flamel
strategic marketing analysis tatiana c.g. c. de oliveira Teacher: Hanne Thaarup Mølbak
sweets for events
sao paulo
founded February 2015 Sao paulo, SP - Brazil homedade sweets
seasonal products
How to increase Flamel’s brand awareness by applying changes to its current business strategy? What is Flamel’s current business plan? What are the current megatrends and market trends? How can Flamel be easily recognized by consumers?
methodology 1. internal situation analysis
3. Marketing objectives and strategies
2. external situation analysis
4. action plan
1
internal situation analysis
who is flamel? pão de mel “party” sweets Seasonal sweets Custumized sweets
distribution channels don’t have a physical store. Have
strong custumer relationship direct contact with customer
brand identity?
partnership with companies but no
lack of visual identity and
binding to them.
marketing plan
“To produce and sell homemade pão de mel”
Logo is no t eye catch ing
h t i w e l b i t a p m o c t o n e r o m e r a e r e h t ( y t reali sweets) vision
“To become a leader company that sells pão de mel and always attend and anticipate the customer’s needs.”
doesn’t articulate the company’s goals
2
external situation analysis
competitors
price
quality
sao paulo today
Right now Brazil is facing a political, economic and ethical crisis. the population started dividing itself due to the difference of opinions. However, the debate is lost among heated screams, filled with hatre speech, disguised as freedom of speech.
megatrends moving merchants
city connection
inside out
companies deliver pproducts to
residents will want to break
residents are rediscovering
customers wherever they are
down social barriers.
the value of the city.
ok commuter meeting customers on the way of their daily journey
reconciliation brands Brands should find ways to promote dialogue between people, mendwounds and reconcile.
bike sampa
food truck/bike
gourmet products
p.e.s.t. - political, ethical crisis - rua aberta - bycicle lanes
- high chocolate consuption - eat outise home often - polorized population - urban lifestyle - political and social activie
p
e
s
t
economical crisis gdp growth 1,95% unemployment 8% inflation rate 9% interest rate 15% -
social media most own smartphone -
s.w.o.t. target several groups Lack of Marketing Strategy -
- Homemade - Customization - Strong Customer Relationship
s w - Gourmet foods - Food/Bike trucks - Rua Aberta - High consumption of chocolate - Bicycle lanes
o
no e-commerce partnership is confusing -
t Competition Economic, Political, ethic Crisis High interest rates -
3
Marketing objectives and strategies
what now? menos fel e mais mel e n i l g a t new
product
experience
“Transforming communities by inspiring people trough kindness, tolerance and sweetness.” vision aligned with brand identity
focus on th e brand core values
vision
“Our main objective is the well-being of people by understanding and matching their needs through care and innovation, as well as spreading sweetness and kindness through our products.”
values Kindness, Care, Quality, Honesty, Creativity
clear core values
flamel 2 services
target group Living in Sao Paulo
selling pao de mel
Urban/ Community
special orders (for events)
Open minded Concerned about environment Social engaged Often uses social media
distribution
visual
channels
identity
food bike
logo
e-commerce
packaging
e-mail (events)
website
product development product assortment (pao de mel), new flavors
ansoff matrix products
- Social media - e-commerce - delivery service (events)
new - new flavours - new product (mug pao de mel)
new
markets
existing
existing
- food bike - new market segmentation - new visual identity - website - crm - discount card (food bike)
- online customization
product mix (4ps) product
price
- Special Orders (events) - Pão de mel: Variety of flavors, lactose and glúten free, 3 sizes (Large, Medium and small) - Mug pão de mel
- discount cards to food bike customers
- Discount Card - Social Media - Bee Cards - website
- food Bike - e-commerce/ website - distribution point (acrediaria)
promotion
- Price will raise according to the price of new igredients as well as the new brand added value
place
marketing objectives and tatics objectives 1
Improve brand recognition in the market by 30% in six months
focus and tatics - developing new logo and packaging - developing e-commerce and website - being active in social media (1 post per day)
2
Being recognized as a brand with a social cause by 70% in 1 year
- posting positive messages in social media every other day
- support and encourage other organizations by sharing, participating
3
Inspire transformation and change within the community by 50% in one year
4
Raise community satisfaction with the city by 5% in one year.
- eing active on social media - posting
- sharing posts and news about good deeds every other day
on events and volunteering.
- doing monthly surveys
4
action plan
action plan t c u d o r p t n e m p o l deve
National holydays and special dates
Legal process (food bike)
survey of marketing objectives
deming wheel
PLAN
DO
report (ansoff matrix,
action plan
product mix, marketing objectives)
ACT
adjust business plan according to results
CHECK
Check to see if changes are working (balance score card)
thank you