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A point of view on Flora margarine..

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This is a mock strategic planning presentation aimed at young advertising planners, or those who want to get in. It aims to show the thought process/provide a structure when writing planning …

This is a mock strategic planning presentation aimed at young advertising planners, or those who want to get in. It aims to show the thought process/provide a structure when writing planning presentations.

It's a spot of desk research allied to a bit of thinking - something designed to show how research (of many kinds) and a bit of lateral thinking can lead to an interesting brand positioning/media thinking, even for a seemingly straightforward category.

As mentioned in the presentation, it's just a starter for ten - primarily for wannabe/junior planners to read and write their own.

NB: I don't work for or on any Unilever business.

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  • 1. ‘Bringing the sunshine back’ Some thinking for Flora. December 2012Sunday, 30 December 12
  • 2. Why is this here?* *Lots of junior planner types have asked, over the years, about presentation structure - this is meant as a means of helping them. ALSO: *Yellow fats are the archetypal planning ‘problem’, away from more sexy products and services. So - it’s fun to have a crack at, given product heritage and consumer behaviour. FINALLY: *I’ve purposefully not looked at too many ads or competitor information beyond desk research, as this is meant to show how even simple desk research can lead to an interesting positioning/brand idea.Sunday, 30 December 12
  • 3. What I’ve done: Hung around Supermarkets for too long Conducted online conversation audits* Read a lot Talked to my Mum *not ‘proper’ onesSunday, 30 December 12
  • 4. I’ve discovered there are three problems Flora must overturn: Business Brand ProductSunday, 30 December 12
  • 5. I’ve discovered there are three problems Flora must overturn: Business Brand ProductSunday, 30 December 12
  • 6. Premium pricing provides the market’s revenues Revenues for the market are driven by value sales. People are buying less, but are spending more; Lurpak has been the main beneficiary. This ‘indulgent’ behaviour has been influenced by the recession.Sunday, 30 December 12
  • 7. Indulgence, not health, is the core driver of this Though 93% claim they buy for health reasons, sales of health focused products have fallen. Despite this, the majority of new spread product launches are health-focused, and they’re on the rise.Sunday, 30 December 12
  • 8. Indulgence, not health, is the core driver of this Though 93% claim they buy for health reasons, sales of health focused products have fallen. Despite this, the majority of new spread product launches are health-focused, and they’re on the rise. This is at odds with taste-led culture; markedly, Lurpak’s value growth has been twice that of Flora’s.Sunday, 30 December 12
  • 9. d ‘value race’. ndulge nce-le tc ompete in an i Flora canno d it. iness so lution. No r shoul provid e a bus lume sa les can Fo cusin g on vo ents. arget tw o segm ally, it s hould t SpecificSunday, 30 December 12
  • 10. Young families and older people offer a clear opportunity Yellow fat buyers 59.85m people UK Population buy yellow fats (95% of UK pop) 17.29m 55+s 7.6m 25-34’s Future segmentsSunday, 30 December 12
  • 11. Young families and older people offer a clear opportunity Yellow fat buyers Future growth 59.85m people UK Population buy yellow fats (95% of 2m new UK pop) 5m new families 17.29m 55+s 7.6m 25-34’s Future segmentsSunday, 30 December 12
  • 12. Young families and older people offer a clear opportunity Yellow fat buyers Future growth The future growth in these two segments offers an opportunity for Flora as heavy usage declines across the sector. 59.85m people Given lifestage/s, both have a real need to UK Population buy yellow fats respond to its core health messaging and (95% of UK pop) 2m new consume more. 5m new However, given the market’s premium tastes, families 17.29m 55+s both media spend and nuanced product 7.6m 25-34’s messaging are vital in order to break the ‘value cycle’. Future segmentsSunday, 30 December 12
  • 13. Business: Brand: Increase volume (not value) amongst growing, receptive consumer segments Product:Sunday, 30 December 12
