Tell me about a time you developed and executed a marketing plan or led a new product launch. What was your approach, and what were the results?

Situation

At my previous role as a Marketing Associate for a local snack brand, we were tasked to expand into the health-conscious segment with a new product line of baked chips. The challenge was to carve out market share against established multigrain brands in a crowded FMCG space.

Task

I needed to lead the end-to-end marketing plan, from concept to launch, ensuring we met a 15% sales growth target within the first quarter and gained at least 5% market penetration in Metro Manila.

Action

I started by conducting consumer surveys and focus groups to identify the key purchase drivers, which turned out to be guilt-free indulgence and affordable pricing. I then collaborated with R&D to refine the flavor profiles and packaging design to highlight 'baked not fried' and 'affordable health snack'. I crafted a launch strategy anchored on an influencer seeding campaign with micro-food bloggers, complemented by in-store sampling and a digital coupon promotion to drive trial. I also coordinated with Trade Marketing to secure prime shelf placement and negotiated a co-promotion deal with a major supermarket chain for a 'buy one, get free dip' introductory offer.

Result

The product exceeded its first-month sales target by 22%, reached 7% market penetration within the first quarter, and became the #3 baked chip brand in our target retail chains. The campaign generated over 500,000 social media impressions.