1. 0 Situation Analysis and swot



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1.0 Situation Analysis and SWOT

1.0 Internal Conditions - The Company


Emmi is a Swiss Dairy company that is the largest Swiss milk producer, with subsidiaries and holdings in 13 countries, and exports to over 60.

Worldwide, they produce: cheese, ice cream, butter, yogurt, cream, drink and milk products.


1.1 SMART Objective


  • Reach 5% brand share by December 31, 2017.

1.2 Mission/Vision


Mission: Emmi provides the Canadian market a great tasting yogurt that is also good for you, with three ingredients and nothing more. We believe in providing a sustainable environment to bring our customers the most nutritious and delicious tasting yogurt.
Vision: Emmi aims to be the top yogurt brand in Canada by providing the healthiest yogurt to Canadians.
1.3 Financial Performance of the Company (Converted from Swiss Francs)


  • Emmi sales in 2014 were $3.4billion which increased to $4.6billion in 2015.

1.4 Current Strategies


Emmi believes in rigorous and long term cost management in order to save money for optimal results. Additionally, they believe in joint activities as key success factors for strategically important brands.

1.5 Organizational Structure and Values




  • Emmi takes pride in providing a sustainable product through their processes; they are conscious of their global impact.

  • Emmi takes pride in their GMO free dairy products from grass-fed cows.

1.6 Sources of added value and SCA




  • No additives such as flavouring added to products.

    • Only the tastiest fruits are used as a result.

  • No added sugar.

  • ABY-3 Culture gives yogurt products a smooth and heavy texture.

  • Simple three ingredient recipe.

  • Raw Ingredients.

  • Low post-acidification.

  • Similar texture to popular greek yogurt.

  • Ideal for those who are moderately lactose intolerant.

1.6 Core Competencies


Emmi provides a natural, great tasting yogurt full of flavor and nutrients. They chose to remove sugar, additives, and flavourings from their products. Emmi’s yogurt has a rich and creamy texture as a result of their ABY-3 culture processing.
1.7 Brand sales
Emmi sales were over $4.6 billion of sales worldwide.
1.8 Growth Rates
As years passed by, sales have increased dramatically. Emmi sales in 2014 were $3.4 billion which increased to $4.6 billion in 2015. Having an increase of $1.2 billion.
Within 2014 and 2015, Emmi had an increased revenue of 35%.


1.2.0 Consumer Conditions
1.2.1 Market Segmentation
The consumption of yogurt is increasing in Canada. In 2014, the litre consumption of yogurt in Canada reached the second highest litre consumption since 2004. Yogurt has experienced a comparatively higher increase than any other dairy product.
Canadian yogurt consumers can be split into 3 main segments:

  • Health Conscious Consumers

  • Family Focused Consumers

  • Baby Boomers

The yogurt category provides significant diversity among its brands and flavourings. It is a consumer packaged good that has extensive variety and can cater to all members of a family. In addition, Canadian consumers are becoming more aware of the connection between yogurt consumption and personal health.


1.2.2 Key Motivators
Consumers are influenced by individual motives which, ultimately, impacts the type of yogurt they purchase. The motivators are unique and connected to each segment below.
Health Conscious Consumers: Health Conscious Consumers are cognizant of the food they eat and prefer to consume functional foods. Health awareness has increased as well as healthier options. Therefore, this segment has the opportunity to satisfy their needs through purchasing brands that provide them optimal nutrition. Health conscious consumers are determined to enhance their physical and mental health which causes this segment to display a higher level of involvement.
Family Focused Consumers: Family Focused Consumers are motivated by their family. Their main priority is caring for their family. They want their family to be healthy, so consumers will opt for healthier brands. The primary shopper will purchase brands that are favored by the majority of their family. The level of involvement is less than alternative segments, but because this segment is concerned with their family’s needs, the risk is higher.
Baby Boomers: The primary motivation for Baby Boomers is eating healthy. They accept the fact that they are growing older and purchase products that offer a “morality” feature. In order to solve the problem of growing old, they purchase brands that promise to enhance their health. Baby boomers are more susceptible to health problems and, as a result, have dietary requirements. They are less involved than other segments as they are more affluent, but they still require specific products that fit their unique situation. 1





Health Conscious Consumers

Family Focused Consumers

Baby Boomers

Growth

Segment is growing alongside health concerns.

Likely to grow as children age.

The segment is growing rapidly due to the population size of those 65 and over.

Usage

Heavy to medium users.

Heavy users.

Medium to light users.

Characteristics

  • Concerned with health and wellness.

  • More willing to spend money on products that over optimal nutrition.

  • Dedicated to bettering themselves

  • One main shopper in the household.

  • Attracted to brands that correlate with their family’s needs and wants.

  • Concerned with love and belonging as well as esteem.

  • Motivated by self-actualization.

  • Affluent.

  • Strive to be healthy as living longer is priority.

  • Close to retirement, if not already retired.

  • Savvy shoppers.

Evaluative

Criteria


  • Health properties.

  • Avoidance of flavorings and stabilizing agents.

  • Taste.

  • Ingredients.

  • Health Benefits

  • Taste.

  • Ingredients.

  • Convenience.

  • Accessibility.

  • Price.

  • Health benefits.

  • Taste.

  • Convenience.

Promotion

Imperative



  • Magazine advertisements.

  • Television advertisements.

  • Consumer promotions: contest, (in-store) coupons, rebates, (in-store) displays.

  • Digital & social advertisements.

  • OOH advertisements.

  • Magazine advertisements.

  • Television advertisements.

  • Consumer promotions: contest, (in-store) coupons, rebates, (in-store) displays.

  • Digital & social advertisements.

  • OOH advertisements.

  • Print advertisements (newspaper, magazine).

  • Television Advertisement.

  • Consumer promotions: contest, (in-store) coupons, rebates, (in-store) displays.

  • Digital & social advertisements.

  • OOH advertisements.


1.2.3 What Consumers Buy

Core Product: The core product is yogurt. Yogurt provides consumers protein, and nutrients such as calcium, vitamin B-2, B-12, potassium and magnesium. It is consumed on a regular basis and frequently throughout the day. Yogurt is “…very convenient…very individualized”. It is a fragmented category with innovative brands and flavours. Consumers value yogurt because of the various selection, flavours and perceived functional benefits.


Yogurt is manufactured to offer a large diversity in regards to health benefits, ingredients, packaging and flavours.2
Brand Preferences:
‘Baby Boomers” and “Health Conscious Consumers” will be attracted to Emmi’s functional benefits. And, Emmi’s natural ingredients and flavours will appeal to the “Family Focused Consumers”.


Brand

Benefit differentiation/SCA:

Value added by benefit:

Emmi

  • Utilizes only three ingredients.

  • Sugar free.

  • Lactose free.

Provides consumers a functional yogurt brand that tastes good. The brand is made with simple ingredients that consumers are familiar with.

Yoplait

  • Light yogurt texture.

  • Reduced sugar by 25%.

Yoplait is a good for you snack that appeals to health conscious consumers.

Activia

  • Canada’s top probiotic yogurt.

Activia supports consumer’s internal functions and appeals to health conscious and weight conscious consumers.

Iogo

  • Gelatine free with no artificial colours or flavours.

  • Fresh milk from Canadian farms.

Consumers trust Iogo as it is a proud Canadian brand that relies on ingredients from Canadian suppliers.

Liberte

  • All natural and organic yogurt.

