Management
Summary
After analyzing the market of France for the company Librije
and its book Purest, the team holds the key to a number of possible marketing
strategies. To determine these strategies, the information gained in the market
research is used as input for the marketing communication plan, where these
findings will be optimized towards the organizations potential marketing
instruments.
The SWOT-analysis is a technique that can be used to aid
strategic planning in an organization. It helps to construct a strategy that
aligns the company’s opportunities and strengths, so one can effectively
differentiate themselves from competitors, while taking potential threats into
account at the same time. The analysis summarizes all findings in the market
research report, which are weighed up against each other to discover new market
opportunities that can be exploited in the communication plan.
Taking the macro-environment into account with the
SWOT-analysis, the team is now able to refute the company’s desired positioning
towards the important market factors.
For starters target audiences are further analyzed, in which
a distinction is made between retailers and final customers. Important findings
in this analysis are that households, collectors and amateur-chefs form a very
sizeable target group for Purest, although retailers still are the main target
audience.
Positioning the Purest shows there is a high level of
competition in the market, although the book has many USP’s to compete with these
parties.
After having decided upon a positioning strategy for the
company, a number of marketing communication goals are formulated. At the hand
of these goals the company knows how much resources to put in and they grant
the possibility to evaluate the company’s achievements at the end of the period
as well. Again, retailers and consumers are separated and assigned different
communication goals.
Now owning all information on the French market and the
company’s positioning a communication mix can be formed. The communication mix
describes which marketing instruments the company can exploit on the areas of
place, price, product and promotion, while taking it’s desired positioning in
account.
As for the book Purest, the communication mix shows
marketing-skimming pricing will most-likely form the most optimal pricing
strategy for Librije. The most promising distribution strategy turns out to be
selective distribution. The communication instruments product & promotion
show which USP’s should be promoted trough which marketing instruments.
In the marketing communication planning the most promising
instruments from ‘promotion’ in the communication mix are chosen and planned
the most optimal sequence. The planning indicates the best option is to mainly
focus on retailers the first year and start promoting towards consumers when
the book is available at the desired selling points.
The marketing communication organization exemplifies the
instruments chosen in the communication planning. Each instrument is assigned a
certain amount of time and required personnel.
Knowing the required personnel and other resources, a budget
can be created. Based on the desired marketing instrument the budget has been
calculated as followed:
Marketing communication tools
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34,036.70
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Salary costs
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46,320.00
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Total
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80,356.70
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At last the marketing communication evaluation determines
how the marketing goals and planning are to be evaluated.
Content
Introduction
1. SWOT-analysis.................................................................................................................... 6
SWOT Matrix............................................................................................................................. 6
Confrontation Matrix................................................................................................................ 8
2. Target Audience............................................................................................................... 10
Retailers................................................................................................................................. 10
Final consumer....................................................................................................................... 12
3. Positioning the Purest.................................................................................................... 15
4. Marketing communication goals............................................................................................ 17
Message................................................................................................................................. 17
Marketing communication goals............................................................................................. 17
5. Communication mix............................................................................................................... 21
Place...................................................................................................................................... 21
Price....................................................................................................................................... 22
Product................................................................................................................................... 23
Promotion.............................................................................................................................. 24
6. Planning marketing communication....................................................................................... 25
2014....................................................................................................................................... 25
2015 and 2016........................................................................................................................ 28
2015.................................................................................................................................... 28
2016.................................................................................................................................... 28
7. Communication organization................................................................................................. 29
Communication tools............................................................................................................. 31
Salary costs personnel............................................................................................................ 32
9. Evaluation
marketing communication goals.......................................................................... 33
Retailers.................................................................................................................................... 33
Final consumer.......................................................................................................................... 34
Appendices................................................................................................................................ 35
Sources................................................................................................................................... 35
Individual reflection............................................................................................................... 37
Project contract...................................................................................................................... 39
Introduction
This report holds an international marketing communication strategy
conducted for the book “Purest”, the last book in a long series of cookbooks
written by Jonnie and Thérèse de Boer, owners of three Michelin star restaurant
the Librije in Holland. Preceding to Purest were “Pure” (1997), “Purer” (2001),
“Purely Natural" (2003), "Natural Enjoyment" (2003), “Pure food
and drink” (2005), "Wine & Food Pocket Bible"(2006), "The
world of" (2006), "Mad about Wine"(2007), “Pure Passie” (2009)
and “Eten, Drinken, Slapen” (2010). The book Purest has completed their trilogy
and was published on the third of June 2012. In February 2013 it was awarded
‘Gourmand’s best chef’s cookbook in the world’.
The earlier executed
market research functions as foundation for this marketing strategy report. In
the research report the following subjects were treated:
· How does the macro economy in France look
like for the high-end food market based on the factors of PESTEL, the Hofstede
model and the difference in attitude among the French people to the French and
Dutch high-end cuisine?
· How does the meso economy in France look like
for the high-end food market based on the factors of market segments,
competitors, brand awareness, distribution channels and ways to reach the
French consumer?
· How do the target groups for the book the Purest
look like and what is their buying motivation?
Having analyzed these basic questions grants a clear image
for the market of cookbooks in and around Paris together with the target
audiences in this area. This information allows for a marketing strategy report
to be written at the hand of a main question and some sub-questions.
The main question and its sub-questions for the marketing
communication report are as followed:
How is the culinary
book Purest to be marketed on the French high-end cuisine market?
·
What does the current high-end culinary market
in France look like based on the conducted macro and meso analysis by the
Librije?
·
What are the communication goals for the book
Purest?
·
What is the communication mix for the book
Purest?
The answers to these questions result in a series of
analyses, starting with a summary of the findings stated in the market research
in the form of a SWOT-analysis.
Add to this the desired positioning of the company and its
product towards target audiences, together with a number of marketing
communication goals results in an overview where the organization should set
its priorities while promoting.
Knowing the market and the company’s qualities allows
determining the most profitable marketing instruments. All instruments
providing potential to promote the company and its product in their desired way
are laid out in the communication matrix. Later on the instruments holding most
potential are planned, organized and assigned a budget, which eventually forms
the marketing communication strategy.
The SWOT-analysis is a technique that can be used to aid
strategic planning in an organization. It helps to construct a strategy that
aligns the company’s opportunities and strengths, so one can effectively
differentiate themselves from competitors, while taking potential threats into
account at the same time. The analysis can be most powerful as it helps the
organization to create competitive advantages within the marketplace where
approaching opportunities seem to fit with the company’s strengths.
The SWOT matrix simply gathers all strengths, weaknesses,
opportunities and threats and puts them in matrix form. For the culinary high-end
cookbook the Purest, these factors have been concluded from the external
(market research)-and internal analysis from the research report. The elements
will put focus on the export of the high-end cuisine book the Purest to France.
These factors will be measured up
against each other in a confrontation matrix to identify the most promising or
threatening combinations.
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Favorable
Helpful to achieving the objective
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Unfavorable
Harmful to achieving to objective
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Internal
Attributes of the product / organization
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Strengths
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Weaknesses
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S1) Branding of the Librije
S2) Relatively low selling price
S3) Low overheads as no settlements are
required
S4) Main use of fresh and organic ingredients
S5) Extensive content
S6) Part of trilogy
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W1)
Organization
lacks international orientation
W2)
Lacking
distribution network in France
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External
Attributes of the environment
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Opportunities
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Threats
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O1) France has a similar political environment
to the Netherlands
O2) Highly-developed economy and (technical)
infrastructure
O3) Increasing popularity of e-books
O4) Continual demographic and educational
growth of target groups
O5) High involvement in cooking in French culture
O6) Basis of Dutch high end cuisine lies in the
high end cuisine of France
O7) High supply level of (organic) local foods
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T1) High
level of competition in France
T2) Upcoming
digital book sales may cause for physical sales to decline
T3) French
perception on Dutch cuisine
T4) Difference
in culture
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Strengths
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Weaknesses
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S1
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S2
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S3
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S4
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S5
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S6
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W1
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W2
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Opportunities
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O1
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1
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3
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2
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O2
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1
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2
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3
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O3
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1
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2
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3
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O4
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1
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2
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3
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O5
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3
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2
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1
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O6
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2
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1
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3
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O7
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1
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3
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2
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Threats
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T1
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2
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3
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1
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T2
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1
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2
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3
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T3
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2
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1
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3
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T4
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1
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2
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3
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A SWOT confrontation matrix is a tool used to further
analyze the output of the SWOT matrix. It allows analyzing each different
combination of strength, weakness, opportunity, and threat. This is done to
identify the most important strategic issues the Librije is facing when
exporting the Purest to France.
Combinations
The SWOT combinations now have been narrowed down to the
most remarkable ones shown in the Confrontation Matrix. By formulating strategies
to use the combinations with the most potential for its benefits will help to
eventually develop a number of marketing strategies.
One by one each opportunity and threat on the left side of
the matrix is compared with the organization’s strengths and weaknesses. The
most remarkable issue is assigned with a 3. The next two factors that have to
be taken into account when formulating a strategy for the main issue are rated
with 2 and 1.
