ROSELLA’S NEW LOGO

Gaz the GalahFun/Quirky: There are no other brands in the

condiment market that are perceived as fun. Galahs are Australian birds and no other brand has a galah in a logo/ as a mascot. Gaz is a likable character.

Loyal: We want consumers to know we are 100% dedicated to satisfying their needs. Galahs are known to gather in flocks and migrate in flocks.

Engaging: We want consumers to feel as though communicating with us is as easy as talking on the phone to a friend. Galahs are known for their loud, talkative nature.

MARKETING COMMUNICATIONS

• Three phases of Rosella’s communication strategy:•Phase One: Four months•Phase Two: One year•Phase Three: Three years

Phase OneMarketing Communication - Phase 1

In- store advertising (30%)

Social media (30%)

Print (18%)

TV (8%)

Public Relations (8%)

Internet (6%)

Phase One In store advertising (30%)• Cardboard stands advertising product.

• Tags attached to shelves of related products

• Sample table.

Social media (30%)• Direct marketing.

• Facebook page similar to comparethemeerkat.com.au

• Gaz adds a “human touch” to posts – Rule #10 in Rules of Engagement Study (2010).

Phase OnePrint (18%)• Magazine ads eg. Women’s Day, That’s Life.

• Two-thirds of grocery shoppers in family are women (2008, The Time Use Institute).

TV (8%)• TV Commercials during the day.

Public Relations (8%)• Extremely important to announce launch of new and improved brand.

• PR team encourages journalists to write about Rosella through the publication of media releases.

Internet (6%)• Mainly internet banners.

Phase TwoMarketing Communication Phase 2

TV (28%)

Social media (21%)

Print (18%)

Sponsorships (16%)

Public Relations (7%)

In-store (5%)

Outdoor (5%)

Internet (4%)

Phase TwoAssume consumers can recognise the brand following phase

one.

Introduction of a celebrity endorsement such as Miranda Kerr:• Australian

• Mother

• Fun

Celebrity endorsement responsible for raise in TV and print advertising and introduction of outdoor advertising.

Introduction of sponsorships:• Local level eg. Schools

Phase ThreeMarketing Communications Phase 3

Social media (29%)

Print (22%)Sponsorships (18%)

TV (12%)

Public relations (12%)

In-store (7%)

Phase ThreeAssumption that majority of consumers recognise brand

and associate product with being Australian.

Following Phase Three, through the use of surveys and customer feedback Rosella will develop a new marketing communications strategy.

SECONDARY BRAND ASSOCIATIONSCountry-of-origin:

Owned and grown in Australia FOR Australians. “Australia’s since 1895”. You can’t buy history: Two world wars and the Great Depression.

Celebrity spokesperson: Patriotic – incorporates this image into brand.

Events: Australia Day where sales of tomato sauce are higher than any other

time of year. Sponsorships of local teams, or even sporting events eg. The

Australian Open.

GEOGRAPHIC BOUNDARIES

Potential to export internationally, beginning with neighbours: ASIA

Government recently announced they are negotiating an agricultural-based deal with China (Farming Ahead, 2013).

Thailand-Australia Free Trade Agreement (TAFTA) (Department of Foreign Affairs and Trade, 2013).

Indonesia-Australia Comprehensive Economic Partnership Agreement (IA-CEPA) (Department of Foreign Affairs and Trade, 2013).

New Zealand:Australia-New Zealand Free Trade Agreement (ASEAN), this includes

countries such as Brunei, Myanmar, Cambodia, Indonesia, Laos, Malaysia, the Philippines, Singapore, Thailand and Vietnam (Department of Foreign Affairs, 2013)

REFERENCE LISTFarming Ahead. (18th April 2013). Australia gives up full

trade agreement with China. Retrieved from http://www.farmingahead.com.au/News/agricultural/18/04/2013/186538/australia-gives-up-on-full-free-trade-agreement-with-china

Department of Foreign Affairs and Trading. (2013). http://www.dfat.gov.au/. Canberra

The Time Use Institute. (2008, October). Grocery Shopping: Who, Where and When. Retrieved from: www.timeuseinstitute.org