module 2: market ready · • competitive intelligence ... research: competitive intelligence...
TRANSCRIPT
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Market Research to be Market Ready
Speaker: Andrea Gray-Grant – Founder, Good to GrowDate: Wednesday, October 9, 2019
We gratefully acknowledge the financial support of the Province of British Columbia through the Ministry of Agriculture.
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Market Research Market Ready: Overview
• Understanding why research is
critical for success
• How to do effective research
• Competitive Intelligence
• Know where you want to go
• Market channels and pricing
basics
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RESEARCH
Measure twice,
cut once
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RESEARCH: Category
Dry grocery
Refrigerated
Frozen
Bakery
Produce
Dairy
Beverage
Bulk Foods
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RESEARCH: Category
Category size: Global, US,
National, local
Category Growth
Trends: Diets, source,
sustainable, health
Category Needs
Political and health regulations
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RESEARCH: Competitive Intelligence
Retail survey
Top 5 locations
Price compare by 10 grams/milliliters
Nutritional comparisons
US/Canadian product
Certifications
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Start with Your
Goals in Mind
KNOW YOUR NEXT STEP
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CHANNEL: Start Small
Start local – Farmer’s Markets
Build retail sales and demand
increase distribution
Choose your Channels:
• Food Service, Grocery, Online, Retail
— not too many!
Focus: one category vs multiple
categories
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CHANNEL: Sales Avenues
Grocery
• Online
• Independent
– Store
– Chain
• Reg./Nat. Chain
• Mass (Walmart)
• Club (Costco)
Other
• Farmers Markets
• Craft Markets
• Food Service
• Institution
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CHANNEL: Requirements
Grocery
• Label compliance, line price, UPC, case
sizes
Food Service:
• Bulk sizing, lower cost, supports your
production volume
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CHANNEL: Pricing Basics
MSRP = Manufacturer’s Suggested
Retail Price
Understand your retailers’ margin
structure
Be consistent with volume discounts
Identify peaks and valleys for demand
Know what you are willing to do to
drive sales
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CHANNEL: Grocery Buyers
How will your Brand WIN the category:
• Fit in mix, fit in pricing, stand out on shelf
Understand the retailer:
• backroom, merchandising, competition,
pricing, promotional programs
How will you drive repeat purchases?
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Any questions?
You can find us at : www.goodtogrowproducts.com
Thanks!