  • Canadian Brand.

  • Wide range of dairy products.

Liberte appeals to premium palates. It is concerned with consumer health as it leverages organic ingredients.


Conclusions: Yogurt brands adapt to the increase in health awareness and consumer health concerns. The majority of yogurt brands are “good for you” and promise additional health features such as “reduced sugar by 25%”, “no artificial flavours or colours”, “Gelatin free”, “Milk from Canadian Farms”, “All natural and organic yogurt”, etc. Health features are a constant theme throughout this category.
1.2.4 Where Consumers Buy
Consumers purchase yogurt from Supermarkets, Supercenters, and Natural foods & Specialty food stores. A brand, like Emmi, would exist in primary (Supermarkets) and secondary channels (Supercenters). Supermarkets are the largest channel for yogurt sales as consumers usually buy yogurt from this distribution channel. Niche brands are seen as market leaders in natural & specialty stores.





Intermediary Description

AFFORDANCES

Consumer

Manufacturer

Primary:

Grocery & Supermarket

  • Accessibility

  • Variety

  • Convenience

  • Price

  • Intensive distribution.

  • Shelf space.

  • Displays and in-store sampling and promotions.

Secondary:

Supercenter

  • Variety

  • Price

  • Convenience

  • Accessibility

  • Shelf space.

  • Competitive with indirect/direct competitors.

  • Displays and in-store promotions.

  • Intensive distribution.

Tertiary:

Natural food stores & specialty channels

  • Authentic

  • Intimate

  • More knowledgeable sales staff

  • Less intensive distribution.

  • Selective products.

  • Less shelf space.



1.2.5 Consumer Purchase Decision Process

  1. Problem Recognition







Healthier Consumers

General Consumers

Actual State:

There is a lot of yogurt brands. Consumers are overwhelmed. They are looking for a brand that is healthy and tastes good. They seek additional value through the price, packaging or incentives.

They want a yogurt brand that tastes good. Consumers are overwhelmed by the different flavours and consistencies of yogurt. They value price, quantity and convenience.

Ideal State:

They want yogurt shopping to be easier. These consumers wish they knew the right yogurt for them.

These consumers want a simpler shopping experience. They want someone to point them in the right direction.

Life Changing?

The problem is not life changing. But, they are constantly looking for a healthier option.

The problem is not life changing. There is a wide range of great tasting yogurts.

Distance Between the Actual State and Ideal State

The actual state and the ideal state are not far from each other. But, consumers are overwhelmed by selection.

Level of Involvement

Consumers have a medium level of involvement. The labels openly display ingredients and functional benefits.

Sources of Information

Consumers read packaging and nutritional labels to gain information. IMC efforts will provide consumers information. They can gain addition information from the company website.





  1. Information Search




Sources of Information

Consumers read packaging and nutritional labels to gain information. Our IMC efforts will increase awareness and facilitate learning as well. They can gain addition information from the company website.

Extent of Search

The search would not be extensive. Consumers have the opportunity to choose from a broad selection.

Risk

There is a low risk involved in selecting a yogurt brand. Yogurt is relatively inexpensive and can be purchased in various quantities.




  1. Evaluation of Alternatives




Decision Criteria

  1. Health benefits.

  • Natural. Ideal for consumers that try to choose healthier options.

  • Raw ingredients. Products that involve minimal processing. Ideal for health conscious consumers.

  • No added sugar. Ideal for individuals with diabetes, obesity, and heart disease.

  • Ideal for lactose intolerant individuals.

  1. Flavors.

  2. Ingredients.

  3. Packaging.

Complexity of Decision Rules

These criteria presents a multifaceted set of decision rules. The decision criteria is complex due to the broad selection of yogurt. The consumer will attempt to balance the criteria against this broad selection.

Evoked Set

Yoplait, Activia, Liberte,Iogo.




  1. Actual Purchase



Influencing Factors at Point of Purchase

Packaging: Ingredients, flavors, health benefits.

POS Material: Ingredients, flavors, health benefits; coupons for trial, sampling.

Sales (special pricing).

Pricing


End Aisle Displays.

Contests.

In-store Ambient Advertising.

Rebates.




  1. Post Purchase Behaviour




Repeat Purchase

If the consumer likes the taste and texture of the yogurt, and connect with the perceived health benefits, the consumer will likely re-purchase. May refer brand through word-of-mouth.

No Repeat Purchase

If the product is unsatisfactory, consumer will likely not repurchase.

Cognitive Dissonance

The cost/risk associated with yogurt is low. Cognitive dissonance does play a large role when purchasing yogurt.


1.2.6 Consumer Profile

*Numbers indicate indices on PMB






Yogurt Hhld. Used In Past 6 Months Yes

Yogurt # Containers Used In Hhld. Past 7 Days Heavy

Male

91

96

Female

109

104


Education

Post Graduate+ Degree – 106

University/Other Non-University Cert. – (104)



University/Other Non-University Cert. (107)


Occupation

Technical/Sales/Teaching/Other White Collar – (110)

Clerical/Secretarial – 123

Region

Quebec – (106)

Quebec – (128)

City

Quebec City – (113)

Quebec City - 142

Household income

$75,000-$99,999 –(106)

$75,000-$99,999 - 114

Personal Income

$35,000-$49,999 –(109)

$75,000 + -(112)

Household size

2 – (102)

3+ -(112)

Hhld. Structure

Empty Nesters -(113)

Couple With Children Living at Home -(117)

Presence Of Children

Under 12 - (102)

3-11 years -(121)

Language(s) Used Most Often At Home

French –(107)

French –(125)

French/English Canada Markets (Summary)

French Canada Market – (107)

French Canada Market –(126)

Groups Belong To

Multiple Responses - Aboriginal & Other -(107)

Multiple Responses - Aboriginal & Other –(216)

Magazine/TV Imperatives - Total

Dual Audience – (105)

Magazine Imperative –(109)






Yogurt # Containers Used In Hhld. Past 7 Days Light

Yogurt # Containers Used In Hhld. Past 7 Days Medium

Yogurt # Containers Used In Hhld. Past 7 Days Heavy

Male

90

89

96

Female

109

110

104

Age

65+ - (139)

Baby Boomers (born 1945-1965) -(105)

35-49 -(116)


Education

Post Graduate+ Degree –(118)

Post Graduate+ Degree -(111)

University/Other Non-University Cert. (107)


Occupation

Other Managers -123)

Technical/Sales/Teaching/Other White Collar –(112)

Clerical/Secretarial – 123)

Technical/Sales/Teaching/Other White Collar – (120)



Region

British Columbia –(125)

Atlantic –(111)

Quebec – (128)

City

Montreal CMA –(116)

Quebec City –(111)

Quebec City – (142)

Household income

$25,000-$34,999 -(124)

$100,000+ -(108)

$75,000-$99,999 – (114)

Personal Income

$50,000 - $75,000 -(107)

$50,000 - $75,000 -(110)

$75,000 + -(112)

Household size

1 -(157)

2 -(107

3+ -(112)

Hhld. Structure

Adult Living Alone -(157)

Empty Nesters –(122)

Couple With Children Living at Home -(117)

Presence Of Children

Under 12 -(83)

Under 3 -(101)

3-11 years -(121)

Language(s) Used Most Often At Home

Other –(102)

English -(101)

French –(125)

French/English Canada Markets (Summary)

English Canada Market –(101)

English Canada Market –(100)

French Canada Market –(126)

Groups Belong To

East/South Asian (Cambodian, Indonesian, Laotian, Vietnamese, etc.) –(197)

West Asian (Afghan, Iranian, etc.) -(141)

Multiple Responses - Aboriginal & Other –(216)

Magazine/TV Imperatives - Total

Dual Audience –(106)

Dual Audience -(108)

Magazine Imperative –(109)

Conclusions: The Consumer Purchase Decision is impacted by three main factors: health benefits, flavor and ingredients.

