Stores and websites aren’t a mishmash of products with no real organization for a reason. People want a sense of direction and a positive customer experience, even when they are “just browsing. ” They also want to know these are in good hands when it comes to the product category they’re discovering — whether that’s kitchen tools, breakfast cereals, or even winter coats.
Product group marketing helps your brand name stand out among related products, so your company’s products wind up in the shopping cart — whether or not real or virtual.
What is a product category?
A product classification is “a particular number of related products, ” according to the Cambridge Dictionary.
Your distinctive offerings and customer gentes should guide the organization and grouping of your product groups.
For example , REI Co-Op provides a wide range of outdoor gear. To steer customers, they split goods into interest-based categories, such as running, climbing, and snow sports. For fashion suppliers, it makes more sense to organize categories by product kind, such as shoes, shirts, and pants.
Product category marketing amplifies why a company is the best choice within that group of products. Why should customers choose your offering rather than your direct competitors?
Gaining brand recognition and appreciation throughout a product category means better returns for your marketing efforts. When consumers have optimistic experiences with a specific product category it also builds brand name trust, which often expands to categories through the halo impact.
Product categories are sometimes confused with product classification. Each are organizational strategies and both help guide marketing choices, but classifications are much wider (think convenience goods, shopping goods, and specialty goods).
Let’s take a look at nine item category marketing examples in order to inspire your own.
9 Item Category Marketing Examples
one Fenty Beauty
Item category: Expensive foundation makeup
Admittedly, it will help to have singer and company powerhouse Rihanna at the sturzhelm. But Fenty Beauty electricity costs the idea of foundation makeup “for all, ” and its commitment to inclusivity made the particular brand an instant hit.
Beyond foundation, the Fenty Beauty Face products include bronzer, highlighter, powder, and concealer in shades that work for everyone. The release was an industry transformer, along with established brands expanding their own foundation color lineup in answer.
The marketing for Fenty Beauty Face products zooms in on the wide palette of available colors, plus features models and influencers across the shade spectrum.
2 . Orvis
Product classification: Dog beds
This particular Vermont-based retailer has been a idol in fly-fishing and outside gear since 1856. But they’ve also carved away a product niche with dog gear — and canine beds in particular. The brand pulls people who want comfortable canine beds for their furry pals within styles that enhance their interior decor.
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The particular marketing images of canines sleeping or lounging upon Orvis beds is enough to inspire a nap. They’ve made their site a resource for dog health and behaviour topics. And their social feeds are chock filled with irresistible images and videos of canines, including puppies in a hammock (! ).
Product category: Bedding
Putting together their own furniture may be a tough job, but at least Ikea supports your relaxation too. The particular marketing of their bedding showcases playful sheets and images for the kids and a mix of bold designs and neutrals for adults. The bed linens product category is grouped below ‘home textiles’ together with curtains, quilts, pillows, and bath towels.
A lively Ikea ad campaign in the UK actually featured bottled bedding plus pillows, connecting the dots between a restful night’s sleep and health. In the present pandemic, the company marketed the idea that comfortable bedding was important — especially when your bed is doubling as your office.
Product category: Jewelry
For more than a century, Swarovski has put the sparkle within gowns, tiaras, jewelry, and decorative sculptures. For their jewellery product category, Swarovski places luxury within reach with a mix of modern and classic amazingly necklaces, earrings, bracelets, plus watches.
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They will sustain brand awareness along with seasonal collections, collaborations with designers and celebrities, such as Karl Lagerfield and Penelope Cruz, and pop culture-inspired releases. This fall, their #SparkDelight social media campaign showcased influencers sharing tips for obtaining joy in the little factors since big events had been off the social calendar.
Product type: Grocery essentials
Target is known for its placing across product categories, which includes affordable fashion, electronics, plus cleaning supplies. Though they are grocery section is smaller than most supermarkets, they cover all of the ‘must-haves’ on any shopping list — from milk to salads in order to pasta.
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Within 2019, Target added its brand of grocery essentials with their Good & Gather range, which includes frozen berries, cereals, snack foods, and eggs. Their Instagram Stories showcase simple snack and meal tips, and feature foodie influencers like TikTok and Instagram feelings Tabitha Browne and Lisa Lin.
Product category: Skin care
Launched in 2004, Dove’s ‘Real Beauty’ campaign was far ahead of some other brands in promoting body positivity and self-acceptance. Their ad campaigns for body creams and soap have long featured women with a wide selection of body types and skin colors.
Rolls, wrinkles, cellulite, and stretch marks are all upon proud and beautiful display across their social channels. Today, their skin care brand identity is equated along with self-confidence, and Dove body lotions and soaps are usually frequent flyers on ‘best of’ lists for affordable skin care.
Product category: Holiday and seasonal decor
The company known for DIY is also a go-to spot for vacation and seasonal decorating. Michaels stores transform every month or even two with festive decor for spring, summer, Halloween, Thanksgiving, Hanukkah, Christmas, Come july 1st Fourth, Mardi Gras, plus Pride Month.
Black Friday deals = an extra merry holiday haul 🙌 #SpottedAtMichaels
📷: @vickiboutin pic. tweets. com/dxmiIq9zbC
— Michaels Stores (@MichaelsStores) November 28, 2020
Their social networking and weekly ads herald each season with ready made decorations galore.
Product category: Eco-friendly outerwear
Patagonia’s tagline is “We’re in business to save our home planet” and the company’s marketing initiatives lead with their commitment to sustainability across product lines. Their website urges consumers to “Buy Less” and prominently includes a section of “Used Gear. ”
When you visit their Facebook or Instagram pages, you need to hunt a bit to find articles highlighting particular products. Instead, the feeds focus on pressing issues, such as environmental stewardship and fair labor methods.
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When you do need to purchase a new (or used) piece of outerwear, consumers understand they are supporting a company positively minimizing their negative influences.
9. Grove Collaborative
Product category: Green household cleaning materials
Grove Collaborative is another organization focused on sustainability. Their goal is to make it simple and affordable for people to choose green home products that are non-toxic, eco friendly, and cruelty free.
The organization offers eco-friendly cleaning materials, including concentrated soap plus detergent refills and recylable glass bottles, which they distribute in recurring monthly shipments.
Their marketing reflects their minimalist ethos, with images of their cleaning products on the ready in pristine kitchen areas and bathrooms. Grove uses Instagram Stories to entice new customers with product images, cleaning tips, and even funny videos.
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The company also shares suggestions for holiday meals and decorating, and releases a monthly ‘Sustainability Snapshot’ of their environmental impact, such as the quantity of single-use plastic bottles they maintain out of land-fills.
Each of these brand names has clarified where goods fit in larger retail types. This helps them market their distinct value to target clients and, ultimately, earn a larger market share within these product categories.