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IMC Strategy Analysis: Weetabix

736 MARKETING COMMUNICATIONS 

Overview

The assignment allows you to analyse and present a marketing communication campaign of competing brands within a specific product category. In doing so, you will understand the managerial decisions that were made with respect to an advertising and sales promotion campaign and appreciate the need to plan marketing communications in a comprehensive and integrated manner.

Details

Select a communication piece (e.g. TV, digital, or print ads or direct mail pieces, etc) from a 2017 or 2018 communication campaign in Australia of only one of the following 4 “product” categories (Note: a “product” can be a good or a service).

Health Food(No Drinks in this category)

Fitness Equipment/devices

Financial Investments (Not savings products)

Tourism - Country Town Destination

You are required to:

  1. Critique elements of the communication piece for two brands (i.e. discuss the negative and positive aspects), within your selected “product” category (or sub‐ category) in terms of the communications objectives, creative strategies & tactics used as well as the target customer and market partitioning/competitive frame involved. In particular, look at positioning (market needs) and customer persona. Essentially you are required to apply many of the concepts we have/will have covered/discussed in class.

à this is the MAIN component of the assignment

  1. Discuss to what extent you believe the two selected brands appear to be using communications/campaign planning approaches such as those we have discussed/you have read about to develop their communications campaign. Consider this component in reference to the entire campaign and not just the individual piece of communication used in the critique.

à this is not the main component of the assignment but must be included, for e.g. in the conclusion or towards the end of your report)

If you don’t have access to information about the entire campaign, then answer “to what extent” in relation to the single ad. You might not be able to consider all the stages (e.g. objectives and budgeting stages) as you would not necessarily have information, however, you should consider a few of the stages from the question stating they “appear to” (or “don’t appear to”) and then provide an explanation to why you think they “appear to” (or “don’t appear to”).

Formatting requirements

The report should be typed, using standard margins (2.54cm) and 1.5 spacing, 12 size normal font

Approximately 1,500 words (permissible range of words: 1450‐1650; word count must be provided at the end of your report)

Appendices should not contain any content expected in the main body of the report

Submission requirements

Hard copy of your assignment at the beginning of the workshop on the assignments due date (remember to provide a word count).

Hard copy of ads that you have analysed. Provide supporting advertising copy for the ads analysed i.e. a hard copy of the print ad or a storyboard snapshot as well as internet link if electronic ad.

Evidence that the ad ran in the Australian media in 2017/18.

Submit soft copy on UTSOnline.

Referencing: if the assignment is not properly referenced, does not include a real bibliography, then marks will be deducted. For further information on referencing see UTS Business School Guide to Writing Assignments.

Other requirements

Note that the ads must have run in the Australian media in 2017‐2018.

Marks will be deducted for late submission of the assignment.

If there are any unforeseen changes to the information in this handout, they will be announced on UTSOnline and/or in class. It is your responsibility to note any changes.

The product you choose for this assignment MUST NOT be the same as the one you will choose for your workshop communication strategy presentation.


Answer

Introduction

In present day competitive environment, companies need to focus on communication strategies, positioning of the product and proper communication of such positioning relative to competitors’ in an efficient manner. It is important to answer what, why, where and how of every marketing campaign while using a combination of marketing tools under IMC strategy to meet the campaign objectives. A lot of effort is required on this level to define the marketing campaigns adding all these elements and sending a strong message to the target audience. In this report, two marketing campaigns, one from Weetabix and other from Multi-Gain are analysed in order to understand the IMC tools, positioning, communication strategy elements and communication objectives that are being targeted by the companies through the selected campaigns, namely ‘Australian kids are weetabix kids’ and ‘the unstoppable’. 

Market Target and Segmentation

Weetabix target the breakfast cereal market and the key segments are kids and youth of Australia. It brands itself as an ‘Aussie Icon’ and a health breakfast option for an active lifestyle. The brand is focused on being useful in cereal industry appealing to consumers of all ages especially the young adults and students. The market segmentation of the brand is based on targeting people focused on balanced diet and healthy lifestyle and therefore young adults, kids and students interested in sports, health food and Multition enthusiasts are the target group for the company. 

Multi-gain is again targeting people with an active lifestyle but the major focus is on people in sports specially the young members of the society. Here, the market campaign also focus on people in sports and difficult physical tasks and the ‘Energy junkies’ who want to stay smart and health. Therefore, the target is based on the assurance that adults have the buying power and controls the decision-making. This makes it important for the company to position its product among adult members of the society who are young and want to be healthy and smart. 

Five Communication Objective and Effects

As discussed by Macdonald and Sharp (2012) it is necessary to create brand awareness through properly defined and targeted communication plans focused on informing people and positioning the product in a better place when compared to competitors. In this section we analyse the selected marketing campaign in relation to five communication objectives and effects of the same on consumers. 

