The Gravy Train

Businesses, like the people that run them, come in all diffrent shapes and sizes and the way that they position themselves from a marketing perspective should reflect this.

 

Why do I say this? Well, because if your brand positioning implies that you are something that you are not, you will get found out &/or not get the business that you are looking for.

Put yourself in your customers shoes. There are countless supermarkets for you to choose from, but why do you invariably return time and again to the same one? Is it price, convenience, range of stock, location, value for money, image or perhaps snobbery?

Even when you step within the supermarkets, who are experts in the field of brand positioning, you have other choices to appeal to your needs as a customer. The images below show us just some of the choices Tesco offer us when it comes to buying something as mundane as gravy.

So what does this mean to you and your business?

Quite simply, it is just as important for you to define who you are, what you do and how it is that you do it. Only then can you position yourself within your target marketplace and hope to maximize your turnover and income.

To use Tesco gravy as an example, there is nothing wrong with being a value product, just so long as you don't present yourself as being finest, as you will alienate your customers and not generate repeat purchases. Likewise, if you produce a finest quality product but only charge value prices you will be underselling yourself and potentially go out of business.