Thoughts on Marking Plan for cookies in Publix grocery store?

Question

Our cookies are going into Publix grocery store. They asked what was our marketing plan for the cookies. If we select your idea we will follow-up with you with the results.

Answer 1

I'm afraid you aren't going to receive many replied to your inquiry, as you haven't given anyone enough information to work with.

For instance, how many Publix stores are you going into?

Will Publix allow you to market your cookies on their web site?

Do you have a marketing budget to work with? If so, how much are you willing to spend to promote your cookies?

How long does Publix require you to promote your cookies?

What is the primary demographic of the average Publix shopper?

I could go on and on here. My point is, you haven't provided enough information to work with.

To ask for a marketing plan is like asking someone, "How long is a piece of rope?"

Good luck, anyway.

Answer 2

Publix wants to know that you are supporting your home on their valuable shelf space with accompanying promotion.

To answer one of those questions, the average Publix shopper is a 18-45 year old woman with children, although it varies slightly by market (for example, in some towns, Publix is the upscale grocer attracting older clientele, while in others it is the value grocer, depending on the competition).

I am not sure if your $3k budget is for in-store or out-of-store promotions, or how many markets you need to cover. So I'll just toss out some ideas that would reach moms of kids, who are the top cookie buyers:

1. In-store sampling: a free cookie for every child

2. Coupon for your product attached to gallons of milk

3. On-special pricing in the Publix circular

4. Signage at little league fields

5. Sponsorship of summer reading program at local library

6. Purchase Publix end-cap

7. In-store display (sometimes called a "dump")

Sampling is really the best bet for a new product, IMO.