Introduction
Dietz & Watson is a Philadelphia-based food company specializing in charcuterie and cheese. The company recognized its aging traditional customer base and needed to attract younger audiences to sustain growth (Lambert et al., 2022). The company embarked on a rebrand that included new product lines, packaging, and marketing strategies to accomplish this. This case study examines Dietz and Watson’s challenges in repositioning their brand and their approach to appealing to a younger demographic.
D&W’s Marketing Strategies
This case study presents several marketing strategies that Dietz and Watson found appealing to younger demographics. One way is to focus on product innovation by introducing new products that appeal to younger tastes, such as artisan organic products. Without resource constraints, the most viable strategy is to focus on product innovation. This will allow Dietz and Watson to introduce new and innovative products that appeal to younger consumers while serving the company’s existing customer base.
The second-best strategy is to use social media platforms to generate buzz and connect with younger consumers. This strategy is viable as it allows companies to target large and diverse audiences and create a strong brand presence (Potvin Kent et al., 2019). The least realistic approach is to update the product’s packaging. While this strategy may help improve the appeal of the products to younger consumers, it is not as effective as other strategies for reaching and connecting with younger audiences. Renewals can be expensive and may not have a significant impact on sales.
Food Trends
At the time of the case study, several food trends were taking place that affected the deli meats and cheeses category. One of the trends is a rising interest in organic and natural products, with customers seeking items that do not include preservatives or artificial substances (Potvin Kent et al., 2019). Another trend is the increasing desire for handcrafted and niche products, as people seek unique, high-quality items that provide a more customized experience (Potvin Kent et al., 2019).
The Influence of the Trends on the Strategies
These dietary trends influenced Dietz and Watson’s marketing decisions in several ways. First, the company must introduce new products that respond to these trends to remain competitive. Second, the company must communicate its products’ natural, handcrafted qualities to appeal to the growing number of consumers looking for them. Third, companies must consider alternative marketing channels, such as social media platforms, to reach younger audiences most likely influenced by food trends and search for new and unique products. By adapting to these trends, Dietz and Watson can increase their appeal to younger audiences and remain relevant in a rapidly changing market.
D&W’s Digital Marketing
Over-the-counter meats and cheeses have traditionally relied on in-store marketing, word of mouth, and print media to communicate with their audiences. However, social media platforms like Instagram, Facebook, and Twitter have become essential communication and marketing channels in today’s digital market (Potvin Kent et al., 2019). Instagram is particularly effective for food companies, allowing them to showcase their products visually and reach large audiences through hashtags and influencer partnerships. Facebook is another important platform because it allows D&W to interact with consumers through targeted advertising, promotions, and customer service.
These platforms are the best choices for D&W because they enable the company to connect with broad and varied audiences, effectively communicate brand messages, and interact personally with consumers. D&W can build a solid online presence and engage young consumers to seek new and innovative products using these platforms.
Digital marketing can help D&W achieve its goals and support its growth by allowing the company to reach a larger and more diverse audience, build brand awareness, and engage with individuals. Some specific digital marketing strategies that D&W can use to reach its target audience include influencer partnerships, social media advertising, email marketing, and website optimization. For example, D&W may partner with famous food bloggers or social media influencers to promote their products to their followers (Potvin Kent et al., 2019). D&W may also use targeted social media advertising to reach specific demographic groups and promote new products or promotions.
Implementation of the Marketing Strategy
To support a successful marketing strategy, D&W must have the necessary assets and capabilities to execute its marketing plan effectively. This includes a solid social media presence, a well-designed website, and a team that can create and deploy engaging content. In addition, D&W must be able to collect and analyze data on consumer behavior, market trends, and campaign performance to optimize its marketing efforts. Some of the critical performance metrics D&W can use to gauge the success of a marketing strategy include website traffic, social engagement metrics, and email open and click rates. By tracking these KPIs, D&W can measure its marketing campaigns’ effectiveness, identify improvement areas, and make data-driven decisions to optimize its marketing strategy according to time.
The targeted demographics include Millennials and Gen Z customers, who will likely account for a sizable share of the consumer market in the coming years. According to market research, Millennials and Generation Z customers are more inclined to seek natural and organic products, prioritize health and well-being, and appreciate genuine and sustainable companies (Potvin Kent et al., 2019). The most promising sub-segments for D&W among these categories are health-conscious customers, food aficionados, and socially concerned consumers (Potvin Kent et al., 2019). By targeting these sub-segments, D&W has the ability to establish itself as a brand that resonates with the values and preferences of young consumers, building brand loyalty.
Conclusion
In conclusion, digital marketing has emerged as a critical strategy for D&W, with social media platforms like Instagram and Facebook offering the most potential to reach younger consumers. By targeting sub-segments such as health-conscious consumers, gourmets, and socially conscious consumers, D&W can position itself as a brand that aligns with its values. D&W must have the assets and capabilities to properly execute its marketing plan and assess its effectiveness using key performance indicators such as website traffic, social media engagement, email marketing, and sales data.
References
Lambert, S., Lavin, A., & Salomon, M. (2022). Dietz and Watson: Making an 80-Year-Old brand young again. HBR Store. Web.
Potvin Kent, M., Pauzé, E., Roy, E. A., de Billy, N., & Czoli, C. (2019). Children and adolescents exposure to food and beverage marketing in social media apps. Pediatric obesity, 14(6). Web.