Intergrated Marketing Communications Campaign designed by
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Kellie Detez
Blaize Pengilly
Nur Syuhrah Abdul Shukor
'
Kellie Detez
Blaize Pengilly
Nur Syuhrah Abdul Shukor
Store Background
LiquoriceGourmet Foods is a locally owned and operated small business that provides anextensive range of fine foods. The stores have a ‘pay and weigh’ procedure,where by the customers choose the products they want and the quantities and payfor exactly what they buy, making it ideal for those who want small or largeamounts and only one bag to keep them in. Their product range includes coffee, tea, chocolate, oils, muesli,grains, lollies, herbs and spices as well as sugars, salts and preserves in pre-packaged portions. The wide range ofstock comes from all over the world, including Persia, India and the localWestern Australian markets. The store is almost 6 years old and has grownmagnificently, expanding from a single small store at Carine Glades, a localshopping centre, to having large, high traffic stores in Joondalup ShoppingCentre and Claremont Quarter.
Current Marketing Mix
Liquoricecurrently employs very minimal forms of advertising and relies heavily on wordof mouth and returning customers. Each store has a chalkboard that sits out thefront of each store advertising daily specials, however, no paid forms ofadvertising are used, and they have no website or social media pages forconsumers to refer to. Their current marketing, or lack of, is limited toexisting customers and those that happen to walk by the store.
LiquoriceGourmet Foods is a locally owned and operated small business that provides anextensive range of fine foods. The stores have a ‘pay and weigh’ procedure,where by the customers choose the products they want and the quantities and payfor exactly what they buy, making it ideal for those who want small or largeamounts and only one bag to keep them in. Their product range includes coffee, tea, chocolate, oils, muesli,grains, lollies, herbs and spices as well as sugars, salts and preserves in pre-packaged portions. The wide range ofstock comes from all over the world, including Persia, India and the localWestern Australian markets. The store is almost 6 years old and has grownmagnificently, expanding from a single small store at Carine Glades, a localshopping centre, to having large, high traffic stores in Joondalup ShoppingCentre and Claremont Quarter.
Current Marketing Mix
Liquoricecurrently employs very minimal forms of advertising and relies heavily on wordof mouth and returning customers. Each store has a chalkboard that sits out thefront of each store advertising daily specials, however, no paid forms ofadvertising are used, and they have no website or social media pages forconsumers to refer to. Their current marketing, or lack of, is limited toexisting customers and those that happen to walk by the store.
Competitor Analysis
Below is a perceptual map, visually defining where Liquoricesits with Level of Quality and Price relative to it’s main competitors. Themain competitors of Liquorice have been determined as The Herdsman, La Passioneand Coles Supermarket.
Below is a perceptual map, visually defining where Liquoricesits with Level of Quality and Price relative to it’s main competitors. Themain competitors of Liquorice have been determined as The Herdsman, La Passioneand Coles Supermarket.
La Passione
Located in Kingsley at a small local shopping centre. Thissmall store has only one location and is barely six months old. They serve many of the same cooking productsas Liquorice however everything is pre packaged, the customer does not get toochoose how much they wish to purchase. This store also makes meals including pizzas, salads and Panini’s thatcan be delivered in the local area to customers. They also sell some deli styleitems such as meats and cheeses so essentially a consumer shopping at thisstore could create an entire meal. An advantage about the location is that itis between a fruit and veg shop and a wine cellar, so customers that arevisiting these other stores might also be drawn into the deli.
The Herdsman
The Herdsman is essentially a large grocery store thatincludes a bakery, florist, butcher and café. It sells a similar range ofpackaged products as Liquorice including dressings, olive oils, grains andmueslis. This store has a self serve set up and sales staff can be sometimeshard to find. The sales staff don’t know much information about the productsbut they are both friendly and welcoming. The location of the store is somewhatdistant from all three of the Liquorice stores however it is very much a “onestop shop” if you are looking to cook a meal, or buy all the groceries you needfor the week.
