Page 170 - Bord Bia

CONTENTS

STAGE 3

b) Portfolio Expansion
Continued

Innovation

There is also a useful branding and innovation program available from Bord Bia called
SuperBrands. This is a syndicated branding & innovation service for small food & beverage
businesses. It is run by experienced marketers and researchers. It starts with understanding
your category and consumer right through to how your new pack presents on shelf. It works
through 3 stages for businesses looking to expand and grow or re-position in market:

Stage 1: Groundwork
Building an understanding of your business issue, the market context and your target
consumer.

Stage 2: Exploration
Generating deep consumer insights about your brand using qualitative research . The
program will recruit your target consumers in the UK and Ireland and conduct 6 face-
to-face group discussions. This is a syndicated service, other non competing brands (no
more than 3) will also be discussed in these groups.

Stage 3: Expression
Creating a design brief right through to inal brand design including pack design.

Qualifying Criteria:
The programme is open to food and drink businesses manufacturing in Ireland with
a turnover of over €100k and under €5million. For further details on the program see
Superbrands

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