Opportunities versus Strengths
The company’s strengths combined with the opportunities will
form the idea mix for the marketing plan, allowing the company to do what it is
good at when the opportunity arrives.
O4) Continual demographic & educational growth of target group –
S5) Extensive content & S4) Main use of fresh and organic ingredients
The growing education level generates a higher interest in
healthy eating habits and gastronomical literature, which could be exploited by
emphasizing the main use of fresh and organic ingredients and the extra content
in Purest.
O7) High supply level of (organic) local foods – S4)
Main use of fresh and organic ingredients & W2) lacking distribution
network
The Dutch version of Purest proudly showcases their list of
local suppliers. By generating a similar list for a specific area in France, it
provides the possibility of obtaining this USP in France as well. This list
could also eliminate the weakness of lacking a supplier network in case the
opening of a restaurant settlement is considered in the far future.
Threats versus Strengths
These make options to use the company’s strengths to turn threats into
opportunities.
T1) High level of competition in France – S2) Relatively low selling
price & S1) Branding
France’s great gastronomical culture has led to an enormous
amount of literature on cooking and a Michelin restaurant on every corner in
the main cities in France. The relatively low selling price of Purest together
with Librije’s renowned branding and various awards can compensate this harsh
competition, but requires a detailed market penetration strategy.
T2) Upcoming digital book sales may cause for hard copy sales to
decline – S6) Part of trilogy.
Digital book sales are taking up more and more of the market
share in books. The fact Purest is the last part in its trilogy creates the
possibility to be seen as a collector’s item granting the power to compete with
this threat. This collector’s item has to be well communicated to the consumer.
Opportunities versus Weaknesses
In these cases the Librije is trying to seize an opportunity
without having the competence. This is obviously going to be risky and options
to get the competencies verge a great amount of time.
O1) Similar political environment to the Netherlands – W1)
Organization lacks international orientation
Because France and the Netherlands have similar political
environments, the organization’s weakness of not being internationally
orientated becomes less significant.
O2) Highly-developed economy and (technical) infrastructure – W2)
Lacking distribution network in France & S1) Branding
Librije not owning any form of distribution network in
France will not become a large issue thanks to France’s developed
(communications) infrastructure and economy, which counts for suppliers and
distributors which suit the Librije to be easily found. On top of this, the
communication network allows for low-effort promotion.
O3) Increasing popularity of e-books W2) Lacking
distribution network in France
Selling Purest as an e-book can compensate the distribution
network Librije is lacking. The low costs and increasing popularity of e-books make
an interesting opportunity, even if it would be decided to market a hard copy book
together with a digital version.
O6) Basis of Dutch high-end cuisine lies in the high-end cuisine of
France – W1) Organization lacks international orientation
The missing international orientation within Librije’s
organization will be a significantly small problem as the Dutch and French high
end cuisine are very similar to each other, although this only applies for
factors on cooking level.
Threats versus Weaknesses
These are combinations that should be avoided or reinforced.
A company should never do business in areas with large external threats without
having the competencies to compete.
T3) French perception on Dutch cuisine – W1) Organization lacks
international orientation
In a Frenchman’s eyes Dutch cooking is inferior. Add to this
that the Librije has no experience in exporting to other countries. These
factors together form a serious threat that can be solved by tuning the books
content to the exact preferences of the French consumer.
T4) Difference in culture – W1) Organization lacks international
orientation
The same strategy as the previous combination counts here.
The French have a very distinguished taste compared to the Dutch, which means
the Purest its content has to be adapted to the French’s preferences.
When the Librije exports its high-end cuisine cookbook the
Purest to France, the Librije addresses two main target groups. This main
distinction is made in the retailers and the final consumer. The retailers are
the main audience of the Librije, since they will be the first point for the
Librije to sell their product to. The retailers will sell the book the final
consumer on their part. However, this distinction in target remains important
because in order to be successful in France for the Librije with the Purest,
both target groups must have brand awareness and a positive attitude towards
the book. To conclude, the Librije will use the push and pull strategy for the
book the Purest in order to make it successful at the French market. When the
final consumer has a positive attitude towards the book it will be more likely
to purchase it and therefore demands it from retailers. The Librije needs the
retailers in order to get the Purest sold in France. So the Librije will ‘push’
strategy for the retailers. Using push and pull combined will give a positive
result in sales the fastest.
As said before, retailers will form Purest its main target
audience at first. The research report of the Librije on France has pointed out
that the French consumer is both very traditionally orientated and modern.
This attitude results in the buying behavior of the consumer. The French
consumer still prefers to buy a (high end cook) book in bookstores to for
example modern web shops. However there is also a distinct group of consumers
present who like the convenience of web shops. The distribution analysis of the
research report has shown different potential retailers for the Librije. The
most suitable choices for the Librije will be divided into 3 groups; book
shops, high-end cuisine shops and web shops. The distribution analysis has also
clarified the fact that the selling points for the book have to be suited for high-end
books. The research report has also shown that Paris is the capital of the
culinary inheritance of France and still remains the source of all French
culinary activity
.
For this reason, it is advisable for the Librije to focus on Paris in the
beginning of the introduction of the Purest. The retailers that are to be
advised to the Librije will therefore be situated in Paris in the first place.
The table below gives an outline on the most advisable selling points for the high-end
cuisine book the Purest.
Book stores
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Bookstores
are advisable selling points for the Purest because the demand for bookstores
remains stable in France.
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Fnac
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Gibert
Joseph
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Galignani
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Advantage
per book store
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Highest brand awareness among
consumers in France. Focus on the high-end consumer market
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High brand awareness among
French consumer
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The
advantage for the Librije of the Galignani is that it sells both French and
English books
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Web shops
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Web shops
are advisable selling points for the Purest because the demand for buying
products online, including (high end) cuisine books, is growing in Europe and
France.
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Amazon.fr
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Livresdecuisine.net
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Lalibrairie.com
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Advantage
per Web shop
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Highest
brand awareness among the consumer
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The web shop
is specialized in cuisine books
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The French
consumer prefers a French web shop, which lalibrairie.com web shop is
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High end
cuisine shops
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France is one of the founders of
high-end cuisine. The thought of high-end cuisine still flourishes today and
therefore many high-end cuisine shops can be found in Paris. These are
advisable selling points for the Purest.
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Grand
Epicerie
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Le Bon
Marche
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X
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Advantage
per high end cuisine shop
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The shop has a lot of European
influence, and sells therefore also foreign products
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The Le Bon Marche has a great
variety of products to offer. Purest would fit right in the range of products
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Situated
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38, rue de
Sevres, 75007, Paris
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22, rue de
Sevres, Paris
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Customer persona one
In order to clarify the target audience retailers in a more
detailed way, a costumer persona can be formed. The below costumer persona may
represent the mediocre suitable retailer for the Librije.
Name
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François Lancoix
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Age
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42
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Social background
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Studied retail management at the University of Paris, completed his
education at the age of 21. Worked for several retail stores in Paris and
ended up a marketing assistant at Fnac. After 5 years of marketing he was
promoted purchaser.
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Work situation at the moment
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Purchaser at Fnac
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Values
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He appreciates hard work and believes in earning a high valued
living. Family is important to him. Dining with the family is a daily ritual.
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Knowledge and attitude towards cooking books
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Knows all the important cookbooks in France since he
purchases them for Fnac. Believes that foreign cookbooks have to meet the
French high-end cuisine standard in order to be a success in France.
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Why would the person buy the product
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He would purchase the book in the name of Fnac when he believes that
the book could contribute the turnover of Fnac.
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On what basis does the person decide to buy the
cookbook
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Decides on what’s best for Fnac. The book has to
possess enough potential to generate a successful turnover for Fnac.
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Media behavior
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Being a purchaser he is aware of all the news concerning the cookbook
industry in France. He keeps up by social media, newspapers, blogs and the
news.
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Even though the retailers are the main audience in France of
the Librije, the final consumer remains an equally important target group for
the Librije. The consumer is going to buy the high-end cuisine book the Purest
from the retailers. The brand awareness among the final consumer, its attitude
towards the book and the number of buys in a certain amount of time determine
the success of the Purest in France. For these reasons the Librije should put
focus on the final consumer as well as the retailers. The final consumer can be
divided in several sections, based on the potential demand for the high-end
cuisine book the Purest; restaurants, households, amateur-chefs, and
collectors.
It is advisable for the Librije to focus on these sub
groups. The table below gives an outline of these sub groups.
Target group
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Target
description
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Customer
needs
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Restaurants
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Small
restaurants located in metropolitan cities which serve high end cuisine
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Professional
specialty recipes, preferably prepared with local ingredients
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Households
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High-income households with two
or more people
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Low-specialized books with
several efficient slow-cooking recipes
Nice restaurants to go to
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Amateur-chefs
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People who
love (foreign) cooking as a hobby or work a part-time job as chef
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Average-specialized
cooking techniques teaching it’s reader along the way
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Collectors
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Collectors of high-end cuisine
cookbooks
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Unique cookbooks to add value to
their collection
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The table shows what the costumer (sub group) needs. This
implies what the Purest has to offer the consumer as a cookbook. The Purest
covers all the different needs of the consumers.
