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Food 101 - Small Business Marketing. 5 Step Product Positioning.

Developing a food business marketing plan is not a daunting process.


Tapas And Pinchos In The Bars Of San Sebastian
Cristina Arias/Cover/Getty Images

Developing a food business marketing plan can be a daunting process. Just Google "developing a marketing plan" and your head will spin with examples from The SBA and tools from Microsoft's marketing templates web site. We all have heard of or read about a brand's positioning. Let me take the complexity out of this and offer you a 5 step process to improve your food business marketing strategies.

New Product Launch Strategy

We all have heard of or read about a brand's positioning. It is part of a strategic plan and frames how your brand is compared to your competition and what you are trying to say to the customer. You say …"oh that is stuff for the big guys and I am special and different and…". STOP! When you launch a new product, remember this - 80% of new products fail in the first 2 years. Don't you want to be in the 20% that succeed?

If you want to land on the customer's plate, don't they have to buy it? Shouldn't what you say resonate with the customer in a manner that they are motivate to try it?

Mark Lang of St Joseph's University was a professor of mine in my MBA program. Besides the many things left with me, one concept continues to be useful for me when working with food entrepreneurs; the Positioning Statement.

Positioning Statements Don't Have to be Complex

Positioning statements are a way to concisely communicate to web designers, people designing your packaging and your advertising what they need to do. Without this, they are flying blind and on your dime! The format is 5 easy to follow steps. Let's use BRAND Coffee as the example:

Step 1 - To [the target customer with a problem or need],

Step 2 - [your brand] is the [frame of reference],

Step 3 - -that is the [benefit oriented point of difference]

Step 4 - evidenced by [product features]

Step 5 - The Reason to buy [your brand] is [what?]

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