Evolving the
success of Ready-2-Eat and Heat-N-Eat fresh prepared food has been documented
on this blog talked about and written about a lot for one reason of late. It is driving top line sales and bottom line
profits within existing legacy points of distribution and more importantly at new
non-traditional points of fresh food distribution garnering share from legacy
food retailers.
Are you a
retailer Looking A Customer Ahead? Is your food company prepared to succeed in 2015, 2016, and 2020? Here
are some of the advantages to entering or expanding your business within the
grocerant niche:
Drive More Customers Expand Your Reach
The
larger and older the food retailer, the more narrow focus and regular routine
of marketing has become. What has worked for 50 years, is not working today. How is that Campbell’s selling today is it a
destination driver?
While
legacy retailers have honed their brand and supply chain. They have set and
defined boundaries, and it is difficult to get outside of what they have always
done. Today, time and technology have
redefined the consumer playing field.
Your brand must become dynamic again or risk losing consumer relevance.
There is a huge opportunity for share of market if you elect to evolve you
brand with migrating fresh food consumers. That means to the Ready-2-Eat and
Heat-N-Eat grocerant niche filled with fresh prepared food.\
Consumers Experiment New CPG Today they
Migrate to Fresh
Large
food retailers typically pay more at the C-level, and are seen as stable
employment currencies (not-taking risk). One of my clients CEO’s says “my job
is to Do No Harm”. One problem consumers
are dynamic not static if your company is not evolving fast enough your year
over year customer counts will be in decline.
However
the grocerant niche when vertically integrated into an existing brand creates a
new level of excitement within the entire company. When sales grow, the opportunity for
advancement expands, building team momentum, excitement explodes like a
wildfire. Customers can feel the
proactive positive buzz from employees. Doing nothing Boring Doing More of the
Right Something Soaring.
Change is Customer Proactive
Evolving,
creating and driving change is incredibly dynamic, consumer focused. Change is
contagious. Developing a grocerant program is change that evolves. Your company will grow and will go through a
bell curve, and you see the whole thing step by step when you vertically
integrate change into your brand and consumer values. If not integrated you do
not really get to escape the velocity of the event, but change is exciting
nonetheless and customers will still follow.
Consumer
Relevance Means Evolving not Simply Staying Alive
How
is “Doing no Harm” working for you? Are you going to tangibly impact your
company or maintain the status quo? Today like never before companies have the
ability to evolving a brand at a speed not seen since your company was a
start-up. What impact are you going to have on your company? There is a
difference between the work you do and the impact you have. Fresh Food retailing is evolving at break
neck speed. Is your brand evolving fast?
Are slotting fee’s more important that a fresh food focus?
Springboard to more Profitability Don’t
Spin Out, or Spin Off the Map
If
you do nothing but wait, watch or blame the economy you are very likely to
simply spin out of control. Redefining your brand with consumer relevance will
position you too either create a positive spin off or springboard to the next
level. Legacy organizations need to be mindful
that springboards do great things for your organization, your team and your
shareholders.
LTO’s
can drive top line sales and bottom line profits while taking you in a new
direction. Are your LTO’s leading your
brand, testing your brand or simply copy-cat marketing tactics absent strategy?
Since 1991 Foodservice Solutions® a Tacoma, WA based retail foodservice
consultancy has been the global leader in the Grocerant niche. For your GrocerantScorecard
or for product placement, Grocerant niche brand positioning assistance contact
via: Steve@FoodserviceSolutions.us , the Grocerant LinkedIn page or on Facebook at Steven Johnson
Visit:
www.FoodserviceSolutions.us if you are
interested in learning how Foodservice Solutions® 5P’s of Food Marketing can
edify your retail food brand while creating a platform for consumer convenient
meal participation, differentiation and
individualization or you can learn more at Facebook.com/Steven
Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant Email: Steve@FoodserviceSolutions.us for more information
No comments:
Post a Comment