Moongphali was a well-known brand in the local market, but due to its seasonal nature, it faced challenges in maintaining consistent sales throughout the year. The client approached us to help them achieve their brand targets for the winter season and beyond.
Objectives:
Moongphali's objectives were to:
- Increase sales during the winter season: Moongphali wanted to maximise their revenue potential during the peak season by increasing sales during the winter season.
- Maintain consistent sales throughout the year: The client wanted to maintain consistent sales throughout the year to sustain their business and increase market share.
Target Audience:
Moongphali's target audience was people of all ages who enjoyed eating peanuts and were looking for high-quality, tasty snacks. Our research also revealed that the target audience was health-conscious and looking for healthier snack options.
Strategies:
To help Moongphali achieve its objectives, we developed a comprehensive marketing strategy that included:
- Introducing a new packaging design: We suggested introducing a new brown bag packaging design that featured a tagline "Heat me, crack me, eat me" for the newly launched fresh peanuts pack. This packaging was designed to stand out on store shelves and attract consumers.
- Conducting market research: We conducted market research to identify customer preferences in the peanut/snack industry and found that social media was a highly effective marketing tool.
- Developing a creative concept: We developed a creative concept centered around the theme "Snack Smart, Snack Peanuts," which emphasized the nutritional benefits of eating peanuts and the convenience of ordering them online.
- Implementing a social media advertising campaign: We launched a targeted social media advertising campaign on platforms like Facebook and Instagram to increase brand awareness and attract new customers.
- Creating bundle offers and deals: We recommended creating smart deals and bundle offers for the customers, enabling them to order more products and try new flavors.
Results:
The marketing campaign was successful, resulting in:
Following the implementation of our proposed solutions, Moongphali experienced a 30% increase in sales during the winter season compared to the previous year, exceeding their target of 20%. Additionally, the smart deals and bundle offers led to a 15% increase in sales during the off-season, which helped maintain consistent sales throughout the year. The innovative brown bag packaging received positive feedback from customers and helped differentiate Moongphali from its competitors, contributing to increased brand awareness and customer loyalty.
- A $17,500 sale online during the off-season
- A 60% increase in sales during the off-season
- A 4.7 out of 5 in overall customer satisfaction ratings
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