FMCG case study
Go-to-market Marketing strategy and demand generation for FMCG brand
About the company:
A new healthy FMCG brand was launched in the Hungarian market. They initially started with two products. The first product was a healthy snack that was vegan, gluten-free, low calorie, and GMO & soy-free. The second product consisted of a healthy replacement for traditional wheat-based bread. This was also vegan, gluten-free, low calorie and GMO & soy-free.
Challenge
The first challenge for the healthy FMCG brand was to create awareness about their brand and its products since they were a new launch and were not well known on the market.
The second challenge that they had was to select the right marketing channels to reach their target audience and to find the best possible method of communication.
Thirdly, they also wanted to reach beyond the local markets and to explore farther than the Hungarian marketplace. Ideally, the expansion should be to countries where a healthy lifestyle and foods were trending.
As a new brand, it was also important for them to find the right audience for their products. This was to ensure that their messaging and marketing campaigns would be effective.
Finally, they were constrained to a marketing budget for a multinational reach. Within these budget constraints they had to launch their brand, products, create awareness, reach the right audience, and expand to other countries in the future.
Solution
A marketing strategy was developed with the target audience in mind. Buyer personas and marketing segmentation was developed based on market research. Additionally, a 12-month content plan for social media was developed that catered to different marketing stages. The marketing stages included awareness, interest, consideration, intent, and purchase. The content was designed to help the buyer make an informed decision about the FMCG product.
We established a strategy that focused on branding in the B2C segment and lead generation in the B2B segment of the marketing.
The marketing budget was optimized to reach the target audience that would be interested in purchasing the product. At this stage, audience segmentation and buyer personas were helpful in designing impactful social media marketing campaigns. Four types of marketing channels were used to reach the maximum number of people, increase product awareness, and encourage product sales.
Content marketing strategy was applied to the four major social media platforms: Facebook, Instagram, LinkedIn, and YouTube. Social media posts and posting schedules were optimized to improve organic engagement and reach.
Paid ads strategy was used on Facebook, Instagram, YouTube, and Google. The ads were optimized for each platform for maximum impact.
A B2B marketing strategy that involved finding and reaching out to new resellers and partners was developed to increase product distribution. B2B networking events were primarily used to reach out to partners and distributors.
Lead generation strategy was used to target resellers, influencers, and brand ambassadors on LinkedIn.
​
​
​
Our offered services:
-
Marketing strategy
-
Social media marketing
-
Influencer marketing
-
Content marketing and development
-
International expansion consulting
-
B2B Lead generation on Linkedin
Impact
​
In just 6 months, the FMCG brand became well known and was being sold in three countries just because of the marketing efforts. The brand was sold in Hungary (DM Hungary, SPAR Hungary), Romania (BERTIS Stores, Mega Image Stores, OMV Gas station stores) Portugal (SPAR Portugal), and was featured in on-board healthy snack option in one of Europe's leading budget airline (WizzAir).
​
We were able to achieve a stable follower count and considerable awareness for the brand on social media from Hungary, Romania, and Portugal.
​
We were also able to establish connections in countries (including Spain, England, UAE, and Thailand, Singapore) for business expansion.
Ultimately, we were able to create a tempting healthy food brand, established clear brand messaging, targeted the right audience, and executed a marketing strategy that maximized reach.