The confectionary industry is a thriving one especially when your product has gained grounds. That was the case with Xena Inc makers of Xena lollies, Xena biscuits and Xena popsicles. Their products really won the hearts of mothers and children who usually get them for their kids.
But with the passage of time, other products swarmed the market. Competition is usually a common phenomenon is that sphere. Xena Inc started facing stiff challenges from these new entrants. At first they held their ground.
But the competition became much intensified and Xena Inc started to cave in. They lost much grounds in the process. One remarkable thing about their competitors is the way they brand their products. They used colourful designs with enticing images to make it more appealing to the kid. The most dominant competitor among the rest, that is, Cefa Foods employed this marketing strategy and it was working for them.
Xena Inc launched a market survey and discovered this hidden but simple marketing and branding style. They also realized that it was even a staff of theirs who was disengaged few months ago on grounds of redundancy that conceived this simple but market moving strategy for Cefa Foods.
Having learnt these, Xena Inc decided to rebrand, to catch up with the latest trend of things. First, they went for brightly coloured wrappings and added flavours to their products. They are of the view that this will appeal to the kids and mothers too.
A Five Minute Freewrite: Conceive.