Integrated Marketing
Communications Project
The rebranding and relaunching of Rolo’s
Presented to:
Dorothy Keane
Date:
12/04/2013
Presented by:
Aishling Carroll
Zoe Behan
Rebecca Brown
Page 1
Why Re-Brand & Re-Launch ROLOS
Lack of Awareness
ROLO is manufactured by Nestle and currently on the website there is no mention of the ROLO brand or
products. This is a major problem as it implies the brand is forgotten about and irrelevant. This needs to be
addressed. Today’s society sees everyone online, hence something as small as not being present on the
parent brand’s website, can significantly damage the brand. Successful marketing must include online
marketing, something ROLO has not embraced.
ROLO was last re-launched in 2002 and 2003. In the current economic climate it is important to stand out
against competition and position the brand in the minds of the consumers. Without implementing
marketing strategies and communicating the brand to the consumer, it is not possible to stay relevant in
the consumer’s mind.
Problems facing product and brand
Sales of chocolate have fallen, confounding pundits who predicted that “comfort” food would
automatically benefit from the downturn. According to sales data gathered by The Grocer magazine
(2009), volumes of chocolate confectionery declined by 2.6 per cent in 2009.
The ROLO brand reported that last year’s sales growth was the slowest the company had experienced in 3
years.
Brand Audit:
Product Analysis
ROLO is a truncated shaped rich milk chocolate surrounded in a soft chewy caramel. It is a
product from the Néstle umbrella brand. It was first sold in the UK by Rowntree Mackintosh in
1937. ROLO is sold under the licence of Néstle in the UK however in 1969 Hershey’s American
company received a license from Néstle to manufacture and market ROLO in the United States.
The picture to the right shows the first ever packaging for ROLO in 1937. ROLO was first produced
in Norwich, however in 1994 the factory closed and manufacturing started in York England.
ROLOs come as in a packet of 10 and are wrapped in a tube. Their distinctive brown wrapper
makes them stand out amongst other sweets. ROLO is illustrated on the wrapper in red and gold
colours and this makes it very recognisable. The outside of the ROLO is essentially a 'shell' as the
milk chocolate is holding onto the smoothest caramel centre. The combination of sweet and
smooth caramel with the taste of the milk chocolate is a winning one. Nestle ROLOs
are a sweet of high quality. The milk chocolate is smooth and quite creamy in its
consistency. It’s a delicious sweet without being over bearing. The caramel centre is
just right; in terms of flavour as well as consistency. On the packet you will find nutritional
information and other information such as ingredients and contact details for Néstle.
Page 2
Competitive Analysis
Who are the competitors: Néstles main competitors would be Mars and Cadbury, both being the
world’s leading manufacturer of chocolate. They both produce a huge range of chocolate that
Néstle compete with.
What Products they sell: Cadbury sell a huge range of chocolate ranging from bars, sharing bags and
drinking chocolate. One of the main products Cadbury sells which is in close competition with ROLO is
their dairy milk Chocs, they have a similar tubular shape which are also truncated-cone shaped
chocolates. Another product that is in direct competition with Néstle is the dairy milk caramello or
dairy milk caramel because of the creamy caramel texture like the filling of the ROLO
Mars chocolate is also a close competitor for Néstle as they have 34 recognised brands in
total. Products which are in close competition with Néstle are maltesers and m&m’s. The
majority of Maltesers campaigns are primarily directed towards women, ie. ROLO’s target market. The
second product which is in direct competition with ROLO is m&m’s both products concept is the idea of
sharing.
