DIA Case - Analysis of Dia PDF

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Analysis of Dia...

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Noa Petragallo – Advocacy marketing 2021

DIA Case: Questions to be answered

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Why did an advocacy marketing program make sense to promote DIA’s private label?

It made sense for DIA to use advocacy marketing because white labels promotions are already big in the market and it made no sense for DIA to compete with it. They had a better chance at using advocacy marketing especially in a country where people share where they bought things etc. Also, their private label value for money was as high as Mercadona’s but their advocacy index was 10 times smaller. -

Comment on the reasons that led DIA to select “cooking enthusiasts” as their target community rather than “families with children” or “pet lovers”.

Being myself a cooking enthusiast and a DIA consumer, it made perfect sense. Families with children just need a place where they sell in big formats and not too expensive and pet lovers weren’t really fitting with the brand values. Cooking enthusiasts have the highest advocacy potential and a very high consumption potential. I always brag about the DIA brand when I invite people over for cooking because I feel their private label is still underrated. -

List the different altruistic gifts implemented by DIA and indicate what kind of driver of altruism each of them is leveraging.

DIA implemented leveraging stores for sampling events, cooking classes in specialized locations, visits to private label suppliers and cooking contests. The first one was leveraging functional drivers. The second one was leveraging social drivers. The third one was leveraging functional drivers. And the last one was leveraging social drivers. -

How did DIA use digital in its advocacy marketing program? Would you have done things differently? Why?

They created a digital platform with their main disruptive schema being “Demos la vuelta al Dia” written in red and in big at the top. Their videos makes you want to buy Dia too. They had offline events that appeared, contests, articles, reports, recipes and options to register. This actually did work, and their audience grew impressively. As the last graph shows, Dia doubled the advocacy level of its own brand products. As for the target community I wouldn’t have done anything different as I believe this target being the best one to drive advocacy. As for disruptive schemas I maybe would have gone with the “it is possible to create sophisticated, great dishes with Dia private label”, as I know this is my goal when cooking, to do sophisticated dishes with the products I buy at Dia and a lot of people do not believe it when I say so....