Müllerlight Strategy Plan Mujun Zhang N0678951 Word Count:3489
FIG.1
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I confir m that this wor k has gained ethical a ppr oval and that I have faithfully observed the terms of the approval in the conduct of this project.
SINGED:
CONTENT WHERE ARE WE NOW Introduction
1
Figure illustration
39-42
Methodology
2
Appendix
43-44
Brand Brief
3
Reference
45-46
Brand Health Check
4
Bibliography
47-49
Customer Analysis
5-6
Competitor Analysis
7-8
- Brand Positioning Map
8
SWOT Analysis
9-10
Core Competencies
11-12
PEST Analysis
13-14
Macro Trend
15
Strategic Challenges
16
Where do we want to get to? Yoghurt pot design
18
Collaboration ideas
19-22
How will we get there? Business-to-Business Plan
24
Business-to-Customer Plan
25-26
Strategy Plan
27
- Strategy A
28
- Strategy B
29
- Strategy C
30
One-year tactical plan
32
Mesuarement
34
Timeline
35
Budget
36
Conclusion
38
INTRODUCTION Müllerlight is a well-known brand which belongs to the UK’s leading yoghurt manufacturer – Müller Yoghurt & Dessert. It is famous for the health and low calories ingredients and owned a great number of customers from all age groups. Due to the Mintel report, the yoghurt market has shown an upward trend of 6.4% in value between 2011 and 2015. (Yogurt and Yogurt Drinks, 2016，Mintel) The fierce competition between each brand has accelerated product innovation and offer customers a wider choice at the same time. Müllerlight exists in the market with its “low calories” tag now, which has catered to the healthy lifestyle trend in the society. However, it is not enough for Müllerlight to compete with others in the booming market if they only rely on one specialty. How to build a deeper connection with customers and provide them more compelling reasons to choose their products would be their next mission to consider. This report will analyze the current role of Müllerlight in the market, and point out the potential opportunities to achieve in the future. As a result, a three-year marketing strategy plan and a one-year communication plan will be illustrated in detailed to engage a wider target groups for the brand.
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FIG.3
METHODOLOGY PRIMARY RESEARCH - Market visit Check the yoghurt shelves in different supermarkets such as Tesco, Sainsbury, Waitrose to summarize the market share of each yoghurt brands, then find out Müllerlight’s primary and secondary competitors.
FIG.4
- Focus group interview The people who walk around the yoghurt shelves would be chosen as the focus group members. The questions would be asked in just three aspects: the frequency of buying the yoghurt products; their brand preference as well as the reasons.
- Online questionnaire An online survey would be created for more than 50 people. Brand health will be checked through the questionnaire and it would reflect whether the brand’s current communication channels worked successfully. Customer’s needs and wants for their experience with the brand from online to offline will be gathered as well.
SECONDARY RESEARCH Official Website News Annual Reports Articles Websites
FIG.5
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BRAND BRIEF
Vision: MĂźllerlight will remain a strong #1 brand in Health & Wellbeing products. Mission: Bring everyday moments of pleasure for everybody Now Equity: The pleasure to have it all at anytime FIG.6
MĂźllerlight is the number one brand in the UK in all the chilled yoghurt and potted desert market. 3
BRAND HEALTH AWARNESS
71.5%
From primary research, Müllerlight has owned great popularity and a high degree of satisfaction among customers with 71.5%people said they would recommend the brand to others.
know and will recommend
USAGE
However, there was merely 15.38% of them had visited the brand’s official site or social media channels in the past. The inefficient utilization is hard for the brand to engage the current consumers and attract new consumers as well.
51.28%
Based on the online survey, even though the usage rate was not as high as its, 38.46% respondent still think Müllerlight as the leader of the yoghurt market with .
put Müllerlight as their primary choice
The taste is a vital segment of yoghurt brand. Müllerlight staff stated that they have a rigorous testing system to monitor the yoghurt taste for each month. So from the research, there were 52.78% people said they choose Müller based on their delicious taste, followed by reason of health ingredient.
have bought;
38.46%
PERCEPTION
52.78% good taste;
36.11% low calories;
19.44%
health ingredient.
FIG.7
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CUSTOMER ANALYSIS
PEN PORTRAIT FIG.8
Linda is a 35 years old woman who lives in London with her husband and 2twochildren now; she likes to treat her family with diet food and think of the calories in what they eat. She works at a cosmetic counter in Selfridge which provide her a chance to approaching people from all over the world. She always shows enthusiasm for work and feels ready to pursue a higher level of career. Her work environment has stimulated her desire for fashion trend catching. Elle, Heat and Closer are her favourite fashion magazine and she enjoys reading how celebrities match their clothing, and their newest sponsored products. Lucy loves shopping and considers it as a way to enjoy life. Currently, Lucy is getting more considerate of her budget, and sometimes she researches products by reading the reviews from others before she buys it. She is part of Instagram and Facebook generation and use it to share her life with friends, and follow the brands and celebrities she likes. She thinks they are the easy platforms to search the reviews and vouchers in time, also to interact with their customer service team. In her free time, Lucy often go out with her friends or family. Pizza and Chinese food are her favourite food to share with them. As part of her busy life, Lucy understands that high calories food is not good for health and easy to gain weight, so she tries to eat healthier in the week to balance it.
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MAIN TARGET GROUP
18-45
years old people
who take of of their health and love to have an optimistic attitude on life.
