Beefy Burts
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Case for Beefy Burt's about the horse meat scandal

Case for Beefy Burt's about the horse meat scandal

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Beefy Burts Presentation Transcript

  • 1. BEEFY BURT’SCASE HORSE MEAT SCANDALJaakko Savolainen
  • 2. BACKGROUND STORYOn the 16th of January 2013 a story broke out in UK that horse DNA was foundin a frozen beef burger productSince then horse meat has been found from several food products e.g. readymeals, meat balls and burger patties labelled as containing only beef
  • 3. BACKGROUND STORYOn the 16th of January 2013 a story broke out in UK that horse DNA was foundin a frozen beef burger productSince then horse meat has been found from several food products e.g. readymeals, meat balls and burger patties labelled as containing only beefAs a result of of these news the customers vanished resulting in a loss ofalmost 1/2 of the frozen burger market and over 1/3 of the frozen beef market
  • 4. SEVERE THREAT TO THE FUTUREOF BEEFY BURT’S BUSINESS
  • 5. MARKET SITUATION
  • 6. MARKET SITUATION£ 8,1 M£ 6,1 M05102012 2013£ MCumulative frozen beef categorysales (weeks 1-12)
  • 7. £ 8,1 M£ 6,1 M05102012 2013£ MCumulative frozen beef categorysales (weeks 1-12)- 24,1%MARKET SITUATION
  • 8. £ 8,1 M£ 6,1 M05102012 2013£ MCumulative frozen beef categorysales (weeks 1-12)-40-30-20-1001 2 3 4 5 6 7 8 9 10 11 12%weekFrozen beef category salesyear-on-year % change (weeks 1-12)MARKET SITUATION
  • 9. £ 8,1 M£ 6,1 M05102012 2013£ MCumulative frozen beef categorysales (weeks 1-12)-40-30-20-1001 2 3 4 5 6 7 8 9 10 11 12%weekFrozen beef category salesyear-on-year % change (weeks 1-12)-30%MARKET SITUATION
  • 10. £13,7 M£ 9,4 M0510152012 2013£ MCumulative frozen burgercategory sales (weeks 1-12)MARKET SITUATION
  • 11. £13,7 M£ 9,4 M0510152012 2013£ MCumulative frozen burgercategory sales (weeks 1-12)-31,2%MARKET SITUATION
  • 12. -60-50-40-30-20-100101 2 3 4 5 6 7 8 9 10 11 12%weekFrozen burger category salesyear-on-year % change (weeks 1-12)£13,7 M£ 9,4 M0510152012 2013£ MCumulative frozen burgercategory sales (weeks 1-12)MARKET SITUATION
  • 13. -60-50-40-30-20-100101 2 3 4 5 6 7 8 9 10 11 12%weekFrozen burger category salesyear-on-year % change (weeks 1-12)£13,7 M£ 9,4 M0510152012 2013£ MCumulative frozen burgercategory sales (weeks 1-12)-45%MARKET SITUATION
  • 14. CONSUMER RESPONSE
  • 15. 96 % of the consumers are aware of the horse meat scandal76 % have expressed concern over the topic66 % feel they have been misled by the labelingCONSUMER RESPONSE
  • 16. 67 % are less willing to buy processed meat in the future36 % of the frozen burger consumers have stopped buying theproductThose who still consume the product, buy it less frequently andbuy less volumeCONSUMER RESPONSE
  • 17. GAME IS NOT OVER YET
  • 18. KEY INSIGHTS
  • 19. KEY INSIGHTSLACK OF TRUST
  • 20. CATEGORY PROBLEMLACK OF TRUSTKEY INSIGHTS
  • 21. None of the retailers have been singled out as the culprit; allhave suffered a decrease in consumer trustAll retailers have suffered decreases in sales in certain foodcategoriesSurveys indicate that consumers’ attitudes toward the retailersare shifting to positiveKEY INSIGHTS
  • 22. SUGGESTIONS FOR BEEFY BURT’S
  • 23. KNOW• Complete supply chain and supplier audit• Review of HACCP planSUGGESTIONS FOR BEEFY BURT’S
  • 24. KNOWSHOW• Complete supply chain and supplier audit• Review of HACCP plan• Communication strategy• Consumers• Retail accountsSUGGESTIONS FOR BEEFY BURT’S
  • 25. KNOWSHOWGROW• Complete supply chain and supplier audit• Review of HACCP plan• Communication strategy• Consumers• Retail accounts• Product development• New product development• Packaging developmentSUGGESTIONS FOR BEEFY BURT’S
  • 26. THERE ARE OPPORTUNITIES EVEN IN A CRISIS
  • 27. Jaakko SavolainenThank you for your attention