The main challenge is competition with large umbrella brands. They promote several product lines at once within one brand, which strengthens their position in the market.
Our strategy: instead of scattering cambodia whatsapp data resources, we focus on targeted work to competition with the audience.
Action plan:
- we carefully select promotion channels and partners;
- we focus on building brand awareness;
- We are forming a core of loyal customers.
This approach will help us to occupy our unique niche, even in conditions of tough competition with large players, as well as to form a loyal audience and strengthen our position.
We work as one team
Our strategic goal is to dennis liu ceo systematically strengthen the brand’s position in the FMCG market, starting with to competition competition in its segment.
Formulated the main tasks within the framework of the strategy to achieve the set goals
Distribution of responsibility
Client:
- Creating bright creative solutions.
- Strengthening the competitive advantages and USP of the brand.
Ingate Performance Team :
- Ensuring wide brand reach and visibility.
- Accurate targeting of the target audience.
- Optimization of advertising investments.
- Strengthening the communication strategy.
We have drawn up a consistent plan of action
Buyer profile
In total, 8.9 million potential to competition buyers aged 25-54 live in the focus regions.
The range of interests of the target audience. This knowledge will help to select sites where we can use segments by relevant interests.
Features of communication
We accompany the buyer business to consumer reviews all the way – from getting to know the brand to buying. After all, after viewing the advertising message, the consumer still doubts and studies the product:
- we track all points of contact with the brand;
- we concentrate information in Taplink with links to marketplaces and VK;
- We provide cross-channel interaction with the advertising message.
Channel Strategy and Tactics
To effectively interact with the target audience, we select the optimal channels and promotion tools that are focused on their media habits.
What do we need from an ideal promotion channel?
- large-scale coverage of the target audience;
- high level of trust in to competition advertising;
- potential to influence sales;
- presence in the audience’s daily media habits.
Channel mix within online tools
For knowledge growth: we combine banner advertising with video formats, focusing on the Instream format for broad communication in OLV.
Switching stage: we involve bloggers, culinary portals, social networks.
Conversion stage: we focus on the audience of the largest retailers – X5 and Magnit. We work with those who are already familiar with the category and are set for repeat purchases.
Tactics in DOOH
We chose highly effective formats – cityboards and billboards. We took into account three key selection criteria:
- Potential for the number of contacts with the audience (OTS).
- Maximum coverage in selected locations.
- Optimal price/coverage ratio.
Where we place:
- places with a high to competition concentration of target audience (near schools and kindergartens);
- purchase decision points (routes to shopping centers).
The activation time is the evening hours when the audience returns home. The ideal moment to remind about the approaching Maslenitsa and home baking.