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.
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?