潜水简介:
- Folgers，JIF和其他消费包装品牌的所有者J.M. Smucker正在改变其营销策略。这包括将其营销人员转移到特定的业务部门，在那里他们可以创建针对具有一定兴趣或信念的特定购物者群体的广告。
- Geoff Tanner, senior vice president of growth and consumer engagement at Smucker, said consumers are demanding more from companies than just a good product. They want a个性化的体验以及代表事物的品牌具有观点，并且在购物者认为重要的问题中很活跃。
- “我们需要发展我们的品牌。我们需要发展与消费者交谈的方式。我们需要进入对个性化，自定义的渴望，”坦纳告诉食物潜水。“Historically, brands were built around trust ... and brands delivered promise of product quality, of a specific experience. In today’s world, that's not sufficient."
潜水见解：
斯马克（Smucker）决定改变其营销策略的决定是该公司推动增长和提高品牌知名度的计划的一部分，这些消费者在网上花费大部分时间。该公司希望简化其营销结构将有助于内部团队和机构更有效地工作并发展更相关的创意。
For example, if Smucker wants to target a specific audience who might be interested in its 1850由Folgers Premium Coffee，该公司可能会专注于对咖啡充满热情或是开拓者和企业家的个人，这是对168年前创办该品牌的James Folger的致敬。
Tanner said Smucker is doing more to incorporate data into the creative process in a way that allows the company to identify consumer segments and tailor messages to a specific audience, then change and adjust those messages if needed.
A growing number of consumers, like millennials, are interested in trends like clean labels, health and wellness, more adventurous flavors, and snacking, he said. It is up to the company to not only reach this audience with a product reflecting one or more of these traits, but do a better job communicating to shoppers that they exist in Smucker's brands.
Tanner说，尽管电视这样的大众频道仍然是最具成本效益的方式，但未来越来越多地与精确营销联系在一起，这与在线活动固有地联系在一起，消费者正在花费更多的时间并购买更多的食品杂货。尼尔森和食品营销学院预测，在线购物将达到到2022年，到1000亿美元，那70％的购物者至少到那时会在线杂货。
“That’s how big brands can appeal to a broad audience: By having different messages to different groups who experience a brand differently and use products differently,”Tanner said.
Smucker并不孤单。其他消费者包装的商品公司正在重新思考其营销策略，以节省资金，对创意进行更大的控制，接受新兴技术并适应消费者的行为和期望的不断变化。
P&G cut its marketing spend并看到销售额增加Unilever, which owns Knorr, Ben and Jerry's and Hellmann's, is bringing more marketing functions in house.CPG brands haven’t fared wellof late, in part because millennials prefer fresh, natural food options and shop online more.
Smucker has responded bybecoming more innovative and agilein developing and marketing brands, including looking into mergers and acquisitions and using consumer insights and data for its brand-building initiatives. Smucker expects organic sales to grow 0% to 1% for the fiscal year, ending April 30, which is down from a previous forecast of 2% growth.