FIG.10 FIG.9
FIG.11
FIG.12
FIG.13
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COMPETITOR ANALYSIS
Müllerlight is currently locates in the yoghurt market and compete with all the dairy firms who provide yoghurt products. Based on primary research, Müllerlight’s biggest competitor is Onken which share a similar brand image and target groups with Müllerlight, but Onken has not owned many innovative flavours but put their main focus on fruit. On the other hand, Onken's relatively high content of sugar had moved them to an unhealthy side. Using the fat free vanilla taste yoghurt as an example, the sugar content for Müllerlight is around 6.7% while that in Onken is approximately 13%. This would be a big competence for Müllerlight because of growing desire for low-sugar food. However, their attractive official site combined some dynamic lifestyle photos with their products which expressed their brand image more vividly. Yeo Vally and Light & Free have done the same thing as well. So, enrich the website would be a core issue for Müllerlight to improve in the future. Also, the yoghurt substitutes such as cereal, ice cream and other snack brands would be their secondary competitors. To survive in these markets, the frequent content update to social media and advertising would be important to enhance the brand states among people.
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BRAND POSITIONING MAP
HEALTHY (LOW SUGAR)
TRADITIONAL
FIG.14
INNOVATIVE
UNHEALTHY (HIGH SUGAR)
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SWOT ANALYSIS - Müllerlight is the leader in UK’s yoghurt market and owns a great market share. - Good product quality with natural ingredients. - Successful advertisement and innovation - (Just-food.com, 2010, “MostPromoted food brand”) - Local dairy factory provides competitive cost than importing from other places. - Various types of products with low calories and sugar content. - Powerful sponsored campaign and ambassadors.
Weaknesses:
- Relatively weak pot design. - Unattractive website design. - Lack of utilization of their social media. - Can not effectively deliver their brand essence through communication tools. - Hard to lay out all their flavours in certain supermarket due to the limited yoghurt shelves.
- Increasing the updating rate through social channels. - Innovate the new range of yoghurt with layers. - New regulation of cutting sugar by 20% in yoghurt market could increase the need of their “0% Added Sugar range” - Increase household penetration.
Threats:
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Strengths:
Opportunities:
- Possible rising cost of imported inputs would influence the final product price. (Müller company review, 2012) - Similar flavours range among all the yoghurt brands would force Müllerlight to provide risk-taking new tastes. - Need further investment to do more promotion activities in this price-driven market.
SWOT ANALYSIS Müllerlight’s good reputation and outstanding product quality have built a strong basis for it to do their next step’s adjustment and development. By comparison, the most obvious weakness of Müllerlight is their ineffectiveness communication channels. The monotonous homepage infrequent update of social channels did not express its “pleasure” brand equity convinciingly. There are still many opportunities for the brand to improve in the next few years. The result from Mintel states that 34% of their respondent had interested in triple-layer yoghurts. Furthermore, the yoghurt’s dessert association could be the next innovation point for Müllerlight as well ( Yo g h u r t a n d Yo g h u r t Drinks, 2016) From the previous competitor
analysis, Yeo Vally and Activia had promoted the Breakfast pot which combined the yoghurt with cereal clusters. Lastly, Müllerlight should pay attention to the possible threats especially on the financial part. The low price would play a key role in 42% people’s decision making process. (Yoghurt and Yoghurt Drinks, 2016) If they want to maintain the current price or provide extra promotion, the pressure from the increasing costs of producing process will make it hard to balance the cost of current product quality.
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COMPETENCIES Porter's Five Forces Threat of New Entry: (High) The raising concern of healthy yoghurt has brought a strong competencies to Müllerlight, plus the government policy of cutting sugar content has made adevelopment of low-fat yoghurt market. Currently, Müllerlight has not owned a strong brand loyalty in the fierce competition due to the limited flavor choice. Industry rivalry: (Mid) Müllerlight now locates as the leader among low-fat yoghurt brands. It saw further volume growth in 2016/17, continuing a trend since 2014. (Mintel, Yoghurt and Yoghurt Market, 2017) Also, Müller was called as the “most promotional brand” in 2016 because of its large investment in advertising site for brand awareness building. Threat of Substitution: (Mid) The main substitute of Müllerlight is not only the yoghurt market but also the soft drink and dessert market. However, yoghurt still provides people a sense of guilt-free sweet treat (56% from Mintel Research). With the brand effect of Müller, Müllerlight remain its status among all other dessert range.
Bargaining power of buyers: (High) The increasing demand for low-sugar yoghurt promotes the yoghurt brand’s updating rate of this type. Customers today can find more various types of yoghurt products with lower sugar content than before so the price comparison plays a key role in people’s purchasing behavior.
Bargaining power of suppliers: (Low) Müllerlight has fewer worries on this site due to its mature partnership with domestic farmers. The reasonable and transparency contract provides over 1900 UK farmers to support the brand develop its market more efficiency and keep Müllerlight away from the importing forces.
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COMPETENCIES
FIG.15
FIG.16
3 Core Competencies
1 Domestic Supplier 1: No need for importing from another country. Relatively low price of milk and transportation. 2: Better local responsibility to reassure customers. 3: Closer relationship with them. Easy to share knowledge and do change in time.
2 Household penetration 1:Increasing range of M端ller brand products brings M端llerlight customers from all age groups. 2:Wider flavor choices with relatively lower sugar content than other low-fat yoghurt.
3 No.1 dairy brand. 1:As a sub-brand of M 端 l l e r, M 端 l l e r l i g h t owned a professional production line and shareed a complete management system with it. 2:Gain positive impression from other sub-brand products.
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PEST ANALYSIS POLITICAL
FIG.17
“European regulation demands that health food companies come up with the scientific evidence to back their labelling. The regulation extends to a vast range of products - from multi-vitamins and slimming pills to margarine and yoghurt.” Neil Bowdler Health reporter, (2010) BBC News For Müllerlight, the regulation on product labeling would bring a challenge for its product audit and ingredient monitoring. The brand should always set high demands on its production team. Maintain the quality is important especially when they plan to do product development.