S.W.O.T. Analysis of ROLO
Strengths
Opportunites:
 Strong established brand that
has been on the market since
1938
 Is under the Nestle umbrella
brand which improves the
reputation of quality
 Does not have any prior
history of complaints or
incidents with the product
 Is known all over the world
 Associated with the novelty of
the ‘Last Rolo’ which makes it
stand out from competitor
brands
 The advertising opportunities for Rolo are huge; young females have a
significant interest in social media and advertising. The brand needs to
ensure they keep up to date with the most influential places to advertise;
facebook, twitter, youtube, instagram
 Cinema advertisements should be launched
 Fresh advertising campaigns should be undertaken. Make the brand more
current to suit its modern consumer
 Tie in with YOLO which is very popular amongst the target market. Catchy
slogans can connect the two
 Inject some humour into the brand and its advertising; there is not as much
as an emphasis on love and romance in modern society. Make the last Rolo
not about love but about humour, stunts and playing hard to get.
 Promotions at events, schools and colleges, sponsorship, competitions
 Get the consumer involved; competitions
Weaknesses
 The brand is not currently running a marketing campaign for the product,
instead relying on previous campaigns and consumer loyalty
 Has not marketed the new product introductions, therefore leaving consumers
unaware of such introductions
 The last campaign was launched in 2003; ‘Discover the Power of the Last Rolo’
 The marketing of the product is not relevant to the target market; teenage and
young adult females.
 The packaging has not been changed or altered in any way since 2002
 Rolo’s shelf space is limited and due to the dark colours of the packaging it
does not catch attention or stand out amongst all the other confectionary
products.
 The Rolo brand is no longer fresh in consumer’s minds and is outdated
Threats
 If the advertising campaign is a big
success, competitors such as
Cadburys will try out do it.
 Greenpeace launched an attack on
Nestle; rolo’s parent brand about
the sourcing of their raw materials.
Need to ensure this does not
happen again by complying with
the rules as it can otherwise
damage Nestle’s reputation,
affecting rolo’s reputation and
Page 3
popularity
Target Market
Research has shown that 91% of women
consume chocolate. (Franchisehelp, 2013) This
makes them a prime target for chocolate
brands such as ROLOs. Whilst ROLO’s prime
target market is women consumers, there is a
particular segment of women which the
product is aimed at; teenage girls and young
women. This is due to the fact that teenage
girls and young women prefer to ‘nibble’
instead of over indulging in a large chocolate
bar. (TheFreeLibrary, 2013) ROLO offers them
the opportunity to satisfy their sweet craving
without feeling guilty. They do not have to
finish the packet in one sitting and they can
also share with friends. There is also the
playful aspect of the ‘Last ROLO’ which this
segment enjoys. It is a novelty and makes the
product stand out from competitors. (TheFreeLibrary, 2013) The communication of the ROLO brand needs to be aligned
with what young females are looking for in a brand; fun, playfulness, desire and humour.
Communication Objectives
1. To remind consumers about the ROLO brand
2. To inform consumers about the re-launch of ROLOs
3. To create further awareness about the brand and the products it provides
4. To encourage consumers to get involved in the ‘Last ROLO’ campaign
5. To persuade the target audience to purchase ROLO products
Creative Ideas
The main idea of this relaunch is to freshen up the ROLO Brand. Although it has a strong reputation, the
confectionery market is saturated with competitor products. The ROLO brand has not communicated with its
consumers in a long time, meaning it is losing loyalty and customer retention. Implementing a number of marketing
strategies and communicating these to the target audience in a suitable manner will re-create a new, fun,
humourous and exciting ROLO brand.
 The rebranding and re-launch of ROLOs is keeping the theme of the Last ROLO as this is what consumers are
familiar with. The aim however is to make the brand and theme more appropriate to its target market
 Moving away from the more mature and romantic love theme previously associated with ROLOs, this re-launch
aims to inject humour and playfulness into the Last ROLO aspect in order to attract young females.
 This will be done by running a ‘We Choose You’ and a ‘Where Do You Eat Yours?’ competition.
