gK_6EfZT336f62EI5U.jpg [Accessed 14 Jan. 2018].

Fig 14 - Resources.mynewsdesk.com. (2016). Cite a Website - Cite This For Me. [online] Available at: http:// resources.mynewsdesk.com/image/upload/t_open_graph_image/sqbj3vqebr6bymifutbg.jpg [Accessed 8 Jan. 2018].

Fig 15 - Inews.co.uk. (2013). Cite a Website - Cite This For Me. [online] Available at: https://inews.co.uk/ wp-content/uploads/2017/08/GettyImages-835870158.jpg [Accessed 17 Jan. 2018].

Fig 16 - Savorysimple.net. (2018). Cite a Website - Cite This For Me. [online] Available at: https://www.savorysimple.net/v1/wp-content/uploads/2016/07/Savory-Simple-Recipe-Breakfast-Granola-Yogurt-Bowl-022.jpg [Accessed 8 Jan. 2018].

Fig 17 - Savorysimple.net. (2018). Cite a Website - Cite This For Me. [online] Available at: https://www.savorysimple.net/v1/wp-content/uploads/2016/07/Savory-Simple-Recipe-Breakfast-Granola-Yogurt-Bowl-022.jpg [Accessed 8 Jan. 2018].

Fig 18 - Ocado.com. (2018). Cite a Website - Cite This For Me. [online] Available at: https://www.ocado.com/ productImages/360/360935011_0_640x640.jpg?identifier=2febe728e3e2f65bf6f02de6d0ef46bc [Accessed 14 Jan. 2018].

81

Fig 19 - Assets.goodhousekeeping.co.uk. (2018). Cite a Website - Cite This For Me. [online] Available at: https://assets.goodhousekeeping.co.uk/main/embedded/24874/tesco-greek-style-natural-yogurt-0__medium. jpg?20150521132719 [Accessed 14 Jan. 2018].

Fig 20 - Img.mysupermarket.co.uk. (2018). Cite a Website - Cite This For Me. [online] Available at: http://img. mysupermarket.co.uk/Live/Products_300/35/002235.jpg?v=20170514121916 [Accessed 14 Jan. 2018].

Fig 21- I.ytimg.com. (2018). Cite a Website - Cite This For Me. [online] Available at: https://i.ytimg.com/vi/ Ap_JuDX5XBw/maxresdefault.jpg [Accessed 14 Jan. 2018].

Fig 22 - Eventnewz.com. (2018). Cite a Website - Cite This For Me. [online] Available at: http://eventnewz. com/wp-content/uploads/2017/02/Light-And-Free.jpg [Accessed 16 Jan. 2018].

Fig 23 - Supervalu.ie. (2018). Cite a Website - Cite This For Me. [online] Available at: http://supervalu.ie/image/var/files/offers/Fridge-Items/danone-light-and-free-range.png [Accessed 12 Jan. 2018].

Fig 24 - Activia.com.sa. (2018). Cite a Website - Cite This For Me. [online] Available at: http://www.activia. com.sa/images/prodgallery/strawberry.png [Accessed 14 Jan. 2018].

Fig 25 - S3-eu-central-1.amazonaws.com. (2018). Cite a Website - Cite This For Me. [online] Available at: https://s3-eu-central-1.amazonaws.com/centaur-wp/designweek/prod/content/uploads/2016/09/30162819/25 60x1140_POTS4-1002x446.jpg [Accessed 13 Jan. 2018].

Fig 26 - Mycardioexpress.com. (2017). Cite a Website - Cite This For Me. [online] Available at: http://mycardioexpress.com/wp-content/uploads/2017/08/Yogurt.jpg [Accessed 23 Jan. 2018].

Fig 27 - Hath.it. (2018). Cite a Website - Cite This For Me. [online] Available at: http://www.hath.it/wp-content/uploads/2017/05/Logo.jpg [Accessed 15 Jan. 2018].

Fig 28 - Seleccionperfilesit.com. (2018). Cite a Website - Cite This For Me. [online] Available at: http://seleccionperfilesit.com/wp-content/uploads/2016/05/imagen-seleccion-perfiles-it.jpg [Accessed 19 Jan. 2018].

Fig 29 - Img.clipartpig.com. (2018). Cite a Website - Cite This For Me. [online] Available at: https://img.clipartpig.com/2017/192911672-905017.png [Accessed 13 Jan. 2018].

