Bruce Consulting Report by georgieayers11

Marketing Consulting Report Bruce. Prepared by

3683464 3778629 3783427 3721562

Vincent s

Georgie S Tudor S India s

contents 2 6 16 22 29

Customer Analysis Database Marketing Product

Market Planning

Online Strategy Appendix

EXECUTIVE SUMMARY

In this analysis of the Nutty Bruce company and their marketing strategy

the aim to find

the ideal customer for the Bruce brand and describe the way they interact with the company

Once the customer had been established

database marketing was investigated

for the Bruce brand in order to describe the appropriate tactic for this marketing strategy and the opportunities that would arise from this campaign

This research was then used to analyse the current setup of the Bruce brand on their website and social media and the customer interaction

The persona was found to be a conscious

25-

year

old female

working an office job

aspirational and cares about the environment

This

who is health

ideal customer

has been

created in order to personify the target market of Bruce and the consumers that are buying the products

In terms of database marketing

Bruce does not currently have a strategy in order to

gather comprehensive consumer data and thus campaign

this report suggests a competitive

in which the Bruce brand could run an online event on their website and social

media to find the best ways that their customers use Bruce products demographic

preferences and values

;

This will provide

allowing the brand to better suit future products

and campaigns to their target market and loyal customers

Another channel of collecting

information has been suggested in the form of QR codes on packaging to provide relevant product information as well as recipe ideas

In order to diversify and promote the brand

Bruce could engage in a partnership with the

KX Yoga group in order to further develop brand awareness and recognition while also providing additional health benefits to its already health

conscious customer base

An analysis of the Bruce website resulted in finding the true nature of the brand while also

commenting on the advantages and disadvantages of the brand s personality

The playful

and casual tone of the website is advantageous in appealing to their younger consumers who are looking for a fun and friendly brand a

brochure

On the other hand

does not describe specific ingredients and processes

This research leads to the recommendations of inciting a

the website is

at its core

website providing information on their product line and mission but unlike

Califia Farms and Oatly

through a

Near Me

tab on the website

call to action

in consumers

allowing prospective consumers and resellers to

have better access to Bruce stock as well as locations in which it is sold

The research concludes with an analysis of the social media pages of both the Bruce brand as well as competitors

Califia and Oatly

post more frequently than Oatly

This returned that while Bruce and Califia both

Oatly still has significantly larger consumer interaction

displayed through their Facebook page likes as well as comments and likes on recent posts This lead to the suggestion of Bruce introducing a

Community

tab in which everyday

consumers can be showcased and praised for their use of Bruce products while also acting as a forum for dedicated Bruce customers to share experiences

Customer Analysis

PART ONE

Amelia 25

Age:

Occupation

Status

Real

Estate

Agent

relationship

Sydney

Location:

Education:

Bachelor

Property

Real

OUTGOING

Estate

The

Archetype:

NATURAL

DRIVEN

Innocent PERSONALITY

MOTIVATIONS INTROVERT

EXTROVERT

HEALTH SENSITIVE

INTUITIVE

THINKING

FEELING

GROWTH

ACHIEVMENT JUDGING

SOCIAL

PERCEIVING

INCENTIVE GOALS

PAIN

POINTS

concerned

plant

based

alternatives

won t

taste

put

nice

the

negative

surrounding

the

simple

seeking

dairy

from

her

dairy

industry

way

diet

impacts

ambitious

conscious

Amelia

estate

career term

She

her

life

removing

cut

her

likes

with

her

and

Lululemon Aesop Fresh

year

long

solid

first

and

aspects

development success

dairy

healthy

seek

her

and

goals

that

will

satisfaction

out

her

diet

support

diet

becoming

making

conscious

consumer

sustainable

and

Amelia

take

long

PAST

EXPERIENCES

WITH

THE

Amelia but

members

time

and

happy

has

family

old

prosperous

INTERESTS

Zara

stable

spare

pilates

puppy

BRAND

Hello

with

all

and

choices

health

with

relationship

friends

agent

connections

and

self

overall

values

and

BIO

real

set

see

Young

eating

choices

life

Understands

healthy

walks

has

being

admired

seen

never

purchase She

BRAND

until

always a

the

now

had

healthy

the

packaging

established

the

before need

perception

option

and

has

packaging

"I consciously make decisions that influence positive health and all round wellness. Mostly, I live a balanced lifestyle to achieve this."

