DIGITAL STRATEGIES FOR

DAIRY CPG BRANDS IN MENA

CASE STUDY:
SYLPHIDE (GROUPE BEL)

BY: ALEXANDRA TOHME JUNE 2018

www.alextohme.com
CONTENTS

1. STRATEGY
a. Macro View
b. Company Sales Data
c. Product / Service Intro
d. Job to be done
2. DIGITAL
a. Digital Presence
b. Increasing points of purchase
3. COMMUNICATIONS
a. People
b. Positioning
c. Promotion
4. COMPETITIVE THREATS
5. RECOMMENDATIONS
6. HOW PROMOTION CHANNELS WORK TOGETHER
7. IMPLEMENTATION
STRATEGY
3
MACRO VIEW
4
8 TRENDS IN DAIRY

5% increase in international MENA 2nd largest

sales of packaged dairy growth region
products YoY (behind LATAM)
UAE, Saudi, Egypt key.
Source: Euromonitor

Consumers seek out food with functionality such as clean ingredients,

protein on the go, freshness and convenience.
Cheese is the answer to many of those needs.
Portion control and portability are the key trends.
Weight management and active lifestyles mean high protein dairy
products are trending with consumers.
Two scoring methods (DIAAS and PCDAAS) consistently rank dairy protein
as higher quality compared to other sources.
Who is buying low sugar high protein dairy products? Millennials and Gen Z
PRODUCT INNOVATION + PROFIT MARGINS

The dairy sector is well positioned to capitalise

on the trend for healthy, functional food
products, due to the increasing use of protein for
satiety, training and weight management.

Being able to attach specific and scientifically

proven health claims to products is a vital
element in increasing margins in this market.

Innovation is becoming increasingly important in the

food industry as a means of driving margins.

Retailers and supermarkets in particular have

considerable buying power and can put pressure on
margins.

Furthermore, higher margins can insulate firms (and

potentially the farmers who supply them) against
commodity price swings, and FX volatility
Source: Deloitte
THE CONSUMER PACKAGED GOODS MODEL
 DIGITAL STRATEGY APPLICATIONS

Digital Strategy
can create direct
retail channels

Digital Strategy can improve

Digital Strategy information and reporting flows
can drive brand in the supply chain
and marketing

Digital Strategy can increase points

of purchase
SALES DATA
9
GROUPE BEL SALES PERFORMANCE 2017

€3.3 billion in 2017 sales

Organic Annual Sales Growth of 2.3% vs 2016

(excl MoM acquisition and negative effects of FX)

2017 VS 2016 SALES GROWTH Q4 2017 vs. Q4 2016 GROWTH

MENA* -4.0% MENA* -11.5%

EUROPE 5.0% EUROPE 16.0%

APAC 3.5% APAC 21.0%

*Consumer purchasing power eroded significantly during the year in this region, where the majority of dairy raw materials are
imported. In this environment, selling prices could only be raised moderately to offset higher dairy raw material prices.
PRODUCT INTRO
11
WHAT IS SYLPHIDE?

Very low fat.

Low calorie
JOB TO BE DONE
13
STATE OF BUSINESS TODAY

DRIVE MORE SALES RETAIN MARKET SHARE

RAMP UP LOYALTY
FIND NEW CUSTOMERS OR INNOVATE OR LOWER
INCREASE FREQUENCY
PRICES

GROWTH PHASE MAINTENANCE PHASE

WHAT DO WE WANT TO ACHIEVE?

Given that Sylphide isn’t completely new in the market, the problem is less of awareness,
and more frequency of purchase.

To drive frequency, the product should be associated with a wider range of buyer personas,
it should be visualized (so we see more people eating it) and there should be more
opportunities to buy it.

