Naturally, some disclaimers:
- The same sales points might not apply to your burger joint.
- Your consumers might value sales points differently.
- And you need to do some real honest-to-goodness research to find out what the sales points are and their relative value.
Moving forward, we now have a channel mix and can work on achieving a creative mix.
So for men we are going to concentrate on:
We see that a combined 70 percent of the selling focus for men is low price and build-your-own options. If we could squeeze in the freshness of the food, we’d have 85 percent of the selling value.
While for women, we will stress:
Women are a bit more complex, with low calories being the most important selling point, though not by much, and the friendly atmosphere for their kids tying the ability to design their own salad. So we need to put in all three. However, should we be able to drop in the low price, wed cover 95 percent of the sales points, so wed have an unbeatable creative mix.