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Cooking Oil - Creative Ideas To Advertise
Posted By: whitefeud on 7/13/2004 3:26 AM (CST) 250 Points
I would like to get some creative ideas to advertise a cooking oil (corn oil,vegetable oil) imported to my country. Right now this cooking oil has the largest market share of the imported cooking oils. It is expensive (double the price of the local manufacturers) and right now targeted to ABC1 Status Class. The quality is excellent and it is low cholesterol. There are two variants (3Lt and 1Lt).
extra questions: What media outlets do you suggest?
What extra promotions do you suggest?

Posted by: gavin.dowling* Accepted Answer
7/13/2004 4:03 AM (CST)
Hi Whitefeud

What country are you in?

I would imagine that you can learn a lot from the way that olive oil is marketed in many parts of the world - as healthy and wholesome and much use of the evocative imagery of the Mediterranean. Who is not seduced by the image of a Tuscan farmhouse or a family lunch in the Spanish sun?

Being that the product is expensive you should play on that fact and emphasise that quality is what it's all about - as well as being low in cholestrol as you say. Aspirational ABC1s will want it.

I'd be looking to have it "placed" on the right shows - cookery shows or any show that shows "classy" people. Also, you could introduce it to the top restaurants and hotels (sounds like it may alreay be there).

I'd be doing some research of the cooking habits of different profiles - to simply say ABC1 is rather broad and may not be helping you in identifying media that may put you in touch with the right people. Should you, for example, be targeting women? young people? those who are health conscious? those who live in the big cities? those who are well educated? those who shop in supermarkets?

Gavin
 
Posted by: tsant* Accepted Answer
7/13/2004 7:50 AM (CST)
Hi whitefeud,

You dont tell us your country.

No matter which promotion channels you will use or which messanges you would like to communicate, primarily you have to learn in depth your market and its attitudes towards nutrition in general and specific towards oil.

I suggest you to find a good market research company in your country and conduct a qualitative research with focus groups. I saw that you have already find your target group so it would be easier to form your groups of discussion. Dont forget to include persons that rejets corn or vegetable oil and anlyse their attitudes and thoughts. You must also design a discussion guide, determining all the information you want to take.

I can help in this part of the discussion guide because i work in a market research company in Greece and we conduct a continous qualitative project about health and nutririon habits.

Keep in mind that this we run this project also in other european countries.

Tsant
 
Posted by: whitefeud Author Response
7/13/2004 8:01 AM (CST)
the country is Cyprus.
 
Posted by: tsant* Member Response
7/13/2004 9:18 AM (CST)
Hi again whitefeud,

You are from Cyprus?As toy saw i am from Greece. Hope you enjoy our wining of European championship in football!!!
Our nations have very similar characteristics and maby i can help you.My company also run business in Cyprus. The continuous project that we conduct may be helpfull to you.
Ask me anything you want
 
Posted by: whitefeud Author Response
7/13/2004 9:38 AM (CST)
Tsant,
what is the name of your company in Cyprus
 
Posted by: tsant* Member Response
7/13/2004 9:54 AM (CST)
We dont have a company in Cyprus but we can run projects there.The name of my company is FOCUS A.E- Athenian Marketing Research Centre.

 
Posted by: kwinters* Member Response
7/13/2004 10:15 AM (CST)
What is the brand of your cooking oil?

What is the name?

That info would be helpful!
 
Posted by: Nyerjhi* Accepted Answer
7/13/2004 12:26 PM (CST)
Is your audience open to humor? What about using an ad agency with good creative? Maybe use an ad agency from outside the region/country go to North America, Canada and try someone really different.

How about: Scene opens on posh house in kitchen, posh couple standing there...they smile at each other, you know they're home alone...you here a lid pop, maybe it's champagne?...then he raises the bottle...it's a bottle of olive oil...next thing they're wrestling half-naked covered in oil in a kiddie swimming pool in the kitchen...announcer "only the best olive oil for the best fun" or something like that.

Just thinking out loud.
 
Posted by: tsant* Member Response
7/13/2004 12:39 PM (CST)
One more thing that i forgot to suggest you is that if you have in mind or if you design some tv spots you have first to test them.
You can add in your qualitative research a part in which you will let the focus group to evaluate and tell his opinion about each one of the spots. Furthermore, another usefull techique is the 'photosorting' in which you will let the participants in the group to create
a tv spot or whatever other kind of advertisement you want.They can also describe you the elements that must have a perfect ad.
All these crucial things must be done before you launch an advertising campaign, because the campaign costs a lot of money and you must be sure for its effectiveness to your
target group and the market generally.

For any further info, ask me.
 
Posted by: Gina* Accepted Answer
7/14/2004 10:10 AM (CST)
Have you considered teaming up with any trendy restaurants? They could feature your product-assuming your packaging is decent.

It's like the booze and bartender strategy. Give the hot products to the people who influence. In other words, research/ consider who (and where) your influencers are and target them. Good luck! G
 
Posted by: ajay Accepted Answer
7/29/2004 1:36 AM (CST)
Hi

I recollect an advt. done for a cooking oil in India. Here the spokesperson for the advt. was a kid who says "My Daddy's the strongest", generating a kind of empathy and also driving home a point that the oil is wholesome, good and healthy. The kid's Dad always goes on helping people, a simple man but who is intelligent and has a 'no-nonsense' approach

Hope this helps!
 
Posted by: Val (Moderator)* Moderator Response
7/31/2004 10:31 PM (CST)
Hello all. I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks, so much, for participating!

Val (Moderator)
 


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