Getting Back to ‘Granny Food’ with a Modern Twist

Marketing success is about doing your research and developing a unique niche that relates to your targeted consumer. Sometimes this takes years of planning and sometimes you discover it by chance. I was recently at the Riccaton Markets, one of the bigger markets in New Zealand when I discovered one of these unique marketing gems. I often challenge retailers and suppliers to produce something that appeals to Generation X, the generation with the most freely disposable income for small luxury spending. Walking around the market I found a company that really hits the target at the bullseye. Before discussing the company, I need to reflect back to our two Generation X daughters. They were recently having a “Hens night” and they were making “cup cakes”. When we queried why they were making, to us, such an old fashioned cake. We were told they were “cool” and they recalled when Granny used to serve them. In New Zealand I discover “The Cupcake Collection” an entrepreneur who is making “modern” or “cool” looking stylish cupcakes and selling them through the farmers markets. Hence, the title of this article “Getting back to Granny food with a modern twist”. The Generation X market think this is a cool product while the older generation end up buying a bit of nostalgia. This Christchurch company has also thought through the market strategy and how to add value to a basic product. They have designer cupcakes, therefore you don’t want one, or even six the same. You buy the set. To appeal to the collector in us, the company has invested in packaging to add value to the collection. Their display also uses a two tier cake stand, the kind granny used to use, this encourages the buyer to buy enough cakes to fill a cake stand. I also like the fact that they also developed the birthday, corporate and wedding market ranges. How does this Apply to You? In previous articles I have promoted the “lipstick” thinking process i.e. Introducing small indulgence luxury items when retailing in tough economic times. Designer cupcakes hit all the hot buttons. This is a product that appeals to Generation X as a “cool” product and Baby Boomers as a “nostalgia” product. They have also added edible glitter to some cakes to appeal to Generation Y consumers. It is a small indulgence luxury line but it also encourages the consumer to start becoming a collector. In addition the company realise that it can move volume by looking at the corporate market as well as the retail market. They have also focused on selling direct via farmers markets. A retail avenue that is a growth area for consumer activity and sales. The challenge is what can you find that fits these niche opportunities? As the economy gets tighter, the opportunity increases for niche products. Find a granny product and make it funky, you may be surprised by the results.