VCW for Mazillo: Changing Perceptions and Targeting the Right Audience
Strategies to change consumer perceptions, segment product lines, and target the appropriate audience for Mazillo in Bulgaria.
How can Mazillo change the perceptions of BG consumers, segment its product line, and target the proper audience?
This project addresses the challenge of changing consumer perceptions, segmenting product lines, and targeting the appropriate audience for Mazillo, a Bulgarian cosmetics company, utilizing the Value Creation Wheel (VCW) framework.
Overview:
Mazillo, a Bulgarian company producing sustainable skincare products, sought to overcome consumer biases and increase local market share. The team used the VCW framework to develop strategies to change perceptions, segment products, and target the right audience, focusing on digital marketing campaigns, wellness-focused partnerships, and endorsements from skincare professionals.
Application and Process:
The process began with a diagnostic phase, analyzing the Bulgarian cosmetics market and the challenges faced by Mazillo. The core challenge was defined: changing consumer perceptions and targeting the right audience. The team then generated ideas and filters through brainstorming, stakeholder interviews, and the five whys methodology. The POCR method was used to refine these ideas and filters. Through VCF, the team narrowed down potential solutions, focusing on three key initiatives: digital marketing campaigns for Bulgarian expats, wellness-focused partnerships, and strategic partnerships with dermatologists and cosmetologists.
Key Takeaways:
Targeted Digital Marketing: Develop targeted digital marketing campaigns for Bulgarian expats living abroad, leveraging social media, email marketing, and expat community platforms.
Wellness-Focused Partnerships: Establish partnerships with prominent Bulgarian figures in nutrition, physical health, and mental health to promote holistic wellness and enhance brand image.
Skincare Professional Endorsements: Form strategic partnerships with dermatologists and cosmetologists to build trust and credibility through endorsements and educational initiatives.
Value Creation Funnel: The VCW funnel effectively narrowed down a large number of ideas to the most feasible and impactful solutions.
Stakeholder Involvement: Continuous engagement with Mazillo's key decision-maker ensured alignment and facilitated buy-in for the proposed solutions.
Conclusion:
The VCW framework effectively guided Mazillo in developing strategies to change consumer perceptions, segment product lines, and target the appropriate audience, demonstrating the methodology's effectiveness in helping companies overcome market challenges and achieve growth objectives.