Merging of Traditional and Digital Marketing Instruments in Bonduelle Company

Digital marketing develops at a high pace in the modern world as well as its instruments which show regular increase. However, traditional marketing does not lose its positions and still has some advantages over digital sphere. Moreover, investments allocation on both these types of marketing is still a major problem for many organisations. The aim of the project is to merge instruments of traditional and digital marketing in Bonduelle company which operates on canned vegetables market. The methodology is divided into two stages: interviews with experts in order to outline main goals of marketing communications of the company, shares which should be allocated on instruments of both types of marketing and metrics which help estimate outcomes of communication within one of the goals; online questionnaire for working out the most perceived instruments and factors that affect their memorisation. Thus, two criteria of merging were outlined: communication goals – new product launch and awareness building, stimulating re-purchase, company’s mission promotion in always-on communication and also product type – mass or niche. Based on this information an approach of merging traditional and digital marketing instruments was proposed consisting of two models. The results of the research will be used by Bonduelle company for building its marketing communications.