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MARKETING STRATEGY - Coggle Diagram
MARKETING STRATEGY
OBJECTIVE
Increase brand awareness and intention to purchase from X to Y
Research - focus group to discover brand percpetions, sentiment and intention to purchase and barriers to purchase. Understand what we are known for versus internal values
WE KNOW SO LITTLE, AND ASSUME SO MUCH HERE
Brand campaign
PR
Media
Regular product gifting
Product launch announcements
Relationship builders with founders
Discount online codes
Sponsorship
Owned events / activations
Consumer events / stunts
Influencer events / trips
Media events / press trips
Influencer and ambassador programme
Spokespeople
Founders
Dietician / nutritionist
Sugar campaigner
Micro-influencer gifting programme
Ambassador programme
Contra gifting for product launches
Sampling
Subscription boxes
Meal delivery e.g. Hello Fresh
Monthly products e.g. Goodness Me
Linked categories / brands e.g. Fitness, fashion, beauty
Events
Festivals
Expos
Aligned brand events e.g. fashion
Sporting events
Foodie events
On premise
Gyms
Fitness stores e.g. Lululemon
Beauty / spa
Bars / restaurants
Digital sampling
Coupons to try new products?
Social media sampling e.g. TikTok
Advocacy
Online reviews
Website
Google shopping
Retailer sites
Third party sites
Social media
Home Tester Club
Engagement
Shareable content
Taggable content
EDM sign ups
Incentives
Recommend a friend
Consumer stories
Blog content
Media case studies
Third party endorsement
UGC
Loyalty
VIP tester club?
Rewards programme?
Social media
Expansion into Pinterest
Facebook growth
Health community engagement
Instagram growth
Health community engagement
Competitions
Influencer content
Hashtag strategy
(owned and trending)
CSR
Align with cause, group or initiative
Monetary donation
Product donation
Vocal support in media
Promotion on owned channels
Official partnership
Team voices
OBJECTIVE
Improve sustainability
Packaging
Recycling
Business practices
Ingredients sourcing
Air miles
Internal cultural practices and events
Innovation
Offset
B Corp
PRODUCT LAUNCHES
Kombucha balls (TBC)
Liquid breakfast (Jan 2021)
Iced tea 1L (Aug 2020)
Tonic water 1L (Aug 2020)
Mango / cherry cola kombucha (Aug 2020)
Probiotic soda cans (Aug 2020)
Probiotic sparkling water cans re-launch (July 2020)
Apple cider vinegar (TBC)
E-commerce led NPD
KEY RETAIL PERIODS
Range reviews (January & May)
Summer Entertaining (Nov - Feb)
Christmas
Black Friday
Australia Day
New Years
Back to school
Melbourne Cup
Footy finals 2020 (September)
School holidays
July 2020
Sep/Oct 2020
Dec/Jan 2020/1
April 2021
Easter 2021 (April)
Halloween 2020 (October)
Key days
Mother's Day (May)
Father's Day (Sep)
Valentines Day (Feb)
Communication
& Messaging
Brand
Founding story
Founders
Purpose
Expansion
Australian made and owned
Ingredients
Naturally sugar free
Sugar
Erithrytol
Stevia
Flavourings
Vision / values
No sugar, no worries
Naturally brave
Category education
Impact of sugar
Impact of artificial
Gut health importance
OBJECTIVE
Increase product sales
Retail
Price promotions
Catalgoues
POS
Retailer marketing campaigns
ATL campaigns
Location based digital ads/Shopping ads
OOH
Sampling in store
Packaging
Merchandising / GWP
Ecommerce
Automation
Digital campaings
SEO
Social
PR
Content marketing
Lead nurture campaigns
EDM campaigns
B2B
Trade media
Customer reps
Trade shows / event networking
Digital ads
E-commerce
Sampling / activations on premise
OUR BIG IDEAS