Essentials to framing the ‘RIGHT’ Marketing Strategy

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Are you aware of the sudden obsession of people across the world with mason jars?

According to Steve Hungsberg, director of marketing at Jarden Home Brands, if the number of mason jars sold in 2013 end to end is laid in a row, they’d go 90% of the way around the Earth.

Say whaaaat??!

Yes, it is true. Almost a decade ago, these mason jars were just something to be filled with pickles and sauces and were meant to be kept on a shelf in the pantry. But now, these (and their little variations) are everywhere – in the weddings as centerpieces, in the homes as flower holders, in the hotels as candle holders, in the clubs to serve lemonade, and even with kids as piggy bank to collect some loose change.

The only reason behind the massive popularity of this simple product is a modernized, super-timely marketing strategy. The marketers took the leverage of DIY and home canning craze to set the stage for their comeback and shifted their marketing perspective from cooking magazines to social media and events. Today, the Pinterest account of the company is an inspiration for thousands of DIYers across the globe.

With the mason jars, the problem wasn’t that the people didn’t like the product; rather the distribution strategy was the problem. One had to figure the right audience and identify what can trigger them to get obsessed about the product.

A mason jar is just one of the thousands of products that got buzz in the VUCA world (Volatile, Uncertain, Complex and Ambiguous) due to social media and right marketing strategy.

Since 1/3 population of the world is on internet, according to a study, an apt digital marketing strategy, via social media, blogging, paid advertising, or even email marketing can help you reach this big audience. However, if you do not reach to them the right way, somebody else might make it from the opportunity.

Here is the checklist that would help you frame the ‘RIGHT’ strategy:

Develop an Adaptive Mindset:


To navigate your thoughts successfully, you need to be comfortable with unclear situations and travel into unexplored paths. There will be several ‘first time’ situations, so you ought to develop an approach to still deliver favorable & aligned results.

Have a Vision:


You need to have an uninterrupted, purpose driven vision to make decisions, actions and judgments. In fact, a compelling vision is an important prerequisite for anyone to succeed.



No one can succeed if a personal vision & values do not overlap with organization’s vision and values. Be aware of your preferences, working behavior and probable blind spots that can bring your authentic self into the game and make a significant difference.

Anticipate and Create Change:


Change is constant & rapid, so to nurture change, maintain balance between the needs of the context, needs of others and your own needs. You have to involve people in the change process, prioritize what’s important and execute changes.

Focus on Customer:


Listen ‘truly’ to the voice of your customers, engage deeply and build long term relationship with them. You ought to clarify, communicate, and navigate them through the changes.

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