Intro to SOSTAC Model - 'Jellies & Jaffas' Example

Jellies & Jaffas - Applying PR Smith's SOSTAC Marketing Model to an Online Confectionery Start-Up

The SOSTAC Model involves 6 core components to build and maintain a Marketing Stategy. A robust model that can be applied to virtually every commercial sector. 

https://aarondaly18.wixsite.com/mysite-1/post/sostac-model

The report for this confectionary Start-Up is incredibly structered and well referenced throughout. It gives a clear explaination of what it sets out to do and then does it. Confectionary is always in demand, especially in times of unease and reseccion. They would find themselves in a good situation currently.

Candy companies are relatively recession-proof

said Peter Liebhold, chairman of the Smithsonian Institution. [2]

I really appriciate the Great British Bake Off example, that show is my guilty pleasure and always makes my mouth water which usually leads me to the shop to fix my cravings, or scouring my press for biscuits baking material while asking myself 'Why the hell doesn't mine look like that!'

However, I'm not convinced on 'retro bite-sized sweet and cakes' and being a  Unique Selling Point for this Start-up and how it differentiates itself from it's competitors. I think potential threat to the company maybe be that people are eating healthier and imposed sugar taxes increasing prices. I think there is an oppurtunity to gain market share (which is their objective) by introducing a   healthier or 'guilt free' line of treats from ethically sourced ingredients that will still look and taste delicious.  

A comprehensive digital marketing strategy is the best option for ROI. The road maps included in the report for it tactics are well thoughout and organised. Planners for social media and webinars on Youtube are a nice touch and will help overall brand awareness and create dialogue with consumers.

https://www.slideshare.net/mahdit/a-comprehensive-digital-marketing-strategy

Overall, I think it needs more detail. It's the bones of SOSTAC and great introduciton into how it should be stuctured and presented. Its's interesting how they plan to monitor and control in the future using packages like 'Salesforce or Tableau'. Id like to know more about it.

What would you change or do differently if you were incharge of Jaffas and Jellies? 

References 

[1] Cowley, M. (2016). 'Jellies & Jaffas': Applying PR Smith’s SOSTAC Model to an Online Confectionary Start-Up. Innovation & Management Science eJournal, September 2016. Last  accessed 13/05/2020.

[2]  Christine Haughney. (2009). 'When Economy Sours, Tootsie Rolls Soothe Souls.' Available: https://www.nytimes.com/2009/03/24/nyregion/24candy.html. Last accessed 13/05/2020.