Customer Journey Map Realisaton.

influenced

the ‘

emerging

impacts the

dairy-free’

wellness

Recognises

and

trend.

negative

dairy

environment, potentially

her

Identifies need

for

based

the

plant milk

substitute.

health.

Frustration.

Begins

preliminary

research different based

into

milk

concerned plant

plant-

brands

and

types.

alternatives not

taste dairy

Curiosity.

that Worries

based might

good

additives be

good

that

may for

not

her

health.

milk.

Worry.

Disappointed. Is Ask

friends

for

Trials

recommendations and

looks

different

brands

social

and

milk

discontent

long-life found but

types.

Begins

does

when

the

shelves almond

milk.

purchasing

weekly

enjoys

media.

with

options

she

shopping.

Enjoys and it

the

taste

fact

natural

that and

Discovers fresh is

organic.

the

option

Nutty

that

Bruce.

Excitement.

Connection. Begins Nutty her

using

Bruce

coffee,

smoothies, even

substitute dairy other

milk

and

for in

her

appreciation Bruce

recipes.

Satisfaction.

tea,

for

with

friends/family and on

Becomes a

loyal

customer.

occasionally

social

media.

Why 'Amelia'? '

’ ‘

We developed Amelia s persona to reflect Bruce s

Amelia is a

primary customer

’.

year old real estate agent from Sydney who is outgoing

and thrives in her healthy lifestyle

driven

Amelia yearns for success and satisfaction in her life across many facets

Her

motivations to fulfil her holistically healthy lifestyle are supported by her self development goals

’

Amelia doesn t take herself too seriously

‘real

world you

perfection

’

slogan

’

which aligns with Bruce s

The slogan and Amelia s values depict the fact that

is not something to aim for

rather

balance and fulfilment

Amelia has motivations to reduce her consumption of dairy to influence positive health as well as to reduce her carbon footprint

having recently become aware

of the negative impacts that dairy has on the environment

’

Amelia s lifestyle choices align with Bruce s positioning and values

Recommendation Soulfresh should develop clear messaging around the flavour of Bruce still incorporates a fresh milk

creamy taste and texture

and how it

despite being a plant

based

This would allow for Amelia to overcome her pain point surrounding

hesitancy of taste as a barrier to purchase in her journey toward making the plant

based switch

and becoming a loyal customer to Bruce

Database Marketing

PART TWO

If Soulfresh wishes to truly differentiate Nutty Bruce from their competitors

adopting database marketing strategies may be an optimal means for achieving this

The case for database marketing can best be seen by contrasting with traditional broadcast advertising

TRADITIONAL BROADCAST ADVERTISING

Traditional advertising has no direct feedback loop to monitor effectiveness

With traditional advertising

Soulfresh broadcasts messaging to the end

consumer through their website consumer

social media

feedback loop

unreliable no value

The

visits a retailer

(

and makes a selection based on prompts and factors specific to

Since the primary mode of communication is broadcast

marketing

and other media channels

who receives similar messages from competitors

third party them

’

there s no direct

no means of collecting information from the consumer to improve

and establishing a causal link between marketing activities and sales is This increases the risk of marketing expenditure that produces little or

as marketing decisions rely to a greater degree on guesswork and blind

luck than they would with a more data

driven approach

DATABASE MARKETING

Two

Database marketing feedback

-way

interaction and direct feedback are core to successful database marketing

in contrast

necessitates two

way interaction and direct

as customers are required to share information with Soulfresh in order

to improve marketing effectiveness and engagement and build the relationship

This is generally facilitated by way of an activity platform centred around customer engagement intrinsic

)

one which simultaneously delivers greater

(

perhaps

value to customers and collects data that can be used to improve

customer value and marketing effectiveness

include prize draws competitions

Diverse examples of which may

social media engagement

and more

’

what s

important is that the activity platform provides incentives for customers to engage and share information the following sections

’

We ll detail two specific examples for Soulfresh in

Information collected through database marketing will be valuable intellectual property to Soulfresh target customers

