The main character of our case is a well-known manufacturer of vegetable snacks, whose history spans more than twenty years of successful work on the Russian market. The brand’s assortment includes a wide range of canned products: from classic green peas and corn to chickpeas, marinades and vegetable caviar. The products are easy to find buy phone number list Understanding an FMCG Brand both in the country’s leading retail chains and on popular marketplaces.
Key client tasks
- Increase brand awareness and encourage trial purchases among new audiences.
- Launch and develop distribution of a line of products in glass jars.
- Maintain market positions in the association’s purposes, its governance face of growing competition from private labels of federal chains.
A Step-by-Step Guide to Creating an Effective Marketing Strategy
Step 1: Comprehensive analysis of the market situation
To build a successful strategy, it is necessary to conduct a detailed analysis of the following indicators:
- current position of the brand in the sales ranking;
- competitive environment map: identify market leaders and direct competitors;
- dynamics of market shares in the category;
- price positioning of the brand and competitors;
- sales dynamics in quantitative and monetary terms;
- level and quality of distribution.
Important: All metrics must be analyzed taking into account the regional specifics of the target markets.
Given the heterogeneity of distribution. Understanding an FMCG Brand we took a targeted approach to strategy development china business directory and focused on regions with the highest brand presence. At the same time, all-Russian indicators were also included in the analysis to form a complete picture of the market.
Priority regions: Arkhangelsk, Vologda, Vladivostok, Khabarovsk.
The source for the analysis was the closed data of the First OFD. During the study, we focused on the brand’s direct competitors, excluding from the analysis the private labels of retail chains.
Competitors: 4.
This is what it looks like: This is only part of the graphs and data on the basis of which conclusions are drawn.
Our findings:
Competitive environment
- the market is characterized by the dominance of two main players in the Russian Federation (competitors 1 and 2);
- Competitor 1 shows a decrease in activity in target regions against the backdrop of the suspension of advertising campaigns;
- Competitor 2 strengthens its position by increasing marketing activity;
- Our brand maintains stable performance and offers the most attractive pricing policy among leading manufacturers.
- the current situation opens a window of opportunity to seize leadership in the category;
- weakening of the position of competitor 1 creates the preconditions for expanding market share;
- If a passive position is maintain, the brand’s success will be determin solely by the advertising activity of competitors. Understanding an FMCG Brand
Market trends confirm growth potential
- active development of private labels in the segment;
- a pronounced preference among consumers for domestic products (more than 60%);
- Steady growth of the category in annual terms.
Strengthening advertising activity is a strategic necessity for:
- achieving leadership positions among independent brands.
- counteract the growing influence of private labels.
- realizing growth potential in conditions of favorable market dynamics.