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Need Creative Ideas On How To Market Wheatgrass
Posted By: alfie* on 10/16/2004 10:30 AM (CST) 125 Points
The WheatGrass revolution is here and our company wishes to expose this amazing feel good and wellness superfood to the world. People will drink wheatgrass everymorning with breakfast for a full nutritional array of vitamins and minerals to start their day. We want to look at some creative ideas on how we can share this experience so the consumer just wants to BUY! BUY! BUY!

Most people don't know what wheatgrass is, how it can benefit them and where to get it.

ANY THOUGHTS?

Posted by: mgoodman Accepted Answer
10/16/2004 11:32 AM (CST)
You need to go through all the same marketing planning steps that any other new product would go through, and you can't focus on YOUR objective of selling lots of WheatGrass until you've done your homework. (Sorry, I know that's not what you wanted to hear.)

Start by identifying your prime consumer prospects and find out some basic information about them: What are their core beliefs, their habits and practices today, what do they like and dislike about current products in the category, where do they prefer to shop, what is their ideal product, where do they live, what lifestyle choices have they made, what are the demographics, etc., etc.

Then go to the distribution channel experts and ask them which brands/products have been most successful and why. Which have failed after showing a lot of promise initially, and why do they think they failed?

Once you've done all of that, you need to find the right positioning for your product among the target audience. It needs to be unique, competitive, benefit-oriented, compelling, relevant, and focused singlemindedly on the most important benefit. It's not a laundry list of all the features and benefits you would want to list on the package.

Then you're ready to develop a strategic marketing plan -- one that takes the positioning statement and extends/expands it into all areas of the marketing mix -- product, package, promotion, price, advertising, publicity, sales/distribution, etc.

It would be nice if there were a reliable "quick start" manual for all of this, but there isn't. You have to go through all the steps if you want a successful introduction. I'm doing a project on this now for a client, and I think it's finally becoming clear (to the client) that it was worth the time, effort, and expense to do it right. At least they won't have to do it over later when there's far more at risk.

If you need more details or assistance, let me know by private email.
 
Posted by: D4Demand Accepted Answer
10/16/2004 11:51 AM (CST)
So you want creative ideas, eh? MGoodman's suggestions for thorough research are great. They will tell you WHO to target. This morning, I do not care about research, (sorry Mark) so I'll just answer your question.

Let's be honest. Wheatgrass tastes nasty but has great nutrition value. I suggest the Listerine approach -- The taste you hate twice a day.

MORE CREATIVE MESSAGES
1. Before it was Pizza, before it was bread, before it was pasta, (and refined to death) it was Wheatgrass. "Nutrition you crave every day - without the Middle man."

2, Picture all the Body builders (whom many admire for their hard work even though they look like mutants of some sort) who use Wheat Grass. It makes you strong "100 ways." This could at least stimulate trials.

3. Whenever I look for inspiration for the benefits of a vegetarian diet (wheatgrass fits right in here) I look at horses. (seriously) Behold the size, grace, beauty and lean bodies of this species. If they can get that "buff" being vegetarians, why couldn't I? The secret is Wheat.

4. Orange juice, schmorange juice! Try green Juice instead. (Shrek-like spokesOgre could drive the kids trial market)

5. Get Starbuck to sell your Wheatgrass juice as a breakfast drink. KHE readers know that they are looking for new revenue generating ideas. (seach under "cafe chain")

6. Wheatgrass probably is a high fiber source. Therefore
"Wheatgrass makes you a regular guy!"
 
Posted by: W.M.M.A. Accepted Answer
10/16/2004 8:54 PM (CST)
It took me years to even try "wheatgrass"...why? The name. Of course it doesn't taste "GREAT" as Tony would say...But, I believe a lot of thought for trials, should begin with a name that demonstrates benefit and adventure...it was certainly an adventure to drink it.

D4D's creativity continues...perhaps you could tell us more about this product, so we can concentrate on assisting you even more.

