In-store poster

Concept board icluding Macro Trend and Target Audience

Packaging made up

Packaging

All 5 flavours

Final Packaging design

New packaging design

We have decided to take an illustrative approach in our packaging. Smooth water colour blending in the back provides a calm and relaxed background to our package. Having the main illustration being the biscuits with the cup of milk to suggest a beverage you can enjoy whilst eating our biscuits.

New Logo

The logo has been simplified to show our ideas that we want to focus on in our biscuits. The use of the arrow is to demonstrate a winding back aspect, where our biscuits are designed to help stressed and busy people to relax and have a break.

Farmbake ideaology

You can see in this Farmbake advert that they are selling a biscuit that is family orientated "just like nanas"but with "traditional ingredients". Selling the ideas that farmbake is a biscuit to be enjoyed by all and is a reminder of home.
http://www.youtube.com/watch?v=sup1pPQQ16Q

Barcodes

Including the name of the product into the barcode

Regain

Relax

Reset

Packaging concepts

The white spaces indicate where transparent windows are located on the package.
Coloured text stands for different parts of the day as does the positioning of the sun.

Logo

Concepts and initial ideas..

Playing with the triangle which represents our three different flavours of biscuits.

Also looking at the introduction of the sun and moon to be positioned at the suitable time of the day to when you eat the biscuit. 

Final

Packaging

Mainly looking at the idea of using a paper to put our biscuits in.

Research

SWOT Analysis

Biscuit Flavours

Target Audience

BIB 1 Farm Bake

BIB 1 Ernest Adams

Farmbake History

In 1865, a small bakery opened in Hunter Street, Newcastle, north of Sydney, New South Wales. It supplied bread, pies and biscuits to the local townspeople as well as to the crews of the many ships that docked at the port to load coal. From these humble beginnings rose a company whose name is now synonymous with Australia's favourite biscuits and snacks.

Today, Arnott's employs thousands of people and supplies biscuits to more than 40 countries around the world. Millions of Australians have grown up on Arnott's and for them, Arnott's is more than a food company, it's a piece of Australia's history.

http://www.arnotts.co.nz/about-us/arnotts-heritage.aspx

Ernest Adams History

Ernest Alfred Adams was born in Wellington, Somerset, England, on 23 November 1892, the son of a master baker, Herbert John Adams, and his wife, Eliza Ann Bell. He was educated at Devon County School and Taunton School, but left in 1909 to work for his father. Soon after, however, Herbert Adams went bankrupt and decided to emigrate to Australia. This early experience of hardship had a formative effect on Ernest, and in later life he was to dedicate considerable time and money to education and welfare organisations.

From 1910 Adams worked in his brother’s bakery in Plymouth, before emigrating to Melbourne in 1912 to work for his father. During this period Ernest became a skilled baker, and in 1915 he started his first bakery in Ballarat, Victoria. The previous year, on 19 September, he had married Mary Florinda Larson, in Melbourne. They had a son before she died, along with their second child, in childbirth in 1920. Ernest then moved to Tasmania and set up a bakery partnership. In 1921 he came to New Zealand, bringing his mother-in-law and son from Ballarat. He met his second wife, Jean West, an art student, when he returned to Tasmania to wind up his business interests. After a brief courtship they were married at Derby, Tasmania, on 22 February 1922; they were to have a family of three sons and two daughters.

Soon after his arrival in New Zealand Adams had met Hugh Bruce, a Christchurch baker who was intending to sell his business to retire. Instead they established a partnership, Adams Bruce Limited. Theirs was to become a close business and personal relationship. By 1929 the company had bakeries in Auckland, Wellington, Christchurch and Dunedin, and its brand of chocolates, ‘Queen Anne’, had become a household name. That year, following Bruce’s retirement, a new company, Ernest Adams Limited, was formed to take over South Island trading, while Adams Bruce was sold to North Island shareholders. However, such was the strength of their friendship that Bruce soon came out of retirement to work for Ernest as the Christchurch factory manager until his death in 1939.

In 1927 Adams set up an innovative insurance scheme to provide retirement benefits for employees, which later developed into a staff superannuation scheme. During the depression, when many companies were retrenching staff, he proposed a company-wide pay cut, starting with himself, to avoid redundancies. He also provided financial assistance to the families of staff who fought in the Second World War. Although he was known for his fairness and generosity, Adams was a firm taskmaster, who expected his staff to maintain his high personal standards.

Under Adams’s stewardship the company survived the depression years, and developed from a chain of small retail shops, through a transition to supermarket trading, to become the largest bakery in the South Island. He maintained its success through uncompromising commitment to quality at an affordable price, and by investing in modern bakery technology. Marketing of the company’s products was supported by extensive newspaper and radio advertising; for many years the well-known radio broadcaster Aunt Daisy endorsed ‘Fether Flake’ pastry.

Throughout his life Adams was involved in a range of community groups. In the late 1930s he began a long association with Cholmondeley Memorial Children’s Home at Governors Bay, Canterbury, and he served on the regional committees of both the New Zealand Crippled Children Society and the New Zealand Branch of the British Empire Cancer Campaign Society. For his community work Adams was made an OBE in 1962. Two years earlier he had set up a trust fund with ten beneficiaries, later reduced to five: the Cholmondeley home, the cancer society (his sister had died of cancer), the Canterbury Aged People’s Welfare Council (for the benefit of Windsor House), the University of Canterbury, and Te Waipounamu Maori Culture Centre. The trust was wound up in 1994 with a substantial return to the beneficiaries.

In his younger days Adams was a keen angler, skier and deer stalker. The family took regular holidays in Arthur’s Pass National Park, where Ernest involved himself fully in the local community. He became an honorary ranger and was a member of the Arthur’s Pass National Park Board from 1948 to 1958; he also became a life member of the Christchurch Ski Club. He served on the Christchurch City Council from 1953 to 1956 and was chairman of the first board of governors of Shirley Boys’ High School. Throughout his life he had a keen and active interest in cameras and cinematography, resulting in a comprehensive photographic record of his company’s history.

Ernest Adams retired as chairman of the company in 1965. He and his wife remained regular visitors to the Christchurch bakery, and Ernest continued to take a keen interest in all facets of the firm’s operation, and the people who worked in it, until his death. He took great pleasure in witnessing the repurchase of Adams Bruce in 1974, making Ernest Adams into a national company. Adams died in Christchurch on 29 August 1976, survived by his wife and children. The success of his bakery business had made him a household name. However, it was his deep commitment to his family, staff, and wider community that had moulded his life.

http://www.teara.govt.nz/en/biographies/5a4/adams-ernest-alfred

Ernest Adams 4 p's

Product
Apricot Choc Chip, 350g
Double Chocolate Chip, 350g
Shortbread, 350g
Chocolate Chip, 350g
Ginger Crunch, 350g
Peanut Brownie, 350g

Placement
New World holds the Ernest Adams range of biscuits below eye level and below Farmbake. This shows that Farmbake dominates over Ernest Adams in this supermarket. It is displayed in a single row of five different flavours.

Promotion
Te Ara (.govt.nz) provides a history of the company and success of Adams as a baker.

Price
$3.49

Farmbake 4 p's

Product
Chocolate Chip, 350g
Chocolate Chip Fudge, 350g
Peanut Brownie, 350g
Golden Crunch, 350g
Butter Shortbread, 350g
Crunchy Oat and Fruit, 350g
Triple Choc, 350g
White Choc, 350g

Placement
There are many options of Farmbake biscuits. There is a whole column of shelving for Farmbake and they are very easy to find being at eye level. At eye level flavours Chocolate chip fudge and Chocolate chip are clearly visible. The least favourable flavours being at the bottom and top of shelf are Peanut Brownie and Butter Shortbread.

Promotion
Farmbake's website is accessible through Arnotts webpage. It provides a list of the different options of products. Farmbake does not have a Facebook page. They have a promotion ad uploaded to Youtube. Print out posters discoverable through Google.

Price
$4.49

Freshly baked cookies

Fresh biscuits

Social aspect that biscuits create

The idea of bagging biscuits

Marketing map (Youth/Mature, Healthy/Unhealthy)

The red circle indicates where we aim to place our product on the market.

Marketing map (Youth/Mature, Social/Individual)

The red circle indicates where we aim to place our product on the market.

Macro Trend updated

People are stressed, busy and tired. Therefore they forget to relax and have a break to gather more energy for the next activity during their day. We are going to produce a biscuit to help people relieve stress to provide energy to keep on going.

Different series of biscuits..
Brunch; Healthy
Afternoon; Energetic
Late Night; Sweet

Research

Macro trend: Snack is very dominant in the world, also different snack has different ingredients. Now, snack also became an emergent food as a fast meal. As people become busier and lazy they search for a quicker and easier alternative. A cookie that can replace a meal and still provide the basic nutrional needs.   

Target audience: Students and working class

Idea: A cookie replacing a quick meal through providing a stable amount of natural and healthy ingredients. This will allow for consumers to receive a similar amount of nutritional needs to allow for their body to function at the same rate if you were to have a proper meal. We will be looking into other brands to see what they have done to create the whole meal idea.

Interview: feedback on our idea, they prefer...
Sweet
Soft
Fruits
Chocolate
Natural
Single cookie $3
Bag of 3 cookies $5-$6

Flavour Ideas:

Chocolate w/ Fruit

Chocolate w/ Nuts

Chocolate w/ Ginger

Chocolate w/ Trail mix

Macadamia nut

Chocolate w/ Oats