The new brand positioning, which is set to roll out in September, will be supported by a TV campaign, as well as digital, social and in-store activity.
The ‘on-the-go’ products will see the company sell single pots with an in-built spoon in a bid to target “busy” lunchtime eaters. Gü will sell four different flavours, including ‘sea-salted chocolate ganache’ and ‘passion fruit posset, with a passion fruit curd’.
Chris Heyn, the UK marketing director of Gü, told Marketing Week.“Our target market will predominantly be people who are buying a meal deal – so a sandwich, drink and confectionary item or a yoghurt. So people who buy lunch and eat it on the go or at their desk,”
The renewed positioning is a result of brand research, which found that the brand’s ‘decadent’ label was not as relevant as when the brand first launched in 2003.
“We’re seen as quite a luxurious and decadent brand, which was relevant for the first few years [after launching]. After doing our user and attitude survey last year, we identified a new group of consumers to target,” explained Heyn.
“Life celebrators, so people who want to make the most of every moment, make around 30% of the dessert market and we felt were a core group for us to attract. As a result, there was opportunity to move from a decadent positioning to a more celebratory one.”
He is also keen to build on the current “positive momentum” around the brand. Nielsen data [for the year ending February 29 2016] shows Gü has grown its value sales by 24% year-on-year to £35.9m. For the same period, the pot dessert market has seen its overall sales rise by 9.1%, with volumes up 11.7% year-on-year.
Heyn concluded: “The standard in desserts in the UK is pretty high, so our target was to identify areas where we could raise the bar further. Our food to go products are a great example of that, and our brand relaunch aims to build on the positive momentum [around the brand].”
“A lot of our tracking work, which includes feedback from consumers, shows we have focused a lot on the joy of the product, but perhaps not so much on taste. So it was the right year for us to bring it back, and we’ll have three campaigns focusing on taste for the next three to nine months.”
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