Marketing campaigns can help brands successfully reposition themselves to target new market. As a graduate student at Northwestern University's marketing program, I have been studying the role of advertising campaigns in brand repositioning and would like to share 3 steps brands should follow when developing communication strategies.
This is a story about how a real and honest Cornish pasty brand re-interpreted its brand promise following 3 steps that repositioned ‘full-filled food for men on the move’ to ‘locally produced, quality food that moms would be proud to serve to their family.’ Ginsters Pasties were known as the dominant petrol station forecourt snacks in the UK and the brand was born to serve 'men on the move'. Having achieved 80% market share in the forecourt while faced with a declining growth rate, Ginsters set a new business objective to sell pasties in the nation’s supermarkets in order to continue grow. However moms, the main shoppers in supermarkets, often associated the brand with low-quality fast food, so how did Ginsters successfully reposition itself without alienating its core male consumers?
1. Stay close to your brand promiseYou need to figure out and stick to your brand promise even though you are repositioning your brand, because you NEVER NEVER want to confuse your audience about who you are.
2. Identify what to keep, what to let go
Consumer Research Key Insight: moms will like Ginsters Pasties because their husbands love them!
3. Unlock growth from a new market without alienating your core customers
Result: 14% increase in Ginsters penetration among moms; ROI: £2.03
By following these 3 steps, advertising professionals will help brands successfully appeal to new markets while staying true to their original brand promises.
*Pictures Sources: Warc.com Ginster Case study