Economical: "Total yoghurt market value is predicted to rise by 8.5% to reach £2 billion by 2021 and volumes t o remain largely static, standing at 648 million litres by 2021." Mintel, 2016, Yoghur t and Yoghurt Drinks FIG.18
The booming market environment has bought a healthy competition to Müllerlight. However, yoghurt is not existing as an essential product, so that customers would pay a limited range of money on yoghurt and it is hard to gain brand loyalty even they have a stronger purchasing power. In this situation, how to bring the brand with more values and make it stands out would be another challenge.
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Social: Health and weight management drive healthy food habits but obesity levels still increasing that 63% of adults in England were classified as overweight or obese in 2015, according to the Health Sur vey for England (HSE) – (Mintel, 2017, Managing a healthy lifestyle) FIG.19
The increasing need for healthy and low-sugar food would provide opportunities for Müllerlight to gain more target groups. The should keep highlighting their “fat free” characteristic in their TV advertisement and labeled it on their packaging; they were all powerful and effective to catch people’s eyes.
TECHNOLOGICAL
FIG.20
“Discounts are the number one draw for using QR codes Boding well for the future uptake of QR codes, only a minority of consumers were not interested in any of the additional content which could be accessed using this technology." (Mintel, 2016, Food Packaging Trend) There are many design ideas for Müllerlight to improve their packaging design. Mintel mentioned the development of QR codes utilization on packaging. Also, 41.18% people from the primary research want to build a communication with brand through their yoghurt pots. How to utilize the QR code to do acommunication with customers need to be considered in their strategy plan.
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MACRO TREND 1: Despite Economy uncertainty, consumers set to maintain a focus on health and wellness. – (Euromonitor, 2017, Health and Wellness in the United Kingdom) 2: Millennial are committed to eating right and exercising more than other generations, and are spending big dollars ensuring their children are living lives grounded in health and wellness as well; Millennial are interest of making homemade, healthy food for their children – (Forbes, 2017, The Business Of Feeding HealthConscious Gen Z And Alpha Children) 4: Consumer demand is forcing manufacturers to reduce sugar content and develop natural alternatives to artificial sweeteners (such as stevia blends) in their products. – Euromonitor, 2014, The Sugar Backlash and its Effects on Global Consumer Markets) 5: Energy is a key component of contemporary health and wellness lifestyles across all consumer age groups. (Forbes, 2015, Consumer Trends in Health and Wellness)
The macro environment has presented people’s growing concern on personal health management. There are several opportunities for Müllerlight to cater to these trends: Firstly, for Millennial group, it is crucial to introduce their products’ function and food suggestion effectively. The reason is the potential target group here could be a family contains both adult and children, so it would be a good c o m m u n i c a tio n strategy to illustrate their healthy ingredient and advice them to make homemade food with their products through their
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FIG.21
advertisement or label on packaging. Furthermore, the need for sugar content has become less and less due to the growing rate of obesity in the society. Regarding this, Müllerlight could keep development on their “0%added sugar” range to more flavors and pot size. To p r o v i d e m o r e v a l u e s f o r t h e i r products, social media could be a great platforms to show more product information such as their raw materials, making process and ingredient introduction. The photos and videos there can be viewed all time and also receive comments which are better than TV advertisement.
STRATEGIC CHALLENGES Based on the Market Trends
Ageing population would bring difficulty for spoonable yoghurt market. (Yoghurt and Yoghurt Market, 2017, Mintel)
Müller light enjoys high consumer trust but little loyalty. (Yoghurt and Yoghurt Market, 2017, Mintel)
The main target group of Müllerlight is people between 18 to 45 year old. In this situation, how to maintain the current age group customers and attract people over 45 could be one challenge for them. The increasing mention of its healthy ingredient could be one strategy.
Müllerlight provides a wider range of taste than Activia or other lowfat yoghurt brands. It both helps and hinders Müllerlight to provide a sense of healthy. How to balance its healthy brand image with reasonable flavor types is a considerable question for them.
58% people choose a yoghurt brand based on its healthy ingredient and interest in less sugar content.(Yoghur t and Yoghurt Market, 2017, Mintel) The increasing need for low sugar yoghurt prompt the market to provide low-fat yoghurt. The wider choices on shelves bring more competitors to Müllerlight than before.
FIG.22
The rising concer n for animal welfare in yoghur t market.(Yoghurt and Yoghurt Market, 2017, Mintel) There are 48% people would stop buying the brand that did not ensure the animal welfare. It brings a challenge for Müllerlight to provide ethical products and demonstrate good credentials on animal welfare.
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WHERE DO THEY WANT TO GO
“To be the Number 1 brand in the grocery industry; Offer a wider type of yogur ts and desserts products with milk from British far mer s and reduce the UK’s dependence on imported dairy products.” Müller managing director.
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FIG.23
YOGURT POT DESIGN The plastic cover with spoon inside. More convinence for store and drink.
FIG.24
FIG.25
FIG.27 FIG.26
Add the feather figure on thier yogurt pot to highlight the name "Light" and bcome a symbol rather than "white and blue" packaging.
Add the campaign name if they have.
Picture of thier yogurt flavor.
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COLLABORATION A BACKGROUD:
FIG.28
Health and fitness app usage “grew 330% in just 3 years” (Flurry Analytics, 2017) More and more excellent fitness providers are coming online on a daily basis, offering guided classes and consultations regardless of your location. – (Telegraph, 2017, The seven big fitness trends of 2017)
BRAND BRIEF: - Sworkit is the number 1 app certified by American College of Sports Medicine for quality of instructional exercise standards - A simple and customizable workout app. - Over 25 million users. - Provide 7 days free for users which contains numerous class such as yoga, strength and cardio. - Choose upgrade to Premium to enjoy a higher level of classes including Tabata and HIIT (High-intensity interval training).
