What are you looking for in a packet of chips? Chips of course. Nowadays, the market is full of competitions in which there are lots of different brands which provide the similar kind of products. For this case, you can buy either Lays, or any other brands. But what differentiates them? Is it packaging, price, or is it taste?
In food business, what is more important to create loyal customer base is not merely good marketing, but it is the quality of food, which is mainly the taste. A special taste that is highly acceptable will attract huge number of consumers and then help to establish a huge crowd of regular customers. It’s one of the sustainable competitive advantages that will secure the success of a food company.
Old Dutch’s design or packaging may not be very classy or perfect but every time when my friends and I go for shopping, we will grab a packet of Old Ducth Sour Cream and Green Onion chips each from the shelves to enjoy it at home. We are very loyal customers who never consider what other companies provide. We all agree that the reason is that the taste offered by Old Dutch is definitely the best one as it suits us very well. In deciding whether to buy or not, the price, packaging are not really being considered. The only question is, “To buy or not to not buy?” The special taste has attracted us and makes us so addicted that it changes from a want to a need.
Therefore, in order to be successful in food industry, company needs to be very sensitive in determining the taste of a product besides the ingredients used and price. Because, once the customers are attracted and addicted to the taste, they will demand for the product in increasing volume and more frequently that will help to boost the sales revenue of the company. However, if they are not attracted by the taste then it will be difficult for the company to compete in the market.
In short, tackle the desire of the consumers and that any company can succeed in the world of business regardless of the number of competitors in the market.