Rebeccas Dairy Marketing Campaign
ACTIVITIY 1
1. Rationale/Introduction
I am developing this campaign for Rebecca’s Dairy which is a farm planning on diversifying
their product range into ice cream markets. They need external help to market the new
products, along with a plan on how they can increase their revenue, the main aim of this
business. They have come across financial difficulties which mean that this campaign is
important to help them get back on track.
The ice cream industry on a whole is slowly declining in sales and increasing in price per litre.
Larger retail stores are offering more space for local and newer brands, which is a reason this
market is a good move for Rebecca’s Dairy. Another reason is that the Luxury Ice cream
dessert market has grown its market share by 4.6% in 2019, which means that Rebecca’s
Dairy has made a desirable choice picking this market over other declining segments such as
Kids Ice creams.
The facts say that this is a good market for Rebecca’s Dairy to enter, and they should be able
to increase their revenue from this market.
2. Aims and Objectives - 8 MARKS
Aims Objectives - HOW – BY HOW MUCH – BY WHEN Key
Performance
Indicator
1. Rebecca’s Dairy should increase artisanal ice cream sales in high-end % increase in
supermarkets (Ocado, Waitrose and M & S) between the months of artisanal new
March and September (popular months for purchasing ice cream) product range
by 10%. sales
This objective is appropriate to Rebecca’s dairy because high-end
supermarkets are likely to have customers with a higher budget,
who are more likely to pay a premium price for artisanal ice cream.
- https://www.thisismoney.co.uk/money/bills/article-
9450143/Cheapest-expensive-supermarkets-revealed.html
I have chosen this specific 6-month period because in the case
study, it says that in the questionnaire they are most likely to
purchase ice-cream between these months.
I have said 10% as it is a new product that they are releasing, so a
smaller increase of sales is to be expected if the marketing
campaign is successful. This objective should be achievable within
the £50,000 marketing budget as the advertising methods chosen
should allow for this amount of growth for the new product range.
, Rebecca’s dairy should aim to get 10,000 clicks on their Pay-Per- Number of
2. Click Google Ad in the first 3 months. clicks
This objective is relevant to the business aim of getting an increase
in revenue, as Rebecca’s Ice Cream will be using an eCommerce
store on the internet to sell their new artisanal range of products
which will be set up with the goal of converting browsers to
customers.
These 10,000 clicks will cost Rebecca’s Dairy around £4000 at 40p
per click meaning it is appropriate for the budget of the marketing
campaign.
I have chosen 3 months for this marketing objective to be achieved
in as it is the length of a business quarter, meaning that Rebecca's
dairy can evaluate the success of this marketing effort at the end of
the quarter.
In order to further increase the amount of revenue they get from % Increase in
each click through and conversion on the site, Rebecca’s Dairy value of a
3. should increase their average order value on the website by 50% single order
through pop-up discount code placements on the site encouraging
customers to buy a second tub.
This is appropriate to the core business aim of increasing revenue as
it aims to increase how much a single customer spends, meaning
that less advertising budget is needed to get the same result, saving
Rebecca’s Dairy money that can be spent elsewere.
3. Market Research - 12 MARKS
Find this information in the case study and make a note of it here …
Competitors - the main competitors for Rebecca’s dairy are:
- Ben and Jerries - they sell single and sharing serving size tubs of icecream, they follow
the trends through flavours and activism. They are well known globally, and are at the
lower priced end of the market. These are competitors as they are still percieved by
many as a luxury upgrade from plain large tubs of icecream. Their average selling
price for a single tub is £3. They are not artisanal, but have vegan and lower calorie
options.
- Magnum – they sell classic flavours of icecream in tubs, along with it in stick format.
They are percieved as a higher quality brand, which is reflected in their packaging.
They do not offer vegan options.
- Haagen Daz – They offer unusual flavours in sharing and mini tub versions. They are at
the higher end of the price range, at around £4.50 a tub.
