LACTEL advertising campaign: Current stakes and future perspectives for IBP campaigns

Thèmes abordés

Lactel - Advertising - Communication - IBP - Internal Brand Positioning

Résumé du document

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 advertising campaigns. 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?

Extraits

[...] The mother, who is pregnant, then says that it reassures her to know where Lactel Bio comes from. The advertising then ends up with in a funny way: the daughter shows her mothers' belly and says “anyway, I know where IT comes from ” This sentence is referring to Lactel's previous advertising where a child is asking his father to tell him what 10 www.oboolo.com is this bottle (showing a bottle of Lactel milk). As the father does not answer, the child then asks “Daddy, how do we make babies?” Embarrassed, the father then explains that it is a bottle of Lactel Milk, avoiding his child's question. [...]

[...] 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 advertising campaigns. 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. [...]

[...] Instead of focusing on sales increase, intended effects have to focus on more communication related objectives. Actually, people would typically think that investing in IBP efforts stimulates the demand for the brand, which creates additional sales, generating revenues higher than the initial IBP investment. However, only focusing on increasing the volume of sales appears to be rather inappropriate because IBP is only one of the numerous factors that determine whether or not a sale occurs, and IBP has a delayed effect. [...]

[...] As a consequence, advertising campaigns have been more and more insisting on those criteria. This is the reason why Integrated Brand Promotion (known as IBP) is more than ever a strategic tool that companies have to use wisely to reach consumers. But building an efficient IBP campaign is not an easy task, especially for those non durable goods' manufacturers, since highlighting the experience you will live while drinking your glass of milk is not necessary the easiest thing you will have ever done . [...]

[...] 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. TONE: proximity, daily relationship with the target in a peaceful, natural environment. We have to find Lactel's communication marks (children, funny comments, surprised and amused parents etc.). [...]