LACTEL advertising campaign: Current stakes and future perspectives for IBP campaigns - publié le 07/03/2011

Thèmes abordés

Lactel - Advertising - Communication - IBP - Internal Brand Positioning

Résumé du document

Non Durable Consumer Good can be defined as "goods that have a very short life span and are perishable in nature". For instance, milk and bread are non durable consumer goods. Such goods are specific because they generally feature a rather low added value. Consumers use those everyday without wondering what they expect from such products. Price is a high variable regarding differentiation, and rather low prices prevent consumers from really being demanding regarding benefits. Consequently, it is very difficult for those products' manufacturers to differentiate and to insist on their products' benefits in advertising campaigns. Moreover, consumers are not really interested in such daily products' promotion, since the expected added value is very low.
This is the reason why companies that produce such goods have to insist on their added values, on the elements that make their products better than the competition's ones. Targeting specific segments, more demanding regarding products' quality, is another strategic choice.
Lactel is a French milk manufacturer. This report consists in the company's IBP campaign analysis thanks to a careful situation analysis and to the formulation of each step of the brand's statement of IBP objectives: how should the milk manufacturer best communicate to highligh its products' added value in order to appeal customers and to strategically strenghthen its brand awareness?

Extraits

[...] The situation is reversed here: the daughter is embarrassed and uses Lactel as an escape door10. As you can see, Lactel has been using the same concept all along the years: families having breakfast, fathers answering questions (or avoiding to). The idea is to highlight children curiosity, and the fact that Lactel helps them to blossom during their growth. In the ad we are analyzing here, the concept is the same. That enables the brand to build a strong awareness (consumers identify Lactel ads very easily) and to benefit from a strong sympathy since it becomes part of families' lives (slogans are repeated to make fun etc.) Lactel has to continue with this strategy in future years because it is its main strength. [...]

[...] (question In order to better analyze Lactel Bio's advertising campaign, we will summarize the elements that should be highlighted in order to successfully reach the target audience. POSITIONING: To all mothers, Lactel Bio is the milk that provides their children with security and well being day after day. PROMISE: Lactel Bio provides nutritional security and sustainable well being. SUPPORT: Lactel has been a partner of biological agriculture for 15 years; Lactel ensures consumers with biological characteristics of milk components. BENEFIT: day after day, my children feel fine and I am sure they drink good biological milk. [...]

[...] Lactel is consequently an interesting case of promoting a basic, general product to an up market one thanks to a strong communication BIBLIOGRAPHY Internet websites Altius Dictionnary For the definition of non durable consumer goods http://www.altiusdirectory.com/Business/types-consumer-goods.html Accessed on November Lactalis Corporate website http://www.lactalis.fr/english/groupe/historique.htm Accessed on November Study among distributors http://www.lineaires.com/Cremerie/Les-chiffres/Lait-les-ventes-par-grandes-familles Accessed on November Quiestlemoinscher.com, website comparing products' prices. http://www.quiestlemoinscher.com/bio/produits-frais/laits-cremes-oeufs/lait-bio-uht-demi-ecreme-1l-4 Accessed on November Lactel corporate website http://www.lactel.fr/c_est_nouveau/pubs.php?v=5 Accessed on November Lactel Bio corporate website http://www.lactelbio.fr/ Accessed on November Youtube, for old Lactel ads http://www.youtube.com/watch?v=56ggk43ZawI http://www.youtube.com/watch?v=JEEM2aA_CQY http://www.youtube.com/watch?v=5hCjF1FFoJI&feature=related Ethikenblog, blog on ethics in business http://www.ethikenblog.com/ Article “Comme un arbre dans la ville: Lactel Bio, un marketing éthique discret, pour un engagement précis” Written by Bernard Gindre October Other supports Syllabus of the “Advertising and communication” Seminar By John H. [...]

[...] As a consequence, advertising campaigns have been more and more insisting on those criteria. This is the reason why Integrated Brand Promotion (known as IBP) is more than ever a strategic tool that companies have to use wisely to reach consumers. But building an efficient IBP campaign is not an easy task, especially for those non durable goods' manufacturers, since highlighting the experience you will live while drinking your glass of milk is not necessary the easiest thing you will have ever done . [...]

[...] Children absolutely do not believe their father, arguing that his answer is a metaphor, a euphemism etc. The slogan is that Lactel is the perfect milk for your children's growth because it enables them to blossom8. Then, a few years later, a boy is having breakfast with his father, who reads the newspaper. The boy asks his father “Daddy, what is showing Lactel bottle. His father is not paying attention so, after asking the same question a few times, the boy asks “Daddy, how do we make babies?” Embarrassed, the father answers his son “This is Lactel milk” and explains everything about Lactel. [...]