ACTIVITIY 1
1. Rationale/Introduction
I am developing this campaign for Rebecca’s Dairy which is a farm planning on diversifying
their product range into ice cream markets. They need external help to market the new
products, along with a plan on how they can increase their revenue, the main aim of this
business. They have come across financial difficulties which mean that this campaign is
important to help them get back on track.
The ice cream industry on a whole is slowly declining in sales and increasing in price per litre.
Larger retail stores are offering more space for local and newer brands, which is a reason this
market is a good move for Rebecca’s Dairy. Another reason is that the Luxury Ice cream
dessert market has grown its market share by 4.6% in 2019, which means that Rebecca’s
Dairy has made a desirable choice picking this market over other declining segments such as
Kids Ice creams.
The facts say that this is a good market for Rebecca’s Dairy to enter, and they should be able
to increase their revenue from this market.
2. Aims and Objectives - 8 MARKS
Aims Objectives - HOW – BY HOW MUCH – BY WHEN Key
Performance
Indicator
1. Rebecca’s Dairy should increase artisanal ice cream sales in high-end % increase in
supermarkets (Ocado, Waitrose and M & S) between the months of artisanal new
March and September (popular months for purchasing ice cream) product range
by 10%. sales
This objective is appropriate to Rebecca’s dairy because high-end
supermarkets are likely to have customers with a higher budget,
who are more likely to pay a premium price for artisanal ice cream.
- https://www.thisismoney.co.uk/money/bills/article-
9450143/Cheapest-expensive-supermarkets-revealed.html
I have chosen this specific 6-month period because in the case
study, it says that in the questionnaire they are most likely to
purchase ice-cream between these months.
I have said 10% as it is a new product that they are releasing, so a
smaller increase of sales is to be expected if the marketing
campaign is successful. This objective should be achievable within
the £50,000 marketing budget as the advertising methods chosen
should allow for this amount of growth for the new product range.
, Rebecca’s dairy should aim to get 10,000 clicks on their Pay-Per- Number of
2. Click Google Ad in the first 3 months. clicks
This objective is relevant to the business aim of getting an increase
in revenue, as Rebecca’s Ice Cream will be using an eCommerce
store on the internet to sell their new artisanal range of products
which will be set up with the goal of converting browsers to
customers.
These 10,000 clicks will cost Rebecca’s Dairy around £4000 at 40p
per click meaning it is appropriate for the budget of the marketing
campaign.
I have chosen 3 months for this marketing objective to be achieved
in as it is the length of a business quarter, meaning that Rebecca's
dairy can evaluate the success of this marketing effort at the end of
the quarter.
In order to further increase the amount of revenue they get from % Increase in
each click through and conversion on the site, Rebecca’s Dairy value of a
3. should increase their average order value on the website by 50% single order
through pop-up discount code placements on the site encouraging
customers to buy a second tub.
This is appropriate to the core business aim of increasing revenue as
it aims to increase how much a single customer spends, meaning
that less advertising budget is needed to get the same result, saving
Rebecca’s Dairy money that can be spent elsewere.
3. Market Research - 12 MARKS
Find this information in the case study and make a note of it here …
Competitors - the main competitors for Rebecca’s dairy are:
- Ben and Jerries - they sell single and sharing serving size tubs of icecream, they follow
the trends through flavours and activism. They are well known globally, and are at the
lower priced end of the market. These are competitors as they are still percieved by
many as a luxury upgrade from plain large tubs of icecream. Their average selling
price for a single tub is £3. They are not artisanal, but have vegan and lower calorie
options.
- Magnum – they sell classic flavours of icecream in tubs, along with it in stick format.
They are percieved as a higher quality brand, which is reflected in their packaging.
They do not offer vegan options.
- Haagen Daz – They offer unusual flavours in sharing and mini tub versions. They are at
the higher end of the price range, at around £4.50 a tub.
