Examples of Food Product Positioning and Effective Strategies to Win the Market

Running a culinary business is not just about great taste. Many brands with delicious menus struggle to grow because they lack a clear position in customers’ minds. 

In today’s increasingly competitive market, understanding examples of food product positioning is essential so your brand is not just present, but truly remembered.

In this article, we will discuss everything from the definition of positioning and examples of segmentation, targeting, and positioning (STP) in food products, to concrete strategies that can be directly applied in an F&B business.

What Is Positioning?

Positioning is a strategy to determine how a product wants to be known and remembered by customers. 

In the food industry, positioning answers one key question: when people think of a certain category, does your brand immediately come to mind?

Positioning is not just about good taste. It involves overall perception, including quality, price, concept, and purchasing experience. 

For example, some brands want to be known for healthy food, others aim to be an affordable option for families, while some position themselves as premium brands offering exclusive experiences.

Without clear positioning, a food product will simply become “one of many options” in the market. 

Customers may try it once but have no strong reason to return. On the other hand, when positioning is strong and consistent, a brand is easier to remember, recommend, and repurchase.

What Is Food Product Positioning?

Food product positioning is a strategy to create a unique and valuable image in consumers’ minds compared to similar products in the market. 

Positioning goes beyond taste; it includes perceptions of quality, price, experience, and the emotional value attached to the brand.

1. Creating a Distinct Perception

Positioning begins with a brand’s ability to build a different perception in consumers’ minds. 

This difference can be highlighted through the use of organic ingredients, authentic traditional flavors, affordable pricing for mass markets, or a premium concept with exclusive quality. 

Consistently building this perception shapes the brand identity and makes it easier to recognize.

2. Highlighting Product Strengths

Every food product has specific advantages, whether in taste, ingredient quality, portion size, packaging, or serving concept. 

Effective positioning clearly communicates these strengths so customers understand why they should choose the product. 

When strengths are communicated properly, the brand can differentiate itself more easily from competitors.

3. Aligning with Consumer Preferences

Strong positioning is built on a deep understanding of the target market. Each segment has different needs, from low-calorie healthy meals and practical options for busy families to trendy products for younger generations. 

By understanding these preferences, brands can adjust both their products and communication strategies to remain relevant.

4. Consistent Communication

A positioning strategy must be reflected in every business element, including packaging design, pricing, outlet concept, service, and social media content. 

Consistent messaging strengthens perception and builds customer trust. Inconsistent messages make it difficult for a brand to establish a strong identity.

5. Regular Evaluation and Adjustment

The food industry moves quickly, following trends and changing tastes. Therefore, positioning should be evaluated regularly based on sales data, customer reviews, and market dynamics. 

Adaptive brands are better equipped to maintain relevance and competitiveness.

Read more: Advertising Is a Surefire Way to Attract Customers, Here's How!

Examples of Segmentation, Targeting, and Positioning (STP) in Food Products

Before determining positioning, it is important to understand the STP concept: segmentation, targeting, and positioning.

1. Segmentation

Segmentation is the process of dividing the market into groups based on characteristics such as age, lifestyle, income, location, or consumption behavior. 

For example, a healthy beverage brand may divide the market into college students, office workers, and homemakers, each with different needs and habits.

2. Targeting

After segmenting the market, the next step is selecting the most potential segment. 

For instance, the healthy beverage brand may choose office workers aged 22–35 who live active lifestyles, care about health, but have limited time to prepare healthy meals.

3. Positioning

The final stage is defining the image the brand wants to build. In this example, the brand positions itself as “a practical healthy drink for busy professionals.” 

This message is reinforced through modern packaging, distribution in office areas, and digital campaigns aligned with the target market’s lifestyle.

Pillars of Food Product Positioning Strategy

Source: freepik.com

To ensure effective positioning, three main pillars must be considered.

1. Channels

Channels are interaction points between the brand and customers, such as physical outlets, food marketplaces, delivery apps, or social media. 

Through these channels, brands can understand purchasing behavior, gather customer reviews, and collect important data to strengthen their positioning strategy.

