The Randoms report

Randoms

Come to Denmark

Frederik Piilgaard Henschel

Magnus Luca

Michael Rosenfeldt

Imoa Kløft

Andreea Vlad

Table of contentble of contents 1.

Introduction

1.1. Company history..................................4 1.2. Problem-area & formulation.................4 1.3. Mission, vision and values...................5

7. Documentation 7.1 PHP File structure................................34 7.2 User Testing..........................................35

A. Appendix 2.

Market Analysis

2.1. Competitor Analysis.............................6 2.2. PEST Analysis......................................9 2.3. Segmentation, Targeting, Positioning..9 2.4. User profiles.......................................12 2.5. Unique and Emotional Selling Points.14 2.6. Porters Five Forces............................15 2.7. SWOT.................................................15 2.8. TOWS.................................................16 2.9. The four P’s........................................19 2.91. Deciding on a competitive strategy..19 2.92. Campaign strategy............................20

3.

Communication plan.................21

4.

Design brief..................................22

5.

Design Program

A.1 Timescale.............................................37 A.2 Organizational methods.......................38 A.3 Literature..............................................39 A.4 Survey Results......................................40 A.5 Design Manual......................................42 A.6 App Prototype and Competition............48

5.1 Visualization.....................................24 5.2 Interaction......................................30

6. Conclusion.........................................33

3

1. Introduction

Through this report the possibilities of successfully introducing Rowntree’s Randoms will be studied and researched in hope to determine the best way to introduce and promote Randoms on the Danish market. We will be using various tools to achieve knowledge of the market and the consumers in our quest to find the best way of advertising and promoting this product online through social media, websites and other related media.

1.1 Company History

Rowntree’s was founded in 1862 by Henric Isaac Rowntree and was resonated in the City of York. In 1947 Rowntree’s took over W & M Duncans, a Scottish chocolate manufacturer that was located in Edinburgh. In 1969 Rowntree’s merged with Mackintosh’s to become Rowntree Mackintosh – the same year Rowntree Mackintosh introduced Kit Kat and Rolo in the United States. In 1987 the company went public and was the subject of a takeover battle between Nestlé and Jacobs Suchard in 1988. Nestlé eventually won with an offer valuing Rowntree at $4.5 billion. The takeover was controversial, as Nestlé was effectively protected from similar takeover attempts under Swiss law.

- September 2006: Smarties manufacture moves abroad causing 646 job-losses at the factory in York; - May 2009 – Nestlé launches a new jelly sweet called Randoms; - April 2012 – Nestlé launches a new jelly sweet called Fruit bottles;

4

1.2 Problem area and formulation Area

Launching the Rowntree’s Randoms on the Danish market posses several obstacles, not all easy to overcome. While Rowntree’s as a company has a great reputation in their homeland United Kingdom, this is not a strength they can make use of when trying to launch themselves in a new country, cause the general public here in Denmark does not have the same emotional attachment to the product as some may have in UK.

Furthermore the Danish market currently consists and is dominated by a smaller selection of old classics that have the equivalent reputation in Denmark to what Rowntree’s has in the UK. There could be several reasons to this smaller selection on the Danish market, so what is obvious to assume is that the entrant barriers on the Danish market are high, breaking the market is most likely expensive and difficult.

Considering the structure of the Danish market and its consumers the visual identity also comes in to play – Can it be translated from the English market and be successfully perceived on the Danish market or does it require adjustments? Or can we maybe cater to the more international orientated youth?

Formulation

How do we, considering the current market environment, market Randoms successfully without making the campaign “too wide” and unspecific, resulting in a “weak” message and/or appeal? And what would be the optimal media to achieve this?

1.3 Mission, Vision & Values

The Mission at Nestlé is according to the Annual report from the year 2011 as follows: “At Nestlé, we believe that research can help us make better food so that people live a better life.

Good Food is the primary source of Good Health throughout life. We strive to bring consumers foods that are safe, of high quality and provide optimal nutrition to meet physiological needs. In addition to Nutrition, Health and Wellness, Nestlé products bring consumers the vital ingredients of taste and pleasure.

As consumers continue to make choices regarding foods and beverages they consume, Nestlé helps provide selections for all individual taste and lifestyle preferences.

Research is a key part of our heritage at Nestlé and an essential element of our future.

We know there is still much to discover about health, wellness and the role of food in our lives, and we continue to search for answers to bring consumers Good Food for Good Life.”

This mission statement can be considered generic but is non-the less very fitting for a food manufacturer and synergies well with the interest and values of the consumers within the market. So for this campaign we are not going to alter the mission statement, the reason we choose to keep the old one is that it has a wide area of appeal and presents some good and relevant values, also when it comes to candy and sweet manufacturing.

Values The values for Rowntree’s can be summarized by the sentences below.

- Avoid artificial additives, and create as healthy a jellybean as possible; - Use of natural ingredients to ensure a product that has a positive nutritional value; - The use of fair-trade to ensure a product of high quality and also to show that they care as a company about the wellbeing of other people.

These values translate very well into the Danish market, seeing as the average consumer is becoming increasingly aware of companies using fair-trade ingredients. Furthermore there has been an increasing trend with products using less artificial additives.

5

2. Market analysis 2.1 Competitor Analysis

The big players on the Danish confectionery market are: Katjes (Netherlands), Toms (Danmark), Malaco (Finland), Haribo (Germany).

Katjes

Catch phrase “Don´t ask what the animals can do for you, ask what you can do for the animals.

“Katjes we love animals.”

“Katjes yes yes yes” and “Go veggie!”

Website

History Dutch brand founded in 1910. The first product was a little licorice cat.

Growth 7,1% - however their product Sallos (liquorice hard candy) grew with 28% last year.

Market advantages Katjes is known for being the “healthy” low calorie, no additives, vegan choice.

The vegan products are made without gelatin witch is extracted from pigs. By making a vegan based candy they will be able to reach not only vegans but also the large Muslim community.

Katjes also have a licorice line witch is an advantage in the Danish market of licorice lovers.

Taget group Their website and commercials visually speaks to kids and the messages speaks to women and mothers, preaching a natural and good-forthe-earth choice.

