Week 5 - Close Critical Analysis

Week 4 - BIB2

Week 4 - Questions and Brand Experience (out of class)

Piako:

Eyes Open:

Whats a typical Piako moment?
Person 4: Breakfast 

What would you expect to pay for Piako yoghurt?
Person 4: $3

What would you buy as an alternative if Piako wasn't there?
Person 4: Yoplait 

What do you think of when you see the Piako Font?
Person 4: Looks yum and inviting 

Who would but it?
Person 4: Fiance


Ultimate Brand Experience:

Transport
Person 4: Pimped out Combie van with silver mags. Its was metallic purple

Waiting
Person 4: On a nice street. It was sunny about 20 degrees

Time  
Person 4: Mid day 

Driver
Person 4: Young guy, mid 20's with dreadlocks and real happy and nice. Group of randoms were also in the car. 

Location:
Person 4: Real nice scenery with lots of paddocks on the way then we arrived at a nice pristine mansion. with really nice fields and gardens 

Feelings:
Person 4: Happy, giddy, excited. 

Activities 
Person 4: taste test yoghurt and play on waterslides and stuff 

Week 4 - Compare and Interpret

Week 4 - Collective Questions and Brand Experience

Collective 
Eyes Open 

When did you first have collective yoghurt?

Person 1: As a child
Person 2: Last Month 
Person 3: Year 13 onwards 

Why would you have it/buy it?

Person 1: For muesli or dessert
Person 2: Smoothies, dessert, Treat
Person 3: Mum bought it, and it looks nice and flash and you can see the flavour

Who normally buys it?

Person 1: Mum
Person 2: Myself
Person 3: Mum

What Brand would you buy as an alternative?

Person 1: yoplait 
Person 2: Anchor 
Person 3: Yoplait

What do you like about it?

Person 1: Looks fancy and Yummy
Person 2: thick, coconut is my favourite, and the range of flavours 
Person 3: Range of flavours, packaging looks nice 

What does it remind you of?

Person 1: Wholesome and fair-trade 
Person 2: childhood, school, lunch
Person 3: Breakfast 


Ultimate Brand Experience 

Waiting 

Person 1: At a bus stop in a small country town
Person 2: School bus stop at lunch time 12:30
Person 3: A home after school, about 3-4

Transport

Person 1: Big old school bus, rusty, with a friend old lady bus driver
Person 2: Typical school bus, with a man bus driver and the class is coming 
Person 3: Mums blue 4 wheel drive

Destination 

Person 1: Green fields, with a big marque, lots of animals around and inside the tent enjoying themselves 
Person 2: Lake front 
Person 3: New World supermarket 

Activities 

Person 1: Games, kiwiana music playing and a yoghurt stand
Person 2: jet skiing, biscuiting, BBq's
Person 3: People shopping and yoghurt stands with collective testing

Approacher 

Person 1: Tour guide to say the experience is over and it's time to go home
Person 2: Young guy dressed in a cow costume excited and enthusiastic giving out free yoghurt
Person 3: Yoghurt stand lady to give me some free yoghurt 

Feelings 

Person 1: Feels good to her here but I'm sad we have to go
Person 2: Super happy and excited about the day
Person 3: Happy but it's a typical day

Week 4 - Piako Question and Brand Experience

Piako:

Eyes Open:

Whats a typical Piako moment?

Person 1: Treat, novelty.
Person 2: Family Dessert.
Person 3: Breakfast after exercise.

What would you expect to pay for Piako yoghurt?

Person 1: $5
Person 2: $6
Person 3: $5 (if on special)

What would you buy as an alternative if Piako wasn't there?

Person 1: Cyclops
Person 2: De Winkle
Person 3: Collective or fresh and fruity 

What do you think of when you see the Piako Font?

Person 1: Thick and creamy
Person 2: thick, fun, playful
Person 3: Childish, wholesome, filling 

Who would buy it?

