Cibao Productive

  1. TO ATTRACT AND RETAIN CUSTOMERS

One of the exercises that we recommend carrying out to those who start a business, no matter how small or medium or even large, it is to clearly determine what is the Benefit or Key Proposal that we are going to offer to the target audience we are addressing.

Applying this strategy is very useful for the subsequent stages of Brand Construction (Branding), such as Differentiation and Positioning in the minds of consumers.

The Key Proposal of a company, product or service It is the main benefit that it has and that we must highlight to promote its sale. That benefit that we highlight must be in tune as much as possible with the need or desire of the consumer and that they prefer it instead of other competitors. 

Although it seems an easy topic, when it comes to defining it, it is no longer so and there may be some confusion about it. Products often have not only one benefit, but several of them and on many occasions, some compete with others.

Perhaps the price fights with the quantity or the quality competes with the duration or the luxury defies the practical or maybe we understand that a very beautiful and sophisticated design is the best and it turns out that the client rejects it at first sight for perceiving it very expensive.

Let's take an example. The Key Proposition of the Volvo car is Safety, but it is also fast, it has a good consumption performance on the highway, it looks luxurious on the outside and comfortable on the inside, its bodywork is strong, the car ensures a long life, it has specialized workshops, with original spare parts, it has a great brand recognition and many other advantages.

I could have chosen speed, luxury or low consumption, price and maintenance, as key proposals. but the brand opted for something that many drivers prefer: greater safety for themselves and their families in case of accidents and it is in this Key Proposal that they have concentrated more time and technological resources since its very beginning and that, at the same time, has constituted a clear and important brand differentiation.

Actually this Key Proposal It's the USP, the Unique Selling Proposition, the famous Unique Selling Proposition that Rosser Reeves proposed in 1961 and that has prevailed in marketing for so long and is still valid in so many cases.

Although we would vary it from the Unique to the Main, there are other advantages that can complement and reinforce it. One or two ancillary buffs are enough, as long as they're in the same buff line.

The central axis of the Key Proposal is that if an advertisement offers many advantages over a product: that it is cheap, good, beautiful, that it has better quality, better flavor, more quantity, that it lasts a long time, the easiest to use …… the consumer is not clear why to buy it, first, it is difficult to keep so many concepts in mind; second, maybe select the advantage that interests us least and third, the consumer is often wary of those who claim to offer so many good things. But if we make a single proposal, the most interesting for him and for us, he will understand it much faster and better.

As was the case with the snake oils sold by the old fairground charlatans, which did not even have the “S” for snake and removed hiccups, cured asthma, toned the liver, made hair grow, eliminated coughs, purified the blood , they improved the kidneys, they prevented tuberculosis and they could also be used for calluses on the foot and in reality the only thing that they improved was the pockets of the cheating manufacturers.

 

Years ago, the one known in the country as "Brush", the Volkswagen with a curved line, which so many boys told about as if they were playing to see who could discover more of them, and one of the best-selling cars in automotive history, Its economy was its Key Proposal and was complemented by the qualities of resistance and duration.

In the United States, the publicist Dave Bernbach promoted it with the slogan "Think Small". to face it as a Key Proposal against long and big cars used by North Americans at that time and which was very successful for the introduction and sale of the Volkswagen in the North American market.

In the Dominican market, the food brand Goya has its Main Proposal very clear: Quality in all its products and it is on it that most of their elaboration and communication efforts are based. Its slogan is "If it's Goya, it has to be good." Note that the quality of food is what the consumer values the most, whether in the recipe book and combination of its ingredients, in its raw materials or in its careful preparation processes.

Goya also relies on variety (it makes more than 500 products in our country and more than 1,600 worldwide), for many housewives, one of the first questions they ask themselves when they wake up is: What will I cook today? Yesterday I made rice with beans, today… I will cook a Moorish with pigeon peas… or some stewed lentils…

We are going to see the cases of Key Proposal of some Cibao brands. For many years, Baldom, which is a company focused on seasonings, it is a brand “At the service of your taste”, which reinforces the message of their products very well. Princess Pasta, who emphasized for a long time that it is “The Favorite at your Table”, has changed its Key Proposal to an emotional message that is "Fill your Heart". On your side the Ochoa Hardware tells us that it is aName that Builds”, a clear association of a company that sells construction materials.

Something similar has long used the Rich Group (milk, juices, butter and others), telling us that “Life is Rich”. Also, we have seen that induce clearly associated its Key Proposal with a “Unparalleled flavor” and in recent years changed to state that it is "Dominican pride". We have the case of Cibao Cements that exposes “Mix Ours”, appealing to Dominicanness and that also appeals to Quality, as a key attribute of cement, because it is of “Unsurpassed Quality”.

Another Creole example would be the Brugal Rum which is mainly based on the quality and helps in the antiquity of more than a century that complements it. Or the  Ron Bermudez that years ago he proposed “Quality all the time” trying to combat the belief among rum drinkers that their quality went up and down (like elevators) from time to time. 

The supermarket Bravo proposes “The experts in selling cheap”, It is not based on quality or the variety of brands, only on price. Although lately the concept of low prices is complicated by the international famine and the inflation that we are enduring in the country. The Jumbo has had for many years "The Maximum" that is, quality in all its facets, product, price, service, etc. those of The National tells us that it is "The big difference" and it has been based on prestigious brands that only they offered in the Dominican market.

The Supermarket Ole you have an excellent proposal with "The Price Breaker" although for the same reasons mentioned in the Bravo, prices are now broken… but upwards. The mermaid abandon prices, quality, variety, service and propose something more sentimental “More than one Emotion”. 

As a practical exercise, we can take the new product or one that is already on the market and make a list, as broad as possible, of the qualities that it can offer to the consumer. For example: Price, Quantity, Quality, Ease of use, Satisfaction of use, Duration, Container reuse, Attractive Design, Ease of Finding (availability), Financing, Offers or Specials and Benefits for the seller.

Once the list is complete, we move on to select the qualities that are considered most important, for example: Price, Quality and Duration of the product. These are subjected to a formal Focus Group investigation, managed by an expert or an informal "homemade" type, which can be twenty or thirty people (it is better if we do not know them) and ask them what qualities or benefits they expect from the product. If the majority prefers Amount, well we already have one Key Proposal with chances of success. If there is one second quality with results close to the first, It can be taken as an auxiliary or complement.

And as a final recommendation, don't change the Key Proposal every so often, don't offer one thing today, another tomorrow, and another one the day after tomorrow. If a Proposal is already difficult and expensive to nail in the mind of the consumer, imagine what three, four or five of them are. Keep it as long as possible if it is adequate and gives positive results and only vary it when strictly necessary. Until the next installment!

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