Inspired by the football tournament, the South Tyrol-based group reaffirms its commitment to category segmentation in apples
With the World Cup Final approaching at the weekend, Italian apple company Vog – Home of Apples says it has selected its summer line-up in the same way a football manager might select the right players for the right situations.
“As in any major tournament, having great players is important, but what makes the difference is the ability to read the game, adapt to different phases of the match and put together the most suitable line-up for every stage of the competition,” the group says, possibly not aimed in the general direction of Thomas Tuchel or Didier Deschamps.
According to the company, it adopts the same approach during the summer months, when it relies on a “comprehensive and well-balanced” line-up to meet the demands of an increasingly diverse market, and bases careful category segmentation on its “deep understanding” of consumers.
Inspired by the world of football, its new approach to communication with consumers and customers is intended to guide decision making when it comes to purchasing, product range, and category management.
“This is a crucial strategy in a context where apples are playing an increasingly central role in consumer habits and are becoming ever less tied to seasonality,” it continues.
Data from a recent consumer survey, conducted by YouGov in 11 European markets on Vog’s behalf, found that more than 90 per cent of European consumers buy apples regularly, and in most cases several times a week.
“This figure confirms that apples are not a product linked to specific times of the year, but a constant fixture in the shopping trolley throughout all 12 months,” it notes.
Pitch perfect
For Vog, the comparison between a football team and its own balance line-up makes perfect sense: “an impenetrable goal, a solid defence, a strong and incisive midfield, and an ever-evolving attack, ready to find the back of the net,” it observes.
These include Lene-branded varieties “in goal”, designed for consumers who are most price-sensitive and responsive to promotions.
Vog’s Marlene brand offers a strong defence as the team’s foundation, with varieties such as Granny Smith and Golden Delicious that said to appreciated by consumers who value tradition.
Further up the field, the company pivots around products like Natyra and Inored Story that are linked to sustainability, seasonality, and organics; behind highly recognisable star midfielders like Pink Lady and Kanzi.
Up front, Vog continues to back innovative brands that tap into new tastes and uses, such as Cosmic Crisp, a “game changer” apple that has featured in numerous lifestyle positioning campaigns recently.
Alongside it are Giga, ideal for sharing with its larger size, and the small, sweet convenience of RedPop – both of which have starred in collaborations alongside DC heroes Superman and Supergirl this summer.
Team approach
“This team is built on balance, strategy and vision, where variety, brands and formats each play a well-defined and complementary role, enabling us to guarantee continuous supply, consistent quality and a range designed to cater for different tastes, needs and consumption occasions,” comments Vog marketing manager Hannes Tauber.
“Just like in a top-level team, value stems from the ability to place each element in the right position: the aim is to satisfy consumers throughout the entire purchasing journey, offering reliability, innovation and incentives that keep interest high.
“For retailers, this means being able to rely on a clear, dynamic and well-segmented product range that enhances the offering, promoting stock turnover and contributing to the growth of the store.”
