BACKGROUND
Sanissimo is a mexican brand of healthy snacks that is launching in Argentina. Their prices are significantly higher than the average for these kinds of products in the category.
So, the defined strategy was to look for alternative selling points to stores and supermarkets, where potential consumers were willing to pay more.
To achieve that, it is necessary to identify and define some current macrotrends, with which potential consumers could feel reflected.
Consequently, a work of social listening and social ethnography is performed in social networks of stores and markets placed in Córdoba and Buenos Aires.
The next three were analyzed:
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- Tea Connection.
- Hábitos Store.
- Vital Store.
IMPLEMENTATION IDEA
CONSUMERS TRENDS
Some of the macrotrends most detected in fans/followers of this businesses are:
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Animal Life Respect: Pet lovers / Non-specisists:
Self Healing Activism: Homeopathy and other alternative therapies / Neurosciences / Yoga / Mindfulness.
Vegetarianism/ Veganism: Meat nutrients are replaced with chia, millet, other grains and different herbal preparations.
Nature and Open Spaces: Parks, square parks and green spaces are places where you can find these consumers.
Unique Experiences: About their consumption, traveling is one of their favorite investments.
They seek for sharing, learning and being in contact with locals, their culture and idiosyncrasy.
RECOMMENDED ACTIONS
BEYOND SUPERMARKETS - alternative selling points:
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- Gyms / Spa centers.
- Yoga Studios.
- Kinesiology / Physiotherapy Practices, including the ones with global postural re-education and osteopathy sessions, which are in increasing demand.
- Foodtrucks / Kiosks / Selling points on parks, squares, and city green spots.
- Veterinary clinics.
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STRATEGIC ALLIANCES - COBRANDING:
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- Hostels / B&Bs: Vending machines or included in the breakfast.
- Music Festivals: As food trucks or brand spaces like livings and tents.
- Crafted Breweries: Included in snacks, dibs, and “tapeos”.
- Coffee Roasters Shops: Another example of crafted, customizable, and traceable products, very popular between Sanissimo´s potential consumers.
INFLUENCERS ON INSTAGRAM:
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Fitness worshipers and nutritionists: These professionals are getting more and more fans in the social network. They give examples of healthy eating, recipes, and going for your goals.
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SOME DRAFTS FOR CREATIVITY