WHY THEY FIT EACH OTHER: The growing conscious of healthy life brought this two brand to us: Müllerlight and Sworkit. The first one provides low-calories natural yoghurt and another one offers professional workout class.They share the same the aim to providing a more healthy life to people. Also, energy is always considered as a key component of a healthy lifestyle. This collaboration could be a good opportunity for them to reinforce this brand value and bring more possibilities to customers.
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FIG.29
Müllerlight
SWORKIT
BENEFIT: - Increasing sale by providing extra free class of Sworkit. - Developing the brand value of “Low-calories” and “Energetic” by joining the Sworkit nutrition and meal tips. - Boosting awareness by advertisement spending on Sworkit’s official site and app homepage.
FIG.30
- Raising app downloads rate by putting their QR code in yoghurt pot. - Increasing the number of upgrading members by providing them free try when they buy Müllerlight products. - Engage users to participate in their online or offline activities. - Share Müllerlight’s target group
COLLABORATION EXECUTION 1: Re-design the packaging by adding Sworkit’s logo or any workout related figures to grab attention. 2: Provide QR code outside the pot for downloading the Sworkit app. 3: Provide verification code inside the box for owning Premium classes on Sworkit. 4: Mention the collaboration on their TV advertisement.
1: Send the direct e-mail about the collaborative news to their current online members. 2: On their Nutrition Tip page, write articles about special meal idea with Müllerlight products. 3: Advice their members to try these meals or upload their own creative healthy meal with Müllerlight. 4: Sworkit could provide prizes such as Müllerlight vouchers or extra free workout classes.
DISTRIBUTION IDEAS: Traditional media distribution: Magazine / Newspaper / Radio / Official sites Target groups here are people who have a relatively slower life such as housewife and people over 40. New media distribution: Instagram/ Twitter/ Facebook / App / Pinterest Have chance to listen customer’s expectation and attitude on this collaboration before it launches and help the brand to do some further adjustment.
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COLLABORATION B
BACKGROUD: “This year in Shanghai, VS gave the Chinese model One Wang a stunning debut. As one of the contestants on “Road to the Runway,” a Top Model–style search for the next Victoria’s Secret star, Wang competed against a house full of beauties to snag her spot.” – (Vogue, 2017, How an Unknown Model Made Her Debut at the Victoria’s Secret Fashion Show) FIG.31
INTRODUCTION The Chinese reality show “Road to the Runway” has earned a larger number of audience for Victoria’s Secret this year, because the winner of this show would be on the 2017 VS show and everyone could be the witness. Obviously, this TV program had achieved great success as well as their collaborative partner - Pepsi Zero. Pepsi had gained a deeper impression of low-calories and awareness among people through the embedded advertisement inside. Müllerlight could use it as an example to collaborate with British’s Next Top Model to booming the brand image of pleasure and healthy.
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FIG.32
WHY THEY FIT EACH OTHER There is a consistency between the Müllerlight’s brand positioning and Model’s program's image – the pleasure, free and low-fat yoghurt with a fashionable good-shaped model would provide audience a potential connection. Model’s daily life is always interested in the public; people are curious about how they balance their high-pressure work with their dietary habit. Hence, the collaboration with Müllerlight would highlight its brand character, not only the low-calories tag, but also the energetic natural ingredients.
- Raising awareness by the reality show’s popularity. - Enhance the brand image of low-calories and energetic. - Increasing sales by the strategy promotion of “buy yoghurt and vote for model” - Boosting social attention and it is good for them to do their next step promotion.
- Share this collaboration information through their online channels. - Provide special code inside yoghurt pot for model voting. - Plan a promotional video. - The high audience rating and attention would finally bring up an influential model.The model winner could be chosen as the Müllerlight’s brand ambassador and bring more commercial value to the brand.
FIG.33
BENEFIT
EXECUTION
- Earned sponsor from Müllerlight and get support from financial part. - Increasing program awareness - Showing the show’s authority by gaining support from the famous yoghurt brand.
- The Müllerlight products would be put into model’s living area. - The scene of drinking yoghurt by models should appear at least three times per episode to ensure the effectiveness of advert. - Audience could buy Müllerlight products and type the special website code inside the box to vote for their favorite model. - The winner of the show could be the next Müllerlight brand ambassador to join their new TV advertisement.
TARGET GROUP: People between 18-35 who have interest in fashion and chase for beauty and celebrity trend; and take care of their diet balance.
DISTRIBUTION: Fashion magazine / Print advertisement / TV advertisement / social medias Pot Packaging FIG.34
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FIG.35
HOW WILL THEY GET THERE
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BUSINESS-TO-BUSINESS Currently, Müllerlight has engaged 1900 UK dairy farmers to be their suppliers.The honest relationship of business cooperation is built based on the clear contract, compelling milk price as well as the professional communication and support from Müller company. Suppliers’ strong and steady support has been a support for Müllerlight to explore more yoghurt possibilities. Müller’s chief marketing officer said: “We're going to keep innovating and leveraging the Müller brand in areas where the business doesn't have a presence.” (Just-food.com, 2017)
FIG.36
As a result, in 2015, Müller has completed the acquisition of Dairy Crest and promoted a new milk supply contract to their suppliers.
FIG.37
As the Müllerlight officer said, anything that you eat instead of yoghurt could be the brand's competitor. So Müllerlight could keep exploring new yoghurt types by combining their products with the secondary competitors, the desert brand such as cereal or ice cream could be taken into account. There is a possibility to build a business corporation with cereal brand and launch a breakfast pot combined the yoghurt with cereal. Mintel states that, 77% people think cereals are good value for breakfast choice and 57% people prefer less sweet cereal. So it could be a good entry point for Müllerlight to join in the breakfast product range to gain more market share. The brand image of low calories could allay consumer ’s concern of cereal’s high-sugar content and achieve a win-win result.