Restaurants
When looking at each sub group individually, the importance
of each sub group for the Librije can be discovered. Restaurants that serve high-end
cuisine are important for the Librije to start with. The research report has
shown that big and successful high-end cuisine restaurants are not suitable
selling points for the book, since most successful high-end cuisine restaurants
in France have their own master chefs that promote their own food
.
The same goes for small high-end cuisine restaurants. However, these small
restaurants are not as famous yet and still need to establish themselves in the
market. For this purpose they need to serve high quality food, and for this
they need knowledge and recipes. This doesn’t make them a selling point for the
books, but it does make them a point to sell the books to. The small
restaurants could benefit from the expertise of the Librije’s book the Purest.
Households
Households will be put focus on as well. The research report
has shown in the ‘perception of the French on high end cuisine’ that high-end
cuisine has always been important in the daily life of the French
.
Cooking high-end cuisine at home in France is more common than it is in the
Netherlands. Even so, today’s economic crisis contributes in the flourishing of
cooking high-end cuisine diners at home in France. This gives the Librije a
great opportunity to address this sub group, the households. The Purest could
contribute in the household their need to prepare high-end cuisine. In this
report the households with two or more persons above the age of 30 will be
meant, since these households will be likely to be in possession of enough
sources to buy the Purest and cook high end cuisine.
Amateur-chefs
Amateur-chefs are to be found a lot in France. Amateur-chefs
make a sub target group since they have cooking high-end cuisine as a hobby and
are in need of high-end cuisine cookbooks in order to perfect their skills. The
Purest is a high-end cuisine cookbook that offers recipes, but also background
information on the ingredients and cooking techniques. For this matter the
Librije should focus on the amateur-chefs in France to sell their book to.
Collectors
Finally, a big group of collectors of high-end cuisine
products can be found in France. These consumers are either amateur-chefs like
described above, or simply have high-end cuisine as a hobby. This consumer can
be categorized like a person who collects high-end cuisine products and
especially high-end cuisine books from all over the world. This group forms a
great potential sub target group for the Librije.
Customer persona two
Name
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Cecile Dubois
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Age
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41
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Social background
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She has studied
accountancy. After graduating she got a fulltime job at a big accountancy
concern. She stopped fulltime working after she got her third child.
She is married and has a
son and two daughters of the age of 12, 10 and 7. Her husband is also high
educated.
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Work situation at
the moment
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Part-time
accountancy job.
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Values
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Family is important to her.
She thinks it is important to spend time with the children. She is a person
with a healthy lifestyle. Healthy food and sports keep her fit.
|
Knowledge and
attitude towards cooking books
|
Cooking is a great hobby
of her, so she collects a lot of cooking books.
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Why would the
person buy it
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The whole family loves fine
dining and the she and her husband love cooking together too.
|
How the person
decides
|
She decides if she
would buy the book based on the price and the recipes.
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Media behavior
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Cecile is a person who
watches television sometimes, but most of the time she listens to the radio
and surfs the Internet. These are the most import media she is using.
|
The most ideal final consumer for the Librije can be
characterized in a consumer persona. The persona beneath would be the mediocre
suitable final consumer for the high-end cuisine book the Purest.
Before introducing the high-end cuisine book Purest in the French
market there are four questions regarding the positioning which need to be
answered. In order to be successful for the Purest in France, a correct
positioning strategy is essential. Information will be drawn in a positioning
diamond containing the four positioning questions. The questions are as followed:
What is the reason for consumers to buy the Purest? Who are the main
competitors of the Purest? Who is the main target group and what are their
needs and wants? And what is the brand promise and benefit for the customer?
What is the reason for the customer to buy Purest?
As for the first question, the reason to buy, it is
basically the job to bring up valid points that separates Purest from other high-end
culinary books (in a positive way). What makes PUREST better than other books?
These points are called the Unique Selling Points of the book (USP’s).
First of all, the Librije has won the Gourmand World
Cookbook award for the Purest, which is an award for the best chef cookbook of
the world. With no doubt, this already positions the book Purest as a very essential
high-end cuisine book. But there is also the fact that this book is the latest
(and best version) from the trilogy of “Pure” high-end cuisine books that were
published by The Librije. The Librije itself, as a restaurant, also has been
given three Michelin stars. Three stars are rarely seen, so this adds even more
positive value to the Purest.
Besides, the book contains 400 pages of over 200 complete
recipes. Not to speak about the extra sections within the book that discuss
topics such as wine tastes and other taste discussions with a qualified taste
professor. The book also consists of special (X rays, 3-D, and under water)
photography by Jan Bartelsman to support the texts and recipes. Furthermore the
Purest distinguishes from other high-end cuisine books by sections like a
discussion about herbs for culinary purposes, a showcase of the local suppliers
and a showcase of the Dutch culinary richness. All these reasons support the
position of the Purest as quite an outstanding and special high-end cuisine
book.
What are the main competitors of the Purest?
The second question states who the main competitors are of
the Purest.
It is obvious by now that in France cooking (high-end
cuisine) plays a very special role, so there are without a doubt many competitors
that also publish cookbooks like The Librije. However, only the high-end
culinary books must be taken into consideration, since those are the books that
Purest will compete against. The main competitors will be those who published high-end
cuisine cookbooks that are comparable to Purest in some way. For example,
because of the same kinds of recipes they use, or the extra sections in their
books or perhaps because their restaurants have also obtained three Michelin
stars, just like The Librije's. In France high-end cuisine restaurants and
master chefs who write a high-end cuisine book are very common. These are
direct competitors of the Librije.
Just to give an example, Anne-Sophie Pic and Eric Fréchon
both are top chefs from France who have published high-end culinary books and
have also received three Michelin stars for their restaurants. These are
formidable competitors of The Librije's cookbook. So basically the main
competitors will be the high-end culinary books whose publishers are regarded
as top chefs and eventually received great awards for their books or
restaurants. The table below gives and
clear outline of the main competitors of the Purest.
Book Name
|
Author
|
Release-date
|
Website
|
New Price (€)
|
C'est
du gâteau !
|
Christophe Michalak
|
2007
|
|
172, -
|
Grand Livre de
Cuisine
|
Alain Ducasse
|
2007
|
|
188, -
|
The Big Fat Duck
Cookbook
|
Heston Blumenthal
|
2008
|
|
192, -
|
Eric Fréchon
|
Eric Fréchon
|
2010
|
|
59, -
|
Ritz Paris: Haute
Cuisine
|
Michel Roth
|
2011
|
|
46, -
|
Le Livre Blanc d'Anne-Sophie Pic
|
Anne-Sophie Pic
|
2012
|
|
46, -
|
Who is the main target group and what are their needs
and wants?
So who are the main target groups and what are their needs
and wants? The text Target audience of this report gives a detailed outline on
the target audience. In summary the target audience may be divided into two
main groups; the retailers and the final consumer. The final consumer is relevant
for the positioning of the book the Purest, because the final consumer has to
buy the book and resembles the success of the book with its purchase. The final
consumer are the educated people who are able to afford high-end culinary books
(considering that high end food is usually more expensive than regular food)
and around the age of 30 and above.
Basically the target group ‘final consumer’ must want a
unique book, which also teaches the techniques along the way. Usually the need
for high end cooking exists when you want to show off your cooking skills to
other people, such as family and friends. When considering the pyramid of
Maslow for example, it can be concluded that the Esteem-part plays more or less
a role here. But Self-actualization possibly plays a role too when looking at
high end cooking as a hobby.
What is the brand promise and benefit for the
customer?
Last of all, what is the benefit of the Purest for the
consumer? The idea behind the Purest is to offer its readers a unique book
which teaches and explains clearly from where the supplies origin from, which
are used in the recipes. According to the people who wrote the Purest, Jonnie
and Thérèse Boer, it is all about the taste. What is within the dish must be
tasted. And the taste must be the same as it was from origin. This is the main
message of the book.
To promote your product at a new market you have to have a slogan,
which will appeal to people. This message is a short slogan wherein people
recognize themselves or it should be something people want to be. You will
position your product with this message.
The Purest has some Unique Selling Points that will make it
very interesting to buy the cookbook. First of all, Jonnie and Therese only use
pure ingredients to get a pure and honest taste. Besides that they explain why
they use some particular ingredients, where they come from and some other
important things. So the book is filled in with some extra content above the
normal recipes. Also the Purest provides information about wines. Another USP
is about the price the cookbook has won in January 2013. It has won the price
of best chef cookbook in the world 2013. Because this price was assigned to the
Librije by French experts, it is a very important one to admission of the
French high end cuisine. Also, with this
cookbook everyone is able to be a top chef at home at a high-end cuisine level.
