Like wineries and beauty products,
the food industry is another highly competitive field, even more so
than luxury real estate marketing. The competition for shelf space and
visibility in the various markets is a constant juggling act. Our
research shows that the cookie and cracker-manufacturing sector is
expected to reach annual revenues of $410 billion by 2015.
Trader Joe’s carries many cracker and
cookie brands, and recently they have contracted with manufacturers to
produce their own label of cracker brands. Unlike other manufacturers,
they are in control of their shelf space. And they understand that in
order to sell it to their customers, branding is just as important as
taste. After tasting, “Some Enchanted Cracker,” we were delighted with
the taste as well as the name.
Humor is often employed in crafting
Trader Joe’s brand names. No doubt, the song “Some enchanted evening,”
from South Pacific was an inspiration for the name. The packaging is
uncluttered for this unique multi-grain cracker.
According to industry experts, “The top
50 companies [in the dry baked industry] account for more than 90
percent of industry revenue. Small operations can compete effectively
by manufacturing allergen- and sugar-free products, high-end cookies and
crackers, or products containing unusual ingredients”.
The same applies to marketing luxury
real estate. There is always room for sharply focused niche players.
The key is to cleverly brand yourself and your niche to stand out.
Is your brand simple and memorable?
Written by Ron & Alexandra Seigel-
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