|
GOLDEN CASKET GROUP
Sandra Fisher
Fort Matilda Industrial Estate,
96 Port Glasgow Road
Greenock PA16 7QF
Telephone: 01475 721099
E-Mail: sandra.fisher@goldencasket.co.uk
Web Site: www.millionssweets.co.uk
Buchanan's of Scotland was leading the Scottish confectionary industry in seasonal/tourist boxes until around two years ago when its hold on the market dropped dramatically.
"We knew drastic measures were needed," said Sandra Fisher, Marketing Manager of the Golden Casket Group, which produces more than 50 confectionary lines at its Greenock facility including the well loved Buchanan's range. "We had concentrated so much on our other bigger brands, Millions and Halfpounders, that we had taken our eye off the ball.
"Customer surveys were conducted to establish where we were failing. Results were clear. Although our confections were seen to be superior with an average price point, we were also considered 'same old same old' and 'kitsch'. Customers were more sophisticated and wanted a product to match."
Golden Casket realised that Buchanan's of Scotland was in need of a facelift. In October 2004 it started a pre-sell of its new range. Gone were the Highlanders and the oblong boxes. In their place were new designs along with three new shaped boxes and sizes. Particular attention was paid to detail to ensure packaging reflected the quality of the brand.
"We are proud to be Scottish so we kept our thistle and a splash of Tartan," said Sandra. "We added our family crest and clan motto to maintain our identity. Box interiors now include a special message and the bags are printed in gold foiling. Our aim is to make the whole experience from purchase to eating purely pleasurable."
Pre-sales proved tremendous and Golden Casket sold more in March this year than its total seasonal sales for 2004. Expectations and orders are also high for summer, September and Christmas sales.
Overseas and in England, sales are also on the up, with Buchanan's once again seen as quality confectionery.
|
)