1915756/1

COVER PAGE
MODULE: Marketing communications

MODULE CODE: MOD003334

TASK 1
Select one GLOBAL organisation in a Consumer market. For the selected company you are required
to do the following: Critically analyse and evaluate the current marketing communications strategy
within the UK. Your evaluation must include an assessment of how successfully social networks have
been used as part of its integrated marketing communications effort.

(40 marks).

TASK 2
You have been appointed as a Marketing Communications Manager for a new animal welfare
charity whose main focus is to use digital technologies to raise funds and increase the number of
donors. Prepare an integrated marketing communication plan to enable them to launch the charity
in June 2021

(60 marks).

-STUDENT NUMBER: 1915756/1

-DATE OF SUBMISSION: 27/04/2021

-WORD COUNT: 3300

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TABLE OF CONTENTS

 COVER PAGE 1
 TABLE OF CONTENTS 2
 INTRODUCTION TASK 1 3
 TASK 1 4-12
 CONCLUSION 13
 INTRODUCTION TASK 2 14
 TASK 2 15-25
 CONCLUSION 26
 APPENDIX A 27-32
 APPENDIX B 33-35
 REFERENCES 36-37

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INTRODUCTION TASK 1

The following report will analyse and evaluate marketing communication strategies adopted by
Nestlé Pure Life water, focusing on social networks as part of integrated marketing communication
effort within the UK current market. From the STP analysis, it will be shown how the brand adapts
the marketing strategy to reach the target through informational messages. The support of social
networks will be analysed, and some evaluation metrics of campaign effectiveness will be shown for
the ATL, TTL and BTL strategies.

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TASK 1

STP FOR NESTLE PURE WATER

The company positions the Nestlé water as pure and healthy product, to come to consumer’s mind
as symbol of a positive healthy lifestyle. The main message is to convey the purity and high quality of
the product, linked to the affordable price (Nestlé Pure Life.com, 2021).

Nestlé prioritises a specific segmentation market, by sending messages to kids and families as
shown in picture A 1, focusing on demographic, psychographic and behavioural segments. The target
of the water bottle 330 ml is healthy young families and children, but also who is following a diet,
and the size of the product is perfect while doing sports or trips. Because of this target, the brand is
active on tv ads and on social media platforms, especially on Facebook, LinkedIn and Twitter, and the
message is primarily about the importance of hydration and how water can affect the performance,
with the aim of building relationship with the consumer (Nestlé Pure Life.com, 2021).

It is visible from the logo how Nestle wants to target people

who care for healthy lifestyle. The blue colour inspires calm
and stability, while the image shows 3 people doing sports
like a family. The use of a Lifestyle brand logo is a strategy
of connecting with consumers on a more personal level.
(Kotler et al, 2019)

ADAPTED FROM (Facebook.com, 2021).

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BRANDING DINAMICS

As shown in the pictures A 2 and A 3 adapted from the website, the brand shows adaptation (Fill
and Turnbull, 2019). It’s essential to see the difference in the name of the brand: for instance, in Italy
the name is Nestlé vera, while in UK Nestle pure life, but the logo is the same
(Nestlepurelife.com,2021). Another example of adaptation is the usage of different cartoons in the
bottle for kids, following the recent trends in Italy and UK, showing how Nestle is trying to attract
consumers based on different cultures and trends in two different countries (Nestle-vera.it, 2021).

ADAPTATION

The brand shows adaptation, because the promotional strategy in picture A 4 is connected to the
scarcity of water in Pakistan, and Nestlé uses this factor to upsell the product. The promotion
consists of giving a free electronic dispenser if the consumer will buy a certain number of bottles.
The strategy adopted to affect the consumer’s behaviour also includes free home delivery linked to a
call to action (YouTube.com,2021).

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KELLER EQUITY MODEL FOR THE NESTLE PURE LIFE WATER

Adapted from (Fill and Turnbull, 2019).

 IDENTITY: The first image of this water is pure and healthy, and the message in social
networks is about the importance of hydration to raise awareness.
 MEANING AND IMAGERY: In most of the adverts the brand associates the consumption of
Pure Life water with high performance (Nestlé Pure Life.com, 2021).
 JUDGEMENTS AND FEELINGS: Through KPIs and surveys, the brand collects judgements.
Furthermore, through the campaign supporting the environment and the healthy hydration,
the brand inspires good feelings through informational messages, because Nestlé elaborates
product attributes or benefits especially on Facebook and in the UK website (Facebook.com,
2021).
 RESONANCE: The affordable price and the recycling campaign, which gives the chance to
consumers to be part of the commitment of reducing plastic in the recycling process, are
relationships built between brand and consumers (Bbc.co.uk, 2020).