Fig 30 - Thumbs.dreamstime.com. (2018). Cite a Website - Cite This For Me. [online] Available at: https:// thumbs.dreamstime.com/b/light-bulb-icon-blue-isolated-vector-illustration-93050890.jpg [Accessed 9 Jan. 2018].

Fig 31 - Ec.europa.eu. (2018). JUST Newsroom - News overview - European Commission. [online] Available at: http://ec.europa.eu/newsroom/just/news-overview.cfm [Accessed 8 Jan. 2018].

Fig 32 - Pgeveryday-com.secure.footprint.net. (2017). Cite a Website - Cite This For Me. [online] Available at: https://pgeveryday-com.secure.footprint.net/Assets/Modules/Editorial/Article/Images/6-donts-for-preventing-hair-color-disaster-1-size-3.jpg [Accessed 19 Jan. 2018].

Fig 33 - Facebook.com. (2017). MĂźller UK & Ireland. [online] Available at: https://www.facebook.com/Muller/ [Accessed 16 Jan. 2018].

Fig 34 - List7i.ru. (2018). Cite a Website - Cite This For Me. [online] Available at: http://www.list7i.ru/img/images/kak-uderzhat-vozle-sebya-zhenatogo-muzhchinu.jpg [Accessed 14 Jan. 2018].

Fig 35 - Telegraph.co.uk. (2017). Cite a Website - Cite This For Me. [online] Available at: http://www.telegraph. co.uk/content/dam/video_previews/x/5/x5cgi0ode66q6vuxezqmehmexwer6bt-xlarge.jpg [Accessed 14 Jan. 2018].

Fig 36 - Assets.londonist.com. (2018). Cite a Website - Cite This For Me. [online] Available at: https://assets. londonist.com/uploads/2016/07/i875/23914080460_52a35b88b1_k.jpg [Accessed 14 Jan. 2018].

Fig 37 - Telegraph.co.uk. (2018). Cite a Website - Cite This For Me. [online] Available at: http://www.telegraph. co.uk/content/dam/technology/Spark/btconnectingbritain/woman-online-shopping-xlarge.jpg [Accessed 14 Jan. 2018].

Fig 38 - http://pittsburghnorthfitness.com/wp-content/uploads/2017/03/dining-out.jpg Fig 39 - Wpuploads.appadvice.com. (2018). Cite a Website - Cite This For Me. [online] Available at: http:// wpuploads.appadvice.com/wp-content/uploads/2016/02/File_000-4.png [Accessed 14 Jan. 2018].

Fig 40 - S.yimg.com. (2017). Cite a Website - Cite This For Me. [online] Available at: https://s.yimg.com/ny/ api/res/1.2/0uaIqrYajOYB15jfIaT3ww--/YXBwaWQ9aGlnaGxhbmRlcjtzbT0xO3c9ODAwO2lsPXBsYW5l/ http://l.yimg.com/os/publish-images/news/2015-03-06/dc5b5a90-c397-11e4-9a04-e5e3940bf0cd_459936813. jpg [Accessed 14 Jan. 2018].

82

Fig 41 - S.pinimg.com. (2018). Cite a Website - Cite This For Me. [online] Available at: https://s.pinimg.com/images/ facebook_share_image.png [Accessed 14 Jan. 2018].

Fig 42 - https://s.yimg.com/ny/api/res/1.2/0uaIqrYajOYB15jfIaT3ww--/YXBwaWQ9aGlnaGxhbmRlcjtzbT0xO3c9ODAwO2lsPXBsYW5l/http://l.yimg.com/os/publish-images/news/2015-03-06/dc5b5a90-c397-11e4-9a04e5e3940bf0cd_459936813.jpg Fig 43 - Facebook.com. (2017). Müller UK & Ireland. [online] Available at: https://www.facebook.com/Muller/ [Accessed 16 Jan. 2018].

Fig 44 - Anon, (2018). [online] Available at: https://fashnberry.com/wp-content/uploads/2017/01/taylor-hill-by-steven-pan-for-elle-france-january-20th-2017.10.jpg [Accessed 14 Jan. 2018].

Fig 45 - Wagamama.com. (2018). Cite a Website - Cite This For Me. [online] Available at: https://www.wagamama. com/-/media/wagamamamainsite/food-category-images/teppanyaki.jpg [Accessed 14 Jan. 2018].

Fig 46 - Static.shoplightspeed.com. (2018). Cite a Website - Cite This For Me. [online] Available at: http://static. shoplightspeed.com/shops/603268/files/001129491/our-favorite-black-white-tops-for-women.jpg [Accessed 14 Jan. 2018].

