Beruflich Dokumente
Kultur Dokumente
Acknowledgements i
Important Words ii
1. Introduction
2. Literature Review
4. Competitor Analysis
5. Target Audience
6. Marketing Objectives
7. Communication Objectives
8. Promotion
9. Media Planning
13. Conclusion
Important Words
(premium)
We would like to express our deepest appreciation to Mr. Ian Bathgate for his
wise direction, patient assistant and insightful guidance during our Integrated
enormously from Mr. Bathgate’s advice for both academic and future
professional life. Thanks are also due to Mr Graham Bolton, for assisting us
of home work and market research to set a plan, where we want to go, how we
want to go there and at last to evaluate, are we there? It sounds simple enough,
but in reality it is not a straight forward job. Many new product ideas are
conceived every now and than- never to be born because they are not properly
efficient use of the available budget, it's essential to focus exclusively on the
prospects we believe are most likely to purchase from us. These may be
customers who are currently buying something similar and will appreciate the
2. Literature Review:
Launching a new product is involved with the successful market entry. Urban
and Hauser, (1993) stated that “new product launch often requires the largest
(1998) proposed that, new products with high levels of advantage should be
proportion being aimed at the trade. The breadth of the product line, pricing
Biggadike (1979) and Lambkin (1988) for their studies of market entry. The
research by Hultink et al. (1997) dealing more specifically with new product
launch, showed that “at the tactical level of the launch, the key decision areas
essentially consist of the 4Ps”. Hart and Tzokas (2000) stated that, “Price of a
new product, at the time of launch, is an element integral to its appeal (or lack of
appeal), the price reflects its competitive positioning and for consumers it may
described by Choffray and Lilien (1984; 1986), and showed that penetration
pricing might be necessary from the outset. PR, advertising, sales promotion and
personal selling as major tools for communicating the new product to the market
(Hart and Tzokas, 2000). Lambkin (1988) suggested that total advertising
entry. The study of Cooper (1984) and Yoon and Lilien (1985) showed that the
market with a high potential growth having few competitors are more often the
target markets for successful new products. Craig and Hart, (1992) Montoya-
involves brand positioning. Doyle (1992) mentioned that branding can only be
Snacking and convenience are the major drivers of the UK soup sector. The trend
of less formal eating occasions, favouring the light lunch and grazing have all
1. Dried soup
UK soup market is growing day by day at pace and reached a value of £462m in
being positioned as an easy and quick meal option (Retail World, 2009). Chilled
other hand sales of dried soup declined by just over 1% in 2007 reaching £76
million.
Dried 87 81 76
Chilled Fresh 77 94 111
Type Increase
Ambient Wet 4%
Chilled 7%
Dried -1%
Adding value drives modest growth (Bainbridge, 2008). Mintel (2008) estimated
that UK retail value of fresh chilled soup will be £128m by 2009, and the sales
value will reach to £161m by 2013. The same report stated that increase in
sales between 2003 to 2008 was 55% and it will be 35% between 2008 to 2013.
The reason behind this fact is chilled soup market is getting matured.
4. Competitor Analysis:
Mintel (2008) reported a slowing down sales in the total UK soup market in 2006.
especially the introduction of more filling “meal” soups and the rising demand for
We have recommended Master food to launch the Chilled Fresh Soup because,
• The chilled soup sector has continued to enjoy the highest growth (7%) between 2006
and 2007 as consumers have traded up to higher-value, premium soup (Table 2).
• The sector has benefited from the increasing trend towards fresh food in general.
• Growth in sales of chilled soup has also been boosted by strong NPD activity.
The Biggest player in the chilled soup market is the New Covent Garden followed by the own
Duchy Originals - 1 3
Simply Organic - 2 3
Heinz - - 1
Baxters 4 6 1
Others 2 3 3
Own – Label 38 39 45
Total 77 94 111
• A high-profile launch in 2007, the introduction of fresh soup from Heinz as part of its
Farmers’ Market range. The brand undercuts New Covent Garden’s standard price of
• Organic fresh soup launched by Yorkshire Provender in 2007, using seasonal British-
grown vegetables. The company likens its products to fruit smoothies in that they use
• Tesco used the strategy of targeting the health-conscious consumers with the offer of
fresh soup under its Healthy Living and Light Choice labels. It introduced single-serve
300g tubs for those who wanted the added convenience of eating out of the container,
Prices vary with the wide range of product varieties and manufactures. We have studied
the competitor’s prices and suggested a suitable price range for the new premium range
Master Food
5. Target audience:
Chilled soup market UK have a wide range of audience distributed across the
country ( Table 5 & 6). For the fresh chilled soup of Master Food we have
decide to target the age group, 15 to 54 and the social class ABC1.
