Integrated Communication Plan for a new product line _ Majani Chocolate
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21-Oct-2014 -
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Transcript of Integrated Communication Plan for a new product line _ Majani Chocolate
MAJANI
Maria Vittoria ZaniElisa CasavecchiaLuisa RussoMaria Virginia SgargiMartina TacchellaGiulia Pozzi
INDEX• The brand: Majani
Values- FlochTarget & SWOT
Communication styleExpression
SEO Analysis
• The new Majani experienceGoals & tools
StrategyMedia Planning
Timetable
The brand: Majani• Majani was founded in 1796 by Teresa
Majani, in Bologna• Initially called “Laboratorio delle cose
dolci”• First Italian company that produced solid
chocolate, la Scorza• In 1911 the Cremino Fiat was born• Official supplier for the Savoia royal family• In 2011 Majani received the honorary title
“Entreprise that has made the Italian history”
• Finest quality of the products• Medium-high price• Old fashioned stores• Niche market
Values• Excellenc
e• Tradition• Quality• Taste
video
“Our constant goal is excellence focusing both on tradition and quality the values which have been enthusiastically guiding us since our beginnings in 1796. Majani guidelines are emotions and delight so to meet even the most discerning guest”We aspire to represent the benchmark producer when dealing with the traditional niche market in contrast with the large retail distribution chains.We strongly believe in human relationships and faithful Clients as we consider that quality and service are the only winning choices”
• Image• Hard work • Human
relationships
Floch Semiotic Analysis
Practical
Utopian
UtilitarianUsage
ExistentialBasic
Non-existential Non- utilitarian
Non critical
Non recreational
Luxury Design SensationMyth
Actual Target
• 70% women• 30 % men• Mainly Italian or tourists in
the Bologna area• Age: 25-80• Medium-high income• Chocolate lovers• Special occasion shoppers • Care about packaging• Attention to quality• Attached to tradition• Not frequent internet
users
STRENGHTS
• High quality of the products• Historical presence in Italy• Good presence of Facebook• Products suitable for special
occasions
WEAKNESSES• Not very well known outside
Bologna• Old and traditional brand• Bad usage of the website
(especially e-shop)• Missing of a call to action• Periodicity of the distribution• Small size distribution
OPPORTUNITIES• Exploit a strong brand awareness• Possibility to exploit the perception
of the “Made in Italy” excellence• Possibility to use users generated
contents• Creation of chocolate testing events• Partnership with food bloggers • Export abroad
THREATS• International competitors
in the domestic market• Raising of new Italian
competitors• Persistence of economic
crisis
SWOT Analysis
Market Trend & Competitors
• Positive trend in Italy and in Europe in general
• 2012 Italian expense for chocolate: 1,16 billions
• Main competitors (small-size businesses):
Venchi, Guido Gobino, Amedei
• Main competitors (big-size businesses):
Lindt, Ferreo and Perugina
Expressions
Total white background
Minimal font
Grey writing
Bright & light colors
Pure shapes
Packaging
Communication style and language
• Classic, elegant, formal• Highly visual, Focus on aesthetic
• Impersonal • Unidirectional, not conversational• Informative, Product-centered
• Historical and Celebrative • Quotations from classic literature
• Prolix and redundant• Limited emotional impact• Coherent and integrated
SEO Analysis: Website
• Categories: no clear definition
• Special occasion section is empty
• Shop online section • Out of stock products
• Increase awareness: Invest in PPC• Search option in the website• Possibility of registration on the
website• Dynamic homepage• No mobile optimization
Communication plan
Goals• Rejuvenate brand• Expand target to the
young• Brand awareness• New need satisfaction• Keep up with
competition• Majani from occasional
to daily pleasure• Increase sales• Year-around business• Majani experience
• New communication style
• New products:
organic and line extension
• Digital campaign
• Concept store
Tools
“Majani Organics”
Packaging: organic
paper and
twine
A new concept store
StrategyOFFLINE• New concept store• Icecream + hot
chocolate• New organic chocolate
bars• Corner in train station
and airport• Free samples • Stands in chocolate fairs
and Mercato della Terra• Deal with retailers• Factory tours and team
building• Customized packaging
for special occasions• Contest
ONLINE
• Optimisation of the website
• Ecommerce 365 days
• Sponsored posts on FB and TW
• New dedicated Social pages
• Promotional discount online
• Groupon deals
• Partnership with food bloggers
• Create a community
Tours
Contest• Buy a product
from the new organic line
• A golden ticket may be inside it (maximum 5)
• Golden ticket: winning of the contest
• Price: visit the Majani factory and win a box of all the new organic products
Expressions
Playful shapes Earthy ColorsFont: Spatha
sans
• New keywords:
• Call to action: ex. Come to visit!• Insert a community, a blog and SEARCH• Sections: Home, Chocolate, Candy,
Special Occasion Gifts, Who we are, Blog, Our store and then add specific sub-sections
• Re-styling of the e-commerce• Newsletter
SEO Analysis: Website
Cioccolato italiano biologicoCioccolato Majani biologicoScatola di cioccolatini biologici
Content• Goal: Create a community• Recipes• DIY chocolates• Involve food blogger (A
pranzo con Bea, Cucino per te Scemo)
• Deals• Updates on organic food,
chocolate fairs• Tips for kids in the kitchen• Discount for new fans
Media PlanningOFFLINE• Advertising on food
magazines and Bologna local newspaper
• Flyers and coupon distributed close to the original Majani shopFairs
ONLINE
• Social media
• New dedicated web site with interactive blog
• Advertising on food, recipe and organic food blogs
• Email Marketing to loyal and new customers
JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC