Advanced Marketing - Consulting report part B draft PDF

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draft for advanced marketing assignment part B - consulting report...

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Advanced Marketing - Consulting report part B – interim submission Consulting Task #4

Primary consumer - health focused, active , millennials 3 primary customer criteria: Best fits your company's culture and traditions. Most closely matches your existing capabilities (i.e. technology, logistics, branding). Offers the greatest direct and indirect profit potential.

Persona - What makes Bruce Bruce?-- The Bruce range of super plant-powered milks, spreads and little energy kicks, helps you fit health and wellness into your busy life. Even your not-so busy life. Customer Persona Template:

Information to include: Persona photo Persona name: Age: Millennials Location:beach? Occupation: maybe an instructor for a sport???? Surf instructor ? teacher Income: Education: Personality: Need/Goal: maintain a healthy lifestyle

This is Sarah Johnson, she is a 26-year-old surf instructor and retail assistant on the Mornington Peninsula, she aims to live a healthy lifestyle and maintains a clean diet to be energised for early morning surfs. On early morning sessions she makes a coffee at home and has switched to plantbased milks to maintain her healthy lifestyle and reduce bloating caused by whole fat milk Sarah is always on the go keeping active, maintaining her surf equipment, working, teaching, and occasionally catching up with friends to take up most of her time. Sarah finished a course on physical education and makes $90,000 annually,

Selection Criteria: -Plant-based milk that has high quality, natural ingredients. -Australian made -Supporting brands who are environmentally friendly - reputation Past Experience with brand (what do they think and feel about the brand): - might have started using the Almond milk option with the brand, as they become brand loyal they recognise the benefits of their other milk varieties. Leaving the consumer with a positive feeling towards the brand, as they are providing a healthy alternative, which tastes good. Having lots of options People living near the beach may feel the effects of brands that aren’t environmentally conscious rather than others. See the direct impacts - that is why they may choose a brand that is environmentally friendly. Customer journey map template: Annabel

Awareness

Touchpoints

social media: -Seen at supermarkets

How does the customer interact with the brand

-cafes

Consideration

Purchase

-Consumer searched and browsed website.

-Supermarkets. Coles, Woolworths. -online

at this stage?)

WOM: Consumer decides they are going to be healthier with what they consume. Consumer received a recc. For Nutty Bruce from their friend.

Customer need/ goal

Benefits of their products, to achieve a personal health goal.

(what do they want to accomplish at this stage?)

-Becoming healthier -Cleaner products eg. no preservatives etc. -Particular price range

Customer perceptions

-To see how Nutty Bruce compares against competition. -To find if they contain healthy ingredients in their products for them to pursue their healthier lifestyle.

-need to be available when shopping

Competing brands might have more publicity/ stronger marketing campaigns on platforms.

(what do they think of the brand at this stage?)

Customer emotion

-Excited, as they feel they can begin their health journey

(what is the customer feeling at this stage?)

Pain points

(what are the customer frustrations?)

Opportunities

(for the brand to innovate or implement change to enhance the customer journey or remover pain

No long life?

points)

One recommendation: ________ (make sure the rec. Solves one of the implications we previously recommended) Consulting task 5 1. Database marketing explanation and benefits to soulfresh: Ashley Database marketing refers to the process of collecting comprehensive information and up-to date data of customers, to create tailored communications to their needs (Hughes 1996). Thus, database marketing will be beneficial to soulfresh, by implementing marketing strategies such as the communication tools of emails and social media, customised to their customers, prospects and suspects. As this will be directly related to their interests and needs, to keep them intrigued with relevant information about new products. As well as customer retention, which will help Soulfresh store information of their customers characteristics, their purchasing patterns and satisfaction levels (McClymont & Jocumsen 2003). For example, with Bruce’s new product ‘All mighty Bruce’, they may consider approaching current customers, with a health focused email addressing the benefits of this product and how it differs from previous, and why it will fit their active healthy lifestyle, addressing their needs. As these customers are already familiar with their products. This form of marketing permits Soulfresh to keep in touch with previous customers ensuring a longstanding relationship with the business and their products. Additionally, customer retention utilising database marketing will benefit Soulfresh’s profitability if implemented successfully, as it is cost efficient for a business to retain existing customers, instead of acquiring new customers.

2. Recommendation on collecting customer info: Sam

-develop trust with customers. The more customers trust you the more info they will provide. Currently Soulfresh is utilising an email subscriber list on their ‘drink bruce’ website, meaning customers and people interested can see latest offers and news regarding the Bruce brand and provide Soulfresh with email addresses of customers. Their website also utilises ‘cookies’ which monitors your activity on the website to determine what products the potential customer is interested in. Bruce has created an Instagram and Facebook account for their brand, the Instagram account with almost 8,000 followers is another way in which Soulfresh is collecting customer/potential customer information. As a business account on Instagram Bruce’s page is privy to additional analytics including followers’ top locations, age range and gender.

It is recommended that Bruce continue utilising their social media and mailing list to gain information on potential/current customers, however, to obtain additional information or more direct questioning Soulfresh can utilise these communication channels to distribute surveys or a giveaway where participants willingly give out their information and any additional questions to assist Bruce’s marketing. For instance they may distribute surveys/giveaways to subscribers email similar to this mock one (figure) or do a giveaway on Instagram stories similar to figure.

3. Advice: Michelle Provide advice on the relevant information that should be collected (and from whom?), briefly explaining why/how each piece of information might be useful.

-milk type preferences -lifestyle choices e.g. why are they drinking plant-based milk, asking if they are vegan, lactose intolerant etc.

-location / postcode -Indicator on income: -jobs / profession -age -household: single?, couple?, children?

4. 2 examples to develop strategies: Annabel

· · ·

E.g. gyms, work out a contract swap deal- you market to each other’s marketing bases. That’s one way to set up value. Make sure its efficient use of your marketing spend. Low dollar value but high emotional value to consumers.

Retaining – programs that money can’t buy initiative. It’s unique to what we’ve designed. -Programs that reward and recognise customers. -Program that go outside out of standard programs Attracting-database marketing -where are our most valuable customers Database Marketing: Benefits for Soulfresh: Benefits for customers: More personalised experience,

General benefits for businesses: - Identify most profitable customers -

Identify and qualify the best prospective customers

-

Identify past customers who are still prospects

-

Identify opportunities and develop strategies

-

Improve effectiveness of advertising and promotion

General benefits for customers: -

Unique products

-

Information

-

Service

-

Personal attention

-

Recognition

How the company should proceed with collecting customer info -- sign up for subscription, having to include general info....