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FOR IMMEDIATE RELEASE

STRATEGIES INTERNATIONAL STARTS WITH CONSUMER BEHAVIOUR TO DESIGN PACKAGING
Ganong Bros., Limited Hire the Toronto Branding and Design Agency to Maintain Top Performing Brands

TORONTO, ON (March 10, 2004) – Strategies International is now assisting Canada’s top chocolatier update and create sales at store level. Ganong is updating its packages to keep in line with their new marketing objectives. In order to achieve the desired result Strategies International is focusing on in store consumer behaviour.

A recent poll by Strategy/Decima shows only 4.7% of Canadians admit to traditional advertising having an effect on purchase decisions. This statistic is supported by another survey that found 67% of purchases are unplanned ("Where the Rubber Meets the Road: A Model of In-store Consumer Decision Making"). Strategies International is continually striving to learn what influence packaging has had on consumers.

A family-owned business through five generations, Ganong has been enjoying double-digit growth over the last 4 years, in part from their new marketing plan. Ganong has the number two selling fruit snack and number two assorted boxed chocolates in Canada.

"Ganong is a heritage brand and consumer trust is critical to Ganong. We have a history, but time marches on with consumer tastes and preferences," says Ken Murphy, Director of Marketing at Ganong. "Therefore, to compliment our strategic marketing plan, strong package designs are needed to encourage our target market to buy. Strategies International is taking the time to understand our business, our processes and our consumers to make the right recommendations for our new packaging."

"For Ganong and all our clients we strive to know what motivates consumers to buy a product when they are in the store," says Greg Bérubé, President of Strategies International. "Traditional advertising is usually too far removed from the consumer when they are ready to think about purchasing a new box of laundry detergent as opposed to the usual. We aim to talk to consumers where it counts – at shelf level."

Strategies International has a history of long running client agency relationships.
Visit www.si-creative.com for more information on Strategies International.

For further information contact:
Rob Landsmann, Fantail Communications Inc., 416-363-4805, rob@fantailinc.com


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