Jenna Hardin-Muller’s Post

Cheers Dave Kellogg! Plenty of practical takeaways from your talk earlier at SaaStock "What founders need to understand about product marketing" My key takeaways: 🎯 The 'Circles of Competition' concept, which compares how products or services compare with direct and indirect competitors 1. Inner Circle (Direct Competition) - Butter 🧈 vs Butter 🧈 - Brand A vs Brand B 2. Middle Circle (Substitute Products) - Butter 🧈 vs Margarine 🧈 - Both can butter your bread 🍞, however ones made from dairy & the other vegetable oil. 3. Outer Circle (Alternative Solutions) - Butter 🧈 vs Olive Oil 🫒 - Both can be used for cooking, however are not always interchangeable 🌡️Getting comfortable with indirect measurements of product marketing team. Loved the Eisenhower matrix approach, with two key questions for sales team about 'Product Marketing' in order to see if they are seeing actionable value. 🤔🫡 Can you name anyone on the product marketing team? 👍👎 Which Product Marketer would you take on a sales call?

✨ CASE STUDY ✨ WK Kellogg Co. has taken a unique approach to their latest marketing campaign.  With a variety of products, the company has a unique opportunity to merge each brand into one cohesive marketing strategy. 💡 Chief growth officer Doug Vandevelde announced that the "new marketing model will help amplify the power of our brands and make us more effective and more efficient".  For example, a commercial centered around eating cereal for dinner featured two different cereal brands coming together for the same idea. 🥣 Curious about this unique strategy? Check out this article from MarketingWeek here: https://lnkd.in/eSpKztwj #Marketing #AdCampaign #MarketingCampaign

Breaking Barriers: How a Packaged Food Brand Outsmarted Big Players with Optimized Marketing Strategies. After launching packaged wheat flour products, a company had experienced a very less repeat demand of the products and challenges to grow the distribution network. The company engaged IKON to help it identify the issues hampering the growth and optimize its current marketing strategies to meet business goals. #marketingstrategy #packagedfood #marketanalysis #brandstrategy #strategy #packagingdesign #positioning https://lnkd.in/dGWHivK6

Product led growth only gets you so far. Just ask edamame (pictured). They are delicious. Steam them and serve them with a little salt, and my kids will CRUSH them. There is NOTHING wrong with the product here. The product kills. So - why do we have a health crisis? Why do we buy more potato chips than edamame? Branding. Sales and marketing. The trouble is: nobody owns Edamame. There is no Edamame Inc. Nobody is thinking and scheming about how to win the kids snack business away from salty processed snacks and over to edamame. Nobody is designing and redesigning and poring over the packaging. There is no ad campaign There is no placement No sampling No charismatic leader With edamame, what you see is what you get. Product led growth in its purest form. Its an unfortunate truth - our system is set in such a way that, because nobody owns edamame and other vegetables, much less effort goes into promoting them than goes into even the smaller startup CPG brands. This isn’t a message against capitalism. What I am trying to say is, it is each of our jobs separately to sell the things that nobody owns but that everyone should want. You better believe: I’m pitching vegetables to my kids EVERY DAY. I’m telling stories about the first time I tasted asparagus, and how I love it on the barbecue. About how, once in every hundred or so edamame pods, you find one with four peas in it. Its lucky - can you find it? Sell vegetables to your kids and sell them to your friends. Until you see a rainbow bunny waving at you from a frozen edamame package, it’s your job not anyone else's.

Strategic Shift Propels Company Into Niche Market 🚀 A major food processing company came to us with a problem. They had been working for several years to introduce a new product line with no success. They were convinced it was a marketing problem and that the solution would be a marketing solution. Utilizing our ReVision™ process, we discovered that they were partially correct. The real problem was an operational issue preventing marketing from breaking through. Once we identified that problem and offered two practical solutions, we suggested a change in marketing structure that would allow the company to focus on the new product line in a way that would generate sales without compromising existing products. The company immediately implemented the new plan and successfully entered the niche market. #MarketingRevision #MarketingStrategy #StrategicShift #NicheMarket

Traditional grocery’s share of the fresh food dollar has been dropping, which makes communication about produce, protein, and prepared foods crucial. In the first part of AlixPartners' "Don't miss out" series, our experts break down the often-missed marketing opportunities grocers must seize to drive their business forward:

👏 B R A N D I N G 👏 Is it just a modern buzz word? Have you ever found yourself sipping on a can of coca-cola or spotting the Golden Arches from afar and caught yourself wondering how long this whole branding this has been going on for? Funnily enough, branding is not a new concept. It has been around for centuries, documented as far back as 2000BC for when farmers would mark their cattle to denote ownership. Branding comes from the old norse word ‘brandr’ which means ‘to burn’ and throughout history has been used repeatedly to denote a distinguishing factor from others. Are you surprised about the branding concept history? Let us know your favourite brands in the comments, we'll go first! 👇 . . . . . . . #branding #brandingexpert #brandbuilding #marketingtrends #onlinemarketing #brandstorytelling #storytelling #visualstorytelling #brandcommunity #brandstrategy

Day 5 of 100 days great marketing ideas. Today we shall learn about the nuances of withdrawing your products from the market and how can this be a strategic move towards success. Heinz the world famous condiments brand which was once to withdraw it's Salad cream now invest heavily on the same product and raking in millions through it. https://lnkd.in/dQxJS4_N #marketing #marketingideas #greatmarketingideas #brintmarketingsolutions #heinz #marketingconcepts #marketingcasestudies #casestudies #productwithdrawal

Marketers vex me. This product packaging reads "The best cheese is always real, natural cheese. Any way you slice it." Let's break this down: this cheese is in my possession. I already have made the purchase. You're telling me (reminding me, which is worse): you could've bought a plant-based cheese like cashew cheese, but don't forget - we're better. Of all the things Sargento could've put on the back of the product, the least valuable would be "you want this product." Now, I do understand. Maybe I'm in the store. I'm thinking, "I'd like some muenster cheese for some burgers I'm making today." Maybe I would pause and say, "Oh, well, plant-based is better for the planet." I get that. I support that. But this statement reminds me they're losing market share. It doesn't reinforce my choice to buy this over some other brand. Which employees outside of the marketing team thought, "Ah, that sums it up." The same ones that let whatshisname junior use THAT as the pic on the packaging?