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Re: "Ethnic beans"
Phil Glowatz (glowatz@pipeline.com )
1/10/96 5:18:00 PM
On Jan 10, 1996 15:16:30, '"Abbott (Abby) Wool" '
wrote:
>I would guess this is their store brand approximation of
>Goya-Bean-like products.
>
>The shopper knows Goya to be Caribbean-Hispanic style Black
>Beans / Pink Beans / Red Beans / Pigeon peas, etc that
>would be labeled partly in Spanish in the store Frijoles
>Negro / Habichuelas Colorado / Gandules Verde etc.
>
>But what does "ethnic bean" mean to the unfamiliar shopper.
>Why is it a feature, marketing wise, if it can't be
>described as the consumer knows it. Wouldn't "canned black
>beans" or "canned red beans" be more appealing than ethnic
>beans?
>
>How often does marketing semantics become a stumbling block
>in marketing planning, in your experience?
>
>Abby
--
I have seen small words make a big difference. When I show new products
concepts to consumers, for instance, I avoid using headlines with negative
claims, such as, "The first doo-dad that will not stick to your frying
pan." I have found that a large minority of consumers read such as
headline as meaning "This new doo-dad *will* stick to my frying pan."
The "ethnic beans" things sounds particularly silly to me. I wonder why
they would not just say something like "Caribbean Beans?"
--
Phil Glowatz, MM
""""""""""""""""""""""""""""""""""""""
Phil Glowatz & Associates
New Products/Positioning Consultants
(718) 343-6535 fax: (718) 962-1027
glowatz@nyc.pipeline.com
""""""""""""""""""""""""""""""""""""""
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