Scribd Logo
Upload

Welcome to Scribd!

  • 51 views

    Sugary Ramadan, Impulse Buying, & Opportunities For Brands PDF

    Uploaded by

    Meizar Assiry
    The document discusses how brands take advantage of impulse buying during Ramadan by placing sugary foods and drinks near cashiers, as proximity influences purchasing. It also analyzes Oatly's successful brand differentiation through bold copywriting that challenges larger competitors. The summary suggests that while creativity helped Oatly lead its category, production issues impacted profits, though boldness did not cause the company's initial success.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Sugary Ramadan, Impulse Buying, & Opportunities For Brands PDF

    Uploaded by

    Meizar Assiry
    51 views15 pages
    The document discusses how brands take advantage of impulse buying during Ramadan by placing sugary foods and drinks near cashiers, as proximity influences purchasing. It also analyzes Oatly's successful brand differentiation through bold copywriting that challenges larger competitors. The summary suggests that while creativity helped Oatly lead its category, production issues impacted profits, though boldness did not cause the company's initial success.

    Original Title

    Sugary Ramadan, Impulse Buying, & Opportunities for Brands.pdf

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses how brands take advantage of impulse buying during Ramadan by placing sugary foods and drinks near cashiers, as proximity influences purchasing. It also analyzes Oatly's successful brand differentiation through bold copywriting that challenges larger competitors. The summary suggests that while creativity helped Oatly lead its category, production issues impacted profits, though boldness did not cause the company's initial success.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    51 views15 pages

    Sugary Ramadan, Impulse Buying, & Opportunities For Brands PDF

    Uploaded by

    Meizar Assiry
    The document discusses how brands take advantage of impulse buying during Ramadan by placing sugary foods and drinks near cashiers, as proximity influences purchasing. It also analyzes Oatly's successful brand differentiation through bold copywriting that challenges larger competitors. The summary suggests that while creativity helped Oatly lead its category, production issues impacted profits, though boldness did not cause the company's initial success.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 15

    Sugary

    Ramadan,
    Impulse
    Buying, &
    Opportunities
    for Brands.
    Ramadan is the
    Daddy of all
    months.
    But why?
    For Allah SWT
    knows how
    long, behavioral
    economics have
    shaped our
    consumption
    habit of
    consuming
    more sugar
    during
    Ramadan.
    During Ramadan,
    we will be
    bombarded by
    sugary foods and
    drinks, especially,
    along the cashier
    line.
    Why the cashier
    line?
    Because it’s the sexiest area.

    The “sweet spot”. Brands


    would kill to be displayed
    there.

    This behavioural science tactic


    is called point-of-purchase
    placement.

    🎯 The goal: to grab buyers’


    attention as they’re considering
    their final purchases or
    preparing to check out.
    Why the cashier
    line?
    It’s the place shoppers make
    impulsive buying decisions.

    Impulse buying lacks any


    “thoughtful consideration of
    why and for what reason a
    person should have the
    product” (Vohs, 2007).

    It’s motivated by urges that are


    sudden, often powerful, and
    persistent (Dholakia, 2000).

    💦 Cashier line is thus every


    brand’s wet dream.
    Proximity
    matters.
    Experiment
    Both popcorn and apples were placed
    in bowls in the same room as
    participants. They’re welcome to eat.

    Results
    Participants ate more of the food
    that’s near to them, regardless of
    which they preferred. Researchers
    concluded, “proximity, not
    preferences, influenced food intake”
    (Privitera, 2014).

    💡 The closer you put food or


    drinks to consumers, the more
    likely they purchase them.
    “Tebus
    Murahnya, Kak?”
    Here’s what Mr Nielsen has to
    say about planned and
    impulsive buying:
    What does it
    mean for
    brands?
    Cashier line is the ocean.
    Oftenly, it’s even the ocean of
    overwhelming sameness.
    An arena for brands to fight and
    win over shoppers’ attention.

    It’s shoppers’ “playground”.


    Shoppers scan products. They
    read packagings, ingredients,
    nutritions, expiry dates—they
    read copy.

    Place to be a victor.
    Playing it safe in the ocean of
    sameness is suicidal.
    To be compelling and distinctive
    among other products in the
    category is a way to prevail.
    Learn from Oatly.
    Oatly shows brand copywriting
    can effectively challenge bigger
    brands.

    Oatly’s copy blazes trails,


    unusual, fun, bold, humane,
    breaking “norms”—making it
    essentially different from other
    “oat milk” brands.
    Is it profitable
    being different?
    Oatly is the pioneer in oat milk
    category.

    It’s a high-growth company


    and it’s even over demanded
    by consumers.

    But, the Swedish company’s


    gross profit declined from $4.9
    mio to $44.8 mio as it
    struggles to produce more and
    build its own factories. It’s
    purely managerial hiccups.

    ✍ Creativity and boldness


    didn’t fail them to lead the
    category for years, though.
    If you, your
    peers, or
    bosses are
    desperate to
    fix writing
    problems.
    That’d be a gap we’d love to fill, a
    Latto Latto we’d love to bounce,
    Ijey’s and Talita’s job to work with you
    to craft on-brand (or experimental
    off-brand?) persuasive messages to
    solve your business problems.

    If you’re still facing difficulties to write


    simply, clearly, and
    compellingly—talk to us at
    [email protected].

    Use our expertise like we’re


    in-house.

    You might also like