’

informing marketing decisions and campaigns that better

needs

values and attitudes to build stronger customer

relationships and lifetime value saturated plant

This will help position Bruce strongly within the

based milk sector and defend against new entrants

Additionally

information may give rise to other avenues to attract new customers examples follow

(

specific

COLLECTING CUSTOMER INFORMATION

Bruce would greatly benefit from collecting consumer information in order to better cater for them as well as build customer relationships collected can be used to develop a customer persona

The information

this can then be used to

learn about their customers and refine their target segment or to purposefully target that persona through advertising

On their website

Bruce uses the site access to location in order to suggest the

most relevant website to the user information about name

This

while not collecting any other

age or any other part of the demographic can give

Bruce an insight into which parts of the world access their website

In the

‘

Bruce Hotline

Bruce with

’

section of their website

there is also a form to contact

This can be used to raise any issues or ideas the consumer may have

This form consists of the user filling in their name number

email as well as a phone

This will give Bruce access to information on their customer base as well

as creating a channel of communication between the customer and Bruce

’

This appears to be Bruce s primary customer feedback mechanism

Potential Avenues of Data Collection // End Consumer In order to acquire more information

Bruce could organise and run a competitive

campaign in which the public has a chance to provide information on their favourite Bruce product as well as voice their ideas for a brand new Bruce product

This competition would encourage the public to post and share their

experiences with Bruce along with having the chance to have their own product on supermarket shelves name

This will not only give Bruce contact information such as

email and number but the area and demographics of the consumer as

different areas may have different opinions and experiences with Bruce products and could suggest different new and innovative line extensions depending on their needs

The information that Bruce should focus on collecting

is mostly demographic as well as preferences and feedback on Bruce products and views on issues and topics that Bruce as a company are passionate about

DEMOGRAPHICS

This information will assist Bruce in building their consumer profile by seeing the age range and living arrangements of the consumers that use Bruce products

This will give Bruce an insight into whether they are reaching their target market as well as providing ideas for which other markets they will be able to reach based on the different demographics that consume Bruce products

PREFERENCES

(

RATIONAL

)

Bruce can use the acquired email addresses and phone numbers to run a campaign focused on finding out their consumers use it

This

’

favourite product and way to

along with social media posts challenging people to share their

favourite and creative ways of using the kinds of milk or other Bruce products This challenge will engage the community

building brand recall as well as loyalty

while simultaneously providing Bruce with demographic information and habits of consumers

leading to altering the marketing strategy or extension of the

product line into other food into their recipes

related products that consumers can incorporate

VIEWS

VALUES

Bruce as a company has a very clear and concise idea on the impacts they want on the earth

They are working towards sustainability and health

should expect that users share these views and aspirations

The company

Important questions

Bruce could ask the community are their views on sustainability and their

’

production system as well as opinions on keeping one s body healthy and looked after while at the same time keeping the Bruce personality and colloquialism Some examples are

How can Bruce do more to make the planet better

What do you think of the way we make our good stuff

(Providing

information

on how Bruce products are made)

How well do Bruce and exercise go together

Would you pick Bruce for your morning coffee

Why

Questions like these can give Bruce an idea of whether their mission is clear enough and is reaching the right people

’

If a company s mission is not reflected in

their consumers then it has not been made clear enough

This can alter the

marketing strategy as we as lead to a revamp of the website and mission statements to better assist consumers in understanding what Bruce is all about solidifying competitive positioning

Wholesale Customers (

Bruce may also wish to collect sales information from retailers geographic area

which may correlate with other socio

demographic factors even more useful of sale

economic and other

Sales data are relative to competing for brands maybe

providing insights into consumer preferences at the retail point

Such information may be collected by strengthening supply and data

sharing

packaging variations

chain relationships

This could also provide an opportunity for Bruce to test and

trial the effect of supplementary marketing materials

Subsequent co

segmented by

displays

)

in selected stores

(

posters

labelling

to observe the effect on sales

marketing initiatives with retailers may also be considered

Implementation Examples This section details specific implementations of database marketing and how information collected may be used to benefit Soulfresh and its customers

APP WITH QR CODE INTERFACE

RECIPE COLLECTION

LIFESTYLE TIPS

BRIEF

To help develop customer relationships

A campaign that enables Soulfresh Bruce

to begin collecting customer information

Offers relevant value for consumers

should be unobtrusive and a natural extension of how customers currently engage with the brand