Philosophy Naturalness, environment, family, quality.

6

fig. 1. Katjes index page

Visually and literally the website speaks to kids, by having little animals talk and dance on the website. However there are no games or anything for the kids to entertain themselves with. The text is hard to find and mainly just describes all the good things Katjes do for the environment.

Toms History Toms was founded in 1924 by two pharmacists Trojel & Meyer.

Business was booming and though the years they bought Anton Berg, Pingvin Lakrids, Galle & Jensen, Engelske Taverner, Bonbon , Svenske Webers, Parrs Quality and German Hanseatische Chocolade GmbH. Toms produces 21.000 ton of chocolate and 14.000 ton of sugary a year, most of witch is

produced in Denmark.

Market growth: 2.3% Market advantages Toms produces most of its candy in Denmark which makes distributing very easy.

Every Dane grew up with Toms chocolate, Gajol etc., and many have visited the chocolate factory. This gives Toms a big sentimental advantage. Evermore, Danes have a tendency to believe that Danish products are “healthier and of better quality” although it is not always the case.

Toms also carries a liqourice line.

Taget group Toms speaks almost solely to adults. It could be a result of it´s large range of luxury chocolate products, that mainly speaks to adults.

Website

Toms have a little page with a description of each brand, but a link to the actual Gajol page is very hard to find. How ever when the user googles Gajol, he will be lead to a page which gives the opportunity to write a quote for the Gajol packet.

Malaco History Malaco started as Malmø kakridsfabrik in 1930, and are now part of the Leef corporation, which amongst others, also owns Lakerol and Marabou. The company has a long history of mergers and sales with candy factories in all of Scandinavia.

Market advantage They have been on the Danish market for nearly 90 years. They have factories nearby which lowers the cost of transport.

Catch phrase “Lørdag hele ugen” meaning “Saturday all week” Taget group Malaco’s commercials used to talk to parents, but recently, they changed their visual identity to a very kids oriented visual identity.

fig. 2. Malaco index page

Toms website is very much influenced by its role as holding company for many different brands and it´s very simple with a lot of information about brands, environment and the company’s finances.

It can be a little difficult to find the websites for the sub brands like Nelli Delli, Gajol etc.

Website Malaco’s commercials are in focus, there is a minimum of information about the company and new launch of a licorice line.

They announced on the page that they will have a new look with new characters now that they have merged with Leef.

7

Haribo

gummy bear head, download screen savers with logos and send e-cards with logos.

History Was founded in 1920 by Hans Riegel.

In 1923 Hans invented the “dancing bear” witch later becomes world-famous as the Haribo Gold-bear.

Two years later Haribo starts to manufacture licorice.

In 1935 Haribo and Sukkervarefabrikker Danmark founds Haribo Lakrids A/S. Market advantage Haribo is one of the biggest manufacturers of gummy and jelly sweets in the world, with its products mainly consisting of Gummy Bears, other jelly sweets and licorice. Haribo is the number one choice in mixed candy according to Netto.

Taget group Kids and very young kids.

Catch phrase “Haribo makes children happy - and adults as well” Website Haribo’s landing page has 3 choices: 1.Info.

2. Launch Haribo game land.

3. Buy candy on e-bay.

If the user presses ‘Info’ he will land on a page that looks like something from the 90´s, very badly styled, the pictures are not cropped properly and the text is hard to read. By pressing ‘Launch’ the user will get to Haribo wonderland with 7 worlds, full of games, competitions, recipes, color books etc. Here the user can collect gummy bears, play Black Jack (yes!), shoot bottles and space ships, find treasures and win prizes such as a cursor shaped as a

8

fig. 3. Haribo index page

fig. 4. Haribo info page

fig. 5. Haribo game page

2.2 PEST Analysis

Political The government introduced a sugar tax in 2009 increasing the cost thus lowering the profit of sweet sales in Denmark. The sugar tax is to be withdrawn the 1st of January 2013.

Economy There are incentives that alludes that in time of economic crisis candy sales actually rise.

Nestlés profit rose 10,9% in the year the finance crisis began (2008). When operating on the Danish market it is safe to assume that the average family have, and will continue to have room in the budget for candy.

Social The Danish population generally considers health and well being as an important thing in their daily lives. The average Danish family enjoys taking some time of in the weekends to watch a TV-show or a movie with the kids while enjoying some candy.

Technology Social media has been exploding in popularity the last few years; this offers some good opportunities for on-line marketing to get to a lot of people.

2.3 Segmentation Targeting Positioning

To build a solid business foundation, it crucial to identify your typical customer and tailor once marketing campaign accordingly.

Targeting a specific market does not mean you have to exclude some people – but no one can afford to target everyone. So with a clear defined target group it is much easier to determine how to market one’s product.

Consumer segmentation When one is looking for segmentations in a potential market it is done with the intend to find user groups with a uniform preference related to Rowntree’s Randoms.

Behavioural Purchase occasion: weekdays, weekends, special events and holidays.

Benefits sought: Convenience, accessibility, and quality.

Usage: none, minor, average and heavy.

Attitude: Negative, indifferent, positive, enthusiastic, hostile.

Psychographic Lifestyle: Families, couples, singles Personality: Sociable, compulsive, energetic Profile variable Geographic: Denmark, Zealand, Jutland and Fyn. Demographic Age: 1-7, 7-13, 13 – 17, 17-25, 25-35, 35+.

Gender: male, female.

9

Occupation: None, student without job, student with part-time job, part-time, full-time.

Education: None, elementary school, college, university and above.

Nationality: Danish, British, foreign.

Socio economic Income: None, very low, low, average, above average, high.

Social Class: unwaged, lower, middle, upper middle, upper.

The segments listed above have been divided for the Danish confectionery market.

These segments are have been created in order to narrow down what part of the market we should focus our attention to. Now that the segments are constructed with the right criteria kept in mind we actually come to the conclusion that our product, the Rowntree’s Randoms in some way covers all our segments.

