Exam Possible Answers Flashcards
Strengths
- Clover is a well known and trusted brand with a reputation for providing quality goods
- It is established and has significance presence in the market so it does not have to overcome entering the market
- The blue packaging on the bottle aligns with Clover’s corporate colour which creates a strong brand identity
Weaknesses
- Potential backlash due to the environmental concerns linked to the new plastic packaging
- Environmentally conscience consumers may avoid using the Clover milk due to the lower recycling value of the bottles
Opportunities
- Rebranding and new packaging could lead to increased awareness of the brand
- Opportunity to appeal to consumer nostalgia due to Clover being a traditional and local brand
- The brand inventive in sustainable packaging solutions to mitigate the criticism surrounded with being not environmentally conscious
Threats
- negative perception and criticism by the media and customers surrounded by the use of the new plastic and its environmental impact
- Growing competition from the other brands that use more sustainable practices which could cause environmentally conscious consumers
-Regulatory pressures related to the waste that brands produce which means that packaging could become more costly
Direct Competitors
Other local South African dairy brands e.g. Parmalat and Fair Cape. They also have milk products and their practices maybe more sustainable.
Indirect Competitors
Plant based milk alternatives e.g. MilkLab and Almond Breeze. This might appeal to vegan/vegetarian consumers products and their practices maybe more sustainable.
Primary Target Market
Traditional dairy consumers in middle income households aged 25-50 who prioritise brand familiarity and want quality products.
Target Market- Demographics
Middle to upper-middle-income families or individuals, including parents with young children, who are more likely to prioritize nutrition and quality in dairy products.
Target Market- Psychographics
Likely to value product quality and trust established brands but are becoming increasingly aware of environmental concerns, especially with packaging.
Target Market- Behavioural
Regular buyers of dairy products, responsive to traditional media but also active on social media platforms where they might share concerns or loyalty to brands.
Key Insights
Balance between consumers seeking quality products and environmental responsibility.
- in emotional ties may consumers have to establish brands
- insights are developed through customer feedback analysis and monitoring.
Key insights: Environmental responsibility
- there is a shift towards sustainable consumption in the food marketing of products. Using plastic is often scrutinized by consumers.
- Clovers choice to change their bottle for the milk has been met with negative criticism because it is seen as to recycle which does not meet environmental goals.
Environmental responsibility Impact for marketing
- clover strategy is environmental concerns, transparency, because consumers may respond positively if Clover explains the reasons behind their package use.
- collaborating with recycling programs or exploring alternative materials could be seen as positive towards consumers. This shows that they are being transparent and responsible with their environmental footprint.
Key Insights: Nostalgia and trust in established brands
- long-standing reputation in South Africa, fosters the sense of trust and familiarity which helps with brand loyalty
-this could help alleviate some of the potential backlash from the environmental conscious audience
Nostalgia and trust in establish brands – impact for marketing
- clover could appeal to the strong, emotional connection and heritage many consumers feel towards the brand in sharing that even though the packaging has changed that there has been no change to the quality and values in the brand
-this can reassure consumers that the new packaging does not alter the quality of the product
Nostalgia and brand trust- actionable insight
- clover could use ads that feature multigenerational families to symbolize the lasting legacy and trust in Clover reinforcing that packaging might change the brand that clover remains the same.
-social media could use special and run campaigns to share “clover moments”.
Current brand positioning
- clover is positioned as a reliable and quality focused South African dairy brand with a commitment to accessible nutrition. The new blue bottle aims to reinforce the corporate identity, but risks a negative environmental perception.
Brand differentiators
- Quality and heritage: Clovers establish history and perception, as a trusted theory brand can help differentiate it as a high-quality choice in the market
- Unique packaging: while controversial, the blue bottle is eye-catching and unique helping Clover stand out on crowded shelves.