Possible ways of executing on the above strategy could be:

● Video
● More health related content / Partnerships with 3rd parties
● Online sales
DIGITAL
16
DIGITAL PRESENCE
17
WEBSITE

NO CURRENT WEBSITE FOR SYLPHIDE EXISTS

Ideally there would be a brand website eg Sylphide.com, to serve global customers, with the option
of localization

For example: Sylphide.lb or Sylphide.com/lb

We also need to make sure the parent company website (Groupe Bel) is localized and has all the
relevant information for both consumers and other stakeholders (distributors, retailers).

For many international CPG brands, having a localized site per country they operate in, can require
a lot of resources.

Often the HQ site will allow for choice of country in a drop down menu, but typically for Middle
Eastern users, they are either grouped in with a wider cohort (eg “Rest of World”) or, if regional
countries are listed, they might only be hubs (eg Dubai, or Riyadh, or Cairo).

Furthermore, they often don’t show the full local product range, or where to buy it.
WEBSITE

Groupe Bel Website, showing localization options

No MENA country listed apart from Morocco

SEARCH RESULTS: “SYLPHIDE”

Most results
dominated by
Sylphide the ballet.

There is no cheese
related content for
this brand name on
page 1 of SERPS
SEARCH RESULTS: “SYLPHIDE CHEESE”

Searching the keyphrase “sylphide cheese”

brings up more relevant results, however
they are all dominated by non brand sites

The nutrition / calorie app “my fitness pal”

appear in search results, along with similar
sites “fatsecret” and “mynetdiary”

Once again no direct touchpoint with

brand.
SEARCH RESULTS: “SYLPHIDE CHEESE BEL”

Interestingly the first result is for the Distributor, Ets

Massoud. (searching in Lebanon)

The first brand site appears 4th in the list.

In this Brand-Distributor-Retailer relationship (and other

directories) it’s important to work with an SEO
professional to make sure that everyone gets their
share of traffic to optimize conversions.

Remember, the brand strategy is to increase frequency of

purchase, so depending on keyword intent, the user
should be sent to the optimal site.
BEST PRACTICE
23
 BEL acquired the
WEBSITE MOM group in 2017

Each MOM group brand has its own website

 SEARCH RESULTS

First result is localised site:

persilarabia with the product page

Visual content to show how the

product works

3 points of purchase in first page of

results
 VS
All 3rd party
results, no
chance to buy
online

Branded sites and

retail partners for
online purchase
INCREASING POINTS
OF PURCHASE
27
EXPANDING RETAIL POINTS

Currently the product is placed next to the rest of the Bel product range in the
dairy fridges of supermarkets and small groceries. More in store collateral can
help for tasting and driving first touch with consumers.

It might be worthwhile to further expand retail presence by penetrating niche

grocery stores that have imported products, organic or health focused ranges.
This will help with both awareness and positioning.

Online, there is the opportunity to be present on the online stores of

supermarkets (eg Carrefour, Spinneys, Monoprix etc)

Additionally, there is opportunity to sell on dedicated grocery delivery apps and

potentially Amazon.
SUPERMARKET
ONLINE DELIVERY

29
 CARREFOUR (LEBANON)

static content
CARREFOUR (UAE)
SPINNEYS (LEBANON)
 MONOPRIX (LEBANON)

static content
 LE CHARCUTIER AOUN (LEBANON)

static content +
flash
A NOTE ON SUPERMARKETS ONLINE

As retailers move online, it makes sense for CPG brands to follow them,
increasing the opportunities to buy.

We can already see highly visible presence for some of Bel brands (La Vache qui
rit, Picon) which suggests that a consolidated and proactive presence here can
help to dominate the market.

However, as we saw with the examples of Lebanese supermarkets online, this

might not be a suitable option in underdeveloped markets. Not all countries
move at the same pace when it comes to digital transformation as the local
authorised agent for Carrefour, Spinneys in each country is different.

Countering this, is the emergence of several well funded grocery delivery apps
across the region. With better usability and high adoption rates, these are
superseding traditional outlets.

Consumers love convenience!