Finally, the price of the cookbook is a USP. The book is only 75 euro, which is
relatively affordable in comparison with other French high-end cuisine
cookbooks. All these USP’s have to be formulated in one message to promote the
book in France.
The following message is formulated by combining the Purest
its USP’s:
“With the high end
cuisine book the Purest you become a top chef at home, by the use of only pure and
affordable ingredients.”
This message should be communicated to the target groups in
France because it emphasizes all USP’s. Therefore it is very interesting for
the target group to buy the book since they know the advantages of it in
comparison with other high-end cuisine cookbooks. It is positioning Librije and
the cookbook as a rather affordable high-end cuisine kook book, despite of the
pure ingredients and complexity of the recipes. The message will stimulate the
final consumer to buy the Purest. The factors of the high-end cuisine, top chef
and pure ingredients will at least stimulate the consumer its interest in the
Purest. The final exterior and interior look of the Purest will attract the
consumer and persuade the consumer to buy it.
It is important to set marketing communication goals before
you start exporting to another country. It helps to make a strategy, to show
what you want to achieve and at the end you can evaluate what went right and
what went wrong. This evaluation is important for the next time you will do a
rather similar action. Goals have to be feasible and smart-formulated.
Smart-formulated goals are easy to monitor and to evaluate.
The cookbook the Purest has two main target groups,
retailers and final customers. For both there should be marketing communication
goals in order to target them successfully.
There should be noted that the marketing communication goals
are based on the population of Paris only. As a penetration technique, the
Librije will introduce the Purest in the first export year in Paris only. The
research report for the Librije on France as pointed out Paris to be the heart
of high-end cuisine in France.
Retailers
The table below shows what feasible marketing communication
goals should be for retailers.
Categories
|
Effects
|
Goals
|
Knowledge
|
Awareness
|
95% of the target group
should be aware of the high end cuisine cookbook the Purest within 1 year.
|
Knowledge
|
85% of the target group
should have knowledge about the Purest within 1 year.
|
Attitude
|
Attitude
|
80% of the target group
should have a positive attitude towards the Purest within 1 year.
|
Preference
|
75% of the target group
should prefer to sell the Purest within 1 year.
|
Behavior
|
Intention
|
75% of the target group
should have the intention to sell the Purest within 1 year
|
Buying
|
70% of the selected
potential retailers
should really sell the book the Purest within 1 year. |
Table 1 Marketing communication goals for retailers.
Knowledge
Retailers are the principal target group for the cookbook the
Purest. They have to sell the book to the final consumer. Because of this
reason the book has to be sold at as many retailers as possible, otherwise it
is difficult to reach the final customer. The retailers should have knowledge
about the book so they can communicate it to customers and make them aware of
the USP’s of the high-end cuisine cookbook.
Attitude
The attitude of the retailers towards the Purest should be
positive, otherwise they would not be willing to sell the book. When they think
it will not sell that successfully they will see no business in it. It is
necessary that they prefer to sell the Purest because they sell a lot of
different books of the same kind. However, since Purest has won ‘price of best
chef cookbook’ this will not be a problem.
Behavior
Behavior is the most important category of the communication
goals. Although retailers are aware of the book and they have a positive
attitude, when they will not actually sell the book in their stores the
categories knowledge and attitude will not matter. It is important that the
cookbook is almost everywhere available to serve the most possible number of
final customers. Every retailer who prefers the book should also have the
intention to sell the book in the shop. The number of retailers actually
selling the Purest will be a success factor for the Librije.
Final consumer
The table below shows what feasible marketing communication
goals should be for the target group the final consumer.
Categories
|
Effects
|
Goals
|
Knowledge
|
Awareness
|
75% of the target group should be aware of the high
end cuisine cookbook the Purest within 1 year.
|
Knowledge
|
65% of the target group should have knowledge about the Purest within
1 year.
|
Attitude
|
Attitude
|
40% of the target group should have a positive
attitude towards the Purest within 1 year.
|
Preference
|
20% of the target group should prefer the Purest within 1 year.
|
Behavior
|
Intention
|
12% of the target group should have the intention to
look for information if they really want to buy the Purest within 1 year.
|
Buying
|
7% of the target group should buy the Purest within 1 year.
|
Table 2 Marketing communication goals for the final customer.
Knowledge
The first year the promotion of the Purest is only aimed at
habitants of Paris. The Paris’ population is around 2.2 million.
It is not known what percentage of this population is above the 20 years, which
is relevant to estimate how big the target group in Paris is. Based on the body
of the total French population, a rough estimate will make that 70% of the
Paris habitants will be part of the target group at one way or another.
Therefore the target group is around 154.000 people.
For all those 154.000 people the fine dining culture is to
one way or another related to their daily life. Because of this the most of
them should be aware that there is a high-end cuisine cookbook, which is affordable. So, 75 percent of this target group should be
aware of the Purest within one year. Also a great part of the target group
should know what the Purest is about. This implies that they know it is a pure high-end
cuisine cookbook from Librije in the Netherlands. This percentage is a bit
lower because the more information you want to communicate to your target
group, the more difficult it is. Therefore 65 percent of the target group
should have knowledge about the Purest within one year.
Attitude
After people have heard about the cookbook the Purest and
they share some knowledge about it, they will, consciously or not, develop an
attitude and an opinion on it. Because of the fine dining culture in France,
people in France have high demands on the high-end cuisine. Therefore they will
also have high demands on high-end cookbooks. The Purest has to meet these
demands in order to create a positive attitude for the Purest among the target
group. Because the Purest has won the price of best chef cookbook in the world
this cookbook will meet the high demands and therefore take care of a mostly
positive attitude towards the book.
At least a small majority should have a positive attitude towards the Purest,
like 40%. This will create a strong basis of positive attitude towards the
Purest for the Librije among the target audience.
Behavior
When the most consumers know about the book and they have a
positive attitude towards it, the most important goal for the Librije has to be
taken. The consumers have to be persuaded to actually buy the book. First,
people who are really interested in the book will look for information on the
Purest themselves. They will have a look at the website of Librije to find some
background information or consult blogs on high-end cuisine. Also, they will
look in bookstores or on the Internet what the price is, etc. The goal for the
Librije will be that 12 percent of the target group should do this.
After they have looked for information they will decide if
their attitude towards it still is the same and whether they want to buy it. Of
the target group, 7 percent should have bought the Purest by the end of year
one.
In order for the Librije to be successful with the Purest in
the French high-end cuisine market, it should formulate a strong communication
mix. The communication mix implies in what way the target audience should be
approached and what tools should be used for this matter, in order to be
succeed at a new market.
Refers to providing the product at the right place on the
right time in the most convenient way for the customer.
A high-end cuisine cookbook demands a rather selective way
of distributing their product to emphasize exclusivity. Two of the more
exclusive distribution strategies have been highlighted to function as possible
distribution strategies for Purest.
Selective distribution
Using selective distributions means the book’s sales rely on
a few intermediaries to carry their product. In this case the retailers and web
shops selected in the market research under distribution channels
can be chosen as selling points for Purest. These retailers form the main
target audience of the Librije for the Purest. In the ‘Target Audience’ several
retailers have been selected for the Librije.
The costs involved in selective distribution are rather low
while still being able to reach the entire area of Paris, since the Librije
will only put focus on Paris throughout the first export year. This suits fine
for a book like the Purest, as massive push strategies are very difficult to
realize with a high-end cuisine cookbook.
Exclusive distribution
When using exclusive distribution, sales rely on even less
selling points. Exclusive distribution is often characterized by exclusive
dealing, where the reseller carries only that producer’s product to exclusion
of all others. As Purest is defined as a highly exclusive cookbook it is
recommended to highlight this exclusivity at its selling points.
At the hand of Librije’s intentions of brand recognition and
preferred selling points can be decided between these two distribution
strategies.
Pricing is very important as it determines the undertaking’s
profit and survival capabilities of a product at a market. Depending on the
product’s price elasticity, adjusting the price has a profound impact on the
demand and sales, as well as the marketing strategy. A price should be set that
complements the other elements of the marketing mix.
Relevant pricing strategies:
Market penetration pricing
Market penetration pricing is where a new market is
approached with a relatively low initial entry price to attract new customers.
The competitor analysis
indicates this is the case for Purest when deciding to enter France with the
appointed 75-euro price label, since the price of the Purest in comparatively
low.
The strategy is most appropriate where product demand is
highly price elastic, has substantial economies of scale available and will
face stiff competition shortly after introduction. These competences apply for
Purest in the area of France and Paris in particular with its many restaurants
and gastronomic culture, with a high amount of literature on cooking.
Market pricing
Neutral pricing means the price is set by the general
market, with the price just at that of competitors or slightly lower. The
benefit of this strategy is that it works for all four periods of the life
cycle. The downside is that the company is not maximizing its profits and
market share. Does not hold much potential for Purest due to its high price
elasticity.
