Know-How Exchange : Strategy

Are you selling direct to consumers, but finding people not choosing your brand?
Are you selling to retailers, but finding people not wanting to stock your product?
If your product is basically the same as other well-known brands, then you need to make your product different. Consider: unique flavors, unique ingredients, unique serving sizes, unique packaging, etc.

Jay is right. You need to figure out what the problem is, so we can address the right issue.

An interesting strategy to consider might be to brand your ice cream as a premium, luxury item and to then [and as an experiment], to tier the product in varying markets with two kinds of pricing: premium and regular.

The secret to pulling this off is to package and market your ice cream as a premium, highly desirable item by dint of social proof and cachet.

The idea here is that the perception of a superior looking and higher priced item is that it is, be default, better in terms of quality and satisfaction. You might want to consider introducing exclusive, limited edition flavors of the month, with exotic ingredients.

Or, with print on demand, you could offer custom packaging, then drop ship the product over night with express shipping and with the product packed in dry ice, to appeal to special events, such as birthdays, anniversaries, weddings. Custom packaging printed on wrap around labels then help identify the gift recipient, AND tell other people that the sender can afford the cost of having custom ice cream shipped over night.

I hope this helps. Good luck to you.

Gary Bloomer
Princeton, NJ, USA