Posts Tagged ‘grocery store’

Articles

Minute Maid Just 10 by Coca-Cola

In Observations & Insights,Products on February 28, 2011 by BrandAndPackageTheProduct Tagged: , , , , , , ,

Minute Maid Just 10 Fruit DrinkTarget: For people who want a juice drink in a pouch.

Key Benefit: Minute Maid Just 10 is the ideal beverage for healthy, hassle-free refreshment anytime.

Reason to Believe: Minute Maid Just 10 is a good source of calcium, contains a full day’s supply of vitamin C, is made with real fruit juice and only has 10 calories.

Brand Positioning Statement:

For people who want a juice drink in a pouch, Minute Maid Just 10 is the ideal beverage for healthy, hassle-free refreshment anytime. That’s because Minute Maid Just 10 is a good source of calcium, contains a full day’s supply of vitamin C, is made with real fruit juice and only has 10 calories.

Personal notes: 1) This is a hard category to compete in. If you don’t believe me, just look at the juice aisle next time you’re at the grocery store. First of all, Capri Sun seems to have the category locked! They have gotten the best shelf space and billboard effect (I’ll talk about “billboard effect” in another posting) of all the juices so unless you’re them, you have a major uphill battle to face. Minute Maid Just 10, however, is trying to go a little more niche and is targeting the demographic that doesn’t want so many calories in their diet. 2) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

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Articles

Frito-Lay Salsa Display in the Chip Aisle

In Observations & Insights,Products on January 22, 2011 by BrandAndPackageTheProduct Tagged: , , , , , ,

I couldn’t help myself. My wife and I were walking down the chip aisle last night and my wife noticed the sign in the picture on the right:

Now, look at where the the sign was in the picture below. Yes, it was next to the salsa but do you see all those CHIPS behind it?!? We WERE in the chip aisle!

Furthermore, if head to the salsa section, you won’t find Tostitos salsa there. Where I live, all the grocery stores put the Tostitos salsa ONLY in the chip aisle and NOT with the other Mexican food and salsa brands. I know that this is an arrangement made between Frito-Lay (Pepsi-Co brand) and the grocery chains. In fact, do you see the special shelving unit that holds the Tostitos salsa? Guess who paid for that? Frito-Lay!

I just find it pretty funny that Frito-Lay, who has such a strong grocery store presence and KNOWS where their salsa is placed in the store, would put a sign on their own shelving unit that makes the customer think they need to go to another aisle OR worse yet, makes the customer think that Frito-Lay didn’t have someone read over their own signage before printing a billion signs and placing them all over the place!

Personal note: I’m usually very impressed with how Frito-Lay has made such a strong presence in grocery stores and their ability to maintain shelf space.