S.W.O.T. Analysis of ROLO



Why Re-Brand & Re-Launch ROLOSLack of AwarenessROLO is manufactured by Nestle and currently on the website there is no mention of the ROLO brand or products. This is a major problem as it implies the brand is forgotten about and irrelevant. This needs to be addressed. Today’s society sees everyone online, hence something as small as not being present on the parent brand’s website, can significantly damage the brand. Successful marketing must include online marketing, something ROLO has not embraced.ROLO was last re-launched in 2002 and 2003. In the current economic climate it is important to stand out against competition and position the brand in the minds of the consumers. Without implementing marketing strategies and communicating the brand to the consumer, it is not possible to stay relevant in the consumer’s mind.Problems facing product and brandSales of chocolate have fallen, confounding pundits who predicted that “comfort” food would automatically benefit from the downturn. According to sales data gathered by The Grocer magazine (2009), volumes of chocolate confectionery declined by 2.6 per cent in 2009.The ROLO brand reported that last year’s sales growth was the slowest the company had experienced in 3 years.Brand Audit:Product Analysis586740012192000ROLO is a truncated shaped rich milk chocolate surrounded in a soft chewy caramel. It is a product from the Néstle umbrella brand. It was first sold in the UK by Rowntree Mackintosh in 1937. ROLO is sold under the licence of Néstle in the UK however in 1969 Hershey’s American company received a license from Néstle to manufacture and market ROLO in the United States. The picture to the right shows the first ever packaging for ROLO in 1937. ROLO was first produced in Norwich, however in 1994 the factory closed and manufacturing started in York England. 59791601089025000102489000ROLOs come as in a packet of 10 and are wrapped in a tube. Their distinctive brown wrapper makes them stand out amongst other sweets. ROLO is illustrated on the wrapper in red and gold colours and this makes it very recognisable. The outside of the ROLO is essentially a 'shell' as the milk chocolate is holding onto the smoothest caramel centre. The combination of sweet and smooth caramel with the taste of the milk chocolate is a winning one. Nestle ROLOs are a sweet of high quality. The milk chocolate is smooth and quite creamy in its consistency. It’s a delicious sweet without being over bearing. The caramel centre is just right; in terms of flavour as well as consistency. On the packet you will find nutritional information and other information such as ingredients and contact details for Néstle.58007252032000Competitive Analysis Who are the competitors: Néstles main competitors would be Mars and Cadbury, both being the world’s leading manufacturer of chocolate. They both produce a huge range of chocolate that Néstle compete with. 59817007886700058864506667500What Products they sell: Cadbury sell a huge range of chocolate ranging from bars, sharing bags and drinking chocolate. One of the main products Cadbury sells which is in close competition with ROLO is their dairy milk Chocs, they have a similar tubular shape which are also truncated-cone shaped chocolates. Another product that is in direct competition with Néstle is the dairy milk caramello or dairy milk caramel because of the creamy caramel texture like the filling of the ROLO-38100057658000-3333752349500Mars chocolate is also a close competitor for Néstle as they have 34 recognised brands in total. Products which are in close competition with Néstle are maltesers and m&m’s. The majority of Maltesers campaigns are primarily directed towards women, ie. ROLO’s target market. The second product which is in direct competition with ROLO is m&m’s both products concept is the idea of sharing. S.W.O.T. Analysis of ROLO224790073025Opportunites:The advertising opportunities for Rolo are huge; young females have a significant interest in social media and advertising. The brand needs to ensure they keep up to date with the most influential places to advertise; facebook, twitter, youtube, instagramCinema advertisements should be launchedFresh advertising campaigns should be undertaken. Make the brand more current to suit its modern consumerTie in with YOLO which is very popular amongst the target market. Catchy slogans can connect the twoInject some humour into the brand and its advertising; there is not as much as an emphasis on love and romance in modern society. Make the last Rolo not about love but about humour, stunts and playing hard to get.Promotions at events, schools and colleges, sponsorship, competitionsGet the consumer involved; competitions00Opportunites:The advertising opportunities for Rolo are huge; young females have a significant interest in social media and advertising. The brand needs to ensure they keep up to date with the most influential places to advertise; facebook, twitter, youtube, instagramCinema advertisements should be launchedFresh advertising campaigns should be undertaken. Make the brand more current to suit its modern consumerTie in with YOLO which is very popular amongst the target market. Catchy slogans can connect the twoInject some humour into the brand and its advertising; there is not as much as an emphasis on love and romance in modern society. Make the last Rolo not about love but about humour, stunts and playing hard to get.Promotions at events, schools and colleges, sponsorship, competitionsGet the consumer involved; competitions-20955073025StrengthsStrong established brand that has been on the market since 1938Is under the Nestle umbrella brand which improves the reputation of qualityDoes not have any prior history of complaints or incidents with the productIs known all over the worldAssociated with the novelty of the ‘Last Rolo’ which makes it stand out from competitor brands00StrengthsStrong established brand that has been on the market since 1938Is under the Nestle umbrella brand which improves the reputation of qualityDoes not have any prior history of complaints or incidents with the productIs known all over the worldAssociated with the novelty of the ‘Last Rolo’ which makes it stand out from competitor brands-428625255270WeaknessesThe brand is not currently running a marketing campaign for the product, instead relying on previous campaigns and consumer loyaltyHas not marketed the new product introductions, therefore leaving consumers unaware of such introductionsThe last campaign was launched in 2003; ‘Discover the Power of the Last Rolo’ The marketing of the product is not relevant to the target market; teenage and young adult females.The packaging has not been changed or altered in any way since 2002Rolo’s shelf space is limited and due to the dark colours of the packaging it does not catch attention or stand out amongst all the other confectionary products.The Rolo brand is no longer fresh in consumer’s minds and is outdated00WeaknessesThe brand is not currently running a marketing campaign for the product, instead relying on previous campaigns and consumer loyaltyHas not marketed the new product introductions, therefore leaving consumers unaware of such introductionsThe last campaign was launched in 2003; ‘Discover the Power of the Last Rolo’ The marketing of the product is not relevant to the target market; teenage and young adult females.The packaging has not been changed or altered in any way since 2002Rolo’s shelf space is limited and due to the dark colours of the packaging it does not catch attention or stand out amongst all the other confectionary products.The Rolo brand is no longer fresh in consumer’s minds and is outdated4552950347980ThreatsIf the advertising campaign is a big success, competitors such as Cadburys will try out do it.Greenpeace launched an attack on Nestle; rolo’s parent brand about the sourcing of their raw materials. Need to ensure this does not happen again by complying with the rules as it can otherwise damage Nestle’s reputation, affecting rolo’s reputation and popularity00ThreatsIf the advertising campaign is a big success, competitors such as Cadburys will try out do it.Greenpeace launched an attack on Nestle; rolo’s parent brand about the sourcing of their raw materials. Need to ensure this does not happen again by complying with the rules as it can otherwise damage Nestle’s reputation, affecting rolo’s reputation and popularity264795048577500Target MarketResearch has shown that 91% of women consume chocolate. (Franchisehelp, 2013) This makes them a prime target for chocolate brands such as ROLOs. Whilst ROLO’s prime target market is women consumers, there is a particular segment of women which the product is aimed at; teenage girls and young women. This is due to the fact that teenage girls and young women prefer to ‘nibble’ instead of over indulging in a large chocolate bar. (TheFreeLibrary, 2013) ROLO offers them the opportunity to satisfy their sweet craving without feeling guilty. They do not have to finish the packet in one sitting and they can also share with friends. There is also the playful aspect of the ‘Last ROLO’ which this segment enjoys. It is a novelty and makes the product stand out from competitors. (TheFreeLibrary, 2013) The communication of the ROLO brand needs to be aligned with what young females are looking for in a brand; fun, playfulness, desire and humour. Communication ObjectivesTo remind consumers about the ROLO brandTo inform consumers about the re-launch of ROLOsTo create further awareness about the brand and the products it providesTo encourage consumers to get