Select Your Current Product Or Service You Are Familiar With

Selecta Current Product Or Service With Which You Are Familiar This P

Select a current product or service with which you are familiar. This product will be used to pitch a new integrated marketing communication and marketing mix to a client who is the marketer or producer of the product. Review the current marketing mix including the communication channels used.

Part 1 Create a 12-slide presentation including detailed speaker notes that will act as the script of a presentation. Include the following in the presentation: Evaluate the effectiveness of the existing marketing mix (elements of the 4 Ps). Recommend a new marketing mix strategy based on any weakness(es) you discovered. Examine the company's current positioning strategy. Determine whether or not to change that strategy. Identify any considerations to be used when building or maintaining the brand or customer loyalty. Evaluate the target audience's use of and belief in the distribution channels and/or communication channels used.

Part 2 Create a storyboard, print ad, or a radio or video commercial for the product featuring your new marketing mix. Video or audio options should be 30-60 seconds and storyboards 5-8 slides. Use an app or program such as Movenote®, Knovio®, Presentme®, or another video recording application if selecting the video option. Storyboards can be created using Microsoft® PowerPoint®. Format your presentation consistent with APA guidelines.

Paper For Above instruction

Introduction

In an increasingly competitive marketplace, evaluating and refining the marketing mix of a product is essential for maintaining relevance and achieving business objectives. This paper examines the current marketing strategies of Selecta, a prominent frozen dessert brand, and proposes a comprehensive new marketing mix aimed at enhancing its market positioning, customer engagement, and brand loyalty. The analysis encompasses a detailed evaluation of the existing marketing mix—covering the four Ps: Product, Price, Place, and Promotion—and recommends strategic adjustments based on identified weaknesses. Additionally, it explores the company's current positioning strategy, assesses its efficacy, and suggests potential modifications to better align with target audience behaviors and expectations. The paper concludes with the conceptualization of marketing communication tools, including a storyboard for an advertising campaign, to effectively convey the revised marketing approach.

Evaluation of the Existing Marketing Mix

Product: Selecta offers a broad range of frozen desserts, including ice cream, sorbets, and frozen yogurts. The product quality, flavor variety, and packaging are generally well-received, but there is limited innovation in health-focused offerings, such as low-sugar or allergen-free options. As consumer preferences shift toward healthier choices (Statista, 2023), Selecta’s product line could benefit from diversification to meet these emerging demands.

Price: The pricing strategy positions Selecta as a premium brand, reflected in its packaging and marketing. While this supports a perception of quality, it may limit accessibility among price-sensitive consumers, thereby constraining market expansion (Kotler & Keller, 2016). A tiered pricing approach or promotional discounts could broaden the customer base without diluting brand equity.

Place: Distribution channels primarily include supermarkets, convenience stores, and impulse retail outlets. While coverage is extensive locally, the penetration into online sales and direct-to-consumer channels remains limited (Nielsen, 2022). Expanding digital retail presence could enhance accessibility and consumer engagement.

Promotion: Current promotional efforts focus on traditional media, in-store sampling, and seasonal campaigns. Digital marketing, including social media and influencer collaborations, is underutilized, hindering engagement with younger demographics who primarily consume content online (We Are Social, 2023). A more integrated digital promotional strategy could improve brand visibility and consumer interaction.

Strategic Recommendations for the New Marketing Mix

Product: Introduce healthier, functional frozen desserts such as keto-friendly, low-sugar, and allergen-free options. Innovate with organic ingredients and sustainable packaging to appeal to eco-conscious consumers (Paine, 2021). Additionally, develop customized flavors for regional markets to cater to diverse tastes.

Price: Implement a tiered pricing model, including value packs and promotional discounts to attract a broader customer base. Consider loyalty programs to encourage repeat purchases and reward brand commitment.

Place: Expand e-commerce platforms and establish partnerships with online grocers. Increase visibility in convenience stores and explore pop-up shops or branded kiosks in high-footfall areas to reach younger audiences and urban consumers (Euromonitor, 2022).

Promotion: Develop a cohesive digital marketing campaign leveraging social media influencers, user-generated content, and interactive campaigns. Launch seasonal and thematic advertising campaigns to sustain consumer interest year-round. Utilize data analytics to personalize marketing messages and improve campaign effectiveness.

Positioning Strategy and Brand Management

The current positioning of Selecta emphasizes premium quality, indulgence, and European heritage. While these attributes are effective in attracting quality-conscious consumers, there is potential to reposition the brand to emphasize health, sustainability, and modern lifestyle values, aligning with current consumer trends (Mintel, 2023).

Maintaining the brand’s premium image while integrating a health-conscious narrative can broaden its appeal. Emphasizing transparency, environmentally friendly practices, and social responsibility in branding efforts can foster greater customer trust and loyalty (Aaker & McLoughlin, 2007).

Considerations for Building Customer Loyalty

Effective loyalty programs, including personalized rewards and exclusive access to new flavors or products, can reinforce brand loyalty. Engaging customers through social media channels and encouraging feedback helps create community and emotional connections with the brand (Keller, 2013).

Transparency about ingredients, sourcing, and sustainability practices is critical for modern consumers who prioritize ethical consumption. Consistent, authentic communication across all touchpoints builds trust and long-term loyalty.

Target Audience and Channel Effectiveness

The primary target audience comprises health-conscious consumers, Millennials, and Gen Z, who value convenience, quality, and sustainability. These groups are highly active on social media and digital platforms, making digital channels crucial for effective engagement (Statista, 2023).

The current distribution channels are effective but need expansion into online platforms and innovative retail formats. The target audience’s use of and belief in these channels are strong, but consistency in messaging and seamless customer experience across channels are vital for success.

Creative Marketing Communication: Campaign Concepts

To support the new marketing mix, a series of creative assets are proposed. A storyboard for a 45-second video commercial highlights the brand’s transformation emphasizing health, sustainability, and modern lifestyle. The video features vibrant visuals of the product in active, eco-friendly settings, accompanied by relatable narrations about indulgence without compromise. The soundtrack is upbeat and engaging, resonating with a younger demographic.

Alternatively, a print ad campaign uses bold imagery of colorful, healthy frozen desserts with taglines emphasizing taste and wellness. The message is clear and aspirational, targeting consumers seeking both indulgence and health benefits. The ad layouts are designed with clean aesthetics and eco-conscious branding cues.

Conclusion

In conclusion, a comprehensive review of Selecta’s current marketing mix reveals strengths in product quality and distribution but highlights opportunities for innovation and digital engagement. By diversifying the product line to include healthier options, adopting a tiered pricing strategy, and expanding digital marketing efforts, Selecta can better meet evolving consumer demands. Repositioning the brand to emphasize health and sustainability alongside its premium heritage will attract a broader audience, foster loyalty, and sustain growth. Effective communication, including compelling advertising campaigns, will be pivotal in conveying these strategic shifts and reinforcing brand equity in a competitive landscape.

References

• Aaker, D. A., & McLoughlin, D. (2007). Strategic Market Management. Wiley.
• Euromonitor International. (2022). Global Consumer Trends and Insights. Euromonitor Press.
• Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Mintel. (2023). Consumer Trends in Food and Beverage. Mintel Group Ltd.
• Nielsen. (2022). Shopper Trends and eCommerce in FMCG. NielsenIQ.
• Paine, C. (2021). Sustainable Packaging in Food Industry. Journal of Food Science, 86(4), 1037-1045.
• Statista. (2023). Consumer Preferences in Food and Beverage. Statista Research.
• We Are Social. (2023). Digital in 2023: Global Digital Report. We Are Social and Hootsuite.