The
Ready-2-Eat and Heat-N-Eat fresh prepared food niche continues to grow with
new-nontraditional locations, year over years same store sales growth, and new
customers. In order to sustain the
successful momentum that many retailers have found; Foodservice Solutions®
Grocerant Guru® recommends that retailers integrate Foodservice Solutions®
brand building clues into their Ready-2-Eat and Heat-N-Eat products and
brands.
Purpose. Understand why you are there. Consumer
contemporized relevance. Most successful brands are inclusive and include
values greater than themselves. Today in the Ready-2-Eat and Heat-N-Eat space
it is a lifestyle, a philosophy, an emotion a point in time today that means “better
for you”.
A story. Most major brands have a story. Examples: if you like McDonalds restaurants you might be familiar with the story of Ray Kroc or if you use Facebook, you probably know how, where, and when Marc Zukerberg created it.
Consumer interaction. When your Ready-2-Eat and Heat-N-Eat food is first starting out, don't kid yourself into believing that your marketing efforts are 'brand building' efforts. They're not because to build a real brand, you have to have an extensive track record with consumers. Consumer will build the brand and the story for you.
Trust. When you've consistently delivered for your customers long enough, you'll gain the type of trust that many brands have. Would you buy gas from BP today? Maybe so, but how long do they have to rebuild that trust?
Consistency. When a consumer chooses a product or service because of brand association, he or she is buying an expectation. Never try to manage expectations. The expectation must be met time after time.
Differentiation. Expectation is often borne of differentiation. Many brands offer products and services that are commodities but they're successful when developing some differentiation for their products and services that consumers are sold on.
Imitators. Imitation is the sincerest of flattery and you're probably not a 'brand' until you have competitors trying to copy you. Do what you do best and lead your niche don’t follow.
Market leadership. Top brands are usually looked at as leaders in the markets they compete in. Own the space, and understand why you do. Research, consumers, and messaging are key to understanding.
Grow. The best brands are flexible and capable of reshaping and reinventing themselves and their messages over time. Consumers are not static! Your brand must be dynamic and grow, change and adapt over time.
A strong marketing presence. The information super highway is evolving; your message must follow the traffic. Don’t get stuck on the road less traveled. You’re products need to be in growing channels with consumer relevance. Don’t get stuck in a store less shopped.
A story. Most major brands have a story. Examples: if you like McDonalds restaurants you might be familiar with the story of Ray Kroc or if you use Facebook, you probably know how, where, and when Marc Zukerberg created it.
Consumer interaction. When your Ready-2-Eat and Heat-N-Eat food is first starting out, don't kid yourself into believing that your marketing efforts are 'brand building' efforts. They're not because to build a real brand, you have to have an extensive track record with consumers. Consumer will build the brand and the story for you.
Trust. When you've consistently delivered for your customers long enough, you'll gain the type of trust that many brands have. Would you buy gas from BP today? Maybe so, but how long do they have to rebuild that trust?
Consistency. When a consumer chooses a product or service because of brand association, he or she is buying an expectation. Never try to manage expectations. The expectation must be met time after time.
Differentiation. Expectation is often borne of differentiation. Many brands offer products and services that are commodities but they're successful when developing some differentiation for their products and services that consumers are sold on.
Imitators. Imitation is the sincerest of flattery and you're probably not a 'brand' until you have competitors trying to copy you. Do what you do best and lead your niche don’t follow.
Market leadership. Top brands are usually looked at as leaders in the markets they compete in. Own the space, and understand why you do. Research, consumers, and messaging are key to understanding.
Grow. The best brands are flexible and capable of reshaping and reinventing themselves and their messages over time. Consumers are not static! Your brand must be dynamic and grow, change and adapt over time.
A strong marketing presence. The information super highway is evolving; your message must follow the traffic. Don’t get stuck on the road less traveled. You’re products need to be in growing channels with consumer relevance. Don’t get stuck in a store less shopped.
Foodservice Solutions®
specializes in outsourced business development. We can help you identify,
quantify and qualify additional food retail segment opportunities or a brand
leveraging integration strategy.
www.FoodserviceSolutions.us
of Tacoma WA is the global leader in the Grocerant niche
visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or
twitter.com/grocerant.
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