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?

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 year ago

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