  1. Problem Recognition: Build awareness that they can get a functional product that tastes great with Emmi.

  2. Information Search: Providing nutritional information, ingredients and flavors through IMC efforts.

  3. Evaluation of alternatives: Provide an effortless experience to the consumer in order to make the evaluation process simpler.

  4. Actual Purchase: Utilize in-store displays and ambient advertising. Leverage coupons to generate trial and sampling. In addition, we will strengthen Emmi’s presence and reach through a digital contest as well.

  5. Post-Purchase Behaviour: Leverage digital media to establish a valuable consumer base and utilize brand advocates.

1.3.0 Competitive Conditions

1.3.1 Competitive Map



1.3.2 Competitive Health Measures and Strategies







Emmi

Yoplait

Activia

Iogo

Liberte

Health Measures

Brand sales of $4.6billion in 2015.

35% increase of revenue from 2014-2015.



$3 billion in net sales.

7% sales growth in the 2015 fiscal year.



N/A

N/A

N/A


Resources/

SCA

•Only uses three ingredients.

•Adds no sugar.

Lactose.


•Light yogurt texture.

•Reduced sugar by 25%.



•Canada’s top probiotic yogurt.

•Gelatine free with no artificial colours or flavours.

•Fresh milk from Canadian farms.



•All natural and organic made products

•Canadian Brand

Large line of dairy products



Segmentation

Focused on females.

Focused on both genders.

Focused on females.

Focused on both genders.

Focused on both genders.


Positioning

“Schweizer Genuss, Der Verzaubert”,

Swiss delight that enchants”



“Packed full of goodness”

“Feeling good starts from within”

“Owned by Canadian Dairy Farmers”

“Artisan de nature”


Personality

•Health conscious, focuses on better health.

•Family snack appeal.

•Health conscious.

•Good for you snack.


•Health conscious.

•Weight conscious.



•Trusted Canadian brand.

•Family oriented.



•Organic based products

•Healthy focus




Mix: Product

•Probiotic yogurt: Aktifit

•Health conscious yogurt (lowering cholesterol): Benecol

•Pure Swiss yogurt: Orange guava

•Dessert: Ice Cream, cake, cones, popsicle and frozen yogurt.

Cheese: Swiss, mozzarella, fondue, raclette

•Chocolate

•Butter

•Milk: Chocolate milk, buttermilk, energy milk, skimmed milk.



•Cream (whip and coffee)

Rice Pudding: milch reis



•Greek yogurt: Yoplait plenti yogurt

•Children’s yogurt: Go-gurt, Yoplait kids

•Sweet tooth yogurts: Yoplait whips

•Health conscious: Yoplait lactose free yogurt (yoptimal), Yoplait light



• Probiotic Yogurt: Activia

• Greek Yogurt: Oikos

• Drinkable Probiotic Yogurt: DanActive

• Children’s Yogurt:

Danino

• Weight Conscious Yogurt (fat free, no added sugar) Silhouette



• Dessert Yogurt: YoCrunch yogurt

•Health conscious: iogo 0% yogurt, iogo protein

•Probiotic & lactose free. Yogurt: iogo probio

•Greek yogurt: iogo greko

•Drinkable yogurt: iogo smoothie, iogo nomad

•Children’s yogurt: iogo zip, iogo nano.


Classique Yogurt Méditerranée Yogurt

Greek Yogurt

Greek Organic Yogurt

Organic Yogurt

•No Fat Organic Yogurt

Frouto Greek Yogourt

Baby Yogurt

Organic Milk

Organic CreamGoat Milk

Goat Yogurt

Crème Fraîche / Sour Cream

Butter

Kefir

Tofu & Tzatziki


Mix: Price



At market pricing

At market pricing

At market pricing

At market pricing.

At market pricing

Mix: Place



Grocery stores

•Grocery stores

• Superstores

•Wholesale stores

•Convenience stores

• Drug stores


•Grocery stores

• Superstores

•Wholesale stores

•Convenience stores

•Drug stores


•Grocery stores

• Superstores

•Wholesale stores

•Convenience stores

•Drug stores


•Grocery stores

• Superstores

•Wholesale stores

•Convenience stores

•Drug store

Mix: Promotions



•TV campaign and

online TV

•print advertisements

•Internet/social media

•Sampling

•Trade fair



•TV ads

•Print advertisements

•OOH ads

•Couponing

•Internet/social media


•TV ads

•Print advertisements

•OOH ads

•Sampling

•Couponing

•Internet/social media



•TV ads

•Print advertisements

•OOH ads

•Sampling

•Couponing

•Internet/social media



•TV ads

•Print advertisements

•Flyers

•Sampling



•Couponing

•Internet/social media


1.3.3 Porter’s 5 Forces



Threat of Substitutes: Within this category, the threats of substitutes are high. The regular yogurt category includes many brands which creates the opportunity for the consumer to choose from wide array of brands. In addition, consumers may already prefer particular yogurt brands which may impact brand share.

Threat of New Entrants: Presently, new entrants for the yogurt market stands at a low penetration level. The presence of well-established brands in the yogurt category makes entering this particular market daunting for companies who wish to pursue a yogurt product line. With that being said, innovative brands could introduce new lines of healthier products for companies who wish to specialize in this market.

Industry Rivalry: Within the industry, the rivalry will be high in the yogurt category. Many brands are directing their focus towards health as consumers are becoming more conscious of their own being. This market will continue to grow, which makes it ideal for Emmi to enter a new avenue.

Power of Suppliers: As Emmi has a well-established brand in Switzerland in which produces their own dairy products, it is safe to say that the power lies within their own hands. This type of power will allow for convenience, low cost, and complete access to their products that will lead to sufficiency.

Power of Buyers:



Consumers: In today’s era; social media is the connectivity between consumer to consumer and consumer to business. This allows great power to be in the hands of the consumer as the capabilities of social media provides a connection that allows the consumer to become more concentrated and organized in regards to expressing their thoughts, opinions and experiences of a brand.

Grocers: With such a high demand for yogurt, retailers are more eager to create shelf-space within their locations for this particular category. Making the power well-balanced between the supplier and the retailer.

Conclusion: This is an unlikely journey to take for new entrants as the market category is very high with many large competitors that are well-established.

1.4.0 STEEPLE Analysis



Section

Points

Social

·       Popular emerging health trends force consumers to read labels on food products.

·       Trends of cheap brands looking to mimic the same look as premium brands.


Technological

·    Aseptic processing includes the process in which a sterile food product is packaged in a sterile container in a way that maintains its sterility.

Economic

·       A mixture of new dairy technology and the fundamentally rich incentives to get around Canadian prices of 200 to 300 per cent have produced an explosion of protein imports, used in yogurt.

·   Current Economic state will not affect sales

·  Very low Canadian dollar continues to drop.


Environment

·       Acid whey (the remaining liquid once yogurt is strained), if not properly disposed of, can cause environmental issues.

