Gourmet Jelly Beans and the Power of Positioning

Being a skeptic, I often find myself pressing the hard questions life throws at me. Like whether the jelly beans I saw advertised really are gourmet. Can jelly-filled confectionary really be considered gourmet? And even more importantly, do consumers believe jelly beans can be considered gourmet?

Online Brands holds the perspective that positioning really is in the consumers minds. So a business can try position it’s jelly beans as gourmet and a country could try and position itself as a pop culture center. But does this really matter when consumers position brands internally? In a sense, yes and no. It’s unlikely a consumer will eat The Jelly Bean Factory confectionary and claim the “berrylicious flavours” are distinguished and fine enough to be classed as gourmet.

However at the same time, it is likely the consumer suckered into paying $3 more for gourmet jelly beans will be predispositioned into believing the goods are high value. This will cause them to have amore positive experience and likely return for more.