As the economy continues to wallow away in a recessionary trough of despair, the trend of people brown bagging their lunch is on the rise. It always happens when times are tough. Based on this trend, it stands to reason that the sale of deli meats will increase through all retail outlets, most notably supermarkets. There's one brand that you see almost everywhere. It owns the deli meat category here in the northeast. All other competitors are dwarfed when compared to Boar's Head. It isn't often that a brand is able to manipulate a channel. Boar's Head is a brand that's everywhere. Check out your local deli and sandwich shop. You'll find that the meats they use are Boar's Head. Boar's Head has done a phenomenal job of establishing a "must have" brand presence. It is an ask-for brand that is totally consumer driven. They have done all of this smart, focused advertising with a memorable announcer voice-over. Their point of purchase or point of awareness work owns the retail establishment. The brand stands for quality and taste and exudes a sense that a sandwich really isn't a sandwich without Boar's Head.
Boar's Head is on top of the trend of people cutting back and saving money at lunch with in-store awareness about the fact that "brown bagging is in" and people should "take back lunch". The micro site www.brown-bagging is all over it. You can be assured that their version of taking back lunch includes using Boar's Head brand in sandwiches that are either made at home or purchased at a delicatessen or sandwich shop.
When you're a category leader, you can dictate to your channel partners what to do and how they work with your brand. Boar's Head is the epitome of managing brand in channel. Boar's Head is particularly picky about how their meat is handled. Did you know that every time a Boar's Head product is taken out of the meat case, it has to be rewrapped after it has been used? This ensures that the quality and consistency is there for every slice. That is the Boar's Head hallmark. It's time consuming for the sandwich maker, but if you want to carry Boar's Head products you have to adhere to their policies.
This is also true for those who have the Boar's Head distributor franchise. It's a lucrative business that gets passed down in the family to the next generation. You just can't buy your way in. It is a close-knit community. Boar's Head management knows their selling partners control the brand's destiny.
Think about it. Can you actually name any other brand deli meat product that you buy? Oscar Mayer doesn't count because it's sold in the dairy/meat section of a supermarket. It's a simple, age-old marketing paradigm in that when you create user demand you're able to have the upper hand with your channel partners. This doesn't mean that you can abuse it, but you have the opportunity to ensure that the channel doesn't manage your brand for you. Too many companies fall prey to the intoxication of the sales volume promise from big box retailers in whatever segment they compete. Brands are forced to play the channel game, and it's an ugly and costly one at that. They get beaten constantly with fees for slotting, staying and expansion. Plus, the channel holds your brand hostage.
Consumer driven must-have products make your distribution channel policies easy to execute and your programs even easier to sell. In the deli category, Boar's Head rules supreme. Boar's Head deli meats - it's what's for lunch. Make no mistake about that.
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