Targeting

Among the many segments we created above we have chosen to focus our campaign on a segment of young people in the age of 13 – 17 and 17 – 25. We did this for a couple of reasons; first of all 13 is the age in Denmark where it gets legal to work thus giving the adolescents an income of their own. Second of all the age group we decided on are heavily engaged on social media sites such as Facebook and Twitter, sites we are going to be relying heavily on when marketing Rowntree’s Randoms.

In order to catch the attention of our segment we base our campaign on competitions with various prizes tailored to fit the desires of our targeted segment. The possibility of appealing to more than our selected segment is obvious, but should be considered as nothing else than

10

a bonus, seen that it will only increase the popularity, sharing and “likes” of our campaign.

Geographic & Demographic

Candy is easy to distribute and buy - and therefor we see no reason to not be distributing Randoms to the whole country. The campaign will mainly revolve around social media sites and these are accessible from everywhere by everyone with an Internet connection.

When selling candy studies actually shows that it is a cyclical product, meaning that people will buy candy in good times and in bad times, regardless of their income.

Conclusion

Taking into consideration the statements made above, it should be safe to say that we can define our target group as been 13 -25 years old, heavily engaged on social media sites with some kind of independent income.

Minerva

The Minerva model is a model made to view society and the lifestyles people within this society desires. People are divided to whether they have a materialistic or idealistic outlook on life

Now fitting our target group into one of the four zones in the Minerva-model proves to be challenging, due to the fact that the Minerva-model does not accept a blend or transition of the different lifestyles (Colour-zones). Now above we defined our focus group being young people in the age 13 to 25, now this is obviously a fairly wide focus group and when choosing such a wide focus group it is inevitable that values and lifestyles differ throughout the group.

Positioning

When we talk about positioning within a market its not meant in the way of physical positioning but the process in which we try to create an image or identity in the minds of our target group. With this campaign our goal is to make Randoms the number one choice of the consumer when it comes to candy and sweets. We want them to consider Randoms as a healthier and more natural product compared to our competitors.

Besides appealing to the healthier conscience of people we will also try and appeal in a more creative and fun way through our website, specifically in the way of user generated “funny-pictures� and competitions.

Competitors

When comparing our own product, the Randoms to similar variants from competitors it is not hard to point out some unique qualities our product possesses, this could for example be the high content of fruit juice, the use of fair-trade ingredients and then the fact that the Randoms are a brand new product hitting the Danish market – these selling points are all listed below.

11

2.4 User Profiles

Internet Habits

Oliver spends most of his time on the Internet on Facebook talking with family and friends and sharing funny videos or videos related to sport on Youtube. He also uses the Internet for his homework a lot, as well as communicating with teachers and fellow classmates on the school network. He spends an average of 5 hours on the Internet daily.

Eating Habits

Oliver is constantly eating. As a growing boy he needs all the food he can get his hands on. While this mainly consists of fruit such as his favorite, nectarines and oranges, he also eats a lot of sweets and drinks a lot of cola. His mom would prefer it if the sweets were as beneficiary as the sweets that he eats but it his hard to find.

Oliver 13-year-old lives in Hvidovre with his mom, dad, brother and sister. He spends his time playing soccer and cricket in the garden, but will play any sport that is available at the time. When he is not playing sport he is doing his homework or watching TV.

12

20-year-old Imogen lives in Nørrebro with her boyfriend and works at night in restaurants and bars to save up money for when she starts studying next year.

27-year-old June is a graduate living in Copenhagen. She is extremely active and spends a lot of time outdoors with friends, going for coffee or out for lunch dates.

Internet Habits

When not at work Imogen spends a lot of her time in front of the TV relaxing with her iPad browsing Facebook and Youtube while eating snacks. She also shops for a lot of clothes online. She spends roughly 3 hours on the internet daily.

Internet Habits

June doesn’t spend very much time on the Internet. When she does it is mainly to connect with family and friends but she will occasionally share videos or images which she thinks are worth everyone viewing. She also uses the Internet to a lot of research. She spends roughly 2 hours on the Internet daily.

Eating Habits

While relaxing after a hard nights work Imogen needs to refuel while this includes substantial meals she also needs to up her sugar levels so eats a lot of candy and sweet stuff. However she is a huge fan of fruit and other things which contain fruit. She tries to be healthy but it’s tough to maintain that with the lifestyle she leads. So she is dying for a sweet which has some sort of healthy aspect to it, for her to enjoy.

Eating Habits

June eats very healthily and will only eat sweets and candy when she is taking a bit of time off in her apartment, however because of her healthy lifestyle this will not be very often.

However if she had a sweet that was fairly healthy and contained real fruit this situation might change and she might eat when on the go.

13

2.5 Unique & Emotional Selling Points

might be inclined to buy Random cause the remind them of home.

Unique Selling Point

When it comes to any product, the selling points are crucial. Establishing an overview and putting these selling points to prober use is important when trying to successfully appeal to a target group. The selling points are most often the reason a consumer is going to pick your product over the competitors.

Emotional Selling Point - It’s fresh and new on the Danish market, which is highly populated by “good old classics”; - They are random! You never know what combination of sweets you might get. (You can not see through the wrapping); - The jelly beans are produced with Fair Trade ingredients; - Launching the Randoms Christmas specials should hopefully in combination with Christmas be a success; - Rowntree’s as a brand is associated with the United Kingdom, so people in Denmark with a special relationship to the United Kingdom

- They are random! You never know what combination of sweets you might get; - The Jellybeans consist of at least 25% real fruit juice; - The Jellybeans are made with no artificial colors or flavors; - Small bag size relative to the Danish market; - Rowntree’s are constantly developing and shipping new Jellybean varieties keeping the content of the bag fresh and exciting.

Conclusion

Now we have to conclude if the industry is attractive to be in based on our research above. The market comes of being very aggressive and would require large amounts of marketing to break into and establish a foothold in, if you are a newcomer. On the other hand however, if you are already established on the market the average consumers offers a very high brand loyalty making it a lucrative market for the old classics that are already there.

Potential entrants (medium bargaining power) - Launching a new brand of candy from scratch seems to be a highly challenging job, not only is the market oversaturated but the costs for entering is great, it requires lots of capital, production facilities and distribution facilities.

