I believe this project will describe the best my skill-set and approach when it comes to product/branding/marketing. This project is related to the FMCG industry.
I was tasked with developing and launching a new chocolate product on the market in Bosnia and Herzegovina. The new chocolate product was named Boutique de Choco and was developed with an astonishing number of variations to satisfy the needs of a targeted market segment.
We developed 12 separate SKUs to saturate the market and push innovation in a segment that was proving to be rather stationary up to that point. Our analysis and market research showed the following numbers. The market cap in the chocolate candy bar segment has peaked at 60 mill euros annually. Diversification in the market at the time was at an all-time low with the 4 biggest competitors holding over 80% of the market share.
- We were supposed to develop a methodology for the product launch that will achieve the corporate goals
- In order to achieve this, we needed a great marketing strategy in the first month after the product launch (to convert leads into users)
- We had an allocated budget in millions for strategic marketing and trade activities following up on the product launch.
Along with this, we only had one chance to do this right. Our idea was simple, but as these things always go, simple is always the most complex to achieve.
- I bought first Tesla EV, the famous Model 3
- developed a prize game for the product launch to stimulate customer acquisition and engagement (market impact to generate leads)
- developed a public-oriented website along with landing pages
- developed a mobile app that used highly innovative functionality achieved by AI artificial intelligence and ML machine learning
- AI, ML and automation were used to facilitate the user-generated content and pick a prize winner
This should have resulted in an increase in free media coverage and organic search hits, helped by our SEO strategy. I mentioned before that we used AI, ML, and automation to facilitate the prize game, but I would like to explain the mechanism I developed to achieve such success.
- After launching the product and pushing the story about the Tesla prize, the users were asked to buy three different chocolate bars (SKUs) and to take a selfie with them
- The app was designed to guide users with submitting their selfies and automated publishing of content to personal social accounts
- The app had another purpose, which was achieved by using Python ML to analyze each submitted photo and check if the photo had three different SKUs
- Each user was required to provide basic information along with the email address, which was stored in the database, to be used along the line for newsletter campaign promotion and remarketing activities.
