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.
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 spokespersons 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:
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 Friends 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.
Good afternoon everyone, we are The Random Five team… for one last time!
We have indeed reached the end of this journey, passing through nice and bad moments, but all of them helped us to improve ourselves, as students and as marketers.
It was not easy for us to find a solution, especially because we are still naïve and unexperienced, but as we moved through each step we felt as we grew up a little bit every time, and that we were able to put into practice the concepts we learned during the lessons.
Furthermore, since we didn’t know each other at the beginning of the activity, we end up meeting new people and learning how to work with them, discovering each other’s opinions and ideas. For this reason, the most amazing part was finding an idea all together, and then seeing it develop, grow up and become a real project, which has at the end been presented to the company.
We are thankful for the opportunity we have been given, and we hope that everyone enjoyed it as much as we did.
We wish everyone good luck with the exams, and a nice summertime!
Giovanni, Corinna, Silvia, Anna, Seo Hyun, Sonia
P.S. The two PDF files of our WIP presentation can be downloaded here: first and second
Fisherman’s Friends group is very happy of the final outcome and of the overall final presentation! Despite the 10 weeks of hard work, the final result was rewarding! The project allowed us to touch with hands the theory we had studied in class and helped us to better assimilate the notions by putting them in practice into a concrete situation(for what was possible of course!). It has been a great experience of team work and certainly it will prove useful in the future as a way to approach problems and propose solutions.
This is it, it’s over. Sad CommuniAction team here. Super happy for what we have been through these months, we had great fun and we have learnt so much. Thank you all for making this experience memorable and unique. It all ended very well, and we were enthusiast to put in practice all the theory we have been analysing in class, until that step that will never be taught by books: the human contact, and the knowledge that, although not having changed the world, we all have certainly made someone’s day much brighter.
Still moved by the words left by miss Thea, CEO of that Active Languages we have been working for, we certainly don’t want to end this with tears and melancholy, so have this 1-minute sum up video of the Experior Day. Enjoy!
Hi again everybody, CommuniAction team here! This is the link where you can find our presentation about the receiver’s response for Active Language.
Let us give you a brief explanation of what it is (no jokes this time, we promise :). The response of the receiver is how a potential consumer reacts in front of the message provided by the sender. One thing must be said: the probability that what the sender wants to communicate and what the receiver understands coincide is very low. Most of the time there is a discrepancy between the two, but an efficient communication aims at reducing this difference as much as possible.
For Active Language there is something that we are not worried about, even though we didn’t experience that personally: the broadness of the services offered and the high professionalism of the teachers have a huge contribution in increasing the total quality of their job, given also the effort and the motivation that can be perceived in every single action of Thea (the founder). What is missing, however, is an efficient way to let the people know this dedication and quality: the message delivered lacks consistency and substance to strike the receiver.
For a deeper analysis and for the whole presentation, check the link above. We pointed out the main features of the communication channels used by the school, the learning model that we think is followed by the potential and actual customers and the response process they be subject of.
We would like to end this post by saying that we feel super wound up by tomorrow’s presentation, ready and excited to welcome Active Language’s team and show our work, beyond listening what our classmates have been working on during this challenging 3 months.