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

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

3. 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

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

5. Focus
Our focus was:
Delivery at retail
Consumer demand

6. 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

7. Most Important of All
Warrants premium price for certain customer

9. 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

10. 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

11. J.C. Williams Group 8-Step Branding Process

12. 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

14. The Retail Shop. Toronto  Chicago  www.jcwg.com 416.921.4181
John Torella: