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Integrated Marketing Communications

Client Campaign Report

Client: Filla Bakery

Name: Nathanael Baker
Student Number: 9212175
Tutor: Barbara Gligorijevic
Word Count: 1,597

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Table of Contents
Executive Summary........................................................................................... 3
1

Client proposal and objectives solved.......................................................4

Situation analysis: SWOT..........................................................................5

Target Audience........................................................................................ 6

Branding and/or Positioning Strategy........................................................7

Marketing Communication Strategy..........................................................9

5.1

Campaign Objectives................................................................................ 9

5.2

IMC Tactical Strategy...............................................................................11

5.3

Campaign Implementation......................................................................12

5.4

Campaign Evaluation..............................................................................13

Marketing Materials.................................................................................14

References.............................................................................................. 15

Appendices............................................................................................. 16

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Executive Summary
The aim of this report is to gain insight into the current situation around Filla
Bakerys market position and how this can be improved. Currently Filla Bakery
operates out of Australia and is one of the leading distributers for Turkish and
Lebanese bread in Queensland and New South Wales. After conducting a SWOT
analysis, a major weakness that was identified with the brand was that brand
awareness is low. Opportunity is high, however, for niche target marketing to be
implemented.
The Bread Production Industry in Australia has 2 major companies who together
own over 50% of the market share. Aside from this there are a large number of
smaller competitors which means that the market share in the industry is still
spread out amongst the remaining producers. Competition is moderate and
barriers to entry are high given the large initial investment.
Filla Bakery already has a foothold in the bread production industry and
ultimately aims to improve this market share and positive brand equity through
effective marketing and the introduction of a new brand extension, Filla Italiano.
Marketing communication strategies such as Facebook, Instagram, Flyers,
Website and Pinterest will be used as a means to engage with consumers and
ultimately increase brand equity. Concentrated marketing will be used where one
main strategy will target the 4 identified segmented consumers. These four
groups are broken down by using age, gender, marital status, lifestyle and gross
income as differentiating factors.
The campaign objectives are to increase brand recall of consumers by 20% in
eight weeks, as well as obtain an 80% increase on website on traffic for
www.fillabakery.com.au within six months of the release of Filla Italiano.
Marketing effectiveness will be measured via online analytics and primary data
collection from consumers through in-store questionnaires.

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Client proposal and objectives solved

Filla Bakery is already one of Queensland and Northern New South Wales
largest distributors of Turkish and Lebanese breads. The company prides
itself on the quality of its products as well as the authenticity. Although
Filla has established various relationships with companies willing to sell
their product, they have neglected to directly market to the consumers
which has resulted in very poor brand awareness.
The first and perhaps most important recommendation for Filla is to
improve their existing brand equity. This will be achieved via the
introduction of the new Filla Italiano range of Italian style pizza bases. This
brand extension will serve as the cornerstone for the bakery to obtain an
increased brand awareness among consumers. The before and after
effects of the introduction of Filla Italiano will be measured by brand
recognition tests conducted within each store that stocks the products.
According to professor Pierre Chandon of the European Business School
this is an effective way of assessing any potential increase in brand
awareness for a product (2013).
Introduction of social media pages as well as improvements on the current
website to increase consumer engagement, usability and attractiveness
will be implemented. In direct relation to the aforementioned goal of
increasing brand equity, the utilisation of online tools for the brand will not
only increase recognition of the brand but serve as a form of measuring
interest in the Filla brand. This will be achieved via the monitoring of
traffic to the website and/or social media pages as well as customer
surveys enquiring how they happened upon the Filla brand.
Potential challenges faced by Filla will be the acceptance of Filla Italiano as
a brand extension and drawing consumers away from companies which
boast a more recognisable name. In the attempt to increase brand equity,
the company will be faced with existing consumer brand loyalties to
competitors such as Mission and Bazaar.

