1. 0 Situation Analysis and swot

1.0 Internal Conditions - The Company

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

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

1.2 Mission/Vision

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

1.4 Current Strategies

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

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  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

• 
  _{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.

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.

1. 
   Problem Recognition
   

2. 
   Information Search
   

3. 
   Evaluation of Alternatives
   

3. 
   Actual Purchase
   

3. 
   Post Purchase Behaviour
   

*Numbers indicate indices on PMB

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.
   

1.3.1 Competitive Map

1.3.2 Competitive Health Measures and Strategies

1.3.3 Porter’s 5 Forces

Power of Buyers:

1.4.0 STEEPLE Analysis

2.0 Marketing Objectives and Strategy

• 
  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.
  
  
  

• 
  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.
  

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.

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

• 
  Heavy Yogurt Consumers
  

• 
  Current Yogurt Consumers
  

• 
  Primary Shoppers
  

• 
  Females aged 35-49
  

• 
  Above average income
  

• 
  Higher education
  

• 
  Couples with children at home
  

• 
  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.
  

• 
  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.
  

• 
  They tend to read nutrition information on the package, and compare labels before buying.
  

• 
  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.
  

• 
  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.
  

• 
  Swiss
  

• 
  Good Taste
  

• 
  “Clean” food
  

• 
  Raw ingredients
  

• 
  ABY-3 Culture
  

Secondary meaning unit connections:

• 
  Family
  

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.

• 
  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.

• 
  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.

• 
  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.

3.0 Roles of Marketing Communications Tools

3.1 The Role of Brand Advertising

1. 
   Building Awareness
   
2. 
   Differentiation
   

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.
   

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.

 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

1. 
   Create a brand experience with our consumers
   
2. 
   Create virality.
   

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.
   

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.

• 
  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 Wasn’t Me
  

• 
  DJ Kool - Let Me Clear My Throat
  

• 
  House of Pain - Jump Around
  

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

• 
  N.W.A. - Express Yourself
  

• 
  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
  

• 
  Quebec City: Plains of Abraham
  

• 
  Montreal: Les Francofolies de Montréal
  

• 
  Vancouver: Stanley Park
  

• 
  Toronto: Harbourfront Centre
  

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

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.

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

1. 
   Gain earned media
   
2. 
   Enlist influencers to encourage co-creation
   

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.
   
   
   

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.

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

1. 
   To give the consumer an opportunity for trial.
   

1. 
   Generate brand trial to 15%
   
2. 
   Increase sales by 25% over the course of consumer promotions.
   
3. 
   Increase repeat purchases by 10%.
   

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.

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

1. 
   Gain support of the trade.
   

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.
   

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

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.