2. Customers

Understanding customers is the core of positioning. Brands need to know their needs, purchasing power, consumption habits, and buying motivations. 

For example, families tend to seek safe and affordable products, while younger consumers are attracted to unique concepts and aesthetic presentations.

3. Competitors

Competitor analysis helps determine a brand’s position in the market. By understanding competitors’ strengths and weaknesses, brands can identify differentiation opportunities. 

Unique and difficult-to-copy products have greater chances of building strong positioning.

Successful Examples of Food Product Positioning

Here are several successful examples of food product positioning in Indonesia.

1. Aqua

Aqua is a strong example of product positioning in Indonesia, as it is synonymous with high-quality and trusted bottled water. 

Consistent communication and wide distribution have made the brand name deeply embedded in consumers’ minds, often used as a generic term for bottled water even when referring to other brands. 

This demonstrates how effective positioning can make a brand the top of mind in its category.

2. Indomie

Indomie positions itself as a practical, delicious, and widely available instant noodle brand. Its wide variety of flavors and affordable pricing make it a go-to solution for quick and convenient meals.

3. Sari Roti

Sari Roti is known as a hygienic and high-quality bread brand. It builds its image through modern production processes, wide distribution, and a commitment to freshness, creating trust among Indonesian families.

Challenges in Food Product Positioning

Positioning a food product is not just about creating a slogan or choosing a target market. Several challenges must be addressed strategically to maintain relevance and trust.

1. Intense competition requires brands to have clear differentiation.
2. Rapid trend changes demand quick adaptation.
3. Limited resources, especially for SMEs, can restrict promotion and operational capacity.
4. Inconsistent communication can weaken brand image.
5. Negative reviews or public issues can significantly influence market perception.

Practical Strategies to Build Food Product Positioning

To ensure positioning goes beyond theory, here are practical strategies that can be implemented immediately.

1. Identify Specific Core Advantages

Find a unique value that truly differentiates your product. Avoid generic claims like “tasty” or “high quality,” and focus on concrete strengths such as premium ingredients, signature recipes, or a healthy concept.

2. Focus on the Most Potential Segment

Rather than targeting everyone, concentrate on the segment that best fits your product’s characteristics. Clear targeting makes communication and promotional strategies more effective.

3. Set Pricing That Supports Positioning

Price is part of positioning. Premium brands require prices that reflect quality, while economical brands must remain competitive. Alignment between price and value strengthens brand image.

4. Build a Consistent Customer Experience

Positioning is reinforced through customer experience, from service quality and cleanliness to consistent taste. A stable experience strengthens brand perception and encourages loyalty.

5. Use Data for Evaluation

Sales data and customer reviews provide valuable insights for evaluation. Regular analysis allows brands to adjust strategies without losing their core positioning.

Read more: The Importance of an F&B Business Website for Scaling Up

Frequently Asked Questions About Food Product Positioning

1. Do SMEs need product positioning?

Yes, positioning helps small brands compete strategically despite limited resources.

2. What is the difference between segmentation and positioning?

Segmentation divides the market into groups, while positioning defines the product’s image within the chosen group.

3. Can positioning change?

Yes, especially when market trends shift or when expanding to new segments.

4. How long does it take to build strong positioning?

Positioning is built through long-term consistency and continuous evaluation.

5. Is positioning only for large brands?

No. Positioning is even more crucial for small businesses to create clear differentiation in the market.

Conclusion

Understanding examples of food product positioning along with segmentation, targeting, and positioning strategies is essential for building a sustainable culinary brand. 

Positioning is not just a slogan, but a comprehensive strategy that includes customer understanding, competitor analysis, consistent communication, and regular evaluation to remain competitive.

To strengthen positioning and improve operational efficiency, digitalization is key. 

The ESB ecosystem, through ESB POS and its integrated solutions, helps F&B businesses manage sales, promotions, and operations comprehensively, ensuring brands are not only strong in perception but also solid in execution.

Contact the ESB team and start optimizing your culinary business today!