Dawn Foods is a leading sweet baked goods player that has pulled together a complete marketing and sales program based on rich consumer insights to help its customers drive sales. As Chip Potter, Dawn’s Vice President of Marketing for US Bakery Products says:
“The goal is to make our customers’ bakery a destination for shoppers. In some cases, this is a challenge, since ‘bakery’ is not necessarily a shopping-list item. We work with customers to capture less-planned/impulse sales through the right product and merchandising options.”
At Dawn, accomplishing this goal starts with a solid understanding of consumer needs and motivations. There are three major sweet baked goods consumer segments, including Emotional Indulgers, Trendsetters, and Rational Shoppers. Dawn’s research found four major “need states” for sweet baked goods purchasers, including Craving, Connection, Convenience and Celebration.
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