“We also need to make sure we get a hot price point. We want to create a reason for consumers to come over to the display and interact,” Seguin said.
Pom Wonderful has extensive coupon promotions planned for the upcoming season, which Seguin hopes will help generate excitement around the product, as well as other of the company’s brands.
The company has a free-standing newspaper insert planned for early in the season as well as in December around the holidays.
“We have a massive coupon event planned across all the Wonderful brands for Dec. 9, with the poms included to drive demand all the way through the end of the year,” Seguin said.
He thinks that the combination of marketing techniques will help drive pomegranate sales.
“All of these things combined will really create explosive potential for high sales at the retail level and the pomegranate can become more than just a niche product but a revenue driver,” Seguin said.
Bill Purewal, president of Selma, Calif.-based PureFresh Sales Inc., said pricing is the key to getting more retail sales and is even more important than finding the perfect place to display pomegranates.
“Each retailer is different and some prefer bins and others prefer to put them on the shelf. I don’t think it matters where we put them. The value is the price we sell them at,” he said.
Offering multiple-item discounts has been effective for PureFresh.
“We always try to get two for $5 or even two for $3 at the peak of the season for the consumer to get the best value,” Purewal said.