2. WELCOME!
INTRODUCTIONS
I WANT TO KNOW ABOUT YOU!
WHAT IS YOUR PRODUCT?
WHAT SETS IT APART?
HOW MUCH DOES IT COST?
WHAT CHANNELS DO YOU SELL IT THROUGH?
WHO CURRENTLY BUYS YOUR PRODUCT?
WHO IS YOUR TARGET MARKET, EITHER CONSUMERS OR CLIENTS?

3. UNDERSTANDING YOUR COMPETITION
THE FIRST STEP TO DEVELOPING A GOOD MARKETING AND BRANDING STRATEGY IS
UNDERSTANDING YOUR COMPETITION!
THIS IS IMPORTNANT SO YOU CAN:
KNOW WHO/WHERE YOU WILL TAKE MARKET SHARE FROM!
KNOW WHETHER YOUR PRICING IS CONSISTENT WITH SIMILAR PRODUCTS!
KNOW WHAT YOUR POINT OF DIFFERENCE IS AND CLEARLY COMMUNICATE
IT TO YOUR CUSTOMERS!
CREATE A MARKETING/BRANDING STRATEGY THAT IS EFFECTIVE AND
SUCCESSFUL!

4. MARKET STRUCTURE
WHAT CATEGORY(S) DOES YOUR BRAND FIT INTO?
IS YOUR PRODUCT A SNACK FOOD?
IS IT A HEALTH FOOD?
IS IT A BREAD PRODUCT?
IS IT A DESSERT?
EVENT CATERING? WHAT TYPES OF EVENTS?

5. EX: DULCE DE LECHE
WHAT CATEGORY(S) DOES IT FIT INTO?
IS IT A SPREAD? IS THE COMPETITION JAM? PEANUT
BUTTER?
IS IT AN ICE CREAM TOPPING? IS THE COMPETITION
CHOCOLATE SAUCE OR BUTTERSCOTCH?

6. EX: KOMBUCHA
WHAT CATEGORY(S) DOES IT FIT INTO?
IS IT AN ENERGY DRINK? IS THE COMPETITION
POWERADE, GATORADE?
IS IT AN ICE TEA? IS THE COMPETITION SNAPPLE?
IS IT A MEAL REPLACER? IS THE COMPETITION BOTTLED
SMOOTHIES? SLIMFAST?

7. EX: KELVIN SLUSH GOURMET SLUSHIES
WHAT CATEGORY(S) DOES IT FIT INTO?
IS IT A SORBET OR ICE CREAM? IS THE COMPETITION
OTHER GOURMET SORBET COMPANIES IN THE CITY?
IS IT THE BASE FOR FROZEN ALCOHOLIC DRINKS? IS THE
FROZEN MARGARITAS OR PINA COLADAS?
IS IT AN AFTERNOON SNACK DRINK? IS THE COMPETITION
BLENDED COFFEE DRINKS?

8. EXERCISE 1: MARKET STRUCTURE FOR YOUR
PRODUCT
1. IDENTIFY AT LEAST 2 CATEGORIES YOUR PRODUCT MIGHT FIT INTO
2. THEN, IDENTIFY 2 COMPETITORS IN EACH CATEGORY
WHAT IS THEIR PRICE?
WHERE ARE THEY SOLD? OR HOW DO THEY REACH THEIR CLIENTS?
WHAT DOES THEIR PACKAGING/WEBSITE/LOGO LOOK LIKE?
HOW DO THEY MARKET THEIR PRODUCTS? IE, SAMPLING, PROMOTIONS,
SOCIAL MEDIA, ETC?
3. WHAT ARE THE TACTICS THAT SEEM MOST EFFECTIVE IN THE CATEGORY(S)?

10. EXERCISE 2: POINT OF DIFFERENCE
TAKING ALL THAT INFORMATION YOU HAVE ABOUT YOUR COMPETITORS, NOW TELL ME - WHAT IS YOUR
POINT OF DIFFERENCE? WHAT IS THE VALUE THAT YOU ARE BRINGING TO THE MARKET?
ARE YOU CHEAPER?
ARE YOU HEALTHIER?
ARE YOUR FLAVORS MORE UNUSUAL OR ORIGINAL?
ARE YOUR INGREDIENTS FRESHER? MORE LOCAL?
IS YOUR METHOD OF PRODUCTION MORE INTERESTING OR UNSUSUAL?
IS YOUR METHOD OF PRODUCTION MORE ETHICAL THAN OTHER PRODUCTS IN YOUR CATEGORY?
WHAT IS THE BENEFIT OF CHOSING YOUR PRODUCT OVER THE OTHERS???

