INTRODUCTION: REASON OF BRIEF - bbcd...
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BRIEF TEMPLATE // BEGA CHEESE // BETTINA ALEXANDRA GJELLAN Bega Cheese’s export business is focused on the demand for high quality cheese products from the ‘clean, green’ Australian dairy industry – a crucial part of Bega’s export strategy. The company’s success also lies in its ability to quickly respond to customer demand and focus on the requirements of individual markets. Bega’s extensive range of retail products, in both natural and processed cheddar cheese, makes the business a ‘one stop shop’ for many customers. REASON OF BRIEF: Bega cheese is a traditional cheese, started with several farmers sold his own dairy.In an effort to improve their individual production and marketing activities, local farmers banded together to establish the Bega Company in July 1899. Their vision is driving change and building for the future. That means that they need some changes, and I now, feel they need a big and different change. Even they’re Australia’s biggest cheese companies, I feel they don’t have that much to offer, compared to how big they actually is, so they need to do something new and exciting. So, the new sub-brand, PM, is going to take a whole new place in the market. PM is going to be in another range from what Bega has now, it’s going to be a sophisticated cheese. You wont find the cheese at the local market, only at PM’s unique cheese boutique. It will be a place where you can enjoy some nice cheese in every way you can think of, from breakfast-lunch- dinner-dessert-snacks. They will also have tasting nights (and tours to show the whole process if you’ll like to learn about that), like you go wine tasting. It will be with natural flavors and homemade, so the cheese will be more healthy. INTRODUCTION: Bega cheese is the world’s oldest cheese production company. Their mission is to bring cheese to the world. When they have been working with cheese for so long and has a really clear knowledge on what they are doing. So now, they should offer cheese that will satisfy the whole family. In order to do that, they need to deliver cheese that will fit everyone. Twenty-five thousand dairy cows in the Bega Valley contribute to the success of Bega Cheese, supplying more than 165 million liters of milk each year for the company’s range of natural cheddar and processed cheddar cheese products. Operating out of two sites in Bega, the company is a leading brand in the Australian dairy industry and continues to show strong growth in global dairy markets with retail, food service and bulk products making their way into over 50 countries around the world. Bega Cheese’s success in the export market hinged on the decision in 1998 to build a cheese cutting, packaging and processing unit on-site in Bega – the largest of it’s kind in the Southern Hemisphere. The company began exporting in 1992, when enquiries from South East Asia for bulk cheddar began filtering through. It soon became apparent that supply of value-added retail-ready products was the future for Bega Cheese in overseas markets. From a zero base in 1992, Bega’s export business looks set to achieve approximately AUD 50 million in retail sales for 2007-08, despite challenging trading conditions. World record cheese input prices and the rising Australian dollar have impacted significantly on Bega’s export business over the last financial year; however, the company still achieved significant growth.
Transcript of INTRODUCTION: REASON OF BRIEF - bbcd...
BRIEF TEMPLATE // BEGA CHEESE // BETTINA ALEXANDRA GJELLAN
Bega Cheese’s export business is focused on the demand for high quality cheese products from the ‘clean, green’ Australian dairy industry – a crucial part of Bega’s export strategy. The company’s success also lies in its ability to quickly respond to customer demand and focus on the requirements of individual markets. Bega’s extensive range of retail products, in both natural and processed cheddar cheese, makes the business a ‘one stop shop’ for many customers.
REASON OF BRIEF:Bega cheese is a traditional cheese, started with several farmers sold his own dairy.In an effort to improve their individual production and marketing activities, local farmers banded together to establish the Bega Company in July 1899. Their vision is driving change and building for the future. That means that they need some changes, and I now, feel they need a big and different change. Even they’re Australia’s biggest cheese companies, I feel they don’t have that much to offer, compared to how big they actually is, so they need to do something new and exciting.
So, the new sub-brand, PM, is going to take a whole new place in the market. PM is going to be in another range from what Bega has now, it’s going to be a sophisticated cheese. You wont find the cheese at the local market, only at PM’s unique cheese boutique. It will be a place where you can enjoy some nice cheese in every way you can think of, from breakfast-lunch-dinner-dessert-snacks. They will also have tasting nights (and tours to show the whole process if you’ll like to learn about that), like you go wine tasting. It will be with natural flavors and homemade, so the cheese will be more healthy.
INTRODUCTION:Bega cheese is the world’s oldest cheese production company. Their mission is to bring cheese to the world. When they have been working with cheese for so long and has a really clear knowledge on what they are doing. So now, they should offer cheese that will satisfy the whole family. In order to do that, they need to deliver cheese that will fit everyone.
Twenty-five thousand dairy cows in the Bega Valley contribute to the success of Bega Cheese, supplying more than 165 million liters of milk each year for the company’s range of natural cheddar and processed cheddar cheese products. Operating out of two sites in Bega, the company is a leading brand in the Australian dairy industry and continues to show strong growth in global dairy markets with retail, food service and bulk products making their way into over 50 countries around the world.
