Harvard Case - Daily Crunch: Marketing a Start-up during a Shutdown
"Daily Crunch: Marketing a Start-up during a Shutdown" Harvard business case study is written by Kelly Goldsmith, M’Kenzie Steel. It deals with the challenges in the field of Marketing. The case study is 14 page(s) long and it was first published on : Nov 22, 2022
At Fern Fort University, we recommend Daily Crunch implement a multi-pronged marketing strategy focused on leveraging digital channels, building brand awareness, and fostering a strong community. This strategy will utilize a combination of digital marketing, content marketing, social media, and influencer marketing to reach target audiences and drive engagement. The strategy will also emphasize customer relationship management and customer experience to build lasting relationships and encourage repeat purchases. This approach will help Daily Crunch navigate the challenges of the shutdown and emerge as a leading player in the healthy snack market.
2. Background
Daily Crunch is a start-up specializing in healthy, delicious snacks. The company faces a significant challenge: a nationwide shutdown has disrupted its traditional marketing channels and forced it to adapt to a new reality. The case study focuses on the company's founder, Sarah, who needs to develop a marketing strategy to maintain momentum and reach new customers during this difficult time.
3. Analysis of the Case Study
We will use the SWOT analysis framework to analyze Daily Crunch's situation:
Strengths:
- High-quality, healthy product: Daily Crunch offers a unique value proposition with its focus on healthy and delicious snacks.
- Strong online presence: The company already has a website and social media presence, offering a platform for digital marketing efforts.
- Passionate founder: Sarah's dedication and entrepreneurial spirit are valuable assets in navigating challenges.
Weaknesses:
- Limited marketing budget: The shutdown has likely impacted Daily Crunch's financial resources, limiting its marketing options.
- Lack of brand awareness: The company is relatively new and needs to build brand recognition.
- Limited distribution channels: The shutdown has disrupted traditional retail channels, requiring Daily Crunch to find alternative distribution methods.
Opportunities:
- Growing demand for healthy snacks: The health and wellness trend is driving increased demand for nutritious food options.
- Increased online shopping: The shutdown has accelerated the shift towards online shopping, creating new opportunities for e-commerce businesses.
- Social media engagement: Social media platforms offer a powerful tool for reaching target audiences and building brand awareness.
Threats:
- Economic uncertainty: The shutdown has created economic instability, potentially impacting consumer spending.
- Increased competition: The healthy snack market is becoming increasingly competitive, with established players and new entrants.
- Supply chain disruptions: The shutdown has impacted supply chains, potentially creating challenges for production and distribution.
Additionally, we will consider the following factors:
- Consumer behavior: The shutdown has changed consumer behavior, with increased reliance on online shopping and a growing interest in health and wellness.
- Competitive landscape: The healthy snack market is crowded with established brands and new entrants, requiring a strong differentiation strategy.
- Technology and analytics: Leveraging data and analytics is crucial for optimizing marketing campaigns and understanding customer preferences.
4. Recommendations
To address the challenges and capitalize on the opportunities, Daily Crunch should implement the following marketing strategy:
1. Digital Marketing Strategy:
- Website optimization: Enhance the website with user-friendly navigation, compelling content, and clear calls to action.
- Search engine optimization (SEO): Optimize the website for relevant keywords to improve organic search rankings.
- Search engine marketing (SEM): Run targeted paid advertising campaigns on search engines to reach potential customers.
- Social media marketing: Develop engaging content for social media platforms like Instagram, Facebook, and TikTok, focusing on healthy living, recipes, and customer testimonials.
- Email marketing: Build an email list and send targeted newsletters with promotions, recipes, and health tips.
- Content marketing: Create valuable content like blog posts, articles, and videos that educate consumers about healthy snacking and promote Daily Crunch's products.
2. Building Brand Awareness:
- Influencer marketing: Partner with relevant influencers in the health and wellness space to promote Daily Crunch's products to their followers.
- Public relations: Develop press releases and media outreach to generate positive media coverage.
