Part 5. Marketing made simple: The economy playbook

I once worked with a client in the food category who needed help building the brand identity and strategy for their new economy-tier product.

At first, they wanted the packaging to be really bold and cool, something that would stand out on the shelf. But here’s the thing: the product was priced to compete with the lowest in the category. Private labels, common names, real budget stuff.

So I asked them: if your price is that good, and your packaging looks too good: what will people think?

They’ll think something’s off.

In the economy category, good value for money is enough.

I'm not saying your packaging should be ugly or too basic, but it should be aligned with the price and expectations of the segment. If you want to elevate both the product and packaging, then you're not in economy anymore. You're aiming for mainstream. And that’s okay, but don’t mix the two.

Trying to be more than you are is one of the biggest mistakes brands make in this space.

That being said, let’s dive into economy branding and see what really matters.

1. Price and Discounts

In the economy segment, price is the hero.

Your job isn’t to create “desire.” It’s to make people feel smart about their purchase. The shopper isn’t thinking “I deserve the best.” They’re thinking “This will do the job, and it won’t break the bank.”

That doesn’t mean you can’t communicate value, but it needs to be grounded:

• Simple pricing. No tricks, no tiny asterisks. Be transparent.

• Bigger packs, better deals. Multipacks, value sizes, they perform well if clearly marked.

• Position as best value for money. Don’t just be cheap, be smart. Your price needs to make sense within the category. You’re not competing with premium; you're going head-to-head with private labels and budget brands. Make sure people see you as the best deal they can trust.

  
  

Economy buyers are smart shoppers. They read labels. They calculate price per gram. Speak their language.

2. Packaging

I hope I didn’t scare you in the intro :) Keep it clean, functional, and within expectations.

You don't need metallic finishes, fancy fonts, or artsy label design. But you do need clarity, contrast, and shelf legibility.

Think of it this way:

• Design with function first. Clear product name. Clear size. Clear benefits.

• Use color codes. Economy shoppers recognize things fast, red for tomato, blue for fish, yellow for corn, and so on. (this one is not a must, it's just a trick)

• Don’t fake “premium” If it looks like it costs more than it does, buyers won’t trust it.

And yes, you can still look good. Just stay true to your price tier. The best economy brands are simple but tidy.

3. Messaging

The story is different here. It’s not about dreams. It’s about trust.

Your messaging should say: “We’re affordable, we’re honest, and we deliver.”

Here’s how to keep it on track:

• Be direct. “Tasty meals, low price.” “Family-size value.” “Everyday essentials.”

• Avoid fluff. No need for “artisanal,” “premium blend,” or other similar phrases.

• Lean into benefits. “Ready in 5 minutes.” “No artificial colors.” “Just 3 ingredients.”

In this segment, less is more, and clear is better than clever.

4. Social media tips & tricks

Be useful. Be clear. That’s enough. End of story :D

Economy brands don’t need to post every day or chase trends. Instead of trying to look “cool,” focus on being helpful and consistent (better to invest in a solid sales rep who can get you more space in retail and land the best deals).

• Practical content works. Meal ideas, price comparisons, “how to use” tips, this is the kind of stuff that gets saved and shared.

• Real photos > perfect photos. You don’t need a big production team. Skip the overly filtered or fake-looking shots.

• Share what matters. Is it in stock again? New size? New retailer? Post it. Keep your community informed, not overwhelmed.

  
  

Economy branding on social should feel honest and human. Not like you're trying too hard.

5. The Big NOs

Want to kill trust fast? Try being inconsistent.

In the economy space, trust = everything. These are the most common traps to avoid:

• Over-promising. Don’t say it’s “gourmet” or “restaurant quality” if it isn’t. Your strength is value, not fantasy.

• Messy branding. Even on a budget, your logo, packaging, and social visuals should look aligned. Don’t switch fonts every week. Don’t use 6 different colors unless it’s intentional.

• Trying to copy premium. You’re not them, and that’s okay. Focus on doing economy well, not pretending to be something else.

• Too many promos. Yes, price matters. But if you’re always on sale, people stop trusting your base value.

  
  

Own your position. Be simple. Be clear. That’s how you win. (Am I repeating myself too much already?)

6. Customer support

Even at a low price point, people want to feel respected.

You don’t need a fancy chatbot or concierge service. But you do need to show up when it matters:

• Clear info. Ingredients, allergens, shelf life. Everything should be easy to find. No one should have to dig for it.

• Responsive support. A real email address. A working phone number. Someone who replies when there’s an issue.

• Respectful tone. Just because the product is budget doesn’t mean the tone should be cold or robotic.

  
  

Treat your customers well, and they’ll come back.

7. Shipping and Delivery

If you sell online, don’t overcomplicate it.

People buying economy products still expect basic reliability. You don’t need to offer next-day shipping or luxury packaging, but you do need to be clear and dependable.

• Fast and simple. Economy buyers usually want things quickly and without hassle.

• No fancy boxes needed (but protect the product, it should arrive in good shape).

• Keep them in the loop. Even a short “your order is on the way” email builds trust.

Make it smooth, and they’ll remember. Mess it up, and they probably won’t come back. Easy peasy.

Final Thoughts

In the economy world, it’s not about bells and whistles. It’s about showing up honestly and consistently.

So… Are you the best value in your category? Are you easy to understand, easy to trust, and easy to buy? If yes, you're doing it right. Congrats.

& Thank you for being here. I'm truly grateful to everyone who’s followed along on this journey through Marketing Made Simple (Pillars). From luxury to premium, mainstream, and now economy, it's been a joy breaking down each segment with you. I hope you found these insights valuable, thought-provoking, and maybe even a little inspiring.

This marks the final piece in the series, and I couldn’t be more thankful for your time. Whether you’ve read one article or all of them: thank you. It means a lot to have you here.

Until next time, keep creating with intention. 🙏

Ioana