Market skimming pricing
At market skimming pricing a high initial opening price is
decided upon. Its objective is to obtain maximum revenue from the market before
substitutes products appear. After that is accomplished, the producer can lower
the price drastically to capture the low-end buyers and to thwart competitors.
Looking at these three pricing strategies shows the last of
them, market skimming pricing, holds the most potential for promoting a
high-end cuisine book like Purest. By initially exploiting the books exclusive
brand allows for generating some high profits while lowering prices later on to
increase sales sustainability.
USP’s & Branding Purest
|
Showcase Dutch culinary richness taste and
(r)evolution
|
Explanation of development of taste using his
recipes
|
400 Pages with over 200 recipes
|
Taste discussion with taste professor Peter
Klosse
|
Showcase of his (local) suppliers
|
Thérèse Boer + Jan van Lissum –
tasting/experiencing wine
|
Herbs for culinary purposes
|
Dutch writer Ronald Giphart culinary text with
50 recipes
|
Special (X rays, 3-D, and under water)
photography by Jan Bartelsman,
|
Jonnie en Thérèse: “Our Purest and most
special book ever”.
|
Completes the trilogy
|
Attached to three famous brands:
·
The Michelin restaurant “Librije” Brand
·
“Jonnie Boer” Brand
·
“Thérèse Boer” Brand
|
Gourmand World Cookbook Awards; Best Chef’s
Cookbook in the World
|
Table
5.1 – USP’s & Branding Purest/Librije
|
The product mix describes how to position the product and its
communication, exploit the brand and how to exploit the company’s resources.
Product/communication mode
The product/communication mode indicates how the product and
its communication should be positioned in the target market.
Table 5.1 - USP’s & Branding Purest/Librije and the research
report
indicate most of the USP’s fit well for the French market. However some of
these might have to be adjusted (local suppliers) if choosing to include these
in the French version of the book.
As for the negative opinion of the French on Dutch cuisine
and culture it is advised to adapt French promotional techniques. Meaning the
best product/communication mode for Purest is dual adaptation, where both the
product and communication modes are adapted to the local preferences.
Three levels of a product
The three levels of a product indicate how the company’s
services and the product’s USP’s distinguish the product from its competitors
and where the emphasis of the product promotion should lie.
Support services
As far as support services Purest does not have much to
offer, as it is hard to realize installation services or guarantees on a
cookbook. A reliable delivery time for Internet-sales is the only important
support service, which relies on finding a trustworthy Internet retailer.
Product attributes
As table 5.1 indicates the product attributes that should be
emphasized are the company’s brand name, the high quality & design of the
book and the relatively low price.
Core product benefits
The core product benefits is of course the exclusivity of
three Michelin star-recipes summoned in a book with hundreds of pages about
gastronomic taste-experiences. With Librije’s strong branding and Purest its
unique selling points the perceived value of the customer can be persuaded.
The subject ‘promotion’ in the communication mix withholds
all valuable methods of communication Librije could use to provide information
about the product to several different parties. Each party requires a different
approach, which leads to an endless list of possibilities for promotional
strategies. This list has been narrowed down to some strategies holding the most
potential to promote Purest in France.
Media
type
|
Communication
platforms
|
Description
|
Target
audiences
|
Magazines
|
Community relations
|
Magazines have high audience
selectivity, high quality production, long lifetime and are seen as credible
source by target audiences. A great way to introduce Librije and Purest to
the gastronomic world of France.
|
All
|
Premiums and gifts
|
Consumers
|
Sampling
|
Amateur-chefs
|
Coupons
|
Consumers
|
Free circulation newspapers
|
Community relations
|
High reach and capability of geographic
segmentation with relatively low costs. Possibility to introduce Librije to
regions where the sales focus lies. Contains limited attention-getting and
communication capabilities though.
|
All
|
Television
|
Audiovisual material
|
Television advertising has a high impact
and reaches a large audience. Advertising or selling through cooking channels
may involve some high costs, but can be effective to reach the right target
groups as cooking channels have a very selective target audience.
|
Consumers
|
TV shopping
|
Consumers
|
Brochures
|
Brochures and booklets
|
Brochures grant flexibility and offer
full control for the company to select target audiences and dramatize
messages. Recommended in areas involving physicals sales.
|
Consumers
|
Posters and leaflets
|
Consumers
|
Internet
|
Electronic shopping
|
Enables the build of customer databases
and offers a great amount of ways to communicate with the customer. Internet
offers unlimited range but is only effective with intensive, professional
use, which can be quite expensive.
|
Consumers
|
Advertising
|
Consumers
|
Identity media
|
Consumers
|
Community relations
|
All
|
Blogs
|
Amateur-chefs
|
Store promotion
|
Point-of-purchase displays
|
Store promotion used in the right way
can trick the customer into an impulse purchase. High geographic selectivity
as promotion can be held in specialized stores.
|
Consumers & retailers
|
Rebates
|
Consumers & retailers
|
Display signs
|
Consumers & retailers
|
Outdoor
|
Trade fair
|
Trade fairs for cookbooks are a great
way to reach the product’s target group as trade fairs have a very selective
audience
|
Consumers & retailers
|
A planning of the marketing communication tools will
provide the Librije with more insight on how to target their audience when
exporting the Purest to France. This planning of the use of the marketing communication
means covers the whole year of 2014. The year will be divided into four equal
''periods'', each of 3 months (quarters). Every period will contain at least
one major plan that has to be executed. This first year will be essential for
the Librije in order to establish the Purest on the French market.
During the first export year the Librije will only target
Paris. The research report has indicated that Paris is the center of all cultural
activity, and thereby the high end cuisine activity
.
For this reason the most opportunities lie in Paris for the Purest. When first
only targeting Paris, the Librije limits costs and creates a strong basis for
its brand awareness and equity. There must also be goals reached by the end of
the first year in order to measure its success.
Instruments campaign
|
Quarter 1
|
Quarter 2
|
Quarter 3
|
Quarter 4
|
Online
|
|
|
|
|
Website
|
X
|
X
|
X
|
X
|
Blog
|
X
|
X
|
X
|
X
|
Banner ads
|
|
X
|
X
|
|
Social media site (Facebook, LinkedIn)
|
X
|
X
|
X
|
X
|
Twitter
|
X
|
X
|
X
|
X
|
YouTube movie
|
X
|
X
|
X
|
X
|
Email marketing
|
X
|
|
|
|
Offline
|
|
|
|
|
Magazines
|
|
X
|
|
|
Newspapers
|
|
|
X
|
|
Television
|
-
|
-
|
-
|
-
|
Brochures
|
X
|
|
|
|
Trade fair
|
X
|
|
|
|
Store promotion
|
|
X
|
|
|
First quarter
Before targeting the final consumers, the book Purest must
already be available at retailers so the consumers can buy the book from there.
That is why, in period one, the focus of the communication instruments are to
be set on the retailers. The goal of this is to make Purest aware amongst these
retailers and eventually have them to buy the book.
Offline marketing
A smart way to introduce Purest and find distribution channels is to
participate at a trade fair, which is aimed at cookbooks. The goal of this is
to boost awareness amongst retailers in France and make contacts, but also to
make deals with at least a couple retailers.
A great choice for trade fair would be the Paris Cookbook
Fair
,
where many publishers meet each other and attempt to make contact with
distributors. During this show, the USP's of Purest will be brought up and
brochures will be handed out for free to any visitors at the trade fair stand.
Contracts must be made during this great opportunity. After all, the retailers
are the main audience and play a key role to the Purest its further existence
on the French market.
Online marketing
The second option in order to introduce Purest to the retailers is to
approach them online or pay visits to the retailers in France and Paris. This
option will not grant Purest much awareness when compared to participating at a
trade fair, but it does give The Librije the choice to pick out any preferred distributors
they want to approach. Anyhow this option remains essential for the Librije to
conduct, since not every distributor will be visiting trade fairs.
These retailers will also be reached by making use of online
marketing tools such as email. Online marketing is essential in order to reach
retailers, since purchasers of retail organizations always keep themselves up
to date by blogs, websites and social media. It is essential for the Librije
during the first export period to keep a blog, launch a French version of their
website at which the Purest is promoted, and contribute with French pages on
social media such as Facebook, LinkedIn and twitter. Also, the Librije will use
YouTube in order to display a promotional video. This video will always be able
to be displayed throughout the year of 2014
.
Second quarter
By now, several retailers are distributing the Purest and
there already is some slight awareness amongst French consumers (for example
since they noticed Purest in the stores, or have come across the Librije’s
website or social media). However, The Librije must take some measures to
further boost the awareness on Purest and eventually move the final consumer
into buying it.
Offline marketing
The Librije will make use of magazines to advertise its book. So basically
one or two pages of a French magazine is used for the advertisement of Purest.
A decent magazine based in Paris that can be used is ''Le Nouvel Observateur''.
Store promotion is essential during the second period.
