Since my marketing objective is to acquire customers using plastics bottles for their beverages today, the BP model encourages mentioning and highlighting the downside of plastic vs. glass (as much as what is good about glass). One concern I have here (which has been validated by one of the marketing managers in our company) is that some of our big B2B customers (Pepsi, Coca-Cola) have a lot of their products in plastic and may not appreciate a message out their which promotes the risks associated with it. Although O-I wants to have people switch over to glass, it probably won't be wise to have our existing customers frown at our marketing message.
Hmmmm... this does present an interesting challenge to the next stage of my Big Picture framework.
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