技术交流: Strategy

I agree not to change your name.

If I understand what you want to do, why not leave your current market line as is and introduce a 'premium' line - run both lines until you're satisfied your premium line has the reputation you want and then you can decide if you can drop your current line.

Good luck!

Your basic question seems to be: "How can we make more money with our average products?"

You can, as Phile & Eric suggest, create a new premium product line. That would allow you to introduce a new price point/differentiator and would most likely increase sales of your basic product line as well.

You could make your product story stand out. Is your product "average" based on price/taste or because it's undifferentiated? Tell people where you get your ingredients and why it's different from your competitors'.

或, you could simply change the labeling to make it look fresher/more modern (without changing the contents). This is likely to produce a short-term affect (people may stop buying if the label changes or because the label changes), but not a long-term result (after people get used to the new labels).

You could also change your packaging. Why not smaller (individual serving) cans? Cans containing a mix of ingredients?

Another perspective that differs from the responses above might just be to go after the new market segment-restaurant and catering businesses. You might be much better off going after a new revenue stream with the same product in different size cans. The type of products you are currently selling are commodity items. For you to go up-market, you may have to change your branding, product line, packaging and marketing. This will be extremely costly, and before you make such an investment I would highly recommend some intensive consumer/trade research to ensure that you are going to get the return on investment. The additional revenue you gain from the restaurant segment may help finance the "upscaling" of your retail brand. I would strongly recommend not doing anything without undertaking proper research. You do have a 30 year-old brand that does have equity, and I would not start messing with it without having some very clear direction from both consumers and trade as to what market need exists that is not being currently serviced in the canned food sector.

Good Luck
Linda Whitehead
ZUZ Marketing

Dear All,

thank you very much for your answers and proposals.
i would agree with phil and steve, not to say that the others are not right, but i've had a lot of advices regarding the bigger can size for catering and for restaurants.
i had a meeting with an advertising company and a consultancy firm, the advised me to ignore the renewing of the corporate identity for the company they proposed the following to focus on:
marketing services:
develop a yearly strategic plan
finalize yearly communication budget
develop concepts in response to marketing issues
recommend new course of action
creative services:
develop tv commercial synopsis and storyboard
develop radio commercial
press campaigns
outdoor campaigns
HTML campaigns
promotion material designs and branding
packaging design:
provide a new labels and packaging design for all existing and new products.

production services:
setting material and production specifications
acquiring and negotiating quotation and offers
supervision of production projects with third party.
end...

that was the contract and the proposal
briefly keep the company name as equity is well established ( as Phil and Steve said), lay off the new products that doesn't go under our company name , change the packaging designs and develop a promotional campaign (BTL, POS materials etc...)that is for a high cost for a monthly cost of 5000 USD. we can have any package design and other of the above stated.
i wanted to share this with you to have your advice also, all of you have been a great help for me thank you very much.
appreciate your help on this last comment in order to close the question.

问候.