Fig 47 - Res.cloudinary.com. (2014). Cite a Website - Cite This For Me. [online] Available at: http://res.cloudinary. com/sagacity/image/upload/c_crop,h_667,w_1000,x_0,y_0/c_limit,w_1080/shutterstock_125340167_n4m3ah.jpg [Accessed 14 Jan. 2018].

Fig 48 - Shinyshiny.tv. (2018). Cite a Website - Cite This For Me. [online] Available at: http://www.shinyshiny.tv/ wp-content/uploads/2014/05/magazines-shop.jpg [Accessed 14 Jan. 2018].

Fig 49 - Mycardioexpress.com. (2017). Cite a Website - Cite This For Me. [online] Available at: http://mycardioexpress.com/wp-content/uploads/2017/08/Yogurt.jpg [Accessed 20 Jan. 2018].

Fig 50 - Pinterest. (2017). Pinterest. [online] Available at: https://www.pinterest.co.uk/ [Accessed 19 Dec. 2017].

Fig 51 - Lightandfree.com. (2018). Danone Light & Free. [online] Available at: http://www.lightandfree.com/products/0 [Accessed 15 Jan. 2018].

Fig 52 - Lightandfree.com. (2018). Danone Light & Free. [online] Available at: http://www.lightandfree.com/products/0 [Accessed 15 Jan. 2018].

Fig 53 - Dynamicthinker.files.wordpress.com. (2014). Cite a Website - Cite This For Me. [online] Available at: https://dynamicthinker.files.wordpress.com/2017/02/social-media-icons-the-circle-set.png [Accessed 15 Jan. 2018].

Fig 54 - Lifestylelinked.com. (2018). Cite a Website - Cite This For Me. [online] Available at: http://lifestylelinked. com/wp-content/uploads/2016/04/louise-made-in-chelsea-683x1024.jpg [Accessed 13 Jan. 2018].

Fig 55 - I.dailymail.co.uk. (2018). Cite a Website - Cite This For Me. [online] Available at: http://i.dailymail.co.uk/i/ pix/2017/04/10/12/3EE74EC300000578-4397568-image-a-10_1491822031222.jpg [Accessed 12 Jan. 2018].

Fig 56 - Hawtcelebs.com. (2018). Cite a Website - Cite This For Me. [online] Available at: http://www.hawtcelebs. com/wp-content/uploads/2017/07/louise-thompson-out-and-about-in-los-angeles-07-19-2017_1.jpg [Accessed 21 Jan. 2018].

Fig 57 - Thesun.co.uk. (2018). Cite a Website - Cite This For Me. [online] Available at: https://www.thesun.co.uk/ wp-content/uploads/2017/06/nintchdbpict000329169934.jpg?strip=all&w=640 [Accessed 18 Jan. 2018].

Fig 58 - Instagram.com. (2018). Louise Thompson (@louise.thompson) • Instagram photos and videos. [online] Available at: https://www.instagram.com/louise.thompson/?hl=en [Accessed 7 Jan. 2018].

Fig 59 - Dynamicthinker.files.wordpress.com. (2014). Cite a Website - Cite This For Me. [online] Available at: https://dynamicthinker.files.wordpress.com/2017/02/social-media-icons-the-circle-set.png [Accessed 20 Jan. 2018].

Fig 60 - I.dailymail.co.uk. (2018). Cite a Website - Cite This For Me. [online] Available at: http://i.dailymail.co.uk/i/ pix/2017/12/01/15/46E02D2D00000578-5136475-Louise_Thompson_27_is_releasing_her_first_book_which_is_ called_B-m-22_1512141907598.jpg [Accessed 7 Jan. 2018].

Fig 61 - British Athletics. (2018). Home. [online] Available at: https://www.britishathletics.org.uk/ [Accessed 13 Jan. 2018].

Fig 62 - Telegraph.co.uk. (2018). Cite a Website - Cite This For Me. [online] Available at: http://www.telegraph. co.uk/content/dam/athletics/Anniversary%20Games/farah-new.jpg?imwidth=450 [Accessed 18 Jan. 2018].

Fig 63 - Facebook.com. (2017). Müller UK & Ireland. [online] Available at: https://www.facebook.com/Muller/ [Accessed 13 Jan. 2018].

Fig 64 - Rpmf.org.uk. (2018). Cite a Website - Cite This For Me. [online] Available at: http://rpmf.org.uk/wp-content/uploads/2015/07/4x400m-gb-women-euro-juniors.jpg [Accessed 22 Jan. 2018].