involved in the ‘Last ROLO’ campaignTo persuade the target audience to purchase ROLO productsCreative Ideas The main idea of this relaunch is to freshen up the ROLO Brand. Although it has a strong reputation, the confectionery market is saturated with competitor products. The ROLO brand has not communicated with its consumers in a long time, meaning it is losing loyalty and customer retention. Implementing a number of marketing strategies and communicating these to the target audience in a suitable manner will re-create a new, fun, humourous and exciting ROLO brand. The rebranding and re-launch of ROLOs is keeping the theme of the Last ROLO as this is what consumers are familiar with. The aim however is to make the brand and theme more appropriate to its target market Moving away from the more mature and romantic love theme previously associated with ROLOs, this re-launch aims to inject humour and playfulness into the Last ROLO aspect in order to attract young females.This will be done by running a ‘We Choose You’ and a ‘Where Do You Eat Yours?’ competition.We Choose YouIn 1995 Nestle removed one ROLO from the packet. There used to be 11 of the famous Carmel filled chocolates packed in a tube, but Nestle reduced the number to 10 without changing the price or informing consumers. Many customers were not happy with this move and took to online reviews to express their anger. (Independent, 1995) In today’s society consumers are particularly critical if they feel they are not getting their value for money. 5486400116205000In order to combat this, ROLO are returning the eleventh ROLO into the packets. This will be the Last ROLO. This means the consumer can still enjoy the ten ROLOs and give away the last one, or keep it for themselves if they choose to. This will also communicate to the target market that they are getting their value for their money, something that is prevalent in today’s markets. There is increased awareness about confectionery products getting smaller and reducing pack sizes. ROLO want to show that this is no longer the case. The ‘We Choose You’ advertising will show that ROLO are choosing the consumers as worthy enough to have the Last ROLO. The Last ROLO will be wrapped in an extra gold foil separating it from the rest of the packet with a ‘?’ placed on top of the foil. This will reinforce the aspect of the Last ROLO and communicate that ROLO believe our customers are the most important and we are choosing them as the recipitent of the last ROLO.This will reinforce the playful aspect of eating a packet of ROLOs, something that will attract the target market.As part of this campaign, a strategy called ‘YOLO-ROLO’ will be employed. YOLO is currently a popular saying amongst young females; it offers the opportunity to use ROLO in conjunction with this. It will make the brand fresher and more relevant amongst its target audience.3028950889000114300011938000YouRespectOnlyOurLiveLast114300010668000OnceOneIn today’s society, young females in particular are often looking for new sayings and slogans. ROLO can embrace that and communicate the ROLO brand is fun and young. It gives the opportunity to further embrace the social media side of using the # which is very popular amongst the brand’s target market. #ROLO will be used to advertise the brand throughout this marketing campaign. Respect Our Last One also communicates the importance of the last ROLO. It is not to be given away to just anybody. ROLO has chosen to give this Last ROLO back to the consumer so that they can choose wisely. If the person is not fully worthy of the last ROLO, it is to be enjoyed by the consumer themselves.Where do you eat yours?As ROLO has not advertised in so long, we feel it is important to involve the consumer in the campaigns. This competition run will ask consumers ‘WHERE DO YOU EAT YOURS?’ It will be advertised through a viral video which will be uploaded onto social media sites; facebook, twitter, instagram and youtube. The campaign will also feature in cinema advertisements. The competition will commence on June 1st and will end on the 31st of August. The prize for the most innovative picture will be €5,000 and a year supply of ROLOs.‘WHERE DO YOU EAT YOURS?’ will comprise of famous movie scenes and places with a packet of ROLOs integrated into each of them. The song playing throughout the slideshow of pictures will be Tina Turner’s Proud Mary(Rollin’) Each of the pictures will include the slogan #ROLO. This is what entrants must tag in their pictures in order to enter the competition. There will be a specific page on each of the social media entry sites so entrants can upload their pictures and enter the competition. This gives consumers the summer to think of a good idea, take a picture and upload it.A page on the Nestle website; will be created to provide consumers with all the details they need to enter the competition. The webpage will also inform consumers of the Terms&Conditions that must be adhered to when entering. 