Liquorice
Liquorice differs from these stores by offering a self servesystem where the customer can choose exactly how much of a product they want.They also sell a large selection of cook books, oils, teas dressings andchutneys. The stores are small andintimate and it has friendly and informative sales staff. They ‘weigh and pay”system enables customers to choose exactly how much they want and only pay forwhat they need, rather than all the excess packaging. They offer gift hampersto be custom made for the recipient and allow customers to try products instore free of charge.
Located in Kingsley at a small local shopping centre. Thissmall store has only one location and is barely six months old. They serve many of the same cooking productsas Liquorice however everything is pre packaged, the customer does not get toochoose how much they wish to purchase. This store also makes meals including pizzas, salads and Panini’s thatcan be delivered in the local area to customers. They also sell some deli styleitems such as meats and cheeses so essentially a consumer shopping at thisstore could create an entire meal. An advantage about the location is that itis between a fruit and veg shop and a wine cellar, so customers that arevisiting these other stores might also be drawn into the deli.
The Herdsman
The Herdsman is essentially a large grocery store thatincludes a bakery, florist, butcher and café. It sells a similar range ofpackaged products as Liquorice including dressings, olive oils, grains andmueslis. This store has a self serve set up and sales staff can be sometimeshard to find. The sales staff don’t know much information about the productsbut they are both friendly and welcoming. The location of the store is somewhatdistant from all three of the Liquorice stores however it is very much a “onestop shop” if you are looking to cook a meal, or buy all the groceries you needfor the week.
Liquorice
Liquorice differs from these stores by offering a self servesystem where the customer can choose exactly how much of a product they want.They also sell a large selection of cook books, oils, teas dressings andchutneys. The stores are small andintimate and it has friendly and informative sales staff. They ‘weigh and pay”system enables customers to choose exactly how much they want and only pay forwhat they need, rather than all the excess packaging. They offer gift hampersto be custom made for the recipient and allow customers to try products instore free of charge.
Vision for Integrated Marketing Communication
ProgramOur aim is to create a campaign that is dynamic to target anew type of client and get the Liquorice brand well established in the GourmetFood sector. Using a variety of marketing techniques including, social media,print advertising and creating a loyalty program we aim to increase customerbase and brand recognition so that consumers have top of mine awareness forLiquorice as a gourmet food supplier.
Marketing Objectives
• Increase sales by 10%
• Increase brand loyalty of existing customers.
• Increase customer base by 20% in 12 months.
• IncreaseMarket share for cooking supplies by 5% within 9 months.
Communications Objectives
• EncourageCustomer interaction with the brand, through use of Facebook, twitter,pininterest and our own website.
• PositionLiquorice as a store for everyone, to broaden market share.
• Increase awareness of the store within theTarget Market – top of mind awareness for our consumers.
ProgramOur aim is to create a campaign that is dynamic to target anew type of client and get the Liquorice brand well established in the GourmetFood sector. Using a variety of marketing techniques including, social media,print advertising and creating a loyalty program we aim to increase customerbase and brand recognition so that consumers have top of mine awareness forLiquorice as a gourmet food supplier.
Marketing Objectives
• Increase sales by 10%
• Increase brand loyalty of existing customers.
• Increase customer base by 20% in 12 months.
• IncreaseMarket share for cooking supplies by 5% within 9 months.
Communications Objectives
• EncourageCustomer interaction with the brand, through use of Facebook, twitter,pininterest and our own website.
• PositionLiquorice as a store for everyone, to broaden market share.
• Increase awareness of the store within theTarget Market – top of mind awareness for our consumers.
Target Market
The specific market segment we believe is an opportunity are consumersin a 10km radius of the stores that have a high amount of disposable income.Double Income No Kids, and Bachelor and Bachelorettes within the age of 20-35. These people are home cooks; peoplewho love to entertain and impress their friends and colleagues. They are thetype of people that watch master chef and My Kitchen Rules. This target marketalready value gourmet foods and can justify the higher price for quality. Weaim to make them aware of Liquorice and get them to choose your brand overcompetitors.
We want to focus on this particular market segment while also employingdevices that appeal to the wider community to ensure we increase sales andawareness. To appeal to this market we will be using the following device’s:advertising the high quality of the products.
The specific market segment we believe is an opportunity are consumersin a 10km radius of the stores that have a high amount of disposable income.Double Income No Kids, and Bachelor and Bachelorettes within the age of 20-35. These people are home cooks; peoplewho love to entertain and impress their friends and colleagues. They are thetype of people that watch master chef and My Kitchen Rules. This target marketalready value gourmet foods and can justify the higher price for quality. Weaim to make them aware of Liquorice and get them to choose your brand overcompetitors.
We want to focus on this particular market segment while also employingdevices that appeal to the wider community to ensure we increase sales andawareness. To appeal to this market we will be using the following device’s:advertising the high quality of the products.
Website
Liquorice needs a website. Ourtarget market of DINKS, bachelors and bachelorettes are very technologicallyfriendly and usually use the internet as a place for first reference. Thewebsite will feature products, contact details, recipes, an online store and ashopping list function. It’ll be a clean-cut flash based website, and uses thecompany’s primary colour of green, white and grey.
Liquorice needs a website. Ourtarget market of DINKS, bachelors and bachelorettes are very technologicallyfriendly and usually use the internet as a place for first reference. Thewebsite will feature products, contact details, recipes, an online store and ashopping list function. It’ll be a clean-cut flash based website, and uses thecompany’s primary colour of green, white and grey.
Social Media
Social Media is important for many reasons. Firstly, It reallyworks well at working towards the objective of loyalty.
Consumers look for more brand interaction. They want a conversation. Socialmedia has the ability for brands and consumers to ‘chat’ even act as friendsencouraging consumers to purchase their products. They definitely want to receive more thansales messages through this medium. We will be using social media as a platformto deliver the message of the Liquorice brand, to familiarise people with whowe are and what we do.
Social Media is important for many reasons. Firstly, It reallyworks well at working towards the objective of loyalty.
Consumers look for more brand interaction. They want a conversation. Socialmedia has the ability for brands and consumers to ‘chat’ even act as friendsencouraging consumers to purchase their products. They definitely want to receive more thansales messages through this medium. We will be using social media as a platformto deliver the message of the Liquorice brand, to familiarise people with whowe are and what we do.
Print Advertisements
We will berunning a series of print ads to be published in STM and The West Weekend on afortnightly basis. Both are magazines inserted in between newspapers and areknown to have a broad appeal amongst all ages therefore increasing theawareness of the Liquorice brand to a larger population. These advertisementswill focus on the unique selection of products we have in store and how theproducts are suited to everyone’s needs.
We will berunning a series of print ads to be published in STM and The West Weekend on afortnightly basis. Both are magazines inserted in between newspapers and areknown to have a broad appeal amongst all ages therefore increasing theawareness of the Liquorice brand to a larger population. These advertisementswill focus on the unique selection of products we have in store and how theproducts are suited to everyone’s needs.
Liquorice Lovers Loyalty Program
To improve customer return rate and make sure our customers areremaining loyal to our store we have devised a loyalty card program to keepthem interested and returning to us. Each customer will be offered one whenthey make a purchase. This is a tool that is proven to work. It is a consumerfranchise building technique as it encourages return customers and purchases.
To improve customer return rate and make sure our customers areremaining loyal to our store we have devised a loyalty card program to keepthem interested and returning to us. Each customer will be offered one whenthey make a purchase. This is a tool that is proven to work. It is a consumerfranchise building technique as it encourages return customers and purchases.
Email Campaign
As part of the “Liquorice Lovers” loyalty program consumers will receivethe monthly newsletter that includes; recipe of the month, upcoming storedemonstrations and taste testings and the launch new products.
The Liquorice Lovers will also receive a birthday voucher through theiremail. This encourages sales and builds the customer brand relationship.
As part of the “Liquorice Lovers” loyalty program consumers will receivethe monthly newsletter that includes; recipe of the month, upcoming storedemonstrations and taste testings and the launch new products.
The Liquorice Lovers will also receive a birthday voucher through theiremail. This encourages sales and builds the customer brand relationship.
DatabaseCreation
Coupled with the email campaign, a database of client details need to becreated so these emails can be sent out. These databases will hold crucialinformation about our customers, their age, profession, favourite products andcontact details etc. The sign up forms will be accessible by all customers ineach of the stores.
These methods are seen as non-invasive and reflect positively on yourbrand.
Coupled with the email campaign, a database of client details need to becreated so these emails can be sent out. These databases will hold crucialinformation about our customers, their age, profession, favourite products andcontact details etc. The sign up forms will be accessible by all customers ineach of the stores.
These methods are seen as non-invasive and reflect positively on yourbrand.
Cooking Classes
This will be another service in the campaign to market Liquorice favorably towards the ‘aspiringhome chef’ market. Classes will be taught by local chefs, in a local space asthis will assure the target audience that Liquorice is a supporter ofhome grown/based talents and products. Using key ingredients from Liquorice toshow customers how each visit to Liquorice can be the start of somethingexciting in the kitchen. The advertisements for these classes will be targetedat the peers and family of the end user, encouraging it to be a gift purchase,therefore making a larger audience aware of the brand through direct mail.
This will be another service in the campaign to market Liquorice favorably towards the ‘aspiringhome chef’ market. Classes will be taught by local chefs, in a local space asthis will assure the target audience that Liquorice is a supporter ofhome grown/based talents and products. Using key ingredients from Liquorice toshow customers how each visit to Liquorice can be the start of somethingexciting in the kitchen. The advertisements for these classes will be targetedat the peers and family of the end user, encouraging it to be a gift purchase,therefore making a larger audience aware of the brand through direct mail.
Centre Tastings
This will takeplace in the shopping centres where each of the stores are located. LiquoriceStaff will be wearing the vibrant green apron and standing near the main doorsof heavy consumer traffic on days that the centre is busy (i.e. lunch/dinnertime) offering tastings. They will give out samples of confectionary, savourysnacks and small cups of tea and coffee. There will be leaflets (informationabout the company) and maps of the store in the shopping centre. This techniqueis targeted at a broad range of consumers and can be altered to target theconsumers regarding when they do their shopping. The aim of having centretastings is to raise awareness about Liquorice and encourage impulse purchases.
This will takeplace in the shopping centres where each of the stores are located. LiquoriceStaff will be wearing the vibrant green apron and standing near the main doorsof heavy consumer traffic on days that the centre is busy (i.e. lunch/dinnertime) offering tastings. They will give out samples of confectionary, savourysnacks and small cups of tea and coffee. There will be leaflets (informationabout the company) and maps of the store in the shopping centre. This techniqueis targeted at a broad range of consumers and can be altered to target theconsumers regarding when they do their shopping. The aim of having centretastings is to raise awareness about Liquorice and encourage impulse purchases.
Evaluating the Marketing Campaign
To measure the effectiveness of the campaign, each Marketingand Communications objective will need to be evaluated to determine whether ornot it was a success.
If the campaign was successful, sales would have increased by a minimum of 10%,existing customers would be returning regularly, the customer base would haveincreased by 20% and 5% of our customers would be businesses buyingsupplies. Liquorice would be a householdname within a 5 kilometre radius of each store and would reach top of mindawareness for consumers in our target market in relations to gourmet foodsuppliers.
To measure the effectiveness of the campaign, each Marketingand Communications objective will need to be evaluated to determine whether ornot it was a success.
If the campaign was successful, sales would have increased by a minimum of 10%,existing customers would be returning regularly, the customer base would haveincreased by 20% and 5% of our customers would be businesses buyingsupplies. Liquorice would be a householdname within a 5 kilometre radius of each store and would reach top of mindawareness for consumers in our target market in relations to gourmet foodsuppliers.
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