Marketing efforts help pom sales - The Packer

Marketing efforts help pom sales

09/19/2013 01:22:00 PM
Melissa Shipman

Courtesy Pom WonderfulFrom 2012-13, the likelihood of a consumer pomegranate purchase increased from 13% to 16%, according to The Packer’s 2013 Fresh Trends survey.

When coupled with the four percentage points the category gained from 2011-12, it’s clear the category is seeing good growth.

Part of that growth is directly linked to the Pom Wonderful’s branded marketing efforts, said Marc Seguin, vice president of marketing for Los Angeles-based Pom Wonderful.

“Research demonstrates that a branded pomegranate will outsell a traditional unbranded product from 50% to 75%,” Seguin said.

To take advantage of this trend, Pom Wonderful is trying to leverage its displays to catch consumer attention.

“Branded pomegranates really do work. The product is still fairly new to consumers, so if they get it from a company they know, they have that level of trust about what’s inside,” Seguin said.

Pom Wonderful’s in-store displays are focused around creating cart-stopping displays that clearly show the brand and convey the message that pomegranates are sweet, unique and “wonderful,” Seguin said.

“You need to create a good display that’s visually attractive so it gets consumers’ attention right as they enter the produce department,” he said.

The company has two sets of display options, which have been upgraded with new graphics for this year, a “good and sweet” theme for the beginning of the season, and “season’s sweetings” for the holidays.

“We try to keep the message timely but stay focused on what makes Pom Wonderful unique,” Seguin said.

This year, Pom Wonderful added a quarter-pallet case stacker display option.

The smaller size is easier to move around, Seguin said.

“It allows us to maximize the number of displays in a retail location,” he said.

The company also offers a variety of other display bins and sizes.

“We have display options for every store footprint. You have to have a display that fits the traffic of the store as well as the physical footprint of available space,” Seguin said.

Crown Jewels Produce, Fresno, Calif., also has a display bin.

“It’s very dynamic and a real show piece. When you come into the store and see the bin, consumers want to try one, even if they’ve never had one before,” said Atomic Torosian, managing partner.

The company began using the bin last season.

Price

Pricing is also important in marketing pomegranates.


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