Standing Out In the Food

Market

Presented byKwame Ofori

(Founder, Wow Magazine Ghana)Facebook | Twitter |LinkedIn:

Health Means Life

1

More than 95% of all chronic disease is caused by food choice, toxic food ingredients,nutritional deficiencies and lack of physical exercise.The only thing that stands between a person and their own perfect health is information. Empowered with the right information, anyone can improve their health, reduce their dependence on prescription drugs, enhance their quality of life and expand theirmental awareness and creativity.

Wow Magazine Ghana aim is to promote health freedom and empower consumers with the right information about the healing power of our local foods.

ABOUT US

www.wowmag.netTel: +233 302 923390 / 0203005019 Email: info@wowmag.net

PRESENTATION OUTLINE

Branding as an Investment What is Food branding Creating a winning brand Brand Strategies Marketing Strategies

Food Branding Should Be Centered

On Healthy Choice Not Profit Making

Venture !

The Overall Health Status Of The Consumer Is Key

An Investment is....

The purchase of an item of value with expectation of

future return or benefit

A devoting of time, talent, or emotional energy for a

purpose or to achieve something

Investment could be financial, spiritual, physical, social

or reputational

WHAT IS BRANDING

It is important to understand that a food brand only exists in the mind of your target consumer or not at all!

Your food ‘brand’ lives or dies in the way your consumer perceives it. ( i.e. The reputation of your brand )

The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products . “entrepreneur.com”

THINK ABOUT THE FOLLOWING:

A product is made in a factory A brand is bought by a customer A product can be copied A brand is unique A product can become outdated A successful brand is timeless

BRAND AND A PRODUCT

Today, too many food brands are positioned too close togetherand competing for the same markets and shelf space.

There are over 50,000 individual food product lines in an average multiple supermarket.

Where?

RESTAURANT

CHOP BAR

TRUE DIFFERENTIATIONBrand Positioning:

What does your food brand do for your consumers? What problem does it solve? More convenient? Healthier?

Brand Personality: Brands are a bit like people that way.

After all, food brands are often judged in the same way as people judge their friends.What is the personality of your brand? Can you describe the characteristics of your brand in terms similar to those used about a person. The result should be a clearly, defined food brand personality!

If your brand came to life what sort of person would it be? What sort of personality would it have? How would it dress and act? What characteristics would it have?

3 KEY POINTS TO REMEMBER WHEN

CREATING YOUR FOOD BRAND

1. Branding is the BUSINESS OF MEANING. When a customer sees your food brand, the key question is what does it mean to them?What problem does it solve? What reputation does it have in the mindset of your target consumer?

2. Branding is not who you believe you are or indeed whether you are, but rather who your target consumer believes you are! Perception is reality.

3. The principles of building a strong food brand:

Insightful consumer understanding Clearly defined Target audience Clarity of communication Creation of a clear and relevant ‘brand personality’ Consistency of brand positioning Progressive brand evolution and New Product Development

MARKETING STRATEGIES

Food marketing brings together the food producer and the consumer through a chain of marketing activities

1. Determine the role of location in the marketing strategy2. Develop a promotional strategy for the product3. Create an appropriate price range for the product4. Develop a digital media strategy

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THANK YOU