Advertising and communication: Barbecue sauce product

Résumé du document

For this assignment, i was asked to choose and launch a new product. The product that i decided to launch is a new barbecue sauce, produced especially for people who want to take care about the environment and of themselves.

In this case especially, our product could know an important success. In fact, we have a large target, because a larger part of people considers having a natural flavor and is one the main reason that makes them to purchase a product. The product is natural and has the same principal characteristics to that of a classical barbecue sauce.

During this assignment, we will see the different media of communications that we will use, in order to keep our main strategy: to promote the brand. As a consequence, we will use in priority the television, by creating a memorable slogan: "Natural Flavoring Magic".

In the first part, we will see the product itself, by seeing the functions, the name of the brand and the slogan. Then, we will analyze the audience, and the target market, using the different drivers that the consumers respond to, and the way that we deliver the message. In the fourth part, regulatory issues are concerned, with the French and the European Union regulations. To finish, we will do some visuals, in order to have a precise idea of the ad campaign.

Extraits

[...] For this final assignment, we decided to launch a new barbecue sauce and at a middle term basis to create a new range of sauces for the barbecue especially. Actually, it does not exist in a large scale, but only in some specific distribution networks, very specialized. On the one hand, we want to focus our product on the taste and the natural recipe with natural and healthy raw materials without any addition of other chemical products in the recipe of our barbecue sauce. [...]

[...] Strengths: Oriented to the American recipe, to quality and authenticity/ character of taste. Focus on the American lifestyle of consumption in appropriateness to their parent brand o Try to pass to their potential customers a kind of learning experience. [...]

[...] By using jokes and funny cartoons, it is differentiating itself from its competitors, but of course its main distinctiveness is the healthy aspect of its products. Therefore, it is an esteem need. To sum up, the drivers for these products are the cultural using of this product, then the values added to this, the past experience, the lifestyle, the needs and the marketer-controlled stimuli as explained before Delivering the message We have chosen to realize a chart in order to see what kind of tool of communication is the most adapted for the deodorant TOOL Television Advertising ADVANTAGES - memorable message - large broadcasting - valorization of the brand link between see and DISADVANTAGES - important costs Houghton Mifflin, C.W.L.Hill and G.R.Jones Strategic Management 7the Ed accessed on the 4 of January th 8 audition Print Advertising we can geographical precisely select the area more - important costs in some places - low impact on certain targets that do want to read during a long time - we can increase the recognition of the brand better because we can explain more precisely our message Press magazine - important selection of the target - important rate of penetration - we have the possibility to give samples Public Relations - in some magazines, the time of reservation is very important To promote the brand especially and costs also lower than a campaign advert by using journalists - target is more targeted - partnerships with some other companies (for wastes, environmental organization ) One of the first communication media used - large target - low cost - important costs (we must buy list) - low costs Direct Marketing Event Sponsorship Internet Advertising - we must keep attention to the fact that some people do not read advertising by mail Therefore, we can use six tools for this product. [...]

[...] The name of the brand is “Florian Et Mathias” because the company is created by two friends, as Ben & Jerry‟s 30 years ago. The main mission of our company is to develop barbecue sauce products, such as barbecue sauce, mayonnaise and other typical French sauces for the barbecue, and also creating around us a friendly environment, to appeal young to consumers. We therefore want to create with our consumers a relationship of high loyalty, by developing actions in parallel to the selling of products. [...]

[...] At first, to fit the actual trend which is taking care of our health by eating wholesome food, Florian Et Mathias‟s products are always made with healthy products, that is to say it only uses natural raw products. In fact, it insists on this point by explaining the origin of each component of its barbecue sauce in order to give a guaranty to the consumer, it is a way to reassure them and also to attract clients, to make people willing to buy or taste its food. Secondly, the main benefit of these products is directly linked to its characteristics. In fact, by providing wholesome products it shows that it is taking care of its clients. [...]