SOSTAC Review

I’m writing this blog post as a response to a publication that can be found here: https://www.researchgate.net/publication/315488492_'Jellies_Jaffas'_Applying_PR_Smith's_SOSTAC_Marketing_Model_to_an_Online_Confectionery_Start-Up

The publication is a detailed explanation of the application of the SOSTAC marketing model by the author Michelle on a start-up concept, in this case, an online confectionary business.

Fig.1: A Google image search sample of the SOSTAC model

In sum, the report is properly delivered and it gives a good overall understanding of the six SOSTAC steps. However, as the report is focusing on a start-up, I feel some some of the steps are a bit out there. It seems this start-up in online candy needs to invest heavily in a Google ads program and expensive software packages like Salesforce and Tableau.

In this specific case, I would focus my attention solely on competitor benchmarking including a SWOT analysis. The popularity and profitability of these goods can easily be overestimated so good market research is key.

Besides competitor benchmarking, paying more attention to earned and owned media instead of paid media would also be more in line with the realistic objectives and expectations of an online start-up in the confectionary business. The author mentions a baking webinar and or trade-show series on YouTube which is a nice example of owned media to generate attention and a following.

Reacties

  1. Anoniem1 april 2020 om 06:16

    Well done, Daniel!!

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  2. LaraPictures1 april 2020 om 07:31

    I like that you've shared your suggestions, analysis and point of view, looks professional then

    BeantwoordenVerwijderen
  3. Anoniem5 april 2020 om 13:01

    Great summary of the topic Lucas!

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