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Archive for the ‘Marketing’ Category

What is a Co-packer?

14 Apr

A co-packer also known as a contract packer is a company that manufactures and packages food for other companies.  An entrepreneur food company often hires a co-packer to produce for a variety of reasons.  The main motivation behind companies choosing to use a co-packer is to reduce the start up costs in overhead, manufacturing, labor, equipment, insurance, research and raw ingredients.  Using a copacker can reduce the lead-time in getting a product to market. Co-packers can also help in the formulation, food science, and certification of the desired food product.

What to look for in a co-packer

When selecting a co-packer, seek one that has experience in manufacturing a particular food product.  Find out the co-packer’s capabilities in quality control, minimum and maximum size manufacturing runs, receiving and storing facilities, packing and shipping as well as product development services such as product stability testing, nutritional labeling, formulation assistance and ingredient substitution. Inquire if the co-packer uses similar raw ingredients to the desired food product in order to take advantage of the co-packer’s buying power with bulk ingredients pricing and other other supplies. Another important question to ask is the required lead time to manufacture.

Prepare a co-packer checklist to address special needs

Do a lot of homework before visiting a co-packer. Have a business and marketing plan in place which outlines product needs, size, container, minimum quantities and target pricing. Get technical help from a university, a consultant or a testing laboratory to determine the requirements for product stability and safety. Write preparation and process instructions as well as specifications for ingredients, packaging materials, regulatory compliance, and finished product.

  • Can the co-packer provide product development assistance such as safety determinations, coloring, stabilizers and emulsifiers, or preservatives?
  • Can the co-packer address special product concerns such as; acidity, thermal process, refrigerated ingredients, refrigerated product storage?
  • Can the co-packer accommodate specialized ingredients in terms of variety, function, or piece size?
  • Can ingredients be purchased ready-to-use?
  • Are there alternative sources for specialized ingredients?
  • Can the co-packer maintain an inventory of finished product?
  • Will the co-packer help with shipping as well as special shipping requirements such as carton labeling, palletizing and routing instructions?

 

Beware of the disadvantages when using a co-packer

Using a co-packer,  has its disadvantages such as the loss of control over the food product. An entrepreneur is at the mercy of the co-packer’s production schedule, their fixed costs, their vendors and their method of doing business. The entrepreneur does not have much flexibility and the product must conform to the co-packer’s equipment and facility limitations.

The food entrepreneur should research and get recommendations on the prospective co-packer. Confidentiality may be an obstacle as formulations, ingredients and product specifications must be shared with the co-packer.  The co-packer will have access to sensitive information such as sales, volumes and price. This information can be protected somewhat with agreements, but confidentiality can never be assured.

Resolving disagreements between customers and co-packers are not easy. Disputes and litigation may tie up ingredients, supplies and finished product for extended periods of time. Finding an alternative co-packer who can produce the same product may be difficult.

Using a copacker can be expensive as a copacker must also make a profit. Consequently, the costs associated with co-packed product may be high.

Co-packer Resources

SpecialtyFoodResources.com

GourmetCopackers.com

 

 

Sales Management and Strategy

26 Mar

To successfully take your products to market, you must first determine the most effective methods of sales management.  Your goal is to sell product  in a way that achieves the highest level of visibility for your product, and gives a positive light on you,  your brand and your company.

The success of your product remains in the hands of those that are responsible for marketing and selling it.  In your sales management strategy, you might consider:

  • Brokers
  • Independent Reps
  • Distributors
  • Merchandising Services
  • In house sales force
  • Outside product marketing and or sales company
  • Combination of the above solutions

Knowing your sales plans and goals will dictate the sales management and strategy. Find out all of the pros and cons of the various options in sales and marketing representation, before you decide what is right for you. Additionally you must understand who is the buyer of your product.  Finding buyers is a science. Knowing where to look for them is the key. You must employ the best and efficient ways of finding them.  You need to consider the design of sales and promotional materials, identify  and participate at key trade shows, garner trade and consumer press, grow your prospect list and successfully establish your buyer relationships. This requires creativity, hard work and patience. You must prepare forecasts and budgets and generate publicity or ‘free’ press.  Once the buyers have ‘found’ you, you have to get the right ones to buy your product. Always remember the big picture. Once you’ve found the buyers you want, plan and execute vertically integrated promotions that will excite your consumers, as well as each level of the distribution chain.  You will need to present promotional and point-of-purchase proposals that reflects the specific retailers’  business culture.  Design your promotional, advertising, and merchandising materials to maximize flexibility and versatility in order to reduce production costs while maintaining continuity throughout your promotion.  Be creative, excited and engaging throughout the process.  Once you have a meeting schedule, remember to prepare for a stellar and convincing 10-15 minute presentation.  After pro-actively designing and executing creative, unique, and effective promotions, measure your success by using the latest technologies to gather retail data to monitor sales and promotional effectiveness.

