2. Before we get to the interesting stuff,
a bit of legal info about ownership:
Copyright Cogn8honey 2012.
Which means that unless permission is agreed
in writing from Honey, no part of this presentation
maybe reproduced, distributed, shared or posted
on any media, forum or format.
During the course of the presentation, visual material from a variety of sources
e.g. images and illustrations from Google images have been used. All copyright,
trademarks and image rights for these images reside with the originator or brand
owner. Therefore the images cannot be reproduced, distributed, shared or posted
on any media, forum or format with out their written permission.
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3. Doug James - Managing Director
cogn8honey & honey
doug@cogn8honey.com
+44 207 354 4150
Phil Lawder - Innovation and Strategy Director
cogn8honey & honey
phil@cogn8honey.com
+44 207 354 4150
Please give us your business cards
and we will send you the presentation
Trademark, copyright, and image rights of Cogn8honey 2012 & or each individual brand owner, refer to page 2 of this document
4. Do we really mean
innovation or do we
mean cost cutting?
March 2012
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5. Pressure to cut
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6. Much to be gained and lost
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7. The Heros
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18. And then
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19. 3 Legged stool
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20. NPD process for Brand or Own Label
The ‘6’ core elements
Target Consumer
Emotional Consumer
Benefit Insight
Product Product
Benefit or Service
Reason
All or some to Believe
of the above
will create the
Unique Selling Point
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21. Trademark, copyright, and image rights of Honey 2011 & or each individual brand owner, refer to page 2 of this document
22. Target Customers
– Interpreting Future Trends
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23. Trademark, copyright, and image rights of Cogn8honey 2012 & or each individual brand owner, refer to page 2 of this document
24. Trademark, copyright, and image rights of Cogn8honey 2012 & or each individual brand owner, refer to page 2 of this document
25. Trademark, copyright, and image rights of Cogn8honey 2012 & or each individual brand owner, refer to page 2 of this document
26. Trademark, copyright, and image rights of Cogn8honey 2012 & or each individual brand owner, refer to page 2 of this document
27. Trademark, copyright, and image rights of Honey 2011 & or each individual brand owner, refer to page 2 of this document
28. Trademark, copyright, and image rights of Cogn8honey 2012 & or each individual brand owner, refer to page 2 of this document
29. Trademark, copyright, and image rights of Cogn8honey 2012 & or each individual brand owner, refer to page 2 of this document
30. £0 - £19 million v
in one year
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31. Trademark, copyright, and image rights of Cogn8honey 2012 & or each individual brand owner, refer to page 2 of this document
32. Cogn8honey logo
Doug James - Managing Director
cogn8honey & honey
doug@cogn8honey.com
+44 207 354 4150
Phil Lawder - Innovation and Strategy Director
cogn8honey & honey
phil@cogn8honey.com
+44 207 354 4150
Please give us your business cards
and we will send you the presentation
Trademark, copyright, and image rights of Cogn8honey 2012 & or each individual brand owner, refer to page 2 of this document
Editor's Notes
We accept that there are a lot of reasons behind cost cutting on packaging
Rather than be driven primarily by production, I propose a simple 6 point scale for assessing whether you ’re doing the right thing. And, by the way, don ’t rely on the focus group to tell you if they’re pissed off. They just stop buying your product. Let ’s look at some heroes then move on to the villains.
We all, know these, the stalwarts of any discussion on pack. Sad that there’s nothing from the last ten years.
Clean, simple, and with a solution that addressed the real problem – accessibility and the buttery knife
Power of the equity
What a sad downfall from the silver foil. And now splattered with stuff – like sticking a smiley face on the Mona Lisa
Uncompromising use of expensive methods
Tricksy – eco values for a totally artificial product What response did they want?
The joy of discovery cf Cliquot, Piper Heidsieck, Hennessey
In line with values of users + practical
Not earth-shattering but a good way of establishing product values
Irrelevant and irritating
The tear strip – why does it never work Low quality opening on M&S teabags Pouring aperture for porridge packs that falls apart. What was wrong with the spout?
The fast track way that retailers can react to opportunities is to combine their knowledge of retail with a manufacturer’s focus on consumer insight, innovation and production and a designers ability to bring the proposition alive.
Target Consumer - Identification of those who will ultimately be using your products Consumer Insight - The context – foundation which establishes the need for the benefit Product or Service Descriptor - Info needed to fully understand the benefit delivered Reason to Believe - The support for how / why the idea can deliver the benefit Product Benefit - The tangible difference the idea makes in a consumers life Emotional Benefit - The difference the idea makes to how a consumer feels All of these create the unique selling point. Brand or Own Label. The more you can use the better the delivery will be. The new challenge is for all three parties (Retailer, supplier and design team) to focus on the highlighted three, these are where the look, feel and language will deliver the difference – the reason the consumer will feel good about our products and how you can really create a difference.
Target Audience Young working people who are used to a varied and interesting diet, who find ordinary fresh meals dull and unhealthy.
Consumer insight This was down to a perception of poor taste and consistency and high salt and sugar content. Tesco, as a big player, was associated with that poor perception. Therefore, having their name on pack would limit potential. But people still want convenience
Emotional Benefit The 5 minute chef. A meal that’s quick and easy, interesting and healthy so you can have something convenient without compromise.
Product Benefit A pack that is portable, non-spill, so easy to take to work. Re-usable, linked to making own food and storing/taking it to work = local, home made, trusted, not factory Highly visible product, reassuring about quality
Product Interesting recipes, great consistency and texture. The packs signal a connection to home cooking (Tuppaware) Research showed look and feel of packs immediately raised quality perception.
Here’s an example of how this all comes together
Target Audience Young working people who are used to a varied and interesting diet, who find ordinary fresh meals dull and unhealthy.
Results? Against an average of £4 - 5 million, CK delivered £19m in the first full year of trading.
A natural product development, targeting the same group of consumers. Still CK but healthier for the days they don’t want to pig out.