Buyers (High bargaining power) - Supermarkets, corner stores and larger engross supply companies would be the main way to sell and distribute the product.

Suppliers (medium bargaining power) - The fruit producers and the sugar manufacturers are protected and regulated by fair trade laws.

Substitutes (low bargaining power) - There are many substitutes to jellybeans on the market. Seen as it is “just” a snack it could be replaced by everything from peanuts to chocolate cake depending on peoples’ preferences.

14

2.6 Porters Five Forces

Back in 1980 Michael E. Porter presented his “Five Competitive Forces” as a definition of the forces and conditions that regardless of the industry and market will characterize the conditions of the competition: Potential Entrants, Buyers, Suppliers, Substitutes and rivalry among existing firms.

Potential entrants

Launching a new brand of candy from scratch seems to be a highly challenging job, not only is the market over saturated but the costs for entering is great, it requires lots of capital, production facilities and distribution facilities.

Buyers

Supermarkets, corner stores and larger engross supply companies would be the main way to sell and distribute the product.

Suppliers

The fruit producers and the sugar manufacturers are protected and regulated by fair trade laws.

Substitutes

There are many substitutes to jellybeans on the market. Seen as it is “just” a snack it could be replaced by everything from peanuts to chocolate cake depending on peoples’ preferences.

Conclusion

Now we have to conclude if the industry is attractive to be in based on our research above. The market comes of being very aggressive and would require large amounts of marketing to break into and establish a foothold

in, if you are a newcomer. On the other hand however, if you are already established on the market the average consumers offers a very high brand loyalty making it a lucrative market for the old classics that are already there.

2.7 SWOT Strengths - Rowntree’s is turning a profit and growing as a company; - Highly Unique packet of sweets (i.e. the randomized composition of sweets in a bag of randoms); - A new product among the many old regulars on the Danish market; - The company is well established and old – Was established in 1862; - Rowntree’s use at least 25% fruit juice in all their products; - Rowntree’s use no artificial flavor or color.

Weaknesses - Weak brand on the Danish market, not a lot of people know about Randoms in Denmark; - The company is owned by a parent company giving it less independence that may lead to slow decision-making process.

Opportunities - Been the newcomer to the market offers a possibility to become the “hot new thing” on the market; - Innovation is key in this business – the development of healthier sweets with lower calories need to be developed; - The general public is becoming more aware of companies using fair trade ingredients;

15

- The general public starts leaning toward products without artificial colors and additives; - Younger people don’t have the same brand loyalty as the elderly.

Threats - High Brand loyalty on the Danish market; - There is an incline in the tendency for sweet manufactures to market themselves on not using artificial flavor and/or additives.

2.8 Tows

Now that we have made the SWOT analysis and identified our strengths, opportunities, weaknesses and threats it is now time to identify strategic alternatives available that would address how we could best take advantage of the opportunities, implement and use our strengths while guarding ourselves from our weaknesses and threats.

Conclusion

From the model bellow several things can be concluded. It is clear that one of Randoms biggest assets on the Danish market is the fact that it is a brand new product and different from the competitors (strength 5, 6 & 7 for example). Furthermore looking at the weaknesses they are not all negative, as an example being new on a market (weakness 1) offers great opportunities and can therefore be turned into something positive and beneficial in the end.

16

Potential entrants - Large amount of capital - Large distribution network - Factory required for production

Buyers

Suppliers - Fruit producers (fair trade) - Sugar manufacturers (fair trade) - Packaging supplier

Rivalry among excising firms

- Supermarkets - Small grocers (7 11, cornerstones etc.)

Substitutes - Crisps/pretzels (salty snacks) - Chocolate - Liquorice - Fruit and vegetable snacks - Ice-cream

fig. 6. TOWS Analysis

17

TOWS Strategic Development Matrix

Internal Strengths

External Threats

- Been the newcomer to the market offers a possibility to become the “hot new thing” on the market (o1); - Innovation is key in this business – the development of healthier sweets with lower calories need to be developed (o2); - The general public is becoming more aware of companies using fair trade ingredients (o3); - The general public starts leaning toward products without artificial colours and additives (o4); - Younger people don’t have the same brand loyalty as the elderly. (o5)

- High Brand loyalty on the Danish market (t1); - There is an incline in the tendency for sweet manufactures to market themselves on not using artificial flavour and/or additives (t2); - Haribo has a high market share and has the capital to launch strong competitive campaigns (t3); - The Danish government just recently introduced the Sugar-tax but has decided that it is to be withdrawn in 2013 (t4).

SO

ST

- Rowntree’s is turning a profit and growing as a company (s1); - Highly Unique packet of sweets (i.e. the randomized composition of sweets in a bag of randoms) (s2); - A new product among the many old regulars on the Danish market (s3); - The company is well established and old – Was established in 1862 (s4); - Rowntree’s use at least 25% fruit juice in all their products (s5); - Rowntree’s use no artificial flavour or colour (s6); - Rowntree’s uses fair-trade suppliers. (s7).

- Randoms have a very good shot of been highly noticed cause it is new and exciting on the Danish market. (s3-o1); - Try and capture the younger generation within the market. (s3/s4-05); - Randoms have a set of qualities in form of its ingredients (s5/s6-04); - Randoms uses fair-trade ingredients (s7-o3).

- Rowntree’s is backed up by Nestlé and has the funds to keep up if Haribo decided to go on a marketing offensive (s1-t3) - Rowntree’s is profiting and product development is required – Put more fruit juice in the sweets! (s1-t2) - Knowing there is a high brand loyalty in Denmark, they might be able to benefit from the fact that they themselves are a classic. (s4-t1)

Internal Weaknesses - Weak brand on the Danish market, not a lot of people know about randoms in Denmark.(w1) - The company is owned by a parent company giving it less independence that may lead to slow decision-making process.(w2) - No facilities in Denmark. (w3)

WO - Advertise to young people to increase the overall awareness of the product while giving it a fresh image.

