Have you ever thought of looking at Marketing Strategy from another perspective? Marketing strategies are usually explained in terms of marketing terminology, complex business models, and technical terms. However, sometimes it can be easier to understand when connected to something cultural and familiar. Since Eid Al-Adha is only a couple of days away, we decided to simplify the marketing strategy by focusing on the famous Egyptian dish, Fattah, which people cook every Eid.
Fattah is known for its layers of bread, rice, tomato sauce, and lamb. Fattah is a complete meal where every ingredient has a purpose. Without one layer, the dish loses its balance and identity. The same idea applies to the marketing strategies; it’s layered like. Every successful strategy is built on different layers that work together to create a strong brand experience. Just like Fatta, each marketing element adds value and supports the outcome.
The Base “Bread” = Market Research & Target Audience
Just like bread is the base of Fatta, market research and the target audience are the foundation of every marketing strategy. Before launching any campaigns or products, a marketer has to lay the foundation, which is understanding the market and the audience. Without these two, you can’t build a marketing strategy.
Research helps businesses make informed decisions, understand the market and competitors, and also determine which direction the brand will take. This also allows brands to identify market gaps and create messages that connect with the right people.
Without laying this foundation first, the brand will fail to achieve any result, and it will lose its direction.
Rice = Product Positioning
The main ingredient of the Fattah, rice, is product positioning because it is the core of the strategy. In marketing, this layer represents product positioning because positioning defines how customers see a brand in comparison to competitors.
If the brand positioning is strong, it will help communicate the brand’s strengths, what makes it unique, and why customers should choose it. It also helps the customer shape a clear identity of the brand, which can make it stand out among others in the market.
Without effective positioning, products may struggle to leave a lasting impression, no matter how good they are.
Tomato Sauce = Promotion & Communication
Promotion and communication are just like the garlicky tomato sauce; they make the strategy special and unique. In the same way, promotion and communication give life to a marketing strategy. Advertising, social media, campaigns, and brand messaging enable businesses to communicate with the audience and grab their attention.
Effective and strong communication isn’t only about sales but also about building emotional connection and trust with the customers. This is how brands can become memorable because they consistently and clearly deliver their message.
Just like the sauce makes Fatta special, communication makes a brand recognizable and unique.
Lamb = Customer Engagement & Loyalty
What completes the dish is the lamb, just like how customer engagement and loyalty complete the strategy. In marketing, customer engagement and loyalty complete the strategy in the same way. Attracting customers is important, but maintaining a strong relationship with them is even more important and valuable. Your whole brand depends on customers and how you’re connecting with them.
Brands with strong customer engagement are able to create special experiences that encourage people to engage, return, and recommend the product to others. This transforms the customers from being normal to loyal ones and becomes a long-term supporters.
Without loyalty, even successful campaigns may only achieve temporary attention rather than sustainable growth.
In conclusion, fatta is more than just a traditional Egyptian meal; it can also be a simple and creative way to understand marketing strategy. Each layer of the dish represents an essential marketing element that supports the others and creates something memorable and effective.