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2 Situation analysis: SWOT

The industry that Filla Bakery is currently operating in is the Bread
Production industry in Australia.
IBISWorld expects industry revenue to grow by an annualised 1.8% over
the next five years, to total $3.2 billion in 2020-21, (IBISWorld, 2016).
Table 1: SWOT Analysis
STRENGTHS
- Already positioned in a number
of grocery stores across QLD &
NSW
- Certified by NCSI to meet and
exceed HACCP and WQA
standards.
- Products baked fresh daily,
using authentic recipes
- Breads are well known for
quality
- One of the biggest suppliers of
Turkish and Lebanese breads to
Queensland and New South
Wales

WEAKNESSES
- Currently not selling broadly
across main groceries stores
- Lack of social media presence
for consumers to find and
engage with brand
- Low brand awareness and
recognition
- Very low brand recall

OPPORTUNITY
- Niche market opportunities
- Non-price competition such as
the use of branding and product
differentiation is an important
way to differentiate in the
industry.
- The introduction of innovative
products can be a powerful tool
for renewing interest in existing
brands, (IBISWorld, 2016)
- Barriers to entry in the industry
are moderate which means
limited new competition will
arise

THREATS
- Industry competition is high
- Industry growth is weak
- 2 major companies dominate
over 50% of the Industry alone
those being Goodman Fielder
and George Western Foods
(IBISWorld, 2016)
- Some market concentration
toward bigger competitors
- Major competitors have existing
customer loyalty
- Hard to promote brand equity in
an industry which is not of
great concern to consumers

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3 Target Audience
Concentrated marketing for the introduction of the Filla Italiano will be
targeted towards four segmented groups. These have been identified
according to geographic, demographic, psychographic and behavioural
factors (See appendix 1).
Given that the new Filla Italiano range is gluten free, the health conscious
consumer will be targeted. The identified segments also include those who
are time conscious and therefore would be attracted to a product that can
be easily and quickly prepared. Filla will target consumers who would be
likely to appreciate higher quality goods as well as pass on their
recommendation of the product to others.
Segment one and three (single male and female respectively) would be
extremely likely to recommend the brand to friends should Filla Italianos
products appeal to them. Segments two and four (married males and
females) have children they would also be likely to introduce to the brand.
By using a concentrated marketing strategy toward these four segmented
consumer groups, the secondary audience will be ultimately exposed to
the message the brand is trying to convey. The purpose of segmenting the
target audience is to best attract these groups through tailored marketing
mediums and appeals, but will not exclude other people from receiving
these messages. This will effectively be using the four marketing
segments identified as word of mouth promotors for the brand to a
secondary audience.

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4 Branding and/or Positioning Strategy

Filla Italiano as an extension of Filla Bakery will seek to reinvent the way
that the brand is viewed in the minds of consumers. Furthermore, the
introduction of this extension will position the target market to accept a
new angle on the brand.
Fillas main competitors (see appendix 3) are other companies operating
in the bread production industry. The way that Filla Italiano will
differentiate itself from competitor brands will be via benefits offered to
the consumer through exclusive, gourmet pizza bases.
Figure 1: Positioning map for Filla Italiano pizza bases & competitors

The logos affiliated with Filla Italiano have been designed so that they
convey a sense of quality to the consumer. The logo consists of black
writing underlined by decorative fig leaves which add a simple yet elegant
appeal when superimposed onto a product. In marketing, the colour black
stipulates a high quality and exclusive product (entrepreneur, 2016). The
idea behind designing both the logo and packaging in a primarily black
colour (see appendix 2) is to position the consumer to firmly believe that
the product they are about to purchase is better than its competitors. It
should be further noted that the brown paper bag look in packaging
takes on the connotations associated with the colour black. (Jennifer
David, 2014)

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Once the packaging gains the consumers attention, the product itself
must position them to consider Filla Bakery to produce high quality
products. For this reason, Filla Italiano has been created to include a line
of gluten free pizza bases made in the authentic Italian way. Products
associated with the Italian way of life are perceived as being passionate,
good tasting and creative. (Saatchi & Saatchi, 2016) It engages not only
the consumers physical desires but also their emotions. By introducing
Filla Italiano to the already existing list of businesses supplying Filla
Bakery goods to the public, the brand can reinvent itself in the eyes of the
public. The combination of an upgraded colour scheme for packaging as
well an affiliation with fine Italian food will allow the brand to service a
totally new niche market.