  • 14. I’ve discovered there are three problems Flora must overturn: Business Brand ProductSunday, 30 December 12
  • 15. Flora’s (and the margarine category’s) fortunes are irrevocably tied to health benefits 1964: 1990’s - 2000’s: Flora created in response Scandal over the amount of to Doctors’ health concerns trans-fats in Margarine - over Butter’s fat content Flora removes them.Sunday, 30 December 12
  • 16. Flora’s (and the margarine category’s) fortunes are irrevocably tied to health benefits 1964: 1990’s - 2000’s: 2006 - Present Flora created in response Scandal over the amount of Butter v Margarine debate to Doctors’ health concerns trans-fats in Margarine - is ongoing. No one clear over Butter’s fat content Flora removes them. viewpoint.Sunday, 30 December 12
  • 17. This has left the brand’s messaging confused 1964 - 1990’s 1990’s - 2000’s Flora launches with health- ‘Heart health’ becomes a key pillar, led messaging, the first to targeted at older consumers. make such claims. Sponsors London Marathon.Sunday, 30 December 12
  • 18. This has left the brand’s messaging confused 1964 - 1990’s 1990’s - 2000’s 2007 - Present Flora launches with health- ‘Heart health’ becomes a key pillar, Ends Marathon led messaging, the first to targeted at older consumers. sponsorship. Mixed make such claims. Sponsors London Marathon. messaging/promotions.Sunday, 30 December 12
  • 19. But Flora is still the most trusted brand in the category TRUSTED Lurpak Benecol INDULGENCE HEALTH Clover Country Life Anchor UNTRUSTWORTHYSunday, 30 December 12
  • 20. But Flora is still the most trusted brand in the category TRUSTED Flora Lurpak Benecol INDULGENCE HEALTH Clover Country Life Anchor UNTRUSTWORTHYSunday, 30 December 12
  • 21. And its history gives it the authority to talk about health Made in response to Multiple variants, Historic, long-term Doctors & a wider each with different sponsorship of the health agenda health benefits London MarathonSunday, 30 December 12
  • 22. But needs to move from talking about health to demonstrating healthy benefits •cholesterol Of the competition, Sales of healthy the majority of NPD spreads fell by 6% is health-focused from 2009-11.Sunday, 30 December 12
  • 23. But needs to move from talking about health to demonstrating healthy benefits •cholesterol Of the competition, Sales of healthy Barclays has seen a 49% the majority of NPD spreads fell by 6% increase in awareness since is health-focused from 2009-11. sponsoring London’s bikes.Sunday, 30 December 12
  • 24. Brand: Business: Move from talking Increase volume (not about health in value) amongst abstract terms to growing, receptive demonstrating its consumer segments benefits Product:Sunday, 30 December 12
  • 25. I’ve discovered there are three problems Flora must overturn: Business Brand ProductSunday, 30 December 12
  • 26. Beyond Flora’s colour scheme, most SKUs aren’t sufficiently differentiated Product claim similarity O/L, butter & spreads mixed togetherSunday, 30 December 12
  • 27. And the new formula spread is eroding trust in the brandSunday, 30 December 12
  • 28. Flora must learn from other household favourites Heinz: Weetabix: Changed its formats to Moving from multiple suit modern product usage (and consumption habits, SKUs); refocusing upon along with marketing the masterbrand limited edition/s via positioning - ‘Fuel for social media Big Days’ PG Tips: Walkers: Borrowed from a Switched its focus from beloved household new variants to property and brought highlighting new usage newly modernised brand occasions for crisps - values back pairing with sandwichesSunday, 30 December 12
  • 29. Flora must learn from other household favourites Heinz: Changed its formats to suit modern consumption habits, along with marketing limited edition/s via social media PG Tips: Walkers: Borrowed from a Switched its focus from beloved household new variants to property and brought highlighting new usage newly modernised brand occasions for crisps - values back pairing with sandwichesSunday, 30 December 12
  • 30. Flora must learn from other household favourites Heinz: Moving from multiple Changed its formats to suit modern product usage (and SKUs); consumption habits, refocusing upon a along with marketing limited edition/s via masterbrand positioning social media PG Tips: Walkers: Borrowed from a Switched its focus from beloved household new variants to property and brought highlighting new usage newly modernised brand occasions for crisps - values back pairing with sandwichesSunday, 30 December 12