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SOCIAL NETWORKS DEFINITION

Social networks help build marketing communication strategies because thanks to their support a
brand can be aware about new trends, by converting information gained from consumers into the
perfect message to stimulate awareness. Once a brand has analysed the current situation will create
a corporate communication strategy, and after a deep evaluation of the market, a brand must create
a tactic, developing a concise message in every marketing communication channel (Jerman and
Završnik, 2012).

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PULL STRATEGY CHANNELS

Facebook

The brand Nestlé Pure Life uses different channels to encourage customers to pull the
product in UK. One channel is the social network Facebook through social media marketing,
to send messages direct to the target audience, increasing awareness, reinforcing the
attitude, and provoking motivation within the target audience. As shown in the picture A 5
adapted from the Facebook account of the Brand, the target audience is kids and the invite
to do the quiz will give a crucial touchpoint with consequent evaluation of numbers and a
clear idea of effectiveness about the campaign (Facebook.com, 2020).

ADVERTISING OR TARGETING COOKIES

These cookies are part of Nestlé brand’s Pull strategy. In fact, in the first page of the website
Nestlé asks permission to collect data and information about who is visiting the website. The
strategy is to get information about the online touchpoints, sending back messages inherent
to the consumer’s preferences or interests. Customer preference cookies are important for
the brand to remember information such as location or language, making the experience on
the website more relevant and personal for the consumer (Fill and Turnbull, 2019) 684. All
the analytics data acquired by the brand can be used to affect consumer’s mind (Nestlé Pure
Life.com, 2021).

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PUSH STRATEGY CHANNELS

The brand is sold in the most important supermarkets in UK such as Tesco, Asda, Iceland, the
web-shop platform Ocado, and the well-known company Amazon, which especially during
the quarantine time has become one of the most used platforms online in UK and worldwide
using sales promotion through E-Commerce. These organisations do not consume the
product, but they add value before selling it to the end-user (Nestlé Pure Life.com, 2021).
This process is the Push strategy, and the aim is to push the product through the marketing
channel towards the final consumer even if the consumer is not looking for that specific
product (Fill and Turnbull, 2019).

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BELOW THE LINE MARKETING

As shown in the picture A 7, the brand is trying to build relationships, starting conversations,
stimulating word of mouth, getting direct response from consumers with the aim of building
loyalty and keep the customers. Direct marketing is one of the strategies adopted by Nestlé
Pure life water In UK and it represents a great way to communicate promotions or events to
the target audience without spending money, as part of the Below the line marketing
channel (Nestlé Pure Life.com, 2021).

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ABOVE THE LINE

This digital billboard in picture A 8 represents the Company Nestle, and it is a good way to remember
consumers about the brand presence, especially because the advertising channel is placed before
the O2 Arena in London. This kind of marketing is untargeted paid media communication towards
the individual and is good for creating brand awareness and goodwill (Tuten, 2020).

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TV ADVERTISEMENT

The brand, in this tv ad regarding picture A 9 and A 10 is using the voice of Lila Sage Bromley to
attract the target audience, which is kids in this campaign (Nestlepurelife.com,2021). The advert has
been run on tv and on social media platforms such as Facebook, Twitter and YouTube as shown in
picture A 11. On social media networks the brand can track views, subscribers, number of shares and
reactions, while on tv, the brand can get numbers of measurement through the media agency, which
helps to understand reach and coverage, local impressions, national impressions and tv impressions.
We assume, based on the target audience, the brand has run the ad on tv, during pick times with
huge audience, when family and children are at home, to pass the message in the right time with
more chances for the consumer to receive it (Ispot.tv,2021).

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CONCLUSION
In conclusion, based on the research, Nestlé Pure life water is present on social media platforms only
on Facebook in UK, and, as a marketing communication manager, I would suggest building an
Instagram page as well as a YouTube channel in UK, because, to reach the target audience, the brand
must engage through every social media to increase awareness and to understand consumer’s
interests, and in my opinion international pages are not enough. On the UK Facebook account, the
last post is dated august 2020, then I recommend an active presence to increase the interaction and
to collect more data from consumers. On LinkedIn and Twitter, the Company is only present with
Nestle Waters in UK, but not as Pure Life brand, while there is a TikTok account for the brand in
Indonesia and not in UK (Nestlé Pure Life, 2021). Generally, the brand should invest more on tv ads
in UK and magazine adverts, to build a strong relationship with the target audience increasing loyalty
in UK (Nestlé Pure Life, 2021).