- Some sort of storage facility would greatly reduce distributing and storage costs (w3)

WT - The use of funds from the parent company Nestlé to counter campaigns from Haribo (w2-t3) - Consider a partnership with one of Haribo’s competitors for the storage and maybe even production benefits. (w3-t3)

fig. 7. TOWS Strategic Development Matrix

18

External Opportunities

2.9 The four P’s Product

The Focus of the product will mainly be evolving around the different USP’s in order to differentiate us from the competition in a positive manner. Besides the USP’s Randoms actually have a quite unique wrapping that will also help them to stand out compared to the other products on the Danish market.

Price

In our survey we asked the participants to answer how much they would use on candy in a week. In this survey 69,4% answered that they use less than 50 DKK in a week on candy.

This tells us that the average candy consumer probably buys 2-3 bags of candy a week ranging in a price range from 10-30 DKK á bag – it stands to reason that Randoms would be sold within a similar price range. It is also worth considering “launch-offers” meaning that for a fixed amount of time the bags could be under-priced or have a “buy 1 get 1 for free”-feature attached to them.

Besides the normal sized bag containing 195 grams, Randoms are also available in a smaller bag containing 50 grams. This bag is ideal for a new market due to several reasons; first of all it is cheaper for the consumer to pick up a cheaper bag, making it more tempting to pick up a bag of randoms for example at the 7/11 corner store. Furthermore as a newcomer to the market it is less of a risk for the consumer to pick up a small bag and try that without the risk of buying a large quantity.

Place

Randoms should be promoted across Denmark in all of the major supermarket chains such as COOP, Netto, Føtex, Bilka and engross retailers providing 7/11’s and corner-stores.

Promotion

Advertising the Randoms through the Internet with a focus on the social medias is obvious because this is where our target group spends a vast amount of their spare time. It also offers a cheap and reliable way of reaching thousands of potential customers. Another big asset the social medias offer is the fact that the customers “will do the marketing for us” in terms of liking and sharing the various content and competitions posted on the Social media site.

2.91 Deciding on a strategy

Competitive strategy is all about determining your overall actions in order to successfully thrive on a market with competitors – or said in other words; what is important for Randoms to be successful on the Danish market? What is our competitive edge? So the base of preparation to determine your competitive strategy lies in determining your competitors.

Looking at the market relative to our product we can conclude that we have an existing product that has to go into a new market. But in some manner the product itself could also be considered “new” seen as it has never seen the Danish market before. Of course there will not be any developing costs or similar expenses seen as the product is already been

19

produced, distributed and sold in UK with great success. So what would we have to do to make Randoms as successful in Denmark as they are in UK?

Based on the competitor analysis we made prior it is safe to say that the chances of success on the Danish market rely heavily on our ability to differentiate ourselves compared to the competitors. So how are we going to differentiate ourselves? Well first of all we are targeting a different segment than the competitors, where Katjes, Haribo and Malaco appeals solely to families with kids and the kids themselves.

Tom’s appeal, with their wide variety of luxury chocolate’s, is focused on adults. We decided to try and appeal to young-people between 13 and 27, which results in a very different visual identity.

Where many of the competitors have a “cartoonish” website, we decided to go for a more mature look. Instead of characters we used real people but kept some graphical elements to maintain the “fun-factor” of the site.

2.92. Campaign Strategy On 1st of November the Randoms Denmark campaign is kicking of with an social media campaign containing a video and 10 posters with questions to the Danish population about their random experiences, candy, web, Christmas habits etc.

1. When was the last time you did something for the first time?

2. How will you spend Christmas this year?

3. How do you pick your candy?

20

4. What makes you visit a brand website?

5. If you KNEW the world was going to end how would you spend your final days?

6. Are you spontaneous or do you plan everything?

7. What kind of candy do you usually eat around Christmas?

8. What is the most random Christmas experience you remember?

9. What is the best Christmas experience you can imagine?

What is the worst Christmas this year could bring?

The Posters and video will feature a person at a random location in Copenhagen holding a sign with one of the questions above, Randoms logo and a caption saying TELL US AT and a link to the Randoms Denmark Facebook page. If you answer the questions on the Facebook page you have a chance to win 5 kg of candy.

The Facebook page will consist of competitions, peoples random stories, video and virtual posters.

This will work as a preview and teaser, for the launch of the Christmas campaign the 1 st of December.

At 1st of December the Randoms Christmas campaign website, competitions and a line of virtual and printed posters will be launched.

3. Communication Plan Purpose To create awareness around the launch of randoms in Denmark Effect After visiting the website the user should be left with the impression that Randoms is a fun, new and exciting product on the Danish market.

Message Randoms are a new, exciting and fun addition to the Danish confectionery market.

Sender In this campaign we will have the image of Rowntree’s represented as the sender Receiver The receiver of the message in this campaign is the people defined as: ”13 -25 years old, heavily engaged on social media sites with some kind of independent income.” For more details see the conclusion on STP targeting. (Section 2.1)

Image

The visual image of Randoms is of great importance since this is considered to be our sender. We know that Rowntree’s has a successful and well-liked image on their home ground in the United Kingdom, but as our studies show what is needed for the Randoms to succeed on the Danish market is the ability to stand out of the crowd in the confectionery market. So if we take a look at the visual identity of Randoms from the UK we actually discover that while it might not stand out in the UK it certainly does in Denmark. Therefor we decide to keep the visual style of the product and applying that to the visual elements we create to keep the similarities and create unity between the campaign in UK and here in Denmark. It also assures that the already existing marketing material online would fit in with the campaign been launched here in Denmark.

Media elements Images, videos, text, animation, sound.

21

4. Design Brief

Randoms candy are part of the Rowntree’s brand, that have been present on the UK market since 2009. Part of Rowntree’s are also Rowntree’s Fruit Pastilles, Fruit Gums, TootyFrooties, Pick&Mix, Juicy Jellies, Jelly Tots and Sour Pastilles. Rowntree’s was acquired by Nestle in 1988. To launch the product on the Danish market, after doing a detailed analysis of the market, a communication plan is needed to identify the frame and the tools needed to achieve the goal.

To achieve the goal that the Randoms campaign has, the visual identity has to be in accordance with the aimed message and the values that are incorporated. Rowntrees’s Randoms are already successful from this point of view on the UK market, and the aim is to keep the same image on the Danish market, with slight differences to be more suitable for the Danish audience and also to be in the spirit of Christmas. The strategy will be to use the same visual identity, the same logo, typography, colour scheme (with different variations based on different periods or events throughout the year: e.g. Christmas time).