According to Mintel (2008 May), “half of all adults only eat soup on one
soups preferring those with more natural ingredients and therefore promoting
the market”.
Table 5: Consumer Penetration and Frequency of Consumption by
Demographic (Mintel, 2008 April).
All User 85 52 68
Gender
Men 83 52 67
Women 87 52 68
15-24 78 54 63
Age Group
25-34 85 54 68
35-44 86 54 72
45-54 87 52 70
55-64 85 48 68
65+ 88 50 65
AB 86 57 65
Social Grade
C1 85 52 68
C2 85 50 71
D 83 47 67
E 83 49 65
Region All soup Fresh soup Tinned soup
user user user
Greater London 75 50 50
SE/E Anglia 84 52 67
South West 87 49 70
Wales 88 52 73
North west 89 55 72
North 87 55 73
Scotland 89 58 73
6. Marketing objectives:
1. Obtaining 15% of the chilled soup Market (around £20m) by Sep 2010 and
consistence cold chain corner shops or convenient stores would not be a good
a. Healthy option*
b. Convenient** and
* The healthy option ideas about the product we would try to implant in
1. Less salt
2. Less fat
3. No artificial ingredients
soup.
8. Promotion:
We have designed several promotional activities including both pull and push
strategies.
(250g) among the potential customers to create awareness during the key
9. Media planning:
We have planned to use both above the line and below the line tools.
April. Offers given by the some of the competitors in March-April 2008 were:
• Sainsbury’s Winter Warmer Vegetable – save 33% was £1.49, now 99p.
• Marks & Spencer chilled soup – buy one get second half price.
1. Save 20% offer (from 3rd week Sept to 1st week Nov)
Besides we’ll be offering 10 Free great Holiday packages for two to encourage
the customers:
has been dominated by the TV followed by the print media and out door
TV: To advertise the soup Mimosa we have selected ITV1 specially targeting the
female consumers. Special emphasis has been given on the Christmas and
Easter season (Appendix- I). ITV1 has a huge viewer of approximately 50m, of
Newspaper: Daily Mail, The Times and Metro have been selected as these have
a wide circulation of 2.0m, 0.5m and 3.2m accordingly (Appendix-II). For the day
of product launch and 3rd week of December there will be full page colour
advertisements in all these three news papers. Schedules have been designed
(Appendix-III).
audience. Nine interchange stations have been selected under commuter pack
National Rail: Ten major National Rail network Land Marks across the country
Billboard: 160 billboards consisting both National Network and Main City
Bus: Buses are the most seen medium in town. There is little other advertising in
town centres, so buses catch the attention of almost 29 million consumers. 90%
of UK adults living with in five minutes of a bus route. 260 buses have been
the UK’s population – that’s 28.7 million people. We have planned to use both
Yahoo and Google for this campaign (Appendix-VIII). Around 50% of the UK
population is using yahoo and 64% of them are ABC1. On the other hand Google
leads the search site pack and maintains its place at the top for a second year ,
Yahoo advertisements are Banner Panel and Mail Banner where as Google will be
using Search Engine Option. Online campaign will be for the whole period except
We have developed wonderful idea for CRM. During the whole period of product
launch there will be ten great free holiday offers for the customers to participate.
The cod number underneath the label of every soup can be sent to the
phone (08000……). The information given by the customer can be used to send
them different offers at different times (with their prior consent) to maintain a
good CRM.
11. Evaluation and control:
We have designed a frame work to get feed back from the target audience by direct field data
collection. Effectiveness of the promotion will be measured by the sales volume as well.
Depending on the performance of different media vehicles and promotional activities we shall
TV £809,000
Online £485,000
Promotion £940,000
Others £558,000
Total £5,000,000
13. Conclusion:
Masterfoods will bring a great success. We believe that Mimosa will be able to
acquire a strong position in the chilled food sector in the UK. In future Mimosa
Choffray, J.M, Lilien, G.L (1984), Strategies behind the successful industrial
product launch, Business Marketing, pp.82-95.