Bega Cheese’s success in the export market hinged on the decision in 1998 to build a cheese cutting, packaging and processing unit on-site in Bega – the largest of it’s kind in the Southern Hemisphere. The company began exporting in 1992, when enquiries from South East Asia for bulk cheddar began filtering through. It soon became apparent that supply of value-added retail-ready products was the future for Bega
Cheese in overseas markets. From a zero base in 1992, Bega’s export business looks set to achieve approximately AUD 50 million in retail sales for 2007-08, despite challenging trading conditions. World record cheese input prices and the rising Australian dollar have impacted significantly on Bega’s export business over the last financial year; however, the company still achieved significant growth.
BRIEF TEMPLATE // BEGA CHEESE // BETTINA ALEXANDRA GJELLAN
PM needs to be promoted and be successful within the target market. It’s going to reach out to a new target market as well, so it’s important to promote through advertising in different places and environments.
BACKGROUND: It’s a lot of different cheese companies on the market and the competition is high, so you have to stand out from the other brands. To do that, it is important to offer the costumers something the other brands don’t have. That’s what Bega is going to do with their new Sub-brand, PM. Bega have the cooking cheese and they have the everyday cheese, but they are missing a huge and important part in the cheese industry, a sophisticated and exclusive evening cheese.
Since it’s already is a lot of cheese companies selling evening cheeses, Bega has to do it in a other way.
It’s going to be a cheese boutique/place to enjoy the cheese, where they are making, selling and deliver the cheese.
COMPETITORS:The competitors for this concept will be:
GPO cheese and wine roomFormaggi Ocello (free testing of any cheese you like)The cheese shopThe Gourmet Grocer BalmainMcIntosh & BowmanWoolworthColesIGA
BRIEF TEMPLATE // BEGA CHEESE // BETTINA ALEXANDRA GJELLAN
TARGET MARKET:
PRIMARY TARGET AUDIENCE: GEN-XApprox 17% of populations
Male and female age 30-50. They have an average economics, is educated and has a average/good job.Responds to themselves reflected in images or messages, style and luxury good and mass-market.
Some of them has a family, where they are living in the same routine every day. Wake up early in the morning, making breakfast to the children, driving them of to school, goes to work, picking up the children, home and make dinner and then the children has any hobbies/activities or just go out to play with their mates. By that time the evening has come, they are completely exhausted and don’t think about other stuff to do with your partner or friends, than just sit down in the couch, read a book, watch television or turn on the computer. And it’s almost the same with the people without children.
They don’t that it’s going to indulge something good and social on the weekdays, but that’s wrong, and that is Bega’s new concept. Get the family or friends together and experience cheese and be social.
SECONDARY TARGET AUDIENCE: GEN-YApprox 28% of population
Female age 23-30.Has a good economics, good work and some of them are even students. Responds to new idea’s, messages that acknowledge
than are smart, fun and sense of community.Boy’s often has their boys-night’s with beer and football, and girl’s like to get the girl’s together, make a good dinner and have some wine. But the gen-y generation is busy like gen-x.
They’re waking up early in the morning, study all day and some have to work after that. When you study, you’re often working with a group or team’s, and sometimes it’s important to take a break, and socialize on different things. A lot of students eat candy, chips and fast food while they’re a working with school, therefore, Bega want’s to introduce a new and healthier option. A place where you can come by whenever and enjoy a tasteful and healthy meal.
TERTIARY TARGET AUDIENCE: BABY BOOMERSApprox 30% of population
Male and female age 50-70.Highly educated and has a good economics. Some work’s and some don’t. Responds to the things that are earned, traditional and comfort.
Living the good life and love to enjoy it with friend’s and family.
SINGLE MINDED PROPOSITION (UNIQUE SELLING PROPOSITION)PM is offering a new way to explore cheese in a whole new level. You wont find PM at the grocery store, you can order online or you have to come to the cheese boutique.
There you can pick and choose what you want and how much you want and take home, or you can stay and eat it there, in a Australian environment. Bega will be the only one who has a offer like this.
BRIEF TEMPLATE // BEGA CHEESE // BETTINA ALEXANDRA GJELLAN
TARGET MARKET:
PRIMARY TARGET AUDIENCE: GEN-XApprox 17% of populations
Male and female age 30-50. They have an average economics, is educated and has a average/good job.Responds to themselves reflected in images or messages, style and luxury good and mass-market.
Some of them has a family, where they are living in the same routine every day. Wake up early in the morning, making breakfast to the children, driving them of to school, goes to work, picking up the children, home and make dinner and then the children has any hobbies/activities or just go out to play with their mates. By that time the evening has come, they are completely exhausted and don’t think about other stuff to do with your partner or friends, than just sit down in the couch, read a book, watch television or turn on the computer. And it’s almost the same with the people without children.
