Product & Business USP Workshop
Dec 17, 2015
Product & Business USP Workshop
Workshops Proposed Date
Introduction workshop / The Food & Drink Sector
31st October
PR, Social Media & Events 14th November
Pricing & Profitability 9th January
Best Practice Visit 21st January
Product Evaluation / Product & Market Testing
20th February
Product & Business USP 6th March
Managing your business, managing your customers
27th March
Packaging & Labelling 24th April
Investment, Grants, Funding & Business Growth
15th May
Creating Development Plans 5th 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 stageIntroduction Growth Maturity Decline
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
competitorsCut 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 -
localfamilytraditionalorganicgreenfarmer
freshcleansealandriverartisan
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?
• 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
OpportunityRaise brand awarenessRaise price perceptionIncrease market
penetration
UnderstandMarketTechnical 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 -
COLOURSHAPE
SIZEMOOD
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
ParmesanMaturedCheddar
Stilton
Roquefort
Cambozola
Camenbert
Mild Strong
Soft
Hard
Meal Occasion Model
Quick and simplekids treat
Familymeal
Quick and simpleadult
SpecialadultmealEntertaining
friends
Everyday Special
Spontaneous
Planned
Healthymeal 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 27th March