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
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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,
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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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