Product Business USP Workshop Workshop Programme Workshops Proposed

Product & Business USP Workshop

Workshop Programme Workshops Proposed Date Introduction workshop / The Food & Drink Sector PR, Social Media & Events 31 st October Pricing & Profitability 9 th January Best Practice Visit 21 st January Product Evaluation / Product & Market Testing Product & Business USP 20 th February Managing your business, managing your customers Packaging & Labelling 27 th March Investment, Grants, Funding & Business Growth Creating Development Plans 15 th May 14 th November 6 th March 24 th April 5 th June

Product Life Cycle Underlying theory: Companies need to manage their products in each phase of the product life cycle in a different way. Product life Introduction Growth Maturity Decline Product Offer a basic product Offer product extensions, service, warranty Diversity brands and models Phase out weak items Price Use cost-plus-margin or take existing market price as a starting point Price to penetrate market: possible cut in price Price to match best competitors Cut price Distribution Build selective distribution Build intensive distribution Build more intensive distribution Go selective; phase out unprofitable outlets Advertising Build product awareness among customers and dealers Build awareness and interest in the mass market Stress brand differences and benefits Reduce to level needed to retain hard-core loyals Use heavy sales promotion to entice trial Reduce to take advantage of heavy consumer demand Increase to prevent brand switching Reduce to minimal level cycle stage Sales Promotion

What is your USP? • Identify a Key word list that describes your product • Examples - local family traditional organic green farmer fresh clean sea land river artisan

Do you have a USP/brand? • How do these features become characterising features for your product? local - landmarks, features family - character traditional - wholesome, taste organic - real taste, honesty green - lushness farmer - natural, provenance history – story behind the product

How do you use your USP? • Packaging • • Stationery Signage Vehicles Identity

Packaging function: • Protect goods - storage, transit, display • Inspire purchase - manufacturers window to consumer • Inform consumer - what’s in the box? • Be legal - H&S, Trading Standards, etc

Packaging design 1. New Product 2. Redesign existing pack (old product development) 3. Range Extension

Packaging – what’s the difference?

Packaging – what’s the difference?

Target market • WHO - male, female, age, demographic • WHEN - snack, main, fun, impulse • WHERE - chiller, frozen, ambient, non-food • HOW - self-service, ask for, delivered, shelf ready • Technical Specification - what constraints are made by manufacturer/customer

Packaging Redesign

Redesign existing packaging • Why? • • • Opportunity Market shift Update Legal New size New plant Raise brand awareness Raise price perception Increase market penetration Understand Market Technical specification

Range extension • Capitalise on brand franchise • Fit with existing brand/image Understand Market Technical specification

Understanding the market • Who’s going to buy it? • The packaging will tell you COLOUR SHAPE SIZE MOOD POSITION

Market Features?

Market Information • Trade Magazines (The Grocer, Specialist trade magazines) • Store /outlet/show visits • position - under lights / level • Competition • price • Competitor (and non-competitor) samples • Do you understand the category/market you’re selling to?

Perceptual Map - Cheese Mild Cheddar Hard Derby Wensleydale Mild Parmesan Matured Cheddar Stilton Roquefort Strong Edam Cambozola Brie Camenbert Quarg Soft

Meal Occasion Model Planned Family meal Everyday Quick and simple kids treat Special adult meal Entertaining friends Healthy meal Kids treat Special Quick and simple adult Spontaneous

Packaging should achieve • Seen • Feel • Hold • Smell • Emotional stimulus Toward creating a strong brand USP

The pack design should… • have standout - over competitors • have strong branding - to imply quality • not be confusing - yet communicate • be informative - yet simple • work - sell the product • protect the produce

The speaking pack “order of learning” • position in store - spirits with hair care products? • shape - spirits in flexible pack? • colour - a clue to product quality and standout • branding - a clue to quality • product description - a clue to quality and value • product - a clue to quality and value • pack/product information - a clue to quality

Pack / label furniture Consumer has learnt to interpret these Brand name - producer > quality, value, etc Picture - here’s what I’m getting Variety - product type, flavour, etc Description - reassurance > honesty Legals - volume / weight / % alc, ingredients Address - producer, local? Information - nutritional panel

Thank you See you on the 27 th March