Group #4:
Sarah Fraser W0639883
Emily Gignac W0546532
Maria Maggio W0018927
Denise McGaughey W0643462
Michelle Morris W0640185
Heather Ryan
Table of Contents
Unit One
SITUATION ANALYSIS: INTERNAL CONDITIONS………………………….………………....................................PAGE 3-7
CONSUMER CONDITIONS………….………..…………………………………..……………........................................PAGE 7-11
COMPETITIVE CONDITIONS…………………………………………………………………..........................................PAGE 12-14
PESTE………………….……………..............................................………………………….……….............................PAGE 15
SWOT& STRATEGY ALTERNATIVE……….………………..….........................................................................PAGE 16
UNIT ONE APPENDIX..........................................................................................................................PAGE 64
Unit Two
MISSION & VISION………………………….………………...............................................................................PAGE 17
MARKETING STRATEGY & SOURCE OF BUSINESS ………….………..……….......……...................................PAGE 18-19
POSITIONING…………………………………………………………………................................................................PAGE 20
UNIT TWO APPENDIX........................................................................................................................PAGE 64
Unit Three
ROLES OF MARKETING COMMUNICATIONS TOOLS ………………………….………………............................PAGE 21-25
Unit Four
MARKETING COMMUNICATION TOOLS BREAKDOWN ………………………….………………........................PAGE 26-29
CONSUMER & TRADE ………….………..……….......……................................................................PAGE 26
ADVERTISING ………….………..……….......…….............................................................................PAGE 27
EVENT & PUBLIC RELATIONS………….………..……….......…….......................................................PAGE 28
MOBILE MARKETING, E-MAIL MARKETING & SOCIAL MEDIA…..……….......……......................PAGE 29
Unit Five
CREATIVE ELEMENTS………………………….………………...........................................................................PAGE 30
TRADITIONAL MEDIA............................................................................................................PAGE 30-37
DIGITAL MEDIA ………….………..……….......…….........................................................................PAGE 38-56
MOBILE MARKETING………….………..……….......…….................................................................PAGE 57
EVENT MARKETING………….………..……….......……....................................................................PAGE 58
KEY PERFORMANCE INDICATORS………………………….……………….........................................................PAGE 58
MEDIA BUDGET………………………….………………...................................................................................PAGE 59-62
MEDIA CALENDAR………………………….………………................................................................................PAGE 63
2
Unit One
Situation Analysis: Internal Conditions
Company Overview
Liberté is a dairy products manufacturer that first entered the market in Quebec in 1936. The
company is owned by Yoplait SAS, a world leader in dairy products processing, which is controlled
by General Mills.
Liberté manufactures an extensive line of dairy products including:
•Goat Milk
•Yogurt
•Greek Organic Yogurt
•Organic milk/Organic cream
•Cheese
•Sour Cream
•Butter/Organic butter
•Tofu
•Tzatziki
•Kefir
Mission
Liberté strives to offer dietary solutions to consumers as well as sustainable benefits to its main
partners. The company therefore aims to market natural and delicious products and provide a
comfortable work environment in which every team member has the opportunity to grow and learn.
Liberté also focuses on reducing its environmental footprint by supporting the development of
organic products and farms, implementing sustainable work methods and sharing this information
with consumers. The company therefore plays and active role in the community through various
projects.
Competencies
Consumers in North America are focusing on digestive health care due to the increasing amount
of gastric issues in today’s day and age. In the dietary supplement category, probiotics have
shown the highest growth rates. In both Canada and the United States, the niche Canadian brand
Liberté, is playing a pivotal role in this growing market. By finding a hole in the highly competitive
yogurt category, Liberté has established themselves as Canada’s top purveyors of Greek yogurt; a
natural fit for its organic, natural brand identity.
3
Unit One
Other Competencies Include
• Liberté was able to implement energy efficient measures to better control costs and reduce its
energy consumption
• They have been manufacturing cream and cottage cheeses since 1936, this showcasing the
quality and purity of the Company
Availability of Resources
For over a decade now, Liberté has been creeping into the digestive health category and has seen
significant growth. This growth captured the attention of a big player in the diary category: General
Mills. This new partnership has given Liberté the “opportunity to acquire a strong market position
in a new and rapidly growing market segment.” Becoming a part of General Mills will provide
Liberté with the resources necessary to expand their product line, distribution, and increase
customer/employee satisfaction.
Company Cultures/ Values
Liberté is best defined as natural artisan. With Artisans at the heart of the corporation’s activities,
carrying out their professions with passion. Wholesome and natural simple pleasures, Liberté
products truly embody all that nature has to offer. Natural artisans bring their passions for Liberté
right to your table, conveying delight, flavor, richness and the satisfaction that comes with
providing natural products. It goes without saying that Liberté artisans create only high quality
products.
Aversion to Risk
In the past, Liberté has been able to effectively manage their growth by communicating with
their employees; actively responding to their questions, and addressing their uncertainties. As
they have recently been purchased by General Mills, Liberté is at risk of losing touch with their
employees and therefore breaking down the company culture.
In addition to company morale, the takeover from General Mills puts Liberté in risk of losing their
homegrown company feel and trust from their consumers. To avert this Liberté must continue to
produce the highest quality of digestive health products and strengthen the brands image.
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Unit One
The Brand Health Measures
Measure
Sales in Dollars
Sales in Units
% Change units
Brand Share
TOM Brand
Awareness
SOM Brand
Awareness
Brand bought
most often
Advertising
Awareness
Liberté
$173.9 million (2009)
N/A
Growing 13% on
average annually
since 2004
N/A
High quality name in
the yogurt market
Canada’s top greek
yogurt
Greek yogurt
DANONE
$3.5 billion (2009)
N/A
Sales growth for the year
was 5.4% in 2012
Bio-K +
N/A
Household name in the
yogurt market
Canada’s top probiotic
yogurt
Activia
Liberté has a low
level of advertising
awareness
Danone has a high level
of advertising awareness
N/A
Probiotic alternative
source
Low brand
awareness
Regular probiotic
capsules
Bio-K + has a
very low level
of advertising
awareness.
Trusted probiotic
supplement that is
family friendly (for all
ages).
Consumers’
Premium product
attitudes toward at premium price
the brand
offering a high quality
taste; Artisan brand.
Distribution
performance
Product
performance
DANONE is considered
to be the leader in the
yogurt category. Being
considered a family
brand.
Sold Globally
-Grocery Stores
-Drug Stores
-Superstores
-Wholesale stores
United States &
Canada
-Grocery stores
-Health Food Stores
-Health Food aisle
-Wholesale stores
High quality and great Many line extensions and
tasting products
high popularity because
of proven effectiveness
5
N/A
N/A
Sold Internationally
-Health food stores
-Grocery stores
-Drug stores
-Wholesale stores
Trusted probiotic
supplement
Unit One
Liberté’s Sources of Added Value
Liberté is most known for their high quality yogurt. The value they add to their products is their
extensive knowledge and history of working in the dairy category. Liberté has a long history of
generating cheese and cream products: since 1936. Customers have continued to purchase Liberté
because it is a trustworthy brand that develops a great tasting product. Showing the consumer that
Liberté will always have the same product made the same way provides trust between the consumers
and the company.
Liberté also offers Kefir a unique probiotic fermented milk product, which contains 20 different
kinds of bacteria and yeast. A single tablespoon (15ml) a day yields 5 billion beneficial bacteria. In
comparison, a consumer would need to consume five 100g Activia yogurts to receive the same
amount of active bacteria.
Liberté’s Sustainable Competitive Advantage
Liberté has positioned themselves strategically with their unique Kefir line extension, this giving them
a strong competitive advantage in the probiotic category. For example when consumers are weighing
out their options for probiotic products, Liberté’s Kefir offers higher probiotic levels/quantity for its
price. This making Liberté the most advantageous for consumers when it comes to cost.
Liberté’s Current Positioning
Liberté is positioned in the dairy product category. They may also be seen as part of the digestive
health sector with their growing probiotic product listing. In the mind of the consumers, Liberté creates
great tasting products with added health benefits. For many Canadians (especially those from
Montreal) they will continue to proudly purchase this homegrown product.
Liberté’s Current Target Consumer
Liberté’s main target market is the health conscious high-income family. Their secondary target is a
younger prosperous market that has an interest in natural foods and fitness. Products such as their
probiotic yogurt and Kifer are developed towards consumers looking for digestive health; mainly baby
boomers and health conscious consumers. The different products within the Liberté brand allow them
to reach a variety of target markets.
Marketing Support
Liberté’s marketing strategy is a simple one. They utilize minimal amounts of basic advertising (Print
ads, out-of-home media) to promote their brand and product line. Liberté is currently very active within
social media and has used this to help market their products. Liberté has recently developed a new
marketing campaign with Cossette, which is targeting adults over the age of 18. This campaign marks
Liberté’s first ever TV buy for the brand featuring a 30 second spot. The TV ad will be supported
through spots running in cinemas and digital pre-rolls. Liberté is also making an effort to build a
stronger emotional tie to the consumer by providing sampling and promotion at over 250 events.
6
Unit One
Liberté’s Past Strategies
Product Strategy- Liberté responsibly meets consumer needs (health, allergies, packaging,
quality, etc.) while transmitting their values to their consumers ensuring quality products to meet
their consumer’s needs.
Pricing Strategy- Since Liberté has established themselves as a high quality, premium product
targeted at health conscious individuals they were given the allowance to set their own prices,
which future competitors would have to match. Their higher pricing strategy enables them to
produce unique, high quality products.
Distribution Strategy- Liberté offers their products in many retail locations. This includes;
Grocery chains, Wholesale stores, Superstores and Health food stores. This enables consumers
to shop for Liberté wherever is most convenient for them.
Promotion Strategy- Liberté has a low level of promotional content. However due to word of
mouth and a loyal brand heartland they rely on the quality of the product to speak for itself.
Consumer Conditions
1.1 Consumers purchasing digestive health products:
Today’s consumers are much more educated on the quality and nutritional value of the products
they purchase, as many consumers now opt to purchase fat-free or low-fat products. However,
one of the main challenges facing the growing market of BFY foods in Canada is convincing
consumers that they taste great, in addition to having nutritional value.
Consumers are aware food and nutrients are linked to health, with about 75% of consumers
around the world expressing belief that foods can have health benefits beyond basic nutrition.
With modern society typically torn between tasty indulgences and the risks of ill effects, improving
digestive health can be a struggle. If reaching and inspiring consumers to choose healthy foods
and supplements is difficult, the regulatory challenges add complexity and challenge to companies
trying to successfully bring digestive health products to the market.
1.2. Market Size:
The market is dominated by probiotics, as evidenced by market data. Reported sales of probiotic
foods and supplements jumped 79 percent over the past two years, settling at US$2.25 billion in
July 2012.
7
2.0 Product Category
2.1 Defined Competitors
Direct Competitors:
Kefir Products
•Lifeway
•Stoneyfield
Unit One
Competitors:
Probiotic Supplements
•Bio-K+
•HCP70
•Primadophilus
2.1 What the Consumer Buys
Brand
Sustainable Competitive Advantage
Liberté
-Unique Kefir line extension
-Long history of dairy products which builds
trust from consumers
-Small home grown company with the
resources of a mega corporation
-Premium quality with a great taste
-Offer a wide variety of flavors and products
DANONE
Bio-K+
Competitors: Probiotic
Yogurt
•DANONE Activia Yogurt
•Yoplait Yo+
•iOGO Probio
Value Added by Benefit
-Extensive knowledge and history of
working in the dairy category
-Offers Consumers the opportunity to
support a Canadian made product
- Liberté has partnered with a number
of companies that support and
work towards the development of
organic products and farming. Giving
consumers a positive feeling when
choosing Liberté.
-Leading producers and manufacturers of
-Large Community involvement
yogurt and fresh dairy products.
working towards the betterment
-A well-recognized brand with a large product of humanity in a number of ways
line which is recognizable due to their well(Breakfast Clubs of Canada)
targeted marketing efforts
-Offers online recipes and blog for
their consumers, providing creative
new ways to use their products
(Keeps them coming back)
-They offer a variety of fermented probiotic
-Their website offers testimonials
products; Soy, Organic rice and milk. As well from health care professionals about
as different strengths of probiotic capsules.
the product
-Developed by Scientists and used by
-Consumer success stories offered
Medical Professionals
online
-The company continues to maintain the
-Relevant scientific studies posted
highest level of commitment to research and that reinforce Bio-K’s benefits
development since their inception.
-Have positioned themselves in the
-Created a unique line extension targeted
community to raise awareness about
towards those who travel often to avoid
colorectal cancer by organizing the
getting sick
Bum Run.
8
Unit One
2.3 Where they buy?
Intermediary
Description
Primary
Grocery Stores
Superstores
Health Food stores
Secondary
Online (Bio-K)
Benefits To:
Consumer
• Convenient locations
• Affordable pricing for
quality
• Variety
• Convenience
• Large selection
• Reviews/Testimonials
• Additional Information
Manufacturer
• Foot traffic
• In-store displays
• Large distribution
• Ability to reach
consumers
globally
• Reach many
different markets
with their products
• Potential for new
entrants
3.0 Key Motivators
3.1 Segments
Digestive health products are consumed by people who are concerned with the following things;
health, taste, quality and pricing. These products cater to two main groups of people; Baby
boomers and health conscious families and individuals. These consumers may be purchasing
these products at various locations. Majority of their customers live a more active lifestyle and
want to promote a healthy digestive system.
3.2 Evaluative Criteria
Baby Boomers
• Care about digestive health
• They expect a quality product for their money
• Habitual users
• Health conscious
Health Conscious/Modifiers
• Options to satisfy people for all ages/ family
members
• Willing to pay a premium price for a premium product
• Monitor ingredients listed on their food
3.3 Conclusion
When looking at both of these segments it can be established that they are looking for a product
they can trust. With their main focus being digestive health within their active lifestyle and healthy
eating patterns, these segments require a product that offers quality assurance.
9
Unit One
4.0 Decision Process
Problem Recognition
Actual State
Ideal State
Life Changing?