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5 Marketing Communication Strategy

5.1

Campaign Objectives

The campaign objectives for the introduction of Filla Italiano are based almost
solely on gaining an improved brand recognition. Given that the company

already has a fair reach as far as trade with distributors, it is essential that
they do not neglect the consumers as a result. The following campaign
objectives will focus on observing the increase in brand awareness for Filla
as a company once the new extension is introduced.
Objective 1 - Increase brand recall of consumers by 20%
The way this objective will be measured is via a questionnaire put forward
to consumers as they enter the stores that sell Filla products. Before Filla
Italiano is introduced to the market a questionnaire taken over one
business day of 100 people will assess how many consumers recall the
Filla brand when questioned name five companies that sell bread
products?.
Eight weeks after the introduction of Filla Italiano, the same questionnaire
will be carried out at the same stores in the exact fashion as the first one.
The contrast between the first and the second questionnaires will allow us
to assess the increase, if any, of brand recall for Filla Bakery among
consumers.
Objective 2 Website front end facelift / Increase website traffic by 80%
The front end of the already existing Filla website will be edited to include
the colour scheme of the Filla Italiano branding (to emphasise quality).
Filla management will also include more in depth segments within the
website to give the website a more personal feel when consumers are
perusing.
Via the use of new Filla social media pages (see appendix 3) customers
will be redirected to the existing Filla website. The biggest push for this
online engagement will be from the release date of Filla Italiano into stores
up until the re-assessment of brand recall in order to help achieve

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objective number 1 at the same time. After this point emphasis on online
engagement will continue but at a more sustainable rate. The goal is to
increase website traffic 80% by six months after the release of Filla
Italiano. The social media marketing and website monitoring will be
completed by the QUT marketing intern recommended to Filla as this will
not cost the company anything.
Social media marketing will include daily posts with recipes for homemade
pizza as well as information on the Filla brand. Daily Instagram
competitions will be held where a free pizza base pack will be given to a
consumer with the best photo of homemade pizza made with a Filla
Italiano base. #fillaitaliano will be implemented to monitor participation.
Both Instagram and Facebook will feature links to the Filla website.

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5.2

IMC Tactical Strategy

Various marketing strategies will be used to reach the segmented

audience. These rely mostly on the use of social media engagement,
Medium

Online Voucher

Description

To increase website traffic, advertisements

pertaining to a discount voucher will direct
customers to the Filla website where they
can save/print/ copy a voucher for 10% off a
Filla Italiano pizza base in store. This is
aimed to both increase initial sales of the
new brand extension as well as guide
consumers to the Filla website which will
ultimately increase traffic and HELP to

Facebook Boosted Posts

improve brand recall.

The use of boosted posts to attract

Instagram

consumers to the voucher.

Recipe images, pizza images,
conscious

images

and

other

health
relevant

content to be posted on a daily basis. Using

hashtags

#fillaitaliano

and

tagging

@fillabakery
Pinterest

A Pinterest account to be made and

monitored by the marketing team. Relevant
content such as recipes, articles, images,
creative cooking ideas and bread recipes
will be posted at least fortnightly.
Facebook will be used to share these posts
and direct people to Fillas Pinterest page.
The aim of this is to increase consumer
engagement and create a more personable

Printed Flyers

business that people can connect to.

Flyers will be distributed to sellers of Filla
Italiano to be displayed in store in a
magazine rack or at point of sale locations.
The flyers will contain images of the pizza
bases as well as nutrition information and
the history of Filla Bakery.

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website promotion and physical in store promotion such as fliers. See

table below for a detailed description of marketing communication
strategies.
Table 2: Marketing Mix

5.3

Campaign Implementation

Table 3. GANTT Table for campaign strategies

Cost of Marketing Campaign

Social media marketing

QUT intern

Cost of Website remodel

- $1,000 (www.facebook.com)
- $0
- $797 (www.sitesnstores.com.au)

Questionnaires
- $950 (based on 1-hour wage per
employee per store across all stores)
TOTAL

- $2,747

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5.4

Campaign Evaluation

Table 4: Metrics for measuring marketing goals

Campaign

Measuring Metrics

Website traffic

Google Analytics will be used to

accurately measure how many
people
are
visiting
Fillabakery.com.au.

