MARKETING, BRAND AND NPD
Activity is not the same as return. Marketing spend, launches and content can all increase while relevance and profitability move the other way.
Proven Professionals connects UK food and drink businesses with senior professionals who have led brands, portfolios and product development.
Support is available on a project, fractional, interim or advisory basis.
Discuss your challengeBRAND
Positioning, pricing power and where marketing budget earns a return.
PORTFOLIO
Which products deserve investment and which dilute the range.
NPD
Innovation that answers a customer need and reaches the shelf.
Marketing spend has risen, and its effect on sales cannot be shown.
The range has grown with each launch, and few of the additions have lasted.
A retailer has asked for innovation, and the pipeline is a list of ideas.
Brand and marketing. Positioning, the role of the brand in justifying price, and the allocation of a limited budget across trade and consumer activity.
Portfolio. A review of the range by sales, margin and role, and the case for removing what does not earn its place.
NPD. A development process that tests the commercial case first: the customer, the price, the margin and the route to shelf.
The requirement is established first: the decision the business faces, and the evidence it has.
A senior professional with direct brand or NPD experience in food and drink is then proposed. The scope is agreed before any work begins.
NPD is new product development: the process of taking a product from idea to launch. It covers the concept, recipe, packaging, costing, customer proposal and production.
Common causes are a product that does not answer a clear need, a price the shopper will not pay, too little distribution, and no support after launch. Most are visible before launch.
Where the effect can be measured and where the sale is made. For most small brands that means supporting existing listings before building wider awareness.
Discuss your challengeThe Commercial Diagnostic is a written review of a food or drink business across five commercial areas, scored by a senior professional. £950, delivered in five working days.
See the Commercial Diagnostic