BTEC BUSINESS UNIT 17 ASSIGNMENT 2 - (DISTINCTION) - (P6 M3 D3)- PEARSON
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Course
Unit 17 - Digital Marketing
Institution
PEARSON (PEARSON)
Original document which achieved distinction grade and hits all criteria.
The brand of choice for the digital marketing campaign is Mr Kipling.
5 pages, size 12 font, 1656 words.
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Introduction
In this assignment I will be developing a digital marketing campaign for the UK born
brand Mr Kipling with the intention to build brand loyalty and boost sales.
Mr Kipling:
Mr Kipling is a well known British brand known for its ready made cakes, pies and
other baked goods. Founded in 1967 by the uk food business Rank Hovis McDougall
(RHM), in an effort to boost cake sales. The name Mr Kipling was only created for
marketing purposes with the intention of bringing a traditional family feel to the
company and draw consumers attention away from the idea of the products being
produced on an industrial scale. The slogan of “Exceptionally good cakes” was also
born around this time. This was achieved through clever use of television
advertisements to give the impression of Mr Kipling being a small shop baker, even
going as far as hiring actor James Hayter to voice Mr Kipling. While this tactic may
appear deceitful to most it worked a charm on boosting RHM’s sales. Over the years
the Mr Kipling brand has gone through many redesigns all having their own effect on
revenue generated and to this day is owned by the parent company Premier Foods.
One of Premier Foods aims is “to be the best, consistently delivering at the highest
level.” To achieve this goal they will have to consider current trends and develop
customer loyalty through effective use of digital marketing campaigns.
Products
Mr Kipling offers a range of ready made baked goods, these include:
➔ Slices
◆ Sponge slices with fondant icing and filling.
➔ Cakes
◆ Sponge cake with sultanas topped with sugar.
◆ Battenburg
➔ Pies
◆ Apple and blackcurrant pies.
◆ Apple pies
➔ Tarts
◆ Jam tarts, chocolate tarts.
➔ Biscuits
◆ Viennese whirls - Shortcake with jam and cream filling
➔ Fancies
◆ Small sponge cakes topped with buttercream and enrobed in fondant.
, Unit 17 - Assignment 2 - Tyler Parish
Partnerships
Mr Kipling wanted to partner with a brand that shared their core principles and
personality for their summer campaign in order to improve brand awareness. The
Roald Dahl brand was a wonderful fit with his much loved classic children's novels,
and the ongoing collaboration has continued to enhance sales and received a
positive response from consumers and retailers.
The campaign ran in Tesco shops nationwide and offered a range of Roald Dahl
themed prizes to be won from purchases of any Roald Dahl themed Mr Kipling
product. During the campaign Mr Kipling updated their packaging using the iconic
Quentin Blake illustrations. The campaign had over 50,000 entries and was
nominated for campaign of the year. Due to the success of the campaign Mr Kipling
has decided to continue running the campaign each summer.
Competitors
The main competitors that Mr Kipling faces are supermarket home brands such as
Tesco or ALDI who try to replicate the products that built the Mr Kipling brand. As
they have to rely on supermarkets to stock and sell their products Mr Kipling has to
find ways to stay ahead of its competitors through their products and brand loyalty.
Market strategies
Television adverts have been favoured in the past by Mr Kipling however they don’t
prove as effective as they used to, for this reason it is key that expansion into social
media is the next step if Mr Kipling doesn’t want to get left behind. Another method
used is innovation, Mr Kipling typically resorts to redesign product packaging with a
more modernistic appeal to boost its sales. Mr Kipling's last campaign switched up
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