Page 30 - SM Aug-Sep-2014

Retail: New markets A desire for healthier food alternatives is fuelling the trend with the synthetic rBsT hormone in order to increase milk production). Wakaberry and smooch brands also attest to being halaal, while the Filo brand offers kosher favours in some locations. Initial marketing challenges Wakaberry’s Luise peters found that A fresh and funky approach is integral to the strategies of the various frozen marketing the brand was challenging yoghurt brands at the outset. She explains: “When we frst launched there was no money for paramount importance to us – as your alternative consideration brand? marketing. all brand building was done it should be to all marketers. The is it only competing in the frozen through Facebook and then Twitter. consumer’s love for the brand was one yoghurt sector, or is it up against This has proved to be astoundingly of the key drivers of growth and will Juicy Lucy (another Famous Brands successful for us. our customers continue to be. part of this is a fresh, franchise), or Kaui? Where is the love engaging with us online and we funky approach to design.” She says a next-considered brand and, therefore, ensure the return engagement and ‘brand bible’ is strictly enforced in all what is its product portfolio?” UK-based frozen yoghurt brand Snog has based its marketing strategy on being a healthier and guilt-free treat fow of conversation is constant. Our the stores and the range of branded in order to grow and compete, the Facebook page is the third biggest merchandise is also being grown. brand may need to diversify, according froyo page worldwide and our Twitter to rice. “The idea of having a range of The ‘experience’ Kyle (19) (favourite favour: mixed account is the second biggest froyo Is it sustainable? product offerings is a good one as well. While the strategy of self-service in this berry) – “I love variety and the idea of account worldwide.” When it comes to longevity, the product if i look at one i rather like myself, which environment is not unique (several Us mixing all different favours; stuff you Teenager Zanne describes how a new has shown resilience in the Us over is Cinnabon (a cinnamon roll franchise) But goldman cautions that growth outlets pioneered the concept), it remains normally wouldn’t combine.” store was launched at a mall near her the past 20 years. andy rice echoes – they’re a very indulgent brand. But may be erratic: “As other food categories novel in south africa. The idea behind it is Zanne (18) (favourite favour: crème school in Centurion, close to Pretoria: Michael goldman’s concern that there they’re also starting to diversify from have ebbed and fowed over the past to create an ‘experience’ for the consumer soda or granadilla sorbet) – “I prefer “There were signs put up on the road may be a ‘dip’ in interest after a while. “i their classic cinnamon-based sticky decades, it is likely that froyo brands will that goes beyond mere consumption it to ice-cream and it’s healthier.” to the school. everyone at school took think the only risk is one of a short-term gunge, into cupcakes and other things. experience periods of high growth and of the product. in many of these frozen Sebastian (18) (favourite favour: photos of the signs and posted them on interest cycle,” he says, adding: so they may have found their product more moderate development. innovation yoghurt venues there’s music – even pop mixed berry) – “I don’t like sweets their Facebook profles ... everyone was “i wonder if it’s being fed by enough base too narrow – and that, I suppose, adoption theories suggest that when videos – playing, brightly coloured decor in general, but when i go with friends excited about the new Wakaberry.” target market from below, before they is something that Wakaberry might fnd,” a newer product, brand or category and ‘trendy’ branding. Then there is the I really enjoy it. It’s social.” peters says that, by contrast, print migrate out of the top?” Rice suggests, before jokingly adding: ‘crosses the chasm’ from early adopters very tactile act of pulling a lever to deliver The attraction for parents includes media hasn’t worked for the brand The other factor to consider, he “Before we know it, they’ll be offering to the mainstream, then growth is a swirl of product into a brightly coloured the perception of the product being due to the high number of publications believes, is competition from other double cheeseburgers with fries!” rapid and is accompanied by increased paper bowl and, fnally, choosing toppings healthier. The ‘all natural’ approach is in the market, adding that she’s brands in the fast-food sector. rice competitors trying to take advantage. as from an array of fudges, sprinkles, fruits a selling proposition that most, if not PHOTOS: gaLLo iMages, sUppLied planning to start experimenting with explains: “My question would be; rivalry increases and growth becomes and candies. all, the competing local brands espouse radio in the future. in what consideration-set, in what Jon PIenaar is a regULar prodUCer For The Carte more stable, frms need to innovate with a snap survey of some teenagers and includes such tactics as recyclable another important aspect has been repertoire from a consumer perspective, BlanChe TV prograMMe new favours, occasions and benefts to from pretoria and Lonehill in northern cups and using rBsT-free organic milk the brand identity. Explains Peters: does it live? so, if you choose to spend and has Been pUBLished in The LiKes oF BuSineSS trigger further growth.” Johannesburg provided the following: (from cows that have not been treated “The look and feel of the brand is of r30 on Wakaberry, what would be Day and JSe Magazine. 28 strategicmarketing August–September 2014 August–September strategicmarketing 29