Why should Lotus Bakeries become the Belgian Marketing Company of the Year?
Lotus became finalist with the iconic Lotus Biscoff cookie case, the ideal companion for each coffee served. This cookie is on it’s way to conquer the world and has a clear ambition to become a top 3 global cookie brand. This from Belgium on, in a very crowded market with strong competitors as e.g. Oreo and Prince. The figures of 2020( and the stock market) underline their strong position with 7 billion cookies savored in more than 60 countries, over different continents. This global ambition is at the heart of the whole organization. They want to grow in a profitable way each day of the year and spread their unique tasting cookie country after country.
A successful marketing strategy is guiding this success with 3 main axes:
- Becoming part of the consumption and buying routine by creating scalable trial.
- Installing physical availability in the distribution. Recently also more and more in a multiple channel approach.
- Backed by a very strong and disciplined commercial organization and state of the art production capacity to produce and deliver the cookies fast and sharply priced.
- By the use of media activation -mainly video- to build on the memory structure.
Lotus Bakeries is one of these rare Belgian companies in the fast moving market that achieves international success, by putting in a repeatable model that brings focus and set guidelines in the clearly defined go to market strategy for each phase in the development curve: create-build-accelerate and expand. This model is used in every market they are entering . What they did e.g. in the UK market proves that it works: growing the household penetration from 4% to over 23% sounds as exceptional.
What differentiates Lotus maybe most is their simplicity, a down to earth mindset and approach. A believe that longterm brandbuilding is based on genuine and clear benefits.