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Promotional Campaign

In: Business and Management

Submitted By zachh0611
Words 1828
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Promotional Campaign
In this report, we will use statistical data, as well as academic theory to aid the creation of a promotional campaign to launch a reinvented product within the spreads and dips market, specifically marmalade.
Secondary data helps us to identify a specific demographic from which we are able to identify key factors within our campaign, such as age, gender and behaviour which will form the basis of the invention of the product and essentially, how it is marketed. It gives us a basic understanding of the industry, and the needs of our target market. First of all, we found that sweet spreads; such as jam, marmalade and curd were primarily purchased by females, families and over-55's (Mintel, 2014). Specific to marmalade, only 36% of adults eat the product as a result of declining purchases of bread as a rise in healthier alternatives have more recently entered the market; such bagels, pittas and 'thins' (Mintel, 2014).
After researching the consumption of marmalade within the UK, it was again apparent that the over 55's were a larger group of consumers with 57% of this demographic eating marmalade, in comparison with only 18% of 16-24 year olds. (BBC, 2013).
Whilst sweet spreads such as marmalade continue to decline in volume of sales, it came to our attention that other sweet spreads such as chocolate spreads are more appealing than ever, with 40% of 16-24 year olds eating either chocolate or hazelnut based spreads compared with honey and marmalade which is only eaten by 33% and 16% (Mintel, 2015), declining from 2013 by 2%.
Within the secondary research we also wanted to investigate existing firms that produce sweet spreads within this market, particularly Ferrero, the producers of one of the UK's most popular spreads, Nutella. Ferrero's turnover has increased by over 124% within just 6 years, whilst maintaining a consistent number of

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