Call us on: +44 (0)1271 337 110

/Rachel Matthews The Apprentice - Understanding USPs

Episode ten of The Apprentice saw history happen in the boardroom after the six remaining candidates created their own healthy snacks to sell to retailers.

Episode Ten – Health Snack

Key Skill: Understanding your USPsThe Apprentice - Understanding Your USPs

Both teams were tasked with creating, branding and selling a healthy snack in episode ten of The Apprentice – something that retailers would be happy to sell and consumers would select as part of their daily routine.

Connexus, headed up by Brett, split into two, with Vana and Brett creating the product and Marketing Expert, Richard, producing the branding and packaging.

While their dehydrated vegetable crisps had the potential to be outstanding, Vana had what Brett referred to as a ‘mad scientist moment’ and added far too much oil to the product, resulting in an extremely greasy and definitely not crispy product.

On the marketing side, Richard produced a great brand with stylish packaging, but forgot to add any of their USPs to it. Nowhere on the packet did it mention that the product was dehydrated, not fried, and therefore that consumers were purchasing a raw product, stacked full of nutrients.

Versatile, headed up by Charleine, fell apart from the start. Charleine went alone to create the product, throwing ingredients in all over the place with the idea of creating a superfood snack bar. She did not measure anything, used hardly any superfoods and ended up selecting peanut butter as the base.

Joseph and Gary organised branding and packaging, which was just as bad as Charleine’s attempt. Their packaging was uninspiring, bland and did not contain ingredients because of poor communication from Charleine.

When this product was finished, Versatile received a note from the nutritionist explaining that they could not make the claims they had made on the packaging, which resulted in the team using a black marker pen on their final product.

Market research for Versatile was another step in the wrong direction. They were told that the packaging was boring, the taste was bad and the product was dry and unenjoyable - all points that were picked up in the sales meetings.

The sales pitches were not successful, with both teams desperately attempting to resolve their issues or lie their way through them. (No, Joseph, your market research participants did not say that they loved the product and it tasted amazing.)

When the teams got to the boardroom, history was made. Karren and Claude revealed that neither team had sold anything, which meant that both teams lost.

As a result, both Project Managers were asked to bring one member of their team in, and Charleine, Gary, Brett and Richard faced Lord Sugar in an episode ten showdown.

Who got fired?

Brett

What could have saved him?

At this stage in the competition, it is not necessarily the most recent performance that is taken into consideration. Brett argued about his success but, ultimately, his poor leadership and sales pitches, failing to question mistakes on the task and generally inconsistent track record got him fired, leaving five candidates to face interviews next week.

Rachel Matthews

Rachel Matthews, Social Media and Marketing Manager

In my blogs I will look at industry constraints and issues and problems that employees face in their day-to-day work lives.

Google+

Copyright © 2017 Bray Leino Learning


Subscribe to our newsletter
Liked this? You may also be interested in: