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01
BRANDING
CRITICISM
Some of the points, that
we would do differently.
Focusing too much on brand esteem
Focus too much on festive associations (not a day to day usage)
No efficient addressing of younger target audiences
No engagement of users
Not clear positioning through testimonial usage
PoDs not fitting for all markets
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Increase Relevance
Create new consumption occasions f.e. Baking channel /recipes, collaborations
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Link to smaller special occasions
Focus more on presents / smaller special occasions such as meeting, parties, dinner invites, etc. /
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Modernise product packaging and communication
Modernise packaging inside brand elements.
Reach where target audience where they are (social media, street, videos, competition) and with topics that matter to them (collaborations, coproductions)
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Engagement through Social Media
Implement social media strategy based on engagement
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No more celebrity endorsement
Get rid of Roger Federer. Move towards influencers or potentially Michelin star cook.
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Market Positioning
Market Analysis based positioning adaption for different markets. Focus on traditional positioning in markets where it still applies, move away from it in other markets
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