GROCERY
DELIVERY
APPS

36
GROCERY DELIVERY - MENA MARKET LANDSCAPE

Source: Arabnet.me

Grocery delivery startups in MENA have attracted significant funding over the past few years.

Leading players GoodSmart (Egypt), Knock Mart (Egypt), Insta Shop (UAE), El Grocer (UAE) and
ToDoorstep (KSA) have collectively raised more than $4.4 M in funding since 2015.

A Global Nielsen survey showed the percent of respondents willing to use digital retailing options
was highest in developing markets, particularly in MENA (58%).
GROCERY APPS
Instashop - UAE Danube - KSA Zitaat - Kuwait

100,000
users
Groceries on
Amazon

39
AMAZON SOUQ SUPERMARKET
BEST PRACTICE
41
NESTLE IN MALAYSIA

In 2015 Nestle opened its first ecommerce stores hosted on Lazada and
11th Street ecommerce platforms under the “Wellness Together”
umbrella, and tripled its growth during 2016. It’s on track to reach
$100 million in ecommerce sales within 3 - 5 years of launch.

It offers nutrition-themed bundles, product discounts of up to 45%, as

well as nutritional tips based on real insights from Malaysians.

In 2017 it partnered with online shopping platform “Shoppee”, the

leading mobile first shopping platform in South Asia and Taiwan to
further extend ecommerce growth.
NESTLE VIEW ON THE DIGITAL CONSUMER

While many firms had sacrificed brand investment during 2016 in response to a
subdued consumer sentiment, Nestle was aggressive and invested 50% more in
marketing and branding to deliver growth.

Nestle does not intend to reduce its advertising expenditure (adex) in print,
television or radio, but will add to this spend by investing additionally in digital
going forward.

Nestlé said it will also enhance programs and online services designed to
provide parents and caregivers with more nutritional knowledge, healthy recipes
and practical tips.

In 2017, more than 300 partnerships worldwide helped the company reach
more than 14 million children.
NESTLE ON LAZADA.COM

“Our ‘Wellness Together-Gather’ campaign

is about bringing together the convenience
of grocery shopping online, with
information on improving your health, and
those of your loved ones at your fingertips.

"We want the consumers to enjoy

shopping for their favourite Nestlé's
products by transforming their retail
shopping habits to going fully online for
their own convenience,"
COMMUNICATIONS
45
PEOPLE
46
KEY BUYER PERSONAS

More granularity in buyer personas = more relevant communications

WORKING STAY AT HOME

PREGNANT POST PREGNANCY ELDERLY SPECIAL DIETS
WOMEN MOMS
KEY BUYER BEHAVIOURS

TANGIBLE INFORMATIONAL

RESPONSE TO
EATING ACTIVITY PACKAGING AND INTENT
DESIGN
TANGIBLE BEHAVIOUR MATRIX

EATING ACTIVITY PACKAGING

Eating on the go,

Goes to gym, focuses Must withstand bags
WORKING WOMEN needs energy
on Nutrition / being in transit
without calories

Wants to indulge,
POST PREGNANCY / Work out at home, Withstand being in
taste + energy
STAY AT HOME focuses on reducing transit, easy to open
without calories.
MOMS Calories (possibly also for kids)

Focuses on Nutrition Nutrition info and

SPECIAL DIETS and diet approved compatibility with
foods diet
INFORMATIONAL BEHAVIOUR MATRIX

Active Passive
Intent level

Googling Community Reading / Watching

Local places of interest (eg gyms,

yoga studios), some athletic Female business groups on A lot of lifestyle related content
WORKING WOMEN related brands (for shopping FB / fitness clubs / gym on 3rd party sites and apps.
purposes)

A lot of 3rd party content

What to eat, what to avoid, how
around children. Other mom
to stay healthy, how to lose baby
POST PREGNANCY / weight.
blogs. Food related content /
Mom groups on FB / organic.
STAY AT HOME Instagram / childcare groups
Products (for children), questions
MOMS around health and food for
Pregnancy related sites.
Niche bloggers in this area.
children, how, what, why…)
Youtube videos

