The Brilliant but Simple Way to Win in a Tough Category
About this episode
Ayeshah Abuelhiga discusses strategies for succeeding in challenging grocery categories.
Building a great product is not enough, especially in a category that actively works against you. In this episode, Ayeshah Abuelhiga of Mason Dixie joins Hey!Hunger's Shireen Khera to talk about what it actually takes to win in one of the toughest environments in grocery. From getting customers to physically find your product to navigating low awareness, inconsistent merchandising, and long repurchase cycles, you'll see behind the scenes into the real work behind building a brand that sells: What it actually takes to get customers to find, try, and buy your product in a challenging category Why getting on shelf is only the beginning and how to actively drive demand through demos, local marketing, and constant presence Why early brands should prioritize velocity and depth over expanding into more doors and how to know when you are truly ready to grow How to think about distribution, brokers, and expansion so you don't outgrow your ability to support the business How to understand your customer in a way that drives decisions on ingredients, pricing, and margins How to win the long game of building a brand in a category with high costs and slow repurchase cycles Whether you are in…
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