Branding Joseph’s Lite Cookies

March 24, 20150 Comments

12 Million Cookies Baked Each Day by Joseph's Lite Cookies

12 Million Cookies Baked Each Day by Joseph’s Lite Cookies

Listen to our featured Ask Those Branding Guys™ radio show podcast: Joseph’s Lite Cookies with Joseph Semprevivo

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys™, we discussed branding and marketing for a national cookie manufacturer.

Joining us on the show was Joseph Semprevivo, Founder of Joseph’s Lite Cookies. Based in Deming, New Mexico, Joseph’s Lite Cookies serves a niche market of diabetics and health-conscious consumers with a wide variety of sugar-free cookie products.

Founded 26 years ago, Joseph’s Lite Cookies has expanded their market based on feedback from customers that everyone, not only diabetics, enjoyed these sugar-free treats. They are now in 140,000 outlets across the county and also sold internationally in 42 countries. Semprevivo shared that his company is a major manufacturer in the $700 million (annually) sugar-free cookie market.

When it comes to branding Joseph’s Lite Cookies early tactical strategies for brand exposure as well as sales was to distribute product through QVC television shopping network. They have defended market share against larger cookie manufacturers through being a price leader as well as continuing to share the message about the company.

Mindful of the 7Ps of marketing, they have designed their packaging with a unique background to make it easily recognizable. Color coding is also used to enable consumers to readily identify the cookie they want such a lemon in the yellow package and larger fonts to make packaging easy to read.

Semprevivo shared his tips to anyone starting a business:
• Be realistic
• Keep your message positive

Enjoy the show.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at Contact James Glover at (505) 501-1330 or email Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on KVSF 101.5 FM.

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Filed in: 7Ps of MarketingPeoplePhysical EvidencePlacePositioning (Bonus)PriceProcessProductStrategy
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