Integrated marketing communication strategy: Andros "fruits pressés" case (2007)

Résumé du document

The Andros Company is a French society specialized in the process of transformation of fruits and fresh milk products. Andros owned several brands, such as Bonne Maman, and Mamie Nova. Andros is also present on the confectionary market through its brand "Pierrot Gourmand". Fruit juices represent the first non-alcoholic beverages market in France, before cola products. In fact, from 1996 to 2006, this dynamic market has been growing by 2.6% per year. In 2006, the French juices market reached 1.6 Billion Euros. By performing a SWOT analysis, we can infer that Andros have a lack of brand awareness concerning the fruit juices despite a strong one with the compotes. Indeed, everybody in France knows the advertisement for Andros is popular with its slogan "Andros, Andros, ça c'est fort de fruit".

Extraits

[...] This medium allows Andros to show and communicate to a wide audience about its fresh fruit juice. The other advantage of this media is that our TV spot can use multiple points to effectively influence consumer's behavior about the purchasing of our product. The Andros “Fruits presses” is targeting health consciousness adults with a relative high income, we would air our advertisement from 6pm to 8pm when our target is coming back home and relax in front of the TV. [...]

[...] Andros needs to re-consider its communication, to remain closer to consumer's mind, to give a new, dynamic, and fresh perception to customers' behaviours. Marketing objective and brand positioning Marketing objectives As we have seen before, the market of the fresh fruited juice is really attractive and can generate a lot of profit. From 2005 to 2006, the turnover of this industry increased by However, Tropicana is the undisputed leader with 81% of market share on this market. Actually we don't have any data about Andros; we just know that they have the second highest market share on this segment. [...]

[...] This, in our strategy, should be fulfilled by a relevant choice of communication channels and media. But the content of our communication has also to reinforce the image related to the products of the brand: natural, fresh and ecological. This last value lies into the fact that Andros only uses the most recyclable material for its bottles: glass, contrarily to its main competitor Tropicana which uses paper/metal mixed bottles, way harder to recycle. Furthermore, the famous” Andros Trophy” event, which could actually give an opposite and negative image about ecology, has been implementing since 2008 electric car participating to the race. [...]

[...] Andros has to develop its image of responsible company: by publicize its annual report; stakeholders will become conscious of the implication of Andros in the amelioration of the lifestyle of its employees, consumers. Stakeholders will also be more implicate in the development of the brand. Sampling (free sample) Soft drink is considered as a quite large consumption product. This is the reason why soft drink market engenders a quick buying decision process, where the need, the information research, the purchase decision and the consumption are considerably close. [...]

[...] This can be done by consumers' surveys which can be statistically analyzed to measure brand awareness, brand image and purchase intentions. Data collected will concern market shares, sales volume and contribution of the brand after advertising expenditures. Indicative bibliography - Separating the long and short-term effects of advertising repetition on brand name awareness. By Marc Vanhuele, Direction de la recherche Groupe HEC - Marketing communications: integrated theory, strategy & tactics. By James G. Hutton and Francis J. Mulhern, published by Hackensack, N.J.: Pentagram Publishing - Promotional strategy: an integrated marketing communication approach. By James F. [...]