How to Increase Market Share – The Case of Decommoditizing the Potato


Ingeborg Blaauw, Aviko’s intl. marketing manager, explains how the brand surpassed $1Billion by adding more value to the most generic of products – the potato. A case study on over a decade of outstanding marketing work:

  • Bringing the potato higher on the decision-making tree;
  • The role of the potato and ‘the cooking week’;
  • Emotional sameness and universal concepts;
  • Patterning, segmentation, and behavioral design;
  • and more
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