Appendix 1: TERMS OF REFERENCE Brand Development and Packaging Workshop/Webinar 1. BACKGROUND INFORMATION 1.1. Beneficiary/Eligible countries CARIFORUM Region: Antigua and Barbuda, The Bahamas, Barbados, Belize, Dominica, Dominican Republic, Grenada, Guyana, Haiti, Jamaica, St. Kitts and Nevis, Saint Lucia, St. Vincent and the Grenadines, Suriname, Trinidad and Tobago 1.2. Contracting Authority Caribbean Export Development Agency 1.3. Relevant background Caribbean Export Development Agency (Caribbean Export) is a regional export development and trade and investment promotion organization of the Forum of Caribbean States (CARIFORUM). Caribbean Export is also a beneficiary of funding assistance from the 10 th European Development Fund (EDF), under which the Agency is responsible for implementing the Regional Private Sector Development Programme (RPSDP). The RPSDP has four specific objectives: a) Enhancing Competitiveness and Promoting Innovation among CARIFORUM s Private Sector; b) Promoting Trade and Export Development among CARIFORUM States; c) Promoting stronger trade and investment relations among CARIFORUM and French Caribbean Outermost Regions (FCORs) as well as European Union (EU) Overseas Countries and Territories (OCTs) in the Caribbean; and d) Promoting stronger trade and investment cooperation between CARICOM and the Dominican Republic (DR). There is also a complementary objective of strengthening the institutional capacity of Caribbean Export to implement trade and investment promotion programs in the region through its export development programming and through support to the Caribbean Association of Investment Promotion Agencies (CAIPA). The overall objective of the Regional Private Sector Development Programme is to contribute to the gradual integration of CARIFORUM countries (Antigua and Barbuda, The Bahamas, Barbados, Belize, Dominica, Dominican Republic, Grenada, Guyana, Haiti, Jamaica, St. Kitts and Nevis, St. Lucia, St. Vincent and the Grenadines, Suriname and Trinidad and Tobago) into the World Economy and by so doing to enhance regional economic growth and by extension alleviate poverty. One of the specific objectives of the programme is to enhance Competitiveness and promote Innovation among CARIFORUM s private sector.
1.4. Current state of affairs in the relevant sector Branding is an integral part of any business, with the potential to make it a huge success or a colossal failure. However, in far too many instances, not enough focus and emphasis is placed on the roles Brand Development and packaging play in a successful enterprise. World Class Manufacturers, on the other hand, understand all too well the role branding and packaging play in establishing and building their brands and have dedicated enormous amounts of resources to ensuring that their branding maintains a certain standard of excellence, which their customers demand and have grown accustomed to. Companies such as Colgate-Palmolive, Coca-Cola, and Starbucks to name a few, have done such an amazing job in branding and packaging, many people often refer to their actual products by their brand names without even realizing it. In order for our CARIFORUM firms to strive to become World Class, there exists the need to place more emphasis on the branding and packaging of their products, by ensuring that they meet international standards and provide maximum appeal to their intended target markets. With this in mind, Caribbean Export plans on hosting a Workshop / Webinar designed to introduce CARIFORUM firms to various branding and packaging concepts and tools that will help improve their company s image and appeal of their products to the consumer. In addition, it will also shed some light on international packaging standards, focusing primarily on the European Market, and provide participants with reputable sources of packaging information. This intervention will be geared towards manufacturers primarily involved in the agro-processing and light manufacturing sectors, who are already exporting or exhibit strong potential and desire to export. Caribbean Export under the 10 th EDF Regional Private Sector Development Program has a mandate to increase the competitiveness of the regions exports including services. 1.5. Related Programs and other donor activities: 10th EDF Regional Private Sector Development Programme. 2. OBJECTIVE, PURPOSE & EXPECTED RESULTS 2.1. Overall objective The overall objective of the Competitiveness and Innovation component of RPSDP, of which this contract will be a part, is to enhance Competiveness and to promote Innovation among the CARIFORUM s private sector. 2.2. Purpose The specific purpose of this contract is as follows: The purpose of this contract is to deliver a hands-on and interactive workshop that provides participants with all the fundamentals necessary to brand their business and package their products to sell.