Our brand name + calorie

Youtube. 3rd party content on
information, “what to eat”
Diet specific FB groups / diets. Reviews. Recipe sites,
SPECIAL DIETS Keywords relating to [name of]
online fora, medical sites and apps, anwer
diet, medical issues related to
sites
diet
POSITIONING
51
PACKAGING
Sylphide 12 pack. Other items shown
for scale.
Package is quite large and feels
considerably wider than a similar pack
of Kiri.
Colors feel somewhat muted, suggest
bland, diet type food.
Inner sleeve was difficult to
push out.
Could be a problem for
people with limited hand
mobility
Individual portions also difficult to
quickly unwrap, no “tag”.
Consistency is very soft, unlike Babybel
which can easily be eaten without an
accompanying product (eg bread,
crackers, vegetable)
CHANNEL BRANDING
CONTENT THEMES - FB & INSTAGRAM

Personal:

Targets women who

are serious about
managing calories
and remaining thin

Product:

Plenty of product shots,

showing various ways
you can eat Sylphide or
recipe ideas.
CONTENT THEMES - YOUTUBE
Personal:

Targets women who are serious about managing

calories and remaining thin

Product:

Plenty of product shots, showing various

ways you can eat Sylphide or recipe ideas.
MESSAGING ABOUT WEIGHT

This post was part of an ad

campaign, but was subsequently
deleted
MESSAGING ABOUT CALORIES
CURRENT AUDIENCE TAKEAWAYS

There doesn’t appear to be a consistent and clear brand message at the moment. The
graphics in particular seem to suggest an optimistic happy upbeat brand tone of voice,
whilst some of the underlying messaging can appear to be quite strict and focused on
extreme measures.

The overall takeaway for the customer from the 2 key content themes, is that the brand sees
women as having two main problems in life; how to remain thin and what to cook. Possibly
by extension, that this is what women should also find important. This suggests applying
out of date thinking to today’s current audience.

The messaging doesn’t show empathy with the user and creates a causational relationship
between successful restriction of calories and happy love lives. Helping customers with their
lifestyle goals shouldn’t mean demonizing others, or using guilt as a tool.

Customers vehemently disliked some of the brand imagery (woman with duct tape over her
mouth) to the extent that it was removed from owned platforms. This feeling does not lend
itself to increased purchase activity.
APPROACH TO NEW POSITIONING

Since our Key Sales Metric is Frequency:

Our positioning must show that

• Sylphide is for a wide range of people

– (more inclusive)
• It’s an everyday product and can be used in multiple situations
– (more accessible)
• We’re a key part of the journey towards the customer’s specific goals
– (more loyal)
POSITIONING GOALS

KEY BUYER PERSONA

OUR POSITIONING
IN PURCHASE FUNNEL
POST PREGNANCY/ STAY
WOMEN WHO WORK SPECIAL DIETS
AT HOME MOMS

Help me make the

Help me make faster Help me take the Awareness
INFO NEEDS best decision
decisions (quicker) right action (we’re about your lifestyle)
(most informed)

Engagement
The best value, the The best quality with
CONSUMER NEEDS Right food at right price (we’ve got interesting content you’ll want
most flexible to me the minimum hassle
to share)

Customized products Loyalty

Easy to use, child Personal nutritionist /
WISHES and services. (this brand really knows me, and is adding
friendly, empathetic trainer, programs
Discounts value)
PROMOTION
61
CURRENT PROMOTIONAL ACTIVITIES

DIGITAL PROMOTION

Currently Sylphide is only being promoted through social channels

(Facebook, Instagram, Youtube).

Promotion is usually executed through boosting existing “organic”

content on these channels, or specific ads.

Activity seems to be mainly campaign based, rather than always on.

Instagram posts stopped in June 2017, and started again in April 2018.

Almost a year of inactivity on one of the owned channels.

