When I read the post from fellow classmate Mille Wu, I was quite surprised of the marketing strategy of “Powerful Yogurt” that targeting at male customers. Like Mille mentioned, yogurt has been considered as a feminine product and companies has always been targeting at women: different companies has been launched a variety of products one after another. Now, we can see that the market of yogurt products is becoming saturated.
Not until I saw the “Powerful Yogurt”, have I truly experienced that innovation is the secret of successful marketing. The company offers “Powerful Yogurt” with high protein and zero fat, which perfectly overlaps with male customer needs of “building muscle, burning far, and improving digest health”. It brings the firm to a valuable position without overlapping with competitors’ offering, since competitors haven’t tapped at men before. The company’s positioning statement is effective: it states their targeted segmentation (“for men, by men”), benefit (“health and nutrition need”) and their competitive advantages (“first yogurt designed for men”).
Powerful Yogurt
In addition, the company effectively uses label to communicate the product’s benefits by highlighting the nutrition contents of high protein and zero fat; it satisfies male consumers needs in building muscle through a healthy and nutritional diet. The “bull head” logo also attracts to male consumers as it sends consumers a message of strength and power. People can easily connect to the well-known Red Bull, and subconsciously relate to energy drink.
Nevertheless, under the competitive environment, the company is going to face challenges of maintaining its value position sooner or later, once competitors launch the same kind of products. As such, it becomes crucial to maintain and further increase the firm’s value proposition, and I believe constantly communicating and promoting the products “benefits” to their consumers is one of the effective and efficient approaches.
https://blogs.ubc.ca/milliewu/
http://www.powerful.yt/