This will help Bruce to better develop a relationship with customers to

(

one

between Bruce and each individual customer

targeting entire customer segments en masse

either one

enabled by effective

database management and possibly artificial intelligence

(

or one

- to

many

Details Batched QR codes on product packaging

recipes tips content hosted in a browser installing a dedicated app

, -

encoding unique URLs to accessible web app

reducing barrier to adoption

(

does not require

Scanning a QR code on packaging is a natural extension from purchasing the product

allowing customers to easily access relevant value in content recipes

related to the product

Upon viewing the recipe in their browser Recipe

”

a user is prompted to

to their user account for easy reference

’

they don t already have one and their database

“

Save this

or create a free account if

thus initiating a direct relationship with Soulfresh

Depending on how far Soulfresh wishes to utilize this app

, .

additional user information such as demographic lifestyle

additional tagged categorized niche content in the app QR codes

for example

If they work in an office office

.”

: “5

They may then tailor

beyond that obtained by

Ways the REAL World you can stay sane in the

Based on consumption preferences

“

(

they may collect

if they use Bruce in their coffee

How to make the perfect barista coffee at home

.”

Such a strategy will further enhance the relationship Bruce has with customers by delivering highly tailored value to each customer purchase

and incentivising repeat

If it is found from the data collected that a statistically significant proportion of customers share certain preferences or demographics this data to better target their mass attributes

For example

Soulfresh may even use

marketing by appealing to these

if a majority of customers are found to be office workers

may choose to represent them in their marketing material

products packages for office kitchenettes

Soulfresh

or even target

Using Data to Identify Additional Avenues for Attracting Customers To attract new customers using information in the database As alluded to in the office

worker case and subsequently targeting office

kitchenettes in the previous example

data collected may also be used to identify

additional avenues for customer acquisition

For example

’

if data shows that a statistically significant proportion of Bruce s

customers practice yoga

(

or similar exercise regime

such that a sound

hypothesis may be drawn that the two are correlated

then Soulfresh may

choose to invest in marketing activities that specifically target yoga

practitioners students

EXISTING

YOGA

BRUCE

PRACITIONERS

CUSTOMERS EXISTING CUSTOMERS WHO DO

People who

YOGA

Potential

drink bruce

Customers

Identifying potential customers.

If it is found that evidence supports the hypothesis that yoga

practitioners students are likely to be prospective customers to develop strategies to reach them specifically studios in co

branding

or sponsorships

Bruce may choose

Partnering with yoga

Product & Market Planning

PART THREE

Viability Report: Bruce Future Yoghurt This section examines the market viability of the proposed Bruce Future Yoghurt

(600 ) g

’

which will be made available exclusively through Leo s Fine Food and Wine

gourmet supermarkets product as follows

: $2.75/ .35/ .25/

Given Soulfresh have estimated the costs for the

Variable costs

Ingredients

unit

Packaging Labour

Fixed costs

unit unit

Manufacturing costs Administration costs

$4,500 $1,500

A target retail price of for the product

Total Variable Cost

$3.35/

$6.50,

Total fixed cost

$6000

unit

Gross Profit

$1.525/

’

and that Leo s is planning a markup of

25%

unit

Retail cost price

’ ):

(

’

Soulfresh s selling

$4.875

per unit

price to Leo s

Break

even point

Units sold to reach profit

Total cost

@20,328

Total revenue

Total profit

Profit

3935

$25,000 units

@20,328

target

20,328

units

$74,098.8

units

$99099 $25,000.2 25.23%

On the surface

it appears that this product will be sufficiently profitable for

Soulfresh to proceed revenue

33.7%)

(

with a calculated profit percentage of

or if expressed as return on capital investment

’

Soulfresh s profit percentage of

25.23%

25.23% /

net return cost

’

is comparable to Leo s of

may be deemed an equitable pricing arrangement

of total

25%,

so this

Other factors to consider include whether there is sufficient tolerance for variability in these figures

if environmental factors were to cause a

statistically probable increase in the cost of ingredients in the gross profit margin to absorb this safe margin

Additionally

? ( 33.7% A

is there sufficient room

return on capital suggests a

if Soulfresh is considering launching numerous products

they may

wish to consider the opportunity cost of launching Future Yoghurt ahead of others

