One strong front from category and branding
In three years, all of the Netherlands should be buying my brand. Sounds like an unrealistic future dream of a marketer, perhaps. But when you have the right insights, it is possible. Start with the question: what is currently preventing consumers from buying my brand? And then: how can I remove these barriers from the unique strength of the brand?
Understanding thresholds
Understanding thresholds
Barriers can occur at different levels and in different contexts. Some of the reasons that can get in the way of sales:
- Everyday life: an unclear brand image or the wrong media plan can keep consumers from thinking of your brand at the right times (category entry points CEPs).
- The use of your product or service: unfamiliarity with the portfolio or a mismatch between the portfolio and consumer wants and needs may prevent you from best meeting consumer needs.
- The lead-up to purchase: when distribution is not in order, consumers are not confronted with the brand enough, if at all.
- The moment of purchase: when the shelf plan is not in order, because the brand is in the wrong shelf or does not stand out enough in the right shelf, it is not considered and therefore not purchased.
- The purchase decision: if the packaging or price is not up to par, it ultimately does not appeal sufficiently to the consumer or leaves too many question marks so that the brand is considered but not purchased.
Category perspective
Each threshold requires a different solution. So before you as a brand start shooting with hail in the hope of more sales, we recommend doing a broad scan first to identify the thresholds. After all, as a brand, for consumers you are part of a bigger picture: the category. That's why a category perspective is also crucial to figure out the thresholds and put them in context. By looking at your brand's success from a category perspective, you not only learn how successful your brand is now, but also why the brand is successful.
Strength of your brand
Blow away barriers from the power of your brand
Good, the barriers are clear. Then comes the moment to blow them down from the power of your brand. That's where the category perspective comes into play again. Namely, it helps you determine what the unique connection between your brand and the consumer's need is. What is the strength that you can build on? We know that consumers have multiple needs and that depending on the context, needs can vary. Still, to make sense of which target group you are most relevant to right now and whether that target group is large enough, needs segmentation can help. Not as a final solution, but as a means to explain the success of your brand.
Category management and branding are inextricably linked and must work closely together for brand success.
It starts with the right research firm, 5 tips you'll recognize them by
Together you are stronger. That's how it works in research, too. The right research firm will help you:
- Focus your information needs
- Dare to be critical of your previous work
- Looking at new information with an open and curious mind
- Properly interpret and access information in the organization
- Having fun in the research process
Have you found this partner? Then squeeze your hands because with this you have taken the most important step.
Determine the right strategic principles for your research design
How do you entice consumers to buy your product or brand? Save the 'hard to get' game for your dating life and make it as easy as possible for the consumer to choose your brand. If you don't, there are plenty of easier options for the consumer.To become "easy to buy," you need to know what's stopping consumers from choosing you. For Grolsch, we researched this. Inspired by science (Daniel Kahneman, Byron Sharp) and our own experiences, we determined the most important steps for brand growth in each phase of the customer journey. The idea behind this: do the right things in each step of the customer journey, then nothing will stand in the way of them choosing you. With this premise in mind, we knew what information Grolsch needed to grow further.
With calm and synergy in the process, you discover opportunities and know what to do
Now you know what questions to ask, but not yet what answers to expect. Divide the research into several phases in which you collect all the necessary information bit by bit. Give yourself time to process information and hone your questions. With interim consultation moments you create peace in the research process. Consider which insights are important to understand even better. With the right research firm, you will experience synergy at these moments.Your research partner helps you interpret insights and put them into a broader perspective from experience. You ensure that insights are also actionable in practice. By sharing what interfaces with knowledge, experiences and plans within your organization. Together you translate insights into opportunities.
Also looking for the right insights to grow your brand from a category perspective?
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Marketing Strategy
A strong and future-proof marketing strategy puts the consumer at the center. Increase your success from understanding consumer behavior and needs within your category
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