Our primary objective was to quickly build strong brand awareness for Golden Crown from the outset. The challenge was to establish it as a notable and trusted brand in a market dominated by established players and no-name bulk butter options. The task required us to craft a compelling launch strategy that would immediately resonate with consumers and position Golden Crown as a desirable choice in a crowded market.
The Azerbaijani butter market presented a significant challenge due to its competitive nature. A substantial portion of the market was occupied by no-name bulk butter, which was often sold in loose pieces and offered consumers a price advantage of 5-8% compared to branded, packaged butter. This price difference made bulk butter a popular choice for cost-conscious consumers, despite its lack of branding and perceived hygiene issues. The key insight was that while bulk butter was a common choice due to its affordability, it came with notable hygiene concerns that were often overlooked by consumers. The lack of proper packaging and handling in bulk butter sales could lead to cleanliness issues, affecting consumer health and safety. By focusing on this hygiene aspect, we identified an opportunity to create a clear and compelling differentiation for Golden Crown as a hygienic, packaged alternative that assured consumers of better quality and safety. This insight allowed us to tap into a significant consumer pain point, setting the stage for Golden Crown to emerge as the go-to affordable and quality packaged butter option in the market.
To avoid direct competition with established brands, we decided to launch a flank attack on the no-name bulk butter segment. Our strategy focused on two key points: 1. Highlighting the hygienic issues associated with buying bulk butter. 2. Positioning Golden Crown as the first packaged alternative that comes to mind. By openly discussing the cleanliness concerns of bulk butter, we aimed to create a sense of trust and reliability around Golden Crown, establishing it as the superior choice for health-conscious consumers. This approach not only differentiated Golden Crown from other brands but also addressed a significant consumer pain point, paving the way for strong brand recognition and preference from the very beginning.
