Ansu Tressa Cherian’s Post

A complex of #BTL events to promote your brand. Often, promotion strategies involve not just one type of advertising, but a combination of marketing activities. What does it mean? Let's take a look at some measures to promote food products, using yogurt as an example: -on the way to the shopping center, you received a supermarket flyer with promotional items, including our product; -at the entrance to the store, there are advertisement promotion stands decorated in the corporate style; -promoters are talking about the current promotion and offering to try new flavors of low-fat yogurt; -during the tasting, we will tell you about the use of farm milk in our products, give you a brochure with recipes for delicious desserts made from our yogurt, and explain the terms of our promotion; -in the dairy section of the store, you will easily find the product we are advertising, thanks to the shelf decorated with POS materials; -a promotional price tag with a discount may encourage you to make a purchase; -and the result is that our yogurt is now in your cart! This "mini-case" does not cover all the possibilities of BTL communication. However, this simple example demonstrates how you can not only draw attention to a product but also show its advantages over competitors. Showing all the qualities of a product "in action" or offering the opportunity to test it "on the tooth" perfectly affects a consumer's emotions at the moment of making a purchase decision. Properly selected BTL tools can be an effective way to encourage customers to make a purchase. And Urban Media knows how to handle this! Urban Media. Progresses you.

In our recent "Marketing Deep Dive," we had the pleasure of hosting Ahmed Fadly, Growth Manager at Epic Food, who shared invaluable insights into brand positioning and discount strategies within the quick-service restaurant (QSR) sector. Ahmed emphasised the critical importance of strategic discounting, categorising brands into top-tier hero brands with minimal discounts of no more than 10%, and a secondary tier where modest discounts can be offered. This nuanced approach helps maintain brand integrity while providing occasional incentives to attract customers. However, Ahmed highlighted a common pitfall that many brands face: the overuse of steep discounts, particularly the notorious 50% off. He pointed out that transitioning a brand from being associated with such deep discounts to a more standard discount model (around 15-25%) can severely impact revenue and order volume. This transition, he noted, is not immediate and can take between six to eight months to stabilise. One major issue Ahmed discussed is the deceptive practice of inflating prices only to apply a significant discount, which ultimately results in the same final price as a lower, more genuine discount. This tactic, while initially attracting customers, can harm long-term brand perception and loyalty. Ahmed strongly advised against abruptly removing hefty discounts without a comprehensive strategy. He suggested that if a brand is prepared for the initial revenue hit—potentially a 50-70% drop—it must also invest heavily in alternative marketing strategies, such as GEMS (Google, Email, SMS Marketing), CPC (Cost Per Click), and other innovative approaches to regain visibility and customer trust. Moreover, Ahmed stressed the necessity of rebranding efforts during this transition. A fresh look, new menu offerings, and a redefined brand message are crucial to repositioning the brand as premium. Simply reducing discounts without these changes will not convince customers of the brand’s new value proposition. In essence, Ahmed’s talk underscored that thoughtful, well-planned discount strategies are key to sustainable growth and brand equity in the highly competitive QSR industry. George Mohan Mini Jacob Neha Mukund Bharani PrasadSufiyan ShaikhAnkita Tripathi Ahmed Fadly Epik Foods (FFCC) Fast Food & Cafe Convention

How should #Abrands compete at shelf with #retailer #privatelabel offerings? Is it time to directly challenge the perceived benefits of #ownbrand above and beyond price? Read the #Kantar #RetailIQ viewpoint here....

Store Brands are gaining ground on Private Label Brands according to the 2024 Private Label Report, with consumers being more price conscious and Store Brands focusing more on quality and promotion. Gen Z consumers were less likely to be loyal to a name brand. https://lnkd.in/e4NMVnuU The report: https://lnkd.in/e2FMzRb5 #consumers #mrx #advertising #insights #brands

With the new brand tagline ‘Ambition is’, It's Friday’s campaign for Suntory BOSS Coffee positions it as the ideal partner to help fuel busy work days and drive ambition with a delicious, convenient flash-brew coffee experience. Amy Hiscock, head of Suntory BOSS Coffee marketing at Suntory Beverage & Food Asia Pacific, said, “The new campaign ‘Ambition is’ and updated visual identity, developed with the team at It’s Friday, allow us to continue to hone in on our heritage but also dial up the quality and taste experience to inspire a Boss Coffee experience at any time during the work day. Suntory BOSS Coffee is real, rich-tasting, flash-brewed coffee, all in the convenience of a can.” Also speaking on the campaign, Vince Lagana, CCO and co-founder of It’s Friday, shared, “In this first iteration of the ‘Ambition is’ campaign, we wanted to focus on the brand’s real coffee credentials. We knew we’d never replace the first coffee of the day for Australians and our Kiwi friends. That’s too sacred. But once people understand that Suntory BOSS coffee is real coffee, they see that there’s a fresh way to get that second or third coffee hit. That’s where Suntory BOSS Coffee comes into its own. That’s how it can help fuel ambition as the day goes by. We’re looking forward to rolling out more under the ‘Ambition is’ platform soon.” #marketing #campaign #brandrefresh ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Learn how brands can strategically implement conversational commerce and leverage these platforms to craft exceptional and personalized customer experiences in this in-depth report: https://bit.ly/3SSKVCG

In short, yes, brands are still on the run from private label. The opportunity for private label is to meet the everyday needs at lower prices given they don’t need to spend heavily on marketing and promotions. It seems simple but so many retailers are lagging. With unit prices up significantly across most categories we may have reached the tipping point. In addition to getting the average unit price down, differentiating with a retailer's private brand helps protect loyal consumers. https://lnkd.in/eGV88eH9

❗ 📑 Nou #estudi publicat! “Price Transmission During Promotions: A Case Study of Spanish Milk Brands”. 🥛 Moltes marques #detallistes utilitzen la #promoció de preus per augmentar les vendes i guanyar quota de #mercat. Vols saber quin és l’efecte que una marca de #llet pot tenir sobre la resta de competidores en abaixar els #preus? ➡️ Informa’t aquí: https://lnkd.in/dTXzQh8w ____ ❗ 📑 New #study published! “Price Transmission During Promotions: A Case Study of Spanish Milk Brands”. 🥛 Many #retail brands use price #promotions to increase sales and gain #market share. Do you want to know what effect a #milk brand can have on its competitors by lowering #prices? ➡️ Find out here: https://lnkd.in/dTXzQh8w Yasmine Bedoui

The Symbiotic Relationship Between Private Labels and Branded Players in Driving Category Growth Private labels have been gaining significant traction in the retail industry, often perceived as a threat to branded products. However, despite their rapid growth, private labels alone cannot drive category growth to its full potential. This is why retailers strategically involve branded players to help stimulate the category, often through price reductions or other collaborative efforts. The Rise of Private Labels Private labels offer retailers higher margins and greater control over product offerings. Their popularity has surged due to their ability to provide quality products at lower prices, appealing to cost-conscious consumers. However, this growth has its limitations. Why Private Labels Alone Can’t Drive Category Growth 1. Limited Brand Equity: Private labels lack the recognition and loyalty of established brands. 2. Marketing and Innovation: Branded players invest heavily in these areas, driving consumer interest. 3. Perceived Quality: Consumers often view branded products as superior. 4. Assortment and Variety: Branded players offer more choices, catering to diverse preferences. The Role of Branded Players in Driving Category Growth Retailers understand the need for a balanced approach, where both private labels and branded players coexist to drive category growth. Here’s why they rely on branded players: 1. Brand Pull: Established brands have a strong pull effect, attracting consumers to the category. Their presence increases foot traffic and encourages shoppers to explore and purchase within the category. 2. Promotional Activities: Branded players engage in extensive promotional activities, such as discounts, advertising, and in-store displays, which boost category visibility and sales. Retailers leverage these promotions to enhance overall category performance. 3. Innovation and Trends: Branded players lead in innovation, introducing new products and setting trends. Their continuous efforts in research and development drive category evolution, keeping it fresh and exciting for consumers. 4. Quality Assurance: The trust and reliability associated with branded products reassure consumers, encouraging trial and repeat purchases. This boosts category confidence and growth. 5. Collaborative Efforts: Retailers and branded players often collaborate on strategies such as price reductions, joint promotions, and exclusive product launches. These efforts create a synergistic effect, driving category growth more effectively than either party could achieve alone. #RetailStrategy #PrivateLabels #BrandedProducts #CategoryGrowth #RetailInnovation #ConsumerEngagement #cpg #fmcg #privatelabel

Discover how iconic pairings like Oreo and Breyers Ice Cream or Kellogg's Tony the Tiger and Crocs are mastering the art of co-branding to captivate consumers and create buzz. From unique flavor combos to inventive product collaborations, these partnerships are setting the bar high for innovation. Learn how these strategic alliances are reshaping marketing and driving consumer excitement. Dive into the full story on the magic behind successful co-branding efforts! - https://lnkd.in/eSeCQJvA #CoBranding #MarketingStrategy #BrandInnovation #Foodservice #FoodNews

Occasion based marketing for beverages is not a new phenominum. We just have to go back over the catalogue of historic Coca Cola ads to see how leveraging occasions has been used for decades to drive increased sales and margins for all members of the Coca Cola value chain.  “Refreshment on the Go”, “Stock Up for the holidays”, “makes food taste better”, “easy hospitality”, “Refreshing vacations” are just of few of Coca Cola’s occasion based propositions. It’s been the Coca Cola way for generations, and the basic principles from yesteryear, are still applied today. In fact, for the Coca Cola system, Occasions sit at the heart of their marketing DNA. They call it the OBPPC (Occasion, Brand, Pack, Price, Channel) process and it’s a critical element of their overall marketing. Coca Cola ensures that for each occasion, they clearly define the optimal brands to be sold, in the most appropriate packages, at the right prices, in the target channels to sell more products, at higher prices. They use occasions to pro-actively change the market dynamics in their favour by shifting the demand curve for beverages rather than simply moving along it to where the market takes them. DM me to learn more about how you can use Growth Scope to unlock your liquor market growth agenda by unlocking consumption occasions.