Marketing Starts Before Promotion: A Lesson from a Grocery Store Product

The other day, I was at the grocery store and noticed a new product. Beautiful packaging. Attractive design. It caught my attention immediately. I love me good branding! 🙂

The product was freeze-dried fruit. About 40 grams for $13. By the time taxes are added, it is close to $15.

As I stood there looking at it, I found myself thinking about product development and marketing. Just a few steps away were fresh blueberries. Larger quantity, much lower price. There were also other dried fruit options at different price points.

And it made me wonder: How do customers decide what feels worth it?

Clearly, someone saw an opportunity. Perhaps the convenience is the value. Perhaps it appeals to campers, hikers, busy parents, or people who want healthy snacks with a long shelf life. Maybe there is a customer segment willing to pay a premium for that convenience.

Time will tell.

But it reminded me that marketing starts long before advertising.

We often think marketing begins when it is time to design the packaging, build the website, or launch a campaign. Yet some of the most important marketing decisions happen much earlier.

What problem are we solving? How important is that problem to the customer? How does our solution compare to existing alternatives? What makes the benefit valuable enough for someone to choose us?

Those are product questions, pricing questions, and positioning questions. They are marketing questions, too.

The four Ps of marketing still matter:

Product.
Price.
Place.
Promotion.

Promotion often gets the most attention because it is the most visible. But sometimes the greatest opportunities for growth are found by stepping back and looking at the entire offer.

It is a good reminder for any business owner creating a new service, program, or product. Before asking, “How do we market this?” It may be worth asking, “How will people compare this to what they are already doing today?” That question alone can reveal opportunities, challenges, and possibilities that must be considered before an advertising campaign begins.