Same product, same market

In the top left-hand corner of the Ansoff matrix you are encouraged to achieve business growth by sticking with the same products and sticking with the same market or customer. Easier said than done.

But loyalty promotions and below-the-line activity that encourage customers to use more are one way of doing this.

Here’s a good example. Ocean Spray, advertising in a Greek magazine, showing you how to use more of its product. Same product, same customers. But potential to intensify usage:

ocean_spray.jpg

The famous Maggi cooking studio. Source: maggi.de screenshot

The famous Maggi cooking studio. Source: maggi.de screenshot

If you’re German, this should remind you of the Maggi kitchen (sorry: cooking studio) and what seems like daily TV ads demonstrating yet another way to cook with this or that sauce or prepared meal. The products have been on shelf for years, but now it stimulates you to use more. A powerful campaign.

Now I’ll be more controversial – with a loyalty or “market penetration” strategy that has about as much puff in it as a cigarette butt. Here are Silk Cut cigarettes attempting to achieve the same thing (coincidentally in the same Greek mag). Now I’m not a smoker, but do me a favour – do you really think that by making snazzy collectable Christmas packs you’re really going to grow your brand?!

silk_cut_loyalty_2.jpg

Or is this about creating loyalty? If it is, then surely smokers are pretty brand loyal anyway. So is this about image boosting? Are you expecting customers to save the full set and display them proudly next to their favourite ouzo packaing? Naaa…

If you smoke, your comments are welcome.

Alex Woodruff

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One response to “Same product, same market

  1. 10 years ago, we had a youth club we met each weekend and we surfaced the walls with used cigarette packages. So you never know what they are used for :-)

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