You have a great product that you developed as a food science consultant. It's innovative, nutritious, and delicious. But how do you get people to buy it? How do you convince them that your product is worth their money and attention? In this article, you'll learn some tips and strategies to market your food science product effectively and ethically.
The first step to selling your product is to know who you're selling to. Who are your ideal customers? What are their needs, preferences, and values? How do they make purchasing decisions? How do they consume information and feedback? You can use market research, surveys, interviews, and social media to gather insights about your target audience. The more you know about them, the better you can tailor your product and message to their interests and pain points.
Top most three things to be in mind while developing and to get success 1. Healthy 2. Tasty 3. Affordable Whatever you say everything comes under these three points.
For a new product in the present time, it is important to highlight the health benefits of the product over the existing products. Minimum chemical additives and processing and smart packaging would attract customers.
To Create and sell an Amazing product: 1. we must first identify the problem in the current market for the target audience 2. Find ways to resolve the problem with your product. 3. or create a product with better values than the already existing product in the market. Once this is identified, work on your costings and brand positioning. This is a learning process on the go.
As a seasoned food science consultant, understanding your target demographic is foundational. Market research should delve into consumer preferences, dietary habits, and purchasing behaviors. What methodologies do you employ to ensure a comprehensive understanding of your audience's needs and desires?
Knowing to whom you are going to sell is important, but also investigating and analyzing the current market gives you a great perspective on where your product might sit on shelf. You don't want to add a product to an already saturated category.
The next step is to communicate your value proposition clearly and compellingly. Your value proposition is the unique benefit that your product offers to your customers. It answers the question: why should they buy your product instead of others? Your value proposition should be based on your product's features, advantages, and differentiators. It should also address your customers' problems, goals, and emotions. You can use storytelling, testimonials, and demonstrations to showcase your value proposition in action.
Three mai thing to remember for value proposition 1 - if i am delivering my product what is the best combo for my products so that a person is inclined more towards buying my products. 2- is the anyway healthy or promotes a lifestyle which in anyway can impact a persons image in the society and will that free value addition is of use of that cader. 3 - the more you talk about your products the more it starts to sell not because you are good at selling it's about seeing an ad again and again everyday, you hear about it everywhere you are more inclined towards trying to try it out and if you like it tell the next person to try it
Next step Product Positioning: Determine the unique selling points (USPs) of your product and how it addresses consumers' needs or pain points. Highlight the key features, benefits, and quality attributes that set your product apart from competitors. Establish a clear positioning strategy that communicates the value proposition effectively.
It's actually the same thing with 'when we doing our R&D, why we would choose to use this supplier's product in our product formulation instead of others'. Value of a product doesn't reflect solely from the cost. It also includes product's consistency, stability, accessibility, sensory quality, accredibility, and many more. The good product is not just scoring an A in one of the criteria and then scoring an E for the rest of them. A good product might be the one that scoring B for most of the criteria.
Mandela Rhodes Scholar 2023 | Honours Public Health | BSC Food Science & Nutrition
One thing, I disagree with is having a product without a problem or need to solve. It's a waste of resources to develop a new product without customers. The question I employ all food developers to ask before investing in an idea is "What problem do we want to solve", then build a product around that. Secondly, know your target market and know the competition. Nothing is new under the sun, therefore figure out your value proposition. It could be less preservatives, lower price, convince, location and so much more. Thirdly, consumer reach, how are you planning to reach your consumer?
Clearly communicate what makes your product stand out. Whether it's a unique formulation, health benefits, or cost savings, emphasizing your product's value proposition is essential in attracting potential buyers.
The third step is to use multiple channels to reach and engage your potential customers. You can't rely on one method or platform to spread the word about your product. You need to diversify your marketing mix and use a combination of online and offline channels. Some examples of channels are websites, blogs, social media, podcasts, videos, newsletters, webinars, events, flyers, and referrals. You should choose the channels that best suit your product, audience, and budget. You should also monitor and measure the performance of each channel and adjust your strategy accordingly.
You can highlight on what sets your product apart from competitors,create eye-catching packaging that is informative reflecting on the uniqueness of the product. Utilise social media and digital marketing strategies to reach a wider audience sharing engaging content such as behind the scene glimpses and engage with potential customers . Offer product samples and partner with influencers and food bloggers,attending trade shows and networking events might be another door opener to potential customers. Lastly one can provide clear product information communicating on the nutritional content ,allergen information and any certifications or awards. Also offer discounts and promotions to catch the eyes of potential customers.
Employ a variety of communication channels to reach a broader audience. This may include social media, industry publications, email marketing, or direct outreach. A multi-channel approach ensures that your message reaches diverse segments of your target market.
Diversifying your marketing channels maximizes visibility and engagement with potential consumers. From social media platforms to traditional advertising mediums, each channel offers unique advantages. How do you strategically select and prioritize these channels to reach your target audience effectively? Can you share examples of successful multichannel marketing campaigns within the food industry?
PhD (Food Science), MSc (Food Science & Technology), BTech (Biotechnology)
A good marketing strategy is essential for the success of a new product. Constant communication with the consumer is necessary till the brand and product name gets registered and becomes synonymous in their mind. Effective Communication with consumers is when they get to see and hear about the product everyday. The information can be by participating and displaying the products, distributing samples and flyers in events, expos, some other places of social gatherings. Advertising in hoardings, newsletter, sponsoring events, broadcasting in radios and televisions. Digital marketing is the need of the hour, with the increase in screentime and mobile usage, reaching out to consumers is easier through social media and influencers.
