Integrated marketing communication strategy: Andros "fruits pressés" case (2007)

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Integrated marketing communication strategy: Andros "fruits pressés" case (2007)

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Abstract

The Andros Company is a French society specialized in the process of transformation of fruits and fresh milk products. Andros owned several brands, such as Bonne Maman, and Mamie Nova. Andros is also present on the confectionary market through its brand "Pierrot Gourmand". Fruit juices represent the first non-alcoholic beverages market in France, before cola products. In fact, from 1996 to 2006, this dynamic market has been growing by 2.6% per year. In 2006, the French juices market reached 1.6 Billion Euros. By performing a SWOT analysis, we can infer that Andros have a lack of brand awareness concerning the fruit juices despite a strong one with the compotes. Indeed, everybody in France knows the advertisement for Andros is popular with its slogan "Andros, Andros, ça c'est fort de fruit".

Situation analysis
1. General information
2. Internal analysis
External analysis/Market
Swot analysis
Identification of marketing problem or opportunity
Marketing objective and brand positioning
1. Marketing objectives
2. Brand positioning
Campaign budget
Campaign target audience selection and action objectives
1. Target audience delineation by brand loyalty
2. Action objectives
3. Creative target
Behavioral sequence model
Campaign communication objectives
Imc strategy
1. Corporate identity program
2. Public Relation
3. Sampling (free sample)
Media strategy
1. Media type selection & reach pattern
2. Media plan schedule
Campaign management

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Extract

[...] Currently, Andros has a strategy of and there is not a lot of communication, no publication of annual report, and no communication about their process of working. The need to set up a proactive MPR (marketing public relations) in order to match our marketing objectives is important. Andros has to communicate on several aspects: The process of selection of the fruits: Health conscious consumers want to know from where the fruits are purchased, in order to evaluate the quality of the product. [...]

[...] SWOT analysis Strengths Weaknesses New process of pasteurization: High Price flash pasteurization followed by Low or No advertising rapid cooling Low product awareness High Brand Awareness (Andros is Fast consumption needed once opened well known in the market) High perceived quality of the brand Natural (100% fruit juice), no additional sugar Really good taste Glass bottled packaging: You can see the product French Brand Opportunities Threat Less competitors on the fresh fruit Attractive market for the juice market with the flash competitors (example of Joke who pasteurization (except Tropicana) entered the market in 2006 with Low penetration rate ( 26.3 on Vital5) fresh fruit juice market against Oligopoly overwhelmed by Tropicana for the ambient fresh juice of market share in 2006/2007) High margin Increasing health consciousness and eating habits Identification of marketing problem or opportunity According to the SWOT analysis, it is evident that Andros have a lack of brand awareness concerning the fruit juices despite holding a strong one with the compotes. [...]

[...] However, the competition is hard on this area that is the reason why Andros would use an artwork advertisement to attract customers by its design. The installation of these billboards would take approximately about 5 months. However, there are concerns on the global billboarding strategy, as one single poster lasts 6 weeks in average to be efficient. Media plan schedule Because we have to remain realistic with the budget that we allocate to the IMC Strategy, a communication plan schedule has to be drawn to maximize the interactivity between the different communication tools, and improve the global effectiveness of the communication. [...]

[...] This medium allows Andros to show and communicate to a wide audience about its fresh fruit juice. The other advantage of this media is that TV spots can use multiple points to effectively influence consumer's behavior about the purchasing of our product. The Andros “Fruits juices” target health conscious adults with a relatively high income, and we could air our advertisement from 6pm to 8pm when our target is coming back home and relaxing in front of the TV. Nowadays, with the evolution of technology, many channels are set up, either on the cable, either for hertzian ones, or on TNT. [...]

[...] Andros needs to re-consider its communication strategy to remain closer to the consumer's mind, and to give a new, dynamic, and fresh perspective to customers' behaviours. Marketing objective and brand positioning Marketing objectives As we have seen before, the market of the fresh fruit juice is really attractive and can generate a lot of profit. From 2005 to 2006, the turnover of this industry increased by However, Tropicana is the undisputed leader with 81% of market share on this market. [...]

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