Scribd
Upload
104 views

Goldfish Case Analysis

This document analyzes Goldfish Crackers' "Feed Imagination" marketing campaign in Canada. It discusses the campaign's positioning of Goldfish as a snack that stimulates children's creativity. The campaign was successful in improving brand metrics and exceeding sales targets. The document also summarizes Goldfish's market segmentation strategies, secondary research on parents' views, and recommendations to extend the brand's imaginative platform.

Uploaded by

Sakshi Gauttam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
104 views

Goldfish Case Analysis

This document analyzes Goldfish Crackers' "Feed Imagination" marketing campaign in Canada. It discusses the campaign's positioning of Goldfish as a snack that stimulates children's creativity. The campaign was successful in improving brand metrics and exceeding sales targets. The document also summarizes Goldfish's market segmentation strategies, secondary research on parents' views, and recommendations to extend the brand's imaginative platform.

Uploaded by

Sakshi Gauttam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 8

GOLDFISH

CASE ANALYSIS
Assignment #2

Presented To Presented By
Prof Kathryn Fauber Sakshi Gauttam
Micail Ahmed
Positioning
strategy
Goldfish Crackers emphasises its
function in fostering children's
imagination and creativity as a snack
brand that goes beyond fulfilling hunger.
Goldfish Crackers wants to be seen as
a reliable partner in parents' attempts to
promote their children's development by
providing a fun and healthy snacking
experience.
Positioning statement
Goldfish Crackers are the engaging and
healthy option for parents who want to
encourage their kids' imaginations while
giving them a tasty and nutritious snack.
With each bite, creativity is sparked. Our
fish-shaped crackers, in contrast to typical
snacks, stimulate the imagination and let
kids explore a world of imagination and
adventure. Parents can be certain that
their children are fueling their bodies and
minds with Goldfish Crackers, turning
snack time into an opportunity for
discovery and learning.
CAMPAIGN EVALUATION

"Feed Imagination" campaign evolved Goldfish crackers' brand


language to focus on emotional connection with consumers.
The campaign highlights the emotional benefits of Goldfish
crackers in stimulating children's imaginations.
Goal: Deepen emotional bond, increase brand loyalty, and drive
sales growth.
Goldfish positioned as a must-have for families, transforming
snack time into imaginative play.
Long-term brand building approach in a competitive market.
Addresses real issue of encouraging creativity in children.
Successful in improving attitudes, behaviors, brand relevance,
equity, and exceeding sales targets
Market Segmentation Strategies
Demographic Segmentation:

Age: Parents with children in the target age range (e.g., 2-12 years old).
Gender: No specific gender segmentation as the product is targeted at both
boys and girls.
Income: Middle to upper-middle-income families who can afford to purchase
snack foods.
Family Size: Families with one or more children.

Life Stage Segmentation:

Young families: Parents with young children who are focused on developing
their children's creativity and imagination.
Market Segmentation Strategies
Geographic Segmentation:

Country: Canada, where the campaign was carried out.


Concentrate on densely populated locations where potential buyers are more
likely to reside.

Behavioral Characteristics:

Snacking Habits: Families that routinely buy snack meals for their children.
Brand Loyalty: Consumers that are open to testing new brands but can be convinced by
emotional rewards and compelling brand propositions.
Media Engagement: Parents who are active on digital platforms, including social media,
who engage with content relating to parenting, children's activities, and education.

Benefits Sought:

Emotional Connection: Parents who want their children to snack with joy, creativity, and creative
thinking.
Convenience: Parents are looking for quick and easy snack options for their children.
Healthy Snacks: Parents who value healthy snacks for their children.
According to the "Goldfish Imagination Index" research,
Canadian parents believe their children should use their
imagination more regularly.
In Canada, the children's snack food sector is very competitive,
with little brand loyalty.
Goldfish Cracker sought to emotionally distinguish itself in

Secondary order to increase brand loyalty and consumption.


Meaningfulness to consumers is critical for brand equity in the

Research sector of kids' snack foods.


Goldfish Cracker saw an opportunity to create an emotionally
rich brand platform by stimulating children's imaginations.
Parents respect their children's creativity and regard Goldfish as
a tool for sparking imagination during snack time.
Secondary study findings affected the development of the
"Feed Imagination" platform and drove the campaign's parent
engagement strategy.
Recommendations
Continue emphasizing Goldfish crackers' emotional benefits in
stimulating children's imaginations via the "Feed Imagination"
platform.
Extend the imaginative play with Goldfish crackers by adding
intriguing and interactive material to the creative narrative.
Use brand expansions to diversify product offerings and
respond to various consumer preferences.
Keep up to date on consumer trends and adjust product
offerings accordingly, taking into account healthy ingredients
and packaging innovations.
Improve your online visibility by using social media marketing,
influencer collaborations, and online activities.
Form strategic connections with organization’s and influencers
in the fields of education, arts, and child development.
To stay relevant, keep an eye on market changes, consumer
preferences, and competitors' activity.

You might also like