386715048260008286753873500-9429753555900380936573025008280406350000179070034036000-93345034988500409956034988500AdvertisingAs previously stated, ROLO have not launched an advertising campaign in ten years. It is now time for ROLO to return to innovative promotions. As it has been so long since consumers have seen a ROLO advertisement, this re-launch wants to utilise a number of different advertising mediums; Television, cinema, print, billboards and social media.Television AdvertisingTelevision advertising can be a powerful force as it communicates to such a large audience. (All Advertising Agencies, 2009) In order to communicate that the brand is back, tv advertisements are essential. The brand wants to portray a fun and humorous image. ROLO are going to run the television advertisement on TV3, RTE and Network 2.Concept for this advertisementA young woman is in work, sitting at her desk. She reaches into her bag and pulls out a packet of ROLOsAs she nears the end of the packet, she gets called into a meetingLeaving the last ROLO (wrapped in its separate gold foil) safely on her deskAs a mail clerk is walking past with a cart full of letters, he unintentionally knocks the ROLO off the desk. He is unaware and continues on.When the young woman returns to her desk, she notices her last ROLO is gone.She searches through her desk, becoming more frantic as she cannot find it.The scene skips on and the entire desk and its surroundings have been turned upside down as the woman looks for her last ROLOShe is on her hands and knees searching as is about to give up, when, she spots her last ROLO on the other side of the room. She is ecstatic.Just as she gets up to go get her gold wrapped ROLO, a passer -by, oblivious to the woman spots it. He absentmindedly picks the ROLO up off the ground.The womans face turns to horror.The camera flicks to a front view of the man; walking and about to open the golden foil, when the woman from the corner of the screen, flies through the air and tackles the man to the ground.End screen: #ROLOCinemaResearch has shown that cinema advertising often outperforms print and outdoor advertisements across Europe. This form of advertisement can offer a substantial return on investment. (Pearl & Dean, 2011) The younger generation of 15-24 year olds are the group most likely to take a trip to the cinema, with over 50% of these consumers stating they go to the cinema at least once month. (, 2006) This makes the cinema a prime advertising spot for ROLO as it will communicate the brand to the target market. The ‘Where Do You Eat Yours’ Competition will be one of two advertisements run in the cinema.The second advertisement that will be executed is for cinema purposes only. It is simple and aims at capturing the attention of the audience. As the cinema is already in darkness, turning the usually bright screen black will shock the viewer. The simple white writing will be all they can see and therefore they will be more inclined to read it. The advertisement will be accompanied by the Tina Turner’s ‘Whats Love Got to Do With It’. The first four slides will just include the entry music of the song. The final slide will then have the chorus playing. This advertisement is aimed at creating playfulness and humour amongst those sitting beside one another in the cinema.3552825164147NOW ASK YOURSELFARE THEY WORTH. . . .00NOW ASK YOURSELFARE THEY WORTH. . . .-224790196215LOOK AT THE PERSON NEXT TO YOU00LOOK AT THE PERSON NEXT TO YOU3609975167640NOW ASK YOURSELFARE THEY WORTH. . . .00NOW ASK YOURSELFARE THEY WORTH. . . .3079433552450046174036699300-428625265430?00?3686175227965YOUR LAST00YOUR LAST3120390243205001514475388620DIDNT THINK SO00DIDNT THINK SO-9969513335015132057558405#ROLO#ROLOPrint AdvertisingPrint advertising is a great way to scope loyal, devoted readers. It is considered to be one of the most credible sources of information, providing accessibility to an extensive variety of audience in every issue released. Magazines enjoy the longest lifespan of any marketing medium. (Hubpages, 2013) They have a high reach capacity, getting passed from family member to friend and so on. Magazines are particularly relevant to the brands target market as young females enjoy reading about fashion, diets and celebrity gossip. It is for this reason ROLOs are going to execute print advertising in the following: Stellar, U, Kiss, The Irish Sun’s Fabulous magazine and the Daily Star.Billboard AdvertisingBillboard advertising is a high-impact, cost effective way of getting the brand’s message across to the public. (Hubpages, 2013) We feel that with advertising on billboards we will get our message across for longer than if we only advertised in the press. For example, putting an advert in a newspaper of a television commercial only lasts about 30 seconds. On the other hand billboards work for you consistently. ROLO are going to advertise on billboards all around Ireland. 