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Poppi: Marketing Done Right

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  Before doing any research about the soft drinks industry, here is what I know: The same players have dominated the market for a long time. The media landscape is primarily occupied by the Coca-Cola vs Pepsi debate. What space is left in the media is allocated to conversations about a sugar tax. This last point is the most important, because it means there is demand for healthier options in the soft drinks industry. Which is where my next brand sits — Poppi. In this series of brands in competitive markets, I have chosen Poppi as the next brand because it has recently been introduced to UK shops, after massive success in the states. It is no secret that Poppi’s reason for success is their social media. Therefore, in this blog I want to understand how they have harnessed the power of social media to succeed. Poppi: In Texas 2015, Allison Ellsworth went to work in her kitchen to find a healthier option for soft drinks without losing the flavour. This resulted in Poppi! Poppi is not d...
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Tony’s Chocolonely — A USP Mastermind

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  Recently, my curiosity has been sparked by brands that have successfully infiltrated mature or incredibly competitive markets. Tony’s Chocolonely is one of these brands. Today I’ve investigated how Tony’s Chocolonely have gained such recognition in a market as saturated as chocolate. The chocolate industry is a billion dollar enterprise dominated by a few elite players. These include Mars, Mondelēz, Ferrero, Nestlé, and Hershey, who hold around 65% of the industry’s market share. These companies bring us all the Cadbury products, Galaxy, Nutella and Kit Kat. Not to mention the slightly smaller players who offer premium products, such as Lindt. Although, the chocolate market has an estimated CAGR of 5.12%. Consequently, the industry remains appealing due to the opportunities to gain market share through differentiation. For example, changing consumer trends result in customers wanting healthier choices, vegan alternatives or, as Tony’s Chocolonely have found, sustainable options. ...
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