To gain a wider product portfolio, Müller will also build a collaboration with Mondelez to develop its range of Cadbury products and gain a new segment of the dessert sector.
FIG.38
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BUSINESS-TO-CUSTOMER
Based on the collaboration with fitness app Sworkit, Müllerlight could launch a campaign to have a deeper communicate with customers. The possible name for the campaign is “Light Yourself” which is not only highlight the low-fat ingredient of its yoghurt products, but also engage people to improve their self-confidence by doing exercise.
Their primary communication channel should be social media because of their young target group: 18-45 years old people who take care of their health. So the communication activity has to be fresh and attractive. For example, Müllerlight could develop a topic of “Light yourself” by using the hashtag to encourage a discussion online. In order to boost the attention, some celebrities, especially fashion models such as Taylor Hill, Rosie Huntington could be invited to this topic to share their fitness tips and their opinion on Müllerlight. Their optimistic attitude
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and slender shape is perfectly fit the campaign’s theme of “Light yourself by having a heathy lifestyle with Müllerlight and Sworkit” and could make a desire for customers to imitate their healthy lifestyle. After they have accumulated amount of attention, they should engage consumers to join in the topic by uploading their ideas of Müllerlight meal and healthy tips, yoghurt vouchers would be the prize to attract participant.
The new TV advertising would be launched at the same time to gain attention from 30 to 45 housewife and mum; it is the most vivid and effective way to introduce this campaign in a short time, this advertisement would mention their online activity at last to integrate different channels. A new packaging would be the last tool to ensure all their customers know this activity. The primary research states that 44% people want to build a connection with the brand through their packaging. So the attractive design of “Light Yourself” yoghurt pot could grab customers’ eye from the yoghurt shelves and transmit the information directly.
# LIGHT YOURSELF FIG.39
AIMS: Build a relation between Müllerlight products and people’s idea lifestyle Engage people to improve their self-confidence by doing exercise.
FIG.40
Resonate among public and give them a reason more than low-calories to try Müllerlight product. 26
STRATEGY PLAN LONG TIME AIM: “To be the Number 1 brand in the grocery industry (NO.8 now), Offer a wider type of yogurt and desserts products with milk from British farmers and reduce the UK’s dependence on imported dairy products in order to build a vibrant future for the British dairy industry.” Müller managing director.
OBJECTIVES: - Generate over £178million in sales by the end of year 1. - To increase the online traffic by 15% in the second year. - To launch a new flavor or range of products at least every five months.
3- YEAR PLAN OVERALL STRATEGY Integrate current communication tools from online to offline aimed to build a deeper connection with their target groups, especially focus on the delivery of brand vision of pleasure and energetic to resonate with theaudience on an emotional level.
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FIG.41
STRATEGY A STRATEGY:
Integrate online channels
OBJECTIVES:
Build a fundamental communication with customers and transmit the brand story rather than the products themselves.
ACTIONS:
Action 1: Enrich their website page by simplified the word content in a visual way, aims to fit the brand image of pleasure and fun. Action 2: Create a mashup page of all social channels on their official site. Action 3: For social media site, increasing the use of hashtag and timeline to engage the current customers. Action 4: Apply special vouchers to people who invite others to join in their online activities to attract new customers.
FIG.42
FIG.43
28
STRATEGY B
After they have built a strong online connection with current customers in year one, the new campaign would run after that to provide a fresh brand image of “energetic” and “optimistic” "Energy has become a key consideration of people’s healthy lifestyle across all age groups. "(Forbes, 2015, Consumer Trends in Health and Wellness)
STRATEGY:
Transmit fresh brand image
OBJECTIVES:
Cater the health trend and reinforce the online communicaton with customers. Use the "Light Yourself" campaign to resonate with people and give them more reasons to try Mülerlight products.
ACTIONS:
Action 1: Work with Sworkit to do the strategy plan and start with re-design the packaging by adding the campaign logo on it. Action 2: Use traditional channels including TV advertising and posters to spread this campaign. Sworkit starts to engage their current users to join in. Action 3: Advertise in social media, establish the campaign topic by using a hashtag and inviting fashion models. Action4: Packaging improvement, to collect customer's optimistic adjectives to reinforce the campaign and theme.
FIG.44
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STRATEGY C After the previous two strategies, the communication rate with customers with the new brand image of "enrgetic" Therefore, the fresh brand image could support the brand to do the last strategy: to innovate a breakfast yoghurt pot range and gain more market share.
FIG.45
STRATEGY:
Entry Breakfast Market
OBJECTIVES:
Keep innovating on product to compete with current competitors and gain more market share. Working with cereal brand is a good way to meet customers’ needs and bring more target groups for Mßllerlight.
ACTIONS:
Action 1: Investigate the current cereal market to choose a suitable partner. Action 2: Discuss the possible product and do pre-survey with their customers. Action 3: Prepare new TV advertising and print advert, as well as the possible ambassadors to promote the new range. Action 4: Launch the new product when the previous 2 actions have gained enough public attention.
FIG.46 FIG.47
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ONE-YEAR TACTICAL PLAN
FIG.48
31
Focus on network building and spread new brand image of “energetic”. The first whole year communication plan would proceed to start with the launching of the “Light Yourself” campaign. In this first half year, Müllerlight should do allocate a team to manage its social media channels. This team would help Müllerlight to choose customer’s uploading pictures to their official site and will update daily to remain the hot topic. In the second half year, Müllerlight should shift the focus to the connection from offline to the online site. At this point, Müllerlight could use the yoghurt pot as a tool to connect offline to online. For example, they could print various optimistic adjectives such as independent, motivated or brave outside the box and engage people to tell the brand their adjectives through social channels. The word they uploaded could appear in the yoghurt pot very soon. People would match themselves to their adjectives, and that could increase the yoghurt selling. At the same time, the online communication would be improved when they give their ideas and customers would have a sense of brand ownership during this process.