Distance Between the Actual
State and Ideal State
Level of Involvement
Health Concious/Modifiers
Consumer is looking for a
probiotic product that will help
with their digestive health
To find a quality product that
help digestive health
May succeed in helping
digestive health
Taste Seekers
Consumers are looking
for great tasting products
(variety)
To find great tasting product
for their money
If they find a good tasting
product and it is good for
them it is an added bonus
The two states are not far from each other. This relies solely
on the product they choose/consume. All it takes is one great
product to reach their ideal state
The consumers would have a medium level of involvement as
they are choosing their own product/location/variety.
Information Search
Sources of Information
• Website
• Facebook
• Store Employees
• Word of mouth
• Testimonials/Customer Reviews
• Before purchase, consumers can ask
around, search health websites to find which
probiotic product is right for them
• There is a low level of risk as it is a lower
price market
• The majority of the risk taken is focused on
the taste of the product, choice of flavor etc.
• For most consumers, choosing Liberté
requires low risk as it is a product consumers
can try on their own then begin to research
the brand and product lines
Extent of Search
Risk
10
Unit One
4.0 Decision Process
Evaluation of Alternatives
Criteria
What is the price?
Will it help me?
Does it have a great taste?
Where is the nearest location to purchase?
What kind of flavors do they offer?
What is the nutritional value?
Is it worth the money?
Liberté, Activia, Bio-K
The product must be worth the price the consumers are paying. Products must taste great
and give consumers health promise
The rules are simple; Consumers want a
good tasting product for an affordable price
Evoked Set
Decisions Rules
Complexity of Rules
Actual Purchase
Influencing Factors
Things that could influence the purchase
would be; price point, in-store product
locations, store locations, taste of the product,
nutritional value of the product, product value,
benefits
Post Purchase Response
Feedback from Consumer
The consumer can provide feedback through
a number of ways; online reviews, Facebook,
Twitter, Blogs and other social media
platforms. This allows the consumers to share
their opinions and experiences.
As there is a low level of risk, cognitive
dissonance is not really a factor.
Cognitive Dissonance
Where can we intervene?
The best time to intervene would be during the product consideration stage; this can be done
through a variety of promotional initiatives. This may include, in-store sampling, online coupons,
weekly ad placement. This provides an opportunity to promote additional products and offers
information to consumers about other line extensions.
11
Unit One
Competitive Conditions
5.1 Competitive Set: Liberté’s Competitive Brands
I. Direct Competitors: Dairy
•
DANONE
•
iOGO
•Yoplait
II. Substitutes: Supplements
•Bio-K
•Primadophilus
•
HCP70
12
Unit One
5.3 Competitive Strategy Chart
Liberté
Health Measures Brand Share: N/A
Resources/SCA/ • Unique line
Distinctive
extensions
Competencies
• Canadian brand
• Large product line
• Highly accessible
DANONE
N/A
• Offers a wide variety of
dairy products for all age
groups
• Well recognized and
trusted brand
Segmentation
• Multi-Segment
Strategy
• Baby Boomers
• Health Conscious
Individuals
• Health Conscious
Families
• Active lifestyle
• Support Canadian
made products
• Medium-High
income level
• Health Conscious
• Canadian
• Trusted brand
• Artisan brand
• High quality brand
• Multi-Segment Strategy
• Yogurt (Classic,
Greek, Non-fat,)
• Goat Milk
• Organic milk
• Organic cream
• Cheese
• Butter
• Organic butter
• Tofu
• Tzatziki
• Kefir
• Greek Yogurt: Oikos
• Probiotic Yogurt: Activia
• Drinkable Probiotic
Yogurt: DanActive
• Children’s Yogurt:
Danino, Coolision
• Weight Concious Yogurt:
Silhouette
• Dessert Yogurt:
DANONE Creamy
Target
Personality
Mix : Product
• Families
• Weight Conscious
individuals
• Health conscious
individuals
• Low-Medium income
level
• Likely to enjoy outdoor
activities
• Family oriented
• Uniquely tailored
products to specific
segments (Ex: Children,
Weight Concious, etc)
13
Bio-K
N/A
• Backed by Scientists and
Doctors
• Continues to maintain the
highest level of commitment
to research and development when it comes to
digestive health
• Concentrated Segment
Strategy
• Baby boomers
• Health conscious
individuals
• Medium- High income
level
• Lead an active lifestyle
• Enjoy outdoor activities
• Monitor eating habits and
physical activity levels
• Gives back to Community
• Very educational/ scientific
background
• Highly knowledgeable
about the products in which
they offer
• Fermented Milk Probiotic
• Fermented Soy probiotic
• Fermented rice probiotic
• Probiotic capsules
Unit One
5.3 Competitive Strategy Chart
Mix: Price
Mix: Place
Liberté
• At market pricing
• Grocery stores
• Health food stores
• Superstores
• Wholesale stores
Mix: Promotions • 30s TV spot
recently developed
DANONE
•At market pricing
• Grocery stores
• Superstores
• Wholesale stores
• Drug stores
• TV spots, print ads,
out-of-home media,
couponing,in store sample
Bio-K
•At market pricing
• Online
• Wholesale stores
• Superstores
• Drugstores
• Grocery stores
• Social Media platforms
(Facebook/Twitter)
Porter’s Five Forces
Rivalry Amongst Existing Firms: Intense rivalry; as consumers are paying more attention to
digestive health, most dairy companies is seeing the benefit of developing probiotic products. This will
continue to grow, therefore resulting in the need for Liberté to increase marketing adventures.
Potential Market Entrants: Currently not all yogurts are created with live bacteria cultures nor do
they all have the same amount of bacteria. As the interest in probiotic products grows there stands
to be more of a threat from new market entrants. Large pre-existing companies may introduce a new
probiotic line extension which poses a threat to Liberté. In addition there is always the threat of new
companies specializing in probiotic products entering the market.
Threat of Substitutes: In this product category the main threat thrives from probiotic supplements,
which has the potential to negatively affect sales, however it is unlikely that there will be a major
threat to the yogurt category as some consumers include yogurt as part of their everyday ritual.
Supplier Power: As Liberté was purchased by General Mills; they now have a strong manufacturer.
Liberté does not own dairy farms; instead they purchase milk from different dairy federations. The
support from General Mills will know provide them with access to more suppliers than ever before.
Buyer Power: There are two things that are required for buyers (consumers) to exert any power over
Liberté and other competitors. The consumers must be organized and concentrated. In the past this
is not the case, but today it is much easier for consumers to be organized and concentrated due to
social media.
Conclusion: This is not an attractive category to be competing in unless you have a strong share
position or a significant SCA.
14
Peste Analysis
Unit One
1. Political Conditions: As a company, Liberté must follow dairy products regulations of Canada.
These specific regulations focus on health, safety and quality of dairy products. They must also
meet the minimum grade or standard set by these regulations, which must be packaged in English
and French. Fees are in place for the preparation of the export documentation by Canadian Food
Inspection Agency.
2. Economic Conditions: In the current economic state, Liberté still has a band of loyal followers,
who don’t mind spending extra for a premium product. Their target audience (Baby Boomers,
Health Conscience individuals) is content with paying for quality and can comfortably afford to
purchase the Liberté products. Meaning, with these loyal customers, the economic state will not
affect their current sales.