The aim for this campaign would be to create a website that presents Randoms as a new product on the Danish market, involve social media, create visual materials to promote the product, engage people using mobile applications to win prizes by participating in a competition.

The product

Rowntree’s Randoms are part of the Rowntree’s brand that is owned by Nestle. They belong in the candy category, gummy, jelly type.

They are made of natural ingredients, 20% fruit juice, have many shape designs and features that make them fun, exciting and surprising.

22

The Design concept

Randoms already have a successful image on the UK market. The package is fun and colourful, displays the logo and the image of the products inside. Having this as the basic image, the website and the visual materials used to promote the launching on the Danish market must be designed according to it. Also, the design should represent the values of the campaign and company, the message that the campaign is aiming to transmit, the unique and emotional selling points, and to create a certain connection with the selected audience. For the message to be transmitted as accurately as possible, the campaign should be focused on the design solutions that communicate the best with the target audience.

To illustrate the Randoms visual concept different media will be used such as; a website, a Facebook page, posters and adverts, packaging, mobile application prototype. The online media will be represented by the website, being the main tool that we use to promote the launch of Randoms. The website will be designed to follow the same concept and to incorporate the ideas and features of the Randoms design. The overall look will be fun and easy, with a special focus on the ‘randomness’ of the product and the feeling that it creates when it is purchased and consumed. The name of the product ‘Randoms’ should be an important source of inspiration when thinking about the campaign, the message, the visual solutions, the slogan and the value that it transmits; ‘random: made, done, happening or chosen without method or conscious decision’. Based on this concept, the campaign will revolve around the ‘randomness’ of life, situations, decisions, facts and people.

Also, the fun factor should be considered as one of the values that are added to the campaign.

Being lunched at Christmas time, the theme will have winter and ‘Christmassy’ elements so this way the design will fit into the festive season atmosphere. Having all these concepts in mind, the design will be realised to achieve the set goal The Design Theme 1. Display the main values of Randoms: fun, natural ingredients, random, fruity, young, winter & ‘Christmassy’.

2. Represent visually the concept that Randoms is built on: gummy candy with natural ingredients, real fruit juice, random, fun, exciting, young and surprising, playfulness.

3. Use a specific color palette inspired by the design of the UK product. The main colors that we use to build the visual identity and the overall look are green, red, yellow (colors inspired by the candy and original packaging) and also the winter colors: white, light blue, silver.

4. The design should combine fun, young, healthy, random, surprising and exciting, all of these being Randoms values.

23

5. Design Program 5.1 Visualization Moodboard

24

The general design guidelines 1. Display of the Randoms logo on the webpage and on the visual materials.

photos with specific characters were taken to shape up the concept of Randoms, a product, which creates emotional bounding with the audience. The characters could be identified as our target audience and this way to create a link with our potential customers.

2. Display the main values of Randoms: fun,

natural ingredients, random, fruity, young, winter & ‘Christmassy’.

3. Represent visually the concept that Randoms is built on: gummy candy with natural ingredients, real fruit juice, random, fun, exciting, young and surprising, playfulness.

4. Use a specific colour palette inspired by the design of the UK product. The main colours that we use to build the visual identity and the overall look are green, red, yellow (colours inspired by the candy and original packaging) and also the winter colors: white, light blue, silver.

5. The design should combine fun, young, healthy, random, surprising and exciting, all of these being Randoms values.

6. For the promotional materials we chose to go with on line media and also with off line media that is represented by posters, ads, stickers, t-shirts and other printed materials. For this,

25

Colours

The colour palette is inspired by the design of the UK product. The main colors that will be used to build the visual identity and the overall look are green, red, yellow (colours inspired by the candy and original packaging) and also the winter colorus: white, light blue, silver.

identity follows the same one used for the UK version of the brand. For the logo, a customized font was designed and used and it constructs part of the logo. To follow the same style and feeling, other similar fonts were used in the design of the website and offline materials.

VAGRoundedBlackSSK Bold is a bold San Serif font with curved edges which has a playful feel to it and compliments the custom font of the Randoms logo and is suitable as a display font for any electronic or printed media.

VAGRoundedBlackSSK VAGRoundedBlackSSK

VAGRoundedBlackSSK

Have A Random Christmas! fig. 8. Randoms Package

BPreplay bold is also and acceptable display font for electronic media such as in the case of buttons on the website.

RGB: 102-187-0 HEX: #66bb00

RGB: 14-112-8 HEX: #0e7008

RGB: 255-221-0 HEX: #ffdd00

RGB: 255-0-0 HEX: #ff0000

BPreplay BPreplay

Bpreplay

Have a Random Christmas!

RGB: 251-147-72 RGB: 162-238-255 RGB: 182-199-209 HEX: #fb9348 HEX: #a2eeff HEX: #b6c7d1

Typography

26

The typography used to shape the visual

Helvetica should be used in the case of any text that is to be read on printed or electronic media.

Except in the case of promotional posters with a certain theme which is at the hand of

the designer of the posters such as in the case of the “Random Little Christmas Survey” conducted to gain a better understanding of the market through interaction and involvement with people in Denmark. In this case AmaticBold, a thin “hand-written-style” font, used to create a playful, relaxed and Christmassy feel. It is a thin “hand-written-style” font.

Helvetica Helvetica

Helvetica

Have a Random Christmas!

AmaticBold

AmaticBold

AmaticBold

Have a Random Christmas!

27

Initial Mockup Layouts

28

First version of the website layout

29

5.2 Interaction

The webpage will be created by using the Parallax scrolling, the technique that uses multiple backgrounds which seem to move at different speeds to create a sensation of depth (creating a faux-3D effect) and an interesting browsing experience. Nearby objects have a larger parallax than more distant objects when observed from different positions, so parallax scrolling can be used to determine distances.

The Randoms campaign website will follow the specifications of this technique and the structure will be shaped in different layers with horizontal scrolling. This effect is appropriate for the concept that is built for the product because it gives motion and dynamism for the layouts and graphics that are used, and it creates an interactive and interesting universe.