Page 4
We Choose You
In 1995 Nestle removed one ROLO from the packet. There used to be 11 of the famous Carmel filled chocolates
packed in a tube, but Nestle reduced the number to 10 without changing the price or informing consumers. Many
customers were not happy with this move and took to online reviews to express their anger. (Independent, 1995) In
today’s society consumers are particularly critical if they feel they are not getting their value for money.
In order to combat this, ROLO are returning the eleventh ROLO into the packets. This will be the Last ROLO. This
means the consumer can still enjoy the ten ROLOs and give away the last one, or keep it for themselves if they
choose to. This will also communicate to the target market that they are getting their value for their money,
something that is prevalent in today’s markets. There is increased awareness about confectionery products getting
smaller and reducing pack sizes. ROLO want to show that this is no longer the case. The ‘We Choose You’ advertising
will show that ROLO are choosing the consumers as worthy enough to have the Last ROLO.
The Last ROLO will be wrapped in an extra gold foil separating it from the rest of the
packet with a ‘?’ placed on top of the foil.
This will reinforce the aspect of the Last ROLO and communicate that ROLO believe our
customers are the most important and we are choosing them as the recipitent of the last
ROLO.
This will reinforce the playful aspect of eating a packet of ROLOs, something that will
attract the target market.
As part of this campaign, a strategy called ‘YOLO-ROLO’ will be employed. YOLO is currently a popular saying
amongst young females; it offers the opportunity to use ROLO in conjunction with this. It will make the brand fresher
and more relevant amongst its target audience.




You
Only
Live
Once
Respect
Our
Last
One
In today’s society, young females in particular are
often looking for new sayings and slogans. ROLO
can embrace that and communicate the ROLO
brand is fun and young. It gives the opportunity to
further embrace the social media side of using the
# which is very popular amongst the brand’s target
market. #ROLO will be used to advertise the brand
throughout this marketing campaign.
Respect Our Last One also communicates the importance of the last ROLO. It is not to be given away to just anybody.
ROLO has chosen to give this Last ROLO back to the consumer so that they can choose wisely. If the person is not
fully worthy of the last ROLO, it is to be enjoyed by the consumer themselves.
Page 5
Where do you eat yours?
As ROLO has not advertised in so long, we feel it is important to involve the consumer in the campaigns. This
competition run will ask consumers ‘WHERE DO YOU EAT YOURS?’
It will be advertised through a viral video which will be uploaded onto social media sites; facebook, twitter,
instagram and youtube. The campaign will also feature in cinema advertisements.
The competition will commence on June 1st and will end on the 31st of August.
The prize for the most innovative picture will be €5,000 and a year supply of ROLOs.
‘WHERE DO YOU EAT YOURS?’ will comprise of famous movie scenes and places with a packet of ROLOs integrated
into each of them. The song playing throughout the slideshow of pictures will be Tina Turner’s Proud Mary(Rollin’)
Each of the pictures will include the slogan #ROLO. This is what entrants must tag in their pictures in order to enter
the competition. There will be a specific page on each of the social media entry sites so entrants can upload their
pictures and enter the competition. This gives consumers the summer to think of a good idea, take a picture and
upload it.
A page on the Nestle website; www.nestle.com will be created to provide consumers with all the details they need
to enter the competition. The webpage will also inform consumers of the Terms&Conditions that must be adhered
to when entering.
Page 6
Advertising
As previously stated, ROLO have not launched an advertising campaign in ten years. It is now time for ROLO to return
to innovative promotions. As it has been so long since consumers have seen a ROLO advertisement, this re-launch
wants to utilise a number of different advertising mediums; Television, cinema, print, billboards and social media.
Television Advertising
Television advertising can be a powerful force as it communicates to such a large audience. (All Advertising Agencies,
2009) In order to communicate that the brand is back, tv advertisements are essential. The brand wants to portray a
fun and humorous image. ROLO are going to run the television advertisement on TV3, RTE and Network 2.
Concept for this advertisement
A young woman is in work, sitting at her desk. She reaches into her bag and pulls out a packet of ROLOs
As she nears the end of the packet, she gets called into a meeting
Leaving the last ROLO (wrapped in its separate gold foil) safely on her desk
As a mail clerk is walking past with a cart full of letters, he unintentionally knocks the ROLO off the desk. He is
unaware and continues on.
When the young woman returns to her desk, she notices her last ROLO is gone.
She searches through her desk, becoming more frantic as she cannot find it.
The scene skips on and the entire desk and its surroundings have been turned upside down as the woman looks
for her last ROLO
She is on her hands and knees searching as is about to give up, when, she spots her last ROLO on the other side
of the room. She is ecstatic.
Just as she gets up to go get her gold wrapped ROLO, a passer -by, oblivious to the woman spots it. He
absentmindedly picks the ROLO up off the ground.
The womans face turns to horror.
The camera flicks to a front view of the man; walking and about to open the golden foil, when the woman from
the corner of the screen, flies through the air and tackles the man to the ground.
End screen: #ROLO
Cinema
Research has shown that cinema advertising often outperforms print and outdoor advertisements across Europe.
This form of advertisement can offer a substantial return on investment. (Pearl & Dean, 2011) The younger
generation of 15-24 year olds are the group most likely to take a trip to the cinema, with over 50% of these
consumers stating they go to the cinema at least once month. (Britain.tv, 2006) This makes the cinema a prime
advertising spot for ROLO as it will communicate the brand to the target market. The ‘Where Do You Eat Yours’
Competition will be one of two advertisements run in the cinema.
The second advertisement that will be executed is for cinema purposes only. It is simple and aims at capturing the
attention of the audience. As the cinema is already in darkness, turning the usually bright screen black will shock the
viewer. The simple white writing will be all they can see and therefore they will be more inclined to read it. The
advertisement will be accompanied by the Tina Turner’s ‘Whats Love Got to Do With It’. The first four slides will just
include the entry music of the song. The final slide will then have the chorus playing. This advertisement is aimed at
creating playfulness and humour amongst those sitting beside one another in the cinema.
Page 7
#ROLO
Page 8
Print Advertising
Print advertising is a great way to scope loyal, devoted readers. It is considered to be one of the most credible
sources of information, providing accessibility to an extensive variety of audience in every issue released. Magazines
enjoy the longest lifespan of any marketing medium. (Hubpages, 2013) They have a high reach capacity, getting
passed from family member to friend and so on. Magazines are particularly relevant to the brands target market as
young females enjoy reading about fashion, diets and celebrity gossip. It is for this reason ROLOs are going to
execute print advertising in the following: Stellar, U, Kiss, The Irish Sun’s Fabulous magazine and the Daily Star.
Billboard Advertising
Billboard advertising is a high-impact, cost effective way of getting the brand’s message across to the public.
(Hubpages, 2013) We feel that with advertising on billboards we will get our message across for longer than if we
only advertised in the press. For example, putting an advert in a newspaper of a television commercial only lasts
about 30 seconds. On the other hand billboards work for you consistently. ROLO are going to advertise on billboards
all around Ireland.
The following images will appear on both billboards and print mediums. The images are simple but to the point.
They each contain the ROLO logo and a tagline. The aim is to reinforce the playful aspect of the Last ROLO. Utilising
both these sources of advertising we hope to reach as many customers as we can and increase their awareness of
our brand.
Page 9
Sponsorship
As ROLO’s target market is young females, it is important that the brand is associated with their interests. As the XFactor is a popular television program amongst young women, it would be of benefit to sponsor and get involved
with this program. This will communicate that ROLO’s are a fun brand to the target audience. The sponsoring brand
has a slot before the program returns from commercials.
Concept:
This slot would feature a girl sitting comfortably on her couch about to watch the X-Factor with a packet of
ROLOs.
This advertisement will run with the slogan:
After each break the girl is getting closer to finishing the packet of ROLOs until the final slot; where she has
her Last ROLO.