Person 1: Foodies 
Person 2: Mums 
Person 3: Environmentalists, mums 


Ultimate Brand Experience:

Transport

Person 1: Milking truck, old but good condition, high off the ground 
Person 2: Cream old style milking truck (few seats available) 
Person 3: mum, family car 

Waiting

Person 1: Outside uni
Person 2: Farm 
Person 3: Outside the supermarket (home: Nelson) 

Time 

Person 1: Afternoon, calm, summer evening
Person 2: Overcast afternoon
Person 3: Sunny clear skies 

Driver

Person 1: Man middle aged - 35, farmer, honest, rustic, kind natured 
Person 2: old gentle man, white outfit
Person 3: Mum in her work clothes

Location:

Person 1: Dairy farm, milking shed, authentic, day and life of Piako factory
Person 2: White farm house, beautiful gardens, homely, calm, few people
Person 3: home, family, quiet,

Activities 

Person 1: Milking cows and making yoghurt 
Person 2: To watch yoghurt get made and then try the different flavours 
Person 3: Eating yoghurt with my family 

Approacher 

Person 1: Dairy Farmer to take us to milk the cow and make the yoghurt 
Person 2: Dairy farmer 
Person 3: Mum to give me some yoghurt 

Feelings:

Person 1: Natural, calm 
Person 2: Calm 
Person 3: Calm and happy, content to be with family. 

Week 3 - Survey Questions

Eyes open:

1. Where and when did you first have Piako yoghurt?

2. Why would you have it/buy it?

3. Who would normally buy it?

4. If Piako wasn't available which brand would you buy as an alternative>

5. What do you like about it?

6. What does it remind you of?

Eyes closed:

1. Where are you waiting 

2. What type of transport

3. Who else is with you? Is there anyone?

4. Describe the journey

5. Where have you arrived?

6. What is the person who approached you like? (looks, personality, actions)

Week 3 - BIB1

Week 2 - World News

Global Warming Reduces Plant Productivity
https://www.youtube.com/watch?v=Er3iD5PIR00#action=share

Global warming producing plants that contain lower proteins and micronutrients but higher in carbohydrates
http://www.foodworldnews.com/articles/68465/20160419/climate-change-make-even-fatter.htm

Vegetarianism could be the future 
http://www.independent.co.uk/life-style/food-and-drink/news/world-meat-free-day-why-vegetarianism-could-be-the-future-10320907.html

Denmark is considering proposals to introduce a tax on red meat, after a government think tank came to the conclusion that “climate change is an ethical problem”.
http://www.independent.co.uk/news/world/europe/denmark-ethics-council-calls-for-tax-on-red-meat-to-fight-ethical-problem-of-climate-change-a7003061.html

Processed foods are killing people
https://authoritynutrition.com/9-ways-that-processed-foods-are-killing-people/

'Big Food' companies such as Fonterra causing a diabetes crisis
http://www.stuff.co.nz/national/health/9728964/Big-Food-is-a-big-problem

"A problem with wheat" the finger pointing food.
http://www.stuff.co.nz/life-style/food-wine/food-news/81596542/whats-with-wheat-a-food-fingerpointing-problem

The myth about food intolerance
http://www.stuff.co.nz/life-style/well-good/teach-me/79851079/busting-the-myths-about-food-intolerance

Week 2 - Target Audience/Audience Profile

In my opinion Piako's main target audience would be parents (mainly mums) as it's a delicious gourmet yoghurt that has many health benefits and is a great snack for themselves as well as their young children, particularly early childhood. 

Piako is also a great source of calcium for young children and it tastes great, therefore, mums would pick Piako as a treat or a snack. 

I think Piak would be unsuitable for school aged children as it would be inconvenient as a school snack. Also as children are growing up they start to eat bigger portions where Piako would not be a good option as their containers only hold 500g.

Piako is so thick, creamy and yummy it would be great as a healthy dessert option. 

Collective yoghurt has a very similar target audience. The difference between the two is that Collective has more health benefits than Piako which would be a more trustworthy option. Both Piako and Collective are New Zealand owned and made but Collective is more community based than Piako as it is locally own by a small business whereas Piako is owned by Fonterra.  

Week 2 - Wider Environmental Forces

1. Competition - Collective(main competitor), and puhoi all gourmet yoghurts 
2. Natural Forces - drought, lack in dairy produce, 
3. Social and Cultural Forces - fashion of gourmet yoghurt, peoples tastes and requirements, costs, lifestyle
4. Political - Dairy farming land, ownership
5. Demographic - target audience, age, sex, income status
6. Technological changes - no work, less jobs, better machinery. 