Awareness among the final consumer is not enough in order to make sales. The
consumer should also gain knowledge on the Purest, since when it is known among
the consumers where the Purest is about, sales will increase. When the Librije
will conduct store promotion, a promoter will be present in the retailer shops
from the Librije itself. This promoter will show and explain the Purest to the
consumers and educate the retailers on the book and Librije brand.
Online marketing
The Internet should always play a role in the further advertising of Purest;
therefore blogs about (the recipes of) Purest are regularly created in this
period and will be used to increase awareness of Purest and to create a
positive attitude amongst the French Internet bloggers/forum participators.
Also, banner ads will be placed on various cooking websites such as Saveur.com or Lacuisineparis.com.
Finally, The Librije will participate on social media for
the same reason as before, to increase awareness and to create a positive
attitude.
Third quarter
Offline marketing
Although by now there would be a certain amount of awareness and popularity
of the book Purest amongst Internet users and magazine readers, there is still
a very large group of the final consumers that does not read or use the Internet.
However, almost any French households owns a television, making it a very
useful, but expensive, tool of communication. It will be too expensive to advertise
on television, so the first 3 years the Librije will do without television
advertisements.
Cooking channels would be the main choice of television
advertising, such as Laura Calder's cooking channel. One of the representatives
from The Librije will be there to present the book and some of its recipes to
the audience. However before having cooking channels from France willing to let
you present your recipes (in this case the recipes from Purest), it takes a
considerable time.
Note that in period two the Internet was mainly used to
build more awareness and create a positive attitude, this also counted for
reaching the presenters of cooking channels for example.
Like mentioned above, not all final consumers reach out to
the Internet in order to inform themselves on high-end cuisine. Placing
advertisements in local newspapers could increase brand awareness. For example,
a local newspaper for Paris is `Le Parisien`.
Online marketing
In this period, the online campaign will continue with its banner ads and
social media participation. The online marketing will be continued as in period
2 was done.
Fourth quarter
Online marketing
The use of online communication will continue, but money will not be spent
anymore online since awareness is already created. It just needs to keep the Internet
users involved with Purest, which can be done by continuous participation on
social media such as Twitter and Facebook.
Offline marketing
Offline marketing will not be essential in the fourth period, since the
Librije will start focusing on the rest of France during the years 2015 and
2016. During the fourth period preparations (research) will be made in order to
expand to the rest of France.
Instruments
campaign
|
2015
|
2016
|
Online
|
|
|
Website
|
X
|
X
|
Blog
|
X
|
X
|
Banner
ads
|
|
X
|
Social
media site (Facebook, LinkedIn)
|
X
|
X
|
Twitter
|
X
|
X
|
Email
marketing
|
X
|
X
|
Offline
|
|
|
Magazines
|
|
X
|
Newspapers
|
|
X
|
Television
|
|
|
Brochures
|
X
|
X
|
Trade fair
|
X
|
|
Store promotion
|
X
|
X
|
Offline marketing
During the year of 2015 the Librije will be focusing on the main cities of
France; Lyon, Dijon, Bordeaux, Toulouse, Montpellier, Nantes, Rennes and Caen.
Within these cities the Librije will find retailers in order to distribute the
Purest throughout France. In order to do so, the Librije will participate at
national high-end cuisine trade fairs in order to promote their book and find
new retailers. Brochures will aid the brand awareness at the trade fair and
aside from the trade fair.
When the Librije has found actual retailers in these main
cities above, a promoter will be sent to France in order to do store promotion.
Like mentioned in 2014, the promoter will educate the retailers on the Purest
and the brand, and promote the Purest in the retail stores to the final
consumer in order to create brand awareness
Online marketing
To aid the creating of brand awareness and reaching the retailers (and the
final consumer already) throughout the whole of France, online marketing will
be fully used during the year of 2015 by the Librije. The website, blog and
social media has already been created by the Librije in the year of 2014. Furthermore
the Librije will address and inform retailers by the use of email.
During the year of 2016 the Librije will be focusing on
reaching the final consumer in the cities mentioned in 2015. By 2016 the
Librije will have found sufficient retailers in these main cities in order to
distribute the Purest throughout France. The Librije will reach the final
consumer with several marketing tools.
Offline marketing
The Librije will continue the store promotion like started in 2015.
Furthermore there will be advertised in national newspapers and national (high
end cuisine) magazines. This will aid the brand awareness and knowledge among
the consumers on the Purest.
Online marketing
Online marketing remains essential
in 2016 in order to reach the final consumer. By now the brand awareness in
France on the Purest should be growing. By this time the final consumer will
start reaching out for additional information on the Purest himself. Therefore the
online marketing should be up to date. The Librije will use the website, social
media and their blog in order to inform and update the final consumer on the
Purest and its additional interests. In order to boost the sales the Librije
will use banner ads on the same websites used in 2014, and use direct email
marketing.
7.
Communication organization
The idea behind this communication organization is to make sure
all marketing communication actions are performed productively and do not
become a waste of time. Also the responsibility of such actions must be chosen
wisely in order to get the best results. Therefore, this table has been created
below.
Activity
|
Responsibility
|
Staff
|
Required time
|
Website
|
French online staff
|
1
|
Whole period(s)
|
Blog
|
French online staff
|
1
|
Whole period(s)
|
Banner ads
|
French online staff
|
-
|
3 months
|
Social media
|
French online staff
|
1
|
Whole period(s)
|
Email marketing
|
French marketers
|
1
|
Whole period(s)
|
Magazines
|
French marketers
|
-
|
3 months
|
Newspapers
|
French marketers
|
-
|
3 months
|
Brochures
|
Freelance designers
|
1
|
1 weeks
|
Trade fair
|
The Librije’s employees
|
2
|
5 days
|
In-store promotion
|
French marketers
|
1
|
3 months
|
Website, blog and social media
One employee will be hired for The Librije and be assigned with
the job of bringing and keeping The Librije and Purest within the circles of
online discussions. He must regularly be online (at least a couple times a
week) to inform and promote their book online and participate on social media
websites. Another employee has the task
of creating and maintaining a French website for The Librije, therefore this
staff member must also have slight knowledge about website engineering.
Finally, blogs must also regularly be created (once in a few
weeks) to inform the French public about The Librije. For this task a
professional blogger is hired.
These staff members will be French speaking Dutchmen and employees
from The Librije and will be informed and guided on any information and changes
that are to be made on places such as the website. These are meant to be
employees of the Librije, since they know what message to play across the best.
Email marketing (and visit)
To reach French retailers, speaking English alone is not enough
for good approaches; therefore employees who can speak French will be hired to
do this job. One employee will be enough for this matter, and he will spend a
week on contacting the retailers in Paris. The idea is then to visit these
retailers. These employees will have that job as well, but this time they will
be guided by a few employees from The Librije itself (those who have knowledge
about Purest) as it is necessary when making contracts in France with those
retailers. This process will take time depending on how many retailers were
approached in France.
Banner ads
The banner ads that must appeal to the French consumer go to the
responsibility of the French-speaking employees who also do the rest of the
online works. But there must also be a professional ‘’ads creator’’ hired to
work together with the rest of the staff on creating good and appealing ads. The
Librije will therefore outsource this matter.
Magazines
The Librije will only buy advertisement space in a magazine, so
this will not require significant salary hours.
Newspapers
The Librije will only buy advertisement space in a newspaper, so
this will not require significant salary hours.
Brochures
The responsibility for the brochures will be given to freelance
designers who will put some time into creating appealing brochures for at the
trade fair stand. The Librije will give them any required information on how it
should look like and which information the brochures must contain, and in the
end a few staff members of The Librije will review the brochures. This process
of creating the brochures will take a couple of weeks and will not require time
of the Librije’s employees.
Trade fair
The people who should host The Librije’s stand should be the ones
who know the most about the Purest itself. Those are with no doubt the
employees of The Librije, including their chefs. So it is their responsibility
to present the book at the trade fair. The amount of staff that will be needed
at the trade fair will be two employees. The trade fair will run for 3 days,
and the employees will work for 5 days. This includes travelling and
preparation time.
In-store promotion
One employee will be sent to Paris for 3 months in order to
perform in-store promotions. During this promotion the employee will educate
the retailers on the Purest and the brand the Librije. Furthermore the promoter
will promote the Purest to the consumers in the retailer stores. The employee
will work for 8 hours a day. He will perform in-store promotions for 5 days a
week, for 3 full months. So in total the employee will work for 160 hours and
will be gone from the Netherlands to Paris for 3 months.
8. Budget
Since the Librije is a small company in the Netherlands only
orientated on Zwolle, it has a low budget for expanding to France. For this
reason the budget will only be based on the year of 2014 so far, for Paris
only. The budget will be split in the costs for the used communication tools
during the year of 2014 and the salary costs of the employees that will be
concerned with the export of the Purest to France.
