When thinking of marketing strategy, we think of media plans, digital omnipresence, events, packaging or a website. People don’t often think of Marketing when considering the customer experience (CX). Isn’t that Sales’ responsibility? Or customer service? Or for B2B, isn’t technical assistance or the maintenance guys that are most in touch with customers?
Brands have a variety of touchpoints at disposal, but these touches are not sent out by 1 team. They are handled by different silo’s. The problem is that for customers, the brand = the brand. Whether on the phone, website, facebook, in shops or franchises, in an ad or through interim sales boys at...
The root problem of “St Môret” in Belgium was low brand awareness, little consumer understanding of its naturality USP, and heavy competitor investment in innovation.
In the Netherlands “Paturain” was also impacted by aggressive competitive activities. Due to limited internal resources to work on additional strategic projects & the recognisable time-pressure, the Markitects were asked to take on the launch of a new segment of “whipped cheese” in both markets in a way to:
reinstall the whole “St Môret” brand in Belgium.
refresh & regain market share with “Paturain” in the Netherlands.
They quickly jumped into our category, analys...