Mirror, mirror on the wall, which is the best mix of them all?
Successful soft drink brands like Swiss national drink Rivella have to stay constantly alert as they accompany their target groups day-in-day-out in very different purchasing and consumption situations: at a shop, a local takeaway, a barbecue, or at sports events. Staying close to their customers is vital for success. This is why Rivella asked Accelerom to help with target group marketing: defining the most powerful touchpoint mixes for each of the firm’s two main target groups, as well as for different strategic goals, e.g. increased purchasing frequency by existing customers. “The tool helps us not only with planning, but also with thinking out of the box and checking our strategies and campaigns,” says Andrys Aardema, Head of marketing at Rivella AG.
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