She then looks around her, gives it a small kiss and pops it in her mouth smiling.
In order to become the sponsor of the X-Factor, it is essential to inform the advertising executives of the
program why they should choose ROLO.
This is done through communication and arranging a meeting with the decision maker.
Below is a sample of the sponsorship proposal sent to the X-Factor team.
Free packets of ROLOs were also sent as a good will gesture and to start the basis of a working
relationship.
Page 10
08/04/2013
Karen Hargrieves
Managing Director Program Sponsorship
ITV Network Centre
200 Gray's Inn Road
London
WC1X 8HF
Dear Ms. Hargrieves
I am contacting you at the suggestion of Kevin Mercer; Assistant Production Manager of the X-Factor regarding a
unique sponsorship opportunity for both ITV and ROLO.
ROLO have just re-branded and are launching several exciting campaigns. The aim of this re-launch is to involve
consumers with fun and humerous themes to communicate the brand to them. ROLO will be holding a launch party
in The Wright Venue in Dublin. We would like to invite you and your team to this launch party so you can see the
new innovative brand that is ROLO. It will of course be all inclusive and completely free. We would like to offer you
and your team the ROLO VIP treatment.
ROLO is a long standing and reputable brand, renowned for its quality. I am sure your company only wants sponsors
of a strong reputation to be associated with one of your most popular programs: The X-Factor. As our brand has
been continually successful throughout its years of trading and is set to improve significantly, we at ROLO would like
the opportunity to work with the ITV and The X-Factor teams.
ROLO’s upcoming advertising campaigns are going to take consumers by storm and inject a bit of much needed
humour into the market. We would like to do so in conjuction with The X-Factor as our company feels it portrays the
persona and success that we associate with. The target markets for both brands are similar; young females. This can
therefore communicate directly with the target audiences and intrigue them. The integration of the two brands can
be a winning combination.
ROLO are willing to run promotions and competitions for X-Factor viewers, which can be discussed at your
convenience.
I will contact you on Thursday the 11th of April to determine if a meeting is warranted. In the meantime, please do
not hesitate to contact me at 01 604 4425 or at aoifemda@ROLO.com with any questions.
Sincerely,
Aoife Mitchell,
Managing Director of Advertising
ROLO
Nestle
Page 11
Press release
(13/05/2013)
Contact: Aoife Mitchell
Tel: 01 604 4425
Stars ROLO’n out to get the Last One
ROLO are launching a new marketing campaign, in a bid to rebrand its image. A celebrity launch party is
being held in The Wright Venue’s penthouse suite on Saturday May 18th. This is to communicate the
brand’s new campaign; We Choose You #ROLO and the upcoming competition; Where Do You Eat Yours?
Josh Cullen, spokesperson for the ROLO brand states; “We here at ROLO feel that although the brand itself
is still successful, we have not ran a new marketing campaign in 10 years. It is for this reason we want to
shake things up a bit. We want our consumers to get involved and be part of the re-launch of ROLO”
ROLO are currently under the Nestle parent brand but plan to undertake our own advertisements and
campaigns. The budget for this campaign is €4.5million. The launch party alone is costing €46,000.
The launch party will include celebrities such as Michelle Keegan, Alan Carr, Little mix, Rozanna Purcell and
Bressie amongst others. Dj John O’ Callaghan will be providing the music on the night. The ROLO
spokesperson added: “We are excited for the launch party on Saturday as it will kickstart our campaigns.
This is just the beginning of new, innovative campaigns from us here at ROLO”
ENDS
Note to editors
The celebrities outlined above are attending the party. There have also been a number of other celebrities
invited with confirmation from Pixie Lott, Olly Murs and Katy French. The X-factor advertising and
sponsorship team from ITV will also be in attendance.
Guests will receive VIP treatment with free bar, food and gifts. The food and drinks theme will be chocolate
and caramel.
