Marketing Strategy for Groceries & Green Products

The right marketing strategies can enhance your groceries and green products business.

Having the right marketing strategy in place for your groceries and green products can make the difference between turning a profit and losing sales. Marketing strategies are documents that can set your company apart from the competition. When developing a marketing strategy for groceries and green products, consider components such as goals and objectives; a marketing mix outline; communication of your competitive strengths and weaknesses; and a tactical plan. With these components in mind, develop your marketing strategy based on the unique needs of your products.

1. Goals and Objectives

   • Identify your marketing goals and objectives by answering the question, "What do I want to accomplish this year with my marketing?" When coming up with your goals for your grocery or green product, ensure they are concise, action-oriented, time-driven and measurable. For example, "Increase health and wellness product revenue 17 percent within the next 12 months" or "Double sales among eco-friendly women with our new green product line by the third quarter of 2012."

   Marketing Mix

   • The marketing mix, another component of your strategy, includes the four Ps: price, place, product and promotion. "Price" refers to pricing strategies for the goods you're offering for sale. For example, you may want to use a low-cost strategy and set your prices below those of your competitors. You can also charge more for certain products, such as those with "100 percent recycled materials." "Place" refers to the location at which you sell and distribute your groceries and green products, such as supermarkets or natural health food stores. "Product" means you should communicate the types of items you're selling, such as fluorescent light bulbs, eco-friendly cleaning products or granola bars with all natural ingredients. "Promotion" stands for the methods used to promote your products, such as direct mail, networking or email marketing.

   Competitive Strengths and Weaknesses

   • Your marketing strategy should also include an analysis of your competitors. Describe other products and stores with which you compete for business. Identify their strong points and areas in which they need improvement. Highlight the market share for each of your largest competitors in the marketplace. Finally, describe opportunities for your groceries and green products. For example, if you know one of your competitors is perceived as having high-priced organic granola, you can use a pricing strategy to position your product as the low-cost alternative, which can help you gain market share. An easier way to understand this is even though you may sell your granola at a lower price, you can gain market share due to the increased volume you can achieve when more customers purchase your product.

   Selling Tactics

   • The final part of your marketing strategy is deciding how to sell your products. There is no "one size fits all" approach, so choose a few different tactics with which to experiment that are within your budget. The key is to measure and test viable strategies and stick with the ones that work. Examples of possible tactics include direct mailings that offer product coupons; search engine marketing or buying targeted advertisements that appear when potential customers search online for your products; networking at conferences and shows; and advertising in food-related and eco-friendly publications. By Scott Christ