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Agricultural food brands ZR ERNST - ALLESBESTE

Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

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Page 1: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

Agricultural food brandsZRERNST- ALLESBESTE

Page 2: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

Ithastolooksufficientlyorbesufficiently

differenttobedifferent??

Tobebranded???

Page 3: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

Theessenceofbranding

Whatmultinationalcorporationsusetotryandgetconsumerstobuyessentiallythesameproductastheothercorporationshavebutfor

moremoney.Kellogg's CornFlakesorPicknPaycornflakes they'reboth

flakesofcornbutonewillcosttwicetheprice- guesswhichone

Page 4: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

BrandingDefined…

WhatCanbebranded?Whyshouldwebrand?

Whatneedstobetakencareof?IsthereanysenseinbrandingAgri-foodproducts

Page 5: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

BrandingDefined…

ServesasidentificationtoolMarkofquality

MarkofdifferentiationBrandpreferencedueto

associations“Thecoolnessfactor”

Instillsconsumerconfidence

Page 6: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

PremiseforBrandingLetsfirststartwithafewexamples

TransmissionpolesErasers

ChemicalsSofruitthen?

Isitonlywhentheconsumerinitiatestheneed?

Theroleeducationplays?Notalwaystangibledifferences

Subjective

Page 7: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

Brandswithsubstance

BuiltonrealdifferentiationvalueSpecialfactorswithdifferentiationvalue

KeySuccessFactorsKeyDifferentiatingFactors

Somebrandsneedmany,othersonlyone

Page 8: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

FruitBrandsOneuniquechallenge&opportunity

Multipleproducers,notonecontrolpointnoronefactoryInthiscasethebrandhasdualpurposeand

targeting,theconsumeraswellastheproducer/Farmer.Andadditionallyoftenthroughout thesupplychain.Thebrand isnotonlyaimedone-dimensionallyatthe

consumeralone.Confidenceandpositioningatmultiplelevels,oftenwith

differentmessages.

Page 9: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

ConsumerBrand

Doconsumersreallyknowwhattheywant??

Page 10: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

TypicalFruitMessages

Appearance AstorytoldTexture ConfidenceConsistency Conservation HealthbenefitsSocial

responsibility Freshness“coolness”TasteUses&Recipes

In different combinations…

Page 11: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

ProducerBrand

FellowshipAssurance

CamaraderieJoinedgoalandobjective

ThestartandbasisqualityandthusbrandValue

OvercomingpreviousbarriersAssistance

AdvantagesofWorkingtogether

Page 12: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

SoagainwhatisBranding

Itcanneverbeallofthesethings,orthesethingsonly.Itisa

combination,abundleofideas,auniquebundle.ideologyandstories

thatcombinetooneimageandmessagetoconvinceandprovideconfidence.

Page 13: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

Fruitbrandexamples

Page 14: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

Fruitbrandexamples

Page 15: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

Fruitbrandexamples

Page 16: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

Fruitbrandexamples

Page 17: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

Advantages ofthegrowersclub

MarketingcontrolQualityassurance,standardsand

improvementConsolidatedeffort

MarketingexclusivityandpositioningResearchbenefits

ProductionSupport

Page 18: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

Dragonfruitpositioning

TASTE Appearance QUALITYEXOTIC Fresh

ResponsibleSourcingVERSATILITY“Coolness”ExclusivityHealth

Page 19: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

Dragonfruitpositioning

Fruithastheadvantagethatitcanbebrandedonsomuchmorethan

justappearance,Wehoweverneedtoimproveourcommunicationaboutother

characteristicstoeducatepeople.Perhapswehavejustbeenlazythus

far.

Page 20: Agricultural food brandss Corn Flakes or PicknPay cornflakes they're both flakes of corn but one will cost twice the price - guess which one. ... Key Success Factors Key Differentiating

ThankYou!!!


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