Questions

A new Marketing Director has started at our snacks company and we are taking a strategic shift to aligning all marketing activities.

We have taken a strategic shift to aligning all our marketing activity to be based on consumption occasions. We are trying to identify the core occasions our brand should target and how best to deliver against these occasions. Below are the issues we currently have: 1) What are the occasions that consumers consume our brand (E.g. when are they having it, whom they’re having it with and how they’re having it)? Are those the key occasions we would like to target? What is the priority? 2) What are the needs from consumers that haven’t been met by us/ current market dynamic for those identified occasions? 3) What is the core value of our brand? Are we able to link our brand promise to each of those unearthed key consumption occasions? 4) How do we trigger consumer mentality to buy our brand for those key occasions? 5) How do we design a holistic marketing mix that connects our brand promise with those needs? We believe that this will help us set a better tailored strategy to consumer usage occasion, and we will see increase in awareness, affinity and purchase intent along with accelerated sales growth. Any thoughts?

5answers

Hi
Interesting questions.
I’ve successfully helped over 300 entrepreneurs and would be happy to help you answer these questions. After scheduling a call, please send me a message with all the background information (including the name of your brand, your target market/country, previous marketing methods etc) so that I can prepare in advance - thus giving you maximum value). Good luck


Answered a month ago

Consumers will consume your brand based on your organization's consumer dominance and influence. The occasion in which a consumer will consume your brand is based upon the type of good you are selling - i.e. religious goods will be strong during religious holidays. As of current, natural goods such as fruits and vegetables are strong in demand and growing in 2020.

Health foods are also popular as the Health and personal fitness industry is growing. Be sure to target your goods towards growing and strong industries to grow your brand.

For further details, feel free to schedule a call with me-myself.


Answered a month ago

All those questions make sense, however I would suggest to first set up a process and list of tools you would use to define your marketing strategy.

You would need to run in parallel an analysis of what your brand stands for you (e.g. core values, relationship to company mission, connection with NPD etc) and what your brand stands for the consumer (e.g. perceptions, intent of use, etc).

Those two exercises need to be compared to spot any misalignment/missing opportunity.

Additionally, before defining your 4Ps tactics you would need to draft your ecosystem and the related consumer journey.

I would be happy in supporting on these tasks: I am working in the global marketing department of adidas since 7 years so I have an extensive experience in B2C (health/fitness, etc).


Answered a month ago

Video is a great start to aligning all marketing efforts. Utilizing channel based marketing with proper video placement does two things for your brand: #1 it's evergreen content and lives on channels that matter (social, website, newsletters) #2 it's entertaining and provides value instantly. If you need help understanding the best ways to use video in these channels - happy to schedule a quick call to get started and see how I can help. Best of luck!


Answered a month ago

I want to answer your questions, but the truth is that I don't know -- nor should anyone else who sees these questions.

Without knowing your product more specifically, it's impossible to give you good answers. And even if I knew what your specific product is, I would be highly reluctant to give you answers without research on what consumers think.

Several years ago, I conducted research for a $1B+ snacking brand. Their team was sure they understood answers to questions very similar to yours. (After all, they are good questions.) My team and I set out to understand their consumers from the ground up, assuming that we didn't know anything. And the results shattered their understanding of how consumers actually used their products, leading to dramatic shifts in their positioning and product development.

You're smart to think about aligning your marketing efforts to your consumers' usage. To do that, it's worth investing in research to understand exactly how your consumers do interact with your products.


Answered 25 days ago

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