Facebook

Instagram

Increased Brand Recall

Downloads will be tracked for the

10% off coupons as another
indicator of how many people are
interacting with the website.
Facebook has its own internal page
monitoring analytics which will
allow the QUT intern operating the
page to see how many people are
viewing, liking, commenting and
sharing posts made by the Filla
Facebook page.
Much the same as Facebook,
Instagram has internal analytics
which accurately measure page
traffic. Crowd Fire will be used to
track followers and unfollows of the
Filla Bakery Page.
A questionnaire will be conducted
at the beginning and end of an
eight-week period commencing at
the release date of Filla Italiano.
These will be conducted at each
store Filla products are sold at and
100 customers will be asked to
partake at each store. This will
ensure an extremely accurate

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assessment of any increased brand

recall for Filla Bakery.

6 Marketing Materials

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Sample Daily Instagram Posts

Sample Fliers for Filla

Italiano

Filla Social Media Pages

As the designs for the social media pages as well as the logo for the company
were designed for the previous marketing assessment for Filla Bakery, there are
no design costs associated with this marketing plan. The only cost that should be
mentioned here is the cost of printing fliers for the various stores Filla sells
products

at.

This

(www.vistprint.com.au)

cost

will

be

$1,000

AUD

for

10,000

copies

to be distributed evenly among retailers. The cost for

both social media marketing and the update of the Filla Bakery website were
mentioned in section 5.3 and are therefore not mentioned again here.

7 References
Brand Extension Definition | Investopedia. (2010). Investopedia. Retrieved 21
May 2016, from http://www.investopedia.com/terms/b/brand-extension.asp

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Chandon, P. (2003). Note on measuring brand awareness, Brand Image, Brand

Equity and Brand Value. INSEAD; Working Paper Series. Retrieved From
http://sites.insead.edu/facultyresearch/research/doc.cfm?did=1268
Chitty, Luck, Barker, Valos & Shimp (2015). Integrated Marketing
Communications, 4th Asia Pacific edition. Cengage Learning
Ciotti, G. (2016). The Psychology of Color in Marketing and Branding.
Entrepreneur. Retrieved 29 May 2016, from
https://www.entrepreneur.com/article/233843
Colors that Influence Food Sales - Jenn David Design. (2013). Jenn David Design.
Retrieved 1 June 2016, from http://jenndavid.com/colors-that-influence-foodsales/
Food Investments Pty Limited - Retail. (2016). Ibisworld.com.au. Retrieved 25
May 2016, from http://www.ibisworld.com.au/enterprisefull/subsidiaries.aspx?
entid=10851
Forbes Welcome. (2016). Forbes.com. Retrieved 1 June 2016, from
http://www.forbes.com/sites/steveolenski/2013/09/16/why-integrated-marketingcommunications-is-more-important-than-ever/#6aa826992325
Help Centre. (2016). Facebook.com. Retrieved 2 June 2016, from
https://www.facebook.com/business/help/547448218658012
IBISWorld. (2016). IBISWorld Industry Report C1171 Bread Production in Australia
[Report]. Retrieved from IBISWorld.com.au
Jennis, D. (2013). Northwestern Medill TalentQ Summary Paper: An Exploration of
New Frontiers and the Talents Needed to Succeed in the Wild World of Marketing.
Journal of Integrated Marketing Communication, Retrieved from
http://jimc.medill.northwestern.edu/wpcontent/uploads/sites/9/2014/02/archives/2013/JIMC_Current_Issue_2013_Article_
7.pdf
Kerr, G & Patti, C. (2002). Integrated Marketing Communications (IMC): Where to
from here? Queensland University of Technology. Retrieved from
http://www.anzmac.org/conference_archive/2002/papers/pdfs/p296_kerr.pdf
Promotion: Integrated Marketing Communication. (2016).
Consumerpsychologist.com. Retrieved 3 June 2016, from
http://www.consumerpsychologist.com/intro_Promotion.html
'Rebranding Made in Italy: News: Saatchi & Saatchi. (2014). Saatchi & Saatchi.
Retrieved 1 June 2016, from http://saatchi.com/en-us/news/rebranding-made-initaly

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8 Appendices
Appendix 1.

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Appendix 2.

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Appendix 3.
Main competitors who sell pizza bases in stores of Australia are;

(1) Letizza bakery

(3) Bazaar
(5) Janes Kitchen

(2) mission
(4) Toscano
(6) Nevano.