Innovation Day June 17, 2010 John Torella J.C. Williams Group.

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Presentation transcript:

Innovation Day June 17, 2010 John Torella J.C. Williams Group

The role of branding in building long-term profitable growth in the livestock/meat industry Move from product branding to customer experience branding

Purpose To present an “overview” of the work J.C. Williams Group did with Alberta Pork in building the Brand mark and roadmap for success

Objective To give you an indication of the task/process/ deliverable To provide an up-to-date summary of the project

Focus Our focus was: Delivery at retail Consumer demand

What is a Brand? Name, logo, trust mark that identifies specific product Provides “added value” beyond its basic function Has distinctive personality Is rational and emotional Exists essentially in the mind of the beholder

Most Important of All Warrants premium price for certain customer

Task To reposition Alberta Pork from low-priced commodity to mid-market position To build long term profitable growth For fresh pork and eventually for all pork For domestic market initially and export markets in the longer term

Strategy and Brand Positioning Options Process STEP 1 STEP 2 Discovery Internal Executive interviews with APA Senior Management Review of strategic initiatives Review of customer research External Industry interviews Influencers (e.g., Chefs) Competitive audits Consumer research Secondary research Case studies Competition: direct, indirect Deliverables SWOT Strategy and Brand Positioning Options Develop strategic, brand positioning options Key priorities; resources Barriers Goals (e.g., short vs. long term) Metrics (e.g., financial, customer) Deliverables Inputs for brand development process Information, data, insights STEP 3 STEP 4 Branding Process 8-Step branding process Establish team, agenda, timing Deliverables Detailed Brand Pyramid for Alberta Pork Brand differentiation Point of difference Business Plan Develop detailed go to market plan P.O.S., product, marketing, advertising, new media, tracking, etc. Deliverables 3–5 year go to market plan to guide Alberta Pork

J.C. Williams Group 8-Step Branding Process

Summary Alberta Pork has important consumer purchasing and usage strengths to build the Brand of the Future Alberta Pork has some very positive and relevant imagery that can be leveraged into unique and distinctive Branding of Alberta Pork Retail distribution, point of sale merchandising and packaging are critical to success This is an excellent time for pork to grow from its existing base

The Retail Shop. Toronto  Chicago  www.jcwg.com 416.921.4181 312.673.1234 John Torella: jtorella@jcwg.com