  • 31. Using a central brand message to reassert core values Healthy Ingredients Healthy Benefits Need Satisfier Occasion Creator Promotion-Led Brand-Led Passivity ActivitySunday, 30 December 12
  • 32. Brand: Business: Move from talking Increase volume (not about health in value) amongst abstract terms to growing, receptive demonstrating its consumer segments benefits Product: Return focus to meaningful, core product attributesSunday, 30 December 12
  • 33. Brand: Business: Move from talking Increase volume (not about health in Before we can value) amongst abstract terms to growing, receptive demonstrating its establish a consumer segments benefits positioning, we ? must look at Product: what’s Return focus to meaningful core happening product attributes culturally:Sunday, 30 December 12
  • 34. The positioning must respond to a clear cultural shift that will change the dynamics of the category For the first time ever, more people are forecast to die from obesity than malnourishment.Sunday, 30 December 12
  • 35. The positioning must respond to a clear cultural shift that will change the dynamics of the category The UK has the highest percentage of obese women in Europe. It’s forecast to double by 2030.Sunday, 30 December 12
  • 36. The positioning must respond to a clear cultural shift that will change the dynamics of the category For the first time ever, more people will 3/10 boys and girls are classified as obese - yet the government has removed child exercise targets.Sunday, 30 December 12
  • 37. The positioning must respond to a clear cultural shift that will change the dynamics of the category People are doing something about it. On their own. Athletics and cycling are both on the rise.Sunday, 30 December 12
  • 38. The positioning must respond to a clear cultural shift that will change the dynamics of the category Technology now allows these ‘individual’ pursuits to be shared and socialised.Sunday, 30 December 12
  • 39. The positioning must respond to a clear cultural shift that will change the dynamics of the category However, studies have found that weight is only lost when groups of friends/family commit to it.Sunday, 30 December 12
  • 40. Brand: Business: Move from talking Increase volume (not about health in value) amongst abstract terms to This cultural growing, receptive consumer segments demonstrating its benefits shift leads us to Flora spreads health a motivating positioning: Product: Return focus to meaningful core product attributesSunday, 30 December 12
  • 41. This positioning can lead to Flora disrupting the category and differentiating itself No brand in the category has yet allied health claims to group exercise.Sunday, 30 December 12
  • 42. ‘Flora Spreads Health’ Flora is committed to heart health in all its forms. Whether it’s running, cycling or swimming, Flora will help you do the best you can. In order to do that, Flora’s selected a series of exercise champions up and down the country. They’ll be organising events near you, and they’re for everyone; whether they’re your friends, children or grandparents. But it doesn’t end there. Flora wants you to nominate an exercise champion from your area - whether they are a regular running/cycling club member or just someone who’s made a big difference to you. By partnering with Sport England and the British Heart Foundation, Flora won’t stop until the UK’s heart health is the best it’s ever been.Sunday, 30 December 12
  • 43. The thinking behind ‘Flora Spreads Health’ Brand Platform Flora Spreads Health Brand Promise To make the healthiest spreads and oils in order to help people continue to live fit and healthy lives. Flora can improve your diet and that of those around you Brand Purpose Flora is committed to life-long heart health,helping you to live longer, whoever you are. Flora’s products help by making regular meals that little bit healthier Sociable Inclusive, Outgoing, Open Brand Values Caring Thoughtful, Considerate, Engaged Optimistic Approachable, Friendly, CheerfulSunday, 30 December 12
  • 44. Tailoring communications by segment - Young families INFORM INSPIRE ESTABLISH ENERGISESunday, 30 December 12
