Waitrose
Communication Audit
21/5/2013
Lily, Irina, Joe and Jack
Nottingham Trent University
Agenda
• Introduction
• Purpose
• Values
• Situation Analysis
• Objectives + Strategies
• Storyboards
• Budget
• Implementation and
Evaluation
• Conclusion
Because we would
like to..
Recommend an integrated marketing
communications campaign
TO
Bring you a fresh, young and creative perspective
and because we are here to learn from you!
Values
“Waitrose aims to combine the convenience of a supermarket
with the expertise and service of a specialist shop. We also offer
you a Price Commitment to ensure you always get good value for
money when shopping at Waitrose.”
• Quality
• Honest pricing
• Customer service
• Ethical responsibility
• Corporate social responsible
• Care for their customers and their wellbeing
Situational analysis – key findings
• SWOT & TOWS
Strengths
•
•
•
•
•
Premium products
Wide product range
In-house experience
Good website
Strong distribution relationship
Opportunities
Weaknesses
• Unspecified market
• No after- sales service
• Passive relationship with the
customers
• Unpopularity within social media
• Name inconsistency
• One-time purchases
Threats
• Increase repeat businesses by being
• Competitors
active with the customers
• Decline of offline purchasing
• Increase awareness amongst B2B and • Unpopularity of some products due
B2C categories through social media
to the wide range
The number of UK population in
2006, 2010 and 2016
Source: Mintel (2011)
So…
Objective 1:
Change the
price
perception
IMC tools: TV
campaign (“Life
is a Journey”),
YouTube, social
media
Target 1: Young
professionals and
students
Strategy 1:
LOVE life and
Essential
ranges
Nottingham
London
Location
Storyboard: Enjoy The Journey’ Ad Campaign
Overwhelmed
student in new
empty
accommodation,
leaves house and
returns, placing her
Waitrose hoard on
the work surface
with gratification.
Stressed young
professional returns
home from work
opening the fridge
in order to prepare a
comforting meal,
started by grating
the cheese.
‘Empty Nest Mother’
puts phone down
from reassuring
conversation and
begins pealing
potatoes for the
evening meal.
Grandmother puts
phone down and
returns to the
garden before
browning beef
minced meat.
(All shown in short
snippets in order to
attract attention
and develop
mystery)
Finally the four
mysterious
characters each
sit down at
individual
tables revealing
their individual
servings of the
same steaming
shepherd’s pie.
The camera
focuses out
from each meal
to show the
same satisfying
sigh and smile
of relief from
each of the
family
members.
Along with the
message
“Enjoy the
journey”
followed by the
Waitrose logo.
*Opportunity
to re-launch a
family centered
Christmas
campaign
revisiting the
relatable
characters
around the
traditional
Christmas
dinner courtesy
of Waitrose.
“5 Factors” Campaign
• Series of videos presenting 5 meals for £5 in 5 minutes
• Matches objectives with the message that Waitrose is
and affordable option for young professionals and
students
Objective 2:
Increasing
the brand
awareness
for lapsed
customers
IMC tools:
•
•
•
Direct mail
TV campaign
(“Heston In ”)
Social media
(competition)
Target 2:
Lapsed
customers
and
families
Strategy 2 :
The reason to
come back to
Waitrose? Healthy
lifestyle for you
and your children !
Storyboard: Heston’s Feast
The ad opens to Heston leading a cookery class in a
school in a jovial manner accompanied by
appropriate uplifting music
The audience is then presented with Heston talking
to camera about the importance of our children's
health etc.
The camera cuts to the children’s amused reactions
and responses.
Whilst Heston’s voiceover goes on to describe the
competition the following shot will be displayed
alongside social media and competition information
Budget
Waitrose's success is topped by the recent Easter campaign from this
year, when you won out of all the supermarkets, in terms of the budget
for advertising, by upping the spend by 142% 
13.9% increase in sales
Concluding that there is enough accessible budget for implementing
and evaluating our strategies.
Implementation and Evaluation
50
2~
Conclusion
• Objective 1  W in O
• Objective 2 T in O
• Review of recommendations :
• Take into consideration the students and young professionals category 
combined they represent a significant segment.
• Change their price perception and increase awareness by targeting them
with LOVE life, Essential  justifying the ranges match with their income and
lifestyle.
• Reduce the number of lapsed customers to half and increase their
awareness by 50%
• Promote a healthy lifestyle among families and in primary schools
• IMC tools to use:
-> Objective 1 : TV campaign : “Enjoy your Journey + YouTube : “5 Factor” +
social media
-> Objective 2: TV campaign: “Heston`s Health Kick” + direct mail + social
media
Thank you!
Happy to answer
your questions!