Page 12
Launch Party
In order to create a ‘buzz’ around the rebranding and relaunch of rolo, a
launch party has been organised. This is to communicate that rolo is a
young, fun an exciting brand to the target consumers.
Venue
The launch party will be
held in The Wright Venue
South Quarter,
Airside Retail Park,
Swords,
Co.Dublin
The penthouse including
gardens will be the party
area for guests to socialise
What They Will Eat
Guests will be treated to rolo inspired
cupcakes and individually wrapped rolos will
be scattered around the venue to reinforce
the last rolo theme.
Guest-list
Personal Appearances will be
made from celebrities rolo feel
are suited to the brand’s new
image.
Michelle Keegan
Alan Carr
Rozanna Purcell
Little-Mix
Bressie
Invitations have been sent to the
the following
Magazines:
Stellar, U, Kiss, Heat, Now ,
Look, More
Newspapers:
The Star, The Sun,
Bloggers:
SoSueMe, Wise Words, Molly
Moo
Celebrities:
Holly Willoughby
Katy French
Olly Murs
Pixie Lott
What They Will Drink
What They Will Listen to
Chocolate & caramel inspired cocktails (alcoholic
& non-alcoholic) will be provided for guests at
the free bar
Music will be supplied by top
Irish Dj; John O’Callaghan
Photographer: Andreas Poveda
Each invitation will be accompanied
by a rolo inspired tree decoration
(pictured right)
As these guests are favourites
amongst young females,they will
portray the right image for Rolo
brand.
Guests will
receive a gift of
the Last Rolo
A gold rolo
shaped charm in
a box labelled
My Last Rolo
Page 13
Sales Promotion
For the first month of the ROLO launch we will have a sales promotion running;
when a customer purchases any ROLO product (sweets, biscuits, cookies etc)
they will be entitled to purchase another ROLO product for 50% off.
 In cases of price difference, the cheaper of the two
will be half price
 Must be purchased in the same transaction
products
The 2nd sales promotion is specifically aimed at the brands target consumers; 1 out of every 10 selected
packets comprises a special code for customers to avail of a free cinema trip. To redeem this offer, the
customer simply brings the empty ROLO packet which includes the winning code to selected cinemas around
Ireland. This is a limited promotion and will run from June to July.
As there are many confectionery products in today’s market, we feel that the point of purchase for ROLOs is
important in attracting consumer attention.
 In all Retail outlets ROLO’s will have their own individual stand which will be placed at eye level and
at checkouts so customers will purchase on impulse and also instantly recognise the ROLO stand.
Public Relations
From January 2013 Néstle Ireland & UK have decided to commit to fair trade cocoa by making the two- finger Kit Kat
brand from fair trade, as fair trade is all about trying to eliminate child labour and ensure better working conditions
we have decided to take a similar approach.
We will be launching a new campaign that will improve both the conditions and pay for the employees who work
with ROLO.
We feel that if you give appraisal, rewards and incentives to
the employees they will be motivated to give 100% effort in
the success of the business. We will provide a new training
course for employees up to the cost of €50,000 to result in a
more successful campaign.
Although this is a cost in our budget in the long run it will
create good publicity and awareness regarding the ROLO
Brand and the huge topic of fair trade.
Page 14
Social Media
As our target market are at the prime age for social media we will use this to our full advantage by creating a
Facebook page in which they can share photo’s to be in with a chance to win competitions. We created an instagram
page for customers to view photos and interact with each other. We are running a viral video on YouTube to launch
our online competition.
Twitter is where most of our target market are located online, with this in mind we tapped into twitter to create our
competition. Hashtagging is the new trend, therefore we also want ROLO trending on Twitter this is why on the
competition you have to #ROLO on your pictures.
Page 15
Bibliography
All advertising agencies [online]. (2008). Available from:
<http://www.alladvertisingagencies.com/resources/television-advertising.html/>. [Accessed 01/4/2013].