Choffray, J.M, Lilien, G.L (1986), A decision-support system for evaluating sales
prospects and launch strategies for new products, Industrial Marketing
Management, Vol. 15 pp.75-85.
Cooper, R.G (1984), How new product strategies impact on performance, Journal
of Product Innovation Management, Vol. 1 No.1, pp.5-18.
Hultink, E.J, Robben, H (1995), Measuring new product success: the difference
that time makes, Journal of Product Innovation Management, Vol. 12 pp.392-405.
Hart, S. and Tzokas, N. (2000 ), New product launch ``mix'' in growth and mature
product markets, Benchmarking: An International Journal, Vol. 7(5), pp. 389-405,
MCB University Press, 1463-5771.
Hultink E. J. and Hart, S. (1998), The world’s path to the better mousetrap: myth
or reality? An empirical investigation into the launch strategies of high and low
advantage new products, European Journal of Innovation Management, Vol.1
(3), pp. 106–122 © MCB University Press · ISSN 1460-1060.
Media Week (2008), Google way ahead in December search figures, Feb 12.
Retail World (2009), Ready-to-serve soups drive market, Feb 2-Feb 13, 2009. Vol.
62 (2), pg. 24.
Urban, G.L., Carter, T., Gaskin, S., Mucha, Z. (1986), Market share rewards to pioneering
brands: an empirical analysis and strategic implications, Management Science, Vol. 32 (6),
pp.645-59.
Yoon, E, Lilien, G.L (1985), New industrial product performance: the effect of
market characteristics and strategy, Journal of Product Innovation Management,
Vol. 3 pp.134-44.
Web links:
• http://uk.media.yahoo.com/advertisingonline/index.html
• www.cbsoutdoor.co.uk (http://www.cbsoutdoor.co.uk/web/Our-
products/London-Underground.htm)
• www.google.com
• www.jcdecaux.co.uk
• www.metro.co.uk
• www.mysupermarket.co.uk
• www.mysupermarket.co.uk
• www.thedailymail.co.uk
• www.thetimes.co.uk
www.yahoo.com
Channel (X-MAS) Sep’ 09
TV
Oct –Nov’ 09 Dec’ 09
Appendix
Total cost
12 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
• • • • • • • • • • • • • • • • • • • •
Appendix
NEWSPAP
Name Type/Size Days Rate/Day Total
Total £598,500
12 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
• • • •
• • • •
♦ ♦ ♦ ♦
• • • • • • • • • • • • • • • • • • • • • • • • • • • • •
Total £79,130
12 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
• • • • • • • •
• •
Appendix -
Tube
Day Part Time Station Pack Cost Total Cost
(2Weeks)
12 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
• • ♦ ♦ • • ♦ ♦ • • • • ♦ ♦ ♦ ♦ • • • • • •
Appendix
National
Rail
Total £86,500
12 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
• • • • • • • • • • • • • •
♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦
BUS Appendix -
Sept Oct AreaNov Dec Type Jan Feb week Mar Cost Apr Total
No. of
Bus
12 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
London
♦ ♦ ♦ ♦ ( ♦) ♦ Mega
♦ ♦ ♦side 15 8 £2480/4wk £74,400
• • • • • • • •
London Gold (•) Super 40 8 £523/2wk £83,680
• • • Side
• • • • • • • • •
BUSE
♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦
London & Selected City Super 50 12 £413/2wk £123,90
S
(•)•
• • Side
• • • • • • • • • 0
Total £382,66
0
Appendix -
YAHO
O
Position Banner/Size No of Rate/CPT Total cost
days
Total £235,700
12 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
♦ ♦
• • • • • • • • • • • • • • • • • • • • • • • •
• • • • • • • • • • • • • • • • • • • • • • • •
Google
Ad Type Ad Detail Duration Budget
ITV1
Demographic
s
Class Network Anglia
3.5m
12,711,0 Border
ABC1 Housewives
00
0.5m
23,302,0
Men Central
00
7.4m
7,162,00
Men 16-34
0
Granada
Men ABC1
11,854,0 5.4m
00
London
24,865,0
Women
00 9.5m
7,186,00 Meridian
Women 16-34
0 4.7m
12,736,0
Women ABC1 Stv
00
3.8m
48,167,0
Adults
00 Tyne Tees
6,820,00 2.3m
Adults 16-24
0
UTV
14,348,0 1.3m
Adults 16-34
00
24,590,0
Wales and West
Adults ABC1 4.0m
00
Newspap Appendix -
er