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    A new breed : wired for success : redefining the possibilities of solar powered electric fence energizers.
    (Massey University, 2014) Marks, Nicholas R
    Gallagher, world renowned for their electric fencing innovations, requested ways to develop their solar powered energizer range. The intent of this project was to work with Gallagher product specialists to identify key market gaps and use them to develop a conceptual design proposal for a new solar charged, battery powered electric fence energizer. Industrial design literature investigations provided a foundation for this project and specific methods were used to identify and utilize key information from the Gallagher product and energizer range and Gallagher’s competition. Other strategic research areas included; context of energizer use, common energizer issues, market gaps/opportunities, ergonomic principles, safety aspects, manufacturing guidelines and relevant state of the art technologies. The core research methods used to support the investigation and consider industrial design and business requirements were; market analysis, ethnography, surveys, informal expert interviews and focus group meetings with Gallagher departmental managers. Structured concept generation, test rigs, mock-ups, models, iterated design development and CAD renderings ensued. A potential market gap was discovered through these explorations where isolated farm blocks needed electric fencing, but had no mains power. The unit needed to be semiportable, yet had to have the potential power to supply the equivalent of mains powered energizer capabilities. Solar powered technology has widened the scope for design to solve this scenario, which provided the starting point for initial design concepts. The product was required to solve issues and objectives (functionality), be intuitive, easy to use and practical (usability), and appeal to the target market (desirability). The final design proposal is a modular energizer unit which allows the end user to customize the system to suit their individual needs. This investigation aimed to fulfil Gallagher’s brief to expand their solar powered energizer range, and uncover any other potential product opportunities in the market.
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    The positioning of premium private label brands : a thesis in partial fulfilment of the requirements for the degree of Master of Business Studies in Marketing at Massey University, Palmerston North, New Zealand
    (Massey University, 2011) Feetham, Pam
    Premium Private Label brands are commanding eye-level shelving space in New Zealand’s supermarkets. With eye-catching packaging and labelling they are attempting to position themselves against established National brands. The question of whether consumers perceive premium Private Label brands as occupying the same perceptual space as these established National brands was the focus of this research. In four FMCG product categories, the positioning of the premium Private Label brand, Select, was compared to that of two National brands and a budget Private Label brand, using on-line surveys. In none of the categories was Select perceived as occupying the same perceptual space as the established National brands, though it was clearly differentiated from its budget counterpart. These findings suggest that, while premium Private Label brands such as Select may never threaten the market position of a dominant National brand, they could compete for the position currently held by weaker National brands in some product categories. This research also confirmed that, generally, New Zealand consumers have positive attitudes towards Private Label brands, but there is some doubt that they fully trust the quality of Private Label brands. Consumers are also more likely to purchase Private Label brands in particular categories, and more likely to do so if they are locally sourced. To avoid any cannibalisation between the premium and budget Private Label brands it is vital retailers maintain the perceptions of quality separation. Communication messages, therefore, need to convey premium Private Label brands’ quality, value for money, and that the ingredients are locally sourced. Retailers could build further premium Private Label brand trust and familiarity by in-store taste trials and free samples.