Also whether

if they decline to launch

, ’ .

if a competitor might

subsequently take their place in supplying Leo s

Longer Term Marketing Initiatives Ansoff Matrix

We used the Ansoff Matrix to categorise the following initiatives

Market Penetration

Product Development

Get more of the existing market to

New products for existing markets

buy more of the existing product

Market Development

Find new markets to purchase existing products

Diversification

New products

new markets

Market Penetration

Online Sales/Distribution, Subscription Service

Not Recommended

’

Providing an option for customers to place online orders through Bruce s website for delivery

This could also include a subscription option for regular delivery

ADVANTAGES

DISADVANTAGES

Provides the most reliable form of

Additional distribution channel that

customer feedback for database

requires logistics support

marketing

Business

direct access to

individual customer sales data Bypasses retail markup drawbacks

…)

(

- to

consumer distribution is

likely to be more expensive than

with

centralised retail

Risks alienating retailers

A better strategy for market penetration:

Marketing Initiatives with Retailers

Recommended

Developing stronger supply chain relationships with retailers to share data marketing materials initiatives

( : eg

posters

displays

ADVANTAGES

and collaborating on joint marketing

DISADVANTAGES

Stronger relationships with retailers

None

Robust data sharing capturing sales through retailers Distributed

shared marketing costs

Market Development

Supplying Office Kitchenettes

Recommended

Target package products aimed at office kitchenettes tea oat milk suitable for hot drinks

purchase in bulk

and also be more

less likely to switch on a whim

Cross

bulk pack of

DISADVANTAGES

Corporate customers are likely to

(

rooms

possibly alongside Soulfresh s snack range

ADVANTAGES

loyal

’

Requires distribution and logistics

support

selling Soulfresh s other

products Office workers who enjoy products may also purchase for personal consumption

Product Development

Plant

Based Yoghurt

’

Derivative products that would appeal to Bruce s existing customer base yoghurt

ADVANTAGES

such as

DISADVANTAGES

’

Targets Bruce s existing customer

May require additional

base for increased spend

facilities equipment and upfront capital

Customers likely to already be

investment

receptive

Diversification

Protein Shakes to Target Gym

Developing a range of plant target fitness fanatics

Goers

based protein shakes powders supplements to

ADVANTAGES

DISADVANTAGES

’

Extends Soulfresh s market potential

Greater risk for Soulfresh

to new customers

products

New markets customers who try

supporting data

protein shakes may consequently be

Soulfresh to enter

drawn to Soulfresh s other product

Upfront capital investment for product

ranges

development

’

new market

new

so less

evidence for

Note: Market Development or Product Development may also be a precursor

to diversification

Example

(

If Soulfresh were to target existing products to fitness fanatics

market development

)

and observe data suggesting high receptiveness

reduces the risk of investing in product development for protein shakes

this

Additional Ideas from 12 Innovation Strategies ‘12

In line with the

Dimensions of Business Innovation

’

two strategies have been

identified to further increase the customer experience and networking within the Bruce brand

CUSTOMER EXPERIENCE

:‘

BRUCE

’

APP

Customer experience forms part of the redesigning customers

‘

who

’

within a business

, ’

it s a means of

interactions with Bruce and finding ways of creating more

valuable and engaging content to attract and retain both new and existing customers

For Bruce

creation of the

‘

Bruce

the most effective way of delivering this value is through the

’

app

The Bruce app will feature interactive aspects such as

recipes using Bruce products

, .

and a special loyalty program

meditations and workouts promoting healthy lifestyles Users will also have the opportunity to order Bruce

products straight from the app to be delivered to their door accessible than before

, ,

making Bruce more

The loyalty program will form a major part of the app

once consumers either scan

the QR code or manually download the app to sign up

their details will form a

marketing database for Bruce

to analyse their customer base to strengthen future

campaigns and gain a stronger understanding of their target market

The loyalty

program will reward Bruce customers every time they purchase a product through additional member

only recipes

workouts and meditations

free or discounted

products and early access to new arrivals to the Bruce range

The app also offers Soulfresh the opportunity to promote their other brands such as Pico or the Milk Thief by including them in their Bruce recipes

