Week 3 - Revised idea feedback.

We pitched our refined current idea to 2 other groups and received some feedback from them.

• You can emphasise ernest adams OR your brand on the packaging. 
• Without changing the position in the market too much look at ways to compete within their range. 
• Don’t get family from the scripty type face. 
• Sitting in between family and sophisticated
• Rethink patterns/typefaces. 
• Choose flavours. 
• Won’t spend more money on kids for gourmet products. 
• Fruits will resonate with parents more.
• Wording - e.g. dark mud cake with raspberry swirl.

As a result of this we realised that we needed to define our audience and our flavours and how we articulated this, as they got confused. We decided that we would use already existing flavours from the Ernest Adams slice range. 

Flavours:

• Apricot slice
• Lemon 
• Raspberry
• Gooey Caramel
• Brownie

Audience:

• Middle class Families
• Kids to teenagers. 

Pricing:

• Biscuits are 57c per 100g
• Slices are $1 per 100g.
• Farmbake is $1.23 per 100g. 
• Could position at $1.30 per 1006 roughly. 

Revised statement:

Families want a familiar product that would normally be seen as a treat, but at an affordable price. Ernest bakes achieves this through recreating their iconic slice range into a delicious everyday biscuit. 

We felt that the history of Ernest Adams would be important and we would need to incorporate this into our packaging. 

Ernest History:

• Ernest Adams is New Zealand's leading sweet-baked brand offering consumers a range of delicious baked goods available through grocery outlets.

•  As New Zealand's favorite bakery brand it provides delicious sweet alternatives to baking with ready made cakes, desserts and Christmas baking. The range includes slices, loaves, cookies, éclairs, brandy snaps, meringues, profiteroles, cakes, sponges, puddings and tarts.

• Ernest Adams established a New Zealand baking business in the 1920s. English-born Adams came from a family of bakers who immigrated to Australia and where under his father's name, Herbert Adams is a large Australian food company.

Further feedback after name brainstorming:

We are currently looking at naming our brand “Ernest Bakes”. People responded well to this and thought it was a good idea and related well to the slice brand, but we did need to take into account that people may read it as “Ernest Adams, Ernest Bakes” which sounds awkward. Because of this we would need to play around with heirachy, possibly making the Ernest Bakes stand out more than Ernest Adams. It was suggested we research into the Griffins Bites range e.g the mallow puff and toffee pops ones.