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INTRODUCTION TASK 2

The next section will cover the “COSTAC” model, and an integrated marketing communication plan
will enable a new animal welfare charity organization to launch the charity in June 2021. It will be
explained how digital technologies are essential to raise funds and achieve donors.

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TASK 2

Choose Us!

CONTEXT
The company “Choose Us” is a non-profit organisation based in UK since June 2021, and it
represents an animal welfare charity organisation with headquarters in Charlton, London. The aim of
“Choose Us” is to achieve numerous donations, raising funds to support animals. Our values are
humanity, respect for animals, compassion, and the commitment to save animals. Our mission is to
inspire good feelings giving people chances to support animals, because the money donated will be a
contribute to animal welfare, focusing to our commitment against animal abuse. The area of
Charlton does not have this type of Charity organization, but there is a culture about love for
animals. In fact, the area is covered by veterinarian care clinics, for example the “Barrier Animal Care
Clinic”, organisations selling animals and pets, for example the company “Pets at Home”, and the
“Maryon Wilson” park which contains an animal park in it (Royalgreenwich.gov.uk,2021). About the
business context, research has been conducted and it is essential to say that other competitors in
the nearest areas are very active on social media platforms such as YouTube or Facebook, and some
charity organisations give the chance to donors to decide if giving the donations monthly or once
upon a time (Rspca.org.uk,2021). As new organisation, “Choose Us” has set the symbolic amount of
£ 10 as a minimum donation, and once the brand has more visibility can set monthly payments as
well. To build trust, the main stakeholder engaged is F.R. in picture B 1
(Fundraisingregulator.org.uk,2021). As shown in picture B 2, the company has also researched the
statistics in terms of donations in UK showing a good attitude to donate (Statista.com,2021).

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Adapted from (Royalgreenwich.gov.uk,2020).

“Choose Us” is focused on the Charlton area due to the low capital to invest as new organisation.
The reason to choose Charlton as headquarters and base of operations is the low competition within
the market, with the high percentage of 6.608 households and a good employment rate which is
important in terms of economy and donations (Royalgreenwich.gov.uk,2020).

Adapted from (Royalgreenwich.gov.uk,2020).

Because the company will need financial support from donors, “Choose Us” has segmented the
market geographically, demographically, and behaviourally, and based on culture, ethnicity, and
religion, has decided the target audience, which is families and the individual consumer aged 16-75+
(Royalgreenwich.gov.uk,2020). The target audience has been decided also by monitoring pet
owners’ number through microchips installed to animals (Pettrac.co.uk,2021).

Adapted from (Royalgreenwich.gov.uk,2020).

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OBJECTIVES
1) Expand social media platforms.
Achieve 10,000 in one year time on:
 Facebook
 Instagram
 Tiktok
Building a good presence and visibility on:
 Linkedin, with the goal of achieving 3,000 followers in one year time.
 Twitter, with the goal of achieving 20,000 followers in one year time.
 YouTube, with the goal of achieving 5,000 subscribers in one year time.
2)Achieve 5,000 of subscribers on the website in one year time.
3)Achieve £ 10,000 in donations, which means 1000 donors within one year
time.

It is essential to state that these numbers are based on research about other
animal welfare organisations near to the Charlton area, for example the
famous organisation Rspca in picture B 5, because based on these statistics
“Choose Us” can build realistic objectives. (Facebook.com,2021).

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STRATEGIES

1)One of the strategies of the organization “Choose Us” will be to target the
market segment sending messages to the target audience, as referred in
context section. One strategy will be to create social media platforms, such as
Facebook, Instagram, YouTube, and LinkedIn. The company will be very active
on TikTok as well, because it must follow the new trend in terms of social
media marketing, to achieve good visibility always referring to the target.
2) . Another strategy and fundamental step will be to build up a website and a
mobile app, where consumers can refer on in general terms, being focused on
the advertising strategy of the “through the line” channel.
3)Email marketing will be another strategy adopted by “Choose Us”, because it
tells the brand which marketing approaches reach the target market, and it
helps building relationships and interaction through a “push strategy”.
4)The company will create a blog as well to engage donors and increase
awareness through a “pull strategy”.

