Experior Project? Done ✔

ApeExperior2017

Only 3 days left and the Ca’ Branders want to wish you all good luck!

After 10 weeks of happy, crazy, sad, exciting or tense moments, we reached the end of this beautiful experience. The Experior Project has been a mean to apply and implement our knowledge into a real case, with all the problems that arise during the journey.

It’s not a secret that working in team may be difficult, since each one of us is different, but how much is thrilling to see your own project taking shape? We challenged ourselves day per day in order to reach together an original and satisfying solution. This has been the perfect opportunity to learn not only from the mere theory on books but from real company problems.

Thank you all for this memorable experience, we will remember it for a very long time.

Leonardo, Jessica, Charlotte, Viviana, Giada

Advertisements

Last WIP Presentation: Source, Message and Channel Factors

Hi guys, here is Ca’ Branders team!

Since the exam is coming up, we want to share our last WIP presentation about source, message and channel factors.

First of all, source factors can be direct or indirect. A direct source factor is a spokesperson who actively participate in an advertisement, meanwhile the indirect is generally a model who do not take active participation in the commercial. In the Fish and Friends case there is no use of the source factors, but we can observe that brandcompetitors like Findus use a spokesperson; for example “Captain Findus” for “Bastoncini Findus” and “Carletto” for “Sofficini Findus”. The qualities of the Findus_Carletto_01spokespersons are reflected in the products, for example the actor who represent the captain for “Bastoncini Findus”, through the years, is always been a tall, strong and old white beard man which was immediately associated in the mind of the consumer with one of the first slogan of the product which was “Buon Pesce, tanto gusto, tutta forza”.

Regarding social media, in analyzing Fish and Friends, we can notice that all posted pictures simply represents the cocked and finished product. There is no spokesperson or indirect source who draws the attention of the consumer towards the qualities of the product, hence Fish and Friends is missing an important communication opportunity. As we can see from the pictures there is a substantial difference in the perception we get from Fish and Friends and Findus, the latter definitely carries more meaning and seems more close and friendly than the former.

Hence, if Fish and Friends want to use a source factor this should be coherent and consistent with the sector they are in and with the quality they want the consumer to perceive. This will guarantee credibility and trust to the product and help the diffusion of it.

Then, we analysed the pros and cons regarding the selection of possible Fish and Friends testimonials:

tabellaprocons

Among the arguments in favour of the use of a testimonial we found the enlargement of the targeted audience through the use of an attractive model or known Chef; the creation of a loyal community of customers which shares the qualities and values associated with the testimonial personality and finally the perception of a quality product through the use of a sectorial expert or again a Chef. Among the arguments in contrast with the use of a testimonial we thought about the highly required budget which is in contrast with the low we dispose of; the complete lack, inside the organization, of a dedicated marketing sector and therefore of knowledge about the selection and evaluation processes of a testimonial and finally considering the already low awareness of the product the arise of an overshadow problem.

There are many possible approaches to create a story, for example: showcase the people who produced the product, which in this case is a well-established group, the Cam group, with a long history and a trustful and established relationship in the Business to Business market; highlight how the product is made and explain how your raw materials are different; we can let consumers know what inspired the creation of this product and finally give buyers the story behind the product’s name. We believe that the strongest storytelling approach would be that of creating and delivering a message, with one of this approaches, through a testimonial or a source who can be connected with the Italian food culture and history. The message should develop a strong and positive brand image and evoke, in the potential consumer, an emotional response, making the story a vehicle to create a trustful connection between the consumer and the product.

Then, we analyzed the way in which Fish and Friends communicate their message. Knowing the best way to promote your products is fundamental in order to have an effective communication.

Fish and Friend’s advertising relies mainly on visual messages transmitted through their products’ packaging and social networks. The packaging is designed to appeal to the rational and logical aspect of the consumer’s decision-making process. Fish and FriendsInsieme-piccole_0140--1024x666 wants to communicate clear and positive features of taste, convenience, safety and duration. Therefore, in their packages they underline the short cooking time required and the easiness to use. Moreover, they keep the wrapping as simple as possible, to evoke the idea of a non-industrial, fresh product. However, we are not sure if their intention is correctly addressed.

Regarding the advertising on social media, they use products’ pictures and short messages where they recall the brand name, without involving the consumer’s emotional reaction.

The messages are one-sided, as usual in the food market, and comparative advertising is not used, even if it could be particularly useful for new brands since it allows the new market entrants to gain a position against the more established brands.

