Test Doc

September 2013

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TATELYLEFOOD SERVICE PROPOSAL

&


THANK YOU FOR ASKINGUS TO RESPOND TO THE

FOODSERVICE BRIEF


KEY CHALLENGESConsidering your brief it would seem you have several key

challenges to address...

1 2 3Understand the

design and brand solution

v.s. ‘Sophisticated’ and distinctive

territory

Give clear direction for

optimising �nal pack solution

Create a compelling

story for the trade


AUDIENCEAs a food service item, consumers won’t actually be purchasing the products in this range, however, it is important that the brand creates desire and aspiration in order to compete in a market with a very established competitor.

This creates two audiences...

COFFEE SHOP OWNERS COFFEE SHOP/BAR GOERS Definition: to be confirmed by Tate & Lyle

Definition: to be confirmed by Tate & Lyle


APPROACH


OUR PRINCIPLESSeek both functional andemotional engagement�(purchase triggers vs. Brand engagement)1.

2.Get context, look beyondyour category3.

Research should always bereal time, and always seek real behaviour


THE FLOWQUANT

PACK RESPONSE

COMPLETE CONSUMER RATIONALE SELLING TOOL

QUALDIAGNOSTIC

Online survey Online analysis

Quant screenerconsumer n=100Cafe owners n=25 6 questions to test:

• Fit Vs. brand objective (sophistication – max of 3 objectives)

• Standout on shelf

• Distinctiveness Vs. Monin

Diagnostic taking 15 respondents from the quant screener and probing response

Activities:• Emotional engagement with brand

• Pack fit Vs. brand (emotional and funtional triggers)

• Optimisation

TRADESTORY

Mini film

Taking a small selection of respondents and conducting filmed depths…

ObjectiveTo film response to design and brand in order to compile vox pops for a trade film of 2-3mins


WHAT THISLOOKS LIKE


QUANTONLINE

Activities3 x new pack designsn=125

AudienceSplit cells across coffee shop goers and coffee shop ownersConsumers = 100Coffee shop owners = 25

Output• Robust assessment of pack designs in terms of understanding, relevance, appeal and motivational potential.


ONLINEBLOGGING

AudienceSplit cells across coffee shopgoers and coffee shop owners

Time5 days online blogging

Output• Emotional response to pack designs• Category sector mapping Vs. competition• Usage, occasion and fit vs. sophistication territory


TRADESTORYFILM

MethodConducting a handful of depths with consumers and filming these to accompany the final debrief and to act as a trade film.

ActivitiesUsing 6 respondents from the previous online activity and filming a 30 minute depth with each, followed by The Mix creating a storyboard for 2-3min film.

OutputA 2-3 minute film to be used by the marketing and trade team. Film to be a combination of vox pops and graphics.


DELIVERABLESResponse to the pack design in terms of emotional and rational engagement1.

2. Reccomendation and optimisation vs. sophistication, distinctiveness and standout

3. Creation of a compelling trade story based on consumer insight


TIMINGS

TIMINGS


WEEK 1 WEEK 2 WEEK 3

QUANTPACK RESPONSE

Online survey

QUALDIAGNOSTIC

Online analysis

TRADESTORY

Mini film

From sign-off (September 27th) final debrief with audience film, 18th October


Austin ElwoodPartner

T:(020) 7234 0768M:0777 338 6093

[email protected]

T:(020) 7234 0768M:0788 973 2971

[email protected]

Tash WalkerPartner

D O N ’ T H E S I T A T E T O C O N T A C T U S

Test Doc

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