Re-branding a milk product !

zawad_karim · Jan 29, 2019

Hello guys,
So, lately I was having this discussion with a friend about re-branding a milk Product which is basically Pasteurized milk. It is already a big brand here in my town but the problem is how to engage the customers in the digital space so that they keep on buying this product rather than any other competitor's product for the next four months and even recommend others to buy it. The Targeted group for this milk product are Women.

If you were in my place which digital platforms would you like to use to create a buzz among the TG and for this category of fast moving convenient product ?

Please Share your ideas below.

Thanks

shiva990 · Jan 29, 2019

Women are more into Insta and search pretty much everything on google, I would start with those platforms and eventually move on to others.

Deleted member 1236967 · Jan 29, 2019

Instagram seems to become more popular by the day as Facebook is implementing features that will make people go away (such as combining messenger and WhatsApp). Instagram seems to be focusing more on e-commerce as well which is an additional plus for companies that want to sell their products.

zawad_karim · Jan 29, 2019

shiva990 said:
Women are more into Insta and search pretty much everything on google, I would start with those platforms and eventually move on to others.

Deleted member 1236967 said:
Instagram seems to become more popular by the day as Facebook is implementing features that will make people go away (such as combining messenger and WhatsApp). Instagram seems to be focusing more on e-commerce as well which is an additional plus for companies that want to sell their products.

Yes to be honest Instagram is a very popular platform for the women but have you ever seen any sponsored ads for such product category that I have mentioned ? What kind of campaigns should we carry out to make it viral ?

Perrybeard82 · Jan 29, 2019

Depends on the age group of the women your targeting but Google is always a good choice then I would go for Facebook as on my experience (women o know ect) younger women and thoses who love a bit of attention based on there looks go for insta. But most women over 25 pefer Facebook due to the face it's not just a picture. They can read what there friends have to say and are doing/have a rant ect via the status as well as post pictures

Gogol · Jan 29, 2019

I would chime in as an end-user rather than a marketer.

Firstly, for daily needs (like let's say.. milk, cheese, sugar,salt and so on) we aren't really loyal to a particular brand. All of these brands have similar pricing/quality (no matter what they claim in the ads lol). So, it is up to the stock in the nearest shop we go to (remember the last time when you left the super market because a particular brand was not available? I guess never.) , and also about the packaging. An attractively packaged product would be chosen more often than what we saw in the ad. The most selling brands normally have the best local distribution strategy.

I have a couple of relatives who own small fmcg product based business. They are not worried about ads at all. They are more worried about pushing their products to all the local shop owners they can (one easy way to do this is offering more commission than the competitor). They have sales guys who would do that for them. These shop owners push the new products to the customer. If the product is good, the customer will buy it again.

Secondly, if we really chose a particular product brand for whatever reason; it will most likely be from the television media and/or print media. Internet would be our last choice for fmcg. This is may be because our brains are hardwired like that. Internet is quite new, and a lot of people don't believe what they see there. Youtube ads (video ads) is the only one that I might consider.

Hope that helps a little

zawad_karim · Jan 29, 2019

Gogol said:
I would chime in as an end-user rather than a marketer.

Firstly, for daily needs (like let's say.. milk, cheese, sugar,salt and so on) we aren't really loyal to a particular brand. All of these brands have similar pricing/quality (no matter what they claim in the ads lol). So, it is up to the stock in the nearest shop we go to (remember the last time when you left the super market because a particular brand was not available? I guess never.) , and also about the packaging. An attractively packaged product would be chosen more often than what we saw in the ad. The most selling brands normally have the best local distribution strategy.

I have a couple of relatives who own small fmcg product based business. They are not worried about ads at all. They are more worried about pushing their products to all the local shop owners they can (one easy way to do this is offering more commission than the competitor). They have sales guys who would do that for them. These shop owners push the new products to the customer. If the product is good, the customer will buy it again.

Secondly, if we really chose a particular product brand for whatever reason; it will most likely be from the television media and/or print media. Internet would be our last choice for fmcg. This is may be because our brains are hardwired like that. Internet is quite new, and a lot of people don't believe what they see there. Youtube ads (video ads) is the only one that I might consider.

Hope that helps a little

Thanks for breaking it down really appreciate your idea regarding the fmcg market. I cannot deny at all with all the things you said. Surely, internet will not be considered at the front when we think of fmcg products. But what do you think of the bumper ads on facebook ? Are they worth it ?

Gogol · Jan 29, 2019

zawad_karim said:
But what do you think of the bumper ads on facebook ? Are they worth it ?

Well, if I already knew the brand well, I might consider seeing an ad on fb. If there was .. let's say.. a 30% discount on the product, I might actually consider buying it. The problem with dairy though is the fact that it is very cheap. So if I interacted with an ad, the company will probably lose money than making some. That's what I would be worried about if I was the digital marketer of the company. That being said, building up brand image (so that the customer readily recognizes the brand) is also very important imo. So, fb ads might be worth a shot.
Also, don't target the women only. I mean a lot of time, men do the grocery shopping. Targeting women might actually backfire lol (take this advice with a grain of salt though).

zawad_karim · Jan 30, 2019

Gogol said:
Well, if I already knew the brand well, I might consider seeing an ad on fb. If there was .. let's say.. a 30% discount on the product, I might actually consider buying it. The problem with dairy though is the fact that it is very cheap. So if I interacted with an ad, the company will probably lose money than making some. That's what I would be worried about if I was the digital marketer of the company. That being said, building up brand image (so that the customer readily recognizes the brand) is also very important imo. So, fb ads might be worth a shot.
Also, don't target the women only. I mean a lot of time, men do the grocery shopping. Targeting women might actually backfire lol (take this advice with a grain of salt though).

haha, yeah atleast I do the grocery at times so I will surely not only target the women

But thanks alot man for all the infos.

Anyone anything else ?

Re-branding a milk product !

Which digital platform will you choose to create a buzz for the milk product ?

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