3. Socio-cultural Conditions: Studies show that probiotics contribute to a healthy immune
system and have been used to help patients suffering from AIDs, Chronic Fatigue Syndrome,
herpes, and Cancer. Probiotics also show a tranquilizing effect on the nervous system that have
shown benefits to those who suffer from sleep disorders, depression, and ADHD. The regular use
of Kefir can help promote bowel movement, reduce flatulence and create a healthier digestive
system. With these studies trending, and promotion of healthy eating and probiotics, Liberté
falls into this health conscience and digestive health category. This is especially popular with
Baby Boomers and young active adults. Furthermore, the growth population of Baby Boomers
contributes to sales of probiotic products due to the fact that an older population often suffers from
digestive ailments.
4. Technological Conditions: Liberté uses up to date Markem-Imaje 7031 HD laser coder that
permanently adds coding by removing a layer of ink from the sealed surface to apply best before
dates and time of packaging. The laser coder also is linked up to the ES500 fume extractor, which
instantly eliminated fumes and particles generated by laser beam. The Markem-Imeje 7031 is
extremely effective in this process, yielding tops of 24 yogurt lids in less than one second on the
Erca filling line.
5. The Environment: Will the company need to make changes to better suit the changing
eco-system? Liberté partners with; Etiquette (responsible consumer non-profit network), Defi
Climat (Largest civic awareness raising and mobilization against the fight of climate change),
Eco Enterprises Quebec (private non-profit organization that represented companies that
market containers, packaging and printed matter in Quebec. These partnerships establish
an environmental conscience in order to better suit the changing eco-system. Based on
recommendations and principles or the world wild life fun, Liberté created a new cup for their 500
grams container that will help reduce the equivalent of 330,000 plastic containers. Their objectives
aim to decrease the amount of plastic use by 5% over the next three years. Liberté reduce energy
consumptions by replacing computer systems with energy star qualified LCD flat screens and
enhancing performance of our servers.
15
Unit One
Liberté - SWOT Analysis
Strengths
• Continued with their traditional and artisanal
ways since 1936.
• Different flavours and products.
• Loyal Canadian customers.
• Entered into a partnership with General Mills
which allows them to “concentrate on core
competences and optimize their resources.”
• 100% organic probiotic made from milk, grain
and active bacteria.
• Contains 20 different kinds of bacteria and
yeast.
• Proven effective for digestive health.
Weaknesses
• Low level of awareness.
• Virtually no marketing communications.
• Higher price point than your standard dairy
product.
• Bought by General Mills. This may result in
them losing brand authenticity.
Opportunities
• North America has a tremendous growth potential
because of consumers’ natural predisposition to
taking supplements and consuming dairy products.
• Preventive health care is driving market growth.
• Probiotics are being positioned as a product
which can “help address specific conditions such
as allergies, travelers’ diarrhea and nosocomial
infections in children.”
• The yogurt category forms the largest segment
within the dairy sector, and has been the most
dynamic and fast growing among this type of food
product.
Threats
• Low consumer awareness on benefits of
probiotics.
• There are many alternative probiotic strains in the
market which have similar properties (improving
gut health, enhancing the immune system)
• Brands like DANONE have many different line
extensions at a cheaper price. (Activia, DaninoGo,
Oikos, Silhouette )
Liberté Kefir - Strategy Alternative
Strength: Entered into a partnership with General Mills, which allows them to be concentrated on
core competences and optimize their resources.
Threats: Brands like DANONE have many different line extensions at a cheaper price.
Strategy Alternative: As Liberté is now partnered with General Mills they have more resources at
their disposal to work on increasing their line extensions and offer more choices to the consumers.
Strength: Proven effective for digestive health.
Opportunity: Preventive health care is driving market growth.
Strategy Alternative: The market for digestive health products is continuously growing and proves to
be an ideal market for Liberté to be positioned in.
Weakness: Virtually no marketing communications.
Threat: There are many alternative probiotic strains in the market which have similar properties
(improving gut health, enhancing the immune system
Strategy Alternative: Due to the fact that there is high competition in this market, Liberté needs
to consider improving their marketing communications initiatives to allow for differentiation between
themselves and others.
16
Unit Two
Liberté -Mission
Liberté Kefir is a fermented milk product that contains over 37 billion bacteria per 100ml, more
than any yogurt in the competitive probiotic milk beverage category. With regular use of this
dietary solution, Liberté Kefir can help relieve all intestinal disorders, promote bowel movement,
and create a healthier digestive system.
Liberté’s mission is to create value for their key stakeholders, consumers, team members and
community. They aim to market natural and delicious products and provide a comfortable work
environment in which every team member has the opportunity to grow and learn.
Artisans are at the heart of the corporation’s activities, carrying out their professions with passion.
Wholesome and natural simple pleasures, Liberté products truly embody all that nature has to
offer. Natural artisans bring their passion for Liberté right to your table, conveying delight, flavour,
richness and the satisfaction that comes with providing natural products.
Liberté, inhabits their values by producing the best in healthy, high quality, natural and organic
products manufactured in Brampton Ontario and St. Hubert Quebec.
Liberté -Vision
Our daily challenges and commitments Liberté’s commitment to social responsibility is focused on
four major objectives:
1. Reducing the environmental footprint of our operations
• Innovate by adopting the life cycle approach
• Reduce our waste at source and curb our use of natural resources
2. Working with and for employees:
• Innovate by adopting the life cycle approach
• Reduce our waste at source and curb our use of natural resources
3. Strengthening Our Social role in the food sector:
• Responsibly meet consumer needs (health, allergies, packaging, quality, etc.)
• Transmit out values to our business customers
4. Developing Socially-Responsible Corporate Management Policies
• Enhance our performance by implementing socially-responsible
governance practices
• Ensure socially-responsible internal management practices
17
Unit Two
Liberté -Marketing Strategy
Liberté Kefir currently has virtually no marketing strategy for their product. The majority of the
marketing the company produces is for Liberté Greek, or Liberté Classique. Promotions for Kefir
are limited to the Liberté website as well as in store signage and displays. This product reaches
new consumers mainly through word of mouth or health/digestive blogs online.
In order for Liberté Kefir to become the leading competitor in their market they need to utilize a
more active marketing strategy.
Source of Business
Liberté Kefir is currently in the growth stage of the product life cycle, and has yet to achieve full
consumer acceptance. This is due to the fact that they have positioned themselves in such a niche
market.
Liberté Kefir is placed in the maturity stage of the product life cycle. Since they are leaders in
probiotic drinks, they experience competition from companies who strive to reach their status.
Competing products may be similar, containing life active bacteria cultures. Liberté Kefir emplaces
effort into the product knowledge towards customers and converting non-users into customers as
well encouraging daily intake.
Competition Liberté Kefir faces is other probiotic products that fall into their category (Activia,
Probiotic supplements etc.)
Liberté Kefir is considered a probiotic icon, meaning their competitive advantage is giving the
consumer the most probiotics with the best price.
Liberté Kefir Source of Business:
Primary – Health Modifiers
Secondary – Baby Boomers
• Health Modifiers: Liberté Kefir Primary motivation was to eat foods that fulfilled a healthy
lifestyle. Consumers looked for decreased fat, cholesterol, calories, salt, artificial ingredients
and increase probiotic supplements and cultures. These shoppers presented a higher level of
involvement than for regular grocery shoppers due to specific interests in the amount of probiotics.