2.3. Results to be achieved by the Consultant The consultant is expected to deliver an interactive Brand Development and Packaging workshop to approximately 100 firms via direct training and webinars with the following results: Participants will learn to effectively brand and package their products to sell. Participants will be aware of the Packaging Standards required for the European market. Participants will be provided with recommendations for the improvement of their current packaging. Participants will learn winning strategies for launching a new product. Participants will be able to better understand what consumers look for in brands and in their product packaging. Participants will be provided with a directory of reliable Packaging Suppliers. Participants will be provided with various reputable sources of packaging information. Branding and Packaging Manual will be created, which will include packaging and labeling standards for Europe by country The following are the main outputs of the Brand Development and Packaging Workshop: A highly interactive and hands-on workshop. Workshop Participant Handbooks. Branding and Packaging Manual, to include packaging and labeling requirements for Europe by country. 3. ASSUMPTIONS & RISKS 3.1. Assumptions underlying the project intervention The Consulting firm can successfully and effectively deliver the desired outcomes of the two -day workshop within the stipulated timeline. The selected client firms are fully committed to this initiative and have the capacity to absorb such a comprehensive training programme and put into practice what they have learnt. 3.2. Risks Unforeseen travel delays and/or cancellations for the facilitators. Unforeseen business emergencies which prevent some targeted client firms from participating in the workshops. Unforeseen technical difficulties experienced in the live streaming component of the workshop to the some of the participating Member States
4. SCOPE OF THE WORK 4.1. General 4.1.1 The project involves the delivery of a hands-on and interactive Brand Development workshop/webinar for approximately 100 firms. 4.1.2. Geographical area to be covered by the Consultant Barbados 4.1.3. Target groups Private Sector Enterprises in CARIFORUM Member States primarily involved in the agroprocessing and light manufacturing sectors. 4.2. Specific activities 4.2.1 In order to realize the objectives and results, the Consultant will deliver a comprehensive and interactive workshop/webinar, which address but not be limited to the following: The Ins and Outs of Branding and Packaging and Definition of Packaging Terms. How to brand your business and package your product to Sell Identifying an appropriate Packaging Supplier for your needs: o Strength, Safety, Hygiene, Storage, Transportation (Shipping/Handling), End Use, Protection, Preservation, Environmental Impact Premium Packaging at an affordable price Avoiding Branding and Packaging Disasters Strategies for launching a new product International Packaging Standards and Regulations: With emphasis on the European Market Understanding the consumer o What are consumers looking for in brands and in their product packaging? o What will make a consumer choose your product? o How can I differentiate my product from other similar products o Retail Trends Dissemination of the following: o Packaging Information Websites and/or publications o Directory of Qualified Packaging suppliers in the Caribbean, North America, Europe, and China.
SCHEDULE FOR COMPLETION OF WORKSHOP Milestones and Deliverables will follow the proposed schedule below: ACTIVITY Receipt of workshop material for review and printing July 1 st, 2013 SCHEDULED DELIVERY Delivery of Workshop in Barbados July 16 th 17 th, 2013 Final report submitted August 2 nd, 2013 4.3. Project management 4.3.1. Responsible body The Caribbean Export Development Agency will be responsible for the management and coordination of this project. 4.3.2. Management structure The Manager Competitiveness and Innovation will retain overall responsibility for the project and will report the performance of the project to the Executive Director. 4.3.3. Facilities to be provided by the Contracting Authority and/or other parties: Workshop venue and administrative space. 5. LOGISTICS AND TIMING 5.1. Location Caribbean Export Development Agency 1 st Floor Baobab Tower Warrens St. Michael BB22026 Barbados 5.2. Commencement Date & Period of implementation of tasks The intended commencement date o f the contract is June 14 th, 2013 with the actual Workshop to be delivered on July 16 th - 17 th. The period of implementation of the contract is one and a half (1 1 / 2 ) months ending August 2 nd, 2013.
6. REQUIREMENTS 6.1. Personnel 6.1.1. Key expert All experts who have a crucial role in implementing the contract are referred to as key experts. The profiles of the following key experts for this contract are as follows: Workshop Facilitator Qualifications & Skills 1. Tertiary level training in graphic design and marketing or related field (Minimum BSc or BA) 2. Good interpersonal skills 3. Excellent oral and written communications skills. General Professional Experience 1. Minimum ten (10) years experience in Branding, Design, and marketing; 2. Specific Experience working in the Caribbean region. 3. Extensive knowledge of international packaging standards, with emphasis on the European market. Specific Professional Experience A proven track record in delivering similar workshops 6.1.2. Other experts, support staff & backstopping A maximum of two (2) key experts are required for this contract. 6.2. Office accommodation No office accommodation at the Caribbean Export Development Agency is required for the key expert. 6.3. Facilities to be provided by the Consultant The Consultant shall ensure that additional experts, if required, are adequately supported and equipped. In particular the Consultant shall ensure that there is sufficient administrative, secretarial and general support for each additional expert to enable the Consultant to concentrate on his/her primary responsibilities. The Consultant must also transfer funds as necessary to support the activities under the contract and to ensure that all employees are paid regularly and in a timely fashion.
6.4. Equipment This contract does not provide for the procurement of any equipment related to this assignment. 7. REPORTS 7.1. Reporting requirements The consultant will submit the following reports: Inception Report of maximum 5 pages to be produced after one (1) week from the signing of the contract by both parties. In the report the consultant shall highlight any difficulties encountered and/or foreseen difficulties in addition to submitting a detailed workshop agenda and programme. The Consultant is advised to proceed with his/her work also in absence of comments other than acceptance by the Contracting Authority to the inception report. Final report - The Consultant shall also submit a final report within two (2) weeks of delivering the workshop. This report will provide a summary of the activities undertaken during the consultancy and highlight the areas covered in the Workshop. 7.2. Submission & approval of reports The reports and deliverables as referred to above must be submitted to the Manager Competitiveness and Innovation. All reports must be submitted in English in electronic format. The final report must be submitted in electronic format along with three (3) hard copies. The Manager Competitiveness and Innovation is responsible for approving the reports. 8. MONITORING AND EVALUATION 8.1. Definition of indicators Performance on the project will be measured by satisfactory completion and timely submission of the deliverables outlined in Section 4.2 and as outlined within the work plan. Feedback, other than acceptance, on each submitted Progress Report is not a requirement for the continuation of the project. The Contracting Authority will provide feedback to the consultant within five (5) working days of receipt of the final report. 8.2. Special requirements None