11. Promotion: Traditional Promotional Mix Elements, Promotion Strategy & IMC (ch
15-17)：
Mark Saputo uses marketing communications to communicate with target
markets. Saputo connects businesses with the public through traditional promotions,
“Since its founding in 1954, it has been important for Saputo to give back to the
communities that help us thrive. Each year, we commit to investing 1% of our annual
pre-funding through financial contributions, product donations and volunteering to tax
the profits of these communities.” In the past 2021, both Saputo's COVID-focused
efforts and the establishment of community investment programs, Saputo's financial
and product donations have exceeded $17 million, which is part of Saputo's
promised 1% pre-tax profit goal double.
“ Through the Saputo Legacy Program launched in 2013, our Company has
contributed approximately CDN $2.8 million toward 50 projects in Canada, the United
States, Argentina, Australia and United Kingdom. ” These include 52 sports and
wellness facilities including the SAPUTO MOUNTAIN BIKE INITIATION TRACK built
by ST-Raymond in Quebec and the SAPUTO TENNIS COURTS built in the TORII
PARK in Ontario Vaughan.
“In FY2021, we reached over to 2.85 million people through our healthy living
partnerships and programs.” This includes but is not limited to events such as
"ACTIVE SURREY", "FITSPIRIT", "KIDSPORT" and "LE GRAND DÉFI PIERRE
LAVOIE". Among them, for example, "Active Surrey's mission is to enrich people's
lives through exercise and physical activity." And with Saputo's help, a free summer
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camp for underprivileged children was opened, and it also provided a complete
program of activities and healthy meals to help Children in need overcome hunger
and inactivity during school holidays.
In addition to traditional advertising, Saputo uses content promotion as well as
mobile marketing, direct marketing on YouTube, Twitter, Facebook and LinkedIn. All
these online platforms can be found on Saputo's homepage, which is their official
account.
Saputo conducts social marketing on Twitter, Facebook and other online
platforms. For example, on July 12, 2021, Saputo retweeted a tweet from "Nicholas
Thibodeau," which may indicate that Saputo has recyclable Hellmann's and milk
bottles and promotes eco-friendly ideas. This is Saputo's public relations promotion
through its own brands.
And you can also subscribe to it on the official website of Saputo's respective
brands, and then the information will be sent directly to the customer's inbox, which is
direct content promotion.
Saputo does not only use more traditional promotion methods such as
advertisements; flyers; community events and press releases on online platforms such
as Facebook, twitter, etc. Promotion strategies including content promotion, mobile
marketing and public relations were also used. This is Saputo's Integrated Marketing
Communication.
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12.Competitive Advantage & Competitive strategy：
Competitive Advantage:
Saputo has a strong and stable cost structure, numerous brands, guaranteed product
quality and a distribution network in more than 60 countries.
Saputo supplies a wide variety of cheeses, butter and butter mixtures, milk and cream,
and dairy ingredients in Canada, the United States, Europe, Argentina and Australia
through the International Division. This makes the cost have a certain protection.
“Since our founding in 1954, Saputo’s craftsmen have demonstrated their commitment
to excellence and innovation. Every year, we process approximately 11 billion litres of milk
into a variety of cheeses, as well as a complete range of dairy products and ingredients
sold in over 60 countries.” Saputo has a history and credibility, which is its brand strength.
Saputo also owns more than 30 brands, through which Saputo segmented the market and
launched corresponding products. For example, Barry is an Italian-style cheese, and
Armstrong is a variety of cheddar cheeses including Colby and Monterey Jack and Milk2Go
Sport a variety of protein milks. This is Saputo's brand strength.
The quality of Saputo's products is unquestionable and it is the largest dairy processor,
branded cheese maker and top dairy manufacturer in Australia as well as in the UK.
Meanwhile in the US, Saputo ranks among the top three cheese producers and is one of
the largest producers of extended shelf life and cultured dairy products. In Argentina and
Canada, Saputo is also an industry-leading dairy processor, cheese maker and processor
of liquid milk and cream. And “Saputo is among the top mozzarella, string cheese, and
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domestic blue and goat cheese producers and is one of the largest producers of extended
shelf-life and cultured dairy products in this region.” This is Saputo's product quality
advantage.
Saputo's distribution network spans Australia, Canada, Argentina and the United
States and involves more than 60 countries. This is Saputo's distribution network
advantage.
Saputo will also provide customers with high-quality services. For example, Milk2Go
Sport, a subsidiary of Saputo, will help customers calculate their average recommended
daily protein intake based on their weight and activity level on its website. Also sends fresh
news directly to the customer's inbox if the customer needs it. These customer services
will increase the stickiness between the brand and the customer and increase the
customer's loyalty to the brand which is Saputo's customer service advantage.
Competitive strategy:
Through the many brands under Saputo, we can see that Saputo's main strategy is to
focus on differentiation, and its brands are subdivided according to customer needs. For
example, only for premium selected cheddar cheese, Saputo has three brands of Cheer,
Cracker Barrel and Mersey Valley. Among them, Cracker Barrel focuses on retro aged
cheddar cheese; while Mersey Valley is aimed at Vintage Club Cheddar; Cheer is more
ordinary, it is more similar to seasoning, whether it is dinner, supper or snack is very
suitable. This is Differentiation Focus Strategy.
And in addition to that, Saputo also uses Differentiation Leadership Strategy, “Saputo
is among the top mozzarella, string cheese, and domestic blue and goat cheese producers
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and is one of the largest producers of extended shelf-life and cultured dairy products in this
region.” Saputo stands out from many cheese producers and dairy producers around the
world with its superior production process and leading product quality.
For example, for Saputo's Sliced Mild Cheddar cheese, it is not only one of the most
widely used cheeses, Cheddar cheese, but also pre-sliced for convenience, which is the
embodiment of the differentiated leadership strategy. And it also has a cost leadership
strategy, which is through a distribution network in more than 60 countries around the world
and large raw material processing plants in the United States, Canada, Argentina, Australia
and the United Kingdom, which greatly reduces the cost of cheese.
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