Identifying the key issues that Loose is facing at this launch stage will help the brand pinpoint exactly what objectives and strategic goals it needs to achieve to overcome the biggest obstacles. As this is a new brand, there are a few different key issues it needs to deal with to start off.
Key issue: brand building:
How do we generate exceptional branding and ideas that break through the clutter (around the category and the store’s location in Claremont) to build a meaningful brand and messages that resonate with our target audience?
Key issue: affordability and inclusiveness:
How can we ensure we sell affordable and accessible goods that anyone could buy, and not price out certain consumers?
Key issue: maintaining relevance:
How can we become and remain relevant to consumers who have been using a different brand (often for many years)? Second to that, how can we own a space that is distinct enough from competitors that it convinces consumers to switch brands?
Key issue: ease of use:
How do we make zero-waste shopping as easy as regular shopping and combat the loss of consumer energy after the initial launch excitement when people might see other options as simpler? A more logistical key issue that is not integral to communications, but more to product development, is how do we make sure we’ve rid our whole supply chain of plastic?
Key issue: success:
How do we define a successful brand – not only in profits, but are there other effects that Loose should be looking for?
Based on the key issues Loose needs to overcome, and its strategic mission, the brand’s objectives for January – December 2018 (its first year of running) are:
- Increase brand awareness among the target market by gaining 5 000 Facebook fans and 2 500 Instagram followers by 30 June 2018.
- Gain market penetration of 5% in the Cape Town consumer goods category by December 2018.
- Build brand loyalty by signing 1 000 customers up to the store’s rewards programme by December 2018.
These objectives can be translated into the following media objectives to help drive the campaign’s contact plan:
- Run strategic social media and search engine campaigns and promoted posts that target adults interested in healthy living, and aged 24 – 59 in the Southern Suburbs (and Cape Town metro) from January – June 2018.
- Increase product awareness by 25% by showcasing the positive effects zero-waste shopping has, through one alternative media or PR placement per month (combined with direct marketing), for 12 months.
Offer targeted in-store, point-of-sale, and event-based promotions to drive brand switching and the 1 000 loyalty programme sign-ups throughout the first year.