Entire assignment will be based on the improvement of market share in the adult cereal market with the help of advertising and labelling strategies. For fulfilling the purpose, this study will be divided in two main sections depicting the analysis of taken campaign options and recommendations.
Option 1: Vitamin-Enriched
Sally, the new assistance branch manager in BFI has proposed this ‘hard hitting’ marketing option as one of the major elements through which this company could get back its strong hold in the same market. Evaluation of this campaign option according to the core values presented by Josephson’s core values. Analysis of the same are explained below.
Trustworthiness. Being one of the essential values of Josephson’s core values, trustworthiness clearly demonstrates the fact that all the advertising and promotional campaigns should be honest, telling public the truth about their products (MacQuillin & Sargeant, 2018). As per the proposed option by Sally, there is still some points that are going with the core values. According to the assessment later, it has been found out that besides the high fiber cereals that are preventive of cancer risks in human Sally found out that another product noting enriched with Vitamin B, which justifies the labelling (Reddy, 2018). But another problem is that as per the BFI’s research department, it has been noticed that amount of B vitamins that they put in their products are not capable for providing instant energy as well as vitamin content is same with all bran cereals.
On the other hand, despite the argument, the first campaign option listing panel with nutritional information about that most of the customers are concerned about recently justifies trustworthiness on behalf of the company’s campaign option.
Fairness. The slogan “Fiber for Health”, fits well with the core values underlined in Josephson’s core values. This core value highlights the fact that marketing campaigns should be fair and treat all the people with equally by giving them information upon which they can rely. According to the research done by Sally, it has been found out that “the amount of bran in Natural Cereals has increased by 40 percent in the last two years” (Touboulic, Chicks and & Walker, 2014). This result and her decision about the next promotional campaign would recap the market competition’s plans of associating cancer reduction with bran. All the information is projecting the fact that this campaign option is also very health conscious one. All these facts are helpful in proving the fact that core values are not abandoned while making the campaign options by the company executives.
Responsibility. As per the company’s main objective “to improve market share in the adult cereal market through advertising and labelling strategies”, this campaign option suits well the both the organizational interest and core values of Josephson. According to this motto of Sally, she planned to increase the market-based appeal of their products with the coupons on the back of package that will help increasing the sale. The new “Resealable pack” could be added into this. Discounts and cookbooks underlining how to use Natural’s cereals are helpful in developing appeal to the border market (Nagle & Müller, 2017). This marketing agenda shows responsibility and motive of performing the duties of Sally without deviating from the healthy food concept. On the other hand, other core values also attached with this third option. Trustworthiness, fairness, respect and caring to the customers as well as towards organizational duties are not being violated here (Linkins, Niemiec, Gillham & Mayerson, 2015).
Caring, Citizenship and Responsibility. As per the proposal of Joe, the product manager in BFI, combining of option one (Vitamin-Enriched ) and two (High Fiber), will help them to boost their market share and assist them to be fair and honest with their customers (Scrinis & Parker, 2016). As per the meeting done between the assistance branch manager and product manager it could be noticed that information in the packaging and advertisements will be true as Sally has researched that all the Vitamin and fiber related contents are real and the organization is really concern about producing healthy products for their customers. On the other hand, according to the regulations of FDA and FTC there will be no objections against the cancer reduction claims or vitamin contain label in the cereals (Negowetti, 2015).
Therefore, both the health benefits and organizational concern will be protected with this combined option. As per the third option proposed by the assistance branch manager, though the plans of increasing market share of the organization are effective, they are too time consuming. Offering coupons, discounting are good options to attach customers, but all these promotional campaigns need time and revenue to get fulfilled.
Besides, in less time the combined option is efficient to gain attention from the customers are eventually increase the market share. All these arguments are depicting the fact that as per the six core values of Josephson, caring, citizenship and responsibility are the prime values lurking behind this fourth option. These values are behind the responsibility of the assistance branch manager to make people health experts without forgetting the organizational profits.
After analysis of all the possible options for campaign, it has been found out that not each of them could fulfil all the major requirements at hand of the company. Some of them has loopholes. As per the previous analysis, the first option goes well with the motto of making people healthy and earning good will for the company, this promotional campaign will help in increasing the market share as well. On the other hand, the second and third options are also according to the ethical considerations and beneficial for developing the market share in the domestic market and in a boarder scale, but the time is one of the main constraint in front them. The second option of highlighting high fibre food benefits and effect on reducing cancel tendencies will not help in achieving the organizational objective alone. On the other hand, the third option is labour consuming, costly and time consuming also.
Keeping in mind all the possibilities and their effects on the organizational objective, it will be effective to apply and accept the combination option, since, all the stakeholders’ (customers, FDI, FTC) concerns and interests will be protected through this along with increasing the market in adult cereal market (Burdock & Carabin, 2014). Facts are that, if the advertisement of products clamming high fibre that helps in reducing cancer risks and enrich in vitamin B are proved to be true according to the investigation of FDI and FTC, more adult customers will be encouraged to purchase them and have them in their regular diet. In this way, within less time the market share will be increased.
References
Burdock, G. A., & Carabin, I. G. (2014). Breaking Down the Barriers to Functional Foods, Supplements and Claims. In Nutraceutical and Functional Food Regulations in the United States and Around the World (Second Edition) (pp. 75-103).
Linkins, M., Niemiec, R. M., Gillham, J., & Mayerson, D. (2015). Through the lens of strength: A framework for educating the heart. The Journal of Positive Psychology, 10(1), 64-68.
MacQuillin, I., & Sargeant, A. (2018). Fundraising Ethics: A Rights-Balancing Approach. Journal of Business Ethics, 1-12.
Nagle, T. T., & Müller, G. (2017). The strategy and tactics of pricing: A guide to growing more profitably. Routledge.
Negowetti, N. (2015). Food Labeling Litigation: Exposing Gaps in the FDA’s Resources and Regulatory Authority.
Reddy, B. S. (2018). Diet and colon cancer: evidence from human and animal model studies. In Diet, nutrition and cancer: a critical evaluation (pp. 47-66). CRC Press.
Scrinis, G., & Parker, C. (2016). Front?of?Pack Food Labeling and the Politics of Nutritional Nudges. Law & Policy, 38(3), 234-249.
Touboulic, A., Chicksand, D., & Walker, H. (2014). Managing imbalanced supply chain relationships for sustainability: A power perspective. Decision Sciences, 45(4), 577-619.
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