Product & Business USP Workshop

WorkshopsProposed Date Introduction workshop / The Food & Drink Sector 31 st October PR, Social Media & Events14 th November Pricing & Profitability9 th January Best Practice Visit21 st January Product Evaluation / Product & Market Testing 20 th February Product & Business USP6 th March Managing your business, managing your customers 27 th March Packaging & Labelling24 th April Investment, Grants, Funding & Business Growth 15 th May Creating Development Plans5 th June Workshop Programme

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 cycle stage IntroductionGrowthMaturityDecline Product Price Distribution Advertising Sales Promotion Offer product extensions, service, warranty Diversity brands and models Phase out weak items 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 Build selective distribution Build intensive distribution Build more intensive distribution Go selective; phase out unprofitable outlets 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 Offer a basic product

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 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?

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 Target market

Packaging Redesign

Redesign existing packaging Why? Market shift Update Legal New size New plant Opportunity 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 Quarg Edam Brie Mild Cheddar Derby Wensleydale Parmesan Matured Cheddar Stilton Roquefort Cambozola Camenbert Mild Strong Soft Hard

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

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