 

 
 

Pricing Strategy

23 Mar

Pricing your product correctly will greatly impact your success.  Do your homework. Look at your competitors’ product and compare price by weight, packaging style, ingredients, product features and distribution.

When developing a pricing strategy take into account your branding, marketing and packaging decisions. Understand who is involved in getting your product into the marketplace and consider the cost associated before the consumer buys your product. One method to develop your price strategy, is to start with a suggested retail price the consumer is willing to pay for your food product and then work backwards.  If you end up with a negative figure then you will need to examine areas to cut costs and arrive at an acceptable profit margin.

First, know your COGS (cost of goods sold) or the direct expenses related to the cost of producing your product. This involves the cost to manufacture, labor, packaging materials cost and ingredients or raw materials.

Next you need to know the cost to get your product to the stores or the distribution channel costs. Factors that also play a role in the pricing strategy are the costs associated with distributors, freight carriers and distribution centers fees, broker fees and sales, marketing, and promotions. Additionally, other “hidden charges” exists that affect the price include slotting fees (the cost a retailer asks just to put your product on the shelf), demo fees, merchandisers, temporary price reduction requirements from the retailer, shrinkage, advertising, various retail ‘fees’, taxes, and more. If you are planning to sell your product in other countries, don’t forget costs associated with special packaging, customs and duties, and currency fluctuations outside the US.

Lastly, you must also understand the ins and outs of margin, mark-up and commissions associated with distributors, brokers and retailers.  Study the market to determine what works and what doesn’t, and how to price your product for profits while giving your consumers a good value, without losing it all in the process. With careful research and a complete understanding of the marketplace, your goal is to try get your product priced right the first time.

 

Natural and Green Appeal

21 Mar

According to a recent article in FoodProductDesign.com, two paths,”natural” and “green” are being incorporated into food product design, development and marketing. In 2009, Chicago based research firm, Mintel in their Global New Product Database announced that the No. 1 claim on food labels was “natural”.  Sales of food that carried “natural” on the label were $23 billion in 2008. Natural color ingredients showed a significant shift in the trend for developing and marketing new food products.

Green products that attend to social and environmental issues have also seen a big surge in sales. Terms such as “biodegradable”, “locally grown”, “eco-friendly”, “sustainable”, “fair trade”, and “cage-free” are popular product descriptions and market positioning that are influencing consumer purchases. Packaged Facts projects that food products with these ethical claims will see a growth rate up to 57% through 2014.

Designing and developing new food products with “natural” of “green” claims can make a difference in your product success. However, make sure that consumer expectations are met, and the perceived value, especially for more-expensive products, encourages them to spend on the new product.

 

Packaging Design

21 Mar

Ask any food marketer and they will agree that packaging is one of the most important sales tools and influential factor in the success of a product. When designing and planing your product packaging, consider the following:

  • Who is the consumer?
  • How, When, Where will the consumer buy, then consume the product?
  • How can product packaging be designed to drive the consumer’s purchase impulse?
  • How much will they buy at one time? How often?
  • How much are they willing to pay? (How are competitive products priced?)
  • What is the right product size for the consumer? How will the merchandisers, retailers, distributors and freight carriers expect the product to be packaged? Remember to consider legal and industry standards.
  • Create packaging that takes advantage of shipping master packs and pallet configurations to maximize freight and sales
  • Look at materials and production methods to efficiently achieve the best protection of the product during shipping and handling as well as to extend shelf-life. Consider eco-friendly packaging.
  • Can the package show added value?
  • What are the legal requirements that must be followed?

Look at products that are already successful in the marketplace and make an assessment on the features.  Check out any competitive products and see what works as well as determine new designs and packaging that may put your product ahead of the competition.

Designing your brand identity and packaging materials is very important.  Look to professionals to help in this area.  A relatively small investment up front can save tens of thousands of dollars in the long run, not only in costly redesigns, new packaging, printing and inventories but also in lost revenue.