  • 45. Tailoring communications by segment - Young families INFORM INSPIRE ESTABLISH ENERGISE Use relevant Partner with the celebrity Cycle to Work spokespeople’s scheme, offering JAN - MAR social channels - range on-pack pictured running awareness/ with ‘Flora jackets’ - promotions teaser contentSunday, 30 December 12
  • 46. Tailoring communications by segment - Young families INFORM INSPIRE ESTABLISH ENERGISE Use relevant Partner with the celebrity Cycle to Work spokespeople’s scheme, offering JAN - MAR social channels - range on-pack pictured running awareness/ with ‘Flora jackets’ - promotions teaser content Roll out exercise Get celebrity Increase social Announce partnership messaging spokespeople to media activity with the BHF & Sport throughout the map their favourite amongst those England. Launch APR - JUN range / in-store - running/cycling celebs likely to exercise print ads, for sending a lid will running/cycle clubs + routes (and food to resonate with young enter you into a GPs surgeries eat before and families 5K/10K after)Sunday, 30 December 12
  • 47. Tailoring communications by segment - Young families INFORM INSPIRE ESTABLISH ENERGISE Use relevant Partner with the celebrity Cycle to Work spokespeople’s scheme, offering JAN - MAR social channels - range on-pack pictured running awareness/ with ‘Flora jackets’ - promotions teaser content Roll out exercise Get celebrity Increase social Announce partnership messaging spokespeople to media activity with the BHF & Sport throughout the map their favourite amongst those England. Launch APR - JUN range / in-store - running/cycling celebs likely to exercise print ads, for sending a lid will running/cycle clubs + routes (and food to resonate with young enter you into a GPs surgeries eat before and families 5K/10K after) Print codes on Invite those Put on a Flora each pack of interested/selected ‘Daylight Saving’ 10k Flora for free participants for some in cities around the JUL - DEC pre-10k training with celeb endorsed UK on October 27th, exercise regime pro coaches/ with a different (theme by SKU) dieticians. Give them celebrity at each. yellow Flora jacketsSunday, 30 December 12
  • 48. Tailoring communications by segment - Young families INFORM INSPIRE ESTABLISH ENERGISE Use relevant Partner with the celebrity Cycle to Work spokespeople’s scheme, offering JAN - MAR social channels - range on-pack pictured running awareness/ with ‘Flora jackets’ - promotions teaser content Roll out exercise Get celebrity Increase social Announce partnership messaging spokespeople to media activity with the BHF & Sport throughout the map their favourite amongst those England. Launch APR - JUN range / in-store - running/cycling celebs likely to exercise print ads, for sending a lid will running/cycle clubs + routes (and food to resonate with young enter you into a GPs surgeries eat before and families 5K/10K after) Print codes on Invite those Put on a Flora each pack of interested/selected ‘Daylight Saving’ 10k Flora for free participants for some in cities around the JUL - DEC pre-10k training with celeb endorsed UK on October 27th, exercise regime pro coaches/ with a different (theme by SKU) dieticians. Give them celebrity at each. yellow Flora jackets Host regular events Weighted ATL Set up ‘Got Flora, around key cultural spend throughout Go Further’ on and 2014 moments (a rival to key cultural offline clubs, ONWARDS the London moments. Pushed partnering with Marathon, post New mobile content at FitBit Years) these times.Sunday, 30 December 12
  • 49. Tailoring communications by segment - Older couples INFORM INSPIRE ESTABLISH ENERGISESunday, 30 December 12
  • 50. Tailoring communications by segment - Older couples INFORM INSPIRE ESTABLISH ENERGISE Tactical print ads Use relevant Use Pro-Activ emphasising Flora’s celebrity packs to appeal to commitment to heart spokespeople in JAN - MAR an older audience health & exercise lifestyle press, about new heart across the range teasing the activity/ exercise intiative ahead of the London events MarathonSunday, 30 December 12
