VOG presents Fruit Attraction on strategic emphasis
VOG presents Fruit Attraction on an strategic focus, designed to guide communication and dialogue with consumers and customers. An innovative project conceived to create a more simple and attractive context as complete as the cult of the manzana, through a clear and universal metaphor: the football one.
Thus a new gaming esquema was born, chosen to address the world of VOG and the identity of its brands, addressing different generations and transmitting aspirational values. The concept was born with the objective of supporting, furthermore, the processes of making decisions regarding the subject, the times and the activities, ensuring that the presentation of the offer is clearer and more immediate, and proposing concrete steps to the members to facilitate decisions regarding the subject and the category management. At the same time, it facilitates communication, tending to understand the different skills, procedures and roles of the people involved in the whole process, allowing you to approach each phase of the time with coherence and fluidity.
The needs and preferences of consumers in the centre
It is a change of focus in the form of communication, but with the same objective: to place the needs and preferences of consumers in the center, and to give value to everything that conforms the VOG team, where each element — variety, brand, price and packaging — has a precise and complementary papel to cover the different ones necessary throughout the entire season.
The consumer continues to be, therefore, the most important. The new focus arises, of course, of the insights obtained in a European study hosted by YouGov, which analyzed consumption, the behaviors of buyers, the tendencies and interests of people, and which reveals a clear segmentation of consumers in five main categories: attentive consumers tradition, consumers who follow new trends, consumers who seek sustainability, consumers sensitive to promotions and, last but not least, consumers focused on quality.
VOG directs itself to them by adapting its offer according to the target and the moments of consumption throughout the year. In the football metaphor, this means being able to count, at each stage of the season, with a fairytale goal, represented by promotional offers; a solid defense, in which the traditional varieties and the historical brands align; a center of the strong field, with proposals centered on sustainability and brands recognized for its quality and positioning; and, finally, a continuous evolution attack, with varieties, brands and innovative concepts, fundamentals for scoring goals and intercepting new flavours.
With the new concept, VOG evolves on its own form of communication, without ever being true to a broad vision based on collaboration, clarity and trust in the value of the entire sector. The objective follows being the same thing: offering the right result, at the right time, simplifying the decision-making process and creating value across the board. Occupy stand 8C05 at Fruit Attraction.
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