Kaufland
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Further development of FamilienMomente (family moments)
_Brand strategy consulting
_Conception of communication guideline
_Accompanying process of app introduction
Background
To bind young families as the first place to shop is an important strategic goal of the full-range retailer Kaufland. For this purpose, an online portal plus activation programme with gift boxes for births and first birthdays has been created with FamilienMomente and has grown successfully in a short time. By expanding the advice function as well as primarily digital communication channels, the potential for development is to be exploited even more in the future and the programme made more attractive overall from a target group perspective.
www.kaufland.de/familienmomente
Task
Review and sharpen the positioning of FamilienMomente in the brand context and in comparison with competing offers. The consultative view from the outside should help to further develop the concept internally and with advertising agencies. The next step is to accompany the launch process of the FamilienMomente app.
Solution
_Recommend strategic thrusts: SWOT and competition analysis, target groups and insights, brand hierarchy and positioning.
_Development of a communication guideline that helps all those working on and with the brand to communicate consistently and stringently.
_Preparation and implementation of a targeted agency pitch for the app launch communication with agency screening, briefings, agency management and evaluation of the concepts
_Development, moderation and documentation of kick-off and retro workshops to optimize the cooperation of all internal and external project participants.
