RFP & brief notes

Brand Communication Brief

Assignment 2

Maddie & Indy

13/9

RFP - Request for proposal

·      Ernest Adams – can change brand name if need be – Goodman Field

·      Research & position new bag of biscuit brand

·      Leading NZ sweet baked brand

·      Cakes, desserts, Christmas baking

·      Losing market to Arnott’s Farmbake

·      Needs to gain market leadership

·      Needs new brand & product concept

·      Open brief

·      Parameters

1.     Research emergent macro trends etc.

2.     Starting point – standard bag variant

3.     Avoid cannibalising existing products of brands own

4.     Needs to flow from overall product concept

5.     Price recommendations required & positioning

6.     Need full brand concept – name, logo, etc.

7.     Needs ‘story’ to appeal to all existing customers & those that choose Farmbake

8.     Needs to therefore be a clear competitive difference

9.     Need price, product, place & promotion

·      Work out where current trends are heading – meet audience there

·      Still needs to work in supermarket, next to Farmbake environment

Homework:

Buy both biscuits & consume

Discuss everything in & around that aisle

Ask mum & Dad etc. about why they bought them

Bring design work to next class

Must have research on both biscuits

Needs two big directions it could go –think ingredients, culture, trends etc.

Needs to have parents want to buy & feel good about giving it to their children

Don’t duplicate work, work efficiently with partner