Who do you want to say it to?
Who are the people you want to communicate with? Where are they? What kind of people are they?
Our primary target group is buyers of food for independently operated pubs, hotels and restaurants in the Tayside area. Many of these buyers are owner-managers. Typically they are men aged 35 +.
How do they use this kind of product or service?
What do they get from using it?
From talking with some of them, we know that they want to offer a good quality of food-service to their customers at a satisfactory margin but with limited time and effort.
Frozen food is particularly suited to their needs.
They buy competitor brands X, Y and Z direct from manufacturers if the price and service are right, and otherwise through wholesaler or Cash and Carry.
We believe that they are largely unaware of Naturally Nice products and have not had an opportunity to taste them.