The webpage will meet the following specifications 1. Parallax scrolling: layered images that move around the website in different speeds and perspectives creating the 3D illusion; horizontal scrolling.

2. Implicit navigation into the scrolling feature - the user will browse the website by scrolling to the right and will have the overview of the content.

3. The layout of the website will be created using the photos taken in the studio and transformed into illustration to describe different random scenarios that people can create in a Random Christmas.

30

4. Navigation bar to display the menu of the website with different sections: About, The product, Contact, Competitions, etc.

Technical specifications

We have used a couple of different coding techniques covering different purposes: • HTML (structure) • CSS (layout and animations) • PHP (database/server comunication and usability) • jQuery (effects and parallax) jQuery

Inspired by the original UK Rowntree’s website, we wanted the user to be taken on an adventure dependent on interaction.

Like the Rowntree’s site, parallax scrolling seemed as a good solution, also because we as a group has worked with it before.

Parallax scrolling is jQuery based and can be described as layers of elements moving at different speeds according to the scroll, which creates a nice depth/3D feeling.

jQuery does a lot of calculations of positioning, based upon data you give each element/layer, generating moving effect.

Layers in the background gets a lower value (=slow speed) and the foreground higher values (=high speed).

CSS

Our stylesheet is pretty packed, because we have used CSS3 for many things.

All our content subsites are generated on the main index site, using modal pop-ups triggered

by CSS transitions - Which really easy can give your user a more exciting visit.

Also our top menu navigation bar works with transitions, also making the interaction with the site more interesting.

PHP

We have implemented some PHP and MySQL, to make the server talk with a database.

With specific user information in the database, you are able to login to a user-profile page, where we have made it possible to upload a profile picture to the server with PHP. To kill the user session you can press ’Log out’ and return to the main site.

In future work with the site, we would definitely make a more advanced PHP Content-Management-System, so our client would have more control of the website.

The website is heavy on images and code, so we have implemented a small preloader, which gets all elements ready before entering the site itself.

We tried to optimize the site for all resolutions and screens, but media-queries or a mobile version for smart phones and tablets, would be a step further a fully integrated website.

Most testing have been done through QuirkTools: http://quirktools.com/screenfly/ Also we haven’t found any major bugs in any of the modern browsers.

31

Final version of the website layout

32

6. Conclusion

The 23rd of November we started our quest to successfully market Rowntree’s wine gums Randoms on the Danish market.

Hopefully this report has been successful in presenting a comprehensive idea of the possibilities of launching Randoms on the Danish market using social media and a landing page to do so. Rowntree’s Randoms are a well-established brand in the UK and their marketing has proved its worth in the numerous campaigns they have launched throughout the products life cycle with great success.

The marketers of Rowntree’s were quick to recognize the “random” trend online, where things appearing out of context were classified as being “random”. They picked up on this and used it to shape their marketing campaign.

This random concept allows for a very wide campaign where almost any element, character or object can be adopted and beneficially used to appeal to the target audience.

Social media and dynamic websites are ideal for this kind of communication as it provides a flexible but very thorough platform to communicate through. It is possible to display many more facets and niches from the product through a dynamic website than would ever be possible on a poster or in a TV advertisement.

The “sharing” and “liking” on Facebook is also a factor worth taking into consideration when taking your options into account. With all of these benefits taken into consideration we can conclude that social media such as Twitter, Facebook and Google+ makes for an excellent communication channel for us as multimedia designers. Furthermore the choice of these medias is optimal for reaching our designated target group, as this is where they spend the majority of their spare-time.

33

7. Documentation 7.1 PHP File structure

34

7.2 User testing Think Aloud Test After the first beta-version of the website was complete and operational we decided to test it out. We had 2 beta versions originally and we of course wanted to narrow it down to a single one. So what we did in order to find the optimal one was to present the site to people within our target group and ask for their initial impression of the site. Through the feedback it quickly became apparent to us that the second website with the more “clean” look and interaction was preferred through out the test.

As with the login form we moved this to a more visible place on the front page making it much easier to locate.

Most of the test-users also commented that they found the people on the second website much more amusing than on the first, giving us a hint that the graphical style of the second page was more in line with what we wanted to achieve.

Issues the test subjects encountered: - The first version of the website was difficult to navigate and some of the users did not understand how you got to the “next page”.

We changed the interactivity to become a pure “sliding site” where there is no need to press a “next button/arrow” to get to the next page of graphics, you simply just scroll.

- People did not immediately realized that this was a site revolving around candy. We added several graphical elements in order to make the concept more visible and apparent.

- Locate the Log-in form and login with the tester-user Several of the users were having troubles finding the login form on the first of the beta-sites. We corrected this by adding a more visible login button on the front-page.

- A lot of the users took quite some time in finding the contact form on the old website

35

First version of the website layout

Revised version of the website layout after the user test

36

A. Appendix A.1.Timescale 1. Week 1: - team meeting; - research on the product, brainstorm on the design concept and design solutions; - moodboard, roughboard.

2. Week 2: - marketing research: history of the product; - analysis of the market; - the design process: website prototype, functionalities prototype, design of the graphic elements; - test the market, interview the potential target audience, - photo shooting in the green screen room for the promotional materials and website content.

3. Week 3: - the design process: wireframes, logo design, website prototype, marketing report.

4. Week 4: - the design process: website prototype, functionalities prototype, design of the graphic elements; - design of the promotional materials: graphic design, photo editing; - marketing report and design brief; - incorporatin of the PHP scripts; - design program and design manual; - mobile application prototype.

37

A.2 Organizational methods: SCRUM

We chose to use SCRUM as a project management tool, and we created the physical board where we updated the tasks, so we can keep track of the progress that we make with the project.