348615072707500-457200807720003514725808355We choose you00We choose youThe following images will appear on both billboards and print mediums. The images are simple but to the point. They each contain the ROLO logo and a tagline. The aim is to reinforce the playful aspect of the Last ROLO. Utilising both these sources of advertising we hope to reach as many customers as we can and increase their awareness of our brand.-389572533655Now he’d get it….00Now he’d get it….3638550655955My last 00My last -4267200199453500-41719503265170Where Do You Eat Yours?00Where Do You Eat Yours?1809750225552000-15913101579245My Last00My LastSponsorshipAs ROLO’s target market is young females, it is important that the brand is associated with their interests. As the X-Factor is a popular television program amongst young women, it would be of benefit to sponsor and get involved with this program. This will communicate that ROLO’s are a fun brand to the target audience. The sponsoring brand has a slot before the program returns from commercials. Concept:This slot would feature a girl sitting comfortably on her couch about to watch the X-Factor with a packet of ROLOs.This advertisement will run with the slogan: ‘SPEND THE NIGHT IN WITH YOUR ONE AND ONLY’ After each break the girl is getting closer to finishing the packet of ROLOs until the final slot; where she has her Last ROLO.She then looks around her, gives it a small kiss and pops it in her mouth smiling.23082251445260002376170145288000In order to become the sponsor of the X-Factor, it is essential to inform the advertising executives of the program why they should choose ROLO.This is done through communication and arranging a meeting with the decision maker.Below is a sample of the sponsorship proposal sent to the X-Factor team.Free packets of ROLOs were also sent as a good will gesture and to start the basis of a working relationship.08/04/20133876675-55435500Karen HargrievesManaging Director Program SponsorshipITV Network Centre 200 Gray's Inn Road LondonWC1X 8HFDear Ms. HargrievesI am contacting you at the suggestion of Kevin Mercer; Assistant Production Manager of the X-Factor regarding a unique sponsorship opportunity for both ITV and ROLO.ROLO have just re-branded and are launching several exciting campaigns. The aim of this re-launch is to involve consumers with fun and humerous themes to communicate the brand to them. ROLO will be holding a launch party in The Wright Venue in Dublin. We would like to invite you and your team to this launch party so you can see the new innovative brand that is ROLO. It will of course be all inclusive and completely free. We would like to offer you and your team the ROLO VIP treatment.ROLO is a long standing and reputable brand, renowned for its quality. I am sure your company only wants sponsors of a strong reputation to be associated with one of your most popular programs: The X-Factor. As our brand has been continually successful throughout its years of trading and is set to improve significantly, we at ROLO would like the opportunity to work with the ITV and The X-Factor teams. ROLO’s upcoming advertising campaigns are going to take consumers by storm and inject a bit of much needed humour into the market. We would like to do so in conjuction with The X-Factor as our company feels it portrays the persona and success that we associate with. The target markets for both brands are similar; young females. This can therefore communicate directly with the target audiences and intrigue them. The integration of the two brands can be a winning combination.ROLO are willing to run promotions and competitions for X-Factor viewers, which can be discussed at your convenience. I will contact you on Thursday the 11th of April to determine if a meeting is warranted. In the meantime, please do not hesitate to contact me at 01 604 4425 or at aoifemda@ with any questions.Sincerely,Aoife Mitchell,Managing Director of AdvertisingROLONestle2066925-37592000Press release(13/05/2013)Contact: Aoife MitchellTel: 01 604 4425Stars ROLO’n out to get the Last OneROLO are launching a new marketing campaign, in a bid to rebrand its image. A celebrity launch party is being held in The Wright Venue’s penthouse suite on Saturday May 18th. This is to communicate the brand’s new campaign; We Choose You #ROLO and the upcoming competition; Where Do You Eat Yours?Josh Cullen, spokesperson for the ROLO brand states; “We here at ROLO feel that although the brand itself is still successful, we have not ran a new marketing campaign in 10 years. It is for this reason we want to shake things up a bit. We want our consumers to get involved and be part of the re-launch of ROLO”ROLO are currently under the Nestle parent brand but plan to undertake our own advertisements and campaigns. The budget for this campaign is €4.5million. The launch party alone is costing €46,000.The launch party will include celebrities such as Michelle Keegan, Alan Carr, Little mix, Rozanna Purcell and Bressie amongst others. Dj John O’ Callaghan will be providing the music on the night. The ROLO spokesperson added: “We are excited for the launch party on Saturday as it will kickstart our campaigns. This is just the beginning of new, innovative campaigns from us here at ROLO”ENDSNote to editorsThe celebrities outlined above are attending the party. There have also been a number of other celebrities invited with confirmation from Pixie Lott, Olly Murs and Katy French. The X-factor advertising and sponsorship team from ITV will also be in attendance.Guests will receive VIP treatment with free bar, food and gifts. The food and drinks theme will be chocolate and caramel.1659255285750002448560-432435In order to create a ‘buzz’ around the rebranding and relaunch of rolo, a launch party has been organised. This is to communicate that rolo is a young, fun an exciting brand to the target consumers.00In order to create a ‘buzz’ around the rebranding and relaunch of rolo, a launch party has been organised. This is to communicate that rolo is a young, fun an exciting brand to the target consumers.-332105-457200Launch Party00Launch Party-337481285393VenueThe launch party will be held in The Wright Venue South Quarter,Airside Retail Park,Swords,Co.DublinThe penthouse including gardens will be the party area for guests to socialise00VenueThe launch party will be held in The Wright Venue South Quarter,Airside Retail Park,Swords,Co.DublinThe penthouse including gardens will be the party area for guests to socialise427763811620500301244030924500171450031051500415688095What They Will EatGuests will be treated to rolo inspired cupcakes and individually wrapped rolos will be scattered around the venue to reinforce the last rolo theme.00What They Will EatGuests will be treated to rolo inspired cupcakes and individually wrapped rolos will be scattered around the venue to reinforce the last rolo theme.-338455290195Guest-listPersonal Appearances will be made from celebrities rolo feel are suited to the brand’s new image. Michelle KeeganAlan CarrRozanna PurcellLittle-MixBressie Invitations have been sent to the the following Magazines:Stellar, U, Kiss, Heat, Now, Look, MoreNewspapers:The Star, The Sun,Bloggers:SoSueMe, Wise Words, Molly MooCelebrities:Holly WilloughbyKaty FrenchOlly MursPixie LottPhotographer: Andreas PovedaEach invitation will be accompanied by a rolo inspired tree decoration (pictured right)As these guests are favourites amongst young females,they will portray the right image for Rolo brand.00Guest-listPersonal Appearances will be made from celebrities rolo feel are suited to the brand’s new image. Michelle KeeganAlan CarrRozanna PurcellLittle-MixBressie Invitations have been sent to the the following Magazines:Stellar, U, Kiss, Heat, Now, Look, MoreNewspapers:The Star, The Sun,Bloggers:SoSueMe, Wise Words, Molly MooCelebrities:Holly WilloughbyKaty FrenchOlly MursPixie LottPhotographer: Andreas PovedaEach invitation will be accompanied by a rolo inspired tree decoration (pictured right)As these guests are favourites amongst young females,they will portray the right image for Rolo brand.184928540754000565340534290004163695241300030448252495550041217855143500566293067310001757045255270004124325417830What They Will DrinkChocolate & caramel inspired cocktails (alcoholic & non-alcoholic) will be provided for guests at the free bar00What They Will DrinkChocolate & caramel inspired cocktails (alcoholic & non-alcoholic) will be provided for guests at the free bar1726443434909What They Will Listen toMusic will be supplied by top Irish Dj; John O’Callaghan00What They Will Listen toMusic will be supplied by top Irish Dj; John O’Callaghan 4128448188728001703705346710005473700952500412844820083Guests will receive a gift of the Last RoloA gold rolo shaped charm in a box labelled My Last Rolo00Guests will receive a gift of the Last RoloA gold rolo shaped charm in a box labelled My Last Rolo388620056515000Sales Promotion5153025-7620000-4476752565400058674003517900051504853810000513397534988500For the first month of the ROLO launch we will have a sales promotion running; when a customer purchases any ROLO product (sweets, biscuits, cookies etc) they will be entitled to purchase another ROLO product for 50% off. 427672510604500In cases of price difference, the cheaper of the two products will be half priceMust be