drench case study
Optimising the marketing mix and agreeing the
launch plan
By the end of this stage, the product has to be ready to go to market, which means all aspects of the marketing mix have to have been agreed.
Product
At this stage, designs are translated from concepts into real products. Our technical team worked with our suppliers to produce the packaging materials we needed to bottle drench, and our production team had to ensure they had the processes in place to produce the vastly increased capacity we would need, while ensuring our carbon footprint was kept to a minimum.
Price
Price and promotional models, based on category data from AC Nielsen, were developed to create a pricing strategy for drench that would help us drive penetration upon launch.
Place
Our goal was to maximise drench's distribution, both in the impulse sector where it was already being sold and, crucially, in the major supermarkets where it was not. To achieve this, our sales and marketing team engaged in an ongoing dialogue with the major supermarket buyers, with a view to securing their commitment to stocking drench and giving it the support we needed.
Promotion
Having established drench's core proposition, new look and target audience, the next step was to work out how to promote it. We needed a way of bringing drench's brand personality to life and wanted a big idea that would not only get it noticed but that was also strong enough to motivate people to put it on their shopping lists. What’s more, the communication had to work quickly – having worked hard to achieve supermarket distribution, we’d have to follow up with a good rate of sale in order to justify our investment and maintain our customers' continued support.