(Fill and Turnbull, 2019).

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TACTICS
One of the tactics will be to develop a strong social media marketing campaign to support
animals. The first step will be to create a video on YouTube involving donors to think about
animals, against the animal abuse. The message will be about how “Choose Us” will use
donations to help all animals worldwide.

HELP US TO SAVE ANIMALS BY DONATING £10

THROUGH THE CAMPAIGN “AGAINST THE ABUSE”

Choose Us!

(Facebook.com, 2021)

The campaign “Against the Abuse” will run on, Facebook as shown in B 3, with a post and the
YouTube link included, inviting followers to touch the link to see the video and donate. The tactic is
to achieve touchpoints, viewers, and donations. The same link will be shared on Instagram, through
the histories, to see views and increase awareness as well. The campaign will run also on Linkedin,
Twitter and Tiktok. In all social media platforms, the message will be the same, and followers will be
asked to share the post to increase views, awareness, and word of mouth, building a good
reputation and a positive image of the brand (Fill and Turnbull, 2019).

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DIGITAL BILLBOARD
This marketing communication channel will be placed in the Charlton area, to reach the target
audience, and it will contain the same slogan “AGAINST THE ABUSE”, slogan of the campaign done in
social media platforms of the brand. The message in the billboard contains the request of supporting
animals through a donation, the email of the organisation, the website, and the phone number,
giving a “call to action” to donors, and to measure in numbers the effectiveness of this campaign. An
example of the benefits of this channel is shown in picture B 5 (cagednw.co.uk,2021).

EMAIL MARKETING
Through this channel, “Choose Us” is trying to build relationships with donors, helping the brand to
interact with the target audience. It is a good way to evaluate feedback, helping the brand to
manage marketing operations accordingly (Fill and Turnbull,2019).

The message in the email is always regarding the campaign of the period, and in every email
“Choose Us” will remember people the importance of donations, explaining how the money will be
used to support animals. The company will send emails very often, every month, and the amount of
email will be covering all the population in Charlton targeting people from the age of 16 to 75 + as
shown in the context section, which is about 3 quarters of the population, around 5000 households
(Royalgreenwich.gov.uk,2020).

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NATIVE ADVERTISING
To maximise the number of visitors on the website, increasing awareness, “Choose Us” decides to
use native advertising, which is a form of paid advertising used to match the functionality of the
content in the chosen media. The brand will use them on social media platforms and the reason of
using this marketing digital tactic is the surge in mobile usage (Fill and Turnbull, 2019).

Adapted from (Fill and Turnbull, 2019).

The majority of people have mobile phones and use social media and, to reach the objective, native
advertising represents a good way to reach the target audience. The content includes information
about logo, email, QR barcode, phone number and other information that can help donors to
donate. Those channels represent a good way to understand the effectiveness of the advert (Fill and
Turnbull, 2019).

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SEARCH ENGINE OPTIMIZATION

To optimize the website in picture B 4, it is essential to build a good search engine optimization plan.
The most important technique to optimize the search engine to address viewers to the website is to
include as many keywords or phrases as possible while building the webpage, regarding the product
or service, to achieve the best ranking position once prospects are searching online about similar
topics. The first step taken by “Choose Us” is to research the most common keywords used by
potential donors about animals. After identified them, the company can figure out the best suitable
keywords. The plan will be monitored often, and it will be adjusted if the traffic on the website is
dropping or whether there is a new promotional campaign or advert (Fill and Turnbull, 2019).

Examples of keywords used often to build a strong Seo are:

 Animals
 Love
 Abuse
 Respect
 Donations
 Charity
 Help
 Support
 Name of animals.
 Contribute
 Mistreatment

(Rspca.org.uk,2021).

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ACTION

LAUNCH IN JUNE 2021

 “Choose Us” will launch social media campaigns every 2 months, from June 2021 to April 2022,
covering all year with active presence on social media and interaction with donors.

 The effectiveness of social media platforms will be monitored every 3 months, from June 2021 to
May 2022.
 The digital billboard will be used to advertise only for the first 3 months from June 2021, due to the
high costs.
 The SEO plan will begin in June 2021 and it will be monitored or possibly adjusted every 2 months,
based on campaign and volume of traffic on the website.
 Email marketing will be aggressively used every month to improve the relationship with donors.
 The mobile app will be launched in September because it is a new organisation with a low capital to
invest. The app will be monitored and possibly adjusted every 4 months, depending on feedbacks
from donors or technical improvements, while the website will be ready in June with 2021, with
frequent monitoring. Furthermore, Choose Us will review technical performances and will do any
adjustments after 6 months, in December 2021.

