ROSELLA’S NEW LOGO. Gaz the Galah Fun/Quirky: There are no other brands in the condiment market...
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Transcript of ROSELLA’S NEW LOGO. Gaz the Galah Fun/Quirky: There are no other brands in the condiment market...
![Page 1: ROSELLA’S NEW LOGO. Gaz the Galah Fun/Quirky: There are no other brands in the condiment market that are perceived as fun. Galahs are Australian birds.](https://reader035.fdocuments.us/reader035/viewer/2022062718/56649eb45503460f94bbbf93/html5/thumbnails/1.jpg)
ROSELLA’S NEW LOGO
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Gaz the GalahFun/Quirky: There are no other brands in the
condiment market that are perceived as fun. Galahs are Australian birds and no other brand has a galah in a logo/ as a mascot. Gaz is a likable character.
Loyal: We want consumers to know we are 100% dedicated to satisfying their needs. Galahs are known to gather in flocks and migrate in flocks.
Engaging: We want consumers to feel as though communicating with us is as easy as talking on the phone to a friend. Galahs are known for their loud, talkative nature.
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MARKETING COMMUNICATIONS
• Three phases of Rosella’s communication strategy:•Phase One: Four months•Phase Two: One year•Phase Three: Three years
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Phase OneMarketing Communication - Phase 1
In- store advertising (30%)
Social media (30%)
Print (18%)
TV (8%)
Public Relations (8%)
Internet (6%)
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Phase One In store advertising (30%)• Cardboard stands advertising product.
• Tags attached to shelves of related products
• Sample table.
Social media (30%)• Direct marketing.
• Facebook page similar to comparethemeerkat.com.au
• Gaz adds a “human touch” to posts – Rule #10 in Rules of Engagement Study (2010).
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Phase OnePrint (18%)• Magazine ads eg. Women’s Day, That’s Life.
• Two-thirds of grocery shoppers in family are women (2008, The Time Use Institute).
TV (8%)• TV Commercials during the day.
Public Relations (8%)• Extremely important to announce launch of new and improved brand.
• PR team encourages journalists to write about Rosella through the publication of media releases.
Internet (6%)• Mainly internet banners.
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Phase TwoMarketing Communication Phase 2
TV (28%)
Social media (21%)
Print (18%)
Sponsorships (16%)
Public Relations (7%)
In-store (5%)
Outdoor (5%)
Internet (4%)
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Phase TwoAssume consumers can recognise the brand following phase
one.
Introduction of a celebrity endorsement such as Miranda Kerr:• Australian• Mother• Fun
Celebrity endorsement responsible for raise in TV and print advertising and introduction of outdoor advertising.
Introduction of sponsorships:• Local level eg. Schools
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Phase ThreeMarketing Communications Phase 3
Social media (29%)
Print (22%)
Sponsorships (18%)
TV (12%)
Public relations (12%)
In-store (7%)
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Phase ThreeAssumption that majority of consumers recognise brand
and associate product with being Australian.
Following Phase Three, through the use of surveys and customer feedback Rosella will develop a new marketing communications strategy.
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SECONDARY BRAND ASSOCIATIONS
Country-of-origin: Owned and grown in Australia FOR Australians. “Australia’s since 1895”. You can’t buy history: Two world wars and the Great Depression.
Celebrity spokesperson: Patriotic – incorporates this image into brand.
Events: Australia Day where sales of tomato sauce are higher than any
other time of year. Sponsorships of local teams, or even sporting events eg. The
Australian Open.
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GEOGRAPHIC BOUNDARIES
Potential to export internationally, beginning with neighbours: ASIA
Government recently announced they are negotiating an agricultural-based deal with China (Farming Ahead, 2013).
Thailand-Australia Free Trade Agreement (TAFTA) (Department of Foreign Affairs and Trade, 2013).
Indonesia-Australia Comprehensive Economic Partnership Agreement (IA-CEPA) (Department of Foreign Affairs and Trade, 2013).
New Zealand:Australia-New Zealand Free Trade Agreement (ASEAN), this includes
countries such as Brunei, Myanmar, Cambodia, Indonesia, Laos, Malaysia, the Philippines, Singapore, Thailand and Vietnam (Department of Foreign Affairs, 2013)
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REFERENCE LISTFarming Ahead. (18th April 2013). Australia gives up full
trade agreement with China. Retrieved from http://www.farmingahead.com.au/News/agricultural/18/04/2013/186538/australia-gives-up-on-full-free-trade-agreement-with-china
Department of Foreign Affairs and Trading. (2013). http://www.dfat.gov.au/. Canberra
The Time Use Institute. (2008, October). Grocery Shopping: Who, Where and When. Retrieved from: www.timeuseinstitute.org