·       Will the company need to make changes in order to accompany North American Ecosystems?



Political

·       Canadian documentation will be needed for exportation along with proper documentation by the CFIA (Canadian Food Inspection Agency)

·       Agriculture and Agri-Food Canada's mandate includes writing a dairy policy, researching and supporting market development and rural development, as well as ensuring livestock enhancements.



Legal

·       Lawsuits could occur if products claim to have certain benefits that do not deliver on their declarations

·       Importing and exporting agreements and/or disagreements with countries



Ethical

·       What facilities are products being produced in?

·       Are health and safety measures being followed?

·       Does the company follow all food health and safety regulations such as the CFIA Canadian Food Inspection Agency) or the HACCP (Hazard Analysis and Critical Control Points) concept?


SWOT Analysis


Strengths

Critical Success Factors

  • Similar texture to greek yogurt with ABY-3 culture

  • Variety of flavours

  • Only the tastiest fruits used

  • Unique flavours such as Rhubarb

  • Raw ingredients

  • Grass-fed cows

Differentiation/SCA

  • Three ingredients, nothing more

  • Natural

  • no added sugar

  • no additives or flavouring

  • Ideal for moderately lactose intolerant individuals

  • Largest Swiss dairy company

  • Emmi takes pride in adhering to sustainability across the company

Resources

  • Largest Swiss milk producer

  • Emmi has substantial financial resources which is sufficient fund their Canadian ventures

Opportunities

Consumer Conditions



  • The consumption of yogurt is increasing in Canada; the litre consumption rate in Canada has reached the second highest litre consumption and yogurt has received a comparatively higher increase than other dairy products.

  • Yogurt is consumed on a regular basis as it can be consumed frequently throughout the day.

  • Canadian consumers are aware of the connection between yogurt consumption and personal health.

  • The rise in health awareness and the increase in options provides health conscious consumers the opportunity to purchase products that provide them optimal nutrition.

  • Health Conscious consumer segment is growing alongside health concerns.

  • Health conscious consumers are medium to heavy users.

  • The Baby Boomers segment is growing rapidly.

  • Health conscious consumers are concerned with health and wellness; they are more willing to spend money on products that offer optimal nutrition; they are motivated to better themselves.

  • Baby Boomers are affluent and strive to be healthy as living longer is priority.

  • Consumers value yogurt because of the various selection, flavours and functional benefits.

  • They value price and convenience.

  • Family focused consumers want their family to be healthy, so consumers will opt for healthier brands; they are heavy users.

Competitive Conditions

  • Larger chance for product expansion (flavours)

  • Broad range of retail locations to place product

STEEPLE

  • Joining in on clean eating and health trends

Weaknesses

Critical Success Factors



  • Not a Greek yogurt

Resources

  • Challenges and investments made in order to provide a product without additives/stabilizing agents

Threats

Consumer Conditions



  • Yogurt has an extensive variety. The yogurt category is fragmented and diverse.

  • The primary shopper will purchase brands that are favored by the majority of their family.

  • Family Focused Consumers have one main shopper in the household and attracted to brands that correlate with their family’s needs and wants.

  • There is a lot of yogurt brands. Consumers are overwhelmed.

Competitive Conditions

  • Strong yogurt brand leaders will make it difficult to enter the market as a new product

  • Similar flavours in competitors’ products

STEEPLE

  • Lawsuits could arise if their products claim to have certain benefits that do not deliver on their declarations

  • Canadian dollar continues to drop

  • Trends of cheap brands looking to copy the same look as premium brands.



Business Strategy Alternative

Strength: Three ingredients, nothing more

Strength: No added sugar

Strength: Raw ingredients

Opportunity: Family focused consumers want their family to be healthy, so consumers will opt for healthier brands.

We will leverage upon the fact that Emmi provides a product that is clean and healthy product that family focused consumers would be attracted to.

2.0 Marketing Objectives and Strategy



2.1 Goals and Objectives



Goals

  • Become the preferred yogurt among family focused consumers

  • Develop a relationship with the consumer between Swiss and good health and “clean” eating.

  • Differentiate Emmi from other brands on the yogurt category along with their clean-eating, Swiss image.

  • Capitalize on category growth of yogurt.



Objectives

  • To be a top-of-mind brand in the consumers mind in the yogurt category within the fiscal year of 2018.

  • Build brand awareness 25% a year after launch.

  • Create strongest connection between Swiss and “clean” eating in the mind of the consumer in the first year of launch.

  • Reach a 5% brand share by December 31, 2017.


2.2 Marketing Strategy

2.2.1 Strategy Alternative
Recommendation:

The recommended strategy alternative is to concentrate on the ‘Family Focus’ segment by leveraging the clean ingredients that Emmi provides in their line of yogurts. Emmi will capitalize on the growing market, and become a household name for yogurts.


Rationale:  

Emmi yogurt has flourished through Europe with their strong personality, clean ingredients and great taste. This will be the foundation in which Emmi will build from to target the ‘Family Focus’ segment. As we focus on the healthy convenience of Emmi yogurt, it will give us a strong presence amongst the users and allow us to penetrate the category.

2.4 Source of Business

The family focused consumer has led to the following sources of business for Emmi:


Sources of Business:


  • Heavy Yogurt Consumers

  • Current Yogurt Consumers

  • Primary Shoppers


Rationale:

Heavy Yogurt Consumers strive for a healthy lifestyle and purchases healthy products, such as yogurt, for themselves and their family. They consume yogurt every day, and will eat it more than once a day. They are habitual shoppers that purchase yogurt a lot. They walk into the yogurt aisle and go straight for a particular brand and packaging. They value yogurt because it is a convenient snack that tastes great and promises superior health benefits.
Current Yogurt Consumers are aimlessly walking down the yogurt aisle wishing that someone would put the right yogurt into their hands. They are attracted to the “best” (superior health benefits, unique flavours or cool packaging) and they will try countless brands to find the best. Current consumers have already consumed competitor brands, such as "Yoplait" and “Astro”. They are experienced yogurt consumers who will notice the difference between brands.
Primary Shoppers in the family are habitual buyers. They are concerned with themselves and their love ones. They purchase brands that are top of mind; they are also loyal consumers. They have a relationship with the brands they buy; but also, opinion makers in their household can influence them as well. The primary shoppers are attracted to brands that taste great and brands with nutritional benefits because these consumers seek the best value.


2.5 Target Market
The potential users of Emmi yogurt are Working Parents. Working parents receive fulfillment from their family and career. Because they are a full time parents, full time workers, they will try to balance conflicting responsibilities on a day-to-day basis. Working parents are extremely busy, but remain devout parents. They try to balance their need for convenience with their need to provide their family the best. A major concern for working parents is there loved one's health, so they are frivolous when it comes to buying the best.
Demographics:



  • Females aged 35-49

  • Above average income

  • Higher education

  • Couples with children at home

Psychographics:



  • Concerned with the health of their loved ones.

  • Receives fulfillment from family and career.

  • Strives for a healthy lifestyle, but lacks time.

  • Devote parent.

  • Domestic.

  • Habitual.

  • Heavy user of consumer packaged goods

  • Affluent.

  • Rely on packaging and nutritional facts.

  • Trust brand advocates.