• Baby Boomers: Primary motivation is to obtain healthy gut regularity and overall better health.
These users also displayed a high level of involvement due to the relationship of the products with
the importance of the motivational product knowledge.
18
Unit Two
Source
Current Users
1. Heartland
2. Somewhat Loyal
3. Vulnerable
4. Lapsed
Current Users
1. Infrequent Users
2. Heaviness of Use
3. Occassion of Use
Non Users
1. Not yet adopters
2. Competitive Users
a. Direct
b. Indirect
Strategic Source
Objective
Health Modifiers
Health Modifiers
Baby Boomers
Maintain Loyalty
Increase Loyalty
Prevent defection
Bring Back
Baby Boomers
Health Modifiers
Health Modifiers
Use more often
Use more each time
New Uses
Health Modifiers
Baby Boomers
Health Modifiers
Baby Boomers
Differntiate
Differentiate
Liberté -Target
Liberté Kefir’s brand heartland is health conscious individuals who mainly focus on digestive
health. This demographic consists of baby boomers located in Ontario and Quebec. When
describing the baby boomer demographic, it is important to understand who they are and what
they believe. Due to baby boomers established incomes and lifestyles, they outpace all other
generations when it comes to buying power and expectations. With baby boomers experiencing
digestive/gut health issues, Liberté Kefir provides a dietary solution unlike any other probiotic
alternative. Seeing that as we age, we are more susceptible to disease due to a lower immunity,
probiotics can help improve the immune system, help reduce the risk of infectious diseases and
improve digestive health.
Another target audience Liberté Kefir serves to is the health modifiers, which are Adults 25+. Their
lifestyle is highly affected by what they eat and the activities they participate in. This segment
doesn’t mind spending extra money for a high quality product when they know it will provide
substantial health benefits. They are upper to middle class individuals who lead an active work
and lifestyle. These individuals may have families in which they are trying to establish healthy
eating habits to benefit them in the future. Since this target audience lives an active lifestyle,
providing a digestive health product with high probiotic levels that can be taken on the go is ideal.
19
Unit Two
Liberté -Positioning
In order to create and maintain brand loyalty a company must have an acute awareness of where
they are positioned in the marketplace, what their demographic is and how to appeal to that group
of people. Liberté Kefir has positioned itself as a complex fermented milk product containing
bacteria and yeast with over 37 billion bacteria per 100ML. It is the champagne of probiotic
milk beverages. Kefir has several different flavors with a refreshing effervescent uniformity.
Consistency is a key component to branding. The consumer knows exactly what to expect when
they purchase a Liberté Kefir product. The company consistently keeps customers satisfied and
regularly purchasing Kefir. Since a dose is recommended daily for its full benefits to take effect,
Kefir becomes a habitual eating pattern for the consumer. The company appeals to consumers as
a health product used to treat intestinal issues and digestive health.
20
Unit Three
Roles of Marketing Communications Tools
Each of the Marketing Communications tools we are recommending have been chosen to help
achieve the Marketing Objectives for the campaign:
1. Increase sales in units by 5% to 400,000 cases; increase of brand share from
5% to 15%.
2. Achieve sales of 300,000 units from potential consumers who have not yet purchased any brand in the category; that is, new users to the category.
3. Increase sales among our existing users by 50,000 units.
4. Steal sales of 50,000 units from our competitors.
21
Unit Three
Role of Consumer Promotion
The role of consumer promotion is to generate trial use of the product for non-users. We can offer
information about the health benefits and why they should use the product. We can then offer
incentives to the consumer so they can try the product themselves. In order to reach both non-users
and the brand heartland, the incentives we offer can include both multi-buys (for brand heartland) and
dollar-off discounts (non-users).
Role of Advertising
The role of advertising for Liberte Kefir is to create awareness and differentiate themselves from
competing pro-biotic brands (Activia, Bio-K). This will be done by promoting the health benefits
consumers will receive and will aim to solve their digestive health issues. We can advertise Liberte
Kefir through magazine, television, and digital platforms. Each medium will be affectively utilized to
target our potential consumers.
Role of Social Media
The role of social media is to use various platforms to create the best community for potential and
loyal users to interact and share their experiences with Liberte Kefir. Social networks can be used to
endorse products through both Liberte Kefir accounts and various consumers. Social media allows
brands to connect with their consumers while providing insightful resources to educate potential
consumers.
Role of Events
The role of events are to attract attention to the brand and create a positive buzz about the product
throughout Canada. We recommend that this be done by connecting the brand with cause-related
events and sponsorships (ex. Canadian Digestive Health Foundation). Partnering with such a
foundation will provide credibility for Liberte Kefir from a well established source. Furthermore, events
can allow the brands to be seen as an expert in the digestive health category while providing proof of
their superiority.
Role of Trade Promotion
The role of trade promotion is to negotiate the future listings within new stores and expand shelf
space in existing stores for Liberte Kefir. To negotiate new store listings, Liberte can offer trade
incentives to retailers who have the potential to sell their products. For example, offering potential
retailers price reductions against invoices, stocking allowances and purchase bonuses.
Role of Email Marketing
The role of Email Marketing is to gain email subscribers through their website by offering incentives
(%-off etc.). The users will reach the website through various advertising means, where they will then
be prompted to subsribe.They could also reach out to the Canadian Digestive Health Foundation
create a partnership and been seen as a digestive health advocate. This partnership can help Liberte
gain access to CDHF’s subscribers and offer a way to reach them with Liberté Kefir’s message.
These subscribers will receive information about contests, events, product extensions (flavours etc.)
and educational white papers.
22
Unit Three
Role of Mobile Marketing
The role of Mobile Marketing is to utilize Liberte Kefir’s potential partnership with the Canadian
Digestive Health Foundation and their app. The CDHF app will allow consumers to view recipes,
locate restaurants and retail locations that offer products that will benefit people with digestive
conditions such as Irritable Bowel Syndrome, Crohns Disease or Lactose Intolerance. This app
will be beneficial to Liberte Kefir because it can promote the product as a suggestive alternative.
Role of Public Relations
With the role of Public Relations, Liberté Kefir can utilize the media to build relationships, gain
trust, advance, promote and benefit the reputation of the brand. With the use of press kits and
white papers, Liberte can inform third parties about the benefits, quality and artisan process that
goes into their products. With the use of digestie health experts, Liberte can utilize their influential
impact to promote Kefir and offer insight about the product benefits.
Positioning Strategy:
In order to create and maintain brand loyalty a company must have an acute awareness of where
they are positioned in the marketplace, which their demographic is and how to appeal to that
group of people. Liberté Kefir has positioned itself as a complex fermented milk product containing
bacteria and yeast with over 37 billion bacteria per 100ML. It is the champagne of probiotic
milk beverages. Kefir has several different flavors with a refreshing effervescent uniformity.
Consistency is a key component to branding. The consumer knows exactly what to expect when
they purchase a Liberté Kefir product. The company consistently keeps customers satisfied and
regularly purchasing Kefir. Since a dose is recommended daily for its full benefits to take effect,
Kefir becomes a habitual eating pattern for the consumer. The company appeals to consumers as
a health product used to treat intestinal issues and digestive health.
Liberté Kefir’s main approach is a differentiation strategy. It is understood that Liberte Kefir leads
all competing brands (that offer pro-biotic supplements) with their amount of active bacteria. In one
single tablespoon of Liberte Kefir, there are 5 billion beneficial bacteria which equal 5 containers
of Activia yogurt. This making Liberté the most advantageous for consumers when it comes to
cost. Not only does Liberté Kefir offer a unique pro-biotic supplement but a long history of creating
quality dairy products with an artisan approach. The artisans are at the heart of the corporation’s
activities, carrying out their professions with passions. Liberté Kefir can position themselves as a
necessity for an overall healthy lifestyle. With their SCA and marketing efforts, Liberte can reach
potential consumers and change the way they think about their overall health.
23
Unit Three
Positioning Statement Format:
To: Health Modifiers & Baby boomers
A set of people who share core needs, wishes,
wants and desires
Brand Name: Liberté Kefir
Put in your brand’s name
Is the: Digestive Health Product
Frame of reference: category definition
That: Provides pro-biotic benefits
The brand’s promise: the brand’s singularly focused claim of superiority, differentiation.
Because: 5 billion active bacteria per tablespoon The brand can make this promise because of the
attributes and /or functions it offers to the consumer.
So that the consumer: Saving money and pro- Benefit. The rational or emotional result of using
mote positive digestive health
the brand, which addresses the unmet need of
the consumer.
Brand Personality: Great tasting pro-biotic sup- What human characteristics do you want you
plement made by Canadian artisans
brand to project.
3.1 The Role of Advertising
Awareness: Awareness of Liberté Kefiris very low.
Increase Awareness from 7% of pro-biotic users to 50% of pro-biotic users.
Differentiation: Lack of awareness of pre-biotic effects on the pro-biotic cultures. We have
to position Liberte Kefir as the only supplement for pro-biotic users to buy.
Of the 50% of pro-biotic consumers now aware of Liberte, we need to convince 25% of
them that it is the best pre-biotic supplement to use.
3.2 Brand Advertising Creative Strategy
Target: Who are we talking to?
Liberate Kefir’s brand heartland is health conscious individuals who mainly focus on digestive
health. This demographic consists of baby boomers located in Ontario and Quebec. When
describing the baby boomer demographic, it is important to understand who they are and what
they believe. Due to baby boomers established incomes and lifestyles, they outpace all other
generations when it comes to buying power and expectations. With baby boomers experiencing
digestive/gut health issues, Liberté Kefir provides a dietary solution unlike any other probiotic
alternative. Seeing that as we age, we are more susceptible to disease due to a lower immunity,
probiotics can help improve the immune system, help reduce the risk of infectious diseases and
improve digestive health.
24
Unit Three
Target Audience:
Another target audience Liberté Kefir serves to is the health modifiers, which are Adults 25+. Their
lifestyle is highly affected by what they eat and the activities they participate in. This segment
doesn’t mind spending extra money for a high quality product when they know it will provide
substantial health benefits. They are upper to middle class individuals who lead an active work
and lifestyle. These individuals may have families in which they are trying to establish healthy
eating habits to benefit them in the future. Since this target audience lives an active lifestyle,
providing a digestive health product with high probiotic levels that can be taken on the go is ideal.
Insight: What is the hidden or universal truth?
At the age of 25+, many Canadians experience digestive health issues. At this point in their lives,
they are searching for a long-term solution to maintain their intestinal balance.
Key Message: What is the ONE single-minded thing we need to say?
Liberté Kefir contains the highest levels of bacteria per serving when compared to other pro-biotic
competitors.
Proof: Why should they believe us?
The proof is on each container of Liberté Kefir .The packaging states: A single tablespoon a day
yields 5billion beneficial bacteria (you will need to consume 5-7 containers of Activia to receive
the same amount of active bacteria). There is also proof that are living bacteria by the domed
aluminum lid.
Brand Personality:
Liberté Kefir is a true Canadian brand that exudes artisan quality. At their core they believe in
wholesome and natural simple pleasures. With products that embody all that nature has to offer,
conveying delight, richness, flavour and satisfaction.
Here are links from the descriptions of Liberte’s brand personality.
http://www.liberte.ca/en/company/artisans/
https://www.youtube.com/watch?v=G1b8o6T_Iwo&feature=player_embedded#t=9
25
Unit Four
The following are the tactics and plans derived from the marketing communication tools included in
unit three, as well as the previously determined strategies.
Campaign Name: “The Digestive Wellness Tour”
Campaign Period: April 1st- 30th
Campaign Locations: Halifax, Montreal, Quebec City, Ottawa, Toronto, Vancouver, Calgary,
Winnipeg, Regina,
Liberté Kefir, in partnership with the Canadian Digestive Health Foundation is presenting the
‘Digestive Wellness Tour.’ Visiting major cities throughout Canada, this event will provide an
opportunity for those with Digestive Health issues to learn all the information necessary to better their
bowel. The event will include a variety of discussions with knowledgeable influencers, promotional
merchandise, and health activities that promote complete digestive wellness.
Consumer Promotions:
Intended Goals
• To generate trial use for non-user.
• Increase Awareness.
• Offer in-store coupons through signage and placement in local flyers
• Consumers will be able to check into the event with their email [consumer will have registered for the event online with their email] via iPad, they will then be given a personalized ID card.
• Each attendee will receive a blue Liberté Kefir tote bag with the following items inside:
o Canada Digestive Health Foundation information booklet.
o Info card with details about the Digestive Wellness App.
o Trial size of Liberté Kefir [Peel off sticker for $2 off Kefir].
o Recipe Book [Guide your Gut, Recipes for better digestive health].
o Journal & Pen [Attendees can take notes].
Trade Promotions:
Intended Goals
• Acquire listings with stores.
• Expand shelf-space in existing stores.
• Create a partnership between Liberté and Canadian Digestive Health Foundation.
• Increase Liberté Kefir employee knowledge and involvement.
• Liberté Staff will be chosen to travel on the tour as Brand Ambassadors
• Volunteers and included staff are able to experience the brand first-hand and offer knowledge to
attendees
• Invite existing and potential retail management to the event in the corresponding cities
• Liberté will be the sponsor for the tour; creating a relationship with the CDHF and establishing
Liberté as a partner.
26
Unit Four
Advertising:
Intended Goals
• Differentiate Liberté Kefir from competing probiotic brands.
• Create awareness about Liberté Kefir and the Digestive Wellness Tour
• To utilize media that will help satisfy the marketing objectives by positioning Liberte Kefir as THE
solution to digestive health issues.
• To concentrate media spending in major urban and suburban markets in Canada.
• To provide media advertising support through the key campaign period of March through April, with
event promotion beginning in April.
• To select media that will achieve an increase of sales for Liberte Kefir and position themselves as the
most advantageous probiotic in the market.
Medium
Television
Digital
Radio
Newspaper
30 second and 15 second commercials
will be aired on Networks across Canada
including Conventional and Specialty
stations during shows that correspond with
Liberté Kefir’s target audience
Skyscraper, pop-under and super banners
on various news and health/lifestyle
websites including:
www.nationalpost.com
www.montrealgazette.com
www.allrecipes.ca
www.cbchealth.ca
www.shoppersdrugmart.ca
www.rexall.ca
www.ctv.ca
www.foodnetwork.ca
15 second commercials on local radio stations in corresponding cities the tour will
be traveling at
1/3 page advertisements in select
newspapers corresponding to digestive
wellness tour locations; Vancouver Sun,
Calgary Herald, Regina The Leader Post,
Winnipeg Free Press, Ottawa Citizen,
Toronto Star, Montreal Gazette, Quebec
Le Soliel, Halifax The Chronicle Herald
27
Rationale
Provide high frquency and reach for
the campaign
High reach for the campaign to a
very target market
Provide high frequency and reach for
the Art of Balance campaign
Specific campaign dates can be
targeted by region to the consumers
Unit Four
Events
Intended Goals
• Attract attention to brand across Canada
• Generate excitement with the brand across Canada
• Allow Liberte to be seen as an expert in the digestive health category
• Connecting the event with a cause-related sponsorship (CDHF)
Ticket Price: $30 (To Cover the costs of location rentals, food and digestive experts)
• Question and Answer Session
-A panel of experts in the digestive health field will be available throughout the day to answer questions from the audience. Schedule times will be available in the event itinerary and on the social media platforms.
• Luncheon
-Guests will be provided with a gut-healthy meal and snacks throughout the day to promote the variety and taste .
• Yoga
-Yoga sessions will be available for attendees during scheduled times. The yogi will focus on positions that promote digestive well-being.
• Kefir Bar
-Liberté sample bar will offer their extensive line of Kefir products for attendees to try.
• The tour will begin and conclude in Montreal (where Liberté was founded) with a party celebrating
the conclusion of the tour. In attendance will be Liberté employees, CDHF representatives, various
media and retail/grocery chain management, local health professionals from various hospitals and
clinics.
Public Relations
Intended Goals
• Utilize the media to build relationships, gain trust, advance, promote and benefit the reputation of the brand
• With the use of press kits and white papers, Liberté can inform 3rd parties about the benefits, qualities and artisan process that goes into their products.
• A press release will be sent to local media in corresponding cities to spread the word about the event.
28
Unit Four
Mobile Marketing
Intended Goals
• Create a useful App that will be a resource for the user
• In partnership with the CDHF, consumers will be able to view recipes, locate restaurants and retail locations that offer products that will promote digestive health.
• The App will have an interactive map that will allow the consumer to follow the tour, view locations and register for the event.
• The App will be beneficial to Liberté Kefir because it can promote the product as a suggestive alternative.
E-Mail Marketing
Intended Goals
• Gain subscribers (including their information)
• To be a source of information
• Offer a way to reach consumers
• Consumers are required to sign-up for the event by providing their email address via the event web page.
• Liberte and the CDHF will send out email newsletters before and after the event, highlighting digestive wellness and when and where the tour will be rolling through next.
• Acquired email addresses will be used for future marketing initiatives.
Social Media
Intended Goals
• To be the BEST online community for digestive health information
• Platform for loyal users to interact and share their experiences
• Directly connect with consumers while providing relevant insightful resources
• Facebook, Twitter & Instagram will be used simultaneously before and after the event to connect with consumers.
• These social media platforms will be used by Liberte and the CDHF to answer and questions offer information about the upcoming event
• These platforms will also be used as an outlet for an informative community.
• These platforms will be used to offer live updates during the event so consumers who aren’t able to attend can still be involved.
29
Unit Five
Creative Elements
Traditonal Media: Newspaper Advertisement
The main purpose for the Newspaper ad is to generate awareness for the event within each city
the Digestive Wellness Tour will be visiting. By reaching the target demographic through a vareity
of mediums they will have high exposure to the event and the product. Since the newspaper
advertisement is a resource that many consumers use as their source of news and events, it
will be a means of reaching potential consumers so they are made aware with enough time in
advance to register for the event and add it to their calendars.
30
Unit Five
Creative Elements
Traditonal Media: In-store flyer
The main purpose for the flyer is to generate awareness for the Liberte Kefir, by featuring it during
Digestive Wellness week. This aims to reach Liberte’s target audience to promote trial use as well
as introduce them as a leading digestive health product.
31
Creative Elements
Unit Five
Traditonal Media:Shelf talker
The main purpose for these shelf talkers are to compliment the flyer that features Liberte Kefir. It
connects consumers by giving them the opportunity to scan the QR code and recieve a discount
towards their purchase of the product.
32
Unit Five
Creative Elements
Traditonal Media: Television Advertisement
Client:Liberte Kefir
The Art of Balance
VIDEO
Time: 30 seconds
PICTURE
AUDIO
Start of upbeat music
Opening scene: Older
woman (young looking
precious grandmother, grey
haired) is power walking
with friends
Male voice: “Sometimes
in life, we search for
something more”
Start of upbeat music
Skips to a active woman
(wearing active wear,
looking very relaxed and
at peace) doing a “digestive
health” yoga move
Male voice: “We search for
balance”
Music continues to play
33
Unit Five
Creative Elements
Traditonal Media: Television Advertisement
Client:Liberte Kefir
The Art of Balance
VIDEO
Time: 30 seconds
PICTURE
AUDIO
Skips to Grandparents (an
older man with grey hair
and an older woman with
grey hair) playing with
Grandkids at a park
Music continues to play
Skips to Husband and Wife
(Health modifiers) urban
gardening on their roof.
Music continues to play
Male Voice: “ We search
for our youth”
Male voice: “We search for
hope”
34
Unit Five
Creative Elements
Traditonal Media: Television Advertisement
Client:Liberte Kefir
The Art of Balance
VIDEO
Time: 30 seconds
PICTURE
AUDIO
Music continues to play
Skips to a split screen
Half Screen with old man
sitting down at breakfast and
his wife pours Kefir into a
glass
Male voice: Sometimes
we find that the simplest
change can have the
biggest impact on our lives
Half screen with young
couple making a smoothie
with Kefir, laughing and
smiling.
Skips to White screen
with a shot of the product
(grouping of all the different
types of products)
Music will stop playing
Male Voice: Liberte Kefir is a
unique 100% organic probiotic
product that contains 20
different kinds of bacteria
and yeast. Adding a single
tablespoon a day contains 5
billion beneficial bacteria.
Restoring balance, youth and
hope.
When male voice begins to
say “Restoring” black simple
text shows the word and
as he continues the word
balance, youth and hope
fade in and out.
35
Unit Five
Creative Elements
Traditonal Media: Television Advertisement
Client:Liberte Kefir
The Digestive Wellness Tour
VIDEO
Time: 15 seconds
PICTURE
Digestive Wellness Tour
bus rolls into a blank canvas
scene, as female speaks a list
of all the locations pop up.
AUDIO
Sound of a Horn “Beep Beep”
Sound of a bus rolling in
Female voice “Learn how to
restore digestive balance in
your life! Follow the digestive
wellness tour this April,
rolling through Canada, and
find us on Facebook , Twitter
and Instagram.
Montreal, Ottawa, Toronto,
Calgary, Vancouver,
Winnipeg, Halifax, Quebec
City and Regina.
At the bottom of the ad all of
the Social Media icons pop
up as well as the website.
