About the Project
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About the project
Problem:
The challenge for Green Sahara was to enter a saturated snack market and establish a distinct brand identity that resonates emotionally with expatriates and multicultural audiences. The brand needed to differentiate itself by leveraging unique cultural flavors to evoke a sense of nostalgia and belonging
Outcome:
The strategic marketing plan successfully positioned Green Sahara as a culturally rich and emotionally engaging brand. Through targeted marketing campaigns, partnerships with cultural festivals, and social media storytelling that highlighted personal memories associated with specific flavors, Green Sahara effectively connected with its audience.
Company Overview
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Mission Statement: Green Sahara aims to provide unique chip flavors and recipes from various cultures, catering especially to customers seeking a taste of home.
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Operating Charter: The company focuses on online sales, targeting university students and families globally, offering chips with African spice blends for a unique snacking experience.
Objectives and Strategy
Primary Objectives: Include offering unique African spice blend chips, ensuring customer satisfaction with quick shipping, and maintaining inventory levels to prevent stockouts.
Constraints: Challenges include competition, technological costs for online enhancement, and potential customer complaints about flavor authenticity.
Secondary Objectives: Expanding the flavor range, implementing a "notify me" feature for stock updates, enhancing social media presence, and aiming to improve online sales and reduce shipping times.
Marketing Strategies
Segmentation and Target Audience: Focuses on college students and homesick families/individuals, offering affordable, traditional-flavored snacks.
Brand Positioning: Green Sahara positions itself as offering nutritious, flavorful, and affordable snacks that evoke the essence of home for its target audience.
Three-Circle Analysis: Differentiates Green Sahara's offerings (unique flavors, online ordering, premium ingredients) from competitors and aligns with consumer desires for variety, convenience, and affordability.
Promotional Activities
Content Marketing: Shares stories of Green Sahara's flavors and their cultural origins to engage customers.
Sales Promotions: Plans for special offers and discounts during significant cultural celebrations.
Social Media Promotions and Public Relations: Includes free product giveaways, influencer collaborations, and charity events to boost brand visibility and engagement.
Operations and Analytics
Summary
SEO and Paid Search Recommendations: Outlines strategies for enhancing online visibility and driving website traffic.
Marketing Calendar and Breakeven Analysis: Provides a timeline for marketing activities and financial planning for the brand's sustainability.
This plan presents a thorough approach to launching Green Sahara as a unique player in the snack industry, leveraging cultural nostalgia and flavor authenticity to capture its target market. The presentation spans market research, strategic planning, operational tactics, and promotional strategies to establish and grow the brand's presence in the competitive landscape.