’

further building brand

awareness which extends Soulfresh s market potential and builds customer relationships with the brand

ADVANTAGES

DISADVANTAGES

One of the strongest ways to build

High upfront development costs

customer loyalty

Technological maintenance costs

Significantly increases consumer

May be seen as a distraction from

mindshare of Bruce brand

Soulfresh s or Bruce s primary offering

Reduce likelihood of customer

of milks and or food products

defection

’

defending Bruce against

competitors and new entrants Valuable source of end customer data

consumer

enabling strong

customer relationship building Opportunity to cross Soulfresh products

promote other

NETWORKING

PARTNERSHIP WITH KX PILATES

Networking and building relationships with customers is a great way to add value

’

to Bruce s current product offerings and increase engagement with their target market

From the example segment

if there is sufficient evidence to suggest that a particular

yoga practitioners

are likely to be prospective customers

Soulfresh may seek specific network collaborations to target them

Collaboration with well

known pilates studio KX studies would create invaluable

engagement and attraction for both Bruce and KX as they both have a similar target market and value proposition Melbourne and Sydney

KX Pilates have almost

20 ’

studios across

reaching a large percentage of Bruce s target market

’

and their values and motivations align with those of Bruce s primary customer persona

Amelia

Their philosophy

personal evolution

”

“

Small

ongoing improvements

’

can be related back to Bruce s own

’

“

Your own

Real world you

”

slogan

both communicating that you don t have to make huge changes to live a healthier lifestyle

This makes them an ideal partner for Bruce to further extend their

brand message and broaden their demographic as their products are for the perfectly imperfect customer

Partnering with KX Pilates has many opportunities and avenues for both brands to explore

The most effective to both would be to host events where real world

people attend a pilates class in special locations followed by brunches or smoothies using Bruce products such as their milks and nut butter balls

Engaging

influencers or brand ambassadors to attend and promote these events will also further engagement and increase excitement

generating content for the brand

to use and increased interaction with their customers Bruce loyalty program through the app these events

To link this back to the

members will get exclusive access to

gaining traction for more customers to sign up for a chance to

meet their favourite influencers and enjoy exclusive events

This partnership will build awareness for the Bruce brand and consequently their products

encouraging repeat purchases and consumer generated content to be

used on their own social media platforms

ADVANTAGES

DISADVANTAGES

Taps into a popular subculture wellness

‘

)

(

yoga

for greater mindshare

Halo effect

’-

such as health

positive associations

may bolster consumer

perceptions of Bruce

In addition to the positive halo

it might

also have an exclusionary effect on those who do not identify with the subculture

world you

messaging

’

’ ‘

counter to Bruce s

Real

Online Strategy

PART FOUR

Website ’

In reviewing Soulfresh s website purpose behind the website

it is important to consider the strategy and

and its intended and likely audiences

Overview: Bruce currently does not sell directly online

AUDIENCES

: ( 2 ).

There are two main categories of the audience that we will consider

(

Bruce business

2 : C

)

to consumer

( 2 ) B

and Bruce to other businesses

CONSUMER AUDIENCE

Consumers may predominantly be visiting the Bruce website for product information and research purposes what to buy

comparing different brands to decide on

They may also want to know where to purchase Bruce from

retailers stock it

(

which

although they might also be visiting the website after having

seen Bruce at their local supermarket

Since Bruce does not currently offer e

commerce sales to consumers

assumed the intention currently is not to convert online sales

it is

but rather to

inform and influence the consumer purchasing decision from other retailers

2 : B

RESELLERS AND OTHER BUSINESSES

Resellers may be considering whether or not to stock and sell Bruce in their own stores

“ “ “

Their primary concerns include

Will this appeal to our customers

?”

How easy will it be to market and sell What support

(

if any

)

Will it be profitable

will Bruce provide

?”

and how to place an order

?”

