12 May OUTLINE YOUR CHOSEN PACKAGING DESIGN WITH COLOUR SCHEME, FONT AND FEATURES.
Background;
“In line with uncertainty in the greater economy consumers are staying home more often, which has provided a boost for supermarkets. “You can see this in the increase in meal deals in store and the greater prominence of occasion-based marketing’” “Taking an in depth look at shoppers in the store Kantar’s Cathy Cross discussed how sentiment in the home affects the shopper in the store. Unsurprisingly, consumers with less to spend are more focussed on price, promotions and sticking to a budget. Nowadays, a whopping 40% of consumers prepare a shopping list.” (Reading Pack,‘Kantar Conference Examines Key Shopper Trends’ Checkout.ie)
Devise and create a new product for the Food and Beverage Market
Task 1
Carry out market research on your chosen food category, detailing your findings with references. (20 marks) Some suggested websites;
www.checkout.ie
www.emarketer.com
www.shelflife.ie
www.retailcustomerexperience.com
www.mobilecommercedaily.com
Task 2
a) Create an original brand name for your product and outline its core brand values and personality. Explain key differentiating features/benefits of your product such as flavours, ingredients, shape, size etc. (10 marks)
b) Outline your chosen packaging design with colour scheme, font and features.
(10 marks)
c) Clearly identify your target market and product positioning. Justify your decision based on the market research you carried out. (10 marks)
d) Give a clear indication of the targeted consumer profile and their characteristics. Describe in detail how your product will fit into the target groups lifestyle, behaviour, personality and general circumstances. (10 marks)
Task 3
Prepare a group presentation summarising your report findings. The creative use of visual material is encouraged. (30 marks) There is an individual component of 10 marks assigned to each group member based on the quality of their presentation (Total for task 40 marks)
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