The most significant step in marketing a product today, the source of value of a product,is understanding of the customers, what they want, how to align the products to their needs and how they buy the product. Therefore, for “Everything Potatoes” to have a successful launch of their product, increase their market share and social media interactions, they have first to scrutinize their product to understand their clients (Acevedo, 2017). The positioning of the product requires differentiating it from competitors and creating a strategy that helps it gain market dominance and increase sales and profit for Everything Potatoes.

According to Bhasin (2018), several approachescan be used to develop positioning strategies with the objective of creating a favorable image in the mind of the consumer. In the case of Everything Potatoes, we will apply product characteristics, pricing, and product class as the most appropriate positioning strategies. Consequently, the marketing strategy that will be utilised to persuade the target market will be persuasive communication. People can be induced to behave a certain way by offering a sizable reward for compliance; this strategy can be beneficial in creating a successful launch of the product. Persuasive communication has a unique space in the context of social influence. Ajzen (1992) argues that persuasive communication entails the use of verbal messages to influence attitudes and behaviour.

Creative Ideas

Hanlon (2018)stipulates that segmentation, targeting, and positioning (STP) is the most common strategies in modernmarketing. This model is the most applied marketing model in practise since it focuses more on customers rather than products. Since Everything Potatoes intends to target more students clients, this model will be utilised for creating marketing communications plans since it will assist in prioritising propositions and then produce relevant messages that will be used to engage with diverse customers. The ideas for marketing the products will be designed by selecting the most valuable segment of the business and then creating a marketing mix and positioning strategy for every section of the marketing strategy. This model is more useful for digital marketing but will also be utilised for traditional marketing by using visuals such as flyers and brochures.

According to Richards (2018), effective positioning is conveying the differentiating, value-added aspects of the products to the target audience through the communication methods or channels chosen by the brand. Several marketing ideas will be utilised for Everything potatoes to ensure maximum market reach through digital and traditional media. Digital marketing technologies have brought new entrants, investment and new hype as marketers try to gain attention in the crowded market (Sorofman et al., 2013). Therefore, it is crucial for this brand to claim their share of the digital platform since it is where they can quickly capture more students who spend most of their time online.

Digital marketing ideas include using a short video presentation of their main menus approximately 30 seconds, creating a hashtag such as #everythingpotatoes that the brand can use on all its social media post. Promote their products through social media adverts. Using opinion leaders to trend the hashtag or promote their food on social media, these opinion leaders must be popular students in their Leed location and other locations they intend to promote the product, creating flyers with different menus that are creatively designed and appealing for the students. Lastly, utilise affiliate marketing, where a customer can earn loyalty points or rewards for recommending new customers on any social platform on the internet.

Forbes Agency Council (2017)suggests that creating a free trial or product demo is a crucial stage for every product. This is because it allows one to get enough feedback before the launch of the product and it allows the customers to experience the product such that the firm can deliver the market expectations to its customers. Therefore, for traditional marketing strategies, organising a free tasting event of the food can be crucial in creating new customers. The company can build small tents in schools inLeedlocation and invite students to taste their product and give immediate feedback. Wroblewski (2018) suggests four methods of tradition marketing that can be crucial for the product; these are print, broadcast, direct mail, and telephone. These methods can be essential but expensive, for print and broadcastadvertising, the firm can use them during the initial stages of launching the product. During the free tasting of the product, the company can take the contact of those who participate in the promo project and market to them via email or direct contact.

During this initial product launch,flyers containing the main meals offered by the restaurants can be issuedto the students and other eligible customers to alert them of the product being offered. The flyers should have well-designed graphics, description of the product, the price, special offers, and contacts including social media pages and tags. Additionally, the firm can synchronize digital and traditional marketing during the initial launch by encouraging the customers to interact with them on social media. Creation of a special menu that can specifically target students create loyalty and rewards initiative where regular customers can get free meals or extra drinks for a certain number of products they buy.

Linton (2018) suggests that continuous improvement in marketing helps a company achieve better returns on investments. The company can continually refine its marketing database by adding more sales information from feedback or response to marketing campaigns. The corrected data will help them provide better quality and understand their target audience better as well as send more precise communications to customers and prospects thus improving the results of their campaigns and increase their market share. As technology advances, it becomes difficult for marketers to maintain or sustain their dominance and access to their target audience. Therefore Every Potatoes needs to invest in re-branding and repositioning of their products regularly to create sufficient competitive advantage. This will include initiatives such as creating a special meal every month or three months that they will be using as their core-advertising product and using the feedback gained to improve their products,

Lastly, Shaw (2017) stipulates that online food delivery system is one of the fastest growing marketing strategies for most modern businesses. A food delivery system improves customer satisfaction, increases customer base and effortless maintenance since there is no need for printouts. Therefore, Everything Potatoes needs to create a reliable and fast delivery system where they can deliver their products to people working in officers, students, and others. The initiative will broaden its market share to a broader geographical area.

References

Acevedo, L., 2017. Product Positioning Strategies. [Online] Available at: https://bizfluent.com/way-5218154-product-positioning-strategies.html [Accessed 24 February 2019].

Ajzen, I., 1992. Persuasive Communication Theory in Social Psychology: A Historical Perspective. Influencing human behavior: Theory and applications in recreation, tourism, and natural resource management, (https://www.researchgate.net/publication/255661892_Persuasive_Communication_Theory_in_Social_Psychology_A_Historical_Perspective), pp.1-27.

Bhasin, H., 2018. Positioning Strategy. Marketing management articles, (https://www.marketing91.com/positioning-strategies/).

Forbes Agency Council, 2017. 17 Steps To Take Before You Launch A Product Or Service. [Online] Available at: https://www.forbes.com/sites/forbesagencycouncil/2017/10/24/18-steps-to-take-before-you-launch-a-product-or-service/ [Accessed 24 February 2019].

Hanlon, A., 2018. The segmentation, targeting and positioning model. [Online] Available at: https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/segmentation-targeting-and-positioning/ [Accessed 24 February 2018].

Linton, I., 2018. The Importance of Continuous Improvement in Marketing. [Online] Available at: https://smallbusiness.chron.com/importance-continuous-improvement-marketing-22878.html [Accessed 24 February 2019].

Richards, L., 2018. The Importance of Product Positioning to the Marketing Plan. [Online] Available at: https://smallbusiness.chron.com/importance-product-positioning-marketing-plan-24275.html [Accessed 24 Feb 2019].

Shaw, B., 2017. The Benefits of Online Food Delivery System. [Online] Available at: https://yourstory.com/mystory/a688ed0a54-the-benefits-of-online-food-delivery-system- [Accessed 24 February 2019].

Sorofman, J. et al., 2013. What’s a Digital Marketing Platform? What Isn’t? Gartner, (http://www.gartner.com/imagesrv/marketing/offers/252512.pdf), pp.1-9.

Wroblewski, M., 2018. Advantages & Disadvantages of Traditional Marketing. [Online] Available at: https://smallbusiness.chron.com/advantages-disadvantages-traditional-marketing-25573.html [Accessed 24 February 2019].

 
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