The easiest way for marketing is through multimedia channels such as radio, TV, newspapers, and social media. Additionally, you can engage with the community by sponsoring ceremonies and events.
The fourth step is to educate your customers about your product and the science behind it. You don't want to overwhelm or bore them with technical details, but you do want to inform and inspire them with relevant and interesting facts. You want to show them how your product works, what it does, and why it matters. You want to build trust and credibility by providing evidence and explanations. You can use infographics, animations, quizzes, and case studies to educate your customers in a fun and engaging way.
Being transparent about your products by being specific and providing accurate information on its labels delve the authenticity and credibility and thus will develop trust towards your product's
Provide information about your product in a way that educates and informs. This could involve creating informative content, producing tutorials, or sharing case studies to help potential customers understand the practical applications and benefits of your food science expertise.
Empowering consumers with knowledge about your product fosters trust and loyalty. What educational resources do you provide to inform consumers about the ingredients, nutritional benefits, and production processes of your food product? How do you ensure that this information is accessible and compelling to your target audience?
A crucial step involves educating customers about the innovative food product. By creating content that explains the science behind the product's benefits, consumers gain a deeper understanding of its value proposition. Interactive workshops that demonstrate unique functionalities and partner with chefs for recipe creation further solidify this educational approach. Clear communication regarding ingredients, production processes, and any scientific backing for the product's claims. Finally, fostering a community through forums or social media groups allows for discussion, user-generated content showcasing recipe creations, and a space for knowledge sharing. This empowers consumers and ensures the product's success.
I would use proper crowd pulling marketing strategies where traffic is drawn to me to buy the product. I would not compromise the quality of the product ,customer satisfaction will be my top priority and my packing if the product needs packaging will be one that is so attractive. .
The fifth step is to solicit feedback from your customers and prospects. Feedback is essential for improving your product and marketing strategy. It helps you understand what works and what doesn't, what people like and dislike, and what they want and need. You can use surveys, reviews, ratings, comments, polls, and focus groups to collect feedback from your customers. You should also respond to feedback promptly and politely, and show that you appreciate and value their opinions.
Many studies confirmed the close connection between customer satisfaction and business performance. Therefore, there is no doubt that you want to ensure your clients are happy with your products and services. Naturally, the best way to determine if you meet they expect to get their opinions. This would help a lot to know if you are on the right track or if you need to correct or improve something. There are many ways that one could use to collect feedback such as surveys, reviews, ratings, polls, and focus groups.
R&D without feedback is called 'experiment'. 'Research & Development' indicate that there is a question to be answered, and there is growth to be expected. Both of them need acknowledgement from your audience. Otherwise, it's just an experiment to get a new finding. So with our R&D outcome, we shall always check with the audience that: - are we solving their problem? (research) - are our product is better than before? (development)
Actively seek input from customers to understand their experiences and expectations. Use this feedback to make necessary adjustments to your product or service, demonstrating a commitment to customer satisfaction and continuous improvement.
Continuous improvement is facilitated through valuable feedback from consumers. What mechanisms do you have in place to gather feedback, whether through surveys, focus groups, or customer reviews? How do you analyze and prioritize this feedback to drive product enhancements and adaptations?
The final step is to keep innovating your product and marketing approach. The food industry is dynamic and competitive, and you need to stay ahead of the curve. You need to anticipate and adapt to changing customer preferences, market trends, and technological developments. You need to experiment and test new ideas, features, and methods. You need to learn from your successes and failures, and constantly look for ways to improve your product and customer experience.
Keep Innovating is easier said then done. When you have to create a product that fits all the parameters and expectations that a customer has it's not easy. How can you create something that everyone loves. There will always be some people who don't like it or have some suggestions how you can improve it and what you need to do. Listening to everyone's Suggestions can lead to your product profile deviating from the original recipe. What you can do at this time is to create different variant of the same thing so that you can cater to everyone. Creating different variant will come with it's own set of problems and challenges which will again make you think and do work. Which helps in creating a product that is loved by all. Keep Innovating??
keep innovating in foods -sure! But what is a good innovation and how do you recognize it, when its passing by? Innovation needs to "fit" the company, new ideas can be good, bad or ugly! Start with company strategy and reflect in R&D strategy against it.
Innovation is the lifeblood of sustained success in the food industry. How do you stay abreast of emerging trends, technologies, and consumer preferences? Can you share examples of how innovation has propelled your product forward and kept it relevant in a competitive market landscape?
Imprégniez vous des habitudes/usages de vos consommateurs et des évolutions de celles-ci afin d'imaginer les innovations qui seront des succès car seront en phase avec les besoins des consommateurs!
Beyond the core strategies outlined, what additional factors should food entrepreneurs and product developers consider to ensure the success of their offerings? From branding and packaging design to distribution channels and pricing strategies, how do these elements contribute to shaping consumer perceptions and driving purchase decisions?
It doesn't take a food scientist to know that the best way to sell a product is to give a few samples away for free. If they like it, they will post about it and it may reach the right people and go viral. If they don't, you only gave free samples and you avoided losses on mass producing a failure.
A importancia da criatividade! Nós entendemos que o time operacional tem uma responsabilidade muito grande para garantir a seguran?a dos produtos que comp?em a cadeia de alimentos do campo à mesa do consumidor. Por isso, nós do Beabá da Qualidade trabalhamos com dinamicas visuais com números, música de Boas Práticas de Fabrica??o, 5S, meio ambiente entre outras metodologias. Acreditamos que construir uma base sólida de 5S integrado com as Boas práticas de Fabrica??o facilita muito a dissemina??o de comportamentos necessários para garantir a saúde do consumidor e imagem das empresas.