In the
marketing business, marketers have to always take into consideration the
different factors that differentiate a public from another. During today’s
class we learnt that advertisement is planned depending on the loyalty and the
user rate of the target market. Indeed, medium users have to be encouraged, as
lights users must be convinced to use more. For example, the Kraft Company with
the Philadelphia cream cheese product developed some strategies in order to
make light users more loyal to the product. They did so by proposing other ways
to use the product. For instance, Kraft proposes on its website and on the
packaging of the product itself some easy recipes made with the Philly Cooking
Cream. By doing so, the light
users will be more likely to use the product on a regular bases. The goal is to
include the product in the everyday life of the light users so they start to
use it more.
Knorr does
the same with its soup cans. Indeed, they are some recipes on the can and on
their website so that users can start using the product not only to cook some
soup but plenty other meals. According to me, it is a good way to encourage,
mostly the medium and lights users, to consume the products without
concentrating all the energy on adds and promotions.
Sophie Marcoux
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