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Gira Dairy Club: Mature Market Opportunities for Dairy
 

Gira Dairy Club: Mature Market Opportunities for Dairy

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    Gira Dairy Club: Mature Market Opportunities for Dairy Gira Dairy Club: Mature Market Opportunities for Dairy Presentation Transcript

    • GIRA Dairy ClubGeneva 13 September 2011Mature Market OpportunitiesPeter WennströmPresident and Expert consultant©2011 Healthy Marketing TeamFor more information, please contact: peter@healthymarketingteam.comWebsite: www.thehmt.com
    • The HMT was founded as a joint venture between global brandingagency DesignBridge and marketing strategy expert Peter Wennström. The vision is to give clients expert guidance in the increasingly complex globallandscape of nutrition health and wellness ! from category direction to creative strategy.The mission is to help clients to better targeted launches and faster projects byunderstanding the reasons for failures and successes.
    • Today the HMT is a team of global experts supporting clients in all parts of the world Together with hands on Consulting in Innovation, Marketing andBrand Positioning, we also support our clients with Inspiration and Training onHow to be a Winner in the Nutrition, Health & Wellness market.
    • Find out more on thehmt.com
    • What is happening in Europe nowand how will we be sellinghealthy dairy products in 2013?
    • Our world before EFSAFunctional foods were developing as a promise of aprosperous futureConsumers were looking for enhanced products and health claimswere believed to support them at the moment of their choice, makingobvious to them which product had more value added
    • Then EFSAcame
    • But our world after EFSA it snot so dire
    • Let s not make this too complicated(your consumer doesn t want you to) They think a claim is a straight lineto the consumer and that s not thecase.- Michele Kellehals, Innovation Director FunctionalIngredients Coca ColaThe consumer doesn t place the same value onhealth claims as you do.
    • I DON T REALLY CAREI don t really care aboutyour health claims,about your active ingredientsand your new benefits-my life is complicatedenough already!
    • I m often confusedabout what to eat in order to stay healthy One third of consumers are confused about how to eat healthier 2000 2003 2005 2008Germany 24% 24% 20% 23%Netherlands 28% 13% 21% 13% 2010 data now available from Health Focus® Contact Sam@HealthyMarketingTeam.comFrance 26% 35% 40% 33%UK 34% 31% 27% FRANCE 2008: 33% 18%All data ©2010 Health Focus International ! reproduction prohibited
    • I m tired of expertstelling me what is good for me Half of consumers are tired of experts! 2000 2003 2005 2008Germany 38% 37% 35% 49% 2010 data available from Health Focus® Contact Sam@HealthyMarketingTeam.comNetherlands 43% 45% 45% 51%France 43% 43% 45% 39%UK 46% 49% 2008: 50% UK 55% 53% All data ©2010 Health Focus International ! reproduction prohibited
    • I don t believe you!Don´t tell me what is good for me Almost half of consumers distrust claims!Strong agree / UK Germany France Netherlands Polandagree 2008 2008 2008 2008 2008I don t believe 48% data now available from Health Focus®42% 44% 43% 52% 2010many of the health Contact Sam@HealthyMarketingTeam.comclaims made onfood packages UK 2008: 48% All data ©2010 Health Focus International ! reproduction prohibited
    • I DON T REALLY CAREI don t really care aboutyour health claims,about your active ingredientsand your new benefits-my life is complicatedenough already!What DO I care about?Let s take a look at someCONSUMER data.
    • I m tired of expertstelling me what is good for me
    • The Elephant in the room..
    • The Society Perspective:Need for a preventive approach The bill: COST MEDICINE Medical care: Treatment, Medication, Surgery, Care Prevention "unhealth" : Healthy lifestyle information, Supplements, Functional FOOD Foods, choice of foods ©Bjerndell/Wennström
    • The Science Perspective:Need for a Wellness focus : MEDICINE ILLNESS MARKERS WELLNESS MARKERS: NUTRITION ©Bjerndell/Wennström
    • So how can we make it happenfor our brands categories?
    • What is the space your category and your occupy in the mind of the consumer? That space is your starting point!
    • Dairy: It s significance for EuropeanConsumers
    • Health claims were intrinsically related toconsumers understanding of the benefits In the case of dairy products, the GOODNESS OF MILK understanding should be consider as an advantage. It happens in those 3 dimensions: Physical: What can I physically feel? What does the product do to my body? Intellectual: What do I know milk is good for? -Strong bones, growing stronger, etc Emotional: 1.Personal relevance associated with nurturing 2.Cultural relevance in most cultures milk has an intrinsic cultural meaning
