The food and beverage industry being a highly lucrative market has attracted a large number of players over the years. Existing and new companies in the industry are trying to capitalize on the opportunities available to establish themselves as market leaders. Though the ability to make good food is one of the critical ingredients of success in the food and beverage space, there are several other factors they need to cater to be able to attract more customers which includes advanced marketing strategies.
The big question is amidst the cut-throat competition, how can businesses in the food and beverage space up their game? The solution is fortunately not a hard nut to crack; leveraging the right marketing strategies is the way forward for companies to catch the attention of customers and convert them into brand loyal followers.
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Following are some highly effective marketing strategies that companies in the food and beverage industry companies can follow:
It is essential to establish what the brand stands for and define the primary target market and customers. Brand positioning is all about the image that a brand creates for itself in the minds of the customers. It is highly important for companies to lay down their unique selling propositions that will attract more customers towards the brand and consequently create a positive brand image. Brand positioning is one of the marketing strategies that require companies to be sure of their target audience before making a move.
Just like how a book is often judged by its cover, customers tend to judge a product based on its packaging. This is especially the case for products in the food and beverage industry. One of the prime marketing strategies that most marketers focus on is the packaging of products. Packaging is the crucial factor that prompts customers to pick a product from the store shelf. In the case of the foodservice industry, elements such as brand logos, menu card designs, cutlery, and food presentation are attributes that get the customers’ attention.
Make a Statement with the USP
The most significant potential that most investors see in a business is its unique selling proposition (USP). USP is among the key marketing strategies that help to set your brand apart from that of the competitors. For example, the popular chocolate brand M&M has an offbeat USP – The milk chocolate that melts in your mouth and not in your hand. However, this is one of the main elements that build the image of the brand in the customers’ minds. Markets use USP as marketing strategies to pitch the product to customers by telling them the value they derive from the product.
Social Media Marketing
Social media is a platform for companies to gain maximum exposure. Today, a brand’s Twitter or Facebook handles can garner more attention when compared to regular billboard and television advertisements. As far as food and beverage companies are concerned, marketing strategies undertaken on platforms such as Instagram prove to be the most successful. One of the main reasons is the growing tendency of people to see and upload pictures of well-presented and appealing food. Also, customers can review your products on social media, and the chances of good feedbacks acting as a testimony for new customers to opt for a particular brand is high.
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