"CHEERFUL" "HONEST" "MOTIVATED" "UNIQUE" 32
MEASUREMENT
FIG.49
33
Integrate online channels It will be measured by the click-through directly as well as the number of people who checked their video on the front page.The page visiting time will still be monitored to consider whether they have built a more interesting homepage. The effectiveness of their social media will be checked by the number of followers and the interaction rate with the brand. If they provide the “Followers Only” vouchers, it would be easier to monitor their social media viewing rate.
Transmit fresh brand image It will be measured by the number of people who viewed and join the topic discussion online as well as the feedback from the partner Sworkit; they would analyze the downloading rate of app. The viewing rate of their nutrition tip section will be checked, as well as the content of user’s opinions on Müllerlight meal. Also, the sales volume will directly reflect how success the campaign is.
Entry Breakfast Market The sales volume of the new range of product will be monitored after it comes to the market. Also, they need to contrast the sale of their competitors before and after as well, such as Activia, the brand that has the breakfast pot as well to measure the competitiveness power.
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TIMELINE 2018. Mar - May Enrich online content 2018. and integrate the current Jun channels. Provide special voucher for social media followers.
2018. July Start collaboration with Sworkit and launch campagin.
2018. July-Sep Promote the "Light Yourself" campaign online by inviting fashion models.
2018. Oct- Dec
FIG.50
Collaborate optimistic word from customers and prepare the new pot design.
Launch the new yoghurt packaging and reinforce the brand image of campagin and strenthen the communication with customers
2019 Feb
2019. May
FIG.51
2020 Do cereal market research Mar and prepare the new range launching. Promote the new breakfast yoghurt pot range. 2020 Jun
35
FIG.52
Monitor competitors' sale 3 months later and do market research again.
BUDGET CATEGORY
Advertising
Technologies
Personnel
Professional services
Special Event
Development
Total cost
ITEM
COST (2018)
COST (2019)
COST (2020)
Print, TV Advert, Internet, Packaging
£ 3.6 million
£ 2.5 million
£ 3.3 million
Machine development, Website Design
£ 1.5 million
£ 0.7 million
£ 5.2 million
£ 2.6 million
£ 3.2 million
£ 8.4 million
Photography, Editing, Yogurt pot design
£ 1.5 million
£ 2.2million
£2.7 million
Collaborate with Sworkit; Invite celebrities; New product range promotion
£ 0.6 million
£ 2.3 million
£ 3.1 million
Work with cereal brand; New product line; Brand management
£ 0.8 million
£ 1.2 million
£ 20.3 million
Hire workers for online channels; breakfast pot chain
£ 10.6 million £ 12.1 million £ 43 million
* The actual annual revenue will decide the cost of advertising. (0.3% of annual revenue); Each year's investment on each section is influenced by previous year's market feedback; The launching of new breakfast pot range is a key factor that impacts the third year's budget.
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FIG.53
37
CONCLUSION There is a raising concern of eating healthy now which has brought a fierce competition to the yoghurt market. Müllerlight has owned a high brand awareness and a certain amount of customer loyalty. but they are not enough for the brand to stand in the environment. They should adjust their attention to trend catching and transmit more possibilities to their customers. At this point, strong communication with customers plays a key role to support their plan. So the first year plan aims to improve their online channels and generate public attention by doing a campaign and social activities. Therefore, the previous brand image of pleasure will be reinforced, at the same time, the fresh brand personality of “energetic” will be delivered after this year and attract some new customers. The emotional connection would be improved as well and that would bring more competencies to support Müllerlight to implement their plan.
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Figures Illustration F i g . 1 : H u g h J o h n s o n ( 2 0 1 6 ) A d v e r t i s i n g [ o n l i n e ] Av a i l a b l e a t : h t t p s : / / markgibsonphotography.com/perch/resources/muller-light-posterweb.jpg Accessed at: (24th Jan 2018) Fig.2: Vanilla Yoghurt (2018) [online] Available at: https://www.muller.co.uk/nc/ourbrands/muller-yogurt-desserts-brands/muller-yogurt-desserts-brands/products/product/ show/46/ Accessed at: (24th Jan 2018) Fig.3: Vanilla fat free yogurt (2016) [online] Available at: https://www.bestwaywholesale. co.uk/img/products/1000/0/4025500157470.jpgAccessed at: (24th Jan 2018) Fig.4: Müllerlight greek style yogurt (2017) [online] Available at: https:// encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcRXpFExn_Z1No4T21NSfWAYKOiIPlu7r5pJHNSdW1NQhRtxkw-NgAccessed at: (24th Jan 2018) Fig.5: Müllerlight advertising onFacebook [online] Available