’

Resellers will likely take cues from how well they perceive Bruce s website and product information appeals to consumers and their own target customers Although this is primarily a consumer

facing website

it should also be easy and

intuitive for resellers to contact Bruce to open a buyer

supplier relationship

Bruce ⭐⭐⭐⭐

Attract

‘ (

’

Hero

Califa Farms ⭐⭐⭐⭐

Attract

image

the

product

slideshow between Nutty

)

Oaty

Bruce

‘

’, ‘ ,

Love

’, ‘

Eat

page

’

Learn

Oatly Attract

the

home

The home page of the website is a

encouraging visitors to click

bit overwhelming and if you hadn t heard

preferences

difficult to tell what their product

only

specifically Social

Engage

media

for

Bruce

(

limited

)

⭐⭐⭐

Attitude

see

playful

appearance

brand

before

Califia

Farms

have

and

content

lot

Engage

⭐

educational

The Oatly website almost has too

website

much content and can be difficult

their

encouraging their audience to learn

more about the benefits of drinking

particular pages However their Je

plant based

ne sais quoi of the month

milks

The

website

navigate

when

trying

’

find

‘

a grant

colours

also easy to navigate with simple

that rewards people doing amazing

page headings and a good balance

things

between images and writing

interactive

novelty

…

engagement strategy

‘

the

⭐⭐⭐⭐

interactive

following section

Engage

offering is

Word of mouth Search

’

and explore the site based on their

Likely traffic sources

- :

⭐

interesting

for

visitors

and

read

about and get involved

’

Real World you narrative engages

Retain

⭐⭐⭐⭐ ⭐⭐⭐⭐

by inviting users to associate with

They have a blog full of inspirational

Retain

the brand

recipes for consumers to try and

The community of

keeps customers coming back to

Retain

⭐

Essentially

‘

information

available

website

about

but

content

’

brochure

almost

reason

products no

dynamic

revisit

for

something new

with

friends

which

keeps

them coming back to the website

the

website

latest Learn

The

⭐

doing

great

keeping

customers

and interested in the brand

their

the

about

things

prospects

hear

read

mailing list that visitors can sign up their

have

and

around

limiting

not

monthly

communities

does

’

Je ne sais quoi

updates

people

website

‘

for

world

engaged

creating a database to target their Learn

⭐⭐

Bruce

promotions

has

mailing

list

where

They

have

contact

form

visitors can sign up with their email

customers

can

address to send additional content

email phone or social media

where contact

their

them

via

‘

⭐

Relate

⭐

chance to share their thoughts via

name

country

residence and their message

customised

visitors

’

Oatly s website offers visitors the

their

No Relate

’

⭐⭐

a contact form where they enter

to also enabling them to begin the creation of a database

Learn

the

interactions website

with

such

helps

Oatly

engagement

Their Real world you slogan relates

personalised products or real time

form

to all consumers and promotes the

interactions

marketing

see is

where

coming

database

from for

of This

their and their

fact that anyone can drink Bruce

products

But

Relate

beyond

community website

this or

Minimal interaction on website there

minimal

interaction

besides

⭐

links

the

social

media and a feedback form

The Bruce website presents the playful nature of the brand engage by inviting viewers to associate with their

The colours

images

‘

with a strategy to

Real World Bruce

’.

fonts and word choices all align with the casual nature of

Bruce and their mission in providing healthy milk alternatives

The Califia website is full of information about the products and where they come from

’ .

taking a more educational approach

an element that is lacking from

Bruce s

Compared to Califia and Oatly website

Bruce does not sell their products on their

Visitors are presumed to find the product through another retailer

there is no natural progression from viewing information to making a purchase

STRENGTHS

WEAKNESSESS

’

Catchy and witty slogans and mottos

Don t have products available to

that successfully gain audience

purchase online

attention

Not much educational content about

Easy to navigate between pages to

health and environmental benefits of

find what you are looking for

switching to plant

Detailed and informative product

Older consumers looking for

descriptions

information may find the website lazy

Successful use of humour to engage

and unprofessional

based milks

the audience and create excitement

Recommendations CALL TO ACTION

Improve the progression for consumers from reading information to making a purchase

Califia Farms facilitates online purchasing as an example of this

Since we do not recommend ecommerce due to distribution costs and retail relationships

an alternative approach Bruce might consider is linking to their

products on Coles and Woolworths online product descriptions

Similarly

the

“

’

Where s the Bruce At

outbound links to retailers

’