Tool
|
Explanation
|
Costs (€)
|
Website
|
The Librije already possesses a clear website in
Dutch. This website only has to be slightly adjusted and translated into
French.
|
1,000
|
Blog
|
The Librije will use the help of the organization www.blogmij.nl
in order to launch a successful blog in France |
1,000
|
Banner advertisements
|
|
(500€x3monthsx2 sites)
6,000
|
Social media
|
The Librije will use Facebook, LinkedIn and Twitter. The use of these
sites are free
|
0
|
Email marketing
|
Emailing contacts doesn’t cost the Librije actual
money
|
0
|
Magazines
|
The price per advertisement differs per magazine. The average price
per advertisement per monthly issue is €1000, -. The Librije will advertise 3
months in the magazine ''Le Nouvel Observateur''.
|
(1,000x3months)
3,000
|
Regional newspaper
|
The Librije will advertise in
the local newspaper ‘Le Parisien’ for 3 months. One advertisement (€1,000)
month
|
(1,000x3months)
3,000
|
Brochures
|
Since the Librije will participate at a trade fair and
conduct in-store promotions, brochures will be needed. For the year 2014
Librije will print 1,000,000 brochures
|
500
|
Trade fair
|
During the first period of
2014 the Librije will participate at the Paris cookbook trade fair for 3
days.
Stand 16m²
6,400
Construction stand +
design 2,000
Transport of the stand
(location Paris – Zwolle, 554 km, gasoline price Europe 15-5-2013: €1.44, 100
km per 7 liters = 77,56 liters) 111,70
Facilities
225
Personnel (hourly rate €35,
worked hours pp. €80, 2 persons)
5,600
Overnight stay 2 persons 1,000
Food
500
|
15,836.70
|
In-store promotion
|
Flight (return)
200
3 month stay (1 person)
2500
|
2,700
|
Total
|
|
34,036.70
|
The communication tools will cost money. However, every tool
has to be executed by an employee of the Librije. The hourly cost of one employee
is €35-, the table below gives an outline on the predicted salary costs for the
export of the Purest for the Librije in 2014.
Tool
|
Explanation
|
Salary Costs (€)
|
Website
|
The Librije will spend 5 hours per week at keeping
the French website up to date. 52 weeks per year = 260 hours
|
9,100
|
Blog
|
The Librije will spend 5 hours per week at posting a new article on
the French blog. 52 weeks per year = 260 hours
|
9,100
|
Social media
|
The Librije will spend 10 hours per week at keeping
the French social media up to date. 52 weeks per year = 560 hours
|
18,200
|
Trade fair
|
The trade fair will only take place in the first period
of 2014 and will be running for 3 days. With preparation time and the work
after, 2 employees will be occupied for 5 days with the trade fair, 12 hours
a day = 60 hours pp, 120 per 2 persons
|
4,320
|
In-store promotion
|
1 employee will be sent to Paris for 3
months to do in-store promotions, 5 days a week. The employee will work 8
hours per day = 160 hours
|
5,600
|
Total
|
|
46,320
|
Total costs 2014
The total costs will be the sum of the salary costs and the
costs of the marketing communication tools.
Marketing communication tools
|
34,036.70
|
|
Salary costs
|
46,320.00
|
|
Total
|
|
80,356.70
|
Categories
|
Effects
|
Goals
|
Knowledge
|
Awareness
|
95% of the target group
should be aware of the high-end cuisine cookbook the Purest within 1 year.
|
Knowledge
|
85% of the target group
should have knowledge about the Purest within 1 year.
|
Attitude
|
Attitude
|
80% of the target group
should have a positive attitude towards the Purest within 1 year.
|
Preference
|
75% of the target group
should prefer to sell the Purest within 1 year.
|
Behavior
|
Intention
|
75% of the target group
should have the intention to sell the Purest within 1 year
|
Buying
|
70% of the selected
potential retailers
should really sell the book the Purest within 1 year. |
Knowledge: 95% of
the target group should be aware of the high-end cuisine cookbook the Purest
and 85% of the target group should have knowledge about the Purest within 1
year.
There are plenty of retailers and it is almost impossible to
reach all retailers face to face. Because there is information available to
reach the retailers by Internet, it would be the best option to use online
surveys. It would take less time and money. The response on the surveys of
retailers will be rather high, since they know the importance of it. There
could be sent people by Librije to only visit the big concerns.
Attitude: 80% of
the target group should have a positive attitude towards the Purest and 75% of
the target group should prefer to sell the Purest within 1 year.
Whether the attitude of retailers is positive or negative
towards the Purest could be investigate in the same way as knowledge with mostly
the online surveys.
Behavior: 75% of
the target group should have the intention to sell the Purest and 70% of the
target group should really sell the book the Purest within 1 year.
Measuring how many retailers sell the cookbook the Purest
will not be difficult, since then there will be contracts with Librije. Things
like that will always be saved in a computer system, which makes it easy to
look for that data.
Categories
|
Effects
|
Goals
|
Knowledge
|
Awareness
|
75% of the target group should be aware of the high-end
cuisine cookbook the Purest within 1 year.
|
Knowledge
|
65% of the target group should have knowledge about the Purest within
1 year.
|
Attitude
|
Attitude
|
40% of the target group should have a positive
attitude towards the Purest within 1 year.
|
Preference
|
20% of the target group should prefer the Purest within 1 year.
|
Behavior
|
Intention
|
12% of the target group should have the intention to
look for information if they really want to buy the Purest within 1 year.
|
Buying
|
7% of the target group should buy the Purest within 1 year.
|
Knowledge: 75% of
the target should be aware of the high-end cuisine cookbook the Purest and 65%
of the target group should have knowledge about the Purest within 1 year.
It is more difficult to investigate if the goals were
achieved with the final customers, because there is no personal information
available, like e-mail addresses or telephone numbers. It could be asked by
Librije if the selling points could do research. They will need also personal information,
but most people appreciate their privacy and would not share this information
for investigations like this. Another possibility is to do field research.
Librije could send some people to France to ask people on the streets about
their opinion. Big disadvantages are this will take a lot of time and money.
Attitude: 40% of the target group should have a positive
attitude towards the Purest and 20% of the target group should prefer the
Purest within 1 year.
The attitude of the final customer towards the Purest could
also be researched in the same field research. This is still the option which
will take the most time and money. If the selling point could obtain personal
information of the customer this will be the easiest way.
Behavior: 12% of
the target group should have the intention to look for information if they
really want to buy the Purest and 7% of the target group should buy the Purest
within 1 year.
Behavior is easy to check by measuring how many times the Internet
site of Librije or bookshops will be visited or how many telephone calls they
get. Also numbers are available at an easy way how many books there will be
sold.
Swot analysis
-
Target audience
Positioning the
Purest
Marketing
communication goals
Communication mix
·
March 2013 Research
report - Distribution Channels
·
March 2013 Research
report - Competitor Analysis
Planning marketing
communication
·
March 2013 Research
design – French attitude towards high end cuisine
·
April 2013 http://www.youtube.com/watch?v=S9QiFRgPgOk
Communication
organization
-
Budget
Evaluation marketing
communication goals
-
Anouk
Compared to the fist project we’ve done together I’m much
more satisfied. During the first project we struggled with the problems that we
didn’t know each other yet, which slowed us down in our communication. Secondly
we were struggling with our French group member Romain, who didn’t participate
at all what made it hard for all the group members to contribute fully. During
this project Romain was send back to Paris, so we continued our project with
the four of us. By this time we knew each other, knew each other’s competences
and exploited them to get good results. The result was that we experienced
significant less stress compared to the first project. What I personally had
difficulty with were the different demands and values each person has for
report. One is happy with sufficient perceived value for the work and the other
wants the quality to be excellent. And one other says that he wants it to be
excellent quality, but delivers low quality work when the work really has to be
done. When all group members have a different mindset on quality, it makes it
hard to reach the same goal. However, we managed it together by giving each
other feedback during the project.
Linda
I’m satisfied with the process of the project this period.
At the start we know what the purpose was and you already know your group members.
Therefore is was more easy to start. It went well with the meetings and setting
deadlines. Also everyone had met all the deadlines. We gave each other feedback
so we could adapt our parts and at this way we tried make it all of good
quality. One more than another had to be pushed to improve his part, but at the
end it all went well. There was only one thing I have seen last half year and I
had some trouble with. It is about the way of working and the different demands
on reports students of different educations have. But I think by helping and
pushing each other we’ll managed to set a good product.
Tom
During the last period cooperation between team members has
increased a lot, however personal differences still made it very hard to
produce a coherent report. Each and every group member has worked hard on this
communication plan, although my personal contribution to this report hasn’t
been anything special; I did what I had to do and that was it. It was hard to
dedicate myself to this project as the workload felt very low due to bad
supervision by the instructor, explained below.
Evaluation by the attendant has served as a big bummer for
the report’s quality. The attendant easily rates inferior pieces that still
hold obvious shortcomings as sufficient when checking them in between
deadlines. For this reason important improvements are overlooked and made the
report suffer greatly on quality. On top of that the teacher’s lack of providing
extra information (stuff we didn’t know yet) has been extremely demotivating to
dedicate oneself to this communication plan, as personal development was hard
to find in this project. We are here to learn, not to be kept busy. I wonder
you’ll even read this.