Fig 65 - Dynamicthinker.files.wordpress.com. (2014). Cite a Website - Cite This For Me. [online] Available at: https://dynamicthinker.files.wordpress.com/2017/02/social-media-icons-the-circle-set.png [Accessed 15 Jan. 2018].

83

Fig 66 - 4.bp.blogspot.com. (2018). Cite a Website - Cite This For Me. [online] Available at: http://4.bp.blogspot. com/-vgoYFEbN8FA/VijYM2w-CRI/AAAAAAAACVo/IaGICwEcDqo/s1600/IMG_0405.JPG [Accessed 22 Jan. 2018].

Fig 67 - Google.co.uk. (2018). Redirect Notice. [online] Available at: https://www.google.co.uk/ url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwihyNeslfHYAhXsL8AKHbtZAhAQjBwIBA&url=https%3A%2F%2Fs-media-cache-ak0.pinimg.com%2Foriginals%2Fb3%2F2d%2F2b%2Fb32d2b36286fbfc3ffef78c42d76f3d9.jpg&psig=AOvVaw3YwXgI4_cu1Wqa0SLnWVX6&ust=1516902775655220 [Accessed 22 Jan. 2018].

Fig 68 - Static.wixstatic.com. (2018). Cite a Website - Cite This For Me. [online] Available at: https://static. wixstatic.com/media/2ed568_c322efbf1bdd4135bfa210ef96245c78~mv2_d_3481_3479_s_4_2.jpg/v1/fill/ w_437,h_437/2ed568_c322efbf1bdd4135bfa210ef96245c78~mv2_d_3481_3479_s_4_2.jpg [Accessed 22 Jan. 2018].

Fig 69 - Instagram.com. (2018). Louise Thompson (@louise.thompson) • Instagram photos and videos. [online] Available at: https://www.instagram.com/louise.thompson/?hl=en [Accessed 18 Jan. 2018].

Fig 70 - 2.bp.blogspot.com. (2018). Cite a Website - Cite This For Me. [online] Available at: https://2.bp.blogspot.com/-QSeUS4nhJhs/V2aIcDglRvI/AAAAAAAAPSE/ZU9kekL5nJo-MJSd6ZkTTxo0sagPy8J0wCKgB/ s1600/5f809ce0-52a3-47bd-92ef-654960a90a31 [Accessed 17 Jan. 2018].

Fig 71 - Cityam.com. (2018). Cite a Website - Cite This For Me. [online] Available at: http://www.cityam.com/ assets/uploads/main-image/cam_standard_article_main_image/2017/01/pl-coca-cola-rooftop-early-dusk-copy5878fa5d75663-587c62925f9be.jpg [Accessed 17 Jan. 2018].

Fig 72 - Technewsera.com. (2018). Cite a Website - Cite This For Me. [online] Available at: https://technewsera. com/wp-content/uploads/2017/10/The-2020-Tokyo-Olympics.gif [Accessed 22 Jan. 2018].

Fig 73 - Myaschool.org. (2018). Cite a Website - Cite This For Me. [online] Available at: http://www.myaschool. org/wp-content/uploads/2014/05/icon-perception.png [Accessed 20 Jan. 2018].

Fig 74 - Clker.com. (2018). Cite a Website - Cite This For Me. [online] Available at: http://www.clker.com/cliparts/ k/K/q/9/P/m/blue-thumbs-up-md.png [Accessed 22 Jan. 2018].

Fig 75 - Images.all-free-download.com. (2018). Cite a Website - Cite This For Me. [online] Available at: http:// images.all-free-download.com/images/graphiclarge/blue_love_heartshaped_icon_vector_280649.jpg [Accessed 22 Jan. 2018].

Fig 76 - Cdn0.iconfinder.com. (2018). Cite a Website - Cite This For Me. [online] Available at: https://cdn0.iconfinder.com/data/icons/flat-security-icons/512/tick-blue.png [Accessed 22 Jan. 2018].

Fig 77 - Mycardioexpress.com. (2017). Cite a Website - Cite This For Me. [online] Available at: http://mycardioexpress.com/wp-content/uploads/2017/08/Yogurt.jpg [Accessed 19 Jan. 2018].

Fif 78 - Andygrimshaw.com. (2015). Cite a Website - Cite This For Me. [online] Available at: http://andygrimshaw. com/wp-content/uploads/2015/10/Muller-Light-Range.jpg [Accessed 21 Jan. 2018].

Fig 79 - Mycardioexpress.com. (2017). Cite a Website - Cite This For Me. [online] Available at: http://mycardioex-

84