Is it own label or brands that are driving NPD?

Packaging Innovation

Oct 2011

Doug James

Founder and MD

Honey Creative

David Hamilton

Director of Innovation

Kerry Foods

Before we get to the interesting stuff,

a bit of legal info about ownership:

Copyright Honey 2011.

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

use. 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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The historical view

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Now

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Defend

Understanding why target customers were

not buying

Clear brand positioning

Strong ownable colour

and tone of voice

Creating emotional relationship

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Missed the point

Kellogg’s brand

values don’t

marry / stretch

Consumer research

- product not as

good as market

leaders

Devalues the

Kellogg’s name

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Retailers creating Own Label Brands.

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3 Legged Stool

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Consumer

Insight

Target Consumer

Product

or Service

Emotional Benefit

Product

Benefit

Reason

to Believe

NPD process for Brand or Own Label

The ‘6’ core elements

All or some

of the above

will create the

Unique Selling Point

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Consumer Insight -

Interpreting Future

Trends

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v

£0- £19 million

in one year

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Both brand and own label can / are driving NPDAnswer…

•The ‘innovation Lab’ approach must dominate thinking

•Find unique selling points by interpreting consumer needs

•Delivering innovation that answers all or most of the 6 core elements

is critical in an increasingly competitive market

•Consumers won’t always be able to tell you what they want,

you have to dig deep to find the emotional hook

•Consumers are challenging us more

– we need to challenge ourselves!22 Trademark, copyright, and image rights of Honey 2011 & or each individual brand owner, refer to page 2 of this document

and finally…

Perfect partnerships can accelerate

the NPD process

Retailer - customer champion

Kerry Foods - leading in food innovation

Honey - driving design effectiveness

Answer…

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