APPROACH

THE BUSINESS VIEW

Majority of business comes from small clusters that
buy it for specific needs like diets

Need to increase frequency of purchase to drive sales

Perception change required to expand pool of

prospects

THE MARKETING VIEW

Changing perception requires more storytelling

The story we tell should highlight our customers lives,

not ourselves.

We want to empathise, but also give people a reason

to believe in what’s possible.

DEVELOP MORE CONTENT

APPROACH

THE BUSINESS VIEW

Majority of business comes from small clusters that
buy it for specific needs like diets

Need to increase frequency of purchase to drive sales

Perception change required to expand pool of

prospects

THE MARKETING VIEW

Changing perception requires more storytelling

The story we tell should highlight our customers lives,

Create ongoing relevant
not ourselves.
content for our users
We want to empathise, but also give people a reason
that makes a
to believe in what’s possible. measurable difference in
their lives.
DEVELOP MORE CONTENT
BE HELPFUL !
HOW TO INVEST IN CONTENT

Active Passive
Intent level

Googling Community Reading / Watching

CREATIVE $$$$ $$ $

MEDIA $ $$ $$$

OWNED CHANNELS EARNED CHANNELS PAID CHANNELS

DECIDING WHERE TO FOCUS OUR EFFORTS

ASSESSMENT FRAMEWORK

Googling Community Reading / Watching

JOB TO BE DONE Provide Answers Provide Value Provide Credibility

HOW DO WE COMPETE By Relevance By Audience By Reach

ASSESSMENT FRAMEWORK:

AUDIENCE SEGMENT X SEARCH

Googling JOB TO BE DONE HOW WE COMPETE

Local places of interest (eg Location answers

gyms, yoga studios), some
WORKING WOMEN athletic related brands (for Products answers
LOW
shopping purposes)

What to eat, what to avoid, how

to stay healthy, how to lose
baby weight.
POST PREGNANCY / MEDIUM
What, where, how, when
(customers wants answers from
STAY AT HOME MOMS Products (for children), answers
multiple places)
questions around health and
food for children, how, what,
why…)

Our brand name + calorie

HIGH
information, “what to eat” Brand answers
(customers will be using our
SPECIAL DIETS Keywords relating to [name of] Diet answers
brand name in their searches, we
diet, medical issues related to Our product + diet answers
own brand terms)
diet
ASSESSMENT FRAMEWORK:

AUDIENCE SEGMENT X COMMUNITY

Community JOB TO BE DONE HOW WE COMPETE

Female business groups on FB Provide Value

WORKING WOMEN / fitness clubs / gym
HIGH

POST PREGNANCY / Mom groups on FB / Instagram

Provide Value MEDIUM
STAY AT HOME MOMS / childcare groups

LOW
Diet specific FB groups / online
SPECIAL DIETS fora,
Provide value (we aren’t specialists in this area
so we can’t add extra value yet)
ASSESSMENT FRAMEWORK:

AUDIENCE SEGMENT X READING/WATCHING

Reading / Watching JOB TO BE DONE HOW WE COMPETE

A lot of lifestyle related content

WORKING WOMEN on 3rd party sites and apps.
Provide credibility LOW

A lot of 3rd party content

around children. Other mom
blogs. Food related content / HIGH
POST PREGNANCY / organic. (this is the segment most
Provide credibility
STAY AT HOME MOMS sensitive to the product. If they
Pregnancy related sites. buy in, there’s a halo effect)
Niche bloggers in this area.
Youtube videos

Youtube. 3rd party content on

diets. Reviews. Recipe sites,
SPECIAL DIETS medical sites and apps, anwer
Provide credibility MEDIUM
sites
CONCLUSION
KEY CONTENT PRIORITIES
Googling
Local places of interest (eg
gyms, yoga studios), some
WORKING WOMEN athletic related brands (for
shopping purposes)
What to eat, what to avoid, how
to stay healthy, how to lose
baby weight.
POST PREGNANCY /
STAY AT HOME MOMS Products (for children),
questions around health and
food for children, how, what,
why…)
Our brand name + calorie
information, “what to eat”
SPECIAL DIETS Keywords relating to [name of]
diet, medical issues related to
diet
Community
Female business groups on FB
/ fitness clubs / gym
Mom groups on FB / Instagram
/ childcare groups
Diet specific FB groups / online
fora,
Reading / Watching
A lot of lifestyle related content
on 3rd party sites and apps.
A lot of 3rd party content
around children. Other mom
blogs. Food related content /
organic.
Pregnancy related sites.
Niche bloggers in this area.
Youtube videos
Youtube. 3rd party content on
diets. Reviews. Recipe sites,
medical sites and apps, anwer
sites
COMPETITIVE THREATS
71
WHAT’S STANDING IN THE WAY OF GROWTH?

Both multinational leaders such as Nestle, Unilever, Kraft - and - local mega brands
such as Al Marai, Al Rawabi and NADEC exert competitive pressure on Bel.

Multinationals who have digital expertise in other markets can simply replicate
their model in the region once the customer base is large enough to offset any
capital investment costs. That time is rapidly approaching.

Local brands enjoy widespread trust and mindshare and length of time in market.
Should they start heavily competing on healthy cheese, Bel may find itself at a
disadvantage, especially regarding access and costs to raw material. (NADEC for
example is one of the largest vertically integrated dairy companies in the world).

Product wise, intermittent marketing activity coupled with inconsistent brand

positioning and proposition, means that mindshare will be lost to competitors (at
the time of writing, a local competitor in the processed cheese segment in
Lebanon; SMEDS, is running very effective ATL campaign, whilst Sylphide is having
to remove content from social channels).

Overall growth in dairy sales in MENA and consumer trends for more healthy
options means Sylphide needs to double down on early growth now to be able to
withstand future threats to positioning and brand equity.
THE LOCAL DAIRY INDUSTRY VIEW

“
Looking ahead to next year [2018], we see a number of
challenges for the industry, the biggest of which is
competition. It’s getting harder and harder and the
competitors are coming from all over the world, especially
from Northern European countries where their cost
structure is much better than ours.

With excellent infrastructure in Dubai, they’re able to

come here and compete in our market. It’s something that
have to deal with that because everybody is welcome to
come and sell their products here in the UAE, but it’s a

”
challenge for the sector for local manufacturers.

Dr. Ahmed El Tigani, CEO, Al Rawabi, UAE

EXAMPLE LOCAL COMPETITOR CHEESE: SMEDS
A FEW
RECOMMENDATIONS
75
DIGITAL PRESENCE
76
DIGITAL PRESENCE

Follow the example of Bel’s acquired MoM site and create a Sylphide global website.

Create localized versions (either for all of the region or for each country). Ensure multiple
languages

Our aim here is to own the Brand term Sylphide for online searches. Users and search
engines should find our site easily when searching.

Build for flexibility and regular updating. Since we’ll lead with a content heavy approach,
we’ll use the website as the primary publishing platform.

It will also include lists and locations of partner retailers and other purchase points.
INCREASING POINTS
OF PURCHASE
78
INCREASING POINTS OF PURCHASE

Strongly recommend using grocery delivery apps in all countries of operation.

Opportunity to increase brick and mortar PoP as well by understanding where these apps source
merchants.

Making OTT apps work for You:

Be a preferential brand! Make it easy to do business with you and reap the benefits of real
partnership.

Encourage your existing retailers to “move online” with your Grocery App partner. Reward them for
doing so

People > Products. If the brand has different managers in each MENA country, consider grouping
them all into a Task Force with a Chief Regional Digital Officer overseeing them. Set stock,
presentation, visibility KPI’s similar to offline stores.

Create cross team units between Bel and Grocery App partner to train rest of company on new
initiative. Host this at an incubator and generate lots of positive press in both retail and tech circles.
POSITIONING
80
POSITIONING

Online positioning is different to traditional positioning. New rules and paradigms apply.

