1. Waitrose Communication Audit 21/5/2013 Lily, Irina, Joe and Jack Nottingham Trent University

2. Introduction Purpose Values Situation Analysis Objectives + Strategies Storyboards Budget Implementation and Evaluation Conclusion Agenda

4. 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!

5. 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

6. Situational analysis – key findings SWOT & TOWS StrengthsWeaknesses 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 OpportunitiesThreats 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

7. Source: Mintel (2011) The number of UK population in 2006, 2010 and 2016

8. So…

9. 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

10. Location Nottingham London

11. Storyboard: Enjoy The Journey’ Ad Campaign Overwhelmed 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.

12. “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

13. 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 !

14. 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

15. 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.

16. Implementation and Evaluation 50 2~32~3

17. 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

18. Thank you! Happy to answer your questions!