    • GOODNESS OF MILKEmotional With such a rich Mythic Significance, does dairy really need health claims? Rational Cultural Social
    • Dairy: It s significance for EuropeanConsumers Dairy is still considered the GOLD STANDARD nutritional food for children in most European markets The Category Essence of milk is still Natural and Healthy After a long focus on low fat and carbohydrates, the trends are moving back to protein and full fat in a natural diet. Hence, the opportunity to leverage the above and innovate with Dairy Based Solutions in Early Massmarket in these markets is significant. Similarly, the need to keep loyalty of traditional mass market consumers is vital
    • Five key Market Entry StrategiesFive Market Entry Strategies with varying Innovation quotients & Marketdisruption ability:Market Entry Strategy Relevance for Mass MarketsLeveraging hidden nutritional assetsNew category creation Not relevant for Mass MarketNew segment creationCategory substitutionThe functional foods make-over Not relevant for Early Mass Market
    • So how can we make it happenfor our brands?
    • Kaiku - Removing barriersIncrease permissibility of milk and introducing a new segment
    • KaikuLeveraging milk goodness and removing barriers toconsumption
    • Avonmore leveraging goodnessBuilding a portfolio by leveraging essential milk goodness forall life stages
    • Avonmore MilksUsing consumer knowledge to brand and own theubiquitous milk benefit in a Avonmore way
    • Avonmore MilksBackgroundOne of the largest milk brands inIreland.The range is fortified withCalcium, Vitamins includingVitamin D and other essentialnutrients, including low fat milk,whole milk, milk fortified withfolic acid to aid healthypregnancy.Avonmore portfolio boasts arange of milks to complementevery lifestyle with SuperMilk,Slimline, Milk Plus Probiotic LGG,Low Fat and Fresh Milk.
    • Avonmore MilksUsing consumer knowledge to brand and own theubiquitous milk benefit in a Avonmore way
    • Avonmore: Key Success Factors Avonmore has strengthened it s Market Leader position in the milk category in Ireland by product innovations in it s range using the strategy of Leveraging Milk s Nutritional Assets. It continues to keep the brand relevant among Mass Market stakeholders by being consistent to it s origins as a brand strong in Irish provennace and connected to local communities.Sponsoring: - The successful Kilkenny hurling team. - Munster schools rugby. - Barretstown camp for children recovering from serious illnesses, pledging to raise 2 million for the charity.
    • Activia preparing for post EFSAMoving from health claims to consumer education.
    • What does this sign means to you?
    • Translating the benefit into a mnemonicshort handActivia targeted constipation and digestive irregularity.They have a product where you are able to FEEL the benefit and were ableto communicate that through demonstration.Danone did this through imagery in the form of a slimed waist and yellowarrow. They also conducted a two week challenge to test the feltbenefit.
    • Benefit development: ActiviaIntroducing the brand and the Focusing on communicating the benefit, With the Brand and the Benefitproblem with a health claim supported only by the active ingredient established, it s possible to communicate with less cues and no claimsActivia with Bifidus RegularisHelps regulate your digestive system
    • Activia Brand Evolution: From Problem to PleasurePhase1. Phase 2. Phase 3.Targeting constipation and Demonstrate Effectiveness Expand Range to offer pleasuredigestive irregularity through digestive comfortBrand Message & Symbolism:Owning Transit Brand Message & Activation: Brand Message & Extensions: Feel the benefit Fits into My Life In many Pleasurable Ways
    • The Rules for a successful market entry1. Remember the Category Significance and Category Essence of Milk and hence Dairy in the old market.2. Understand the consumer s needs and the changing trends and how that opens for new expectations on dairy. Be prepared to increase permissibility of dairy by removing barriers like fat, lactose and industrial processes.3. Then determine the Role of the Brand as well as it s Market Entry Strategy to create a relevant and competitive dairy marketing mix to serve both the Early and the Traditional Mass Market consumer.4. Innovate and create value by leveraging and fitting into new habits and needs by innovation in packaging and distribution. Position dairy as a substitution to other categories.In sumKnow the Consumer! Listen to Her! Understand her Context!
    • So remember It s NOT the end of the world!
    • Thank youPeter WennströmPresident and Expert consultant©2011 Healthy Marketing TeamFor more information, please contact Peter@healthymarketingteam.comwww.thehmt.com