Bob: You may be a genius in the world of stocks and charts, but clearly retail marketing is not your metier. You wrote: "In grocery stores, you compete initially on brand or price." In reality, you first compete for shelf location and presentation; if your product is stocked near the floor nobody will buy it no matter how great the product. The juice to get great presentation is held by the big distributors, which is why it is so hard for new brands to make headway.
But if a brand can build buzz it can overcome bad placement and earn better position. Just another ice cream or coffee brand might languish against the sales of the big brands which are placed at eye level, but if it is successfully promoted, say Beyonce is seen with the ice cream or George Clooney is known to drink the K-Cups, then the sky is the limit. If the reality show makes it, Katie bar the door!
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