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CONTENTS

STAGE 2

b) Nurture & Grow
Continued

A&P Deployment

From your communications brief you should have a clear plan on how to best express your
brand story and USP. you’re a&p plan should address the following 3 key areas of ‘connection’
with your target consumer.

• Building brand awareness. Express your brand story and core messages in the most likely
channels and places that your target consumer will see them and engage with the content.
This can be done by connecting digitally with opinion formers in your category in order to
get them talking about your products in a positive way. You can also create engagement
with your brand through social media by communicating your brand’s USP in an educated
and relevant way.

• Drive trial in outlet. Execute of-trade and on-trade staf communication that engages
staf and encourages them to recommend your products to consumers. This is a very
powerful medium as 9 out of 10 consumers take this as an endorsement of the product’s
quality.

• Build repertoire loyalty. In order to get considered in a consumer’s drink selection, you
irst have to get their attention and then try to build close associations with your drink
in their particular occasion. Inluencing their choice of drink can be done through outlet
staf, exclusive ofers and unique serves among other ways. Some trial and error should be
expected in this process. Finding the most suitable formula is an ongoing task.

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