160
• Retention: Getting new consumers to buy your product is essential, but in the
world of fast-moving consumer goods (FMCGs), it is much more important to
retain consumers and make sure they keep buying your product. Furthermore, it
is much more expensive to create a new customer than to keep an existing one.
Even though the short time span of BoP marketing pilots did not always allow for
implementation of retention activities, loyalty activities were sometimes implemented, for instance, through cards that consumers can save to get a product for
free.
All business champions have to compete in the market with other brands.
Therefore, it is crucial that they come up with a brand and product that are distinct
and take up a competitive position within the market. For this, 2SCALE developed
a branding tool. In essence, the tool explains that a successful brand would need to:
• Resonate with the consumer
• Differentiate itself from competitors
• Express the internal values of the organization
For the first two criteria, the aforementioned persona and product and pricing
strategies are used. For mapping the internal values, the first step is to define the
core and aspirational values of the organization. These are summarized in the “brand
(wo)man,” having a single overview that captures the most important values of the
organization. Secondly, a brand-archetype model is used, featuring eight different
archetypes. An archetype is a typical representation of a certain set of personal traits
and summarized in a set of “emotional values.” After these steps are covered, the
organization has a clear sense of its brand and communication strategy. This strategy
Fig. 6.2 ATEAR marketing model
N. van Dijk et al.
• Retention: Getting new consumers to buy your product is essential, but in the
world of fast-moving consumer goods (FMCGs), it is much more important to
retain consumers and make sure they keep buying your product. Furthermore, it
is much more expensive to create a new customer than to keep an existing one.
Even though the short time span of BoP marketing pilots did not always allow for
implementation of retention activities, loyalty activities were sometimes implemented, for instance, through cards that consumers can save to get a product for
free.
All business champions have to compete in the market with other brands.
Therefore, it is crucial that they come up with a brand and product that are distinct
and take up a competitive position within the market. For this, 2SCALE developed
a branding tool. In essence, the tool explains that a successful brand would need to:
• Resonate with the consumer
• Differentiate itself from competitors
• Express the internal values of the organization
For the first two criteria, the aforementioned persona and product and pricing
strategies are used. For mapping the internal values, the first step is to define the
core and aspirational values of the organization. These are summarized in the “brand
(wo)man,” having a single overview that captures the most important values of the
organization. Secondly, a brand-archetype model is used, featuring eight different
archetypes. An archetype is a typical representation of a certain set of personal traits
and summarized in a set of “emotional values.” After these steps are covered, the
organization has a clear sense of its brand and communication strategy. This strategy
Fig. 6.2 ATEAR marketing model
N. van Dijk et al.