Harvard Case - Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign
"Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign" Harvard business case study is written by Tomomichi Amano, Elie Ofek, Mengjie Cheng, Amy Klopfenstein. It deals with the challenges in the field of Marketing. The case study is 27 page(s) long and it was first published on : May 27, 2022
At Fern Fort University, we recommend that Mekanism continue to leverage the 'Franz for Life' campaign as a core pillar of their marketing strategy for Franz. The campaign has proven successful in driving brand awareness, positive sentiment, and ultimately, sales. However, we advise Mekanism to refine and expand the campaign's reach by employing a multi-faceted approach that incorporates digital marketing, influencer partnerships, and a focus on customer experience.
2. Background
The case study focuses on Mekanism, a creative agency tasked with revitalizing the Franz brand, a family-owned bakery known for its iconic sourdough bread. The brand faced declining sales and a perception of being outdated. Mekanism developed the 'Franz for Life' campaign, a multi-platform initiative aimed at establishing Franz as a modern, relevant, and essential part of consumers' lives. The campaign featured a series of humorous and relatable videos showcasing the versatility of Franz bread, highlighting its role in everyday life.
The main protagonists in this case are:
- Mekanism: The creative agency responsible for developing and executing the 'Franz for Life' campaign.
- Franz: The family-owned bakery seeking to revive its brand and increase sales.
- Consumers: The target audience for the campaign, seeking quality bread and a positive brand experience.
3. Analysis of the Case Study
To analyze the case, we can utilize a combination of marketing frameworks:
1. SWOT Analysis:
- Strengths: Strong brand heritage, high-quality product, established distribution network, loyal customer base.
- Weaknesses: Perception of being outdated, declining sales, limited marketing budget.
- Opportunities: Growing demand for artisan bread, increasing focus on healthy eating, potential for digital marketing expansion.
- Threats: Intense competition from national brands, changing consumer preferences, economic fluctuations.
2. Consumer Behavior Analysis:
- Target Market: The campaign targets millennial and Gen Z consumers, seeking authentic, high-quality food experiences.
- Motivations: Consumers are driven by convenience, taste, health consciousness, and a desire for unique and memorable experiences.
- Decision-Making Process: Consumers are influenced by online reviews, social media recommendations, and brand storytelling.
3. Competitive Analysis:
- Direct Competitors: National bread brands like Pepperidge Farm and Sara Lee.
- Indirect Competitors: Local artisan bakeries, specialty food stores, and online grocery delivery services.
- Competitive Advantage: Franz can differentiate itself by emphasizing its family history, commitment to quality ingredients, and unique sourdough recipe.
4. Marketing Mix (4Ps):
- Product: Franz sourdough bread, known for its quality and distinctive flavor.
- Price: Franz needs to balance affordability with its premium positioning.
- Place: Franz utilizes a multi-channel distribution strategy, including grocery stores, online retailers, and direct-to-consumer sales.
- Promotion: The 'Franz for Life' campaign utilizes a mix of digital marketing, social media, influencer partnerships, and traditional advertising.
4. Recommendations
To further enhance the 'Franz for Life' campaign and maximize its impact, Mekanism should:
1. Amplify Digital Marketing:
- Content Marketing: Create engaging content, including recipes, lifestyle tips, and behind-the-scenes videos, to showcase the versatility and appeal of Franz bread.
- Social Media Marketing: Build a strong social media presence across relevant platforms, leveraging user-generated content and engaging with followers.
- Influencer Marketing: Partner with food bloggers, chefs, and lifestyle influencers to reach a wider audience and generate authentic brand advocacy.
2. Enhance Customer Experience:
- Direct-to-Consumer Sales: Expand online ordering options, offering delivery and subscription services to cater to convenience-seeking consumers.
- Personalized Marketing: Utilize customer data to create personalized recommendations and promotions, fostering loyalty and repeat purchases.
- Brand Storytelling: Develop a compelling brand narrative that highlights Franz's family history, commitment to quality, and community involvement.
