Know-How Exchange : Branding

Why don't you make the biscuits more healthier with flashier packaging that is of course stylishly earth friendly. Once the save the earth fad ends you can go back to a more traditional packaging.

What are the attributes of the brand? Is it healthy, great-tasting, tied to a larger brand or mascot/image, do the ingredients offer more energy, whole foods, etc? It's hard to help with positioning without a better idea of what the product actually consists of.

Instead of competing at the supermarket for shelf space, consider packaging it as a "quick snack now". A few biscuits in a recycled/recycleable container for parents to purchase for lunch boxes, auto trips, after sports, etc. You could offer the biscuits where parents purchase gas, at the gym, and even vending machines.

I tend to agree with Phil G, if there is not need and the market is already crowded with similar products, you are already starting off behind the 8-ball. But if your product is close to launch, I guess that's a moot point.

In a way you already answered your own question, "position emotionally to kids", in other words build a brand.

You can win, or at least compete, in a crowded market if your brand is strong. Beer is an excellent example of this. There are 1000s of brands, most would argue taste the same, and dozens of new brews introduced each year. Many fail, but many manage to carve out a niche for themselves, and a few rise to the top (Coors, Miller, Budweiser).

How do most of them compete? Through their brand.

I don't know anything about your company or product, so I can't comment on your product specifically, but your target is young kids. So what I do know is that if you can strike a chord with them, brand it in a way that appeals and engages them, you've got a fighting chance. Just look at those f***ing Keibler Elves.

Good luck, and let us know how it goes.

We're launching the brand to compete and grab market shares in the wafers market. It will be distributed in large accounts like supermarkets and even small accounts such as those mini grocery stores. Although there are other similar products already out in the market, I could say that what separates ours from that of the competition is the cream filling (ours has more). But then as I mentioned, I don't want to bank on just that feature because it would be too functional. I'm thinking of an emotional approach to really connect with the kids market and make them want to buy OUR product over the competition not just because it has more cream filling or looks more fun to eat but becase of an emotional aspect. (Just to give you an idea, one of our competitors has positioned their brand as being the product for imaginative play.)

I think you need to conduct some market research to see if the attributes that distinguish your product resonate with the target market, and the underlying need that these attributes meet. Ideally, you should talk to parents but also children, to see what appeals to both audiences, and how you can tailor your message and product to position your product effectively towards both.

Short of more info, just throwing an idea. Have a mascot. Frosty the tiger or stuff like the cereal boxes

well i agree with almost all of them
what i would suggest u is that u can create an amazing design for ur biscuits i mean u can give ur biscuits a particular shape of a shape of a cartoon character or create one of your own
u can even distribute small free goddies with every purchase of the product it generally tempts small kids
but this will help only marketing ur products for few weeks (since in most of the cases its the product quality tht helps them to survive in the market)
u can even introduce ur product at a lower rate thn the other available products in the market
amazing packaging with bright colours wil also attrack kids
seeing their favourite cartoon characters on the package tempts them more into buying the product
i hope this wil help u
all the best !!!

Hi guys, thanks for the comments and suggestions. Really appreciate them. We've already decided on how we will position this new product and your suggestions really helped. Thanks!