Attracting consumers to shelves
A loyal consumer following is essential to the success of any brand. This is essentially achieved by creating a good quality product. However, once this following is achieved, how is it maintained?
With confectionery brands constantly reinventing themselves, competition is high. So to prevent customers moving to another preferred brand and to attract new people to your product ranges, innovation is a must.
Adding a new product to your range is a way of encouraging excitement around your brand. This can either be a permanent product or a limited edition version. On 22 April, Nestle UK is launching its second brand extension of the year with the innovative Rowntree’s Randoms Rip’ems. The launch will be supported by TV advertising and incorporate the help of the increasingly important social networking sites. If you want your brand to be successful, particularly amongst younger consumers, social networking is a must.
Another way of attracting consumers to your brand is to change the packaging. Lees of Scotland updated its packaging in February, and since then has experienced a 20% increase in sales.
