Market Research: Brand Competition

Post by Leonie

I looked into other brands with the same price range as Spoon. I included those not considered to be direct competition, such as Shreddies to show that popular brands are selling within the same price bracket.

Other Granolas available on the market - considered to be Spoon's primary brand competition.
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Actions

Post by Sandra

The following items are being worked on by the team:

Leonie
Upload thumbnails of logo (the preferred design will be developed later)
Upload cereals competition research
Devise illustration based design for packaging
Create moodboard with design and inspiration

Clare
Devise pattern based packaging design
Create moodboard with design and inspiration

Sandra
Devise typography inspired packaging design
Create moodboard with design and inspiration

We will have 3 draft designs to show Flourish in our initial meeting with them on 4 March and some logo thumbnails plus an overview of our research.
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Inspiration

Inspiration

Post by Clare

I came across this lovely packaging today and felt that we could come up with something similar for Spoon Cereal. I like the bold patterns on the side panels, combined with block colour.


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Who is our customer?

Customer profile
Post by Sandra

I created a spider diagram illustrating who Spoon's customers are likely to be. I used YouGov Profiles Lite. As customer information for Spoon Cereals was not available, as the brand is so small, I reviewed the profiles on customers who purchased muesli, and those who shopped at Ocado and Whole Foods Market. I cross-checked this information with products I could imagine these people  buying and picked out the commonalities.
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Packaging Inspiration



Packaging and Branding Inspiration

Clare started researching packaging and branding ideas. Clare created a Pinterest board for anything she came across that was inspirational.

In our lesson we looked at the Pinterest board and discussed possible art directions we could take.
We selected four designs that appealed to us most and those which we felt suited our brand.
Clare put this diagram together to high-light current trends in packaging design.
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Shelf display

Post by Sandra

I took some photos in Whole Foods of the cereals. 
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Market research

Cereal market
Post by Sandra

Sales of cereals in the UK have increased slightly in value in the last couple of years (inflation), but volumes overall been fallen. The two growth areas of the market are hot cereals and museli as these tend to be seen as healthier (low carb) options. (Euromonitor, 2015).

The Financial Times reports that on-the-go options (biscuits, cereal pots and breakfast yoghurt pots) are set to increase in sales. Volumes of traditional cereals have fallen over the last 4 years. Oat-based cereals and granola are growth areas. Buyers want more protein, less carbs.

Tradition porridge and muesli are now seen as healthier (Just Food, 2013) with boxed cereals having an image of poor taste, low nutrients. Growth is higher at the premium end of the market. The breakfast skipper market is growing - bars and biscuits.

Keynote (2015) reports the ready to eat (cold) cereal market is rapidly decreasing against hot cereals.

Additions to SWOT analysis

Opportunities:
Market interest in "healthier" breakfast cereals
Move into on-the-go, hot cereals and gluten free market
Interest in protein rich cereals (eg nuts)
Premium products market share is growing
Fully utilise social media as this is an effective marketing avenue

Weaknesses:
Larger companies sell 60% of their products on discount, which small companies cannot afford to do.
Demand for gluten-free, on-the-go and hot cereals increasing Spoon do not currently operate in this market.
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