3. Expand Product Portfolio:
- Product Innovation: Introduce new product variations, such as flavored sourdoughs, gluten-free options, and pre-made sandwiches, to cater to diverse consumer preferences.
- Limited-Edition Releases: Offer seasonal or limited-edition products to create excitement and drive sales.
4. Leverage Technology and Analytics:
- Data-Driven Marketing: Utilize marketing analytics to track campaign performance, identify consumer insights, and optimize marketing strategies.
- AI and Machine Learning: Implement AI-powered tools for personalized recommendations, targeted advertising, and automated customer service.
5. Basis of Recommendations
These recommendations are based on:
- Core Competencies: Franz's strong brand heritage, high-quality product, and established distribution network provide a solid foundation for growth.
- External Customers: The target audience of millennial and Gen Z consumers is highly engaged with digital media and seeks authentic brand experiences.
- Competitors: By leveraging digital marketing, influencer partnerships, and a focus on customer experience, Franz can differentiate itself from competitors and gain a competitive edge.
- Attractiveness: The recommendations are expected to increase brand awareness, drive sales, and improve customer loyalty, ultimately contributing to Franz's long-term success.
6. Conclusion
The 'Franz for Life' campaign has successfully re-energized the Franz brand, connecting with consumers through humor, relatability, and a focus on the product's versatility. By further amplifying digital marketing efforts, enhancing customer experience, expanding the product portfolio, and leveraging technology and analytics, Mekanism can ensure the campaign's continued success and drive sustainable growth for Franz.
7. Discussion
Alternatives:
- Traditional Advertising: While effective, relying solely on traditional advertising may not be as impactful in reaching the target audience.
- Price Reduction: Lowering prices could increase sales in the short term but may damage the brand's premium positioning.
Risks:
- Digital Marketing Saturation: The digital marketing landscape is highly competitive, requiring ongoing innovation and investment to maintain visibility.
- Consumer Preferences: Consumer preferences are constantly evolving, requiring ongoing market research and adaptation to remain relevant.
- Technology Adoption: Implementing new technologies requires careful planning, training, and budget allocation.
Key Assumptions:
- Consumers are receptive to digital marketing and influencer recommendations.
- Franz can maintain its commitment to quality while expanding its product portfolio.
- The marketing budget will be sufficient to support the recommended strategies.
8. Next Steps
Timeline:
- Month 1: Develop and implement a comprehensive digital marketing strategy.
- Month 3: Launch influencer partnerships and begin social media campaigns.
- Month 6: Introduce new product variations and expand direct-to-consumer sales options.
- Month 12: Conduct a thorough review of campaign performance and make adjustments as needed.
By following these recommendations and implementing a phased approach, Mekanism can ensure the continued success of the 'Franz for Life' campaign, solidifying Franz's position as a modern, relevant, and beloved brand in the bread market.
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Case Description
This case provides an overview of "Franz for Life," an advertising campaign that independent advertising agency Mekansim created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia's popularity declined among Millennial consumers, many of whom abandoned the brand for higher-priced wines as they grew older. In 2018, executives at The Wine Group (TWG), Franzia's parent company, recruited Mekanism to change younger audiences' perception of the brand. Mekanism developed the "Franz for Life" campaign based on the insight that Franzia was a brand meant to be enjoyed with friends throughout all stages of the post-college journey. In 2020, TWG decided to renew its relationship with Mekanism and launch "Franz for Life 2.0," a second stage of the campaign that would build on the original campaign's momentum, as well as focus on Generation Z consumers. The case describes how Mekanism developed the 1.0 campaign's creative strategy, media budget allocation, influencer marketing efforts, and brand merchandising. At the conclusion of the case, the TWG team must respond to storyboards that Mekanism pitched to inform the creative direction for Franz for Life 2.0. Which, if any, of the storyboard represents the best path forward for Franzia? Should TWG executives request Mekanism to create additional options? Depending on the creative direction ultimately selected, how should Mekanism propose to allocate the 2.0 marketing budget across media options? More broadly, could Mekanism and the "Franz for Life" campaign help Franzia become an iconic brand?
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