Clients often reach out to us when profit levels don’t match expectations and when there is a sense that the business could be doing more. Inviting a knowledgeable and experienced third-party consultant like Gibsons in, provides the opportunity for a deep dive into what is happening in your business.

A strategic review of your business provides insight into opportunities that could be exploited and how. It provides reassurance of risks to mitigate against and the steps needed to do this.

Frequently, when we first engage with a new client, we will take them through a strategic review. This may be a company-wide review which is designed to unravel key business concerns and to determine why things are not working as they should. If the business has a specific goal in mind, we will instead conduct a more specific strategic review designed to evaluate the business and the market; and to outline the steps required to move the business in the direction required. This was the case with SSS Strawberries, a producer of fresh berries who were facing the challenge of how to best utilise their non-premium quality and end-of-season fruit.

SSS Strawberries were not maximising potential returns over the entire growing season and was looking to change this. The owners had identified that freeze drying the fruit would enable an increase in revenues and margins but looked to Gibsons to identify how best to enable this. We were commissioned to develop strategic; business and feasibility plans to advance this new product line and take it to market.

We identified 3 stages to bring this product to market: a research and design phase, capital investment, and finally full production with future growth as sales increased and capacity levels were met. We handpicked a team of specialists across the areas of branding, food product commercialisation and packaging, to support the research and design phase for bringing the product to market. This phase focused on determining a name – Gina’s table, brand identity and packaging for the product.The results of this research were crucial as they would go on to shape the entire marketing and sales approach. They would also provide confidence that the direction and decisions made were appropriate, before significant investment in capital took place.

To determine the feasibility of bringing freeze dried fruit to market, we looked firstly at the target consumer – what were their motivations to purchase and their buying behaviour, what competing products did they already purchase, why would they choose this product over others and how could we influence this. In-store research regarding purchase behaviour tracking and Q&A sessions supported this. We looked at the marketplace – what products or competitors were already selling similar products, what consumer needs were being met, price points and packaging. We went on to consider product positioning in the market along with packaging, Point of Sales materials, merchandising, channels to market and the overall brand – tone of voice and brand personality (essentially the look and feel of the brand).

To successfully determine the feasibility of a new product launch, you must fully understand the product and how it will better meet the needs of consumers than competitors. Without extensive research and clarity around your product’s positioning in the marketplace, as well as a strong and consistent brand identity, you are unlikely to succeed.

It was concluded that the product would be marketed to 3 consumers: wholesalers (for sale to end consumers and processors), retail distributors, and online direct to end consumers. The next steps in taking the product to market is capital investment as well as the development of a robust marketing plan to promote the product nationality through all relevant channels. Expansion and conversion of premises as well as the installation of new freeze-drying capacity and pre and post processing equipment to package, store and ship the product are required. Once production is up to capacity and as sales demand grows, further expansion is possible to include a variety of fruits, herbs and food for sale under the company’s own brand or by other processors. Marketing would be ramped up in support of this.

Preparing SSS Strawberries for a national food product launch and extending its product line was no small feat. It is a great example of the full breadth of experience and expertise that Gibsons Consultants provide to clients across business strategy, human resource management, marketing, process development and profit building. For a guiding hand with your business, contact us for a no obligation chat with one of our experienced consultants.