Fortunately , selling through grocery apps means you get a halo effect from the platforms of “Convenience”

We’ve already looked at the audience segmentation and their behaviours.

Overall we want to help people.

Also, digitally:

Relevance > Empowerment

Credibility > Reach

Usability > Personalization

Half of positioning online is being present where the customer expects to see you (website, search results,
relevant directories, online stores, social channels), being consistently present (don’t go silent on Instagram
for a year).and finally ensuring a smooth journey between channels (usability).

All this before we even start with promotional activities.

PROMOTION
82
PROMOTION - GOOGLE

Develop a lot of Google friendly content that answers questions from users on special diets.
Particularly Keto. Cheese is encouraged on this diet, and as a healthy cheese, Sylphide
should jump on the opportunity to own this area of consumer demand.

Enhance this by backing a nutritionist to expand reach on other media outlets.

Repurpose this content for use on grocery delivery app blogs / mailshots. Adding extra value
to their users creates more opportunities for buying. More content distribution helps drive
the brand message and positioning home, and of course helps with SEO.

People who are on special diets are always looking for places to get particular ingredients.
Sylphide can create content that answers this for their own channels and others.

Enhance this by backing niche influencers in the special diet sector (eg CrossFit on Keto, or
The Intermittent Fasting Mom)
PROMOTION - COMMUNITY

Promotion to community groups requires a lot of listening first, action later. The key to success is being able
to provide something of value.

Pick the right community for you.

If you’re in a forum for working women and most of the requests are for the best accounting softwares for
SMEs then there’ll be little use jumping in on the conversation. But you might end up subsidizing a
workshop on how to use that (best) accounting software, which has a clear value proposition.

If you’re in a community of women who want to lose weight, a key value proposition might be to
subsidize workout apparel, or to run personal training sessions at a discount.

Other less cash intensive ways to provide value, are to focus on information gaps in your community
groups. Most people join a community to get answers to questions they can’t easily find online. There’s an
opportunity here to develop content that answers that question and that can be easily found by the
audience.

So a user searching for “best accounting software for SMEs” may see a result titled “Best accounting
Software for SMEs in Lebanon 2018 ranked by the top 10 women in business” which is more than likely to
get a click.
PROMOTION - READING / WATCHING

Sylphide needs to own the conversation about cheese amongst post pregnancy and stay at home moms
because our key metric is credibility with this audience.

This means creating and paying for content (either created by the brand, or by the publisher) to act in
favour of it.

Efforts here on the part of the individual brand, Sylphide, could be enhanced by the parent company
Groupe Bel, investing in a long term pro cheese PR offensive across the region to increase the demand for
all types of cheese in general. A Bel Cheese Lobby perhaps.

The ideal situation would be multiple sources of content that answer the question “can eating sylphide post
pregnancy help you lose weight” with a positive yes.

Aim to get coverage on a macro scale from local news and lifestyle publishers, down to the individual level
eg niche bloggers and mom influencers.

But always start from the top down. You want the individual influencers to be able to have source material
to back up the claims you want them to assert.
HOW PROMOTION
CHANNELS WORK
TOGETHER

86
MECHANICS

PAID
ADVERTISING/
PR

ORGANIC SYLPHIDE
SEARCH WEBSITE

SOCIAL OFFLINE
RETAIL STORE
CHANNELS ACTIVATION
IMPLEMENTATION
88
OUTSOURCING PARTNERS

DIGITAL PRESENCE INCREASING POSITIONING PROMOTION

POINTS OF
PURCHASE

Digital Agency In house, Branding Agency Digital Agency,

(Business Dev / Brand Advertising Agency,
Manager)
PR Agency,
Social Media Agency

Want my recommendations on the top partner agencies to work with?

Connect with me on Linkedin!

THANKS FOR READING!
WANT A COPY OF THIS IN PDF?

EMAIL: ALEXANDRATOHME@GMAIL.COM