Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one...
Transcript of Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one...
Theessenceofbranding
Whatmultinationalcorporationsusetotryandgetconsumerstobuyessentiallythesameproductastheothercorporationshavebutfor
moremoney.Kellogg's CornFlakesorPicknPaycornflakes they'reboth
flakesofcornbutonewillcosttwicetheprice- guesswhichone
BrandingDefined…
WhatCanbebranded?Whyshouldwebrand?
Whatneedstobetakencareof?IsthereanysenseinbrandingAgri-foodproducts
BrandingDefined…
ServesasidentificationtoolMarkofquality
MarkofdifferentiationBrandpreferencedueto
associations“Thecoolnessfactor”
Instillsconsumerconfidence
PremiseforBrandingLetsfirststartwithafewexamples
TransmissionpolesErasers
ChemicalsSofruitthen?
Isitonlywhentheconsumerinitiatestheneed?
Theroleeducationplays?Notalwaystangibledifferences
Subjective
Brandswithsubstance
BuiltonrealdifferentiationvalueSpecialfactorswithdifferentiationvalue
KeySuccessFactorsKeyDifferentiatingFactors
Somebrandsneedmany,othersonlyone
FruitBrandsOneuniquechallenge&opportunity
Multipleproducers,notonecontrolpointnoronefactoryInthiscasethebrandhasdualpurposeand
targeting,theconsumeraswellastheproducer/Farmer.Andadditionallyoftenthroughout thesupplychain.Thebrand isnotonlyaimedone-dimensionallyatthe
consumeralone.Confidenceandpositioningatmultiplelevels,oftenwith
differentmessages.
TypicalFruitMessages
Appearance AstorytoldTexture ConfidenceConsistency Conservation HealthbenefitsSocial
responsibility Freshness“coolness”TasteUses&Recipes
In different combinations…
ProducerBrand
FellowshipAssurance
CamaraderieJoinedgoalandobjective
ThestartandbasisqualityandthusbrandValue
OvercomingpreviousbarriersAssistance
AdvantagesofWorkingtogether
SoagainwhatisBranding
Itcanneverbeallofthesethings,orthesethingsonly.Itisa
combination,abundleofideas,auniquebundle.ideologyandstories
thatcombinetooneimageandmessagetoconvinceandprovideconfidence.
Advantages ofthegrowersclub
MarketingcontrolQualityassurance,standardsand
improvementConsolidatedeffort
MarketingexclusivityandpositioningResearchbenefits
ProductionSupport
Dragonfruitpositioning
TASTE Appearance QUALITYEXOTIC Fresh
ResponsibleSourcingVERSATILITY“Coolness”ExclusivityHealth
Dragonfruitpositioning
Fruithastheadvantagethatitcanbebrandedonsomuchmorethan
justappearance,Wehoweverneedtoimproveourcommunicationaboutother
characteristicstoeducatepeople.Perhapswehavejustbeenlazythus
far.