Overview: “Branding of commodities”
This project focuses on the branding of agricultural products. The assignment consists of a written report of 2000 words (excluding cover page, any figures, tables, appendices, exhibits and reference list), and the design of a brand box. The report should be typed in single line spacing on one side only of single sheets of A4 using 12 pt size type with 2cm margins.
Traditionally, farm produce has been labelled as commodities. However, “Perfection Fresh” (http://perfection.com.au/) – a leading fresh produce marketer in Australia – focuses on differentiating its offers from other horticultural products. The company offers over 35 branded fruits and vegetables, which are sold through retailers like Woolworths and Coles as well as fast-food chains such as McDonalds. Perfection Fresh introduced specialty products (e.g. Brocollini, Purple Dutch Carrots, Broccoflower, and the donut-shaped Taste Buddies flat peaches) to the Australian market.
Specialty fresh-produce product category: Specialty items are now being offered in the fresh produce section of many supermarkets. They are relatively new and are sold in smaller volumes. Specialty produce is in sharp contrast to regular, staple items, which are usually sold in higher volumes and play a major role in the diet of consumers. Specialty produce is claimed to possess unique and novel characteristics and targets a niche segment (Family Economics and Nutrition Review 1997).
This project will assess students’ ability to research and develop a new “specialty” product for “Perfection Fresh” that maximises the company’s brand equity. Each team is required to purchase a post box from Australia Post (310 x 225 x 102mm), turn it into a “brand” and write a report.
Details: Brand report
“Perfection Fresh” operates in the horticultural sector in Australia, and is considering the launch of a new product in the Australian market.
The core emphasis of this assessment is to develop a brand marketing strategy (Chapters 4-7; Keller 2013) for “Perfection Fresh’s” new product (Chapter 12; Keller 2013).
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