ICM Presentaiton - Sainsbury's NPD

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Team works presentation after 3 months of project on New Product Development (NPD) to Sainsbury's Brand, UK, London.
Market Analysis, Competitive Analysis, Design, Portfolio gap, Launching, Promotion & Retail.
University of Greenwich, Business School 2009/2010, Postgraduate ERASMUS Program, Term 1, Innovation & Creativity in Marketing Course (ICM)

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ICM Presentaiton - Sainsbury's NPD

  1. 1. The chocolate colourful team… …with a white chocolate core… Presents…
  2. 2. Plan Sainsbury’s & Caribbean History Market Analysis New Product Development Retail & Promotion Sainsbury’s benefits 2
  3. 3. Sainsbury’s History Founded by J. J. Sainsbury The largest grocery retailer Pioneered self-service retailing 3
  4. 4. Sainsbury’s History Trading philosophy « Quality perfect, prices lower » Innovative ==> 1st store has launched own-brand lines ==> 1st store has own-brand goods ! 4
  5. 5. Sainsbury’s Currently Figures Market Share Supermarkets Tesco Convenience ASDA stores Sainsbury’s Source – TNS UK – Jan2008 5
  6. 6. Sainsbury’s Currently 6
  7. 7. Sainsbury’s own-brand lines 50,000 lines of which 20% own-label 7
  8. 8. Caribbean History 8
  9. 9. Caribbean History Carribean Culture "Out of many one people “ Mix Spanish/Indian/Chinese 9
  10. 10. Caribbean History Emergence into UK - June 22nd 1948 - World War 2 Armed forces Windrush Vital part of British Society 10
  11. 11. Caribbean History Events Notting Hill Carnival Originated in 1964 Variety of people Cultural Experience 11
  12. 12. Caribbean Experience Variety of people Try something new 12
  13. 13. Market Analysis Competitor
  14. 14. Competitive Analysis Source – Defra 2008 14
  15. 15. Competitive Advantage 1st supermarket to work with Farmers => encourage to Organic gap Packaging Industry => more compostable 15
  16. 16. Competitive Advantage “Our customers tell us that food packaging is extremely important to them and can determine what they buy, so our packaging team has been looking at ways to address these concerns.” Justin King Sainsbury’s Chief Executive 16
  17. 17. Competitive Advantage Launched fully compostable packaging Held 1st organic conference Won design award for SO organic 17
  18. 18. Market Analysis Ethnic food
  19. 19. Ethnic food environment Chinese 72% Indian 61% Thai 29% Mexican/Tex-Mex 23% I never eat ethnic food 13% Cajun 11% Caribbean/Jamaican 9% African, eg Algerian/Moroccan/Tagine 8% Middle Eastern, eg Lebanese 6% Malaysian 5% None of these 3% Vietnamese 3% South African 2% Korean 2% Source – Mintel Ethnic Restaurants UK 2008 19
  20. 20. Emerging ethnic food Other (including Middle Eastern, African, 21% 19% Korean and South American) 16% 8% Japanese 8% 9% Southeast Asian ( including Malaysian, 12% 10% Singaporean, Indonesian and Vietnamese) 9% 21% Cajun/Caribbean 21% 23% 38% Thai 42% 43% Source – Mintel Ethnic Restaurants UK 2008 20
  21. 21. The product(s) Customer insight 21
  22. 22. Attitude towards ready meals Consumers Perception Consumers purchasing behaviour Lifestyle changes Source – Mintel - Ready Meals UK - May 2008 22
  23. 23. Customers Survey Ready meals ? 15% YesNo 85% Our Quality Survey UK 2009 23
  24. 24. Customers Survey RM convenient ? 18% YesNo 82% Our Quality Survey UK 2009 24
  25. 25. Customers Survey Caribbean food ? 32% YesNo 68% Our Quality Survey UK 2009 25
  26. 26. Market opportunities => Positive attitudes towards RM => Positive attitudes towards Caribbean foods => Market ready to be penetrated => Genuine Interest in Caribbean foods Source – Mintel - Ready Meals UK - May 2008 26
  27. 27. Customer needs Our Quality Survey UK 2009 27
  28. 28. The product(s) Design 28
  29. 29. Features 29
  30. 30. Terminology ? Exotic Spicy Tropical Sunshine Romantic Coconuts Happiness Our Quality Survey UK 2009 30
  31. 31. Product name ! 31
  32. 32. Packaging Design 32
  33. 33. Packaging Sizes S L XL 33
  34. 34. Are you hungry ? Fasten your seat belt ! 34
  35. 35. Tantalising meals ! + + + = Spice Chicken 35
  36. 36. Tantalising meals ! + + + = Curry Beef 36
  37. 37. Customers Survey New products ? 12% 21% Always Frequently Never 68% Our Quality Survey UK 2009 37
  38. 38. Location Convenience Price Exceptional Other Quality Competitive Our Quality Survey UK 2009 Prices 38
  39. 39. Price Cost of product Price to sell 39
  40. 40. Retail Promotion 40
  41. 41. Event way Notting Hill Carnival 2010 « Prepare, Live, Continue the experience » => One week 41
  42. 42. Media way Innovative multimedia using advertising MEDIA PRINT WEB 42
  43. 43. Store way Sales development Sales entertainment Sales promotion Loyalty card 43
  44. 44. Target Core Main 22 – 38 years old 18 – 55 years old Sainsbury’s Loyalty Customers Used to purchase Used to purchase ethnic food Ready meals Convenience Store 44
  45. 45. Value added The right way 45
  46. 46. Sainsbury’s gap Extend the “taste the difference” & ethnic product range New gap in a special market In agreement with the Corporate Responsibility ! 46
  47. 47. Sainsbury’s benefits Improve Brand Image Competitive advance ⇒Win a step compare to your Competitors ! Increase the RM sales by +15% 47
  48. 48. Thank you ! The Caribbean Team 48

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