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DEAN'S RANGE - Customer Survey

We are proposing the introduction of an Dean's export specific range in 2007. As you know, the current range is predominantly strong in the 4th quarter and the key objective of the new range would be to increase sales and distribution year round. We are proposing a change in not only packaging design but product variety, alternative pack weights, case sizes and price points. This is where we need your assistance!

In order to produce a range of products best suited to your market, we need to understand what will work in the stores and with your customers. We would very much appreciate your input based on experience with other brands in the market and how we can best serve your customers and the consumer needs.

I have noted below a few key questions which will hopefully allow us to better understand the route we need to take with the new range.

Shortbread

As Dean's is a Shortbread company, this will obviously still be a key element within the range. However, we intend the graphics to be more contemporary and would like to ensure the price points and pack weights are appropriate.

Could you please give an indication of which packs are best for the shortbread range?

Which Format?

Cellophane Carton Both

Cellophane Pack Weight and Price Point?
100 g / 3.5 oz, 125 g / 4.4 oz, 150 g / 5.3 oz, Other.

Carton Pack Weight and Price Point?
100 g / 3.5 oz, 125 g / 4.4 oz, 150 g / 5.3 oz, Other.

Flavoured Shortbread Range

The current flavoured shortbread varieties are proving popular although, again, the price points have proved too expensive. We would therefore like similar advice / recommendations.

The current range is as follows in order of popularity. We may not include all these products in the new range but your thoughts would be appreciated and feel free to add additional flavours that sell well:

Praline Pecan

Belgium Chocolate Chunk

Toasted Coconut

Apple Crumble

Raspberry & Oatmeal

Strawberry & Cream

Orange Marmalade & Oatflake

Lemon Curd & Oatflake

Pack weight and Price Point?

100 g / 3.5 oz, 125 g / 4.4 oz 150 g / 5.3 oz , other:

Potential NEW Biscuit Range

We are keen to explore the possibility of introducing a BISCUIT / COOKIE range which is not based on shortbread. This would automatically give the brand a year round appeal and would give us the opportunity to increase distribution and target new areas. This would be a new area altogether for Deans therefore will take longer to implement but we would like to give them an idea of the top selling biscuit / cookie varieties in your market.

Your Top 5 best selling cookie varieties, i.e. chocolate chip, double choc chip, butterscotch, etc:

1
2
3
4
5

Packaging

Could you possibly provide us with examples of packaging that works in your market. Not necessarily solely biscuit brands, any successful luxury brand who has shelf appeal to the consumer. A weblink to the brand website would be very helpful.

Thank you for your time and valuable input.