Re - Written Brief

Project Brief

Project Title : Honey Rebrand Campaign

Objective: To give ‘Honey Bee-z’ a more sophisticated look.

1. To rebrand a totally new look and advertising campaign for the ‘Honey Bee-z’ product.
2. To change the look of the product, which will result in the increase of sales, as well as the recognition of the honey.
3. To create new and current advertising and promotional materials for the company that will give the product an improved look.

Strategy:

Being based in Santiago, Chile, our family has been at the forefront of producing only the best honey that is available in the region. The cool southern rainforest regions, as well as the sunny and warm central valley, helps Chile deliver a wide range of honey types that are rich in flavour and activity. We believe that the bees should get all the buzz, as we did the easy part, so Primo are proud to offer the ‘Honey Bee-z” brand, active 12, which is now available at all Home Bargains stores in England. Im looking to create an all new design for the ‘Honey Bee-z’ product, that will result in the expansion in the industry, in addition to this, be able to have that eye catching appeal to stand out from other competitors in the market. Honey Bee-z currently has the advantage over its competitors with features of Manuka honey. We will look to find these key features, and promote them in the best possible way, to show the differences in “total activity honey” and “Manuka honey activity”. Once this is recognised by consumers, the sales of honey will increase. 

Target:

The target that we are looking at aiming at are shops that sell and also provide the highest quality products, as well as also selling a substantial amount of fair trade products. In addition to this we will look at the type of customers that buy honey, were they buy their other foods, as well as whether they are shopping online, getting it delivered, or going to the shops themselves.

Current Perceptions:

The current feedback of the Honey Bee-z product is that the turnover in sales isn't at the level they expect. They believe this to be down to the fact the labelling, design and pricing of the product, isn't at the level they want it to be compared to there competitors. Also were the product is being paced on the shelves compared to the competitors. 

Desired Perceptions:

A mature and classy look is wanted for the final product, which has all the key information about what the honey provides. 

Insight:

Customers don't realise that they are missing out on a premium product, instead choosing a low end product, due to the current labelling and design, as well as the pricing. This opportunity will catch the attention of buyers and show off the best features in a new classy design and in turn increase the sales. 

Proposition: (The Reward)

Customers that buy are getting the premium Manuka honey features for the low cost prices. Currently Manuka honey retails at around £24.99, however the Honey Beez product provides very similar features to Manuka honey and retails for around £3.99. Furthermore this honey is fair trade, which will give the customers that buy this product a satisfied and feel good felling. 

The Word:

Beneficial, Rewarding.

What Makes This Unique:

The thing that makes this product unique is the value you get for your money is simply brilliant. As you are getting a product similar to Manuka honey for the price of normal honey. 

Support:

Why wouldn't you buy this high quality honey for the low price?

• Honey Beez honey is quite simply a better quality product of honey, this is because anything below the price of this honey will contain Chinese honey, which is not good to put inside you.
• Is an active honey with very similar properties of Manuka.
• It has the U.M.F (unique manuka factor) that people pay up to £24 for, and this is a very similar product to ours.
• Our honey is organic as well as coming from a protective biosphere.
• Has a fair trade status as the producers are getting paid more that anyone else is paying, securing the supply for the future.  

Tone & Manner:

Classy, modern and high end.

Guidelines:

Make sure research has been carried out on the food, in addition to health and safety rules for the labelling and branding to make sure that the information that is essential to be on it so that it is able to be sold. 

Are there media or budget considerations:

No set budgets or media considerations have been set, however you will need to keep in mind the profit margins for the product, and how these changes will effect the product. 

Objective: What is this work expected to achieve?

1. An increase in the sales of the product, thanks to the making the product more appealing to the customers.
2. Making the product look more high end, and expensive, this is because this product is premium, that will be sold at a higher price than other honeys. 

Target: Sector, needs, age, position, job, geography etc.

The Honey Beez product is a high end premium honey, therefore the target audience should be:

• Customers who shop at more expensive supermarkets.
• Customers that shop online.
• Working - middle class people

Current Perception: How is the product being perceived?

Honey Beez honey is some of the best quality honey at a very respectable price on the market. However customers are choosing lesser quality, and cheaper jars of honey because of the poor labelling, in addition to the cheap looking jars. 

Desired Perception: How should the product be perceived?

This product should be getting seen as the finest quality honey that you can buy for this price, this is because of the sharing properties with manuka honey, however this is priced at £20 a jar. Whereas Honey Beez is retailed at £4 a jar. 

Insight: Why are people not buying the product?

The same as a lot of things, if the product doesn't look nice, people wont buy it, which is the same with this product. The problem is not the quality of the honey, but the way it looks. Undoubtedly if the product looks cheap it will steer the customers away. 

Guidelines: Are there any legal, practical or product - related inclusions I should consider?

Due to the food industries laws and regulations i will need to incorporate the nutritional values and also the ingredients that the honey contains, this will be on the label l as well as incorporated into the design.