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Insomnia Cookies: Owning the Night through Research & 'Doughvelopment'
內容大綱
In May 2022, an interactive brand activation for Insomnia Cookies (Cookies), called CookieLab, celebrated its one-year anniversary. Insomnia enjoyed strong brand-name recognition for its late-night snack of freshly baked cookies and offered a strong unique selling point (USP), especially among college students. But there were still many questions about the company's next steps, including whether a growth strategy through CookieLab was the most suitable strategy for Insomnia. Specifically, should Insomnia expand CookieLab to other locations, locally, in the north east region of the United States, or across the United States? If yes, what marketing strategy and tactics should Insomnia use to grow that expansion?