Product & Business
USP Workshop
Workshop Programme
Workshops
Proposed Date
Introduction workshop / The Food &
Drink Sector
PR, Social Media & Events
31st October
Pricing & Profitability
9th January
Best Practice Visit
21st January
14th November
Product Evaluation / Product & Market 20th February
Testing
Product & Business USP
6th March
Managing your business, managing your 27th March
customers
Packaging & Labelling
24th April
Investment, Grants, Funding & Business 15th May
Growth
Creating Development Plans
5th 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
Sales
Promotion
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
What is your USP?
• Identify a Key word list that describes your product
• Examples -
 local
 fresh
 family
 clean
 traditional
 sea
 organic
 land
 green
 river
 farmer
 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?
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?
•
•
•
•
•
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
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 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 27th March