An Graianan Theatre [online]. (2013). Available from: <http://angrianan.ticketsolve.com/shows/873490881/events>.
[Accessed 03/04/2013].
Buyagift [online]. (2013). Available from: <http://www.buyagift.co.uk/1/3/chocolate-and-sweet-hampers>.
[Accessed 14/04/2013].
Financial Times [online]. (2012). Available from: <http://www.ft.com/cms/s/90dbff8a-3aea-11e2-b3f000144feabdc0,Authorised=false.html?_i_location=http://www.ft.com/cms/s/0/90dbff8a-3aea-11e2-b3f000144feabdc0.html>. [Accessed 05/05/2013].
Franchise Help [online]. (2013). Available from: <http://www.franchisehelp.com/industry-reports/chocolateindustry-report>. [Accessed 02/04/2013].
Kaitly Nuttall (2010). 105.3 Kiss FM [online]. Available from: <http://www.1053kissfm.com/author/kaitlyn-nuttall/>.
[Accessed 03/04/2013].
Katerine R (2013). beauty Couture [online]. Available from:
<http://www.beautycouture.ie/articles/main_story/titbits/frankies_inside_scoop_-_irish_derby_festival>. [Accessed
02/04/2013].
Mark H (2011). Musicains together magazine [online]. Available from:
<http://musicianstogether.com/magazine/2011/06/04/is-the-x-factor-killing-real-music/>. [Accessed 13/05/2013].
Mars Choclate [online]. (2012). Available from: <http://www.mars.com/global/brands/chocolate.aspx>. [Accessed
06/05/2012].
Martain Hickman (2009). Decline in chocolate sales confound 'comfort' predictions [online]. Available from:
<http://www.independent.co.uk/life-style/food-and-drink/news/decline-in-chocolate-sales-confound-comfortpredictions-1844918.html>. [Accessed 11/05/2013].
Nestle (2012). The Times 100 Business case studies [online]. Available from:
<http://businesscasestudies.co.uk/nestle/#axzz2PxUP0MFo>. [Accessed 10/05/2012].
Nmp live [online]. (2013). Available from: <http://www.nmplive.co.uk/viewCategory.aspx?Category=Appearances>.
[Accessed 03/04/2013].
Paul and Dean (2011). Cinema advertising driving driving efficiency through engagememnt [online]. Available from:
<http://business.pearlanddean.com/custom_page.php?num=11>. [Accessed 12/05/2013].
ROLO cupcakes [online]. (2013). Available from: <http://www.sweethartscakesandbakes.com/2011/08/ROLOcupcakes.html#.UWfSh_naLTo>. [Accessed 02/04/2013].
Tesco [online]. (2013). Available from: <www.tesco.com>. [Accessed 04/04/2013].
Page 16
Appendices
This is the survey we distributed
3rd year marketing survey
1. Are you familiar with Rolo’s?
Yes
No
2. Would you recognise the packaging?
Yes
No
3. Do you know the Rolo slogan? If yes please specify
_________________________________
4. When was the last time you saw a Rolo advertisement? Please specify
__________________________________
5. Do you use social media sites such as Facebook, Twitter and Instagram?
Yes
No
6. Do you know what a meme is?
Yes
No
If yes please explain your understanding _________________________
7. Please specify gender
Male
Female
8. Please specify what age group you fall into
16-20
21-25
26-30
31-40
40+
Focus group
As part of our market research we conducted a brief focus group, which consisted of 4 females and 4 males. The
purpose of the focus group was to reach out to our potential target market in order to gain information and
feedback about our ideas.
Q1.
Tell me what you know about Rolo’s
Q2.
Do you think their previous advertisement campaigns were good?
Q3.
What’s your perception on Rolo?
Page 17
Q4.
Do you think we should change the packaging of Rolos?
Q4.
Who would you give your last Rolo to?
Page 18