at: https://scontent-lhr3-1. xx.fbcdn.net/v/t1.0-9/18835926_1396148577132585_8793558013391589655_n.jpg ?oh=73edcf3d74c2760091a614083088991f&oe=5AE4E4AC Accessed at: (24th Jan 2018) Fig.6: Müllerlight product profile [online] Available at: https://www.muller.co.uk/fileadmin/ user_upload/Mullerlight/Singles/medium/71824_Strawberry.jpgAccessed at: (24th Jan 2018) Fig.7: Müller yogurt campaign [online] Available at: http://blog.andersonhopkins.com/ wp-content/uploads/2015/10/1261MU_13x19-copy.jpg Accessed at: (24th Jan 2018) Fig.8: The Skinny Doll (2017) Müllerlight product [online] Available at: https://lh4. googleusercontent.com/-wbTKzj4xKgI/VKv935LVynI/AAAAAAAAJ7k/JccYyAZoIaE/ s640/blogger-image-1768055924.jpgAccessed at: (24th Jan 2018) Fig.9: 10 hottest women online business (2017) [online] Available at: http://timothykurek. com/wp-content/uploads/2017/10/10-hottest-women-in-online-business-on-35-year-oldwoman-pictures.jpgAccessed at: (24th Jan 2018) Fig.10: Health and infertility (2017) [online] Available at: https://3. bp.blogspot.com/-sOnaO2N7_pg/WdwyPJpAG1I/AAAAAAAAftQ/ EV8J8s7HGWcOS6gzvZGZLqdBmpPwui6-ACLcBGAs/w1200-h630-p-k-no-nu/ Eat%2Bright.jpgAccessed at: (24th Jan 2018) Fig.11: Elle South Africa (2017) [online] Available at: https://image.isu. pub/161122113319-f25d0c4cc0303f74dbe05ae9e260c793/jpg/page_1_thumb_large. jpgAccessed at: (24th Jan 2018) Fig.12: Selfridge cosmetics (2016) [online] Available at: https://www.magariblu.com/wpcontent/uploads/2013/01/bobbi-brown-harvey-nichols-studio-500x334.jpgAccessed at: (24th Jan 2018) Fig.13: 2017 fashion trend [online] Available at: https://imagesvc.timeincuk.net/v3/ keystone/image?url=http://ksassets.timeincuk.net/wp/uploads/sites/46/2016/10/Springsummer-2017-fashion-trends-1920x1080.jpg&q=82 Accessed at: (24th Jan 2018)
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Fig.14: Müller dairy product campaign (2010) [online] Available at: https://files1. coloribus.com/files/adsarchive/part_1413/14131655/file/muller-dairy-productsmullerlight-splash-strawberry-small-91054.jpgAccessed at: (24th Jan 2018) Fig.15: Müllerlight advertising on facebook (2017) [online] Available at: https://scontent-lhr3-1.xx.fbcdn.net/v/t1.09/18527917_1374357075978402_6546547736017844735_n.jpg?oh=99385b0a8602 208654ab2ba4d58f2ac0&oe=5B203B25Accessed at: (24th Jan 2018) Fig.16: Müller dairy product campaign (2010) [online] Available at: https://files2. coloribus.com/files/adsarchive/part_1413/14131955/file/muller-spill-small-87874. jpgAccessed at: (24th Jan 2018) Fig.17: Porter’s five forces (2017) [online] Available at: https://www.pocketbook.co.uk/ wp-content/uploads/2016/12/michael-porters-five-forces.pngAccessed at: (24th Jan 2018) Fig.18: Labeling rules (2017) [online] Available at: https://i0.wp.com/www.southcrop. org/wp-content/uploads/2016/08/Food_labeling.jpeg?fit=600%2C438 Accessed at: (24th Jan 2018) Fig.19: Müllerlight advertising on facebook [online] Available at: https://scontentlhr3-1.xx.fbcdn.net/v/t1.0-9/16508033_1254338264646951_5355088543914673898_ n.jpg?oh=509a6a7939b81b70a2cdbcc5309c1d36&oe=5AD8E0EBAccessed at: (24th Jan 2018) Fig.20: QR code trend (2017) [online] Available at: http://giftsforchange.fr/wp-content/ uploads/2017/05/QR-Codes-Are-they-dead-or-slowly-dying-300x225.jpgAccessed at: (24th Jan 2018) Fig.21: Müllerlight advertising on facebook (2017) [online] Available at: https://scontent-lhr3-1.xx.fbcdn.net/v/t1.09/15871529_1225697874177657_6266995682666692521_n.jpg?oh=071e91635616f 5dfe7f571ca68df0e04&oe=5AEFD4A4Accessed at: (24th Jan 2018) Fig.22: Müllerlight advertising on facebook (2017) https://scontent-lhr3-1.xx.fbcdn.net/ v/t1.0-9/15350616_1189291221151656_4429909029283655168_n.jpg?oh=a81af377 59276a680264ce1a62b0c6ca&oe=5AE97D96 [online] Available at: Accessed at: (24th Jan 2018) Fig.23: Yoghurt advertising [online] Available at: http://www.pesonapengantin.my/wpcontent/uploads/2017/10/yogurt-square.png Accessed at: (24th Jan 2018) Fig.24: 50 AWSOME yoghurt packaging (2017) [online] Available at: http://4. bp.blogspot.com/-g8TxNJaQoII/Ujy198sdEfI/AAAAAAAAcj4/BRV3donWfjU/s1600/ yogurt-packaging-31.jpgAccessed at: (24th Jan 2018) Fig.25: Disposable plastic spoon (2016) [online] Available at: https://3.imimg.com/ data3/NI/VO/MY-557161/disposable-plastic-spoon-250x250.jpgAccessed at: (24th Jan 2018) Fig.26: Feather fascination (2016) [online] Available at: http://www.jpost.com/ HttpHandlers/ShowImage.ashx?id=375660Accessed at: (24th Jan 2018) Fig.27: STRAWBERRY INFORMATION (2016) [online] Available at: https://maxpulltlu7l6lqiu.stackpathdns.com/wp-content/uploads/2015/04/sequoia-strawberry. jpgAccessed at: (24th Jan 2018)
