Waitrose Communication Audit

21/5/2013Lily, Irina, Joe and

JackNottingham Trent University

• Introduction•Purpose•Values•Situation Analysis•Objectives + Strategies•Storyboards•Budget• Implementation and Evaluation

•Conclusion

Agenda

4.9% MARKET SHARE

2013

Because we would like

to..Recommend an integrated marketing

communications campaign

TO

Bring you a fresh, young and creative perspective and because we are here to learn from you!

Values“Waitrose aims to combine the convenience of a supermarket with the expertise and service of a specialist shop. We also offer you a Price Commitment to ensure you always get good value for money when shopping at Waitrose.”

• Quality

• Honest pricing

• Customer service

• Ethical responsibility

• Corporate social responsible

• Care for their customers and their wellbeing

Situational analysis – key findings• SWOT & TOWS

Strengths Weaknesses

• Premium products• Wide product range• In-house experience• Good website• Strong distribution relationship

• Unspecified market• No after- sales service• Passive relationship with

the customers• Unpopularity within social

media• Name inconsistency• One-time purchases

Opportunities Threats

• Increase repeat businesses by being active with the customers

• Increase awareness amongst B2B and B2C categories through social media

• Competitors• Decline of offline purchasing• Unpopularity of some products

due to the wide range

Source: Mintel (2011)

The number of UK population in 2006, 2010 and 2016

So…

Objective 1: Change the price perception

Target 1: Young professionals and students

IMC tools: TV campaign (“Life is a Journey”), YouTube, social media

Strategy 1: LOVE life and Essential ranges

Location

Nottingham

London

Storyboard: Enjoy The Journey’ Ad CampaignOverwhelmed student in new empty accommodation, leaves house and returns, placing her Waitrose hoard on the work surface with gratification.

Stressed young professional returns home from work opening the fridge in order to prepare a comforting meal, started by grating the cheese.

‘Empty Nest Mother’ puts phone down from reassuring conversation and begins pealing potatoes for the evening meal.

Grandmother puts phone down and returns to the garden before browning beef minced meat.

(All shown in short snippets in order to attract attention and develop mystery)

Finally the four mysterious characters each sit down at individual tables revealing their individual servings of the same steaming shepherd’s pie. The camera focuses out from each meal to show the same satisfying sigh and smile of relief from each of the family members. Along with the message “Enjoy the journey” followed by the Waitrose logo.

*Opportunity to re-launch a family centered Christmas campaign revisiting the relatable characters around the traditional Christmas dinner courtesy of Waitrose.

“5 Factors” Campaign

• Series of videos presenting 5 meals for £5 in 5 minutes

• Matches objectives with the message that Waitrose is and affordable option for young professionals and students

Objective 2: Increasing the brand awareness for lapsed customers

Target 2: Lapsed customers and families

IMC tools: • Direct mail• TV campaign

(“Heston In ”)• Social media

(competition)

Strategy 2 :The reason to come back to Waitrose? Healthy lifestyle for you and your children !

Storyboard: Heston’s Feast

Whilst Heston’s voiceover goes on to describe the competition the following shot will be displayed alongside social media and competition information

The audience is then presented with Heston talking to camera about the importance of our children's health etc.

The camera cuts to the children’s amused reactions and responses.

The ad opens to Heston leading a cookery class in a school in a jovial manner accompanied by appropriate uplifting music

Budget

Waitrose's success is topped by the recent Easter campaign from this

year, when you won out of all the supermarkets, in terms of the budget

for advertising, by upping the spend by 142%

13.9% increase in sales

Concluding that there is enough accessible budget for implementing

and evaluating our strategies.

Implementation and Evaluation

502~3

Conclusion • Objective 1 W in O• Objective 2 T in O

• Review of recommendations :

• Take into consideration the students and young professionals category combined they represent a significant segment.

• Change their price perception and increase awareness by targeting them with LOVE life, Essential justifying the ranges match with their income and lifestyle.

• Reduce the number of lapsed customers to half and increase their awareness by 50%

• Promote a healthy lifestyle among families and in primary schools• IMC tools to use: -> Objective 1 : TV campaign : “Enjoy your Journey + YouTube : “5 Factor” + social media -> Objective 2: TV campaign: “Heston`s Health Kick” + direct mail + social media

Thank you!Happy to

answer your questions!