They don’t that it’s going to indulge something good and social on the weekdays, but that’s wrong, and that is Bega’s new concept. Get the family or friends together and experience cheese and be social.
SECONDARY TARGET AUDIENCE: GEN-YApprox 28% of population
Female age 23-30.Has a good economics, good work and some of them are even students. Responds to new idea’s, messages that acknowledge
than are smart, fun and sense of community.Boy’s often has their boys-night’s with beer and football, and girl’s like to get the girl’s together, make a good dinner and have some wine. But the gen-y generation is busy like gen-x.
They’re waking up early in the morning, study all day and some have to work after that. When you study, you’re often working with a group or team’s, and sometimes it’s important to take a break, and socialize on different things. A lot of students eat candy, chips and fast food while they’re a working with school, therefore, Bega want’s to introduce a new and healthier option. A place where you can come by whenever and enjoy a tasteful and healthy meal.
TERTIARY TARGET AUDIENCE: BABY BOOMERSApprox 30% of population
Male and female age 50-70.Highly educated and has a good economics. Some work’s and some don’t. Responds to the things that are earned, traditional and comfort.
Living the good life and love to enjoy it with friend’s and family.
SINGLE MINDED PROPOSITION (UNIQUE SELLING PROPOSITION)PM is offering a new way to explore cheese in a whole new level. You wont find PM at the grocery store, you can order online or you have to come to the cheese boutique.
There you can pick and choose what you want and how much you want and take home, or you can stay and eat it there, in a Australian environment. Bega will be the only one who has a offer like this.
OBJECTIVES:Bega’s perceived communication objectives will be that the new sub-brand, PM, will be an healthier option for people who want’s to get social and enjoy their life more often. They also offer the perfect place to bring you’re friends and families, to have a enjoyable cheese experience together.
STATEMENT/TAGLINE:“Life is great. Cheese makes it better”“A day without cheese, is like a beauty with only one eye”“Just follow the cheese”“All you need is cheese”“My cheese is your cheese”“Say it with cheese”
I’m going to use “say it with cheese”, because when you are going to eat it, you will eat it with friends and family you cares about. This is because you are going to enjoy the cheese with people you are close to, to different occasions, you are social and you will have a great time together.
LOOK AND FEEL FOR THE PRODUCT:I want people to feel social and enjoy when they you are at PM, and I want you to see a bit of the traditional from Bega, but in a new and more modern way. It will be a australian style at the boutique/cafe.
The look and feeling on the products is the same, you will also feel that this is a exclusive and more healthy product.
BRIEF TEMPLATE // BEGA CHEESE // BETTINA ALEXANDRA GJELLAN
CUSTOMERS JOURNEY:When you’re coming to the PM’s cheese boutique/cafe, you will feel welcome and curious. The people who is working there will take good care of you, and help you and answer on everything you are asking them. You can tell them about what kind of flavors you like, and they will recommend cheese for you. You will get the same treatment as if you just come by to have a look, buy take away or eat here.
If you are a cheese lover, you can spend hours at the boutique/cafe. You can see the cheese making process, taste new flavors or have lunch, dinner and snacks here.
After been at PM’s cheese boutique/cafe you will have a look in your calender, and start planing your next visit. You wont feel any stress from your life, just relaxed and calm. Say it with cheese.
WHAT THE BRAND IS:The brand is something different and tasty. It’s sophisticated, but not in a stiff way. It’s modern and classy. You can enjoy it by yourself, but you’ll get a whole other experience if you enjoy it together. You can have it whenever you feel it. You can choose if you want to eat it at PM’s cheese boutique or at home.
SUB-BRAND LOGO:The logo is in a circle shape, to illustrate a clock since the name is past midnight. PM is made in a sophisticated and elegant way and the text around is with a old typewriter font to illustrate that it is a history behind this product.
THE BOUTIQUE/CAFE:Some of the walls are going to be in stone/brick, wood and plain. The floor is also going to be in stone. It will be modern furnitures who has the old and worn kind of look.
Mabye I will use some illustrations on the walls as well.The images on the right will show you who I’m thinking.
Week 7: -The concept is going to be completely done-Profile style guide-Sketches (posters/packaging/flyers/web)
Week 8:-Develop sketches (print and digital)
Week 10:-Have the manifesto layout ready
Week 12:-Manifesto development
Week 14:-Final presentation-Hand in
Week 9:-Posters, packaging and flayers ready-Website ready-presentation
Week 11:-Work with the manifesto-Have some spreads ready Week 13:
-Print the manifesto
BRIEF TEMPLATE // BEGA CHEESE // BETTINA ALEXANDRA GJELLAN
