Page 6: Conclusion
In mass consumer markets such as food, businesses need to use a range of channels to communicate effectively with all stakeholders. They also need to respond to changes in consumer tastes and opinions and challenge any misconceptions or inaccurate stories in the media.
It is still a little early to evaluate the full effects of the change in Bernard Matthews' communications strategy. However, there are already clear indicators that the company's integrated marketing and advertising campaign is turning around the earlier negative opinion in the media.
It is improving consumer perceptions of the brand and is starting to regain the trust of its stakeholders:
- Press coverage has improved as the company has rebuilt trust and relationships with the media and become more open and transparent.
- Some major retailers are starting to increase the visibility of turkey products in store.
- Sales of turkey, fresh turkey in particular, are increasing. In 2010, turkey consumption rose by 9% year-on-year, the biggest increase since 1996.