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Based on: Developing a portfolio of brands
Source: Chris Docherty: Windward Commodities Ltd.
Case: Branded Barbados Sugar
Intellectual Property and Branding
POSITIONING
PACKAGING
RETAIL
PRICE
PRICE PREMIUM
BRAND
ULTRA-PREMIUM
US$9.57 per kg
(£2.99 per unit)
797%
(vs. white sugar
Planta on Reserve
Tin
Bag
PREMIUM
US$3.96 per kg
(£0.99 per unit)
329%
(vs. white sugar
MASS-MARKET
US$2.70 per kg
(£0.69 per unit)
225%
(vs. white sugar
Planta on Tradi onal
Bag
Sack
MANUFACTURING
US$1.50 per kg
(£56.00 per unit)
176%
(vs. white sugar