When the question, if the baby carrots campaign is sustainable, is raised in the lecture, I had come up with some ideas to help to make it more sustainable~~
First, perhaps when the sales of baby carrots start to drop after few months, if I were the marketing manager of the baby carrots, I will encourage other similar product to adopt our style, such as the baby tomato or the baby cucumber. Can you imagine, when u walk down aisle of chips and see almost half of aisle is occupied by refrigerators full of these healthy snacks? I bet you will definitely grab one of these healthy snacks. In this case, we are not only increasing our own sales at a low or almost no extra cost, but surface a whole new industry to the customer. Therefore, we could further consume the market of chips and turn these consumers into our loyal customer.
Whether to buy the baby tomato or the baby carrots, it’s the consumer’s preference, however, we can MAKE them buy our baby carrots by creating a new mix-and-match package that contains the baby carrots, baby tomatoes, etc.
After some time, when consumers have adapt this new eating habit of holding a packet of healthy “baby” product when watching TV, we can go to the next step, distinguish the baby carrots from others.
We could come up with new ways of eating baby carrots to make it more tasty and enjoyable. We could also emphasize on the nutrient facts of baby carrots and make the consumer believe that this is the best among all the others.
However, I m not sure if all these will really work…
