More than ever consumers expect variety, convenience and quality tiering in the food categories. How can you develop strategies to stay ahead of the competition in your category?

Paul Iddon is Kernel’s British specialist in category tiering, brand portfolio strategy and packaging design and he has developed and implemented strategies for several global brands within the food industry.

Make your reservation now

Date: Thursday 27 October 2011. Time: 9.00 to 12.00

Place: Toldkammeret, Nordhavnsgade 1-3, st. th., 8000 Aarhus C

As we have a limited number of seats, we recommend that you sign up immediately.
E-mail to inge.pedersen@kernelglobal.com or call +45 8620 4300.

New insights from one of the World’s most complex retail markets

According to Paul Iddon, the British retail market for foods – one of the most complex and competitive markets in the world – is characterised by high levels of consumer expectation in variety, usage occasion and quality. Thanks to the major retail chains and ambitious food manufacturers, the British consumer can often be faced with up to seven levels of tiering – even within the most modest product category.

This development will inevitably continue and will be adopted in markets abroad, including Denmark.

It will become a serious issue in your market – and sooner than you might expect.

For that reason, we hereby invite you to a special Learning Lunch. Paul will challenge and inspire you with knowledge, up to the minute insights and questions such as:

• How do you, as a manufacturer or brand owner, navigate in an increasingly complex and bewildering retail universe?
• How can you approach differentiation in both variant, usage occasion and quality dimensions?
• How does your brand need to adapt and evolve in a more complex portfolio?
• How can your packaging and design language be used to create clear quality tiering and variant coding?
• What other strategic and tactical “cheat codes” can you use?

We will be happy to serve up an inspiring and varied lunch made from the finest ingredients.