Randall
WMMA
 
Posted by: darcy.moen Accepted Answer
10/16/2004 11:38 PM (CST)
Hey, I've marketed wheatgrass, sweetgrass, Juniper, essence of Sage, and a bunch of other interesting products. Check out www.couleepickings.com

We began out business when we inherited the family farm. We've diversified into many different products. I think the most unique product in our line is Poop juice.

Yes, it IS exactly what the name entails....Poop Juice.

We found an very old, completely organic pile of manure. We had the pile certified as pure organic, and we set to work. WE filled old bath tubs with the rotted manure, added water, and then filtered the "solid" particular matter out. Added our label (and yes, it is 100 percent pure, unadulterated B.S. - Bovine Statcotomy), and we sell it to the organic hydropinic industry.

Poop Juice is high in nutrients, and its organic, and plants thrive on it. Poop Juice is carving a name out for itself.

Yes folks, you can bottle poop and sell it.

Wheatgrass, well, to borrow a phrase, its the same sh*t, different pile when it comes to marketing. Come up with a great name, proper packaging, quality ingredients and a fair market price where the producer, bottler, wholesaler and retailer can all make a decent return on investment, and you can sell the hell out of it.

Contact me if you'd like to discuss ideas. WE've been there, and I think we are far enough apart that we won;t be selling into each other's markets. We can exchange ideas if you'd like.

Darcy Moen (Customer Loyalty Network) and part ownr of www.couleepickings.com
 
Posted by: michelletrex Accepted Answer
10/16/2004 11:53 PM (CST)
I think when you say "Wheetgrass Shots" it sounds sexier. It also gives an impression of size and you can slam it down and not taste it. Is yours pre packaged? We have it here growing in trays that get freshly harvested as required in the highly trendy juice bars. How are you selling it?
 
Posted by: jose04 Accepted Answer
10/17/2004 8:52 AM (CST)
Hello alfie

You could talk about how the animals are lean and mean and strong, projecting the 'back to nature' message with good benefits. The market should think 'Why not?', 'Let me try this stuff' feeling.

Wheat grass. The 'grass' in it makes it so animalistic and earthy and it may not appeal to the 'refined', 'modern' and the 'starbucks' imagery.

It has a sort of 'naturopathic' image too! Is that what you want it to be anyway? I feel that you need to attach itself to the other health drinks range, much like the chinese and other 'teas'.

Can science help? Very much. Are there bioflavinoids, vitamins, trace minerals etc., that sells. Glutathione, its a body builder. Does WG have it in it?

You could therefore have some real science appeals like.

One ounce of Wheat Grass is equivalent to over 2 lbs. Of fresh fruits and vegetables? It acts as a natural appetizer suppressant.

Wheat Grass picks up 92 of the 102 known minerals in the soil and contains all the vitamins that science has isolated? and so on...all this with apt testimonials.

Hope these thoughts help!!
 
Posted by: W.M.M.A. Member Response
10/17/2004 9:32 AM (CST)
That gave me an idea about advertising/marketing the stuff that makes it ok to not eat your vegetables.

I would venture a guess that most people do not get their 3 or 4 servings of "fresh" grown items each day. Why? Because they don't want to take the time to cook, brussel sprouts? Yes and brussel sprouts (to me) are yuckie. What about broccolli and cauliflower? And I've never seen anyone chomping on a carrot.

I visualize the commercials/ads taking on a negative aspect of those veggies that take too long to cook, and that have been traditionally "slammed" by the public and comedians...rudabegas and turnips...please!!!

One WheatShot per day...keeps you from having to do this....show the nasty veggie, being held under the table, with a guy/gal trying to give it to the dog, cat, or Pot Bellied Pig...who won't take it either.

Then, shot of smiling individuals that have just had a WheatShot and feel great.

Since it cleans out the system so easily, an ad could be worked out to be a bit more "tasteful" (sorry) that discusses the benefits of "this" over "that". After all, we've got animated bears using toilet papers behind a small tree. What's the next step.

"WHEATSHOTS---KABLOOEY"

Randall
WMMA
 
Posted by: Val (Moderator)* Moderator Response
11/2/2004 2:18 AM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions.

Thanks, so much, for participating!

Val (Moderator)
 


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