Christmas shopping – only 3 days to go and Crabbies take the strain

In the RFM business, we often talk about the importance of understanding target markets at different buying times over the year.

Good to see that Crabbie’s Ginger Beer have opened up ‘safe havens’ for bored men when they are expected to go shopping. In a number of shopping centres they have created some branded garden sheds, packed with gadgets for men to play with and no doubt get a sample or voucher to taste the wonderful Crabbie’s product.   All of this is meant to alleviate the drudged task of being the carrier bag porter walking a few steps behind, just like Prince Philip!

In terms of creating memorable experiences, it sounds like a well thought through strategy hatched round the boardroom table as a strategic element in their marketing mix and suddenly getting the product noticed amongst new customers.

Crabbies Alcoholic Ginger Beer started life as a question market product and by a dint of promotional activity and a good, well packaged product, they have moved into the shooting star category. It won’t be long until they are a cash cow!!

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