Fulfilled Needs:
Their strong desire for love and belonging comes from the need to be accepted by their family. They want to purchase brands that make their family happy; but also, our consumers are busy and need a product that will satisfy their hunger throughout the day. Psychological needs can easily be fulfilled, but consumers that purchase a functional yogurt provide their family a healthier option. Consuming a functional brand will make them feel better about themselves, but also they will feel better about what they are feeding their family.
Consumer Behaviour:



  • Busy lifestyle with a full time job.

  • Health conscious but lacks time.

  • Spends a great deal of time at their job and with their love ones.

  • Search for brand that tastes great and has superior nutritional benefits.

  • They try to eat a healthy balance of food.

  • They are supermarket shoppers.  

  • Because they are frequent & experience shoppers, they are knowledgeable about the wide range of nutritional promises.

  • They acquire their knowledge about nutrition through nutritional information, word of mouth, social media and talk shows.



Attitude and Beliefs:


  • Consumers perceive clean food is best for their loved ones; they feel guilty giving them “junk.”

  • Consumers will believe what reliable sources say about brands.

  • These consumers feel better about themselves when they are healthy.

  • These consumers believe in order to stay healthy, eat healthy.

  • Consumers get frustrated deciding between the best tasting option and the best option for you.


2.6 Positioning
Positioning Strategy
Primary meaning unit Connection:


  • Swiss

    • Good Taste

    • “Clean” food

    • Raw ingredients

Fresh Fruit

    • ABY-3 Culture

Secondary meaning unit connections:




  • Family



Rationale: Emmi gives the family focused consumer the ability to satisfy their strong nurturing need to provide and take care of their family. The image of “Swiss” will allow the product to be seen as the “clean” eating option it is, while allowing its great taste and unique ingredients to shine through.

Positioning Statement:

To:

Family Focused Consumers

Brand Name:

Emmi

Is the:

Best yogurt

That:

Allows them to provide for their family in a positive way

Because:

The yogurt is Swiss, therefore clean and healthy while tasting good

So that the consumer:

Can provide their families as well as themselves with healthy snacks.

Brand personality:

Honest.

For family focused consumers, Emmi allows them to care and provide for their. The Swiss yogurt offers a “clean” and healthy eating option that tastes good with unique elements. This allows the consumer to provide snacks for their families that they do not make them feel guilty, and they can also have themselves. Emmi remains an honest brand with the consumer that they can trust.


2.7 Creative Strategy


  • Why are we advertising?

Emmi yogurt is launching in Canada 2016.





  • Who is our target?

I’m Cindy, and I work full time as a Human Resources Manager and my husband, Bill, is a full time Police Officer. Bill and I have two children, so we are very busy. Most days, I wake up early to try to make it to the gym, and then, after Bill or I will drop the kids off at school. We have one son Zachary, who is 13, and we have a daughter Eileen, who is 11. The kids are at the age where they would rather be with their friends than at home, so we encourage them to participate in after school activities. In addition, we want to build a new house in the near future, so, as a result, Bill has been working a lot of overtime.


My husband and I try our best to keep healthy, but it’s hard with our busy schedules. I feel bad though! I hate having to settle for another cafe sandwich with what can questionably be called lettuce. But, that is what we do for ourselves, but I feel even worse giving our kids unhealthy food! To accommodate our busy lifestyle, I always keep a sharp eye out for healthy food labels that are low maintenance, so I can put them in my kid’s lunch. It can be hard sometimes finding a good balance of what my kids will and what they should eat, but I try my best when I go shopping.
I have to be careful what I have in the morning and at work for meals, because, well, I don’t want to be THAT person in the office who gets a stomachache! I wouldn't want to put my kids or Bill through that, either. So, I guess, I can be a particular shopper sometimes. I just want the best for the best price! My kids are worth a little extra, though.
I usually do the shopping, as my husband has to work over time a lot and is tired from his physically tiring job. My kids come with me sometimes though, and I try my best to make sure they don’t put another bag of chips in the cart!

  • Where are we now in the mind of this person?

I’ve never heard of Emmi Yogurt, but I am always comparing new brands that I have never seen before. You can never be too safe when it comes to the food you feed your family, so I take that extra step whenever a brand that I have not seen before and compare it to the brand that we are currently purchasing.


If the brand has healthier ingredients for my family I would be sure to switch!



  • Where is our competition in the mind of this person?

If I had to pick the brands I buy most often, it would have to be Yoplait, Astro and Iögo. I always pick these brands mainly for the functional benefits, taste and satisfaction it gives me and my family. When purchasing I try to focus on the purity and natural aspect of the product. I like to know where the ingredients in the yogurt are coming from, and how it’s benefiting myself and my family.





  • Where would we like to be in the mind of this person?

I was at Walmart a few days ago doing my weekly grocery shopping. I glanced over by the yogurt section, and noticed the brand Emmi.

It caught my attention, so I decided to read the package label. After looking at the nutritional facts, I couldn’t believe what I was reading!

I decided to buy a pack, since then I’ve been eating only Emmi Yogurt.




  • What is the consumer promise?

Health, great taste, and natural ingredients.




  • What is the supporting evidence?

ABY-3 culture, beneficial for those who are lactose intolerant, no artificial flavours only the tastiest fruits are used, and sugar free.




  • What is the brand’s strategic personality?

The brand’s strategic personality is to be honest.




Index A – Persona
I’m Cindy, and I work full time as a Human Resources Manager and my husband, Bill, is a full time Police Officer. Bill and I have two children, so we are very busy. Most days, I wake up early to try to make it to the gym, and then, after, Bill or I will drop the kids off at school. We have one son Zachary, who is 13, and we have a daughter Eileen, who is 11. The kids are at the age where they would rather be with their friends than at home, so we encourage them to participate in after school activities. In addition, we want to build a new house in the near future, so, as a result, Bill has been working a lot of overtime.
My husband and I try our best to keep healthy, but it’s hard with our busy schedules. I feel bad though! I hate having to settle for another cafe sandwich with what can questionably be called lettuce. But, that is what we do for ourselves, but I feel even worse giving our kids unhealthy food! To accommodate our busy lifestyle, I always keep a sharp eye out for healthy food labels that are low maintenance, so I can put them in my kid’s lunch. It can be hard sometimes finding a good balance of what my kids will and what they should eat, but I try my best when I go shopping. I have to be careful what I have in the morning and at work for meals, because, well, I don’t want to be THAT person in the office who gets a stomachache! I wouldn't want to put my kids or Bill through that, either. So, I guess, I can be a particular shopper sometimes. I just want the best for the best price! My kids are worth a little extra, though.
I usually do the shopping, as my husband has to work over time a lot and is tired from his physically tiring job. My kids come with me sometimes though, and I try my best to make sure they don’t put another bag of chips in the cart!

Index B – Evaluation of Alternatives


Criteria

We recommend that Emmi position their product as all natural and healthy to family focused consumers.

We recommend that Emmi increase awareness for their health benefits.

  • Appropriate for lactose intolerant consumers.

  • Ideal for consumers that try to choose more natural options that involve minimal processing.

  • Ideal for individuals with diabetes, obesity, and heart disease

We recommend that Emmi emphasize their Swiss background to differentiate themselves from their competition.

Is the strategy consistent with the mission and vision of the company?

Yes, going along with Emmi having 3 natural ingredients in their yogurt, it can be used to leverage the consumer in the actual purchase.

Yes, this is consistent with the mission and vision of the company. Emmi provides an all-natural and healthy product that provides the consumer with more than just great taste.

Yes, Emmi will use their Swiss natural ingredients to provide the consumer with a nutritious product.

Does it have ability to build volume?

Yes, because these consumers look to see if there are any preservatives that are/will be potentially harmful to their family.

It would certainly increase volume because there is a big trend today amongst consumers for “healthy” products.

It does have the ability to build volume by leveraging the Swiss culture.

Does the company have resources to execute this strategy?

Yes, Emmi has the resource to execute a strategy through their strong presence within Switzerland.

Yes, Emmi has the resource to execute this strategy.

Yes, they do have the resources to support promotion to this target.

Does it take advantage of company resources?

Yes, Emmi takes full advantage of their all-natural ingredients, which will be the image they portray in Canada.

Yes, the Emmi creative team markets their yogurt in Europe incredibly well, and can use those resources to create a campaign surrounding this product launch.

Yes, Emmi can use the foundation they’ve built over seas to provide is North American users with product knowledge.

Does it support the objectives?

Yes, because the segment will be those who spread the benefits of Emmi yogurt.

Yes, because the segment will be those who spread the benefits of Emmi yogurt.

It does not support all objectives, but it would help build brand awareness since about the products success in other countries.

Will it build brand share?

Yes, because this segment tries to find the best yogurt, with the best ingredients that will benefit them and their family. This will allow Emmi to build a presence within the category and ultimately build brand share.

Yes, it will build brand share because these consumers are looking to find the best yogurt that will benefit their family as a whole, and this will allow Emmi to place themselves in the mind of the consumers.

Since other brands in this category reside within North America alone, gives Emmi a greater presence within the category. As the image of Europe is perceived as elegant and rich when it comes to their dairy products will attract consumers to their brand and build brand share.

Will it build awareness?

Yes, because this consumer takes health very seriously. They will spread the benefits of the yogurt and recommend a healthy product to those who have a similar lifestyle as they do.

Yes, this will increase awareness because health trends are on the constant rise, and consumers are looking to find a product to fit their life style and follow those trends.

Yes, it will increase awareness because the consumers in this category believes that Europe makes high-quality products that will build awareness through W.O.M.

Will it increase trial?

Yes, once awareness of this product is spread, will induce curiosity amongst the consumers that will eager them to try-out the product.

Yes, if consumers are aware of the products nutritional benefits it will entice them to try it.




Will it increase usage?

Once these consumers see what Emmi provides within their products will gain high interest that will lead to an increased usage.

Yes, once the consumers become aware of the product's health benefits, it will become a part of their routines and increase their usage.

Yes, because consumers will become curious of a European yogurt and will generate usage and become a brand to speak about.  

Loyalty potential?

Since Emmi is new to the category as well as Canada, the loyalty potential will be low. That being said, the segment becomes loyal quickly once they find a brand that suits their lifestyle, a brand that fulfills their needs resonates with this segment and they become fixated on that brand.

Because Emmi is new to the yogurt category and to the country, the loyalty will be low in the beginning. Once the consumer tries the product and gains knowledge on its benefits, it will prove to fit their needs and has a likely potential to become loyal in households.

Family Focus consumers are the type of consumers who are attracted to a genuine brand. They become loyal to a brand when it fits their needs and lifestyle and have tendencies to get other consumers to follow, which will lead to greater loyalty potential.

Will it increase co-creation?

It will increase co-creation because this type of consumer will gladly share about a product that will provide the benefits that they seek for their family.

This will increase co-creation because this type of consumer can share with other family’s knowledge about a product that provides a great taste and a nutritional value.

Co-creation may happen due to the fact that this is a European yogurt brand. This will generate curiosity amongst the consumers that have a high tendency to share their experience as well as where it comes from.

3.0 Roles of Marketing Communications Tools


3.1 The Role of Brand Advertising


The role of Emmi’s brand advertising will be:

  1. Building Awareness

  2. Differentiation

Rationale:

Emmi yogurt is yet to be launched in Canada. Yogurt consumers need to develop an awareness for Emmi yogurt. Through brand advertising, we want to place Emmi in the consumer's top of mind.

We will enter the yogurt category effectively by differentiating our brand and establishing a distinctive competency. We want to show consumers that Swiss yogurt offers a “clean” and healthy eating option that will appeal to family focused consumers. It is important that Emmi emphasizes Swiss culture which gives consumers an authentic experience that stands out in their mind.

SMART Objectives:


  1. Build brand awareness to 25% a year after launch.

  2. To achieve top-of-mind brand awareness in 50% the consumer's mind in the yogurt category by the 2018 fiscal year.

Strategy:  Emmi will convince family focused consumers that the brand represents the taste of Switzerland. It will portray its authenticity as a Swiss yogurt in contrast to other yogurts in the category that have different origin. Advertising in this fashion will be done through multiple traditional and unconventional channels that are appropriate to the target.

Tactics: A multitude of methods to advertise Emmi will be taken. Television commercials during popular programming among our target will be one, along with a Televised Rogers (City TV) breakfast television segment: a personnel from breakfast television will be sent to Switzerland for a week to show aspects of Switzerland and Swiss dairy farms. This segment will lead up to the event that will also be showcased on City TV.

Boards in the Rogers Arena are also to be utilized in positions that are in vision of televised programs. Print ads in Rogers owned magazines that appeal to the target consumer will be used, as well as out of home billboards and bus shelters in areas of 700, 000+ population.

Sponsored social media ads on Pinterest will be utilized, as well as targeted advertising on Facebook and Twitter. Ads on websites of the magazines that are being advertised in will be used for digital, as will Youtube video ads that are targeted towards our demographic and target. Consumers can click on these ads in order to visit the website or visit a contest related landing page that gives consumers a coupon in return for signing up.

Additionally, with the release of the product, hoof stickers will be placed in the yogurt aisle leading up to where Emmi is placed in the store.



Rationale:

 In order to build awareness among consumers while differentiating the brand from competitors, it is best that Emmi advertises through conventional and unconventional means. It is important that Emmi is absorbed by it’s desired target market and maintains a position within that consumer’s mind. Conventional means are necessary to reach a mass audience; however, in order to create a connection with consumers, we must also partake in unconventional means as well.

We want to hit a multitude of platforms to continuously reach our consumer in different ways, throughout the day. Not only can we reach people when they are consuming media; but also, their attention will be captured at point of purchase, when they are relaxing, and when they are on the go.

Multiple touch points and an increase in frequency will be optimal as Emmi is a new brand that does not yet have a place in the consumer’s mind. An image in the consumer’s mind needs to be set, which we will accomplish through a diverse universe of advertising. The majority of advertising will be done with Rogers (they are our media partner).

The hoofs are being incorporated to catch the attention of the consumer at the point of purchase. They also set Emmi aside from other brands and allows the brand to differentiate itself against the other yogurts in the same aisle as they are being led to it.

3.3 The Role of Events and Experiential Marketing


The key role of events for Emmi will be to:

  1. Create a brand experience with our consumers

  2. Create virality.

Rationale: Creating a brand experience with consumers will be a necessity in the marketing mix as Emmi yogurt is yet to be launched in Canada. We want to give family focused consumers the opportunity to experience the brand personality we are portraying in the brand advertising. We will utilize advertising to create awareness and build momentum for the event. We want to generate foot traffic as well as viewership to generate engagement and encourage consumer interaction inspired by the brand experience and brand identity.

SMART Objectives:

  1. Generate a 15% increase brand engagement and W.O.M. with the yogurt consumers

  2. Build authenticity that will lead to trust from 20% of consumers over the next year.

  3. Encourage 50% of consumers that attend the event to create user-generated content.

Strategy: We recommend that Emmi yogurt create an event that spans across Canada within major cities. The event will be of larger scale and will be able to generate interest and excitement among attendees and viewers.

Emmi should create a unique event that is different from competitors; but also, an event that best represents Emmi’s image, personality and identity.

The event will give us free, shareable content that should be utilized to allow viewers to live vicariously through the people actually attending the event. So, everyone has the chance to experience the brand.

Tactics:

WHO

Brand Ambassadors: Brand ambassadors will be hired for each major city (Montreal, Quebec City, Toronto, and Vancouver). They hired to work all day to work the event and its components. But also, their job will be to offer attendees customer service. They will wear cow print t-shirts in order to be recognizable. But, their uniform will be enhanced through “hip hop” inspired fashions such as MC Hammer pants and backwards baseball caps. They will be in charge of serving yogurt to attendees, working the photo booth, handing out beaded necklaces with an Emmi pendent and entertaining the attendees.

Performers: For each major city, we will have a daytime performance that will start at 12:00pm and end at 3:00pm. We will hire one Alphorn musician for the daytime. We will hire 4 hip hop/break dancers. The daytime performers will wear the cow print t-shirt, gold chains and have light up sneakers. The evening performance will start at 7:00pm and will end at 8:30pm. The performers will consist of 20-25 Alphorn players and a local orchestra from all respective regions in which the event is taking place. The performers will wear costumes that are inspired by hip-hop culture. It is important that costumes are all consistent, eye-catching and appealing.

Attendees: The event is welcome to attendees from 10:00am-8:30pm. The first 10 families that attend the event will receive a free, year subscription for Shomi. During the day, attendees can try Emmi yogurt, get their face painted, watch the stage be transformed, watch the performers, and get their photo taken. In the evening, attendees will still be able to try Emmi yogurt, get their photos taken and most importantly, will be able to watch the performance.



WHAT

  • The stage will be set up overnight. We will be hanging set pieces that are inspired by Switzerland, but will be a more artistic and cartoon.  

  • At dawn, they will start setting up the horns gradually throughout the day. The stage will be set up with 3 tiers. The bottom tier and second tier will be the Alphorns. Top tier will be the orchestra.

  • Throughout the Swiss segment, we will mention that the last segment will feature “Emmi’s Move to Canada” which will be our event in Toronto. The segment will be aired the day after the event. The segment will feature a time lapse of the Alphorns being set up, interviews (during the day and evening), people participating in the activities of the event and the performance. In addition, we will incorporate a call to action at the bottom of the segment that will encourage people to visit Emmi website to see photos from the event.

  • During the day, we will have 1 Alphorn player and 4 hip hop/break dancers perform for the attendees. The alphorn player will create a beat boxing sound and the hip hop /break dancers will be dancing to the music.

  • There will be 2 designated areas for each event that will include a yogurt stand, a photo taking booth with iPads, and face painting.

  • Brand ambassadors will be handing out yogurt to attendees.

  • The photo taking booth will resemble “jib jab”. The backdrop for our “jib jab” photos will incorporate Switzerland and hip hop. We want to take photos of our attendee’s faces and place them onto other photos. The photos will be posted on a separate web page for the event that will be connected to the main website. Once individuals get their photo taken, we will give them a receipt that has a code on it. The code can be redeemed on the event landing page. Individuals can redeem the code to see their photos. Because we will have Wi-Fi at the event, attendees will be able to instantly share their photos on their mobile device or the iPads that have been set up at the event. Share buttons will appear alongside the photos making the process to share effortless.

  • In the evening, the performance will start at 7:00pm. The performance will have 20 songs that include today’s hits and hip hop favourites:

    • Jackson 5 - I Want You Back

    • Notorious BIG - Juicy

    • SHAGGY - It Wasnt Me

    • DJ Kool - Let Me Clear My Throat

    • House of Pain - Jump Around

    • Snoop Dogg - Drop It Like It's Hot ft. Pharrell Williams

    • 2pac - Changes

    • Outkast - Ms. Jackson

    • Kanye West - Golddigger

    • Justin Bieber - Sorry

    • Justin Bieber - What Do You Mean

    • Adele - Hello

    • Coldplay - Adventure of a Lifetime

    • Drake - Hotline Bling

    • Maroon 5 - Sugar

    • Flo Rida - My House

    • Ed Sheeran - Thinking Out Loud

    • Vance Joy - Riptide

    • Walk the Moon - Shut Up and Dance

WHERE

  • Quebec City: Plains of Abraham

  • Montreal: Les Francofolies de Montréal

  • Vancouver: Stanley Park

  • Toronto: Harbourfront Centre


WHEN

  • The event will take place September 17, 2016. It will be an all-day event from 10:00am-8:30pm.

Rationale:

We have created an all-day event because we want to situate the event so that it can work with almost any schedule; but also, consumers might hear about the event that day, so it is important to give consumers time to hear about the event and make their way to the location.  

We have incorporated activities and performances that entertain consumers; but also, the components of the event encourages attendees to interact with the brand ambassadors as well as the brand. We want to humanize Emmi through real life people and activities that exist to represent the brand personality and image. In the end, it is important that the event create a connection with the consumer and the brand. People’s experience at the event will define the way they think about the brand.

We made our event monumental because we want consumers to feel like this is once in a lifetime experience. We have incorporated contrasting elements that will generate interest from onlookers, will enhance the newsworthiness and increase the likelihood of content creation. Virality is important to us, so we incorporated components such as the photo taking booth that encourages consumers to instantly share content. We want consumers to share content from the event as much as possible because this will increase awareness of the event. In addition, constant content creation will also allow people to continue to follow the event throughout the day which will allow consumers that couldn’t attend the event to live vicariously through the individuals that were there.



3.4 The Role of Public Relations

The key role of Public Relations for Emmi will be to:



  1. Gain earned media

  2. Enlist influencers to encourage co-creation

Rationale: Emmi is a new brand in the Canadian yogurt market. They need to establish a presence that will facilitate awareness.

Without consumer attention and awareness to the brand, they cannot make a sizable impact on the market.

Additionally, achieving attention and awareness among family focused consumers will ensure that we reach more customers while utilizing less capital.

SMART objectives:


  1. Generate earned media across at least 2 large Canadian media channels within the next 6 months

  2. Generate earned media in corresponding magazines and online editions that would appeal to our audience within the next 6 months.

  3. Leverage a well-known influencer of the target audience to bring 15% of the consumers to associate Emmi with Swiss and “clean” eating.



Strategy:

With our event taking place in the top 4 cities across Canada, Emmi will generate earned media by taking the personality used for the Emmi segment on City TV News to broadcast our event for the last of 6 segments leading up to the event.

Through social media, we will gain digitally earned media through shared photos on Facebook, retweets and favourites on Twitter, and pins on Pinterest of our recipes and smoothies. With the use of earned media, we will be able to mass reach our target audience, and through its use we are able to inform the consumer and draw attention to our event.

Prior to the launch, Emmi will release a Press Release through our partnership with Rogers on their television and radio platforms.



Tactics: Emmi will utilize their relationship with Rogers to keep them informed, and to present their Press Release prior to the launch of the Emmi Yogurt product. Throughout the event day, Emmi aims to gain the attention of local news sources, and newspapers to cover the event.

Rationale: Emmi is a trusted brand overseas. In order to gain the trust in Canada, Emmi will use a press release to gain the consumer trust in their product being not only great tasting, but good for their family to eat.

Utilizing earned media will give Emmi the opportunity to gain trust, promote the reputation of the brand in Switzerland, and build relationships.

The importance of earned media digitally and through news outlets is essential, and will be a primary role in introducing the product to those who cannot attend the event. The coverage beyond the event through earned media is what will make it memorable amongst the consumers.

                      








3.5 The Role of Consumer Promotion


The key role of consumer promotion will be:

  1. To give the consumer an opportunity for trial.

Rationale: The use of consumer promotion will help to bring value to Emmi by generating brand trial amongst consumers. Being that Emmi has little to no awareness in Canada, consumer promotion will prompt the consumers to try their products over others.

SMART Objectives:

  1. Generate brand trial to 15%

  2. Increase sales by 25% over the course of consumer promotions.

  3. Increase repeat purchases by 10%.

Strategy: Generate trial in consumers with the use of: coupons, sampling, coupons on bags of frozen fruit, and a social media contest.

Tactics: Have Smartsource folded coupons in Loblaw owned stores across Canada in cities of 700, 000+ population. These coupons will be the size of an adult’s hand and foldable, with a coupon and a smoothie recipe that incorporates Emmi on the inside. The front will have a visual, with a family focused style photographs in colour.

These coupons will be placed in front of where Emmi yogurt is being sold. These coupons will also be available on digital through a click-through landing page from online Emmi ads.

Coupons will be usable for any flavour of Emmi yogurt in Canada, and will have a face value of 75 cents. They will run for 3 months beginning the launch of Emmi yogurt.

The coupon will incorporate Emmi’s name on the front along with the vibrantly expressed face value. The back of the coupon will give the terms and a clear statement of an expiration date.

Additional coupons will be placed on (brand?) frozen fruit bags. These coupons will have a face value of 50 cents, and will run from March 1 to May 31 (3 months). The coupon will be in the form of a peel-off sticker placed on to the frozen fruit bag, and can be used the same day of purchase of the frozen fruit.

The coupon will incorporate Emmi’s name on the front along with the vibrantly expressed face value. The back of the coupon will give the terms and a clear statement of an expiration date. Terms includes what yogurt the coupon can be used for--which is all of them-- and that they cannot use the coupon unless they had bought the frozen fruit.

Sampling will take place in unison of the brand’s release in Canada. In the month of the release, sampling will take place in 5 select Loblaws stores throughout Canada in cities of 700, 000+ population. Sampling is to be done on the end of the aisle of the dairy section, and will take place on weekends (Saturday to Sunday) for three weekends in the month of the release.

One (1) container of yogurt is to be given to consumers who express interest with a miniature plastic spoon. They will have a choice of each flavour, while supplies last. 5, 000 containers of yogurt will be available for sampling in each store. Sampling is to be done on the end of the aisle of the dairy section, and will take place on weekends (Saturday to Sunday) for three weekends in the month of the release, or when supplies run out.

An art contest will take place in the months coming up to Emmi’s release. This contest will take place on Facebook with the Woobox contest widget where consumers can enter their art and vote for their and other’s art pieces. There will also be a landing page on Emmi’s website with the widget installed where consumers can log in to Facebook directly to vote. The contest will be open to all ages and must incorporate a “Swiss” image. Consumers will be asked to make an art piece based on what they imagine Switzerland is or is like.

The winner wins a trip for their family to Switzerland for a week. Art will be judged on the artist’s interpretation of what “Swiss” is and creativity. Young participants will be urged to enter. The contest will be publicised with the brand’s partnership with Rogers on City TV, their website, and sponsored ads online. The contest will run from the end of July to the release date of the Yogurt, September 16th.



Rationale: These consumer promotions allow the consumer to have a reduced risk in trying the product as they either lower the price or give the added value of a product or prize. This would lead to an increased amount of consumers taking the risk to try a new product.

Having coupons in multiple areas over different courses of time allow the consumer to be reminded to purchase the product as well as be more enticed to purchase the product with the lower price they are facing.

The yogurt market is very competitive and congested with options and offers. These consumer promotions allow the consumer to, at the time, set Emmi apart from other brands and give it a chance for trial.

The coupon gives consumers an extra incentive to try the product as Emmi is new, meaning they would have never seen it previously. The coupon lessens the perceived risk in trying the product.

The contest allows the consumer to feel more involved with the brand and create a strong connection with the brand before the product is launched. Family values were assured to be used in order to allow family focussed consumers to become attracted to enter the contest as well as give the product a try.

3.5 The Role of Trade Promotion


The key role of trade promotion will be:

  1. Gain support of the trade.

Rationale:  Without gaining support of the trade in order to get listings and good as well as adequate shelf space, Emmi will not be able to flourish.

SMART Objectives:

  1. Obtain attention of 20% more consumers during the course of trade promotions.

  2. Increase unit sales by 25% over the course of the trade promotion.

  3. Generate listings over the first 6 months through co-op flyers in grocery stores that do 75% of consumer sales.

Strategy: Emmi will partake in standalone trade promotions as well as some in unison with consumer promotions. Trade promotions will be distributed regularly throughout the next 6 months in order to make a strong push of the Emmi brand into the Canadian market.

Trade promotions being implemented are: basic introductory off invoices, performance allowance displays with co-op fliers, reduced pricing, and store newsletters.



Tactics: Trade promotions will take place in stores that do at least 50-75% of consumer sales.

In the initial release of Emmi, a basic introductory off invoice of 10% will be taken from the first orders of yogurt in September, October and November.

Performance Allowance Displays will take place bi-monthly from September onwards for 6 months. Displays will show unique features of Emmi such as their origin, ingredients, and the health perks (ie. no added sugar.) Displays will be accompanied with a placement of Emmi in co-op flyers showing the reduced price. The display will feature a large “NEW” feature in the top corner, and give information of the origin and featured of Emmi yogurt.

In the in between months that Emmi is not featuring their display, Emmi is to be included with store newsletters outlining the current coupon that is being offered for it, as well as give Emmi a back story and information about the product as well as where it comes from and what it provides the consumer.

Reduced pricing will take place with a display and a co-op flier in April, leading up to the final semester for school of the family focused consumer’s children. This display will be similar to the previously done display from the release, as it will still feature the “NEW” feature to capture attention and information on what the product is and where it comes from. The visuals will be different than the previously done display. The coupon taking place at this time on the fruit bags will be outlined on the display as an additional incentive.  

Rationale: Emmi is new to the market and therefore new to the trade; an introductory off invoice will encourage the trade to stock Emmi as well as give it a better treatment in respect to the other yogurts on the shelves.  Without this, it is unlikely Emmi will receive the listings and shelf spaces it needs to be noticed and bought by consumers. This takes place at the same time as the coupon booklet that is being done for consumer promotion.

Displays are being done bi-monthly in order to allow Emmi to stay in the consumer’s mind but not be overdone. However, during this introduction time, more displays are being done in order to establish a distinct identity with consumers.




1 http://www.targetmarketingmag.com/article/market-focus-baby-boomers-36956/2/

2 http://www.marketingmag.ca/brands/yogurt-the-most-versatile-grocery-aisle-product-103040



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