- Community engagement: Host online events, contests, and giveaways to foster a sense of community and build brand loyalty.
- Strategic partnerships: Collaborate with complementary businesses in the health and wellness space to cross-promote products and reach new audiences.
3. Customer Relationship Management (CRM):
- Customer segmentation: Identify different customer segments based on demographics, interests, and purchase behavior.
- Personalized marketing: Tailor marketing messages and offers to specific customer segments.
- Customer loyalty programs: Implement a loyalty program to reward repeat customers and encourage repeat purchases.
- Customer feedback: Actively solicit customer feedback to improve products and services.
4. Product Distribution:
- Expand online sales channels: List Daily Crunch's products on online marketplaces like Amazon and Etsy.
- Direct-to-consumer sales: Offer direct-to-consumer sales through the company website.
- Strategic partnerships: Partner with local businesses like grocery stores, cafes, and gyms to distribute products.
- Subscription services: Consider offering subscription boxes with a curated selection of Daily Crunch's snacks.
5. Pricing Strategy:
- Competitive pricing: Research competitors' pricing strategies and offer competitive pricing for Daily Crunch's products.
- Value-based pricing: Highlight the unique value proposition of Daily Crunch's products and justify premium pricing.
- Promotional pricing: Offer limited-time promotions and discounts to attract new customers and boost sales.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Daily Crunch's mission to provide healthy and delicious snacks while leveraging its existing online presence and entrepreneurial spirit.
- External customers and internal clients: The recommendations focus on reaching target audiences through digital channels, building brand awareness, and fostering customer relationships.
- Competitors: The recommendations address the competitive landscape by emphasizing differentiation, building brand awareness, and leveraging digital marketing strategies.
- Attractiveness: The recommendations are expected to drive sales growth, increase brand awareness, and improve customer engagement, ultimately leading to profitability.
6. Conclusion
By implementing this comprehensive marketing strategy, Daily Crunch can navigate the challenges of the shutdown and emerge as a leading player in the healthy snack market. The strategy focuses on leveraging digital channels, building brand awareness, and fostering a strong community, all while remaining adaptable and responsive to the evolving market landscape.
7. Discussion
Other alternatives not selected include:
- Traditional advertising: While traditional advertising channels like television and radio may be less effective during the shutdown, they could still be considered for specific target audiences.
- Event marketing: Organizing in-person events may be challenging during the shutdown, but virtual events could be a viable option.
Risks and key assumptions:
- The effectiveness of digital marketing campaigns: The success of digital marketing efforts depends on factors such as budget allocation, targeting accuracy, and content quality.
- The impact of economic uncertainty: The economic downturn could impact consumer spending and affect the demand for healthy snacks.
- The effectiveness of influencer marketing: The success of influencer marketing depends on selecting the right influencers and measuring the impact of their campaigns.
8. Next Steps
To implement the recommendations, Daily Crunch should:
- Develop a detailed marketing plan: Outline specific objectives, strategies, tactics, and timelines for each marketing initiative.
- Allocate resources: Determine the budget and personnel needed to execute the marketing plan.
- Track results and make adjustments: Monitor the performance of marketing campaigns and make adjustments as needed to optimize results.
By taking these steps, Daily Crunch can effectively navigate the challenges of the shutdown and emerge as a successful player in the healthy snack market.
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Case Description
Daily Crunch was a sprouted-nut brand that launched in March 2020 during the beginning of a global pandemic. The co-founder and chief executive officer of Daily Crunch was responsible for determining the company's marketing and business strategy in 2021. In this pivotal time for a new company, a multitude of avenues needed to be explored, such as deciding whether to focus on a digital or an in-person marketing strategy; examining new marketing opportunities in a new shopping environment; launching new products, flavours, or sizes; and deciding whether to focus primarily on direct-to-consumer sales through e-commerce. Daily Crunch had several key objectives-namely, increasing brand awareness and sales, and expanding distribution. However, its key objective was to survive as a start-up during a global pandemic.
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