As we are targeting customers of Marks and Spencers, I wanted to look at context. It is most likely that our picnic will be sold in one of two places. In the chilled section, along with the sandwiches, cold drinks and crisps - this area is specifically intended for lunch time food. Or the fridge area where you can purchase more high end take away boxes, which are similar to our picnic product.
Coloured banners are used to section out different areas within fridges and shelves, displaying titles such as 'salads' and 'frozen food'. It would be necessary for our product to go in a chilled area, as it contains food that needs to be refrigerated. We would therefore need to consider how point of sale could be used within this environment to advertise our product.
Food Hall
Meal Deal
We also looked at the possibility of making our picnic a type of meal deal, or a 'dine in' product, similar to existing products within M&S. The dine in for two offer is great value for money, but still offers high end products to the customer. This could be used as an opportunity to offer a variety of different products that the customer could pick and choose from that related to our theme. For example, these offers work alongside different cuisines, as well as general themes such as Chinese cuisine and roast dinners.
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