Now, let’s focus on the channel used to deliver the message. First of all, channels can be classified into personal and nonpersonal. Personal channels usually are more persuasive since the sales message is more flexible and the salesman can adapt the message to the customer’s reactions. This is why Fish and Friends largely uses the in-store promotion as the main advertising channel. They affirm to have positive results from this kind of advertising since the salesman has a deeper knowledge about the product than the supermarket employees. Regarding the nonpersonal channel, Fish and Friends relies on the promotion through the social networks. In this case, the major factors to be analyzed are how information is processed and how communications are influenced by the context or environment.

First of all, information which comes from written ads as well as from Internet is self-paced, i.e. readers can process the ad at their own rate and study it as long as they desire. This is usually used to present an advertising with lots of information, since it is easier for the message receiver to process a long, complex message. Fish and Friends, however, uses these networks only to recall the brand name and to post pictures of ready meals, without adding relevant detailed information about the primary resources or the processes involved in the production process.

Finally, since the resources are focused on the same advertising channel, which is not so well developed, we cannot say that there is a qualitative media effect because the only medium used is not able to give a strong brand image and a clear message in the way in which it is used at the moment.

That’s all folks, see you at the next post!

Internal Analysis of Fish&Friends

This article is about the internal analysis of Fish&Friends

First we want to explain you the strengths dividing them into two categories: brand and product strengths.

As concern the brand strenghts, one  positive aspects is the fact that Fish and Friends is part of the Cam group, that is present in the fish market since the end of the ‘60s as mollusc breeder in the south lagoon of Venice. This is a strength the firm can exploit because it acts as a kind of guarantee for the distributors thanks to the consolidated notoriety of the Cam Group. Having such an innovative product gives to the the brand has the possibility to cover a unique position in the market. This is the consequence of the fact that the brand has few direct competitors in Italy; others like Findus have different payoffs.

Talking about the product’s strengths, we know that this is a new and innovative product and the price is not so high, so it is affordable also to young people. Thanks to the specific pre-cooking and conservative process, this product is fast and easy to prepare, so everyone can cook it without spending too much time and without being an expert in creating recipes. For these reasons, this kind of product results attractive to all people interested in eating a wealthy dish without spending too much money and time for it.

Referring to the weaknesses of the brand, first of all the brand is not known enough, so the firm has to work on it in order to create brand awareness; they have an agency that manages all the social media platforms, but they are not always updated and interactive. Fish and friends, from our point of view, has to implement and develop better its social image and reorginize the images of the logo, keeping the same payoff in all its social pages. We can say the same thing for what concerns the website. It is used to spread information and describe the product but it is not attractive and at the same time it doesn’t give any information on where you can find the products if you want to buy them and its blog is not updated. In addition, the firm doesn’t have a promotional department organization and they don’t have a manager that is dedicated to the marketing sector. 

Talking about the product weaknesses, people don’t know this kind of product very well and they are not aware of the quality. For this reason they’re not willing to buy it. Another negative aspect is that the packaging has a poor design and this doesn’t help people in acquiring the product.

Looking at the IMC, we can see that the firm communication doesn’t exploit all the possible tools. For example the firm doesn’t have any kind of advertising on the traditional channels as newspaper and magazines. It only advertises through the social media and the website that are, as we said before, outsourced. So it means that the firm doesn’t have a direct control on the advertisement of its products. Other elements of IMC such as sponsorship and public relation are not implemented.

The only marketing strategy used since now is the in-store promotion. The commercial manager has several times underlined the importance of this direct promotion inside the supermarket. Indeed, this type of strategy is important to overcome the diffidence of the consumers in respect of this new kind of products.

For what concerns the analysis of the previous program, since the firm hasn’t a clear implemented  marketing strategy we focused on the in-store promotion.

In particular in the last month FF organized in the pam and panorama supermarket some events where people could taste the fish. These tasting events coincide with the launch of the products in the pam distribution chain and they are inclined to propose these events again in parallel with the development of this new distribution relationship. They  are doing the same with Coop nord-ovest and unicoop Toscana focusing more about the soups. Results seem to be positive, even though they don’t have enough data to quantify them.

These promotions also lead to an improvement of the relationship with the distributor chain and their workers. With the organization of such events the expositive space dedicated to FF products inside the supermarket is expanded and also the interest of the supervisors and the workers grows. Indeed often the supervisors themselves are suspicious about  packed fish and in this way they can gain more confidence with the products.

That’s all folks!