“MARKETING STRATEGY
Friskies developed a new product innovation, Milk Essentials, to add to some of their SKUs in order to give the brand a stronger point of difference in the cluttered dry cat food arena. Milk Essentials combined the taste of milk cats love without the lactose that can give them digestion problems. It needed to be engaging and memorable, and had to be in the market in just nine weeks! “
The Global
June 2007
Volume 6, Issue 7
I think this is not a marketing strategy. Friskies invented a product and branded it only to become a point of difference in the market? “Engaging and memorable”? “Had to be in the market in just nine weeks”? Doesn’t it look like a communication campaign? It certainly does.
This little “Marketing Strategy” paragraph describes two of my most criticized points in marketing. 1) marketing is not necessarily communication, but communication is part of marketing; 2) creating a product to have a “stronger point of difference”? Isn’t it too shameful to say “sell more”, “steal market share from the other brand” or “increase profits”?
Thanks DMA for not explaining to the poor ignorant people of the world what SKU means. For those SKU here goes a brief explanation.
SKU - A unit (part or item) of inventory that is carried as a separate identifiable unit. Eg A box of 100 ball point pens, although containing the same unit, is a different SKU from a single ball point pen.
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