Question

Topic: Advertising/PR

Innovative Medium To Promote Uht/curd/cheese

Posted by Anonymous on 9/10/2011 at 9:18 AM ET 125 Points
I'm looking for suggestions to promote products like UHT MILK/ Packaged Curd and Cheese products in a market which is dominated by brands which are decades old. None of the competition is doing ATL and I too am looking at how I can use the un traditional medium. It can be a strategic route or creative idea. Im just looking at something that will act like a thought starter and refresh thinking.
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RESPONSES

  • Posted on 9/10/2011 at 9:23 AM Accepted
    You might start your search for a creative new way to think about the product by dialoguing in a structured way with the consumers who purchase and consume the product. Very often they can be the catalyst for insights that open the door for new approaches, new positioning niches, new ways of segmenting the market.

    It will probably be helpful if you can enlist the aid of a talented market research professional for this task.
  • Posted by Gary Bloomer on 9/10/2011 at 10:05 AM Accepted
    How are your buyers currently receiving messages about your product and about your competitor's products and how likely is it that those buyers will adopt a new medium, or that they will react favorably to a new message? What thing or things, (because of their larger size) DON'T larger products do, or offer, that you, as a smaller brand, can achieve more cheaply, or faster?
  • Posted on 9/10/2011 at 10:29 AM Author
    Hi Gary,

    Thanks for replying. The competitive brands aren''t necessarily bigger than my own. It''s just that they have been present in the category longer than mine. There are also a lot of local players that are present which are smaller brands but more known to the locals of the area.
    Honestly speaking none of the brands are currently speaking to the consumers through anything other branding the storage areas. The consumers know about these brands as they''ve been ''used'' to them. Hence the challenge here is to break the habit and in cases like Milk/cooking oil/tea/coffee etc which is very personal always is tricky!
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