Case Strategy: How We Worked on Understanding an FMCG Brand and Bringing a New Product to the Shelves - Image 9
Case Strategy: How We Worked on Understanding an FMCG Brand and Bringing a New Product to the Shelves - Image 10
Mediascope BrandPulse 2024 data: personally consumed canned vegetables and fruits in the last 6 months
Analysis of consumer behavior shows that promotions are china telegram data the determining factor when choosing a product. The next most important factors are brand recognition, quality, and natural composition. It is important to note that advertising is second only to recommendations from loved ones among purchase triggers.
Conclusions
the main focus in advertising is on an adult audience: the focus is on increasing brand awareness and increasing penetration;
The goal when working with a young audience is to increase brand awareness.
Our key communications focus is on:
Consumer characteristics
naturalness of composition;
taste characteristics.
Quality guarantees
origin of raw materials.
Components of an effective campaign:
Strong brand presence
regular visual contact with the consumer;
systematic auditory exposure.
one key message per creative;
accessible language without special terminology;
reliance on well-known facts.