Analysis of a marketing campaign for a meat substitute product

UTS 24736 Marketing Communications

SPRING 2019

Facilitators: Dr. Valeria Noguti & Dr. Kaye Chan

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Assignment #1 (Individual)

Cover Page

Campaign Brief Description (note: differently from what is stated at the assignment guidelines, this part does not go in the critique part, it is just the description of the communications piece you choose)

Critique Part:

Category Positioning and ‘Involvement by Motivation’ Grid

Target Customers

Marketing Communications Strategy and Objectives

Creative Strategy and Tactics

Workshop today: we will work on Marketing Communications Strategy and Objectives (also used in Assignment #2)

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Choosing a communications piece for Assignment #1

The communications piece should be delivering a more complete message by itself, such as a print ad, a radio ad, a video (online or tv), one social media post with it’s hashtags, text, and image(s)/video, one outdoor, one guerrilla marketing campaign execution such as the Economist ice-cream stunt we discussed in the lecture, etc.

Do not pick a picture of packaging, or a picture taken of a website.

If you think it is necessary, you can include more than one execution of the same type of communication, such as 2 or 3 Facebook posts if they are all slight variations that would help interpret the same campaign, e.g., each post having a different flavour, or using a different actor to deliver the same message.

Follow the definition of product provided in the assignment guidelines

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Questions from a student:

Do we have to take one single product which is a meat substitute or we can talk about a brand as a whole which creates meat substitute products.  For instance, Taking your example from the assignment description, the brand is VBites Cheatin’ which has one of the product i.e. “Beef Style Slices”. So do we have to talk about one particular product or can talk about the brand as a whole which is totally into selling meat substitute products.

EITHER WAY, YOU WILL WANT TO TALK ABOUT THE BRAND. WHETHER YOU DISCUSS ONE PARTICULAR PRODUCT ONLY WILL DEPEND ON THE COMMUNICATIONS PIECE THAT YOU SELECT. IF YOU SELECT A PIECE THAT HAS ONLY ONE PRODUCT, THEN DISCUSS THAT PRODUCT. IF YOU SELECT A PIECE THAT HAS SEVERAL PRODUCTS, THEN YOU DISCUSS THE WHOLE SET. THE BRAND WILL IN GENERAL BE THE MOST IMPORTANT, BUT YOU CHOOSE WHETHER YOU TALK ABOUT THE RANGE IN GENERAL (OR CATEGORY) OR ABOUT ONE PRODUCT ONLY.

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Questions from a student:

If a meet substitute brand/ product does not position themselves as a meet substitute brand in their communication, they might be positioning themselves as healthy protein alternative or environment friendly etc without telling that it’s a meat substitute in their advertisement though the nature of the product is same as meat substitute. Is that ok?

IF IT IS EVIDENT THAT THE BRAND IS TRYING TO BE A MEAT SIMILAR, IT IS OK. E.G., FALAFELS ARE NOT OKAY TO CHOOSE BECAUSE THEY DON’T INTEND TO BE LIKE MEAT EVEN THOUGH THEY COULD PLAY THAT FUNCTION OF ADDING PROTEIN TO A VEGETARIAN MEAL OR REPLACING MEAT BALLS FOR EXAMPLE. A SIMPLE VEGGIE PATTIE IS NOT OKAY AS IT CAN BE VERY DIFFERENT TO MEAT, SUCH AS SIMPLY POTATOES, WITHOUT ANY INTENTION OF TASTING OR LOOKING LIKE MEAT. IF THE VEGGIE PATTIE CALLS ITSELF A BURGER, THEN IT IS OK. A PRODUCT THAT IS JUST HEALTHY OR ENVIRONMENT FRIENDLY IS NOT OKAY IF NOT BRANDED AS SIMILAR TO MEAT.

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Questions from a student:

Do we have to analyse only one piece of advertisement from any of their campaigns across different marketing channels or we have to talk about the campaign as a whole if they have different ads from the same campaign or same type of communication/ message.

YOU HAVE TO CHOOSE JUST ONE PIECE. DIFFERENT EXECUTIONS MAY HAVE DIFFERENT OBJECTIVES. SO YOU ARE ASKED TO BUILD A CRITIQUE OF JUST ONE. BUT NOTE THAT YOUR CRITIQUE WILL BE WAY BETTER IF YOU INCLUDE MORE CONTEXT IN YOUR DISCUSSION. FOR EXAMPLE IN THE DISCUSSION YOU CAN CONTRAST THE PIECE YOU SELECTED WITH PREVIOUS CAMPAIGNS (EG, HOW IT BUILDS ON THEIR LONG TERM BRANDING, OR WHETHER THEY HAVE REPOSITIONED, WHETHER THIS IS GOOD OR BAD, ETC), WITH INFORMATION ABOUT THE BRAND (IS IT A NATIONAL BRAND, NEW BRAND, MARKET LEADER, ETC), WHETHER THE CAMPAIGN IS A RESPONSE OR CONTRASTS WITH A MAIN COMPETITOR IN THAT SAME MARKET, ETC.

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Target Audience (put ‘X’ where you think the objective aligns with the buyer group):

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Positioning Strategies (slide from last lecture)

Product features: Aldi “Good Different”

Price/quality: Private label products (e.g., Woolworths Select = good value)

Use: After Eight chocolate

Product class dissociation: Dove is “not soap”

User: Lynx/Axe (from teen repositioned to uni guy “Find your magic”)

Competitor: Avis ”we are number 2, we try harder”

Benefit: Wash and Go shampoo (not the attribute or how it delivers the benefit)

Heritage or cultural symbol: Patek Philippe watches

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