11. TREND ANALYSIS
BEING AWARE OF TRENDS IN YOUR CATEGORY AND AMONG YOUR TARGET
MARKET IS IMPORTANT!
YOU CAN CAPITALIZE ON THESE TRENDS AND LEVERAGE AND SHAPE YOUR BRAND
SOME EXAMPLES OF CURRENT TRENDS IN PACKAGED FOOD IN NYC:
ORGANIC
“MADE IN NYC”
LOCAL
GLUTEN-FREE
ETHICALLY SOURCED/MADE
STREET FOOD
PRODUCER STORIES
FOOD TRUCKS/CARTS
VEGAN

12. EXERCISE 2: TRENDS IN YOUR CATEGORIES
WHAT ARE SOME OF THE KEY TRENDS IN YOUR PRODUCT CATEGORIES?
NAME AT LEAST THREE TRENDS THAT AFFECT YOUR PRODUCT

13. CUSTOMER TOUCHPOINTS
“TOUCHPOINTS” ARE THE VARIOUS WAYS THAT YOUR CUSTOMERS INTERACT WITH AND LEARN
ABOUT YOUR PRODUCT
THE MOST OF OBVIOUS OF THESE IS THROUGH YOUR PACKAGING/LABELING – THIS IS YOUR CHANCE TO
COMMUNICATE A LOT!
BUT THERE MAY BE OTHER WAYS YOUR BRAND INTERACTS WITH YOUR TARGET MARKET
- IF YOU SELL AT A MARKET, YOUR CUSTOMERS LEARN ABOUT YOUR BRAND THROUGH YOU
OR YOUR EMPLOYEES
- IF YOU PITCH TO CLIENTS, THOSE MEETINGS REPRESENT ANOTHER TOUCHPOINT; SO IS
YOUR FOLLOW UP AFTER AN EVENT
- IF YOU DEMO/SAMPLE YOUR PRODUCT IN STORES, THESE INTERACTIONS ARE ANOTHER
TOUCHPOINT

14. VISUAL IDENTITY: PACKAGING, LABELING,
LOGOS, ETC.
YOUR LOGO AND VISUAL BRANDING MATERIALS LIKE YOUR PACKAGING AND
YOUR WEBSITE ARE YOUR CHANCE TO COMMUNICATE YOUR BRAND TO
POTENTIAL CONSUMERS!
BUT REMEMBER, CONSUMERS ARE FACED WITH MANY OPTIONS WHEN THEY ARE AT THE
GROCERY STORE, WHEN AT MARKETS, AND WHEN CHOOSING CATERING OPTIONS, SO
HOW CAN YOU MAXIMIZE WHAT YOU COMMUNICATE?
EXERCISE 3: LIST 5 KEY ELEMENTS OF YOUR BRAND, 2
TRENDS AFFECTING YOUR PRODUCT CATEGORIES, AND
RESTATE YOUR POINT OF DIFFERENCE

15. EXERCISE CONTINUED
HOW CAN YOU CONVEY THOSE THINGS VISUALLY?
COLOR?
SHAPE OF YOUR PACKAGING?
SYMBOLS?
LAYOUT OF YOUR MENU?
WHAT CLAIMS DO YOU NEED TO INCLUDE IN YOUR LABELING/MATERIALS?
DO YOU NEED TO EDUCATE YOUR CONSUMER ABOUT YOUR PRODUCT?
IF SO, HOW CAN YOU CONVEY YOUR UNFAMILIAR PRODUCT FEATURES THROUGH
YOUR PACKAGING? ARE THERE SYMBOLS, COMPARISONS, ETC YOU CAN USE TO
HELP YOUR CUSTOMER UNDERSTAND QUICKLY?

17. THE END!