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Fig.28: SWORKIT (2017) [online] Available at: https://sworkit.com/assets/images/press/ sworkit-logo.pngAccessed at: (24th Jan 2018) Fig.29: Top Fitness App (2017) Available at: https://www.stephen-coleclough.com/wpcontent/uploads/2017/02/fitness-app-phone1015.jpg Accessed at: (24th Jan 2018) Fig.30: Sworkit Fitness App (2017) Available at: http://pacechronicle.com/wp-content/ uploads/2017/02/IMG_4980-507x900.png [online] Accessed at: (24th Jan 2018) Fig.31: Top 10 popular model at Victoria’s secret (2017) [online] Available at: https:// img.huffingtonpost.com/asset/5a14281c140000891d50e954.jpeg?ops=scalefit_720_ noupscaleAccessed at: (24th Jan 2018) Fig.32: Screen shot photo Available at www.iqiyi.com Accessed at: (24th Jan 2018) Fig.33: Müllerlight advertising on facebook [online] Available at: https://scontent-lhr3-1. xx.fbcdn.net/v/t1.0-9/15078592_1167869693293809_4469548805422750947_n.jpg?oh =159207e190dbdcb8da94fa001c50cca4&oe=5AE1D2E0Accessed at: (24th Jan 2018) Fig.34: Britain’s next top model [online] Available at: http://www.formatbiz.it/image. php/3578.jpg?width=800&image=/images/news/3578.jpgAccessed at: (24th Jan 2018) Fig.35: Müllerlight advertising on Instagram [online] Available at: https://www.instagram. com/p/Bc7BcOegJF0/?taken-by=mullerlightAccessed at: (24th Jan 2018) Fig.36: Dairy farmers (2016) [online] Available at: https://bmcontent.affino.com/ AcuCustom/Sitename/DAM/021/Herridge_milking_Main.jpgAccessed at: (24th Jan 2018) Fig.37: My news desk (2015) Müller news [online] Available at: http://resources. mynewsdesk.com/image/upload/t_open_graph_image/ysakk0gwn7lbx6pqdedk. jpgAccessed at: (24th Jan 2018) Fig.38: Instant greek yogurt pot (2016) [online] Available at: https://awefilledhomemaker. com/wp-content/uploads/2016/12/Yogurt-Instant-Pot.jpgAccessed at: (24th Jan 2018) Fig.39: Taylor Hill photos (2017) [online] Available at: http://www4.pictures.zimbio.com/ gi/Taylor+Hill+2017+Victoria+Secret+Fashion+Show+BO_V-1N3rSLl.jpgAccessed at: (24th Jan 2018) Fig.40: Müllerlight advertising on Instagram [online] Available at: https://www.instagram. com/mullerlight/Accessed at: (24th Jan 2018) Fig.41: Müllerlight product. (2015) (Online) Available at: http://andygrimshaw.com/wpcontent/ uploads/2015/10/Muller-Light-Range.jpg. [online] Accessed at: (24th Jan 2018) Fig.42: [online] Available at: Accessed at: (24th Jan 2018) Fig.43: Instagram brand resources (2017) [online] Available at: https://instagram-brand. com/wp-content/themes/ig-branding/assets/images/ig-logo-email.pngAccessed at: (24th Jan 2018)
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Fig.44: Müllerlight brand advertising on facebook [online] Available at: https://scontentlhr3-1.xx.fbcdn.net/v/t1.0-9/15027835_1158855854195193_6876190202220051458_n. jpg?oh=724820bf3d6185d1bbd2db82621e8ac1&oe=5ADB3D97Accessed at: (24th Jan 2018) Fig.45: Train like angels (2017) [online] Available at: https://media1.popsugar-assets. com/files/thumbor/d_XPHfUx1G6VxMPscTqk3A7GYnM/fit-in/1024x1024/filters:format_ auto-!!-:strip_icc-!!-/2015/11/11/095/n/28443503/7d39242b_main2/i/work-out-every-day. jpgAccessed at: (24th Jan 2018) Fig.46:Spoon university (2016) Yogurt breakfast [online] Available at: https:// s3.amazonaws.com/secretsaucefiles/photos/images/000/017/111/large/IMG_7107. JPG?1474944197 Accessed at: (24th Jan 2018) Fig.47: Yoguty bowl (2016) Granola [online] Available at: https://encrypted-tbn0.gstatic. com/images?q=tbn:ANd9GcSzU9339NkCfpQI4BqkRCqrR9IoQjvL4hwpEtpZctNO8aY5 KQ3uAccessed at: (24th Jan 2018) Fig.48: Müllerlight advertising on Instagram [online] Available at: https://www.instagram. com/mullerlight/Accessed at: (24th Jan 2018) Fig.49: Strawberry yogurt ( 2017) How to do a meal with yogurt [online] Available at: https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcRX5A6QjbnbQPhKDLQDK tJ_CIkZUbGCb6Rlly0RgcZCovj8A0YlAccessed at: (24th Jan 2018) Fig.50: Rosie Huntington Beauty Routine (2016) Available at: https://cdn.cliqueinc.com/ posts/72359/-1941381-1476734492.640x0c.jpg [online] Accessed at: (24th Jan 2018) Fig.51: 10 popular cereal brands [online] Available at: https://www.healthymummy.com/ wp-content/uploads/2017/07/iStock-175418464-1024x729.jpgAccessed at: (24th Jan 2018) Fig.52: organic breakfast pot (2017) [online] Available at: https://www.ocado.com/prod uctImages/426/42651011_0_640x640.jpg?identifier=5b93ce6b03a1feac2e4c0d5fd2d ad729 Accessed at: (24th Jan 2018) Fig.53: Easy instant yogurt pot (2017) [online] Available at: https://encrypted-tbn0. gstatic.com/images?q=tbn:ANd9GcS2sIUdk06Ric_FkPHSVYdECREeemh4lXo0cBp33 dztPWpu50TW Accessed at: (24th Jan 2018)
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APPENDIX [ online survey ] MULLERLIGHT QUESTIONNAIRE 1: How much on average do you spend every month on yoghurt product. 2: Have you buy any products from Mullerlight? 3: Why you choose Mullerlight? 4: What is your primary consideration when you choose a yoghurt product? 5: Have you ever checked the brand website or social media? 6: Do you think Mullerlight always have a good UX? 7: Do you want to have more communication with the brand? 8: If yes, what kind of communication you want with this brand? 9: What kind of channels you want to build with this brand? 10: Will you recommend Mullerlight to others?
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