108: Foodservice product positioning… what REALLY happens after launch
Wednesday, March 10, 2010
By DSR Dave Miesse and Bill Hornung
DSR Live! Co-hosts
Part 3 of 3-part series
Every foodservice product has a story. Some are even interesting.
But usually the story we hear revolves around the third "P" of the three P's of DSR communications.
POSITION
In our first two parts of this series, we talked about providing an early PREVIEW to build momentum well before launch date. We also talked about the need to PROMOTE long after the launch because most operators won't have time to think about your product for months (or even years!) down the road.
But once sales start rolling, your product (for better or worse) will find its natural place in the foodservice world. Maybe it'll settle into the segments you designed it for... or it may take on an entirely different life. Especially once DSRs get through with it!
DSRs and operators rarely think about "the segment." They think about what works for the operation in question (regardless of the segment).
So, that freezer-to-oven high-fiber fig casserole might have been developed for the Green Acres Nursing Home chain... but for some unknown reason bowling alleys across America are selling it faster than cold beer (we suspect bowlers like to "regularly" score in any way they can).
If you understand your product's "real" position (not just its original intent), you might uncover a hidden gem of an opportunity. Viagra was first developed to relieve chest pain from angina... until Pfizer discovered it was a better cure for, well... other ailments! What more proof do you need?
In this episode of DSR Insights, DSR Live! co-hosts DSR Dave Miesse and Bill Hornung yak about ways to re-evaluate your product's position to maximize its success. With the help of DSRs, of course!
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