Case Study: Pringles Top 100 Store Drive Oct ’10

Introduction

Fore Good Group took over the sole distributorship for Pringles in Southern Africa in March 2009. Since the launch of Pringles into South Africa 10 years prior, where the brand had peaked in awareness and market shares, it was now on a downward spiral due to a number of both external and internal factors. As part of the snack category, Pringles is an impulse product not a planned purchase hence the purchase decision is made in-store. Its presence in -store is therefore crucial to its success – multiple interruption points combined with experiential sampling have proven to attract shoppers and encourage purchase.

Objectives

As a premium chip in both pricing and quality the objective was to engage LSM 9 and LSM 10 shoppers through key store selection. Refocus on the core range (Original, Sour Cream & Onion, Salt & Vinegar) was crucial in bringing new users into the brand.

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Case Study: Duracell Easter ’10

Introduction
Fore Good Group took over the sole distributorship for Duracell® in Southern Africa in July 2009. Local team set their sights on regaining lost market share and sparking renewed interest in the low involvement battery category. Part of this was to turn Easter into a major seasonal driver for the brand. An innovative experiential initiative that would leverage PR was taken – Duracell, the Power to Break World Records

Guinness World Record

Objectives
Reengage all stakeholders and keep the brand top of mind vs. competitors. Align to international guidelines & create interest and talk-ability in addition to turning Easter into a major seasonal driver – bringing back the bunny, one of the most recognised and loved brand icons in SA. Create massive brand awareness and visibility for Duracell. Include in-store and social networking component supported by above-the-line. Finally, introduce a CSI component focusing on a worthwhile cause and ultimately give back to community.

Challenges

  • Target wide multi-demographic target audience – Tech-Savvy Brand Buyers, Brand Loyalists, Technophobes and Device Driven Purchasers.
  • Research showed that we needed to leverage affinity with the brand icon and create seasonal demand (own Easter)

Case Study: Canderel Chocolate In Store Sampling Drive 2007

Introduction

Fore Good Group (FGG) are the exclusive distributors and brand custodians for Merisant (Canderel and Equal). Canderel launched its chocolate range in 2006 and the biggest obstacle was taste perception i.e. consumers didn’t believe that a sugar-free chocolate could deliver on taste and their indulgent expectations. Before the group took Canderel over, a significant amount was spent above-the-line to launch but delivered little traction.

Canderel Chocolate In Store Sampling Drive – 2007

Objectives

The top objective was to change consumer perception and although at a much higher premium than regular offerings, Canderel’s chocolate imported from the EU had parity in terms of taste. It was decided to sample the chocolate in an innovative way that would garner traction with targeted consumers/shoppers.

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