purchased in the same transaction The 2nd sales promotion is specifically aimed at the brands target consumers; 1 out of every 10 selected packets comprises a special code for customers to avail of a free cinema trip. To redeem this offer, the customer simply brings the empty ROLO packet which includes the winning code to selected cinemas around Ireland. This is a limited promotion and will run from June to July.As there are many confectionery products in today’s market, we feel that the point of purchase for ROLOs is important in attracting consumer attention. In all Retail outlets ROLO’s will have their own individual stand which will be placed at eye level and at checkouts so customers will purchase on impulse and also instantly recognise the ROLO stand.Public Relations From January 2013 Néstle Ireland & UK have decided to commit to fair trade cocoa by making the two- finger Kit Kat brand from fair trade, as fair trade is all about trying to eliminate child labour and ensure better working conditions we have decided to take a similar approach.362902525781000We will be launching a new campaign that will improve both the conditions and pay for the employees who work with ROLO.We feel that if you give appraisal, rewards and incentives to the employees they will be motivated to give 100% effort in the success of the business. We will provide a new training course for employees up to the cost of €50,000 to result in a more successful campaign.Although this is a cost in our budget in the long run it will create good publicity and awareness regarding the ROLO Brand and the huge topic of fair trade. Social MediaAs our target market are at the prime age for social media we will use this to our full advantage by creating a Facebook page in which they can share photo’s to be in with a chance to win competitions. We created an instagram page for customers to view photos and interact with each other. We are running a viral video on YouTube to launch our online competition. 337185060960000Twitter is where most of our target market are located online, with this in mind we tapped into twitter to create our competition. Hashtagging is the new trend, therefore we also want ROLO trending on Twitter this is why on the competition you have to #ROLO on your pictures. 025654000BibliographyAll advertising agencies [online]. (2008). Available from: <;. [Accessed 01/4/2013].An Graianan Theatre [online]. (2013). Available from: <;. [Accessed 03/04/2013].Buyagift [online]. (2013). Available from: <;. [Accessed 14/04/2013].Financial Times [online]. (2012). Available from: <;. [Accessed 05/05/2013].Franchise Help [online]. (2013). Available from: <;. [Accessed 02/04/2013].Kaitly Nuttall (2010). 105.3 Kiss FM [online]. Available from: <;. [Accessed 03/04/2013].Katerine R (2013). beauty Couture [online]. Available from: <;. [Accessed 02/04/2013].Mark H (2011). Musicains together magazine [online]. Available from: <;. [Accessed 13/05/2013].Mars Choclate [online]. (2012). Available from: <;. [Accessed 06/05/2012].Martain Hickman (2009). Decline in chocolate sales confound 'comfort' predictions [online]. Available from: <;. [Accessed 11/05/2013].Nestle (2012). The Times 100 Business case studies [online]. Available from: <;. [Accessed 10/05/2012].Nmp live [online]. (2013). Available from: <;. [Accessed 03/04/2013].Paul and Dean (2011). Cinema advertising driving driving efficiency through engagememnt [online]. Available from: <;. [Accessed 12/05/2013].ROLO cupcakes [online]. (2013). Available from: <;. [Accessed 02/04/2013].Tesco [online]. (2013). Available from: <>. [Accessed 04/04/2013].AppendicesThis is the survey we distributed3rd year marketing survey Are you familiar with Rolo’s?176212529845009906002984500YesNoWould you recognise the packaging?1762125215900010477502159000YesNoDo you know the Rolo slogan? If yes please specify _________________________________When was the last time you saw a Rolo advertisement? Please specify__________________________________Do you use social media sites such as Facebook, Twitter and Instagram?YesNoDo you know what a meme is?Yes NoIf yes please explain your understanding _________________________Please specify genderMaleFemale Please specify what age group you fall into16-2021-2526-3031-4040+Focus groupAs part of our market research we conducted a brief focus group, which consisted of 4 females and 4 males. The purpose of the focus group was to reach out to our potential target market in order to gain information and feedback about our ideas.Q1.Tell me what you know about Rolo’sQ2.Do you think their previous advertisement campaigns were good?Q3.What’s your perception on Rolo?Q4.Do you think we should change the packaging of Rolos?Q4.Who would you give your last Rolo to? ................
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