Weetabix aims to build the category and meeting the needs of children related growth products while Multi-Gain is focused on meeting the primary demand of youth in the market. In relation to secondary demand the focus of Weetabix campaign is on creating more brand awareness while Multi-Gain is more focused on maintaining the brand awareness and brand attitude to rediscover its market leadership position. Finally it is the focus of both the market campaigns to influence brand intention to action through inducements to act and facilitate the purchase of the product through positioning their products in target segments in a new form. 

Communication Strategy

It is a difficult task to build strong brand equity, as it demands commitment from stakeholders at all levels. The communication strategy of a brand is the major player in creating such brand equity and helps in telling people the way their expectations can be met by the consumers and the way appropriate decisions can be made by the consumers while selecting a brand (Schiffman et al., 2010). Here we analyse the communication strategy of the two selected campaigns to understand their brand equity focus and the way of achieving this objective through the focused campaigns. 

The communication strategy of Weetabix is focused on sending the promise that the brand has remained a choice among Australians since long and will be the perfect choice for every kid in future too. It explained how people of all ages and generations, male, prefer the products and female members making it a choice for kids in every household. However, the campaign does not provide an answer to the positioning relative to competitors and therefore the communication strategy fails in answering the ‘Why’ question from the target market perspective. 

Weetabix is focused on increasing its market share and maintain the market leader position in breakfast cereal market. To this objective the company design communication strategies to build the need of its products among the target group of children. Here, the campaign ‘Australian kids are Weetabix kids’ is an appropriate campaign to reach the audience through various IMC tools. The company is positioning Weetabix a good start in morning and used in every other house of Australia. 

On the other hand, the communication strategy of Multi-Gain is focused on sending a promise that the product can help you achieve your dreams and no one can stop you when you use the product and become strong enough to meet your aspirations. It further sends the message of benefit in the form of becoming strong enough to cross any hurdles and meet your tough goals with strong determination and strength. However, the campaign again does not answer the ‘Why’ question and do not explain positioning relative to competitors. 

IMC tools

Integrated marketing communication (IMC) is a theory where all the promotional tools are integrated in harmony and is focused on ‘promotion’ elements of the marketing mix (Madhavaran et al., 2014). In relation to IMC tools being used by Weetabix, company wishes to provide its customers the details information that can help them take informed decisions for the chosen brands in the breakfast cereal category. This is reflected in the marketing communication through information-based messages using different formats like Weetabix’s selected campaign that position Weetabix as a regular name in Australian households and remind people that how important it has been among majority of Australian since childhood to adulthood. 

Brands are increasingly focusing on digital platform usage to provide information to customers that is necessary to make proper choices, along with combining the use of more traditional print and broadcast channels. To this objective, Weetabix use digital platforms and broadcast channels to reach every Australian house and with a perfect mix of IMC tools, position its product as a winner in breakfast choice for people.

Here a perfect mix of traditional tools of IMC like advertising and the upcoming tools in the form of Internal marketing, social media marketing can be seen to focus on instant responses as well as eliciting responses. 


Similar efforts are seen in the marketing campaign of ‘Multi-Gain’ where the focus is on reaching a wide range of target audience through Internet marketing. It is to be noted that Multi-gain remained a market pioneer in breakfast cereal market. However, with the entry of new players in the market it fails to differentiated and adopted the virtuous cycle of functioning and kept on competing with several small brands in the same product category. Later, the company realised that it is stuck in the endless look of the functional and therefore focused on re-positioning of its products. The new campaign ‘unstoppable’ is an effort in this direction where the focus is on propelling the brand into its leadership position and become a mind-changing product again. 

Here, the company shows that it understand the people’s aspiration and can help them achieve their dreams and moving ahead of any hurdles.

Conclusion

The report analysed the selected advertisements from two marketing communication campaigns of two leader brands in breakfast cereal market- Weetabix and Multi-Gain. The marketing campaign of Weetabix was introduced with a message of ‘Australian kids are Weetabix kids’ and Multi-Gain as ‘the unstoppable’. Both the brands hold strong brand position among Australian households and target youth of the country. However, Weetabix is more inclined to add itself as a regular thing in every Australian household preferred by parents of kids, young members and students as well. On the other hand we analysed that Multi-gain is interested in propelling back its market leader position in Australia that it lost while getting stuck on the virtuous cycle of functioning and competing with every big and small cereal brand in the market.   

With these objectives both the brands used IMC tools of advertising, social media marketing, Internet marketing and traditional broadcast to reach its target audience and explain their message and promises. However, the communication strategy of the brands seems to be lacking the ‘Why’ factor and does not represent the way there are preferable in comparison to the competing breakfast cereal brands.  There were information focused efforts made by the advertisements and proves to be an efficient way to communicate the message to a wide range of consumers. 


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