Section one: Contracting authority
one.1) Name and addresses
AHDB (Defra Network eTendering Portal)
Middlemarch Business Park
Coventry
CV3 4SU
Contact
Sarah Waters
Country
United Kingdom
Region code
UK - United Kingdom
Internet address(es)
Main address
https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board
Buyer's address
https://defra-family.force.com/s/Welcome
one.3) Communication
The procurement documents are available for unrestricted and full direct access, free of charge, at
https://defra-family.force.com/s/Welcome
Additional information can be obtained from the above-mentioned address
Tenders or requests to participate must be submitted electronically via
https://defra-family.force.com/s/Welcome
Tenders or requests to participate must be submitted to the above-mentioned address
one.4) Type of the contracting authority
Body governed by public law
one.5) Main activity
Other activity
Agriculture
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
2024-709 Consumer Segmentation
Reference number
2024-709
two.1.2) Main CPV code
- 79310000 - Market research services
two.1.3) Type of contract
Services
two.1.4) Short description
AHDB would like to develop a consumer segmentation to underpin the future AHDB strategy and inform upcoming marketing activities. The segmentation needs to be based on actual purchasing behaviour as well as attitudes and should work across multiple AHDB sectors (detailed in objectives). The aim of the segmentation is to allow AHDB to have a common ‘language’ for all sectors and a way of targeting consumers more efficiently, beyond just simple demographics.
two.1.5) Estimated total value
Value excluding VAT: £260,000
two.1.6) Information about lots
This contract is divided into lots: No
two.2) Description
two.2.2) Additional CPV code(s)
- 79310000 - Market research services
two.2.3) Place of performance
NUTS codes
- UK - United Kingdom
Main site or place of performance
UK
two.2.4) Description of the procurement
AHDB would like to develop a consumer segmentation to underpin the future AHDB strategy and inform upcoming marketing activities. The segmentation needs to be based on actual purchasing behaviour as well as attitudes and should work across multiple AHDB sectors (detailed in objectives). The aim of the segmentation is to allow AHDB to have a common ‘language’ for all sectors and a way of targeting consumers more efficiently, beyond just simple demographics.
AHDB has two main campaigns:
1) Beef, Lamb and Dairy’s ‘Let’s Eat Balanced’ which celebrates the naturally delicious taste and flavours of British meat and dairy and the role they play as part of a healthy and sustainable balanced diet.
2) Pork’s ‘Feed your family for less’ which has focused on affordable but healthy pork dishes in response to the economic situation.
As some of the challenges with health, animal welfare, sustainability and cost are common across sectors, AHDB sees the opportunity a segmentation could bring to help understand how best to tackle these challenges by sector. The various sectors will be impacted by trends in different ways and therefore with the complexity of this market we feel the segmentation needs to be based on real measured purchasing behaviour, as well as attitudes.
two.2.5) Award criteria
Quality criterion - Name: Quality / Weighting: 80
Price - Weighting: 20
two.2.6) Estimated value
Value excluding VAT: £260,000
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Start date
2 September 2024
End date
15 April 2026
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: No
two.2.11) Information about options
Options: No
two.2.13) Information about European Union Funds
The procurement is related to a project and/or programme financed by European Union funds: No
Section three. Legal, economic, financial and technical information
three.2) Conditions related to the contract
three.2.2) Contract performance conditions
As per specification documentation
Section four. Procedure
four.1) Description
four.1.1) Type of procedure
Open procedure
four.1.8) Information about the Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement: Yes
four.2) Administrative information
four.2.2) Time limit for receipt of tenders or requests to participate
Date
26 June 2024
Local time
12:00pm
four.2.4) Languages in which tenders or requests to participate may be submitted
English
four.2.6) Minimum time frame during which the tenderer must maintain the tender
Duration in months: 6 (from the date stated for receipt of tender)
four.2.7) Conditions for opening of tenders
Date
26 June 2024
Local time
1:00pm
Place
AHDB HQ
Information about authorised persons and opening procedure
Procurement Manager
Section six. Complementary information
six.1) Information about recurrence
This is a recurrent procurement: No
six.4) Procedures for review
six.4.1) Review body
AHDB (Defra Network eTendering Portal)
Middlemarch Business Park
Coventry
CV3 4SU
Country
United Kingdom
Internet address
https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board
six.4.2) Body responsible for mediation procedures
Defra Network eTendering Portal
Seacole Building, 2 Marsham Street
London
SW1P 4DF
Country
United Kingdom
Internet address
https://www.gov.uk/government/organisations/department-for-environment-food-rural-affairs