VIA Design - Graduation Project Presentation

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

facebook

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