An integrated marketing communications campaign for Bäckerei Life

• Main Author: Camit, Daryl O.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Baked products—Philippines—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/32; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1035&context=etdm_market
• Institution: De La Salle University

Bäckerei Life is a local brand created by JCG Marketing Group, Inc. last July 2020 that offers freshly baked bread and pastries made from quality ingredients, advanced equipment, and made by highly trained bakers. These baked goods can be pre-ordered through Facebook and Viber. They are also present in social media platforms such as Facebook and Instagram. Although facing a temporary decrease in demand due to the pandemic, the brand sees a rapid bounce-back and through a market penetration strategy seeks to capitalize on relevant consumer trends such as growth in social media usage, shift to green and local consumption, and rise of premiumization. Key findings and insights from macro-environmental analysis, competitive analysis, UAI, and SWOT/TOWS strategy matrix further support this move and suggest that Bäckerei Life should highlight their USP of being able to offer fresh bread and pastries from quality ingredients and proper equipment. In addition, the brand should also focus on digital marketing efforts through social media and influencer marketing that aims to raise awareness and engagement, especially targeting Millennial and Gen Z segments which are more likely to try new and relatively unknown brands such as Bäckerei Life. The market is also attracted to “aesthetically-pleasing” packaging and design in which the marketer suggests revamping their social media pages, launching a website, and offering a new product packaging. Also, a key component in the marketing expense is allocated to trade expos such as the World Food Expo (WOFEX) for the brand to have on-ground activation and for the consumers to taste and have more interaction with the products. The IMC campaign is expected to raise awareness, boost consideration, and ultimately increase conversion through the three phases of the said marketing project. The digitally-focused campaign all works to satisfy media objectives such as reaching 20% of the target population (Universe: 4,900,000, Reach: 980,000), achieving exposure with the target market at least seven times a week, and retaining contact to at least 50% by the end of the campaign. This in turn will increase social media page follows and engagement, gain word of mouth, and acquire earned media through publications or blogs and organic shares to Facebook groups. And lastly, the proposed creative materials such as the brand logo and packaging redesign will give Bäckerei Life a more refined and premium feel to ride on the “premiumization” trend that was identified through the market research. It will also create differentiation and convince the target market that Bäckerei Life is truly a brand that provides fresh bread and pastries to those who know best and are equipped with state-of-the-art machines and equipment.