Araash
I must say this period actually went easier than the
previous period. It is also quite clear as to why it was easier this time: the
group members already are familiar with each other and are able to communicate
and express themselves easier during this period, but also the content of a
marketing communication plan is less than that of a research plan. The same
goes for the amount of effort. I do believe this project was a nice challenge
and I feel I have improved in my skills during this minor. But if I were to go
back in time and redo this period, I myself would have attempted to finish my
parts during the May break, which I did not do this time. Not that it caused
any trouble, but it would obviously have been wiser to do so, and so there
would have been more time available for eventual improvements and fixes that
must have been made on my part.
In all honesty, being a group of four, we have managed quite well in finishing
our report without much trouble. I enjoyed being part of this group and will
look back at it positively.
Chapter
|
Description
|
Background
|
We’ve been assigned by the restaurant
Librije in Zwolle, to explore the opportunities to expand to the French
market with the book the ‘Purest’. The writers of the book the ‘Purest’, Jonnie and Thérèse Boer,
would like to publish their book in France. We have got the task to explore
the French market whether the book ‘the Purest’ could be successful in
France. We will do so by conducting a market research, and draw a marketing
communication plan based on this information. The importance of the project
is to ensure that the book the ‘Purest’ will become a success in France.
|
Definition
of the problem
And
formulation of the project objectives
|
Due to the success of the
Librije, the company is interested to expand internationally, and this is the
challenge which we need to face during this project. We’ve been assigned to
explore the international opportunities for the book the ‘Purest’ in France.
For conducting the research we formulated the following main question: How to
market the culinary book ‘the Purest’ on the French market? Before entering
this market the company needs to know whether there is a market for high end
food. Problem: whether the French food market is suitable to distribute the book
the ‘Purest’ to. The company the Librije and the book the ‘Purest’ are very
successful in the Netherlands and for that reason they would like to expand
to France.
1. analyse the French high
end culinary market for the book ‘the Purest’
· How does the macro economy in France look like for
the high end food market based on the factors of PESTEL, the Hofstede model
and the difference in attitude among the French people to the French and
Dutch high end cuisine?
· How does the meso economy in France look like for
the high end food market based on the factors of market segments,
competitors, brand awareness, distribution channels and ways to reach the
French consumer?
· How do the target groups for the book the ‘Purest’
look like and what is their buying motivation?
2. formulate a market
communication plan for marketing the book the ‘Purest’ on the French market
· What does the current high end culinary market in
France look like based on the conducted macro and meso analysis by the
Librije?
· What are the communication goals for the book the
Purest?
· What is the communication mix for the book the
Purest?
|
Project
commission or project results
|
· Description of the French culinary market. The
right market segment in France for the book the ‘Purest’ (research report)
· A clear marketing communication plan for marketing
the book the ‘Purest’ in France (marketing communication plan report)
|
Project
activities + planning +
deadlines +
responsibilities
|
Research
report:
Week 1: finish project
contract (deadline: the next project meeting)
Week 2: finish macro
analysis (deadline: the next project meeting)
Week 3: finish meso
analysis (deadline: the next project meeting)
Week 4: finish the
potential buyer motivation (deadline: the next project meeting)
Week 5: draw conclusions
(deadline: the next project meeting)
Week 6: wrap the report
up, perfect it, hand it in
Week 7: present the
results
Marketing
communication report
Week 1: finish
the description of the current situation (deadline: the next project meeting)
Week 2: draw the marketing communication goals (deadline: the next project meeting)
Week 3: draw the marketing communication goals (deadline: the next project meeting)
Week 4: draw the marketing communication mix (deadline: the next project meeting)
Week 5: draw the marketing communication mix (deadline: the next project meeting)
Week 6: draw the final recommendations and wrap up the report
Week 7: present the final recommendations
We are all responsible for the deadlines. Each week we divide the work
among each other and we are all responsible that we meet our deadlines. We
control each others’ work together.
|
Project
boundaries
|
Research report:
· Max 45 pages
· Including a macro analysis, a meso analysis and a
potential buyer motivation – all on the French culinary market
Marketing communication report:
·
Max 45 pages
·
Including a description of
the current situation, the marketing communication goals, marketing
communication mix, and final recommendations for the French market
|
Quality
|
· Quality standard
The final
result of this project should be well enough to be used by Librije to make
their decision about entering France with their book.
· Evaluation
After a
group member has completed an assignment, it has to be evaluated by another
member to make sure its content and grammar are correct. If this is not the
case the assignment has to be re-done by the person with optional help from
other group members.
· Reliable sources
Sources
have to be relevant to the rapports subject. All gathered sources are placed
in the designated Dropbox folder.
|
Project
organisation
|
Name
|
Country
|
Study
|
Phone number
|
E-mail
|
Anouk
Besselsen
|
Netherlands
|
IBL
|
06-53533452
|
|
Linda
Lozeman
|
Netherlands
|
MER
|
06-36321977
|
|
Araash
Nekoui
|
Netherlands
|
IBL
|
06-53817533
|
|
Tom
Meppelink
|
Netherlands
|
SBRM
|
06-21447492
|
|
Every
group member is equally responsible for the project’s content. Anouk
Besselsen functions as chairwoman, she is responsible for household
communications. She collects every assignment to combine them, keeping track
of the group’s progress, etc.
|
Project
Costs and revenues
|
Generated
costs during the project will be summed up. At the end of the period these
costs will be divided over all group members to remain an equal share in
project revenue.
|
Risk
analysis
|
· Unforeseen circumstances within the project group
In case
unexpected events delay the project group, like sickness or someone quitting
their study, the group will have to take in their assignments to prohibit any
further delay. The group is able to prevent this from happening by adding
more time marge in the schedule.
· Lack of information
The
project requires the right information to answer certain questions. When
lacking information or having the wrong information can put pressure on the
time-schedule. To prevent this the group needs to properly plan the
brainstorming and desk research schedule. The gathered information has to be
filtered to make sure no irrelevant things will show up in the rapport.
|
Code of conduct
|
Group:
15 (IBS2C)
Members:
Linda Lozeman
Araash Nekoui
Tom Meppelink
Romain Sandré
Anouk Besselsen
Project teacher:
Albert
Hulzebos
Group Leader:
Anouk
Besselsen (contacts project teacher, sets up meetings, finds out what needs
to be done etc)
Agreed upon:
· We meet every Friday during project
hours – hours are fixed on timetable
· During the meetings we:
1.
Share information
2.
Divide work together
3.
Brainstorm new ideas
4.
Set dealines
· If you bail out on your group
members; you’ll get kicked out. (meaning not showing up on project days
without giving any notice etc)
· If you think you can’t meet a
deadline, let your group members know on time with a good reason – if you
don’t meet a deadline, you have to treat your group members and fix your
work.
· If you’re ill; let your group
members know on time
Used tools:
· Dropbox: each group member
publishes its work in dropbox. Before hand we decide the work division and
who is going to correct who’s work.
· Group meetings for discussing
· Group meetings with project teacher
Questions of study guide:
- What is a
meeting for? (What is the essence / purpose of a meeting)
A meeting is for
sharing information, brainstorming new ideas, creating coherency in our
story, dividing work together and setting deadlines.
- Are meetings
formal or informal?
A mixture of
both: formal being the group leader runs the meeting, the meetings will be
after the kick-off of the project given by Hulzebos, and everybody has to be
present. Informal being the fact that we are all equal and decide upon
information, ideas and our report together, and we divide the work together.
- Are they
structured or unstructured (is there an agenda? Do people stick to it)
Depends on the
moment. Group leader prepares discussion points to provide structure, but if
unstructured happenings provide new ideas or progressive brainstorms, the
structure is off.
- Who talks
during a meeting?
We all talk.
Group leader provides discussion points and asks fellow group members to join
discussions or add discussion points. We all bring to the table what we think
is relevant.
- Who takes
the decisions (boss etc.)?
We all take a
decision together.
- How are
decisions normally made (majority vote, consensus, boss decides, best
argument wins etc.)?
It depends on the
importance of the decision. Majority and best arguments will be used. We’ll
discuss together until we’ve reached a decision.
- Who is the
chairperson? (Rotating, oldest, team leader, chosen, appointed) ?
The group leader
will be the chair person; Anouk
- What is the
function of the chairperson? (reach consensus, facilitate process, have
final say, take minutes, prepare / distribute agenda)
The chairperson
will facilitate progress, prepares and distributes the agenda/provide
discussion points, takes notes and writes down final agreed upon work
division.
- Minutes –
who takes them, what form (detailed or just action/points/ decisions)?
We don’t take
minutes. We just take as long as we need to have the meeting.
- Role of a
teacher? (Expectations, What does he do, what does he not do, what makes
a good teacher what a bad?)
We expect the
teacher to provide us with information on the project, guide us with our
progress, and answer our questions on the project. Lamed
|
