I recently visited the Good Food and Wine Show in Joburg, and I realized there that a brand can spend enormous amount of money on communication to, admittedly, obtain a high SOV (share of voice), but the impact of the message remains extraneous to the public. The Tastic stand at the show had minimal participation from the audience and the communication was more passive rather than interactive. The Spekko stand, on the other hand, was booming with people were invited to participate and interact with a famous chef on their cooking show. What was interesting was that the Tastic stand was rather stayed and staged while the Spekko stand which is the challenger brand to category leader Tastic, was more interactive and fun.
Spekko, up until recently has been quiet, and more of a price fighting lower LSM brand. They may have had a positioning, but consumers might not have been aware of it. It seems that they have now identified this affordable quality positioning as something they can own, and doing it with vengeance. Spekko showcased at the Good Food and Wine show, a relatively premium event, and in my opinion owned it better than the category leader. Their stand had more of an impact on me, and I definitely took note of their new ‘world’ range which seems to be a focus. Spekko is upping it’s game both in communication and product offering, and positioning itself up against Tastic while maintaining their value proposition.
It will be interesting to see how far Spekko takes it, and how consumers react to this. Does Tastic have an unbreakable brand equity, a guaranteed habitual purchase? Or can Spekko eat (excuse the pun) away at this?
Thobeka Sibiya, OIL InternRead more