LACTEL advertising campaign: Current stakes and future perspectives for IBP campaigns
Résumé de l'étude de cas
Non Durable Consumer Good can be defined as "goods that have a very short life span and are perishable in nature". For instance, milk and bread are non durable consumer goods. Such goods are specific because they generally feature a rather low added value. Consumers use those everyday without wondering what they expect from such products. Price is a high variable regarding differentiation, and rather low prices prevent consumers from really being demanding regarding benefits. Consequently, it is very difficult for those products' manufacturers to differentiate and to insist on their products' benefits in advertisingcampaigns. Moreover, consumers are not really interested in such daily products' promotion, since the expected added value is very low.
This is the reason why companies that produce such goods have to insist on their added values, on the elements that make their products better than the competition's ones. Targeting specific segments, more demanding regarding products' quality, is another strategic choice.
Lactel is a French milk manufacturer. This report consists in the company's IBP campaign analysis thanks to a careful situation analysis and to the formulation of each step of the brand's statement of IBP objectives: how should the milk manufacturer best communicate to highligh its products' added value in order to appeal customers and to strategically strenghthen its brand awareness?
Sommaire de l'étude de cas
1. Understanding the environment
2. Statement of the IBP objectives
3. Additional information
Extraits de l'étude de cas
[...] The situation is reversed here: the daughter is embarrassed and uses Lactel as an escape door10. As you can see, Lactel has been using the same concept all along the years: families having breakfast, fathers answering questions (or avoiding to). The idea is to highlight children curiosity, and the fact that Lactel helps them to blossom during their growth. In the ad we are analyzing here, the concept is the same. That enables the brand to build a strong awareness (consumers identify Lactel ads very easily) and to benefit from a strong sympathy since it becomes part of families' lives (slogans are repeated to make fun etc.) Lactel has to continue with this strategy in future years because it is its main strength. [...]
[...] (question In order to better analyze Lactel Bio's advertising campaign, we will summarize the elements that should be highlighted in order to successfully reach the target audience. POSITIONING: To all mothers, Lactel Bio is the milk that provides their children with security and well being day after day. PROMISE: Lactel Bio provides nutritional security and sustainable well being. SUPPORT: Lactel has been a partner of biological agriculture for 15 years; Lactel ensures consumers with biological characteristics of milk components. BENEFIT: day after day, my children feel fine and I am sure they drink good biological milk. [...]
[...] Lactel tells a story, and is the partner of this family all along the years. This helps the brand creating sympathy towards its product. Finally, the ad deals with an issue each and every parent has to cope: learning their children to make babies?: parents can picture themselves in the same situation where their child tells them that they know everything, they might already have lived the same situation, so they will identify themselves rather easily to the characters of the advertising On-line marketing event, activity or strategy that would coordinate with and increase the effectiveness of the present campaign (question As far as on-line marketing is concerned, Lactel Bio already has its own website: http://www.lactelbio.fr/: On this website, the brand provides any information about Bio products and Lactel's involvement within biological agriculture. [...]
[...] ?Which brand(s) of milk have you purchased for yourself or your family in the past four weeks?? ?Which brand of milk do you usually drink?? ?Which brands of milk are presently available in your Conviction Projective techniques Purchase Self?report 9 Additional information 1. Consumer profile (question In order to succeed in reaching its target audience, the company should create a consumer profile. A consumer profile is a description of the typical consumer composing the target audience. Building a consumer profile therefore consists in summarizing different data that compose the target audience (demographic, psychographic . Juliette is a busy family mother. [...]
[...] Identifying a target audience is a very strategic issue, because if you fail, your target will never be reached and no one will by your product. Consequently, you have to define it regarding its demographic profile and some qualitative profiles such as opinions, attitudes, life styles, motivation profiles etc Defining Lactel's target audience Lactel's target audience can be defined according to both demographic and psychographic variables. demographic Demographic variables Gender: Women Age: Family mothers Income: rather wealthy, to afford higher prices Education: rather high education level, to be aware of bio products' benefits Psychographic variables Personality attributes mothers expecting healthy products, with a high attributes: added value, for their children. [...]
À propos de l'auteur
Elsa P.EtudianteCommunicationLACTEL advertising campaign: Current stakes and future perspectives for IBP campaigns