Integrated Marketing Plan: El Nazareno alfajores

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“EL NAZARENO ALFAJORES”

BALDOMAR, Aldana Belén

TABLE OF CONTENTS

Executive Summary …………………………………………. 2

Background Information …………………………………….. 3

Target Audience ……………………………………………… 4

SWOT Analysis ………………………………………………. 5

Marketing Objectives & Strategies ...………………………. 6

Paid Media ……………………………………………………. 7

Public Relations Objectives and Tactics ………………....... 8

Sales Promotion Ideas ……………………………………..... 9

Conclusion ……………………………………………………. 11

References ……………………………………………………. 12

Executive Summary

     When it comes to communication, a consistent message is both powerful and influential. An Integrated Marketing Communication strategy ensures that the key message of the company is being delivered consistently across multiple channels.

     Today, marketers have more choices than ever regarding how and where to promote or advertise products and services. In addition to traditional methods, such as print advertising and direct marketing, brands have web-based advertising, and multiple social media sites, such as Facebook, Instagram, and YouTube, as well as mobile marketing and email marketing.

     This project presents an Integrated Marketing Communication Plan for the company “El Nazareno alfajores” in Argentina, operated in a regional market. This brand has a target market of people between 20 and 60 years old with medium/high incomes, mostly living in the province of Córdoba or tourists from different Argentine cities.

     The following IMC plan will be developed based on the need to give an organizational framework to the company since it lacks any document that evidences planning, and also on the possibility of providing a guide of actions that can favor its growth and development.

Background Information

     El Nazareno is a small factory with experience in the production and selling of chocolate and dulce de leche alfajores,  located in a tourist area in Córdoba, Argentina.

   An “Alfajor” is a sweet dessert that is made up of two or more cookies joined by a sweet filling, usually covered in chocolate, icing or powdered sugar. The filling is usually made with dulce de leche or honey; however, there are also several variants, such as fruit jam, chocolate mousse, among others.

    In 1982, Leonardo José Grisoni and María Estela Gurriere arrived in Traslasierra with their five children. That is  where the original family from Carlos Paz began their micro-enterprise. At the beginning, only the married couple and their children worked making some specialties, and also carrying out carpentry, blacksmithing and tool making to improve production. At that time, it took a lot of faith and determination to be able to move on with a large family. Therefore, Leonardo resorted to his source of will, from which he was inspired to name the fruit of his actions: Jesus of Nazareth, The Nazarene (or “El Nazareno”). He also called it the Family Factory to honor his entire family that worked alongside him.

     Nowadays, El Nazareno is a regional brand, which has only 8 small stores in the province of Córdoba.

Target Audience

     It is important to identify the type of market in which the company is located since it serves to know the potential clients to whom it will be directed. In the case of El Nazareno, being a food production company, it operates in a regional market. The company acquires different types of raw materials and the usage of technological resources (specialized machinery) and human resources (plant operators), that they use to obtain the final product, alfajores.

     To define the target audience of this company, different types of market were considered:

• Total market: Universal consumers of a branch of products; in this case, it would be made up of all the people who eat sweets.
• Relevant market: Potential clients; for El Nazareno, they would be all the people who eat alfajores, chocolate and dulce de leche.

The brand must implement marketing actions to ensure that the potential market becomes a consumer, and those who are already customers continue to buy and remain loyal to the brand, since loyal consumers constitute a set of stable customers.

• Target market: Segment of people made up of consumers of chocolate and dulce de leche alfajores, who would buy the product of this brand.

Client’s profile: Men and women between 20 and 60 years old with medium/high incomes and mostly living in the province of Córdoba or tourists from Argentine cities. Prices are not accessible to the entire population as the brand maintains quality.

     In the case of the alfajor, it is a product that is not essential and is mostly bought on impulse. Perhaps, the consumer doesn't have in mind to eat an alfajor, but they have a craving for something sweet, and it is not until the moment when the consumer has direct contact with the product that this impulse and desire to buy is produced. If the experience was positive, the consumer will probably repeat it. That is why, although many people still do not know the brand, when they try the characteristic flavor of El Nazareno, there are great possibilities that the consumer will choose the brand again at the next time of purchase.

SWOT Analysis

STRENGTHS

• Raw material: It has high quality products and its alfajores are made with artisanal dulce de leche. It does not contain conservative.
• Technological innovation in production.
• Good customer service.

• Regional product differentiation.

WEAKNESSES

• Does not have experience outside the regional area.
• Does not have brand advertising.
• Lack of brand recognition

OPPORTUNITIES

• Differentiated market segment.
• Good acceptance by consumers due to its quality.
• Regional recognition of the product and its traditional geographic location.

THREATS

• Inflation, generating constant increases in raw materials.
• Better positioned competition due to experience and prices (La Quinta alfajores)

Marketing Objectives & Strategies

     Marketing objectives are specific goals that a company sets for themselves to achieve within a certain period of time. If a company wants to get results with marketing, it needs a coherent strategy. Marketing strategies define how the company is going to achieve their objectives and help coordinate the different aspects involved in a campaign. To organize and classify strategies, it is very common to resort to the famous “4Ps of marketing” (product, price, place, and promotion).

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