(Fill and Turnbull, 2019).

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CONTROL

 KPI surveys
The company through the blog, can understand feedback, and thanks the stories from donors,
Choose Us can be part of the community and interact. Through the surveys within website and social
media, the brand can monitor the budget situation to improve the development strategy day by day.

Elements to be monitored are:

 Outputs
 Intermediate measures
 Hard behavioural measures
 Hard business measures

(Fill and Turnbull, 2019).

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Chart Title
10
9
8
7
6
5
4
3
2
1
0
website subscribers mobile app downloads time spent on site bounce rate touchpoints

Series 1 Series 2 Series 3

As shown in the graph above, the company, at the end of May 2022 will achieve 4300 subscribers on
the website, almost reaching the goal of 5000, but through monitoring the time spent on site, email
marketing, the bounce rate, page views, touchpoints, and SEO, “Choose Us” will achieve the good
result of 4300 subscribers in one year (Kotler er al,2019).

Chart Title

10
9
8
7
6
5
4
3
2
1
0
s s s s s s s
er er er er er er on
w w w w w w ti
llo llo l lo llo l lo l lo na
fo fo fo fo fo fo do
ok m ub
e In er ok 0
bo ra T ed itt kT 00
e ag u k
Tw Ti 10
F ac s t Yo Lin
In

Series 1 Series 2 Series 3 Series 4 Series 5 Series 6

“Choose Us”, through the active presence on social media platforms and through the campaigns
launched, will manage achieving the goal in terms of followers within all social media platforms. The
good contribution of digital platforms will help the organisation to achieve the goal of £10000 in one
year time.

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 CONCLUSION
In conclusion, to organize a successful marketing communication plan in both the short and long-
term, a new company must study the context where the business is going to operate in. Factors such
as the ethical context, what stakeholders need to be involved, the external context and the financial
situation are important to set smart objectives and to achieve goals. It’s important to set the rights
strategies and tactics, especially nowadays, when digital technologies are very successful, because
they help to build awareness and trust. Furthermore, the search engine optimization must be used
as strength to address viewers to the website and to build visibility by using the right keywords. It is
essential to create the right message for the advert, to arrive in consumer’s mind, by often
measuring the effectiveness of campaigns and advertisements. A good marketing communication
plan must be prepared in advance and every operation must be organized by setting time and
control. In conclusion, it’s strongly recommended to build relationships and interaction with
consumers, catching feedbacks through effective key performance indicators with the aim of
building loyalty with consumers.

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 APPENDIX A
A 1)

ADAPTED FROM (The Quality & Safety of Our Water | Nestlé Pure Life, 2021).

A 2)

ADAPTED FROM (Nestle-vera.it,2021

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A 3)

Adapted from (Nestlepurelife.com,2021).

A 4)

Adapted from (YouTube.com,2021) https://www.youtube.com/watch?v=pV8WvlmjVww

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A 5)

Adapted from (Facebook.com,2021).

A 6)

Adapted from (Nestlé Pure Life.com, 2021).

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A 7)

Adapted from (Nestlé Pure Life.com, 2021).

A 8)

Picture taken at the o2 Arena in London, through my observation (2021).

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A 9)

Adapted from (Nestlepurelife.com,2021).

A 10)

Adapted from (YouTube,2020) https://www.youtube.com/watch?v=AoNkOOGyEc4

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A 11)

Adapted from (Ispot.tv,2021)

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APPENDIX B

B 1)

Adapted from (Thedonkeysanctuary.org.uk,2021).

The main stakeholder of the organisation is Fundraising regulator, which is an independent body
that regulates fundraising within the Charity sector in United Kingdom.
(Fundraisingregulator.org.uk,2021).

B 2)

Adapted from (Statista.com,2021).

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B 3)

Adapted from (Facebook.com,2021).

B 4)

The image of the animals has been adapted from (Colorlib.com,2021)

The rest of the information of the website has been created by the author according to my research
and my creativity.

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B 5)

Adapted from (Facebook.com,2021).

B 6)

Adapted from (cagednw.co.uk,2021).

An example of digital billboard in London is shown in the picture above, and the benefit is the huge
number of people reached per week, which is over 800,000 people per week.

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