Contract notice
Section I: Contracting
authority
I.1) Name and addresses
AHDB (Defra Network eTendering Portal)
Middlemarch Business Park
Coventry
CV3 4SU
UK
Contact person: Sarah Waters
E-mail: procurement@ahdb.org.uk
NUTS: UK
Internet address(es)
Main address: https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board
Address of the buyer profile: https://defra-family.force.com/s/Welcome
I.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 abovementioned address
Tenders or requests to participate must be sent electronically to:
https://defra-family.force.com/s/Welcome
Tenders or requests to participate must be sent to the abovementioned address
I.4) Type of the contracting authority
Body governed by public law
I.5) Main activity
Other: Agriculture
Section II: Object
II.1) Scope of the procurement
II.1.1) Title
2024-709 Consumer Segmentation
Reference number: 2024-709
II.1.2) Main CPV code
79310000
II.1.3) Type of contract
Services
II.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.
II.1.5) Estimated total value
Value excluding VAT:
260 000.00
GBP
II.1.6) Information about lots
This contract is divided into lots:
No
II.2) Description
II.2.2) Additional CPV code(s)
79310000
II.2.3) Place of performance
NUTS code:
UK
Main site or place of performance:
UK
II.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.<br/>AHDB has two main campaigns: <br/><br/>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. <br/>2) Pork’s ‘Feed your family for less’ which has focused on affordable but healthy pork dishes in response to the economic situation. <br/><br/>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.
II.2.5) Award criteria
Criteria below:
Quality criterion: Quality
/ Weighting: 80
Price
/ Weighting:
20
II.2.6) Estimated value
Value excluding VAT:
260 000.00
GBP
II.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Start:
02/09/2024
End:
15/04/2026
This contract is subject to renewal: No
II.2.9) Information about the limits on the number of candidates to be invited
II.2.10) Information about variants
Variants will be accepted:
No
II.2.11) Information about options
Options:
No
II.2.13) Information about European Union funds
The procurement is related to a project and/or programme financed by European Union funds:
No
Section III: Legal, economic, financial and technical information
III.1) Conditions for participation
III.2) Conditions related to the contract
III.2.2) Contract performance conditions
As per specification documentation
Section IV: Procedure
IV.1) Description
IV.1.1) Type of procedure
Open procedure
IV.1.8) Information about Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement:
Yes
IV.2) Administrative information
IV.2.2) Time limit for receipt of tenders or requests to participate
Date:
26/06/2024
Local time: 12:00
IV.2.4) Languages in which tenders or requests to participate may be submitted
EN
IV.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)
IV.2.7) Conditions for opening of tenders
Date:
26/06/2024
Local time: 13:00
Place:
AHDB HQ
Information about authorised persons and opening procedure:
Procurement Manager
Section VI: Complementary information
VI.1) Information about recurrence
This is a recurrent procurement:
No
VI.4) Procedures for review
VI.4.1) Review body
AHDB (Defra Network eTendering Portal)
Middlemarch Business Park
Coventry
CV3 4SU
UK
E-mail: Procurement@ahdb.org.uk
Internet address(es)
URL: https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board
VI.4.2) Body responsible for mediation procedures
Defra Network eTendering Portal
Seacole Building, 2 Marsham Street
London
SW1P 4DF
UK
Internet address(es)
URL: https://www.gov.uk/government/organisations/department-for-environment-food-rural-affairs
VI.5) Date of dispatch of this notice
28/05/2024