The Muller Brand Extension Advertising Brief
As explored so far there are potential advantages that extending into the ice-cream market can bring. The SWOT analysis below sums up the sections reported findings.
Strengths:
- Muller is a brand with a strong personality;
- Ice-cream cones are able to target single person households and over 55's;
- The new product is an easy-to-enjoy dessert, a mix between B&J’s flavors on a waffle cone like Cornetto;
Weaknesses:
- Seasonality of the product;
- Failure to position the brand as a competitor to Ben & Jerry’s and Wall’s Cornetto can lead to a disposition of the USP;
Opportunities:
- Summer 2013 predicted to be warm;
- Expected growth of the ice cream market;
- Muller’s already loyal customers can be made aware of the new ice-cream product designed by the same fun, trusted brand;
- The brand can grow in value as a result of the ice-cream market predicted value growth;
- Development of new product versions at later stages for the AB customers;
- Increasing usage of ice cream through positioning it as a pairing for cakes;
- Low internet popularity as a communication tool;
Threats:
- The number of single-occupied households is projected to be the largest one in 2017 and they are less likely to buy ice cream as a treat;
- Possible cannibalization if new product is positioned too similar to the yogurt;
- Campaign is unsuccessful and hurts the brand;
- The increased number or 55-64 by 5% in 2017 (they are less likely than average to buy ice-cream);
- The AB population predicted to grow;
Based on all the arising opportunities that are out weighting the weaknesses and threats, it the extension can be considered viable and relevant to the brand. The new Muller ice-cream combines the current Muller strengths with the new idea of being sold not just as yogurt but as an ice cream as well.
Objectives
- Start the awareness campaign in May, due to the seasonality of the product;
- Advertise heavily over summer of 2013 and gain 10% of the market share during three months period as a result of awareness increase;
- Increase awareness of the new extension among Muller yogurt’s existing clients;
- Increase awareness among women, ABC1's, primarily aged 35-45, found in the South of England;
- Increase awareness among, the C2DE's, 55+ and 16-34's found across the rest of the UK;
- Tap into 20% of the target market of women, ABC1's and C2DE's (5 million women);
- Sell 5 million ice cream cones to cover ad expenses;
- 2.5 million of ice cream cones to be sold in London;
- Increase social media interactions by 40%.
Based on the findings, the main objectives of the campaign will be in relation to awareness, perceptions and penetration and metrics. The objectives are based on the first year of the promotion only.
Perception
- Muller brand is a fun brand;
- Muller is a trusted brand;
- Muller’s expertise in yogurts is seen in the newly released ice-cream cones;
- The unique flavors are unusual and full of surprises;
- Muller cones are affordable yet high quality and tasty;
- Muller cones are healthier than Ben & Jerry’s ice-cream tubs;
- Muller Ice-cream must not be perceived as solely a women’s product;
- The new product must reflect Muller’s values.
Strategy
The STRATEGY will aim at the existing Muller customers in the UK to increase awareness amongst mainly ABC1 and C2DE women.
ABC1 women
Over 35
Healthy lifestyle
Above average consumption
On-the-go consumption
One-person household
Grocery shopping
Healthy lifestyle
Above average consumption
On-the-go consumption
One-person household
Grocery shopping
Found to live in the South part of the UK especially London
They read Cosmopolitan, Elle, Hello! And Red
C2DE women
16-34
Healthy lifestyle
Above average consumption
On-the-go consumption
One-person household
Grocery shopping
Healthy lifestyle
Above average consumption
On-the-go consumption
One-person household
Grocery shopping
They read Sun, Mirror, Now OK, Take a Break
Timings
Inspired by Magnum Gold’s successful entry campaign, which created a buzz prior to the launch (Flores et al. 2012), Muller’s Crunchy Fantasy Ice Cream will create awareness of the launch 1 month prior to the product being on the market, with a message that intrigues the viewers, and the Muller logo.
Take a “burst” approach towards the campaign between May-August 2013 relying on advertising to increase awareness and drive sales in the short summer period (Thinbox.tv no date).
1. Digital interactive bus stop
Digital bus stop is a very innovative tool and is already in use in places like London
(Oxford Street). It can track people movement and can even recognise the gender
of approaching person. Similar idea should be implemented for Muller as it is a
playful and funny brand. People would see the brand name and would want to
check out what is it. The screen would be on the blue, red and white background
with Muller brand name and big text: ‘Muller Corner now frozen!’ or 'Great Muller taste - Now available frozen'. It can be
either normal wall or a vending machine build into the bus stop. Person would
be able to play the game on the touch-screen while waiting for the bus. It
would be simple and easy for everyone to play game like Tetris or Candy crush (the most popular game in the world with fruits instead of candies (The Times 2013). In case of the win participant would get a free Muller ice-cream. If it is a normal bus stop with no
vending machine build in, person would receive a discount code, token or a
printed voucher which can be used in any supermarket to get a discount for
Muller ice-cream. To make it even more integrated there would be a instrumental track from
the song playing for the time someone is interacting with the screen. The song
is from the popular Muller TV ad and is recognisable on its own and associates
with the brand. (http://www.youtube.com/watch?v=lOKbFJWQAC8)
2. Digital billboard
Digital billboard would be implemented just for a first few months of the ice cream introduction. It would show some of the most popular products Muller already has got and the text saying: 'Muller Corner- Now in Ice-cream'. When the person passes by the billboard he would automatically receive a message with the proposition to try new Muller ice-cream and a discount code. In addition, the nearest stores map would appear in order to guide potential customer to the closest shop. It can be based on the partnership with some companies or dealers.
According to
the weather billboard text can be changed in just one click using wireless
technologies. If it is hot, the text would say something like: ‘Try some New Muller ice-cream!’ If the
weather is relatively cold or it is raining, the text can be: ‘Let’s freeze to the end!’ and a Muller
corner + text: 'New Muller ice-cream'.
3. Interactive vending machine
As Muller brand is about fun and
creativity, this campaign would encourage people to an active lifestyle. (http://www.youtube.com/watch?v=RDiZOnzajNU)
Coke linked their idea with the James Bond theme. However, Muller has different
target market and for the same amount of effort it would give ‘Ice Age’ cinema
tickets as it is more appropriate for Muller target market and the ice-cream
idea. When customer approaches vending machine or ice cream trolley where he
wants to purchase Muller ice cream he would be asked a question: Want the
chance to win exclusive tickets to Ice Age? People would have to dance on the
carpet which would have a kinect-like sensor which tracks the moves. They would be able to chose between few most popular songs and that time. They would have to score at least 80% in order to receive two free
tickets. It would be attracting for everyone involved even for children who
would watch their parents doing their best to get the tickets. Even children can try their skills and have fun.
References:
The Times (Monday 13th May 2013) The man behind Candy Crush. The Times, p.5.
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