Diets are freaking big business. In America for example the dieting industry is worth $20 billion USD alone.
Compounding this is the fact that the average dieter makes four or five diet attempts every year.
In marketing terms its easy to see that there is a high degree of product churn, so differentiation is obviously important to any paleo marketer. However this is where you would be wrong. Very wrong. In fact if you thought this was good marketing strategy I suggest you go back and read Kotler again.
Instead of falling for the typical marketing move into new niches of the existing market the paleo diet has done something strategically brilliant (as you would expect!). Collectively it moved to find new users for dieting books who never thought they needed to go on a diet. It has created a new market that no-one knew even existed before.
Look at it this way. More than 12 million Australians are overweight or obese at the moment. But instead of fighting with every other part of the diet book industry for this market, smart paleo marketers have devised a product that targets everyone - doubling your potential market to 23.6 million people in Australia alone.
Even better than that - we now have a dominant marketing position over the additional 11.6 million people in the new market. And we can laugh at the traditional diet marketers who are still squabbling among themselves trying to sell diet products for just the obese and the overweight.
As my mentor Robb Wolf is quick to point out, the Paleo craze moving faster than your bowels after an extra-large kale and psyllium smoothie:
Of course selling a diet to healthy people was initially a challenge but of course we only needed to look as far as Maslow's heirarchy of needs to know that the best way to motivate a large number people is to convince them that their lives are under threat.
That's why the paleo diet doesn't have a highly limiting single objective - it aims to fix everyone's problems, even if they don't exist yet. Unlike most diets paleo is pitched to not only to fix obesity, but also autoimmune diseases, acne, adrenal fatigue, vapours and it can even prevent the BIG C - Cancer.
Its a great message - if you buy diet books from our competitors you will get cancer. How could you possibly argue against that?
It is even the best way to increase your weight.
It makes you wonder why no-one ever thought of it before right? Its because health researchers around the world suffered from marketing myopia.
I guess you can say that paleo is good for your eyes as it is for your bottom line.
And because it has so many, varied and even contradictory objectives no one can ever say that it doesn't work!
That's right - its not so much a fad diet as it is alternative medicine that fixes absolutely everything.
Awesome paleo marketing, yo.
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