Launching Mimosa Mimosa A New Soup from …

Abdulla Mansur (0815373)Majbaul Alam (0816587)Mehdi Hasan (0750485)Md Nazmul Hossain (0836598)Upinder Kataria (0829591)

Programme: MSc International Marketing ManagementModule Code: SMM 209Date: 13 May 2009

Business School, UEL

New Soup from Master food

“Stay Well”

With

Mimosa Mimosa ®®Premium Range Soup

Overview

Market TrendsMarket shareTarget Audience Marketing MixCommunication MixBudget breakupCRM planOverall Budget pictureconclusion

UK Soup Market

• Sales of soup in 2007 reached to £462 million (Mintel,2008).

• In 2008, soups continued to increase their positioning as an easy meal (Harty 2009).

• Soup market is expected to reach a value of £569 million by 2013 (Bainbridge, 2008).

Soup Market by Types

Type Increase

Ambient Wet 4%

Chilled 7%

Dried -1%

Table: % Change in sales UK soup market 2006 to 2007, Harty (2009)

Table: Different types of soup market (Mintel, April 2008)

Master food promoting chilled soup

Chilled Soup Market

• Chilled soup sector has continued to enjoy strong growth as consumers have traded up to higher-value, premium soups.

• Benefited from the ongoing trend towards fresh food in general.

• Growth in sales has also been boosted by strong NPD activity. • Use of seasonal British-grown vegetables enhances the sales.

• Targeting health-conscious consumers with the offer of Healthy Living and Light Choice labels..

Market Forecast andAnalysis

√ Adding value drives modest growth (Bainbridge,2008).

√ Mintel (2008 May) estimated UK retail value sales of fresh chilled soup as: 2009: £128m 2010: £136m %change in 2003-2008 was +55% 2012: £153m %change in 2008-2013 est. +35% 2013: £161m

√ With sales set to grow by another third, this will be, by far, the best future segment performer (as, indeed, in the past).

√ The ABC1 bias of consumers is recognised in the forecast model and will benefit the market as these socio-economic groups continue to expand in numbers.

Chilled Soup’s Brand Share

Brand 2003£m

2005£m

2007£m

New Covent Gdn Soup Co. 33 43 55Duchy Originals - 1 3Simply Organic - 2 3Heinz - - 1Baxters 4 6 1Others 2 3 3Own – Label 38 39 45Total 77 94 111

Table: Chilled soup manufacturers’ brand shares, 2003-’07

Competitor Price Analysis

Name of the soup Vegetable Chicken

New Covent Garden £2.19 - £ 1.59 £2.49 - £2.19

Tesco and Sainsbury £ 1.89 - £1.19 £2.49 - 2.29

Waitrose £2.19 – 1.99 £2.99 - £2.19

Table: Price ranges of Soup

Target audience

IMC RABOSTIC Planning Model

Pickton and Broderic (2004)

Information stream(informs planningprocess at all stages)

The Research andDecision-makingCycle

Analysis

Decision-making

Evaluation

The Planning Cycle

Research & AnalysisAudiencesBudgetObjectivesStrategyTacticsImplementationControl

Audience research

Prospect list evaluation

Database analysis

Concept testing

Post-campaign analysis.Campaign trackingPre-testing

Inputs

Demographic Consumption

Demographic All soup User Fresh soup User Tinned soup User

85 52 68

Men 83 52 67

Women 87 52 68

15-24 78 54 63

25-34 85 54 68

35-44 86 54 72

45-54 87 52 70

55-64 85 48 68

65+ 88 50 65

AB 86 57 65

C1 85 52 68

C2 85 50 71

D 83 47 67

E 83 49 65

Fig: Consumer – Penetration and Frequency of Consumption by Demographic

Gender

All User

Regional Consumption

Region All soup User Fresh soup User Tinned soup User

Greater London 75 50 50

SE/E Anglia 84 52 67

South West 87 49 70

Wales 88 52 73

East & West Midlands 86 50 69

North west 89 55 72Yorkshire & Humberside 86 50 71

North 87 55 73

Scotland 89 58 73

The Consumer – Penetration and Frequency of Consumption by Region

Marketing Objective

Communication Objective

UEL: Business school, SMM209 17

The Promotional Mix P

Scope of media preplanning activities

Identify Marketing problem

Situation analysis

1) Size and share of the total market.

2) Sales history, costs , and profits.

3) Distribution practices.methods of selling.

4) Use of advertisingidentification of prospects.

5) Uature of the product

Creative strategy plan

1) How product can meet consumer needs

2) How product will be positioned in advertisements

3) Copy themes

4) Specific objectives of each advertisements

5) Number and sizes of advertisements

Media planning

Marketing strategy plan

1) Marketing objectives

2) Product and spending strategy.

3) Distribution strategy.

4) Which elements of the marketing mix to use.

5) Identification of “best” market segments.

Sissors and Baron (2002)

Product Positioning

ʘ Healthy option

ʘ Convenient

ʘ Beat the busy life

Media Cost

Main monitored media advertising expenditure on soup, by type of media, 2003-07

Media 2003

(£)

2004

(£)

2005

(£)

2006

(£)

2007

(£)

Tv 3,096,853 5,394,523 4,621,033 2,502,756 3,256,214

Press 371,761 890,159 1,390.800 1,053,835 1,099,034

Outdoor 703,074 1,187,183 381,759 - 647,092

Radio 886,382 1,165,120 302,912 112,617 49,357

Direct mail - 11,228 - - -

Below-the-line

Offers given in March-April 2008: • New Covent Garden: 2 for £3.00 and even 3 for £4 • Tesco Healthy Living Soup– 4 for £2, save 24p• Heinz Cream of Chicken – 2 for £3.00, save £1.72• Sainsbury’s Winter Warmer Vegetable – save 33% was £1.49,

now 99p.• Marks & Spencer chilled soup – buy one get second half price.

Promotion

Sales promotions we suggest:1. Save 20% (from 2nd week Sept to 1st week Nov)2. Save 25% (from 3rd week Nov to Christmas)3. Save 20% (2nd week Mar to Easter)

Participation……your code at www.mimosa/soup/..3 Free great Holiday package for two*1. Goa (India): 5 Days 2. Solomon Island: 4 Days3. Canary Island: 4 Days *Terms and Conditions apply

Promotion

√ Consumers will be targeted with free samples (250gm) to try Mimosa.

•comprehensive push strategy on its Fresh premium soup range during period.

• We want to raise awareness during our key trading period √ Some 75,000 consumers were given with samples by Baxters'

soups in 2006 (Gemma, 2006)

Celebrity Endorsement

TV

Channel(X-MAS)

Sep 09 /2weeks(30sec/day)

2rd wk Oct - 4th wk Nov 09

Dec 09 Total cost

ITV1 14 times 42 times 28 times £ 539,823

Channel(EASTER)

3-4th week Jan 10 2nd wk Feb-4th wk Nov 10

1-2nd wk Apr 10 Total cost

ITV1 14 times 49 times 21 times £ 539,823

www.itvmedia.co.uk

ʘ Specially targeting the female

Sept Oct Nov Dec Jan Feb Mar April

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

• • • • • • • • • • • • • • • • • • • • • • • •

• Running week

NewspaperName Type/Size Days Rate/Day Total

Guaranteed day & position(Full page) Colour

2 £50,000 (£53,676) £100,000

Back page (17cms x 2 cols) Colour

20 £6,000 (£7,080) £120,000

Compact (Full page) 2 £20,000 (£27,195) £40,000

Centre spread - Business News (10 x 7/20 x 2/20x3cm)

20 £5,000 (£6,090) £100,000

National (Full page) Colour 2 £35,000 (£36,104) £70,000

National (10cms x 7.3cms) Colour 20 £3,000 (£3,034) £60,000

National (5cms x 3.5cms) Colour 155 £700 (£758) £108,500

Total £598,500

Sept Oct Nov Dec Jan Feb Mar Apr

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4• • • •• • • •♦♦♦♦

• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

• Daily Mail Bk/Pg• The Times Cen/sp

♦ Metro national (10x7.3)cm• Metro National(5x3.5)cm

Launch day & 3rd week December

Magazine

Name Add Type Weeks/months Rate Total

Glamour (weekly) Front right Side(¼ page)

4 £7,500 £30,000

Hello (Weekly) Front right Side(¼ page)

8 £6,435 £51,480

Sainsbury’s (Monthly) Full Page 2 £13,825 £27,650Total £109,130

Sept Oct Nov Dec Jan Feb Mar Apr1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

♦ ♦♦♦

• • • • • • • • • •

♦ Glamour• Hello

• Sainsbury’s

Underground

With 3 million passengers travelling through the network every day, Tube advertising is the most effective way of getting a message to our audience.

Under Ground

Day Part Time Station Pack Cost (2Weeks) Total Cost

Commuter pack Mon – Fri6am – 10 am5pm – 7pm

Interchange Pack (9 Stations)

£53,000 14Weeks £371,000

Entertain Pack Week Days*7am -12am

Interchange Pack (9 Stations)

£20,000 8Weeks£80,000

Sept Oct Nov Dec Jan Feb Mar Apr

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

• • ♦ ♦ • • ♦ ♦ • • • • ♦ ♦ ♦ ♦ • • • • • •

Schedule for under ground

Tube car panels: £20/2wks, x 50 TCP / Tube x 80 Tubes = £80,000

• Commuter Pack

♦ Entertain pack

National Rail

√ National Rail Land Marks

Location Cost (8+4 weeks) Location Cost (8+4 weeks)

Aberdeen £6,500 Oxford £5,000

Bristol £13,500 Peterborough £5,000

Cardiff £11,000 Reading £14,000

Liverpool £13,500 Swansea £5,500

Newcastle £6,500 Swinden £6,000

Total £86,500

Sep 3rd wk – 2nd wk Oct 2009 December 2009 3rd wk Mar-3rd wk April 2010

Billboard

Sept Oct Nov Dec Jan Feb Mar Apr

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

•♦

•♦

• • •♦

•♦

•♦

•♦

•♦

•♦ ♦♦♦♦

• • •♦

•♦

Schedule for Billboard

Networks No. of Ads Distribution Rate Total

National Network48 Sheet HD20

180 G. London 50Others 130

£350 (2week)

£441,000

Main City Network96Sheet HD400

20 G. London 10Others 10

£1500 (2week)

£196,000

Total 200 £637,000

• National Network ♦ Main city network

Bus

• Buses are the most seen medium in town. There is little other advertising in town centres, so buses catch the attention of almost 29 million consumers (TGI 2006).

• 90% of UK adults living within five minutes of a bus route.

• For advertisers looking to make a bold, un missable statement, buses offer a variety of highly creative large format opportunities.

Stay well with Stay well with MimosaMimosa

Mimosa

BusArea Type NO. of

Busweek Cost Total

London ( ♦) Mega side 15 8 £2480/4wk £74,400

London Gold (•) Super Side 40 8 £523/2wk £83,680

London & Selected City (•) Super Side 50 12 £413/2wk £123,900Manchester Metro link, Arriva (outside London) & Other Areas ( ♦)

Super Side 140 12 £160/4wk £67,200

Midland Metro & Sheffield Super Tram (•)

Super Side15 12 £744/4wk £33,480

Total £382,660

BUSE

STR

AM

Sept Oct Nov Dec Jan Feb Mar Apr

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4♦♦♦♦ ♦♦♦♦

• • • • • • • •• • • • • • • • • • • •♦♦ ♦♦♦♦ ♦♦ ♦♦♦♦

• • • • • • • • • • • •

Online

√ Online advertising is now an important component of some of the most successful product launching and branding campaigns.

√ It now reaches 61% of the UK’s population – that’s 28.7 million people.

http://uk.media.yahoo.com/advertisingonline/index.html

54%

46%

YAHOO! Y!

Position Banner/Size No of days Rate/CPT Total cost

Expando Brand Panel Expanding (300x100)

14 £35,000 £457,500

Mail (sign in page) Large Rectangle(350x250mm)

168 £7.00 £117,600

Mail Banner (468x60mm)

168 £4.00 £67,200

Total £642,300

Sept Oct Nov Dec Jan Feb Mar Apr1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

♦ ♦

• • • • • • • • • • • • • • • • • • • • • • • •

• • • • • • • • • • • • • • • • • • • • • • • •

♦ Expando Brand Panel• Mail Sign in page• Mail

Ad Type Ad Detail Duration Budget

Sponsored Link

Flat Rate PPC Whole Period 215 Days

£250,000

√ Google leads the search site pack and maintais its place at the top for a second year , with Yahoo close behind (Media Week, 2008)

. Search

Master SoupTesty and Quality product ---

Sponsored Links

“Stay Well”

About us Jobs Accessibility The legal stuff Security & privacy Site map Contact us

SEARCH best soup GO

healthy food, healthy life

Vegetable Soup

Chicken Soup

Tomato & Basil

New Range

Welcome About us Products FAQs Review

Master food

MimoMimosa sa

With

Cares your HealthMimoMimosa sa When we make our soups we use only 100 per cent high-quality meat and

include as many fresh ingredients as possible, for example, we use three different, carefully selected varieties of tomatoes--------

Consumer Relationship Management

Sender =

Consumer

Message =

Healthy optionMedia = Internet, Print media & T.V

Out door.

Receiver = Target Audience

Receiver Response :

Brand awarenessFamiliarity

Brand Association Perceived Quality

Relevance Satisfaction

Loyalty

BrandEquity

Encoding(Noise)

Decoding(Noise) Communication Loop

FEEDBACK(Noise)

‘‘Word of Mouth’Noise

Time Period + 1

Marketing Communication

Context

Source: modified from Pickton, D. and Broderick, A. (2005)

UEL: Business school, SMM209 40

PUBLICATIONS (PR)

Total Budget

References & Bibliography

• Harty C (2009), Ready-to-serve soups drive market, Retail World. Rozelle: Feb 2-Feb 13, 2009. Vol. 62, Iss. 2; pg. 24.

• Bainbridge J (2008), Consumers take comfort. Marketing. Oct 29, Haymarket Business Publications Ltd. London: pp. 30-32.

• Media Week (2008), Google way ahead in December search figures, Feb 12.• Mintel (2008), Snacking on the Go - UK - April 2008 • Mintel (2008), International Reports (Academic USA) Food: UK, May 2008.

• O’relly G (2006), Promotions & Incentives, News: Campaign, London: Nov/Dec, 2006. pg. 5, Haymarket Business Publications Ltd.

References & Bibliography