?” ,

websites

or a

“

Find Near Me

”

link below

page could be improved by providing

saving users from manually searching

Developing relationships with online retailers could make possible the collection

of behavioural purchasing data cookies

through URL query strings and or tracking

provided privacy concerns can be overcome

This will enable Bruce to

learn about how information on their website may influence consumer behaviour

RESELLERS

Although primarily a consumer

facing website

prospective resellers might interact with it resellers to initiate a buyer

we should consider how

Making it easy for prospective

that relationship by offering marketing support material sales and reach

, ,

seller relationship with Bruce

then further building will help drive further

Resellers will also want to know that stocking Bruce will be good for their business

and will be easy to sell

To that end

strong consumer

messaging and engagement will appeal to them too

CONSUMER

’ “

Bruce s

Real

ORIENTED MESSAGING

World you

”

relational emotional level persona

However

’

oriented

ENGAGEMENT

messaging excels at engaging consumers on a

putting the consumer into the shoes of their

‘

Bruce

they re lacking in engaging consumers on a rational level

which Califia Farms excel at benefits

with information about health and environmental

and recipes product use

Since we cannot be sure which mode of messaging best appeal to a given individual

rational or emotional

’

will

incorporating both into Bruce s messaging will

increase the likelihood of that consumer choosing Bruce

Bruce may disseminate such information through a blog for retention the aforementioned Bruce app for greater interaction beyond desired scope for their website product information

’

or through

But if they deem this

they can simply include it with existing

Social Media METRICS

Common metrics used to evaluate social media presence include

Number of subscribers followers to the profile Engagement subscribers

)

Post frequency Community

(

‘@’

mentions

)

Sentiment language analysis

However likes

number of likes comments shares per post

we caution against relying solely on vanity metrics like the quantity of

qualitative

optionally

( ) ’

due to the amorphous nature of Facebook s algorithms

insights

(

rather than quantitative analysis

We believe

will provide more actionable

FACEBOOK

ANALYSING

RECENT CONSECUTIVE PAGE POSTS

BRUCE

Page Likes

: 7,653 ; : 7,769 ;

OATLY

: 1,480 ; : 1,541 ;

: 209,100 ; : 209,183 ;

Page Likes

Followers

6.6

Average Time

CALIFIA FARMS

days

12.6

days

Between Posts

Average likes

reactions per post

Average comments

Average social

3.4

1.4

64.5

47.8

0.1

1.8

It may be observed that higher post frequency

(

lower time between posts

not necessarily correlate with higher engagement both Bruce and Califia on engagement

)

does

Oatly appears to outperform

despite lower post frequency

QUALITATIVE ANALYSIS

’

Bruce s Facebook posts are mostly of a products

‘

broadcast

’

nature

promoting its

There is little reason for audiences to engage with such posts

Califia tends to share more diverse content Oatly shares content about their

‘

including recipes from their blog

Je ne sais quoi

’

community

but their most

successful posts appear to be those that are novel or unexpected emphasizing the entertainment value of social media

perhaps

Recommendations Monitor Brand Community

’

Monitor Bruce s own brand community tab

people mentioning Bruce in their own feeds

consumers are engaging with the brank efforts

’ “

via the Facebook page s

Community

”

This will lend insights into how

’

and better inform Bruce s marketing

Interacting and responding to these brand mentions may encourage greater engagement too

Posts that Amplify Reach

’

Bruce s currently strategy of posting predominantly about their product does not appear to encourage engagement or sharing novel

unexpected entertainment

engaged with and shared

Oatly demonstrates that

value posts are perhaps more likely to be

We recommend Bruce develop their content and post strategy around content that may better encourage engagement and that users will want to share with their friends

This may include novel

are relevant to the brand

unexpected entertainment

value posts that

or possibly recipes or other content that might be of

value to users and their friends

Lead the Community

Once Bruce are actively monitoring and engaging with their community sharing content that amplifies reach to lead the community to be attempting

and

they will then be in a much better position

perhaps with their products

as they currently appear

or with other marketing campaigns initiatives detailed

throughout this report

Appendix Appendix

1: 10

Appendix

Days of Facebook Data

Team Meeting Log

References Bruce

https

2021 [ ://

accessed May

Califia Farms

https

Oatly

drinkbruce com

://

accessed May

www califiafarms com

2021 [ :// .

https

2021 [

25, 2021]

25, 2021] / />

accessed May

www oatly com au