Questions

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?

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 2 months ago

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