  • 51. Tailoring communications by segment - Older couples INFORM INSPIRE ESTABLISH ENERGISE Tactical print ads Use relevant Use Pro-Activ emphasising Flora’s celebrity packs to appeal to commitment to heart spokespeople in JAN - MAR an older audience health & exercise lifestyle press, about new heart across the range teasing the activity/ exercise intiative ahead of the London events Marathon Roll out exercise messaging Announce partnership with the BHF & Sport throughout the England. Launch APR - JUN range / in-store - exercise print ads, for sending a lid will running/cycle clubs + enter you into a GPs surgeries 5K/10KSunday, 30 December 12
  • 52. Tailoring communications by segment - Older couples INFORM INSPIRE ESTABLISH ENERGISE Tactical print ads Use relevant Use Pro-Activ emphasising Flora’s celebrity packs to appeal to commitment to heart spokespeople in JAN - MAR an older audience health & exercise lifestyle press, about new heart across the range teasing the activity/ exercise intiative ahead of the London events Marathon Roll out exercise messaging Announce partnership with the BHF & Sport throughout the England. Launch APR - JUN range / in-store - exercise print ads, for sending a lid will running/cycle clubs + enter you into a GPs surgeries 5K/10K Invite those Run ‘Flora takes Put on a Flora you further’ TV ad/s interested/selected ‘Daylight Saving’ 10k across the summer, participants for some in cities around the JUL - DEC pre-10k training with weighting it for UK on October 27th, Autumn/whenever pro coaches/ with a different usage occasions dieticians. Give them celebrity at each. are greatest yellow Flora jacketsSunday, 30 December 12
  • 53. Tailoring communications by segment - Older couples INFORM INSPIRE ESTABLISH ENERGISE Tactical print ads Use relevant Use Pro-Activ emphasising Flora’s celebrity packs to appeal to commitment to heart spokespeople in JAN - MAR an older audience health & exercise lifestyle press, about new heart across the range teasing the activity/ exercise intiative ahead of the London events Marathon Roll out exercise messaging Announce partnership with the BHF & Sport throughout the England. Launch APR - JUN range / in-store - exercise print ads, for sending a lid will running/cycle clubs + enter you into a GPs surgeries 5K/10K Invite those Run ‘Flora takes Put on a Flora you further’ TV ad/s interested/selected ‘Daylight Saving’ 10k across the summer, participants for some in cities around the JUL - DEC pre-10k training with weighting it for UK on October 27th, Autumn/whenever pro coaches/ with a different usage occasions dieticians. Give them celebrity at each. are greatest yellow Flora jackets Produce special Host regular events edition spreads/ Set up ‘Got Flora, around key cultural Weighted ATL packaging, Go Further’ on and 2014 moments (a rival to spend throughout formulated for offline clubs, ONWARDS the London key cultural different exercise partnering with Marathon, post New moments. (cycling, running FitBit Years) etc)Sunday, 30 December 12
  • 54. Socialising key elements of Flora’s communications: INFORM INSPIRE ESTABLISH ENERGISE Tactical print ads Use Pro-Activ & Partner with the emphasising Flora’s Flora’s SM to Use relevant Cycle to Work commitment to heart appeal to celebrity scheme, offering JAN - MAR health & exercise audience about spokespeople in range on-pack across the range new heart trade titles/SM awareness/ ahead of the London exercise intiative promotions Marathon Roll out exercise Get celebrity Increase social Announce partnership messaging spokespeople to media activity with the BHF & Sport throughout the map their favourite amongst those England. Launch APR - JUN range / in-store - running/cycling celebs likely to exercise print ads, for sending a lid will running/cycle clubs + routes (and food to resonate with young enter you into a GPs surgeries eat before and families 5K/10K after) Print codes on each pack of Flora for free JUL - DEC celeb endorsed exercise regime (theme by SKU) Produce special Host regular events Weighted ATL edition spreads/ around key cultural spend throughout packaging, 2014 moments (a rival to key cultural formulated for ONWARDS the London moments. Pushed different exercise Marathon, post New mobile content at (cycling, running Years) these times. etc)Sunday, 30 December 12
