Tunde Daczo Storm Strategy

Tunde Daczo is managing director of Storm Strategy

Producers’ brands are notably less present on retailer shelves in Britain than is the case in other countries.

Getting that illustrious placement is difficult, but not impossible, as proven by the 2.6 per cent [Kantar] of produce brands already doing it. I firmly believe the time is ripe for change – change that will complement and benefit retailers and producers alike.

You have a great product that you believe adds real value to consumer lives; now you need to consider the following pointers:

Be brutally honest about your product

Your product – you may say or think one thing about it, while consumer perception may be entirely different. Develop a strong customer value proposition to ensure that what the customers want is in line with what you can offer.

Do your homework – research, research, research

Basic, I know, yet so many skip this step, underestimate it or undertake only superficial, meaningless research. Research and market knowledge provides power, in turn allowing you to become the BEST – the best buyer, the best salesman or the best marketer.

Brands, with the right tools and solid research and analysis, can boost their power to disrupt the market. Ultimately this is a place from where you can think, but more importantly act, ahead of others.

It’s not the buyer you need to flatter

You have to remember your shared common interest: the consumer. Before approaching the buyer, gain a clear picture of your consumer. The consumer is the one to take or leave your product and can also become a positive or negative voice for your brand.

This consumer behaviour will drive retail sales figures and the number of ‘blips’ at the tills will be the deciding factor for the buyer.

A strong marketing strategy can power your business plan. Demonstrate you know who is going to buy your product, why they are going to buy it and what the true value of your product is in terms of adding to the customer’s life.

Clearly demonstrate how your marketing strategy will shape consumers’ behaviour and how you can support their marketing effort too.

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