38

A.3 Literature

1.http://www.thefreelibrary.com/Shaping+the+future+of+confectionery%3A+Nestle+Rowntree+has+a...-a0110619132 2. http://www.emme.dk/2009/04/14/slik-trives-under-krisen/ 3. http://www.nytimes.com/2009/03/24/nyregion/24candy.html?_r=1 4. NestlĂŠs annual report 2012 5. nformation taken from www.rowntrees.co.uk 6. http://toms.dk/ 7. http://www.malaco.dk/ 8. http://www2.haribo.com/daDK/ 9. http://www.katjes.com/ 10.http://webdesignledger.com/inspiration/21-examples-of-parallax-scrolling-in-web-design

10.

39

A.4.Survey results

40

41

A.5. Design manual This design manual acts as a guide to using

the various visual elements associated with Rowntree’s Randoms Denmark/.

Logo

Colours

The colour palette is inspired by the design of the UK product. The main colors that will be used to build the visual identity and the overall look are green, red, yellow (colours inspired by the candy and original packaging) and also the winter colorus: white, light blue, silver.

The standard logo can be used on most backgrounds and can be made slightly transparent for a visual effect.

 RGB: 102-187-0 HEX: #66bb00

RGB: 14-112-8 HEX: #0e7008

RGB: 255-221-0 HEX: #ffdd00

RGB: 251-147-72 RGB: 162-238-255 RGB: 182-199-209 HEX: #fb9348 HEX: #a2eeff HEX: #b6c7d1

42

Typography

The typography used to shape the visual identity follows the same one used for the UK version of the brand. For the logo, a customized font was designed and used and it constructs part of the logo. To follow the same style and feeling, other similar fonts were used in the design of the website and offline materials.

VAGRoundedBlackSSK Bold is a bold San Serif font with curved edges which has a playful feel to it and compliments the custom font of the Randoms logo and is suitable as a display font for any electronic or printed media.

VAGRoundedBlackSSK VAGRoundedBlackSSK

VAGRoundedBlackSSK

Have A Random Christmas!

market through interaction and involvement with people in Denmark. In this case AmaticBold, a thin “hand-written-style” font, used to create a playful, relaxed and Christmassy feel. It is a thin “hand-written-style” font.

Helvetica Helvetica

Helvetica

Have a Random Christmas!

AmaticBold

AmaticBold

AmaticBold

Have a Random Christmas!

BPreplay bold is also and acceptable display font for electronic media such as in the case of buttons on the website.

BPreplay BPreplay

Bpreplay

Have a Random Christmas!

Helvetica should be used in the case of any text that is to be read on printed or electronic media.

Except in the case of promotional posters with a certain theme which is at the hand of the designer of the posters such as in the case of the “Random Little Christmas Survey” conducted to gain a better understanding of the

43

Implementation and appliance of the visual elements Website

Packaging

44

Posters

45

Facebook page

46

IPad layout prototype

iPhone5 layout prototype

47

A.6. App prototype and competition Competition -on the website – display of the competition: log in button – the user creates a profile, downloads the application for his mobile device (smartphone) (from the website it’s send to the AppStore and from there the user can install the application in his phone).

- the application will work by scanning a QR code, collecting items to fill a gallery and win prizes.

User scenario 1. The user visit the website.

2. The user gets the information about the competition from the website.

3. The user creates a personal profile (on the website – PHP integration).

4. The user it’s led to the AppStore (for iPhones, GooglePlay for Android devices, etc.) from where he downloads and installs the application.

5. The user opens the application on his mobile device.

6. The user logs in with his personal account, created previously on the website.

7. The user finds and scans the QR code, the information is registered, the item is added to the virtual gallery, the wining of prizes begins.

48

The user will collect 10 items –> 1 item = 1 gnome. The gnomes will be on different colours (red, green, yellow), and based on the colour, they will be found in specific places (e.g. the red gnomes will be placed in shopping malls, supermarkets and shopping centres; the green gnomes will be found in green areas such as parks, playgrounds, gardens; the yellow gnomes will be placed in the city areas, streets, urban surroundings). A poster or a sticker will be placed on the specific spots illustrating the gnome and the QR code. Once scanned, the information will be transferred and translated in the application as one of the items and then added to the gallery. The user will have the possibility to choose his prizes: for the first three items he can win a prize; if he collects the next three items, he has the possibility to win a bigger prize and this way until he gets all the items to complete the 10. This way, the user has the possibility to use the collected items to win a small prize or to go for the biggest prize by collecting all of the 10 items.

8. After using the collected items (operation that will be made by pressing a ‘Get your prize’ button) the user will receive an electronic voucher that he can use in the store to get his prize.

On the website will appear a big banner (or other graphic element) that will get the attention and by clicking it, the user will be led to the page where the information about the contest is displayed. Also, a ‘Log in to win super prizes’ button will be put on the main page, so the user can go and create a profile that he can use to get into the competition, install the app on his mobile phone and win the prizes.

Also, on the website page, the three gnomes (red, green, yellow) will be hidden and the user will have to find them; by pressing them - a pop-up dialog will appear giving hints and information where he can find the gnomes into the city, give directions and display a map that is pinned with the locations. This way, the user will spend more time on the website, will interact and will get engaged.

The application will be found on the AppStore (or the other stores for the other smartphones) and the user will be able to download it and install it thru our website. Then, the user can connect it with Facebook and display there his collection and the progress that he does with items that he founds or the prizes that he wins (this way, the social media becomes part of the competition, and the ‘treasure hunt’ can be shared with friends).

The competition/contest will engage on two medias: website and mobile devices, will involve reaction from the users, ‘treasure hunting’, social media use, win prizes.

The prizes will be on different levels: if the user collects the first gnome, he will win a bag on candy; the first 3 gnomes: 5 bags of candy; the first 6 gnomes: 10 bags of candy; 9 gnomes: 10 bags and a supersize gnome candy; all the 10 gnomes: random no. of candy and an iPhone or iPad (it’s just an idea for the prizes, can be changed – they are set just to get the idea). At any level, the user can choose if he uses his gnomes to get the prize or if he keeps them all to win the biggest prize. The app will display a layout with all the gnomes the user has to collect and the ones that already collected. In the downside of the layout will be a text: ‘You collected 3 gnomes – your prize is 5 bags of candy’ and a button: ‘Get your prize’. By pressing the button

the user will receive an electronic voucher that he can use to get his prize from the store or supermarket (pre-set locations).

49