  • 55. Socialising key elements of Flora’s communications: INFORM INSPIRE ESTABLISH ENERGISE Tactical print ads Use Pro-Activ & Partner with the emphasising Flora’s Flora’s SM to Use relevant Cycle to Work commitment to heart appeal to celebrity scheme, offering JAN - MAR health & exercise audience about spokespeople in range on-pack across the range new heart trade titles/SM awareness/ ahead of the London exercise intiative promotions Marathon Roll out exercise Get celebrity Increase social Announce partnership messaging spokespeople to media activity with the BHF & Sport throughout the map their favourite amongst those England. Launch APR - JUN range / in-store - running/cycling celebs likely to exercise print ads, for sending a lid will running/cycle clubs + routes (and food to resonate with young enter you into a GPs surgeries eat before and families 5K/10K after) Invite those Run ‘Flora takes Print codes on Put on a Flora interested/selected you further’ TV ad/s each pack of ‘Daylight Saving’ 10k participants for some across the summer, Flora for free in cities around the JUL - DEC pre-10k training with weighting it for celeb endorsed UK on October 27th, pro coaches/ Autumn/whenever exercise regime with a different dieticians. Give them usage occasions (theme by SKU) celebrity at each. yellow Flora jackets are greatest Produce special Host regular events Weighted ATL edition spreads/ Set up ‘Got Flora, around key cultural spend throughout packaging, Go Further’ on and 2014 moments (a rival to key cultural formulated for offline clubs, ONWARDS the London moments. Pushed different exercise partnering with Marathon, post New mobile content at (cycling, running FitBit Years) these times. etc)Sunday, 30 December 12
  • 56. Focusing messaging by segment Primary role for communication: ‘Mobilise family exercise, facilitating time outdoors’ Young Families (25-34) ‘Provide a motivating means of monitoring heart health’ Older Couples (55+)Sunday, 30 December 12
  • 57. Weighting activity by segment Channel activity: Advertising 25% PR & Partnerships 25% Retail 30% Social Media 15% Mobile 5% Young Families (25-34) Advertising 10% PR & Partnerships 40% Retail 40% Social Media 5% Mobile 5% Older Couples (55+)Sunday, 30 December 12
  • 58. Following ten key principles HEALTH BASED MARKETING BY ITSELF IS NOT ENOUGH 1. Flora’s brand is based upon ‘heart health’, but obesity rates indicate it’s not enough to just tell people 2. Communications must always demonstrate the dual benefits of both exercising and eating Flora 3. People will not easily respond to activity aimed at them alone. Spend must be prioritised towards groups ESTABLISH A NEW ‘PUBLISHING MODEL’ FOR MARKETING 4. Everything is media 5. Unpaid media is as (if not more) important as paid media 6. Listening is as important as doing BE THE CHANGE YOU WANT TO SEE IN THE WORLD 7. Educate & inspire in equal measure 8. Internal behaviour change is as important as external communications - bring it to life yourself 9. Go beyond a campaign; to see the benefits from healthy living and exercising, you’ve got to be in it for the long haul 10. ‘Make friends to influence people’ - brands and government bodies involved with exercise will legitimise your activitySunday, 30 December 12
  • 59. Measuring the right metricsSunday, 30 December 12
  • 60. Measuring the right metrics Young Families (25-34) 1. Online panels (pre & post) with a mixture of loyalists/range buyers in the age range. 2. Sales uplift v.s. previous promotional activity (e.g. Kinect giveaway). 3. Societal measures (to be agreed with BHF, but tentatively - cholesterol as a factor in heart attacks pre/post). 4. Database acquisitions v.s. historical activity 5. Shares of activity/event attendance over time.Sunday, 30 December 12
  • 61. Measuring the right metrics Young Families Older Couples (25-34) (55+) 1. Online panels (pre & post) with a mixture of 1. Online panels (pre & post) with a mixture of loyalists/range buyers in the age range. loyalists/range buyers in the age range. 2. Sales uplift v.s. previous promotional activity 2. Sales uplift v.s. previous promotional activity (e.g. Kinect giveaway). (e.g. Kinect giveaway) for 55+s 3. Societal measures (to be agreed with BHF, but 3. Societal measures (to be agreed with BHF, but tentatively - cholesterol as a factor in heart tentatively - cholesterol as a factor in heart attacks pre/post). attacks pre/post). 4. Database acquisitions v.s. historical activity 4. Brand tracking scores v.s. historic marathon activity 5. Shares of activity/event attendance over time.Sunday, 30 December 12
  • 62. Now - write your own. What would you do?Sunday, 30 December 12