Week 2 - Brand History

Online articles: 
Piako:
http://www.stuff.co.nz/dominion-post/business/8193467/Yoghurt-star-sold-to-mystery-buyer

https://sticknz.net/2010/11/12/superior-yoghurt-creates-new-sector-and-basis-of-piako’s-business/

http://www.stuff.co.nz/life-style/well-good/teach-me/68366620/which-of-these-yoghurts-on-nz-shelves-is-healthiest

http://www.stuff.co.nz/business/industries/8195067/Nosh-founder-snaps-up-Piako

http://www.piakoyoghurt.co.nz/terms-and-conditions/

http://www.stuff.co.nz/waikato-times/business/4371820/Boost-for-gourmet-yoghurt

Piako is a gormet yoghurt range owned and opertated by Hauraki Dairy Limited and is manufactured and distributed by Fonterra, a well known New Zealand established institution.Named after the Piako River, which runs through the heart of New Zealand’s Dairy region in the Huraki Plains. Piako gourmet yoghurt was started by Shaun Jacka and Hamish Pye as a family run business, who discovered gourmet yoghurt in Brisbane and learned that New Zealand has no similar offering. Jacka and Pye then took Piako to their local farmers’ margets and found that the community couldn’t get enough of it. Shaun Jacka and Hamish Pye then entered their gormet yogurt into competitions and were one of three winners in the University of Auckland Business School Entrepreneurs Challenge which oferred $1 million in funding for entrepreneurs. But Piako was soon outsourced to Fonterra when demand began to expand beyond Piako’s Auckland based factory. Piako yoghurt was sold to Tasman dairy producers and Kiwi Yoghurt Company soon after Fonterra started manufacturing and distributing Piako Yoghurt. In 2013 Hauraki Dairy Limited purchased the brand from Tasman Dairy Producers and Kiwi Yoghurt Company.      

Week 1 - Wider Environmental Forces

Competition:

Other supermarket yoghurts:

• Fresh 'n' Fruity
• Meadow Fresh
• Yoplait
• Symbio
• Anchor
• Gopala

Main competition:

• Collective 
• Puhoi

Week 1 - Brand History

Piako: 

• Piako Gourmet Yoghurt is not pasteurised but is made using pasteurised milk. Our Gourmet Yoghurt is not pasteurised as this would kill off the good bacteria that it contains.
• Wherever possible, natural ingredients have been used in the Piako Gourmet Yoghurt range. A small amount of preservative has been added to the product to ensure the product you receive is always of the highest quality standard that you know and love.

Week 1 - Comparing Products

Piako: 

• Advertised that it's a probiotic and gluten free on cover of package. 
• On the back is nutritional facts and ingredients.
• Made in New Zealand with local products by Fonterra.
• Gluten free, probiotic
• Whole sale price: $5.99 

Collective:

• Advertised that it's a gourmet yoghurt and that it a top brand on front of package. 
• On the back is nutritional facts and a little blurb explaining why this yoghurt is convenient and delicious.
• Made in New Zealand using local and imported ingredients. 
• Vegetarian, natural, probiotic, gluten free, gelatine free and preservative free. 
• Whole sale price: $5.50  

Promotion: Piako has no obvious advertisement methods apart from their website which doesn't provide the best information. Collective also has a website which, personally, I think provides a lot more information and is more visually appealing.   

Week 1 - Product, Placement, Price, Promotion

Product:
Placement:
Countdown Newtown: Piako is placed just below eye level and Collective is at eye level. Collective has the prime position as it is the first item on the shelf that will catch the buyers attention. 

New World Metro: Piako and collective are both below eye level close to the bottom of the shelf. Piako is above collective. Neither of the products are in a good position as it is not eye catching and won't be the first product that will catch buyers attention.

Countdown Lampton Quay: Piako and Collective are both below eye level. Piako is above collective. Piako has the better position compared to collective but still not the best position.   

Price:

Promotion:

https://www.facebook.com/PiakoYoghurt/?fref=ts

http://www.piakoyoghurt.co.nz

Week 1 - Assigned Brand

Brand:
The name Piako originates from the Piako River, which runs through the heart of New Zealand’s Dairy Region.
It all started when they first crafted New Zealand dairy into exquisite, decadent, extraordinary tasting yoghurt. We took it to our local farmers’ markets and found you guys couldn’t get enough of it. Piako yoghurt is so delicious it’s like eating pure pleasure. Unlike many indulgent products the best thing about our yoghurt is it’s made with real simple ingredients. Real, simple indulgence; what more could you want?

Competitor: