The route you choose to achieve your objective. It starts with defining your target consumer(s).
Maximuscle's sales were flattening, so the strategy put into play was to 'normalise and simplify' the brand to widen its appeal at a time when 'protein shakes' were for body builders and few others. We advertised in in stages, from the specific targeted publications to more mass over three years, and grew distribution from 'supplement shops' to supermarkets. Revenues tripled to over £25m.
Volac, Europe's largest whey protein producer that supplies most of the branded protein supplement companies, decided to launch a direct-to-consumer division. The strategy was to create a brand that would appeal to a much wider market, older people as well as women. Today Upbeat is available in over 5,000 outlets from Tesco to WHSmith.
Cranes is the only premium 4% alcoholic drink made purely from fermented cranberries. Clarifying the target consumers has given the business the ability to decide how best to reach them - through the on-trade and off-trade, and how best to communicate, where and when.