36
Unit Five
Creative Elements
Traditonal Media: Radio Advertisement
37
Unit Five
Creative Elements
Digital Media: Banner Advertisement #1
Size 120x60
The goal of the banners is to inform consumers about Liberte Kefir as a product, as well as
the Digestive Wellness Tour. The banner is broken down into a four panel visual in which each
is intended to capture interest and intrigue to click and learn more about the product (or tour).
“Probiotic” has become a major buzzword in today’s society, with consumer’s having a positive
connotation with this term; Kefir is the perfect product to introduce them to.
38
Creative Elements
Digital Media: Banner Advertisement #2
Size: 300x600
Unit Five
39
Unit Five
Creative Elements
Digital Media: Banner Advertisement #3
Size: 160x600
40
Creative Elements
Digital Media: Banner Advertisement #4
Size: 468x60
Unit Five
41
Creative Elements
Digital Media: Kefir Website Sitemap
Unit Five
42
Unit Five
Creative Elements
Digital Media: Kefir Website Home page
The revised website for Liberté Kefir is developed to showcase the product attributes, increase
brand awareness, and generate more organic visitors. Through the use of Headlines, Keywords,
Links and Images, the Liberté Kefir website has been created in a way that will be pleasing to
search engines and users alike.
43
Unit Five
Creative Elements
Digital Media: Kefir Website Product page
44
Unit Five
Creative Elements
Digital Media: Kefir Website Health & Wellness page
45
Unit Five
Creative Elements
Digital Media: Kefir Website Recipes page
46
Unit Five
Creative Elements
Digital Media: Kefir Website Community blog page
47
Unit Five
Creative Elements
Digital Media: Kefir Website News & Events page
48
Unit Five
Creative Elements
Digital Media: Kefir Website Newsletter Landing page
The landing page version of the website is developed strictly to entice an action out of the user.
For example, ‘Register for our Newsletter’ or ‘Register to Attend.’ Specific keywords in web
searches will lead the consumer to the landing page, which will then link further to the website.
The content developed for these website pages is engaging, and develops and interest with the
consumer, therefore encouraging them to act.
49
Unit Five
Creative Elements
Digital Media: Kefir Website Digestive Wellness Tour Landing page
50
Unit Five
Creative Elements
Digital Media: Blog post
We decided to keep the blog post relatively succinct because we wanted the consumers to
be engaged throughout the entire blog post and not be overwhelmed with too much addition
information. The title was used to catch the reader’s eye and encourage them to continue reading
the rest of the article. It leaves the reader with suspense and curiosity, while the body of the post
answers the question asked in the title.
The visual we chose for the introductory blog post was taken directly from the Liberte Kefir
website. We believe it encompasses the entire article and the title by displaying the brand logo
and a visual of a tablespoon.Our opening statement engages the consumer by posing the
question how much they are spending for a probiotic supplement.
In the body of the blog, we touch on the health benefits and advantages of choosing Liberte
Kefir over the leading competitor. We incorporate their main website for further information and
resources. At the end, we list their social media pages involve in the Liberte Kefir community. The
tagline relates with the rest of the campaign through our closing statement “Restore Balance.
Restore Hope. Restore Youth.”
51
Creative Elements
Digital Media: Blog post
Unit Five
52
Unit Five
Creative Elements
Digital Media: Introductory E-mail
The purpose of this introductory email is to welcome the Liberte consumers to the companies
email newsletter. It is used to introduce the brand elements and let consumers know what to
expect in further emails. The content provides information on how to reach Liberté via social
media, and elements that will be listed when the email is sent out weekly. An unsubscribe button
and verification of preference details are included to ensure customer satisfaction. With this
feature, it allows the consumer to choose the appropriate email preferences to their liking.
53
Unit Five
Creative Elements
Social Media: Twitter
This Twitter post informs the consumers about Liberte Kefir and provides them with a small
fact regarding what Liberte Kefir offers. We then hash tagged the Liberte Art of Balance and it
coincides with our campaign and allows other people on Twitter to use the same hash tag in
their posts. We also provided a destination link to the official website of Liberte for consumers to
learn more about the benefits if they are interested in the Tweet. The post is 128 characters long,
ensuring the post is no longer than the maximum of 140 characters. The goal of this post was to
provide readers with a quick snippet of what benefits Liberte Kefir offers, and gain awareness for
their official website and campaign hash tag (#LiberteArtofBalance).
54
Unit Five
Creative Elements
Social Media: Instagram
Instagram will be an important tool in promoting the Digestive Wellness Tour before, during,
and after the tour is complete. Liberte can post photos from each destination and remind other
destinations that the tour will be visiting next.
Instagram can also be used to promote the different ways people can use Kefir in their daily
meal routines. Adding some Kefir recipe photos can spark interest in followers and give them
information on what Kefir actually is and what it can be used for.
55
Unit Five
Creative Elements
Social Media: Facebook
Our goal was to inform the consumers about the benefits of Kefir, as well as engage them with
knowledge on the products taste and the physic value they will be receiving. The post is an
appropriate length, which provided enough information, but will also keep the reader engaged and
excited about the product.
56
Creative Elements
Mobile Marketing: App Design
Unit Five
57
Unit Five
Creative Elements
Event Marketing: Tour Bus Design
The goal of the tour bus wrap is to create buzz around the event and increase awareness about
Liberté Kefir. This travelling bus will capture attention for consumers all across Canada, and
encourage them to go online, check out the event, and register. The bus wrap includes product
placement, the sponsors of the tour as well as the website they need to visit to register or explore
the event’s activities/locations.
Key Performance Indicators:
A number of measures will be used to track the success of the Art of Balance campaign. These
indicators will include
• Examining whether there was an increase in followers on Facebook, Twitter and Instagram
• Examining whether there was an increase in likes/favoriting on photos, images, tweet
• Examining number of participants at Digestive Wellness Tour event, compared to number of trial
users who frequented the Kefir Bar
• Examining an increase in newsletter subscribers
• Examining redeption rate of both newsletter and in-store coupons
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Media Budget
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Media Budget
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Media Budget
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Media Budget
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Media Schedule
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Unit One Appendix
http://www.just-food.com/news/yoplait-buys-organic-yoghurt-brand-libert%C3%A9_id113602.aspx
http://www.danone.com/en/company/introduction.html
http://www.ats-sea.agr.gc.ca/inter/4367-eng.htm#f
http://www.naturalproductsinsider.com/articles/2013/03/probiotics-lead-the-digestive-market.aspx
http://www.danone.ca/en/products/activia
http://www.activia.com/
http://www.biokplus.com/
http://www.lifeway.net/
http://www.stonyfield.com/
http://www.iogo.ca/en/
http://www.natureswaycanada.ca/Products/By-Brand/Primadophilus.aspx
http://www.canadianmanufacturing.com/packaging/case-studies/liberte-for-all-dec-2012-printed-92836
Unit Two Appendix
http://www.bakingbusiness.com/articles/news_home/Trends/2013/07/Understanding_baby_boomers.aspx?ID=%7B9B53ACF9-8002-435E-A1BE-E63683CDCF4E%7D
http://www.canadianmanufacturing.com/packaging/case-studies/liberte-for-all-dec-2012-printed-92836
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