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| Yerba Mate |
As
a rich and delicious drinks for the hot summer what Yerba Mate and Guayaki, the
developer of the brand should consider the costs of expanding their marketing
outreach of the brand beyond the use of social media, even if it has to create
an additional cost in order to maximize the presence of the brand and products
in the State of Florida.
The
best approach is to re-think the grocery and convenience stores as Sweet Bay
being the main center of distribution has ceased operations in Florida, leaving
retailers as Publix or Target, even Walmart as focal points to execute business
and think how much it can be invested on inventory. Tagging health stores such
as Whole Foods or “natural” stores is limiting the selection of the outreach,
and expand on how the product can be sell to new customers (Guayaki – Store Locator)
Redefining
the product as a “health alternative” to tea or other caffeinated drinks could
limit the customer who don’t enjoy “healthy” alternatives but also to attract
customers from Hispanic heritage that enjoy what is Yerba Mate as a product;
because we as a company we need to understand the cultural aspect of Mate, is
not a healthy drink as is being promoted but is used as a refresher but as well
as a drink that can be enjoyed at certain times.
Understanding
the key demographics that can be exploited and position the brand not as a
luxury item but as a good that is linked to the history of Latin America and
Brazil, it can open the world to people who enjoy trying products that are outside
their ordinary as well appeal to the Hispanics community; when we as a company
understand that then we can start developing research strategies in order to
execute a marketing campaign and which media can be used.
Traditional
media can play an important role, the reason is using only digital media and
viral campaigns will limit the viewers if there is no a proper use of the
understanding of the protocols such as Twitter Business, Facebook Ads or Google
Ad-words (applied to both Blogger and Youtube). Talking on a regional level the
best approach is in a traditional marketing approach, samplings could be the
best way to grab information and knowing what changes can be made to improve
the flavor (Clown, 334) and it can be mixed towards the use of social by
letting the customers know we response in the least time as possible.
The
reason of using sampling is to make the customers getting used to the flavor
and also it can serve to gather criteria in order to find out what approach to
take. The company has been using digital media as the way to reach consumers;
but on an anecdotal level speaking, I didn’t know about this drink until it got
my attention with the logo and it wasn’t even located on a proper spot on the
shelve, it was almost on the bottom and I was curious when I saw it.
The
best approach to take is to invest into television advertisement, as people
still use television as the media to gather information about newer products or
products they hadn’t seen. Creating a 30 second advertisement where the
potential customers can be directed to the company website and showing them the
benefits of the products, could a considerable approach; also showing them the
ethos of the company and the preservation Guayaki takes could bring potential
new ones.
Towards
the use of digital media and a digital marketing approach; as it was mentioned
that the exploitation of the business model could bring significant revenue as
the hashtags would be promoted but it will involve investing more money within
the campaigns.
References:
http://guayaki.com/index.php?p=retailers&state=&zip=33647&radius=20
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