Sample Marketing Paper on Macromike Blueberry muffin almond protein bar

Macromike Blueberry muffin almond protein bar is one of the healthy snack bars marketed by Macromike in Australia. The bars are marketed as 100% plant-based products aimed at maintaining health while reducing hunger (Macromike 2020). Part of the marketing mix for the product is the product advertised on the company’s website, which also doubles as the e-marketing platform for the product. The communication piece presented on the website comprises a combination of a picture of the snack bar in its marketing package and detailed product description as well as customer reviews. The combination of pictorial representation and descriptive information makes the marketing piece effective in its intended communication and for the intended target market.

Campaign Brief Critique

Category Positioning and ‘Involvement by Motivation’ Grid

The combination of various communication tools reflects varying levels of customer involvement from low to high. According to Choi, Yoon, Pack, and Reid (2012), the thinking dimension is closely linked to the utilitarian function of a product while the dimension described under feeling is linked to value expression. The portrayal of the blueberry muffin almond protein bar as both fulfilling (hunger reducing) and healthy therefore reflect the utilitarian and affective functions of the product, respectively. The Foote, Cone, and Belding (FCB) model for the product based on the characteristics depicted by the marketing piece would thus look like Figure 1 below.

Figure 1. FCB Model Representing Customer Involvement in the Macromike Blueberry Muffin Almond Protein Bar

  Thinking Feeling
High involvement 1.     Informative marketing (thinkers)

Fulfilling snack bar – customer reviews and product descriptions

2.     Affective marketing (feelers)

Reference to the health benefits (100% natural product) – healthy snack.

Low involvement 3.     Habit formation (doers)

 

4.     Self-satisfaction (reactor)

Target Customers

The target customers for Macromike are individuals who seek healthy snack options. Research by Dibb and Simkin (2010) indicated that the selection of customer segments is an important determinant of marketing success, and marketing information must clearly indicate the targeted market segments. For the blueberry muffin almond protein bar, the marketing piece on the company website clearly indicates that the enterprise targets those seeking satisfaction for their blueberry muffin cravings and those who desire 100% natural plant-based snack products.

Marketing Communications Strategy and Objectives

The blueberry muffin almond protein bar marketing piece on the website is quite clear on the targeted audience and objectives and uses various communication strategies and content to realize its objective. The packaging illustrations give pictorial representations of blueberries and muffins, indicating what the product contains. Effective marketing communication has been achieved through the piece since the piece gives detailed descriptions of the value to be obtained from the product. De Villiers, Tipgomut, and Franklin (2019) posit that exchange can only occur between a marketer and a prospective buyer if the buyer perceives the presence of the desired value in the marketed product. Since the objective of any marketing strategy and communication is to initiate a product purchase as discussed by Karakaya, Badur, and Aytekin (2011), it would be expected that such communication would give potential customers the rationale for purchasing the marketed products. Effective marketing requires the marketer to be able to satisfy a customer’s need such that the customer is naturally drawn to the product based on expected utility, and this is the objective of every marketing piece. In the protein bar product descriptions, clarification of health effects, price details, and reference to exceptional taste and fulfillment through customer reviews helps the company to achieve this objective. The piece performs the multipronged role of marketing campaigns namely, to inform, persuade and remind. The detailed product descriptions inform new potential customers of what they stand to gain from the product. The combination of different tactics persuades the customers of the need to purchase the product, while the five-star ratings remind customers of the value. It is therefore deductible that the campaign is potentially effective in realizing its objective of attracting purchase.

Creative Strategy and Tactics

The blueberry muffin almond protein bars advertised by Macromike are effectively marketed on the company’s website using a combination of a good strategy and tactics in communication. The purpose of the marketing information is to communicate to those who prefer healthy snacks devoid of animal products or artificial ingredients. To communicate to this customer group, the marketing piece provides detailed information on product ingredients, including the specific constituents and their percentages, and presents this information in highlighted format. The use of descriptive advertising makes marketing creative strategy even more effective and sufficiently persuasive for the target market (Palmatier 2018). Three persuasive appeals, logos, ethos, and pathos, are described as important in any marketing communication and are usually achieved through a combination of creative tactics and strategies (Verlegh, Fransen, and Kirmani 2015). The tone and mood used in communicating this information is sufficiently persuasive as it combines elements of the three appeals namely, pathos (through reference to health benefits of the product); logos (through the description of nutritional facts and detailed description of ingredients); and pathos (through the use of customer reviews). The tactics used by Macromike in marketing communication are therefore effective for the intended objective.

 

References List

Choi, H, Yoon, HJ, Pack, H-J and Reid, LN 2012. ‘Thinking and feeling’ products and ‘utilitarian and value-expressive’ appeals in contemporary TV advertising: A content analytic test of functional matching and the FCB model.’ Journal of Marketing Communications, vol. 18, no. 2, pp. 91-111. Available from: <https://www.researchgate.net/publication/233296806_’Thinking_and_feeling’_products_and_’utilitarian_and_value-expressive’_appeals_in_contemporary_TV_advertising_A_content_analytic_test_of_functional_matching_and_the_FCB_model>. [Accessed on 24 August 2020].

De Villiers, R, Tipgomut, P and Franklin, D 2019. Promotion and marketing communications. Intech Open Books. Available from: <https://www.intechopen.com/books/promotion-and-marketing-communications/international-market-segmentation-across-consumption-and-communication-categories-identity-demograph>. [Accessed on 24 August 2020].

Dibb, S and Simkin, L 2010. ‘Judging the quality of customer segments: Segmentation effectiveness.’ Journal of Strategic Marketing, vol. 18, no. 2, pp. 113-131. Available from: <https://www.researchgate.net/publication/45348438_Judging_the_quality_of_customer_segments_Segmentation_effectiveness>. [Accessed on 24 August 2020].

Karakaya, C, Badur, B and Aytekin, C 2011. ‘Analyzing the effectiveness of marketing strategies in the presence of word of mouth: an agent-based modeling approach.’ Journal of Marketing Research and Case Studies. Available from: <https://ibimapublishing.com/articles/JMRCS/2011/421059/421059.pdf>. [Accessed on 24 August 2020].

Macromike 2020. Blueberry muffin almond protein bar. Available from: <https://macromike.com.au/collections/protein-bar/products/blueberry-muffin-protein-bar-1-x-45g>. [Accessed on 24 August 2020].

Palmatier, RW 2018. ‘Advancing marketing strategy research.’ Journal of the Academy of Marketing Science, vol. 46, pp. 983-986. Available from: <https://link.springer.com/article/10.1007/s11747-018-0595-4>. [Accessed on 24 August 2020].

Verlegh, P, Fransen, M and Kirmani, A 2015. ‘Persuasion in advertising: When does it work, and when does it not?’ International Journal of Advertising, vol. 34, no. 1, pp. 3-5. Available from: <https://www.researchgate.net/publication/282925927_Persuasion_in_advertising_When_does_it_work_and_when_does_it_not>. [Accessed on 24 August 2020].