10/4/19

Product Positioning — May I Please Have A Hard Seltzer?

Somewhere in the dark recesses of your mind is a thought trying to break its way into your consciousness — it is repeating a mantra: Product, Price, Placement, Promotion — maybe joined by: Positioning, People, Packaging. A lot of P’s.

Image it like a Gregorian Chant coming at you like a throbbing headache.

Do you recognize the basics of marketing? Yes you do.

Product

Packaging

Price

People

Placement

Positioning

Promotion

Could there be some overlap in these subjects? Sure, but work with me on this.

Today, we talk about the positioning of a relatively new product — hard seltzer.

Hard seltzer is an emerging product with $295MM in sales last year. It is not yet an important slice of the beer, wine, and spirits market, but it suggests, and illuminates an interesting phenomenon.

You have to position your product for the audience you want to attract and appeal to. Getting out in front of the competition in an emerging market is always a big of all right, no?

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02/22/13

Old Economy >>> New Economy Transformation — BASIC MARKETING

Big Red Car here.  The Boss was up early this morning.  He got an email from a pal asking about my post in regard to the Old Economy >>> New Economy transition — link — and the pal wanted to have a concrete example of how this would impact, say, marketing organization.

So here goes.

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